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Landing pages are a stepping stone between a message and an action. They are an essential element in any inbound marketing strategy, as the serve to move a visitor through the sales funnel and make them a Lead. It is the step they take between reading your valuable content and taking it further, whether it be downloading a free eBook or requesting a consultation. Because the information gained from a landing page is what is used to create and score a Lead, their importance can’t be stressed enough.
With that in mind, here are 10 revealing statistics specifically about landing pages to open your eyes and give you further insight into their role in your strategy:
#1 Of B2B companies that use landing pages, 62% have six or fewer total landing pages
It’s important to understand that with landing pages, more isn’t necessarily better. You certainly don’t need to create a unique landing page to correlate with every single blog post. Think of your landing pages as opportunities to get found and gain leads. You are better off have a handful of very effective landing pages that rank organically and convert well, rather than dozens of different pages that don’t perform.
#2 Only 48% of marketers build a new landing page for each marketing campaign
You don’t need to have a new landing page for every blog, but you should have a unique page created for each marketing campaign you develop. New eBook, new white paper, just shot a new webinar, offering a free consultation - create landing pages specific to all of these offers. If you’re following this simple rule, you’re already doing better than half the other inbound marketers out there.
#3 Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions
Are your landing pages effective? If you don’t know the answer to that question, you aren’t alone. In fact, only about half of companies you use landing pages actually know how well they perform. With all of the tools available today from software providers like HubSpot, A/B testing to improve conversions is an absolute no-brainer.
#4 48% of landing pages contain multiple offers
Sorry, guys- that is definitely not a landing page best practice. Instead, have one specific offer for each landing page to keep your reader focused on one thing at a time. Remember, the landing page is part of the sales funnel. Essentially, you are funneling people from a blog post to an eBook. Funnels don’t send water is multiple directions!
#5 84% of landing pages still include the navigation bars
Again, that is not a landing page best practice. By including the top navigation menu, you are still giving your visitor more than one option to click on. The landing page focus should be on the offer and the next step you designed, as opposed to the rest of your company’s website.
#6 Almost 75% of businesses have problems finding suitable expertise for optimizing their landing page copy
Your content creation strategy doesn’t end with your blog. The verbiage used on your landing page matters just as much as the graphics and button placement. The ultimate goal would be to have your landing page not only move visitors to your offered resources, but also to rank well organically in their own right. In order to do this, make sure the same expert writer that is creating your posts are working on your landing pages.
#7 Using videos on landing pages can increase conversions by 86%
It's no secret that videos are extremely effective, but they do not making regular appearances on landing pages for some reason. They should! If you begin incorporating video marketing into your landing pages, you’ll start to see fantastic results.
#8 Even a 1 second delay in your site speed can result in a 7% reduction in conversions
Yikes! This statistic should be pretty scary. If your landing page doesn’t load right away, you’re losing visitors. Today’s online users have so many options and such short attention spans that they'll often leave a website and not come back if it doesn't load quickly.
#9 More than 90% of visitor who read your headline also read your CTA Copy
Translation: your landing page headline is crucial. If someone read yours headline and continues on through the page, they will almost always make it all the way to your CTA and decide whether to click on it or not. Don’t focus too much on your CTA and forget about how important the headline is.
Statistics were all taken from Marketing Sherpa.
If you’re looking to get the most out of your inbound marketing, landing pages are essential. Interested in learning more about inbound marketing best practices? Download our free eBook The Beginner's Guide to Inbound Marketing and you’ll be well on your way to creating effective landing pages and putting more Leads in your database than ever before.