Landing Page Statistics (How Successful Are Landing Pages?)


These extensive landing page statistics will come in handy if you’re a marketer and plan to create successful marketing campaigns.

You will use a landing page (or short, “lander”) to convert visitors into leads or straight into sales.

It’s a standalone single-page website with a compelling presentation of a product or service (could be multiple – but not recommended) with call-to-action (CTA) buttons and opt-in forms strategically scattered across the layout.

While many unsuccessfully drive traffic directly to the product or registration page, the ones who put in the extra effort and create a landing page truly see the best results.

These landing page stats will convince you to take landers way more seriously because the outcome can boost your business’s performance.

And if you have never built one yet, you’ll want to test landing pages by the end of this list.

But the main thing that needs to be at the back of your mind is this: Landing pages need to convert.

(Bonus: The more you test, the better the results – turning an unprofitable campaign into a profitable one is possible.)

Landing Page Statistics (Our Top Picks)

  • The catering and restaurant industry has a conversion rate of 9.8%.
  • A good CR is anywhere between 2% and 5%.
  • Unbounce is the most popular landing page builder.
  • Reducing form fields can increase CR by 120%.
  • Email and name is the most popular form combination.
  • Every extra second that takes a landing page to load means an approximate 4.4% conversion rate drop.
  • 8 persons out of 10 read the headline but only two the rest.
  • Using more landing pages can mean a 55% boost in conversion rates.
  • Green CTA buttons tend to be the most common (and better performing).
  • President Obama raised an extra $60 million due to proper A/B testing.

25 Exciting & Must-Know Landing Page Statistics

1. Catering and restaurants industry converts the best

According to Unbounce, with 44,000+ landing pages and 33+ million conversions, the catering and restaurant industry is the best converting one – 9.8%. The second is media and entertainment (7.9%) and the third is finance and insurance (6.2%).

10 Industries with the best conversion rates (CR)

IndustryConversion rateCatering & restaurants9.8%Media & entertainment7.9%Finance & insurance6.2%Education5.8%Fitness & nutrition5.6%Legal5.4%eCommerce5.2%Events & leisure5.2%Travel4.8%Home improvement3.8%
Conversion rates by industry

But according to WordStream, the average conversion rate across all industries is 9.7%.

Hitting anywhere close to the average conversion rate can mean a big increase in your business sales. The more leads mean the more potential paying customers.

However, for anyone starting out, we recommend aiming at 2-5% CR because it’s more realistically achievable for a beginner.

Source: Unbounce, WordStream

When taking the top one million landing pages globally, 56% of them use Unbounce to build landing pages for their businesses. The second most popular is StatusPage IO at only 28%.

Landing page builderUsage distribution for top 1 million sitesUnbounce56%StatusPage IO28%Instapage4%LeadPages4%Landingi3%
Most popular landing page builders

Among the top one million landers, most are built in the United States (199,000+), then Brazil (23,000+) and third is Vietnam (13,000+).

Source: Built With

3. Reducing form fields can increase conversions by 120%

If you’re running landing pages with too many form fields, you can easily increase conversion rates by reducing them. This might be contradictory for some – but it’s worth trying it.

Unbounce found that going from eleven to four fields can mean a 120% boost in conversion. I mean, who doesn’t want an increase like that?

In short, less is more.

Don’t overwhelm the visitor with too many fields; they might leave without opting in.

Fun fact: Unbounce says you can experience a 5% decrease in CR if you include a phone number field. (Only add it if really necessary.) Plus, asking users for their ages also reduces CR.

Source: Unbounce, HubSpot

In fact, they account for only 5.1%, whereas popups are used in more than 66% of the cases. The main reason might be that adding a popup to an existing website is way easier than creating a full landing page (from scratch).

BUT! A lander has by far the highest conversion rate at 23%, while the second most popular, wheel of fortune, only has a 10% CR.

We already learned that the fewer form fields you’ll use, the better the conversion rate will be.

And if you want to keep it really simple, ask for email address and name because that’s the combination that performs the best – 7% CR. The second most popular combo is email address and birthdate (5.7% CR).

In general, it’s better to avoid asking for a telephone number and gender.

Source: Omnisend

6. Landing page should load within 2 seconds

We all know that website loading speed matters, and it’s even more critical when it comes to landers. In fact, if yours doesn’t load within (at least) two seconds (one second is the ultimate), you need to optimize and improve it as quickly as possible.

How speed affects CR

Load timeAverage conversion rate1 second40%2 seconds34%3 seconds29%
Average CR by loading speed

Roughly said, every extra second means an approximate 4.4% conversion rate drop. Yup, a pretty big deal.

Source: Portent

7. Using an optimization tool can grow CRs by 30%

Optimization is one of the essentials for achieving success with any marketing campaign. And if you use automatic optimization software, you can improve conversion, even up to 30%.

A/B testing, testing one variable at a time, well, that takes time – but you can achieve similar excellent results when using software that does all the hard work for you.

Source: Unbounce

8. How much does it cost to create a landing page?

A landing page can cost anywhere from $75 to $3,000. Using a landing page builder like Unbounce is the most budget-friendly solution. From my personal experience using it, anyone can use it, regardless of experience and niche/industry.

But if you’re outsourcing the project to an exclusive PPC company, prices can be even higher than $3,000. However, it all comes down to the complexity of the lander.

Source: WebFX

9. 8 persons out of 10 read the headline

The landing page’s copy is even more important than any other website, blog, or product page. It’s reported that eight out of ten people will read the title, but only two out of ten will read (or more like skim through) the rest.

If you don’t have time or resources, at least invest in an excellent headline (but don’t forget to test it).

Source: CopyBlogger

10. Average landing page bounce rate is 60-90%

A typical bounce rate for a landing page is between 60% and 90%. But it’s exceptionally high if the landing page is a checkout page, which isn’t recommended anyway. The lander should be at least the one page a visitor visits before the checkout.

Bounce rate is the percentage of visitors who enter the page and leave without visiting another page.

Source: Customedialabs

11. A sticky navigation/header can improve the landing page by 22%

Even though some users don’t know why, it seems most of them prefer sticky navigation. And, according to research, it tends to help users find what they’re after approx. 22% quicker.

That’s why one great practice is to add a call-to-action button in the navbar.

12. Above the fold is where 80% of users’ attention is

You must have the necessary information, a CTA button or an opt-in form above the fold because that’s where the majority of users put most of their attention to after landing on the lander.

The first few seconds are the most important, and you don’t want to lose the opportunity. Ensure the user knows exactly what to do right from the get-go.

13. Click-to-scroll can reduce bounce rate by 37%

Even though we encourage you to create a short landing page, sometimes you just can’t avoid but need to create a long one.

In this case, use click-to-scroll buttons/navigation, so a visitor can jump straight to the content they want to view instead of wasting time scrolling to get to it. This can lower your bounce rate significantly (-37%).

Source: OptinMonster

14. A new form design can cause a 166% increase in leads

This is quick proof that A/B testing and optimization are essential in getting the most out of your landing page. You can enjoy a 166% increase in lead rate by split-testing different form designs. One company reported a 188% boost!

Source: MarketingExperiments

15. You can increase leads by 55% with more landing pages

If you think you’re doing a great job with ten landing pages, you’ll want to create more after reading this. HubSpot found that going from ten to fifteen landing pages can increase conversions by 55%. If you averaged 100 leads, you could average 155 with more landers.

And, as you can see from the graph above, an increase in leads will be EVEN MORE significant if you create over twenty landers. (But go 40+ if you want to take your business to the next level.)

Source: HubSpot

16. Personalized CTA converts 200%+ better

You already know that one CTA performs the best, but how can you improve it even more? HubSpot found that a personalized call-to-action performs (read converts) 202% better than a classic one.

You can use a smart CTA which adapts to the visitor’s cookies (it can know the visitor’s language, whether they’re already a lead, etc.)

Another research found that 52% of companies believe personalizing content is crucial to their online marketing strategy – not just the CTA.

Source: HubSpot

17. Too much copy can lower conversion rates

You might think that writing that extra few words will benefit the visitor, but that’s not the case. In fact, the fewer the words, the better the conversion rate will be.

Instead of writing an 800-word copy, aim for a 200 one, or even better, a 100-word copy. Don’t bloat the landing page if you want it to perform better for you.

Less words and more white space work wonders.

One of the rules you need to follow when building a landing page is not to confuse the visitors with too many CTA buttons and links (especially not multiple offers).

You can enjoy around 13.5% CR by driving visitors’ attention to a single CTA. Add two or more, and you can immediately see approx. 1.6% decrease in conversions. But you definitely don’t want to use more than five links because your CR can drop by 3%.

19. Landing pages with social proof convert 1.1% better than those without

Every % counts when it comes to landing pages and improving conversion rates. Unbounce also found that you can enjoy a 1.1% bump in CR by adding social proof to your lander. (This could be testimonials, (video) reviews, social posts, etc.)

Source: Unbounce

20. 20% of companies don’t test their landing pages

Many companies still don’t test their landing pages or might not have a proper method to do it. The reasons could be many, from not knowing how to do it to the extra investment it takes.

If you don’t do the testing, you cannot expect the epic results you want to achieve – that’s the law of successful landing pages. Remember, testing and optimizing never stops.

Source: Business2Community

21. 78% of landing pages have their location in the title tag

Surprisingly, 78% of the top landing pages add their location to their title tag. But this would work best if you target locally, not globally.

Moreover, 55% of them also include their business name in the title tag.

22. 89% of landing pages are responsive

Even though the average percentage of mobile-friendly landing pages is still high, it should be even higher.


Because a landing page MUST BE responsive in the modern era, we live in. Luckily, that’s easily achievable with predefined templates and landing page builders.

You may be interested in our:

Source: Nifty

23. 44% of the SaaS landing page’s hero images include people

Using a hero image (above the fold) with people on it can help your visitors connect with your business easier.

But there’s a catch – don’t use boring, overused stock images. Create your own (even if they aren’t super professional, they can still work better than the stock ones – sometimes the amateur-ish photos perform better than professional ones).

Besides the images of people, 46% of landers also use video content (which can increase conversion by 80%+).

24. Green CTA buttons tend to be the most common

51.3% of those SaaS landing mentioned earlier rock green CTA buttons. Blue and red buttons are the second and third most popular.

If you’re using any other color, at least the green version is worth testing.

Speaking of colors, don’t forget to check our website color statistics and the best colors for websites.

Source: ChartMogul

A simple split-testing of the media section and the button can mean raising tens of millions of $. And the “Obama experiment” proves that A/B testing can work WONDERS. Extra $60 million? Sign me in!

Source: Optimizely

Final Thoughts

A landing page is a common marketing tool that can take any business to the next level. However, a landing page is not a set-it-and-forget-it thing.

You need to continuously test and optimize it because only then will you see the fantastic results you deserve.

I’m sure you learned a lot through these landing page statistics. Feel free to apply the newly-learned information to your conversion optimization strategy.

If you need inspiration, you may also be interested in our collection of the best landing page examples.

“Never stop testing, and your advertising will never stop improving.” – David Ogilvy

What’s your best landing page optimization strategy? Help others by sharing it in the comments section below.

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