Landing page statistics for small businesses
For businesses of all sizes, landing pages are a vital lead-generation tool. But for small businesses, who are battling to stand out amid a sea of big brand names and multinationals, a landing page can be the difference between make or break. Getting it right is absolutely critical. Let’s take a look at the landing page stats you need to know to build your customer base…
Landing pages for small businesses
Landing pages have a critical role to play in the lead-generation strategies of small businesses. Done well, a landing page will allow you to capture the details of your dream customers, so you can nurture your relationship with them and have them buying from you for years to come. But what makes a good landing page? What are the crucial elements for converting visitors into leads? Let’s look at the landing page statistics every small-business owner needs to know…
A good conversion rate
The average landing page conversion rate – across all industries, and from multinational brands to small, local businesses – is between 2 and 5%.
Which sounds pretty shit, to be honest, doesn’t it?
Luckily, you’re a badass small business owner, so you’re not interested in average. You want good. Better than good. You want to take the world by storm. So what you want is a decent landing page conversion rate of about 10%. If you can get anything above that, you can consider yourself genuinely smashing it.
The highest converting type of sign-up form
The proliferation of website pop-ups seems to suggest they are the best way of gathering customer information. But actually, that couldn’t be further from the truth. While pop-ups account for 66% of all sign-up forms, they actually have the second-lowest conversion rate at a rather measly 3%. Pfft. Bothered. Landing pages, on the other hand, make up just 5.1% of sign-up forms and have a rather more convincing sign-up rate of 23%. Bit of a no-brainer, really.
Fields of your dreams
In terms of collecting that all-important contact information, there’s a right way to do it. Nobody wants to have to answer 20 questions about who they are, where they live and what their inside leg measurement is to get a 10% discount. So think carefully about what information you really need. If you want to email your leads, you don’t need their postal address. If you want to contact them via SMS, you don’t need their email address.
The landing pages with the highest conversion rates tend to have just three fields, so stick to that if you can. Maybe ask for their first name, last name and email address. Or first name, email address and country, depending on what information is going to be most useful in terms of marketing to them. With three fields, you’re more likely to achieve a good conversion rate of 10%.
Nobody wants to have to answer 20 questions about who they are, where they live and what their inside leg measurement is to get a 10% discount. So think carefully about what information you really need.
Address their fears upfront
Openly and pre-emptively addressing the fears of visitors to your landing page can increase conversion rates by a massive 80%. That means thinking about what might hold them back from signing up, and tackling those concerns head-on.
People want to know what’s going to happen when they submit their precious personal information, so tell them. What will happen to their data? How often are you going to be popping into their inbox?
Think about your own thought processes when you visit a landing page. What stops you from signing up? What are you concerned about? Give voice to those concerns when you’re writing the copy for your own landing pages, and you’ll see much better conversion rates.
People want to know what’s going to happen when they submit their precious personal information, so tell them. What will happen to their data? How often are you going to be popping into their inbox?
Optimise for search and Google Maps
Your landing page is absolutely useless if nobody visits it. Yes, you might put out a paid social ad for driving people to it, but leaving it at that will only ever get you so many eyeballs. Optimising your landing pages for Google Maps and organic search is a great way of increasing exposure and (hopefully) generating more leads. In fact, in a study of landing pages across several industries, 48% of the top-performing ones were optimised for organic search and Google Maps. Why would you not, really?
Include your business name
Customers value openness and transparency. They want to know who they are giving their personal information to, as well as what it’s going to be used for. So don’t be shy about it. Have your logo featured prominently, and include your business name in the title tag of your landing page. (You want to start building recognition immediately, after all.) This is not only going to foster trust and reassure your visitors, it will also increase your conversions. Of the top-performing landing pages, 66% have their business name in the title tag.
Have your logo featured prominently, and include your business name in the title tag of your landing page. (You want to start building recognition immediately, after all.) This is not only going to foster trust and reassure your visitors, it will also increase your conversions.
Use video
Video is the medium of choice for many consumers these days, and it’s a powerful tool in your marketing toolkit. If you’re already using video as part of your wider marketing strategy, you’d do well to use it on your landing pages, too. In fact, using relevant embedded video content on your landing pages could increase your conversions by as much as 86%. So repurpose your content. Save yourself some time, give your audience what they want, and show off your product or service with a video demo.
Use testimonials
Before your prospective leads hand over their personal information, they want to know it’s not going to come back and bite them on the arse. They want to know their details will be in safe and capable hands, and that you know what you’re doing. And more than that, they want to hear it from somebody who has already had the experience of buying from you. Adding social proof, such as testimonials or reviews, can massively increase your landing page conversions. Of the landing pages that perform the best, more than a third (36%) of feature a testimonial or customer review somewhere.
Longer content works
The length of the copy on your landing page will ultimately depend on your goal and what your business does, but it’s worth noting that it’s not always the case that the shortest content is the sweetest. According to Unbounce, increasing the amount of copy on your landing page could increase conversions by as much as 52%. Not only that, it will give you more scope for adding links, and a better chance of showing up in organic search and map results.
Land it like a boss
If you’ve got a product or service to sell, Comma Chameleon’s Manchester-based copywriters can help you sell it. Hit us up with an email, a message, or DM over on Facebook or Instagram and we’ll get back to you so we can hash out a plan.
Check out the rest of our Landing Pages: Everything You Need to Know blog series here.
