12 Essential Landing Page Statistics
Written by Backlinko Team
A high-converting landing page is a key component of lead generation campaigns.
On this page, you’ll find a curated list of up-to-date statistics about landing page conversion rates, usage of landing page builders, and more.
Let’s dive right in!
The median landing page conversion rate across all industries is 6.6% (Unbounce)
A recent analysis conducted across 9 industries shows that the median landing page conversion rate is 6.6%.
The report revealed that the events and entertainment industry achieved the highest median landing page conversion rate at 12.3%, whereas the SaaS industry recorded the lowest rate at 3.8%.
Here’s a detailed breakdown of the median landing page conversion rate by industry:
| Industry | Landing Page Conversion Rate |
|---|---|
| SaaS | 3.8% |
| Ecommerce | 4.2% |
| Health and wellness | 5.1% |
| Commercial and professional services | 6.1% |
| Financial services | 8.3% |
| Travel and hospitality | 4.8% |
| Legal | 6.3% |
| Education | 8.4% |
| Events and entertainment | 12.3% |
Email stands out as the most effective channel, achieving an average landing page conversion rate of 19.3% (Unbounce)
Users who visit landing pages via email convert 77.06% more than visitors from paid search.
Here’s a detailed breakdown of the average landing page conversion rate by traffic channel:
| Channel | Landing Page Conversion Rate |
|---|---|
| Display | 4.1% |
| Paid search | 10.9% |
| Paid social | 12% |
| 19.3% |
Landing pages with a webinar invitation have the highest conversion rates (GetResponse)
On average, landing pages that include webinar promotions achieve a 22.3% conversion rate (vs. the typical 10.76% conversion rate across all landing pages according to the same analysis).
43.6% identify lead generation as their goal with landing pages (HubSpot)
Nearly half (43.6%) of surveyed marketers indicate lead generation as their top priority with landing pages, followed by a direct customer purchase (33.7%).
Only 9.9% of marketers say they use landing pages to generate new email subscribers as their primary goal.
38.6% of marketers claim videos boost landing conversion rate, more than any other element (HubSpot)
According to a survey of 101 marketers, over one-third of respondents think videos and graphics positively improve landing page conversion rates.
It’s worth noting that some marketers say statistics related to the topic may also positively impact conversion rate.
Here’s a complete list of landing page elements that impact conversion according to marketers:
| Landing Page Element | Share of Respondents |
|---|---|
| Videos | 38.6% |
| Imagery or graphics | 35.6% |
| Social media sharing icons | 30.7% |
| Short, text-based descriptions of the landing page offer | 30.7% |
| Short contact forms | 20.8% |
| Statistics related to the topic or product | 17.8% |
| Mentions of exclusive data, interviews, or product access | 13.9% |
| Quotes from experts about the offer or product | 11.9% |
| Other | 1% |
35% of B2B marketers claim that landing page was the most successful method for collecting newsletter subscribers (Databox)
According to a recent survey, 35% of B2B marketers ranked landing pages as the most effective method for collecting newsletter subscribers, more than any other type.
Subscription bars rank as the second best way to grow the subscriber base, with nearly 20% of respondents opting for that method, followed by pop-up forms with a 10+% share.
Companies rank clear call-to-action (CTA) as the most important factor that makes a high-converting landing page (Databox)
According to a survey of 37 companies, “clear CTA” is the most important factor when it comes to creating high-converting landing pages, followed by “persuasive and informative copywriting”, and “engaging visuals or multimedia content”.
27% of marketing decision-makers report using automation for landing pages (Statista)
In a global survey of marketers, 27% of respondents stated that they use automation for landing pages.
At least 282 landing page builders are currently available on the market (Capterra, BuiltWith)
Currently, 282 products are available in the landing page software category. For example, 181,801 live websites using ClickFunnels, followed by Landingi (with 42,989 active websites) and Unbounce (34,627 live websites).
Here’s a table with all the numbers:
| Landing Page Builder | Live Websites |
|---|---|
| ClickFunnels | 181,801 |
| Landingi | 42,989 |
| Unbounce | 34,627 |
| Leadpages | 28,178 |
| Instapage | 9,331 |
| Swipe Pages | 7,775 |
Reading difficulty level directly correlates with landing page conversion rates (Unbounce)
Landing page copy written at the 5th to 7th-grade level tends to have the highest landing page conversion rate (11.1%) compared to more complex written pages. For example, landing pages with college-level reading difficulty tend to convert significantly worse – 5.3%.
Here’s a detailed breakdown of landing page conversion rate by reading grade level:
| Reading Grade Level | Median Conversion Rate |
|---|---|
| 5th to 7th grade | 11.1% |
| 8th and 9th grade | 7.1% |
| 10th to 12th grade | 6.1% |
| College/university | 5.3% |
| Professional | 5.5% |
Mobile drives 82.9% of traffic to landing pages (Unbounce)
A recent analysis of sample data found that mobile visitors account for 82.9% traffic share of landing pages compared to only 17.1% of desktop traffic.
48% of website visitors abandon the primary landing page without exploring any marketing collateral (Gartner)
Recent research shows that, on average, 48% of website visitors exit the main landing page without further interaction with marketing collateral.