Whether you’re using landing pages to increase email opt-ins, get more people to register for your event, or increase conversions from your PPC advertising – you’ve probably asked…
What’s a good conversion rate for my landing page?
And it can be tough to find a good answer. You’ll hear a lot of “it depends”. That’s because a lot of things go into the making of a landing page that converts well.
My friends over at UnBounce (I’m an UnBounce customer and member of their partner program) have the answers you want. The answers are found in the research and insights in their Conversion Benchmark Report.
The report is the result of a bunch of data nerds – um I mean scientists, who analyzed the actions of 74,551,421 visitors on 64,284 lead gen landing pages on the Unbounce platform.
One of the really helpful things they have done is to break down their analysis by industry. This helps you sort through the data and quickly identify the things you should be testing – the things proven to work in your industry. The 10 industries included in the report are:
- Travel
- Real Estate
- Business Consulting
- Business Services
- Credit & Lending
- Health
- Higher Education
- Home Improvement
- Legal Vocational Studies & Job Training
Here is a sample of the insights you will find in the report:
Words Matter
Step one in getting more conversions is knowing what copy drives your visitors to take action.
This report includes insights into words and word-types that help boost conversion rates.
You may be surprised how copy that works like gang-busters in one industry can be a conversion killer in another.
For example, some industries show better conversion rates with words associated with feelings of joy. However, some pages can convert 35% better with less than 1% of joyful copy compared to pages with more than 1%. Home Improvement, Vocational Studies and Travel sectors seem to have the most joy-averse audience.
Keep Copy Simple
6 out of 10 of the industries analyzed drive more conversions with copy fit for 9th graders or younger.
In Real Estate, twice as many visitors converted on pages written with a reading level as low as 6th-grade compared to those with language suitable for university students.
Less Can Be More
In most industries, shorter copy equates to higher conversion rates. In Credit & Lending, pages with less than 100 words drove twice as many conversions as their longer counterparts.
Greatest Fears Don’t Equal Greatest Conversions
Contrary to the common belief that triggering people’s fears could convince them to convert, words that evoked feelings of fear appeared to harm conversion rates in 9 out of 10 industries. In Travel, words like ‘challenge’, ‘despair’ and ‘fee’ decreased conversion rates by up to 25%.
Learn which copy tweaks can help you drive more conversions:
Click here for a copy of the Conversion Benchmark Report
Want to try Unbounce for yourself? Use this link to get a free 14-day trial.
