Your landing page can be where your prospective customer converts from visitor into client. Its conversion rate tells you whether yours is performing well and on the same level as your competitors. If it doesn't? You're losing business. So what is a good landing page conversion rate?

Conversion rate optimization allows you to maximise the efficiency of your page in selling your incentive; whatever it is your page is offering your target consumer. E-books, webinar registrations, discount codes, subscription sign-ups, etc., this is your opportunity to motivate the maximum percentage of your traffic to take action, bite and turn paying customers.

The higher your conversion rate the more effective your marketing strategy and the better page performance. Your conversion rate will vary according to industry, incentive, and audience. 

For example, Unbounce analysed lead generation on landing pages across 10 different industries (a total of 74,551,421 visitors). The lowest-converting industry was higher education at 2.6%, and the highest-converting industry vocational studies & job training at 6.1%.

If your conversion rate is very low or well below your industry medium then something is wrong. Perhaps there's a failure to convey a message which taps a drive to engage with your incentive, your use of images or your call-to-action fails to spark urgency.

Your conversion rate is your first insight into if and where there may be a problem that is losing you revenue. First, know your conversion rate. Then, understand your conversion rate. Finally, improve it, generate more leads and out-perform your competitors by 3 to 5 times the average.

Know Your Landing Page Conversion Rate

To know where you want to be it's as important you know where you're starting as it is where your competitors are.

Your current conversion rate not only allows for comparison with your industry's benchmark but provides a baseline for a reasonable target for self-improvement over the next month, six months and the next year.

You can calculate your landing page conversion rate by dividing the number of conversions you get in a given time frame by the total number of people who visited your landing page and multiplying by 100%.

Conversion rate = (conversions / total visitors) * 100%

For example, your landing had 46,897 visitors and 7,861 conversions in January, your conversion rate is 16.76%.

Analytics platforms (eg, Google Analytics) can show you your conversion rate in their interface to examine performance at page-level. For example, Google Analytics will measure conversion rates in terms of "Goal Conversion Rates."

Here a goal is an incentive on your landing page calling your visitors to action. Whether it be purchasing a monthly subscription or discount voucher, downloading an e-book, signing up for a webinar, etc.

One can view landing page metrics in Google Analytics under the “Behaviour” menu, then “Site Content,” then “Landing Pages.”

[Image. Landing page navigation in Google Analytics]

Once you have your landing page's current conversion rate you have an established baseline for improvement as well as comparison with your industry standard.