When Do We Have a Good Conversion Rate on Our Landing Page?


You generate traffic and turn it into potential customers, but is it really enough? Many times, marketers have trouble understanding the performance of their landing page conversion rates.

In the world of inbound marketing you can choose between numerous alternatives, but we are not always clear that the choice made has been correct. One of those doubts has to do, precisely, with the aforementioned conversion rate. When is it really good? When can we be satisfied? What can we do to improve it? Let's look at some cases, brilliantly compiled by Christine Austin.

Conversion rates are subjective

The reality about conversion rates tells us that we should not be obsessed with them. The reason? They are absolutely subjective. Factors such as the industrial sector to which our business belongs, the products and services that we commercialize and the target audience we target inevitably mark the conversion rate of our pages.

According to a WordStream study , the average conversion rate of all web pages (not just landing pages) is 2.35%. 25% of the total converts above 5.31% and only 10% is able to exceed 11.45%.

Regarding landing pages (or landing pages), another report, in this case Unbounce , concluded that the conversion rate varied according to the industry, the offers and the behavior of the audience. In this case, the rate ranged between 3% and 5.5%.

In any case, staying within average values ​​means giving up goals that are as incredible as they are achievable. We want to help you grow your business. Therefore, here are a few tips to improve the conversion rates of your landing pages. Copenhagen Cheap Flights is the best travel agency in terms of good conversion on a landing page.

Learn to transmit the value

We strive to create very valuable content, but we hide behind calls to action (CTAs) that, unfortunately, do not contribute anything to users. If the value of that CTA is not clear enough, users will not access the content. The reason? They do not worry about what they are earning, but because of the cost of clicking on them.

Therefore, you should use messages that describe the benefits of the product launched and make sure that the value provided by that click really exceeds the cost of doing so. In addition, using buttons such as 'Send' or 'Buy' means launching an extremely generic and unoriginal campaign.


Users are absolutely reluctant to risk. That is, they prefer to know the result than risk for something that may have a much greater potential value. Therefore, although the value of the conversion is also high for the user, if they believe that there is no guaranteed value behind it, then they will not be converted.

How to deal with this situation? We must make people feel really comfortable when taking the next steps on our landing page. One way to achieve this is to include user testimonials or other alternative social tests, as well as certificates that ensure secure transactions free of viruses or other external influences.

Take advantage of the shortage and the urgency

You must take advantage of the sensations that provoke scarcity and urgency. When they are activated, the level of desire of the users for a certain article increases rapidly and, with it, the demand. But scarcity and urgency do not increase demand by themselves. They should be combined with a product that adds value and gives customers confidence.

To achieve this, the first thing you must do is determine what will drive that urgency: a deadline or indicate the stock you have. Afterwards, you will have to be faithful to this strategy. You can not change the marked deadline or reduce the quality of your product or service. This would break the trust that users have placed in you.

No distractions

You must draw the users' attention to the action you most want to occur within your landing page. Then, you will have to establish, color and form the website to attract, precisely, people.

There are a series of steps that will help us to achieve it. We must discover what action we want users to carry out and set realistic goals in line with the interests of our audience.

Imagine that our goal is to get more subscribers to our blog, but we show the CTA to subscribe at the bottom of our posts. Due to its bad location, the vast majority of users will only focus on the article and will not reach the end, so they will not see the CTA and, therefore, will not subscribe. Calls to action must be easily accessible and obvious. Otherwise, we will not be able to close conversions.

No friction

We do not want to lower the quality of your records, but it is necessary to submit simple forms, with few fields. The conversion rate is doubled when the form fields are reduced. For example, going from four to three. Say goodbye to those forms of ten fields used to download ebooks and whitepapers!

So, it is very important that you avoid friction related to the forms on your landing page. Structure and organize them clearly, make sure to always offer what you promise and provide value to users. An ideal strategy is to include only one field or two in the forms. It is a good way to impress users, who will realize that there is really no need to receive our offer. This will also help us to increase our conversions. Eliminate all possible barriers!

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Tuesday, 16 July 2019
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