20 Fresh Landing Page Statistics: The Stats to Know for 2022

Landing page statistics constantly show how important these pages are.

A landing page is a fundamental tool for lead capture, nurture, and conversion. The right type of landing page conveys the value and benefits of your offer instantly.

Landing page optimization increases your average landing page conversion rate significantly. You can even use landing pages to capture new sales opportunities or experiment with deals.  

The landing page statistics on this page will help you to understand why you should be creating landing pages for your business.

Best Landing Page Statistics – Our Top Picks:


  • The average conversion rate of a landing page is 26%.
  • Personalized CTAs perform 202% better.
  • Only 17% of marketers use A/B testing to optimize landing pages.
  • Minimizing distractions improves landing page conversions by 10%.
  • 55% of landing page submissions come from lead magnets.

The 20 Landing Page Statistics You Need to Know in 2022

1. Landing pages have a 160% higher conversion rate compared to other types of signup forms. Landing pages have an average of 23%, followed by the interactive Wheel of Fortune (10%), pop-ups (3%), and sign-up boxes (2%).

landing page conversion rate frequency chart comparison

2. The average conversion rate of a landing page is 26%. 67% of all marketers achieve a conversion rate of over 10% for their landing pages. Less than 10% accomplish conversion levels of over 70%.

average landing page conversion rate statistic

3. Conversion rates from Google Ads conversion rates are closer to 9.7%. WordStream’s research into Google Ads found conversion rates usually vary from 3% to 11.45%. The industry and features of your landing pages influence.

4. 78% of landing pages have a load time or 5 seconds or less. The first five seconds of page load time have a major impact on your rates of conversion. Website conversion rates reduce by 4.42% with each second of load time.

5. Landing pages make up 5.1% of all enabled sign-up forms. Popups currently make up about 66% of all signup forms. Landing pages aren’t used as frequently as pop-ups to collect information from customers.

6. Personalized CTAs perform 202% better. A study of 330,000 CTAs over a period of six months found personalization leads to 202% better conversions. Personalised CTAs are shown as Smart CTAs in the graph below.

personalized cta conversion landing page statistics

7. Addressing buyer concerns increases conversions by 80%. Customers need to have their fears and objections addressed on the landing page before they convert. When visitors are about to give you their contact details, they think “Will I get spammed?” “What will happen to my data?” Just answer these questions on the page and you’re on your way to higher conversions.

8. 10 to 12 landing pages drive 55% more leads. A higher number of landing pages leads to a higher volume of leads. HubSpot’s research, updated from 2012 in 2021, suggests having 10 to 12 landing pages. Some companies even benefit more from having 40 landing pages.

9. Having 3 form fields result in a 10% conversion rate. Still, 1 field forms are the most common and have a signup rate of 7% The most common pieces of information to ask for are phone numbers and email addresses.

form fields conversion rates landing page statistics

10. 2803 is the average number of backlinks to top landing pages. High quality landing pages achieve a higher number of backlinks. This improves SEO and brand awareness.

11. Only 17% of marketers use A/B testing to optimize landing pages. Using split testing can improve landing page conversions. Unfortunately, only 17% of marketers use A/B testing to improve conversions.

12. Adding videos to landing pages increases conversions by 86%. Most customers today prefer watching videos over reading text. Visitors don’t read all your copy, they skim the headers and other prominent text. Reinforce your text with video to make sure your message gets across.

13. 54% of marketers say they want to increase sales leads. The primary objective for most marketing teams is to increase sales leads generated. 49% say they want to increase customer acquisition. 43% want to increase customer engagement and 38% want to increase brand awareness. All of these goals are achievable with landing pages.

14. 36% of the top landing pages have testimonials. Testimonials and social proof are some of the biggest conversion elements for landing pages. 11% of landing apges also have reviews in schema. Around 30% of the top landing pages have a video.

15. 30% of landing pages have too much copy. Excess copy can be a major issue for landing pages. Too many links can reduce conversions as well. Pages with 5 or more links had a conversion rate of around 10.5%. Pages with only one link had a conversion rate of 13.5%.

landing page stats long form landing pages convert worse

16. Minimizing distractions improve landing page conversions by 10%. Reducing distractions on the landing page can increase conversions by as much as 10%. This included removing unnecessary links on the page, and navigation.

17. Including contact details on your landing pages increases signups by 14,8%. Research into landing page conversions found adding business contact details was crucial. A brand testing this method achieved a 54% sign-up rate on a page with a phone number, compared to a  46% for a page without a number.

18. 82.2% of all landing pages need optimization. Landing page optimization is used when they’re slow, or not performing at their best. Unbounce found around 82.2% of landing pages had images in need of compression. Companies with a 1mb+ image had an average conversion ate of 9.8%. Companies with compressed images had an average conversion rate of 11.4%.

landing page image compression stat

19. 78% of top landing pages have their location in the title tag. Adding a location in the title helps to improve conversions for local pages. 55% of top pages also had their business name in the title. 11% of the landing pages included keywords in their H1.

20. 55% of landing page submissions come from lead magnets. Landing pages with lead magnets often generate the highest conversions. Research from Inbound reveals that downloadable eBooks present more than half of landing page submissions.

6 Benefits of Landing Pages

Landing pages are crucial marketing and sales tools. They help companies make a lasting first impression and increase conversions.

A landing page has a specific conversion goal. These pages are where you send your customers when you want them to:

  • sign up for a webinar,
  • join your email list,
  • or buy your products. 

Through compelling copy and a great offer, you can unlock lead opportunities and new sales. If that isn’t enough, here are the top benefits of landing pages:

  1. They’re memorable: A good landing page makes a memorable first impression. It will highlight the unique values of your business concisely. It’s the perfect way to grab the attention and interest of your audience.
  2. They collect leads: Landing pages have one purpose. They’re designed to collect leads and get conversions. The more landing pages you have, the more potential sales you make.
  3. Landing pages build credibility: A good landing page earns trust. Through social proof, statistics, and the right information, you earn your customer’s respect. You can even use data and analytics to increase trust signals with landing page optimization.
  4. They drive engagement: Landing pages help build connections with your audience. Offer a great lead magnet, and you can keep the relationship going with follow-up emails.
  5. They spread your brand message: A landing page demonstrates what you do and what you have to offer in a compelling way. These pages even boost brand awareness.
  6. Landing pages improve the user experience: Used correctly, landing pages are great for UX. They help your customers find what they need immediately.

Now that we covered landing page statistics and the benefits of using these pages.

How to Start Building your Landing Page

Landing pages are essential for conversion rate optimization. A landing page can drive a significant number of signups. Multiple landing pages mean more leads and more opportunities. The majority of digital marketing professionals want to increase leads and conversions. And landing pages are perfect for that. Use these steps to start building your own landing pages: 

1. Plan your landing page

First, you need some information to plan a successful landing page. Start by defining your goal. What do you want to accomplish with this page? Are you trying to get people to sign up for a webinar? Do you want people to download your eBook?

After you’ve chosen your goal, do your research. Look at things like:

  • Competitors: What kind of features and tools are your competitors using to convert customers with their landing pages?
  • Your target audience: Do you have your ideal customer profile(s)? If not, start building it. You’ll need to know what your customer’s pain points are, what sort of language they respond to, and what offers they appreciate.
  • Your offer: What are you going to be offering on this landing page? Do you have a specific lead magnet in mind to convince customers to convert?

2. Consider your landing page design

A new landing page is an excellent tool to introduce your brand. A high-converting landing page conveys useful information about your business and offers. The best landing page builders come with templates to help get you started.

Landingi landing page editor designer

Landing pages must have a clear visual hierarchy. Think about the form layout, and how you’re going to draw your customer’s attention down the page. What kind of visuals are you going to be using? Clickable graphics and videos can capture the audience’s attention. Images of real people (that don’t look like stock photos) build credibility and trust.

Your landing page should feel like an extension of your brand. When captivating customers with your design, keep to your own brand colors and fonts, tone of voice, and visual style.

3. Write your copy

The copy on your landing page needs to be incredible. Speak the language of your target audience. Try to write from the perspective of your customer. Use your customer profile to step into the shoes of your target audience.

What kind of pain points are most significant to your audience? How can you address your customer’s concerns with your copy? How are you going to show your value as quickly as possible?

Using bullet points to outline the benefits of converting is a popular landing page tactic. Compelling copy is crucial, it shouldn’t overwhelm the page. Long-form landing pages work in some cases, but most work best when they get straight to the point.

4. Set your page up for conversions

The next step is setting your page up for conversions. Think about how you can make your pages stand out with the landing page stats above. You know videos are great for boosting conversion. Adding video content about your product is an excellent way to boost your own landing page statistics.

Another way to increase landing page conversion rates is with social proof. Adding testimonials and reviews to your copy increases trust in visitors.

Other ways to increase conversions are:

  • Short sign-up forms: Keep your requests for information low. The best landing pages will only ask for essential information. An email address and name are enough in most cases.
  • Strong CTAs: A single call-to-action is crucial for a landing page. You don’t want to divert the attention of the visitors when they are already on your page. Having 1 landing page CTA makes sure the visitors will move in the desired direction: signing up. The top converting landing pages often test multiple versions of the same CTA to get the best results.
  • Unique offers: Lead magnets increase conversions. Think about what your site visitors really want from you. Testing different offers, like eBooks and free downloads can help you discover what works best. Our landing page stats above show eBooks are particularly good for conversions. The best lead generation tools are built to work with different kinds of lead magnets.

5. Optimize your landing page

Optimizing landing pages means making them convert better by giving visitors a better experience. A lengthy page load speed decreases conversion rates.

If your page speed is too low, you can compress your images, minify code, unload unnecessary code, or reduce form fields and widgets. Some of the most popular landing pages are the simplest.

Remove any clutter that might distract your customers too. Navigation that leads customers to other pages reduces conversions. The leading landing pages remove search forms of navigation and search bars.

You can also look into experimenting with different structures. A two-step landing page might be more effective for your business than a one-step page. We collected the best landing page optimization tools to make your selection quicker.

6. Test and improve

The best way to boost conversions with your landing pages is to test them. The landing page stats above show that only a minority of companies currently test their landing pages. If you’re not testing your CTAs and offers, you’re missing out on conversions.

Unbounce landing page builder smart builder suggestions

A/B testing your landing page will give you useful insights into your target audience. The more you experiment, the more you can gradually improve your conversion rate.

The easiest way to test landing pages is to use a dedicated tool. The best landing page builders come with built-in analytics and A/B testing. Look at how each element, from your headings to your images, influences conversions and revenue.

When conducting A/B tests, only look at one factor at a time. Testing multiple elements at once can make it harder to determine what influences your landing page conversion rate.

Making the Most of Your Landing Pages

A landing page can drive more conversions than a standard product page or blog. It promotes your products and service, but it also highlights why your customers should be paying attention.

Used correctly, landing pages can help your business increase revenue in the short and long run, too. The landing page stats above guide you as you begin building your own. Don’t forget to test your pages, and learn from each experiment. Great landing pages take time, commitment, and creativity.

Once you’ve published your landing page, look at some email marketing tools or marketing automation platforms. You’ll need one to send emails, SMS, and notifications to the leads you generated.

If you want to create landing pages for the products in your store, have a look at the best eCommerce platforms.

Sources list

1. Omnisend, The best signup forms for high conversions. (2021)
2. Databox, Improve your landing page conversion rate. (2021)
3. WordStream, What’s a good conversion rate? (2021)
4. Portent, Site speed is still impacting your conversion rate. (2019)
5. Omnisend, The best signup forms for high conversions. (2021)
6. HubSpot, Personalized Calls to Action Perform 202% better than basic CTAs. (2020)
7. Gripped, 10 Lessons from Inbound 2019, (2019).
8. HubSpot, Why You Need to Create more Landing Pages. (2021)
9. Omnisend, The best signup forms for high conversions. (2021)
10. Nifty, an Example of an Optimized local landing page, (2018)
11. HubSpot, Not another state of marketing report, (2021).
12. Smart Insights, Personalized video landing pages that convert like crazy, (2019)
13. Ascend, 2020 Digital Marketing plans. (2020)
14. Nifty, an Example of an Optimized local landing page, (2018)
15. Unbounce, The Data Behind landing page trends in 2018. (2018)
16. Databox, Improve your landing page conversion rate. (2021)
17. Neil Patel, Does a phone number on your site increase conversions?
18. Unbounce, The Data Behind landing page trends. (2018)
19. Nifty, an Example of an Optimized local landing page, 2018
20. Inbound, how to increase blog conversion rate by 1,000%

About Mor Mester


Mor Mester is the Head of Content Marketing at EmailVendorSelection. He lives and breathes email marketing and marketing automation. After work, you can find him playing basketball.

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