In our recently released MarketingSherpa 2012 Website Optimization Benchmark Report, we asked about average conversion rates …
Q. Please write in your organization’s average conversion rate.
It’s human nature to see a number and to instantly think of it as a fact, so let me first briefly mention the limits of numbers. Just because you see the numbers above, don’t assume that all of your, for example, media and publishing competitors are getting 10% conversion rates for every offer.
These numbers are simply meant to give you a general idea of how certain industries are fairing as you work on your own conversion rate optimization efforts.
“Where ever you are, you should also try to figure out how you can improve your conversion rate 5-10% monthly,” is how Bryan Eisenberg, Managing Partner, Eisenberg Holdings, put it in “Average Conversion Rate by Industry 2012.”
The glass is half empty *Full story
Most of the fields on the form were required. The “submit” button was still in vogue. And the payoff for filling out the form? A phone call from a sales rep.
Okay, so this first generation of landing pages wasn’t very good. But such pages were effective enough in lead generation that they got the ball rolling. Marketers started to wonder what they could do to make landing pages better.
Landing Pages 2.0: The Beginning Of Best Practices
To me, 2008 was the year when a new generation of landing pages took off — call it Landing Pages 2.0.
Two great books came out that year, Landing Page Optimization by Tim Ash and Always Be Testing by Bryan Eisenberg, and launched what I would characterize as the “best practices” era of landing pages.
Best practices were things that everyone using landing pages could — or should — follow. They included:
A/B and multivariate (MVT) testing — test, test, test your ideas
“message match” continuity between ads/emails and their landing pages
shorter and friendlier forms with better calls-to-action (CTAs)
emphasis on text content (not Flash!) to improve SEO and quality scores
“social proof” with logos, awards, certifications, testimonials, etc.
A year and a half ago, I put together the READY Conversion Optimization Framework as a broad summary of the most universal landing page best practices of the time: