Why is it important to measure landing page conversion rates?
Marketers have historically turned to ad clicks as the measure of success for their digital campaigns. But ad clicks don’t accurately reflect the results, because the click is only one step of the campaign. The real measure of success is on the landing page, where customers take action and convert.
Conversions signify success with customers. They measure how well marketers reach and connect with audiences. Clicks are only half of the equation, ultimately meaningless without successful follow-through. Therefore, conversions need to be the primary metric for measuring campaign results.
The significance of industry insights
When evaluating how your results measure up, keep an eye on direct competitors. Looking up overall landing page conversion rate benchmarks can lead you down a rabbit hole and distract you from your analysis. To truly understand how well your campaigns are performing, you need to look at standards for your specific industry.
Benchmarks differ by industry for many reasons. For example, various conversion goals—like subscriptions, downloads, and purchases—use different strategies and target distinct audiences. Your niche and targets significantly impact how you measure success. Consider that the conversion funnel for a new car is vastly different from that of a grocery delivery service.
With that in mind, let’s take a closer look at landing page conversion rates from