Shocking Stats About Landing Page Usage
You’re a smart marketer, right? You already know that creating and optimizing your landing pages is an important tactic in any lead generation or lead nurturing campaign. So if you’re so smart, then why aren’t you using landing pages more?
A relevant landing page can easily double your conversions versus sending clicks to the home page, and testing and tuning your pages can increase conversions by 48% or more.
Shocking Usage Stats
Here are some shocking statistics about the sorry state of landing page usage, courtesy of the new MarketingSherpa Landing Page Handbook (second edition):
44% of paid clicks for B2B companies are directed to the home page, not a special landing page.
Of B2B companies that use landing pages, 62% have six or fewer total landing pages.
Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions.
Why don’t companies create or test landing pages more often? The most common excuses are that the “marketing department is overloaded” or “the IT or Web department doesn’t have time or resources to create pages for us and we can’t do it without them”.
The reality is that these are just excuses, and the ROI from improved conversion rates makes landing pages an imperative for modern marketers.
About the Author
About / Bio
Jon Miller leads all aspects of Marketo's thought leadership, communications, and content marketing programs. In 2010, The CMO Institute named Jon a Top 10 CMO for companies under $250 million revenue. Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.