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The Key Ingredient to Automating Lead Generation [Data]

 

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bread and butterIf your website isn't generating the volume of leads you'd like, one of the first questions you should ask yourself is, "How many landing pages does our website have?" If you can count the number of landing pages on one hand, then you should definitely consider building more.

Landing pages are the bread and butter of lead gen. It sounds like an obvious point, but some businesses don't understand the magnitude of the relationship between the number of landing pages they have and the volume of new leads they get. Before you start building new pages and offers, you're probably wondering, "How many more leads could I be generating each month if I built X new landing pages?"

In a recent study, HubSpot looked at the websites of 4,000 real businesses and identified the correlation between the number of landing pages and volume of leads they generated each month. The data show that it’s not only important to have landing pages; it’s important to have many landing pages.

  • Businesses with 31 to 40 landing pages got 7 times more leads than those with only 1 to 5 landing pages.
  • Those with over 40 landing pages got 12 times more leads than those with only 1 to 5 landing pages.

landing pages and leads correlation resized 600

Although this data shows strong correlation but not necessarily causation, it is worth noting the magnitude of this trend and that it supports the logic that having more targeted offers will result in more leads each month without any additional effort. The more landing pages you have on your site, the more opportunities visitors will have to convert on you website. The research also showed that this was true for both B2B and B2C businesses.

How many landing pages do you have on your website? Have you noticed this trend yourself? 

Photo Credit: London Chow

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comments Comments

Posted by Melissa Miller on Mon, Jul 18, 2011 @ 12:11 PM

COMMENTS

You,re right, correlation doesn't prove causation. The real question is whether adding landing pages increases lead generation, nit do websites with more landing pages have more leads. You should also have the data to answer that.

posted on Monday, July 18, 2011 at 1:00 PM by Marian Marbury

You mean different landing pages for same page or just different landing pages?  
For Example: Main landing page but then several landing pages for brands, several for colors, etc. for retail online website.

posted on Monday, July 18, 2011 at 1:22 PM by Ken

Is there any data about the sources for which these LPs are used? Are they PPC, email, etc?

posted on Monday, July 18, 2011 at 2:28 PM by Amy Taggart

None. I have no landing pages 'cause I have no idea how to build them. Can I get software for that somewhere?

posted on Monday, July 18, 2011 at 2:33 PM by Janneke

Janneke, 
 
Lots of tools provide landing pages, including HubSpot. I would recommend starting a free trial of our software at HubSpot.com/free-trial 
 
Thank you, 
Kipp

posted on Monday, July 18, 2011 at 3:22 PM by Kipp Bodnar

I would have to agree with Marian. A site with 31+ LP's most likely has many campaigns running which is absolutely going to increase the number of leads generated. To me, it sounds like a function of marketing budget, which a higher spend is going to equal a higher number of leads.

posted on Monday, July 18, 2011 at 5:36 PM by tammy

@Melissa - I'm going to have to throw the flag on this one. Granted, you admitted that correlation and causality are two different things, but you went right along any way.  
 
Having lots of landing pages is most likely another dependent variable rather than an independent variable driving leads.  
 
More likely, highly engaged Inbound Marketers build lots of landing pages. So, number of landing pages could be a variable for gauging Inbound Marketing Engagement. Naturally, the independent variable of Inbound Marketing Engagement would be a causal driver of number of leads. 
 
I'd be interested to see y'all data mine and determine the phases of Inbound Marketing Engagement and the associated rewards.

posted on Monday, July 18, 2011 at 9:51 PM by Wilson K.

@Kipp 
 
 
 
Cool! Thanks! I recently started the free trial but didn't have time yet to try it all out. Doing that right away now!

posted on Tuesday, July 19, 2011 at 3:22 AM by Janneke

@Janneke: if you run a Wordpress site, look into Premise for Wordpress, landing page building software by Copyblogger Media. Of course, Hubspot software also includes landing page building.

posted on Tuesday, July 19, 2011 at 8:05 AM by Jim Quinlivan

Comments have been closed for this article.