If you’re a marketer, you are no doubt wondering where the best place to find potential leads and customers is. After figuring out which channels drive the most results for your company, it's much easier for you to prioritize your team's activities.
You should always look in your own analytics to find out which channels are converting best for your business, but sometimes, it's helpful to get some industry benchmarks to see how your success stacks up. Using customer data from our product, Privy, we've put together the following post to give you a little insight into which sources deliver the best landing page conversion rate.
Overall, our landing page template for customers has converted 32.1% of all visitors. This means, roughly 1 out of every 3 people who land on a Privy-hosted landing page enters their email address. (Below's an example of what this landing page typically looks like.) The traffic that takes consumers to those pages varied greatly -- and so does the conversion rates of those sources.
The best-converting source across our system was a marketing survey. At the end of a survey, some of our clients put a landing page link for a promotion to thank survey respondents for their time. A whopping 85% of people who went to the landing page from a survey entered their name and email address.
The worst-converting source across our system were desktop banner ads. Many of our clients run geo-targeted banner ad campaigns that include promotions such as “Buy One Get One Free.” Overall, banner ad placements converted at 7%.
Below are all of channels we measured:
Some of these results are as expected, others were shocking. Perhaps the biggest surprise of these findings is that Facebook Boosted Posts strongly outperform Facebook organic shares. At 46.7%, Facebook Boosted Posts have been an effective source of high quality traffic to a landing page. Facebook shares, on the other hand, have enjoyed a conversion rate of roughly 11.6%. Interestingly, Facebook boosted posts have outperformed all other Facebook formats (ads, organic posts, shared posts) in landing page conversion, too.
We were not at all surprised to see that a brand’s website converts more highly than many other sources. Our data suggests that consumers that come to a business’s website are much more interested in that business than if they came from other sources. We believe this is because people now understand that they can go to websites to get actual information from a business … thus, when they go to website for that information, they're much more likely to fill out a landing page form to get it.
The same goes for people who have just completed a survey. Ultimately, if someone is going to spend time to fill out a form and give you information on their opinions and beliefs, they are going to take advantage of a promotion that is presented to them after the fact … we weren't surprised that more than 4 out of 5 people converted on a landing page after taking a survey.
Overall, our big takeaway is that sources that require a consumer to perform some action of interest, like go to a website or fill out a survey, will generally yield consumers who will be more likely to convert. Paid ads, on the other hand, interject an offer into someone’s activity, so the consumer isn't already thinking about your brand. When people have a lower intent to interact with your company, they are less likely to convert.
Do your landing page conversion rates results mirror this data? Which channel's conversion rate is most surprising?
Originally published Aug 7, 2014 6:00:00 AM, updated July 28 2017