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The Unbounce Conversion Benchmark Report: Key Takeaways

The Unbounce Conversion Benchmark Report: Key Takeaways
April 16, 2021

The Unbounce Conversion Benchmark Report is a comprehensive analysis of conversion rates across the globe. Their 2021 report - just released - examined 44 thousand landing pages and over 33 million conversions to get a detailed understanding of the landscape.

Using their report as a resource - you'll find out what you're doing right and wrong according to your industry, as well as get tips for improving conversion rates.

Who are Unbounce - and why are they experts?

Unbounce is a Canadian-based marketing software platform that creates landing pages and conversion rate optimization tools. They have been in business since 2009, building their company around the idea of helping companies to create better results for their campaigns.

What are benchmark reports - and why do they matter?

Benchmark reports are valuable because they give insight into the behavioural patterns of users in a particular industry. These insights can be used to compare your conversion rates with those of others, so you can improve them and make sure that you're on par with the market or better than it.

Overall, the purpose of benchmarks is to learn about good performance and identify areas for improvement. That's why benchmark reports are so important; they can be used on a regular basis as you make improvements in your conversion rates and track how you're improving over time.

Why is this report different from others?

As discussed, the sheer amount of data Unbounce looked at, makes this report stand outa s the gold standard for the conversion industry - and as market leaders, they know exactly what matters and what's signal vs. noise in terms of conversion data.

Another point of value is the sheer range of industries the report looked at - in this case SaaS, ecommerce, finance and insurance, business services, travel, home improvement, and more - deriving unique and useful insights in all of them.

What will I get from the report

Firstly, you'll get a look at what communications channels deliver best in each industry - guiding you on whether to spend more time hammering social media, or on a slick email campaign, for example.

Going further, the report also looks at language use - specifically, the optimal reading level to target with your landing page, and also how emotion and sentiment crafting in your copy can affect conversion rates.

Finally, from a more technical standpoint, the report covers the considerations that matter when constructing a landing page that entices leads and turns them into customers.

What are the key takeaways

The report is crammed with useful takeaways that marketers can apply to any interesting. Here are some we found the most interesting:

Channels

Marketers have a lot of options when it comes to digital marketing channels, but some are more effective than others. Paid search can be expensive and in many industries has been outperformed by other forms of advertising such as social media ads or email campaigns that lead to higher conversions rates.

Devices

Social media apps are responsible for a large amount of traffic in industries like retail, tech, and e-commerce. With more people accessing the internet on their smartphones than ever before it's clear that social is king when it comes to getting your message out there.

Readability

Pages that are easier to read always convert better, and this year's increase in reading ease is no exception. It seems the message from the Unbounce team last year has started to work its way into marketers' heads! We suspect shorter sentences and a more basic vocabulary may be behind these results too, but we'll have to wait until next year for confirmation.

Landing Pages

Landing pages have grown in length as marketers experiment with new ways to win conversions. The median word count across all landing page analyzed is 331, while the mean (average) word count is 445. This represents an increase of +7% over last year's figures and highlights a trend towards longer content on these sites

Why should website conversion matter to me?

Well, it's not just about vanity - people often forget that a conversion rate is an important metric to assess the effectiveness of your marketing and service offerings. And if you're in charge of any kind of online or offline operation, then you'll know how quickly success can turn into failure with one bad bounce.

Using AI to understand website conversion

While an important driver in this year's report, AI-derived insights are only part of the equation.  To really understand the nuances of conversion rates, it's necessary to know what elements are causing your site visitors to abandon their on-page journeys.

By combining data points such as user browsing patterns and engagement levels with other factors like location and time spent on page - the report provides a holistic picture.

How can I access the report?

The report is free to access - and you can find it here.

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