Last Updated on April 18, 2021 by Rajeev Bagra
Unbounce specializes in landing pages created for running a sales campaign or driving traffic to your e-store. These include tools by which visitors can signup for a webinar, book appointment, or contact over the phone. As per the 2021 Conversion Benchmark Report by Unbounce, lead-gen activities, like pages promoting ebooks, newsletters, and webinars, top the charts. But many respondents said they are using landing pages to connect more directly by setting appointments (42%) and phone calls (37.2%).
A landing page has a url that matches your domain name. In case you do not have a domain, you can still make use of Unbounce. In that case, your page hosted by Unbounce. A landing page that loads fast with relevant mix of text, images, videos and communication tools can make a difference when it comes to conversion.
Powered by artificial intelligence, the 2021 Conversion Benchmark Report by Unbounce makes use of large set of data (more than 44 thousand landing pages and over 33 million conversions) while segmenting them under 16 industry verticals. This segmentation is crucial. For instance in real estate, the channel driving traffic to landing pages is paid search (55%). For SaaS, while bulk of traffic to form-fill ecomm pages is coming from search ads, it is more likely to get conversions from social and email visitors. For travel industry, ads on platforms like Facebook and Instagram are more effective than paid search ads as per the findings from the report.
The study attempts to segregate Covid19 impact such that what worked during Covid19 and complete lockdown might not work in the future. There is a separate report for Covid here.
As per the report, the data shows that people engaged differently with a segment of business in 2020 than in 2019, but Unbounce team cannot say definitively that these changes are because of the pandemic.
When it comes to recording web traffic, events and leisure that require physical movement was the worst hit with negative growth (-29.9%), double digit decrease in the number of published pages. Covid being a health crisis at its core, fitness & nutrition (121.4%), medical services (93%) predictably saw the highest increase in web traffic.
Leads generated through phones are up, forms down. Desktop traffic is up (since most of us are indoor, this should have led to more traffic coming on desktop over smartphone/tab). The study will help spot from which channels your best visitors coming from.
Just like Unbounce has come up with insights based on its access to large set of data, you too can have a system in place wherein available data for your business are continually stored and analyzed. There is always a room for refinement. In the words of Unbounce team, “Conversion intelligence is an approach to marketing that pairs your know-how with data-validated insights (like the ones in this report) to get you better results than you could on your own.” And insight, “a data-validated recommendation that helps you get more conversions”.
Across all industries, there was an increase in the use of negative words (because of negative sentiments out of Covid). This study analyzes the impact on conversion with the use of such negative emotions. The same will help decide if it is better to not include such emotions in your copywriting.
As a marketer,
- Do you find matching right page with the right audience challenging?
- Do not have time, data, or expertise to perform A/B testing?
The above were the two biggest challenges faced by the marketers when interviewed by the Unbounce team as part of the survey while compiling the report.