The percentage of visitors who complete a desired action on a landing page, such as filling out a form or making a purchase.

What it Measures ?

What percentage of visitors take action on a landing page.

Relevant StakeHolders 

Growth Marketing Manager, Digital Marketing Lead

In-depth Use Case / Real-world Example

Landing Page Conversion Rate is a critical KPI for evaluating the effectiveness of a landing page in converting visitors into leads or customers. For example, a manufacturer’s landing page designed for product demos may receive 1,000 visitors in a month, and if 200 of those visitors fill out the demo request form, the landing page conversion rate would be 20%. A higher conversion rate indicates that the landing page is effectively designed to persuade visitors to take the desired action, such as subscribing to a newsletter, downloading a product brochure, or completing a purchase. This KPI is essential in digital marketing as it reflects the direct impact of a specific landing page on lead generation or sales. To improve the landing page conversion rate, businesses need to focus on several key elements, such as clear and compelling headlines, persuasive call-to-action (CTA) buttons, streamlined forms, and trust-building elements like testimonials or guarantees. Additionally, providing relevant and engaging content that directly addresses the visitor’s pain points or needs can help increase conversions. A/B testing, where two versions of a landing page are tested to see which performs better, is a common technique used to optimize landing page conversion rates. For manufacturers, optimizing landing pages can significantly enhance lead generation efforts, whether for product inquiries, service requests, or event registrations.