For the first time, mobile represents a more significant portion of digital advertising than desktop.
With more global search users depending on mobile, optimizing content for the user experience is imperative, especially if you spend money on digital ads.
Since 2014, a measly 2.35% has been the industry-reported average landing page conversion rate. Some factors could be contributing to this low percentage:
– The pages are not focused on a single offer or promotion
– The pages are not AMP-enabled
– The offer is not targeted for the visitor at their current stage in the marketing funnel
The first two are technical issues, the last one is a conversion optimization issue. You should work on all three.
Instapage (a landing page creation software) reviewed 41 million anonymous landing page visitors across 45,000 active Instapage landing pages and created a thorough report. The results bring hope to digital marketers everywhere.
The 2017 Instapage mobile landing page report
A few interesting findings from the report:
- The average Instapage mobile landing page conversion rate is 28.63%, compared to a previously industry-reported average of 2.35%.
(Although I don’t doubt that Instapage-hosted landing pages are more effective, I would assume that the difference is in large part due to what “conversion” is. The 2.35% number may have more purchase conversions, while 28.63% could have most of those conversions as newsletter subscription.)
- The pharmaceutical industry leads in mobile conversion rates with 32.16%, while the travel industry lags with a mobile conversion rate of 16.35%.
- Europe has the highest average mobile conversion rate at 22.89%. Mobile conversion rate projections are in line with rest of world smartphone penetration.
- There is a strong correlation between higher ad spend and mobile conversion rates up to a certain point, after which it dips. There is an opportunity to save millions of dollars in ad spend by optimizing existing spend levels versus increasing ad budgets.
- Consumer brands can no longer neglect their mobile landing page presence in exchange for mobile apps.
- Use fewer images. Landing pages with too many images hinder page load speed, which lowers mobile conversion rates by more than 20% per additional second of load time.
This report demonstrates that landing pages can perform well above previously reported data when fully optimized and mobile responsive.
Mobile usage will only continue to grow, so it’s critical that your content be mobile responsive and cater to the user experience.
If you neglect these fundamental principles, you’ll likely find yourself stuck in the 2.35% range.
One more thing from experience: don’t treat your mobile site as a mini version of your desktop site. Build it from scratch. The use cases for desktop and mobile are too different to treat them the same.
The State of Mobile Conversions Report Is Here! How Do You Compare?