4 ms·

Ask HN: What is a good conversion rate for a landing page?

6 points by kunle 15y ago

For those of you who have done landing pages in the past, what products did you do them for, and what percentage of visitors signed up?

kunle 15y ago
I've only done a couple but I've had results ranging from 0% conversion to about 15%. I'm wondering how to determine ambient conversion vs. something people really want. Obviously 0 is bad, and higher is better, but what is average (mean or median across your experiences is fine)?
- dholowiski 15y ago
  For me, I go by the 1% or 10% rule, for ambient vs really want. Ambient conversion - below 1% you're doing something wrong, above 1% you're doing something right. Something people really want - below 10% you're doing something wrong, above you're doing something right. This is a gross over-simplification, but these conversion rates can be applied to just about anything on the web (ad click thrus, free account signups, purchases, even % of people who will go from one page on your site to the next).
kerryfalk 15y ago
I don't have a large enough data set or experience to declare any sort of average but in my experience the conversion rate is highly correlated to two things: 1) The message and design of the landing page. 2) The message and media used to drive traffic to the page. Low quality on either will result in low conversion (5% of traffic). A highly targeted campaign that points out a pain point and a landing page that is well designed and speaks to that pain converts at a far higher rate. I now frequently see 15-20%. I should note that those rates are for registered users, not for other metrics farther down the line (some sort of interaction for example). Two pages that convert registered users at 20%: http://www.styckyd.com/sell_race_cars http://www.styckyd.com/sell_race_cars, http://www.styckyd.com/sell_modified_cars http://www.styckyd.com/sell_modified_cars Facebook ads have been the most successful generator of quality traffic for us so far.
- pcharles 15y ago
  Very nice lp's. What CMS platform do you use, if any?
  - kerryfalk 15y ago
    Thanks. No CMS. Everything is hand coded and designed by me from scratch. I use Rails/HAML to make things a little easier.
jollyjerry 15y ago
Our landing page conversion is hovering around 14%, which sounds like the higher side from what I've heard. My guess for why it's higher is because we've been targeting very specific people within our community. We chose launchrock for it's simplicity, but having done more research, I'd like to try unbounce the next time around (better integration with other services, more options). Quora has some interesting posts on the topic (http://www.quora.com/Landing-Pages http://www.quora.com/Landing-Pages). For reference, our landing page is http://beta.opperator.com http://beta.opperator.com
fezzl 15y ago
Our conversion rate for http://www.zuupy.com http://www.zuupy.com is around 4%. Out of that 4%, 10% will eventually upgrade to a paid plan, which costs minimum $29.95/mo. So you can say that our conversion rate is 4% or 0.4%, depending what you mean by "conversion".
petervandijck 15y ago
Traffic from Techcrunch converted 50% for us. Regular (more random) traffic at about 20%. It depends a lot on where the traffic is coming from (a targeted ad, article, a search, ...)

6 points by kunle 15y ago

For those of you who have done landing pages in the past, what products did you do them for, and what percentage of visitors signed up?

kunle 15y ago

I've only done a couple but I've had results ranging from 0% conversion to about 15%. I'm wondering how to determine ambient conversion vs. something people really want. Obviously 0 is bad, and higher is better, but what is average (mean or median across your experiences is fine)?

dholowiski 15y ago
For me, I go by the 1% or 10% rule, for ambient vs really want. Ambient conversion - below 1% you're doing something wrong, above 1% you're doing something right. Something people really want - below 10% you're doing something wrong, above you're doing something right. This is a gross over-simplification, but these conversion rates can be applied to just about anything on the web (ad click thrus, free account signups, purchases, even % of people who will go from one page on your site to the next).

kerryfalk 15y ago

I don't have a large enough data set or experience to declare any sort of average but in my experience the conversion rate is highly correlated to two things: 1) The message and design of the landing page. 2) The message and media used to drive traffic to the page. Low quality on either will result in low conversion (5% of traffic). A highly targeted campaign that points out a pain point and a landing page that is well designed and speaks to that pain converts at a far higher rate. I now frequently see 15-20%. I should note that those rates are for registered users, not for other metrics farther down the line (some sort of interaction for example). Two pages that convert registered users at 20%: http://www.styckyd.com/sell_race_cars http://www.styckyd.com/sell_race_cars, http://www.styckyd.com/sell_modified_cars http://www.styckyd.com/sell_modified_cars Facebook ads have been the most successful generator of quality traffic for us so far.

pcharles 15y ago
Very nice lp's. What CMS platform do you use, if any?
- kerryfalk 15y ago
  Thanks. No CMS. Everything is hand coded and designed by me from scratch. I use Rails/HAML to make things a little easier.

jollyjerry 15y ago

Our landing page conversion is hovering around 14%, which sounds like the higher side from what I've heard. My guess for why it's higher is because we've been targeting very specific people within our community. We chose launchrock for it's simplicity, but having done more research, I'd like to try unbounce the next time around (better integration with other services, more options). Quora has some interesting posts on the topic (http://www.quora.com/Landing-Pages http://www.quora.com/Landing-Pages). For reference, our landing page is http://beta.opperator.com http://beta.opperator.com

fezzl 15y ago

Our conversion rate for http://www.zuupy.com http://www.zuupy.com is around 4%. Out of that 4%, 10% will eventually upgrade to a paid plan, which costs minimum $29.95/mo. So you can say that our conversion rate is 4% or 0.4%, depending what you mean by "conversion".

petervandijck 15y ago

Traffic from Techcrunch converted 50% for us. Regular (more random) traffic at about 20%. It depends a lot on where the traffic is coming from (a targeted ad, article, a search, ...)