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The role of landing pages in conversion rates

The Role Of Landing Pages In Conversion Rates

The role of landing pages in conversion rates

In the world of e-commerce, conversion rates are what make the difference between success and failure. Your online shop can be as shiny and innovative as you like, but if customers aren’t putting their money where their mouse is, then all your hard work will be for nothing.

Putting time and energy into boosting your conversion rate, even by just a couple of points, can have a big impact on your bottom line. Often, small changes to the design and functionality of an e-commerce site can have a big impact on conversion rates, so it’s well worth tweaking the most essential elements of your site to ensure they’re just right.

Although a wide variety of factors will have an impact on your conversion rates, the first impression that a customer has of your business, and your e-commerce site, is often the most important. A good landing page will encourage a customer to move on to the next stage of the buying process, something that makes them a lot more likely to make a purchase.

Ensuring your landing pages are as well thought out and as well designed as possible is therefore crucial if your business is going to achieve, and maintain, a conversion rate that really counts.

Average conversion rates

The majority of customers who look at a website are only browsing. Even if they have a genuine interest in the products or services on offer, they’re more likely to be fact-finding than buying when they’re looking at your e-commerce site. As a result, you can expect your average conversion rate to be around 2.35%. The top 25% of online businesses see a conversion rate of 5.31% while the top 10% are able to convert 11.45% of their visitors into buyers.

If your conversion rate falls anywhere in this area, you’re already doing fairly well. However, if your conversion rate is below 2.35%, or if you just feel there’s room for improvement, you may need to take steps to improve the buying experience and tempt more customers to part with their hard-earned cash.

The role of landing pages

A landing page is a single webpage that serves as the entry point to your website. These pages are generally optimised to ensure they appear in search engine results when a customer makes a relevant online search.

A website can have as many, or as few, landing pages as is necessary. Often, businesses opt to have a different landing page for each product, or product category they offer. This helps to improve the SEO of the site and ensures customers find exactly what they’re looking for.

As the landing page is often the first point of contact a new customer has with an e-commerce site, its contents and its layout will have an impact on the customer’s impression of the business. If the landing page is cluttered, poorly designed or full of irrelevant information, it could well deter the potential buyer from venturing deeper into the website. If the landing page is well designed and full of interesting content, however, it will help to encourage the customer to take the next step and travel further along the buying process.


The design of your landing page is incredibly important when it comes to boosting your conversion rate. Customers will draw a lot of conclusions from the layout and the content of the page, so it’s important you get them just right.

For a start, your landing pages need to closely resemble the rest of your site. When a customer clicks off of your landing page and into the body of your shop, you want them to feel that they’re moving seamlessly through the buying experience, not jumping from one website to another.

One of the most important things to remember is that your landing pages should be uncluttered. Although you may want to pack your landing page with information and tell your customers just what makes your company so special, this isn’t always the best approach. A clean, uncluttered web layout can boost funnel conversion rates by as much as 4.3%, so it’s crucial that you remember less is more when it comes to design.

Font sizes

Although it may not seem like a major change, altering the font size on your landing pages could have a big impact on your funnel conversion rates. Customers don’t want to spend time searching through tiny blocks of text to find the information they’re looking for. Instead, they want to be able to scan a page quickly and easily before moving onto the next stage of the process.

Increasing the font size you use in fields and labels will help customers to navigate the page and find exactly what they’re looking for. This can help to prevent dropouts and retain customer interest. In fact, our research has shown that increasing the font size can boost funnel conversion rates by as much as 2% – not a bad result for something so simple.


The way that customers navigate your site can also have an impact on their eventual purchasing decision. According to our research, companies that used reduced or hidden navigation had funnel conversion rates that were an average of 1.7 points higher than those will full navigation. Altering the layout of your navigation, and changing the way that customers find their way around your site, could therefore have a big impact on your results.

As the first contact point many of your customers have with your business, your landing pages play an integral role in the conversion process. Investing some time and effort into improving the quality of your landing pages can help you to capture the attention of your target audience, improve your conversion rates and boost your bottom line. Find out more about the importance of conversion rates, and the role of landing pages, by exploring our site or getting in touch with a member of our team.


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