Hint: it’s a lot higher than you may think.Ĭonventional wisdom says that a good conversion rate is somewhere around 2% to 5%. We need to move past this mentality to the big tactics and optimizations that will dramatically change your performance and fortune.įirst, we need to know: What is a Good Conversion Rate? It’s like rearranging deck chairs on the Titanic. When it comes to landing page optimization, you can stay really busy doing small things that have little impact. It’s Time to Stop Moving the Chairs Around Not happy with your conversion rate? Get our (free!) all-star playbook to online advertising. A couple of conversions might mean a 4% conversion increase if there are only 50 conversions total, because your sample size really isn’t big enough to start with. If you’re looking at 50, 100 or even 200 conversions across your entire test, small changes can seem more impactful than they really are. Why does this happen? Often, it’s because the total volume of conversions you’re measuring against are low to start with. If you want big, serious, long-lasting conversion gains, you need to move past these spikes that last only a couple of days or weeks. However, we found that in the majority of cases, small changes like line spacing, font colors, etc. This isn’t true all of the time, of course. You see an early lead but shortly down the line, the early lead disappears. We call this a premature testing dilemma. We began running 20 to 30 tests at a time and saw this pattern across our tests. In fact, the “better” page would eventually plateau. Lo and behold, the advertiser’s conversion rate jumped by 2-7%.Įxcept as you can see, the gains were not long lasting. They shared one example where the author changed the button color, or the font spacing, or the image. Once upon a time, a self-professed marketing guru told you it’s really important that you optimize your site.
Ladies and gentlemen, this is the Great Conversion Rate Optimization Fairy Tale. When all of the gurus are all preaching the same optimizations, and all of your competitors are listening to them, how are you supposed to stand out? The Classic Conversion Rate Optimization Test is Silly How is everyone getting it so wrong? Primarily, if you’re singing the same song as everyone else, you can really never be anything more than average. Everything you’ve learned about conversion rate optimization is a bit like that: shiny and pretty on the surface, but seriously lacking in substance. Underneath that fluffy suit there was just a sweaty unshaven guy. Learning that the experts you’ve been listening to all along are wrong is a bit like learning for the first time as a kid that mascots aren’t real. Let’s get started, but first: Is your conversion rate higher or lower than average in your industry?įind out with our conversion rate benchmarks Conversion Rate Optimization: The Conventional Wisdom
Do you want to be average, or do you want your account to perform exponentially better than others in your industry? We recently analyzed thousands of Google Ads (formerly known as AdWords) accounts with a combined $3 billion in annual spend and discovered that some advertisers are converting at rates two or three times the average.
Ideally, you want to break into the top 10% - these are the landing pages with conversion rates of 11.45% or higher. Conversion is a key element in your paid search strategy after all, if you’re not actually turning lookers into buyers at a high rate, what are you advertising for? Conversion rate optimization enables you to maximize every cent of your PPC spend by finding that sweet spot that convinces the maximum percentage of your prospects to take action.īut what is a good conversion rate? If you’re already achieving 3%, 5% or even 10% conversion rates, is that as high as you’re going to go? But what is a good conversion rate? Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher.
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