How Does Landing Page Effect Conversion Rate?

GoToast is one of the more well known pay per click search engine management software providers (free 14 day trial). Recently they offered a real quick witepaper covering the topic of conversion.

In this study, we classified 1,000 reasonably well-trafficked search listings representing a broad cross section of industries and approximately 250 distinct Web sites. 4,880,209 clicks/visits were analyzed as the basis for this research.

How Does Landing Page URL Affect Conversion Rate?

Type of Site Landing Page Conversion %
Lead Generation Sites Doesn’t Match Keyword 0.79%
Home Page of Site 6.31%
Matches Theme of Keyword 9.28%
Specific Match to Keyword 11.81%
Product/Service Sites Doesn’t Match Keyword 0.85%
Home Page of Site 1.26%
Matches Theme of Keyword 1.33%
Specific Match to Keyword 2.26%

Does It Make a Difference If the Visitor Has the Capability to Convert on the Landing Page?

Type of Site Landing Page Conversion %
Lead Generation Sites No Form 8.75%
With Form 8.73%
Product/Service Sites No Order Button 1.44%
With Order Button 2.08%

That data is almost motivational enough to make me want to create lead generation websites.

Published: April 20, 2004 by Aaron Wall in marketing

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