Landing page conversion rates: the ultimate guide
When reviewing the performance of your SaaS landing page it's difficult to know how it is performing.
Landing page conversion rates vary wildly by industry, customer persona, and conversion event - how do you know if you're doing well, or if you need to prioritise landing page changes?
Let's discuss landing page conversion and conversion rate benchmarks.
This post will cover
- What is landing page conversion?
- Conversion events for a SaaS landing page
- Why you should break down sign ups into different events
- How you can visualise your landing page conversion rates
- What is the good conversion rate for a SaaS landing page?
- Landing page conversion benchmarks
- What are landing page conversion benchmarks by industry?
And some extra reading:
- Do landing pages actually increase conversion?
What is a landing page conversion?
Landing page conversion is the per cent of visitors to your page who complete an action. At the highest level, landing page conversion is the visitor doing something other than leave.
But on most landing pages the conversion event is 'signing up'.
However there are actually multiple steps to signing up. This is where it can get complicated - so I've broken it down for you in an incredibly simplistic way. Read on for the outline, and a simple visual explanation.
Conversion events for a SaaS landing page
The sign up conversion event for a SaaS landing page can be broken into events:
Visitor -> sign up conversion rate
The visitor has completed your landing page sign up funnel
Visitor -> sign up and confirmed email conversion rate
The visitor has completed your landing page sign up funnel and confirmed their email address
Visitor -> free trial conversion rate
The visitor has completed your landing page sign up funnel, and logged back in to start their free trial
Visitor -> activated free trial conversion rate
The visitor has completed your landing page sign up funnel, and logged back in to start their free trial, and continued using your product in a meaningful way (defined by actions they have taken)
Visitor -> paid user conversion rate
The visitor has completed your landing page sign up funnel, and logged back in to start their free trial, and continued using your product in a meaningful way (defined by actions they have taken), and then upgraded to a paid account
Visitor -> retained paid user conversion rate
The visitor has completed your landing page sign up funnel, and logged back in to start their free trial, and continued using your product in a meaningful way (defined by actions they have taken), and then upgraded to a paid account, and then continued to use (and later advocates for you).
Please note: depending on your sign up options, your visitors might not go through all events
Why do you break down conversion rates into so many steps?
If we want to move people through all stages, we need to understand what is and isn't working in our emails, product and positioning. By breaking down conversion into these stages, we can identify the places where people aren't converting and try to fix them.
How can I see conversion rates visually?
Often known as a funnel, here's a visual representation of the conversion stages
- Visitor
- Signed up
- Confirmed email
- Logged in
- Activated
- Convert to paid
You can use my landing page conversion calculator to calculate how much traffic you will need to deliver the paid users you want.
Landing page conversion benchmarks
What is the average landing page conversion in SaaS?
Across all SaaS landing page the conversion rate conversion benchmark is X%
What is a good conversion rate for a SaaS landing page?
Is 12% or 15% a good conversion rate for a landing page?
You came here for a simple answer so here it is: for a SaaS sign up 12% is a very good conversion rate. For a lead magnet it's not good. Refer to the benchmarks section to get a better idea of what you should be aiming for, but focus on improving your conversion not hitting benchmarks.
What are landing page conversion benchmarks by industry?
This guide is focused on SaaS conversions. Here is a breakdown of landing page conversion by industry, for SaaS products.
[image]
Do landing pages actually increase conversion?
Yes, they do. This is a question asked by people who consider website homepages and marketing landing pages two different things.
For most early stage SaaS companies their homepage is their landing page. As your business scales, you may build out different landing pages for different types of customer, different marketing channels, and different types of action (sign up vs register for a webinar vs request a demo).