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The 2020 Conversion Benchmark Report — Discover your conversion potential via AI insights.
A machine learning analysis of 186M+ visits and 19M+ conversions on 34K+ landing pages to help your campaigns convert better. In our free report, find out what makes a good conversion rate across 16 different industries, including SaaS, ecommerce, and more.
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@rowemore
Hi Rowe,
Appreciate the feedback. It’s fairly common on PH for things like this that are designed to act sort of like an optimization helper.
And you’re totally right about the “download” language, that’s my bad - I was thinking back to our last one in 2017 which was a PDF. We opted to go for a microsite this time as it’s easier to keep adding new data and information as we get it.
With regard to the machine learning and AI modelling, this is actually very intensive. Our data science team has been continually working on this project for over 3 years - alongside our other AI/ML work. The reading ease portion - while available as a simple tool elsewhere - is only a fraction of what goes into the output, and it’s the combination of all the text processing we do that makes it unique. Those tool only give you a score and not insights into how you can leverage the full complement of what we provide in actionable ways.
There might be a time in the future where we publish some papers on the modelling, but for now as its part of our product features (Smart Traffic in particular breaks down a landing page into its 4 main ingredients (copy, design, layout, and traffic) and we’ve discovered through our deep learning research that when modelling copy and design together (the design portion used a ResNet18 convolutional neural network, and the copy used a modified BERT - Bidirectional Encoder Representations from Transformers), we found copy to be twice as influential as design when it comes to conversion.
All of these research elements and algorithms are being worked on together to get the best insights. I hope that sheds a little light on what we’re doing and why the copy research is so important for optimizers and copywriters to get access to.
Again, appreciate the feedback, I’ll be taking note for the next time I write up the intro for something like this.
Cheers
Oli
Thanks Oli … I like your products and your thought leadership, it's a good report. Thanks for your response here.
Only half way though but this is a very comprehensive, well-presented report - well done and thank you Unbounce team!
As someone who is constantly optimize for that next click, or finding ways to streamline the build out of acquisition-based landing pages, Unbounce is my go-to.
This report dives into everything from what's "good" or "bad" and it goes deeper to figure out the right word count, level/ease of reading, etc. It's a must-read.
Thank you @oligardner__ and team for sharing this report!
@oligardner__ @mrsharma Thanks so much, Nik! Really appreciate your feedback. 🙏 Hope it'll inspire other ecomm marketers to invest in optimization 💪
Full disclosure — I work for Unbounce. The idea for this study is the result of our customers asking one question over and over again: 'what's a good conversion rate?' And unfortunately, until today the answer has been 'well, it depends'. Today, we have a data-backed answer to that question (which is pretty cool) based on our analysis of 186 million visitors to 34,000 landing pages.
Most importantly, I think you'll be able to make really good use of these benchmarks — in your conversations with your team, your manager, when you're setting quarterly targets, asking for budgets etc. It's bookmark worthy for sure.
Give it a read and let us know what you think🙏
@sarahagoods I get asked this almost daily in my new product work, so until now I usually pointed my clients to your 2017 benchmark report :)
@davidjbland That's great to hear! Yes, I should have mentioned our 2017 report. But certainly nice to have some recent benchmarks to refer to now!
Hey Product Hunt! 👋
I’m Oli, Co-Founder of Unbounce, the leading landing page platform.
Beyond excited to be launching Unbounce’s new 2020 Conversion Benchmark Report today after months of analysis and production, conducted by our proprietary machine learning model and some very smart, amazing humans! 🚀
With marketing budgets being tighter than usual and businesses dealing with challenges they couldn’t have predicted, every industry needs as much help as possible. So when it comes to conversion rates, it’s not easy to know numerically what success looks like.
That’s where our new industry benchmarks come in—you’ll be able to see how your landing pages are stacking up against the baseline in your industry (and others).
This free conversion benchmark data is full of AI-powered insights from a study conducted that included over 34,000 landing pages. Our goal? To answer a big question for you: “What’s a good, bad, or meh conversion rate?”
Our data team created a formidable machine learning algorithm to bring you:
🏢 Median conversion rates for landing pages broken down to 16 key industries.
🧠 Sentiment analysis showing which emotions in a piece of copy correlate with better conversion rates.
🗣 Best reading ease level for your copy, depending on your industry.
📝 Indications of the optimal word count for your landing pages in order to convert better.
Download the report to learn why these metrics matter and see how you can apply the learnings to your own campaigns: https://bit.ly/3etjp7i
Got questions or feedback? Love what you’re seeing? Let’s chat in the comments below— I (and a whole crew of Unbouncer’s) are available to answer any thoughts you might have.
I’m excited to hear what you think.👇
Happy reading!
Oli
The insights are unparalleled in the way they illustrate what "good" actually looks like and what you can do to help you get there.
Conversion rate by "joy" and "anticipation" are metrics and measuring sticks I didn't know that I needed in my professional life. What a great report with unique and helpful findings. Great work Unbounce team!
"186M+ visits and 19M+ conversions on 34K+ landing pages" << impressive.
Data FTW.
Obviously bias as an Unbounce Alumn, but love this report. There were things I learned reading that I kinda had a hunch about all along, but now I *know*.
Like: "copy (28%) is 2x as influential as design (13%) in why visitors convert."
Data does that.
Great job Unbounce!
This report is outstanding. Been looking to see how our SaaS landing page compared to the averages (I suspected we were on the low end, and this confirms it). Love how it breaks down by industry and subcategory so you can compare yourself against true peers.
I worked on launching our first CRB in 2017 and it's so incredible to see how this has evolved for marketers. So so excited! What incredible insights. A+
@unbounce always hits it out of the park with their reports, and this one another home run! Congrats to the whole team for all the research and effort that went into this report, I'm happy to use it as a reference doc for me and my clients.
Thanks for the support @kaseybayne! The team put so much incredible effort into producing this report, interpreting data nuggets into useful takeaways for marketers like you. Beyond happy to hear that you'll be able to reference it in conversations with your clients! 👍
Unbounce is an amazing product. Incredibly impressed with what they team has been able to accomplish. Would 10/10 recommend.
Would be interesting to see this data cut by device in the future :) Conversion experiences are entirely different from desktop to mobile, and in many industries mobile traffic has surpassed desktop!
@chrstnewhte Great idea! I've added it to our "data wish list" as something we can possibly look into in the next report (or in another piece of content).
Super excited we’re able to finally share this new and improved Conversion Benchmark Report! Given how marketers need to adapt now more than ever, I’m glad to be part of something that can still be helpful for the marketing community. Congrats to the rest of the Unbounce team and here’s to wishing everyone many more conversions!
Thrilled to be part of this cutting-edge report! I’m hopeful the data and AI-powered analysis will help many SMBs increase their conversion rates and in turn scale their businesses 🙌
Great report, thanks! As a person who has been involved in lead generation field I got a pretty good chunk of useful information from this report
Great Report, thanks! Btw, just to clarify, CR for each industry were different or it was just about clicking the main button or something like it?
Awesome to get hands-on data with this. Useful for any Marketer, Product Marketer and even Product Managers! Thanks @oligardner and @pepperswrite!
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