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- Fresh conversion rate reportš °ļø (see the highlights)
Fresh conversion rate reportš °ļø (see the highlights)
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Fresh conversion rate reportš °ļø highlights
Time flies. Been 23 years since the 9/11 attacks. A reminder that real people working in the government do care about folks - first responders, firefighters, police, etc. Also, a reminder that people at the top of government on both āsidesā do not.
Todayās Feature Story gives you the highlight reel for Unbounceās New Conversion Rate Report. Itās thick. I give you the skinny. Then soak up the following sectionsā¦
Knowledge Base
Self Help (hazardous pressure)
Facts & Stats
Get Hacking (a sea of content wins)
Alright, letās dig into that report.
Biggest Conversion Rate Highlights
Iāll run through these, then shovel deeper for you.
Mobile drives landing page visits (17M mobile vs 3.5M desktop)
Email led all channels in conversion rate 19.3% (not even close)
Simple, easy-to-digest copy converts 2x better than āprofessional languageā (fancy words)
6.6% was median conversion rate across 9 industries
Top conversion rate was in Events & Entertainment
Financial Services is often an outlier with conversion averages / medians
Instagram converts 6x better than LinkedIn (explained below)
Full report here, BTW. 44,000 landing pages and 33 million conversions tracked from July 2023 to July 2024.
What can brands do with these conversion rate findings?
Fix up mediocre mobile landing pagesā¦ but donāt depend only on mobile. Turns out desktopās lower web traffic still adds up to 8% higher conversion rates than mobile traffic.
Next, put more effort into email marketing. Work on deliverability, then simplify the copy used in email campaigns ā and all your messaging while youāre at it (except financial servicesāsometimes).
Also, aim to beat that 6.6% benchmark, then aim to beat the median conversion rate in your specific industry.
Lastly, itād be wise to investigate why Events / Entertainment has such a high conversion rate. The inherent urgency, limited number of tickets, and rabid nature of fandom drive conversionsā go deeper with this industry breakdown.
Why LinkedIn Sucked it Up on Conversion Rates
The Unbounce folks made it clear that fewer conversions donāt matter as much if you're slinging big-money goods and services.
Since LinkedIn is the only place for truly professional and B2B social media connections, the platformās flat conversion rates seem logical.
I will say - peeps on LinkedIn prolly keep it too professional.
Too buttoned up isnāt likely to fire anyone up to comment or share a brandās content.
There are two LinkedIn profiles that stand out to me and neither are boring or stuffy but they know their stuff (Iām a one-man case study so take with grain of salt).
5 Odd Findings in Unbounceās Conversion Rate Report
A lot of the benchmarks are logical in this report. Some are pretty baffling and might reveal openings you can take advantage of:
Why does Yahoo Search convert better than Google in Health / Wellness category?
Why do any brands advertise on Snapchat with a 1.6% conversion rate?
What skyrockets the already high email channel conversions to 28.6% for E-commerce?
Why does complex language convert well for some Financial Services, when other studies show even highly-educated folks prefer simple language?
Why do SaaS companies use display ads at all, with a piddly 0.32% conversion rate?
A little more on SaaS findings. Simple language in this arena is even more crucial as it converts 514% better than overly difficult copy. Finally, conversion rates were nearly identical on mobile (6.4%) and desktop (6.2%) SaaS landing pages.
Unbounceās theory on some Financial Services bucking the simple copy trendā¦
āSomeone already financially savvy and looking for investment services may value more professional-level language, whereas someone looking to borrow money for the first time may appreciate simplicity.ā
Hope those highlights help. Set aside thirty minutes to scan the full report - maybe during a blowout game this Saturday (i.e., Georgia mauling Kentucky at 7:30 PM Saturday).
An Email List Revival
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Inbox Activity Checker has those metrics! Use them to target only your active subscribers and avoid inactive onesāpotential Spam Traps.
Black Friday and Cyber Monday are right behind Halloweenā spooky decorations are already up. So why wait?
Use Inbox Activity Checker to find the subscribers most likely to open and click on your emails to make purchases, especially this holiday season. Upload your list to get started.
Questions? Schedule a 1:1 demo.
Self-Help
At no age does peer pressure / social pressure stop working.
Donāt believe it? Watch it in traffic. Drivers who get honked at often make dangerous moves to appease the jerk behind them rushing them to pull out into traffic.
Another example is someone not wanting to rock the boat or be wrong about pointing out a plainly dangerous individual.
Iām not sure what you can do with this heads-up about social pressure being dangerous, except remind yourself itās ok to be wrong, embarrassed, or make the jackass behind you later than they already are because they shoulda left sooner in the first place!
Extra help: Chair yoga not just for relics like myself.
Facts & Stats
Homeworkā¦ 46% of marketers said they experience higher morale working at home (HubSpot) | Explodingā¦ Searches for āunderconsumption coreā grew by 4,250% the past 12 months (CNN) | Plateauā¦ Big leaps in AI model performance are becoming less frequent (Gary Marcus) |
Bonus: Nearly 70% of U.S. hospitals affiliated with a medical school have at least one ___________ inside their facilities. Answer at end of post.
Get Hacking
A specific strategy to implement today
I promise you, somewhere one of your competitors has produced a piece of content thatās ripe forā¦
Simplifying. Hunt down a few of those articles, videos, or infographics, then make them easier to understand.
Maybe they used complex language or didnāt format the article for easy scanning or their visual aid tried to show gobs of data all at once.
This is an easy content win. Correction, content wins - because overly-complicated content is everywhere. The bonus is you donāt have to hurt your head coming up with content ideas. Theyāre already there. The execution just sucks. So, improve it with simplification.
Inbox Hacking is read and shared by high-IQ-having marketers from Mastercard, Allstate, and ESPN. Please share this newsletter - it helps us out and we might one day cure jerkitisš.
Shane McLendon, Copy Kingpin - Inbox Hacking
Bonus Answer from Facts & Stats section: Fast food restaurant (StudyFinds)
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