Nick Sal's HubSpot Inbound Marketing and Consulting Blog

What's a "good" Landing Page Conversion Rate? Stats, benchmarks, resources

Posted by Nick Salvatoriello

Nov 22, 2013 9:35:00 AM

HubSpot customers often asking me for average landing page conversion rate statistics.  "What's a good conversion rate for my industry?"   They hope we can point them to that magic number to shoot for.

Marketing_Goals

My answer, may either excite or disapoint you, depending on your attitude:  Landing page conversion rates are highly subjective.   They depend on a range of factors that each inbound marketer controls themselves such as:

  • The visitors being sent to the page (Are there a lot? Are they repeat visitors?  What were they looking at before the page?  Do they match your target persona(s)?)  
  • The offer for the landing page itself
  • The form configuration:  (How many fields are there?  What types of fields are included i.e. what types of info are you requesting in exchange for the offer?  
  • How is the form configured to function? (Are you using Smart fields, progressive profiling, marked fields as required?  What does the 'submit' button copy say?)  
  • The copy used: (Headlines, descriptive text, formatting of the text, amount of text?)
  • The images on the page: (Size, quality, descriptiveness/attractiveness, positioning on the page) 

conversion-path_image

Shooting for "industry averages" can be dangerous.   However I do think that if a customer were following the landing page best practices we use most of the time here at HubSpot and that I teach in HubSpot Academy's Introduction to Landing Pages training class, they could expect to convert 20 percent of the non-PPC based traffic they drive to that page*.  

Could they convert more?   Certainly!   But that's a solid first base that most of the customers I train feel is attainable.

HubSpot does publish stats around this type of thing under our annual "State of Inbound Marketing" report and also in the benchmarks portion of the Goals app found in every portal under Settings. 

SMART_marketing_goals_tool_-_HubSpot_April_2013

Screenshot of my HubSpot SMART Goals Setting App which can be found under 'Settings' 

But, all these things said, I would remind HubSpot users that there is no better benchmark than their own past performance of previously published landing pages.   So a better question might be, "What are some of the best practices from current HubSpot users (including ourselves) that can get our own average landing page conversion rate within our portal to 20%+?  We actually have an ebook that walks you through some of our top customer example landing pages and how they got greater than FIFTY PERCENT conversion rates....but you'll have to come to the Landing Page Training class (available within your portal under Academy >> HubSpot Training >> Converting Visitors to Leads >> Landing Pages to get it!  :)

Landing20Page20Analytics

Know what that means?   Get started publishing landing pages and get them out there using promotional tools in your account so we get some juicy performance data to learn from and determine next steps!  :)

I hope this helps - Do you have a different opinion or approach for when people ask for "average" landing page conversion rates? please let me know your thoughts below.

*Why do I say non-PPC?  Only because I have limited experience working with PPC advertising, and my returns on my own campaigns have not been that great.  If anybody reading this is a veteran with PPC, please feel free to contribute your two centers in the comments thread below.   

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Topics: Lead Generation, Hubspot On-Boarding

[VAR guest post] Inbound Marketing: My start of a HubSpot Love Affair

Posted by Barry Osborne

Oct 30, 2012 9:45:00 AM

Barry Osborne HubSpot VAR Partner Bio Photo[Barry Osborne is a trained veterinarian and farm owner, an entrepreneur based in Austailia, the owner of Property Connect - a Real Estate Inbound Marketing Venture and a HubSpot Value-Added-Reseller (VAR).  He can be reached on Twitter @propertyconnec1]

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Topics: Hubspotter Guest Posts, Hubspot On-Boarding, VAR - Partner Related

Partner Success Workshop 9.20.12: Recap of top attendee quotes, links

Posted by Nick Salvatoriello

Sep 27, 2012 6:08:00 PM

Momentum is picking up from the 9/1 Launch

Its been a whirlwind in the HubSpot VAR program in the last month.  We had just wrapped up at the end of August the largest, most successful inbound marketing conference ever on Earth, #Inbound 2012 - 2800 inbound marketers gathering in Boston.  
HubSpot VAR Success Workshop Webinar Recap - Inbound 2012
This conference concided with the end of the quarter and the end of our best sales month in the company's history (148% of quota across the sales team on average, I heard).  So, of course all these new customers coming on along with many VARs energized coming out of Inbound 2012 kept us very busy the week of our first Partner Success Workshop!

And yet, despite all the other priorities we were juggling, we still managed to put on a pretty decent 2nd workshop webinar last week.  The VAR speaker, Josh Miles was great, the topics were excellent, and the attendance was the highest yet for any of our new VAR-specific webinars (which I should mention all just launched on 9/1).  
I think we all sensed there a lot of potential in putting the VARs who are going through on-boarding on center stage for a webinar series, and I hope to take some lessons from this 2nd webinar in our Partner Success Workshop Series to continue to improve it both for the more exerpienced/accomplished VARs who come to speak, and the newer VARs who come to learn from and interact with them.

So below are some of the top comments and data from the attendees that I had I'd like to share with you.  
Please review some of these thoughts and share your own feedback in the comment thread below.  I'll be listening I assure you!

HubSpot Partner Success Workshops Webinar Archive Page resized 600

Key Performance Stats for 2nd Session of the Partner Success Workshops from 9-20-12:

Total # of Webinar Attendees:  65
Total # of 1st time attendees:  35
Top 4 Highest GoToWebinar Attendee Interest Scores:
  1. TJ Kirgin, Anchor Communications (GTW Interest Score = 68)
  2. Rhonda Hurwitz, Help Me Rhonda (Score = 65)
  3. Lisa Smith, Spoke8 Marketing (Score = 63)
  4. Tara Christiansen, Smarket Consulting (Interest Score = 62)

Attendee Introductions:

What we Asked:
  1. Who are you?
  2. Where are you from? 
  3. What are excited about doing in Hubspot?:
You Answered:
  • "Douglas Burdett - Artillery, Norfolk, VA - should be getting ungated for HubSpot3 any day now. This is my first of these calls - it's great.  I learn a lot from learning about other VARS"
  • "Hi Nick! Charmon from Tempo Creative in Scottsdale. Excited about diving into social media to help clients see success."
  • "BroadVision Marketing in Petaluma, CA. Did my first customer IMA this morning."
  • "Nick Pandiscio from WolfCom PR in Hoboken, NJ. Looking forward to getting more premium content put together."
  • "Hi, I'm Lisa at Boomm Marketing in Chicago and I want to get our new HubSpot client onboarded and driving more leads for my own agency"
  • "Scott from Ad Hoc Marketing in Dubuque, Iowa. Adding more leads.  Publishing blogs about once a week."
  • "Hi there, Lisa and Ann from Spoke8 in Lansing, MI. We are excited to launch our landing pages next week AND sell stuff!"
  • "Mike Klein, Meshy Communications from Saskatchewan, Canada. Excited to help customers get real results."
  • "Howdy! Lisa Ellington, Big Thinkery, Charlotte, NC. I look forward to implementing Smart CTAs!"
  • "I'm Shade Wilson with Scalability Project. For me it's about trying out the Beta new landing pages."
  • "Justine from Pixel Dreams.  Excited to create more ebooks to start posting."
  • "Hi Julie George - Stella Maris marketing -excited to blog."
  • "Hello from HMC2 advertising in Richmond VT. I am hoping to create our first top of funnel offer, with a landing page and start nurturing leads."
  • "Hi… Pingtechgroup… Atlanta…  Gathering more leads!"
  • Hi! Sandra from Involution Digital. I'm excited about following up with some strategy session leads we received this week.
  • helllllloooooo Nick..:-) Dave Presher, Involution Digital, San Francisco….we are excited about some of our upcoming content…particularly on media

Recognizing Top new content our VARs are publishing in their HubSpots since the last workshop: [Blog Posts, Landing Pages, Web-versions of Email Campaigns]:

  • Means-of-production.com's first HubSpot-hosted blog: specific voices to specific personas "Yoo Hoo!"
  • Involution Digital Shares, "We published our first hubspot blog post!" 7 Tips on Surviving a Job Loss
  • Involution Digital launches their first HubSpot Landing Pages this month.  Check out their favorite:  Free Lead Generation Strategy Session Sign Up
  • Meshy Communications shares their recently launched HubSpot hosted-site. They are blogging away at: www.meshy.ca/blog/ - They shared, "It's been awesome results.   18 days, 2 offers, email campaigns via HubSpot.  blogging everyday."
  • Anchor Communications & Digital Services this weeks #1 CHI score agency on the VAR All-Star Board after only being a user of HubSpot for for 18 days.  They commented on the webinar, "Excited to help our sister company Anchor Mobile and our clients do marketing that people love - also from St. Louis!"  Check out their progress on their HubSpot-hosted blog here:  marketing.anchormobile.net/blog  

Our top VAR success stories for this workshop:

Miles Design VAR Partner Success Workshop Presentation resized 600
Our 9-20-12 Workshop's featured success story was an inbound marketing/content promotion success story from Josh Miles, Founder of Miles Design in Indianapolis.  His story was how creating and promoting his bookBold Brand using inbound methods has lead to dozens of HubSpot leads and  multiple new speaking opporuntities:
RESOURCE:

Key take-aways from the guest speaker: 

  • "I love how Josh is generating leads through speaking. I will have opportunities to speak and will take advantage of that as well!" -Charmon Stiles
  • "Keep an eye out for calls for speakers! Speak at your clients' industry events." - Veronica Williams 
  • "Love the additions. I'm doing some speaking and using a Landing Pages to provide post event content. Love the multi options to access your presentation content" -Shade Wilson
  • "writing a book is really easy…probably takes….15 mins max…..LOL  just kidding :-)"  -Dave Presher
  •  "Publish in a variety formats and think outside the blog." -Michael Conway
  • "takeaway: books=speaking gigs"  - TJ Kirgin

Reviews on the Workshop's Book of the Month this month:  Switch, how to change things when change is hard:


Quesitons VARs were asking about the tools:
Survey of Attendees:  "What is an area of HubSpot that you are most eager to get additional coaching on?"
Answers:
  • Everything!
  • Software and analytics
  • social media integration, tracking/reporting
  • sales
  • Sales Training
  • Creating Workflows
  • Creating content/Landing and Thank you pages
  • Knowing how to create each piece from  offer to Thank You page
  • using hubspot to build agency pipeline
  • Lead nurturing
  • Workflows
  • Analytics and showing true ROI
  • IM plans and planning
  • All new tools for HS3
  • path to certification
  • Conversions
  • how to use it for clients...how many hours to include in an inbound marketing package...
  • All of it.
  • Just getting started, so right now, everything.
  • Design/Implementation
  • lead scoring
  • Marketing services online
  • Post-sign-up Processes
  • selling it as part of inbound marketing service
  • What to do with these leads

Highlights for our 10/4 Partner Success Workshop:

Heather Sloan of Insurance Copywriters - HubSpot Sales Success Story + Pitch Strategy Examples (http://www.insurancecopywriting.com/)

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Topics: Hubspot On-Boarding, VAR - Partner Related

New Consulting & Ongoing Planning Tool, try w/your Hubspot Customers

Posted by Nick Salvatoriello

Sep 6, 2012 9:00:00 AM

As some of you know, we on the Hubspot inbound marketing consulting team have been working to figure out a way to manage new customer accounts in their fragile post-onboarding state for a little while and it's finally starting to come together enough for us to start testing.

New Hubspot Consulting and Ongoing Planning Tool
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Topics: Hubspot Customer Consulting, Hubspot On-Boarding

HubSpot VARs & Marketing Rock Stars: Top Memories from #Inbound2012

Posted by Nick Salvatoriello

Aug 31, 2012 6:01:00 PM

Wow.  What a week.  Many of you reading this are just getting back from flights home, or possibly on your way to catch a flight out of Boston as you wrap up a long week visiting here.  Wherever you are, if you were at #Inbound2012 the past few days, I know that you're EXCITED!!

Inbound 2012 Hubspot Conference Recap Photo
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Topics: Hubspot Customer Consulting, Hubspot On-Boarding, Hubspot News, Video

Profile of a new Hubspot VAR Partner | The Murphy Agency, Ohio

Posted by Nick Salvatoriello

Aug 1, 2012 9:15:00 AM

This is a repost of an article published by originally posted on the blog of John Murphy, President of The Murphy Agency, a marketing agency based out of Hudson, Ohio.  

John Murphy   Hubspot VAR Partner Bio Pic
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Topics: Hubspot On-Boarding, Inbound Marketing, Murphy Agency

My top 10 Hubspot App Add-ons from the App Marketplace

Posted by Nick Salvatoriello

Jun 5, 2012 12:05:00 PM

Looking for what some favorite Hubspot apps are for Hubspot Consultants and why?  If you're thinking of grabbing a few for either your own Hubspot or for installing on one of your client's portals, here's my roster of top apps from the App Marketplace for you to consider installing:
Hubspot Top App Marketplace Add Ons pic resized 600

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Topics: Hubspot Customer Consulting, Hubspot On-Boarding, App Marketplace

4 Ways to Maximize Your Hubspot Inbound Marketing Training Calls

Posted by Doug Bernstein

May 4, 2012 12:18:00 PM

As ususal I'd like to extend a heart-felt thanks to Nick for inviting us, SEM Zen, back to contribute once  again to his blog. We spoke to Nick about this topic during our last call and both felt that it would be a very helpful topic for many existing and future VAR's. 

browser tabs
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Topics: Hubspot Customer Consulting, Hubspot On-Boarding

Profile of a Hubspot VAR Agency All Star: Solimar International

Posted by Nick Salvatoriello

Apr 30, 2012 5:04:00 PM

Profile of this week's top Hubspot VAR Agency All Star:

Solimar International Hubspot Agency All Star Logo PicSolimar International is a sustainable tourism consulting and marketing firm with the mission of helping businesses, travelers, and destinations develop and connect to sustainable tourism experiences that support environmental conservation, preserve cultural heritage, and enhance the lives of local residents.

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Topics: Hubspot Customer Consulting, Hubspot On-Boarding

5 Ways To Tell A Rock Star Inbound Marketing Consultant from a Dud

Posted by Nick Salvatoriello

Mar 8, 2012 6:45:00 PM

This is a guest post by Kevin Jorgensen.  Kevin is a serial entrepreneur and 20 year marketing veteran who drank the orange coolaid in 2008 and hasn’t looked back. As a trained engineer he has a passion for process and reason which is why inbound marketing was the key that finally made marketing reasonable. Kevin and his business partner Joe own Innovative Marketing Resources, a Hubspot VAR and inbound marketing agency headquartered in Shirley Massachusetts and specializing in education, high-tech and small business marketing. 

Inbound Marketing Consultant Rockstar Stud
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Topics: Hubspotter Guest Posts, Hubspot Customer Consulting, Hubspot On-Boarding