Mobile-Optimized Landing Pages Drive Higher Conversions, Unbounce Study Finds
A new study by Unbounce reveals that mobile-optimized landing pages are driving higher conversion rates in several key industries. Despite this, desktop pages still convert better, highlighting a missed opportunity for many businesses.
The Unbounce report indicates that industries such as Finance & Insurance, Technology, and Travel & Hospitality are leading the way with higher conversion rates on mobile landing pages. This is significant, given that 83% of landing page visits now come from mobile devices.
Simplifying language on landing pages can also boost conversion rates. Writing at a 5th to 7th grade level increases conversions by 56% compared to more complex language. This suggests that clear, concise communication is key to driving action.
When it comes to channels, email tops the list with a conversion rate of 19.3%. Paid social platforms like Instagram (17.9%) and Facebook (13%) follow suit. However, paid search channels like Google Ads lag behind, with lower conversion rates.
The median conversion rate across all industries is 6.6%. However, this varies by vertical, ranging from 3.8% to 12.3%. Mobile-optimized landing pages could potentially generate over 1.3 million more conversions industry-wide.
The Unbounce study underscores the importance of mobile-optimized landing pages and clear communication in driving conversions. Despite the clear advantage of mobile, desktop pages still convert better, presenting an opportunity for businesses to improve their mobile strategies. Email and paid social remain the top converting channels, while paid search lags behind. Businesses should consider these insights to optimize their landing pages and improve overall conversion rates.
