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Oli Gardner

The 2020 Conversion Benchmark Report - Discover your conversion potential via AI insights.

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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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Sarah Gooding
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🙏
David J Bland
@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 :)
Sarah Gooding
@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!
Oli Gardner
Hunter
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
Peep Laja
I always knew copywriting is king - based on my own 10+ yrs of doing conversion optimization. But man it's good to get some hard, quantifiable data on this stuff. And many other great insights I never thought about.
Oli Gardner
Hunter
The insights are unparalleled in the way they illustrate what "good" actually looks like and what you can do to help you get there.
Leslie Ty
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!
Alana Thorburn-Watt
Maker
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 🙌
Stefanie Grieser
"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!
Lenny Rachitsky
This data is amazing
Ashley Luk
Awesome to hear you find the data useful, @lenny_rachitsky! 🙌
Nik Sharma
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!
Jennifer Chin
@oligardner__ @mrsharma Thanks so much, Nik! Really appreciate your feedback. 🙏 Hope it'll inspire other ecomm marketers to invest in optimization 💪
Lianna Patch
I CANNOT SLAM THE DOWNLOAD BUTTON FAST ENOUGH.
Oli Gardner
Hunter
@punchlinecopy a hahahah awesome
Chelsea Scholz
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+
John Bonini
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!
Colin Loughran
Maker
Thanks @bonini84! We appreciate the kind words.
Ross Simmonds
That video is awesome. But the data and report are even better Great work folks!
Rand Fishkin
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.
Christine White
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!
Colin Loughran
Maker
@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).
Karim Rahemtulla
Unbounce is an amazing product. Incredibly impressed with what they team has been able to accomplish. Would 10/10 recommend.
Rowe Morehouse
I don't think this is really a "product" … it is a webpage serving as a lead magnet and promotion for Unbounce. Nothing wrong with that per se … but, does Product Hunt support the hunting of marketing web pages? … Also, there is no pdf, nothing to "download" as they say. It's a single webpage. They frequently mention "ai" and their "machine learning model" but they don't explain it at all in the "methodology" section, they just say "machine learning model" that grades copy readership level with the "Flesch reading-ease test." They do mention using EmoLex for sentiment analysis, but not how ML or AI was used? … I'd be interested to understand this. Grammarly will give you a readability score, along with quite a few other tools that do the same thing. Good report, but it's a thinly veiled marketing piece, not a "product."
Oli Gardner
Hunter
@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
Kelly Oliver
Is this available in print or only as a video?
Megan MSakakibara
Hey @kelly_oliver1 you can see the whole report here https://bit.ly/3etjp7i
Justin Turner
Can we get a PDF version, way too many animations and jittery colors for me to be able to read
Colin Loughran
Maker
Hi @web_connect. For this year's report, we've gone with a web version. (The only animation is on the title screen, so if you scroll down you shouldn't have issues there. But I'll pass on this feedback.)
Rowe Morehouse
Thanks Oli … I like your products and your thought leadership, it's a good report. Thanks for your response here.