Landing page
A landing page is a standalone web page designed with one specific goal—getting visitors to take a particular action, such as filling out a form, signing up, or making a purchase. Unlike a regular website page, it deliberately removes navigation and distractions so that everything points to a single outcome. Users typically arrive on it from an ad, an email, or social media.
Landing pages are among the most effective tools in online marketing. Their effectiveness is backed by extensive research:
- The median conversion rate for landing pages is 6.6% across industries. An analysis of 41,000 pages and 464 million visitors showed that the best pages exceed 25% (Unbounce Conversion Benchmark Report, Q4 2024)
- Speed is critical: a Portent study analyzing 100 million page views and 27,000 landing pages showed that a page that loads in 1 second converts 3× better than one that loads in 5 seconds and 5× better than one that loads in 10 seconds (Portent – Site Speed Research)
- Google confirms it: improving load time by just 0.1 seconds increases conversions by 8.4% in e-commerce and 10.1% in travel. An analysis of 900,000+ mobile landing pages showed that as load time goes from 1 to 3 seconds, the bounce rate increases by 32% (Think with Google / Deloitte)
- Forms make or break it: HubSpot analyzed 40,000+ landing pages and found that multi-line text fields and dropdowns have the strongest negative impact on conversions. Simpler forms consistently win (HubSpot – Form Fields Research)
- Trust plays a role: Baymard Institute research (4,400+ test users, 14 years of qualitative research) shows that 19% of users abandon a page because they don't trust it with their personal information (Baymard Institute – Checkout Usability, 2025)
FAQ
What's the difference between a landing page and a regular website page?
A regular page has navigation and multiple links and is meant for browsing. A landing page has a single goal and deliberately removes everything that distracts from it. In its usability guidelines, Nielsen Norman Group notes that users need immediate clarity—a landing page provides it by eliminating decision paralysis (NNGroup – Homepage Usability Guidelines).
How many landing pages should I have?
The more targeted landing pages, the better. HubSpot data shows that companies with 40+ landing pages generate significantly more organic leads than those with fewer than 10. Each landing page is an entry point for a specific audience segment (HubSpot – Landing Page Best Practices).
What affects landing page conversions the most?
Three things: load speed (each extra second reduces conversions by about 4.4%), clarity of the offer (users need to understand the value within 10 seconds), and a simple form. Vodafone increased online sales by 8% simply by improving load speed by 31% (Google Core Web Vitals case studies).
Sources:
- Unbounce – Conversion Benchmark Report (Q4 2024) – an analysis of 41,000 pages, 464M visitors
- Portent – Site Speed & Revenue Research – a study of 100M page views and 27,000 landing pages
- Think with Google / Deloitte – Mobile Speed & Conversions – research on 900,000+ mobile pages
- HubSpot – Form Fields & Conversion Research – an analysis of 40,000+ landing pages
- Baymard Institute – Checkout Usability (2025) – 4,400+ user tests, 14 years of research
- Nielsen Norman Group – Homepage Usability Guidelines – 113 evidence-based guidelines
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