Landing pages may appear simple, but don’t be fooled; they’re the cornerstone of digital campaign success, so you want to get them right. Research conducted by Gartner suggests that “on average, 48% of website visitors leave the primary landing page without engaging deeper with any marketing collateral.” Let’s ensure you’re not part of this bounce-rate statistic—here’s how.
The key components of any landing page remain largely the same, so it’s all about honing in on these elements to win audience engagement. Beyond the actual web design components, branding, copywriting, and knowing your audience also play critical roles in creating a landing page that successfully supports your campaign goals.
HubSpot include a free landing page builder out of the box; it's pretty basic but can be a useful tool to help you kick-start your first campaign. HubSpot CMS websites offer a huge range of benefits, including the flexibility to create campaign-specific landing pages without the need for a developer. You’ll also be agile to optimise and tweak landing pages in real time to best serve your immediate business needs.
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A landing page aims to drive people towards one desired outcome through a CTA or call to action. HubSpot landing pages are designed to convert users into leads, often include an offer in exchange for user data, and exist to support a marketing goal.
In contrast, HubSpot websites have multiple pages under a single domain. A website is the digital home base of your business or brand and should encourage users to explore and learn more. HubSpot websites can include a wide range of information and be tailored to facilitate various business goals, including conversions, but they ultimately serve multiple purposes.
Know your audience: Whether this is an ICP (ideal customer profile) for account-based marketing strategies or buyer personas for more high-level planning, you need to know who you’re speaking to and how you will solve a problem for them. A/B test headlines, CTAs, visuals, copy and forms to determine what’s working, nix what’s not, and repeat the process one element at a time.
Hard-hitting headlines and concise copy: Less is more, so carefully consider every bit of copy you include. Is your message clear and easy to understand? Does it speak to your target audience? Is it aligned with your brand voice? And most importantly, does it capture the users' attention?
Product benefits, not features: Don’t tell people what it is; tell them what it will do for them. Lean into your audience’s pain points and how you’re going to help.
Strong CTAs: Present an enticing offer with a sense of urgency, keep it above the fold and include more than one opportunity for users to convert. This is one of the most crucial elements to test, so refine this messaging, placement and design.
Leverage smart content: Professional and Enterprise HubSpot users can implement smart content modules, which “display different versions of your content based on viewer category. For example, you could create alternatives for visitors from a specific country or those viewing on a mobile device.” This feature can help customise content for specific audiences, specifically when integrated with an up-to-date HubSpot CRM.
Consistent branding: Create a seamless user experience across all online touchpoints, including landing pages. Stick to brand guidelines, even for campaign-specific elements, to leverage existing brand trust and ensure your audience can easily recognise you.
Concise forms: Reduce friction and only include the fields you need. HubSpot’s smart form features also allow you to “customise the form displayed depending on your website visitor. For example, you can display different forms or form options depending on what country a visitor is from or what lifecycle stage they're at.” Every form fill will automatically be added to your HubSpot CRM to continue nurturing.
HubSpot offers a wide range of customisable tracking dashboards and analytics tools for landing pages, including a new tool (currently in BETA) that provides an overview of multiple pages, including how CTAs and forms are converting.
By default, HubSpot will analyse content performance for individual landing pages:
Page Views: the number of times this content was loaded on a web browser.
Total Form Submissions: the number of form submissions on this content.
New Contacts: the number of new contacts created from this content.
New Customers: the number of customers who originally converted on this content that currently have the lifecycle stage of customer.
Average Bounce Rate: the percentage of sessions that started on this content and did not move to another page on your site.
Time Per Page View: the total amount of time visitors spent viewing this content, divided by the total number of views. This calculation does not include visitors who left the site after viewing only this content.
Exits Per Page View: the percentage of sessions that ended after viewing this content.
Entrances: the number of sessions where this was the first content viewed.
Where to find this data:
Content > Landing Pages > Performance
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Analyse performance for all pages is currently in BETA and available with Professional and Enterprise subscriptions; it offers:
Landing page summary: an overview of key metrics for all landing pages, such as views and CTA clickthrough rate.
Page view to submission rate: the percentage of visitors to your landing pages who submitted a form, shown over time.
CTA rate: what percentage of visitors to your landing pages clicked a legacy CTA, shown over time.
CTA views: the number of legacy CTAs viewed by visitors, shown over time.
CTA clicks: the number of legacy CTA clicks on your landing pages, shown over time.
Page view to customer rate: the percentage of visitors to your landing pages who later became customers, shown over time.
Form submissions: the number of total form submissions on your landing pages, shown over time.
Where to find this data:
Content > Landing Pages > Analyze Tab
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Landing page conversion rate benchmarks vary depending on the data source, industry and other factors. Here are some stats from the big players in the landing page game to give your data some context.
HubSpot reports the average landing page conversion rate across all industries at 5.89%.
Unbounce surveys show a 6.6% landing page conversion rate across all industries as of Q4 2024.
Create a high-performance HubSpot landing page with our free 11-point optimisation checklist.
