Conversion and digital experience
Insights from the 2021 Conversion Benchmark Report by Unbounce
According to the recently released 2021 Conversion Benchmark Report by Unbounce:
The Unbounce Conversion Benchmark Report says: “We used artificial intelligence to help analyze more than 44 thousand landing pages and over 33 million conversions, refining a (near-literal) mountain of data into actionable recommendations that make optimization way simpler. That means time, money, and expertise aren’t obstacles to creating your highest-converting pages ever.”
The below snapshot gives you a look at the median and mean (or average) conversion rates for the 16 industries included in this report.
I am focusing on the Nonprofit sector and here in the report, it falls into the industry of Family Support.
The report says:
“For marketers in family support, landing pages help emphasize the importance of your work to volunteers and donors, and make your services accessible to the people who need them most.”
Conversion rate is growing up
According to the report:
“Family non-profits convert at almost double the industry median.”
Obviously, the pandemic has to be one of the reasons for conversion as we have seen people giving more last year. Nonetheless, the conversion rates have been better.
Keep your copy emotion free
Conversion rates are connected to the words used in the copy or on the landing page. According to the report:
“A lower word count usually means higher conversion rates.”
Last year, the same report had pointed out that family support landing pages performed best when they were under 150 words and written at a high school level. But even then, the potential benefit wasn’t huge—maybe an extra percent or two on your conversion rate.
The 2020 report informed that it’s worth considering your audience when deciding what reading level you want to hit. For family nonprofits, using simpler vocabulary and shorter sentences likely makes it easier for visitors to understand your goal and, also amounts to better conversion performance.
This year i.e. in 2021 the report says that the page performance is more dependent on readability.
According to the below data: “In some cases, an especially short, easy-to-read page could get a noticeable bump to its conversion rate, while pages that are drawn out and complex often see their rates flatten out.”
The report says:
“To maximize your conversions, try to keep your landing page copy to less than 200 words and write with a middle school audience in mind.”
I think the landing page copy should be precise and more than the words and showcase value. Simplify and simplify as much you can and keep the ones that you think that serve the purpose. In the case of Nonprofits the landing page copy should be addressing:
“Why a donor should donate for the cause?”
If you have a video that can do the job then please go ahead and embed it on the landing page. Charity: Water does the same quite efficiently.
Measuring digital customer experience
“Encouraging greater usage of websites and apps delivers directly to the bottom line, by taking the load away from physical touchpoints and enabling closer, more valuable relationships with customers. This, in turn, improves retention and optimizes commercial performance, thus completing the virtuous cycle,” says The state of digital experience and conversion in 2021 report conducted jointly by Decibel and Econsultancy.
According to the report: “Customer satisfaction, conversion rates, and brand loyalty (i.e., repeat visits) remain the most popular metrics when it comes to measuring the quality of the customer’s digital experience, with usage rates of 54%, 53%, and 51%, respectively.
In fact, conversion rates metrics has got a boost in 2021 compared to others.”
So if you want to grow your conversion rates focus on the creatives and copy. Besides don’t forget to optimise because that’s the only secret of finding the problems on the conversion page and rectifying them with ongoing testing.
There is no other secret sauce.