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Website landing pages that contain a single call to action (CTA) garner a higher average conversion rate than those with more than one CTA, according to recent research from Unbounce.

The report was based on data from an analysis of 18,639 website landing pages. The researchers ran the pages through the Unbounce Landing Page Analyzer to determine conversion, speed, traffic, and content benchmarks.

Landing pages with a single link/CTA have a higher average conversion rate (13.5%) than pages with two or three links/CTAs (11.9% and 10.5%, respectively), the analysis found.

Pages with oversized images (1MB+) have a lower average conversion rate than pages without oversized images. And landing pages that contain fewer words generally have a higher average landing rate than pages with more words.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji