OR MANY MARKETERS, LEAD GENERATION
IS THE VITAL COMPONENT that breathes life
into revenue growth and often serves as the final
judge in the success of a marketing campaign.
But if leads are the key to a campaign’s success, a
landing page is, quite literally, the gatekeeper. It
is the tool by which a brand successfully captures
the information necessary to form a relationship
with a potential client.
As such a key step in the client acquisition process,
the landing page deserves significant attention.
But as lead generation campaigns take shape,
landing page formulation is often relegated to a
simple “build from template → test for bugs →
deploy” process. As our recent findings illustrate,
more attention is required.
As a B2B media company with a network of mil-
lions of industry executives, Industry Dive has
managed hundreds of landing pages, from news-
letter signups to content downloads. And after a
massive network-wide push to optimize our own
landing pages, we gathered some compelling data
and insights we thought all B2B brands might find
helpful.
After auditing our own newsletter sign-up pages,
Industry Dive found that our landing pages
convert at an impressive 65%. That compares
favorably against industry averages; one of the
ways we got that number so high is by effectively
serving customers on mobile.
This has led to some surprising stats – not only
does mobile convert at a rate of 62% on mo-
bile-friendly landing pages, but almost 30% of
all leads generated on Industry Dive landing
pages come from mobile devices.
This data point is surprising in its own right, as
a natural assumption of conversion campaigns
is that users don’t convert on mobile. But, even
further, this shows that a landing page that isn’t
optimized for mobile could be losing 30% of
potential leads without realizing it. Designing
your landing page to be friendly to your mobile
audience could expand your brand’s measured
reach by almost a third.
CONVERSIONS BY PLATFORM
DESKTOP
62%
MOBILE
38%
DID YOU KNOW NEARLY
1/3 OF ALL LEADS COME
FROM MOBILE CONVERSIONS?
DIVE CHEAT SHEET:
MOBILE LANDING PAGES
F
