Recent data from over 57 million landing page conversions confirms that complex copy is hurting conversion rates 62% more than in 2020

Key report findings include:

• When it comes to landing page copy, difficult words are most likely to negatively impact conversion rates

• Landing pages written at a 5th to 7th-grade reading level convert nearly twice as much those written at a professional reading level

• Despite mobile driving nearly 5x more traffic than desktop, mobile visitors convert at a much lower rate

• Email campaigns found to typically drive higher conversion rates than paid search and paid social

Unbounce, a leader in landing page creation and optimization, has released its 2024 Conversion Benchmark Report. This in-depth analysis of over 57 million conversions across multiple industries provides essential insights for digital marketers and agencies on optimizing landing page conversion rates and maximizing ROI from paid media and email campaigns.

1. Impact of Complex Copy on Conversion Rates:

   • Complex landing page copy significantly reduces conversion rates due to factors like difficult words, excessive reading time, and higher reading levels.
   • Difficult words have a strong negative impact, with a 62% stronger correlation between difficult words and declining conversion rates compared to 2020.
   • Research highlights declining attention spans, with averages dropping from 2.5 minutes in 2004 to just 47 seconds in 2024.

2. Optimal Reading Levels for Copy:

   • Copy written at a 5th to 7th-grade level yields the highest conversion rates, with an average of 11.1%.
   • Lower reading levels outperform higher ones, with a 56% better conversion rate compared to 8th and 9th-grade levels and nearly double the rate of professional-level writing.
   • The readability level should be simpler than popular texts like Harry Potter to maximize conversions.

3. Device Performance Insights:

   • Mobile drives nearly 5x more visitors, but desktop performs better with an 8% higher conversion rate.
   • Significant disparities exist in industries such as:
     • Health and Wellness: Converts 22% better on desktop despite 7x more mobile traffic.
     • Professional Services: Converts 40% better on desktop with over 4x more mobile traffic.

4. Channel Performance Highlights:

   • Email Marketing: Continues to be a strong performer, especially in ecommerce with a median conversion rate of 28.6%.
   • Instagram for Financial Services: Instagram outperforms other social channels for financial services, boasting a median conversion rate of 15.5%.

The 2024 Conversion Benchmark Report by Unbounce provides actionable insights into conversion trends, emphasizing the importance of readability and mobile optimization. With data-driven recommendations, the report serves as a strategic guide for marketers to enhance their landing page performance across key industries like financial services, health and wellness, professional services, SaaS, and ecommerce. As consumer behavior evolves, these findings equip marketers with the knowledge to implement small yet impactful changes that drive significant improvements in their conversion rates and overall ROI.