What is the B2B Benchmark for PPC Landing Page Conversions

[Manseo]

I work for a B2B software company and have recently begun implementing PPC via Adwords.  I was wondering what you guys use as a standard benchmark for a successful landing page, specifically conversion rate?  Conversion rate being defined as someone clicking to the landing page, then clicking on a link or filling out a form on the landing page.

[JaneCopland]

Hi there,

There's definitely no magic number for conversion rates, unfortunately - some businesses consider 2% amazingly high. For others, anything less than 20% would be a failure depending on what the desired action is. It depends entirely on the page and campaign.

I would start here to figure out both what your current problems are and what sort of improvement you can consider to be "good" - it's very difficult to compare your CR to anyone else's but your own. That post works with that assumption - that it's only your own data that can be used to decide on what constitutes improvement or what success looks like.

Sorry to provide a non-answer, but I'd go as far as to say that it's hard to even compare your CR with others in your industry - with different brands and landing pages, everyone's data is unique to them.

[SEO5Team]

There are no standard conversion rates as there are a lot of variables associated with each landing page . (Call to action, conversion elements , industry etc)

Here's an interesting insight from Marketing Experiments:

Average Conversion Rates

[Andy-Halliday]

I don't know about download able software - but why not look at the other marketing channels and see how they are doing in comparison.

What is your conversion rate for Direct traffic, email traffic and compare it against there.

There isn't going to be a magic number out there to hit, but comparing it to other marketing channels and aiming to improve it week on week is the best solution. Rather than trying to hit a mysterious number.

If you are classing as someone as competing a form as a conversion, have you set this up correctly so that you can accurately track conversion rate ( I am guessing so, just wanted to check that you had this in place).