If the majority of buyers are coming from the list

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Then adjust-as-needed as you get more data.Here are a few likely time-wasters those benchmarks will already help you avoid:Optimizing the snot out of a landing page that’s already getting 15% opt-ins.Rewriting a sales page that’s already converting at 3% relative to the list segment, if your opt-in rate is only 3%.Outliers like “Request a Quote”Not all businesses will have an email opt-in front-and-center on their homepages. Some will invite customers to “view pricing”, or “request a quote”. (These CTAs are extremely popular with web agencies, for some reason.)Conversion rate benchmarks request a quote landing page exampleA typical “get a quote” landing pageHow are we supposed to evaluate a conversion rate on a “request a quote” CTA? The Dumb Way. Here’s what I mean…We know the benchmark for opt-ins……and we know the benchmark for sales…Since the commitment level of requesting a quote is somewhere “in between” that of getting a free lead magnet/signing up for a webinar, and that of actually pulling out your credit cardand buying, a good place to start is “in between”.


If fewer than 1% of visitors are requesting a quote, you’ve got a Benin WhatsApp Number problem.If more than 10% are, I need to copy your landing page immediately.If it’s somewhere in-between, we need to ask a more nuanced question…What’s this customer costing me to acquire, and is it less than he would cost by simply collecting an email address, then selling to the list?Here’s what I see most-often in real life: “request a quote” CTAs that either aren’t converting well, are one of multiple, conflicting CTAs (hedging their bets by including both a quote CTA and a lead magnet), or both.





Conversion rate benchmarks conflicting CTAs on a landing pageDoes your page have too many CTAs?There’s a smart, and a dumb way to test thisAnd to reiterate, for purposes of this post, Dumb doesn’t mean Bad – it just means “so obvious smart people might overlook it”.)Smart: split-test two pages, and tag people who opt-into the list first differently than those who buy directly after requesting a quote, then count the number of sales tagged with each.Dumb: send a survey, asking buyers “did you buy directly off my homepage, or did you subscribe to my list first?”, and/or your “request a quote” rate is low, consider losing it altogetherand just collecting the email.