For marketers promoting insurance and financial services, booking calls or consults with clients is an essential part of digital strategy. (Visitors are trusting you with their hard-earned money, after all.) Landing pages help you show people how you can help them in a clear, persuasive way that’ll secure leads and reinforce your expertise.
Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.
What does this mean? With a median conversion rate of 3.8%, finance and insurance pages convert higher than the overall industry baseline. 63.4% of the landing pages we analyzed in this industry rely on forms to capture leads and connect with prospective clients. How’d we get these numbers? Read our methodology.
Pages for the tax and financial services subcategory contain twice as many words associated with sadness (like disqualified, debt, and sue) as the overall industry baseline. We’re not judging, but our findings don’t suggest using more sad words relates to higher conversion rates.
There’s no surprise that pages in finance and insurance tend to use more words. Our analysis shows that pages with fewer than 200 words tend to convert best, but anything longer doesn’t correlate with lower conversion rates. In this industry, use the words you need.
Forms score conversions more often in finance and insurance than in other industries, meaning visitors are probably motivated to share their info. As always, we recommend testing pages with forms of different lengths to find what works best for your business.
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