Media and Entertainment
Get Your Audience Moving with Entertaining Copy
OVERVIEW
Key Insights for Media & Entertainment
Media and entertainment landing pages perform at a higher level than almost any other industry in this report. Whether you’re promoting a new book, premiering a streaming service, or hyping the album drop, converting visitors depends on readability.
Form-fill pages outperform other industries.
Just less than half the media and entertainment pages we analyzed for this report have a form. And that’s dandy, because they convert a whole lot better than form-fill pages in other industries.
To get leads, you’ve gotta change the channel.
We looked at which channel sends the highest-performing traffic to your landing page. News flash: It’s not the one you get most visitors from.
It looks like nobody wants to read anymore.
(And it’s all television’s fault, probably.) By keeping your page copy light and skimmable, you could significantly increase the chance that your visitors will convert.
Accelerate results with simple CRO
Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.
Key Insight: Conversion Rate
Entertainment form pages have the highest median rate of all industries.
Conversion Rate: 2020 vs. 2021
What’s this mean? This graph (called a “box plot”) shows how the conversion rates of landing pages are distributed. The dotted horizontal line is the median conversion rate, while the “box” shows where most pages sit. The vertical lines (or “whiskers”) represent the range of the remaining pages, excluding any extreme outliers.
Key Insight: Traffic
Running search ads? It might be time to flip the script.
Search ads deliver roughly a third of all traffic to media and entertainment landing pages (35.2% to form-fill and 33.3% to click-through pages). Compare that with social platforms like Facebook, which send closer to a fifth of all visitors (19.2% and 22.0%, respectively).
But which channel gets you the higher-performing traffic? For form-fill pages, we can say pretty definitively. Our analysis shows the median conversion rate for social visitors is almost five times that of people arriving from search.
That said, we’re working with some small-ish (though statistically significant) samples. Our recommendation would be to experiment with increasing your social ad budget—and, if you get better results, step it up in your next campaign.
Try moving some of your paid ad budget from search to social to see how that changes your campaign performance.
Key Insight: Readability
Short, simple copy will help you steal the show.
One of the reasons media and entertainment landing pages (especially ones with forms) convert so much better than their peers is readability. The industry’s median word count is about a fifth lower than the baseline (-18.0%). Reading ease is generally better, too (+4.0%).
We tell just about every marketer that they’ll get more conversions with easy-to-read copy—but that’s like, extra-quadruple true for anyone working in media.
Just look at the curves on these graphs. For most industries, form page conversion rates improve once they’re under 300 words and easier to read than a high school comprehension level. For form pages in media and entertainment specifically, though, you see huge benefits right away.
So, tighten things up. Each word you cut, every sentence you simplify—those add up to a real increase in page performance.
In entertainment, less is more. See just how short and simple you can make your copy—but try to get it under 300 words and easily understood by secondary school students.
Readability: 2020 vs. 2021
Here’s how reading ease and word count have changed on media and entertainment landing pages since our last report.
+9.0%
Easier to Read
+14.6%
More Total Words
Media and Entertainment
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