Back in 2018, The State of Mobile Conversions Report established the first benchmark for mobile landing page performance. Drawing on internal data from over 41 million anonymous visitors to 45,000 active Instapage landing pages, this report equipped marketers with conversion benchmarks to assess their mobile campaign performance at a time when they still weren’t ready for a mobile-first world.

Instead of wielding the tremendous power of mobile to deliver location-aware and contextually relevant marketing and advertising experiences, at the time, Forrester stressed that most brands were “stuck” in a desktop-centered world. It’s a disconnect marketers had to address to stay relevant and to create meaningful connections with prospects and customers. Creating a positive post-click experience on mobile remains critical because the landing page is where conversions happen. And the lessons from the report stand the test of time: 

Speed matters — Mobile consumers have always demanded instant gratification and have a low tolerance for failure. Mobile load time is the critical component that distinguishes a superior user experience, from a mediocre one. There are many reasons why pages load slowly, but images, which eat battery and bandwidth, are usually to blame.

A mobile strategy is a must — Mobile and desktop users require different engagement strategies. Mobile content is “snackable,” and session times are shorter. Generally speaking, consumers are laser-focused on getting stuff done. Mobile landing pages should, therefore, empower action. 

To learn more about mobile conversion rates by industry and location — and to see just how far we’ve come — take a look at the report.