Research & evidence
Research & evidence notes
The benchmarks and guidance behind the claims on these pages.
Conversion benchmark context
Unbounce, Commercial & Professional Services conversion rate benchmarks: professional-services landing pages show a 6.1% median conversion rate.
unbounce.com/conversion-benchmark-report/professional-services-conversion-rate/
Unbounce, What’s a good conversion rate?: top-quartile professional-services pages are reported at 14.1%+, with email traffic in the sector close to 14%.
unbounce.com/landing-pages/whats-a-good-conversion-rate/
Personalisation
HubSpot, Landing page personalization: An implementation guide: personalised CTAs were reported to perform 202% better than basic CTAs in HubSpot’s cited 330,000-CTA dataset.
blog.hubspot.com/website/landing-page-personalization
Advertising standards (ASA/CAP)
ASA/CAP, Substantiation: objective claims should be supported by documentary evidence.
asa.org.uk/advice-online/substantiation.html
ASA/CAP, Comparisons: Verifiability: identifiable competitor comparisons should be material, relevant, objective and verifiable.
asa.org.uk/advice-online/comparisons-verifiability.html
ASA/CAP, Guarantees and warranties: guarantees should be clearly defined and material limitations stated.
asa.org.uk/advice-online/guarantees-and-warranties.html
Important: A 20% conversion rate is a commercial target for a tightly pre-qualified, personalised outbound funnel – not a guaranteed outcome. The actual rate will depend on prospect selection, data quality, traffic source, page design, credibility of the evidence, offer fit, follow-up and implementation quality.
