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Major Conversions Study Finds in a Year of Negative News, Increasing Negative Language Killed Conversions for Marketers
4/13/2021
Unbounce, the global leader in landing page and conversion intelligence software, today released its 2021 Conversion Benchmark Report, a unique and compelling annual study of online trends and consumer behavior. One of the central findings was that, while negativity drove an unprecedented amount of clicks and content consumption in the media in 2020, it had the opposite effect on marketing campaigns. An increased use of negative emotional language coincided with lower conversions across multiple industries including ecommerce, fitness and nutrition, and home improvement. Unbounce’s proprietary machine learning model and team of data analysts analyzed the outcomes from almost 264 million visits to over 44,000 landing pages which led to 33 million conversions. A mountain of data was refined and rich, validated insights drawn on what worked and what didn’t as marketers from across industries sought to engage with a flood of online visitors in a year unlike any other. The report broke down insights into 16 industry sectors including, ecommerce, education, SaaS, business services, legal, home improvement, travel, real estate and fitness and nutrition. It looked at how factors such as emotion, sentiment and complexity of language influenced a business’ potential to convert web traffic into potential customers. Some key findings from the study include:
To view the full report - please click here. How was the study conducted? The Unbounce data science team, made up of a group of data scientists, data analysts and data engineers, analyzed the behavior of 264 million visits to 44,000 landing pages, culminating in 33 million conversions. Unbounce used its machine learning model to sort the pages available into topics (like industrial tools or medical law), based on the content of these pages. Then pages were manually refined to match 16 industries from the Global Industry Classification Standard and the North American Industry Classification System. The study’s sentiment analysis is based on the NRC’s Emotion Lexicon (also known as EmoLex), a list of English words associated with eight basic emotions (anger, fear, anticipation, trust, surprise, sadness, joy, and disgust) and two sentiments (positive and negative). Unbounce used machine learning to detect the concentration of these sentiment-associated words on each landing page as a way of determining overall emotions related to the copy that appeared. The conversion data analyzed in this report comes from November 3rd, 2019 to November 3rd, 2020. The traffic data is comparing traffic from August 1st to November 30th, 2019 to August 1st to November 30th, 2020. *Only events (-29.9%) and business services (-3.1%) saw declines in overall traffic. About Unbounce Unbounce is the global leader in landing page and conversion intelligence software empowering marketers to build and test landing pages without a web developer. As part of the company’s pursuit to give small businesses a competitive growth advantage, the landing page platform is helping marketers dramatically increase their conversions leveraging the Unbounce Conversion Intelligence™️ technology. Founded in Vancouver, B.C., Unbounce is a people-first business, one of Canada’s most admired corporate cultures and has powered over one billion conversions worldwide. Connect with our growing community of marketers at www.Unbounce.com. Contact: questions@exhibitormagazine.com |
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