What's a good conversion rate from a banner ad click to a landing page?

If the landing page call-to-action is for something free (like a whitepaper) a good conversion rate is between 20% - 35% If the call-to-action is make a purchase/payment a good conversion rate is between 3% - 5% The best way to maximze conversion in this case is to make sure the banner ad text, images, colors and call-to-action match the landing page. For a more in-depth answer, check out our http://corp.wishpond.com/landing-pages-ebook/

I feel like people are missing what you are asking OR I'm missing it. If you're talking about people registering as clicks on your banner ads, but never reaching your landing page, that seems like one of three things: 1. You're attracting bot traffic (are all banner placements on all sites/search engines seeing similar clicks to landing page counter rates?) 2. You're landing page is loading too slowly so people abandon before your tag fires on your LP or 3. There is something wrong with your LP counter tag's placement. Landing page hits divided by clicks should be as close to 100% as possible 80%+ could be acceptable. What numbers are you seeing?

If you use good banner and high converting landing page it's conversion rate is also good. You can check some high converting creative banner design here http://www.semanticflow.com/banner-design-portfolio/ and for high converting landing free page design download it now from http://www.semanticlp.com/free-landing-page-design/. Preview of free landing page design below -

What is your client selling?  There are fundamental ways to optimize a landing page to convert leads.  Great pages convert 15% of the time.  However, sometimes the landing page is enough.  What happens to the lead after they have filled out the form?  How long before they are contacted?  We at UberTransfers are guided by a study found here: http://www.leadresponsemanagement.org/images/lrm-survey.pdf.  The basic takeaway is that if your leads are not contacted with 5 minutes, there is a high rate of attrition.  After 30 minutes it becomes 100x LESS likely that a) the lead will ever be contacted, or b) converted.  We've designed a simple and (uber) cost effective solution that flat out works.  Integrates seamlessly with an e-mail account or Salesforce CRM.  Read the study, check out our demo!

All that maters is the end conversion rate. Are you talking about an ad click to a landing page click? Is it a branding or direct response campaign. You can compare averages, but at the end of the day the true metrics are so campaign specific. Show improvement to the client and explain this. They should understand. Just keep testing every part of the LP

Well its a complicated answer. The ctr on te banner is a combination of 1. How large the banner is? 2. How innovative the banner is? 3. Is there an auto refresh on the page? 4. What are u selling ? 5. Are you reaching the right people (is it targeted) ? 6. Is there some random celebrity or a hero product involved? 7. Frequency ? 8. Adserver ? 9. Location of banner on the page? Etc After all this I can say the ctr is between 5% to .1%. After all this there is a drop of 10 to 20 % between clicks to visits. The conversions now are basis the following broad parameters. 1. Are you selling something or collecting information?( its lower if you are selling something) 2. Price of the product? (Obviously more expensive products see a lower conversion) 3. Are you sending people to a specific product page or homepage ? 4. How fast can that person checkout ? 5. Is there a discount you are pushing ? 6. The banner creative is the same as the landing page (same offer / product) ? 7. Giving the consumer less things to do and pushing a conversion. 8. If you just want information then how much information ? (Obviously less information is more conversions.) 9. Facebook connect seems to have conversions. 10. How convincing are you ? (A lot of times a poorly designed page gives the consumer a feeling of no trust.) 11. Brand strength. 12. Volume of traffic. 13. Load time (page load time) Actually the list is really long. Come back with specifics will be able to craft this better. Are you testing landing pages ? (A B testing) The reason to write something this long is because my conversion rates vary between 18 % to .3% depending on what I am doing.

It could change by industry, but overall I'd say 15-30% for lead generation and 3-5% for e-commerce as a benchmark for optimized landing pages.I've seen some campaigns running 40%+ lead generation landing pages and 7%+ e-commerce stores but those are unicorns and required lots of AB tests.

It would seem that if someone clicks on a banner ad — they can’t help but see the landing page. At any rate, here’s a very in depth article that should give you all the information you’re looking for and then some: http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/