# Landing page hero and CTA benchmarks Source: Lazyweb Research 13 data-backed questions on Landing page hero and CTA benchmarks. HTML: https://www.lazyweb.com/research/category/landing-page-hero-and-cta-benchmarks Markdown: https://www.lazyweb.com/research/category/landing-page-hero-and-cta-benchmarks.md ## Questions - [What are companies A/B testing on their landing-page heroes right now?](https://www.lazyweb.com/research/what-are-companies-ab-testing-on-landing-hero) The hero is the single most-tested landing-page area: 488 of 2,160 annotated experiments (23%) touched the hero, more than any other area including offer (301), pricing (254), and CTA (232).[1] Acros… - [Is AI or agent framing worth testing in my landing-page hero?](https://www.lazyweb.com/research/is-ai-framing-worth-testing-in-your-hero) AI or agent framing appears in 292 of 488 detected hero experiments (60%) — the single most common hero change theme, edging out even headline rewrites (277, 57%).[1] But this reflects a 2025-2026 ca… - [Should I test the hero headline or the hero media first?](https://www.lazyweb.com/research/should-hero-headline-or-media-be-tested-first) Test the headline first: headline rewrites appear in 277 of 488 detected hero experiments (57%), versus 68 (14%) for video/cinematic media and 42 (9%) for product-screenshot media.[1] Copy is where t… - ['Book a demo' vs 'Start free': which primary CTA should my landing page use?](https://www.lazyweb.com/research/book-demo-vs-start-free-primary-cta-choice) There is no single winner in the data — the demo-vs-free-trial swap runs in both directions across 232 detected CTA experiments, where free-trial wording appears in 77 (33%) and demo paths in 25 (11%… - [Should I put the price inside my landing-page CTA button?](https://www.lazyweb.com/research/should-i-put-price-inside-my-cta-button) Price-in-button is a real, common pattern: it appears in 53 of 232 detected CTA experiments (23%), the second most common CTA theme after free-trial wording (33%).[1] The detected cases pair it with… - [What are companies A/B testing on their landing-page CTAs right now?](https://www.lazyweb.com/research/what-are-companies-ab-testing-on-landing-cta) CTA is the fourth most-tested landing area with 232 detected experiments, behind hero (488), offer (301), and pricing (254).[1] The active themes are free-trial wording (77, 33%), price-in-button (53… - [When should I drop the free-trial CTA and route everyone to pricing?](https://www.lazyweb.com/research/when-do-incumbents-drop-the-free-trial-cta) The data shows this is an incumbent-only move: in the detected CTA experiments, household-name brands remove trial-hedging and route to plan comparison, while free-trial wording remains the most comm… - [Do well-known brands lead the hero with the offer instead of the brand?](https://www.lazyweb.com/research/how-incumbents-restructure-hero-around-offer) Yes — for incumbents, the detected pattern is to demote the brand tagline and make the discounted price the headline; price/offer-led framing appears in 97 of 488 hero experiments (20%).[1] The ratio… - [How big is the landing-page benchmark I'm reading these stats against?](https://www.lazyweb.com/research/how-many-landing-pages-and-companies-in-benchmark) The web landing census covers 1,238 desktop landing pages across 347 companies (about 3.6 captures per company), making landing the 5th most common of 15 web screen types.[1][2] Hero and CTA patterns… - [What % of landing pages use a product screenshot vs video vs abstract art in the hero?](https://www.lazyweb.com/research/can-i-measure-hero-media-mix-from-this-data) This is not computable as a per-page census: the web landing corpus (1,238 pages) and the mobile screenshot corpus have no working join, so hero media type per landing page cannot be extracted.[1] Wh… - [How many CTAs should I put in the hero?](https://www.lazyweb.com/research/how-many-cta-buttons-should-the-hero-have) An exact CTA-button count across landing pages is not computable from this data — the web landing corpus has no join to the vision-JSON source that records button counts.[1] What the experiments show… - [Which product categories have enough landing pages to benchmark against?](https://www.lazyweb.com/research/which-categories-have-enough-landing-pages-to-benchmark) Only two categories clear a reliable bar: Productivity (25 companies, 107 landing pages) and SaaS (24 companies, 94 landing pages).[1] Every other axis — AI/ML, Fintech, dev tools, B2B SaaS — falls b… - [Are these hero and CTA benchmarks measured A/B lift or just observed changes?](https://www.lazyweb.com/research/why-hero-and-cta-tests-arent-measured-lift) They are observed changes, not measured lift: all 488 hero and 232 CTA figures come from detected before/after UI diffs with model-inferred rationale, drawn from 2,160 annotated experiments.[1] The i…