Definitive guide

Web Marketing Insights

Lead Magnet Statistics 2023 – 12 Mind-Blowing Statistics

There are a lot of lead generation tactics available online but quite rarely does one find lead magnet statistics. So you’re in luck for I decided a post on it would be great. For new entrepreneurs, let me first give an overview of what lead magnets are before I enlist those mind-blowing statistics on them.

(By the way, I made posts on the best lead generation websites, the best testimonial websites, and the best welcome messages websites, and the best if you need inspiring designs for your business. Feel free to check them any time!)

What’s a lead magnet?

A lead magnet is a marketing technique wherein a company, organization, or individual presents a valuable proposal to a qualified potential customer—called a lead—in the form of free offerings in exchange for their information.

The proposition may come in various forms that immediately answer that potential customer’s need or provides them instant benefits. This may particularly be free content such as a white paper, an ebook, guide, toolkit, newsletters, educational video, and checklist; or a free trial of a service such as expert consultation, web app, and webinar access. Another form of lead magnet comes as a free trial of a product such as samplers or giveaways and as discounted promotions.

By information, this entails the person’s name and email address (sometimes including a phone number) that they need to supply before they would be provided the free offering. The aim is to gather an email list of potential customers that the company will normally correspond with—called lead nurturing—related relevant information until a sale is achieved with them.

The underlying goal of having lead magnets for your company is to give potential clients a taste of your product or service by impressing them with your unique value. Thus, it is a way of promoting your expertise while putting your helpfulness to them in focus. This then helps develop their trust in your company and eventually leads them to do business with you.

With the overview and importance of lead magnets now clear, let me now share several mind-blowing statistics I’ve gathered from the World Wide Web.

How effective are lead magnets?

Lead magnet statistics give proof of how effective lead magnets are. It also provides insights into the direction of this particular marketing technique and the best practices to adapt to your business. Here are mind-blowing lead magnet statistics I’ve gathered from various case studies currently available:

1. Email marketing coupled with lead magnets remains most effective for business sales growth

Cision reports that a $44 return on investment is recorded for every $1 spent by companies on email marketing when they offer valuable services or items in exchange for a potential customer’s valuable data aka lead magnets.

2. 40% of marketers do not use lead magnets for their advertising campaign

A study conducted by Webinarcare shows that almost half of marketers do not use lead magnets as part of their advertising campaigns. While a majority of marketers do use lead magnets in capturing emails, only almost 10% of them admit they are not even aware of using this strategy or not.

Lead Magnets Used By Marketers

3. Ebooks top the list of lead magnet types most attractive to customers followed by webinars

According to Emal Stats Center, ebooks are the most popular lead magnet type used by more than a quarter or 27.7% of marketers due to their attractiveness to potential customers. This is succeeded by webinars which exhibited an adoption rate of 44%. This is regardless of webinars or virtual events delivered live or pre-recorded.

4. B2B buyers prefer webinars the most for lead magnets

Speaking of webinars, data from Peer To Peer Marketing reveal that a majority of business-to-business buyers or 51% were willing to share personal information for webinar registrations.

While data from Email Stats Center show that almost half of events hosted in 2022 were held online, making it a lead generation trend worth testing for your business next year.

In so far as marketers for business-to-business companies are concerned, a majority or 68% prefer live events for webinars and online events so they can interact with the audience and get real-time insights.

5. Overall business-to-business lead generation is higher on LinkedIn than on other social media platforms

SoSafe, a Germany-based cybersecurity company, undertook a full-funnel LinkedIn marketing campaign from February to October 2021. The campaign included capturing leads through brand awareness tactics. The campaign resulted in SoSafe experiencing a 213% increase in its Sales Accepted Leads (SALs). The company’s cost per lead was maintained while experiencing a 79% increase in lead volume.

6. Using less than four fields in sign-up forms results in 10% conversion rates

A study showed that sign-up forms that accompany lead magnets are more effective in converting potential customers into purchasing ones (10%) when only three fields are used. This is surprisingly higher than forms with only one field, which ranked at a 7% conversion rate. This means it is best to capture the name, phone number, and email address of a potential customer for sign-up forms with your lead magnet.

Lead Magnet Statistics

7. Lead generation advertising is projected to amount to $3.2 billion in the US alone in 2023

Digital lead generation, which makes use of artificial intelligence and software, is projected to increase in spending come December 2023 in the United States to $3.2 billion. Currently, a majority of marketers, or 53%, spend on lead generation, with half of their annual budget on marketing.

All these expenditures and efforts to capture potential customers using various tactics and platforms, including lead magnets just to convert them into actual purchasing customers.

8. Web forms are the most effective tool in converting lead generation

A survey of marketers showed that a majority, or 74% of them, use web forms as a tool for lead generation, with almost half of them (49.7%) emphasizing it as the most effective tool in lead generation conversion.

9. Landing pages have higher conversion rates among sign-up forms

Speaking of forms, Email Vendor Selection reported that landing pages exhibited 160% conversion as compared to other kinds of signup forms. This is despite landing pages only making up a small fraction or 5.1% of activated sign-up forms in use to gather information on potential customers. A majority of marketers or 67% attest that landing pages helped them achieve more than 10% of their conversions, recording a 26% average conversion rate. The other types of sign-up forms

While pop-ups, which make up a majority of all forms in use or 66%, result in a mere 3% conversion rate. This is followed by sign-up boxes with a conversion rate of 2% and preceded by interactive Wheel of Fortune at 10% conversions.

10. Testimonials garner higher conversion rates when integrated into landing pages

Almost half of the landing pages (36%) with testimonials or other forms of social proof proved more effective in conversions. Having videos (30%) and reviews (11%) also helped improve the conversion rates of landing pages. Forbes explains that social proof is a very powerful persuasion tool, and tapping on stories of happy clients is most beneficial to your company.

Accordingly, customer testimonials are one of the common asset types used by marketers in capturing leads in social media. The other types include brand story videos, duets, and influencer videos on top of regular advertisements. Interestingly, a majority of marketers, or 66%, take only a maximum of six hours a week to capture leads from social media.

11. Nearly half of the marketers said they saw the best results from using video and written lead magnets as opt-in incentives

Nowadays, most individuals spend their time on social media, and videos are among the easiest media to consume. Video content posted on social media platforms puts information and interaction with an audience within their immediate grasp.

Furthermore, video material usually increases the value of your pages and posts. Bounce rate and page exits are typically lower on pages with videos included. Google also gives more weight and generally ranks higher pages with video. Therefore, using videos on your website will boost your overall performance.

Just like with videos, written lead magnets work wonders too. The highest conversion rates for text-based lead magnets were seen in organizations with 2-9 employees (17.6%), 10-49 employees (8.2%), and 50-249 employees (6.7%).

12. Lead magnets with monetary value (deals, coupons, discounts, free shipping, product samples) are said to have the highest conversion rates 

This would appear that financial incentives, which cut into your profit margin, are unnecessary for successful lead generation. Almost everyone is always on the lookout for discounts. This explains why consumers prefer brands with the most attractive discounts and specials when purchasing. Discounts are one of the best ways to get people in the door of your store quickly. Customers are guaranteed to listen when you tell them about a sale you’re having.

Although customers appreciate discounts and special offers, they also benefit you. Discounts, especially when targeted at millennials, have been demonstrated to substantially impact customer acquisition, brand impression, and brand loyalty. 


In A Nutshell

Current lead magnet statistics show room for growth in using this marketing technique to promote your business online and gather more potential clients in the long run.

Sources used:



What are the features of a lead magnet?

A lead magnet has several required features to make it truly attractive to a potential qualified lead or customer. It must be unique, simple, specific, perceived as highly valuable, and instantly gratifying. It is entitled in a clear way on the good deal being offered that highlights a company’s expertise. More importantly, it addresses a target customer’s real problem or aids in the fulfillment of their ambitions and desires.

Is SEO useful for lead magnets?

Yes, they are! Experts recommend that sear engine optimization techniques be integrated into a company’s lead magnet campaign. This would make your lead magnet efforts more visible online to potential clients in need of what you offer.

Should you need help in designing lead magnets for your website, check out this post I have on it. If you have other concerns or questions, feel free to message me any time and I’ll get back to you on it the soonest.

Ralph de Groot – My Codeless Website

My name is Ralph de Groot. I'm the founder and author at My Codeless Website. Wake me up for a great web design. I love writing about website examples, too!

PS: Want to know my favorite tools for building a Lead Magnet Statistics website? 👇