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Landing Page Best Practices and 34 High-Converting Examples

image of blog Andrew Raso
25min read
blog landing page secrets

Imagine this: you've got a winning offer that you know is more enticing than anything your competitors have in store.

But time and time again, when promoting this offer through online ads, you're finding the number of visitors, leads and sales falling below expectations.

What now? 

Landing pages, the least popular type of signup form, have the highest conversion rate (24%). On the other hand, popups, the most popular signup form, have the second-lowest conversion rate (4%). (Omnisend, 2019) 

 

Unlike your typical website pages, in digital marketing, you need pages that educate your visitors on you, your content offer and how it meets their needs with the focus on converting these visitors into leads. 

These are known as landing pages and this is your ultimate guide to owning and operating the most optimal landing page. 

This guide will help you understand:

 

What is a landing page?

In essence, a landing page is designed to convert visitors into leads.. These pages are structured to frame a company’s content offer in a much more directed and targeted way than your typical homepage. 

The purpose of creating a landing page is to gather information about your target market by driving them to the desired action. Information about your prospects can be collected via a form and from this, your prospects are considered leads in which your sales team will make an attempt to contact. 

The best landing pages are ones optimised to convert these initial visitors and prospects, into qualified leads.

Well then visitor, what exactly makes a great landing page? Let’s discuss:

The 6 crucial elements to creating the best landing pages

Before deep diving into the realm of landing pages, be aware of what’s necessary to help you generate conversions. Consistency throughout your page is crucial to creating a successful landing page and with that, let's break down the main skeleton of a landing page:

1. Headings

It goes without saying the first thing you need for your landing page is a heading. It doesn’t have to be catchy, quirky or smart, but needs to reiterate what the prospective visitor clicked on for them to arrive here. Clear and concise headings inform the reader exactly what they’re in for when reading further. 

A good business practice to implement here is to incorporate your unique value proposition in the headline. This is a creative way to entice visitors to read further as they are informed instantaneously of what your content offer can do for them. Tailoring the heading to a specific buyer persona can show that you understand your target audience pain points and aim to resolve it with your content offer. 

2. Compelling and Supportive Copy

Ad copy refers to the text or body of your landing page, explaining the content offer and how valuable it is for the visitor in a clear, simple and captivating way. 

Here, consistent messaging is key to keep the prospect reading with the intention of converting them into leads. Good landing pages match copy with message intent to help persuade prospects that this is the offer for them.  Failure to do this can result in high bounce rates.

Now, it’s one thing to write content, it's another to make it captivating for your audience. Here are some golden rules to abide by to make your copy worth the read:

Cover the main points:

 

  • Addressing the problem: Highlight the unique pain points of the specific persona you’re targeting 

To get a visitor to resonate with your product offering, consider how you will satisfy their needs. Understanding your ideal buyer persona is vital in helping you target your copy accordingly to generate more conversions.

Some common pain points can include cost or time restrictions and/or lack of access to the solution, understanding this is crucial to persona targeting and overall, addressing the problem. 

  • Agitate the problem: Highlight how their problem won’t get resolved if no action gets taken 

Simply put, stir that emotional pot. Using emotive language is a powerful driver to agitate a visitor’s main pain point. Get prospects to visualise what will happen if they don’t take any action to resolve their issue.

Keep in mind that, if a visitor has landed on your page, they’re more than likely conscious of their problem and want to resolve it asap. Poke the bear here to stimulate conversion. 

  • Solution to the problem: Identify unique selling points of your solution 

Oftentimes your competitors have similar product/service offerings to you and your business, but what makes you unique? Why should a customer pick you over your competitors? For example, a phone can have better camera quality but what’s the benefit? That you can take better photos or capture videos in higher resolutions.

Identifying your unique selling points shows visitors how you differentiate from the rest and can help reinforce why prospective visitors should choose you. Especially in highly saturated markets/industries, you need to stand out to survive.  

Preemptively respond to objections: Put yourself in your visitors' shoes and consider why they might challenge you and your content offer. Including this in your copy is key to building a relationship and trust with your audience thereby making them more likely to convert into leads. 

Build trust with your prospect: Voice yourself as if you were talking to your audience in person. Citing statistics or using social proof to highlight similar customer stories can help create captivating content and encourage conversion. 

3. Product/Service Imagery or Videography

A picture can say a thousand words right? A hero image or video is a visual that dominates your landing page, so make sure those one thousand words are captivating and consistent with your heading and copy. 

This is usually the first thing your audience sees, so a good practice is to showcase your offer in your hero visual. By showcasing your offer, you can visually:

  • Display your offer: e.g. a product launch

  • Showcase how your offer works: e.g. the use of software on a device

  • Highlight a benefit(s) from someone using your offer: e.g. a service offering

Hero image dimensions must be considered also as searches aren’t just done through a computer. Having your hero visual desktop, mobile and tablet flexible, ensures a good user experience. Consider the following for your landing page:

Full-screen and Banner Image Dimensions 


Full-screen hero image is 1,200 pixels wide with a 16:9 aspect ratio.

Banner hero image ideal size is 1600 x 500 pixels. 

Depending on screen size, you could extend the size to 1,800 pixels but keep in mind that the bigger the image, the bigger the file size which can slow down your site speed. 

Mobile Dimensions


The ideal size for a mobile hero image is 800 x 1,200 pixels. The design of a mobile hero image must be responsive and fit for mobile (vertical orientation) and tablet (horizontal orientation). Consider what visuals work better for different devices.

Videos perform better on desktops but as they take more time to load, it may not be mobile appropriate. Therefore it’s ideal to swap to static images on mobile and/or tablets for the sake of site speed and overall user experience. 

Hero Image Compression


Compressing your hero image is vital for optimal site speed performance. Sites like JPEG Optimizer, TinyPNG, or Optimizilla can compress images without compromising quality (anything over 1MB is too big and will slow down your site speed). 

Having a killer hero image or video can help prospects envision themselves using your offer to solve their pain point which can stimulate feelings of trust. Not only is it attention grabbing, but when used correctly, can promote positive feelings about your offer and your brand. 

Tip: refrain from using generic stock photos, as these images lack authenticity

4. Social Proof

Social proof is the online equivalent of word-of-mouth. Including social proof can significantly help to strengthen your relationship and trust with your target audience. This can be done through client testimonials. 

A testimonial is an honest review or recommendation from a client about your product or service. These can often showcase the benefits of your offering through the eyes of a customer, allowing visitors to resonate with like-minded people and additionally, trust your brand more. 

Testimonials don’t just have to be quotes, you can get creative here. Other great examples can include:

  • Customer success stories: through video/audio or even through social media, showcasing live how you have helped solve a customer's pain point. You can experiment with your creative juices to find ways to attract your ideal customers. 

  • Case studies: more formal here but this involves a more intense, much closer look at exactly how clients have benefited from your offering. Normally presented as a blog article but can be a feature video also

  • Direct quotes from customers: simple, effective and much more time-efficient for prospects who might not have all the time in the world to browse your website. This is ideal for companies targeting buyer personas with busy schedules. 

  • Company logos: more relevant for B2B or SaaS offers but displaying the companies you’ve partnered with or helped, can show how popular your offering is, enhancing the reliability and trustworthiness of your business and your offer in solving key pain points. 

  • Industry Awards: similar to company logos, highlighting the accolades your company has been awarded can show that your offer works and you’re a leader in your industry, which can further promote your reliability and credibility amongst your competitors.  

Tip: don’t fake your social proof. Getting caught out on a lie is unethical, illegal, not to mention can severely hurt your relationship with your prospective visitors and can stain future prospects from converting. 

5. The form and form fields

Remember, the primary goal of your landing page is to convert prospects into leads. Having a form that is clear, concise and to the point, will allow these prospects to effortlessly complete it, without any hassle. How can your business get the valuable information you need to target your prospects better?

What’s on the form is completely up to you and how you choose to gather information, however, here are some general tips to consider:

  • Ask for enough information, but not too much

  • More information can be helpful for qualifying out low-quality leads if that is your intention

  • Less information can help increase volume because you’re asking for less information in that interaction 

It’s crucial for any business to collect the most relevant information necessary in order to convert these prospects into leads. By adding other specific criteria, you can screen leads appropriately and nurture them with the offers that suit them best based on their personal information. 

6. The Call-To-Action (CTA) 

Your call-to-action should advise visitors what will happen once they click on that button. Your calls-to-action should reflect your page’s goal. The aim here is to encourage these visitors to convert so a clear CTA is crucial.

Just like the other elements on your landing page, this should also be captivating yet action-oriented. Here are some general tips you should consider when creating your calls-to-action:

  • Use action-derived verbs or benefit-oriented phrases

  • Don’t make it too long, 1-5 words max

  • The CTA should stand out! Experiment with contrasting colours and/or fonts to grab attention

  • If relevant, highlight your unique selling proposition (USP) in the call-to-action

Depending on the industry, it’s worth it to say what visitors will get when they click on your CTA, so:

Instead of: “Call us today!” 

You could say: “Call 1300 TURF NOW for 10% off” 

Making your call-to-action crystal clear helps remove any doubt in the mind of your prospects, encouraging conversion. It's absolutely essential for landing pages to have CTA’s as this is how we can track conversion rates and measure how successful our landing pages are. 

Why are great landing pages so important?

So now that I have introduced you to the phenomenon that is a landing page, why are they so important? Landing pages aren’t like your typical home page, the goals of a landing page are to:

  • Generate leads

  • Understand your prospect’s demographic

  • Match your copy with prospect’s search queries

  • Track and analyse data

Difference between Home Pages and Landing Pages

Both homepages and landing pages are necessary on any website, but the intention of each is very different. Here’s a simplified explanation of the difference in order for you to maximise your landing page effectiveness:

  Home Page Landing Page
Focus/Goal

Designed for visitors to explore and may have multiple calls to action

More focused on its goal to convert prospects into leads.

CTA

Intended to encourage website exploration. 

 

Absolutely necessary to measure conversion

Intended to encourage a certain action

Content

Introduce the company to visitors, general overview

 

Directed to search query/pain point

 

 

Lead Generation

An important aspect of these landing pages is to help you define and distinguish the difference between a visitor and a lead. Qualify these visitors, ensure they actually want to learn more about your offer, company and leave them wanting to know more. 

Having landing pages allows you to start funnelling potential customers down the marketing funnel. If you have a great content offer, one that answers a query or solves a problem, your signups will increase resulting in a soar in potential leads. 

A study from HubSpot revealed that the more landing pages you have, the higher your conversion rate highlighting that having between 10-12 landing pages can result in a 55% increase in leads. As such, the more landing pages you have, the more conversion opportunities you are providing for your visitors, as shown in the graph below. 

hubspot graph

Source: PWD

Understanding your prospect’s demographic

This is simply done through the forms we ask our prospects to fill out. Instead of having audiences pay for an offer, an exchange of information for the content offer helps businesses gather intel in which they can effectively use to better target their target audiences’ needs, desires and key problems.

Landing pages can help us determine the nature of these leads, as they are great catalysts for qualifying leads before the sales team gets to them. These landing pages can dictate whether the intel gathered from the form allows the lead to go to the sales team altogether. 

Consider what information is necessary for your business and your content offer. Omnisend discovered that different form fields have differing average sign up rates, with forms only containing email addresses and phone numbers performing the best at 10.15%. Something to keep in mind when drafting your form fields.

 

Optimizing-Signup-Forms

Source: Modern Marketing Partners

Message Match

So a potential lead has clicked on one of your ads, landing them on to one of your landing pages. The key here is to have similar messaging from the ad copy to your landing page so it reinforces the prospects primary goal to answer their problem with your content offer. 

This is similar to watching a trailer for an upcoming movie but upon watching it, the trailer looked a lot better than the final product (feel like this has happened too many times before hmmm). Having consistent messaging between ad copy and landing pages ensures prospects they’ve made the right decision to click on your ad. 

Wishpond found that having more than one offer on a landing page reduces a landing page’s conversion rate by a whopping 266%. This ultimately shows that it’s vital to have content that matches what the visitor clicked on to best satisfy their pain points. 

Results-driven decision making through data tracking

Understanding how many times a prospect has downloaded your content offer, viewed a page, or submitted a form, can show how engaged they are with your brand. These are the types of prospects that are inclined to take you up on your offer anytime soon. 

That’s just one side of the coin, the other side is tracking and analysing the performance of your landing pages. Depending on your industry, you can determine metric success differently.

Since prospects in different industries have different wants, having your own metrics and benchmarks can help your business assess which landing pages are performing the best and which ones require an update. 

34 High-converting landing page examples

To escape some text, we’ve collected some great landing page examples that are brilliant at capturing their website visitors’ attention whilst focusing on conversion. We divided these into B2B, B2C SaaS, eCommerce, Not for profit, Finance and Healthcare landing pages:

Shopify (B2B)

shopify landing page

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Top features:

  • One-form field: only requiring an email address to get started is a very simple and timeless process to get a visitor's information. 

  • Heading and subheading: in combination, this works really well in highlighting how widely used Shopify is. Also, saying “trusted” instead of “used” by over 1,700,000 highlights its value

  • Social proof & company logos: Quotation shows how easy it was for Chioma to build their brand with Shopify. The addition of company logos show wide usage. 

Hubspot (B2B)

hubspot landing page

Top features:

  • Segmenting its visitors with CTA’s: HubSpot is aware of their target buyer personas and as such have decided to effectively split both marketers and sales team members with two different CTA’s. 

  • Headings focused on visitor preference: Whether marketing or sales focused, HubSpot expresses the benefits of their system for both crowds in a concise manner that covers all their important points. 

Unbounce (B2B)

unbounce landing page

unbounce landing page 2

Top features:

  • Action-driven heading: specifically targets what Unbounce is offering

  • Action-driven copy supporting heading: specifies the benefits of using Unbounce’s Landing Page tools and Conversion Intelligence Tools

  • Hero image: The simple image of the man holding a laptop shows that Unbounce can help you make powerful landing pages easily in the palm of your hand.

  • Social proof: Quotation from Raise Graze helps solidify company success and enhances trustworthiness. 

  • CTA: follows as you scroll down the page so you don’t lose sight of it

Dropbox (B2B)

dropbox landing page

dropbox landing page 2

Top features:

  • Engaging heading: perfectly and concisely captures what Dropbox is all about 

  • Attention-grabbing hero image: Prevalent hero image that shows an insight into how Dropbox works

  • 2 CTA’s: The “Try it for free” CTA’s at the top of the page and on the left with the additional text “no credit card needed” helps alleviate the stressful decision of whether to use the tool or not.

  • Social proof: Quotations, company logos and star ratings show how trusted the company is and how effective the application is.

Slack (B2B)

slack landing page

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Top features:

  • Informative heading: Text shows the initial benefit of using Slack - making teamwork easier. This is supported by the additional text underneath the heading. 

  • Clear CTA: The purple colour stands out against the white very well here.

  • Social proof: Direct quotation highlighting the benefits of Slack and how it has helped Deliveroo and their teamwork efforts.

  • Company logos: Emphasises how trustworthy the application is for several companies.

Grass Roots (B2C)

grass roots lp

Top features:

  • Hero video: Effectively captures the values of the business and how they operate. Very helpful in building trust and a strong relationship with visitors.

  • One-field form: By simply entering your email address, you’re entitled to receive a $30 discount. Negates the stress of trialling GrassRoots

  • Orange CTA: Clearly stands out from the rest of the page, action-driven language used here

  • Strong social proof: Advocating their 500+ 5-Star Reviews with over 7000 customers, GrassRoots effectively show why their business is worth using. 

Fast Mask (B2C)

fast mask lp

Top features:

  • Engaging headline: Fast Mask understands the demographics of their buyer personas and appeals the headline to suit bike riders and their thrill-seeking trait. 

  • Supporting copy: Simply and effectively highlights the benefits of wearing their masks, specifying health benefits as well as looking cool

  • Highlights best-selling products: Although Fast Mask has a huge range of masks, they choose to show their best-selling lines to give you a sense of their diversity in designs. Could also give visitors a feeling of FOMO. 

Airbnb (B2C)

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Top features:

  • Hero video and headline: Having multiple hosts in different locations around the world present their homes with a smile heightens Airbnb’s welcoming nature. Advocating real hosts builds trust with visitors

  • Directional cues: Adding a downwards arrow to signal visitors to scroll down further invites them to learn more about Airbnb

  • Interactive calculator: By selecting room type, the number of guests and location, visitors can see an average price they could be earning if they were to host their residence.

Lyft (B2C)

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Top features:

  • Engaging headline (featuring rhetorical question): Headline promotes the alternative for visitors to be their own boss, proposing a rhetorical question to stimulate critical thinking. 

  • One-form field: Just by entering your phone number you’ve started the process of becoming a driver

  • Clear CTA: purple colour stands out from the rest of the website

  • Social proof: highlights how this employee is able to balance their life a lot more productively by working as a driver with Lyft.

Lite n Easy (B2C)

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Top features:

  • Hero image: Lite n Easy here is supporting the ideology of healthy eating not only promoting your way of life but benefiting family life as well with a photo of a happy family.

  • Dual CTA: Lite n Easy recognise the majority of their target buyer personas are aiming to do two things, either lose weight or have more convenient meals on hand. Having two separate CTA’s to segment the two personas is very effective in solving a visitor's pain point.

  • Strong social proof: Star ratings with quotations work incredibly well together to highlight just some of the benefits different customers have had from using Lite n Easy. Very powerful in building trust with target audiences.

Wistia (SaaS)

wistia lp

Top Features:

  • Simple page design: There’s not much here to distract visitors from bouncing out with its simple design

  • Bold CTA: clear and stands out from the rest

  • Effective heading: Directly highlighting who Wistia is targeting and what they do

  • Hero image: a great example of what’s known as a “fold teaser”, an image that encourages further scrolling, and this is due to the majority of the image being cropped out. 

Zoom (SaaS) 

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Top features:

  • Several hero images: allowing Zoom to show the flexibility in the software, whether it's for personal use or business.

  • Bold CTA: the orange CTA is clear and stands out here. Action-driven language is also used to encourage visitors to learn more about how Zoom can benefit them and solve their pain points.

  • Social proof: The quotation here emphasises from a customer’s point of view how Zoom has enabled flexible working conditions. The additional image of the business helps like-minded visitors feel a sense of belonging and help strengthen the relationship with the company.

Salesforce (SaaS) 

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Top features:

  • Unique Selling Proposition in Headline: Salesforce effectively highlights what their system helps businesses do whilst advocating they’re the best in the market. 

  • Ticks instead of dot points: Might be little, but this helps visitors envision Salesforce and how the system can help them in the form of a checklist. Does it give teams a shared view of every customer? Yes. This helps cement the benefits of using Salesforce

  • Hero image: easily conveys the extent to how Salesforce helps its customers

  • Strong social proof: Showing statistics along with company logos enables visitors to envision how these companies have benefitted from Salesforce and can paint a picture of how the system can help them directly.

SurveyMonkey (SaaS)

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Top features:

  • Benefit-driven heading: Directly shows visitors how the system benefits users. 

  • Advantages of SurveyMonkey paired with form: having these two types of copy side-by-side can help prospects whilst completing the form revisit why SurveyMonkey is beneficial for them. 

  • Strong social proof: Despite lack of quotation, mentioning that 98% of Fortune 500 companies rely on the system shows huge credibility highlighting that even the ‘big dogs’ use SurveyMonkey.

Lumosity (SaaS)

luminosity lp

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Top features:

  • Engaging heading: Expresses that their brain training games are backed by scientific research, enhancing credibility

  • Clear CTA’s: Bright orange to stand out and action-driven language used in “get started now”

  • Directional cue: the arrow pointing down is a prompt for visitors to explore further and find out more about Lumosity and its brain training games

 Squarespace (E-Commerce)

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Top features:

  • Engaging headline: Immediately notifies prospects that Squarespace has everything they need to start or improve their online business. The supporting text of “sell anything” helps entrepreneurs envision how they could use Squarespace their way to build their brand. 

  • In depth-form: This may sound hypocritical however it works in this context. Squarespace uses this particular form to display templates that they believe suit their visitor's interests and vision. Whether the intention is brand awareness or to drive sales, Squarespace has a template to suit your needs. 

  • Social proof: Adding the phrase “run and grow” with logos of successful companies helps strengthen the customer relationship.

Koala (E-Commerce)

koala lp

koala lp 2

Top features:

  • Compelling heading: helps reiterate what the company sells and ensures customers of the high quality of their products

  • Social proof: in combination with the engaging heading, the social proof helps support this with multiple reviews from happy customers expressing their delight with the product

  • Canstar award: this further supports Koala’s claim as Australia’s No.1 mattress as they have been recognised and awarded by Canstar for it. This helps build trust and reinforces the high quality of product. 

 Peloton (E-Commerce)

peloton lp

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Top features:

  • Hero imagery and video: fast paced snippets showcasing the peloton range help prospects visually see how the company can help them

  • Engaging heading: “game-changing cardio” → almost saying to customers that the way you were doing cardio before is either boring, inefficient or ineffective, but get results with Peloton.

  • Strong social proof: having images of happy customers using the products is a very impactful way of persuading consumers into purchasing, rather than just having reviews (a picture is worth a thousand words)

 Pedigree (E-Commerce)

pedigree lp

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Top features:

  • Very compelling hero video: showing the effects that a workplace injury had on an individual, which later affected them mentally (anxiety and depression) and how having a pet helped the man to overcome his health issues.

  • Strong social proof: adding on from the hero video, it also exhibits very strong social proof as a visitor can visualise how owning a dog has helped a customer’s lifestyle.

Asics (E-Commerce)

asics lp

Top features:

  • Catchy heading: stimulating comfort with exercising at night

  • Unique Selling Proposition: of the reflective panels to improve visibility in darker conditions

  • Targets a pain point: for busy individuals who work during the day and don't have time to run in lighter conditions.

World Vision (NFP)

world vision lp

Top features:

  • Strong heading + compelling copy: addressing the pain points that underprivileged children endure and how you can help. Also highlights how your donations help (how the solution works)

  • Hero image: the picture supports how the solution works (your donations)

  • CTA top right: follows as you scroll down the page to ensure visitors don’t lose the call to action.

Salvation Army (NFP)

salvation lp

Top features:

  • Compelling heading and copy: showing how your donation will help those in need

  • Hero image: supports the heading and copy, having an image of a happy mother and daughter powerfully captures how much of a difference your donations make to those less fortunate. 

  • Bold CTA’s: The red colour contrasts the rest of the website, standing out clearly for customers who want to donate or find out more about the Salvation Army. 

Vinnies (NFP)

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Top features:

  • Hero imagery: Having multiple images helps show visitors exactly how the St Vincent de Paul Society (Vinnies) support underprivileged communities.

  • Clear CTA: after visitors view the hero imagery, the bright yellow donation button is clear and stands out if prospects want to act

Charity: Water (NFP)

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Top features:

  • Action-driven language: Evident in both the heading and supporting copy, this landing page immediately informs you of what this business does and how you can help using language to encourage donations such as “together, we can…”

  • Hero image: Visually shows visitors the tangible benefit of donating to this worthy cause

  • Social proof: Helps build a trustworthy relationship with the charity whilst also showing how other donators have seen the impact their donation has on the cause, thereby increasing credibility.

Cancer Council (NFP)

cancer council lp

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Top features:

  • Engaging heading: the use of ‘us’ helps promote teamwork, expressing that together with your donation, Cancer Council will be closer to achieving their goal

  • Powerful CTA: Cancer Council here removes any doubt as to where your donations go towards by having a bold, clear CTA that redirects visitors to the bottom of the landing page, answering their query. 

Rams (Finance)

rams lp

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Top features:

  • Incentive-driven heading: A clear heading with an incentivising offer as the heading immediately grabs the attention of visitors upon landing on this page

  • Unique CTA: “Have us call you” is an awesome CTA to use as it removes the stress of the prospect making the first move. Rams make the home loan process much simpler by starting the discussion.

  • Inclusion of icons in form fields: By simply adding icons Rams helps visitors avoid any confusion with form completion, ensuring they can obtain quality leads

  • Social proof: helps visitors relate to the customer's pain points, building trust with the lender.

 Mortgage Choice (Finance)

mortgage choice lp

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Top features:

  • Heading & hero image: a play on words that addresses that finding a home loan can be difficult - like a fight and that mortgage choice will be in your corner through every step of the process.

  • Action-driven CTA: “Speak to an expert” is a great action-driven CTA given the industry where customers are reliant on expert information, helps customers believe they are talking to knowledgeable employees, building trust. 

  • Social proof included

  • Simple form fields: with the inclusion of “example texts”, Mortgage Choice similar to Rams and their icons, help avoid confusion for visitors.

Athena (Finance)

athena lp

athena lp 2

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Top features:

  • Strong hero image: Very apparent, grabbing your attention almost instantly. From the get-go, you are aware of what Athena is offering

  • Interactive Calculator: a great incentive for visitors to see how much they can save with Athena and act on it accordingly

  • Strong social proof: The inclusion of Trustpilot shows validity and credibility in reviews, reinforcing that these reviews are not fake and Athena is a trusted finance company.

ME Bank (Finance)

me bank lp

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Top features:

  • Rhetorical heading: having the heading as a question can help visitors reflect and review if they need to (in this case) upgrade their home loan.

  • Supporting copy: The addition of their lowest rates (2 year fixed rate 1.89% p.a. & Comparison rate 3.17% p.a.) helps support their heading

  • Clear form fields: having options of loan type and loan amount so the company can properly screen and segment their audience to target them with the right home loan

Macquarie Bank (Finance)

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Top features:

  • Hero image: helps reinforce that your financial decision is for the happiness of your family (per the child on the swing)

  • Interest rate calculator: The function to calculate interest rates allows visitors to see their potential interest rates within seconds per their pre-filled criteria

  • Simple form fields

HCF (Healthcare)

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Top features:

  • Hero image:  supports the idea that looking after yourself is beneficial for you and your family

  • Simple form field: being able to see what your potential health cover quote can be

  • Social proof: in this case, the company shares their “success stories”, almost motivating visitors to join so they can be successful too.

Bupa (Healthcare)

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Top features:

  • Incentive-based heading: From the get-go, visitors are informed of Bupa’s offer upon joining their cover options. 

  • CTA follows you as your scroll down the page, avoiding misplacement and losing potential conversions

  • Segmentation of target personas: Bupa understands their main target persona’s pain points of either wanting hospital or extras cover and as such, have divided the necessary information to make it easier for visitors to educate themselves on the cover they want. 

AHM (Healthcare)

ahm lp

Top features:

  • Simple but effective hero image: cartoons help enforce that finding health insurance is easy and straightforward, like drawing a cartoon

  • Clear Call To Action: stands out from the copy, avoiding mislocation

  • Inclusion of chatbot function: helps visitors find out more health insurance info avoiding the time spent calling the company

Medibank (Healthcare)

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medibank lp 3

Top features:

  • Hero image: enforces that your health decisions is not only beneficial for you but for your loved ones also

  • Addition of a crucial pain point with supportive CTA: Addressing the potential problem of switching health providers shows Medibank understand their target audiences situation - adding “get a quick quote” supports how easy Medibank can make the process of switching providers, alleviating the stress of a crucial pain point

 

Know exactly what metrics to measure the performance of your own landing pages

The most important landing page metric many marketers consider is conversion rate. However, conversion rate is an umbrella metric as there can be many reasons as to why your conversion rate is either lacking or performing well. 

Measuring your metrics might show whether or not your landing page is performing well. If it is, great! If not, what can we do to improve it? The following landing page metrics must be considered when defining the nature of your landing page success. 

Bounce Rate

One of, if not the most important landing page metrics is the percentage of visitors that leave your website without visiting a second page. A “bounce” is a single interaction on your page so for example, if a visitor lands on your landing page and leaves without submitting a form or leaves before reaching your “thank you” page, that’s a bounce. 

With that in mind, what’s an ideal bounce rate for your landing page? 

RocketFuel segments a good bounce rate for landing pages into three categories:

  1. Excellent: ranges between 26 - 40%

  2. Average: ranges between 41 - 55%

  3. Decent: ranges between 56 - 70%

Anything higher than 70 per cent for a specific landing page is considered poor and as such may require fine tuning, but what exactly could a high bounce rate mean? It could mean four different things:

  1. Your audience is not connecting with your content

  2. Your content is of poor quality. There’s nothing enticing visitors to explore further

  3. Visitors found what they were looking for and left. 

  4. There’s a mismatch between what users thought they were going to see and what they’ve actually landed on - review your ads

Having a high bounce rate may not entirely be your fault, however it’s worth keeping an eye on your content to make sure it’s still relevant to your audience so they can connect with you and the business. 

Here’s a rough benchmark of bounce rates per industry comparing the desktop, mobile devices and tablet from Contentsquare:

bounce rate chart

Landing page views

Another important metric to keep tabs on is the number of times your landing page is viewed. A nifty side-benefit of seeing your landing page views is that you can view the time the customer clicked onto your landing page, so if you’re running a PPC campaign, you can set your campaign to be delivered during these times to help boost sales and landing page success. 

landing page views

Source: Databox

Average time on page

This statistic helps you get a grasp of whether or not your content is hitting the spot with audiences. A low average time on page may require you to update your content on your landing page, whereas vice versa, the longer the visitor spends on your landing page, a good conversion rate usually coincides with. 

Contentsquare once again provides us with some industry benchmarks for average time on page:

avg session chart

Traffic Source

Monitoring where your traffic is coming from is very important as it can allow you to understand firstly, how your traffic is clicking onto your landing page, but secondly, evaluate whether your content is applicable to the visitors bouncing in, especially if they are converting into leads the most.

Cyfe does a great job in breaking down the main traffic sources:

  • Direct traffic: visitors who directly typed your URL into their browser

  • Referral traffic: visitors who found your landing page by clicking on a link from another source

  • Social media traffic: visitors landing from a social media post - this can be further broken down by which social media platform

  • Organic traffic: visitors landing on your page from their search queries on Google, Bing etc. 

  • Email traffic: visitors who engaged in one of your email marketing campaigns and bounced onto your page

  • Pay-per-click traffic: visitors who clicked on PPC ads to land on your page

Assessing which channels bring in the most engaged, highly-converting visitors can support you in your efforts to optimise your page and drive more conversions. 

Conversion rates

The percentage of visitors that take the desired action on your landing pages determine your conversion rate. Depending on your landing page, the desired action could be buying a product, filling out a form or clicking on a link and setting up a ‘thank you’ page can help measure these conversions much easier. 

We can simply calculate conversion rates by dividing the number of conversions by the total number of visitors and then multiplying by 100 to get the value as a percentage, as shown below:

conversion rate equation

From there, you can compare your conversion rate with your industry average and see how well you’re performing:

avg website conv rate

Source: Contentsquare

 

Why is monitoring these key metrics important to your business?

To know your ideal audience - the misalignment between company and visitor

According to Time magazine, content producers only have 15 seconds to gain their reader's attention, that’s an incredibly short amount of time. Aligning the customer’s needs and desires with what people have clicked on, will drastically increase your numbers in:

  1. Average page time: readers will be more inclined to read the content that meets their needs and satisfies their pain points

  2. Conversion rate: as your satisfied reader would be persuaded to engage with your company further.

By measuring your landing page metrics, you will be able to focus your content and business’ positioning to satisfy your target audience better. Knowing your ideal customers and their pain points will allow you to provide them with more relevant information in the hopes of triggering more conversions. 

Patch the holes in your user experience

As much as I like swiss cheese, if there were fewer holes in it I'd be able to enjoy more of it. This logic can be applied to your landing page, with your page being the cheese and the different reasons for visitors leaving being the holes. Some examples of reasons why your visitors leave your site could be due to:

  • The copy not connecting with your audience

  • The visitor not completing your form due to its complexity

  • No clear CTA button

  • And many many more

Measuring the key metrics can allow you to see where your page is suffering and can show how you can rectify the user experience. Moral of the story: don’t have too many holes otherwise there’ll be no cheese to enjoy. 

Making the most out of your investment

Sounds obvious, doesn’t it? By simply knowing your ideal audience and patching the holes in your user experience, you will inevitably generate more conversions to your website, which can turn into more leads and ultimately, more sales. More sales means more money, gotta love that! 

Assessing where your landing page isn’t quite hitting the spot can allow you to shape your ad copy and layout of the page and make it a well-oiled machine. By well-oiled machine, we simply mean getting the most out of your marketing investments. By considering all the essential elements, you will be able to create a successful landing page.

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