4 Elements of High-Conversion Landing Pages (with Examples!)

4 Elements of High-Conversion Landing Pages (with Examples!) ¾

Guess what? Your landing page? Yeah, it is a big deal. A really big deal. Because your landing page is where you turn visitors into subscribers. It is where you turn tire kickers.

In short: it is where conversions happen.

At least, that is what should be happening. But, like anything in the world of digital marketing, landing pages take a lot of work to do right. After all your hard work setting up your landing page, you may still find that you are left scratching your head— “why is no one signing up?”

To help you answer that question, we’ve put together a few key elements that go into high conversion landing pages. The examples we use vary wildly in product, market, and message, but the goal is always the same: to convert visitors.

(And if you’re wondering how a landing page fits into your overall strategy, check out our guide to using a landing page with your email marketing campaigns. You should also subscribe to our newsletter and we’ll keep you updated with the latest in email marketing tactics, strategy, and advice.)

So, curious about what goes into a great, high conversion landing pages? Well, it all starts with a…

1 – Clear, Compelling Headline

We’ll talk about the actual copy of your page in a minute. But before we do, let’s look at perhaps the most important piece of copy on your landing page… the headline.

A great headline has to do a lot of things. It has to stop your reader, grab their attention, and then entice them to stick around. Most web users don’t spend very long on a page before deciding whether it’s for them or not. Which means you need to communicate what you do—extremely clearly—and do so as quick as possible (within 8 seconds or less).

Typically when trying to determine if a headline works or not, it’s helpful to focus on three things:

  1. Does it pass the blink test? Can a visitor tell what you do within 3–5 seconds?
  2. Does the headline or subhead clearly communicate your USP?
  3. Does it encourage visitors to read more?

So with all that in mind, let’s look at a few examples of amazing landing page headlines.

 

#1 Logojoy – Short and Sweet ( See it » )

  • Blink Test — What can you do here?
  • This page passes the blink test with flying colors. You can make logos here. And if you’re in their target market (people who need logos, but who don’t want to hire a graphic designer) then it’s immediately obvious that you’ve come to the right place.
  • Unique Selling Proposition — What’s different about these guys?
  • By using the word “best” in their headline, Logojoy tells visitors that they’re offering a premium product— a cut above other, similar services in their industry.
  • Enticing — Do you want to read more?
  • This headline uses the curiosity gap to encourage visitors to keep reading. Again, it comes down to that word, “best”. After reading the headline, it’s hard to keep yourself from scrolling down the page saying, “oh yeah? The best, eh? Prove it!”

#2 Amicus — Benefit-Heavy, Great USP ( See it » )

  • Blink Test — What can you do here?
  • To be honest, this page is a little less clear. Though perhaps for their target market (fundraisers/staff at nonprofits) the page would make more sense. But by glancing at it, it seems like this is a company that allows you to send postcards to donors and voters.
  • USP — What’s different about these guys?
  • Here, Amicus excels. The subhead makes it clear that Amicus will solve three problems for their customers: not enough donors, not enough members, not enough votes. If you’re a nonprofit that needs donors, or a political movement that needs votes— Amicus intends to make that happen. The headline and subhead are very benefit-heavy and do a great job of writing from their reader’s perspective.
  • Enticing — Do you want to read more?
  • Sure do. It’s a bold promise. How does it work?

#3 Billdogg — Clear and Targeted. ( See it » )

  • Blink Test — What can you do here?
  • You can do invoicing. You also won’t stick around unless you’re in their target market (freelancers), which is actually a great example of “qualifying” ad copy (learn more).
  • Unique Selling Proposition — What’s different about these guys?
  • Simple, beautiful, and—according to the subhead—free. That said, it would be nice to see more benefits in this headline (or in a subhead). Something that explains how freelancers can save time, impress clients, or earn more money per hour because they’re spending less time on invoicing.
  • Enticing — Do you want to read more?
  • Yes! Free, right? Why? How beautiful are they? How simple is it?

2 – Great Copy

Copywriting legend Joseph Sugarman put it best, “The sole purpose of the first sentence in an advertisement is to get you to read the second sentence of the copy.”

That’s what great copy does. It moves the reader naturally and effortlessly throughout the page: dispelling objections, describing benefits, and solving its readers’ potential pain points along the way.

So with the headline out of the way, let’s talk copy. Your copy is what will sell your visitors and convince them to take action.

Remember, the goal of any landing page is action. Targeted, specific action that moves visitors further along your sales funnel. Keep this in mind when you’re writing your copy and be sure that every word of every sentence is used to keep readers moving towards a call to action (discussed below).

Let’s look at a few landing pages that do this very well.

#1 Shift – Great conversational tone. ( See it » )

Be honest, when you read, “Gmail like a boss,” you immediately wanted to read the the next sentence, right? Aren’t you suddenly wondering what that means? Shift is a great example of being engaging while still focusing on a sale. If you’re looking for inspiration while making your next landing page, they’re definitely worth checking out.

#2 Smarty Pantz Trivia — Specific CTAs ( See it » )

Alright listen up because there will be a quiz later. There are two large, begging-to-be-clicked buttons on this page. In the marketing world these are called call to action buttons or just CTAs.

Smarty Pantz does a great job at being specific with their CTAs. Instead of something generic like, “Plans & Pricing”, their CTA buttons are very explicit and leave nothing to the imagination. Want to host Smarty Pantz bar trivia in your bar? Click that big yellow button.

They continue this throughout the page, varying their CTAs as they address different audiences (bar owners vs. bar patrons). Notice how the next CTA continues the conversation they’ve started with their copy:

3 – Designing for Conversions

Like copywriting, landing page design is a ridiculously big topic. Naturally, we won’t be able to cover it in its entirety, so let’s narrow our focus and talk about the big three when it comes to landing page design:

  1. The design must be 100% focused on conversions.
  2. The design must be easy to understand and follow
  3. The design must not distract visitors from the core message.

With these key principles in mind, let’s look at a few landing page examples and talk about what makes their design great.

#1 Bankjoy – Strategic use of color ( See it » )

Time for your quiz! What do you call that blue, eye-catching, can’t-not-look-at-it, oh-so-enticing button in the center of the page?

If you said, “call to action,” you’d be right. You’re a good listener.

Bankjoy does a great job of using their accent color to attract its visitors’ eyeballs.

Also, notice how they’ve removed distracting header links and have only given the reader two options: contact them now or leave the page. This is key to effective landing page design. Every link or button that you include dilutes your page’s effectiveness. Keep it simple.

Notice how Simple Contacts does the exact same thing below…

#2 Simple Contacts – No distractions ( See it » )

Now, while this page is a great example of simplicity and an undiluted message… it could still use some work. The page doesn’t include a final CTA at the bottom, so users scrolling through may bounce once they reach the last bit of copy.

Ideally, the ending of your page should contain a strong call to action that pushes readers to take the next step. The next example does a fantastic job of this.

#3 Design For Founders – Powerful CTA Placement ( See it » )

Notice how they use their accent color for the title of the book, the CTAs, and nothing else on the page. This keeps users’ eyeballs from wandering and focuses attention on the “Buy Now” buttons.

Overall, the design of this page is fantastic. It funnels attention towards prominent CTAs and doesn’t provide any distractions whatsoever. Of course, they’re a design company, so we kind of expect them to get this stuff right, don’t we?

4 – Good Data

And finally… metrics. This is more of a side note because again, it’s a topic that really deserves it’s own article/blog/entire series of articles, books, and videos. But look, even if you’re not a numbers person, you should be paying attention to your metrics. They tell you if all the work you’ve done on the above elements is actually paying off.

Make sure you’re tracking your conversion rate and keeping an eye on your page’s performance. Of course, if you’re one of our super rad Sendlane users, you’ll already be familiar with opt-in conversion rates and tracking that data.

Try adding or removing pieces from your page, varying the headline, or using different color schemes. With each change, use your data to see if your new page is driving more or less conversions.

Feel free to use the landing page examples in this article to inspire you as you build your next high conversion landing pages and remember to test your changes. Be sure to let us know in the comments if you have any questions about conversion, design, or just simply feel like bragging about your high conversion rates. Good luck out there!

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