A great landing page can make all the difference in a marketing campaign. And at the end of the day, there’s only one number that can tell you exactly how great a landing page actually is: its conversion rate.
You can use a landing page to build your email list, introduce potential customers to your unique selling point, or make sales. While your goals for a landing page may vary, you always want to ensure it converts.
In this article, we’ll take a look at some exceptionally effective landing pages and share some essential tips and tricks for creating high-converting landing pages.
Let’s get started!
What is a landing page?
A landing page is a standalone webpage that’s made to accompany a marketing campaign.
Landing pages have a singular focus or goal that’s related to the campaign. Many landing pages are geared toward lead generation, while others are focused on convincing users to make a purchase.
What makes a high-converting landing page?
Before we check out some examples of high-converting landing pages, let’s quickly examine some of the key elements you need to pay attention to when you’re creating landing pages.
- Powerful hero banner: Your hero banner will be the first thing your visitors see when they land on your page. Make sure it really captures their attention!
- Single, defined call-to-action: If you have several CTAs on your page, customers will get confused about which one they want to pick, harming your conversion rate. Your call-to-action should be simple, clear, and easy to understand.
- Clear value proposition: Your landing page is the perfect place to help customers understand the value that your products hold. Inform people about what makes your products different from your competitors’ products.
- Compelling headline: A clear, compelling headline will help your customers get acclimated to the page and understand where they should look next.
- Benefit-focused features: You can also give more information about the notable benefits of your products, explaining how they’ll make a difference in your customers’ lives.
- Personalized messages: Adapting your landing pages to individual customers using website personalization is a great way to improve the customer experience and raise your conversion rates. One-size-fits-all messaging doesn’t work in 2023!
- Testimonials or other forms of social proof: Seeing reviews from other customers can help address concerns a visitor might have about your products before making their first purchase.
- Supporting visuals: Great images can really reinforce the story you’re telling about your product. And even more importantly, people can understand them immediately without needing to read a lot of copy.
You’ll see these ingredients used in the successful landing pages in the rest of this article.
Let’s move on to some examples of well-converting landing pages!
5 high-converting landing pages
Apple’s landing pages are famous for their design quality, smart use of visual elements, and seamless user experience.
This landing page for the launch of the iPhone 14 Pro keeps the reader’s attention using all these elements.
The standalone page is full of great animations that activate as a user scrolls down the page. This leads to smooth transitions that help Apple deliver detailed information about the product without overwhelming potential customers.
Apple is also great at using landing pages to explain the benefits of their products with a unique selling proposition. In just a few words, their target audience understands why the new phone is worth the upgrade.
2. Kiss My Keto
Kiss My Keto creates dedicated landing pages for the specific products they highlight in their marketing campaigns. One of their popular products is their Keto Bread.
The first thing you’ll notice about this landing page is the bright red “Add to cart” button. Really highlighting your call-to-action is a great way to maximize conversions.
They also push their product’s value proposition and explain how it helps deal with the pain point of keto-friendly bread being hard to find. This also helps convert visitors by making it clear how they’ll benefit from the product.
This landing page example also shows the importance of knowing your target audience. People who are interested in keto dieting typically care a lot about what’s in their food, so Kiss My Keto goes the extra mile by being transparent about exactly what’s in their products.
Additionally, they highlight positive social proof and reviews, which is very useful for addressing visitors’ worries about an unfamiliar product. Showing that other people have enjoyed the product can really boost conversions.
Finally, they also include some nice ideas about how a potential customer could use the product on a day-to-day basis.
The entire landing page is driven toward converting visitors who may have clicked on an ad out of curiosity. It has all the information they need to decide that Keto Bread is for them.
3. Extreme Lounging
This landing page from Extreme Lounging is very short, but that’s not a bad thing!
Generally speaking, you don’t want your landing pages to be any longer than they need to be. The longer a landing page is, the higher the chance you’ll lose your reader’s interest.
And Extreme Lounging’s landing page design is on point, with clickable boxes that give more info about the features. This is great because potential customers can learn more about the product’s features and value proposition if they want to, but those who don’t won’t get distracted.
Their marketing manager also deserves a pat on the back for choosing beautiful images.
LARQ’s landing page is all about selling their flagship product: a reusable water bottle that uses UV light to clean the water inside.
Their landing page delivers a lot of information, as we’ll see, so they use a sticky “Add to cart” button. This keeps their main CTA on the top of the users’ screen as they scroll through the entire landing page. Whenever a visitor decides they want to make a purchase, the button is right there. A little bit of extra convenience like this can make a big difference to landing page conversion rates.
When a visitor lands on LARQ’s landing page, they see simple visual elements and clear landing page copy that provides a brief description of the product, the pain points it addresses, and the value proposition.
This is a great example of a landing page getting straight to the point. You’ll notice that it doesn’t introduce anything extra: everything on the page is carefully chosen to convert visitors.
They also use social proof to back up their claims about how LARQ solves common pain points. The review below singles out a traveler who’s often unsure about how safe the local tap water is when they’re traveling.
High-converting landing pages will often use social proof to make a point more compelling than it would be coming from the business itself.
When they need more space to explain the product’s features, they don’t crowd things by putting it all on the landing page’s base layer. And they don’t redirect customers away from the landing page (which would negatively impact the conversion rate).
Instead, LARQ uses an overlay to deliver necessary information about their product’s features.
Finally, LARQ uses a comparison chart to drive visitors’ attention toward the ways that their water bottle outperforms other options on the market.
Any digital marketer will tell you that differentiating your product from your competitors’ offerings is a crucial part of convincing them to buy from your store.
5. Dollar Shave Club
Dollar Shave Club has always placed a lot of emphasis on the value of their offer (after all, it’s in their name).
That’s why it makes perfect sense for them to promote the 60% discount in their hero banner.
The hero image is simple and shows customers exactly what they’ll get, while the simple copy and large call to action button help maximize the conversion rate for this landing page.
Other than that, there’s not much else to this landing page. They show the eight razors that are included in the starter pack, use some bullet points to explain the benefits of signing up for a subscription, and promote their unique value proposition (“The Shave Your Face Has Been Dreaming Of”).
By cutting out all other elements, they’re left with a simple, clear landing page that’s sure to convert.
How to improve the conversion rate of your landing page?
Now that we’ve gone over these five high-converting landing page examples, it’s time to examine how you can improve your landing page conversions.
Traditionally, landing pages have been created for specific marketing campaigns, but they haven’t been adapted to individual visitors. Instead, everyone who clicks on the ad sees the exact same landing page copy, design, and call-to-action.
However, that’s changing.
Ecommerce stores that have had the most success, like Amazon and Etsy, provide their customers with an individually-tailored shopping experience. To customers, it feels like they remember everything about them. And that allows them to provide a seamless user experience.
When you personalize a website based on an individual’s needs and interests, you’re going to see higher conversion rates because you know that the messages you’re sending them are relevant on an individual level.
And this same principle applies to landing pages!
Here are some examples of website personalization tactics that you can use on your landing pages to improve your conversion rates.
1. Recommend relevant products
Product recommendations are often an important element of landing page design, especially for landing pages that are meant to introduce potential customers to a brand as a whole.
There are a number of ways you can decide what products you want to recommend on a landing page. You could simply highlight your best selling products or the ones that are on sale.
Or, you could use personalization to recommend products that a visitor is likely to be interested in. For instance, if a user clicked on a Facebook ad targeted at women aged 18-24, you could recommend products that appeal to that demographic.
2. Welcome returning visitors
Sometimes, visitors will end up on the same landing page multiple times. When they do, you can direct them to the products they were viewing on their last visit to your site.
This saves them the trouble of having to navigate back to your main page and go through your category pages to find those products.
3. Promote special offers for cart abandoners
If the CTA on your landing page is “Add to cart,” you’ll want to use an abandoned cart popup to help prevent users who’ve added an item to their cart from leaving without making a purchase.
Whenever a user leaves without completing their purchase, that’s a hit to your conversion rate.
Cart abandonment campaigns are highly effective at converting landing page visitors because users who’ve added something to their cart are very close to making a purchase. Often, they only need a small nudge to decide to order, which you can provide with a discount offer.
4. Showing dynamic free shipping bars
Online shoppers absolutely love free shipping: it can sometimes be enough of an incentive to get a customer to place an order all on its own.
You can use website personalization to display your shipping policies based on a customer’s location. After all, they’ll certainly want to know whether you deliver to their address!
A related idea is using a free shipping bar to incentivize customers to make a higher-value purchase in order to receive free shipping. It’s a great way to upsell your core product on a landing page.
5. A/B test your landing page
It’s important to remember that there’s no perfect landing page. You can always make changes that will result in a higher-converting landing page.
Often, you won’t know which version of your headline or what form placement works best without testing it. Each important element whether it is a chart created by Gantt chart software or a beautifully crafted headline on your landing page should be A/B tested so that you know your page is as converting as successfully as possible. Each important element on your landing page should be A/B tested so that you know your page is as converting as successfully as possible.
So that’s our tour through some of the highest-converting landing pages on the internet in 2023. Hopefully you’ve picked up some ideas that you can apply to your own landing pages, whether that’s creating a powerful hero section, using social proof, or highlighting your CTA button.
Good landing pages always have a well-defined goal and are carefully designed to direct visitors’ attention, making a conversion as likely as possible. And they get rid of anything that doesn’t contribute to a higher conversion rate.
If you’re concerned about your landing page conversion rate, website personalization is a great way to boost your sales and lead generation efforts. OptiMonk allows you to implement any of the landing page personalization tactics mentioned above (and many others). Since it’s a free tool, there’s no reason not to give it a try today!