Shower thought: Where do marketers’ *best* landing page ideas come from? Wait—do they get them in the shower?
While some marketers might have their own personal muse, mantra, or go-to sources of inspiration (a lucky shampoo, maybe?), the rest of us are just kinda hoping for something to come to us. And although inspiration can strike at any moment, we don’t always have the time to wait around for it to show up.
So, rather than hoping your next big landing page idea will manifest on its own, we decided to put together a list of creative approaches you can try for your next campaign. Whether you’re looking for the next big design trend or just a cool idea to get you thinkin’, we’ve wrangled seven interesting landing page ideas that can help your business stand out and drive action.
But first! Let me walk you through three tips to make your brainstorming session that much better.
Why should you care about bringing creative, surprising, or even unusual concepts into your landing page design? Doing something different helps ensure your page packs the punch it needs—both to leave a long-lasting impact on your visitors and, most importantly, get ‘em to convert.
3 Things to Remember When Brainstorming Your Next Big Idea
1. Just like your ads, your landing pages aren’t for everyone (and that’s a good thing!).
Your landing pages shouldn’t be one-size-fits-all. Rather, they should offer a snug, perfect fit for a very specific audience. In fact, niching down your campaign is actually better for qualifying leads.
Here’s why: Only targeted customers who identify with the unique messaging and design of your ad are going to click it. This self-vetting process ensures those who do reach your landing page are into what makes you (or your one-off campaign) a bit different—which means a higher likelihood of sales, clicks, and conversions.
2. It’s A-OK for your landing page ideas to be a bit “out there.”
Unlike a core page on your website, landing pages provide an opportunity to play with unique designs, colors, and even messaging that might not fit the rest of your brand. Whether that means getting loud and flashy or trying out some new tagline, there’s nothing wrong with taking some calculated risks!
3. Variants can help you find the best approach.
If you have a few different ideas and want to find out which approach is best, you can run A/B tests on several versions of your landing page to see which converts best. But what if (as is often the case) certain types of visitors respond better to one version than others? That’s where Smart Traffic comes in.
Using AI, Smart Traffic learns and tests different landing page variants to determine which one will most likely convert a specific type of visitor. So when someone new arrives on your page, they’ll be instantly routed to the variant that’s the best match for them. In other words, running multiple variants at once can help you drive the right message to the right person, every time.
7 Landing Page Ideas to Inspire Your Next Campaign
Ready for some serious inspo? These seven landing page ideas will help get those creative juices flowing. Don’t worry, we’ve also included plenty of unique examples to help you visualize your next masterpiece. – Read more
A marketer’s job isn’t done once a visitor converts on a landing page. Far from it. Even the landing page itself has more work to do before we can start giving ourselves a high-five for scoring a conversion.
And what about the leads that don’t convert?
Ignore them at your own peril.
As data-driven marketers, we’re keenly aware that most visitors won’t ever convert to a lead or sale. In some industries, conversion rates are as low as 1-2%. (See Unbounce’s Conversion Benchmark Report for details.) But that doesn’t mean the 98-99% of non-converters are worthless visits. There are many ways to improve your chances of converting more visitors over time—and squeeze more value from your existing landing pages.
To unlock the full value of a landing page visit, you’ll want to track what happens to each visitor after the page view, form submission, click-through, or phone call. Measuring and feeding this data back into your campaigns will improve overall results and your ability to optimize campaigns for higher ROI.
Sound like something worth trying? Keep reading, and I’ll show you three smart ways to do it.
Why YouShouldn’t Ignore Visitors Who Don’t ImmediatelyConvert …
As I wrote above, if your landing page converts at 2%, that means 98% of visitors aren’t converting on that particular session.
It‘s a mistake to ignore these non-converting visits. Sure, many will never convert because of a disconnect in the audience, offer, or timing. That’s life. There’s no such thing as a one-size-fits-all landing page. But taking a longer-term view, it’s very likely that some of these prospects will eventually:
Convert through other channels or sites not directly attributable to your landing page.
Convert offline via phone or at a brick-and-mortar location.
Convert after a longer consideration period.
Before you can start to take advantage of these longer-term converters, though, you need a better picture of where the visitors who do convert are coming from.
To see the full picture of conversions with multiple touchpoints, take a look at the Google Analytics Multi-Channel Funnels report, which shows the variety of interactions that occur before a conversion. To find this report in GA, open the “Conversions > Multi-Channel Funnels > Top Conversion Paths” report.
The example report below shows that paid search contributes many more “assisted conversions” than “last click conversions”:
See how many conversions have direct, email, or organic search touchpoints after a visit to a paid search landing page? Those return visits likely come through different landing pages. Even though the paid search landing page did not generate the eventual conversion, data from conversion paths can help inform strategies to reach and convert visitors later in their journey.
Now that you’ve got a sense of where conversions are coming from, follow the three tips below to use your data wisely and put your landing pages to work.
Tip 1: Measure offline interactions generated by landing pages.
Businesses with physical locations or an offline sales channel can use landing pages to highlight their products and services to visitors from paid search and paid social channels.
But marketers have to be a little more creative with measuring performance if the ultimate goal is to generate phone calls or store visits. Taking this step is worth it, though: it’ll give you a fuller picture of how your campaigns drive business. – Read more
First impressions make all the difference – especially when you’re trying to generate leads for your business.
If a potential customer wants to get your lead magnet or sign up for your service (or product), there’s a good chance the first page they’ll see is your landing page. And if you want your business to thrive, your landing page needs to be effective.
If it works well, it can get more subscriptions, grab more email addresses, and even boost sales. But a poor landing page can leave a bad taste in your potential customer’s mouth and cost you a lot of your marketing budget. Without leads, your business won’t have customers. And well… we all know what happens to a business without customers 💀
This is why you need to master what a winning landing page looks like. Now let’s take a look at seven lead generation landing page examples that work well so you can draw inspiration from them. We’ll then also share landing page optimization tips that’ll help you drive even more leads from your campaigns. – Read more
A landing page is a standalone website page dedicated to a specific marketing campaign that is meant to convert site visitors into leads. Landing pages typically offer visitors something that they may be interested in, like an Ebook or a free trial, in exchange for contact information. Getting this information then gives businesses the tools they need to further nurture leads and urge them down the purchasing funnel.
Since landing pages are tailored to customer interests, using them in your marketing strategy can help you convert a significant number of qualified prospects since you can assume that they’re ending up on a landing page because its content interests them.
If you’ve yet to consider using them or you want to update your current landing page strategy, this piece will go over 11 stats that make a case for using landing pages as a means to increase your conversion rates and generate more leads.
Given that 10% is a benchmark for a good conversion rate, taking the time to create a landing page that carefully considers the interests of your target audience will benefit your business. Whether you sell SaaS or clothing, a higher conversion rate from landing pages means a longer list of leads to nurture into paying customers.
2. Landing pages are the least popular type of sign-up form, but they have the highest conversion rate (23%), and 62.6% of leading landing pages already use them.
Using landing pages to obtain customer contact information for lead nurturing is likely to bring higher conversions. If you decide to use forms, the highest-converting number of fields is 3, with an average conversion rate of 10%. The most popular combinations use email address and name (7%) and email address and birthdate (5.7%).
3. Businesses using optimization software for their landing pages see an average conversion lift of 30%.
While optimization is always an essential factor for generating traffic, using optimization tools to perfect your landing page strategy is valuable for increasing conversions. – Read more
This artistic freedom is both a blessing and a curse. With so many different types of landing pages out there, it can be overwhelming when you sit down and try to figure out which one is right for you.
So where do you start?
That’s where we come in. This post looks at some of the more common types of landing pages, how they’re best used, and examples of each–so you can find the option that’s best for you.
Best practices for any landing page
Before we jump into landing page examples, let’s quickly take a second to look at some best practices (regardless of what the landing page is used for.)
Effective landing pages do three common things:
Leverage clean, cohesive design. Compelling landing pages are clean, simple, and attractive and align with your brand. They catch the eye with graphics that pop and then hold the visitor’s attention with persuasive copy.
Include social proof. Most impactful landing pages include elements of social proof like testimonials, reviews, and quotes related to the product or service you’re promoting.
If you follow those three basic guidelines, you can use a landing page for almost anything. Whether you need to promote a free ebook or an event, to hold the place of a soon-to-be-launched website, or to get more subscribers to your podcast or newsletter, a tailored landing page is the thing you need.
But that’s not all when it comes to landing page best practices. Let’s also look at a few extra tips from some conversion optimization experts to see what they recommend when creating a landing page.
“Survey/interview your customers. It’s hard to build a landing page when you don’t know 100% what your customers care about, what questions they have, and what makes them hesitate. Research enables you to prioritize.” -Raphael Paulin-Daigle, Founder of Splitbase and CRO Specialist
“Create the story arc that shows how the reader will go from here to there. Lead with emotion and address the objections. Use problem, agitate, solve — or an equally effective copy formula. Make the next step clear and show them what happens after that.” -Claire Emerson, Freelance marketer
“Tie in contextual social proof. If you make a bold claim, back it up with a testimonial that parrots what you just said.” -Josh Garofalo, CRO Copywriter at SwayCopy
Pretty simple, right?
Next, let’s look at some of the different types of landing pages, along with real-world examples.
Are you ready to leverage your social media following for your business? Link Pages are the new way to send your followers directly to your website.
With ConvertKit Link Pages you can create a simple page full of links to send your audience to your top content. Hollie from Black & White Studios customized her Link Page to her branding colors for a sleek Instagram bio Link Page. – Read more
Your landing page is the face of your brand. It digitally introduces your visitors to the products or services you offer and the problems you solve.
Though widely popular among the digital marketers across the globe, only a few top contenders in a niche understand the nitty-gritty of creating a landing page that converts at par with the industry average.
What is a landing page?
A landing page is a standalone page designed to generate qualified leads. In order to achieve this objective, you can have micro conversions on your landing page, such as filling out a form, signing up for a free trial, registering interest in a product or service, etc.
Marketers generally send warm traffic to a landing page—the traffic that has shown some interest in your offer. Among other channels your visitors might come from pay per click (PPC) advertising through social media or through an email list.
Landing page conversion rates vary with industries and their objectives. Hence, it’s unfair to set an ideal conversion rate that fits all industries.
The graph shown above illustrates the difference between the high-performing landing pages and others. To set a target for yourself, you can refer to the conversion rate benchmarks in your industry.
What is the first step to building high-converting landing pages?
Don’t fall for any manual that guarantees a high-converting landing page—they don’t exist. As mentioned in the above section, the conversion rate standards are industry specific, which can probably guide you setting a target in the initial stages of your landing page design process. However, as a starting point, it is imperative for you to have a sound understanding of your brand and its value propositions, apart from having knowledge about basic website design and user experience (UX).
Iterations never hurt, but guessing games can do collateral damage to your business.
Nielsen Norman Group conducted a study on people’s online browsing habits. The study has 120 participants who interacted with thousands of sites in different niches. Using eye-tracking software, they looked at how people interacted with different websites.
Based on their findings, the Nielsen Norman Group concluded that; “Users do scroll, but only if what’s above the fold is promising enough. What is visible on the page without requiring any action is what encourages us to scroll.”
Unsurprisingly, the majority of the high-converting landing pages are designed to have the maximum above-the-fold impact. Many successful landing pages contain all of the key information a visitor might need above the fold, almost like a mini sales page. Take an example from VWO.
You can see, the content above the fold includes essential landing page elements that help convince a visitor to take action. It includes:
Call to action
The design of the landing page relies on grabbing the users’ attention right from the start. If a visitor wants to find out more information, they can then scroll down the page, where critical elements of the sales message are expanded upon.
A headline with impact
David Ogilvy, the founder of the global marketing company Ogilvy, famously said about headlines: “five times as many people read the headline as read the body copy.” His quote is from a pre-internet age, but the sentiment holds to this day. – Read more
Landing pages aim to encourage the visitors to accomplish a goal on ‘landing’ there. These goals vary with industry. For an eCommerce landing page, it could be an ‘add to cart’ or ‘buy now’, while it could be a ‘free trial’ or ‘demo version’ for B2B, SaaS companies.
A landing page’s overall objective is to generate qualified leads through the marketing funnel, as shown in the above image. The qualified leads in their nature are more likely to convert fully into sales if nurtured well through the sales funnel.
Understanding landing page conversion rates
Not every visitor who hits one of your landing pages will take the action you desire. Some people may bounce immediately, while others might read your content and then choose to leave or go to another page. Landing page conversion rates tell you the proportion of visitors who do convert into qualified leads by accomplishing your landing page goal.
For instance, a landing page is built for traffic from an email marketing campaign. This campaign intends to convert visitors as effectively as possible. By tracking the landing page conversion rate, you can assess whether it’s true. You can have a quantitative measurement of how well your page aligns with the interests of visitors. Having such an analysis makes it easier to improve your landing page, allowing you to see the impact of conversion rate.
WordStream found its average landing page conversion rate as 2.35%. The top 25% of landing pages in the same study converted at 5.31%. Some pages converted visitors at an even higher rate.
There’s usually an opportunity to improve your landing page and its conversion rate. You must realize that landing page conversion rate differs by niche and the type of traffic. The following graph, created by Unbounce displays the first point in no uncertain terms:
What is your landing page conversion rate?
Landing page conversion rate is a vital as well as a simple metric. You can calculate your conversion rates as long as you have two pieces of information:
The number of people who visited your page
The number of people who converted (took the desired action)
Simple ways to improve landing page conversion rates
You can certainly increase your conversion rates for your landing pages and build high-converting ones by consistently optimizing them. The following are five straightforward things you can do to get the ball rolling.
1. Step back to audit your existing conversion rate
You won’t know the best way to increase conversions until you understand their existing dynamics. There are lots of ways to analyze the different aspects of your landing pages.
The audit of the user behavior on the existing landing page provides you immensely valuable insights. Website heatmaps can provide insights around the elements on your landing page that gets the most and the least attention. With such analyses in place, you can take a call to fix and optimize a troublesome element, such as a CTA button or an image on your landing page.
Take the example below of an eCommerce store that sells baby products. The heatmap revealed that the baby’s face was a distraction to visitors. When the image was replaced with an alternative in the variation, site visitors started paying attention to the copy. – Read more
A landing page builder is a software that helps you in creating, designing and easy landing pages to enhance your conversions. It converts your visitors into customers. The landing page builders comprise best and powerful tools and templates to create beautiful landing pages.
The best landing page builder will allow you to create landing pages without using any code and taking the help of an expert developer. The software helps in generating leads to businesses.
Things every landing page builder must have
There are some must-have things which every landing page should have, these points are:
Unique and creative templates
Allows to create unlimited landing pages
Reporting and analytics
Email marketing integrations
Integration with other tools
Multiple user accounts
Custom code feature
Free trials offer by landing page builder
Advanced design feature
Support live chat
Easy and simple to operate
The article is all about the top 15 landing page builder in 2020.
15 Best Landing Page Builders (2020)
Instapage is one of the best landing page builders for newbies and professionals. It allows you to create the best landing pages in just a few minutes. Instapage helps in creating a custom landing page easily and quickly.
The landing page software is quite popular among small businesses, bloggers, agencies, etc as it provides 200+ impressive templates and you need not have coding knowledge to use them. Instapage has all the features which the best landing page builder must have to create traffic.
Features of Instapage
200+ unique templates
Huge library of royalty-free stock images, videos, etc.
Instapage offers two plans one is core and another is Enterprise. The prices are fixed for the Core plan but Enterprise plans price structure changes according to the different requirements of the users.
The price structure for the Core plan is:
If you are paying monthly then it will charge $129/mo.
If you are paying annually then it will provide a discount of 23% and it costs you $99/month.
Undoubtedly, Unbounce is the best landing page builder available in the market. It is very easy to use and is the great landing page software for beginners, small businesses and marketing agencies.
It consists of an exclusive collection of templates and powerful tools. This landing page builder enables you to create mobile-friendly landing pages without taking the help of any professionals and developers.
With its starting plan you can use features like A/B testing, can integrate with Hubspot and WordPress, use 75 landing page templates, etc. But if you want to use advanced tools you can upgrade to premium and enterprise plans.
Features of Unbounce
Manageable drag and drop editor
100+ distinct templates
Allows to add maps
Unbounce offers three different plans,
Essential plan – $99/month
Premium plan – $199/month
Enterprise plan – $499+/month
These rates are for monthly subscriptions but if you take an annual subscription, you can save up to 20% on every plan. Then the price charge you for every plan are:
In the world of pay-per-click (PPC) advertising, there are few misperceptions as rampant as the ones about the effects that landing pages have on Quality Score. That’s not surprising, given that Quality Score algorithms are “black boxes” that play a crucial role in the success of any PPC campaign. We still have very little insight into how Google Ads, Microsoft Advertising (formerly Bing Ads), and the social media advertising platforms calculate and use Quality Score.
Landing pages are often a customer’s first interaction with a brand and set the stage for the relationship going forward. Distilling Quality Score into a number is misleading for PPC advertisers because it undervalues the importance of landing pages on several other crucial components of a campaign, such as brand perception and positioning.
As a side note, most ad platforms use the term “Quality Score,” while others use “Ad Relevance” or something similar. For the sake of simplicity, I use Quality Score interchangeably with Ad Relevance and Relevance Score metrics unless otherwise noted. Let’s get into it!
What Is Quality Score & Why Does It Matter to PPC Advertisers?
Quality Score is an approximation of your keywords’ and ads’ relevance to your target audience. It’s usually represented in the ad platforms as a number from 1-10. This dramatically oversimplifies the complex and user-specific Quality Score inputs factored into each ad auction, but it’s the best we have. Search engines and social media platforms use this metric to decide which ads to show and how much to charge an advertiser for each click or impression.
Google Ads pioneered Quality Score in their Ad Rank algorithm to reward advertisers that created relevant ads with a lower cost per click. Advertisers that try to show irrelevant ads to uninterested users may receive a lower Quality Score and have to pay a higher cost per click to remain visible.
As you can see in the equation below, providing a great user experience to boost your Quality Score can improve your Ad Rank and lower your cost per click. From what we can tell, most PPC platforms use an equation like the one below to determine where your ads appear.
However, each ad platform treats landing pages differently in their Quality Score equations. Savvy PPC advertisers should understand the nuance of each platform to tailor their campaigns for the best results. As a shorthand, the table below shows the similarities and differences between each major ad platform’s version of Quality Score as well as the associated factors:
In simple terms, here’s the question platforms are asking when they evaluate your ads against these different attributes:
Landing Page Experience: Is your ad’s landing page relevant to the visitor’s intent and does it help them accomplish their objectives quickly and transparently?
Ad Click Through Rate/Engagement: Are your ads clicked as often as competing ads?
Ad Relevance: Do your ads align with your audiences’ interests and intent?
Post-Click Conversion Rate: Are visitors likely to convert or take meaningful action after clicking your ad?
Recency: Are your ads recently published or updated regularly?
If the answer to any of these questions is “no,” there’s a good chance your Quality Score is suffering as a result.
How Do Landing Pages Impact Quality Score on Different Platforms?
Landing pages are an important part of Quality Score algorithms and, fortunately, are one of the easiest elements of a PPC campaign to control. The most important part of the “Landing Page Experience” component of Quality Score is providing a positive visitor experience. Answer their search intent with relevant content, provide lightning-fast page speed, and make sure your site looks great on all screen sizes.
When done correctly, landing pages can have a positive impact on Google Ads Quality Score. That means a lower cost per click and higher conversion rates when compared to sending traffic to a website. And even though some ad platforms do not explicitly factor landing pages into their Quality Scores, marketers shouldn’t ignore the improvement in visitor experience and their likelihood of developing a positive association with your brand.