Which type of landing page is right for you?

Whether you need to promote your podcast or attract subscribers to your newslettera landing page should be your go-to solution. The options are nearly endless: From content to design, you can create something that’s completely customized to meet your needs.

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.
  • Stay focusedFocused landing pages get the best results, so make sure your landing page focuses on a single message with a singular call to action that minimizes distraction.

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.

Which type of landing page is right for you?

From ebook landing pages to webinar landing pages and beyond, you have some options to consider.

Link pages

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

How to Build High-Converting Landing Pages

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.

A Typical Landing Page Funnel
Image Source: [1]

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.

Graph Of Lead Generation Conversion Rates By Industry
Image Source: [2]

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. 

Landing pages require continuous testing and optimization for better conversions. Understanding this is the first, important step of your optimization journey. You can certainly stop guessing what your visitors want from your landing page and utilize tools such as heatmaps, eye-tracking software, and more to gauge visitor behavior on your page. Generating valuable insights from these tools can help you improve the design, CTA, etc., and thereby, can help your conversions.   

What does a high-converting landing page comprise?

Crisp above-the-fold content

The design of your landing page impacts the conversion rate. The fold plays a vital role in conversion rate optimization. Everything that appears on the screen when you first load the page is your webpage’s above-the-fold content.

Nielsen Norman Group conducted a study on people’s online browsing habits[1]. 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.

Graph From The Study Done Ny Nielsen Normal Group On Online Browsing
Image Source: [3]

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.

Vwo Home Page

You can see, the content above the fold includes essential landing page elements that help convince a visitor to take action. It includes:

  • Headline
  • Engaging sub-headline
  • Call to action
  • Social proof

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.”[2] His quote is from a pre-internet age, but the sentiment holds to this day. – Read more

How to Improve Your Landing Page Conversion Rates

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.

A Typical Landing Page Funnel
Image Source: [1]

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%[1]. 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[2] displays the first point in no uncertain terms:

Graph Of Landing Page Conversion Rates Across Industries
Image Source: [2]

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:

  1. The number of people who visited your page
  2. The number of people who converted (took the desired action)

It takes simple math to identify your high-converting landing pages from the duds. Most analytics platforms, such as Google Analytics, can record the metric for you. Once this metric is analyzed thoroughly, you can start optimizing your landing pages to boost your conversion rate.

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

15 Best Landing Page Builders (2020) Free & Paid

My Post (16).pngA 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
  • A/B testing
  • Multiple user accounts
  • Custom code feature
  • Free trials offer by landing page builder
  • Advanced design feature
  • Support live chat
  • Easy and simple to operate
  • Affordable pricing
  • Mobile optimizations

The article is all about the top 15 landing page builder in 2020.

15 Best Landing Page Builders (2020)

1. Instapage

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

  • Friendly plugins
  • WordPress integration
  • 200+ unique templates
  • A/B testing
  • Huge library of royalty-free stock images, videos, etc.

Price details

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.

2. Unbounce

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
  • A/B testing
  • Allows to add maps
  • WordPress integration

Price details

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:

Read more

How Landing Pages Impact Quality Score on Every Ad Platform

My Post (2).pngIn 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.

Ad Rank Calculation

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:

How Quality Score Is Calculated

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.

Landing pages with PPC

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.

1. Google Ads – Quality Score

Google Ads’ support content explicitly mentions the importance of landing pages for creating a positive user experience. I want to emphasize the experience portion because most people assume that Google Ads Quality Score only focuses on landing page relevance. Your landing pages must be relevant to keywords and ads that your visitors clicked on, yes, but it’s just as important to Google that your landing page loads quickly, is secure, and looks great on all screens.  – Read more

How to Create a Landing Page for High Conversions in 7 Steps

My Post (7)Anyone can create a landing page; it’s easy.

But if you’ve browsed the Internet for any amount of time, odds are you’ve come across numerous landing pages that barely hold your attention for 10 seconds.

Now, you sure don’t want your page to be like that — scaring people off once they land on it. You want to build a web page that holds your audience’s attention longer than their average attention span of 15 seconds.

(By the way, we know that by now, you’ve gone beyond asking questions like “What is a landing page?” So we’ll just use this guide to help you create one that converts.)

Here are seven steps to set up a landing page that holds visitors’ attention and converts them.

1. Choose your landing page builder carefully

Creating effective landing pages used to require companies to hire professional UX and graphic designers capable of creating custom designs from scratch.

Today, however, there are numerous, cost-effective solutions readily accessible. There’s no shortage of landing page builders on the web today. But this also creates a problem: choosing the right landing page creator may be a bottleneck for you – due to the plethora of brands competing for your attention.

Still, it’s not that difficult. If we’re being honest here, any landing page creator with the following core capabilities is good enough to create a well-designed landing page that converts:

Must-have functionalities:

  • Drag-and-drop editor: Also referred to as “what you see is what you get” or WYSIWYG capabilities. This means you can design your landing pages without touching the code.
  • A/B testing capabilities: This allows you to display different versions of your landing page to different visitors (or the same visitors) enabling you to evaluate the most effective copy/design.
  • Analytics dashboards: A few of the metrics you’ll want to track include landing page views, sessions by source, average time on page, bounce rate, and conversions. You can also use Google Analytics to track these metrics — it works, too.
  • An extensive collection of fully-customizable templates: This is helpful, because landing page templates enable you to hit the ground running with your creative processes — especially when they’re fully customizable.

For instance, here are some of the landing page templates in GetResponse:

Landing page templates in GetResponse.
Examples of landing page templates available in GetResponse
  • WordPress landing page: If you plan to set up your landing page on WordPress, you need a tool that lets you do this easily.
  • Customizable domain integration: Your landing page creation should support custom domain names (e.g., YourWebsiteName.com rather than YourCompany.LandingPageTool.com) as visitors aren’t as likely to trust a page with a random URL.  (Although, if you’re using a free landing page builder, you might have to settle with YourCompany.LandingPageTool.com)
  • Integrations: You need a landing page builder that plays nice with other tools you’ll employ to streamline your conversion process.
  • Responsive design: This ensures the landing page renders correctly regardless of screen size.

By the way, GetResponse’s landing software provides these functionalities. Get a free trial here.

2. Decide what user experience should look like

One of the biggest mistakes you can make when creating your landing page is ignoring user experience (UX) principles.

Aside from the fact that usability is a search engine ranking factor, a great UX will help you cement trust with visitors, which in turn will increase conversions.

We can’t address UX design in its entirety here as it’s a broad field, but these three tips below will help you design a page that’ll make visitors enjoy their time perusing the offer(s) – and more importantly, improve your conversion rates:

  1. Be concise. Make the main benefit of your offer (product/service/anything) clear in your headline. This is important, because you only have 15 seconds to pique the interest of your visitor and keep their attention long enough for them to sign up for your offer.
  1. Provide an inside look at what you are offering. If you’re selling a product, name its specific functionalities with screenshots or item photos.
  1. Use trust symbols. Displaying client logos, testimonials, and press mentions are all effective ways to boost credibility and stand out from the competition.

Want to learn how to build high-converting landing pages and grow your business faster? Sign up for our free Essential Landing Page Course today.

Brand consistency is a huge part of UX

When designing a new landing page, especially if you’re doing it for the first time, you may be tempted to get overly creative and design it using all the colors, widgets, and fonts.

Don’t do it. You’ll likely end up making a squeeze page with inconsistent branding.

For example, imagine this scenario: you click an ad on Facebook and land on a page with a light-blue background. It has a pretty interesting offer so you scroll about 60% down the page, reading every word and nodding in agreement with everything in it.

Eventually, you reach a call to action (CTA) button to sign up for the offer. Still excited, you click-through the button.

But all of a sudden, you’re now on another page with a yellow background.

Everything looks different, confusing — since the previous page had a light-blue background. You’re not sure which brand you’re dealing with anymore. Doubts, questions, and scepticism start racing through your mind.

This is what brand inconsistency does. So you don’t want a landing page like this. Businesses say the biggest negative effect of inconsistent branding (off-brand content) like this is that it leads to customer confusion – and rightly so. – Read more

How to Write Convincing Sales Landing Pages Even if You’re Not a Copywriter

My Post (29)Writing killer sales landing page copy is no easy task. So we asked the best of the best to share their top tips.

The best copywriters write with two things in mind: their audience and the action they want their audience to take.

That means great writers adjust their copy for each marketing channel. While many of the writing techniques and strategies are similar, writing a landing page that converts visitors into subscribers is not the same as writing an email, social copy, or a blog post.

To help you write high-performing content for your landing pages, we asked professional copywriters to share their best writing tips.

Check out what they had to say.

Landing page copy should help people solve their frustrations and achieve their aims.

Henneke Duistermaat, Founder of Enchanting Marketing

What I see going wrong most often on landing pages is that we’re so focused on what we want to sell, that we forget to explain WHY people may want to buy it.

So, always start with sneaking into the mind of potential buyers:

  1. What problem do they want to escape? How does that problem make them feel?
  2. What aim do they want to achieve? How will that improve their lives?

A product bridges the gap between where people are right now and where they want to be. For instance, someone might buy a course to improve their LinkedIn skills because they feel they’re wasting too much time achieving nothing (that’s their frustration) and they want to get more interaction and quality business leads (that’s their aim). The landing page should describe what people will learn so they can solve their frustrations and achieve their aims.

When you align your offer with what web visitors want to achieve (and when you do so using their words), it becomes much easier to increase conversions.

Always remember: People don’t buy a product, they buy a better life.

RelatedFind out how to use your audience’s words in your writing.

Clarity will always beat complexity.

Amy Woods, Founder of Content 10x

Jargon and buzzwords sound smart, but do they sound like something an actual human would say – or buy? Would you hire a gardener or a grassland cultivation and management disruptor?

The best businesses sell their products and themselves in simple words.

Going into detail and using industry-specific language is not a sin – it’s just that you need to find the right place to do so. Your landing page needs to be laser-focused on what you do, who you do it for, and very importantly what problem you solve.

This means focusing on the end-state, not the processes and features. A gardener doesn’t sell 2 hours of horticulture, they sell a beautiful garden for you to enjoy and show off to your neighbors.

To make this clear you need to have ONE simple call to action – and make it fun! “Make My Garden Beautiful”, not “Enquire”.

Ask someone who’s never heard of your business before to look at your landing page and see if they can tell you those three essential points after 5 or 10 seconds of reading: what you do, who you do it for, and what problem you solve. – Read more