Landing pages are one of the most effective ways to convert people to new customers.
They create legitimacy for your brand and encourage people to submit contact information they otherwise wouldn’t give you. If built correctly, they can be lucrative ways to improve your ROI.
Creating effective landing pages is a fine art, though. You need keen attention to clean detail and a strategy for collecting information. Before you start your next campaign, review these high-converting landing page examples from 2019 and 2020 to potentially boost your conversion rates.
What is a landing page?
Landing pages have a specific purpose: You want to collect email addresses or customer information in exchange for the expertise and insight you offer. You can use lead-capture forms or pop-ups to request information like email addresses, names, and interests.
With this information, you can more effectively target the right audience. And you can use this information to segment your email list, which can have a significant impact on your email performance metrics.
There are a few approaches to the type of content you can use in a landing page, including:
- App downloads: whether you’re in the business of creating apps or just have one for your business, this is an effective way to drive new subscribers and downloads.
- Community membership: encouraging discussion is a critical aspect of some businesses, and you can use a landing page to offer membership to your online community.
- Course enrollment: it takes a lot of work to create courses and certifications, but you can increase your enrollment by using landing pages to collect student information.
- eBooks or whitepapers: sometimes you might have more knowledge about a topic than a blog post warrants, so you can use a landing page to give people access to eBooks or whitepapers you write.
- Email newsletters: while eBooks and whitepapers are great options, you can also use your blog content as a landing page to drive subscribers to your email newsletters.
- Event registration: registering for an event almost always requires some contact information, which is why a landing page is almost necessary for a successful event.
- Free trials: regardless of whether you offer products or services, you can use a landing page to collect information for product demos or free trial subscription offers.
The key thing about landing pages is that you want to offer something to your audience to encourage them to give you their information.
How can landing pages boost your marketing campaigns?
You don’t just want to create a landing page and let it sit. You need to share your landing pages to generate site visitors and interest in what you’re offering. That’s why you need to create an actual campaign around your landing page.
What impact does a landing page have on your marketing efforts, though? Landing pages can create real benefits for your business, like:
- Lead generation: the number of landing pages you build is key. Increasing your site from 10 to 15 landing pages can increase the number of leads you get by 55%. Having 30 or more pages can give you seven times the leads as having fewer than 10 landing pages.
- Conversion rates: while the average conversion rates for landing pages in all industries is 2.35%, you can improve conversions by 300% by correctly targeting and testing your landing pages. Multiple offers, however, can decrease those conversions by 266%, so build simple pages.
- Return on investment: The right marketing tools are crucial to an effective landing page campaign. Using a conversion rate optimization tool can yield an average increase of 223% in a company’s marketing performance.
Building effective landing pages is a critical component of every marketer’s strategy. They generate new leads, convert your audience, and improve your company’s ROI.
5 high-converting landing page examples from 2019 and 2020
A landing page is more than just a page on your website; it’s a goal-driven piece of content that lets people know why they want to work with your business. These high-converting landing page examples from 2019 and 2020 will give you fresh inspiration.
1. Keep your landing pages focused on the goal.
The last thing you want is a landing page that offers a multitude of products or services. Ultimately, this can lead to people leaving your site or the landing page very quickly. Your landing page needs to contain only relevant information about the product or content.
Takeaway: Nomadik uses a landing page that points to the different subscription options for its monthly outdoor box. They show prices for each subscription length and include CTA buttons to get people to the right place.
2. Use intriguing graphics to highlight the nature of your page.
A compelling landing page doesn’t just have content and a form to collect information. You need to create a page that intrigues your audience. Graphics are one way you can catch your reader’s eye and engage them with your content.
Source: Garage Grown Gear
Takeaway: Garage Grown Gear (GGG) includes an image of a hiker on a mountain to inspire their audience to enter a giveaway. Images are a great way to capture feelings. GGG also has an email signup form on their sidebar to encourage email signups.
3. Limit the amount of information on your page.
While you want to provide enough information to entice your readers, the less information you add to your landing page, the more likely you’ll see conversions. Extra text, images, and links can direct your readers to the wrong place.
Takeaway: Rover sends people to a unique landing page for their grooming services. While the page does have some basic navigation, it largely includes simple images, a couple of lines of text, and a bold green CTA that drives conversions.
4. Create a new domain for special landing page projects.
Ideally, you want to host your landing pages on your website. This is the most effective way to increase your website’s Google rankings. Certain brands and projects might warrant a different approach, however. A unique domain can be critical to measuring campaign results.
Source: Pizza Hut
Takeaway: Pizza Hut created a dedicated landing page and domain for its fundraising platform. This page has no navigation or links, and it doesn’t include a single bit of information about pizza. It’s a simple page with limited information and a CTA.
5. Add long-form content to your page to increase the length of site visits.
The more written content you have on a landing page, the greater your chances of keeping people on your site longer. Ultimately, this can boost your conversion rates. You don’t want to write a novel, but use your landing pages to convey critical advice and insight.
Takeaway: Pokémon uses a landing page to host an event registration. Not only do they include compelling graphics, but they also limit the links and navigation on the page. The result is a clean landing page with a specific goal.
Best practices for high-converting landing pages
Creating a landing page is relatively simple, but creating one that works takes some effort. While there are no “rules” to building landing pages, there are ways you can turn them into lead-generating machines.
Before you get started on your landing page campaign, review these best practices for building high-converting landing pages:
- Limit the number of links you use: The goal of your landing page is either to collect information or convert customers. That means you want to do everything you can to keep customers focused on your offer and CTA, so limit links and navigation.
- Include only the most relevant information: You can reduce the impact of your landing pages by adding too much information. Try to keep your offers and information to a minimum, so people won’t lose their attention.
- Use pop-ups and forms to gather data: There are a couple of ways to gather data from potential customers. Pop-ups are an effective way to gather email addresses and contact names, but a lead generation form might be more appropriate to collect additional information.
These best practices for high-converting landing pages will help you create a marketing strategy that complements what you’re already doing.
Every marketer wants to boost their conversions, but only the most effective marketers know how to use landing pages to generate leads and new customers. To create the highest-converting landing pages, remember these key takeaways:
- Landing pages are goal-driven pages on your website that operate a little bit differently than other pages on your site.
- Your landing pages are the best place to create leads from evergreen content like eBooks and event registrations.
- There are no limits to the ways you can use landing pages, as long as you follow the best practices when building them.
With a little bit of research and a deep dive into your marketing goals, you can put together a high-converting landing page and a campaign that boosts its performance.
Looking for a platform to help you share your landing pages? Campaign Monitor has powerful tools that’ll help you effectively market the pages on your website.
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