Imagine your product is tested and ready to ship, you’re all set to start curating leads and sign-ups for your service, and your course videos are prepped and set to empower audiences. One thing is missing: the platform you can use to promote your product, service, or course.

Google wisdom dictates you need to create a website.

And it won’t be wrong—the only problem is: creating a website involves a lot of moving parts. You need a designer, a back-end and front-end developer, a conversion copywriter, and a hosting service. This means you must have a substantial budget and a large chunk of time to get everything live.

Don’t have the time and resources to get all that done? Create a landing page instead.

What is a landing page?

A landing page is a standalone page focused on one goal, it is disconnected from a website’s navigation, which means you can create it even if you don’t have a website.

Landing pages are created to convince visitors to act—to sign up for a free trial, buy a product, subscribe to a newsletter, or purchase a course.

Unlike a website, a landing page is a single webpage. You don’t need to create a bunch of sub-pages (About Us, FAQs, Services, Contact)—all you need is one page with optimized elements to complete your conversion goal.

How is a landing page different from a website?

While homepages showcase multiple offers and are created for a browsing experience, a landing page is created for a singular conversion goal. You can also differentiate the pages based on the following characteristics:

Let’s look at Blendjet’s website homepage vs. their landing page for a visual comparison.

The first thing you see when you land on the homepage is the header, which leads you to different pages on the website. The page is lengthy, with all of the portable blender options listed. It also has a substantial footer with links to other products, user guides, etc.

On the other hand, the landing page is short and focuses on what makes Blendjet a good choice for customers. The user-generated content, FAQs, customer testimonials, and comparison chart are all featured on the one-pager. The landing page isn’t cluttered and is distraction-free.

The elements that go on your landing page and the order you put them in are what differentiates it from any other page on your website.

How to optimize your landing page elements

Copy

Copy makes up most of your page, from the headline down to the competitor comparison chart, this element needs to create a narrative about why your visitors need what you’re offering to alleviate their pain and live more seamlessly.

Headline and subhead

The headline is arguably the most essential part of your landing page, as it’s the element they see first. Make sure your headlines feature your unique value proposition and highlight the benefits visitors will get with your product/service.

The sub-headline expands what the headline says and gives more insight into why visitors need to click the CTA button.

Divi’s headline asks a question that the sub-headline answers with product details.

User benefits and product features

User benefits talk about your product/service’s value from the customers’ point of view. They showcase why they should buy the product or sign up for the service.

Pet Honesty’s landing page lists all the benefits the soft chews have on your dog’s immune system and gut.

Product features list what makes the product or service special. Chamberlain Coffee’s features are presented on the page succinctly with relevant icons to reel the visitor in:

Competitor comparison chart

The competitor comparison chart helps showcase with copy and visuals why you are better than others in the space.

The comparison between Masa Chips and other healthy and unhealthy chips makes it clear why visitors should choose the snack.

CTA button copy

There are two primary jobs your CTA button copy must do: clearly state what visitors will get when they click the button and make the copy relevant to the page offer.

NGYYEN’s CTA copy lets visitors know that they can save up to 30% on their order if they bundle up—it’s clear and relevant.

Credibility elements (customer testimonials, UGC videos)

Customer testimonials help kick in social proof and show visitors why customers decided to choose the service.

Magic Mind does this very effectively on their page:

Design (CTA button, hero image)

Design elements, like images, videos, typography, and brand colors, capture visitor attention and ultimately drive conversions.

Hero section

Your hero section should give visitors a complete picture of what to expect from the rest of the page. It should include an image or video that conveys the essence of the offer. Magic Mind’s hero section does everything right.

Easy-to-read typography

Choose font styles and sizes that enhance readability and maintain a consistent brand identity. Lomi’s font and style vary in the hero section, but they maintain their readability.

Big CTA

A prominent, attention-grabbing call-to-action button helps attract visitor attention. Chomps’ CTA button does an excellent job of standing out.

Whitespace

Remove unnecessary clutter and distractions to focus on the offer and the call to action. Add elements that make sense for your offer and don’t weigh your page down.

The Why Chomps section on the landing page says a lot in an aesthetically pleasing and clutter-free way.

Fast load times

If your landing pages are slow, it doesn’t matter how compelling your offer is or how well-designed your pages are. If a user bounces because a page takes too long to load, they don’t convert. It’s important to optimize images and code to minimize load times and prevent visitors from bouncing.

Form

The form is where visitors enter their personal details and are welcomed into your marketing funnel. The landing page element also has the potential for conversion friction if they aren’t optimized properly.

Only add necessary form fields

Each additional field can decrease the likelihood of form completion. Start with basics like name and email address, and only add more fields if they are critical for your conversion process.

Use inline validation

Give immediate feedback if a user enters invalid information. For example, highlight the field in red and provide a clear error message. Consider also using positive reinforcement for correctly filled fields, such as a check mark next to the field.

Reduce friction

When asking for sensitive information (like a phone number), explain why it’s necessary. This can be done with a tooltip or a small text blurb near the field. Include trust signals like security badges or testimonials near the form to reassure users their data is safe.

Leverage autofill

Enable autofill to speed up the form completion process. This is especially helpful for returning visitors or users filling out forms on mobile devices.

Privacy policy

Include a link to your privacy policy or a brief note on how you handle data privacy to build trust with your users. Togl includes links to their privacy policy and Terms of Service next to the form.

Why you need a landing page software

With the right landing page software, you can create a landing page with optimized elements in minutes. You don’t need to hire a designer, a developer, or a hosting service, just choose the perfect landing page platform.

Instapage is the only platform that lets you power your campaigns and turn more ad clicks into customers with all the intuitive experimentation, optimization, reporting, and growth tools you need—all in one place.

With Instapage’s intuitive drag-and-drop page builder with diverse design features, over 5,000 fonts, and 33 million images, anyone can easily create professional-looking, top-performing landing pages without technical or design skills.

When you create a landing page with Instapge, you reduce bounce rates and increase engagement with lightning-fast landing pages. Our Thor Render Engine™, back-end technology delivers 3x faster-loading landing pages so you won’t lose a single lead.

How to create a landing page: Step-by-step process using Instapage’s landing page builder

Instapage makes the process of creating a landing page, even if you don’t have a website, super simple.

1. Sign up for an Instapage account
2. In your Dashboard, click Create Page > Select the page type.

3. Hit the blank type option to set up your page from the ground up or choose from hundreds of templates if you need a place to start.

4. Give a name to your page > hit Edit Design and customize the design and elements using a website builder. Add catchy graphics and text.

5. Design and add different forms for your objectives. Set up lead notifications, routing, and post-submission confirmations.

6. Set up and run A/B testing to identify the most effective design and win more leads. Improve page performance fast with an AI-powered experimentation tool. It tracks your ongoing experiments and directs traffic to top-performing page variations, no matter how many versions you have. Achieve faster optimization insights without sacrificing the quality of your results.

7. Preview the landing page for final checks. Publish it to your desired domain or platform for user access.

You can also watch this video to get started:

Excited to get started on your landing page and gather those leads, product orders, and signups? Sign up for an Instapage 14-day Free Trial today.

Once you’ve optimized landing pages, message-matched them with your ads, and set up your conversion funnel, the exciting part starts: watching traffic roll in and seeing advertising conversions. And if you want this process to work like clockwork, you need to regularly audit your landing pages.

Without understanding how your page is doing, you won’t be able to optimize landing pages for best results, so learning how to audit your pages properly is a critical component of your strategy.

Let’s look at how you should audit your landing page performance and what metrics you need to consider.

How to calculate landing page conversion rate

The main goal of landing pages is to convert your target audience into customers, so it makes sense that conversion rates will be a key metric to track when you are auditing your page.

So, what is conversion rate?

A conversion rate represents the percentage of visitors to landing pages who complete a desired action, such as filling out a form, making a purchase, requesting a demo, clicking a call-to-action button, and so on.

To calculate your landing page conversion rate, you would use the following formula:

Conversion Rate (CVR) = (Total Conversions ÷ Total Visitors) x 100

For example, if 10,000 visitors came to your landing page and 500 of them completed and submitted a form, then your CVR would be 5%.

And this might prompt you to think, “Is that a good conversion rate? What should my conversion rate be?” The answer to that is not quite black and white.

First and foremost, any improvement in CVR is a win. If you started with a 2% CVR and landing page optimization led to a 5% CVR, then that’s a great example of a successful CVR.

However, you may need to figure out how you stack up against the competition.

Recent data shows that Google Ads see an average conversion rate of 4.45%, while Facebook Ads see a conversion rate of 7.44% on average across 11 industries.

How to measure landing page success: 6 additional landing page metrics to track

When auditing the performance of your landing pages, conversion rates are a key metric, but there are several other metrics that you should consider while you’re auditing. Below are six landing page metrics that are important to track.

1. Bounce rate

Marketers who track website visits are familiar with bounce rates, which refers to the percentage of your target audience who leave your website without taking action. When website visitors leave (bounce from) your site, they don’t convert, so keeping them on your page can help increase your conversion rate.

You are likely using your landing page for a specific conversion goal, so you’ll want to optimize your page to ensure that fewer people are bouncing and more people are taking the desired action.

Typically, bounce rate is calculated by analyzing the number of sessions involving only one of your pages. That formula looks like this:

Bounce rate = (Total number of single-session visits ÷ Total number of website visits) x 100

To get more specific about your landing page, you can divide the total number of non-converting sessions (sessions that do not lead to a second page) by the total number of landing page visits.

Landing page bounce rate = (Total number of non-converting sessions ÷ Total number of landing page visits) x 100

So, if 10,000 people visit your landing page and 9,000 of them leave your page without taking any action, your bounce rate will be 90%.

According to recent data, landing pages see an average bounce rate of 70-90%.

2. Pageviews

The pageviews metric measures how many pages are viewed and/or loaded in a session and includes repeated views of a page. Marketers analyze this metric in any audit, but it is best used alongside other metrics that paint a larger picture of your landing page’s story.

The reason pageviews shouldn’t be a standalone metric is because anytime a user lands on a page and refreshes that page, each instance is counted as a pageview.

Many marketers use tools like Google Analytics to easily and quickly track pageviews. When analyzing this metric for your landing page, it’s helpful to also track the number of unique visitors so you can understand how many of your pageviews are credited to new traffic.

3. Sessions by source

Most marketing campaigns involve several touchpoints – you may be running paid social media ads, YouTube videos, display ads, a blog post, and email marketing that all point back to your landing page.

Understanding the source of your leads goes a long way in improving landing page performance. For example, suppose you know that most of your leads are coming by way of social media ads but almost none are coming as a result of your emails. In that case, you can optimize by increasing social media ad spend and pumping the breaks on future emails.

Track sessions by source to get these insights. This tells you where your landing page traffic is coming from and can easily be found in Google Analytics.

Knowing what is and isn’t working is critical in increasing landing page conversions.

4. Cost per conversion

Generating leads is only part of the story when it comes to landing page best practices and conversion rate optimization. It is also important to understand how much each conversion is costing you.

Cost Per Conversion (CPC) measures how much it costs to convert a lead into a customer. To measure this, you take the total cost of your marketing campaign and the total number of conversions resulting from that campaign. The formula looks like this:

Cost Per Conversion (CPC) = Total cost of marketing campaign ÷ Total number of conversions

For example, if your marketing campaign for your landing page cost you $5,000 and you were able to convert 500 new customers, then your CPC is $10.

You want to keep an eye on your CPC because if it is getting too expensive to convert a customer, then you will need to adjust your strategies. Likewise, if your CPC goes up over time, then you’ll want to figure out how to lower the cost back down.

5. Form abandonment

Your landing page elements likely include a form that ideally will be completed by visitors. If you want to know if your landing page form is doing its job of collecting lead information, then form abandonment is an important metric to keep an eye on.

Form abandonment refers to a user interacting with a form – they clicked on it, or filled it out – but did not complete the form all the way. As the name implies, this metric tracks people who abandoned your form.

Note that this is not the same as bounce rate, where visitors leave your landing page without completing an action. In this case, visitors have begun to complete the form but have not finished it.

If your form abandonment rate is high, it’s important to look into why.

Do you have slow loading pages? Do you have longer landing pages that require a lot of scrolling? Do you have unnecessary elements that are getting in the way of form completion? Are your landing page message and call-to-action clear and obvious? Do you ask too much in your form or don’t link to your privacy policy to assure visitors that their information is safe?

Understanding user behavior is crucial, and too many form drop-offs may indicate that your landing page form needs optimization.

6. Return vs. New visitors

To further understand user behavior and build good landing page optimization practices, looking at your number of return visitors versus new visitors is a good idea.

Returning visitors are users who have been to your website before, while new visitors are those who are landing on your site for the first time.

If you have a high volume of visitors returning to your landing page, that’s not necessarily bad. Something captivated their attention and caused them to return, but why didn’t they convert the first time?

What is the landing page experience like for them? Digging into these insights can help you adjust your messaging, your page load speed, and how you convey your value proposition so that you might achieve conversions more quickly and more often.

When looking at your new visitors, if the number of new visitors per week is low or declining, you will need to look at your entire marketing campaign.

• What is performing, and what needs to be improved?
• How can you get more potential customers over to your landing page?
• Is your landing page search engine optimized?
• Have you considered mobile optimization?
• Do you need to dial up or dial down any ad spend?

Understanding who is visiting and who is not visiting your landing page can help you optimize your landing page elements and bring the right ratio of return visitors to new visitors.

How to use GA4’s Performance Max Campaign to analyze your landing page

Using the right tools to understand your customer journey can go a long way in delivering the insights you need to optimize your landing pages.

Many marketers choose to use Google Analytics because it is user-friendly and covers a lot of ground. Google Analytics 4 (GA4) gives marketers more access to in-depth reports and analysis capabilities, including user engagement metrics such as time spent on the page, bounce rate, conversion rate, and more.

Performance Max is a campaign type in GA4. It is a goal-based campaign that allows marketers to access all of their Google Ads inventory in one single campaign. It is designed to deliver more conversions across Google’s channels, such as YouTube, Display, Search, and more.

Performance Max uses Google AI to help you meet your specific ad goals. For example, if you have a specific CPC goal, Google AI will bid and optimize your budget, audience, creatives, attribution, and more to help you achieve your goal.

A Performance Max campaign may be a great choice if you want to find more conversions and get deep insights as you perform your landing page audit.

To set up and get the most out of a Performance Max campaign, you will need to use conversion tracking and up-to-date remarketing lists.

In GA4, Performance Max campaigns can be tied to sales, leads, traffic, and store visit objectives. You can also create a campaign without a goal’s guidance.

One of the more commonly used Performance Max campaigns is to drive online sales or generate leads, which likely aligns with the goals of your landing page.

GA4 allows you to set the parameters of your campaign, including your bidding preferences, bidding strategy, target location, campaign language, and more. GA4 will even automatically generate creative assets for your campaign.

If you are using a Performance Max campaign for your landing page, you will benefit from creating custom reports that focus on landing page performance. These reports will be critical in auditing and optimizing your landing page for best results.

Because Performance Max is simply a type of campaign within GA4, you will follow the same process for accessing your custom reports as you do with other Google Analytics campaign types.

Access reports by signing in to Google Analytics, clicking Campaigns, and then Insights & reports.

Learn more about Performance Max campaigns by watching Google’s video:

How to analyze landing page data and reports in the Instapage dashboard

Instapage is a powerful landing page platform designed to maximize your advertising conversions. When using Instapage, marketers have access to landing page data such as traffic, traffic source, conversion rates, and more.

The landing page platform also allows you to run heat maps on your landing page to understand where your landing page’s most valuable real estate is and how visitors interact with it.

Watch this video to learn how understanding your heat maps can help you increase landing page conversions:

Take it one step further by A/B testing your pages to see which messages, designs, form placements, and more work best.

The insights gained from Instapage’s visual data reports can be immensely valuable when auditing your landing page and making adjustments to maximize performance.

To access the analytics dashboard from your dashboard’s Landing Pages tab, click on the three dots and select ‘Analytics’.

Here, you can see performance metrics for desktop and mobile users. You can also apply filters, see results for a custom date range, and connect your Google Ads account.

A performance graph gives you a snapshot of your visitors, conversions, and bounce rate over a given period of time, so you can quickly analyze whether your landing page is on the right track. You can even download your report in .txt, .csv, or .xlsx format.

If you’re using Google Analytics and want advanced metrics, you can customize and add scripts to your landing page using Instapage.

You can also use custom codes to track conversions triggered by button clicks, form submissions, and thank you page clicks, and attribute conversions to A/B test variations. Learn more about custom codes here.

Improving landing page performance

Page speed, landing page design, landing page content, and messaging are all important for a successful landing page. However, knowing how to properly audit your landing page and use the right metrics to dig into performance can help you optimize conversions and get the best results from your campaign.

Instapage not only helps you build beautiful, powerful landing pages but also gives you the tools to analyze your pages’ performance and experiment with ways to improve them.

Working as a marketer in the current climate requires being agile, adaptable, and analytical. Instapage makes it easy for you to succeed in marketing and create landing pages that bring real results to your business. Get started with a 14-day free trial and watch the conversions roll in.

Many marketers may not know this, but Google judges every landing page you create and connect to a PPC ad—search and display. The search engine giant assesses the quality of your landing pages based on visitors’ on-page experience.

It works like this: when a user clicks through to your landing page from a PPC ad Google ranks and rewards you based on what the user sees and experiences once they’re on the page.

The rank your page is awarded is pre-determined by a handful of page attributes based on how the user interacts with the page If the search engine concludes that your landing page experience wasn’t satisfactory, it’ll be less likely to show your ads, leading to fewer ad clicks and ultimately lower conversions.

In other words, landing page experience is one of the key factors impacting your Google Ads Quality Score, which, in turn, affects your required bid for an ad and your overall business growth.

So, how do you ensure your landing page gives users a positive experience and results in conversions? It’s all about understanding and improving your Quality Score and becoming more resourceful with your ad budget.

Let’s find out more, starting with PPC ads and landing pages.

Why should you connect PPC ads to landing pages?

Although you can connect your PPC ads to your homepage, this move, however, won’t help you with conversions or delivering a good landing page experience, because unlike landing pages, homepages are created for browsing experience.

When your ads lead visitors to relevant landing pages you increase the likelihood of getting conversions and here’s why:

• A focused experience increases the chance of conversions. When potential customers click on your PPC ad, they show interest in the product or service you promote. Directing them to a dedicated landing page instead of your busy homepage makes more sense simply because you will provide your prospects with a focused experience that matches the promise made in the ad.

  Whether it’s to gather contact details, sell a product, or sign up for a webinar, high-converting landing pages are designed specifically to guide visitors toward the call to action without any unnecessary distractions.

• Gather in-depth analytics from best-performing ads and pages. With landing pages, you can be more efficient with tracking and data collection. Using analytics, you can identify which ads bring in the most traffic, which landing pages are top performers, and where your conversions happen. Based on this data, you can optimize both halves of your conversion funnel for better performance.
• Ad and landing page message match improves ad spend and results in better ad positions. Google assesses the relevance of your landing page based on the keywords you bid on and the ad copy you use. Matching the content of an ad to the content of a landing page reinforces your message in the minds of your prospects so that they know it’s relevant. This leads to a higher Quality Score, which, in turn, results in a lower cost per click and better ad placement.

The example below demonstrates a message match between an ad and a homepage, both promoting Bright Data, a service for retail data collection:

What’s a good landing page experience (according to Google)?

A good landing page experience is a critical factor not just for your visitors but also for your Google rankings. According to Google, a good landing page experience comprises a number of factors, such as usefulness and relevance of the landing page content, great UI,easy-to-use navigation, number of links, and matching user expectations once they land on the page after clicking an ad.

Let’s take a look at each of these factors individually:

• Usefulness and relevance of the landing page content. When visitors arrive at your page after they’ve clicked the ad, they should find exactly what was promised—whether that’s a product, service, or a discount offer. The relevancy of the ad and the landing page ensures that your page meets the specific needs of your users and directly answers their search query, leading to a satisfactory experience.
• Navigational simplicity. A good landing page should be easy to navigate, meaning the user doesn’t have to click multiple links to find what they need. Google favors pages with intuitive navigation and a user-friendly layout, allowing users to complete intended actions with minimal friction. Google guidelines recommend refraining from using layouts that hide key elements of the page. For instance, if you’re using pop-ups or download banners, make sure they don’t cover important information for your customers.
• Number of links. The optimal number of links on the landing page is often up for debate. Links can be valuable when it comes to providing additional information. However, too many links on your landing page can potentially distract prospects from the desired action you need them to take while on the page. The best way to approach this is to limit the number of departure points (external links) from your landing page—a good practice is to remove header and footer links to avoid unnecessary distractions. Including just strategic links like your privacy policy contributes to a positive landing page experience.
• Matching user expectations. The expectations users have based on your ad creative should match the content of a landing page. For instance, if your ad copy promises to provide you with gut-friendly, healthy, and tasty coffee, your landing page should match this promise by offering a choice of high-quality coffee and a brand story to spotlight why it’s different from other coffee brands. Meeting or exceeding users’ expectations confirms that they’ve made the right choice, reduces bounce rates, and improves your Google Ads Quality Score.

Why does landing page experience matter?

A good landing page experience is critical to a high Google Ads Quality Score because it reflects the page’s ability to deliver what the ad promises, thereby showing relevance to the user’s search intent.

When users click an ad and arrive at a landing page that is easy to navigate, provides the expected information, and facilitates a smooth path to conversion, Google interprets this as a strong user experience.

This positive experience can lead to longer visit durations, lower bounce rates, and higher conversion rates, signaling to Google that your landing page provides value to visitors.

To put it simply, Quality Score is Google’s way of rating the quality and relevance of both your keywords and PPC ads. Think of it as Google’s confidence check to ensure that you’re providing valuable content to users. This score influences not just how your ad ranks but also how much you pay per click.

Let’s break down the factors that determine Quality Scores and why they matter:

• Ad relevance. Google wants to ensure that your ads and keywords match what users are actually searching for. Relevance is crucial because it guarantees that your ad is serving up the answers to the queries users are asking.
• User experience.This factor focuses on the design and usability of your landing page. Ideally, your landing page should be a welcoming place for users, easy to navigate, and provide relevant and original content, matching exactly what was promised in the ad. It should be straightforward because a happy user is more likely to convert, and Google takes note of that.
• Expected Click-Through Rate (CTR). This predicts how likely it is that your ad will be clicked when shown. Google uses your past CTR performance as an indicator of how enticing your ad is to search users. If they’re clicking often, it’s a good sign your ad is appealing and relevant to what they want to find.

By refining each of these factors—you make sure your ads and keywords are relevant, offer a satisfying user experience on your landing page, and are optimized for a high CTR—you’re increasing your chances of creating successful campaigns that appeal to both Google and your intended audience.

Plus, a better Quality Score can also lead to lower costs and better ad positions, enabling you to reach more people without stretching your budget. It’s about being smart with your ads and creating the best possible journey for those who click them.

The attributes that make a good landing page experience

One-on-one message match

The match-up between your ad’s message and your landing page content signals to your website visitors that they’re in the right place and that you’re sticking to your word
Wall Street Journal ads and landing page have a matching message advertising an advantageous weekly subscription price for this news outlet.

Clear and compelling headline

Using clear and compelling headlines can intrigue first-time website visitors to look into the products and services you’re offering.

Mini Cooper, a luxury car brand, uses a catchy headline in the hero section to advertise its first all-electric MINI Aceman. The wordplay in the sentence reflects the flamboyant vibe of the new car model and makes you want to click to learn more.

A visually appealing and relevant hero image

The latest Adidas campaign dedicated to Mothers Day shows a diverse female group dressed in Adidas, helping the user visualize what it would look like to treat their mother to a gift she’ll love.

Persuasive copy

Your landing page copy can be the decisive factor between a user bouncing or them converting on the page. For instance, Dropbox Backup appeals to human emotions with its prominent tagline, implying the work-life balance as its unique selling point. The copy supports this emotional statement with an explanation highlighting the practical side of the offer.

Product features and benefits

Showcasing the features and benefits increases the odds of your potential customers visualizing their lives being improved by your product and clicking the CTA button. .

The airSlate page groups the platform’s product features into easy to navigate tabs so visitors get to know the tool’s capabilities and what they’ll get once they sign up.

Strong call-to-action

Craft an engaging call-to-action (CTA) that guides visitors precisely on what you want them to do next. Choose words that inspire action and instill urgency to encourage visitors to take the next step.

FluffCo’s CTA button copy reiterates the 20% discount and urges people to shop now and save money.

Mobile responsiveness

Since the lion’s share of traffic comes from mobile devices, a landing page must be mobile-friendly and have fast loading times.

Using AMP and Google PageSpeed Insights, you can optimize your pages to load faster and deliver a better landing page experience, allowing them to get higher Google rankings.

For instance, the Good American page is fully mobile-responsive, which allows the hero section video to render perfectly on any screen or device.

Social proof and trust signals

You might be a stellar marketer, but people tend to trust real people more when it comes to what your product can do. That’s why user-generated content is getting so much traction these days.

Trust signals, such as customer testimonials, reviews, and quotes that come from individuals or businesses who love your product or service can become a game-changer.

ClickUp, a business productivity tool, uses customer stories and quotes to prove its value.

A/B testing and optimization

A/B testing and optimization can help you significantly improve your landing page experience. By experimenting with two versions of a page, you get to see which elements—headlines, images, or CTAs—resonate best with your audience.

As you optimize through testing, you’re fine-tuning your landing page based on real feedback from visitor interactions. Crafting a tailor-made experience will make people more likely to stick around, engage, and eventually convert.

Monday.com ran an A/B test on their homepage to learn if changing the shape of specific elements on the page from circle to square will drive more people to click on the tags. Eventually, version 1 one won, proving that users preferred more square forms.

How to find your Google landing page experience score

1. Sign in to your Google Ads account.

2. From the page menu on the left, click Campaigns -> Audiences, keywords, and content -> Search keywords.

3. Click the Columns icon above the table.

4. Click Quality Score to expand the section. To see the current Quality Score and its component statuses, select the checkboxes next to the metrics you want.

5. Quality scores for previous reporting periods are labeled “(hist)”. You can see the change in daily scores by segmenting your table by day.

6. Click Apply. You’ll now see these columns in the statistics table.

Create stellar landing page experiences with Instapage

Landing page experience is a critical factor influencing your Google Ads Quality Score, affecting your ad performance and cost. If Google concludes that your landing page experience is poor, it’ll be less likely to show your ads, leading to fewer conversions.

Using Instapage helps enhance your landing page experience, resulting in more effective ad campaigns and better ROAS. Instapage facilitates more targeted ad campaigns by helping you optimize landing pages based on data-backed insights, conduct in-app A/B testing, and gain insights from on-page behavior analytics.

Instapage AdMap® allows you to connect your Google Ads search campaigns with their dedicated landing pages. Using AdMap®, you can not only visualize your campaign structure and landing page connections, but also manage those connections directly in Instapage.

AdMap® ensures that you deliver one specific experience for each ad that you have active, in order to take each target audience of your campaign through a fully personalized funnel. Click to learn more about how to use Instapage AdMap®.

1. Access AdMap® from your Instapage dashboard on the left-hand side menu.

2. Click Connect Ad Account or from the Integrations page to connect your Google Ads account to your Instapage workspace.

3. Once finished, your Google Ads campaigns will be automatically imported into AdMap and you’ll be able to access each individual ad by clicking on them to open Ad Groups. You’ll be able to see the number of clicks and the cost on all three levels (ad, ad group, and ad campaign) for the last 30 days as a default.

4. To connect an experience to a specific ad, select it and then click the Add Experience button on the right.

After that, choose a group, page, and the experience matching your ad.

You can also choose to create a new page or a new experience for an existing page.

5. When confirmed, you will create a draft connection which is not pushed to Google yet. After making the changes you want in terms of connecting ads to experiences, you can push the changes to Google Ads by clicking the Review & Push button in the top right corner. This will open a confirmation modal showing you which experiences can be pushed and which experiences need to be published first. You cannot push unpublished experiences as they do not have a URL yet.

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When marketers sit down to create an effective marketing strategy, many of them take cues from industry leaders. We can do the same with landing page examples.

The action-oriented, standalone web pages are being used by businesses of all sizes to move people through every stage of the buyer’s journey. Before we delve into the 110 landing page examples, let’s first see what makes a landing page effective.

An effective landing page is a page that succeeds in converting visitors. High-converting landing pages use a combination of optimized and personalized elements, such as a benefit-driven headline, value proposition-focused copy, relevant media, social proof, and a conversion-worthy CTA offer to persuade visitors to opt-in. An ineffective landing page is a page that does the opposite. Remember, there is a significant difference between a homepage and a landing page.

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Below you’ll find 100 examples of some of the best and worst landing pages on the internet, complete with full critiques. Sift through them to learn what to do and what not to do to create a highly effective landing page of your own.

(The landing page examples below were displayed as shown at one point in time. Some landing page examples have since changed but the critiques are still valid. Keep in mind, for shorter pages, we’ve shown the entire page. For longer pages, we only displayed above the fold.)

110 landing page examples

1. Casper

What they did well:

• The headline tells visitors why they should buy a Casper mattress.
• The imagery has a very homey, family feel which is perfect for the brand.
• The testimonials by influential brands such as Time & Good Housekeeping provide social proof for the offer.
• Bullet point copy makes it easy to read and lists the reasons why Casper is the smart choice for the visitor.
• The customer testimonials from regular people reassure the user that other people like them have also enjoyed sleeping on a Casper mattress.
• The 100-night risk-free offer adds credibility to the page.
• The pricing chart helps the visitor decide whether they should click the CTA button.
• The “Shop Now” CTA button contrasts with the background image and tells the visitor what to expect when they click it.
• The phone number option gives a chance to visitors to get all their questions answered.

What to A/B test:

• The secondary CTA button “Find a store near you” is great for visitors who aren’t ready to buy the mattress online without testing it out in person. However, having competing CTA buttons on the page means there are multiple goals. Not focusing attention on either one could limit conversions.
• Listing competing brands could backfire on Casper because even though they are listed as the least expensive option, consumers will likely research every other brand on the page, even if they were not aware of the other brands before seeing them listed here.
• With a rather long page, using anchor tags or visual cues could persuade visitors to pay attention to specific elements on the page (e.g. customer testimonials).

2. Merrill Edge

What they did well:

• The headline is clear because it explains why the visitor should do stock trading with Merrill Edge because it only costs $6.95 fee per online and ETF trade.
• The updated stock market summary image gives the visitor a recap of the market when they land on the page.
• The benefits are listed with iconography which helps the visitor read them quickly and understand the benefits of the offer.
• The account process is explained so the visitor knows what to do after they click the CTA button.
• The red CTA button color stands out on the page so you know exactly where to go to “Get Started” with Merrill Edge.

What to A/B test:

• The navigation links at the bottom of the page give the user an easy way to exit the page before clicking the CTA button.
• The “Get Started” CTA button copy could be improved because it is too generic. “Start Trading Now” provides more urgency and may encourage more conversions
• The verbosity of the page could be too much for the visitor to digest.

3. Magento

What they did well:

• The 1-field lead capture form is appropriate for a free report and likely generates a lot of conversions because visitors don’t have to give up too much personal information.
• The CTA button copy is relevant to the offer and the red button color contrasts with the page.
• Customer badges from Coca-Cola and Canon add social proof to the page.
• The Gartner quote gives the visitor a sneak peek of what the report will entail.
• The Magento by numbers section gives the user a quick snapshot of the company.
• Attractive iconography coupled with supporting copy details how the Magento platform works.

What to A/B test:

• The headline is unique but isn’t very persuasive. The supporting headline gives more details but it still speaks about Magento. Had it focused more on the visitor, it might generate more conversions.
• The featured image is a little confusing. How does a cityscape transposed onto a man’s body encourage people to download the report?
• The gray CTA button at the top right goes unnoticed because it doesn’t contrast with the gray background.
• Social media buttons near the bottom give people too many ways to leave the page without downloading the report first.

4. Quip

What they did well:

• The headline is clear and to the point because it states Quip’s UVP.
• The “Get Quip” CTA button copy is direct and lets people know that they will ‘Get Quip’ once they click it.
• The image of the different-sized brushes shows the visitor that Quip has a brush that’s perfect for their mouth.
• The big brand reviews by GQ, Time, and American Dental Association add credibility to the offer.
• Quip’s benefits are mentioned in separate page sections with relevant images that add a nice visual appeal to the page while explaining each benefit.
• The pricing section allows people to choose which Quip model to purchase.
• The FAQ section answers the most common inquiries Quip receives so the visitor can make an easier decision.

What to A/B test:

• The navigation links in the page header give the user a way to leave the page very quickly. What is the goal of this page: for people to navigate around, or to generate new customers?
• The 4.96 rating is impressive, but without mentioning where the reviews are hosted, prospects may question if the reviews are real and where they can read them.
• The blog links on the page don’t make a lot of sense because they take the visitor away from the offer.
• The light green CTA buttons don’t contrast with the page as much as they could. By designing them the same color as the blog images at the bottom, they may not receive as many clicks.

5. Glen Park

What they did well:

• The services are explained with bullet points which makes it easier for the user to review them and decide whether Glen Park is the best option for the visitor.
• The accreditations add credibility to the brand.
• The floor plan images help the visitor get a better visual feel for the facility.

What to A/B test:

• The headline is pretty bland and doesn’t convey the USP of the Glen Park facility. Instead, the headline could use an emotional narrative that would speak to the visitor’s emotional side.
• The CTA button copy seems to be misaligned, making the button look odd.
• The first schedule a tour section comes a bit too early on the page. The visitor has not had a chance to review the accreditations, services, social activities, types of care offered, or floor plans yet further down the page.
• The form requests too much information just to download a brochure.

6. Capella University

What they did well:

• The headline will resonate with the visitor since it addresses a problem that most college students experience.
• The background image is very relevant to the headline.
• The bullet points list why the visitor should enroll in Capella University.
• The form headline and the CTA button copy maintain message-match.
• The accreditation section ensures the visitor that the university is a recognized facility for higher education.

What to A/B test:

• The navigation links in the page header and footer give visitors a way to exit the page.
• The empty space to the left of the form makes the page seem unbalanced. In addition, letting elements breathe more between the form and copy lets people scan the page and understand each section better.

7. Guideline

What they did well:

• The headline highlights the service’s UVP.
• The form is short and doesn’t ask for unnecessary information.
• The primary and secondary CTA button both have clear copy.
• Ample white space throughout the page makes the page aesthetically pleasing and likely won’t create anxiety for prospects.
• Bullet point benefits make it easier for the visitor to take in all the information and understand the Guideline 401K program.
• Social proof from The New York Times, CNBC, Forbes, and others add credibility to the page.

What to A/B test:

• The headline can be more descriptive. Even though it highlights the UVP, adding more detail would make the headline more convincing.
• Adding customer testimonials would help visitors make their decision, as they would allow the visitor to see how others have benefitted from Guideline.

8. Munchery

What they did well:

• The headline explains the services: fresh food delivered to you without you leaving the house.
• The background image is mouthwatering and relevant to the offer.
• Nearly 900 Trustpilot customer reviews help the visitor decide whether they should order from Munchery.
• The customer favorites section gives visitors a peek of what kind of meals they can expect from Munchery.
• The $20 off badge encourages visitors to take action and order food.
• The multi-step form helps visitors complete the sign-up process.

What to A/B test:

• The $20 off coupon could get more attention in the headline this way the visitor is likely to notice it as soon as they arrive on the page. Of course, this could also encourage more new users to try Munchery.

9. Cruise Zap

What they did well:

• The price strike-through in the headline reinforces the idea that the offer is available for a significant discount.
• The yellow CTA button jumps off the page and encourages visitors to start securing their cruise reservations now.
• The CTA button copy addresses the visitor in the second-person tone of voice and is relevant to the offer.
• The “As Seen In” section features notable brands such as NBC, CBS News, and FOX which reassures the visitor that Cruise Zap is a legitimate brand.
• The video testimonials are convincing because they feature real people who took advantage of the special offer. Plus, they are very short so visitors don’t have to sit through long videos to hear the customer stories.
• The FAQ section helps the visitor decide whether they want to invest in Cruise Zap.

What to A/B test:

• The headline could include an attraction of the cruise to make it more persuasive.
• The images look like bad stock photos and pretty boring for cruise pictures.
• More white space from top to bottom could help people navigate the page more efficiently.

10. dataxu

What they did well:

• The headline explains what dataxu does.
• The customer badges show prospects some of the big-name brands who have already benefited from dataxu.
• The 2-minute video is short and lets people know how long the content is before they hit play. Once clicked, the video shows visitors how customers can use the software.
• The security seals tell visitors it’s safe to use the software.

What to A/B test:

• The 97% fraud-free investment declaration could go against the offer, maybe the missing 3% is more important to visitors than the 97%.
• The report offer on the landing page gives visitors a way to leave the page.
• The ‘Learn More’ CTA button copy underneath the demo video could be more explicit about what happens next.
• Adding more white space would space everything out better and allow prospects to consume the page content better as they evaluate dataxu.

11. Uber

What they did well:

• The headline communicates a clear benefit.
• A short form makes converting on this page easy.

What to A/B test:

• The "Ride with Uber" link is unnecessary. All it will do is drive prospects off the page. If they wanted to ride with uber, they would’ve clicked a PPC ad that allowed them to ride with Uber.

12. Moz

What they did well:

• The headline and subheadline work together to form a strong value proposition.
• The CTA button color draws prospect's attention.
• The image gives an inside look into what using the product is actually like.
• The copy is optimized for readability in small chunks.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.
• Social proof at the bottom of the page boosts prospect trust.

What to A/B test:

• A hyperlinked logo allows prospects to escape to the homepage without converting.

13. HubSpot + Canva

What they did well:

• The “How To” headline communicates a clear benefit.
• Copy separated into chunks make for an easily digestible page.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• This long form might deter prospects on the page from converting.
• The background image is confusing considering the ebook is about graphics. What does a mountain range have to do with graphics?
• More white space could help let the page elements “breathe” more and be even more persuasive than their current placement.

14. Content Marketing Institute

What they did well:

• The headline communicates a clear benefit.
• Bulleted copy quickly communicates the benefits of the offer.
• The ability to select a webcast lets visitors choose the more appropriate content for their needs.

What to A/B test:

• This CTA button is easy to miss.
• Text blocks to the right make this page an intimidating one to read.
• The 9-field form might scare visitors off this page.
• The Twitter “share” button allows prospects to escape the page. What if your visitor shared the page, but didn’t return to the page and register themselves?

15. LinkedIn

What they did well:

• Bulleted copy quickly communicates the benefits of the offer.
• The image gives an inside look into what using the product is actually like.
• Text is separated into smaller, readable chunks.
• The “autofill with LinkedIn” button allows visitors to complete the form with a simple click instead of having to complete this lengthy form.

What to A/B test:

• “Submit” is as lazy and unremarkable as CTAs get.
• Numerous outbound links, including the LinkedIn logo and social media buttons, provide way too many options for visitors to abandon the page without converting first.
• The headline doesn’t convey a clear benefit. It also uses jargon, who exactly are “sophisticated marketers?”

16. Forrester Research

What they did well:

• CTA button color contrasts with the white background, making the button more visible to visitors.
• Image of the report is relevant to the offer, and gives visitors a sneak peek into what the report will entail. However, the image could be larger.

What to A/B test:

• The hyperlinked logo gives visitors a chance to exit the page without downloading the report.
• The form is too long for a free report landing page. Plus, all form fields are required, which adds friction to the page.
• The copy is written from the company’s perspective, using the pronoun ‘our’. The copy should be replaced with customer-centric copy describing why the report is beneficial for visitors.

17. Microsoft

What they did well:

• The copy is benefit-oriented, and separated into bite-size chunks for easy reading.
• Bullet points offer a skimmable preview of the content of the ebook.
• Text above the form lets the visitor know exactly what they need to do to convert.

What to A/B test:

• This logo, linked to the homepage, has the potential to draw users away from the page before they have a chance to click its CTA button.
• The headline, “Intelligent Security: Using Machine Learning to Help Detect Advanced Cyber Attacks,” doesn’t communicate a clear benefit. It could, though, with the words “How To” preceding it. “Intelligent Security: How To Use…”
• This CTA button color could be changed to call more attention.
• Vanishing gray labels within form fields have the potential to annoy and confuse prospects, research shows.

18. GEICO

What they did well:

• A non-hyperlinked logo won’t allow visitors to leave the page.
• An extremely short, one-field form only asks for zip code and collects more information later in the process.
• The CTA button copy is tailored to the offer.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What to A/B test:

• The headline “See how much brighter your day could get,” doesn’t convey a tangible benefit. However, we all know GEICO well enough to know their tagline “15 minutes could save you 15% or more on car insurance,” to the point that branding fills in the gaps for us.

19. PayPal

What they did well:

• The word “Free” emphasizes the no-cost nature of the offer.
• A blue CTA button pops off the page.
• Bulleted copy quickly communicates the benefits of the offer.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What to A/B test:

• The CTA “Download Now” isn’t as tailored to the offer as it could be.
• The image text isn’t readable.
• The logo is linked to the homepage, allowing prospects to leave the landing page without converting.

20. Jeff Bullas

What they did well:

• The headline and subheadline communicate a clear benefit.
• The CTA button color draws prospects' attention.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The testimonial is from Jeff Bullas, and not one of his satisfied customers. Testimonials are great, but this one comes across as self-promotional. If the quote was from a marketing influencer who used Jeff’s blogging secrets to improve their own campaigns, the testimonial would add even more value.

21. Alexa

What they did well:

• The headline communicates a clear benefit.
• The CTA button color draws prospects' attention.
• The copy is separated into digestible chunks for easy reading.
• A non-hyperlinked logo doesn’t allow prospects to escape the page through it.
• Three cooperative CTAs work together to convert prospects in different locations on the page.
• The Amazon logo aligns Alexa with a powerful, well-known brand.
• Features of the product are emphasized, which is usually a no-no, but so are their respective benefits.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.
• The text “Get started in less than 10 minutes” emphasizes an instant solution, which we as an impatient collective are all drawn to.

What to A/B test:

• More white space would allow each landing page element to “breathe” more and draw even more attention to the CTA.

22. HubSpot

What they did well:

• Short paragraphs and bulleted copy make this page easy to get through.
• The CTA button color attracts prospects' attention.
• Multiple CTAs work together to convince prospects to convert.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The CTA “Continue” could be more compelling.
• The social media buttons give people an exit point on the landing page.

23. Microsoft

What they did well:

• The headline communicates a clear benefit.
• Bulleted copy quickly communicates the benefits of the offer.
• The word “Now” in the CTA takes advantage of our desire for instant gratification.

What to A/B test:

• The verbosity of this page could be reduced.
• The CTA button copy could be personalized to match the offer.

24. WordStream

What they did well:

• The headline is creative, potentially offering a little-known secret solution different from the norm.
• The fallen chess piece serves as a visual aid, pointing toward the CTA button.
• The CTA button color draws prospects' attention.
• The copy teases the content of the guide.
• The word “free” capitalizes on our desire to get something for nothing.

What to A/B test:

• Social media links in the footer can potentially drive prospects off the page before they can convert.
• The form color is the same color as the headline and a portion of the copy. It doesn’t stand out as much as it could from the rest of the page.

25. Sujan Patel

What they did well:

• The CTA is written in first person.
• A testimonial from a happy customer strengthens the credibility of this offer.
• The “name a fair price” field lets people select how much they want to pay. We would be curious to find the data on what dollar amounts visitors have agreed to pay Sujan Patel...

What to A/B test:

• The image doesn’t add anything to the offer.
• The language select field is great but it only translates the email and navigation links, the name your price field, and the CTA copy. If you can’t read English, how else are you supposed to be persuaded by the testimonial and ultimately purchase the ebook?

26. Hired

What they did well:

• The headline “Reach 4,000 Companies At Once” conveys a clear benefit.
• The green CTA button pops on the white form.
• Bulleted copy quickly communicates the benefits of the offer.
• A short form makes signing up easy.
• The “Free” nature of the service is emphasized in the subheadline.
• The salary range noted in the subheadline is above average, even on the low end.

What to A/B test:

• A navigation menu and a hyperlinked logo let prospects leave the page way too easily.

27. Birst

What this page does well:

• The first line of text relates to the page’s visitors by asking them a question they’ll likely answer “yes” to.
• Bulleted copy gives visitors an idea of what they’ll learn by reading the report.
• The CTA button color stands out against a white background.
• The word “now” in the CTA takes advantage of visitors’ desire for instant gratification. If you click the button, you get to read the report immediately.

What to A/B test:

• The headline here could be stronger. Birst misses the opportunity to use an authoritative company’s praise as a social proof headline. “See Why Gartner Rated Birst As One Of The Best BI Platforms On The Market.” Remember -- you can describe your product as the “best” if someone else said it about you, but you can’t say it about yourself.
• The fine print here should go. If you actually take the time to read it, you realize that there’s nothing fishy going on here. But the problem is, not everyone will. They’ll see fine print and assume there’s a catch to this. Leave it italicized and make it bigger so visitors can read it. Birst has nothing to hide here.
• Light-gray labels within each form field have the potential to frustrate visitors when they disappear.

28. Domo

What they did well:

• Testimonials from happy customers serve as social proof.
• The CTA button color pops off the page.
• The CTA button color draws prospects' attention.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What to A/B test:

• The headline doesn't convey a clear benefit at all.
• The CTA button could be much bigger to draw more attention as the most important element on the page.

29. Salesforce

What they did well:

• The headline communicates a clear benefit.
• Minimal text makes this page a breeze to get through.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• Security badges let prospects know their information is safe.
• The word “Now” in the CTA capitalizes on our desire for instant gratification.

What to A/B test:

• This CTA is really easy to miss, as it’s only a slightly different shade as the form it’s on.
• A busy footer, complete with a sitemap and social buttons, allows prospects to leave the page without converting.
• The CTA button copy should be changed to something more personalized.

30. Indeed Crowd

What they did well:

• The headline conveys a clear benefit to the visitor: get paid for referring a candidate that gets hired.
• Minimal, skimmable text makes getting through this page easy.
• Cooperative calls to action work together to convert the visitor.
• The copy emphasizes flexibility and ease of use. Registrants can make extra money whenever they want.
• A screenshot showing four-digit rewards for referring prospects entices them to convert.
• A one-field form makes converting simple for the prospect.

What to A/B test:

• The blue CTA button at the top of the page doesn’t draw as much attention as it could.
• The copy is center-aligned (breaking the left margin) instead of the traditional left-alignment, which makes it more difficult to read than it needs to be.

31. Upwork

What they did well:

• The how-to headline emphasizes that by registering, the visitor will get the benefit of learning how enterprises are using online talent.
• The big Upwork logo lets prospects know they’re taking tips from a big brand.
• Bulleted copy quickly communicates the benefits of converting on the page.

What to A/B test:

• The image in the upper-right corner doesn’t relate to the landing page content in any way.
• An 8-field form may intimidate people into abandoning the page.
• The CTA button color doesn’t stand out against a page that already uses a lot of purple.
• The CTA “Register” is unremarkable and could be made larger.

32. IBM Marketing Cloud

What they did well:

• The headline offers up a valuable resource.
• This CTA button color contrasts the form it’s on well.
• The image serves as a visual representation of the offer.

What to A/B test:

• The CTA “Submit” can’t get any more unremarkable.

33. HubSpot

What they did well:

• The headline communicates a clear benefit.
• Bulleted copy quickly communicates the benefits of converting.
• The CTA button color pops on this page’s background.

What to A/B test:

• The HubSpot logo is linked to their homepage, which allows easy access off the page and can reduce the number of conversions for the free assessment.
• The long form might scare prospects off this page before they convert.

34. Dreamforce

What they did well:

• Bulleted copy quickly communicates the benefits of converting.
• The CTA button color pops on this page’s background.

What to A/B test:

• A busy footer distracts prospects from converting, allowing them to abandon the page whenever they please.
• The share button at the end of the form allows visitors to leave the page.
• The button copy could be made relevant to the offer.

35. Capital One

What they did well:

• The headline clearly communicates the value of the offer.
• Bulleted copy quickly communicates the benefits of converting.
• Cooperative CTAs help to convert the prospect zt two different places on the page.

What to A/B test:

• A busy footer filled with links and social media icons distract prospects from claiming the offer.
• The CTA “Sign up now” could be more tailored to the offer. Even “Give Me Unlimited Checking With No Monthly Fees” would likely perform better.

36. WordStream

What they did well:

• The question headline engages the reader by speaking directly to them.
• Bulleted copy quickly communicates the benefits of the offer.
• The CTA button color draws prospects' attention.

What to A/B test:

• A footer complete with social media links allows prospects to abandon the page.
• The privacy policy is missing, which might make visitors wonder, “What is WordStream going to do with my information if I submit it?”

37. Marketo

What they did well:

• This CTA button color contrasts the rest of the page well.
• A minimalistic footer doesn’t distract from the offer.

What to A/B test:

• The CTA “Download” is about as uninteresting as it gets.
• The headline could be worded to convey a stronger benefit.

38. Autopilot

What they did well:

• This case study headline offers a valuable resource: An in-depth look at how Instapage generated $30k in revenue in two months.
• This CTA is written in the first person.
• Images humanize the presenters.
• Bulleted copy conveys the benefits of attending the webinar.
• Titles of the presenters showcase their expertise.
• A countdown timer leverages scarcity.

What to A/B test:

• Speaker bios could have a bit more detail, convincing visitors to attend.

39. On24

What they did well:

• The headline offers to let visitors in on little-known “secrets” that will help them boost webinar registration.
• The word “Now” in the CTA emphasizes the immediate benefit of clicking the button.

What to A/B test:

• The CTA button color is used a lot on the page already, making the button easily missable.
• The navigation footer serves no purpose on a landing page.

40. Domo

What they did well:

• The headline communicates a clear benefit.
• Copy separated into small chunks makes reading this page less of a chore.
• The CTA button color pops on this form’s background.
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.

What to A/B test:

• This CTA button could be bigger to draw more attention.
• The verbosity of this page could be cut down with some simple bullet points.
• The headline could be moved up a few spaces on the page. It doesn’t look centered on the page.

41. UserTesting

What they did well:

• Bulleted copy quickly communicates the benefits of the offer.
• The word “free” emphasizes the no-cost offer.
• The bright button color draws prospect's attention.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The headline could convey a stronger benefit.
• A privacy policy or trust badges may make visitors more comfortable with converting.

42. ACT

What they did well:

• The logo isn’t linked to the homepage, which means visitors can’t escape before they convert.
• The text gives a preview into the content of the ebook.

What to A/B test:

• This headline doesn’t convey a benefit at all.
• Two combating calls to action detract from the conversion rate of each other.
• Tons of text make this page intimidating to read.

43. Villanova University

What they did well:

• Villanova’s logo is not hyperlinked, which keeps visitors on the page and focused on the landing page goal.
• The progress bar shows which step the visitor is currently on, and how many total steps are included in the conversion process.
• Authority badges tout the accolades of the program.
• Bulleted copy quickly convey the benefits of signing up.

What to A/B test:

• The image doesn’t really convey the benefits of Villanova’s online MBA program.
• The CTA button looks nothing like a button, and everything like a simple progress bar. Where should prospects click to continue the signup process?

44. WordStream

What they did well:

• The word “Free” shows up in two different landing pages, emphasizing the no-cost nature of the offer.
• The CTA button color pops on this page’s background.
• The word “Now” in the CTA capitalizes on our desire to get immediate solutions to our problems.
• Bulleted copy quickly communicates the benefits of converting.

What to A/B test:

• A footer with social media links allows prospects to escape the page without converting.
• Two different linked logos in the header serve as outbound exits off the page.

45. Microsoft Power BI

What they did well:

• The headline conveys a benefit to the visitor.
• The copy reinforces the value presented by the headline with the statement “Data analysis is a high-demand professional attribute. In fact, it’s one of the top 10 skills many companies are looking for today.”
• Bulleted copy explains the benefits of downloading the e-zine.
• Bolded letters create a visual hierarchy drawing attention to important phrases.
• Links to privacy policies and trademarks are included as a resource for curious prospects, but they’re also dull in color so as not to steal attention from more important page elements.

What to A/B test:

• Two hyperlinked logos in the header, and one in the footer, draw users to the homepage before they have a chance to convert.
• Light-gray labels within the form fields have the potential to confuse and frustrate prospects, research shows.

46. Marketo

What they did well:

• A logo unlinked to the homepage doesn’t let prospects escape without converting.
• The “How To” headline conveys a clear benefit to the reader.
• The content relates to the reader.
• Skimmable text with bullet points makes this page easy to get through.
• The text “Download the eBook to learn more” with its corresponding arrows lead visitors’ eyes toward the form.
• Instructions on the form let people know exactly how to claim the ebook.

What to A/B test:

• The CTA “Download” could be much more compelling.
• The CTA button would draw more attention if it were bigger.

47. Google Cloud Platform

What they did well:

• The headline offers a valuable, free resource.
• The CTA button color pops on this page’s background.
• Bulleted copy conveys the benefits of converting.
• The FAQ section helps answer any visitor concerns about the platform. However, the inclusion of outside links provide easy ways off the page without first letting the visitor convert on the offer.

What to A/B test:

• The logo in the top-left is hyperlinked to the Google Cloud homepage, which distracts visitors from clicking through on the CTA and “trying it free.”
• A busy footer allows visitors to abandon the page without converting.

48. Shopify

What they did well:

• This CTA button color contrasts the rest of the page well.
• Multiple CTAs work together to convince the prospect to convert.
• The word “Today” in the CTA emphasizes the instantaneous benefit of clicking the button.

What to A/B test:

• A logo linked to the homepage serves as an escape route for prospects.

49. Percolate

What they did well:

• The CTA button color contrasts the white page well.
• Several cooperative CTA buttons work together to convert the prospect.
• The call-to-action is tailored to the offer. It reads “See Percolate” instead of something cookie-cutter like “view demo.”
• Bite-sized content makes reading this page easier than if it were covered in block text.
• Screenshots from inside Percolate give visitors an idea of how it works.

What to A/B test:

• Numerous links in the header and footer serve as exits from the page, allowing prospects to leave before they convert.
• The subheadline claims that Percolate is the world’s #1 content marketing platform, but where’s the proof? Phrases like this do the opposite of what’s intended. Think about it — how many times have you seen “World’s Best Cup of Coffee” written on the outside of a café? And how many times have you believed it?
• These testimonials are given by nameless customers. Without names and titles or photos, they’re less credible to readers. Visitors have to decide whether they believe these were written by Percolate customers, or by the Percolate team themselves.

50. SAP

What they did well:

• No navigation means no visible way off the page.
• Links on the page might have you thinking they direct the prospect elsewhere, but really they just bring you to the bottom of the page to the form.

What to A/B test:

• The image has nothing to do with the offer, and it doesn’t strengthen it whatsoever.
• This headline isn’t benefit-oriented. Why should the visitor download it?

51. Whitman Syracuse University

What they did well:

• The registration process is broken up into steps, reducing the friction associated with converting.
• Bulleted copy conveys the benefits of attending the program.

What to A/B test:

• The CTA button color makes this button easily missable.
• The headline is missing a clear unique selling proposition.

52. Online Trading Academy

What they did well:

• The headline relates to the reader by playing to their desires: they want to make the money a Wall Street trader would without being one, or becoming one through long, drawn-out, formal education.
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.
• Multiple cooperative CTAs work together to convert the prospect.
• This CTA button color draws prospects' attention.
• Contact information gives prospects a way to get in touch with company representatives if they have questions about the offer.
• The phone number is click-to-call, making it easier for prospects to contact Online Trading Academy should they have questions.

What to A/B test:

• The social media links at the bottom of the page distract users from completing the page’s goal.

53. Colonial Life

What they did well:

• The image shows visitors what they’ll get when they convert.
• Statistics in the copy prove employers have trouble retaining top talent, making the case for why they should read the ebook.
• Bullet points preview the 24-page ebook’s content.
• The subheadline emphasizes that the ebook is free.
• The opt-in box is unchecked, allowing visitors to choose for themselves if they want to receive additional content from Colonial Life, and not just selected by default.

What to A/B test:

• Links in the header drive visitors away from the page, to the homepage and social media profiles.
• The button copy “submit” doesn’t get users excited about completing the form.
• The CTA button is teeny-tiny and barely noticeable.

54. Oribi

What they did well:

• The headline and subheadline together convey the benefit of converting.
• The image gives an inside look into how the dashboard looks.

What to A/B test:

• The CTA button is blue with Facebook branding, so the rest of the page might benefit from a color update that isn’t the same as the button. The result will be better contrast between the button and the page.
• The word “Free” is underplayed here. If you’re offering something for free, let prospects know in bold letters—in your headline, copy, and CTA.
• The Blog and About us links allow visitors to exit the page.

55. FireEye

What they did well:

• Bulleted copy quickly communicates the benefits of the offer.
• The CTA button color attracts prospects' attention.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The CTA “Download Now” could be better tailored to the offer.
• A footer containing social media links allows prospects to escape the page without converting.

56. Nutanix

What they did well:

• Bulleted copy gives visitors an idea of what they’ll get in the report.
• Minimal text makes the page easy to read.

What to A/B test:

• This headline is too egocentric. It doesn’t convey a benefit to the visitor whatsoever.
• All-caps text on the form finished with an exclamation point makes the readers feel like they’re being yelled at. You can’t force them to read the form, but you can convince them to.
• A 7-field form may intimidate prospects into abandoning the page.
• The CTA button color doesn’t stand out on a page that already has a fair amount of blue on it.

57. MapR

What they did well:

• A short form makes converting on this page simple.
• Bulleted copy quickly conveys the benefits of converting.

What to A/B test:

• The CTA “Submit” is as unimaginative as they get.
• This headline could convey a better benefit.
• Speaker introductions seem incomplete without the headshots.

58. TapClicks

What they did well:

• The word “Free” in this headline lets people know that the offer comes at no monetary cost. Same goes for the text “No credit card required” in the subheadline.
• The copy “Get started in 30 seconds” communicates to the visitor that beginning a trial is quick and easy.

What to A/B test:

• A logo linked to the homepage gives visitors an easy way off this page.
• A lack of content makes it unlikely visitors will fill out this form.
• A 9-field form may intimidate visitors into abandoning this page quickly.
• Light-gray form labels have the potential to frustrate visitors when they disappear once visitors click inside each individual field.
• The CTA button color blends in with the page, making the button itself nearly invisible.
• The call-to-action “Submit” won’t make visitors enthusiastic about converting.

59. Apttus

What they did well:

• The headline communicates a clear benefit.
• Bulleted copy quickly conveys the benefits of converting.
• Testimonials add to the credibility of this offer.

What to A/B test:

• A link-filled footer allows prospects to escape to other pages before converting.
• The button copy could be improved.

60. ThriveHive

What they did well:

• The headline offers up a valuable resource.
• Bulleted copy quickly communicates the benefits of converting.
• The CTA button color isn’t used anywhere else on the page.
• Badges showcase awards earned by the company.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• A short form makes converting on this page simple.

What to A/B test:

• The CTA “Download” is almost as boring as “Submit.” Why not “Send me my plan”?
• The “Free Plans Here” CTA at the top of the form is a little confusing. Why have two CTA buttons that do the same job so close to each other on the page?

61. InsideSales.com

What they did well:

• The headline communicates a clear benefit.
• Bulleted copy quickly communicates the benefits of the offer.
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• A busy footer with links to other web pages allows prospects to abandon the page.
• The CTA copy may boost conversion rates by using personalized copy. “Download My Ebook” or “Get My Ebook” could potentially convert at a higher rate.

62. Vantiv

What they did well:

• Bulleted copy quickly conveys the benefits of the offer.
• The CTA button stands out on the white background.

What to A/B test:

• The button copy “submit” doesn't get the reader excited about converting.
• The headline doesn’t grab the reader. It conveys no benefits whatsoever.
• All form fields are required, which could cause visitors to pause and not download the ebook. We understand if name and email are required, but is organization and phone number truly necessary for Vantiv to send visitors the ebook?

63. Urban Airship

What they did well:

• A short form makes converting on this page simple.
• Bulleted copy quickly communicates the benefits of the offer.

What to A/B test:

• The call-to-action “Register” could be changed to something more compelling.
• This CTA button color blends in with the majority of the page.
• Headshots of the speakers would give the page more credibility and increase human appeal.

64. WalkMe

What they did well:

• The headline and subheadline convey a clear benefit.
• Bulleted copy quickly communicates the benefits of the offer.
• The CTA button color draws prospect's attention.
• The call-to-action emphasizes the free offer.
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.

What to A/B test:

• Adding white space and letting each element breathe would really help maximize their attention and persuade prospects to get started with WalkMe.
• Making the CTA button larger could draw generate more clicks (although adding more white space around the current CTA would also help with this).

65. AdEspresso University

What they did well:

• The headline speaks directly to readers and offers to make their lives easier.
• Logos from big-name businesses add authority to the offer by aligning the brand with some well-known companies.
• Bite-size sections of copy quickly describe the contents of the course.

What to A/B test:

• The primary CTA button ‘Subscribe Now’ isn’t meant for visitors who don’t have an AdEspresso account, but, they don’t find this out until they have clicked the button. New users can only subscribe to the offer if they click the ‘login’ CTA at the top of the page. This is confusing and a little misleading.

66. Sundays

What they did well:

• The headline and sub-headline lets the visitors know exactly why they need to get their hands on Sundays’ furniture. The bullet points explain the features in a succinct way.
• The Black Friday offer is clearly visible on the page
• The images are relevant and give the visitors a nice of preview of what the furniture looks like
• The FAQ section helps the visitors learn more about the brand and the furniture
• The As Seen In section helps establish credibility

What to A/B test:

• There are a ton of navigation links on the landing page giving visitors an escape route to move away from the conversion goal.

67. NORI

What they did well:

• The headline and sub-headline come together to explain what the product is and everything the visitor will get rid of once they get the handheld steamer
• The short press snippet from Vogue in the hero section adds a lot to the credibility of the offer
• The CTA button copy mentions the 20% off offer to persuade visitors to get Nori Press
• The page also features customer testimonials, a competitive grid, and FAQs to help visitors make an informed decision

68. Jiggy Puzzles

What they did well:

• The headline, though short explains the concept of Jiggy Puzzles completely
• All the images are beautiful and relevant to the product the page is selling
• The customer testimonials and press features help with credibility

What to A/B test:

• The page seems a little cluttered, which could confuse visitors
• There are multiple navigation links on the page which provide visitors exit routes to leave the page

69. Hint

What they did well:

• The page design is vibrant and relevant. The bottles and ingredients give an amazing aesthetic appeal to the page
• The subscribe to save section explains what the offer is and how visitors can get it
• The “you’ll find” section showcases all the benefits users can get access to when they shop Hint water

What to A/B test:

• The headline needs more clarity and oomph. It doesn’t explain why Hint water is good for users.
• There are multiple navigation links on the page that give visitors a way to escape the page without signing up

70. Chomps



What they did well:

• The headline gets the UVP of the product across succinctly
• The pictures of the beef jerky are enticing and show the visitors what the product will look like
• The product description is short and gets the point across
• The discount offer entices visitors to hit the “add to cart” button
• The founder story is heart warming and allows users to connect with the brand
• The customer testimonials helps visitors see what others like about the jerky

What to A/B test:

• The page does a very good job with all the landing page elements, as is, there’s nothing glaring we could find that needs A/B testing

71. Kentico



show me how Instapage works ➔

What they did well:

• The headline offers a valuable resource.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• A footer with social media links allows visitors to escape without converting on the page.
• The headline is a statement that isn’t very user-oriented. it doesn’t talk about why the visitor would want the survey or why it is important.

72. Strikingly



show me how Instapage works ➔

What they did well:

• The headline communicates a clear benefit.
• The one-click signup makes converting a breeze.
• Logos of well-known companies align this brand with trusted businesses.
• The copy “in seconds” takes advantage of our desire for instant gratification.

What to A/B test:

• The FAQ section has exit links to the support center and pricing page that lead the visitor off the landing page.

73. LabTech



What they did well:

• This CTA button color contrasts the rest of the page well.
• Bulleted text quickly lets visitors know what they’ll get by attending a ConnectWise Roadshow.

What to A/B test:

• This headline doesn’t communicate a clear benefit.
• “Register now” is a boring CTA.
• Links to maps of roadshow locations let prospects escape the page too easily.
• A long form makes converting here intimidating.

74. DigitalMarketer



What they did well:

• The headline offers a valuable resource.
• The super-short, one-field form makes converting a breeze.
• Some copy below the form ensures privacy.

What to A/B test:

• This ghost CTA button is easy to miss.
• The form right below the headline seems prematurely placed. A sub-headline to elaborate on what the product is would be helpful.

75. Inkling



show me how Instapage works ➔

What they did well:

• The headline offers up a valuable resource.
• Bulleted copy quickly communicates the benefits of the offer.
• The CTA button color pops on this page’s background.
• The word “Now” in the CTA capitalizes on our inherent desire for instant gratification.

What to A/B test:

• Social media links allow prospects to escape the page without converting.
• The drop-down form fields are not labeled which can be confusing.

76. IMPACT



What they did well:

• The headline communicates a benefit.
• Bulleted copy quickly communicates the benefits of converting.
• The CTA button color pops on this page’s background.
• The word “Now” in the CTA emphasizes the instantaneous benefit of clicking.
• The image serves as a visual representation of the offer.
• The arrow acts as a visual aid, guiding the prospect's eyes toward the CTA button.

What to A/B test:

• Social sharing buttons have been shown to perform better on “thank you” pages, where prospects can share with their networks after determining the value of your offer.

77. Nanigans



What they did well:

• A non-hyperlinked logo doesn’t let prospects escape the page through it.
• The benefit of converting (earning $7k) is highlighted on the page.
• The copy is broken into easily readable chunks that explain step-by-step how to earn the $7,000 referenced on the landing page.
• Two cooperating CTAs work together to convert the prospect at different spots on the page.
• Company logos showcase known brands that have already used the service.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What to A/B test:

• The headline is unreadable on the white background.
• The footer is linked to the homepage providing an easy way for visitors to leave the page without converting.
• Not cutting off the faces of the people in the image.

78. Simply Measured



What they did well:

• The headline offers a valuable resource: predictions from experts that will allow you to start planning for 2027.
• Bulleted copy quickly communicates the benefits of downloading the guide.
• The CTA button color isn’t used anywhere else on this page, and it draws attention against a white background.

What to A/B test:

• A logo linked to the homepage gives visitors an easy way to escape this page.
• The CTA copy “Submit” won’t convince users to download this report.
• Links to social media accounts in the footer give prospects more ways off the page.

79. Flywheel



What they did well:

• The headline offers a valuable resource: An ultimate guide to managing 50+ WordPress sites.
• The image gives an inside look into what reading the resource is actually like.
• The CTA button color pops off the blue background.
• Two cooperative CTAs work together to convert the prospect.

What could be AB tested:

• The CTA “Download” won’t get the prospects excited about claiming the offer.

80. Fitness Singles



What they did well:

• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.
• Bulleted copy quickly conveys the benefits of signing up.

What to A/B test:

• The CTA “Continue” won’t get the prospect excited about signing up.
• The CTA button color makes this button easy to miss.

81. MasterClass



What they did well:

• The headline leverages the authority of well-known screenwriter Aaron Sorkin to drive signups.
• The CTA button pops off the black page.
• The sticky bar allows the red “Take the Class” CTA to always be available and ready to click.
• The video quickly explains why this course is worth it.

What to A/B test:

• Links to other pages allow visitors to leave without converting.

82. Tokyo Cheapo



What they did well:

• Bulleted copy quickly communicates the benefits of the offer.
• The CTA button color attracts prospect attention.
• The images give an inside look into what using the product is actually like.
• Testimonials strengthen the offer with social proof.
• Logos of big-name brands align the company with trusted brands.

What to A/B test:

• A footer containing social media links allows prospects to escape the page without converting.

83. Salesforce



What they did well:

• Bulleted copy quickly communicates the benefits of converting.
• The word “Now” in the CTA capitalizes on our desire for instant gratification.

What to A/B test:

• This headline doesn’t convey a benefit at all.
• This CTA button color has already been used multiple times on the page. Therefore, it’s not as attention-grabbing as it could be.

84. Zurple



What they did well:

• The headline uses words like “exclusive” and “free” to entice readers.
• Minimal copy makes this page easy to read.
• A photo shows what the ebook looks like.
• Bulleted copy previews the book’s content.
• Company logos showcase the well-known businesses that use Zurple nationwide.

What could be improved:

• A logo linked to the homepage allows users to exit before converting.
• The button copy “Submit” could be replaced with something more compelling.

85. Adaptiva



What they did well:

• The responsiveness of this page means that when the window is adjusted or the page is viewed on a device with a smaller screen, it will still display flawlessly.
• Labels above each form field won’t confuse prospects like disappearing ones within each form field will.

What to A/B test:

• The “home” link and the logo both drive users off the page before they have a chance to click the CTA button.
• A lack of content on this page means visitors don’t know the benefits of downloading the report.
• “Submit” as a CTA won’t compel many prospects to download.

86. Serena



What they did well:

• Bolded words create a visual hierarchy, drawing attention to important phrases.
• Benefit-oriented copy describes the advantages of choosing Serena.

What to A/B test:

• This headline is too “me” focused, and doesn’t do a good job of emphasizing a benefit to the reader. Why should prospects use Serena? What have other businesses accomplished with it?
• The term ITSM is used on the page numerous times, but it’s not completely clear to the prospect what it means.
• A hyperlinked logo serves as an escape route for visitors before they convert.
• Numerous outbound links in the footer tempt users to leave the page.
• The PDF icon with a downward pointing arrow looks like it could be a button, and it may even confuse prospects into thinking that’s what they have to click to download. Additionally, even if it doesn’t, the arrow points toward the exit links in the footer. Your visual cues should guide prospects toward your CTA button, not away from it.
• The call-to-action doesn’t make it clear that the user needs to click to claim the report. It says “Click Here,” but for what?
• The CTA button could look more like a button. Some shadowing around the edges to give it a 3D look, or more rounded corners might make it more clickable-looking.

87. Propel Marketing



What they did well:

• The headline offers a valuable resource.
• Bulleted copy quickly communicates the advantages of converting.
• The CTA button color pops on this page’s background.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• The word “Now” capitalizes on our desire for instant gratification.

What to A/B test:

• The CTA “Download Now” is too generic.
• Too many social media links can take visitors off the page.

88. Outskirts Press



What they did well:

• The headline offers a strong benefit.
• Logos from big-name businesses add authority to the offer by aligning the brand with some well-known companies.
• This CTA capitalizes on our desire to get something for nothing by using the word “Free.”

What to A/B test:

• Multiple competing CTAs work against each other by advertising several offers.

89. GKIC



What they did well:

• The headline cites a well-known copywriter who’s made millions of dollars writing direct mail campaigns for companies both big and small, and it offers the resource for just $11.
• This CTA button color pops on this page’s background.
• This CTA is written in the first person.
• The word “Now” in the CTA takes advantage of our desire for instant solutions to our problems.
• The image serves as a visual representation of the offer.

What to A/B test:

• The secondary CTA link just below the first one might confuse visitors. Which do they click to claim the offer? Why are there two right next to each other?
• A navigation menu allows prospects to leave the page before converting.

90. GrowthLab



What they did well:

• The headline communicates a clear benefit, using statistics to make it even more compelling: “that generated $400,10.”
• The CTA button color pops on this page’s background.
• The CTA is written in the first person.
• The image serves as a visual representation of the offer.
• A short form makes converting on this page simple.
• Company logos of big brands boost authority by aligning this company with trusted businesses.

What to A/B test:

• A hyperlinked logo allows prospects to escape this page before converting.

91. ProBlogger



What they did well:

• The headline and subheadline together promise a benefit to those who convert: exclusive access to 180 blog post ideas sent directly to their inbox.
• The “Yes Please” CTA button uses a bright color to draw attention.
• A two-field form makes converting simple for prospects.

What to A/B test:

• The yellow text is difficult to read on the page’s background.
• Labels within form fields have the potential to confuse and frustrate visitors, studies show.

92. KlientBoost



What they did well:

• The headline offers a valuable resource.
• The CTA button color draws prospects' attention.
• All of the CTAs are written in the first person.
• These CTAs capitalize on our desire to get something for nothing by using the word “Free” right in it.
• The image serves as a visual representation of the offer.
• More images give a sneak peek into the guide.
• Testimonials serve as social proof, adding credibility to the offer.

What to A/B test:

• The copy “+1 bonus trick you can’t miss” is surrounded by a rectangle, making it look like a button even though it’s not. Designs like this can confuse prospects into thinking that the page hasn’t fully loaded or the button isn’t working.
• Outbound links in Johnathan Dane’s bio may drive traffic off the page.

93. Angel Therapy and Hay House University



What they did well:

• Bulleted copy quickly communicates the benefits of the offer.
• The CTA capitalizes on our desire to get something for nothing by including the word “Free.”
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• This CTA button color could be more attention-grabbing.
• A busy footer containing links to other web pages allows prospects to abandon the page before converting.
• The copy could be shortened; right now the page looks too copy-heavy.

94. Skilljar



What they did well:

• The “How To” headline conveys a clear benefit.
• Numbered copy quickly conveys the benefits of downloading.
• This CTA button color contrasts the rest of the page well.
• The image serves as a visual representation of the offer.

What to A/B test:

• Social share buttons have been shown to perform better on “thank you” pages after your converted leads have had a chance to read through your resource and decide whether it’s worth sharing.

95. Jason Swenk



What they did well:

• The “How to” headline conveys a clear benefit tied to a powerful statistic.
• Bulleted copy quickly communicates the benefits of converting.
• This CTA button color contrasts the rest of the page well.
• The CTA is written in the first person.

What to A/B test:

• A logo linked to the homepage allows prospects to escape without converting.
• The text ‘Where should I send your video’ seems unnecessary—the CTA button copy seems sufficient.

96. 180fusion



What they did well:

• Badges from Google, Inc 500, and Yahoo align 180fusion with some powerful brands.
• Testimonials tout the benefits of working with this agency.
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.

What to A/B test:

• The “busyness” of this page draws prospects’ eyes every which way. With all the colorful and attention-grabbing elements, where should they look?
• A logo linked to the homepage allows prospects to escape without converting.

97. Linkfluencer



What they did well:

• The question headline directly engages the reader.
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.
• This CTA button color contrasts the rest of the page well.
• Multiple CTAs work together to convert visitors.

What to A/B test:

• A logo linked to the homepage is a potential leak on this landing page.
• The autoplay video forces visitors to watch even if they don’t want to.
• The navigation links in the footer have the potential to drive traffic away from this landing page.

98. Kashurba Web Design



What they did well:

• The case study headline offers a step-by-step solution for landing “High-Ticket Web Design Clients.”
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.
• The CTA button color pops off the white background of the page well.
• The word “Now” in the CTA emphasizes the immediate benefit of pressing the button.

What to A/B test:

• A big block of fine print in the footer could make prospects question the offer's validity.

99. Fletcher Method



What they did well:

• The CTA button here is impossible to miss.
• The headline emphasizes that the solution is quick and easy.
• An image shows the prospects what they’ll get when they convert.
• A privacy message lets visitors know that their information is 100% secure and that it won’t be shared with any other business.

What to A/B test:

• All-caps makes the reader feel like they’re being yelled at. It also screams “salesy.” You never want to come across as salesy, even when you’re selling.
• The headline is grammatically incorrect. What’s supposed to be in quotations? If it’s both the headline and the words “Tech Overwhelm,” then it should look like this, “Use This New Template To Quickly Set Up an Automated Lead Generation Funnel With Zero ‘Tech Overwhelm.’” But, why is the headline even in quotations anyway?
• The symbols on the CTA button are supposed to mean what, exactly? Are those arrows?

100. Simply Measured



What they did well:

• The “How to” headline is a classic way of implying the reader will learn something from the offer.
• The CTA button color pops off the page.
• A minimalistic footer doesn’t distract from the offer.

What to A/B test:

• A long form with many required fields makes this page intimidating to convert on.
• The CTA “download” could be updated to something far more compelling.

101. LinkedSelling



What they did well:

• Bulleted copy quickly communicates the benefits of converting.
• Two cooperative CTAs work together to convince prospects to convert.
• Both CTAs are written in the first person.
• The CTA button color pops on this page’s background.
• The warning and countdown timer uses scarcity to boost conversions.

What to A/B test:

• Adding speaker bios could persuade visitors to sign up for the workshop.
• The social media links in the right-page column are unnecessary and take visitors away from the page.

102. Datorama



What they did well:

• A non-hyperlinked logo in the upper-left area keeps prospects from escaping through it to the homepage.
• A short form doesn’t deter visitors from submitting their personal information.
• Bullet-pointed copy quickly conveys the benefits of converting.
• A bright, bold CTA button draws the attention of prospects.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What to A/B test:

• The headline is “me” focused but it should be more focused on the visitor and how the product solves their problem.
• All the copy on this page is egocentric: “What we are doing differently,” why marketers “should consider us.” This page isn’t about you, it’s about your visitor.

103. Sam Ovens



What they did well:

• The case study headline offers a clear benefit – an in-depth look at how one man gets 30-50 consulting clients monthly.
• The CTA button color pops on this page’s background.
• The button is big, which draws the prospect’s attention to it.
• CTA is written in first person: “Reserve MY Seat” instead of “Reserve YOUR Seat.”
• The word “Now” in the CTA conveys an immediate benefit that comes with clicking the button.

What to A/B test:

• Autoplay video has been shown to decrease conversions. If visitors want to watch your video, they’ll press the “play” button.

104. Lurn



What they did well:

• The headline communicates a clear benefit while offering a “beginner-friendly” offer.
• This CTA button color pops off the page, drawing prospect attention well.
• This CTA is written in first person.
• An arrow serves as a visual aid to guide the prospect’s eyes to the CTA button.
• Testimonials from well-known figures strengthen the persuasiveness of this landing page.
• The word “free” emphasizes the no-cost nature of the offer.

What to A/B test:

• This busy footer gives prospects far too many ways to abandon the page.

105. Online Marketing Classroom



What they did well:

• Bulleted copy quickly conveys the benefits of converting.
• An image shows prospects what they’ll get when they click the “Download Now” button.
• The headline offers a step-by-step method for generating traffic.

What to A/B test:

• A link to the contact page in the footer could be replaced with a phone number or email address to keep prospects on this page.
• Multiple font formats make this page a little difficult to read. The headline is bolded red, a blue highlighted phrase, bold text within the bulleted copy, etc. Simplifying the format could eliminate friction and keep visitors on the page longer, encouraging them to convert.

106. More Clients More Results



What they did well:

• The case study headline offers a clear benefit: A step-by-step guide to generating clients.
• Copy next to the green checkmarks convey the benefits of watching the video.
• The CTA is written in the first person.
• The CTA button color draws prospects' attention.
• Screenshots show happy customers.

What to A/B test:

• A footer complete with a link to the homepage allows prospects to escape this landing page.

107. Pepperdata



What they did well:

• The headline communicates a clear benefit.
• Bulleted copy quickly communicates the benefits of the offer.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The CTA button could be bigger and include personalized copy.
• The form is really long considering the offer is only one free chapter from the book. Are the fields “Title,” “Role,” and “Phone” necessary for this page?
• A busy, link-filled footer allows prospects to escape this page without converting.

108. The Law of Attraction World



What they did well:

• The CTA button color attracts prospect attention.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• The CTA uses the word “Free” and lets visitors know exactly where to click to claim the offer.

What to A/B test:

• The headline is sensationalized and not believable whatsoever. “How to get anything you want”? Yeah, right.
• The background image makes it appear like the image is floating in space. What does the solar system have in common with the ebook?
• The Facebook “like” button allows visitors to leave the page before converting and never return.

109. Coaching Soccer Tactics



What they did well:

• The headline presents a valuable resource.
• Bulleted copy quickly communicates the benefits of converting.
• The CTA button color attracts prospect attention.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The headline is in quotations – why?
• This CTA uses compelling words like “Free” and “Instant Access,” but without an action verb, it’s not completely clear that the big yellow block is a pushable button. Adding a word like “Get” at the beginning of that, or a phrase like “Push for” would make things more obvious for the prospect.

110. Midas Media



What they did well:

• The unorthodox headline grabs the reader’s attention.
• Bulleted copy quickly communicates the benefits of the offer.
• The CTA button color attracts prospects' eyes.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The form fields could be rearranged to add to the visual hierarchy of the page and center the CTA button.

111. Infusionsoft



What they did well:

• The headline offers up a valuable resource, and uses the word “Free.”
• Bulleted copy quickly communicates the benefits of converting.
• This CTA is written in the first person.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• A short form makes converting on this page simple.

What to A/B test:

• The social media links allow the visitor to exit the page which is never good for conversions.

112. Membership Site Masters



What they did well:

• A non-clickable logo keeps visitors focused on converting.
• The phone number in the upper-right of the page allows people to contact the business without leaving the page.
• The offer is an “ultimate list,” with 114 niche ideas. A list of 20 is good. A list of 50 is better. 114 sounds even more valuable to the reader.
• The question “Looking for a membership site niche idea?” directly addresses the reader.
• Bulleted copy stresses the benefits of converting.
• Multiple CTA buttons work together to convert the prospect.
• Text on the form lets people know where the link is going, and how long it should take for it to get there.
• The CTA button under the form is written in first-person.
• The two-field form makes converting a breeze for visitors.

What to A/B test:

• A link in the footer drives prospects to the site’s homepage.
• The phone number is not click-to-call, which makes contacting the company more difficult than it needs to be.
• The exit pop-up is the same offer as the landing page offer. If someone was abandoning your page because they decided they didn’t want to claim your offer, why would you offer them the same content as a last-ditch attempt at getting their email address?

113. Social Scaling Formula



What they did well:

• The question headline engages the reader.
• The copy promises to reveal a secret.
• This CTA button color contrasts the rest of the page well.
• The call-to-action is written in the first person.

What to A/B test:

• The blurred image looks unnecessary. Instead of giving space to an image that doesn’t show visitors anything it would’ve been much better if they added more copy and wrote more about their targeting framework.

114. StubGroup



What they did well:

• The headline conveys a strong benefit, and uses the word “Free.”
• Bulleted copy emphasizes the quick and easy benefits of claiming the offer.
• The CTA button color pops on the form background.
• This explainer video quickly describes the service in plain language.
• The CTA capitalizes on our inherent desire to get something for nothing by using the word “Free.”
• Contact information gives prospects a way to get in touch with company representatives if they have questions about the offer.

What to A/B test:

• The first line of copy talks about ‘a recent news report’, but doesn’t mention the date so visitors don’t know how recent it is. Sure, there’s a link at the bottom of the form, but it would be better if they clarified things and added a date.

115. Reset Warrior



• The CTA button is easy to spot.
• A three-field form makes converting easy.
• The headline emphasizes the free offer.

What to A/B test:

• The all-caps headline and CTA read like they’re yelling at the prospect.
• This page is simple. Too simple. What’s in the book? Why should we download it?
• This video isn’t too long, but it’s also not too interesting either. Two minutes of writing? That totally defeats the purpose of creating a video.
• A link to the author’s Facebook page drives prospects away before they have a chance to convert.

How do your landing page examples measure up?

Did you make any of the mistakes the brands above did? How do your landing page examples look in comparison?

Looking to create optimized landing pages using conversion-focused templates without a developer? Try Instapage - sign up for a 14-day free trial.

Homepages are focused on drawing visitors into the marketing funnel. Your campaign landing pages also do the same—convert visitors for specific offers to move them through the marketing funnel. So, how are the two pages different?

So, what is a landing page, and what factors distinguish it from your homepage?
Let’s find out.

Website homepage vs. landing page: The significance of the page goal

On your homepage, that goal is impossible to predict for every visitor. New prospects or returning leads might want to know the story behind your business, while others will head straight for plans and pricing information. That’s why homepages’ anatomy is different than the anatomy of the landing pages, the former includes navigation bars and multiple outbound links that offer visitors easy access to any content they might want.

Landing page vs. homepage examples

Let’s take the Zoho CRM product homepage, for example, on which navigation allows customers, developers, and prospects to learn every little detail about the tool:

Landing pages, though, have only one goal: to convert a visitor on an offer. When users navigate to your landing page from a promotional link, it’s because they’re considering claiming the offer you advertised. That’s why, on your landing page, it’s your job to include only the information your visitor will need to determine whether that offer is worth claiming.

Here’s a landing page built by the same company:

Major design differences can be seen above the fold, even at a glance. The lack of navigation on this page keeps visitors focused on the offer they clicked through to evaluate. The headline on the landing page is far more benefit-oriented than the one on the homepage.

Below the fold, the homepage features screenshots from the app:

While the landing page features specific numbers to prove the effectiveness of the tool.

Landing page:

Scroll even lower and you’ll see the Zoho homepage uses small paragraphs of text that drive visitors to feature pages of the website.

Homepage:

While the landing page substitutes that for social proof:

On the homepage, there were more than 80 links to other pages that weren’t CTAs. On the landing page, there were two. Still, two is too many. The ratio of links to CTA buttons (aka your “conversion ratio”) on your landing page should always be 1:1.

Here’s another example from FreshBooks. First, their homepage, above the fold:

Now, one of the company’s landing pages, above the fold:

The landing page is focused on the “Try it Free” offer—the navigation menu has been removed to keep visitors focused on evaluating the offer. While the homepage and landing page both feature social proof and benefits of the accounting software—the landing page is focused on just getting visitors to sign up, the homepage also features the pricing plans, FAQs, and additional product details, and of course, lots of exit links.

Don’t let the paradox of choice kick in

Remember the paradox of choice: The more options you have, the harder it becomes to make a decision. That’s why it always takes longer to order in restaurants with more extensive menus.

In the restaurant that is your landing page, CTAs are your menu items. Only offer your visitors one to choose from.

FreshBooks does that with the “Try It Free” call-to-action throughout the page.

On their homepage, FreshBooks offers visitors multiple CTAs, which is okay. These “secondary CTAs” like “Learn more” help prospects find the answers to their questions, and if they’re designed right, they won’t even divert too much attention from the primary CTA.

Can you spot the primary call-to-action and the secondary call-to-action on this page?

See how “Try It Free” pops more than the colorless “Learn More” buttons below? This is to draw the visitor to the “Try It Free” button, but they’re still giving prospects the opportunity to learn if they’re not ready to try. And that’s the most significant difference between a website homepage and a landing page.

The homepage focuses more on informing and empowering the visitor, while the landing page focuses on persuading the visitor.

The goal of every homepage visitor we can’t know for sure. The goal of the landing page visitor, though? It’s to make a decision. Build an anatomically correct landing page to help them do it.

Both landing pages and website homepages must guide visitors with a visual hierarchy

Even since before the internet, people have been viewing pages the same way. Early eye-tracking studies showed that readers first enter a page through an image or headline on a written page, then glance down the left side to look for bulleted or italicized text. Body copy was read last.

On the web, this has become known as the F-shape pattern:

To get readers to view your most important content, you’ll need to create what’s called a “visual hierarchy” based on the way people like to read. It should look something like this:

1. Use attention-grabbing images and a big headline to grab your readers.
2. Divide your page’s content with subheadings.
3. Use bullet points to draw attention to elements in a list, like features and benefits.
4. Use body copy within those subheadings and bullets to elaborate briefly.

The hierarchy should also be based on familiar web design principles. For example, logos are always in the upper left of a web page. Links are either underlined or a different color from the rest of the text. Don’t try to reinvent the way people read on the web. An MIT study once showed that people prefer page layouts that are familiar to ones that attempt to stray from longstanding best practices.

Example

Here’s an example of a good visual hierarchy from Oracle:

The image and headline catch the reader’s eye. Below that, bullet points convey important information about the software. To the right, a form collects prospect information, and a brightly colored button completes the conversion.

Here’s a homepage that creates a good visual hierarchy (click here to see the full homepage):

Website homepages and landing pages have more in common than you think

All this talk about website homepages vs. landing pages might have you thinking they’re two completely different webpages. In some ways, they certainly are. But at the core, they’re the same.

When creating landing pages, Instapage is the optimal choice.

Instapage makes it easy to create personalized, relevant landing pages for every ad group and audience. Sign up for a 14-day trial and start increasing your conversion rates today.

Whether it’s encouraging visitors to make a purchase, subscribe to your newsletter, or download valuable resources, understanding the anatomy of a landing page is key to converting visitors into customers.

Today, we’re going to break down what is a landing page and the components that make it successful. By understanding the fundamental elements and how they work together, you’ll get to know what is a landing page and what to include on the page to get higher conversion rates and a strong return on ad spend.

In this post, we’ll explore each element in detail, revealing their purpose and importance. By the end, you’ll have the insights and tools necessary to design an effective landing page that drives conversions. You’ll also learn the differences between homepages and landing pages.

Let’s begin with what is a landing page.

What is a landing page?

At its simplest, a anding page is a standalone web page, disconnected from a website’s navigation, created to convince a visitor to act (to sign up, buy, download, etc.).
As brands become more data-driven and focused on personalization, landing pages become more popular for their ability to deliver high ROAS.

The following elements make up your landing page.

1. The Headline and Sub-headline

The headline is one of the most important part of your page. Without a compelling one, most people won’t even bother to read the rest of your landing page.

The secret to writing a good headline is to make sure it conveys your unique value proposition (UVP)—the thing that sets your product or service apart from the others in your industry.

Can your launch sequences help customers generate leads faster than their current solution? Will you help them generate higher-quality leads? Does your product have more features than what’s currently on the market? Communicate that in your headline or sub-headline.

Another thing you need to establish with your headline is message match. This refers to the process of matching the content of an ad to the content of a landing page so that the message is reinforced in the mind of the prospect, and that they know it’s relevant.

For example, if you’re running an ad for social media management software, make sure “social media management” is mentioned somewhere in the headline of your landing page. Otherwise, you risk leaving your visitors confused, wondering how they ended up on a page that has nothing to do with the ad they clicked.

Here’s how to create a great benefit-oriented headline that matches well with its corresponding social media post, courtesy of Hootsuite:

2. Engaging Media

Humans are capable of processing visuals up to 60,000 times faster than text. Which means your visitors would much rather you show them how your product works than tell them in writing.

To make the right impact with media, use of a relevant “hero image” to give them a glimpse of how your product or service would change their lives for the better instead of adding irrelevant stock photos as placeholders, You can also add explainer videos explaining how your product works, with a focus on user benefits. You can also include real, satisfied customer reviews in your video or photo. That way, along with explaining your product or service, you’ll also get the perks of the social proof effect. This is what Podium does on their landing page along with adding more CTAs.

3. Concise, benefit-centered copy

On your landing page, you’ll be tempted to tell your prospects about the high-powered, new, and improved feature that makes your product so great. And while highlighting product features is a good approach, it’s important to highlight user benefits even more emphatically. By highlighting user benefits, you shift the focus from the product itself to what it can do for the customer.

This customer-centric approach resonates better with visitors and addresses their needs, desires, and pain points directly. Make sure that when you’re making the case for why your prospects should convert, you do so by concisely conveying benefits over features.

Our attention spans have shrunk to less than 8 seconds, so when we read online, we skim. Employ the use of numbered lists and bullet points to separate your copy into easily digestible chunks. Don’t make your prospect read more than two to three consecutive sentences of block text.

The Sweetkick landing page highlights user benefits in a concise and easily readable way.

4. Social proof

If you’re like most people, before you purchase a new product or subscribe to a service, you’ll ask around your social circle for recommendations from people you trust. This holds true even online.

Research has shown that 92% of people value recommendations from a peer, and 70% of people will trust a recommendation from someone they don’t even know.

So what does that mean for your landing page? It means you should leverage one of the most powerful ways to boost the odds that people click your CTA button: adding social proof.

Authority badges like awards from other websites, and logos of well-known companies you’ve worked with empower visitors to trust you.

Here’s a great example from Lemonade of how to use authority badges to your advantage:

Lastly, and possibly the most powerful of all social proof, is the testimonial. When used right, there’s nothing more powerful than a recommendation from a satisfied customer.

Get quotes from them — and don’t settle for something generic like “They boosted our ROI.” Get specific.

Get numbers. Get names, titles, and photos of the people who are speaking on behalf of your business. The more you can display about them, the more real they become to your visitors.

For example, what’s more, convincing to you — this testimonial:

Or this one?

5. A strong call-to-action

This is the moment you’ve been waiting for. The searching for powerful synonyms to create compelling copy, all the headline testing, and customer interviews have been done for one reason: to get your visitors to click that call-to-action button.

This is the one element that jumps out at your visitors. When they reach your landing page, they should notice your CTA button immediately.

That doesn’t mean you should use red or orange or bright yellow because those are the colors you think are attention-grabbing. It means you should use color theory to find a hue, tone, tint, or shade that stands out from the rest of your page.

As far as copy goes, don’t settle for something boring and overused. Use your UVP to help you come up with something more compelling.

For example, if your email newsletter promises to make its subscribers better writers, then don’t just use “Subscribe” or “Sign up” as your button copy. Use something like “Show me step by step,” or “Teach me the secrets to better writing.”

Here’s a call-to action from Wanderlog that plays off its landing page headline well:

6. Minimalist footer

If your landing page has a footer, it shouldn’t be like the one on the rest of your website. It shouldn’t have a sitemap, related blog posts, or any links to your social media accounts.

Why?

Because with each link you add, you drill another hole in your landing page.

If you do choose to have a footer, use it to display nothing more than up-to-date copyright information, terms of service, and your privacy policy — like our landing page for 10 Landing page Best Practices for 2023 does:

7. No Exit Links

While other pages on your website are created for a browsing experience, landing pages are made to achieve a single goal: to convert visitors into customers. Think of the page as a virtual elevator pitch, delivering all the essential information your prospects need to know about your offer in a concise and compelling way.

So, navigation links, like a header and footer have no place on your page—anything that could distract visitors from the conversion goal.

For example, the Linenbundle page focuses on getting the visitor to shop the sheets and elevate their slumber. There are no navigation links on the page, and both CTAs point take visitors to the same conversion goal.

8. Contact information

Sometimes, especially if your offer is pricey or complicated, your landing page visitors are going to want to talk to a representative from your company.

Give them more than just a contact form to fill out. Add a phone number to your page where they can reach you if they have any questions.

Here’s an example from Travelers, which gives visitors the option to either get their quote digitally or call a number.

Conclusion

Remember: this is just the basic anatomy of a high-converting landing page. Different combinations of the elements above will produce different results for individual businesses. You’ll need to continually test and optimize to perfect yours.

Sign up for an Instapage 14-day free trial today and start building landing pages using our 500+ customizable layouts and see what works for your audience.

You only get one chance to make a first impression—if you fail to make a good one, it sets a bad tone for the entire relationship. In marketing, this first impression comes down to your landing page design.

The first thing a visitor looks at post-ad-click is your landing page—and before their eyes zero in on the copy, they see the page design. From the colors to the typography to the hero image, everything needs to be visually appealing, provide a seamless user experience, and make visitors want to scroll—and eventually click the CTA button.

Here is where design trends come in.

Each year’s trends help you see what’s working and what’s not, so you can design a page that looks good, feels relevant, and engages visitors.

Landing page design trends in 2023

For years, web design trends have pushed further and further into the sci-fi universe. However, the 2023 design trends are the complete opposite. This year’s web design trends share one common theme: realism.

The current trends combine digital and real-life aspects to showcase how standard websites have become in everyday life. We’ve curated four landing page design trends that will add visual appeal to your page, make a connection with visitors, and help with conversions.

Design trend #1: Parallax animation

Parallax animations create an optical illusion, so objects in the foreground appear to move faster than things farther away. The effect is similar to looking at passing scenery while driving. When used on landing pages, the animation’s impact comes across as simultaneously real and surreal.

With parallax animation, designers create depth by using foreground, background, and immersion, transforming the computer screen into something resembling a theater stage. As a visitor navigates the page, the seemingly fluid animations draw them in.

Here’s what the design looks like in action:

How to use parallax animation on your landing page

Instead of using generic icons to explain why your product or service is the perfect fit for visitors, create parallax animations to showcase product features and user benefits on your landing pages. The magic of the animations is more likely to engage visitors and get them to pay attention.

Design trend #2: Big, Bold Text

One effective way to communicate a unique value proposition (UVP) is by using big, bold text. With shorter attention spans and information overload, users tend to scan content rather than reading lengthy paragraphs. By making your copy big, bold, and direct, you can grab attention and effectively convey your message. Online bank Citi’s high-yield savings account page is a great example of using large, bold text to showcase an impressive rate and highlight account benefits.

Trend #3: Fluid Shapes & Gradients

Move away from classic geometric shapes and embrace organic, fluid shapes. These shapes evoke approachability and add personality to your landing pages. Meal kit company Home Chef uses organic shapes to enhance their UVPs and direct the viewer’s eye. Additionally, gradients have gained popularity, mimicking the blending of colors and light sources found in the natural world. Magic Spoon, a cereal brand, creatively combines organic shapes and gradients to create a whimsical and engaging landing page.

Trend #4: Comparison Charts

Make information easily digestible with scannable comparison charts. Whether you have multiple products or close competitors, comparison charts simplify decision-making for your prospects. Adobe effectively uses a product comparison chart to highlight key differences between their offerings. Tech warranty company Upsie transparently displays how their pricing compares with big-name competitors, helping visitors make informed choices without leaving the landing page.

Trend #5: Dark Mode

Dark mode, already popular in various applications, is becoming a growing trend in landing page design. Offering dark mode as an option on your landing page provides familiarity, reduces eye strain, and allows for a fresh and distinct visual experience. Empire Today, a carpet and flooring company, offers both traditional and dark-themed landing pages to cater to different viewer preferences.

Trend #6: Soothing colors

With the increasing use of digital technology in our lives, most users spend most of their time staring at screens. Because of this, eye strain is a prevalent concern. This year’s page design trends revolve around color schemes that put less stress on the eyes.

Soothing colors are a step away from the two extremes of dark and light. Soft color palettes, like subdued greens, pastel blues, warm browns, and light pinks, are all the rage this year. These muted, inviting colors don’t only make websites and landing pages less jarring than black or white, but they also naturally induce calmness and relaxation.

The Hume deodorant homepage is the perfect example of soothing colors:

How to use soothing colors on your landing page

Designing your landing page in a calm, soothing color scheme makes it more comfortable for visitors to view your page and click the call-to-action button. To choose the right color for your page, review this comprehensive guide on how to pick the perfect color.

Remember, everyone experiences colors differently, so there isn’t a single way to incorporate the principles of color psychology for everyone in the world. The feelings evoked by specific hues tie to meanings deeply rooted in each culture—and you know your audience better than anyone.

Trend #7: Doodles

You probably already know what a doodle is—many of us filled the margins of school notebooks with doodles whether we grew up to be designers or not. Google frequently features doodles to commemorate meaningful events and personalities on their homepage.

While doodles often remain hidden away in a designer’s sketchbook, sometimes never coming to life in the finished design, this hand-drawn element can often inject the perfect amount of creativity into page interfaces and layouts.

This design style also adds personality to the page and gives it a feeling of originality you can’t get from digital animations and effects alone. And while doodles aren’t a new trend per se, they’re making an emphatic comeback this year.

Skincare company Paloroma combines doodles with photography to draw users in. The drawings bring visitors’ focus to the product images. The brand also uses animated doodles further down the page to make the product range come to life.

Mace & Menter, a research and design studio, uses a hand-drawn comic strip to explain how their service works:

How to use doodles on your landing page

Doodles make your page design more human-centric and approachable, so adding a few elements on your page that look hand-drawn helps visitors relate to your brand and brings your product or service to life.

While doodles add a simplistic whimsy to your landing page’s overall look, which may not work for all brands, that’s not all they can do. When used as visual cues, simple doodles can get visitors to pay attention to specific page elements such as the lead capture form or the call-to-action button.

Trend #8: Neumorphism

Neumorphism has been slowly gaining traction since last year. In 2023, it promises to usher your pages into the paradoxical age of minimalist realism.

The style is a successor to skeuomorphism—a design approach that incorporates renderings of familiar, outdated materials into current designs. Even though the style relates to skeuomorphism, neumorphism focuses on the color palette rather than the contrast or similarity between the real and digital worlds.

This design trend uses the color of the entire screen, layering elements from background to UI and buttons to deliver a unique user experience. Hallmarks of neumorphism include minimal design, solid colors, low contrast, shadows, and pops of color.

The VespaJoy web concept from designer Sara Salehi is a beautiful example of what neumorphism looks like in action:

Ongoing Trends: Custom Illustrations and Singular Conversion Goal

Custom illustrations continue to be a popular choice in 2023, providing flexibility and creativity in visual communication while bypassing logistical challenges and costs associated with high-quality photographs. Additionally, maintaining a singular conversion goal and eliminating distractions from the landing page, such as multiple CTAs and excessive navigation, remain crucial in streamlining the decision-making process. FabFitFun and BarkBox effectively demonstrate these practices on their landing pages.

Ready to Create Stunning, Conversion-Focused Pages?

Now that you’re aware of the top landing page design trends for 2023, it’s time to put them into action! With Instapage, you can easily create high-quality, customizable landing pages at scale. Our user-friendly interface and conversion-optimized templates empower anyone on your team to build landing pages without the need for a developer. Plus, by integrating with over 120 top marketing tools, Instapage will seamlessly fit into your existing tech stack.

If you’re looking for more support beyond a landing page builder, our conversion experts are here to ensure your landing page content and design are optimized for success. Book a demo today and receive a personalized walkthrough of our platform and services.

Incorporate these trends, create stunning landing pages with Instapage, and drive conversions like never before. Your audience will appreciate the engaging and user-friendly experience you provide, leading to higher conversion rates and business success. Don’t miss out on the opportunity to leverage these design trends and optimize your landing pages for maximum impact. Stay ahead of the competition by embracing big, bold text, fluid shapes and gradients, comparison charts, dark mode, custom illustrations, and a singular conversion goal.

Remember, landing page design is a vital component of your marketing strategy. It’s where potential customers land and make crucial decisions about engaging with your brand. By implementing these trends and utilizing Instapage’s powerful platform, you can create compelling landing pages that captivate your audience, guide them towards conversion, and ultimately drive business growth.

Better landing pages = higher ROAS

So, why wait? Take the first step towards creating stunning, conversion-focused landing pages. Start your free 14-day trial and unlock the potential of your digital marketing efforts. Our team of experts is ready to assist you in achieving your goals and maximizing your online presence. Start building high-performing landing pages that leave a lasting impression and turn visitors into loyal customers. If you’re looking for inspiration, check out our eBook of 2023 Landing Page Design Trends for even more insight!

Landing pages remain the most effective way to increase conversions and nurture prospects down the funnel towards purchasing your product or service. Since they are standalone pages from your website, they contain no distractions and therefore entice your visitors to act.

While landing pages are meant to increase conversions, they can take a lot of resources to create and optimize, especially when dealing with multiple custom landing pages for different campaigns. That’s why landing page software exists.

What is landing page software?

Landing page software enables you to create goal-oriented, high-converting landing pages without any technical knowledge. This user-friendly technology makes it easy for non-experts to build, optimize, and publish landing pages without requiring HTML code or a developer.

Most landing page creation software includes features such as the following. Keep in mind, these are the bare minimum features and not unique to any software:

• A drag-and-drop builder and WYSIWYG editor to design pages from scratch
• Pre-designed templates based on the use case and/or industries to help you build a page that aligns with your campaign requirements
• Integrations with other martech software (email marketing tools, CRM, analytics tracking, etc.), so all resources are compiled in one interface
• Built-in A/B testing to discover what features are performing well or poorly and make the appropriate changes

Many brands require more than the minimum, and determining the right software depends on the stage the business is in, use cases, price, available support, and how much control and functionality is required.

Below, we look at 13 of the best options–some are dedicated landing page software that focuses exclusively on page creation and optimization. Others are all-in-one software that don’t specialize in any single area of marketing but still have landing page creation.

13 Best landing page software tools

1. Instapage

“The world’s most advanced landing page platform.”

Instapage was designed for digital advertisers looking to maximize advertising conversions. While typical landing page tools have the standard features above, Instapage is the world’s most advanced landing page platform because we provide six separate products bundled together and provide functionality for both SMB and Enterprise. Aside from being the only landing page platform to achieve SOC Type I & Type II certification, we provide the following enhanced functionality:

• Unlimited conversions–No penalties for getting more conversions.
• Instablocks®–Scale landing page production by creating and saving page blocks that can be reused quickly without any duplication of creative work. Then, manage and update all pages with a single click using Global Blocks.
• Built-in team collaboration—Collaborate in real-time, centralize communications, eliminate time-consuming bottlenecks, and establish a seamless user experience.
• Experimentation–Combines A/B split testing and heatmap functionality into dedicated product workflows for a better understanding of how visitors engage with your pages, and to encourage new experiments.
• 1:1 Ad-to-Page Personalization–Create and optimize unique experiences for each target audience, increasing conversion rates and maximizing ROI
• AdMap®—Contextually visualize a list of your campaigns to determine where personalized pages are needed with automated two-way sync
• Postclick Score–A percentage of unique experiences compared to the total number of ad groups and ads to indicate how close you are to achieving 1:1 ad-to-page personalization
• AMP–Allows users to build landing pages with faster page load speeds, directly from the Instapage platform
• Thor Render Engine®–By changing the HTML structure, JavaScript and CSS Refactoring, and CSS Responsiveness, the Thor Render Engine ensures your landing pages load lightning fast without any additional effort

Once you’ve researched the market if you think Instapage is the best software to fit your needs, sign up for a free trial here, or request an Enterprise Demo. See how our conversion-focused landing page software can scale your production and provide your audiences with unique landing pages.

2. Unbounce

“The legacy landing page builder & platform.”

Unbounce is likely one of the first names that come to mind with landing page builders. Although it offers some advanced features, it may not be the best choice as it takes time to maximize its full capabilities fully, has become quite legacy, and now penalizes customers for getting more conversions (see pricing).

Pros:

• A/B testing
• Popup and sticky bar creation
• Dynamic text replacement for SEM campaigns
• AMP-ready mobile pages (not with all plans)
• Аutоmаtеd ЅЅL еnсrурtіоn
• Custom dоmаіns

Cons:

• You are penalized for getting conversions
• All plans limit the number of visitors
• Only 100+ templates
• No 1:1 ad-to-page personalization
• An easy solution for scalable creation does not exist
• No automatic sync between Google Ads and landing pages
• Team collaboration for page designs and heatmap functionality not available
• Dedicated Launch Specialist only provided with Concierge
• Audit logs only with Concierge

Pricing:

• $200/month for Accelerate (capped at 2k conversions)
• $300/month for Scale (capped at 3k conversions)

3. Leadpages

“Website & landing page software for small businesses.”

Leadpages self-identifies as a website and landing page builder, not focused exclusively on landing pages. The company works primarily with small businesses who need a website and some conversions tools.

Pros:

• 120+ mobile-responsive templates
• Built-in on-page payments (only with Pro and Advanced plans)
• Alert bars and popups
• 40+ standard integrations
• Unlimited traffic and leads

Cons:

• No AMP functionality
• Lacking scalable creation capabilities
• Not all templates are free
• Limited customization and personalization
• No ad-to-page mapping
• Not SOC 2 compliant
• Pro Sub Accounts only available in the Advanced plan
• 1-on-1 Quick Start Call only available in the Advanced plan
• A/B testing, email triggers, and specific integrations only available with higher-tier plans
• Lacks Enterprise-grade security

Pricing:

• $48/month for Pro (3 websites)
• $199/month for Advanced

4. Wishpond

“Marketing made simple.”

Wishpond brands themselves as “marketing made simple” with a landing page tool within their software. However, they are an all-in-one solution rather than a dedicated software for landing page creation and optimization.

Pros:

• Two options: do it yourself or done for you
• Unlimited landing pages, social contests, and popups
• One-click A/B testing
• 300+ integrations
• 200+ mobile-responsive templates

Cons:

• Not a dedicated landing page builder
• Lacking scalable creation & AMP functionality
• No SSL certificates, SOC2 compliance, or Enterprise security
• Heatmaps not included
• No Google Ads integration
• A/B testing and Custom JavaScript-only available on higher plans
• The software limits the number of leads you can generate monthly
• Limited customization and personalization
• First-in-line customer support and free implementation coaching only with Rapid Growth plan

Pricing:

• $49/month for Starting (up to 1,000 leads)
• $99/month for Everything You Need (up to 2,500 leads)
• $199-2,989/month for Rapid Growth (customizable from 10,000 to 1 million leads)

5. Lander

“Use top landing page designs & templates.”

Lander promotes its software as the world’s leading (and easiest) landing page creator. However, its editor is not as customizable as other software on the list.

Pros:

• A/B testing with all packages
• Custom code editing
• Unlimited mobile-ready pages with auto-fill forms
• SSL Encryption
• Email marketing integration

Cons:

• Only 100+ templates
• No AMP or heatmap capabilities
• Lacking collaboration and SOC 2 certification
• No Google Ads integration
• No Enterprise features included
• Dynamic text replacement only available with Professional plan
• Many integrations (Zapier, Adobe Marketo, Salesforce) unavailable with the Basic plan
• No tech support with the Basic plan
• Pixel-perfect design customization not available

Pricing:

• $16/month for Basic
• $83/month for Professional

6. Landingi

“Landing page builder for non-programmers.”

Landingi claims users don’t require any programming skills to create and optimize their landing pages. Yet, that is one of the biggest benefits of using dedicated software in the first place, so it’s not a unique quality. The software lacks many essential landing page creation and optimization features.

Pros:

• Unlimited landing pages and leads with all plans
• SSL Certificate
• AWS Cloud hosting
• 200+ landing page templates
• Embeddable pages on your server
• Tracking pixels and dynamic text replacement
• Analytics and callback/chat integrations
• Workflow automation

Cons:

• No two-way sync with Google Ads
• AMP landing page functionality not available
• Heatmaps are not available
• Lacking scalable creation capabilities
• Additional landing page import service fee of $199
• A/B testing only available with the highest plan
• CRM/Sales integrations only available with the highest plan
• Landing page version history unavailable with Core plan
• Must pay for additional subaccounts

Pricing:

• $45/month for Create Business plan
• $59/month for Automate Business plan
• Customizable Agency plans also available based on subaccounts and features

7. GetResponse

“Stunning pages in just a few clicks.”

The GetResponse homepage highlights “stay connected and run business from home.” This doesn’t convey anything about landing pages or establish them as a dedicated landing page leader.

Pros:

• A/B testing with all plans
• Unlimited landing pages & visitors with all plans
• Custom domains
• 180 templates
• 150+ integrations including Shopify, PayPal & Stripe
• Email support for all plans

Cons:

• Not a dedicated landing page builder
• No AMP functionality
• Lacking personalization and ad-to-page mapping
• Heatmap features not included
• No SSL certificates, SOC2 compliance, or Enterprise security
• Visual team collaboration not available
• Automation builder only included with higher-tier plans

Pricing (based on 12-month):

• $12.30/month for Basic
• $40.18/month for Plus
• $81.18/month for Professional
• Call for Enterprise Custom Pricing

8. ShortStack

“The most customizable all-in-one contesting software.”

ShortStack identifies as an all-in-one contesting software–not a landing page software. Lacking many advanced landing page features, it’s clear they are not a robust option for creation and optimization. They do, however, mention unique landing page creation for contests.

Pros:

• Unlimited campaigns & emails (contests, giveaways, etc.)
• Landing pages and microsites available with all plans
• Custom CSS with all plans
• GDPR compliant

Cons:

• Not dedicated to landing page creation and optimization
• No AMP functionality
• Lacking scalable creation & personalization features
• No heatmaps
• The software is not SOC 2 compliant
• ShortStack logo on your campaign with the Business plan
• Custom landing page domains only available with Agency and Brand plans
• Only 60 templates come with Business and Agency plans
• No Account Manager support with Business and Agency plans

Pricing:

• $79/month for Business
• $159/month for Agency
• $399/month for Brand

9. Pagewiz

“Landing page generator and landing page templates.”

Pagewiz claims to be the ultimate landing page platform, yet they don’t offer many features other alternatives do.

Pros:

• Unlimited pages and A/B testing with all plans
• Secure Cloud Hosting
• Free SSL assigned to all custom domains
• Manage multiple client accounts
• 24/7 support

Cons:

• 1×1 demo only offered with Pro account
• Only 100+ templates
• Design layout is somewhat restrictive compared to others that are more customizable
• Reports of mobile and desktop integrations being cumbersome
• No email integration with Basic or Standard plans
• Only two custom domains with the Basic plan
• Lacking AMP capabilities and personalization
• No scalable creation or heatmap tracking

Pricing:

• $25/month for Basic
• $42/month for Standard
• $84/month for Plus
• $169/month for Pro

10. Elementor

“#1 free WordPress page builder.”

The Elementor homepage highlights that users can create stunning landing pages with the software; however, it is merely a WordPress page builder with no advanced creation or optimization features.

Pros:

• Free version available
• 50+ widgets and 300+ templates with all paid plans
• Popup builder and sticky elements with every paid plan
• Dynamic content & custom fields capabilities
• Role manager & 24/7 support

Cons:

• Hardly any features with the free plan (only a drag & drop builder and 30 basic widgets)
• Not a robust landing page solution, just a WordPress plugin
• Lacking scalable page creation
• No SSL, SOC2 compliance, or Enterprise security
• Personalization features are non-existent
• No AMP pages or heatmap tracking

Pricing:

• $49/year for Personal
• $99/year for Plus
• $199/year for Expert

11. Ucraft

“Free website builder.”

Ucraft markets itself as a website builder–not a landing page builder. Landing page creation is not mentioned on their homepage until the very bottom in the footer menu.

Pros:

• Free version available
• SSL security across all plans
• 24/7 support
• Unlimited number of pages with all paid plans

Cons:

• Website builder–not a dedicated landing page builder
• Only 15 pages with the free plan
• Lacking AMP functionality
• No heatmaps or scalable creation available
• Ad-to-page personalization is missing
• No built-in A/B testing
• Ucraft branding on pages made with the free version
• Integrations only available with paid plans

Pricing:

• $10/month for Pro Website
• $21/month for Pro Shop
• $69/month for Unlimited

12. ConvertKit

“Email marketing for online creators.”

ConvertKit has landing page creation capabilities but is primarily an email marketing software used by businesses to grow their audiences.

Pros:

• Visual automation funnels with the paid plan
• Creator community
• GDPR compliant
• The free version includes more than other free plans include (unlimited landing pages and traffic, 30+ mobile-responsive templates, customizable domain setup, etc.)

Cons:

• Not a dedicated landing page builder
• Price increases after 1,000 subscribers
• Only 30+ templates even with the paid plan
• No heatmaps or A/B testing
• AMP landing page creation is non-existent
• Scalable page creation not included
• Pixel-perfect design customization not available

Pricing:

• Starting at $25/month for Complete plan depending on subscribers
• Free version available

13. HubSpot

“Inbound marketing, sales, and service software.”

HubSpot is an all-in-one software solution for marketers as it includes functionality for CRM, forms, marketing automation, sales pipeline, etc. Their website says they are marketing, sales, and service software that helps businesses grow. Their landing page builder is not 100% customizable, so it’s clear they don’t specialize in landing page creation. Even their marketing hub page identifies the software as an all-in-one.

Pros:

• Pairs well with best in breed point solutions
• Directly integrates with Hubspot’s other tools
• Add live chat and bots to pages
• Ad management

Cons:

• Offers too much to be a powerful landing page platform
• Must be a paying HubSpot customer to use the landing page builder tool
• Mobile optimization (with free and starter plans) has limited features
• No ad-to-page mapping
• Making mass changes to groups of landing pages is not available
• A/B testing unavailable with Starter plan
• Pixel-perfect landing page designs not available
• Hierarchical teams only available with Enterprise
• Lacks AMP functionality
• No easy way to scale landing page production

Pricing:

• $40/month for Starter
• $800/month for Professional
• $3,200/month for Enterprise

14. Adobe Marketo

“Best-in-class marketing automation software.”

Adobe Marketo is named a leader in CRM lead management by Gartner, but there’s no mention of landing page building on the homepage. They identify themselves as a marketing automation solution, but advanced landing page creation capabilities are non-existent.

Pros:

• Audience segmentation & targeting​
• Advanced dynamic content​ and personalization
• Intelligent cross-channel nurturing​

Cons:

• Ad-to-page mapping not included
• Streamlined automation only with Ultimate and Enterprise plans
• G2 Crowd reviews say there’s a lack of report customization
• No AMP functionality
• Scaling landing page production is challenging
• No heatmaps
• Pixel-perfect landing page designs not available

Pricing:

• Four plans: Select, Prime, Ultimate, Enterprise
• Pricing for all plans based on features included and database size

15. Mailchimp

“All-in-one integrated marketing platform for small business.”

Self-identifying as an all-in-one platform automatically classifies Mailchimp as not being a robust landing page creation tool. Since they are not a dedicated landing page builder, the software doesn’t include as much customization as Instapage or other alternatives–but does contain basic landing page creation with all plans.

Pros:

• Landing page creation with all plans
• Shoppable landing pages
• Custom domains available with all plans
• Easily tie landing pages to a MailChimp campaign

Cons:

• Not a dedicated landing page builder
• No AMP landing pages or heatmap functionality
• Scalability and team collaboration do not exist
• Two-way syncing Google ads to pages is not available
• Lacking personalization features and pixel-perfect designs
• Multivariate testing only with the Premium plan
• Custom coded templates only offered with Standard and Premium plans
• MailChimp branding on pages made with a free account
• Only some automation with Free and Essentials plans

Pricing:

• Free plan available
• $9.99/month for Essentials
• $14.99/month for Standard
• $299/month for Premium

16. Pardot

“Powerful B2B marketing automation.”

Pardot focuses primarily on B2B, not B2C. As part of the Salesforce ecosystem, they also present themselves as a marketing automation platform instead of a robust landing page builder.

Pros:

• Integration with Salesforce
• Success specialist team with all plans
• Fully customizable URLs

Cons:

• Pixel-perfect landing page designs not available
• No AMP functionality
• Creating personalized pages at scale is very difficult
• Third-party reviews highlight software is too advanced for small businesses (better for agencies/organizations with dedicated sales teams) because users must know coding
• Only 50 landing pages with the Growth plan
• Multivariate testing only available with Plus and Advanced plans, or with a Growth plan for an additional cost
• No dynamic content with the Growth plan
• Google Ads integration is not available with the Growth plan

Pricing:

• $1,250/month for Growth
• $2,500/month for Plus
• $4,000/month for Advanced

17. Wix

“Free website builder.”

Wix is a very well-known website builder, and since landing pages should be standalone pages from your website, this option is not a complete solution. Their software certainly is not designed for robust landing page creation and optimization.

Pros:

• Unlimited bandwidth on all plans except Combo plan
• Custom domains with all eight plans
• Unlimited pages

Cons:

• Landing page creation is not the main focus
• No AMP page creation
• Lacking heatmap function or A/B testing
• No personalization for landing pages
• Scaling page production is not included
• Making mass updates to pages instantly is not an option
• Designs are not 100% pixel-perfect customizable

Pricing
Website:

• $13/month for Combo (personal use)
• $17/month for Unlimited (entrepreneurs & freelancers)
• $22/month for Pro (complete online branding)
• $39/month for VIP (priority support)

Business:

• $23/month for Business Basic
• $27/month for Business Unlimited
• $49/month for Business VIP
• $500/month for Enterprise

What landing page software suits your business best?

Landing pages can determine a campaign’s success, which is why you need the best landing page software. If you’re struggling to choose one, start by identifying your business needs. You may be able to find a solution that delivers what you need at a lower price with limited support. But, if you need advanced functionality and customization, it’s worth investing more to yield better long-term results.

Sign up for an Instapage 14-day free trial today and see how our robust, conversion-focused landing page software allows you to design 100% customizable pages while providing your audiences with unique landing pages.