A recent study found that the average landing page conversion rate across industries is only 2.35%, but the top 25% convert at rates of 5.31% or higher.
Landing pages are the welcome mat to your business and a key source of marketing leads, yet many struggle to achieve meaningful results. The good news? Small changes can lead to significant wins.
In this blog, we’ll uncover the anatomy of high-converting landing pages, and share real-world examples of what works to help you grow your conversion rates.
Ready? Let’s get started.
What Makes a Landing Page High-Converting?
High-converting landing pages tend to have a few or several of these characteristics in common. Keep these in mind and try to spot them as you scroll through the examples.
- Clear Headlines: They grab attention and get to the point—fast.
- Irresistible CTAs: Think “Get My Free Consultation” instead of “Submit.” The best CTAs answer the user’s question: “What’s in it for me?” Use action verbs and make them bold, colorful, and hard to miss.
- Visual Appeal: A clean design does wonders for first impressions.
- Credibility Boosters: Trust is everything, trust seals, customers logos, testimonials, and stats can work wonders.
- Focused Simplicity: The less clutter, the better.
Pro Tip: A/B testing can double or even triple your conversions—don’t skip it!
Know Your Benchmarks
What’s a good conversion rate? Here’s a cheat sheet:
| Industry | Average Conversion Rate |
|---|---|
| E-commerce | 1.84% |
| SaaS | 7.38% |
| Finance | 5.01% |
| Health & Wellness | 3.27% |
Top performers hit 10% or more. Aim high! (Source: Unbounce Industry Report)
Now that you’re armed with the facts, let’s jump in.
20 Real-Life Examples (And Why They Work)
1. Microsoft 365
Why It Works: A simple layout that lets you choose your own adventure: home, business, enterprise, education Bonus: a free trial button right where you need it.
2. Airbnb
Why It Works: A visual design, personalized suggestions, and playful iconography, (plus loads of trust signals like “Superhost” and “Guest favorite,”) make this landing page a fun user experience.
3. Lyft
Why It Works: Purpose is upfront – “Make every day payday.” Single field form, easy to complete.
4. Monday
Why It Works: Simple: “Made for work Designed to love.” It’s memorable and has clean design.
5. Stripe
Why It Works: It’s all about confidence. Their promise to grow revenue paired with” business success stories “millions” of companies inspires action.
6. Slack
Why It Works: The animation shows what’s possible without drawing you in copy “Where work happens” becomes where anything happens. This has impact.
7. Muck Rack
Why It Works: Feels Personal: “PR Software Built for How You Work.” Trust signals of company logos sit right below.
8. Salesforce
Why It Works: A Clear benefit “Grow faster and work smarter” plus a data-driven banner ad and video all help drive engagement.
9. Crazy Egg
Why It Works: Hard to resist this request (“See what’s wrong with your website.”), talk about a lead generation magnet.
10. HubSpot
Why It Works: The headline focuses on YOU not them with customer-centric messaging and trust signals “237,000+ customers” that promises value and solutions.
11. Mailchimp
Why It Works: Value focused messaging and bright yellow CTA paired with a “pick your own adventure” list of options below for easy UX that drives action.
12. Fiverr
Why It Works: Direct and upfront messaging—“Find the Perfect Freelancer” and a powerful search bar upfront and their color choice of white nav bar paired with white paths below the fold doesn’t distract from the key message.
13. Gartner
Why It Works: Uses proprietary content to draw in users further into the site is a great tactic but the design here is what really wins. They visually mirrors their arrow for “See the List” with “Become a Client”; button, creating a natural path for the eye to both CTAs.
14. HeyOrca
Why It Works: They lead with their mission and use personable language to make you feel comfortable and peer-to-peer.
15. Chase
Why It Works: Their $300 incentive can motivate people who are considering their options, plus the “Choose what’s right for you” iconography is a user-friendly way to direct people towards their specific interests.
16. Netflix
Why It Works: Upfront Value: “Unlimited” The “Cancel anytime” subhead sets users at ease. The red CTA button pops!
17. Statista
Why It Works: “Empowering people with data” delivers positive transparent message of access, reiterated with a simple search bar. The 170 industries and 150+ countries creates a universal appeal to the audience.
18. DoorDash
Why It Works: Clear purpose and nothing more. “Discover restaurants and more near you,” cuts right to the chase.
19. Neilpatel.com
Why It Works: A simplified clean page structure asking users if they “Want More SEO Traffic?” Who doesn’t? And the Free 7-week plan value add, with only a URL field ask is an enticing offer.
20. Zillow
Why It Works: Gets right to the point, and uses not a word more. The brevity works here.
Take Away Dos and Don’ts For Your Landing Pages
The best landing pages share a few key traits: they’re simple, focused, and provide clear value. But there’s more at play behind the scenes. Here’s a closer look at what can truly drive conversions:
1. Do Provide an Incentive:
It can be a resource like a report or list, or like Chase, a $300 bonus. Time-sensitivity can help to create FOMO and make users more likely to take action.
2. Do Use Color Contrast Strategically:
Make your CTAs impossible to ignore by using contrasting colors that stand out against the rest of the page. A bold, eye-catching button can make all the difference when it comes to driving clicks. Find other design tips in this ultimate forms guide.
3. Do Leverage Analytics for Continuous Improvement:
Track your landing page performance, analyze user behavior, and use that data to optimize your pages over time. The more you learn, the better you can iterate and keep boosting your conversion rates. If you ignore A/B testing, you’re missing gold.
4. Don’t ask for too much information up front: Many of these landing pages don’t ask for anything initially or just ask for an email address. Less is always more.
5. Don’t forget responsive design: recent data by StatCounter shows that mobile devices account for approximately 55% to 60% of global internet traffic. Ignoring the mobile user experience is out of the question. Check out our webinar on tips to optimize forms for mobile.
And finally, remember these easy tips to take your landing page over the top.
4 Tweaks to Turn the Dial on Conversions
- Minimalist Design: Leave space for your offer to shine.
- Bullet Points Over Paragraphs: Clarity wins every time.
- Social Proof: Numbers don’t lie. “Join 10,000+ happy customers.”
- Video Content: Animations, or short videos increases understanding by 74% (Source: Wyzowl)
Conclusion
A winning landing page isn’t built overnight— if you use these best practices and examples you’re well on your way to creating user experiences that drive up clicks and rake in the conversions.
Still looking for a little help? Check out our webinar, Capture Every Opportunity with a panel of expert marketers on how to design forms that drive conversions.
