11 Essentials of Landing Pages that Convert (+ Examples)

Do you constantly look for ways to increase clicks on your landing pages and boost conversions?

Then, you need to start creating landing pages that convert.

These are unique pages you custom-build for conversion through highly personalized content.

But wait.

You are not a lone ranger in the eCommerce industry, and you can bet that your competitors also work hard to drive clicks to their landing pages. They actively look for tactics to create landing pages that convert the same audience you are after.

For example, here are the results of a study showing conversion rates from 16 industries.

Conversion rates by industry

Image via Unbounce

Does your brand measure up, or do you need to put more effort into your landing pages and lead generation process?

And even if it does, is there more you can do to boost your conversion rates?

Of course, there is.

And in this post, we’ll discuss 11 key elements that you should focus on to boost your landing page conversion rate. We’ll also discuss some tips that can help you create effective landing pages that convert.

Check them out.

11 Key Elements To Include in High-Converting Landing Pages

What elements should you include when creating landing pages that convert?

Find out below:

1. Compelling Headline

Landing pages that convert have compelling headlines with clear, relevant information that empathizes with the audience’s problem.

Most importantly?

They encourage the reader to stay without resorting to clickbait or withholding information.

Some headline types that are found to have good engagement potential are:

  • How-to headlines that clearly state benefits offered plus promise a solution
  • Headlines that focus on your unique selling point
  • Headlines that introduce an offer
  • Headlines that use humor to pique interest
  • Headlines that pain-aware the reader

This headline from BorderBuddy, for example, focuses on the audience’s pain point, then follows with a sub-headline that promises a solution.

Borderbuddy headline example

Image via BorderBuddy

2. Contextual Subheadings

Landing pages that convert contain subheadings that persuade the reader to read the content.

But how do you create such compelling subheadlines?

Ensure it contains persuasive language and offers more detail than the headline.

For example, Campaign Monitor uses a subheadline that complements the headline by stating the benefits to expect.

Subheadline example

Image via Campaign Monitor

3. Impressive Hero Image

Landing pages that convert contain a hero shot that helps website visitors better understand the offer.

So, before using a stock photo for your landing page, ask yourself:

  • What do I want the image to say about my offer or product?
  • Will it resonate with the audience?
  • How will it make them feel?

The bottom line?

Ensure the hero shot makes customers emphasize and picture themselves using your offer or product. It should also be relevant and match your messaging.

Secondly, ensure your hero shot loads fast by leveraging a compression tool like TinyImage that reduces the file size without ruining the quality. This way, visitors don’t wait long before the hero image loads.

A good example would be this hero shot from meowbox.

Hero shot example

Image via meowbox

It shows a cat, the real customer, enjoying themselves with one of the treats.

4. Quality Visuals

Focus on showing, not telling, when creating landing pages that convert.

What does this mean?

Besides the hero shot, leverage additional images that showcase context and grab the audience’s attention. They should be relevant to the offer and of high quality.

Most importantly, use images that showcase your products in use. Take images of your product from different angles, then enhance them with professional editing tools before uploading.

For example, in the meowbox example given above, scrolling down the webpage brings you to incredible photos of real cats enjoying their meowbox treats. They’ve leveraged images that show social proof and encourage other cat lovers to start their subscription with them.

Quality visuals example

Image via meowbox

5. Personalization

Landing pages that convert tend to connect with each reader on a personal level. They build upon data, including past behavior, geo-location, time, etc., to personalize experiences.

But how can you deliver personalization on landing pages?

Start by having rich data sets including names, gender, behavior, company, geographic location, etc. Then, find a website personalization platform like Hyperise that helps deliver automated content on the fly.

With these tools, you can now profile each audience based on the data, determine what content you wish to deliver to them, and create different landing pages for every audience segment.

What’s more?

Use dynamic content variations to personalize the landing pages, test different elements, and tailor them to each persona.

6. Engaging Videos

According to research, 64% of people prefer to watch short videos when learning about products. 84% of them also say watching a brand’s video convinced them to buy.

It’s, therefore, crucial to include videos when creating landing pages that convert.

And the best part about using video?

You can incorporate it in different ways on your landing page.

For example, replace your hero image with a video or leverage an animation creation tool to create a background video that draws attention to a headline, button, form, or text.

Alternatively, use videos as supporting assets or pop-ups that open when the viewer clicks on a thumbnail, button, or link.

But that’s not all:

You can also use different types of videos, including explainer videos, demo videos, promo videos, or testimonial videos.

Take, for example, this explainer landing page video from River Pools and Spas.

Engaging video example

Image via River Pools and Spas

It convinces the viewers to subscribe by promising them to expect only one email and one phone call when they’re added to your email list.

But what tips should you consider when including videos?

  • Keep it short.
  • Ensure the crucial message appears at the beginning of the video.
  • Have an engaging thumbnail that entices viewers to click.
  • Avoid auto-play videos except when the call-to-action asks readers to click to watch. The video can then auto-play but without sound, so users choose to unmute when watching.
  • Avoid landing pages with only a video. Landing pages that convert feature a video plus additional copy to give context.
  • Reduce video load times to avoid bounce rates and poor conversions.
  • Optimize videos for search. Include captions with your main keywords, add XML Sitemaps, and have the necessary metadata needed to index your video.

7. Clear Product/Offer Descriptions

Landing pages that convert clearly explain what the product or offer does, the pain point it helps alleviate, and the benefits of using it.

And guess what?

You can rely on your headings, testimonials, and images to convey all of this.

For example, have pain references highlighted in the video testimonials given by previous customers and how your product solved them.

Your testimonial can also feature benefits, or showcase how the product meets an emotional need of the customer.

8. Powerful Calls-to-Action

Calls-to-action (CTAs) bring your conversion goal to a reality. That’s why a CTA is an important element of a great landing page.

However, if you want landing pages that convert, avoid cliché CTAs like “SUBMIT” or “CLICK HERE.”

Instead, focus on the visitor journey, your unique selling point, and what precisely the visitor will get once they click. You can add a form link as a CTA button to get visitors’ responses. Online form builder tools can help you to create optimized forms for your landing pages.

Most importantly, you must have a clear call-to-action that tells the visitor exactly what you need them to do by using phrases that motivate them to act.

For example, you can leverage urgency phrases like “now,” “hurry,” “offer ends,” etc., or scarcity phrases like “exclusive,” “limited edition,” “biggest ever,” etc.

So, what type of phrases can drive more action for your landing pages?

  • Yes, I want X!
  • Gain Your X Now
  • Start Your Path to X or Begin Your Journey to X
  • Activate X Now!
  • Get Your X Now
  • Add to Cart
  • Reserve Your Spot
  • Get This Look

Note: X represents the benefit your audience will get.

In addition, you should also consider the color scheme of your page when creating a CTA. You should use a contrasting color for your CTA button to make it eye-catching. This, in turn, can help you convert visitors faster.

Take, for example, this CTA from A Music Mom uses an action-oriented phrase to encourage clicks

Powerful CTA example

Image via A Music Mom

9. Contact Information

Landing pages that convert contain contact information that showcases the legitimacy of your business. These can consist of a physical address, email, phone number, or contact forms. If you have access to chatbots, you may leverage them to deliver context information to readers in real time.

By including them in your landing page, you can eliminate – to some degree – the concerns a user might have about your legitimacy, which helps reduce friction in the sales funnel.

This page by Drift is one of the best landing page examples as it uses a chatbot to address user concerns on their RevGrowth Virtual Summit landing page.

RevGrowth chatbot example

Image via Drift

Including it ensures that anyone with questions about the event can get their worries waylaid before booking a seat. It also makes the process of registration easier.

10. Clear Product Guarantees

How else can you reassure people on your landing page?

Give people a guarantee and place it as close as possible to your CTA.

For example, landing pages that convert use terms like money-back guarantee, 100% satisfaction, etc., or use trust badges to offer guarantees.

Product guarantee example

Image via Brosix

11. Inspiring Social Proof

According to research, consumers buying online check reviews 89% of the time.

Social proof example

Image via Canvas8

You, therefore, need to incorporate reviews in landing pages that convert.

Use them as social proof and as reassurance that other people bought or subscribed to your product and were glad they did. Additionally, you can put the right social media channels to your landing pages for your digital marketing campaign such as influencer marketing, content marketing, social marketing, email marketing, etc.

But what kind of social proof can you offer when creating landing pages that convert?

  • Customer reviews
  • Testimonials from experts
  • Awards
  • Trust seals
  • Indicating the number of customers who’ve bought the product

For example, in the example below by music equipment company Fender Guitars, different forms of social proof are leveraged to reassure the customer that what they offer is legit.

Fender guitars social proof

Image via Fender Guitars

And now that you know the landing page elements you need to create a good landing page, how can you increase your chances of conversion?

Let’s find out.

Tips to Create High-Converting Landing Pages

The following are best practices to follow when creating landing pages that convert:

1. Choose the Best Landing Page Builders

For landing pages that convert, you need a builder that helps you meet your goals. It should also meet your company’s needs, pricing should be within your budget, and it must suit your skill level.

But what features make the best builders for landing pages?

Some of the basic ones include:

  • Customizable
  • Coding-free
  • Numerous templates
  • Ability to integrate different CTAs
  • A/B testing functionalities
  • In-depth analytics
  • Ability to use custom domains

2. Make Your Content Concise

The content you use on your landing page can either elevate or diminish user experience with your brand.

  • Does it make them want to buy your product?
  • Does it clearly convey your value proposition?
  • Does it differentiate your brand?
  • Has it been optimized for SEO?
  • Does it explain how the product fits into the customer’s world?
  • Does it truly speak to the audience?

Sounds like a lot, right?

Well, you can create successful landing pages that convert if you ensure your message is concise. Try and use the least amount of words to communicate your offer.

Secondly, ensure your content:

  • Is clear and speaks directly to your specific target audience
  • Has the most crucial details first
  • Includes features and benefits
  • Contains words your audience uses
  • Can build trust among your audience
  • Is easy to skim (bullet points, etc.)
  • Contains non-copy elements like graphics, white space, images, etc.
  • Has no passive voice
  • Incorporates strategies such as scarcity, urgency, and a CTA
  • Includes numbers

3. Work on Mobile Optimization

According to research, the total number of global mobile visits rose to 68% in 2020 compared to 63% in 2019.

Mobile global visits chart

Image via Perficient, Inc.

It’s, therefore, crucial to optimize for mobile when creating landing pages that convert.

But how?

Design landing pages with the mobile user in mind.

Know what crucial elements to inclu1de and ensure they don’t overlap by using a builder that adjusts contents depending on the device used and hosting platforms used for your WordPress and other websites.

Next, place the most crucial information at the start and increase your site speed.

4. Avoid Adding Navigation Elements

Navigation includes elements or links that lead visitors away from your landing page to other pages like the homepage.

But why should you not use them if you want landing pages that convert?

  • They can cause high bounce rates
  • They prevent the reader from focusing on one offer
  • They can distract viewers
  • They can waste your money

Think about it, if the viewer leaves the landing page without converting, then you potentially waste the money you used to get them to click in the first place, even if they’re still on your homepage or any other page on your website.

And the best part of all this?

Not using them can increase conversion rates, according to research.

Conversion rates without navigation

Image via HubSpot

5. A/B Test Your Landing Page Design

How do you ascertain that you’ve created landing pages that convert?

Through A/B testing you can test elements like fonts, CTAs, content, header, form size, etc.

It enables you to find out what elements work better than others. A/B testing can also help you know where you lose readers and what elements you can change to optimize conversion rates.

But how do you test?

Show visitors different versions of your landing page or leverage tools like heatmaps to see how visitors engage with your landing page. Then, use the data to optimize.

6. Integrate a Unique Selling Proposition Across The Page

Landing pages that convert clearly indicate what makes their product different and why the customer should go for them instead of the competitors.

Therefore, your unique selling proposition should indicate who you are, what you offer, and how it benefits customers. You should also clearly showcase this information on your headline, subheading, landing page copy, and CTA.

7. Leverage Analytics from Other Platforms

It’s crucial to know where traffic from your landing pages comes from.

For this reason, one of the key ways to create landing pages that convert is to leverage analytics from other platforms, including social media analytics, Google Analytics, etc.

Why is this?

Monitoring them can help you understand how your other paid and organic strategies help you increase traffic and conversions on the landing pages.

For example, if you leverage analytics from Instagram or Facebook, you can tell the number of people engaging with links directing to your landing page. You can also tell how many clicked to visit your website, the number of saves you got, etc.

On Google Analytics, you can leverage social media performance analytics to see popular landing pages and content types. You can also discover what social networks drive traffic to your landing pages.

This information can then help you optimize your landing pages for more clicks and conversions.

Ready to Create Landing Pages That Convert?

Do you make it easy for visitors to your landing page to convert?

If not, then you need to leverage elements that help you create landing pages that convert. This way, you can get more people to know what you offer, increase your potential customers, and boost conversions.

Author Bio

Gaurav SharmaGaurav Sharma

Gaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions |  300K organic monthly traffic. He also contributes to top publications like HuffPost, Adweek, Business 2 Community, TechCrunch, and more.