Crafting landing pages that transform visitors into paying customers may appear simple, but it’s a nuanced challenge. Even seemingly insignificant factors can significantly sway your conversion rates. As Larry often states, minor adjustments usually yield minor outcomes. To reel in the big catches, a complete overhaul of your landing pages is necessary.
This article presents 15 landing page concepts you can adapt for your own use, along with practical illustrations from real websites. If your social media campaigns need a boost, don’t miss this post about Facebook landing pages.
17 Imaginative Landing Page Concepts to Explore
Ready to shake things up and witness your conversion rates soar? Draw inspiration from these landing page examples and ideas.
1. Implement a Single-Click Registration System
Simplifying the conversion process is crucial for boosting conversion rates. The more steps involved, the less likely visitors are to follow through. Our initial suggestion is to integrate a single-click signup mechanism, as demonstrated by Unbounce:
Unsurprisingly, Unbounce’s page excels in this aspect. Their offer is crystal clear, and the call to action is bold and enticing – even before noticing the subtle mention of their client base and impressive testimonials from major brands.
While not a “true” one-click signup (the button scrolls to pricing information), it highlights the effectiveness of eliminating obstacles between the prospect and conversion.
2. Minimize Text
While completely omitting text from your landing pages might be impractical, consider letting visuals take center stage, as Optopus does:
This landing page uses a mere 30 words, yet the service’s premise – designing customized eyewear online – is instantly apparent.
Despite being in the crowdfunding phase, both CTAs are highly clickable. By stripping away superfluous explanations, Optopus eliminates potential barriers to conversion.
This minimalist approach continues throughout the page. The process, including the use of 3D printers, is explained concisely, preventing prospects from feeling overwhelmed by walls of text.
3. Reinforce Key Points
Repeating yourself in daily life can be perceived negatively, unless communicating with someone hard of hearing. However, on landing pages, it reinforces crucial selling points, as demonstrated by Squarespace:
This example highlights the visual appeal of Squarespace’s templates while emphasizing the risk-free, no-credit-card-required nature of their 14-day trial. Clicking “Get started” leads to this page…
…which reiterates the absence of credit card requirements for the free trial. Squarespace’s service revolves around simplicity, and by repeating themselves, they facilitate a seamless website building experience for visitors.
4. Offer a Valuable Freebie
Giving away something valuable for free might seem counterintuitive, but it’s a powerful motivator, especially on landing pages. Take Square, for instance:
Square understood that its customers, not hardware, were paramount. They could have monetized their Square Reader but chose not to. Why? Limiting adoption would have been detrimental. Today, Square leads the mobile payments market and still offers free Square Readers to new customers.
This landing page underscores the benefits of Square for small businesses, emphasizing the free hardware, resulting in a compelling offer (an earlier version of this page can be found in this post).
5. Make and Honor Promises
Promises hold immense weight. They mitigate risk aversion, instill confidence, and effectively address potential objections. Incorporating a promise on your landing page can be highly persuasive, as Halevy Life demonstrates:
The “Halevy Life Fitness Guaranteed” program offers a unique money-back guarantee for a results-oriented business. Simply put, if a client doesn’t improve their fitness, they get their money back, making Halevy Life “the only personal training gym in the world with a money-back guarantee.”
Eligibility criteria exist (as detailed in this fascinating piece by Inc. magazine’s Jeff Haden), but the “fitness guaranteed” promise is alluring and has propelled Halevy Life into the spotlight – note the 15 trust signals featuring prominent fitness industry names.
6. Utilize Facts and Figures
Did you know you’re 475 times more likely to survive a plane crash than click a banner ad? Facts and figures capture attention effectively, so consider incorporating interesting statistics into your landing pages.
The example from Milk Life, a Feeding America affiliate, combines statistics with geolocation data to present visitors with intriguing information about their milk accessibility initiatives.
This page identified my location and revealed that 4,835 gallons of milk had been donated to Massachusetts food banks at the time of writing.
7. Integrate Video Content
If you’re already producing marketing videos, why not leverage them on your landing pages?
Wistia, a video hosting platform, masterfully incorporates video on their landing pages. The prominently displayed video duration assures prospects of minimal time commitment. The video itself serves as a clickable call to action, highlighting Wistia’s benefits. One-click signup adds to the page’s effectiveness.
8. Address Potential Questions Proactively
Understanding user intent is paramount when designing landing pages. Once you grasp what brings prospects to your page, you can anticipate and answer their questions, as Interactive Strategies does:
Interactive Strategies recognizes the fierce competition in web development, particularly for agencies. They address a common concern directly on their landing page.
Note the trust signals below the banner, showcasing logos like Bloomberg, NPR, and the Smithsonian, immediately distinguishing Interactive Strategies from the competition. Clicking the chevron reveals why they’ve collaborated with such prominent brands.
Answering anticipated questions fosters a stronger connection with visitors, demonstrating an understanding of their needs before even requesting contact information.
9. Guide Visitors with Directional Cues
Well-designed landing pages clearly indicate where visitors should click or provide information. However, incorporating visual directional cues enhances clarity further, as OnDemand Research does:
The purpose of this landing page is evident. While the form fields are self-explanatory, the prominent arrow connecting the gift card information to the form eliminates any ambiguity.
Another directional cue is line of sight. People naturally follow gazes in photographs. You can subtly manipulate this behavior, as Chemistry.com does:
Alternatively, you can explicitly direct users, as William Shatner does on Priceline’s landing page:
This technique remains effective even without human imagery. Geico uses its mascot’s gaze to highlight the one-click zip code quote feature and a subtle hand gesture to showcase their diverse insurance offerings:
Heat maps, visual representations of gaze patterns, illustrate the power of directional cues. Consider this well-known heatmap of a diaper ad:
Red areas indicate prolonged viewing. Notice how attention to the ad copy increases when the baby looks toward it? The right image shows significantly more attention to all key elements.
10. Utilize Images of Real Individuals
Given the positive response to directional cues, experimenting with real people in landing page imagery is worthwhile.
This example from OK Dork features marketing and growth hacking expert Noah Kagan prominently:
According to Kagan, he and his team spent almost $15,000 designing this landing page, highlighting the effectiveness of using real people in landing page imagery. In this case, Kagan’s image acts as a trust signal, hinting at what prospects can expect – insights from a proven growth expert.
Benefits extend beyond personal recognition. Real people can evoke aspirations, as demonstrated by HomeAway:
However, while effective, A/B testing different versions of your landing pages is crucial. We’ve experienced conversion rate drops when using real people in ads and landing pages. This doesn’t discredit the approach but highlights the importance of resonating with your target market.
Data-driven decisions, not assumptions, should guide your design choices.
11. Leverage the Power of Color
There’s a running joke about obsessing over button colors on landing pages. However, color effectively conveys messages and significantly impacts landing page performance.
Color choice extends beyond aesthetics (though crucial); it conveys moods, emotions, and evokes brand associations.
Let’s examine how color is employed differently on various landing pages.
The first example is from CMS provider Bridgeline Digital:
Overall, this landing page falls short. The call to action is weak, the copy’s grammar is questionable, and it requests excessive information.
However, it effectively utilizes white space (discussed later), and its primary color is blue. According to the color emotion chart, blue signifies trustworthiness, reliability, and strength – desirable qualities in a CMS. The blue and orange combination creates an aesthetically pleasing complementary color scheme, even if subconsciously perceived.
Now, let’s analyze a landing page from tour operator Active Adventures New Zealand:
This page excels.
The carousel hero banner features evocative imagery of New Zealand’s breathtaking landscapes. The green motif in the CTAs and navigation bar signifies peace, growth, and health, aligning with Active Adventures New Zealand’s tour packages and complementing the banner images.
The inclusion of star ratings from satisfied customers and trust signals like featured magazine articles enhances the page’s overall appeal.
12. Embrace White Space
Ineffective landing pages are often cluttered, attempting to cram excessive information and text, resulting in a confusing and overwhelming experience.
Utilizing white space maintains landing page cleanliness and highlights crucial elements. Instapaper exemplifies this:
Instapaper’s interface is known for its minimalism, reflected in their web presence. The page is so sparse it barely qualifies as a landing page, yet its effectiveness lies in its simplicity – a concise animation, minimal explanatory copy, and a single call to action button. Brilliant.
13. Evoke Emotional Responses
Triggering emotional responses is a powerful marketing tool, especially effective on landing pages.
Save the Children’s landing page demonstrates this effectively. Instead of depicting negativity to elicit pity, they showcase the positive impact of child sponsorship through a short video.
By highlighting what sponsored children have gained, the messaging and emotional impact become positive. The call to action is clear, and the copy is concise yet aspirational.
Crucial conversions demand impactful landing pages – this one delivers.
14. Incorporate Brand Logos and Partnership Badges
While trust signals were mentioned earlier, they warrant a dedicated section.
Trust signals are invaluable landing page elements, encompassing:
- Brand logos
- Reviews & Testimonials
- Partnership badges
- Security emblems
- Guarantees
Showcasing prominent client logos builds credibility. Many sites, including nexus-security, highlight positive press coverage this way. We incorporate brand logos and partnership badges on several key pages:
Brand logos and a partnership badge used as trust signals on the nexus-security homepage.
Instantly recognizable brand logos communicate positive associations. Our Google AdWords Premier SMB Partner status, held by only 26 organizations globally, serves as a powerful trust signal.
15. Feature Reviews and Testimonials
Word-of-mouth marketing remains impactful, especially with social media influencing purchasing decisions. If customers rave about your service, showcase their reviews.
However, anonymous reviews from “John S. of Tempe, AZ” no longer suffice. Trust in such testimonials has diminished due to potential fabrication. Consequently, brands now feature reviews, testimonials, and even positive social media mentions on landing pages. Bombfell provides an excellent example:
Bombfell includes Twitter handles, enabling verification of authenticity (though one handle appears changed, and another photo doesn’t match). Still, this is far more compelling than anonymous, potentially fabricated reviews.
16. Display Security Emblems
Internet security protocols were once an afterthought. Today, with digital lives stored in the cloud, security emblems are crucial, especially for SaaS companies.
Different security trust signals cater to various target markets. Intuit’s TurboTax, targeting everyday consumers, exemplifies this:
TurboTax emphasizes data security prominently. Clicking “Learn More” leads to a dedicated page detailing their security protocols:
Instead of overwhelming visitors with technical jargon, TurboTax uses clear language to explain data protection measures.
The main page displays “traditional” security emblems, including the coveted government-issued “Authorized E-File Provider” badge:
TurboTax’s security trust signals target consumers who might lack technical expertise. Conversely, Amazon Web Services caters to technically inclined individuals, as reflected in their approach:
Similar to TurboTax, AWS provides a “learn more” link leading to a detailed security protocol page – exactly what engineers need for evaluation.
17. Experiment with Calls to Action
Our final landing page suggestion concerns calls to action.
If “Submit” still graces your CTAs, it’s time for a refresh. While a well-designed landing page might convert with a “Submit” button, creative calls to action nudge hesitant prospects further.
A general rule is to use words that logically complete the phrase “I want to…” Quick Sprout illustrates this:
Here, “I want to…” precedes the CTA buttons. However, these CTAs would likely remain effective without it, as prospects’ desires are always present.
While this dual CTA approach might not suit all landing pages, the key is to think creatively about your conversion prompts. “Grow my traffic” is far more enticing than “Sign Up” or “Submit.” Explore more call to action examples for inspiration!
Implement These Landing Page Ideas in Your Next Campaign
To summarize, here are the landing page ideas:
- Implement a Single-Click Registration System
- Minimize Text
- Reinforce Key Points
- Offer a Valuable Freebie
- Make and Honor Promises
- Utilize Facts and Figures
- Integrate Video Content
- Address Potential Questions Proactively
- Guide Visitors with Directional Cues
- Utilize Images of Real Individuals
- Leverage the Power of Color
- Embrace White Space
- Evoke Emotional Responses
- Brand Logos and Partnership Badges
- Reviews and Testimonials
- Display Security Emblems
- Experiment with Calls to Action
For further landing page guidance, check out our post on creating captivating coming soon landing pages.