We’ve discussed landing page fundamentals extensively at nexus-security, covering everything from our top tips and tricks to the best tools for boosting performance. Today, however, I want to explore some advanced landing page strategies that can help you elevate your conversion rates to unprecedented heights.

You may be familiar with some of these high-converting strategies, but I want to delve into the nuances of why they work and how they can enhance the customer experience. You might even discover some entirely new tactics. Regardless, these real-world examples should inspire you to optimize your landing pages for significantly higher conversions.

Before we dive in, let’s briefly touch on landing page conversion rate benchmarks.

What Constitutes a High-Converting Landing Page?

Our data suggests that conversion rates typically range from 2% to 5% for AdWords advertisers, although they vary across industries.

But does this mean you should settle for mediocrity? Absolutely not! Many businesses have cracked the code to achieve exceptional conversion rates. A 2014 nexus-security study revealed that top-performing advertisers were enjoying conversion rates of 10% or more. That’s the benchmark you should strive for!

Now, let’s explore the strategies that can propel your landing page conversion rates.

1. Entice Your Visitors with an Unbeatable Proposition

Vitacost excels at presenting an offer that encourages immediate action. I’m a firm believer in incentivizing new customers to convert instantly, and Vitacost does just that with a tempting 10% discount pop-up that appears within seconds of landing on their site—a tactic their main competitors lack. This instant savings offer would definitely sway me to choose Vitacost.

Moreover, the page itself boasts a clean and organized layout, clearly emphasizing the value proposition: save up to 37% on organic groceries. Specificity fosters trust, and quantifying the discount to this degree enhances its believability.

The key takeaway here is the offer’s immediate usability for visitors.

2: Streamline Choices

This project management software landing page from Wrike exemplifies minimalism. While software often presents users with multiple options, Wrike simplifies the choice with a single, prominent offer: a $10/month annual plan, alongside a free option. They minimize text, keeping the offer clear and concise.

This approach deviates from the typical lead generation norm of showcasing three feature-benefit pairs, listing available plans, and incorporating a form.

The landing page also stands out with its captivating hero image and leverages credibility boosters like a Gartner mention and prominent client logos in the footer—both landing page best practices.

3. Offer Customer Support with a Gentle Approach

Live chat is commonplace, but American Eagle implements it less intrusively than most. Few things are more bothersome than an aggressive chat pop-up that disrupts the browsing experience. When searching for “men’s shorts” on their site, the live chat remains unobtrusively available in the corner. Of course, accessing it requires providing your email address—American Eagle wants something in return for their assistance.

Additionally, American Eagle employs an appealing header image showcasing their extensive product range. For more optimization tips, check out our recent nexus-security article on product landing page best practices.

4. Encourage Trial Runs

Webex’s webinar software landing page excels at encouraging trial usage. Users can sign up individually or as a group to experience the software firsthand before committing to a purchase. This “try before you buy” approach helps potential customers envision how the software integrates into their workflow, often proving decisive in closing deals.

While the form could be shorter, it highlights the importance of testing different form lengths on landing pages, which we discussed last year.

Following the three feature-benefit statements, Webex builds credibility by displaying a real-time counter of webinars hosted in the past month, akin to McDonald’s famous tactic. This aligns with the “social proof” concept championed by Dr. Robert Cialdini in his influential book “Influence: The Psychology of Persuasion.” (If you haven’t read it, I highly recommend it. Despite being written pre-internet, its principles remain timeless.)

Cialdini posits that social proof—the evidence of others using or endorsing a product—reassures potential customers by demonstrating its popularity. After all, nobody wants to feel like the sole patron of a business.

5. Leverage Real-Time Social Proof

Similar to Webex’s counter, Timberwolf Bay, a vintage home furnishings company, displays a live feed of recent orders, revealing customer locations and purchased items.

This feature inspires confidence by showcasing real-time customer activity, tapping into Cialdini’s social proof principle. It assures visitors that others are actively buying from the website. Plus, it’s quite engaging to observe the order stream!

Zingerman’s, a renowned food market in Ann Arbor, Michigan, employs a similar tactic, incorporating their order ticker in the footer:

6. Harness Scarcity and Urgency as Motivators

Timberwolf Bay masterfully employs another Cialdini principle: scarcity. A search for “timberwolf bay automobiles” reveals their current inventory. If a customer has their heart set on the B.B. Korn Race Car, they better act fast! And unfortunately, the brass accordion “headlight” sconce is already gone.

Jokes aside, real-time quantity updates can trigger immediate purchases. Sold-out items imply brisk sales and underscore the need for immediate action. The underlying message: Scarcity motivates action, as people dislike missing out.

Complementing scarcity is urgency. Limited-time offers incentivize immediate action over procrastination. Gilt excels at this with a countdown timer that emphasizes the sale’s impending end:

7. Emphasize Value

Everyone loves a bargain, and Eastbay effectively highlights their “men’s kobe shoes” discount. Merely displaying the new price wouldn’t provide context or emphasize the value proposition. By showcasing the original price, potential customers recognize the deal’s magnitude and are more inclined to take advantage or bookmark the page for later comparison shopping.

Additionally, Eastbay prominently features free shipping in the header, further incentivizing purchases from the landing page.

The takeaway? Demonstrating value is crucial.

Concluding Thoughts on High-Converting Landing Pages

These are just a few examples of landing pages that transcend basic strategies and execution. The landscape of landing pages and their tactics is constantly evolving, requiring digital marketers to continually test and adapt.

What other innovative strategies have you encountered for crafting high-converting landing pages?