With the release of WordStream’s new landing page grader tool, we can’t get landing pages out of our heads! Before we get started, it’s important to remember that landing pages aren’t just about the page itself. In the spirit of competitive analysis, I spent some time Googling around and comparing the best and worst landing pages that I saw for those Google searches. This Kaezi landing page looks great – it’s showing me a bunch of studio light kits I might be interested in, and I can click an individual set for more details. The first huge problem is intent – I clicked an ad for photography lighting kits, and this is what I get. What’s really frustrating is that this site does have what I’m looking for – they just make it hard to find. Even if I stick around long enough (and the vast majority won’t) to explore, none of the navigation links near the top seem to help me with finding lighting kits. Next we’ll try another Google search, this time for “dog beds,” because we all love our dogs and want them to be comfy 'n' cozy. Orvis does a pretty solid dog bed landing page – their landing page features a wide selection of dog beds, and an eye-catching photo of a happy, napping pup.
This page is a struggle because it does a lot of things right, but the things it does wrong are pretty damaging. There are a ton of great Amazon reviews featured on the landing page, and while I love how they used the red underline to highlight key points, there are waaay too many reviews (40+). They have 3 reviews that talk about how easy the bed is to clean, 7 about how the beds are good for arthritic dogs, 5 about how attractive the bed is, etc.
While the trust signals up top are great, the first chunk of text below the headline could be a lot more scan-friendly.
This bulleted text found when you scroll down should really be up above the fold where it can be more useful and provide visitors with a better snapshot about the dog beds. There’s some great info on this page about why this type of bed is recommended for older, arthritic dogs (the info was especially interesting for me as owner of an senior canine) but a lot of this great content gets buried because of the sheer enormity of the page. Some simple rearrangement of content and text resizing could help this landing page out a lot. What’s really silly is that after searching for dog beds with the site search tool, I find that Pottery Barn does offer dog beds. Pottery Barn doubtlessly has a hefty advertising budget, so why such careless work when it comes to landing pages? This landing page starts off with a big flyer talking about all the cool crafts I can make with silk flowers. What’s interesting is that when I do click on that flyer about the DIY crafts I can make with silk flowers, I’m taken to this page. Many other landing pages struggle to rope in and condense their copy, but this Hubspot landing page gets straight to the point.
Most of my criticisms are small, and may even seem petty, but truly good landing pages do require an almost scientific exactness and perfectionism.
While I like the small icons explaining the core components of Zoho campaigns, the colors are a bit too light. While the customer recommendation is good to have in there, it may be better to choose a recommendation from a more recognizable brand or client (and add their logo to the testimonial).
It’s a shame because I don’t doubt that some of this is valuable content; it’s great that SAP is trying to create original, helpful content to share with visitors, but this isn’t the time or the place. The headings and text are well chosen and placed, with text color variation to indicate levels of copy importance.
A few things I would change: I might consider moving the testimonials that exist below the fold up higher and swapping out the bottom left text chunk, but it’s not the end of the world.
I am irked a tiny bit that the first name form field doesn’t align with the one below, and that the button isn’t perfectly centered between the form fields, but those are easy fixes. Let’s move on to look at some of the innovative landing page designs some companies are exploring. One growing landing page trend involves scrapping nearly all text and instead relying exclusively on large, high-quality images to get the page’s idea or product across.
Falcon Social, a social media management software, has a landing page that looks remarkably similar to Square Space’s, right down to the color pallet. We hope this adventure into landing page examples and designs has helped you gain a better understanding of what makes a good landing page and has given you ideas about how you can go about building a landing page and improve it incrementally. Hey Megan,Just wanted to say thank you for taking the time and putting these examples out here.
Awesome landing page examples Megan, already bookmarked this and will continue reading it later. I know that you pointed out some specific design issues with Infusionsoft, but I wonder if there has ever been a study to show is a page with better alignment of elements performs better or worse than a page with "perfect" alignment.
Great post, I came across a decent enough landing page the other day - aesthetically it was fine, however it was geared for an American audience but being served int he UK.
Thanks for a great article that really pinpoints the do's and don'ts of good landing page design. Let me make a comment about style - and it's about _this_ page, rather than the ones shown. Here's the bad news: it's the folks who're still in work, but getting towards retirement, who're most likely to blink owlishly at the text, and find something, somewhere else, that's more comfortable to look at.
As part of our ongoing efforts to spread the gospel about single-purpose dedicated landing pages and Conversion Centered Design (CCD), we partnered with the awesome folks at Themeforest.
To get their design community excited about the new Unbounce landing page category we ran a contest, offering up a total of $11,400 in cash prizes for the best conversion-centered landing page templates in a variety of categories and verticals, from real estate and law, to agencies and startups. All in all, we received 39 submissions, many of which would make an excellent starting point for your next landing page. Conversion Centered Design star G10v3 blew us away with Approach, the winningest Envato Template.
If the reader wants to find out more, they can keep scrolling and will eventually be met by a button that brings them back to the form. Jen Gordon’s Convert travel landing page package comes with seven variations to customize and test.
She’s packed a ton of value in there, making it easy to appreciate the pride Jen takes in her work. Nutzumi uses parallax design and smooth scroll beautifully, as though the page were built with those features in mind and not added as afterthoughts. The mobile templates were designed effectively as well, with a logical order of information, big buttons for fat fingers and just the right sizing of everything.
I’m still not entirely sure what a fisherman has to do with B2B ebooks, but the image is meant to be replaced anyway.


There’s a lead gen form at the top, then a pricing grid further down with a CTA for each plan. This startup template is very on-trend with many of the tech startup designs coming out of Silicon Valley and beyond. The huge header block with a single hero image and parallax scrolling give the page a clean look while showing off the product. The pricing grid is used as another piece of information that could trigger a conversion decision, but doesn’t include sign-up buttons. Aside from the nav links on the bottom (which I’d get rid of – links are leaks!), the only way to interact with the page is by filling out the form.
Xstyler doesn’t get too fancy with this landing page template and that makes sense for the industry it’s intended for. The phone number in the top right is dividing attention from the form a little bit, but customers in this industry may be more accustomed to inquiring over the phone. For her startup template, Jen packs “18 Design Techniques to Drive Conversions” into one template, rather than offering multiple variations. Although the Twitter widget Jen’s embedded serves up some solid social proof, it’s jam-packed with links to other pages. The focus is a bit scattered, but it leaves plenty of space for the kind of info that students need to decide whether to request a brochure.
The neon accents on this page may not turn everyone’s crank, but that glowing CTA is hard not to stare at. The most important points are highlighted in red and the most relevant page sections are pointed to by arrows that are playfully carved out of the white space. After that, DonateFuture follows up with pretty much every trick in the book to gather donations – quick updates on progress, easy-to-read icons showing advancement toward the goal and photos of other people just like you who have donated. In this case, I don’t think the smooth scroll from the bottom to the top is necessary, but it’s great to see a focused goal. As Director of Campaign Strategy, Corey Dilley is charged with making sure that Unbounce's marketing campaigns drive measurable results. Myflat is just awesome and the form on the upper right hand side of the screen captures attention. These are nice templates for capturing emails, but I was really hoping you would have SOME OTHER TYPES of templates! Although the screenshots we chose were of the lead gen versions of the templates, many of the winners of the contest have a clickthrough version as well, which don’t have a form. Between the templates within Unbounce and the new ones on ThemeForest, there are many without forms. Unbounce pages are 10x prettier, but I get the feeling that leadpages simple and data driven templates work better.
Those designs are really inspiring, I’ve used one of those landing page for my website.
Process comes into play as well – what did visitors click to be brought to your landing page? In this post, we’re going to evaluate and grade a few landing page examples from each Google search, as well as take a look at some innovative landing page designs that break the mold.
There are also some appropriate related categories in the left-hand navigation bar I also might be interested in. A little meandering around the site helped me find some actual photography lighting kits, similar to what Kaezi showed.
Hide your kids, hide your wives, things are about to get really ugly with this “photography lighting kit” landing page example from Fovitec. The large product photos are also appealing, and you can filter the selection by color, feature, shape, fabric, price and more. In all fairness, this landing page about XL dog beds does everything in a BIG way – the text, the reviews, everything.
It’s absolutely fantastic that so many customers love the product, and it’s really smart to showcase those good reviews, but instead of drowning the visitor is XL print, I’d recommend that there be one shining review about how easy the beds are to clean, one about how they are good for arthritic dogs, etc. Pottery Barn’s “dog beds” landing page gets a solid fail – clicking their dog bed ad brings me to a landing page for decor accessories. This landing page isn’t doing much with its headings, and the boring, lengthy (and small-print) content is riddled with very obvious cases of keyword stuffing. Their landing page lacks any strong imagery to retain the visitor’s attention, choosing instead to focus on its impressive awards and accolades. Shades of grey text can be preferred to black, usually used to delineate focus (darker text = more important). The colored icons on the right draw the visitor’s attention to the key benefits offered by the product. I see a free trial offer as a better incentive than a demo, but maybe Infusionsoft has great success with their demo – each company has their own folder of testing research that can influence certain elements of their landing page. In an earlier blog post about great landing page designs, we discussed recommended best practices for obtaining an optimal landing page. It’s a bit of a risky move as it’s not entirely clear how Square Space plans on making my website better. Falcon Social leaves out the vaguely philosophical catchphrase and gets straight to the point – social media management for enterprise. The landing page is centered around a large image while still maintaining some standard landing page practices with testimonials and trust signals. If you’re wondering how your landing page stacks up, be sure to try our free landing page optimization tool.
The Infusionsoft landing page was actually part of a test we ran that created a +46% increase in demo conversions over the control page.
We have never ventured into PPC campaigns and therefore not really up on "landing pages" per se.
Really got me thinking about how a one size fits all approach can't work for everything - sure best practice is usually across the board, but when it comes to targetting certain audeinces you need to get to know the cultural implications that may impact on conversion rates.Cheers. I am taking a class in e-marketing and working on an assignment relating to "landing pages". For me, a good landing page is clean and simple in its design without being over-stylized (or fashionable). Here’s the list of winners, along with some insights into why we thought these landing pages were a cut above the rest. The mobile landing page is just as stunning as the desktop version and the format makes sense – headline, key benefits, product shot, then form. The pages rely heavily on Conversion Centered Design, taking advantage of in-your-face directional cues and making great use of traveller-recognized social proof mechanisms, like Trip Advisor reviews.
They communicate just as well as their desktop counterparts and adhere to the golden rule: 1 page, 1 purpose.


The good news is that all the buttons in the pricing grid smooth scroll back up to the form, which has a couple of handsome suits staring down at it, directing you to fill it out. ConversionLab has offered FORK in both lead gen and click-through style formats – with desktop and mobile versions of each – in several different colors. The Manhattan Education template doesn’t strive for beauty, but it delivers what a prospective student would expect from an education landing page. I’m a big fan of the directional cues provided by the students staring directly at the form. Further down the page, key points are highlighted with the same color, offering the viewer’s eye some guidance through the different sections of the page. Due to its incredible ability to convey emotion, video has been used effectively to elicit donations on TV for years. Corey's digital marketing stripes were earned by leading teams at ad agencies, online publishers and tech companies since 2005. I work in product comparison with affiliate partners which is equally as conversion oriented, yet you have no templates for that vertical at all. Is there something specific you’re looking for that would make the templates more suitable for an affiliate campaign? What I’m after is a small selection of conversion optimized product comparison tables.
One feature of leadpages that is really good is that they rank and sort their landing pages based on conversion rates. I appreciate the work and time these creators put into these projects – very inspiring.
We’re taking today to show some real-world landing page examples, so get ready for some breathtaking brilliance and miserable monstrosities. As a consumer chances are pretty good that I’d back myself right out of this landing page disaster and find a page that is better at meeting my needs. I clicked an ad for photography lighting equipment, so why don’t I see anything even remotely photography-oriented?
Since "dog beds" is a pretty broad query, this meets the intent well, allowing the visitor to browse and find exactly what they need.
Visitors already see that these beds have a five-star Amazon rating (which is a clever trust signal to promote above the fold). The Pottery Barn brand is well known and has a solid following – I’m sure many consumers would choose PB dog beds over others, but driving PPC clicks to the wrong landing page is throwing away potential purchases. This page comes off as spammy and damages any potential trust the brand might have earned (and really, any website that starts with a lowercase “e“ or “i” already raises suspicions). At the moment the buttons are the same color as the background with a subtle orange outline – not irresistibly clickable.
The main image is confusing – is this a glimpse of the product itself, or are we supposed to be drawn to the colorful designed templates Zoho offers against the bleak and dreary templates offered by other companies?
It looks more like a resources page than a product landing page (and an ugly resources section at that). Remember, you know your company best, and it’s very possible that not all general landing page best practices will apply to you.
However, plenty of sites are interested in sacrificing landing page standards for the sake of experimentation. There's just no way you can expect a visitor to take their time meandering around a website until they find what they want. It still amazes me that businesses are not even using landing pages at all, let along making them relevent to the search term! It's good to see examples of landing pages in different industries and how they compare to each other. Your post has helped to understand better about the best landing pages and the worst landing pages. If a user takes in the message before they see the design, then I think that is a successful page. The design itself is lighthearted and fun while giving ample space to show off the product and its benefits.
The only hint that I haven’t accidentally clicked a random pop-up ad is the Fovitec logo featuring an aperture icon in the “O” (although whatever camera allusions the word “Fovitec” is supposed to conjure are lost on me).
If potential buyers want to read more reviews from customers, they’ll go to the Amazon page. This is a good landing page – it would have been perfect for my initial search for “silk flowers.” However, in order to get here, I had to click a link talking about DIY silk flowers crafts. I clicked an ad that appeared for “email marketing software” and the word “email” is nowhere to be found. The button color and text are appropriate, and I like how the central-positioned form draws the visitor in. Apart from being a missed opportunity to optimise a campaign properly, customers have no chance of finding what they want so conversion must be terrible!I love landing pages and totally understand their importance, however, I have learned a few things from this article and I'm now off to perfect them!
Our internal Creative department has taken the landing page conversion strategy and created an incredibly elegant version for main website demo page testing. However, there's a fad in commercial web design at the moment to use pale grey on white as a colour combo, and this page suffers from that.
The “landing” process and movement through the funnel is just as important as the physical page design. If I’d have to choose between a landing page that’s too crowded or too spaced out, I’d absolutely choose the spaced out page. Square Space is getting enough notice these days that they might be trusting that visitors already know what they’re all about.
The question is, will visitors stick around and watch the video for a better understanding, or simply look elsewhere for a landing page that spells out the benefits for them in a quick, scan-friendly design? For someone with weakened eyesight, or glasses with an older prescription, the low contrast makes it a strain to read. Sounds like this site really needs to focus on intent and think about where they really want to direct visitors. However, a second testimonial or an extra icon line of features could be added while still maintaining a sleek, attractive design.



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