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A landing page is exactly what its name suggests: a page people land on after clicking on a link.
Relevance – The most effective landing pages are those that are relevant (similar colors and content) to the place from which they originated.
Example: You are selling shoes on your website and you put up an advertisement on another website about your sale on red boots. Potential customers viewing your advertisement are expecting to land on a page where they can quickly and easily find red boots. Professional, but simple – Your landing page should be very professional, but not overdone.
Test, test and test again – Every design and interactive element is a critical component of a landing page.
A reason why – Give your visitors a reason why they should subscribe to your list or buy from you. The more you can answer these questions and the more specific you get, the more you will cater to their needs. Above the “fold” – “Above the fold” is an internet marketing term that denotes the top third of your website or the section that users see without scrolling. Testimonials – Wouldn’t you be convinced to buy a product that came with a few great testimonials? Here are some of the list of great websites that I actually adore and would definitely use them as inspirations for future projects. Stating clear and precise message can dramatically increase sales, just like how Forever 21 did on their site.
Building a pleasant design and proper usage of hierarchy is a good strategy for optimizing a great landing page. Anyone that’s been in this industry long enough knows a good landing page can make or a break a campaign. Imagine a scenario where you’re advertising on a traffic source such as Facebook hoping to profit. However the same couple have a much higher chance of buying that vehicle if they get talked to by a good car salesmen. Breaking even is a good thing because I know I can split test ads, make my landing page better, test more offers, get a higher payout on the offer, etc. The key to knowing when to and when not to is to think about how much action to they have to take, and how much information do they have to give up. I see a lot of competitors out there that direct link some campaigns and probably would benefit more if they had a landing page.
Do you have any campaigns where it took you a ridiculous amount of testing to finally get profitable? I’m running 2 campaigns on adcenter ppc right now and both are getting closer to breakeven but this is 5 ads later and I could use some motivation. A lot of the guys that run that kind of stuff have it approved by lawyers that specialize in that area of law, and feature legit testimonials and pictures. Heatmap doesn’t work when I implement it on each of my LP and traffic is sent to the rotator script. Many of you have been using our theme Divi for years because it’s one of the best tools out there for quickly and easily creating WordPress landing pages.
In this article I’m going to explain the anatomy of an effective landing page and then show you how to split test it for success with Divi Leads. An effective landing page will draw the reader’s attention to your call to action and give them the information they need to make the decision to act. In this guide to writing attention grabbing headlines, authors Neil Patel and Joseph Putnam state that in marketing, headlines are worth 90% of the advertising dollar. This includes ratings, reviews, interviews, sales figures, press statements, guarantees, and any other material to build trust.
You might even consider dropping this navigation completely in favor of your call to action.
Placement will vary depending on the type of screen or device the visitor is using and the type of device you’re trying to target. Using the concepts outlined above, I developed a landing page by hand using the Divi Builder.
In this test I’m comparing the location of the image and text to see which layout has the best effect on the call to action. The results show that row 2 got more impressions but had the same number of clicks as row 1, giving row 1 a higher click-through rate. The results show that row 2 had a higher engagement than row 1, meaning the two testimonials stacked was more successful than the two horizontally placed blurbs with text next to them. I can see in further analysis that row 1 had higher goal views and reads than row 2, so I kept row 1. I want to experiment with my second call to action button to see if it should be larger, a different color, have a different text, etc. Once I made some tweaks to the layout I wanted to test colors for the backgrounds one section at a time. Both sections received the same number of impressions and clicks, but section 2 had a higher bounce rate. The best way to optimize your landing page is to analyze the data and make changes based on that data.
After enough testing I would compare the results to my baseline to know how much my conversion rate has improved. The key to building the most effective landing page possible is to consistently test and make improvements based on those tests. Thank you for writing this article, though I have already read much of this information it is very helpful to have it all compiled into one article focused on using Divi to split test landing pages. If Divi can follow up on this (like they did already with their 3 overall templates a couple of days ago) Leadpages get really unnecessary. Hi Daniele, when you are creating or editing a page on the backend of wordpress, there is a metabox on the right hand side of the page called Page Attributes. Can’t thank you enough for all of the hard work in putting together such a detailed tutorial. If you could do one thing to dramatically improve your marketing ROI today, it would be to use landing pages on your website.
A landing page is a website page that allows you to capture a visitor's information through a lead form. Too many companies send their advertising, email, or social media traffic to their homepage.
For example, imagine you have a Google AdWords PPC ad running for one of your best keywords. If you're working hard to drive traffic to your website, don't make the mistake of not capturing that traffic as leads. Also known as the value proposition, this is where you present your core description of what the page is about. Your USP is a high-level term for a collection of statements that you use to explain what your offering is.
As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence. To extend the message by applying an additional persuasive message to support the primary one. If people can’t determine the purpose of your page from the main headline (and subhead) you’re doing something wrong.
As your landing page comes to a close, you have one final chance to communicate the benefit of your offering. It’s common practice on long landing pages, to repeat your call-to-action in several places.
This is where you present test subjects (people) with your landing page for 5 seconds, then hide it from view.
You will learn all about how to write effective headlines in part 5 of the course on landing page copywriting. The hero shot is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining. Notice how the main headline, supporting headline and hero shot combine together to show exactly what the page is about. Your hero shot should dominate the page, making it immediately clear what the page is about.
People are more likely to understand your product or service if you can demonstrate it in action.
Following the other elements on your page, you should by now have the attention of your visitor. Your benefit statements should attach directly to the pain felt by people seeking out what you are offering.
To support your brief benefit statements you want to extend the bullet point descriptions into a more detailed overview of their purpose and benefit. The important point to remember here is that you need to communicate the benefit of your offering first.
You often want to include imagery here that shows how each feature will look when being used, such as screenshots, where applicable.
To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead gen form.
Your CTA is critical to conversions as it’s the target of your pages’ conversion goal – in other words, it’s what you want people to interact with on your landing page. On your landing pages, the call-to-action represents the tipping point between bounce and conversion.
Both these elements have direct impact on conversions; however, they play two different roles in the conversion scenario. Button design is a visual cue that helps attract prospects’ attention to the call-to-action.
Often, the best way to understand the design of CTAs is to look at examples for inspiration. A simple guiding principle for CTAs is that the copy (text) on your button, should describe exactly what will happen when it’s clicked. There are lots of incentives you can give away to prospects in exchange for their personal data. A fair exchange for a newsletter registration would be an email address and perhaps a first name. Always try to balance the “size of the prize” (what you are giving away) with the level of information you are asking a prospect to provide. Your confirmation page is the first thing a new customer or lead sees after they have completed your conversion goal. For a click-through landing page, the confirmation page is encountered further down the sales funnel, often after the prospect has become a customer by purchasing something from you. The opportunity for more subtle follow-up marketing: keeping people within the sphere of marketing influence if they follow or share on social media. If you completed “Landing Page 101” you should already have a free account to build your pages.
Watch this video to see how to build a landing page from a blank canvas, adding each page element to create a fully designed landing page. This post is all about showcasing awesome landing pages, to give you some inspiration for your next design.

Note: All of these landing pages were built using the Unbounce Landing Page Platform – huzzah! Validation: They jump right into showing off the famous publications that have featured their company. Removal of doubt: The subtext below the CTA lowers the perceived risk, which can improve the click-through-rate (CTR).
The example below shows an alternate page they created, presumably to speak to a different segment or create a different emotional trigger.
Clear value proposition: The headline is very simple and leaves no doubt about the purpose of the page and the product. Highlighted testimonial: The brushed highlight of the testimonial gives it a bit of extra design zing and prevents the page from feeling too text heavy. Context of use: Their choice of imagery lets you know that the product can produce mobile-ready polls.
Validation: Like the example above, they provide a strong sense of trust by including a set of logos. Remove the footer navigation: Any extraneous navigation on a landing page can lead your visitors down the wrong path. Price: Travel is very much about price, and they get that out of the way right off the bat, so you can move on to the finder details after unerstanding if you can afford it or not.
Testimonials: The testimonials shown are anonymous which reduces their impact (as they could have been made up). Use of video: There are two videos that help build an honest and open dialog with visitors right off the bat. Visual chunking: The page is broken up very well vertically, aiding the consumption of information. Content chunking: Like the previous example, the page is broken down vertically in a way that makes it easy to digest. Strong clarity in the value proposition: The headline is simple and inviting and the secondary block of content and CTA explain in simple terms that you can create a free site.
Major endorsements: Having testimonials from big names like Zappos and top business author Daniel Pink gives you instant credibility. Privacy policy: You should always include a privacy policy when asking for an email address.
Social proof: The decent sized Facebook following lends credibility to their appeal and the fact that they understand how to build a following which is what they are selling. Honesty: It tells you the cost, so you can weigh up the potential value associated with extending your brand reach. Clear contact method: The big phone number increases the trust factors by letting you know there are real people to deal with. How are the logos connected: Are they just hotel names to help you understand the point of the page? Repetition of CTA: Being a long page they are using the smart practice of repeating the CTA throughout.
Teaser: The low price with free shipping placed next to the CTA is a nice way to encourage a click-through. Eating your own dog food: The offering here is all about design, and what better way to sell yourself than with a beautiful design.
Directional cues: The use of arrows guides people through how they should interact with your page. Emphasis: Startup Weekend clearly got the memo that bold is a good way to draw attention to important information. Function: About the eBook has a concise description of what the book contains, now the visitor knows what they are going to get.
Trust and Action: I would also test putting the major media logos directly before asking for the action. Sharing: Test a secondary call to send this page to a friend, or share on Twitter or Facebook, instead of just following (more action oriented than passive). Tell them and tell them again: The page opens and closes with the same challenge (16 second sign-up).
Benefits: I was most of the way through the page before I could answer the questions about why I would want this. Make Two Pages: Differentiate the action Free audit and Paid Plan into separate landing pages so you can segment the traffic from channels like PPC. These links can originate from your advertisement, an email you send out to subscribers or a link from any other place you designate on the web. By sending visitors to a landing page that contains red boots and has similar colors and content to the advertisement, you will keep visitors on your site because they received exactly what they expected.
Add all of the necessary information above the fold so users do not have to scroll down to find out about your offer. If you provide intuitive design with clear information for users, they will likely be more interested in what you have to offer. See how they use large fonts using noticeable colors to promote their on-sale products prices? Creating scannable feature-list and giving absolute reasons why visitors should buy your products are essential parts of persuasive website. Providing demos with clear text and legible on your landing page design will bring you more customers.
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I’ve seen stale niches become hot overnight because someone came out with a new angle on their landing page.
You’ll do this through an affiliate link so you can get credit for any sales you generate. The point of a landing page is they help increase the visitor’s desire to complete the actions you want. I send $100 worth of clicks at a $.20 cost per click (500 clicks) that goes to my landing page. Someone that has to pull out their credit card to complete the action will need a landing page. Imagine you have a new niche with several countries and you don’t know which country to start. I usually keep testing if it’s a niche I know a lot of people are making money on, and the volume potential is worth it. I read that the FTC came down hard on flogs (fake blogs) a while back, but I still see them around (so it seems they still work, but are risky).
However, it does work when it is implemented on just 1 LP and traffic is sent only to that LP.
And they personally have seen a single word in an email subject line make a 46% difference in a campaign’s conversion rate. The rest is supporting information to lead your visitors to the CTA and give them the information they need to make an informed decision. This should include statements that are both good and bad and reviews that are precise and not rounded numbers. The menu system should be short and simple with just a few links that are easy to understand and follow.
In a real-world test I would run the site for several days (or however long it took to run a statistically significant test) to see the results of my call to action. It gives me a clear heading, sub-heading, image of the product, text for the product, CTA, blurbs for users, another image, and another CTA at the bottom of the page. In order to decide what tests to perform, I simply started with the first element and made a change to see what would happen. I needed another factor to know which would be better to choose, so I looked at the shortcode conversion rate.
I could analyze further since row 1 tied with row 3 for shortcode conversions, but I like row 3’s click rate better so I will stick with row 3 for now. I created two sections with the same layout, one with a dark background and one with a light background. Also, my shortcode conversion rate was higher than on other tests, showing that the color of the last section was more popular (that’s where the second CTA was). Rather than removing the second call to action, I decided to make it clearer that it’s another place they can click for the same product. The test examples I’ve given here are just a few of the many ways you can test a single landing page using Divi Leads. I have it bookmarked and will be getting right to work testing a new landing page for my site. I can not stand when I try to go to a website and have fight through those things just to get to where I want to go. As long as you have Divi installed there is an option to change your page template from default to blank.
With Divi Leads it is easier to test landing pages to spot the area of your site that needs improvement. A good landing page will be targeted to a particular stream of traffic - say from an email campaign advertising a particular whitepaper - and, because it is targeted, and because it has an interesting offer behind a lead capture form, you will convert a higher percentage of your website visitors into leads with which you can follow up. Even if you advertise how great your company is (a boring offer for any company) and someone (amazingly) clicks through on that ad, do you want to send them to your homepage?
First and foremost, if you have a valuable offer, your visitors will give up their contact information in exchange for your offer.
The longer your landing page and form, the more friction you add to the lead conversion process.
As many best practices as you may read about online, your landing page can always use more testing and improvement. You are using an outdated browser, we recommend you upgrade your browser for a better and safer experience. Today we’re going to take a look at the different landing page elements that go together to build your pages.
It’s critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place. An example (for a dishwasher) being “Saves you hours every week by cleaning your dishes for you”. Ask yourself “What do my potential customers need?”, then write down one sentence solutions to those needs.
A good way to approach this is to expand upon the benefits first, and then if needed, add some feature details below. Then, and only then, do you start to add features – which are typically directed towards those who require more detail in order to make a decision.
It’s purely a label intended to keep you focused on this page element when designing your page.
When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page. This classic post from Smashing Magazine has a large collection of call-to-action examples. Examples of this would include: “Get my free ebook now”, “Take the 5 minute tour”, “Start my 30-day free trial”. The important lesson for lead gen is to strike a balance between what you are giving away, and what you are asking for in return.
In this instance, asking for a phone number and the size of your company would create an imbalance that could hurt your conversion rates.

There is a fine line between being too greedy and not asking for enough to satisfy your marketing needs. For a lead generation landing page your prospect submitted your form turning them into a lead and they are now typically faced with a page that either says “thank you” or provides the link to download content. Take advantage of post-conversion opportunities to extend your marketing potential and reach. Today we start from a blank slate and add all of the elements you just learned about until we have a super awesome, fully functioning landing page. If not, you can open a free Unbounce account (60 seconds to sign up – no credit card required).
From a design perspective, the grey monotone prevents a mishmash of colour creating any visual distraction from the call to action (CTA).
They’ve gone with B here, presumably in an attempt to catch your attention and increase curiosity (or to push a particular button).
And it’s nicely backed up by a well written explanation of some of the core benefits directly below. Always ask permission to use a testimonial and include the name of the person providing it for extra trust points.
They have the same message and the same color to let you know which areas to pay attention to. First you get to hear from the company and then they use real video testimonials from clients – much more effective than written quotes. Yeah, I know ugly pages convert great too, but the design here makes me want to stare at it and find out what they’re all about. I get a rough sense of what the purpose of the company is, but I wouldn’t mind a more detailed description. They aid getting you back to the top (as it’s a long page) with the classic ^top links at the end of each section.
Here they repeat the CTA (the yellow button) in 3 of the sections to keep enticing you to sign up (this is smart as you don’t know which piece of content will trigger the sign-up response and having a CTA right there will aid conversions. Especially when doing Google AdWords as they can sometimes ban your account if you don’t have one. The big bold headline tells you right away that you’re getting a free trial, helping to increase the no-risk factor. This will also help with being able to assess the time, number of fans (what demographic they are) and value that you’ll get for your spend. When offering a video solution, you should really be using a video to demonstrate what your product is about. The white background with orange headers and black body text stands out easily and the action is easy to see. If you are giving something for free people don’t necessarily think about how much it would cost them to buy the thing you are giving. That makes the eBook more important than the authors, but still offers up the authors as a trust factor at the action point. Try making Create Video the Right Way more about how to connect to the people watching, or what feelings the non-profit needs to produce. Instead of three rows make the second row two columns: one with function, one with benefits. Showing the visitor you are trustworthy and legitimate before asking them to do anything is a good way to maximize your response rate. Usually I avoid second calls, but this is an appropriate use of social out links to let the person decide how they want the notification to come. I have a lot of respect for companies that begin their journey with a conscious desire to provide excellence through multiple channels (design, UX, usability) – all of which ultimately lead to conversion.
Even though this is a tool built on a more robust software let this page get people into the free version and use other pages to upgrade the user. A landing page can be a page on your website or a separate page you create for a specific reason.
If you send these same visitors to any other page or a page with different colors and messaging, they will either be forced to look around or they will leave your site altogether. I am like Ric Flair, I will use every trick I can in the book to increase conversion rates (Whhhhhhoooooooo!!!!).
I’m going to keep things as simple as possible since I have a lot of beginners that read.
I know from tons of experience that I could create a landing page for that eHarmony offer and it would do better than direct linking. I use a strategy I call Minimum Viable Campaigns where I test the ideas with direct linking before I really invest my time. If I had a $500 budget I would set a $50 budget for each campaign and direct link them all. Having an effective landing page can be the difference between success and failure for your entire online venture. These are typically buttons that use action phrases such as buy, download, join, click, and then add terms such as free. This proves the reviews and testimonials are honest and not making false claims and builds credibility. That’s where you need the most important elements of your page such as your title, text, and CTA. This is something I can always come back to or continue testing for until I have a clear winner. Once I’m done with this test I’ll try it again with a different color or with a background image. This accounts for the bounces because customers used the second CTA button instead of the first. I then went back to those modules and made more modifications and performed more tests using different colors, text sizes, locations, reducing the amount of text, changing the images, changing the wording for call to action buttons, using bold text to draw the reader’s attention, etc. Since we have 5 seconds to capture our visitor’s attention I decided to remove a lot of the text. Another option would be to remove it completely, but considering its location it could improve the conversion rate. Start with good landing page design principles, develop a baseline, and then start testing. He's a longtime WordPress enthusiast and loves learning new things and sharing information with others.
I will be trying to implement the features to a newly started landing page design job, thanks anyway.
If you select blank it will remove the header and footer from your pages giving you the perfect blank canvas for a landing page.
When you know a stream of targeted traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page. Often, hearing someone else communicate it will strengthen your own understanding and to help you craft an effective USP. It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors.
Albeit cheesy, the Slap Chop or Sham Wow infomercials you see on TV do a great job of doing this. The concept being that you are more likely to convert if you see that others before you have, and were glad they did. You’ll often see people checking out reviews on their phone while in an electronics store or when considering a restaurant. It’s often the beginning of the marketing process, where the email address gathered is used to send follow up correspondence to try and convert the new leads into customers.
This would help from a reporting angle (letting you gauge the needs of your prospects in a simpler manner). Aside from that, I just think it’s awesome that the Cheezburger family is using Unbounce. Non-profits in particular rely on emotional and human connections, if you are trying to speak to them you should have some human benefits attached. Try showing characters using the appropriate devices, or acting out things related to using the product. If you send someone to this page and they fill out all the information, you get $5 or whatever. Using our scenario, someone clicks your ad on Facebook and then they immediately go to the eHarmony page. If you don’t know, then you have to test direct linking vs a landing page and see for yourself. For example, buttons could include text such as “Buy Now,” “Download for Free,” “Join Today,” “Click Here for 15% off,” etc.
Supporting elements, such as social proof and extra information can be placed below the scroll (or fold).
In reality I would run the tests for much longer than I did in these tests and would get lots of traffic and clicks.
This time I created a third option for testimonials, so now I have two with one over the other, two side by side, and three side by side. You could even leave a section blank if you wanted to test the page with and without a section (of course you wouldn’t do that with THIS section). If you give too much information it could discourage visitors from reading and make it more difficult for them to make a decision.
If I continue to test this CTA and find that it doesn’t improve conversion then I’ll consider removing it. This includes the layout, wording of your headlines, amount of text, color choices, button choices, etc. You have arranged all the statistics, Charts and images very well and that is why i love your this article. Limit the number of exits from your landing page so that your visitors are focused on filling out your form.
Call to action buttons should be well-labeled, prominent, and above the “fold” (viewable on a desktop without having to scroll). The results are just simulated so the numbers are small and unrealistic, but they’re just for demonstration purposes. It’s okay to have more than one CTA for the same offer, but it needs to be easily understood and easy to see. Once you figure out what you want the visitor to do, make it easier for them to do just that. This way I could get more data and see if I received more clicks from the first CTA or the second.
I also decided to use more bullets, bold, and highlights where appropriate to help lead the reader’s eye and make the page scannable. Just one small improvement can increase your conversion rate and make the difference between success and failure.

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