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Landing Page Examples and Best Practices

Explore real-life examples of landing pages and see how you can apply these best practices to increase your sales.

1. Solution-Oriented Headline

This is one of the first things that people see so it has to be concise enough for them to skim the headline quickly, and appealing enough for them to want to keep scrolling.

Two points to consider when building your headline:

• Know your audience: What are their pain points? What are you trying to solve?
• Know the traffic source: If people are coming from an ad, the headline needs to correspond to the ad text.

In the example above, Goli approaches their headline with a pain/solution angle.

Pain point: Taste of Apple Cider Vinegar is known to be awful.Solution: Take Apple Cider Vinegar in the form of an apple-flavored gummy.

2. Prove Value

This is the most important part of a landing page. In order to get someone to purchase your product, you have to make them think it’s worth their investment.

Onnit uses a unique landing page for their hero product, Alpha BRAIN, to prove value through every section of the page.

• Most popular and best deal badges are used to highlight the value-add of larger bundles
• Show the discount in terms of percentage and/or dollar units saved. In this case, they did both (see $ savings in the red above the CTA button)
• Show the price per unit to display a lower price as the quantity increases
• Middle Bundle is highlighted to encourage larger, higher-value orders.

Note: Some brands find more value in highlighting their largest bundle. This depends on your consumers’ behaviors and the pricing of your bundles. If you’re not sure which approach to take, conduct an A/B test by highlighting different bundles to see which approach yields the best results. After all, we’re not changing the pricing of anything, but only the design in this case.

3. Create Urgency

Use written or visual cues to encourage customers to make the purchase as soon as possible. This leaves them with less time to come up with objections or get distracted.

Skinny Fit uses multiple urgency tactics from their banners to pop-ups to their bundles.

• Countdown Timer forces people to browse the page within a certain timeframe. They think they'll lose the discount when the time runs out.
• Time-related messaging such as Limited time offer, offer ends soon, offer ends [month, day]
• Scarcity messaging such as Limited supply, only while supplies last, running low, etc. In this case, they outlined the customer limit (100)

4. Risk Management / Objection Handling

People naturally come across questions or objections when window shopping. What if it doesn’t fit? Can I return it? How much is shipping? That’s why it’s important to answer those questions immediately to earn trust and prevent further assessment.

Health supplements such as Immuneti often include multiple layers of risk management on their pages to establish the safety and reliability of their product.

• The banner at the top highlights customer service info to establish trust. It’s human nature to find comfort in knowing they have someone to rely on.
• “Doctor Formulated” messaging adds credibility to the formula.
• Shipping & Returns information is placed in easy-to-see spots.
• FAQs are a great place to answer common questions and handle objections. Be straightforward and transparent with your answers to build trust and keep the users’ attention.
• Offer a money-back guarantee as a promise to the customer that if they don’t like it, they can get their money back. Can be displayed as a badge, text, and/or part of the FAQs.

5. Social Proof

Numbers don’t lie, so the more people or sources that people see using your product, the more likely they are to trust it, especially if it’s from a source that they resonate with.

Hairtamin was co-founded by an internet-famous duo and has gained a massive following for their product.

• Customer Testimonials (written, videos, photos) are in-depth explanations of a customers’ experience with the product.
• Where has your brand been featured? Highlighting media outlets that resonate with your target audience helps them associate your brand/product with a source that they already know and trust. This site does this by having an “as seen on” section followed by the associated earned media logos and direct quotes
• Have a lot of user-generated content? Feature them on your page to add a visual representation of real, authentic customers.
• Customer Reviews are generally shorter than testimonials and are given by the customers without being directly asked by the brand, so they can be positive or negative. Since they are shorter, the quantity of good reviews is generally more important than how detailed they are. Reviews are typically at the bottom of the offer page.

6. Avoid Distractions

The only goal of this page is to sell your product/service to the customer, so anything else that doesn’t have that intention does not belong on this page.

Pet Lab Co effectively navigates users to their call to action with their easy-to-follow step 1-2 model.

• Provide Clear Call to Action - The CTA button is the one thing you want visitors to click on. Make it extremely easy for them to navigate to the button.
• Adding an upsell checkbox after the product selection and before the CTA button makes it effortless for the user to add to their cart without disrupting the purchasing flow.
• Maintain a logical flow of information so the customer sees what they care most about first. Provide reasons for “why” they should care prior to “what” your product’s features are.

Tip: Make it impossible to navigate away from the offer where possible by avoiding secondary link-outs, menus, and buttons.

7. Mobile-Optimized

Mobile is more important than ever.  This is where customers spend most of their time. People research products, watch review videos and view social ads all through their phones.

Skinny Fit uses a sticky banner that was made just for mobile.

• The hero section should be goal-oriented and easy to navigate (like an app) instead of a shrunken-down version of the desktop website.
• Make buttons bigger and have high contrast if they are not already that way on desktop.
• Make use of sticky bannersthese are particularly useful for mobile as they may require more scrolls to get to certain elements, such as CTA buttons. Keep the most important elements in a sticky banner so the user can reference them at all times (i.e. CTA button, scarcity/urgency messaging, discount).
• Maintain a single-column layout for ease of navigation.

Tip: The surface area of the phone is smaller, so customers generally have to scroll more to see the information on the page. Keep the copy concise to help customers pinpoint and absorb the information they’re looking for with ease.