4 high converting landing pages and their X-Factor

A landing page is a standalone page that serves as the entry point when someone interacts with your ad, email campaign, Instagram story, and so on. Landing pages are specifically designed to match a certain campaign and to make the marketing asset seamlessly flow over into a high converting web page without disturbing the customer journey. If you’d like to get a better understanding of what landing pages are and how they work, you can read one of the previous articles I wrote about this specific topic.

I have to admit that finding the X-Factor for your landing page isn’t always easy and can sometimes take a little longer than anticipated. Let’s take a closer look at some successful landing pages across various industries and what features made them stand out from the crowd.

Insurance made easy by Panda7

The process of comparing, selecting, and eventually deciding what insurance you’ll be taking is long and takes up a lot of time for a lot of people. You’ve got to get in touch with multiple different insurers, compare their offers, and then look through the contract carefully to avoid getting surprised by hidden fees later on in the process.?

Panda7 is an insurance firm that promises to make life a lot easier for drivers and lets you compare quotes from different major insurers and take out insurance within just a few minutes.

Most insurance websites are extremely boring, quite unclear, and require you to get in touch with an agent before being able to finalize the process. Panda7 made a landing page for car owners that is clear from the very first moment you get on the page.

They instantly make it clear that there are two major benefits of using their service. First of all, you’re able to compare the best rates across different companies. Second, you can save up to 30% on your insurance. Who doesn’t love a discount, right? The page stays clear and consistent if you scroll further down, so you can pick up on all the details even though you’re just skimming the page.

The page furthermore seamlessly integrates the company’s branding and colors throughout the whole page while looking a little playful yet still professional.

Another feature we absolutely love about this landing page is the floating header. The CTA button changes from a phone number at the top of the page to ‘compare quotes’ further down the page as you scroll.

Airbnb’s way to convince future hosts

Airbnb’s landing page for hosts is one of a kind page for visitors that are curious about hosting their place on the website. The first thing you get to see is actual hosts, followed by their testimonials a little further down the page. Including social proof on your landing page is usually a strong move because it shows what real people think of your brand.

Another top-tier feature of the page is the calculator. It gives prospects an idea of how much they could be earning by putting their listing on the platform. As you scroll further down the page, 2 very clear CTAs reveal themselves. The first one, that immediately grabs your attention, is the button that says ‘Try hosting’. The vibrant pink color makes it stand out from the neutral page and makes it easy to convert on the spot. However, if you’re still in doubt there’s a second CTA positioned right next to the main one. The button redirects you to another page where you get a little more general info about being a host and puts you in touch with a super host in your area. Even though this button is a little more subtle it certainly doesn’t miss its effect for people that are still a little hesitant.?

Deliveroo’s new partner strategy

Deliveroo is a food delivery service that was founded in the UK and now operates in nearly 800 towns and cities across 12 markets, including Australia, Belgium, France, Hong Kong, Italy, Ireland, Netherlands, Singapore, Spain, United Arab Emirates, Kuwait, and the United Kingdom.

Their main website is aimed at customers that would like to order food and get it delivered to their homes. They decided to make a separate landing page for restaurants that would like to partner up with the platform.?

The first thing you immediately notice is the bold headline ‘Become a Deliveroo partner’. The page clearly states their goal and gives you a clear CTA. This CTA is once more clearly stated in their signature turquoise buttons that stand out from the rest of the page. This makes it easy for the visitor to convert without having to actively look for it.

If you’re someone who needs more information and is still a little hesitant, you get all the information needed as you scroll down a little more. The landing page clearly explains the whole process, some key metrics of their platform, and what you get when working with them.

If you made it all the way to the bottom but still aren’t completely convinced to become a partner, Deliveroo made sure to throw one last shot at you to convince you they’re the partner you’re looking for. They showcase some of the UK’s most well-known brands they’re working with to show they can be trusted and to give you that extra push towards becoming a partner followed by the FAQ. The header with the CTA furthermore moves along when scrolling down, making it easy to convert and become a partner at all times.

Easy meals by Blue Apron

Meal planning, grocery shopping, and preparing at least three meals a day is challenging, especially with our already busy daily routines. Blue Apron enables you to create a weekly menu and delivers the recipes with all the fresh ingredients you need straight to your doorstep.

Blue Apron’s main goal with this landing page is to get its visitors to explore the different plans and make their choice on the main website.?

Their logo, headline, and CTA are immediately clear from the very first glance you take at their landing page. Another key benefit is their visuals, all the information is surrounded by high-quality photography of their delicious food. This is an excellent way to get people to believe their home-cooked meals will look just as delicious as the ones in the pictures if they use Blue Apron.

If you scroll further down the page the CTA gets repeated over and over again on each new fold, this makes it easy to convert if you want to because you won’t have to scroll back. The USPs are clearly communicated further down the page and the pricing if you scroll down even further is an absolute eye-catcher.??

A key benefit of this landing page is that it isn’t too long and extremely skimmable. Taking our short attention spans into account, it’s perfectly designed for the average internet user nowadays because it’s vital to hook your visitors within a couple of seconds.

6 fundamentals of high-converting landing pages

Looking back at all these successful landing pages, there are a few fundamental principles to keep in mind when building or evaluating your own:

1. Use a clear value statement (above the fold) so visitors immediately know the purpose of your page.
2. Match the headline of your landing page with the ad or email that got your visitor to the landing page.
3. Include social proof, testimonials, or important brands you worked with to look legit and back up your claims.
4. Focus on one single offer with one primary CTA
5. Make your CTA stand out from the rest of the page (color, whitespace, contrast, …)
6. Put your landing page through an A/B test and test new ideas or changes before finally implementing them

Keep in mind that building a killer landing page takes time, testing, and adapting. Remember that every great athlete didn’t become a champion overnight, it took practice, determination, and hard work to constantly improve themselves. However, the good news is that seeing others’ successes should get you inspired and give you a few ideas that can reinforce your own brand and give you a headstart.

If you’d like to learn more about how to improve your customer experience in 9 steps, you could download our new ebook and get inspired by all the possibilities you have.