When marketers sit down to create an effective marketing strategy, many of them take cues from industry leaders. We can do the same with landing page examples.

The action-oriented, standalone web pages are being used by businesses of all sizes to move people through every stage of the buyer’s journey. Before we delve into the 110 landing page examples, let’s first see what makes a landing page effective.

An effective landing page is a page that succeeds in converting visitors. High-converting landing pages use a combination of optimized and personalized elements, such as a benefit-driven headline, value proposition-focused copy, relevant media, social proof, and a conversion-worthy CTA offer to persuade visitors to opt-in. An ineffective landing page is a page that does the opposite. Remember, there is a significant difference between a homepage and a landing page.

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Below you’ll find 100 examples of some of the best and worst landing pages on the internet, complete with full critiques. Sift through them to learn what to do and what not to do to create a highly effective landing page of your own.

(The landing page examples below were displayed as shown at one point in time. Some landing page examples have since changed but the critiques are still valid. Keep in mind, for shorter pages, we’ve shown the entire page. For longer pages, we only displayed above the fold.)

110 landing page examples

1. Casper

What they did well:

• The headline tells visitors why they should buy a Casper mattress.
• The imagery has a very homey, family feel which is perfect for the brand.
• The testimonials by influential brands such as Time & Good Housekeeping provide social proof for the offer.
• Bullet point copy makes it easy to read and lists the reasons why Casper is the smart choice for the visitor.
• The customer testimonials from regular people reassure the user that other people like them have also enjoyed sleeping on a Casper mattress.
• The 100-night risk-free offer adds credibility to the page.
• The pricing chart helps the visitor decide whether they should click the CTA button.
• The “Shop Now” CTA button contrasts with the background image and tells the visitor what to expect when they click it.
• The phone number option gives a chance to visitors to get all their questions answered.

What to A/B test:

• The secondary CTA button “Find a store near you” is great for visitors who aren’t ready to buy the mattress online without testing it out in person. However, having competing CTA buttons on the page means there are multiple goals. Not focusing attention on either one could limit conversions.
• Listing competing brands could backfire on Casper because even though they are listed as the least expensive option, consumers will likely research every other brand on the page, even if they were not aware of the other brands before seeing them listed here.
• With a rather long page, using anchor tags or visual cues could persuade visitors to pay attention to specific elements on the page (e.g. customer testimonials).

2. Merrill Edge

What they did well:

• The headline is clear because it explains why the visitor should do stock trading with Merrill Edge because it only costs $6.95 fee per online and ETF trade.
• The updated stock market summary image gives the visitor a recap of the market when they land on the page.
• The benefits are listed with iconography which helps the visitor read them quickly and understand the benefits of the offer.
• The account process is explained so the visitor knows what to do after they click the CTA button.
• The red CTA button color stands out on the page so you know exactly where to go to “Get Started” with Merrill Edge.

What to A/B test:

• The navigation links at the bottom of the page give the user an easy way to exit the page before clicking the CTA button.
• The “Get Started” CTA button copy could be improved because it is too generic. “Start Trading Now” provides more urgency and may encourage more conversions
• The verbosity of the page could be too much for the visitor to digest.

3. Magento

What they did well:

• The 1-field lead capture form is appropriate for a free report and likely generates a lot of conversions because visitors don’t have to give up too much personal information.
• The CTA button copy is relevant to the offer and the red button color contrasts with the page.
• Customer badges from Coca-Cola and Canon add social proof to the page.
• The Gartner quote gives the visitor a sneak peek of what the report will entail.
• The Magento by numbers section gives the user a quick snapshot of the company.
• Attractive iconography coupled with supporting copy details how the Magento platform works.

What to A/B test:

• The headline is unique but isn’t very persuasive. The supporting headline gives more details but it still speaks about Magento. Had it focused more on the visitor, it might generate more conversions.
• The featured image is a little confusing. How does a cityscape transposed onto a man’s body encourage people to download the report?
• The gray CTA button at the top right goes unnoticed because it doesn’t contrast with the gray background.
• Social media buttons near the bottom give people too many ways to leave the page without downloading the report first.

4. Quip

What they did well:

• The headline is clear and to the point because it states Quip’s UVP.
• The “Get Quip” CTA button copy is direct and lets people know that they will ‘Get Quip’ once they click it.
• The image of the different-sized brushes shows the visitor that Quip has a brush that’s perfect for their mouth.
• The big brand reviews by GQ, Time, and American Dental Association add credibility to the offer.
• Quip’s benefits are mentioned in separate page sections with relevant images that add a nice visual appeal to the page while explaining each benefit.
• The pricing section allows people to choose which Quip model to purchase.
• The FAQ section answers the most common inquiries Quip receives so the visitor can make an easier decision.

What to A/B test:

• The navigation links in the page header give the user a way to leave the page very quickly. What is the goal of this page: for people to navigate around, or to generate new customers?
• The 4.96 rating is impressive, but without mentioning where the reviews are hosted, prospects may question if the reviews are real and where they can read them.
• The blog links on the page don’t make a lot of sense because they take the visitor away from the offer.
• The light green CTA buttons don’t contrast with the page as much as they could. By designing them the same color as the blog images at the bottom, they may not receive as many clicks.

5. Glen Park

What they did well:

• The services are explained with bullet points which makes it easier for the user to review them and decide whether Glen Park is the best option for the visitor.
• The accreditations add credibility to the brand.
• The floor plan images help the visitor get a better visual feel for the facility.

What to A/B test:

• The headline is pretty bland and doesn’t convey the USP of the Glen Park facility. Instead, the headline could use an emotional narrative that would speak to the visitor’s emotional side.
• The CTA button copy seems to be misaligned, making the button look odd.
• The first schedule a tour section comes a bit too early on the page. The visitor has not had a chance to review the accreditations, services, social activities, types of care offered, or floor plans yet further down the page.
• The form requests too much information just to download a brochure.

6. Capella University

What they did well:

• The headline will resonate with the visitor since it addresses a problem that most college students experience.
• The background image is very relevant to the headline.
• The bullet points list why the visitor should enroll in Capella University.
• The form headline and the CTA button copy maintain message-match.
• The accreditation section ensures the visitor that the university is a recognized facility for higher education.

What to A/B test:

• The navigation links in the page header and footer give visitors a way to exit the page.
• The empty space to the left of the form makes the page seem unbalanced. In addition, letting elements breathe more between the form and copy lets people scan the page and understand each section better.

7. Guideline

What they did well:

• The headline highlights the service’s UVP.
• The form is short and doesn’t ask for unnecessary information.
• The primary and secondary CTA button both have clear copy.
• Ample white space throughout the page makes the page aesthetically pleasing and likely won’t create anxiety for prospects.
• Bullet point benefits make it easier for the visitor to take in all the information and understand the Guideline 401K program.
• Social proof from The New York Times, CNBC, Forbes, and others add credibility to the page.

What to A/B test:

• The headline can be more descriptive. Even though it highlights the UVP, adding more detail would make the headline more convincing.
• Adding customer testimonials would help visitors make their decision, as they would allow the visitor to see how others have benefitted from Guideline.

8. Munchery

What they did well:

• The headline explains the services: fresh food delivered to you without you leaving the house.
• The background image is mouthwatering and relevant to the offer.
• Nearly 900 Trustpilot customer reviews help the visitor decide whether they should order from Munchery.
• The customer favorites section gives visitors a peek of what kind of meals they can expect from Munchery.
• The $20 off badge encourages visitors to take action and order food.
• The multi-step form helps visitors complete the sign-up process.

What to A/B test:

• The $20 off coupon could get more attention in the headline this way the visitor is likely to notice it as soon as they arrive on the page. Of course, this could also encourage more new users to try Munchery.

9. Cruise Zap

What they did well:

• The price strike-through in the headline reinforces the idea that the offer is available for a significant discount.
• The yellow CTA button jumps off the page and encourages visitors to start securing their cruise reservations now.
• The CTA button copy addresses the visitor in the second-person tone of voice and is relevant to the offer.
• The “As Seen In” section features notable brands such as NBC, CBS News, and FOX which reassures the visitor that Cruise Zap is a legitimate brand.
• The video testimonials are convincing because they feature real people who took advantage of the special offer. Plus, they are very short so visitors don’t have to sit through long videos to hear the customer stories.
• The FAQ section helps the visitor decide whether they want to invest in Cruise Zap.

What to A/B test:

• The headline could include an attraction of the cruise to make it more persuasive.
• The images look like bad stock photos and pretty boring for cruise pictures.
• More white space from top to bottom could help people navigate the page more efficiently.

10. dataxu

What they did well:

• The headline explains what dataxu does.
• The customer badges show prospects some of the big-name brands who have already benefited from dataxu.
• The 2-minute video is short and lets people know how long the content is before they hit play. Once clicked, the video shows visitors how customers can use the software.
• The security seals tell visitors it’s safe to use the software.

What to A/B test:

• The 97% fraud-free investment declaration could go against the offer, maybe the missing 3% is more important to visitors than the 97%.
• The report offer on the landing page gives visitors a way to leave the page.
• The ‘Learn More’ CTA button copy underneath the demo video could be more explicit about what happens next.
• Adding more white space would space everything out better and allow prospects to consume the page content better as they evaluate dataxu.

11. Uber

What they did well:

• The headline communicates a clear benefit.
• A short form makes converting on this page easy.

What to A/B test:

• The "Ride with Uber" link is unnecessary. All it will do is drive prospects off the page. If they wanted to ride with uber, they would’ve clicked a PPC ad that allowed them to ride with Uber.

12. Moz

What they did well:

• The headline and subheadline work together to form a strong value proposition.
• The CTA button color draws prospect's attention.
• The image gives an inside look into what using the product is actually like.
• The copy is optimized for readability in small chunks.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.
• Social proof at the bottom of the page boosts prospect trust.

What to A/B test:

• A hyperlinked logo allows prospects to escape to the homepage without converting.

13. HubSpot + Canva

What they did well:

• The “How To” headline communicates a clear benefit.
• Copy separated into chunks make for an easily digestible page.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• This long form might deter prospects on the page from converting.
• The background image is confusing considering the ebook is about graphics. What does a mountain range have to do with graphics?
• More white space could help let the page elements “breathe” more and be even more persuasive than their current placement.

14. Content Marketing Institute

What they did well:

• The headline communicates a clear benefit.
• Bulleted copy quickly communicates the benefits of the offer.
• The ability to select a webcast lets visitors choose the more appropriate content for their needs.

What to A/B test:

• This CTA button is easy to miss.
• Text blocks to the right make this page an intimidating one to read.
• The 9-field form might scare visitors off this page.
• The Twitter “share” button allows prospects to escape the page. What if your visitor shared the page, but didn’t return to the page and register themselves?

15. LinkedIn

What they did well:

• Bulleted copy quickly communicates the benefits of the offer.
• The image gives an inside look into what using the product is actually like.
• Text is separated into smaller, readable chunks.
• The “autofill with LinkedIn” button allows visitors to complete the form with a simple click instead of having to complete this lengthy form.

What to A/B test:

• “Submit” is as lazy and unremarkable as CTAs get.
• Numerous outbound links, including the LinkedIn logo and social media buttons, provide way too many options for visitors to abandon the page without converting first.
• The headline doesn’t convey a clear benefit. It also uses jargon, who exactly are “sophisticated marketers?”

16. Forrester Research

What they did well:

• CTA button color contrasts with the white background, making the button more visible to visitors.
• Image of the report is relevant to the offer, and gives visitors a sneak peek into what the report will entail. However, the image could be larger.

What to A/B test:

• The hyperlinked logo gives visitors a chance to exit the page without downloading the report.
• The form is too long for a free report landing page. Plus, all form fields are required, which adds friction to the page.
• The copy is written from the company’s perspective, using the pronoun ‘our’. The copy should be replaced with customer-centric copy describing why the report is beneficial for visitors.

17. Microsoft

What they did well:

• The copy is benefit-oriented, and separated into bite-size chunks for easy reading.
• Bullet points offer a skimmable preview of the content of the ebook.
• Text above the form lets the visitor know exactly what they need to do to convert.

What to A/B test:

• This logo, linked to the homepage, has the potential to draw users away from the page before they have a chance to click its CTA button.
• The headline, “Intelligent Security: Using Machine Learning to Help Detect Advanced Cyber Attacks,” doesn’t communicate a clear benefit. It could, though, with the words “How To” preceding it. “Intelligent Security: How To Use…”
• This CTA button color could be changed to call more attention.
• Vanishing gray labels within form fields have the potential to annoy and confuse prospects, research shows.

18. GEICO

What they did well:

• A non-hyperlinked logo won’t allow visitors to leave the page.
• An extremely short, one-field form only asks for zip code and collects more information later in the process.
• The CTA button copy is tailored to the offer.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What to A/B test:

• The headline “See how much brighter your day could get,” doesn’t convey a tangible benefit. However, we all know GEICO well enough to know their tagline “15 minutes could save you 15% or more on car insurance,” to the point that branding fills in the gaps for us.

19. PayPal

What they did well:

• The word “Free” emphasizes the no-cost nature of the offer.
• A blue CTA button pops off the page.
• Bulleted copy quickly communicates the benefits of the offer.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What to A/B test:

• The CTA “Download Now” isn’t as tailored to the offer as it could be.
• The image text isn’t readable.
• The logo is linked to the homepage, allowing prospects to leave the landing page without converting.

20. Jeff Bullas

What they did well:

• The headline and subheadline communicate a clear benefit.
• The CTA button color draws prospects' attention.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The testimonial is from Jeff Bullas, and not one of his satisfied customers. Testimonials are great, but this one comes across as self-promotional. If the quote was from a marketing influencer who used Jeff’s blogging secrets to improve their own campaigns, the testimonial would add even more value.

21. Alexa

What they did well:

• The headline communicates a clear benefit.
• The CTA button color draws prospects' attention.
• The copy is separated into digestible chunks for easy reading.
• A non-hyperlinked logo doesn’t allow prospects to escape the page through it.
• Three cooperative CTAs work together to convert prospects in different locations on the page.
• The Amazon logo aligns Alexa with a powerful, well-known brand.
• Features of the product are emphasized, which is usually a no-no, but so are their respective benefits.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.
• The text “Get started in less than 10 minutes” emphasizes an instant solution, which we as an impatient collective are all drawn to.

What to A/B test:

• More white space would allow each landing page element to “breathe” more and draw even more attention to the CTA.

22. HubSpot

What they did well:

• Short paragraphs and bulleted copy make this page easy to get through.
• The CTA button color attracts prospects' attention.
• Multiple CTAs work together to convince prospects to convert.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The CTA “Continue” could be more compelling.
• The social media buttons give people an exit point on the landing page.

23. Microsoft

What they did well:

• The headline communicates a clear benefit.
• Bulleted copy quickly communicates the benefits of the offer.
• The word “Now” in the CTA takes advantage of our desire for instant gratification.

What to A/B test:

• The verbosity of this page could be reduced.
• The CTA button copy could be personalized to match the offer.

24. WordStream

What they did well:

• The headline is creative, potentially offering a little-known secret solution different from the norm.
• The fallen chess piece serves as a visual aid, pointing toward the CTA button.
• The CTA button color draws prospects' attention.
• The copy teases the content of the guide.
• The word “free” capitalizes on our desire to get something for nothing.

What to A/B test:

• Social media links in the footer can potentially drive prospects off the page before they can convert.
• The form color is the same color as the headline and a portion of the copy. It doesn’t stand out as much as it could from the rest of the page.

25. Sujan Patel

What they did well:

• The CTA is written in first person.
• A testimonial from a happy customer strengthens the credibility of this offer.
• The “name a fair price” field lets people select how much they want to pay. We would be curious to find the data on what dollar amounts visitors have agreed to pay Sujan Patel...

What to A/B test:

• The image doesn’t add anything to the offer.
• The language select field is great but it only translates the email and navigation links, the name your price field, and the CTA copy. If you can’t read English, how else are you supposed to be persuaded by the testimonial and ultimately purchase the ebook?

26. Hired

What they did well:

• The headline “Reach 4,000 Companies At Once” conveys a clear benefit.
• The green CTA button pops on the white form.
• Bulleted copy quickly communicates the benefits of the offer.
• A short form makes signing up easy.
• The “Free” nature of the service is emphasized in the subheadline.
• The salary range noted in the subheadline is above average, even on the low end.

What to A/B test:

• A navigation menu and a hyperlinked logo let prospects leave the page way too easily.

27. Birst

What this page does well:

• The first line of text relates to the page’s visitors by asking them a question they’ll likely answer “yes” to.
• Bulleted copy gives visitors an idea of what they’ll learn by reading the report.
• The CTA button color stands out against a white background.
• The word “now” in the CTA takes advantage of visitors’ desire for instant gratification. If you click the button, you get to read the report immediately.

What to A/B test:

• The headline here could be stronger. Birst misses the opportunity to use an authoritative company’s praise as a social proof headline. “See Why Gartner Rated Birst As One Of The Best BI Platforms On The Market.” Remember -- you can describe your product as the “best” if someone else said it about you, but you can’t say it about yourself.
• The fine print here should go. If you actually take the time to read it, you realize that there’s nothing fishy going on here. But the problem is, not everyone will. They’ll see fine print and assume there’s a catch to this. Leave it italicized and make it bigger so visitors can read it. Birst has nothing to hide here.
• Light-gray labels within each form field have the potential to frustrate visitors when they disappear.

28. Domo

What they did well:

• Testimonials from happy customers serve as social proof.
• The CTA button color pops off the page.
• The CTA button color draws prospects' attention.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What to A/B test:

• The headline doesn't convey a clear benefit at all.
• The CTA button could be much bigger to draw more attention as the most important element on the page.

29. Salesforce

What they did well:

• The headline communicates a clear benefit.
• Minimal text makes this page a breeze to get through.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• Security badges let prospects know their information is safe.
• The word “Now” in the CTA capitalizes on our desire for instant gratification.

What to A/B test:

• This CTA is really easy to miss, as it’s only a slightly different shade as the form it’s on.
• A busy footer, complete with a sitemap and social buttons, allows prospects to leave the page without converting.
• The CTA button copy should be changed to something more personalized.

30. Indeed Crowd

What they did well:

• The headline conveys a clear benefit to the visitor: get paid for referring a candidate that gets hired.
• Minimal, skimmable text makes getting through this page easy.
• Cooperative calls to action work together to convert the visitor.
• The copy emphasizes flexibility and ease of use. Registrants can make extra money whenever they want.
• A screenshot showing four-digit rewards for referring prospects entices them to convert.
• A one-field form makes converting simple for the prospect.

What to A/B test:

• The blue CTA button at the top of the page doesn’t draw as much attention as it could.
• The copy is center-aligned (breaking the left margin) instead of the traditional left-alignment, which makes it more difficult to read than it needs to be.

31. Upwork

What they did well:

• The how-to headline emphasizes that by registering, the visitor will get the benefit of learning how enterprises are using online talent.
• The big Upwork logo lets prospects know they’re taking tips from a big brand.
• Bulleted copy quickly communicates the benefits of converting on the page.

What to A/B test:

• The image in the upper-right corner doesn’t relate to the landing page content in any way.
• An 8-field form may intimidate people into abandoning the page.
• The CTA button color doesn’t stand out against a page that already uses a lot of purple.
• The CTA “Register” is unremarkable and could be made larger.

32. IBM Marketing Cloud

What they did well:

• The headline offers up a valuable resource.
• This CTA button color contrasts the form it’s on well.
• The image serves as a visual representation of the offer.

What to A/B test:

• The CTA “Submit” can’t get any more unremarkable.

33. HubSpot

What they did well:

• The headline communicates a clear benefit.
• Bulleted copy quickly communicates the benefits of converting.
• The CTA button color pops on this page’s background.

What to A/B test:

• The HubSpot logo is linked to their homepage, which allows easy access off the page and can reduce the number of conversions for the free assessment.
• The long form might scare prospects off this page before they convert.

34. Dreamforce

What they did well:

• Bulleted copy quickly communicates the benefits of converting.
• The CTA button color pops on this page’s background.

What to A/B test:

• A busy footer distracts prospects from converting, allowing them to abandon the page whenever they please.
• The share button at the end of the form allows visitors to leave the page.
• The button copy could be made relevant to the offer.

35. Capital One

What they did well:

• The headline clearly communicates the value of the offer.
• Bulleted copy quickly communicates the benefits of converting.
• Cooperative CTAs help to convert the prospect zt two different places on the page.

What to A/B test:

• A busy footer filled with links and social media icons distract prospects from claiming the offer.
• The CTA “Sign up now” could be more tailored to the offer. Even “Give Me Unlimited Checking With No Monthly Fees” would likely perform better.

36. WordStream

What they did well:

• The question headline engages the reader by speaking directly to them.
• Bulleted copy quickly communicates the benefits of the offer.
• The CTA button color draws prospects' attention.

What to A/B test:

• A footer complete with social media links allows prospects to abandon the page.
• The privacy policy is missing, which might make visitors wonder, “What is WordStream going to do with my information if I submit it?”

37. Marketo

What they did well:

• This CTA button color contrasts the rest of the page well.
• A minimalistic footer doesn’t distract from the offer.

What to A/B test:

• The CTA “Download” is about as uninteresting as it gets.
• The headline could be worded to convey a stronger benefit.

38. Autopilot

What they did well:

• This case study headline offers a valuable resource: An in-depth look at how Instapage generated $30k in revenue in two months.
• This CTA is written in the first person.
• Images humanize the presenters.
• Bulleted copy conveys the benefits of attending the webinar.
• Titles of the presenters showcase their expertise.
• A countdown timer leverages scarcity.

What to A/B test:

• Speaker bios could have a bit more detail, convincing visitors to attend.

39. On24

What they did well:

• The headline offers to let visitors in on little-known “secrets” that will help them boost webinar registration.
• The word “Now” in the CTA emphasizes the immediate benefit of clicking the button.

What to A/B test:

• The CTA button color is used a lot on the page already, making the button easily missable.
• The navigation footer serves no purpose on a landing page.

40. Domo

What they did well:

• The headline communicates a clear benefit.
• Copy separated into small chunks makes reading this page less of a chore.
• The CTA button color pops on this form’s background.
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.

What to A/B test:

• This CTA button could be bigger to draw more attention.
• The verbosity of this page could be cut down with some simple bullet points.
• The headline could be moved up a few spaces on the page. It doesn’t look centered on the page.

41. UserTesting

What they did well:

• Bulleted copy quickly communicates the benefits of the offer.
• The word “free” emphasizes the no-cost offer.
• The bright button color draws prospect's attention.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The headline could convey a stronger benefit.
• A privacy policy or trust badges may make visitors more comfortable with converting.

42. ACT

What they did well:

• The logo isn’t linked to the homepage, which means visitors can’t escape before they convert.
• The text gives a preview into the content of the ebook.

What to A/B test:

• This headline doesn’t convey a benefit at all.
• Two combating calls to action detract from the conversion rate of each other.
• Tons of text make this page intimidating to read.

43. Villanova University

What they did well:

• Villanova’s logo is not hyperlinked, which keeps visitors on the page and focused on the landing page goal.
• The progress bar shows which step the visitor is currently on, and how many total steps are included in the conversion process.
• Authority badges tout the accolades of the program.
• Bulleted copy quickly convey the benefits of signing up.

What to A/B test:

• The image doesn’t really convey the benefits of Villanova’s online MBA program.
• The CTA button looks nothing like a button, and everything like a simple progress bar. Where should prospects click to continue the signup process?

44. WordStream

What they did well:

• The word “Free” shows up in two different landing pages, emphasizing the no-cost nature of the offer.
• The CTA button color pops on this page’s background.
• The word “Now” in the CTA capitalizes on our desire to get immediate solutions to our problems.
• Bulleted copy quickly communicates the benefits of converting.

What to A/B test:

• A footer with social media links allows prospects to escape the page without converting.
• Two different linked logos in the header serve as outbound exits off the page.

45. Microsoft Power BI

What they did well:

• The headline conveys a benefit to the visitor.
• The copy reinforces the value presented by the headline with the statement “Data analysis is a high-demand professional attribute. In fact, it’s one of the top 10 skills many companies are looking for today.”
• Bulleted copy explains the benefits of downloading the e-zine.
• Bolded letters create a visual hierarchy drawing attention to important phrases.
• Links to privacy policies and trademarks are included as a resource for curious prospects, but they’re also dull in color so as not to steal attention from more important page elements.

What to A/B test:

• Two hyperlinked logos in the header, and one in the footer, draw users to the homepage before they have a chance to convert.
• Light-gray labels within the form fields have the potential to confuse and frustrate prospects, research shows.

46. Marketo

What they did well:

• A logo unlinked to the homepage doesn’t let prospects escape without converting.
• The “How To” headline conveys a clear benefit to the reader.
• The content relates to the reader.
• Skimmable text with bullet points makes this page easy to get through.
• The text “Download the eBook to learn more” with its corresponding arrows lead visitors’ eyes toward the form.
• Instructions on the form let people know exactly how to claim the ebook.

What to A/B test:

• The CTA “Download” could be much more compelling.
• The CTA button would draw more attention if it were bigger.

47. Google Cloud Platform

What they did well:

• The headline offers a valuable, free resource.
• The CTA button color pops on this page’s background.
• Bulleted copy conveys the benefits of converting.
• The FAQ section helps answer any visitor concerns about the platform. However, the inclusion of outside links provide easy ways off the page without first letting the visitor convert on the offer.

What to A/B test:

• The logo in the top-left is hyperlinked to the Google Cloud homepage, which distracts visitors from clicking through on the CTA and “trying it free.”
• A busy footer allows visitors to abandon the page without converting.

48. Shopify

What they did well:

• This CTA button color contrasts the rest of the page well.
• Multiple CTAs work together to convince the prospect to convert.
• The word “Today” in the CTA emphasizes the instantaneous benefit of clicking the button.

What to A/B test:

• A logo linked to the homepage serves as an escape route for prospects.

49. Percolate

What they did well:

• The CTA button color contrasts the white page well.
• Several cooperative CTA buttons work together to convert the prospect.
• The call-to-action is tailored to the offer. It reads “See Percolate” instead of something cookie-cutter like “view demo.”
• Bite-sized content makes reading this page easier than if it were covered in block text.
• Screenshots from inside Percolate give visitors an idea of how it works.

What to A/B test:

• Numerous links in the header and footer serve as exits from the page, allowing prospects to leave before they convert.
• The subheadline claims that Percolate is the world’s #1 content marketing platform, but where’s the proof? Phrases like this do the opposite of what’s intended. Think about it — how many times have you seen “World’s Best Cup of Coffee” written on the outside of a café? And how many times have you believed it?
• These testimonials are given by nameless customers. Without names and titles or photos, they’re less credible to readers. Visitors have to decide whether they believe these were written by Percolate customers, or by the Percolate team themselves.

50. SAP

What they did well:

• No navigation means no visible way off the page.
• Links on the page might have you thinking they direct the prospect elsewhere, but really they just bring you to the bottom of the page to the form.

What to A/B test:

• The image has nothing to do with the offer, and it doesn’t strengthen it whatsoever.
• This headline isn’t benefit-oriented. Why should the visitor download it?

51. Whitman Syracuse University

What they did well:

• The registration process is broken up into steps, reducing the friction associated with converting.
• Bulleted copy conveys the benefits of attending the program.

What to A/B test:

• The CTA button color makes this button easily missable.
• The headline is missing a clear unique selling proposition.

52. Online Trading Academy

What they did well:

• The headline relates to the reader by playing to their desires: they want to make the money a Wall Street trader would without being one, or becoming one through long, drawn-out, formal education.
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.
• Multiple cooperative CTAs work together to convert the prospect.
• This CTA button color draws prospects' attention.
• Contact information gives prospects a way to get in touch with company representatives if they have questions about the offer.
• The phone number is click-to-call, making it easier for prospects to contact Online Trading Academy should they have questions.

What to A/B test:

• The social media links at the bottom of the page distract users from completing the page’s goal.

53. Colonial Life

What they did well:

• The image shows visitors what they’ll get when they convert.
• Statistics in the copy prove employers have trouble retaining top talent, making the case for why they should read the ebook.
• Bullet points preview the 24-page ebook’s content.
• The subheadline emphasizes that the ebook is free.
• The opt-in box is unchecked, allowing visitors to choose for themselves if they want to receive additional content from Colonial Life, and not just selected by default.

What to A/B test:

• Links in the header drive visitors away from the page, to the homepage and social media profiles.
• The button copy “submit” doesn’t get users excited about completing the form.
• The CTA button is teeny-tiny and barely noticeable.

54. Oribi

What they did well:

• The headline and subheadline together convey the benefit of converting.
• The image gives an inside look into how the dashboard looks.

What to A/B test:

• The CTA button is blue with Facebook branding, so the rest of the page might benefit from a color update that isn’t the same as the button. The result will be better contrast between the button and the page.
• The word “Free” is underplayed here. If you’re offering something for free, let prospects know in bold letters—in your headline, copy, and CTA.
• The Blog and About us links allow visitors to exit the page.

55. FireEye

What they did well:

• Bulleted copy quickly communicates the benefits of the offer.
• The CTA button color attracts prospects' attention.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The CTA “Download Now” could be better tailored to the offer.
• A footer containing social media links allows prospects to escape the page without converting.

56. Nutanix

What they did well:

• Bulleted copy gives visitors an idea of what they’ll get in the report.
• Minimal text makes the page easy to read.

What to A/B test:

• This headline is too egocentric. It doesn’t convey a benefit to the visitor whatsoever.
• All-caps text on the form finished with an exclamation point makes the readers feel like they’re being yelled at. You can’t force them to read the form, but you can convince them to.
• A 7-field form may intimidate prospects into abandoning the page.
• The CTA button color doesn’t stand out on a page that already has a fair amount of blue on it.

57. MapR

What they did well:

• A short form makes converting on this page simple.
• Bulleted copy quickly conveys the benefits of converting.

What to A/B test:

• The CTA “Submit” is as unimaginative as they get.
• This headline could convey a better benefit.
• Speaker introductions seem incomplete without the headshots.

58. TapClicks

What they did well:

• The word “Free” in this headline lets people know that the offer comes at no monetary cost. Same goes for the text “No credit card required” in the subheadline.
• The copy “Get started in 30 seconds” communicates to the visitor that beginning a trial is quick and easy.

What to A/B test:

• A logo linked to the homepage gives visitors an easy way off this page.
• A lack of content makes it unlikely visitors will fill out this form.
• A 9-field form may intimidate visitors into abandoning this page quickly.
• Light-gray form labels have the potential to frustrate visitors when they disappear once visitors click inside each individual field.
• The CTA button color blends in with the page, making the button itself nearly invisible.
• The call-to-action “Submit” won’t make visitors enthusiastic about converting.

59. Apttus

What they did well:

• The headline communicates a clear benefit.
• Bulleted copy quickly conveys the benefits of converting.
• Testimonials add to the credibility of this offer.

What to A/B test:

• A link-filled footer allows prospects to escape to other pages before converting.
• The button copy could be improved.

60. ThriveHive

What they did well:

• The headline offers up a valuable resource.
• Bulleted copy quickly communicates the benefits of converting.
• The CTA button color isn’t used anywhere else on the page.
• Badges showcase awards earned by the company.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• A short form makes converting on this page simple.

What to A/B test:

• The CTA “Download” is almost as boring as “Submit.” Why not “Send me my plan”?
• The “Free Plans Here” CTA at the top of the form is a little confusing. Why have two CTA buttons that do the same job so close to each other on the page?

61. InsideSales.com

What they did well:

• The headline communicates a clear benefit.
• Bulleted copy quickly communicates the benefits of the offer.
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• A busy footer with links to other web pages allows prospects to abandon the page.
• The CTA copy may boost conversion rates by using personalized copy. “Download My Ebook” or “Get My Ebook” could potentially convert at a higher rate.

62. Vantiv

What they did well:

• Bulleted copy quickly conveys the benefits of the offer.
• The CTA button stands out on the white background.

What to A/B test:

• The button copy “submit” doesn't get the reader excited about converting.
• The headline doesn’t grab the reader. It conveys no benefits whatsoever.
• All form fields are required, which could cause visitors to pause and not download the ebook. We understand if name and email are required, but is organization and phone number truly necessary for Vantiv to send visitors the ebook?

63. Urban Airship

What they did well:

• A short form makes converting on this page simple.
• Bulleted copy quickly communicates the benefits of the offer.

What to A/B test:

• The call-to-action “Register” could be changed to something more compelling.
• This CTA button color blends in with the majority of the page.
• Headshots of the speakers would give the page more credibility and increase human appeal.

64. WalkMe

What they did well:

• The headline and subheadline convey a clear benefit.
• Bulleted copy quickly communicates the benefits of the offer.
• The CTA button color draws prospect's attention.
• The call-to-action emphasizes the free offer.
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.

What to A/B test:

• Adding white space and letting each element breathe would really help maximize their attention and persuade prospects to get started with WalkMe.
• Making the CTA button larger could draw generate more clicks (although adding more white space around the current CTA would also help with this).

65. AdEspresso University

What they did well:

• The headline speaks directly to readers and offers to make their lives easier.
• Logos from big-name businesses add authority to the offer by aligning the brand with some well-known companies.
• Bite-size sections of copy quickly describe the contents of the course.

What to A/B test:

• The primary CTA button ‘Subscribe Now’ isn’t meant for visitors who don’t have an AdEspresso account, but, they don’t find this out until they have clicked the button. New users can only subscribe to the offer if they click the ‘login’ CTA at the top of the page. This is confusing and a little misleading.

66. Sundays

What they did well:

• The headline and sub-headline lets the visitors know exactly why they need to get their hands on Sundays’ furniture. The bullet points explain the features in a succinct way.
• The Black Friday offer is clearly visible on the page
• The images are relevant and give the visitors a nice of preview of what the furniture looks like
• The FAQ section helps the visitors learn more about the brand and the furniture
• The As Seen In section helps establish credibility

What to A/B test:

• There are a ton of navigation links on the landing page giving visitors an escape route to move away from the conversion goal.

67. NORI

What they did well:

• The headline and sub-headline come together to explain what the product is and everything the visitor will get rid of once they get the handheld steamer
• The short press snippet from Vogue in the hero section adds a lot to the credibility of the offer
• The CTA button copy mentions the 20% off offer to persuade visitors to get Nori Press
• The page also features customer testimonials, a competitive grid, and FAQs to help visitors make an informed decision

68. Jiggy Puzzles

What they did well:

• The headline, though short explains the concept of Jiggy Puzzles completely
• All the images are beautiful and relevant to the product the page is selling
• The customer testimonials and press features help with credibility

What to A/B test:

• The page seems a little cluttered, which could confuse visitors
• There are multiple navigation links on the page which provide visitors exit routes to leave the page

69. Hint

What they did well:

• The page design is vibrant and relevant. The bottles and ingredients give an amazing aesthetic appeal to the page
• The subscribe to save section explains what the offer is and how visitors can get it
• The “you’ll find” section showcases all the benefits users can get access to when they shop Hint water

What to A/B test:

• The headline needs more clarity and oomph. It doesn’t explain why Hint water is good for users.
• There are multiple navigation links on the page that give visitors a way to escape the page without signing up

70. Chomps



What they did well:

• The headline gets the UVP of the product across succinctly
• The pictures of the beef jerky are enticing and show the visitors what the product will look like
• The product description is short and gets the point across
• The discount offer entices visitors to hit the “add to cart” button
• The founder story is heart warming and allows users to connect with the brand
• The customer testimonials helps visitors see what others like about the jerky

What to A/B test:

• The page does a very good job with all the landing page elements, as is, there’s nothing glaring we could find that needs A/B testing

71. Kentico



show me how Instapage works ➔

What they did well:

• The headline offers a valuable resource.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• A footer with social media links allows visitors to escape without converting on the page.
• The headline is a statement that isn’t very user-oriented. it doesn’t talk about why the visitor would want the survey or why it is important.

72. Strikingly



show me how Instapage works ➔

What they did well:

• The headline communicates a clear benefit.
• The one-click signup makes converting a breeze.
• Logos of well-known companies align this brand with trusted businesses.
• The copy “in seconds” takes advantage of our desire for instant gratification.

What to A/B test:

• The FAQ section has exit links to the support center and pricing page that lead the visitor off the landing page.

73. LabTech



What they did well:

• This CTA button color contrasts the rest of the page well.
• Bulleted text quickly lets visitors know what they’ll get by attending a ConnectWise Roadshow.

What to A/B test:

• This headline doesn’t communicate a clear benefit.
• “Register now” is a boring CTA.
• Links to maps of roadshow locations let prospects escape the page too easily.
• A long form makes converting here intimidating.

74. DigitalMarketer



What they did well:

• The headline offers a valuable resource.
• The super-short, one-field form makes converting a breeze.
• Some copy below the form ensures privacy.

What to A/B test:

• This ghost CTA button is easy to miss.
• The form right below the headline seems prematurely placed. A sub-headline to elaborate on what the product is would be helpful.

75. Inkling



show me how Instapage works ➔

What they did well:

• The headline offers up a valuable resource.
• Bulleted copy quickly communicates the benefits of the offer.
• The CTA button color pops on this page’s background.
• The word “Now” in the CTA capitalizes on our inherent desire for instant gratification.

What to A/B test:

• Social media links allow prospects to escape the page without converting.
• The drop-down form fields are not labeled which can be confusing.

76. IMPACT



What they did well:

• The headline communicates a benefit.
• Bulleted copy quickly communicates the benefits of converting.
• The CTA button color pops on this page’s background.
• The word “Now” in the CTA emphasizes the instantaneous benefit of clicking.
• The image serves as a visual representation of the offer.
• The arrow acts as a visual aid, guiding the prospect's eyes toward the CTA button.

What to A/B test:

• Social sharing buttons have been shown to perform better on “thank you” pages, where prospects can share with their networks after determining the value of your offer.

77. Nanigans



What they did well:

• A non-hyperlinked logo doesn’t let prospects escape the page through it.
• The benefit of converting (earning $7k) is highlighted on the page.
• The copy is broken into easily readable chunks that explain step-by-step how to earn the $7,000 referenced on the landing page.
• Two cooperating CTAs work together to convert the prospect at different spots on the page.
• Company logos showcase known brands that have already used the service.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What to A/B test:

• The headline is unreadable on the white background.
• The footer is linked to the homepage providing an easy way for visitors to leave the page without converting.
• Not cutting off the faces of the people in the image.

78. Simply Measured



What they did well:

• The headline offers a valuable resource: predictions from experts that will allow you to start planning for 2027.
• Bulleted copy quickly communicates the benefits of downloading the guide.
• The CTA button color isn’t used anywhere else on this page, and it draws attention against a white background.

What to A/B test:

• A logo linked to the homepage gives visitors an easy way to escape this page.
• The CTA copy “Submit” won’t convince users to download this report.
• Links to social media accounts in the footer give prospects more ways off the page.

79. Flywheel



What they did well:

• The headline offers a valuable resource: An ultimate guide to managing 50+ WordPress sites.
• The image gives an inside look into what reading the resource is actually like.
• The CTA button color pops off the blue background.
• Two cooperative CTAs work together to convert the prospect.

What could be AB tested:

• The CTA “Download” won’t get the prospects excited about claiming the offer.

80. Fitness Singles



What they did well:

• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.
• Bulleted copy quickly conveys the benefits of signing up.

What to A/B test:

• The CTA “Continue” won’t get the prospect excited about signing up.
• The CTA button color makes this button easy to miss.

81. MasterClass



What they did well:

• The headline leverages the authority of well-known screenwriter Aaron Sorkin to drive signups.
• The CTA button pops off the black page.
• The sticky bar allows the red “Take the Class” CTA to always be available and ready to click.
• The video quickly explains why this course is worth it.

What to A/B test:

• Links to other pages allow visitors to leave without converting.

82. Tokyo Cheapo



What they did well:

• Bulleted copy quickly communicates the benefits of the offer.
• The CTA button color attracts prospect attention.
• The images give an inside look into what using the product is actually like.
• Testimonials strengthen the offer with social proof.
• Logos of big-name brands align the company with trusted brands.

What to A/B test:

• A footer containing social media links allows prospects to escape the page without converting.

83. Salesforce



What they did well:

• Bulleted copy quickly communicates the benefits of converting.
• The word “Now” in the CTA capitalizes on our desire for instant gratification.

What to A/B test:

• This headline doesn’t convey a benefit at all.
• This CTA button color has already been used multiple times on the page. Therefore, it’s not as attention-grabbing as it could be.

84. Zurple



What they did well:

• The headline uses words like “exclusive” and “free” to entice readers.
• Minimal copy makes this page easy to read.
• A photo shows what the ebook looks like.
• Bulleted copy previews the book’s content.
• Company logos showcase the well-known businesses that use Zurple nationwide.

What could be improved:

• A logo linked to the homepage allows users to exit before converting.
• The button copy “Submit” could be replaced with something more compelling.

85. Adaptiva



What they did well:

• The responsiveness of this page means that when the window is adjusted or the page is viewed on a device with a smaller screen, it will still display flawlessly.
• Labels above each form field won’t confuse prospects like disappearing ones within each form field will.

What to A/B test:

• The “home” link and the logo both drive users off the page before they have a chance to click the CTA button.
• A lack of content on this page means visitors don’t know the benefits of downloading the report.
• “Submit” as a CTA won’t compel many prospects to download.

86. Serena



What they did well:

• Bolded words create a visual hierarchy, drawing attention to important phrases.
• Benefit-oriented copy describes the advantages of choosing Serena.

What to A/B test:

• This headline is too “me” focused, and doesn’t do a good job of emphasizing a benefit to the reader. Why should prospects use Serena? What have other businesses accomplished with it?
• The term ITSM is used on the page numerous times, but it’s not completely clear to the prospect what it means.
• A hyperlinked logo serves as an escape route for visitors before they convert.
• Numerous outbound links in the footer tempt users to leave the page.
• The PDF icon with a downward pointing arrow looks like it could be a button, and it may even confuse prospects into thinking that’s what they have to click to download. Additionally, even if it doesn’t, the arrow points toward the exit links in the footer. Your visual cues should guide prospects toward your CTA button, not away from it.
• The call-to-action doesn’t make it clear that the user needs to click to claim the report. It says “Click Here,” but for what?
• The CTA button could look more like a button. Some shadowing around the edges to give it a 3D look, or more rounded corners might make it more clickable-looking.

87. Propel Marketing



What they did well:

• The headline offers a valuable resource.
• Bulleted copy quickly communicates the advantages of converting.
• The CTA button color pops on this page’s background.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• The word “Now” capitalizes on our desire for instant gratification.

What to A/B test:

• The CTA “Download Now” is too generic.
• Too many social media links can take visitors off the page.

88. Outskirts Press



What they did well:

• The headline offers a strong benefit.
• Logos from big-name businesses add authority to the offer by aligning the brand with some well-known companies.
• This CTA capitalizes on our desire to get something for nothing by using the word “Free.”

What to A/B test:

• Multiple competing CTAs work against each other by advertising several offers.

89. GKIC



What they did well:

• The headline cites a well-known copywriter who’s made millions of dollars writing direct mail campaigns for companies both big and small, and it offers the resource for just $11.
• This CTA button color pops on this page’s background.
• This CTA is written in the first person.
• The word “Now” in the CTA takes advantage of our desire for instant solutions to our problems.
• The image serves as a visual representation of the offer.

What to A/B test:

• The secondary CTA link just below the first one might confuse visitors. Which do they click to claim the offer? Why are there two right next to each other?
• A navigation menu allows prospects to leave the page before converting.

90. GrowthLab



What they did well:

• The headline communicates a clear benefit, using statistics to make it even more compelling: “that generated $400,10.”
• The CTA button color pops on this page’s background.
• The CTA is written in the first person.
• The image serves as a visual representation of the offer.
• A short form makes converting on this page simple.
• Company logos of big brands boost authority by aligning this company with trusted businesses.

What to A/B test:

• A hyperlinked logo allows prospects to escape this page before converting.

91. ProBlogger



What they did well:

• The headline and subheadline together promise a benefit to those who convert: exclusive access to 180 blog post ideas sent directly to their inbox.
• The “Yes Please” CTA button uses a bright color to draw attention.
• A two-field form makes converting simple for prospects.

What to A/B test:

• The yellow text is difficult to read on the page’s background.
• Labels within form fields have the potential to confuse and frustrate visitors, studies show.

92. KlientBoost



What they did well:

• The headline offers a valuable resource.
• The CTA button color draws prospects' attention.
• All of the CTAs are written in the first person.
• These CTAs capitalize on our desire to get something for nothing by using the word “Free” right in it.
• The image serves as a visual representation of the offer.
• More images give a sneak peek into the guide.
• Testimonials serve as social proof, adding credibility to the offer.

What to A/B test:

• The copy “+1 bonus trick you can’t miss” is surrounded by a rectangle, making it look like a button even though it’s not. Designs like this can confuse prospects into thinking that the page hasn’t fully loaded or the button isn’t working.
• Outbound links in Johnathan Dane’s bio may drive traffic off the page.

93. Angel Therapy and Hay House University



What they did well:

• Bulleted copy quickly communicates the benefits of the offer.
• The CTA capitalizes on our desire to get something for nothing by including the word “Free.”
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• This CTA button color could be more attention-grabbing.
• A busy footer containing links to other web pages allows prospects to abandon the page before converting.
• The copy could be shortened; right now the page looks too copy-heavy.

94. Skilljar



What they did well:

• The “How To” headline conveys a clear benefit.
• Numbered copy quickly conveys the benefits of downloading.
• This CTA button color contrasts the rest of the page well.
• The image serves as a visual representation of the offer.

What to A/B test:

• Social share buttons have been shown to perform better on “thank you” pages after your converted leads have had a chance to read through your resource and decide whether it’s worth sharing.

95. Jason Swenk



What they did well:

• The “How to” headline conveys a clear benefit tied to a powerful statistic.
• Bulleted copy quickly communicates the benefits of converting.
• This CTA button color contrasts the rest of the page well.
• The CTA is written in the first person.

What to A/B test:

• A logo linked to the homepage allows prospects to escape without converting.
• The text ‘Where should I send your video’ seems unnecessary—the CTA button copy seems sufficient.

96. 180fusion



What they did well:

• Badges from Google, Inc 500, and Yahoo align 180fusion with some powerful brands.
• Testimonials tout the benefits of working with this agency.
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.

What to A/B test:

• The “busyness” of this page draws prospects’ eyes every which way. With all the colorful and attention-grabbing elements, where should they look?
• A logo linked to the homepage allows prospects to escape without converting.

97. Linkfluencer



What they did well:

• The question headline directly engages the reader.
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.
• This CTA button color contrasts the rest of the page well.
• Multiple CTAs work together to convert visitors.

What to A/B test:

• A logo linked to the homepage is a potential leak on this landing page.
• The autoplay video forces visitors to watch even if they don’t want to.
• The navigation links in the footer have the potential to drive traffic away from this landing page.

98. Kashurba Web Design



What they did well:

• The case study headline offers a step-by-step solution for landing “High-Ticket Web Design Clients.”
• Logos of big-name businesses boost authority by aligning the brand with some well-known companies.
• The CTA button color pops off the white background of the page well.
• The word “Now” in the CTA emphasizes the immediate benefit of pressing the button.

What to A/B test:

• A big block of fine print in the footer could make prospects question the offer's validity.

99. Fletcher Method



What they did well:

• The CTA button here is impossible to miss.
• The headline emphasizes that the solution is quick and easy.
• An image shows the prospects what they’ll get when they convert.
• A privacy message lets visitors know that their information is 100% secure and that it won’t be shared with any other business.

What to A/B test:

• All-caps makes the reader feel like they’re being yelled at. It also screams “salesy.” You never want to come across as salesy, even when you’re selling.
• The headline is grammatically incorrect. What’s supposed to be in quotations? If it’s both the headline and the words “Tech Overwhelm,” then it should look like this, “Use This New Template To Quickly Set Up an Automated Lead Generation Funnel With Zero ‘Tech Overwhelm.’” But, why is the headline even in quotations anyway?
• The symbols on the CTA button are supposed to mean what, exactly? Are those arrows?

100. Simply Measured



What they did well:

• The “How to” headline is a classic way of implying the reader will learn something from the offer.
• The CTA button color pops off the page.
• A minimalistic footer doesn’t distract from the offer.

What to A/B test:

• A long form with many required fields makes this page intimidating to convert on.
• The CTA “download” could be updated to something far more compelling.

101. LinkedSelling



What they did well:

• Bulleted copy quickly communicates the benefits of converting.
• Two cooperative CTAs work together to convince prospects to convert.
• Both CTAs are written in the first person.
• The CTA button color pops on this page’s background.
• The warning and countdown timer uses scarcity to boost conversions.

What to A/B test:

• Adding speaker bios could persuade visitors to sign up for the workshop.
• The social media links in the right-page column are unnecessary and take visitors away from the page.

102. Datorama



What they did well:

• A non-hyperlinked logo in the upper-left area keeps prospects from escaping through it to the homepage.
• A short form doesn’t deter visitors from submitting their personal information.
• Bullet-pointed copy quickly conveys the benefits of converting.
• A bright, bold CTA button draws the attention of prospects.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What to A/B test:

• The headline is “me” focused but it should be more focused on the visitor and how the product solves their problem.
• All the copy on this page is egocentric: “What we are doing differently,” why marketers “should consider us.” This page isn’t about you, it’s about your visitor.

103. Sam Ovens



What they did well:

• The case study headline offers a clear benefit – an in-depth look at how one man gets 30-50 consulting clients monthly.
• The CTA button color pops on this page’s background.
• The button is big, which draws the prospect’s attention to it.
• CTA is written in first person: “Reserve MY Seat” instead of “Reserve YOUR Seat.”
• The word “Now” in the CTA conveys an immediate benefit that comes with clicking the button.

What to A/B test:

• Autoplay video has been shown to decrease conversions. If visitors want to watch your video, they’ll press the “play” button.

104. Lurn



What they did well:

• The headline communicates a clear benefit while offering a “beginner-friendly” offer.
• This CTA button color pops off the page, drawing prospect attention well.
• This CTA is written in first person.
• An arrow serves as a visual aid to guide the prospect’s eyes to the CTA button.
• Testimonials from well-known figures strengthen the persuasiveness of this landing page.
• The word “free” emphasizes the no-cost nature of the offer.

What to A/B test:

• This busy footer gives prospects far too many ways to abandon the page.

105. Online Marketing Classroom



What they did well:

• Bulleted copy quickly conveys the benefits of converting.
• An image shows prospects what they’ll get when they click the “Download Now” button.
• The headline offers a step-by-step method for generating traffic.

What to A/B test:

• A link to the contact page in the footer could be replaced with a phone number or email address to keep prospects on this page.
• Multiple font formats make this page a little difficult to read. The headline is bolded red, a blue highlighted phrase, bold text within the bulleted copy, etc. Simplifying the format could eliminate friction and keep visitors on the page longer, encouraging them to convert.

106. More Clients More Results



What they did well:

• The case study headline offers a clear benefit: A step-by-step guide to generating clients.
• Copy next to the green checkmarks convey the benefits of watching the video.
• The CTA is written in the first person.
• The CTA button color draws prospects' attention.
• Screenshots show happy customers.

What to A/B test:

• A footer complete with a link to the homepage allows prospects to escape this landing page.

107. Pepperdata



What they did well:

• The headline communicates a clear benefit.
• Bulleted copy quickly communicates the benefits of the offer.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The CTA button could be bigger and include personalized copy.
• The form is really long considering the offer is only one free chapter from the book. Are the fields “Title,” “Role,” and “Phone” necessary for this page?
• A busy, link-filled footer allows prospects to escape this page without converting.

108. The Law of Attraction World



What they did well:

• The CTA button color attracts prospect attention.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• The CTA uses the word “Free” and lets visitors know exactly where to click to claim the offer.

What to A/B test:

• The headline is sensationalized and not believable whatsoever. “How to get anything you want”? Yeah, right.
• The background image makes it appear like the image is floating in space. What does the solar system have in common with the ebook?
• The Facebook “like” button allows visitors to leave the page before converting and never return.

109. Coaching Soccer Tactics



What they did well:

• The headline presents a valuable resource.
• Bulleted copy quickly communicates the benefits of converting.
• The CTA button color attracts prospect attention.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The headline is in quotations – why?
• This CTA uses compelling words like “Free” and “Instant Access,” but without an action verb, it’s not completely clear that the big yellow block is a pushable button. Adding a word like “Get” at the beginning of that, or a phrase like “Push for” would make things more obvious for the prospect.

110. Midas Media



What they did well:

• The unorthodox headline grabs the reader’s attention.
• Bulleted copy quickly communicates the benefits of the offer.
• The CTA button color attracts prospects' eyes.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What to A/B test:

• The form fields could be rearranged to add to the visual hierarchy of the page and center the CTA button.

111. Infusionsoft



What they did well:

• The headline offers up a valuable resource, and uses the word “Free.”
• Bulleted copy quickly communicates the benefits of converting.
• This CTA is written in the first person.
• The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
• A short form makes converting on this page simple.

What to A/B test:

• The social media links allow the visitor to exit the page which is never good for conversions.

112. Membership Site Masters



What they did well:

• A non-clickable logo keeps visitors focused on converting.
• The phone number in the upper-right of the page allows people to contact the business without leaving the page.
• The offer is an “ultimate list,” with 114 niche ideas. A list of 20 is good. A list of 50 is better. 114 sounds even more valuable to the reader.
• The question “Looking for a membership site niche idea?” directly addresses the reader.
• Bulleted copy stresses the benefits of converting.
• Multiple CTA buttons work together to convert the prospect.
• Text on the form lets people know where the link is going, and how long it should take for it to get there.
• The CTA button under the form is written in first-person.
• The two-field form makes converting a breeze for visitors.

What to A/B test:

• A link in the footer drives prospects to the site’s homepage.
• The phone number is not click-to-call, which makes contacting the company more difficult than it needs to be.
• The exit pop-up is the same offer as the landing page offer. If someone was abandoning your page because they decided they didn’t want to claim your offer, why would you offer them the same content as a last-ditch attempt at getting their email address?

113. Social Scaling Formula



What they did well:

• The question headline engages the reader.
• The copy promises to reveal a secret.
• This CTA button color contrasts the rest of the page well.
• The call-to-action is written in the first person.

What to A/B test:

• The blurred image looks unnecessary. Instead of giving space to an image that doesn’t show visitors anything it would’ve been much better if they added more copy and wrote more about their targeting framework.

114. StubGroup



What they did well:

• The headline conveys a strong benefit, and uses the word “Free.”
• Bulleted copy emphasizes the quick and easy benefits of claiming the offer.
• The CTA button color pops on the form background.
• This explainer video quickly describes the service in plain language.
• The CTA capitalizes on our inherent desire to get something for nothing by using the word “Free.”
• Contact information gives prospects a way to get in touch with company representatives if they have questions about the offer.

What to A/B test:

• The first line of copy talks about ‘a recent news report’, but doesn’t mention the date so visitors don’t know how recent it is. Sure, there’s a link at the bottom of the form, but it would be better if they clarified things and added a date.

115. Reset Warrior



• The CTA button is easy to spot.
• A three-field form makes converting easy.
• The headline emphasizes the free offer.

What to A/B test:

• The all-caps headline and CTA read like they’re yelling at the prospect.
• This page is simple. Too simple. What’s in the book? Why should we download it?
• This video isn’t too long, but it’s also not too interesting either. Two minutes of writing? That totally defeats the purpose of creating a video.
• A link to the author’s Facebook page drives prospects away before they have a chance to convert.

How do your landing page examples measure up?

Did you make any of the mistakes the brands above did? How do your landing page examples look in comparison? Need ideas on how to write your own copy or explore using copy generators or looking to create optimized landing pages using conversion-focused templates without a developer? Try Instapage - sign up for a 14-day free trial.

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Are mobile app landing pages part of your campaign strategy?

If they aren’t, it’s time to dive into the world of crafting mobile-responsive post-click landing pages. If you haven’t yet embraced the art of catering to a mobile audience, it’s high time you do. And, we’ve got some compelling evidence to share that will make you a true believer in the power of mobile responsiveness:

• 58% of web traffic is now mobile
• 86% of the top landing pages are mobile-friendly

With a growing number of folks adopting mobile devices as their go-to for web browsing, overlooking mobile optimization is no longer an option. If the goal is to have your customers not just interested but eager to purchase your product, it’s imperative that your web pages shine on their smartphones.

Lately, we’ve seen a lot of companies using the term “responsive” in a less than accurate way, and we want you to know what a real responsive landing page looks like. That’s why we have gone through a massive number of mobile app landing pages and picked out the gems for you to learn from.

Before we get to the examples, let’s make sure we’re all on the same page about what mobile app landing pages are.

What are mobile app landing pages?

Mobile app landing pages are pages that are compatible with mobile devices. The compatibility ensures that your visitors have the best experience on your post-click landing page even on a small screen, which increases your conversions.

Not sure how to make your post-click landing pages mobile responsive? This checklist covers the most important aspects of mobile post-click landing pages.

1. Quick load time
2. Short, action-oriented titles
3. Short, smart post-click landing page copy
4. A CTA button that works well in touchscreen mode
5. Keeps the most relevant information above the fold
6. Looks good in landscape and portrait mode
7. No unnecessary navigation links
8. Asks for minimum information on forms
9. Possibly uses a “click to call” button versus a CTA button.

Curious what this looks like in action? Here’s a showcase of five great mobile app landing pages.

Shopify

Here’s the desktop version:

Here’s the mobile version:

See the difference?

It’s subtle, but these changes make the mobile version much more readable and easy to convert on. The headline has the same wording, but it’s in a different format. On the desktop version, since there is more room, you see a teaser of the rest of the page in the hero section. On mobile, the Strat Free Trial CTA is much more prominent and there are no graphic elements, aside from the Shopify logo.

But, the landing page color palette and CTA button are the same – only the format is different. This keeps brand consistency across channels while respecting that the different mediums call for different approaches.

Pumble

Here’s the desktop version of the landing page:

Here’s the mobile version:

While the header and CTA remain consistent, building brand familiarity, the are some key differences between the desktop and mobile versions that really highlight that Pumble designed this page specifically for mobile. For example, in the desktop version, while there is a shortened navigation bar, there are still opportunities to click off the page. However, in the mobile version, these navigation options are behind a menu select icon, ensuring that the potential customer using mobile isn’t distracted and doesn’t click out of the browser.

Additionally, they have reformatted where the product image is from the desktop to the mobile. Doing this allows them to keep their product preview image without sacrificing precious space or stretching out the mobile version of their landing page. In fact, the preview of the image in the hero section may encourage those interested to keep scrolling.

Finally, while the CTA copy and design remain the same, the CTA on mobile takes up about 20% of the page and is much more prominent than in the desktop design.

This is a great example of simplicity that acknowledges the importance of mobile interaction from the get-go.

Dynamic Yield

Here’s the desktop version:

Here’s the mobile version:

The headline is the same, but it works on both platforms because it is value-packed. The main differences are the lack of a Navigation Bar in the mobile version, as well as the CTA taking up much more space than it does in the desktop version. They manage to keep the same scrolling image previews, without sacrificing space or sizing above the fold, which is impressive!

Staffbase

Here’s the desktop version:

Here’s the mobile version:

While there is a full navigation bar in the desktop version, all navigation options are hidden behind a menu icon on the mobile version. The headline and sub-header are the same. However, the CTA is now not only larger, but it also spans the full width of the page and demands much more attention. They’ve also saved that great, brand and platform-forward image and scaled it down in size to fit mobile without losing clarity, which is a common problem on unresponsive mobile landing pages.

Squarespace

Here’s the desktop version:

Here’s the mobile version:

The mobile version has the same headline, the same copy, and the same images. Again, what it doesn’t have are the navigation links at the top of the page. Another thing the mobile version has is a better view of the picture, which may suggest that they optimized for mobile first and then made their desktop landing page. Interesting!

Conclusion

Mobile app landing pages aren’t just here to stay, they’re a necessity across verticals and audiences.

To turn ad clicks into conversions, create dedicated, fast-loading landing pages for every offer. See how to provide all of your audiences with unique landing pages by signing up for your 14-day free trial today.

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From hotels and resorts to airlines and other travel services, the main focus of every business in the hospitality industry is providing excellent customer service. Since most people who use these services do so because they want to — not because they have to — brand loyalty is essential. A great experience will keep customers coming back for more, while a bad experience might prevent them from ever returning.

landing pages are pivotal in driving new business for hospitality marketers. By employing well-crafted landing pages, hospitality marketers can harness their potential to engage, inform, and persuade potential guests more effectively. These dedicated landing pages provide a focused and tailored experience, allowing marketers to align their content and design with specific promotional campaigns or offers. Unlike generic booking pages, landing pages enable marketers to emphasize key features, benefits, and unique selling points of their offerings in a visually appealing and digestible manner.

6 hospitality post-click landing page examples

Please note that for shorter examples, we’ve shown the entire page. However, for longer pages, we’ve only displayed above the fold. You may need to click through to each post-click landing page to see some of the points we discuss. Also, keep in mind that some of the companies listed may be A/B testing their page with an alternate version than the one displayed below.

Hotels

To help you optimize your landing pages and achieve a higher return on ad spend (ROAS), we have distilled some critical takeaways from Rosewood Hotel’s successful approach. By incorporating these tactics into your hospitality campaigns, you can increase conversions and create a more impactful user experience.

Three of our favorite elements of the Rosewood Hotels Landing Page (and why you should add these elements to your own pages!)

The interior photos help draw the visitors in: Unlike the usual layout featuring a grid arrangement and a prominent “book now” button, Rosewood’s landing page greets visitors with captivating interior photographs. The page also presents essential information through a concise bulleted list that outlines the inclusions of the stay. In addition to these engaging elements, a noteworthy offer in the header is showcased – a complimentary third night.

Evocative copy entices visitors: The above-the-fold section uses phrases like “Indulge yourself in our authentic Hamman,” “Enjoy a day of shopping on Serrano Street,” and “Get to know the exquisite gastronomy of our Amós Restaurant”—these phrases conjure vibrant imagery, allowing visitors to envision themselves delighting in the rich offerings of Madrid.

By infusing the entire page with this evocative narrative, Rosewood Hotels goes beyond the limitations of a homepage or booking list, leveraging the power of copy to elevate the visitor experience and establish a strong emotional connection with the destination and its offerings.

The page includes the ability to review other related offers: The page provides below-the-fold options that feature comparable deals or alternative suites within the same hotel. This approach enables them to maintain the immersive essence of a landing page, distinct from a standard booking page, all while safeguarding against potential conversion losses. This way, even those seeking extended stays or accommodations in different parts of town can find relevant choices without compromising on user experience or conversions.

What could be A/B tested

Add a room or suite tour: A video tour can help guests form a more realistic expectation of their stay, fostering a stronger emotional connection and trust in the hotel’s offerings. This heightened transparency can lead to more qualified leads and bookings, as users who have a clearer understanding of what to expect are more likely to proceed with their reservations. A/B testing this change would allow Rosewood Hotels to gather empirical data on user behavior and preferences. They can analyze metrics like click-through rates, video engagement rates, and conversion rates to assess the effectiveness of the video tour. If the video tour yields positive results, it could signify a stronger resonance with users and an overall enhancement of the user experience.

Airlines

It’s common for airlines to promote vacation package deals since many vacations require flying to the destination. American Airlines created the email campaign below — complete with an offer and airline post-click landing page — to promote their sale on beach vacation packages:

What the post-click landing page does well:

• Message match between the ad and post-click landing page assure visitors that they’re in the right place and their expectations will be met.
• A countdown timer conveys a sense of urgency.
• The terms and conditions are collapsed initially, as to not take up extra room on the page. It only expands if people want to read them.
• Bulleted copy allows visitors to skim the page and find the most important offer details.
• The benefits of booking with American Airlines Vacations are highlighted with a contrasting background and checkmarks.

What could be changed or A/B tested:

• Exit links (American Airlines logo, header and footer navigations, login button, “Why book with us?” section) act as escape routes for visitors, decreasing the conversion rate.
• The white CTA button blends in with the rest of the white page, so visitors may overlook it.
• Specifying and personalizing the CTA button copy would make it more persuasive. Something like, “Book and save on your next vacation!” for example.
• Adding white space around key elements (the headline and subheadline, image, etc.) would draw more attention to them.

Cruise ships

A cruise post-click landing page can serve a variety of different purposes, aside from just booking a cruise. For example, it can be used to offer a gated resource, such as a cruise guide, like Oceania Cruises does here:

What the post-click landing page does well:

• The headline uses personalized copy (“your”) and tells visitors exactly what the offer is for.
• The subheadline supports the headline by listing the specific areas in the tropics that the guide includes.
• No navigation links (aside from the hyperlinked company logo listed below) are great for reducing the page’s bounce rate.
• Encapsulating the form helps draw attention to it for visitors to complete.
• The guide title lets prospects know that the information included will be helpful for the next 2 years.
• A 2018 copyright date indicates that both the offer and information are up-to-date.

What could be changed or A/B tested:

• The hyperlinked Oceania Cruises logo could send visitors away from the page immediately after landing on it.
• A click-to-call phone number would improve the user experience.
• Breaking up the guide description with smaller paragraphs, bullet points, bold copy, etc. would make it easier to read.
• The pre-checked opt-in box might generate email subscription leads who aren’t actually interested in receiving emails.
• Changing the CTA button color to a contrasting one (like red) would help it attract attention.
• The CTA button copy is vague. Replacing it with something more personalized, such as “Send my brochure!” would likely lead to more conversions.

Cruise lines often work with other companies to offer unique promotions. In this example, Carnival teamed up with Barclays to offer a Carnival World Mastercard:

What the post-click landing page does well:

• The page closely matches the ad, from the credit card image to the copy.
• The hero image shows prospects how they could benefit from having a Carnival Mastercard and earning FunPoints toward their cruise.
• A click-through design allows visitors to learn about the offer without feeling intimidated by a form.
• The benefits of signing up for a Carnival Mastercard are highlighted by encapsulation, section titles, and bold copy.
• Personalized copy makes the visitor feel like the offer is specifically for them.

What could be changed or A/B tested:

• The company logos in the top right corner allow visitors to leave the page without converting.
• The Pricing and Terms button could distract prospects from the Apply Now CTA button (the main conversion goal).
• Adding white space between the card image and CTA buttons would draw more attention to each element.

Trains

Here’s another example where a hospitality business collaborates with a separate brand to create a promotional campaign. In this case, Amtrak and Rocketmiles created a travel rewards campaign. First the promotional email:

Then the post-click landing page that prospects are sent to:

What the post-click landing page does well:

• The squeeze page is another opportunity to capture the visitor’s name and email address.
• The company logos in the top-left tell visitors who is behind this offer without sending them away from the page via a hyperlink.
• The ability to change the monetary format in the top-right allows international users to redeem the offer.
• A “limited time” in the offer description adds urgency and scarcity to the page, likely making prospects feel pressured to convert now.
• The section below the form explains how Rocketmiles works and how they can benefit the user.
• The yellow CTA button “pops” on the page, easily capturing visitors’ attention.
• Plenty of white space makes the page look neat, organized, and easy to navigate.

What could be changed or A/B tested:

• The red Account button is distracting and may reduce the conversion rate.
• Adding a customer testimonial from someone who has used Rocketmiles before would likely encourage others to use the service as well.
• The footer navigation and social media links could remove visitors from the page without conducting their search.

Resorts

The resort post-click landing page below wasn’t created by a specific resort, but rather, by a full-service travel agency that books resort vacations. It was shown after clicking this Google Ad:

And includes this lightbox pop-up to get additional clicks/phone calls:

Here’s the post-click landing page itself:

What the post-click landing page does well:

• The company logo at the top of the page are not hyperlinked, so visitors know where they are immediately, but can’t click away.
• The personalized headline and subheadline tell prospects exactly how BlueSun Vacations will help them.
• Multiple cooperative CTA buttons provide various opportunities to call BlueSun Vacations.
• The click-to-call phone number is another chance for visitors to contact the company.
• Trust signals (the Norton logo, “#1 Apple Vacations provider” in several different locations, etc.) are likely to make prospects feel comfortable and confident in their decision to use the company.
• The benefits of using BlueSun Vacations are clearly marked by iconography and bold copy.
• The employee images add personalization to the company and offer.
• Trustpilot reviews serve as social proof, encouraging others to use the travel agency.

What could be changed or A/B tested:

• The yellow CTA buttons would stand out more if they were a color that’s not already used elsewhere on the page.
• The CTA button copy should be benefit-oriented for more clicks.
• The 2016 copyright date might make visitors wonder if this offer is still valid.

How will you set up your next hospitality post-click landing page?

The hospitality industry must ensure every customer is happy because brand loyalty is essential. Online, great customer service starts with the post-click landing page, as this is a prime opportunity to address a customer’s needs and convince them to take the desired conversion action.

Don’t ignore the post-click stage, provide every prospect with a personalized experience from start to finish. Sign up for an Instapage Enterprise Demo today.

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A well-crafted free trial landing page can do a lot for your return on ad spend—it can help you connect with your target audience, boost your conversion rates, and secure more sign-ups. .Creating an effective landing page, however, requires both strategy and creativity.

Whether you’re a seasoned marketer seeking fresh ideas or a business owner eager to revamp your current landing page, today’s post will feature a free-trial landing page sign-up collection designed to ignite your creativity and equip you with insights into the best practices of designing an impactful landing page.

Let’s begin.

10 free trial landing page examples

Please note, these landing pages are only displayed above the fold. You will need to click through to the page to see some of the points we discuss and some pages may be undergoing A/B testing with an alternate version than what is displayed below.

1. Later

What the page does well:

• Minimal copy combined with graphics allow visitors to learn about the basics of Later’s features quickly.
• No navigation menu helps keep visitors focused on the page and not distracted by other links near the headline.
• The main CTA is a bright color with clear copy that stands out from the largely white background.

What the page could change or A/B test:

• Adding social icons to show which social platforms Later supports. Without those present, it may not be clear to marketers if the platforms they need a scheduler for are supported.

While the graphics are bright and eye-catching, they are only mock-ups of what a user may see on the Later platform. Try A/B testing utilizing real platform photos to give potential users a sneak peek of what to expect.

2. Sprig

What the page does well:

• A clear product dashboard image provides potential users with a clear visual representation of the product. This can help buyers understand the interface and functionalities, making it easier for them to assess whether the platform aligns with their needs.
• Minimal copy in the hero section makes it easy for visitors to skim and find information relevant to their decision.
• Customer logos as you travel past the hero section continues to build trust and highlights the caliber of companies that use Sprig.

What the page could change or A/B test:

• The navigation menu may distract visitors from the CTA and lead them off the landing page.

3. Contentful

What the page does well:

• The headline conveys the benefit immediately. Visitors can quickly see the value of the free trial and the fact that they don’t have to share their credit card information removes friction from the conversion.
• Scannable copy in digestible bullet points helps visitors see the value of Contentful without being overwhelmed by information.
• Social Proof above the fold highlights a wide range of brands, from retailers to tech companies to alcoholic beverages, highlighting that this platform can be used by companies in any vertical.

What the page could change or A/B test:

• The form doesn’t have auto-fill capabilities.
• No imagery may lead to less distraction, but we would suggest adding a visual or video of the platform for visitors to see.

4. Wrike

Wrike, a work-management platform, understands that paid search ads should be connected with dedicated landing pages. A Google search on “Click Up Alternatives” displays this ad, which then sends visitors to a dedicated landing page:

What the page does well:

• The headline is intriguing and encourages visitors to continue evaluating Wrike as an alternative to ClickUp.
• The short form requiring only an email reduces friction and increases the odds a visitor will convert. It also underscores that no credit card is required for the trial.
• The header image is a gif that cycles through different views of the Wrike platform, giving potential users a sneak peek of what to expect.
• Social proof in the hero section highlights a wide array of platforms, from video games to ride shares, highlighting that Wrike can work for a multitude of industries.

What the page could change or A/B test:

• Changing the free trial button color to something more contrasting would draw more attention as green is already the main color of the page and may be easy to overlook.
• The live chat option opens in a new tab, away from this landing page. Offering live chat is okay as long as the visitors stay on the same page.
• An unclear demo offer appears as you scroll down the page as a consistent CTA, which seems different than the “Get Started Free” option in the hero section. It isn’t clear which type of buyer should leverage the free trial vs. the demo.

5. Supermetrics

What the page does well:

• The headline and secondary headline clearly state the offer, which helps prospects quickly decide whether to read on.
• Customer logos show that high-profile companies use Supermetrics to grow.
• The short form reduces friction and increases the odds that visitors will opt for the trial.
• “No credit card required” allows prospects to try out Supermetrics without having to worry about their credit card being auto-renewed once the free trial period ends.

What the page could change or A/B test:

• The navigation menu may distract visitors from the CTA and lead them off the landing page.
• Adding use cases could better showcase how potential users could leverage the platform.

6. Semrush

What the page does well:

• The orange CTA button stands out on the page and draws attention.
• Different types of social proof are showcased throughout the page and highlight customer testimonials, review sites, and customer logos to build a visitor’s confidence in the platform.
• The orange CTA buttons stand out on the page and draw the visitor’s gaze.
• The header scrolls with you, and the CTA in the header is a constant reminder to visitors to begin their free trial.
• Emphasizing the platform through imagery on the page gives visitors a taste of what to expect from the SemRush platform.

What the page could change or A/B test:

• The headline is a bit long. We would suggest A/B testing just keeping the “Captivate your audience online” portion and seeing which landing page performs better.
• Adding any award badges instead of just mentioning that they’ve received 20+ could showcase the prestige that sets Semrush apart from its competitors.

7. Dropbox

What the page does well:

• A powerful headline highlights the value for teams.
• Including use cases for the platform helps highlight what to test during your trial to see if this is a good fit for your team.
• Adding pricing transparency below the fold could help visitors decide what plan would be right for their team after the free trial ends.

What the page could change or A/B test:

• The navigation menu may distract visitors from the CTA and lead them off the landing page.
• More details about the trial to help convince visitors to convert. Adding how long the trial is, if a credit card is required, etc may result in more conversions.
• Adding customer logos above the fold would clearly show prospects which brands are currently using leveraging Dropbox.

8. HoneyBook

What the page does well:

• The purple CTA stands out and makes it easy for visitors to convert in the hero section.
• The “no credit card required” tab above the form can increase conversions. Although, making this more prominent would make the point even more persuasive.
• Presenting additional information in a Z-Pattern below the fold helps visitors scan information and makes it more digestible.
• The FAQ section helps answer potential users’ most important questions and gives them the confidence to convert on the page.

What the page could change or A/B test:

• Links in the header act as exit routes off this page.
• Experiment with scroll depth by removing some of the less-utilized sections of the landing page. For example, the blog links on the page don’t make a lot of sense because they take the visitor away from the offer.

9. Switcher Studio

What the page does well:

• No navigation menu doesn’t provide options for visitors to leave the page.
• The orange CTA stands out and makes it easy for visitors to convert.
• The sliding scale tool helps visitors determine what plan they would need in the future.
• Minimal copy allows visitors to quickly scan the page and get the information they need to make a purchase decision.

What the page could change or A/B test:

• The headline “Features” is too vague of a headline. A more specific, benefit-focused headline could increase conversions.
• Adding an image of the platform to the hero section could help visitors to the landing page instantly know what to expect and get a better understanding of the platform.
• Move video and gifs of the platform higher on the page to better showcase the platform.

10. Customer.io

What the page does well:

• No header navigation keeps visitors focused on the page and the free trial offer.
• The offer is clear highlighting the length of the trial, that no credit card is required, and that you can cancel at any time.
• The page is clutter-free and each section lets visitors scan the content without confusion.

What the page could change or A/B test:

• Adding more platform information like a short list of bullet points of benefits, use cases, or integrations may provide more context for someone new to Customer.io.

How does your free trial landing page compare?

Is your business using free trials at the bottom of the marketing funnel to help prospects make a purchasing decision? Use the critiques featured in the post to create pages that can get you more conversions and a higher ROAS. Get started on your free trial landing page today by signing up for an Instapage 14-day free trial.

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Savvy marketers know that returning customers spend 67% more than new customers and this is why upselling is an effective and proven strategy and also why upsell landing pages are necessary to ensure sustainable business growth for any brand.

So what are upsell landing pages and how do you use them in your campaigns? Let’s find out.

What is an upsell landing page?

An upsell landing page uses persuasive elements and techniques to drive an existing customer to purchase a newer, more expensive, or more robust version of a product or service. They can also suggest add-ons a customer could make to their current order before purchasing:

This type of page differs from a typical landing page because its success is based on psychological principles. While conversion optimization principles are founded on a basic understanding of your consumer, an upsell landing page focuses more on their perception of and connection with your offer. This means you must apply certain psychological principles to your page.

3 psychological principles to use on your upsell landing pages

1. Decoy effect

The decoy effect refers to people’s change in preference between two options when a third and asymmetrically dominated option is presented. This technique is perfect for sales pages and subtly nudging prospects toward the one you want them to claim.

Consider The New Yorker example above. If “print + digital” was the only offer on the page, it wouldn’t look as appealing as it does next to the “print only” and “digital only” options. Since all three options are $12, why would anyone want the print-only or digital-only edition instead of both?

2. Social proof

Social proof refers to a consumer’s perception of something based on the actions and opinions of others. This can be powerfully convincing on landing pages through detailed testimonials, big-name brand logos, and social media count tickers.

Notion’s upsell landing page features  user testimonials from reputable brands directly underneath the package options:

3. Scarcity

Scarcity uses people’s tendency to overvalue a resource when there’s less of it, or it’s running out. You can take advantage of this on a sales page or upsell page by including time-sensitive offers like webinars or conferences, or limited quantity physical products like books. Availability indicators, urgent CTAs, and countdown timers all help present scarcity.

When consumers perceive that a product or service is limited in quantity or only available for a limited time, they are more likely to act quickly and make a purchase. The fear of losing out on a valuable opportunity motivates individuals to prioritize their buying decisions, leading to increased conversion rates and sales for businesses. Furthermore, scarcity can create a sense of exclusivity and prestige around a product, enticing consumers to perceive it as more desirable and valuable.

Now let’s see how these psychological principles can be used in action.

4 upsell landing page examples

(For shorter upsell landing pages, we’ve shown the entire page. However, for longer pages, we only displayed them above the fold. You may need to click through to each page to see some of the points we discuss. Also, keep in mind that some brands may be A/B testing their page with an alternate version than is displayed below.)

1. Grammarly

What the page does well:

• Concise copy shows prospects what they get with each plan. 
• The CTA buttons stand out from the rest of the page content.
• The company logos add social proof to the page.

2. Bloomberg Businessweek

What the page does well:

• The discount offer is clearly mentioned on the page
• The offer is very valuable, just $12.42/month + unlimited digital access across all devices.  
• The large CTA button is easy to find and it contrasts with the page.

3. Spotify

What the page does well:

• Large graphics with minimal copy makes it easy for prospects to see the benefits of subscribing to Spotify Premium.
• The checklist of the Premium plan benefits makes it clear that Premium is a much better option.
• A 30-day free trial makes prospects more likely to purchase the Premium option.

4. WOW! TV & Internet

What the page does well:

• The click-to-call phone number enables visitors to contact the company quickly.
• A more personalized offer based on geographic location can be provided by inputting an address.
• The lock icon beneath the address fields indicates that prospects’ information is secure and only used for personalized offers.

Free guide of 110 landing page examples 

Ready to take your landing page game to the next level? Instapage has got you covered! In our extensive collection of 110 landing page examples, you’ll discover a treasure trove of inspiration and insights to help you craft landing pages that captivate your audience and drive action. These real-world examples cover various industries and objectives, from e-commerce to SaaS, lead generation to event registrations. 

Delve into the best practices, A/B testing ideas, and conversion-boosting tips from successful businesses across the globe. Whether you’re a seasoned marketer or just starting, this comprehensive resource will guide you toward crafting landing pages that turn clicks into customers.

Grow your revenue with an upsell landing page

When used effectively, upsell landing pages have the potential to be one of the most profit-driving techniques in any marketing team’s arsenal because they rely on psychological principles to drive action.

With Instapage, you can build professional and personalized upsell landing pages to generate maximum sales. For more details on high-converting landing page examples used throughout the sales funnel, check out our Build and Convert plans here.

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Zoho may be well-known for its best selling CRM application, but they offer a variety of cloud software in their platform. The company understands that for continued growth, they must continue to provide value across their entire suite of services and all stages of the marketing funnel. Part of that value relies on creating a great first impression so that the company can convert prospects into leads, and nurture those leads to a sale.

To do that, Zoho offers its audience a variety of content gated behind landing pages:

Zoho understands that for continued growth, they must continue creating a great first impression.
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What is a landing page?

A landing page is a standalone page used to get visitors to take a particular action, such as downloading an ebook, registering for a webinar, starting a free trial, etc. To convince visitors to take action, a landing page uses a variety of persuasive elements like engaging headlines, compelling copy, personalized CTAs, and more.

Occasionally, brands provide content that is not gated behind a landing page form. Take these Zoho ebooks and recorded webinars, for example. Each CTA on their respective pages allows visitors to download or watch the content without providing any contact details. And while we think that is a missed opportunity to capture and nurture leads, Zoho decided to offer the content free of charge, so to speak.

In contrast, Zoho does take advantage of landing pages for other offers. Let’s see how well these Zoho landing pages persuade visitors to take action.

(This is not a case study. Our purpose is to show how Zoho uses landing pages to generate leads. Keep in mind, for shorter pages, we’ve shown the entire page. However, for longer Zoho landing pages, we only displayed above the fold. You may need to click through to the page to see some of the points we discuss and some pages may be A/B testing with an alternate version than is displayed below.)

1. To persuade competitor’s customers to switch to Zoho

Performing a search for “Zoho database,” first you’re presented with this Google ad. Then, once you click on “Compare Zoho CRM Editions,” you’re sent to the landing page below:

Why the page was built:

To get Salesforce, SugarCRM, and Microsoft users to migrate to Zoho.

What the page does well:

• Zero navigation links keep visitors focused on the headline and evaluating the savings and comparison chart.
• The chart shows Salesforce, SugarCRM, and Microsoft users how much they can expect to save by using Zoho.
• The copy explains how Zoho offers more flexible solutions for less and why users of other CRM providers should switch.
• Both CTA buttons are two-step opt-in, which helps reduce page clutter and keeps visitors focused on the offer’s savings in the chart. Only those really interested in signing up for Zoho will see the form pop up.
• The word “free” is used on the CTA, which helps persuade visitors to click and take the next step in converting.
• Bulleted copy below the fold summarizes the main benefits of Zoho CRM.

What the page could change or A/B test:

• The CTA color is a similar shade of blue as the chart banners so the buttons don’t jump off the page as much as they could..
• A testimonial from someone who switched from Salesforce, SugarCRM, or Microsoft and had a great experience with Zoho could enhance the page.
• Footer links to Zoho’s homepage and Zoho Corporation act as exit links and work against the conversion goal.
• The 2015 copyright could make visitors think, “what else is out of date?” Is the Zoho savings still accurate?

2. To start a free plan with Zoho

Going back to the previous Google ad, if you click on “CRM for Everyone” you’re sent to this landing page:

Why the page was built:

To encourage visitors to sign up for a free Zoho plan.

What the page does well:

• The header explains two benefits immediately: Build better customer relationships and Zoho will provide new users with 10 free users.
• “Free” is used in the headline and is written with big, bold letters to emphasize one of the key benefits of signing up for Zoho CRM.
• The list of features available helps detail everything that Zoho CRM provides.. Listing the most important features to the least important in declining font size is a nice touch, too.
• The red CTA button is a distinct color from everything else on the page so it draws maximum attention.
• The 3-field form — only requiring full name, email, and password reduces friction.
• The Zoho newsletter checkbox is unchecked, so only truly interested people in receiving the content will manually check the box.

What the page could change or A/B test:

• The handshake image in the header is relevant to the offer, but it could be improved by using a photo of two people smiling and interacting rather than simply a graphic of two hands.
• The CTA above the fold is more engaging than the CTA found at the bottom of the page. “Get started for free” is more welcoming than “sign up.”
• Twitter and LinkedIn logos in the footer are a distracting yellow and could drive visitors off the page without first converting.
• The outdated copyright could make visitors pause to think, “is the 10 free users offer still available?”

3. To register people for webinars

Zoho Motivator

Why the page was built:

To get visitors to register for the Zoho Motivator webinar.

What the page does well:

• The absence of a navigation bar or footer prevents visitors from leaving this page to visit other sections of Zoho’s site.
• The yellow CTA button contrasts with the rest of the page.
• The presenter section gives more detailed information about who will be presenting, along with their relevant experience and a head shot.
• An abundance of white space draws viewer attention to the headline and CTA button.

What the page could change or A/B test:

• Zoho’s logo in the top-left is linked to their homepage — providing an easy route off the page and away from the webinar sign up.
• Adding a countdown timer could add urgency and inspire more visitors to complete the conversion goal. Listing the date and time is required for a live webinar, but if Zoho were to include more urgency, people would feel more need to sign up.
• The CTA copy is not personalized. Instead of “register,” the CTA copy could say something like, “Help me boost my sales.”

Zoho Checkout

Why the page was built:

To get visitors to sign up for the Zoho Checkout webinar.

What the page does well:

• The image in the header is relevant to the offer.
• The copy does a good job at explaining the value of what is being offered.
• The bullet points explain the main takeaways of the webinar.
• The red CTA color stands out from the rest of the page and attracts visitors’ eyes.
• White space helps the CTA draw attention, a little more couldn’t hurt either.
• The presenter’s headshot and title provides a snapshot of who viewers will be listening to in the webinar.

What the page could change or A/B test:

• The headline could be more descriptive and persuasive such as, “Introducing Your Next Online Payment Solution.”
• The CTA copy could be personalized to the visitor and the offer. Instead of “Click To Register” it could read “Save My Webinar Spot.””
• Large blocks of copy make this page more difficult for people to scan quickly. Reducing the copy and highlighting the main benefits of Zoho Checkout (coupled with the bullet points) could improve readability and conversions.

4. To join the Zoho Connect beta list

Why the page was built:

To persuade visitors to request early access to the Zoho Connect beta list.

What the page does well:

• A navigation-free header keeps visitors from exiting the landing page.
• The headline conveys three benefits right off the bat that prospects receive with Zoho Connect.
• The sticky CTA in the footer allows visitors to scroll through the landing page while always having the chance to convert on the CTA button.
• The CTA copy is personalized and specific. “Ask For Early Access” is more inviting than “submit” or “request.”
• The red CTA color “pops” off the page, which encourages more clicks.
• Software screenshots show visitors exactly what they can expect from Zoho Connect.
• The 2-field form is nearly frictionless because it only requests name and email address.
• Plenty of white space keeps the page organized and increases readability.

What the page could change or A/B test:

• The CTA could be larger to draw even more attention.
• Lots of copy make scanning this page a little more challenging than it needs to be. Reducing the amount of copy could increase readability even more.
• Adding video could help streamline the content. There is a lot of copy on the page, and a short video could tie things together.

5. To generate more CRM accounts

Why the page was built:

To get visitors to create a Zoho CRM account.

What the page does well:

• The headline is benefit-oriented and is intriguing for visitors to continue evaluating the free account offer.
• The red CTA color is distinct from the surrounding elements and is just begging to be clicked.
• The statistics below the form draw attention and help persuade people to sign up for a free account.
• The upward-trending line behind the statistics implies that marketers’ campaign performance will increase with Zoho CRM.
• The Zoho CRM graphic explains that all of Zoho’s products sync with Zoho CRM.
• Software screenshots help preview the Zoho CRM software for landing page visitors.
• Detailed testimonials include the person’s name, headshot, title, and give insight into the Zoho CRM service — such as customization.
• Significant white space throughout the page allow all elements to breathe more and increases the page’s readability overall.

What the page could change or A/B test:

• The “Create Account” CTA copy at the top of the page is not personalized. Revised CTA copy, such as“Optimize My Sales Process” could produce more conversions.
• The 2016 copyright is outdated. It’s small and not as noticeable as other page elements, but should be updated.
• Adding a video could summarize the content and help the visitor make a decision faster.

6. To acquire more free trial users

Why the page was built:

To persuade visitors to sign up for a free trial of Zoho CRM.

What the page does well:

• The testimonial is complete with a name and headshot, plus the content provides valuable insights about the service.
• The red CTA button contrasts with the rest of the page and it’s very big — both of which help it stand out.
• The Google and LinkedIn sign in options allow visitors to complete the form using social media credentials.
• The privacy policy and terms of service links increase confidence that user data will be kept safe.
• Lots of white space help both the testimonial and form attract maximum attention.

What the page could change or A/B test:

• Zoho’s logo is linked to their homepage providing an easy escape route from the free trial offer.
• The “Sign Up” CTA copy could be more descriptive and inspiring. “Start My Free Trial” is more relevant and would likely generate more conversions.

Which Zoho landing pages would persuade you to act?

The examples above are not an exhaustive list, but the variety in page design shows how Zoho attempts to capture leads to then nurture to sale. Although each landing page has varying levels of optimization, each example pushes visitors towards a specific action.

Regardless of your offer, craft your next professional landing page with Instapage. Sign up for an Instapage Enterprise demo today.

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For many financial services and technology consumers, the first step in choosing a service or product begins with an online search. In fact, one study showed that 41% of web traffic to the finance industry comes directly from organic search. That’s why it’s crucial for financial services marketers to create end-to-end campaigns that engage potential customers at every step of their digital journey.

In particular, having relevant, ad-to-page journeys and high-converting landing pages is critical for turning a click into a customer.

Refinancing a mortgage, applying for a business loan, or even opening a new checking account is a decision that most consumers don’t take lightly. They understand the importance of gathering all the necessary information and weighing their options before making a commitment. So, as a financial services marketer, how can you strike the right balance in your campaigns? How do you provide the level of detail and transparency that customers need without overwhelming them when they land on your page?

The key lies in finding the sweet spot between informative and user-friendly design. Let’s dive into the best practices you need to take to design a high-converting financial services landing page.
Design With Clarity In Mind

Your financial landing page should seamlessly guide visitors through their decision-making process. Start by capturing their attention with a distraction-free layout and a compelling hero section; the headline and copy should be concise, persuasive, and address their particular pain points and needs.

Here are some ways you can design your landing page to add clarity:

Leverage white space effectively to create visual breathing room and enhance the overall focus on your main content.
Minimize or completely remove navigation menus and links that can divert visitors’ attention away from your primary call-to-action (CTA).
Maintain consistent branding elements, such as colors, fonts, and imagery, to establish a cohesive and professional look.
Use benefit-led messaging instead of feature-led messaging.

Make Information Digestible

A cluttered or overwhelming landing page can lead to a poor user experience. Making information digestible improves the usability of your page, allowing visitors to navigate through the content and find the information they need without frustration. Financial services can be complex, but by breaking down information into smaller, easily digestible pieces, you help users understand the content more effectively, reducing confusion and potential barriers to conversion.

Here are some ways you can make information on your landing pages digestible:

Avoid unnecessary technical terms or complex explanations. Use plain language that your target audience can easily grasp.
Present information in bulleted or numbered lists to make it more scannable. This format allows users to easily grasp key points and information without having to read through lengthy paragraphs.
Use images, charts, graphs, or infographics to visually represent information. Visuals can make complex data more accessible and easier to understand, especially when accompanied by concise explanations.

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The sale — it’s a marketer’s most coveted conversion, and you get this on the sales page.

All of the free ebooks you’ve offered, squeeze pages you’ve created, and the social media campaigns you’ve run have led to this one transaction. If you’ve managed to complete one, pat yourself on the back. You must have a great product, and you must have marketed it well.

You see, getting a visitor to download a free ebook or sign up for your newsletter is much easier than soliciting a sale. They’re no-cost, low-commitment conversions.

But getting them to press the “buy” button? That’s a different story altogether.

It requires they part with money they worked hard for — that they commit, often with no promise of a refund if they’re unhappy, to your product or service, and the solutions you’ve guaranteed it will provide.

That means your offer is going to be highly scrutinized. And the more it’s scrutinized, the more persuasive you need to be.

That’s where sales pages come in.

Getting a visitor to download a free ebook is easy. Getting them to buy? That’s a different story.
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What is a sales page?

A sales page, like all landing pages, is designed with one purpose in mind: to convert. Unlike all landing pages, that purpose is specifically to convince visitors to buy.

As such, they need to be extra convincing. That usually translates into longer pages, more social proof, a bunch of badges, and tons of testimonials. Take some tips from the following 20 sales pages to create a high-converting one of your own.

(Keep in mind, for shorter sales pages, we’ve shown the entire page. However, for longer pages, we only displayed above the fold. You may need to click through to the page to see some of the points we discuss and some examples may be A/B testing their page with an alternate version than is displayed below.)

1. Live Off Your Passion

What they did well:

• The short video gives an engaging overview of the service.
• The copy under the “Any of these sound familiar?” section empathizes with the readers.
• A strong guarantee allows buyers to get their money back if they’re not making a living doing something they love in 90 days.
• Several brief case studies of people who have turned their lives around reinforce the value of the program.
• Myriad detailed testimonials boost credibility.
• The FAQ section answers any questions prospects might have about the program.
• Multiple cooperative CTAs give the prospect a number of chances to convert.
• A bright call-to-action with unique copy draws readers to it.

What to test:

• The video autoplays. This can be a huge annoyance to anyone that lands on the page. If they want to watch, they’ll click play.
• The copyright is 2015. If this is page is old, is the offer still good? What else is out of date?

2. Copyblogger’s “Authority” Program

What they did well:

• Several CTA’s driving the same action work together to convince the reader to convert.
• Benefit-centric subheads break up the copy to make it easily readable.
• Testimonials from real people and their respective brands make for a persuasive addition to this sales page.

What to test:

• The headline doesn’t convey much of a benefit… unless you consider the tiny print above the red banner to be a headline. And even then “accelerate your skills and success” are vague benefits.
• Testimonials without photos are far less powerful than those with. Remember: the more information you include about someone vouching for your business, the more credible those people become to your reader.

3. Mobe Limitless

What they did well:

• The headline conveys a benefit that everyone desires: the ability to “escape the rat race and make money online.”
• The rags-to-riches story of the creator make the secrets to his success more valuable.
• Bulleted, benefit-oriented copy conveys the reasons to buy.
• The CTA button copy is written in first person.
• The call-to-action button color grabs the reader’s attention.
• The FAQ addresses any concerns or questions the prospect may have about the offer.

What to test:

• Cheesy stock photos hurt the credibility of the page.
• Testimonials — where are they? People who have changed their lives with the product would make the offer more persuasive.

4. The Renegade Diet

What they did well:

• The headline takes advantage of our desire for quick results: “Get Absolutely Ripped In 60 Days.”
• The 60-day money back guarantee makes prospects more comfortable with purchasing.
• Authority badges flaunt where the author has been featured.
• Bulleted copy makes the page easier to read.
• Case studies prove that the program works. Not only that, but the writer takes it to the next level by offering to put you in touch with them.
• Industry experts offer praise for the book as well, giving it even more credibility.
• No navigation makes this sales page impossible to leave without exiting the browser window or clicking a CTA.

What to test:

• The CTA button doesn’t look like a button at first glance. It’s not part of a red and blue banner?
• The arrow, instead of pointing back to the CTA, points to an image of the book itself. Use visual cues to get your reader to hit your CTA button, not draw them away from it.

5. Social Triggers

What they did well:

• A countdown timer to close of enrollment conveys scarcity.
• Without outbound links, this page offers no way out other than through or by exiting the window.
• Several short case studies highlight people whose lives have been changed by the program.
• Sub-headers and short paragraphs make the long page more easily readable.

What to test:

• The headline doesn’t convey any sort of benefit whatsoever.
• The countdown timer only appears after you scroll down the page. If you don’t scroll, you don’t see how much time remains.
• The page talks a lot about the author. Tell me more about what you’re going to do for me.
• The CTA button color is a derivative of a color already used on the page, making it less likely to stand out.
• There are no CTAs until ¾ of the way down the page. Why not give visitors a way to convert sooner on the page?
• The call-to-action button copy is cookie-cutter. Instead of “Get Instant Access,” why not “Teach Me How?”

6. AdEspresso University

What they did well:

• No navigation links means no immediate way off this page.
• Icons quickly convey the components of the course.
• CTA button color is a hue not used on the page.
• This is a simple, benefit-oriented headline. AdEspresso University makes social marketing easy. At the same time, be careful with superlatives like “best.” They’re only effective if you can back them up.

What to test:

• The cartoon man could be swapped out for a real customer who has used AdEspresso University to improve their social marketing.
• The CTA button copy is unremarkable.

7. Video Power Marketing

What they did well:

• The blue CTA button stands out on a grey background. Though, blue is used a few times throughout the page. When picking a CTA button color, opt for one that hasn’t been used.
• Testimonials complete with full names, titles, and photos are as believable as they get.
• The short video gives a brief overview of the benefits of purchasing.
• A 30-day money back guarantee makes prospects more comfortable buying.
• Bulleted copy boost readability on this page.

What to test:

• A navigation menu gives people a chance to leave the page.
• The page leads with a high price. Show your prospects the price after you get to all the benefits of buying.

8. Digital Marketer

What they did well:

• The headline and sub-headline convey value. The buyer will learn how to become a funnel optimization specialist, creating a profitable “customer-getting” campaign.
• Bulleted copy immediately conveys the benefits of purchasing the course.
• Images and sub-heads break up the copy to make it more digestible by the reader.
• Visual cues like arrows point to the CTA buttons.
• Multiple CTA buttons work cooperatively to produce conversions.
• The FAQ section preemptively answers any questions a prospect may have about the course.
• No navigation means there’s no escape for any prospect seeking a way out.

What to test:

• CTA button colors are less than attention-grabbing.
• Call-to-action copy is cookie cutter. “Order now” could be replaced by something like “Make Me A Specialist!”
• The “About the Instructor” section is missing an image. Visitors will want to know who Ryan Deiss is, but without his headshot, we’ll never know.

9. Mari Smith

What she did well:

• Facts and relevant research set the stage for a persuasive page.
• Mentions of big brands the author has worked with, like Facebook, give her more authority.
• Bulleted copy conveys the benefits of purchase.
• Social share buttons make it easier for readers to send this page to their friends.
• Testimonials featuring names, titles, and photos make them very believable.

What to test:

• These CTA button colors are used all over this page. Thus, they’re less likely to grab prospect attention. Remember the rules of color theory here: If your two main hues are blue and orange, then you should pick a complementary color for your CTA button to make it more attention-grabbing… like red-purple or yellow-green (square color theme).
• The benefit in the headline is expressed, but it’s not as clear as it could be. What does “winning” Facebook’s updates mean? What will knowing internet trends that affect my business help me do?

10. Brightpeak Financial

What they did well:

• A video demonstrates the power of the course by combining testimonials and case studies from real customers.
• Social media share buttons make this page easy to pass on.
• Icons quickly display the benefits of the program.

What to test:

• Several links throughout the page give readers the opportunity to leave.
• The headline doesn’t convey a benefit. What does “A New Way To Look At Money And Each Other” mean?
• The CTA button is tiny, and it’s the same color as many of the elements already on the page, which means it won’t stand out nearly as well.

11. Living Language

What they did well:

• The CTA button colors aren’t used anywhere else on the page — making them easier to see.
• Authority badges from HBO and critically acclaimed show Game of Thrones, along with features on big websites align this course with well-known brands.

What to test:

• There are too many CTAs on this page: several to buy different products, one to subscribe to an email newsletter, and one that takes the visitor back to Living Language’s homepage. Pick one action you want your prospect to take.
• The CTAs are very small so they’re not as easily noticeable as they could be.
• Social media icons drive visitors off the sales page to the brand’s Facebook and Twitter account.
• The logo is clickable, adding yet another hole to an already less than air-tight sales page.

12. Dr. Hyman’s Eat Fat, Get Thin

What they did well:

• The headline, while not displaying a benefit, invokes curiosity and intrigue. Forget everything I’ve been told about fat? Tell me more…
• The “As seen on” section associates this offer with big brands like PBS, CBS, The View, and more.
• Well-written subheads capitalize on our desire to be in shape without working for it: “Eat fat, get thin.”
• “Our results” presents real, positive data from participants of the program.
• Several testimonials from people who have completed the challenge boost the credibility of the offer.
• Bulleted copy displays the benefits of Dr. Hyman’s program, and empathizes with the reader.
• The “What’s included” section offers a glimpse into the offer before the purchase.

What to test:

• The “Learn More” button takes visitors directly past all the persuasive parts of this page, all the way down to the CTA. Only problem is, they’re probably not ready to buy yet.
• A clickable logo at the top of the page draws readers away to a different landing page.
• A second, combating call-to-action in the upper right-hand corner of the page drives the visitor to an Amazon or Barnes & Noble store.

13. Player by Keith Urban

What they did well:

• The two-minute video introduces the benefits of the offer, and interviews several satisfied customers.
• Drop-down links allow the reader to get an inside look at the program before they buy: guitar features, playlists, lesson previews, etc.
• The CTA button color pops against the dull background of the page.
• Numerous cooperative CTAs give prospects several chances to convert.

What to test:

• The CTA button copy could be more compelling than “Buy now” and “Order now.” What about “Make me a guitarist”?
• The headline emphasizes free shipping, but not the benefit of the program. What will the reader become by claiming this offer?

14. Beach Body 21-Day Fix

What they did well:

• No top navigation means there’s no immediate way off this page.
• The photo of the creator of the program with a celebrity client aligns the offer with a high-profile brand.
• The headline let’s you know what to expect from the program: Simple fitness, Simple eating, Fast results (the benefit).
• Several engaging videos tout the benefits of the program.
• Useful images give readers an inside look into the components of the 21-day fix.
• The 30-day money-back guarantee makes prospects more comfortable with pulling out their wallet.
• The CTA button is big, bold, and its color stands out from the rest of the page.
• Several cooperative CTA buttons give prospects more than one place to convert.
• The call-to-action is written engagingly in first person.
• Case studies show the positive results users have experienced after 21 days.
• Testimonials complete with photos and names add credibility to the offer.
• The “like” counter/button in the upper right-hand corner adds to social proof (438k people like this), and other social buttons make this page easily shareable.

What to test:

• There are too many outbound links in the footer of this sales page. Don’t let your prospects access your homepage, “about us,” or site map.
• The 2015 copyright makes me wonder if the offer is still available.

15. Foodbabe Sugar Detox

What they did well:

• A question headline that you know a reader will answer “yes” to in their heads will help them relate to your offer. Obviously you’ve been eating too much sugar lately. That’s why you clicked through to this sugar detox program.
• Without a top navigation, visitors have to either exit the browser window or hit the back button to leave this page immediately.
• Social buttons make this page more shareable.
• The copy educates — destroying preconceived notions we have about our diets by revealing we eat more sugar than we think.
• Images give the reader an inside look into the program.
• Bulleted text outlines the benefits of the detox program.
• The 100% money-back guarantee should quell any anxiety a prospect has about buying.

What to test:

• The overuse of cues like underlines and bolded letters make this page very busy and confusing. These are used to create a visual hierarchy. If everything is bolded and underlined, then how do I know which information is the most important? Keep in mind, the more cues you use like this, the less meaningful they become.
• Links in the footer allow the prospect to leave the page after scrolling to the bottom.
• These CTA buttons are easily missable with their slight design and colors that are already used on the page.

16. Tai Lopez

What they did well:

• There’s no top navigation on this page, which means the only way to leave is by exiting the browser or hitting the back button.
• The headline is compelling, but a little on the sensational side. Get anything I want? Yes, please. Make sure if you use a headline like this, your offer can deliver on it.
• The phone number at the top is click-to-call, meaning it will be easy to call from mobile with the tap of a button.
• The video introduces the offer and its benefits, as well as the rags-to-riches story of the creator, making him more relatable to the reader.
• A counter of program members adds social proof, along with social badges with follower and fan numbers.
• Authority badges from Bravo, TEDx, USC, and NBC align Tai with powerful brands.
• Photos show Tai speaking at big events, adding to his credibility.
• A money back guarantee squashes reader anxieties related to the program’s price point.

What to test:

• The CTA button color is used numerous times on the page already, making it less noticeable to the eye.
• The video is a little on the long side. When introducing your offer, try to keep it under three minutes.

17. Intentional Blog

What they did well:

• The headline promises value — and end to the frustrations of building a popular blog.
• The video is short and gets to the point — quickly explaining the benefits of buying the course.
• Bulleted copy promises to divulge secrets learned by Jeff, the author, after eight years of blogging.
• The CTA button color pops against a gray background.
• Several CTA buttons give readers multiple chances to convert.
• Top navigation normally translates to an exit from the page — but, these links just bring readers deeper into the sales page, not off it.

What to test:

• Testimonials are powerful, but not if they seem like they could potentially be fake. Surely Andrew Z., Joe B., and Sheila L. are all real people who may want to remain anonymous, but the less details you provide about someone vouching for your business, the more prospects wonder “Is this person real?”
• The call-to-action could be stronger. “Sign up,” along with “Subscribe” and “Submit,” is one of the most overused CTA’s out there. It’s better to make yours unique — something people have never seen before — tailored specifically to your offer. What about “Teach Me To Build A Popular (Or Powerful) Blog!” or “Show Me The Secrets To Successful Blogging?”

18. AWAI

What they did well:

• The question headline engages the reader, then the sub-headline conveys a number of benefits: earn great money by writing a few hours a day, be in high demand, never rely on anyone again, work from anywhere in the world.
• Multiple cooperative calls-to-action give the reader more than one chance to convert on the offer.
• Sub-heads and short paragraphs make the copy easier to digest.
• No navigation means the only way off this sales page is through it (or by exiting the browser window or hitting the back button).
• Testimonials from people who have gone from knowing nothing about writing to living “the life they’ve always dreamed of” make readers think “If he can do this, so can I.”

What to test:

• This letter is unbelievably long. While it’s certainly written in a compelling way, 11,000+ words is really pushing the limits of our sub-ten-second attention span.
• The CTAs are more than ¾ of the way down the page. Since the page is very long, make it easier for people to convert on the offer by including at least one CTA further up the page.
• The CTA button copy reads “Order Today.” After reading such well-crafted copy, we know AWAI can think of a better call-to-action.

19. Write With Influence

What they did well:

• A short video explains the value of the program quickly.
• Bulleted lists break up the copy so it’s easier to read.
• Sub-headers convey the benefits of buying, like “No ‘sales speak’ templates: the materials are tailored to your business and personality (and grow with you)”
• Numerous testimonials make Amy’s offer more credible. Though, some photos would make them even more powerful.

What to test:

• The page kicks off with a price. Never start your sales page with the price of your product if it’s expensive — even if your prospects are getting a bargain. Why? Because it has the potential to drive away your reader before they get to all the benefits of buying in. “197 pounds (286 dollars)? I can’t afford that. No way.” Then in one click, they’re gone.
• The sub-head fonts are quite thick. In some cases, so much so that text is difficult to read. Remember — readability is crucial for a positive user experience. So make sure your letters are easily discernable from one another.

20. Empower Network

What they did well:

• The video is short, to the point, and uses actual customers to boost its credibility.
• The disclaimer fosters a sense of transparency. “Results are not typical” is not something you’re used to seeing on pages like this one.

What to test:

• The headline is sensationalized. Few sane people are going to believe they can make “an extra $10,000 a month” from home.
• The video autoplays. Don’t force your video on visitors. If they want to watch it, they’ll click play.

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