Top 10 Features of a High Converting Landing Page [+Examples]

October 11, 2024

Table of Contents

Ready to turn your landing page into a conversion powerhouse? Buckle up, because we’re about to dive deep into the world of a high converting landing page.

Picture this: You’ve poured your heart and soul into your latest product or service. Your ad campaign is running smoothly, driving traffic to your landing page. But there’s a problem. Your visitors are bouncing faster than a kangaroo on caffeine. Ouch!

Here’s a shocking stat for you: The average landing page conversion rate across industries is a mere 1%. But top-performing pages? They’re converting at 7.45% or higher. That’s a 7x difference!

Top 10 Features of a High Converting Landing Page [+Examples] 1

So, what’s their secret sauce? How are these conversion wizards turning casual browsers into eager buyers?

I’ve spent years in the trenches, optimizing landing pages for businesses big and small. And let me tell you, it’s not magic. It’s a science. A blend of psychology, design, and good old-fashioned testing.

In this article, we’re going to crack open the vault and reveal the 10 must-have features that separate high converting landing pages from the duds. From crafting headlines that stop scrollers in their tracks to designing CTAs that practically beg to be clicked, we’ve got it all covered.

Whether you’re a seasoned marketer looking to squeeze more conversions out of your pages, or a newbie just dipping your toes into the world of landing page optimization, you’re in the right place. By the time we’re done, you’ll have a toolkit full of actionable strategies to supercharge your landing pages.

Ready to leave the 2.35% club behind and join the conversion elite? Let’s dive in!

1. Headlines That Make an Impact

Your headline is the first thing visitors see, and let’s face it – you’ve got about 3 seconds to grab their attention before they hit that back button. So, how do you create a headline that stops them in their tracks?

The Secret Sauce for Attention-Grabbing Headlines

Here’s a little nugget of wisdom we’ve picked up along the way: clarity trumps creativity every time. In fact, our experience aligns with research showing that straightforward headlines outperform creative ones by a whopping 88%!

But don’t just take our word for it. Let’s look at some real-world examples:

  • Before: “Revolutionize Your Digital Presence”
  • After: “Boost Your Website Traffic by 200% in 30 Days”

See the difference? The second headline is clear, specific, and speaks directly to what the visitor wants. Just this little difference can turn your landing page to a high converting landing page.

The easiest method is to follow the Who-What-Why framework, like below:

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Power Words: Your Secret Weapon

Want to take your headlines from good to great? Sprinkle in some power words. These are emotionally charged words that grab attention and compel action. Some of our favorites include:

  • Exclusive
  • Guaranteed
  • Proven
  • Instant
  • Revolutionary

But remember, with great power comes great responsibility. Use these words thoughtfully – overdo it, and you’ll come off as spammy rather than persuasive.

A/B Testing: The Path to Headline Perfection

Here’s a little secret from the conversion rate optimization playbook: always be testing. We never settle for our first headline idea, no matter how brilliant we think it is. Instead, we create multiple versions and let the data decide.

In one recent campaign, we tested two headlines:

  • Version A: “Professional Web Design Services”
  • Version B: “Get a Website That Converts Visitors into Customers”

The result? Version B outperformed Version A by a staggering 47%. Why? Because it focused on the benefit to the customer, not just the service offered. Result? A high converting landing page unlocked

Pro Tip: Use tools like Google Optimize or Optimizely to easily set up and run A/B tests on your landing pages. The insights you gain will be worth their weight in gold.

2. Benefit-Focused Copy That Sells

Once you’ve hooked your visitors with a killer headline, it’s time to reel them in with compelling copy. But here’s the thing – most landing pages get this all wrong. They focus on features instead of benefits, leaving potential customers wondering, “What’s in it for me?”

The Art of Translating Features into Benefits

Let’s say you’re selling a project management tool. Instead of just listing features like “task assignments” and “progress tracking,” paint a picture of how these features improve your customer’s life:

  • Feature: Task assignment functionality
  • Benefit: “Never let important tasks fall through the cracks again – assign and track responsibilities with ease.”

See how that speaks directly to the pain points of your target audience?

Addressing Pain Points: The Key to Conversion

Speaking of pain points, addressing them head-on in your copy is like giving your visitors a warm, empathetic hug. It shows you understand their struggles and have the solution they’ve been searching for.

For example, if you’re targeting busy entrepreneurs, your copy might include lines like:

“Tired of working 80-hour weeks and still feeling like you’re falling behind? Our project management tool helps you reclaim your time and grow your business – without the burnout.”

Pro Tip: Use the “So you can” test when writing your benefits. After each feature, complete with “so you can” This helps ensure you’re focusing on benefits, not just features.

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The Power of Bullet Points

In today’s fast-paced world, attention spans are shorter than ever. That’s where bullet points come in handy. They allow you to:

  • Highlight key benefits quickly
  • Make your copy more scannable
  • Break up large blocks of text
  • Emphasize the most important points

3. Call-to-Action (CTA) That Converts

Your call-to-action is where the rubber meets the road. It’s the moment of truth where visitors decide whether to take the plunge or bounce away. So, how do you create a CTA for a high converting landing page?

Strategic Placement: Location, Location, Location

When it comes to CTAs, placement is everything. We’ve found that having a CTA above the fold (visible without scrolling) can increase conversions by up to 30%. But don’t stop there – strategically place CTAs throughout your page for those who like to read more before deciding.

Here’s a pro tip: Use heat mapping tools like Hotjar to see where visitors are spending the most time on your page. These “hot spots” are prime real estate for your CTAs.

Design That Demands Attention

Your CTA button should stand out like a sore thumb (in a good way). Here are some design tips we swear by:

  • Use contrasting colors that pop against your background
  • Make buttons large enough to be easily clickable, especially on mobile
  • Add white space around your CTA to make it stand out
  • Use directional cues (like arrows) to draw attention to your CTA

Remember, subtlety is not your friend when it comes to CTAs. Be bold!

High Converting Landing Page

Copy That Compels Action

The words on your CTA button can make or break your conversion rate. Forget boring, generic phrases like “Submit” or “Click Here.” Instead, use action-oriented language that creates a sense of urgency and value.

Some high-converting examples we’ve seen:

  • “Get My Free Trial”
  • “Start Saving Now”
  • “Yes, I Want More Leads!”

Case Study: We once worked with a client who changed their CTA from “Submit” to “Start My Free 30-Day Trial.” The result? A whopping 62% increase in conversions overnight!

Pro Tip: Instead of CTA switch to CTV

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4. Trust-Building Social Proof

In the world of online marketing, trust is currency. And nothing builds trust faster than social proof. It’s the digital equivalent of a friend saying, “Hey, I tried this, and it’s awesome!” So, how can you leverage social proof to create a high converting landing page.

Customer Reviews: The Unsung Heroes of Conversion

Did you know that 91% of 18-34 year olds trust online reviews as much as personal recommendations? That’s huge! Here’s how to make the most of customer reviews on your landing page:

  • Feature a mix of text and video testimonials
  • Include full names and photos (with permission) to add authenticity
  • Highlight reviews that address common objections or pain points
  • Use star ratings to provide a quick visual cue of satisfaction

Pro Tip: Don’t be afraid to include a less-than-perfect review occasionally. It adds credibility and shows you’re not hiding anything.

Trust Badges and Logos: Small Elements, Big Impact

Those little security badges and partner logos might seem insignificant, but they pack a powerful punch. In fact, we’ve seen conversion rates increase by up to 15% just by adding relevant trust badges!

Some essential trust elements to consider:

  • SSL certificates
  • Payment processor logos (e.g., PayPal, Visa)
  • Industry association memberships
  • Media mentions or “As Seen On” sections

Case Studies: The Proof is in the Pudding

For B2B or high-ticket items, case studies can be conversion gold. They provide detailed, real-world examples of how your product or service has helped others succeed.

When crafting case studies, focus on:

  • Clearly defining the problem your customer faced
  • Explaining how your solution addressed that problem
  • Providing concrete results and data
  • Including quotes from the customer for added authenticity

Case Study Success Story: We helped a SaaS client increase their conversion rate by 34% by adding a prominent case study section to their landing page. The secret? Focusing on relatable stories that resonated with their target audience.

5. Visuals That Captivate and Convert

They say a picture is worth a thousand words, but on a high-converting landing page, it might be worth thousands of dollars. Let’s dive into how you can use visuals to boost your landing page conversion rate.

Hero Images: Make a Lasting First Impression

Your hero image is like the cover of a book – it’s the first thing visitors see, and it sets the tone for everything that follows. Here’s how to make it count:

  • Use high-quality, relevant images that resonate with your target audience
  • Show your product in action or the end result of using your service
  • Include people in your images – preferably looking towards your CTA
  • Ensure your hero image is optimized for fast loading on all devices

Pro Tip: A/B test different hero images to see which resonates best with your audience. You might be surprised by the results!

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Product Images: Bringing Your Offering to Life

For e-commerce or product-focused landing pages, high-quality product images are non-negotiable for a high converting landing page. Here’s how to make them shine:

  • Use multiple angles to give a complete view of the product
  • Include lifestyle shots showing the product in use
  • Offer zoom functionality for detailed inspection
  • Consider 360-degree views or short video clips for complex products
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Case Study: An e-commerce client of ours saw a 24% increase in conversions after implementing high-quality, multi-angle product images on their landing pages.

Infographics and Diagrams: Simplifying the Complex

Sometimes, you need to explain complex concepts or data quickly. That’s where infographics and diagrams come in handy. They can:

  • Break down complicated processes into easy-to-understand steps
  • Visualize data and statistics in an engaging way
  • Highlight key features or benefits at a glance
  • Increase social shares – infographics are shared 3x more than other content types!

Pro Tip: Use tools like Canva or Venngage to create professional-looking infographics without breaking the bank.

6. Mobile-Optimized Design: Don’t Forget the Small Screen

In today’s mobile-first world, ignoring mobile users is like leaving money on the table. With over 50% of web traffic coming from mobile devices, optimizing your landing page for smaller screens is crucial for maximizing your conversion rate.

Responsive Design: One Size Doesn’t Fit All

Responsive design ensures your landing page looks great on any device. Here’s what to focus on:

  • Use flexible layouts that adapt to different screen sizes
  • Ensure text is readable without zooming
  • Make buttons and links easily tappable (minimum 44×44 pixels)
  • Simplify navigation for touch interfaces
  • Test your page on various devices and browsers

Pro Tip: Use Google’s Mobile-Friendly Test tool to check how well your landing page performs on mobile devices.

Speed Matters: Optimizing for Fast Load Times

Mobile users are impatient – if your page takes more than 3 seconds to load, you’re likely losing conversions. Here’s how to speed things up and create a high converting landing page:

  • Compress images without sacrificing quality
  • Minimize HTTP requests by combining files
  • Use browser caching to store static files
  • Consider using a Content Delivery Network (CDN) for faster global access

Case Study: We helped a client reduce their mobile landing page load time from 6 seconds to 2 seconds, resulting in a 35% increase in mobile conversions!

Mobile-Specific Features: Embrace the Unique

Don’t just shrink your desktop page – take advantage of mobile-specific features:

  • Use click-to-call buttons for easy phone contact
  • Implement mobile-friendly forms with auto-fill options
  • Consider using mobile-specific CTAs (e.g., “Download our app”)
  • Utilize device features like GPS for location-based offers

7. Minimalist Design: Less is More

In the world of high converting landing pages, clutter is your enemy. A minimalist design helps focus visitors’ attention on what really matters – your offer and CTA.

The Power of White Space

Don’t be afraid of empty space. It’s not wasted – it’s working hard to make your content more digestible. Here’s how to use it effectively:

  • Give your elements room to breathe
  • Use white space to create a visual hierarchy
  • Increase white space around your CTA to make it stand out
  • Remember that white space doesn’t have to be white – it’s just empty space

Pro Tip: Increasing white space around a CTA can boost conversion rates by up to 20%!

Simplify Your Message

Every element on your page should serve a purpose. If it doesn’t contribute to your conversion goal, it’s just a distraction. Here’s how to simplify:

  • Focus on one main offer per landing page
  • Use clear, concise copy – no fluff
  • Limit your color palette to 2-3 main colors
  • Remove unnecessary navigation links

Case Study: By simplifying their landing page design and removing unnecessary elements, one of our clients saw their conversion rate jump from 2.3% to 5.1%.

8. Urgency and Scarcity: The FOMO Effect

Fear of Missing Out (FOMO) is a powerful motivator. By creating a sense of urgency or scarcity, you can nudge hesitant visitors towards conversion.

Time-Based Urgency

Nothing spurs action like a ticking clock. Here’s how to use time to your advantage:

  • Use countdown timers for limited-time offers
  • Highlight “Today Only” or “Last Chance” deals
  • Show real-time stock levels for products
  • Display the number of spots left for events or courses

Pro Tip: Be honest with your urgency tactics. False scarcity can backfire and damage trust.

Scarcity Tactics

People value what’s rare. Here’s how to leverage scarcity:

  • Offer exclusive, limited-edition products
  • Show the number of items left in stock
  • Use phrases like “While supplies last” or “Limited spots available”
  • Highlight how many people are viewing the same offer

Case Study: We implemented a simple stock counter on an e-commerce landing page, showing how many items were left. This small change increased conversions by 16%!

9. Clear Value Proposition

Your value proposition is the heart of your offer. It needs to clearly communicate why someone should choose you over your competitors.

Crafting a Compelling Value Proposition

A strong value proposition should be:

  • Clear and easy to understand
  • Specific about the benefits you offer
  • Different from what competitors are offering
  • Relevant to your target audience’s needs

Pro Tip: Use the “So what?” test. After stating your value proposition, ask “So what?” If you can’t answer with a clear benefit, keep refining.

Positioning Your Value Proposition

Where you place your value proposition matters for a high converting landing page. Consider these placement strategies:

  • Include it in your headline or subheadline
  • Reinforce it throughout your page copy
  • Use visuals to support and illustrate your value proposition
  • Repeat it near your CTA for a final push

Case Study: By refining and prominently displaying their unique value proposition, a SaaS client of ours saw their landing page conversion rate increase by 41%.

10. Continuous Testing and Optimization

The work doesn’t stop once your landing page is live. The key to consistently high converting landing pages is continuous testing and optimization.

A/B Testing: Your Secret Weapon

A/B testing allows you to compare different versions of your page to see which performs better. Here’s what to test:

  • Headlines and subheadlines
  • CTA button color, text, and placement
  • Images and videos
  • Form length and fields
  • Page layout and design

Pro Tip: Only test one element at a time to clearly understand what’s impacting your conversion rate.

Analytics: Your Roadmap to Improvement

Use analytics tools to gain insights into user behavior. Pay attention to:

  • Bounce rate
  • Time on page
  • Heatmaps and click patterns
  • Conversion funnel drop-off points

Case Study: Through continuous testing and optimization, we helped a client increase their landing page conversion rate from 3.5% to 9.2% over six months.

Conclusion: Your Roadmap to High Converting Landing Pages

Creating high converting landing pages isn’t rocket science, but it does require attention to detail, a deep understanding of your audience, and a commitment to continuous improvement. By implementing these 10 features and constantly refining your approach, you’ll be well on your way to boosting your conversion rates and driving real results for your business.

Remember, the journey to optimization never ends. Keep testing, keep learning, and keep pushing the boundaries of what’s possible with your landing pages.

Ready to take your landing page conversion rate to the next level? Our team of conversion rate optimization experts is here to help. We’ll analyze your current landing pages, identify areas for improvement, and implement data-driven strategies to skyrocket your conversions.

Book a free consultation today and let’s turn your landing pages into conversion powerhouses!

FAQs: Your Burning Questions Answered

What are the essential components of a high-converting landing page?

A high-converting landing page typically includes a compelling headline, clear value proposition, engaging visuals, persuasive copy, social proof (like testimonials), a strong call-to-action (CTA), and a form or method to capture leads or make sales. It’s also crucial to have a clean, user-friendly design and ensure the page is optimized for mobile devices.

How is a high-converting landing page different from a typical website page?

Unlike typical website pages that might serve multiple purposes, a high-converting landing page is laser-focused on a single goal – usually to get the visitor to take a specific action (like signing up for a newsletter or making a purchase). Landing pages often have minimal navigation, are highly targeted to a specific audience or campaign, and are designed to guide visitors towards a single call-to-action.

Want to see how we can optimize your landing pages?

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