The Best Landing Page Examples You Gotta Save for Your Swipe File

Best landing page examples

Here’s our starting principle:

A polished, professional landing page can improve your conversion
rates. (And a messy one can hurt them.)

Pretty simple, right? You’ve probably heard something similar
before. But what the heck does it mean to be “polished” and
“professional” on a landing page, anyway? And when it comes to
conversions, what’s the magical x-factor that sets exceptional
marketers apart?

With these questions in mind, we want to show off some fresh
landing page examples to inspire your next creation. Go ahead and
save their smartest, slickest, and snappiest elements for your
swipe file.

Throughout, we’ll offer an Unbounce-certified perspective on
what makes each page so darn good—and, occasionally, how each
could be improved. (Incidentally, all of ’em show off what you
can do with the Unbounce
Builder
.) Let’s go.

What makes a landing page effective?

Before looking at the examples, it’s worth highlighting some
of the qualities that most great landing pages share. (Ain’t got
time for that? Jump ahead
for the top landing page examples
.)

Here are a few fundamental practices of high-converting landing
pages:

  • Use a clear and concise value statement (above the fold) so
    visitors understand the purpose of your page immediately.
  • Match your primary headline to the ad your visitor clicked to
    land on the page in the first place (or the button of the email
    CTA, for example).
  • Include social proof and testimonials to back up your
    claims.
  • Focus the whole page on a single offer, with just one primary
    call to action (CTA).
  • Use a
    conversion-centered layout
    to make your CTA stand out (think
    about whitespace, color, contrast, and directional cues).
  • Test new ideas using A/B
    testing
    . Sometimes what works will surprise you.
Not sure your own landing pages are hitting the
mark?
Try out Unbounce’s Landing
Page Analyzer
to get a personalized checklist of tactics that
can kick your conversions up a notch.

The Best Landing Page Examples 1. Athabasca University

Best landing page examples: Athabasca University
Image courtesy of Athabasca University. (Click to
see the whole thing.)

Athabasca University pioneered distance education in Canada in
the 1970s. Today, it uses landing pages to boost its online
enrolment initiatives, including this example representing its 14
certificate programs. It’s a smart choice since landing pages
allow AU to focus a visitor’s attention on a particular slice of
its many online program offerings.

Industry: Education

Why it inspires…

  • Smart copy: It might be worth testing out a
    more direct headline, but the copy here matches the school’s
    other branding initiatives elsewhere. It’s also very sharp. The
    target is clear: people who might further their education but
    don’t feel they have time to pursue it. This landing page says
    otherwise (in words and in its hero image).
  • You-oriented copy: This page is all about me
    (or, uh, “you”) and not about the “Great and Powerful”
    Athabasca University. Marketers working in education understand the
    need to appeal to self-interest better than many of their
    counterparts in other industries, who can slip into bragging. I’m
    not sure what part of Maslow’s hierarchy of needs calls for tech
    bro flexing, but AU does better by appealing to a desire for
    self-actualization.
  • Testimonials: A little bit of inspiration
    never hurts. Here, the social proof shows pathways to personal
    success before people make a significant investment. I’d test to
    see if doubling down doesn’t produce even better results here.
    Giving each testimonial more visibility and offering a smidge more
    biography—along with portraits to humanize them—might provide a
    little boost. (Of course, it might not. But that’s why we

    test
    !)
  • Z-pattern: This page is a classic example of a
    Z-pattern at work. That is—its visual hierarchy takes advantage
    of the way people typically scan a webpage. In this case, the eye
    is encouraged to travel from the Athabasca University logo to their
    tagline (“Open. Flexible. Everywhere.”), then diagonally across
    the heading to the supporting copy, and then finally right to the
    call to action. (Pow!) Other visual queues also encourage the eye
    to move down (including, cleverly, the pointed tip of Athabasca
    crest).

2. blow LTD.

Best landing page examples: Blow LTD
Image courtesy of blow
LTD.
. (Click to see the whole thing.)

If you look past the buzzy “Uber for beauty” thing, UK brand
blow LTD. solves a genuine problem in a genius way. They offer
affordable, professional beauty services that come to you,
and—more importantly—you can book an appointment with one of
their pros straight from their app. Smartly, landing pages are a
big part of their campaign strategy. The example, for instance,
promotes in-home eyelash extensions in clever ways.

Industry: Beauty

Why it inspires…

  • Crystal-clear value statement: This landing
    page doesn’t mess around with cute copy (e.g., “Eyes That
    Amaze”). Instead, it clearly states the offer and relies on value
    (and maybe a little bit of novelty) to win over prospective
    customers. A promise doesn’t get more unambiguous than “Eyelash
    Extensions At Home,” and that’s precisely why this headline is
    so effective.
  • Promo code: Providing a promo code to visitors
    sweetens the pot, but it’s also doing something more. The call to
    action (“Book Eyelash Extensions”) redirects to their main
    website, where they might get distracted or frustrated. The promo
    provides extra motivation to carry visitors through to complete a
    booking. Want these savings? Then ya’d best use that code before
    you forget.
  • Social proof: People are understandably picky
    about who does their hair and makeup, so providing social proof is
    a must. The testimonials here have been selected to highlight the
    personalized nature of the experience too. Since blow LTD. only
    works if prospects feel they can trust their professionals,
    providing social proof helps humanize the service and start
    building relationships.
  • Simple steps: Looking further down the page,
    we might pause over the “How It Works” section. In this
    post-Uber world, the service offered by blow LTD. is pretty easy to
    understand, so why bother including a three-step breakdown of it?
    That’s just the point, though. This landing page includes these
    steps to highlight this simplicity. I mean, come on—step three is
    “Sit Back & Relax.” That’s something I can get
    behind.
  • Subtle app promotion: Rather than aggressively
    funneling visitors into an app, the landing page ends with a gentle
    reminder that you can download the app on your iPhone or Android.
    (I’d test a mobile variant of the CTA that goes straight to the
    app.) Some people will certainly get excited about booking with
    blow LTD. on the go, but visitors don’t feel too pressured to
    whip out their smartphone. Once a visitor has converted, there’ll
    be plenty of other opportunities to onboard them to the app.

3. Border Buddy

Best landing page examples: Border Buddy
Image courtesy of Border
Buddy
. (Click to see the whole thing.)

Ever try to cross the border with a 10-pound wheel of Wisconsin
cheddar strapped into the passenger seat (and disguised as your
wife)? Me neither. But if I did, I’d want Border Buddy behind me.
This landing page works by evoking common anxieties and then
offering to solve them without fuss.

Industry: Customs

Why it works…

  • Presenting the problem: The headline starts
    with the pain and insecurity (“Importing and Exporting Is
    Hard”) that any visitor who hits this landing page from a PPC
    campaign is likely to be feeling. Crucially, though, the promise of
    a solution appears with equal clarity above the fold: “We do the
    hard part for you,” says Border Buddy. Perfect.
  • Simplicity: Bringing your purchases across the
    border can get very messy, so keeping this landing page clean is
    essential. There’s no more information here than what you need to
    know. No legalese either. You’ll have a customs broker worrying
    about all those small details for you.
  • Speed: At Unbounce, we have a lot to say about
    the impact that
    page speed can have on your conversion rates
    . But Border Buddy
    is already ahead of the curve on this one. On mobile, this landing
    page takes less than three seconds to hit first meaningful paint.
    Border Buddy avoids weighing down the page with unnecessary media
    or scripts, ensuring immediate visitor engagement. (Prepping an SVG
    version of their logo could shave a few kilobytes off of what’s
    already a very lean page.)
  • Unexpected vibrancy: Sometimes marketers
    associate the push for faster speeds with a need to sacrifice the
    visual appeal of a landing page. This example from Border Buddy
    shows it that doesn’t have to be the case. They’ve made careful
    choices in terms of font, layout, and visuals to maximize impact
    and reinforce branding (without distracting the visitor).
  • F-pattern: Like the Z-pattern, the F-pattern
    layout mimics the way our eyes move across the screen when we look
    at content. It reduces cognitive load
    and ensures that the key pieces of the message (including the call
    to action) are located in the places that they’ll most
    noticeable.
Slow-loading pages can cost you conversions.
Find out more about optimizing your landing page for speed, like
Border Buddy did, with Unbounce’s Speed Boost
and AMP support.

4. Bouquet Bar (Agency: Power Digital Marketing)

Best landing page examples: Bouquet Bar
Image courtesy of Bouquet
Bar
. (Click to see the whole thing.)

Power Digital
Marketing
created this gorgeous landing page for Bouquet Bar.
Though other landing pages target specific holidays, this one says
that you don’t need an excuse to treat someone you love (or,
y’know, need to impress) to a bouquet. You can do it “Just
Because.” Ryan Picardal, the designer who worked on it, describes
their goals:

For a fairly new brand, our team realized that we needed to
capitalize on not only driving sales from these landing pages, but
also expanding their audience. In order to achieve that, we needed
to focus on putting enticing messaging and imagery at the
forefront, and ensure that all key benefits Bouquet Bar provides
are clearly visible and eye-catching.

Industry: Florist/Gifts

Why it works…

  • Choose your own adventure: While maintaining
    focus is important, sometimes a single call to action doesn’t
    quite capture the types of visitors your landing page receives. In
    these cases, it can be quite effective to provide multiple options.
    For buyers who want to craft something personal, the first call to
    action invites you to create your own bouquet. But for those short
    on time or imagination, “curated selections” provide a shortcut
    to celebrating an important person or occasion.
  • Just Because: 75% of roses sold in the US are
    purchased by men for Valentine’s Day. And 25% of all adults
    report buying flowers as gifts on Mother’s Day. It’s likely
    Bouquet Bar does a significant amount of business around these two
    days, but the “just because” messaging here invites business
    during the other 363 days of the year.
  • The right color palette: This point touches on
    Bouquet Bar’s overall branding, but it’s worth pointing out in
    the context of the “Just Because” page. Orange, particularly
    the deep shade they’ve chosen, aligns with the brand’s warm,
    sophisticated personality. A lot of what gets labeled as the psychology of
    color is fairly dubious
    —using pink won’t suddenly make your
    funeral home appear more cheerful—but the accents here definitely
    support the identity that Bouquet Bar wants to establish.
  • Evocative photography: The gallery helps
    contextualize the product as an “expression of love, gratitude
    and friendship” by showcasing people receiving the gift. Images
    of people can be more effective at evoking emotions than words, so
    a company like Bouquet Bar is wise to employ them here. The photos
    also, much more practically, show scale. This can be a real concern
    when purchasing products sight unseen. It’s an excellent lesson
    for anyone practicing ecommerce.

5. Class Creator

Most Inspiring Landing Page Examples: Class Creator
Image courtesy of Class Creator. (Click to see
the whole thing.)

Australia-based Class Creator uses this Unbounce landing page to
make inroads in the US market (and, hopefully, help the company
secure US partners) when school’s between sessions in their home
country. The page showcases many of the product’s features as
well as the primary benefits. It targets high-level decision makers
who need as much information as possible before they buy.

Industry: Education/SaaS

Why it works..

  • Breakin’ the rules: I know what you’re
    going to say. “That’s not a landing page. It’s a homepage. It
    breaks all the rules. Just look at that navigation bar! Look at all
    those different links. The Attention
    Ratio
    is out of control!” Grumble, grumble, grumble. But
    there’s a lesson here for anyone looking for landing page
    inspiration: stay flexible. Tim Bowman, Class Creator’s CEO, told
    me they’ve found it more success with this homepage than a
    traditional conversion-focused landing page. I wanted to include it
    here as an example of just what you can do.
  • Floating navigation bar: If you must include a
    navigation bar, it’s best to keep it in view at all times. This
    also lets Class Creator keep the primary call to action (“Demo
    School”) at the top of the page so that no scrolling is necessary
    for their visitors to find it.
  • The numbers don’t lie: Above the fold Class
    Creator marshals some pretty serious numbers as a form of social
    proof. They leverage the 10,000+ educators in 13 countries who’re
    already using their software as a powerful persuasive device.
  • Easy access to a product demo: In the SaaS
    space, it’s remarkably common to see companies throw up too many
    barriers between potential customers and demoing their product.
    (“Submit your firstborn for access to our 5-minute free
    trial.”) Class Creator knows that it’s essential for prospects
    to get their hands dirty with a demo or trial version of the
    software. This ensures that they get to evaluate the product in
    action, generating qualified leads (with a simple email form) and
    carrying them further down the funnel.
  • Smart use of lightboxes: This landing page
    (acting as a homepage) already has a ton to say about Class
    Creator. Relegating any additional information to lightboxes works
    to keep it out of the way. It’d certainly be worth their while
    testing different versions of this page that swap out features for
    benefits or put the testimonials in a more prevalent place.
Editor’s Note. If you’re looking for the
creative freedom to make whatever you want, the Unbounce Builder
offers that flexibility, whether you want to make a popup or sticky
bar, a long-form landing page, or an SEO-optimized page. Learn more
here.

6. Good Eggs

Most Inspiring Landing Page Example: Good Eggs
Image courtesy of Good
Eggs
. (Click to see the whole thing.)

The good people at Good Eggs know how to use slick marketing
(just look at their rockin’
homepage
!). In fact, I think a lot of their landing pages would
be a great fit for
this post about about landing page design
. This particular
example, which promotes free coconut water, is no exception, but it
also offers a masterclass in restraint. It shows how to use a promo
to score conversions without becoming overbearing.

Industry: Grocery Delivery

Why it inspires…

  • Freebies: Free seems universally good. But in
    this case, the promise of free is doing more than appealing to our
    instinctual love of not paying for stuff. It builds good will,
    provides a sample of a product that Good Egg carries, and quickly
    establishes a lifestyle match between the service and the visitor.
    What do I mean by lifestyle match? Well, if you’re thrilled by
    the getting free coconut water from Harmless Harvest, you already
    know Good Eggs will be a great fit for you.
  • Added value: At first, I was taken aback by
    the headline here because I thought you’d hit harder with the
    whole free thing (like, I dunno, “Free Coconut Water” could
    work?). But it’s likely the average Good Eggs customer has more
    on their mind just getting a deal. Here, the promotion helps show
    off brand values of wellness, sustainability, and ethical labor
    practices. So it’s not just free, it’s also a good thing.
  • Testimonials: It can be a little risky to
    mention your competitors, but Good Eggs gets around this problem by
    letting a customer do it for them. Sometimes testimonials can get a
    little samey, repeating the same point in different voices.
    (That’s not always a bad thing.) Here, though, they’ve been
    carefully selected to reinforce the three value propositions listed
    above.

7. Jet Pet

Most Inspiring Landing Page Example: Jet Pet
Image courtesy of Jet
Pet
. (Click to see the whole thing.)

For every person living in Vancouver, there must be at least six
dogs. Jet Pet understands this city’s love of pooches, and
they’re big fans of using the Unbounce Builder to advertise their
premium dog boarding service and three locations to locals. We’ve
included it here because this landing page is an inspiration for
anyone targeting a select geographic area.

Industry: Pet Care/Boarding

Why it works…

  • Clear value statement: A simple heading
    (“Dog Boarding Vancouver”) lets the searcher know they’ve hit
    the jackpot. For paid campaigns, Jet Pet can also use Unbounce’s
    Dynamic
    Keyword Replacement (DTR)
    to swap in a search keyword (“Dog
    Kennels Vancouver”) for improved message match. Then, when a
    prospect clicks on an ad in Google, they’re brought to a page
    with a headline that matches their expectations.
  • Two-stage form: Typically, using multi-step
    forms can lead to higher conversion rates than a single long form.
    Here, a two-stage form reduces psychological friction in two ways.
    First, it minimizes the perceived effort in signing up for the
    service. (And even if the second form proves frustrating, someone
    who’s already filled out the first form is invested and more
    likely to continue onward. Sunk cost fallacy FTW.) Second, a

    two-stage form can delay asking for more “sensitive”
    questions
    until later.
  • Friendliness: Speaking of the form, I love
    that the first thing they ask you (and the only required field on
    the first page) is your dog’s name. I’d expect this question if
    I walked into one of their locations with my pup on a leash, but
    seeing the same question here made me smile. Jet Pet’s page is
    full of friendly gestures like this one that make them
    memorable.
  • Trust building: Trusting somebody else with
    your dog requires significant peace of mind. So it’s important
    that Jet Pet uses copy that builds that trust and leaves their
    customers feeling secure that they’ve left Fido with ”loving
    experts” who have his best interest in mind. The reassuring
    language that Jet Pet uses across the page reinforces this message,
    including emotionally loaded terms like “care,” “safe,” and
    “love.”
  • Video testimonials: You don’t always need a
    video to have an effective testimonial, but in Jet Pet’s case, I
    think this is..

Source: FS – _Marketing
The Best Landing Page Examples You Gotta Save for Your Swipe File