{"id":54385,"date":"2020-09-11T11:21:50","date_gmt":"2020-09-11T05:51:50","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=54385"},"modified":"2026-01-12T16:51:56","modified_gmt":"2026-01-12T11:21:56","slug":"build-high-converting-landing-pages","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/build-high-converting-landing-pages\/","title":{"rendered":"How to Build High-Converting Landing Pages [With Examples]"},"content":{"rendered":"\n

Your landing page<\/a> is the face of your brand. It digitally introduces your visitors to the products or services you offer and the problems you solve. <\/p>\n\n\n

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Though widely popular among the digital marketers across the globe, only a few top contenders in a niche understand the nitty-gritty of creating a landing<\/a> page that converts at par with the industry average.<\/p>\n\n\n\n

Download Free: Landing Page Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n

What is a landing page?<\/h2>\n\n\n

A landing page is a standalone page designed to generate qualified leads<\/a>. In order to achieve this objective, you can have micro conversions on your landing page, such as filling out a form, signing up for a free trial, registering interest in a product or service, etc.<\/p>\n\n\n

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Image Source: Unbounce<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

Marketers generally send warm traffic to a landing page\u2014the traffic that has shown some interest in your offer. Among other channels, your target audience might come from marketing campaigns like pay-per-click (PPC) advertising, social media campaigns, or an email marketing campaign.<\/p>\n\n\n\n

Landing page conversion rates vary with industries and their objectives. Hence, it\u2019s unfair to set an ideal conversion rate that fits all industries.<\/p>\n\n\n

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\"conversion
Image Source: Unbounce<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

To set a target for yourself, you can refer to the above graph that illustrates the conversion rate benchmarks in different industries.<\/p>\n\n\n

What is the first step to building high-converting landing pages?<\/h2>\n\n\n

Don\u2019t fall for any manual that guarantees a high-converting landing page\u2014they don\u2019t exist. As mentioned in the above section, the conversion rate standards are industry specific, which can probably guide you in setting a target in the initial stages of your landing page design process. However, as a starting point, it is imperative for you to have a sound understanding of your brand and its value propositions, apart from having knowledge about basic landing page design and user experience (UX).<\/p>\n\n\n\n

Iterations never hurt, but guessing games can do collateral damage to your business. <\/p>\n\n\n\n

Creating high-converting landing pages requires continuous testing and optimization<\/a>. Understanding this is the first, important step of your optimization journey. You can certainly stop guessing what convert visitors <\/a>on your landing page and utilize tools such as heatmaps<\/a>, eye-tracking software, and more to gauge visitor behavior on your page. Generating valuable insights from these tools can help you improve the design, CTA, etc., and thereby, can create a high-converting landing page.<\/p>\n\n\n

What does a high-converting landing page comprise?<\/h2>\n\n

Crisp above-the-fold content<\/h3>\n\n\n

The design of your landing page impacts the conversion rate<\/a>. The fold plays a vital role in <\/a>creating a great landing page. Everything that appears on the screen when you first load the landing page is above-the-fold content.<\/p>\n\n\n\n

Nielsen Norman Group conducted a study on people\u2019s online browsing habits<\/a>. The study has 120 participants who interacted with thousands of sites in different niches. Using eye-tracking software, they looked at how people interacted with different websites.<\/p>\n\n\n\n

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Image Source: NNgroup<\/a><\/figcaption><\/figure>\n\n\n\n

Based on their findings, the Nielsen Norman Group concluded that; \u201cUsers do scroll, but only if what\u2019s above the fold <\/a>is promising enough. What is visible on the page without requiring any action is what encourages us to scroll.\u201d<\/p>\n\n\n\n

Unsurprisingly, the majority of the high-converting landing pages are designed to have the maximum above-the-fold impact. A great landing page contains all of the key information a visitor might need above the fold, almost like a mini sales page. Take an example from VWO\u2019s own landing page.<\/p>\n\n\n\n

\"VWO<\/figure>\n\n\n\n

You can see, the content above the fold includes essential landing page elements that help convince a visitor to take action. It includes:<\/p>\n\n\n\n