The Anatomy of a High Converting Landing Page

Creating a landing page these days is really easy, especially with all of the landing page tools out there. But what’s hard is creating one that actually converts well.

Why? Because you have to take into account the elements on the page, where to place them, what message your design is going to portray, and how the text is going to affect each visitor.

Building your own landing page? Then download a print ready version of this infographic.

So, instead of telling you how to create a great landing page, I decided to use an infographic to show you the process:

Click on the image below to see a larger view:

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Click here to view an enlarged version of this infographic.

Conclusion

When you are using the elements discussed above to create a landing page, keep in mind that you don’t have to use every single one to create a high converting page. Just look at this landing page. It converts at 72%, which is extremely high. I was able to do this without using elements such as trust seals or any sort of video/image.

No matter what anyone tells you, there is no cookie cutter formula to create a high converting landing page. What works for one site may not work for another. So you will have to A/B test your landing page to maximize your conversion rate.

I hope the infographic gives you some idea of what you should and shouldn’t place on your landing page.

Do you know of any other tricks to maximize your landing page conversion rate?

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Comments

  1. Very nice Neil. It’s hard to go wrong with it when you have laid it out in such an easy to follow manner. Good work.

  2. Neil, thanks for another splendid infographic.

    As you said its important that we test our landing page, to discover the one with the best conversion rate.

    Testing is similar to discovering which flavour your customer loves best-is it banana or is it strawberry flavour. When we are finally able to determine the best flavour-it then time to promote the hell out of the landing page.

    Finally between thesis and genesis which do u prefer.

    • Peter, great point. It all comes back to a/b testing. You really have to see what people like by going out and actually implementing those changes. It’s crucial to do so.

  3. Muhammad Saad Khan :

    Hi Neil,

    Indeed a great post outlining all the important factors related to winning landing page. But i am a HubSpot certified Inbound Marketer and i have learned during the study at HubSpot Academy that LESS NAVIGATION is important to a more converting landing pages.

    Check out this article’s 1st point:

    http://blog.hubspot.com/blog/tabid/6307/bid/8777/5-Common-Landing-Page-Mistakes.aspx

    • Muhammad, while that is a general rule of thumb there are many exceptions to the rule. I love Hubspot, but often times you really have to venture off and try your own strategies to see what works best. In my experience less navigation is not always a good thing. Thanks for your wonderful feedback though 🙂

  4. Hi there, Neil 🙂

    One of the many things I like about you is your consistency. I can always expect a good read in every 3 to 4 days 🙂

    You really do inspire me to be consistent. What I learn from you is this – “Keep creating awesome content and eventually people will notice you”.

    Great infographic again Neil 🙂 huge fan!

    • Raj, thanks for the kind words. I try to be consistent because I know that’s what people are looking for. Often times people blog all over the place, it’s good to keep your focus narrowed to a couple of key topics.

  5. Thanks Neil, this will serve as a great reminder when making LPs, I want to master all the elements in this infographic!

  6. Shaqir Hussyin :

    Great post Neil, always wondered if there was a cookie cutter formula that worked in all markets, diff pages for diff markets and the more targeted the page is from the ads that pull in the higher they convert

    Is there a theme you prefer to get these made ? Or do you get them custom coded ?

    Shaq

    • Shaq, I think custom coding based upon your niche will always be the best strategy. You really have to look for ways to increase visitors that is custom fit to your website. Not everything will work for everyone, but there are definitely general rules of thumb everyone can follow 🙂

  7. David-Africa Opportunities :

    This is a great post Neil. Each time when working on my site, I keep referring to your posts and they are always helpful.
    I have tried your landing page and I must say I am impressed with the report it returns on the URL I posted.
    Thanks for all the great resources Neil. I pray you keep succeeding even more and more.

    • David, thanks for the kind words. I am glad you are finding utility from my posts. Please let me know if you need help with anything in particular 🙂

  8. Thanks Neil. Looks like a great update to the famously popular KISS Metrics version (http://blog.kissmetrics.com/landing-page-design-infographic/).

    I’m curious about your thinking behind the changes. For instance, you included “trust icons” in this version and also placed emphasis on responsiveness. Aside from these two mods, very similar. Am I missing anything?

    Aaron

    • No, more so this one is focused on conversion related elements. I only wanted to focus on converting visitors into customers, compared to just creating a landing page.

  9. Karl Steinmeyer :

    “Luv me a good Neil Patel infographic in the morning.” – Karl

  10. Peter Szilvagyi :

    Hi Neil,

    great stuff… I just started following you some weeks ago, but you really do a great job.

    Some words about “the fold”. Yes it’s important, but in the world of “million displays” it’s not so crucial. The issue is much more “the concept” of the information architecture, how you drive the attention of the user. The conversion can be kept under the fold if you have the right concept and directional elements driving there the visitor.

    So the landing page concept is more crucial than the fold I think.

    • Peter, I just wanted to give everyone an overall best practice. I completely agree with you, while not crucial I have found that it really increases conversions. With that being said there are still many other ways to drive visitors. Thanks for your feedback 🙂

  11. Thanks for the infographic Neil.

    I heard that the letter-style layout of a landing page converts the best.

  12. Cheers Neil, 7% is a tasty conversion rate indeed! Thanks for sharing this infographic breaking down each element.

  13. Thank you for always writing articles that are actually beneficial

  14. That’s interesting stuff.. But what do you prefer at section 2.. video or image. Really need your ideas about this Neil.

    • Vamsi, it all depends on what you are trying to accomplish & your target audience. Is it an audience that needs instruction or one that is more likely to buy based upon what you can do for them or both?

  15. I think you’re going to set a record for the number of infographics produced in a single month!

  16. Neil, I think you just ruined your 72% percent conversion rate of a page you gave a link to 🙂

    But seriously, thank you very much for another splendid post and for freely sharing your knowledge.

  17. Bhargav Bavarva :

    Really amazing post Neil, as you concluded that something work for someone may not work for other… as you describe the infographic is specially work for company who sell their own product/services.

    Affiliate & Google Adsense website may have different one, because they just want to channelize their traffics to respected links to generate money. Again, Good Information.

    • Bhargav, great points. I really think that point should be heeded more. You have to cater your marketing to individuals based on your niche or community. There is no cookie cutter approach. Thanks for reading!

  18. Awesome infographic Neil. I’m definitely adding it to my blog. I recently purchased your course, and haven’t had time to dive in, but am really looking forward to. Your free content is better than many programs that I’ve paid for, so thank you for providing immense value. Also looking forward to scheduling the 30 minute consultation.

    Regarding the use of video: some people say it improves conversions, other say it lowers conversions. I guess you obviously have to test for your specific marketing funnel. One marketer I work with, who claims video decreases opt-in conversion, is doing a study to see if there’s a difference in lead quality when video is used. I believe the assumption is if someone is willing to watch a 2-3 minute video, and then opt-in, they’re more likely to be interested in what you’re offering. Those opt-ins will then result in more sales. So the volume of leads might be lower, but overall, the sales volume might be higher.

    I’ll keep you posted when the results are in (this is in the business coaching/personal development niche by the way). Thanks again for all the great content.

    • David, great points. I look forward to speaking with you on our 30 minute call In regards to your second paragraph all your points are very well thought out and accurate. It’s all about tracking the sales volume, all other factors are just means to the end. I have found that video marketing works really well up to a certain point. Thanks for your great feedback and I look forward to hearing more from you 🙂

  19. Great tips and ideal for Affiliate Marketers when they create their offer pages. Just shared at fernandobiz.com

  20. Eduardo Esparza :

    Great framework and very useful, thanks for sharing. Will probably print a large format poster and stick it on the wall, do you mind? Will gladly share. Cheers.

  21. Natalia @ ITW Consulting :

    Thanks for the post! Unfortunately, we often come across all sorts of landing page, and most of them do not convert well. What you portrayed in your infographic is a great example of a well constructed landing page that strategically positions page elements in order to increase conversions.

    However, I have to note that when constructing a landing page, it is not only the positioning of elements that matters, but also what kinds of elements the page offers. That said, our experience shows that items like navigation and side-bar links, the featured area with important bullet points and so on – all of them have to target various segments of buyers each of whom have their own needs. The most important thing to include on your landing page are engagement objects that will communicate to the visitors: “Yes, this company cares about my needs, and I will find my answers if I click on this or that link”. Navigation items that are centered on products/services/company itself do not tend to work well in various stages of a sales cycle.

    I wrote this article just 2 days ago which will likely also be a beneficial read for anyone who wants to ensure that their landing page is driving conversions: http://www.itwconsulting.com/blog/pass-or-fail-the-ultimate-test-for-a-landing-page/

    Do you agree or disagree with my comment?

    • I agree with your comment. Your insights were valuable. If you can show people you care and solve their problems, people are more likely to buy, as you mentioned in your example.

      As for your post, I will have to check it out and read it.

  22. This looks very detailed and comprehensive….

    This must have taken a lot of time and diligence to make. Thanks for sharing it Neil.

    • It took quite some time but I feel it is comprehensive and was well worth it 🙂 Glad you found it helpful 🙂

  23. Hi Neil,
    I found this article amazing (as the whole blog), very ease to understand and with beautiful graphics.
    Can you tell us who designed the infographic?

  24. Nice!

    Printed and saved in Get Pocket next to Dane Maxwells CopyWriting Checklist and your 7 Things Great LP need.

    Question: How many visitors should a page have before making Tweaks, changes? 100, 250, 1000?

    • Mike, glad I could help. I think that number are arbitrary and all depends on how many conversions you are getting. If you are getting visitors without conversions then testing will do absolutely nothing for your bottom line.

  25. As always another great infographic from Neil , well detailed and comprehensive. Again many will benefit from this post. Thanks Neil…

  26. It is very good as a complete base to work. Later I can adapt it to my individual projects.
    Thanks

  27. Hi Neil,

    Thanks a lot of your insightful blogs posts. The content you post are really really helpful than generic content or content that’s quite complex to understand.

    Regards,
    Nav

    • Nav, glad you enjoyed the post. I really strive to provide information that is cutting edge and that resonates with people 🙂

  28. This is that quality content you were talking about in your newsletter.

    I have been in design for 11 years but have not come across so much I can use so quickly before.

    Well done dude.

  29. Kathery Winnick :

    This is a great post Neil!!!. I will keep the link to your posts, and they are always helpful.I tried a landing page and I have to say, I’m impressed this infograhic work.Thanks for all the great resources on Neil.

    • Kathery, glad you find the information helpful. Please let me know if you need any help with anything in particular 🙂

  30. Thank you, Neil. It’s very easy to follow and very helpful. Thank you again 🙂 Your blog posts are always great. Very high quality work and great example how to do things.

  31. ravi janardhan :

    Thanks Neil, this is simple & enlightening infographic.

    Have a concern about including many links though, on landing pages.

    • Ravi, glad you liked the infographic. Please let me know what your concerns are in particular so we can clear anything 🙂

  32. Hey Neil,

    I’m not a online marketer, I dont sell products and I dont have a blog but I just had to say that your site is FANTASTICO !!
    I have a podcast show in-the-making so not all things are relevant to me, but man, you really give your readers(and me) a great service.
    Your guides are so detailed and rich that other blogs/buisness would charge for them.
    I think your site is the future of the internet.
    Super detailed guides and how-to’s along with premium products, which without me seeing them I know are going to be A list work.
    Great work!
    Much respect – SatMann

    • SatMann, great I could reach people in different verticals. The same lessons still apply and it’s great to see how they resonate across boundaries. Thanks for reading and I look forward to hearing more from you 🙂

  33. Karsten Sawade :

    Great graphic – thank you! – but there is little mistake at #4. It says “differntiate” instead of “differentiate”.

  34. Nicole Steinwedell :

    Great work !!!. You work so hard to collect all this information. Keep Posting. Will waiting more interesting updates.

  35. Neil,
    I made some changes according to your suggestions. I am using a great theme which allows me to make the changes.

    I am a newbie to your site but everything I have read has been value added. Keep it coming!
    Rafael

    • Rafael, glad I could help. Please let me know how everything is progressing and if you need help with anything 🙂

  36. So much goes into making a good landing page, wow.

  37. Hey Neil,

    Good to see another trending topic “Landing Page” from you. Thanks.

    I wanna know that, which is the best place to show social media buttons in a website?

    Looking for your reply.

    • Sameer, glad you found the post helpful. I like to keep that after the article as people will be inclined to look at it at the end and share. However, putting it on top is a great place too. You should a/b test.

  38. Dane Alexander :

    Neil – as always great posts.

    Read in conjunction with your mobile marketing piece “Why all marketers should be thinking mobile”

    Would love to see some of your thoughts on mobile landing pages – e.g. should product be on front page etc

  39. This is my first time visiting this blog and I must say, this post is incredibly eye opening. After looking at the Infograph for a little bit I can totally see where I am losing conversions on my landing pages and sales are falling through the cracks. I think I am smothering my visitors with content without actually getting to what I am offering until they have spent a great deal of time reading.

    The fact that most visitors are not really “readers” there to read my “great content” is, well…..let’s just say, sobering…: ) Thank You!

    • Larry, the glad you found the infographic helpful. I really think people overlook some easy wins, it’s great that the infographic was clear enough to help you solve your problem. Please let me know if you need help with anything else 🙂

  40. Thanks for a great article Neil. Can I ask why you don’t grab the prospects email in this info graphic when you do on the sample page? When and where is best to do so?
    Thanks again.

    • I don’t do it because I really want people to focus on the infographic and the benefit it provides. I think landing pages are a great place to set up email forms.

  41. Great post. I have few sites and I’m always looking for tips on how to improve landing pages. Thanks for sharing this.
    Jason
    http://inscape.net.nz

  42. Neil,

    This is greaaaat! Just in time as I am revamping some landing pages for a client. Thank you!

    Now my question is – for an LP that is selling something – would you advice to have the CTA (Add to Cart) on the first fold?

    • I would, but I would also test having it beneath the fold. Placing a CTA above the fold doesn’t guarantee that it will convert better.

      I learned that the hard way with neilpatel.com

  43. Thank you for sharing excellent to high quality landing page. i would like to practice for your ideas.

  44. Muhammad Saad Khan :

    Thanks for the reply Neil. Well, i am with you on the “Experiment” thing. I think it depends on a product/service offering also.

    On your advice, i will put navigation in, and will see where my visitors are going and what actions they are taking. 🙂

  45. I think you will love the book digital design essentials

  46. I recently got a software which creates landing pages with a lot of customization. But I think it’s better to design one the way you want. Automation always has limitations.
    Joe
    http://tauira.com

  47. Hy!
    I find this article very interesting and there is a good point to it. Landing pages are vital, I would say, especially in SEO. There are so many aspect to consider, we have to take care of so many aspects. It helps to bring all thoughts together by reading well structured articles. Thanks for sharing!

    • Teo, glad you found the post helpful. Landing pages are definitely essential and must be a top priority for anyone doing SEO. Thanks for your feedback 🙂

  48. At no. 3 and 4. I placed email subscription box widget and the results are pretty good. Yesterday subscription was total 21 but today the time when i am writing this comment it has crossed 52. So yes visualization really affects user and I learnt it from you. Thanks Neil sir.

  49. Great infographic. I dissected a high-converting landing page also and I think I hit on different points than you. Here’s the post

    http://www.webphenoms.com/conversion-rates-dont-matter-your-landing-page-should-only-focus-on-this/

  50. Hey Neil,
    Glad to learn another great things about landing pages with the help of graphics. Great work mate 🙂

  51. Matt Stenning :

    Hey Neil,

    love the infographic, I have a question, want to get your thoughts on it.

    Do you think the QuickSprout.com lander is converting so high because your not asking for an email address and because you’re providing something of high value vs an free ebook etc?

    What do you think the optin rate would be if you were to ask for an email instead of simply a URL?

    -Matt

    • Yes, it would go down a lot. But because I am not asking for an email, it converts really well. Would go down by roughly 40% if I added an email field.

  52. Leo @Newbiesup :

    Hey Neil,

    Very inspiring infographic.
    I have a product to sell and here is my landing page http://ultrahumour.com/
    I am not satisfied with the converting rate. Can you please provide some advice? A piece would help. 😉

    Thanks.
    Leo

  53. Leo @Newbiesup :

    Neil,
    Email just sent.
    Hope to hear from you.

  54. Tanveer Dewan :

    Thank for responding to my email the last time.
    The landing page almost becomes your identity just like a logo for repeat visitors. Which is good. But one would tend to ignore the static elements over time no matter how good it might be. I feel it’s a good idea to make some elements of the page dynamic for every visit. That would make them pay special attention to those. Say elements like images, testimonials or maybe something as simple as the color of a box.
    Would love to know your thoughts on this Neil.

    • It’s a good idea if you have a high percentage of repeat visitors. If you don’t, then it won’t matter as it will be new to each visitor… even though it has been on your site for years.

  55. This is a great guide – visited it via your latest post. I had missed this one somehow!

  56. Celia R. Rankin :

    Thank you for clearly pointing out these guidelines. I just started learning about PPC and with my self-confessed still-thin understanding of its concepts, even an effective ad copy becomes useless when its corresponding landing page doesn’t sell.

    • Celia, you’re on the right track. You’ll be surprised how quickly you pick up all kinds of things. Let me know if you need any specific help 🙂

  57. Anirudh Bahadur :

    After reading this post, I realize what all elements from my sales pages were missing. Gotta work on them.

    Excellent post Neil. 🙂

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  59. Very helpful! It’s true that it is hard to create a landing page that actually converts well and it’s amazing that you listed the necessary elements so clear on the infographic. But if it is still not enough for someone, Growth Republic can help out with determining what to change about someone’s landing page. For details, click here http://growthrepublic.com/audit

  60. Sapna Haryanavi :

    Very insightful post, Neil! I love the idea of adding a meaningful headline in place of the page title. Thanks for sharing!

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