Instapage Presents the Winners of the Landing Page Olympics

Instapage Presents the Winners of the Landing Page Olympics

Last updated on by Ted Vrountas in Conversion Optimization, Landing Page Examples


Every four years, the best competitors from around the globe gather to determine who’s the fastest, the strongest, the most graceful. For the majority of them, the journey to Olympic gold starts when they’re young, with a dream. It advances with years of preparation, and more often than not, it ends in failure. Only a select few ever win a gold medal.

Similarly, only a select few marketers create high-converting landing pages. Data from WordStream shows that while the vast majority see conversion rates between 2.35% and 5.31%, there are a small amount of landing page builders who enjoy results that are 5x higher than average.

This picture shows marketers the three levels of conversion rate: unremarkable, awesome, and unicorns.

These are your “Unicorns” — or, in this blog post, your gold medalists.

In honor of this year’s Olympic games, we scanned the web to find landing pages that use strong examples of persuasive anatomy — and we pit them against each other to determine gold, silver, and bronze medalists. Without further ado, we present to you the Landing Page Olympics.

May the best landing pages win.

(Keep in mind, for shorter 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. Additionally, some examples may be A/B testing their page with an alternate version than is displayed below.)

Lead capture category

The main purpose of a lead capture landing page is to get a visitor to part with their personal information so that they can be entered into a company’s marketing funnel. Fields like name, phone number, company, and location are commonly included in forms on these pages. Let’s have a look at our finalists:

Bronze: Progress Sitefinity

This picture shows marketers how Progress Sitefinity uses a lead capture landing page to generate more white paper downloads and sales.

Winning ingredients:

What’s holding this page back:

Silver: AARP Life Insurance

This picture shows marketers how AARP uses a lead capture landing page to generate more leads and sales.

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Gold: iMeetLive

This picture shows marketers how iMeetLive uses a lead capture landing page to generate more signups and sales.

Winning ingredients:

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Click-through category

The goal of a click-through landing page is to warm up a visitor before directing them to another landing page that pushes them further down the marketing funnel. Let’s see how these three stack up:

Bronze: Zerys

This picture shows marketers how Zerys uses a click-through landing page to generate more leads and sales.

Winning ingredients:

What’s holding this page back:

Silver: Falcon.io

This picture shows marketers how Falcon.io uses a click-through landing page to generate more leads and signups.

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Gold: Moz Keyword Explorer

This picture shows marketers how Moz uses a click-through landing page to generate more leads and signups.

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Squeeze page category

Squeeze pages are designed to capture one of the most valuable pieces of user information: email address. Sometimes they request name too, but they’re always designed to help build an email list. Let’s take a look at these competitors.

Bronze: Marketing Experiments

This picture shows marketers how Marketing Experiments uses a squeeze page to generate more blog subscribers and brand awareness.

Winning ingredients:

What’s holding this page back:

Silver: Content Marketing Institute

This picture shows marketers how Content Marketing Institute uses a squeeze page to generate more blog subscribers and brand awareness.

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Gold: Smart Insights

This picture shows marketers how Smart Insights uses a squeeze page to generate more leads and signups.

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Splash page category

A great splash page presents a user with valuable offer before, or right when they hit a web page. Unlike traditional landing pages, these give users an easy way to opt out of the offer and continue on to the web page they were visiting. Keep that in mind as we take a look at these finalists:

Bronze: Price Intelligently

This picture shows marketers how Price Intelligently uses a splash page to generate more leads, signups, and sales.

Winning ingredients:

What’s holding this page back:

Silver: Single Grain

This picture shows marketers how Single Grain uses a splash page to generate more resource downloads and sales.

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Gold: Jeff Bullas

This picture shows marketers how Jeff Bullas uses a splash page to generate more ebook downloads and signups.

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Sales page category

Sales pages are often among the most compelling landing pages on the web. Why? Because they’re after the most coveted conversion: The sale. Here are our finalists:

Bronze: AWAI

This picture shows marketers how AWAI uses a sales page to generate more signups and revenue.

Winning ingredients:

What’s holding this page back:

Silver: Freelance To Win

This picture shows marketers how Freelance to Win uses a sales page to generate more signups and revenue.

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Gold: Beach Body Hard Corps

This picture shows marketers how Beach Body Hard Corps uses a sales page to generate more signups and revenue.

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Webinar landing page category

Webinar landing pages have one goal: get a user to register for an online seminar. The best ones humanize their presenters with images and tout their expertise with credentials, while explaining what a visitor will gain by attending. Here are our finalists:

Bronze: Cisco

This picture shows marketers how Cisco uses a webinar landing page to generate maximum registrations and ultimately sales.

Winning ingredients:

What’s holding this page back:

Silver: Upwork

This picture shows marketers how Upwork uses a webinar landing page to generate more registrations and sales.

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This picture shows marketers how Upwork uses Twitter to generate more webinar landing page traffic and registrations.

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Gold: Authority Pub Academy

This picture shows marketers how Authority Pub Academy uses a webinar landing page to generate more registrations and sales.

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Video landing page category

Video landing pages are becoming more prevalent as marketers discover their persuasive power. Since we humans are visual learners, explainer videos are often used on landing pages to break down complicated products or concepts. Here’s how our finalists stack up:

Bronze: Needls

This picture shows marketers how NeedIs uses a video landing page to generate more leads, signups, and sales.

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Silver: Swagbucks

This picture shows marketers how Swagbucks uses a video landing page to generate more signups and sales.

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Gold: Talkspace

This picture shows marketers how Talkspace uses a video landing page to generate more leads, signups, and sales.

Winning ingredients:

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How does your landing page measure up?

Where would you stand on our podium? How do you stack up against the competition in this blog post?

Link to your landing page in the comments and we’ll let you know. Then, get started improving yours to “Gold Medal” status with Instapage’s designer-friendly platform.

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