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What do high-converting landing pages all have in common?
We’ll tell you. They’ve all tried several iterations to perfect the positioning, design, format, and copy.
Seeing the high conversion rates some creators achieve is equally inspiring and confusing (how do they do that?), but everyone starts somewhere. This guide has high-converting landing page examples and tips from creators to teach you how to increase your conversion rates to grow an email list and make sales.
What are good or above-average landing page conversion rates?
Sometimes we want to be a little nosy about how other creators’ content performs to check our progress against the norm.
The average landing page conversion rate for creators is around 2%.
A 2% conversion rate means that for every 100 people who visit your opt-in form, lead magnet landing page, or newsletter pop-up, two enter their email addresses.
Some creators have higher opt-in rates on specific forms. For example, the top 25% of landing pages (in terms of performance) convert at almost twice the average rate at 5.31% or higher. The top 10% of landing pages are converting at an astonishing 11%!
Before you start feeling like you’re falling behind because your landing pages don’t perform at that level, remember that improving conversion rates and growing an engaged audience takes time— 67% of full-time creators started over three years ago.
Different niches can also have varying average conversion rates. Plus, your conversion rates may decrease as people progress along your sales funnel. More people are likely to exchange their email addresses for free in exchange for content than break out their credit cards for a high-end coaching program.
How to calculate your landing page conversion rates
Landing page tools and website analytics usually calculate your landing page conversion rates for you, along with other important landing page metrics like how long someone spent on your page.
However, you can manually calculate your landing page conversion rate with this simple formula:
(Total signups / total visitors) x 100 = landing page conversion rate
For example, if 15 people signed up for your free webinar this month and 400 people visited the page, your conversion rate would be 3.75%.
Reasons your landing page might not be converting
So your landing page conversion rate doesn’t live up to your expectations—now what? Here are common reasons visitors leave your landing page before converting:
- Your headline isn’t clear. Visitors look at your headline first, and they’ll quickly leave if it’s confusing, ambiguous, or unrelatable for their goals or challenges.
- You have multiple CTAs. Your landing page should focus on one objective. Don’t overwhelm the page with a newsletter signup, a link to a blog post, and a banner for another freebie. You can experiment using multiple buttons on a landing page, but they should all point to the same place.
- Your pitch positioning is off. Your landing page won’t convert if it focuses on the wrong benefit or issue. For example, different fitness audiences may care about improving heart health vs. building stamina—even though the content might be the same.
- Your design feels untrustworthy. Cluttered design or too-good-to-be-true claims make your landing page look like spam, even if it’s not.
Keep learning: 13 landing page best practices to help you make a mark on the internet
Since so many variables contribute to a high-converting landing page, you need to take a measured approach to improvements.
Three ways to learn why your landing page doesn’t convert are:
- Ask your audience. Survey your subscribers about what they want to learn and why, and use an abandoned cart sequence to learn why someone didn’t buy.
- A/B test your headlines and copy. Landing page A/B testing involves putting two nearly identical versions of your landing page head to head to see which performs best. Only change one element of the landing pages, like your headline, and give them equal time in the wild to see what your audience prefers.
- Use behavior analytics tools. Tools like heatmaps and recordings reveal how visitors interact with your landing page, so you can learn what they look at, what makes them leave, and what to change.
The conversion rate on my font sales page sucked. So I took a look at some @hotjar heatmaps & recordings to figure out how to improve it! See my process in my latest video 🔥➡️ https://t.co/q8XR5vl4zQ #ad
— Charli Marie (@charliprangley) February 24, 2021
10 creators share their best landing page examples + insider tips on how to improve your conversions
Collaborating with and learning from fellow creators is a great way to shorten the learning curve of creating a landing page that converts. We found examples from creators and asked them to share their tips.
If you want to create like the pros, use one of the high-converting landing page templates some of these examples are built from.
Example #1 – Blogger Scott Keller
Conversion Rate: 14X increase after a redesign
Landing page tip: try an interactive quiz
When Scott Keller began growing his email newsletter, his initial landing page had a 0.1% conversion rate. But conversion rates increased after using a Kit integration to create a quiz for his blog, Bird Watching HQ. Scott’s conversion rates are 14 times as high as when he first started.
The interactive quizzes are a fun activity that excites potential subscribers about the topic. After guessing the species of 30 backyard birds, visitors enter their email addresses to see their results.
Interactive quizzes are a unique way to engage and excite visitors about your email list. Image via Bird Watching HQ.
Example #2 – Course Creator Ryan Robinson
Conversion Rate: 64.88%
Ryan Robinson’s insider tip: prime readers for your landing page
The success of your landing page hinges on more than the design or your CTA copy. Your readers’ motivations and previous actions play a role, too. One of Ryan Robinson’s high-converting landing pages is a blog-building freebie he promotes on a blog post on the same topic. Introducing the signup after people read about the subject contributes to its success.
Ryan shared, “The powerful combination of a straightforward offer and a source of highly targeted traffic that’s getting a free resource to match their exact search intent is the recipe for a high-converting landing page.”
Where you link to your landing page impacts its success, too. Image via Ryan Robinson.
Example #3 – Fitness Coaches Brooke and Finley at BTRIBALFIT
Conversion Rate: 24.74%
Brooke’s insider tip: focus on one to two high-priority and performing landing pages
In the years since Brooke and Finley Robinson launched BTRIBALFIT, they’ve learned how to leverage email to build their community and business.
They’ve also learned that it’s better to choose a targeted audience than try to speak to everyone across many landing pages.
One of their top-performing landing pages promotes a freebie about dealing with emotions toward health and fitness. Understanding their audience and positioning their content to address the community’s feelings increases the page’s conversion rate.
Adding video to your landing pages provides value to build trust. Image via BTRIBALFIT.
Example #4 – YouTuber Ali Abdaal
Landing page tip: use social proof like subscriber count or testimonials
Ali Abdaal is a top YouTuber with over 250,000 newsletter subscribers, and his high-converting landing pages continue to grow that number.
Ali’s Head of Marketing, Jakub Kliszczak, recently shared tips on how they’ve grown the email list over the past few years.
Ali’s succinct landing page copy uses social proof (in the form of subscriber count) to encourage signups. Since newsletters are about providing value, there’s a catalog of past editions just below the signup in case someone wants to see what they’re signing up for.
Ali’s newsletter landing page describes what readers will get and includes social proof plus links to past editions. Image via Ali Abdaal.
Example #5 – Influence Ellie Diop
Landing page tip: learn from your audience
Finance influence Ellie Diop has grown her email list to more than 60,000 subscribers in three years, thanks in part to a variety of lead magnets. Her weekly webinars attract an existing and new audience, and she prepares by talking to her audience.
“Before I create a webinar, I do a series of polls in my stories or email list so I know exactly what my audience wants help with. For example, as we entered into a new year, many people wanted to know more about getting funding,” Ellie shared.
Then, Ellie takes what she learns to create a high-performing webinar and a landing page to gather interest and grow her email list.
Channel what you learn about your audience into content and landing pages. Image via Ellie Diop.
Example #6 – Author Becca Syme
Landing page tip: create a mission statement
Becca Syme is a fiction writer and founded the Better-Faster Academy, where she’s helped more than 9,000 writers. Every page of her website has a newsletter signup form, and its mission statement helps Becca grow her newsletter.
The landing page describes the newsletter as a place with:
Personality and strength-based education for writers seeking a personalized approach to writing, plotting, marketing, and more.
A single sentence that describes who the content is for and what they’ll gain is better than paragraphs of detail or examples. The faster you get readers to say, ‘hey, that sounds like me!’ the higher your conversion rate.
Becca’s newsletter opt-in form explains how it helps subscribers. Image via The Better Faster Academy.
Example #7 – Designer Kelsey Baldwin
Kelsey Baldwin’s insider tip: include product images or video
If you want to grow your email list and business, focus on progress over perfection. Designer Kelsey Baldwin advises fellow creators to “start your email list sooner than you think you will need it! You can always continue to grow it.”
Kelsey speaks from experience because she’s used lead magnets, landing pages, and email automation to grow her email list to more than 8,000 people. Her landing page has a casual but direct copy that hooks readers, plus pictures of the lead magnet so readers can see the quality for themselves.
Kelsey makes readers feel understood before offering a solution. Image via Paper + Oats.
Example #8 – Musician Chris Howes
Landing page tip: use descriptive CTAs
Your landing page call to action (CTA) button copy should reflect what subscribers will get so they understand what they’re signing up for. For example, musician Chris Howes’ violin sheet music landing page prompts visitors to enter their email and name to ‘Get the Sheet Music.’
The landing page copy is clear and concise, making it a quick decision for violinists who visit his site.
Being clever is fun, but clarity about your offer increases conversion rates. Image via Christian Howes.
Example #9 – Chef Daniella Malfitano
Landing page tip: acknowledge your audience’s skill level
You don’t just want people to sign up on your landing page—you want to provide value. That means visitors should be able to identify if the content is at their experience level or goals. For example, chef Daniella Malfitano customizes her landing page copy to match the free download.
Her ebook, ‘A Taste of Plant Based,’ is for people interested in exploring plant-based food, so the copy reflects that. Phrases like ‘get started on your plant-based journey’ and acknowledging that experimenting with new foods is overwhelming set the stage for the content.
Consistent design makes your brand recognizable. Image via Chef D Malfi.
Example #10 – Consultant Terry Rice
Landing page tip: include specific results
Tangible results and benefits add credibility to your landing page. For example, consultant Terry Rice’s landing page header ‘Build your revenue and personal brand in just 5 minutes per week’ is more enticing than a vague ‘Learn how to improve your business.’
Quantifiable impacts are sure to catch your visitors’ eyes. Image via Terry Rice.
Create your own high-converting landing pages
A well-designed landing page will help you convert more readers into email subscribers, creating opportunities to generate revenue by providing value and selling relevant products or services to your audience.
Sure, building a profitable creator business takes time, but tomorrow you’ll wish you’d started today. Landing pages give you a place to grow your email list where you can connect with (and learn from) subscribers to develop genuinely helpful solutions to the problems they’re facing.
And beyond that, pairing a well-designed landing page with the right offer also helps you start those new subscriber relationships on a meaningful note by offering something of value immediately.
Wondering where to begin?
Try Kit’s landing page builder to create beautiful landing pages in minutes.
