Email Marketing Best Practices for 2019

Whether you’re new to email marketing or consider yourself an expert, you likely want the same: to send the best email marketing campaigns.

But if you want higher opens, clicks, and conversions, you have to get your hands dirty and start optimizing your email campaigns.

It’s the only way to beat the average email open and click-through rates over the long-term.


You want to improve your marketing emails and create campaigns that resonate with your audience. So how do you do it?

If you’re just getting started, read our beginners guide to email marketing first.

Already know your way around? Read on for 15 email marketing best practices.


We’ve blended the latest data, and our experience working with customers across industries, to bring you the top email marketing tips you can use to better optimize your campaigns.

Check them out and choose the ones you haven’t tried in a while (or at all).

Then, schedule A/B tests to see what works best for you.

Of course, not all audiences are the same. Some of these tips will resonate better with your customers than others.

The key to long-term success with your email campaigns (and any other marketing campaigns for that matter) is to keep observing, analyzing, and learning what works for you.


So, let’s get started.


15 email marketing best practices to succeed in 2019


1. Use welcome emails to build strong relationships and deliverability

The welcome email is the single most effective message you can send.

According to our latest data, average open rates soar above 80% – and click-through rates are around 22-25%.

Welcome emails also help keep your list clean and improve your deliverability. If someone enters the wrong email address, the welcome email will generate a hard bounce. That then notifies your email provider to remove it from your list.

They also reassure your new email recipients that the signup worked, and the information they want is on its way.

Plus, they help you connect with new subscribers. Offer something valuable or exclusive at the start of their journey and watch click-throughs rise.

Looking for inspiration? Check out these welcome email examples.


welcome email patagonia.

Welcome email from Patagonia.


2. Send emails at the right time to increase your conversion rate

Every email marketer wants their newsletter to be at the top of the inbox.

After all, most subscribers will pick the emails they see first.

So when should you send your emails? Let’s see what the data tells us.


Two timeslots tend to get the best open and click-through rates: 9-11am and 3-5pm. And it’s been that way for at least the last two years.


Best time to send an email campaign.

What’s the best time to send your email campaign?


When it comes to picking the right day, it doesn’t seem to make a huge difference. As long as you stay away from the weekend, your engagement rates should be fine.


Average engagement rates by day of the week.

What’s the best day to send your email campaigns?


Having said that, you need to remember that these are aggregate global results that take into account every industry we’ve identified in our customer base.

Chances are, your audience will respond to campaigns sent at a different time. It depends on your market, consumer trends, and your customers’ preferences.

Want to step up your game? Use tools like Perfect Timing and our algorithm will pick the best time to send your messages.


3. Get the frequency right to grow a healthy and engaged list

Another email marketing best practice is knowing how often you should contact your subscribers.

And that can be a tricky task.

If we look at the mailing frequency data, we see that email marketers who send just one newsletter a week get the highest average open and click-through rates.

It’s a popular approach, since 49% of all accounts we analyzed only send one newsletter a week. Bear in mind this data doesn’t exclude marketers who also send triggered emails or RSS emails.


What about other frequencies?

Around 19.5% send two newsletters a week, and 9.32% send three. Just 5.5% and 3.93% send four and five emails respectively.


Mailing frequency email marketing benchmarks.

How frequently should you send your newsletters?


At the same time, since most marketers want to maximize their email campaign ROI, instead of average CTRs we should look at the total number of conversions they generate.

Based on that assumption, you might be better off sending two or more emails in the same week.

But to say for sure, we must take into account some other factors: extra revenue you’d make from sending an extra campaign, how many subscribers would leave your list after receiving too many messages, plus the cost to replace those leads.

In fact, one study, conducted by Return Path in 2015, focused on the consquences of both undermailing and overmailing.


how often you should email return path.

How mailing frequency affects the spam complaint rates.


In short, undermailing leads to missed revenue opportunities, lower lifetime value, lack of inbox presence, poor or inconsistent sender reputation, inability to maintain a clean list and avoid spam traps, and counterintuitively – increased complaint rates.

Overmailing, on the other hand, leads to decreased engagement, increased opt-outs, reduced visibility for all subscribers, and more total complaints.

As for the most optimal mailing frequency there wasn’t one clear winner.

The primary email recipients (those who accounted for 83% of all email reads), were able to tolerate up to about five emails per week from a given sender, before their complaint rates increased dramatically.

If you ask me, that number is a bit extreme and I wouldn’t suggest that you go out and start sending your email campaigns five times per week.

This all depends on your market and products. So it’s worth experimenting with your frequency.

Divide your audience into two or more groups, and see if sending one extra email campaign boosts your results – both in the short and long term.

You can also ask your audience to manage their own frequency, using an email preference center.

Remember that while it’s easy to control how often you email, it’s often harder to see how many triggered emails are sent to your contacts each week – especially if they’re sent in response to an action.


4. Watch your deliverability and avoid the spam folder

Email deliverability is crucial to your campaign success. It doesn’t matter how interesting or beautiful your emails are. If subscribers never see them, they won’t convert.

Many marketers think only their email service provider handles email deliverability. But it goes beyond that.

Your email content, frequency, and list-building methods all impact your deliverability.


spam score test avoid spam folder.

Example of an email spam score test result.


All the best practices mentioned in this article will help improve your performance. But you should especially keep an eye on:

How email deliverability works and how to improve it.

How to measure and track email marketing metrics like bounce rates, complaint rates, and list churn rate.


5. Use a memorable sender name

First impressions matter.

And in email marketing, it can also be the last one you make.

If your email doesn’t stand out and build trust, your subscribers probably won’t bother opening it.

And if they ignore your newsletters a few times, your future campaigns could go straight to junk.

That’s why paying attention to your sender name is an email marketing best practice.


Think of it as your brand name.

Your customers should respond well to it. They’ll then check out the subject line and preheader – or open the email right away.

So how do you do that?


First, your sender name should be recognizable and memorable.

You also have to offer value. Always. This article has plenty of tips for that, so let’s focus on making your sender name identifiable.


Most brands use one of the following formats:

– [Brand Name]

– [Employee Name] from [Brand Name]

– [Employee Name] @ [Brand Name]

– [Brand Name] Customer Support

– [Brand Name] Newsletter

– [Brand Name] Digest


Here are some real examples from my inbox:


from name email address examples.

From name address examples from various brands.


As far as we’re aware, no-one has ever studied which one works best.

It seems to be a matter of preference – and what suits your brand voice guidelines.

If you have a strong employee with a good personal brand who’s associated with a particular campaign, you could use the combination of [Employee Name] from [Brand Name].


Example: Abby from GetResponse
Topic: New upcoming webinar


But that might not work for B2B, when it’s more important for the communication to come from the brand itself.


Example: McKinsey
Topic: Mobile Ecommerce Trends in EMEA


So take these ideas, compare them with your brand voice guidelines, and A/B test them.

Then stick to the one that works.

Over time, people will get used to seeing the same name. So if you change it later on, they might not immediately connect it with your brand.

You also have to think about the sender address.


Because it builds its own reputation over time –  in the eyes of ISPs.

Changing it too often can affect whether your recipient’s email provider accepts your emails.

To avoid problems with your email deliverability, don’t change it too often, send from a company domain (not freemail like Gmail or Yahoo), and use a trustworthy address.


huckberry email from address example.

Funny From address in a newsletter from Huckberry.


6. Be authentic, seek feedback and ditch the noreply@ address

The noreply@ addresses is a little ironic.

Most marketers will swear their customers are at the center of their business.

That they care about their opinions and feedback, both positive and negative.

And then, after earning their trust and convincing them to complete an opt-in form, they use an email address that straight-out says:

“We don’t care enough about you to check this inbox.”

I get it. The sheer volume of auto-reply and out of office messages can often be overwhelming. And sometimes your email doesn’t seem like something people will respond to.

But your customers might see things differently.

Don’t make it harder for them to give feedback.

You probably have business profiles on Twitter, Facebook, and LinkedIn – all to be where your customers are. And to be available.

It’s the same with email marketing.

Who knows, maybe those who care enough to hit reply will be your best brand ambassadors.

The benefits of ditching the noreply@ address outweigh the negatives.


noreply email example medium.

No-reply email example from Medium.


7. Craft and test your email subject lines for higher opens

Studies show up to 50% of subscribers decide to open a message based on the subject line.

It makes sense.

Setting aside those who open every email, your recipients will generally only see three things before they decide to open or ignore your message:

  • Sender name
  • Subject line
  • Preheader

Depending on their email client and your own settings, they might also see filters and labels.

But given that the subject line is much longer than the sender name and preheader, it plays a big part in the action subscribers take.

So how do you write effective email titles?


First of all, take time to craft them.

Treat them as the most important element of your email campaign – which they are.

Don’t leave it as an afterthought. Set aside time to A/B test your subject lines. And use data, not your gut feeling.

Be creative.

And try personalization and emojis. Both have shown to have a positive effect on average email open rates.


email subject line length email marketing benchmarks report.

Open and click-through rate vs the email subject line length.


Pull all the aces out of your copywriting sleeves. Use power words, questions, idioms, and other tactics that may move the needle for you.

And always remember who you’re contacting.

What devices do they use to open your emails? When and where do they click on them? And what are they interested in?


8. Use confirmed opt-in to build a better list

Whenever we talk about email marketing best practices, we always say email list quality beats quantity.

But we meet many marketers who are scared to use confirmed opt-in.

Here’s how it usually goes:


Q: But won’t it make my list smaller?

A: Probably.

Q: Won’t people be angry having to click the link to get my emails?

A: Some might.

Q: So why on Earth would you suggest using confirmed opt-in?

A: Because the benefits outweigh the costs. At least that’s what our data suggests.


When you compare the average email marketing results by industry with the use of double opt-in by industry data, you can see a link.

Industries that use confirmed opt-in more often usually outperform those who don’t.

The same goes for places with stricter laws, like Germany or Europe in general.

They outperform the locations where marketers don’t have to pay the same amount of attention to who joins their email list – and how.

This article outlines why it’s worth using double opt-in. Why not give it a go?

At the very least, it will positively affect your deliverability – which is still a big win.


confirmation email information landing page.

Clear instructions regarding the confirmation email presented on a thank-you page.


9. Use lead magnets to grow your email list faster

With more competition, building an email list isn’t as easy as it once was.

It’s not only challenging because your audience has far more information sources to choose from.

It’s also because some marketers have abused the privilege of getting into their subscribers’ inbox. They’ve sent too many irrelevant, uninteresting, or (worse) misleading email campaigns.

That means website visitors might think twice before filling out a form.

And, they’ll expect far more value in return for their email address.


It’s hard to prove your newsletter is worth it in a simple web form.

But a lead magnet can be a great way to offer value upfront.

Lead magnets – also known as incentives, freebies, or ‘bribes’ – are the best way to overcome people’s hesitation.

It can be a downloadable ebook, special industry report, calendar, or another enticing giveaway.

Here are some more lead magnet ideas to inspire you.

Since there are so many to choose from, you’ll need to test them to see which one gets the biggest conversion rate.

Here’s a lead magnet we like:


lead magnet example liveagent blog.

Clever lead magnet example.


It’s a low-cost freebie, especially as there’s no guarantee to win.

But the value of winning is relatively high if you look at it from an individual user’s perspective.

What’s also interesting is these books probably don’t relate to the newsletter content. But they allow the business to position itself as an industry authority. And that’s a pretty smart marketing move.


10. Create engaging content to get more click-throughs

What’s so special about emails you consider click-worthy?

If you look at your favorite newsletters, you’ll probably find some common threads.

They either offer great products, interesting stories, thought-provoking articles, funny videos, or something else.

Me? I like text-based emails with a single call to action that takes me to the full version of the article, or a video tutorial.

Ask your subscribers the same, and you’ll likely get a bunch of different answers.


But what are some common features?

Our data suggests emails with video observe click-through rates of up to 8%.

Emails with images perform better than those without. There’s over one percentage point difference in click-through rates (4.11% vs 2.87%).


So, you need to analyze your email campaigns and see what worked well in the past.

If you haven’t tried videos, animated gifs, interactive content, personalization, or emojis, it might be time to give them a go.

It’s a cliché, but you have to get creative.

Take this example of how to use interactive content in email campaigns from Email Monks.


creative email content example.

Interactive email newsletter for Valentine’s Day.


11. Test and preview before hitting send

“Don’t make mistakes.” That would be a very unhelpful email marketing tip!

So instead, let’s say you should test and preview your emails before each send.

We’ve all seen emails with broken subject lines, images, or inaccurate personalization.

The ones that call you Emma when your name is Bob.

The ones that say you’d look great in a dress, when you prefer cargo shorts.

Or the ones that are so broken, you don’t know where to look.

But all of these mistakes can be avoided.

Take the time to preview your emails in popular email clients, make sure they won’t land in the junk folder, and send the message to yourself – before it reaches your entire list.

It’s easy and only takes a few minutes. And in GetResponse, you can use the Email Creator to do it in just a few clicks:


inbox preview email campaign test.

Preview what your emails will look like in different web browsers and email clients.


It pays to double-check your emails for silly mistakes.

Of course, you might mess up on purpose as a stunt or joke. Just make sure it’s a good one – and don’t do it too often!


12. Design for accessibility

It’s easy to forget you have a diverse audience.

Serving them goes beyond simple segmentation and personalization. You also want to make sure your marketing messages are accessible.

According to World Health Organization, over 1.3 billion people live with some form of visual impairment.

Odds are, some of your subscribers do too.

There are ways to make your emails easier for them to access.


First, add ALT text to your images. People using a screen reader can then understand the content better.

Top tip: Add a period after the image text. The screen reader will then pause, so it’s easier to understand your email.

You can also check the image contrast ratio to improve readability.

Here’s what not to do:

bad color contrast in email.

This is what bad color contrast would look like in an email campaign. The headline is almost impossible to read.


Check out this article for more ways to make your emails accessible.


13. Focus on the right metrics

What do you want to achieve with your email marketing campaigns?

Is it more opens or conversions?

How about more revenue per email sent?

You need to set the right objectives.

And if you’re reading these email marketing best practices to improve your results – you should look at the right email KPIs.

Which ones?


It depends on your goal.

The email open rate is often considered a vanity metric. The click-through rate is more actionable, but it still doesn’t tell you how much revenue your campaigns generate.

So it’s best to learn about all the key email marketing metricks and how to choose them to suit your objectives.


14. Use a matching preheader

Do you remember we said the sender name, subject line, and the preheader are the first things subscribers see?

Even if half your subscribers open your message on the subject line alone, the rest are swayed by other things.

While they’ll likely see the sender name first, the preheader still plays a part.

This is especially the case for email campaigns with shorter subject lines, since the preheader will take up more space.

The preheader can enhance your email subject line and increase your open rates.

In fact, our data shows messages with preheaders have average open rates of around 29%.

That’s almost 7 percentage points more than emails without preheaders.

Yet surprisingly, only 11% of messages have one.

That’s a missed opportunity.

Take a look at these examples:


Email subject line: Drop Everything. Sitewide Sale. Now.

Preheader text: It’s our birthday 🎉 Sitewide Sale + Free Shipping & Returns to celebrate!


Subject line: It’s now or never!

Preheader: Only 8 hours left on these Cyber Monday deals


See how the preheaders add more information to sway someone to open up?

Here’s a creative subject line and preheader combo that caught our Chief Wordsmith’s eye:


So, pay attention to your preheader.

Want to learn more? See how you can use the preheader to build on your subject line.


15. Inspire action

Finally, to be successful in email marketing, your subscribers must take action.

But sometimes you need to give them a little push.

When designing your emails, make sure recipients know what to do next.

Is it register for a webinar? Download an ebook? Or maybe share your story with their network?

Whatever it is, ask for it!

To do that, you’ll need calls to action (CTA).

These can be buttons or simple text. It’s best if you test them.

The fewer calls to action, the more attention they’ll get.


Their design and placement also matter.

Keep them visible and easily accessible – especially on smaller devices like mobile phones.

To make your calls to action more powerful, play around with the copy and elements around them.

For example, you could add a countdown timer or mention when the offer expires.

Or add a testimonial for credibility.


The good news is, there are many more ways to increase your click-through rate.


casper email call to action button.

Creative call to action copy in a newsletter from Casper.


Descriptive call to action button copy from Uncommon Goods.

Descriptive call to action button copy from Uncommon Goods.


Example of an original email CTA button.

Example of an original email CTA button.



Your next steps

You now know all 15 email marketing best practices.

So what will you focus on first?

Leave a comment below to share your thoughts.


And keep an eye on this article. We’ll keep it updated with more actionable tips on how you can improve your email marketing strategy. You can bookmark it, or sign up to our newsletter to be first to know.



Email Marketing Best Practices for 2019.

The post Email Marketing Best Practices for 2019 appeared first on GetResponse Blog – Online Marketing Tips.


12 High-Converting Landing Pages (That’ll Make You Wish You Built ‘Em)

High-Converting Landing Pages

Don’t get us wrong: we love good-looking landing pages. The way the colors contrast to draw attention; the striking custom photography and animation; the elegant application of negative space and rule-of-three layouts. Seriously, these things keep us up at night.

But here at Unbounce, we know that there’s more to a landing page than looks. We want the kind of page that won’t embarrass you when you bring it home to your CMO. One that you can really, you know… build a campaign with.

What we really want is a landing page that converts.

What Makes a High-Converting Landing Page?

(“Yeah, yeah, take me to the high-converting landing page examples!”)

People have created a lot of landing pages with the Unbounce Builder (like, so many, you guys), so we think we’ve got a pretty good understanding of what makes a page convert. Over the years, it’s become clear that nearly all successful landing pages have some key elements in common.

High-converting landing pages:

  • Have a strong, contextual hero shot and supporting imagery
    Your hero shot (the primary image or video on your landing page above the fold) is the first thing visitors are going to focus on, so you’d better make it captivating. Show your product or service in the context of use: demonstrate how it works and make it easy for people to visualize themselves enjoying the benefits.
  • Present a single and focused call to action
    Your call to action (CTA) is the one thing you want visitors to do on your page and your primary conversion metric. Make sure your CTA is obvious (from a design perspective) and compelling (from a copy perspective). Best practice is generally to remove any secondary links that might cause someone to leave your page before converting through your CTA, including site navigation.
  • Clearly state your value proposition with a compelling header and subhead
    Why should visitors accept your call to action? Use your headline and subheadline to articulate your value proposition, clearly stating the benefits of your offer and what makes you different from your competitors.
  • Outline the features and benefits (with emphasis on the latter)
    Sure, people need to know what your product or service does, but they’re much more likely to convert if they understand the benefits they’ll receive by following through with your CTA. Benefits-oriented messaging (as we’ll see in some examples) is one of the best ways to drive conversions.
  • Include testimonials and other forms of social proof
    People are much more likely to convert on your landing page if they believe that others have done it before them (and have been happy with the results). Social proof—testimonials, reviews, partner logos—can be a fast and effective way to build credibility with your prospects.
Has your page got all the elements you need to drive conversions? The Unbounce Landing Page Analyzer grades your page on nine performance metrics and calls out opportunities to increase your conversion rate.

High-Converting Landing Page Examples

Before we dive into our high-converting landing pages examples, let’s set some ground rules. All of the pages featured below have had at least 500 visitors on the low end, though many have had more than 100,000. They’re also all converting at a rate of at least 30%. (For reference, the average landing conversion rate sits somewhere around 4%.)

It’s worth noting that conversion rate is influenced by many factors outside the actual content of your landing page. For example, we know that the average conversion rate varies widely depending on your industry. Be sure to check out our Conversion Benchmark Report to see how you stack up against your competitors.

There’s also the question of traffic quality: if your page is getting a lot of traffic from poorly-targeted ads, your conversion rate is going to be lower than it would be with more qualified visitors. And, of course, click-through pages are going to convert higher than lead gen pages because the conversion goal is much simpler. Keep these things in mind before judging your own pages too harshly.

With that disclaimer out of the way, here are 12 high-converting landing page examples from Unbounce customers (with conversion tips from the people who actually built them).

1. Promo

Industry: Social Media / Conversion Rate: 46.94%

High-Converting Landing Page: Promo
Image courtesy of Promo. (Click image to see the full page.)

Promo’s high-converting hint: Use video to increase visitor engagement and drive conversions.

If we’ve said it once, we’ve said it at least several more times: using video on your landing page is a great way to boost engagement and crank up your conversion rate. In fact, including some moving pictures on your page can increase conversions by as much as 80%. A worthwhile investment, no?

Promo thought so, too, which is why they included a ton of video content on this landing page for their video creation service—from the header, to the explainer video, to the sample videos that visitors can actually use in their own marketing.

Noted Yael Miriam Klass, Content Lead at Promo:

We specialize in creating converting videos that attract viewers and elicit action.

To that end, our landing page has a beautiful and dynamic header video taking up the first fold, overlaid with text that shows a clear value proposition.

Still, video is just part of the equation. You want visitors to convert, and that means getting them to follow through with your call to action. Don’t worry—Yael’s on it: “No landing page can make an impact without direct text and an eye-popping CTA button on the first fold.” Promo nailed those elements, then topped it all off with a swack of testimonials and strong client logos. Great job.

2. edX

Industry: Education / Conversion Rate: 52.68%

High-Converting Landing Page: edX
Image courtesy of edX. (Click image to see the full page.)

edX’s high-converting hint: Simplify your pitch and make the benefits crystal clear.

Us marketers tend to be so close to our products and services that we can sometimes overload prospects with too much information. “Yes, our core offering is X, but how ’bout these bells? What about them whistles?” No, they probably didn’t know about those extra benefits—but at this stage, they probably didn’t need to.

On the landing pages for their online courses, edX’s Senior Growth Marketer Josh Grossman chose to pare the message down to just the main points he wanted to visitors to take away. “Rather than get bogged down in the details of the course, we made it easy for people to understand what they’ll learn using just a few bullet points.” That, and an unambiguous head and subhead followed by solid social proof.

“In our testing, shorter copy worked better than longer copy,” Josh added. “Either you want to learn Python, or you don’t.”

That’s an insight we should all take to heart. Some people aren’t going to want what you’ve got, no matter how much extra information you throw at them. Better to save your breath (or word count) and focus on the people who do.

3. Later

Industry: Social Media / Conversion Rate: 57.92%

High-Converting Landing Page: Later
Image courtesy of Later. (Click image to see the full page.)

Later’s high-converting hint: Maintain conversion scent and balance your incentives.

Humans are fickle creatures. They’re easily distracted. They get confused. Mostly, they’re bad. As a marketer, that means you often need to hold their hands—or, for our purposes, hold their noses—through each step of the purchase process.

Conversion scent is the principle of keeping written and visual cues consistent all through the consumer journey. That’s what Later did for this lead generation campaign, as Chin Tan, the company’s Communication Design Lead, explains:

We maintained conversion scent throughout the campaign. The offer matches what’s in the ad, in the email, in the creative before the landing page, and after the page as well.

Later - Conversion Scent

Check out Later’s clever use of conversion scent to deliver a unified customer journey.

Chin also acknowledges that the simplicity of the offer contributed to the page’s success. “It’s clear right away what you’re getting: you’re exchanging your email for access to the guide. The form isn’t too long and only requests pertinent information.” Asking for too many personal details at this top stage of the funnel can spook visitors. Make sure your ask matches the value of the incentive you’re offering.

4. The Listings Lab

Industry: Real Estate

High-Converting Landing Page: The Listings Lab
Image courtesy of The Listings Lab. (Click image to see the full page.)

The Listings Lab’s high-converting hint: Use straightforward design and focus on the offer.

Another lead generation page, our example from The Listings Lab isn’t the flashiest on the list, but don’t let that fool you: this simple page packs a punch.

First, let’s talk design. The Listings Lab has done a great job of condensing all of the page content into a small space without making anything feel crowded. Visitors don’t need to scroll to understand what’s on offer and why it’s valuable.

“A mock-up of the download helps people feel that it’s a well-produced, real thing that they can read,” offered Yves Lenouvel, Marketing Director at The Listings Lab. “Bold text on the form’s big, colorful button draws people’s attention to the CTA.” Not to mention the directional cue, which is another nice touch.

Still, it’s the benefits-oriented copy that puts this page over the top. The Listings Lab really zeroes in on key pain points for realtors—cold calling, poor leads, long hours—and offers an alternative. “The first piece of copy people see is speaking to the visitors’ pain and then presenting them with a solution.” Read the guide, make more money, get your life back. What’s not to like?

Bonus points for a privacy statement that instills confidence while keepin’ it casual.

5. Twillory

Industry: Clothing / Conversion Rate: 46.85%

High-Converting Landing Page: Twillory
Image courtesy of Twillory. (Click image to see the full page.)

Twillory’s high-converting hint: Build custom experiences for your mobile visitors.

We don’t need to tell you that mobile consumers should be a priority. (Although we have been telling you for, like, ever.) By 2017, mobile had become the dominant source of web traffic worldwide at 50.3%—a segment that expanded last year, reaching 52.2%. It’s no longer enough to think of mobile consumers as part of your online audience. In 2019, they’re often the majority. (Check those GA reports, people.)

Aditya Bagri, Digital Automation Manager at Agency Within, described how his outfit is adjusting to a world in which consumers’ first experience with a brand is often on their phones:

Our landing page creation strategy is mobile-first, and optimizing for mobile helps us get first-time viewers down the funnel.

Better than merely building mobile-responsive pages, many brands are creating separate experiences for their mobile visitors.

High-Converting Landing Page: Twillory Mobile

Image courtesy of Twillory. (Click image to see the full page.)

Enter Agency Within and Twillory. On desktop, this landing page includes videos and GIFs—elements that have been shown to increase visitor engagement and help drive conversions. On mobile, though, we get a stripped-down version that maintains the visual appeal of its big brother while also ensuring lightning-fast load times on cellular connections.

And Twillory gets an extra nod for using an Unbounce popup to give visitors additional conversion incentives.

High-Converting Landing Page: Twillory Popup

Trying to convert mobile visitors? You’ve gotta load fast. See how Unbounce is speeding up your pages automatically with features like image optimization, fast content delivery, and AMP.

6. TyresOnTheDrive

Industry: Automotive

High-Converting Landing Page: TyresOnTheDrive
Image courtesy of TyresOnTheDrive. (Click image to see the full page.)

TyresOnTheDrive’s high-converting hint: Be clear in your headline and then back it up with social proof.

When it comes to landing page copy, clarity leads to conversions. Your visitors should know within seconds exactly what you’re offering and why they need to care. If they don’t, they’re likely to bounce.

This page from TyresOnTheDrive illustrates the importance of clarity with a headline that immediately conveys the value proposition: “Expert Tyre Fitting At Your Home or Work.” Right away, we know the differentiator is that we don’t have to go to a mechanic—they’re coming to us. Coupled with a quick how-to, a load of testimonials, and a big-brand logo collage, we have enough information about TyresOnTheDrive to make a purchase decision in a very short period of time.

The result? Conversions through the roof.

But great conversion rates aren’t an excuse to stop testing. Chris Wood, TyresOnTheDrive’s Senior UX Designer, described how the company has played with other pitch angles yet keeps coming back to the fundamentals. “We’re finding that more benefit-oriented messaging seems to convert better than pushing offers and promotions.”

7. ooba

Industry: Finance / Conversion Rate: 35.57%

High-Converting Landing Page: ooba
Image courtesy of ooba. (Click image to see the full page.)

ooba’s high-converting hint: Use a descriptive call to action that tells visitors what’ll happen next.

Yes, it’s important that your visitors know what you’re offering the moment they hit your page. But just as essential is that visitors know what you want them to do—and what will happen when they do it.

This page for ooba (designed by digital agency Signpost) provides a great example of an effective call to action. At a glance, the copy—along with the contextual cues and supporting information—tells us what we can expect when we fill out the form.

“The form is positioned at the top of the page, above the fold, which makes the action we want the user to take clear from the outset,” said Adam Lange, CEO at Signpost. “The contrasting color draws the user’s attention to the end goal, and the descriptive button confirms the action they’re about to take.”

The form asks for a lot of information, but that might actually help build credibility in this context—we’re trying to get a home loan, not sign up for a newsletter. It makes sense that we’d need to provide some details if we’re expecting to be pre-qualified.

8. ClaimCompass

Industry: Legal / Conversion Rate: 30.02%

High-Converting Landing Page: ClaimCompass
Image courtesy of ClaimCompass. (Click image to see the full page.)

ClaimCompass’s high-converting hint: Ensure visitors have enough information to convert (and then ask them again).

What’s that old saying? “If at first they don’t convert, try, try again”? (It’s not. Please don’t say that to people.)

However, that’s precisely what ClaimCompass did for this landing page targeting travelers who’d been on delayed flights to, from, and within the European Union, where legislation mandates that airlines pay compensation for significant travel disruptions.

Alexander Sumin, the company’s Co-Founder and CMO, described the surprisingly difficult task of getting people to collect their no-strings cash.

We tried to provide some valuable information and back it with authority—not only the social proof and media logos, but briefly explaining how it all works.

That adds more credibility to the offer, which is important when you’re promising free money.

ClaimCompass recognized that they’d be talking to customers with varying degrees of EU regulatory expertise. (Any GDPR-heads out there?) As such, they knew some people would have enough information to convert right away while others would need some educating.

“The entire landing page is designed to make people click on one of the three CTA buttons,” Alex explained. “If the offer is appealing, they don’t need to scroll further. If it isn’t, the sections below provide more clarity on the process, with images, benefits, and social proof. Each scroll is supposed to get the users closer to clicking the CTA.”

9. onX

Industry: Navigation / Conversion Rate: 61.15%

High-Converting Landing Page: onX
Image courtesy of onX. (Click image to see the full page.)

onX’s high-converting hint: Match visitor search intent in written and visual content.

Something we at Unbounce have really hammered home over the years is the importance of message match. When someone clicks a Google ad for, say, topographic hunting maps, they expect to land on a page with copy that aligns with their original search intent. Even better? A page that immediately demonstrates the searcher is in the right place through the accompanying imagery.

For a great example, look no further than this page from onX, which (at the time of writing) sports a conversion rate over 50% higher than the average. We asked Ryan Watson, User Acquisition Manager at onX, why he thought the landing page has been so successful:

The landing page creative showed the user exactly what they were looking for from a PPC Google Ads search click.

Correlating the search with an exact visual cue is a must with product feature landing pages and search strategy.

Ryan also credits A/B testing for onX’s high-converting landing page. “We tested many different CTAs, and we found one that worked and got a massive click-through rate.” Hey, landing page best practices never hurt, either.

How does your conversion rate stack up?

Download the Unbounce Conversion Benchmark Report to see how your landing page performance compares to competitors in your industry.

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10. Investing Shortcuts

Industry: Finance / Conversion Rate: 51.32%

High-Converting Landing Page: Investing Shortcuts
Image courtesy of Investing Shortcuts. (Click image to see the full page.)

Investing Shortcuts’s high-converting hint: Create urgency in your offer whenever possible.

Fear of missing out (FOMO) is one of the most powerful tools in every marketer’s arsenal. People hate it when their peers are having fun, being cool, or making money without them. It’s petty and vindictive, sure, but it’s also innately human. (Man, we’re picking on our species today.)

This landing page for Investing Shortcuts (built by Strikepoint Media) harnesses FOMO to push conversions into overdrive. The copy highlights the meteoric rise of Bitcoin’s value and urges visitors to get in while the gettin’s still good. “This page had the most success when Bitcoin was hot, so it was the right offer and the right time,” explained Jeremy Blossom, Co-Founder and CEO of Strikepoint. Anyone out there still HODLing?

Bitcoin’s popularity aside, a lot of what makes this a high-converting page comes down to good fundamentals. “While it isn’t the prettiest page, the copy connects with readers and builds on their interest in the subject matter while clearly communicating the value of the guide,” Jeremy noted. “The page also uses the ‘featured on’ logos and a high-profile quote for social proof.”

11. MyTutor

Industry: Education / Conversion Rate: 55.29%

High-Converting Landing Page: MyTutor
Image courtesy of MyTutor. (Click image to see the full page.)

MyTutor’s high-converting hint: Present the right offer to the right people at the right time.

So much of a campaign’s success comes down to effective targeting. It’s not just about reaching your target demographic—it’s also about presenting them with highly-targeted offers that make sense in the context of their experience at that particular moment.

Our previous example from Investing Shortcuts demonstrates how an offer can be well-timed for a major cultural event (like the crypto-frenzy of late 2017). This landing page from MyTutor, though, goes one step further. It shows how marketers can connect with their audience at a significant (and even deeply personal) moment in their individual lives, during which the offer is especially meaningful.

Gemma Pearson, Digital Marketing Manager at MyTutor, explains: “This landing page was a fundamental part of our exam results day campaign. It was designed to encourage students who hadn’t achieved the grades they needed to get back on track with a tutor to support their needs.”

Most of us have done poorly on a test, and (I’m comfortable speaking for all of us here) it sucks. The last thing Gemma wanted to do with this page is appear to be scolding or lecturing students that might need a little help.

The relevant, positive messaging—along with timing and a clear CTA—were key factors in this landing page’s success.

It provided messaging that both empathized with their situation and offered a clear solution to get the results they needed.

Now that’s how you make a pitch that resonates.

12. FilterEasy

Industry: Home Repair / Conversion Rate: 34.52%

High-Converting Landing Page: FilterEasy
Image courtesy of FilterEasy. (Click image to see the full page.)

FilterEasy’s high-converting hint: It’s not always clear why a landing page is successful—and that’s okay, too.

Every so often, you’ll build a landing page that strikes conversion gold. It’s got a higher form-fill rate than you’ve ever seen. It’s driving revenue like crazy. It’s cutting down challengers like Russell Crowe in that movie about gladiators. (What was it called?)

That’s what happened to Rianna Riddle, Growth Marketing Director at FilterEasy. She built a killer page, then found herself grappling with a question we’ve often asked ourselves: what exactly is making this page successful?

“Honestly, we’re still constantly testing to figure out what’s so great about this landing page,” Ri explained. “We’ve challenged it several times, and none of the challengers have beat this champion page—even the ones we were absolutely convinced would beat it.”

The reality is that building high-converting landing pages isn’t an exact science. Sure, there are best practices that can improve your page’s chances of success, and Ri employs them here: straightforward design, strong benefits statements, great social proof, compelling offer. Ultimately, though, the only way we can be confident that we’ve achieved our best page is by continuing to test.

Original Source: 12 High-Converting Landing Pages (That’ll Make You Wish You Built ‘Em)