A strong landing page can be the difference between a winning tech business and a losing one. In a world of rising competition, creating pages that directly speak to your customers and provides a solution to their problems is the key to converting mere visitors to loyal customers.

If you’re looking to start improving your landing pages to reach optimum conversion rates for your tech business, it’s so important to know what first goes into a great landing page.

Fortunately for you, we’ve written a handy little blog that literally gives you a list of the best practices used by market leaders and potential start-ups to achieve high-converting landing pages.

Following on from our ‘Best Practices for Optimising SaaS Landing Pages” blog, we thought it would be useful to compile a list of some of the top high-converting tech landing pages, with some of the stats provided by the landing page builder, Unbounce. So without further ado, grab a coffee, a pen, and a notepad and get inspiration for your next winning landing page!

1. Later

Instagram scheduling platform, Later, uses landing pages and content marketing to drive leads and nurture website visitors towards signing up.

Through the above landing page for Later’s “Instagram Influencer Marketing Strategy Guide“, they managed to achieve a conversion rate of an impressive 57.92 percent. To put that into perspective, the average conversion rate sits around four percent, according to an Unbounce report that studied lead generation landing pages across 10 different industries and 74.6 visitors.

According to Later, the results of this landing page could be attributed to two things: maintaining conversion scent and keeping things simple. 

Conversion scent, according to a definition from Unbounce, refers to “maintaining a consistent connection between your source ad and your landing page. Strong conversion scent ensures that visitors to your landing page get exactly what they expect to find. And that increases conversions.”

In this case, Later ensured that throughout the “Instagram Influencer Marketing Strategy Guide” campaign, their audience had a clear and strong understanding at all times of what they would expect to find on the landing page. In this case, it was a free guide.

The simplicity of the design also contributed to the high conversion rate. The audience can pretty much instantly see what they’re getting: access to a handy and informative guide in exchange for their email. The form is nice and short which is a huge factor in ensuring high conversion rates. Requiring visitors to provide a whole bunch of personal details will only scare them off.

Key takeaway: Ensure your landing page contains content your audience expects to find

 

2. Investing Shortcuts

This next landing page example by market research and insights platform, Investing Shortcuts (now named Trade Stocks)  had a conversion rate of an impressive 51.32 percent.

The brand managed to achieve this conversion rate by capitalising on one of the most powerful tools available to marketers: FOMO (otherwise known as the “fear of missing out”).

We’ve all been there… that feeling of regret after you politely declined your pal’s offer of a night out to have a “nice and chilled” night on the sofa. But now, feeling all round and bloated from your Chinese takeaway with only The Masked Singer for entertainment, you find yourself questioning your past decisions…

This same concept of “FOMO” is regularly applied throughout marketing campaigns and on landing pages. Creating urgency in your offer is a truly successful way to push conversion rates.  The copy on the Investing Shortcuts “Free guide to Bitcoin” landing page highlights the meteoric rise of Bitcoin’s value and urges visitors to “get in early and take advantage of this huge growth opportunity” while it’s hot.  While this is probably not the most attractive of landing pages, it does a fantastic job of utilising persuasive copywriting to prompt urgent action.

Key takeaway: Create a sense of urgency within your landing page

3. Muzzle

The most high-converting landing pages are those which do a stellar job at helping visitors to decide whether or not investing in your product or service is worth their time and energy. 

Muzzle, a Mac app that silences on-screen notifications, created a landing page that did specifically this: straightforwardly showing their value proposition by creatively confronting page visitors with the very problem their app seeks to solve.

Upon entering the landing page, visitors are greeted with an onslaught of highly awkward and embarrassing notifications to the left side of their screen. The messaging animation is both hilarious and cringe-worthy. In the world of increased remote working, video meetings, and screen sharing, the worry of unwanted notifications cropping up while presenting an important business meeting is probably all too relatable.

Despite the questionable notification examples (no judgement intended if your desktop notification looks a little like this…), the landing page does an incredible job capturing the user’s attention while showcasing how the app will provide value to the user without the need for bulky chunks of copy which can often be overlooked.

Key takeaway: Embrace the “show don’t tell” mentality within your landing page

4. Airbnb

Personalisation plays a key component in landing page optimisation, helping businesses gain a competitive edge over others in the industry. You may only get one chance to earn business from a potential customer… and so it’s important not to blow it on a generic, unengaging landing page.

Airbnb understands that offering that touch of personalisation to their marketing goes a mighty long way in converting their visitors into hosts. The global business uses numerous landing pages, each tailored to a certain target audience and marketing purpose.

The below landing page includes an incredibly useful widget that enables visitors to discover the estimated weekly average earnings that they could make from becoming an Airbnb host, based on their location. 

This handy function is a superb way to easily convert already-convinced users by showing them exactly how a product or service will benefit them.

Key takeaway: Add a touch of personalisation throughout your landing page

 

5. Slack

With more than three-quarters of Fortune 100 companies using Slack, there’s no doubt that the SaaS business is enjoying incredible success. The Coronavirus pandemic and working from home has no doubt, played a major role in the platform’s growth with the heightened reliance on coworking and communication technologies. But also majorly contributing to Slack’s meteoric rise is the company’s use of landing pages to drive conversions. 


In the above landing page example, Slack outlines its value proposition in a short and to the point heading: “Slack replaces email inside your company”. When it comes to technology landing pages, in particular, it’s so important to showcase the “why” behind your project instead of getting into technical jargon that the common user may not understand.  Slack does this incredibly well with its inclusion of a product demo on the landing page, and a clear CTA. A list of companies using Slack and client reviews are also included on the page — a tried and tested tactic to building trust and increasing conversions.

Key takeaway: make your value proposition short and to the point

There we have it: We hope this gives you a nice idea of what factors go into creating a successful landing page. For more guidance and advice, we would love for you to reach out to us! Located at the centre of the UK’s biggest tech powerhouse, Bristol, we help our tech clients accelerate their growth goals through performance marketing strategies.