A Digital Marketing Expert Tested 3,000 Landing Pages—Here’s What High-Converting Ones Had in Common

After analyzing 3,000 landing pages, Neil Patel uncovered a fascinating pattern. The best-performing pages—those converting at 2% or higher—shared 10 key elements that set them apart.

If you’re looking to optimize your landing pages and boost conversions, here’s what you need to include:

1. Engaging Hero Shots

First impressions matter. High-converting landing pages feature an attention-grabbing hero image that immediately hooks visitors. This visual should be relevant to the product and emotionally compelling. Research suggests that users form an opinion about a webpage within 50 milliseconds, making a striking first impression critical.

2. Product Videos

Static images aren’t enough. Top-performing pages include product videos that show the item in action, making it easier for customers to visualize its benefits. Studies indicate that 84% of consumers say a brand’s video has convinced them to make a purchase.

3. Expandable Benefits Lists

Shoppers want details, but they don’t want to be overwhelmed. Expandable benefits lists allow visitors to click “see more” to access additional information without cluttering the page. This keeps the layout clean while still providing depth for those who need it. Data shows that concise and scannable content increases user retention by 58%.

4. Customer Testimonials with Images

Social proof is powerful. The best landing pages feature customer testimonials alongside images of the person and the product. This makes reviews feel more personal and authentic, reinforcing trust in your brand. In fact, 72% of customers say positive testimonials increase their trust in a business.

5. Product-Specific CTAs

Generic calls to action (CTAs) like “Buy Now” or “Sign Up” don’t perform as well as product-specific ones. High-converting pages use custom CTAs that emphasize product benefits—for example, “Get Instant Access to Your Growth Plan” instead of just “Sign Up.” A/B tests have shown that personalized CTAs convert 202% better than generic ones.

6. High-Quality Images with Text Overlays

Strong visuals are essential, but pairing them with text overlays that highlight key product benefits takes things to the next level. This ensures visitors instantly grasp why the product is valuable. Studies reveal that articles with relevant images get 94% more views than those without.

7. Detailed Payment Options

Trust signals matter. The top landing pages clearly display payment method logos (e.g., PayPal, Visa, Mastercard) to reassure customers that transactions are secure. Adding trust badges can boost conversions by 42% as they reduce buyer hesitation.

8. Unique Selling Propositions (USPs)

What makes your product different? High-converting pages include a concise, compelling unique selling proposition that explains why their product is better than competitors. Research suggests that pages with a clear USP can increase conversion rates by 30-50%.

9. Long, Detailed Pages

Contrary to popular belief, shorter isn’t always better. Pages that convert well answer every possible customer question, eliminating doubts before they arise. They provide in-depth details, FAQs, and comparisons to ensure visitors have everything they need to make a decision. Data shows that long-form content can generate 220% more leads than short pages.

10. Subscribe and Save Options

Subscription models work. Successful landing pages encourage repeat purchases by offering “Subscribe and Save” options. This turns one-time buyers into long-term customers while making it easier for them to commit. Subscription-based businesses grow revenue 5x faster than non-subscription models.

If your SaaS business is struggling to get conversions on your landing pages, start implementing these 10 elements with us at Raze. The data proves that small tweaks—like adding a compelling hero shot, using product videos, or making your CTAs more specific—can lead to significant improvements in conversion rates.

Want expert guidance on optimizing your landing pages for maximum conversions? Be with Raze and take your marketing strategy to next level. Let’s build high-converting pages that drive real results. Book a discovery call today.