When your ad click-through rate (CTR) is sky-high, but conversions aren’t following, it’s time to take a deeper look at your landing page.
We’ve all experienced this. You’re intrigued by an ad, click through, and end up on a landing page that’s a mess—no clear offer, no compelling value, and no reason to stay. The result? You bounce.
This is the harsh reality many businesses face, even after investing in ad campaigns that seem to perform well. The secret to unlocking the full potential of your ads lies in optimizing the landing pages they lead to.
In this guide, we’ll explore 5 powerful types of landing pages you should be testing to drive conversions and maximize the impact of your paid campaigns. Let’s dive into the details.
1. Free Gift with Purchase: Create Irresistible Offers
One of the most compelling ways to get your customers to pull the trigger on a purchase is by offering a free gift with purchase. This strategy has been a game-changer for many brands, and for good reason: it creates urgency and adds undeniable value to the deal without resorting to discounting your core product.
Imagine you’re shopping for a sleek wallet. The ad pulls you in with a simple offer: buy a wallet, get a free AirTag. Now, instead of just selling you the wallet, the offer makes it easier to justify the full-price purchase. The value of the free gift creates an emotional connection, prompting action in a way discounts just can’t match.
This type of landing page works because it makes the primary product feel more valuable. The free gift becomes the carrot, and the wallet is the stick you’re willing to buy.
Test It: Try offering a free product (or premium upgrade) to sweeten the deal. Make sure it’s something your customers find useful and aligns with the product you’re selling.
2. Advertorials: Educate and Sell Simultaneously
Advertorials are an excellent choice when you’re working with third-party social accounts or influencers. This is a method where your landing page feels more like an editorial piece than a sales page. The goal? To educate your audience while subtly nudging them toward making a purchase.
Think of advertorials as a way to combine content marketing with direct response. By offering valuable information about your category or product within the landing page, you build trust and authority with potential customers, which is crucial for driving conversions, especially at the top of the funnel.
Test It: If your ads are working well but conversions are low, try testing advertorials to guide users from curiosity to purchase by providing educational content before presenting your product as the solution.
3. Listicles: Inform and Engage Your Visitors
A listicle landing page presents information in a digestible, bullet-point format, typically structured around something like “5 Reasons Why…” or “7 Benefits of…”. This type of page is not just about selling your product; it’s about educating your audience while helping them see how your product fits into their lives.
Listicles work exceptionally well because they break down complex information into bite-sized chunks, keeping visitors engaged without overwhelming them. When done right, this style of landing page can also seamlessly match your ad creatives, creating a cohesive experience from click to conversion. The continuity between the ad and the landing page helps build confidence, making it more likely that visitors will take the next step in your funnel.
Test It: Use listicles to break down the benefits of your product or service. Ensure that each point highlights why your offer is a no-brainer, and match your landing page copy with your ad messaging to enhance the experience.
4. Quiz Funnels: Personalize the Experience
When you have a product with a longer consideration period, a quiz funnel can be an invaluable tool. A quiz acts as both a lead magnet and a tool for gathering key customer data, which you can use to personalize your messaging and follow-up communication.
Think about it: the more you know about your customers, the better you can cater to their specific needs. A quiz funnels users into answering a few targeted questions, helping you to capture zero-party data and create tailored email and SMS sequences that speak directly to them. This personalization builds trust and increases the likelihood of conversion.
Not only does a quiz increase conversion rates (CVR), but it also boosts average order value (AOV) by ensuring your messaging is hyper-targeted and relevant.
Test It: Implement a quiz funnel to segment your audience based on their answers. This allows you to send personalized follow-ups, improving engagement and driving higher conversions.
5. Custom Landing Pages – The Trojan Horse Approach
A custom landing page might look like your typical homepage at first glance, but it’s far from it. This Trojan Horse-style landing page is designed with conversion-optimized features on the inside, leading visitors in one direction—toward a clear action.
For example, Cloud Water uses a landing page that mimics the structure of a home page, but all interactions funnel visitors toward making a purchase. This could mean simplifying navigation, offering social proof, and answering key customer objections. Everything on the page encourages the user to take the next step: buying.
The power of a custom landing page lies in its ability to keep visitors engaged while pushing them through a clear conversion path.
Test It: Try building a landing page that mirrors your homepage but with stronger calls to action and less distraction. For instance, link your “shop now” button to a specific section of the landing page, guiding customers toward the final purchase.
Ready to Start Testing?
Now that you know the 5 types of landing pages that are crucial for boosting your ad performance and increasing conversions, it’s time to start testing.
At Jus Agency, we know that the right landing page strategy can transform your marketing campaigns, and we’re here to help. Whether you’re looking for advice on AI, automation, growth marketing, or personal branding, we have a range of free resources designed to accelerate your success.
