The best landing page examples are the ones that beat a control in an A/B test, not the ones that look best in a gallery.
Across the 212 landing-page tests in LiftArchive, the winners share three patterns: they match the ad that sent the visitor, they lead with a specific outcome and proof, and they cut anything that competes with the one action the page asks for.
Below are real examples from ecommerce, lead-gen and SaaS pages, with the numbers and the team that ran each test.
For the full list, browse the landing page test hub.
Best landing page examples, backed by A/B test results
Most "best landing page" roundups show screenshots of well-known brands.
That tells you what a page looks like, not whether it worked.
Every example here was tested against something else, so you can see what it beat and by how much.
Ecommerce: presell pages and advertorials for cold traffic
The biggest ecommerce wins in our database come from sending paid traffic to a page built for that traffic, instead of the product page or homepage.
- Oliver Kenyon tested new listicle landing pages against the homepage and got +50% conversions. In a separate test, a listicle-style presell page for cold traffic beat the product page by +47% CVR.
- Vasta ran a story-led advertorial against the product page for BJJ Fanatics and saw +71.8% revenue per visitor.
- Kasper Dolk reported that a pre-sell bridge page cut CAC from €22.10 to €5.37.
- Kasper Dolk also tested a long-form landing page flow (header, why, featured review, offer, reviews, how it works) that delivered +259.7% revenue (2.5x) with no extra marketing spend.
The format is not magic, though. Mojo Country Club found a story page converted 3.3x better than a listicle, so test both formats rather than assuming one wins. See more in advertorials and listicles.
Ecommerce: dedicated pages instead of collection pages
Seasonal and campaign traffic often lands on a generic collection page.
Building a page for the campaign tends to do better.
- Simple Modern tested a custom landing page against a collection page: conversion went from 0.60% to 0.88%.
- Journey Further built a dedicated PPC landing page for Yawn Bed that beat the product page by +32.62% purchases.
- Cords Club ran the same idea with a Halloween landing page vs a themed collection and found no clear lift. A dedicated page is a hypothesis, not a guarantee.
Lead-gen: long pages for complex decisions, short pages for simple ones
Page length is one of the clearest splits in our lead-gen data.
The right length depends on how much the visitor needs to know before they act.
- MECLABS Institute tested a long, agent-focused Medicare landing page and saw +638% leads. Medicare is a high-stakes decision, and the extra content answered real questions.
- Apexure went the other way with a shorter page before a tax claim form: conversion rose from 1.02% to 1.77%.
- Penn Foster built a dedicated landing page for brand search ads and got +202% click-to-lead.
More lead-gen patterns are collected on the lead-gen landing page guide.
SaaS: removing what distracts from the sign-up
SaaS landing page winners often come from taking things away.
- HubSpot found that removing landing page navigation lifted conversions by up to +28%.
- Masters ITC Software tested removing a 'Buy Now' button next to the free trial and got +29.75% downloads.
- AssessmentDay saw +62% sales from removing the FAQ section and +56% sales from removing the screenshots section. But removing both at once came in at -3% sales. Cuts don't stack in a simple way.
For more software-specific pages, see SaaS landing page examples.
@oliverkenyon
Vasta
@kasper_dolkWhat makes a high converting landing page
A high converting landing page is one that converts better than the page it replaced, for the traffic it actually gets.
There is no universal conversion rate that qualifies; compare against your own baseline and the landing page conversion rate benchmarks.
The winning tests in our database cluster around a few elements.
| Element | Example test | Result | Ran by |
|---|---|---|---|
| Specific, outcome-led headline | Outcome-led hero headline | +35% purchases | Vasta |
| One precise word in the headline | Adding "supplement" to the headline | +89.97% purchases | Source Patrol |
| Relevant hero image | Crew photo instead of stock image | +45.45% quote requests | Spectrum Inc |
| Testimonials placed higher | Testimonials moved higher on a lead page | 12.28% to 23.62% | KlientBoost |
| Short, specific testimonials | Three short testimonials on a sales page | +34% purchases | WikiJob |
| Competitor comparison | Comparison table plus benefit copy | +$156,000/month | Oliver Kenyon |
| Price shown next to the form | Price shown beside a lead form | +100% leads | SafeSoft Solutions |
| CTA above the fold | Try/buy CTAs moved above the fold | +956% clickthrough | VMware |
| Faster, native build | Same page rebuilt natively in Shopify | +20.9% revenue per visitor | Oliver Kenyon |
Two cautions about reading this table. First, a clickthrough lift like VMware's measures clicks, not sales; a page can win on clicks and lose on revenue.
Second, some of these numbers come from small pages with modest traffic, so treat them as ideas to test, not lifts you should expect.
Message match comes first
Many of the largest wins above are really message-match wins: the page says what the ad promised.
Oliver Kenyon tested a pain-relief vs longevity angle on dog supplement advertorials and saw +28% CTR, which shows how much the angle matters before any layout change. Browse ad message match tests for more.
Redesigns can lose badly
Our database leans toward winners because practitioners share them more often, but losses are in there too.
Clean Commit rebuilt a hockey landing page on another sport's layout and saw -38.5% conversions.
NextAfter added value copy before a donation ask and lost -28% donations.
The lesson: copying a layout that worked for a different audience is risky.
Test the change on your own traffic, and see the landing page optimization guide for how to plan those tests.
Video on landing pages: when it helps
Video on a landing page can lift conversion, but the tested gains are usually modest and depend on what the video shows.
Our database has few clean landing-page video tests; most video evidence comes from product pages.
Landing page video tests
- KlientBoost replaced a static image with a video hero on a lead page: conversion went from 27.88% to 30.76%. A real gain, but a small one.
- Animoto tested use-case sample videos instead of industry ones and reported a double-digit lift. The content of the video mattered more than having one.
- The Social Man changed an opt-in button to 'Watch The Video' and got +28% email opt-ins. Here the video was the offer, and naming it in the CTA did the work.
- Apexure's IMD MBA page put testimonials and the About section higher, including video, for +63% MBA brochure leads. Section order changed at the same time, so the video's share of the lift is unknown.
What product-page video tests add
On product pages, customer and UGC video shows more consistent results.
Dave Diederen moved three UGC videos above the fold for +12.2% revenue per visitor, and Novel's social video test for Lineage Provisions returned +41.4% revenue per visitor.
Video can also hurt. Dave Diederen tested replacing written reviews with product videos only and saw -1.60% revenue per visitor.
On a homepage, the same practitioner replaced a hero video with a static image and benefit callout and got +52.67% revenue per visitor.
A hero video that delays the headline or slows the page can cost more than it adds.
Video works best as proof (customers using the product) placed near the decision, not as decoration at the top.
See all landing page UGC and video tests.
@DaveDiederen@DaveDiederen
KlientBoost@DaveDiederenHow to use these examples
Pick the example closest to your traffic source and offer, not the one with the largest number.
A presell advertorial suits cold social traffic; a short page suits a simple, low-risk offer; a long page suits a complex or expensive one.
Be careful with the biggest numbers. Results like +956% clickthrough or +638% leads usually come from fixing a page that was badly broken, or from a bundled redesign where many things changed at once.
A page that already follows the basics will rarely see lifts that large, so plan your sample size around a smaller, realistic effect.
Then write down what you expect to change and why, and run it as an A/B test.
You can search the full test database by page type and element, or start with the broader conversion rate optimization hub.