Design Landing Pages With 6 Essential Elements

Findings

CXL Institute highlights key strategies for designing high-converting landing pages, focusing on 6 essential elements: headline, images/video, features/benefits, credibility, expectation managers, and call-to-action buttons. Focusing on these key elements will significantly improve user engagement, trust, and conversions, ultimately saving you time and effort by avoiding less important tasks.

Unbounce optimizes landing pages by effectively integrating six key design elements to boost conversions. These include compelling headlines, engaging visuals, structured benefits, credibility elements, expectation management, and strong CTAs. By leveraging these, Unbounce enhances user engagement, reduces bounce rates, and increases conversions.

Tips for using 6 elements effectively

Headlines

Headline is the first thing visitors see, and it should immediately convey the value of your offer. To do this:

• Make it bold and highly visible to grab attention.
• Ensure it clearly communicates your value proposition in a few words.
• Use contrasting colors and large font sizes for easy readability.
• Keep it concise and compelling - avoid vague or overly complex messaging.

XMiles implemented the techniques mentioned when using the heading element in PageFly, and these changes contributed to a 500% increase in conversions since the first launch.

Images/Videos

People process visuals faster than text, so using high-quality images or videos can make a big impact. Here's how to maximize their impact:

• Choose images that directly support your offer, not generic stock photos.
• If using a product image, make sure it visually demonstrates your value proposition.
• For videos, include a clear play button to indicate it’s watchable.
• Add a short caption under videos to set expectations (e.g., duration and content summary).

Spada showcased its real products by using PageFly Image elements with high quality, optimized for speed with lazy loading, in a visually appealing and user-friendly layout.

Features/Benefits

This element highlights why a product or service is valuable to the user. To simplify the decision-making and encourage conversions, you can:

• Present features in a scannable format - use bullet points, numbers, or icons.
• Focus on benefits, not just features (e.g., “Faster loading times” instead of “Optimized code”).
• Use spacing and simple formatting to make the list easy to read.
• Include relevant product images alongside feature descriptions.

Crazy Ape showcases benefits using list elements in PageFly to organize information scientifically, along with icons to add visual appeal to the content.

Credibility elements

Visitors need reassurance before making a decision. Adding trust signals increases confidence in your offer. For best results:

• Add real customer testimonials - keep them short, relevant, and impactful.
• Display logos of well-known brands that use your product/service.
• Use spacing and simple formatting to make the list easy to read.
• Include relevant product images alongside feature descriptions.

Skin Discovery highlights major brands that have used their services by using the Content List element in PageFly, thereby increasing visitor trust when they access their landing page.

Expectation managers

"Expectation Managers" are elements that set clear expectations for users, and help you clearly communicate what happens next to avoid confusion or hesitation. These elements reduce uncertainty and build trust, making users more likely to engage and convert.

Here's how to make them really work:

• Address user concerns before they arise - use an FAQ or brief explanatory text.
• Set expectations on what happens after clicking the CTA (e.g., “You’ll receive a confirmation email within 10 minutes”).
• Show estimated time commitment for actions (e.g., “Watch this 30-second demo”).
• Keep critical information near the CTA so users see it before making a decision.

Mozy uses Accordions in PageFly to clearly guide users and prevent confusion. They do this through an FAQ section for common questions or buttons linking to their Help Center.

Call-to-action (CTA) buttons

Your CTA should stand out and make it clear what action the visitor should take next. To leverage its full potential

• Make it stand out visually - use a bold, contrasting color different from the rest of the page.
• Keep the CTA clear and action-driven (e.g., “Get Started Now” instead of “Submit” only).
• Place the CTA strategically at key points, ensuring it's visible without excessive scrolling.
• Avoid distractions - minimize unnecessary links or competing elements near the CTA.

A loyal PageFly customer, A&A Jewels Co., uses clear, specific CTA button text (not just "Shop Now") alongside brand colors and bolding for maximum impact.

Conclusion

Mastering these 6 essential design elements is your key to creating high-converting pages. With PageFly, you can easily implement all these elements - from creating attention-grabbing headlines to designing compelling CTAs. Whether you're creating your first landing page or optimizing an existing one, focusing on these core elements will help you save time and achieve better conversion rates.