Landing Page Funnels

Landing Page Funnels

6 Landing Page Funnel Examples You Can Use to Convert More Customers

Landing page funnels use multiple CTAs to drive conversions when a single CTA just won’t do it. Learn how and when to use these types of landing pages following six examples from ecommerce brands. Then, build your own with customizable templates.

Traditionally, landing pages include one call-to-action (CTA)—encouraging site visitors to take a specific step such as signing up for your newsletter or buying from you. 

But sometimes, a traditional landing page just won’t cut. This is specifically true when you need to learn about your visitors to make personalized product recommendations or educate them on a complex product before they’re willing to convert. 

In such instances, you need landing page funnels that use multiple campaigns and CTAs to guide visitors to take the desired step. 

Not sure how to use these types of landing pages? Start by learning about landing page funnel best practices. Then, see them in action with six real-life examples of how and when successful brands use landing page funnels to drive conversions. Stay tuned for the end for ready-to-use templates you can use to build your own landing page funnel today.

Let’s dive in.

What is a landing page funnel? 

A landing page funnel is a series of web pages that take customers through a sequence of steps that drive them to take a desired action.

Their aim is simple: improve conversions.

For example, getting a shopper to take a quiz might not be the end goal. But, using one as part of a series of campaigns means you can personalize product recommendations instead of suggesting bestselling products that will only resonate with some of your customers.

That, in turn, makes a sale more likely.

Landing page funnel best practices

When you create a landing page funnel, follow these best practices to improve your conversion rate:

  1. Know who the landing page funnel is for. Having in-depth information about your target buyer is important for creating a series of campaigns that resonates with potential buyers, and therefore, encourages conversions. Your understanding of your customers informs everything on the landing page—from the headline to the CTA copy.
  2. Design dedicated funnels for different shopper segments to grow your conversion rate. Create funnels for audience segments, such as different demographic segments and customer status. For example you could have different funnels for different age groups. And unique funnel campaigns for new visitors, subscribers, existing customers, and so on.
  3. Design consistent funnel pages. For example, if you’re creating a quiz funnel for dog owners, make the page design speak to them rather than a general audience of pet owners. For instance, you can use images of only dogs in this funnel instead of images of different animals.
  4. Refer to your customer journey to create the funnel. Ask yourself: what information would my target customer need to take their next step—more information about the product or a personalized recommendation, for example? That will inform the types of campaigns you choose to link together.
  5. Write persuasive copy. Use conversion copywriting to encourage visitors to engage with your CTAs. For instance, use action verbs such as ‘start,’ ‘explore,’ and so on to drive action.
  6. Make your CTA prominent and easy to click on all devices. Pick a contrasting color for your CTA button so it doesn’t blend in with the rest of the page. Plus, design with mobile users in mind. That is: your CTA button should be within the thumb zone so it’s easily clickable on a mobile device.
  7. Use the data you gather to personalize future campaigns. For instance, use information that quiz takers share to personalize the emails you send them. And their shopping history to surface cross-sell campaigns or encourage repeat purchases.

6 landing page funnel examples

Now that you know what landing page funnels are and how to best design them for your ecommerce store, learn from these six examples to understand how other brands are leveraging them.

1. Hims’ “how it works” landing page funnel 

The Hims’ landing page funnel kicks off with the “Get started” button on the landing page banner:

Hims landing page that describes how the brand's services work and a CTA button that says "Get started"
See full example

Once clicked, the next step in the funnel pops up from the side (a great way to connect the experience for folks). The slide-in popup lays out different categories of health issues to choose from:

Segmentation survey that shows site visitors what health concerns Hims can help with

When the visitor selects their concern, the third rung in the funnel opens up a product-focused page or a short quiz to learn about specific issues the visitor is facing:

A quiz that appears once a site visitor clicks on "hair loss" in the segmentation survey. The quiz asks a variety of questions about the shopper's hair loss experience.

The funnel ends by asking for the customers’ contact details to share a personalized product recommendation with them:

A popup that prompts the quiz taker to create an account to reveal treatment options based on their quiz answers

This funnel campaign works effectively for Hims because the brand has a wide variety of products for different use cases. So it can segment customers before directing them to the right quiz. And the quiz makes it easy for interested customers to find the right products for them. 

2. Rent the Runway’s home page funnel 

Rent the Runway’s funnel starts with the “Explore New Memberships” CTA button to guide interested shoppers to a pricing plan that meets their needs the best:

Rent the Runway landing page that prompts site visitors to learn about the new membership plans the brand offers
See full example

Once clicked, it leads folks to a page that shares information about the membership:

A landing page that describes the three membership plan options available for Rent the Runway, defined by the number of items a customer will be able to rent monthly

All the CTAs on this page then lead to a pricing plans page to drive conversions:

A landing page that describes the details of each price plan available on Rent the Runway

Clicking on one of the “try now” CTAs opens up a popup—the final step in the funnel that gives customers a sign-up offer and asks for their contact details:

A popup that prompts customers to create their account once they've choose a pricing plan.

This funnel campaign is perfect for Rent the Runway as it effectively educates the brand’s customers on the membership. It differentiates the plan memberships so customers can choose an offer that is suitable for their needs and budget. And it offers a clear path to purchase from one CTA to the next.

3. Pure Pet Food’s tailored plan landing page funnel 

This landing page funnel example takes interested folks through a quiz funnel to give them a personalized eating plan for their pet. 

The funnel starts with the “Create a tailored plan” CTA button above the fold: 

Landing page on Pure Pet Food's website with the header "What are the benefits to your pet?" and a CTA to create a tailored plan.
See full example

Once clicked, the funnel leads buyers to take a quiz to answer questions about their pet: 

The first question in Pure Pet Food's quiz, which asks, "What's your dog's name?"

The last funnel CTA asks for the quiz taker’s name and email address to share the tailored plan with them:

Pure Pet Food's email sign up page

By asking for quiz takers’ email addresses, Pure Pet Food uses the funnel to capture engaged leads in case quiz takers aren’t ready to buy right away. Then, the brand can nurture relationships by sending personalized emails based on the information gathered in the quiz. 

4. Thinx’s “how they work” landing page funnel 

Thinx’s “how they work” landing page does an excellent job answering questions that potential buyers have about the product—using video to illustrate how the period underwear works. 

However, instead of leaving visitors hanging (by including no action step to take next) or directing them to buy right away, the landing page uses a quiz to engage and convert them:

A landing page on Thinx's website that describes how the brand's products work. At the bottom of the page there's a CTA to take the product recommendation quiz.
See full example

It leads to the brand’s Know Your Flow quiz page, followed by the quiz itself:

Landing page for Thinx's product recommendation quiz. The header reads "Know Your Flow" and the CTA to take the quiz reads "find your Thinx"

It ends by asking quiz takers to either create an account or share their email address to see the brand’s product recommendation for them:

Landing page that prompts quiz takers to provide their email address or create an account to view their quiz results

This funnel campaign is ideal for capturing high-quality leads for Thinx. To add, it helps the brand improve customer satisfaction and retention by recommending shoppers period underwear that will work for them based on their flow. 

5. SmoothieBox’s rewards landing page funnel 

SmoothieBox’s rewards landing page does an effective job of answering the question visitors come searching for—how the rewards program works. 

With the information shared, the page’s “Get started” CTA button initiates a four-page funnel:

Landing page for SmoothieBox's Rewards Program. It includes two CTAs: one to share smoothies with a friend, and another to invite a friend to buy from SmoothieBox
See full example

It leads folks to select a pre-made smoothie box or build a custom one:

Landing page for shoppers to choose a pre-built smoothie box or build their own.

The next step asks buyers to select their boosters: 

The next step in the purchase journey asks shoppers to choose boosters like protein or collagen to add to their smoothies

The final checkout CTA leads them to the checkout and shipping page.

By gamifying the rewards program, it encourages shoppers to buy more and refer the brand to their friends. That, in turn, helps SmoothieBox grow LTV and earn new customers.

6. Stitch Fix’s style quiz landing page funnel 

Stitch Fix’s funnel starts from the home page’s above-the-fold CTA to take a style quiz:

Stitch Fix landing page with the header "Discovering styles you love just got easier" and a CTA button that reads, "Take your style quiz"
See full example

Once clicked, the funnel leads to another CTA that asks folks about who they’re shopping for: 

Quiz landing page that prompts site visitors to choose to take a style quiz for women, men, or kids.

From there, the visitor is prompted to create their account:

Stitch Fix account creation page prompts site visitors for their email address

The page explains exactly why an account is needed (so the brand can start saving the customer’s answers to create a personal style-based store for them).

Once the shopper creates their account, they’re taken to the quiz, which asks for questions around body measurements and style preferences:

The first question in Stitch Fix's style quiz asks for the shopper's height and weight

By the end of the quiz, Stitch Fix has a detailed profile for the shopper and closes by asking the customer for any additional information they want to share:

A page after the style quiz asks the shopper if there's anything else they want to share with their stylist

The funnel ends with Stitch Fix giving the quiz taker a special discount to encourage them to buy right away:

The last page in this funnel gives details about the Stitch Fix subscription box and prompts the site visitor to get started with a free styling fee on the first box.

This quiz-based landing page campaign works well as it gets its stylists all the information they need to make confident apparel recommendations that match customers’ style. This, in turn, ensures high customer satisfaction and keeps customers coming back.

Landing page funnel templates

On the surface, it may seem like creating landing page funnels would be a lot of work. 

Good news though: you don’t need any outside help to create these funnel pages. You can whip them together yourself with ConvertFlow’s no-code drag-and-drop landing page creator and Shopify page builder

Simply choose a template from our template library. You can sort by campaign type (like landing page, quiz, or popup) and easily connect the campaigns you create to build a landing page funnel that converts more shoppers than a single campaign. 

Get started now with these templates:

About the author
Masooma Memon
Contributor, ConvertFlow
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Masooma is a B2B writer for SaaS who has worked with awesome publications like Hootsuite, Vimeo, Trello, Sendinblue, and Databox among others. You’ll usually find her writing in-depth content, making to-do lists, or reading a fantasy novel.