Thousands of landing page tests have told us that if your landing page strategy doesn't account for format, your conversion rate can be impacted.
This article shares the top-performing landing page formats by industry, based on real campaign data. We’ll show you what’s working, why it works, and how to use these insights to build smarter, higher-converting landing pages.
The Formats We Tested
We focused on six high-performing formats:
- Listicle: Skimmable, benefit-led. Think “Top 5 Picks for Summer” or “3 Reasons Shoppers Love This Brand.”
- Listicle + Embedded Quiz: Adds a short quiz to guide decisions or capture leads.
- Multi-Page Quiz: A full quiz experience, ideal for guided selling or segmentation.
- Overview: Your classic info-rich page with sections like features, benefits, testimonials, and CTAs.
- Dynamic Shopping: Product-focused layouts with filters, bundles, and fast paths to purchase.
- Overview + Quiz: Hybrid format combining product education with personalization.
Then we looked at how each performed across six key verticals. Here's what we found:
The Best Landing Page Strategy by Industry
Apparel
Top Format: Listicle
Apparel shoppers are browsers. They want quick hits of inspo, not dense sales copy.
Why it works: Listicles are fast, mobile-friendly, and highly visual. Add social proof (reviews, photos) and you’ve got a scroll-stopper.
New Home Construction
Top Format: Listicle + Embedded Quiz
These buyers are in research mode. A quiz helps diagnose needs, while the listicle delivers value.
Why it works: Personalization builds trust. Bonus: quizzes capture leads without feeling like a form.
Home Improvement
Top Format: Multi-Page Quiz
DIY meets guided selling. Users don’t always know what they need, or want to explore options and make sure they're choosing something that fits their needs. The quiz helps guide and inform them.
Why it works: Keeps engagement high and bounce low. Each result page acts as a mini-landing page with targeted offers, combining discovery with qualification.
Health & Wellness
Top Format: Overview or Overview + Quiz
Buyers need education before conversion. Ingredients, science, benefits all help to build trust and transparency.
Why it works: The overview builds clarity and authority. The quiz tailors the experience and captures high-intent data.
Kids (Apparel/Toys)
Top Format: Dynamic Shopping
Time-starved parents don’t want to read or search for hours. They want to find what they need quickly and easily.
Why it works: Smart filters by age, need, or interest make shopping fast and easy. Think storefront meets landing page.
Cashback / Apps
Top Format: Overview
This audience is value-driven, and wants to know “what’s in it for me,” fast. Clear, benefit-led messaging with visual proof of savings led to higher signups and lower acquisition costs.
Why it works: A benefits-led overview with visual proof (screenshots, testimonials, savings examples) drives clarity and conversion.
Strategic Takeaways
If you’re building or auditing your landing page strategy, here’s what our data tells us:
- Map format to funnel stage: Quizzes crush for mid-funnel lead gen. Dynamic layouts shine for lower-funnel e-commerce.
- Don’t assume universal winners: A Listicle that converts in Apparel may flop in Health & Wellness.
- Test with intent: Use these insights as a jumping-off point, not a rulebook. Every audience has nuance, so test accordingly.
So our analysis of LP format x Industry confirms that the right format can be a major conversion lever. Want help matching format to funnel, industry, and outcome? We’ve got you.