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With the release of WordStream’s new landing page grader tool, we can’t get landing pages out of our heads! Before we get started, it’s important to remember that landing pages aren’t just about the page itself.
In the spirit of competitive analysis, I spent some time Googling around and comparing the best and worst landing pages that I saw for those Google searches.
This Kaezi landing page looks great – it’s showing me a bunch of studio light kits I might be interested in, and I can click an individual set for more details.
The first huge problem is intent – I clicked an ad for photography lighting kits, and this is what I get. What’s really frustrating is that this site does have what I’m looking for – they just make it hard to find. Even if I stick around long enough (and the vast majority won’t) to explore, none of the navigation links near the top seem to help me with finding lighting kits. Orvis does a pretty solid dog bed landing page – their landing page features a wide selection of dog beds, and an eye-catching photo of a happy, napping pup. This page is a struggle because it does a lot of things right, but the things it does wrong are pretty damaging. There are a ton of great Amazon reviews featured on the landing page, and while I love how they used the red underline to highlight key points, there are waaay too many reviews (40+). They have 3 reviews that talk about how easy the bed is to clean, 7 about how the beds are good for arthritic dogs, 5 about how attractive the bed is, etc. While the trust signals up top are great, the first chunk of text below the headline could be a lot more scan-friendly.
This bulleted text found when you scroll down should really be up above the fold where it can be more useful and provide visitors with a better snapshot about the dog beds.
There’s some great info on this page about why this type of bed is recommended for older, arthritic dogs (the info was especially interesting for me as owner of an senior canine) but a lot of this great content gets buried because of the sheer enormity of the page. Some simple rearrangement of content and text resizing could help this landing page out a lot. What’s really silly is that after searching for dog beds with the site search tool, I find that Pottery Barn does offer dog beds.
Pottery Barn doubtlessly has a hefty advertising budget, so why such careless work when it comes to landing pages? This landing page starts off with a big flyer talking about all the cool crafts I can make with silk flowers. What’s interesting is that when I do click on that flyer about the DIY crafts I can make with silk flowers, I’m taken to this page. Many other landing pages struggle to rope in and condense their copy, but this Hubspot landing page gets straight to the point. Most of my criticisms are small, and may even seem petty, but truly good landing pages do require an almost scientific exactness and perfectionism. While I like the small icons explaining the core components of Zoho campaigns, the colors are a bit too light.
While the customer recommendation is good to have in there, it may be better to choose a recommendation from a more recognizable brand or client (and add their logo to the testimonial). It’s a shame because I don’t doubt that some of this is valuable content; it’s great that SAP is trying to create original, helpful content to share with visitors, but this isn’t the time or the place. The headings and text are well chosen and placed, with text color variation to indicate levels of copy importance. A few things I would change: I might consider moving the testimonials that exist below the fold up higher and swapping out the bottom left text chunk, but it’s not the end of the world. I am irked a tiny bit that the first name form field doesn’t align with the one below, and that the button isn’t perfectly centered between the form fields, but those are easy fixes. Let’s move on to look at some of the innovative landing page designs some companies are exploring. One growing landing page trend involves scrapping nearly all text and instead relying exclusively on large, high-quality images to get the page’s idea or product across.
Falcon Social, a social media management software, has a landing page that looks remarkably similar to Square Space’s, right down to the color pallet. We hope this adventure into landing page examples and designs has helped you gain a better understanding of what makes a good landing page and has given you ideas about how you can improve your own landing pages.
We've dramatically increased traffic and leads to a top real estate company in India and several other websites with our proprietary digital marketing strategy. For this reason, I thought it would be a great idea to simply analyse a selection of landing pages, highlighting the main pros and cons to each one.
A clearly structured landing page with information of a navigation menu and one sidebar to the left of the content. Sainsbury’s use bullet points with the rule of three to persuade the web user over to a conversion. However, there is a lot of content on this page which might affect the exit rate of this page.
The page uses a dynamic slideshow of animated pictures to show off the range of cars Ford have.
The navigation menu by Ford is very small so that the majority of the space is kept to images. However, there is a lot of choice for the web user in the sense that there are tens of links to potentially click on.
Like with Sainbury’s, Money4YourMotors have used the rule of three (but, in this case, rule of four)  bullet pointed to win the web user over. The page is simple and has not much content so it doesn’t give the web user the potential to lose interest quickly. However, the logo design lets this landing page down as it looks cheap and unnecessarily colourful. The slogan looks even cheaper made, which begs the question how a company can produce such a cheap looking logo and slogan. The whole design of the landing page is clean and encourages the web user to scroll down the page, showing different mobile contract options, which is what BuyMobiles wants.
However, no figures are displayed regarding pricing for any mobile phones or contracts above the fold, implying that they are not something to brag about. Just by searching on Google for a few minutes you can find plenty of not-for-profit organizations (NPOs) and non-governmental organizations (NGOs) landing pages. But the sad truth is, a lot of these organizations seem to be running landing pages that fall flat.
Let’s take a look at 10 non-profit landing page examples and what they could be doing to generate more donations.
This is one of the few non-profit landing pages that does a good job of limiting distractions. If you can reference an event that a visitor can relate to, the page will perform much better. I love this charity, but I’m certainly not biased when it comes to their landing pages… and this one has a few problems.
Possibly the “How it works” section could do better above the birthday cake to explain the process. Write out a list of objections that your visitor will have and make sure your landing page addresses each one. I like that they’ve turned the donation into a multi-step process (see the last critique) but this layout is really difficult to understand. This is a pretty nice landing page so first I’m going to go over the page elements that are successful.


This headline is to the point, but not only that, World Vision has emphasized words that they feel are important.
This page engages the visitor with options to view multiple children and a call to action to sponsor a specific child. I would change the second call to action to say “Or, find a child by country” and then eliminate the extra fields. The next element to add is a call-to -ction at the bottom of this page – under the information section. More and more internet users are getting used to scrolling around pages, but charities also cater to a broad demographic. Instead this page needs a headline that talks about the cause, and the good that can come of a donation. The real headline on this page is the text under the trailtrekker logo and it should be the most prominent text on the page. Since when did “Request Info” become the most important thing for a visitor to read?
Instead of a long list of text and check boxes this form can easily be consolidated into a short form. Writing this post begs the question: with so many talented digital marketers out there, why are these charities falling short on producing excellent landing pages? I would maybe have one small sad photo section on the side, and the rest of the page results photos. If someone lands on the landing page its because they already know there is a problem and they’ve come for the solution.
The most important element of a non-profit landing pages is their purpose and why the donors should send their money for your organization instead of others. Wow I like the Ride To Conquer Cancer theme, I have a cycling website and this theme would definitely suit it….anyone know where I can get it?
There are many companies that pitch Google Adwords management services based on the premise that their technology will create a better bidding strategy, lower cost per click, and higher conversion rates.
A case in point is VIN level advertising, offered by a number of vendors, that automatically create ads based on each Vehicle Identification Number (VIN) in stock.
In the example below, a consumer searches for a 2011 Toyota Corolla, and two franchise dealers show in the paid search results, shown by the arrows.
For the record, the two dealers listed were a Toyota Dealer and a BMW dealer; both had at least one 2011 Corolla in stock. If you are not familiar with VIN level advertising, the Google Adwords ads are created based on the current inventory of a dealership . If there is only ONE 2011 Toyota Corolla in stock, the automated Adwords campaigns will normally take a consumer to the specific Vehicle Detail Page (VDP). However, when multiple cars in stock match the search criteria, consumers are often sent to a Search Results Pages (SRP). However, when I investigated the performance of clicks landing on Search Results Pages (SRP), I have found some very troubling data.
The research we have shared in this article should challenge dealers using VIN Level advertising services to inspect their vendor partners that are using Search Results Pages (SRP) and Vehicle Detail Pages (VDP) as landing pages for SEM campaigns.
It is critical for someone at the dealership to inspect Adwords campaigns designed to sell new or used cars to see what percentage of clicks view a VDP and what is the true cost per conversion.
Please keep in mind that VIN level advertising can be very effective if it is setup properly. Dealers will likely find that they will need to create custom landing pages to engage the Adwords consumer in a more creative way. Dealers must test different landing page designs in their Adwords campaigns; this is not a new concept. This article is a great example why dealers should register for the 2013 Automotive SEM Study which starts in November. Process comes into play as well – what did visitors click to be brought to your landing page? In this post, we’re going to evaluate and grade a few landing page examples from each Google search, as well as take a look at some innovative landing page designs that break the mold. There are also some appropriate related categories in the left-hand navigation bar I also might be interested in. A little meandering around the site helped me find some actual photography lighting kits, similar to what Kaezi showed. Hide your kids, hide your wives, things are about to get really ugly with this “photography lighting kit” landing page example from Fovitec. The large product photos are also appealing, and you can filter the selection by color, feature, shapre, fabric, price and more. In all fairness, this landing page about XL dog beds does everything in a BIG way – the text, the reviews, everything. It’s absolutely fantastic that so many customers love the product, and it’s really smart to showcase those good reviews, but instead of drowning the visitor is XL print, I’d recommend that there be one shining review about how easy the beds are to clean, one about how they are good for arthritic dogs, etc.
Pottery Barn’s “dog beds” landing page gets a solid fail – clicking their dog bed ad brings me to a landing page for decor accessories. This landing page isn’t doing much with its headings, and the boring, lengthy (and small-print) content is riddled with very obvious cases of keyword stuffing. Their landing page lacks any strong imagery to retain the visitor’s attention, choosing instead to focus on its impressive awards and accolades.
Shades of grey text can be preferred to black, usually used to delineate focus (darker text = more important). The colored icons on the right draw the visitor’s attention to the key benefits offered by the product. I see a free trial offer as a better incentive than a demo, but maybe Infusionsoft has great success with their demo – each company has their own folder of testing research that can influence certain elements of their landing page. In an earlier blog post about great landing page designs, we discussed recommended best practices for obtaining an optimal landing page. It’s a bit of a risky move as it’s not entirely clear how Square Space plans on making my website better. Falcon Social leaves out the vaguely philosophical catchphrase and gets straight to the point – social media management for enterprise.
The landing page is centered around a large image while still maintaining some standard landing page practices with testimonials and trust signals. It’s not entirely clear what Social Safe’s value proposition is – why would I “save” all my social networks to my computer? If you’re wondering how your landing page stacks up, be sure to try our free landing page optimization tool. This makes it clear that analysing real life campaigns not only will help you gain information on how the big companies use PPC, but also make you aware of mistakes some PPC campaigns make too so you can be sure it does not affect your campaign. The fact the button to be clicked on is below the fold of the page will cause the CTR of this page to decrease.
Most of the landing pages you will see in this post have many links or actions that the visitor, diluting the end conversion goal.
Simply making the CTA a different contrasting color should boost the click through rate (CTR) of this page. This is a valid point to get across on this page, but it shouldn’t be the focus of your supporting copy. That being said, strong images on any landing page need to be tested well to ensure that they aren’t in fact hurting conversion rates.
Instead of removing the top navigation of the page, they instead chose to just make the links smaller.


This is an excellent use of their call to action because when a visitor connects with a certain child they can choose to sponsor right away.
The way that they’ve put “Sponsor Drissa Now” right above a different page goal “Find a child to sponsor” is confusing.
It will help to cement the commitment to give a donation but doesn’t add any value on the top of this page. Get the contact information first so you can market to these leads if they do not complete the billing page. I would make the stats more obvious to visitors by bringing them up a bit (not too much) and bringing more attention to them with a contrasting color to the map. For example, explain who the child in the photograph is or include a quote from a family that was helped by the program. Make sure you’re not losing donations by split testing the secure icons at the bottom of the page. Making this text bigger will ensure that all visitors read the headline and are given the chance to connect with the event.
You have a banner about the Syria crisis at the top, and two links to go to the main site at the bottom. Put the options on the left side of the page and then place the form fields (name, email etc.) on the right. With a bit of focus, good design and better calls to action these pages can clearly demonstrate the value of their mission and make these NPOs more efficient in raising donations. There’s no need to include links that will distract the visitor from the one purpose of the page. I have been told by an ‘expert’ that I should avoid the use of sad images (donor fatigue) and yet looking at bigger charities they more often use sad images?
Resonates with me and i immediately understand what they want me to do when i land on their page.
I liked that one too, but a better headline and call to action would make the page even more powerful.
I hope that you will inspect your VIN Level Adwords campaigns based in % VDP Views, Bounce Rate, and Lead Conversion Costs. White Read-Aloud Honor book.A hilarious Southern debut with the kind of characters you meet once in a lifetimeRising sixth grader Miss Moses LoBeau lives in the small town of Tupelo Landing, NC, where everyone's business is fair game and no secret is sacred.
We’re taking today to show some real-world landing page examples, so get ready for some breathtaking brilliance and miserable monstrosities. As a consumer chances are pretty good that I’d back myself right out of this landing page disaster and find a page that is better at meeting my needs.
I clicked an ad for photography lighting equipment, so why don’t I see anything even remotely photography-oriented?
Visitors already see that these beds have a five-star Amazon rating (which is a clever trust signal to promote above the fold). The Pottery Barn brand is well known and has a solid following – I’m sure many consumers would choose PB dog beds over others, but driving PPC clicks to the wrong landing page is throwing away potential purchases. This page comes off as spammy and damages any potential trust the brand might have earned (and really, any website that starts with a lowercase “e“ or “i” already raises suspicions). At the moment the buttons are the same color as the background with a subtle orange outline – not irresistibly clickable. The main image is confusing – is this a glimpse of the product itself, or are we supposed to be drawn to the colorful designed templates Zoho offers against the bleak and dreary templates offered by other companies? It looks more like a resources page than a product landing page (and an ugly resources section at that). Remember, you know your company best, and it’s very possible that not all general landing page best practices will apply to you. However, plenty of sites are interested in sacrificing landing page standards for the sake of experimentation. For all they know I could be driving an SUV, littering and reading this page on my phone while driving. Instead of the user having to select the amount and then click on “Donate by card” why not just have a call to action for each donation amount? If you overwhelm the visitor or give them so much choice that they can’t even decide you may sacrifice some conversions.
Instead, put the social sharing buttons on the thank you page to promote more social donations. This will ultimately support your calls to action by cementing the good that this NPO does.
This way you will be focused on building your list of prospects and be able to do more good in the long run. In order to accomplish that, you need to write a headline that entices the reader to learn more. I want to see a login link there, and I think having a way to learn more about the product is just fine.
If there is information on a different page that the visitor might need, then that information should probably be moved to the landing page.
He is a little scaredy cat and is not…moreMo is an adventurous, caring, friendly, brave, and passionate girl. The only hint that I haven’t accidentally clicked a random pop-up ad is the Fovitec logo featuring an aperture icon in the “O” (although whatever camera allusions the word “Fovitec” is supposed to conjure are lost on me). If potential buyers want to read more reviews from customers, they’ll go to the Amazon page. This is a good landing page – it would have been perfect for my initial search for “silk flowers.” However, in order to get here, I had to click a link talking about DIY silk flowers crafts. I clicked an ad that appeared for “email marketing software” and the word “email” is nowhere to be found. The button color and text are appropriate, and I like how the central-positioned form draws the visitor in. They just present an opportunity for the visitor to get distracted from the end goal and don’t add any value. Although Mo hopes someday to find her "upstream mother," she's found a home with the Colonel--a cafe owner with a forgotten past of his own--and Miss Lana, the fabulous cafe hostess. The “landing” process and movement through the funnel is just as important as the physical page design. If I’d have to choose between a landing page that’s too crowded or too spaced out, I’d absolutely choose the spaced out page. Square Space is getting enough notice these days that they might be trusting that visitors already know what they’re all about. The question is, will visitors stick around and watch the video for a better understanding, or simply look elsewhere for a landing page that spells out the benefits for them in a quick, scan-friendly design? Sounds like this site really needs to focus on intent and think about where they really want to direct visitors. However, a second testimonial or an extra icon line of features could be added while still maintaining a sleek, attractive design. So when a lawman comes to town asking about a murder, Mo and her best friend, Dale Earnhardt Johnson III, set out to uncover the truth in hopes of saving the only family Mo has ever known.Full of wisdom, humor, and grit, this timeless yarn will melt the heart of even the sternest Yankee.



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