Video landing page examples hubspot,web video content production business,projection image mapping software - Videos Download

This post is all about showcasing awesome landing pages, to give you some inspiration for your next design.
Note: All of these landing pages were built using the Unbounce Landing Page Platform – huzzah! Validation: They jump right into showing off the famous publications that have featured their company.
Removal of doubt: The subtext below the CTA lowers the perceived risk, which can improve the click-through-rate (CTR). The example below shows an alternate page they created, presumably to speak to a different segment or create a different emotional trigger. Clear value proposition: The headline is very simple and leaves no doubt about the purpose of the page and the product. Highlighted testimonial: The brushed highlight of the testimonial gives it a bit of extra design zing and prevents the page from feeling too text heavy. Context of use: Their choice of imagery lets you know that the product can produce mobile-ready polls. Validation: Like the example above, they provide a strong sense of trust by including a set of logos. Remove the footer navigation: Any extraneous navigation on a landing page can lead your visitors down the wrong path. Price: Travel is very much about price, and they get that out of the way right off the bat, so you can move on to the finder details after unerstanding if you can afford it or not.
Testimonials: The testimonials shown are anonymous which reduces their impact (as they could have been made up). Use of video: There are two videos that help build an honest and open dialog with visitors right off the bat. Visual chunking: The page is broken up very well vertically, aiding the consumption of information. Content chunking: Like the previous example, the page is broken down vertically in a way that makes it easy to digest.
Strong clarity in the value proposition: The headline is simple and inviting and the secondary block of content and CTA explain in simple terms that you can create a free site. Major endorsements: Having testimonials from big names like Zappos and top business author Daniel Pink gives you instant credibility. Privacy policy: You should always include a privacy policy when asking for an email address.
Social proof: The decent sized Facebook following lends credibility to their appeal and the fact that they understand how to build a following which is what they are selling. Honesty: It tells you the cost, so you can weigh up the potential value associated with extending your brand reach.
Clear contact method: The big phone number increases the trust factors by letting you know there are real people to deal with. How are the logos connected: Are they just hotel names to help you understand the point of the page? Repetition of CTA: Being a long page they are using the smart practice of repeating the CTA throughout. Teaser: The low price with free shipping placed next to the CTA is a nice way to encourage a click-through. Eating your own dog food: The offering here is all about design, and what better way to sell yourself than with a beautiful design.
Directional cues: The use of arrows guides people through how they should interact with your page.
Emphasis: Startup Weekend clearly got the memo that bold is a good way to draw attention to important information. Function: About the eBook has a concise description of what the book contains, now the visitor knows what they are going to get. Trust and Action: I would also test putting the major media logos directly before asking for the action. Sharing: Test a secondary call to send this page to a friend, or share on Twitter or Facebook, instead of just following (more action oriented than passive). Tell them and tell them again: The page opens and closes with the same challenge (16 second sign-up).
Benefits: I was most of the way through the page before I could answer the questions about why I would want this.
Make Two Pages: Differentiate the action Free audit and Paid Plan into separate landing pages so you can segment the traffic from channels like PPC. Each example will examine the thought process you’d go through when analyzing a page (or the reaction a visitor might have when arriving for the first time), a testing hypothesis for how the page might perform better, and some examples of what you could test to prove your hypothesis. Note: Each landing page was built by customers using Unbounce, and permission was kindly provided by the page creators.
Be warned, I’ll call out anyone (nicely) who uses that foul button language in the critiques below.
And remember – every page can be better, and the best way to get better is by testing. By reducing the length of the page by removing the features section, and making it available as needed, the page will communicate its main message more succinctly, and keep the form top of mind – increasing the number of signups. Interested in learning more about landing page optimization?Download this ebook and become an expert at designing landing pages that convert like crazy. By entering your email you'll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius. By enhancing the messaging of the form area to explain, and focus on, the purpose of the page, the clarity of communication will improve and encourage more people to complete a form they know will benefit them. Add a FAQ: You can remove the need for so many questions by opening a FAQ page in a lightbox that addresses all of the questions you are currently answering via external links.
At first glance, I thought this was an ebook download, but after a bit of reading figured out it was for a bundle of something. Finally, the social proof at the bottom is all about KISSmetrics, which is very dominant and doesn’t really seem congruent with the purpose of the page. By listing the companies included in the bundle and providing a clearer sense of what the cheat-sheet actually is, the download rate will increase. KISSmetrics have such a beautifully crafted value proposition that is being wasted on the first landing page.
My first reaction is that the headline is an incomplete sentence until you read the sub-header. I like that the form uses the principle of encapsulation to separate it visually from the rest of the page, highlighting this as the area of interaction. The design elements at the top and bottom feel like a distraction to me, and the top image essentially bumps the ebook image and form down for no real reason. By removing the top-right design elements, the page layout will have more flexibility to raise the dominance of the form area, increasing downloads. Clearer headline: Try removing the shapes and run the headline right across the top, including a supporting sub-header for clarity. This is a really really long landing page, which can be great for warming up your visitors so that they are making an informed decision. By focusing the whole page on getting a free assessment, there will be more form submissions, resulting in more qualified leads and potential business.
Lightbox Benefits: Reduce the length of the page by listing the 6 benefits as bullets, then opening the full details on demand.
By clarifying the platform and adding feature descriptions, the click-through-rate will increase.
Social proof: Mention how many people are already playing the tournaments to give a sense of its popularity.
By using the design principle of encapsulation the form area will stand out more making it clarify what the goal of the page is resulting in more form completions. Encapsulation: Test placing a box behind the entire content section in the header photo to make it pop against the background. By explaining more clearly what a promotional pen is and why they are beneficial, the CTA click-through-rate will increase. By changing the header to have a social media image coupled with a headline that talks about your social media life, there will be less page defections and more downloads.
By bringing social proof elements to the top of the page, more people will believe in the quality of the product, increasing downloads.
Header image: Consider using the cloud-to-safe image as the main image to illustrate more immediately what the product is for.
Flow diagram: At the bottom the very last thing you see is a descriptive visual flow diagram.
By including a sense of the service benefit in the CTA, click-through conversions will improve.
By being more explicit in the headline about what TAVR is, more people will be able to relate, staying on the page and completing the form as a result. Being a location based service, it would be helpful to know the level of nationwide or state coverage. By listing the range of coverage the service provides, there will be a greater confidence and relevance to a visitor, and as a result, form completions will increase.
Where: Mention where the service is available and perhaps add a map that shows precise locations.
If we explain that we are offering an online marketing consultation, we’ll get more targeted companies filling out the consultation request form. By focusing on the local business aspect in the CTA, there will be a better understanding of the local brick and mortar business relevance and more targeted downloads (creating better qualified leads).
Directional cue: There is an arrow pointing from the sub-header to the form, helping to guide the visitor to the conversion goal.
Encapsulation: This is a great example of how to use encapsulation to highlight a form, which is exactly what I was talking about for #8. The visual design of this page is intriguing, but I don’t get a solid sense of what Bounding Box Boxing is right off the bat and would therefor have a hard time staying on the page. Moreover, the CTA is so crowded with text that it doesn’t look like a button anymore, and requires some squinting to know why you would want to provide an email.
By adding a clear headline about how a ticket holder can experience the design competition and removing any misunderstanding about who is participating and who the prize money, will increase the chance of a form completion.
By including a strong value proposition that illustrates why they are unique, people will be more willing to click through to the next step. Tagline: There could be a tagline right next to the logo (to use some of the wasted space up there) that helps define the company right away. By including explanatory copy in the CTA the purpose and main benefit of the product will be more apparent, raising the click-through-rate of the CTA. By changing the page title to directly describe the purpose of the page, the bounce rate will be lowered, and conversions lifted. Replacing the infographic with key facts in written form will improve the clarity and time spent reading, resulting in more people completing the form, as they will have a better idea of what the benefits of using FWCanada are. Replace the infographic: Take the key points out of the infographic to inform readers who can apply, who can be a sponsor, and how to apply.
It also doesn’t say whether you will qualify as soon as you click the button, or whether you will be contacted via email to take the next step.
Form fields: If you find out if you qualify immediately upon form submission (via an online check), then consider removing the email address to decrease friction. By changing the headline to focus on the conversion goal, more people will proceed to the form to download the guide (and produce more leads). This page is actually a microsite, so I would first suggest ripping out the header and footer navigation to increase the on-page engagement and turn it into a promotion specific landing page.
What Falcon Social does really well is something that I’ve been preaching for a long time, namely the use of lightboxes to show extended content without leaving the page.
However, the page lacks explanation of what the solution provides prior to asking someone to start a free trial. By changing the CTA copy to a benefit driven statement and telling the customer what they would be when they sign up, more people will start a trial. CTA copy: To test different CTA’s, I’d run the original against a core benefit CTA such as “Grow Your Brand Socially” and a 3rd CTA that says “Grow Your Brand Socially” with a smaller supporting “x-day free trial” directly beneath the button. By describing how the ashes are transported into space and providing or alluding to information on costs, more qualified will be generated. Aside from that, I’ll reiterate the importance of having the headline in text rather an image. By removing the required field for email address, more leads will be captured to receive an agent callback via the phone.
Form changes: Make the email field to be not required and change the CTA copy to reflect that an agent will contact you over the phone. Sounds like a cool concept, apart from the fact that I had to read every word on the page to really understand the mechanism it’s based on. By including two embedded videos inside the phone images, the two-sided concept will clarify the concept. Doing some LP design myself with unbounce, but when I see what other people create I think I need to go back to the drawing board.
High profile testimonials: Big trust factors come from these testimonials and they help describe the benefits at the same time as showing off the exposure the service has received.
Social sharing location: People are more inclined to share something right after they actually get it. Preview: People react well to the psychology of try-before-you-buy, so adding a preview of the eBook (first chapter or a few choice pages) would help people know what they are exchanging their personal data for. Confident benefit statements: All of the statements in the main content area are titled in a way that makes the company sound very confident in their ability = trust x10. Use of Copy Highlighting: Highlighting the word inefficient is good, but it draws your attention away from the headline. Encapsulation: The form area is nicely highlighted by the box that draws your eye to it through the use of contrast and encapsulation. Benefit Statements: the page is kept simple in terms of copy, and the 3 points at the bottom of the page focus on benefits, which generally appeal to people more strongly than features. Tugs at Your Heartstrings: The photo is emotive, especially with the dog staring you directly in the eye to make a connection and keep you on the page. Content chunking: The page is broken down vertically in a way that makes it easy to digest.
Benefit based headline: Indicates that there are other options out there, but this is a better way to do it. This is the modern apple-esque equivalent of the old-school long sales letter landing page.
The price and call to action to buy the app are nicely positioned above the fold, leaving you to explore the page knowing how to interact when you are ready. Proof of concept: The photo gallery at the end caps it off nicely by showing that you can take great photos with this app. The reviews beneath the phone are highlighted in red, making them the most important visual aspect of the first screen. Even with a clean and conversion oriented design, many pages still commit the cardinal sin of providing outbound links that aren’t part of the conversion funnel.
The links at the bottom of the page still go to external microsites (click the image to see the full screenshot). Considering the viral quality of the design, I’d like to see some type of “Share This” social media button (Facebook or Twitter). After clicking through to the destination page (a sign up form) – I noticed that the application can be used on an iPad. Ok, this one’s a touch controversial as it was created by one of the co-founder’s of Unbounce (Carter).


Social Proof: the Facebook widget shows photos of anyone you know that’s “recommended” the page alongside a count of smooth music fans.
Provide a clearly stated secondary headline beneath Smooth Sailing, which describes what the event is.
Throw up a lightbox style popup with a Map to the location “The Biltmore” – to prevent people leaving the page to figure it out.
Positive language – Rather than providing lots of copy to ready through, Shopify has created five bullet points.
Clear CTA – the CTA is clearly positioned and concise – there are only three fields to complete, lowering barrier to entry and making it more likely that the user will complete sign-up. Supporting information – their supporting information is comprehensive, but delineated from the main sign-up area, so as not to cause confusion or draw the user away from the sign-up process.
Now that we’ve covered the fundamental pre-landing page questions, let’s discuss how you can make awesome, persuasive landing pages. Interior design books will often suggest different colors for various rooms and moods – energizing red for a dining room to inspire dynamic conversation, yellow for a cheerful, relaxed kitchen. We’ve got some examples of great landing pages to better illustrate what makes a successful landing page that drives conversions. Short Stack helps companies organize and manage Facebook promotions and other custom Facebook content. Kiss Metrics has a custom landing page for visitors interested in their marketing tools bundle. Social Sprout (featured in our guide to social media management tools) is another example of a powerful landing page. With software similar to Social Sprout, HootSuite is another website that has a strong landing page, although takes a different approach. Pinterest’s approach is different in that they don’t spend much time explaining what Pinterest is, since they can assume most people have already heard of them. Airbnb makes it easy to rent homes or rooms from people all over the world amidst an increasingly share-oriented economy. Really great article - exactly the kind of quality, in-depth coverage I was looking for as a newbie. This is probably my first comment ever, but I wanted to thank the author for an amazing article.
This article was really great thank you very much.It made me re look at my landing page for my small business with great success. Great insight!I guess providing visitors an awesome offer and creating an outstanding CTA that will make them choose itare the key elements that should be done flawlessly. Hey John, quite a few of these tips actually deal specifically with landing page copy and deciding how much is too much. I've felt in the past that landing pages were a waste of time but I appreciate your insight here.
Hello, I am going to design my business website, You gave me a lot of new ideas so I canimplement those points in my website.
You're welcome Dinesh - I like the wild animal analogy as well :) Very appropriate I think. Hello, I am making some landing sites for a site, and I was wondering what sites you suggest to make them, and how much do you estimate making a landing page would cost.
This is 10 teeny tiny thumbnails of the soon to be heretofore thought of as the greatest landing pages ever seen on November 23rd, 2010.
And that’s exactly what your visitors do when your design sucks, you have a video auto-playing with no mute button, there are no indicators of trust or security, the form has a million fields and the testimonials look like you wrote them yourself.
Soooooooo, today we’re going to take a trip down to the Top-Notch Landing Page Store and see if we can rustle up something to inspire your next design. Each of the following pages exhibits excellent qualities of conversion centered design, but most of them also do a couple of things wrong. Social proof in the context of landing pages refers to the idea that your visitors will be influenced positively (although there can be negative effects) by showing evidence of others participating in the use of your product or service. I was a little underwhelmed when the next page was a blog, rather than a continuation of a marketing experience, so I’d do something more engaging at that point. They have used geo-targeted segmentation to set up my location, and are presenting a big bold value proposition statement (50%-90% off) to get me interested. Simple forms: In step 2 (the lead gen portion), they ask for your email address only, reducing the barrier to entry to a bare minimum. It pains me to repeat the same thing over and over, but the call to action on your buttons is REALLY IMPORTANT. It tells a simple story: As a click through page, it provides enough information and interest to warm up visitors and encourage them to continue down the intended conversion path. Despite how much this looks like a standalone landing page, it’s actually their main pricing page. Trust and credibility: The Verisign symbol is placed next to the purchase button and the grouping of worldwide brand names directly below helps to reinforce the value of the product. Attention to different reading styles: There is a nice mix of bullet points, coupled with detailed descriptions for those who need to dig deeper. Would love to know how this converts in comparison to a similar page that had the regular global navigation and footer distractions. As one of the world’s biggest newspapers, they clearly need to keep up with the times when it comes to marketing. It’s a great video that really demonstrates the power that video has to tell a story. Like I said at the start, I don’t want to link to the campaign page, to prevent skewing the stats just for editorial purposes. If you have other great examples of landing pages or have any questions, please jump into the comments. I just thought Group On page was very generic and can?t convert well depending on the users intents when landing there.
It does give you a complete registration form at the 3rd step so they do lose a bit of their street cred for simplicity. I think the Theme Forest ones (and the ones we provide) are a great way to get started when you don’t have a designer. The Theme Forest ones are nice, and if you biught one of them, you could re-create the page inside Unbounce (either by chopping up the PSD) or getting an HTML version that has pre-chopped images and just importing them and laying it out in Unbounce. Do you think they started off from scratch, or have they bought any of the templates that you can buy? I think most of them will have internal design teams or design agencies that they pay to do this kind of thing.
If you are working on a smaller scale (most of our customers are SMB) – then starting with one of our templates is an easy way to get going. I notice that all the links in your nice piece here open external sites in the same tab, thus removing viewers from your page. If this were a promotion specific landing page I would open them in lightbox modal windows most likely. Here the links are more there as a thank you to the owners of the content rather than a place to drive readers as they go to their main homepages (for the most part) rather than the landing page in question (to protect their conversion stats). I prefer opening a link in a new tab because that way when a person ventures off down the internet rabbit hole and gets distracted, they don’t lose the original place they started from which can happen when you have tons of tabs open and click through many links in one session. Alex Designs creates custom landing pages focused on improving conversion and generating more leads. From a design perspective, the grey monotone prevents a mishmash of colour creating any visual distraction from the call to action (CTA). They’ve gone with B here, presumably in an attempt to catch your attention and increase curiosity (or to push a particular button). And it’s nicely backed up by a well written explanation of some of the core benefits directly below.
Always ask permission to use a testimonial and include the name of the person providing it for extra trust points. They have the same message and the same color to let you know which areas to pay attention to. First you get to hear from the company and then they use real video testimonials from clients – much more effective than written quotes. Yeah, I know ugly pages convert great too, but the design here makes me want to stare at it and find out what they’re all about. I get a rough sense of what the purpose of the company is, but I wouldn’t mind a more detailed description.
They aid getting you back to the top (as it’s a long page) with the classic ^top links at the end of each section. Here they repeat the CTA (the yellow button) in 3 of the sections to keep enticing you to sign up (this is smart as you don’t know which piece of content will trigger the sign-up response and having a CTA right there will aid conversions. Especially when doing Google AdWords as they can sometimes ban your account if you don’t have one. The big bold headline tells you right away that you’re getting a free trial, helping to increase the no-risk factor.
This will also help with being able to assess the time, number of fans (what demographic they are) and value that you’ll get for your spend. When offering a video solution, you should really be using a video to demonstrate what your product is about. The white background with orange headers and black body text stands out easily and the action is easy to see. If you are giving something for free people don’t necessarily think about how much it would cost them to buy the thing you are giving. That makes the eBook more important than the authors, but still offers up the authors as a trust factor at the action point. Try making Create Video the Right Way more about how to connect to the people watching, or what feelings the non-profit needs to produce. Instead of three rows make the second row two columns: one with function, one with benefits.
Showing the visitor you are trustworthy and legitimate before asking them to do anything is a good way to maximize your response rate. Usually I avoid second calls, but this is an appropriate use of social out links to let the person decide how they want the notification to come. I have a lot of respect for companies that begin their journey with a conscious desire to provide excellence through multiple channels (design, UX, usability) – all of which ultimately lead to conversion.
Even though this is a tool built on a more robust software let this page get people into the free version and use other pages to upgrade the user. It would make sense to somehow shorten the page, yet still provide access to the features in an on-demand manner.
Removing all links on the page so there is only one action, will increase the engagement with the page’s conversion goal, increasing form completions and reducing the bounce rate. If you really need to link to something, do it in a lightbox to keep prospective students on the page.
This will reduce your total points of interaction to three: The CTA, privacy policy and the FAQ. The first indicates it is a cheat-sheet (perhaps only one page), but then it becomes a bundle (which is a bit confusing), and then it changes back to a cheat-sheet in the form header. It should be placed in a prominent place on the confirmation page to reinforce the brand as the purpose of the page is to get a free consultation.
I prefer to use the sub-header as a supporting element for the headline – rather than a continuation of a sentence.
The conversion goal of this page is to get people to get a free assessment and become a highly qualified lead.
The do a good job of focusing on the form by having a CTA at the bottom jump you back up to the top. Although I don’t get a clear sense of what TAVR is right away (the tiny description of the acronym is hard to see). This would increase the Quality Score and the test would compare the change in Quality Score by making the header bot-readable.
I would think they’d have more success by using some of the copy used further down the page in the supporting headline, while clarifying where the coffee will happen. There seems to be a mismatch of company size that could make people perceive their offering targeted toward the enterprise market.
These could use more consistency, and represent what the next step will reveal (assuming the homepage).
I don’t know how the company differentiates from the 100 other email service providers out there.
But I find myself literally going in circles – like the diagram – to decipher what the product and page is all about. This is a great opportunity to solidify the purpose of the page, almost acting as a supporting headline. The video could be as simple as a simple voiceover as the circle revolves, explaining each method of adding leads. Took me quite a bit of reading to get people to download a restaurant furniture buyer’s guide. This could include having an introductory paragraph beside the video that mentions how long the trial is along and include a benefit statement. This will penalize you severely in the landing page quality quotient of your Adwords Quality Score. The video on the other page uses a lightbox, which would be perfect for the landing page as a mechanism to educate without leaving the page. Removing the large “Watch Our Video” CTA will result in a single CTA with additional whitespace for clarity. Knowing what you know about landing pages puts you head and shoulders above your contemporaries. By limiting this to 10 tips, they stand a good chance of increased conversions by providing an easy to consume resource. I was worried when I saw the contact us button at the bottom (thinking they were mixing click-through with lead gen) but it just pushes the page back up to the form. Which is actually a good thing in this case, as the sub-header is where the meat of the headline is. The destinations are not comparable to the main CTA and shouldn’t give visitors the chance to wander. The CTA’s load in a lightbox, where I would expect them to move you on to another page to sign up. This is a great way to develop confidence in your visitors, letting them know what’s in store for them. I’d recommend making it subtext in the button to reinforce the lack of a signup barrier. Make it clear which fields are required, this will make the form appear shorter than it is. You’ve probably seen the less trustworthy ones before, where the writer uses reams of ultra persuasive copy to convince you that, despite being an average Joe, they have managed to build an online internet business that prints money. The target customer already has an iPhone, so they are used to seeing beautiful design with apps placed in context with their intended use.
Professional photographers that just want a cool app for their phone will find this convincing. While I would normally recommend the CTA get this level of attention, it really pushes you towards what is often the swing vote in a purchase – what other people say. If you’re looking anywhere for design inspiration for lead capture forms, this is a good place to start. To get around this they’ve placed a directional cue (arrow) at the top of the form to point the way to the action area below.


This keeps visitors on the landing page instead of wandering off onto another page – and away from your conversion goal. The call to action is very obvious, using conversion design principles (whitespace and contrast) and has text that explains a key benefit (that you can try it for free). It would be a great test to have a video on the landing page that plays inside an image of an iPad. A landing page is the page a visitor arrives at on your website after clicking an ad (for example, a Google text ad or display ad). A landing page should offer all the necessary information, but not so much as to overwhelm (and as a result, drive away) the visitor.
We just discussed how you don’t want to information-smother visitors, but this isn’t to say you should be cheap with your content – on the contrary, provide rich, useful content, so long as it is relevant. The goal is to make it as easy as possible for visitors to convert, providing as little distance and as few barriers as possible between points A and B.
Information architecture comes into play here, as it’s important for a landing page to have a clear, crisp design that leaves all questions answered without inspiring any new ones. Call to actions can be present in the headline text as well as the button text (example: “submit” vs. Don’t bore the visitor by talking too much about yourself (this rule can apply to so many areas of life).
Video landing pages can make complex products more accessible and entertain your visitors at the same time. It’s absolutely vital that you visitors can capture the essence of your offer with a quick glance. Bright, eye-catching images make for a more attractive page and a better user experience overall.
Great landing pages use the same keywords from the PPC ad text – the connection should be obvious and the continuity reassures visitors that they’re on the right path.
The more fields you ask visitors to fill out in your form, the less chance you have of them completing your offer.
Many people are more than happy to post about a recent purchase or share a resource they have found helpful. The thank-you page is a great way to guide visitors to other related material on your website that they may be interested in. Trust signals, like logos of well-known companies you’ve done business with, awards you’ve won, and associations you are a member of, build trust in the mind of the visitor. It sounds crazy but it’s true – your page visitors are frantic creatures looking for a quick and easy meal. At WordStream we talk a lot about the importance of conversion tracking, and it’s one of the best practices we advocate in our new Landing Page Grader. Instead, a different example of Pinterest’s value is shown with each visit to the site, with a broader explanation of Pinterest (find and save all the things that inspire you) that sits below the main headline. Because if there is an irresistable offer going with an attractive "push" to accept this offer there will be no doubt to choose it. The general rule is you only want to provide the key bits of copy and info that will help visitors convert and nothing extra. Rather, I’m going to cling to the assumption that it sucks simply because most of them do.
This can be presented via counters showing your social followers (Twitter, Facebook etc.), and testimonials that describe the emotional reaction to your offering from real world customers. Instead of showing people following or registered for the conference, they are showing the photos and names of a huge collection of famous players in the marketing industry. Here, they’ve added a Twitter sharing button to help visitors spread the word on their behalf. But there’s no denying that the click through rate of this landing page would be very high. The progress indicator below the form lets you know that there are 3 steps and where you are in the process. The imagery indicates alcohol which might be why I agreed to enter my email, but some qualification of the offer details would be good.
The branding is so powerful in this case that it can be safely relegated to the bottom of the page. Any doubt in the visitors mind as to what will happen can lead to little leaks in confidence. They’ve taken conversion design principles and applied them directly to the most important page on the site. Coupled with the name and company name, you’d be able to verify that these are real business people quite easily. However, the video from this landing page is freely available on YouTube, which as I mentioned earlier, is a great re-use of campaign content to help your organic rankings.
If you see it in action its quite nice too as the forms for each stage just scroll in from the side. I’m actually about to release a product in the next few months and need to create a solid landing page. Yeah, it’s hard work finding the good ones, but when you do it can make everything very clear for people.
I like UPS lander, but instead of the text I would place opt-in box next to the video player, and not bottom left.
Obviously it’s a random sample but it will be an interesting ration to keep tabs on to see if it climbs as awareness of video effectiveness grows.
Just going to prove that what we learn each day is that we’ll never know it all, but instead can find satisfaction in our attempts. Most of these would have been designed and put online by marketing professionals, so do you have any hints and tips for those of us who doing this for ourselves rather than a big multinational? Then if you want to step it up a bit, I’d recommend 99designs to get a really great design for your page.
Some like external links to open in a new tab, some in the same (so that they can go back rather than close). Since then I have tested thousands of different landing pages – for many different verticals. This would help from a reporting angle (letting you gauge the needs of your prospects in a simpler manner). Aside from that, I just think it’s awesome that the Cheezburger family is using Unbounce. Non-profits in particular rely on emotional and human connections, if you are trying to speak to them you should have some human benefits attached. Try showing characters using the appropriate devices, or acting out things related to using the product. And it’s about time we stopped copying bad habits and started creating relevant Calls-To-Action (CTAs).
Yet, having skimmed (that’s all people will do) the page copy, I see no mention of an event. A better description of what’s inside and a list of the tools would add incentive to download.
The CTA at the end that directs people to a different page – breaking the rule of one page, one goal. However, the most important area of the page, containing the headline, form and trust symbols, is difficult to read.
The features below do a much better job of outlining what it is all about – but I may not get that far having seen the headline.
If you have highly targeted ads, then you need to make sure the headline is a clear match with them.
Yet the 6 feature links take you away from the page (more leaks) – when THEY should be the one using lightboxes to expand on the feature details without moving away from the page.
Oprah consistently appears happy, using a strong personal connection (direct eye contact) to make you feel comfortable. Sorry Webtrends, as much as I love you, this is a rookie mistake that should never be repeated.
The compelling design kept me on the page for a long time and more importantly, made me want to share it with other people. Showing the tool in action could provide the extra information required to inspire a sign-up. Phrases such as ‘Easy to use’, ‘Secure’ and ’20,000+ Store’ breed confidence in the user (as does the tick icon).
Inexperienced marketers often direct all of their PPC traffic to their homepage, but this can be a big mistake.
Really it’s three questions: Who am I competing against, how are they succeeding, and how can I copy their success? Consider changing your message depending on where your users come from – a different message might be appropriate for users who arrived at your landing page coming from Google vs. Provide the essential info that will interest your audience and nothing more (check out this post for some landing page inspiration). Navigation should be obvious and simple, all required information should be provided, and nothing should come between the visitor and the conversion (aka no pop ups!) If at all possible, visitors should be able to convert in one click. Using the word “you” makes your copy feel personal to visitors and allows for intimate conversation. Make sure your offer is enticing enough to users and that it is something they actually desire.
It’s estimated that you have about 8 seconds to convince users to stay on your page, so value proposition needs to be quick and convincing. Why is it that an attractive man can hit it off with a woman using the same line that might dub a less aesthetically pleasing guy a “creeper?” The truth is that, despite what we teach children, appearance alters perception.
If your conversion requires a form, get the bare minimum of what you need – you can always ask for more info on the thank you page once the deed is done. Many marketers claim that certain button colors like green or red increase landing page conversions, but ultimately you want to focus on the contrast of the button color in relation to your background color. Adding share buttons increases your chances of getting your content shared across the social space, and great landing pages make generous use of these buttons. Virtual word-of-mouth comes in the form of Likes, +1s, and online customer testimonials (preferably from trusted sources like big brand names). Providing this added info in the initial landing page would have been distracting and could have led visitors away from making a conversion.
A great landing page puts its best foot forward to comfort and reassure visitors so they can convert with confidence. An excellent landing page is built like a bullet, so get out your stop watch and get your landing page moving at a healthy clip. They key is to make your page easily scanable with your main point in your headline while using sub headings, bullet points, and various fonts and colors to indicate information hierarchy. You can see what I’m talking about on one of the Unbounce contest landing pages (click the contest rules link near the bottom to see the modal window). I’d also like to know how long the document is to gauge how much detail they will go into for each tool. In my mind, the page should be entirely focused on trying to get people to fill out the assessment form. There’s also a calculation about yearly impressions which makes it sound like a banner ad. Then include the grab a coffee as a secondary element so the brand personality is maintained. I’m also a bit confused by the focus on the diagram being about manual entry, as that seems like the most work of all the methods of lead entry. Specific landing pages tailored to different offers are essential for providing a quality experience for visitors and driving conversions with a targeted message that matches each user’s need. Imitation is the sincerest form of flattery, so if your competitors are doing something that works, you should go ahead and follow likewise.
As silly as that sounds, it’s true to some degree – the better you understand your audience, the more you can cater to their wants and needs. The goal is to funnel visitors down a desired pathway, and if links serve as points of departure from the funnel, they should be used sparingly.
Let every additional click weigh on your conscience like a heart beating beneath a floorboard. There should be no question as to what next steps are necessary – tell your visitors exactly what you want them to do in big, bold text. The word “imagine” encourages readers to visualize using your product and increases desire. When building a landing page, make it easy to scan by highlighting your main point in the headline while using sub headings and bullet points for added info.
You can go the obvious route with arrows, or try something more subtle such as making a bright button the focal point of the page. And don’t send them to a generic page and make them search for the product they were looking for. While most users don’t have a problem providing their name and email address, asking for info about phone numbers and date of birth can cause your drop off rate to skyrocket to 50%. It’s also smart to add social buttons to the thank you page, since users will be more likely to share your great offer with others after they’ve signed up themselves.
If your business has received some shinning compliments in the past, be sure to showcase them.
However, now that you’ve sealed the deal, the thank-you page is the perfect place to suggest related products, guides and information your audience may find helpful, or links to other parts of your site, such as your company blog. Reduce load times by not making your images files any larger than they have to be, using cache tools, and using a speedy web host (some are a lot faster than other). There is definetly a lot to consider, and you can see in some of the examples towards the end that many brands choose to focus on some strategies while ignoring others. I've read about what makes a good landing page in theory but have had a hard time actually visualizing how they can look. It’s becoming increasingly common (for good reason) to include testimonials on pricing pages. Video marketing specialists Turn Here highlight good conversion improvement numbers and the side benefit that properly optimized video can be 53 times more likely to reach the front page of Google search results.
Unless you know who your ideal customers are, it will be very difficult to write persuasive copy in the voice of the customer. Businesses with more landing pages (30+) generate 7x more leads than those with only a handful, so there’s no denying their value. For Kajabi, changing their button text from “See Plans and Pricing” to “Get Started Today” increased conversions by 252%! The rule of thumb is not to include more than seven fields in your lead gen form on your landing page. As an added bonus, showing your “likes” and follows can also serve as a word-of-mouth endorsement. Ideally you want a tailored landing page for each ad group, but that’s a pretty hefty operation, so start where you can. As Jakob Nielsen notes, your page visitors are wild, frantic animals looking for a quick meal, so serve it up fast!
So my test advice is to say exactly what you will receive in the header, and reinforce that in the CTA.
Try beginning with one custom landing page per campaign, and add from there for individual ad groups when resources allow.



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