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First thing you land on when you click on a advisement link is obviously your landing page. Below are 40+ landing page design inspiration, they include landing pages of different types….you can take a look and get inspired by them. About UsWeb3mantra is an exciting platform designed for Bloggers, Designers & Developers to explore different web and graphic design techniques, latest trends and best practices. If you’d like to become a contributor or author to Web3mantra by either writing a post or tutorial or by sending any script or freebies feel free to send an email. What’s New?  We see images of 4 new product elements, which are there to spark curiosity and (hopefully) convince users to scroll down for more information.
Helpful Blog.  In the top menu, we see a link to a blog that is updated multiple times a week with helpful email marketing tips.
Anyone that’s been in this industry long enough knows a good landing page can make or a break a campaign. Imagine a scenario where you’re advertising on a traffic source such as Facebook hoping to profit. However the same couple have a much higher chance of buying that vehicle if they get talked to by a good car salesmen. Breaking even is a good thing because I know I can split test ads, make my landing page better, test more offers, get a higher payout on the offer, etc.
The key to knowing when to and when not to is to think about how much action to they have to take, and how much information do they have to give up. I see a lot of competitors out there that direct link some campaigns and probably would benefit more if they had a landing page.
Do you have any campaigns where it took you a ridiculous amount of testing to finally get profitable? I’m running 2 campaigns on adcenter ppc right now and both are getting closer to breakeven but this is 5 ads later and I could use some motivation. A lot of the guys that run that kind of stuff have it approved by lawyers that specialize in that area of law, and feature legit testimonials and pictures.
Heatmap doesn’t work when I implement it on each of my LP and traffic is sent to the rotator script. 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. We’re marketers, and we love data, so let’s start this article off with some statistics to whet the appetite. Interestingly, according to Marketing Sherpa, 62% of B2B companies have six or fewer landing pages in total. The power of landing pages is sadly underestimated, and because of this many of us are leaving a whole load of opportunity on the table. Whether you’re using landing pages or not, I want to give you 7 elements that the best landing pages all share. To help ease this anxiety, the best landing pages remove several common website elements from their landing pages completely.
We do this because when we get our visitor on to our landing pages we want them to take a specific action, not to be directed elsewhere and get distracted. If you’re still using the navigation in your landing pages then this should be the first thing you test.
Humans are visual creatures, and when it comes to landing pages it’s sometimes hard to illustrate what the user will be receiving. With eBooks, whitepapers and other forms of downloadable or streamable content this can be quite easy. When offering something like a quote or a consultation however, and this can become more difficult. One current trend is using a photographic background with bold text in front of it, as seen here on the Kapost pricing page. Whatever you use, if you can make it relevant and in context with the offer, then you’re more likely to increase conversions. When a visitor lands on your landing page, it’s said you have about 7 seconds to get their attention. What is it that differentiates you from everyone else, or separates you from the competition? A value proposition can be displayed as a headline and sub-heading, displayed above the fold and the first thing that your visitors see when they land. Spend time crafting a headline that both explains what the visitor is getting as well as the benefits of doing so.
We’ve talked about using various images as a way of illustrating and visualising the offer, known as the hero shot, but another way of doing this is to use video. Video has been proven to increase the length of time that people stay on your home page for, which allows your message to sink in deeper.
Featuring your employees or happy clients, direct to camera, can really help to build the trust factor. If you’re going to take video seriously then you should test different elements to see what your audience prefers.
It can be tempting to give your visitors more than one option or offer, but a confused user does not a conversion make.
At Seraph Science we’re currently running a test on our Ebook’s landing page to improve conversions by amending the call-to-action copy. The original copy, which was reward based, would not appear to be as effective as the new copy, which is more focused on instant gratification.
What someone else says about you is 100 times more believable about what you say about yourself. We touched upon this briefly under the section on video, but it gets its own section simply because of how important and effective it is. It’s important that you get testimonials right, as around 90% of people tend to assume that they’re made up.
Including a decent photograph of the client that has given you the testimonial will help add to the credibility. There are two things you want to avoid in your landing pages, and they are friction and anxiety. Most of the time, these two psychological restrictions are found in the same landing page element: the form.
Too many fields in your form can cause friction, while asking your users for something such as a phone number at the wrong time can cause anxiety. To combat this, you need to make sure you get the right fields at the right stage of the funnel.
Middle-of-funnel offers, such as a demo, call back or quote, will require more details from the prospect. If you’re unsure on how many fields you should be including then test different variations until you get to the sweet spot. Having a good nurturing system that uses email and social media channels will help guide these prospects further down the funnel and eventually provide you with this information.
These 7 elements are not a be-all-end-all, but they are what make the best landing pages so effective.
But you should still test, because despite our assumptions, that’s what will show you what you should or shouldn’t be doing with your landing pages.
People probably spend too much time (sometimes months!) on landing pages so these elements help.
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. 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).
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.


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.
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.
Let us know by commenting below or connecting with lonelybrand on Twitter. Want landing page optimization tips? I’ve seen stale niches become hot overnight because someone came out with a new angle on their landing page.
You’ll do this through an affiliate link so you can get credit for any sales you generate. The point of a landing page is they help increase the visitor’s desire to complete the actions you want. I send $100 worth of clicks at a $.20 cost per click (500 clicks) that goes to my landing page. Someone that has to pull out their credit card to complete the action will need a landing page. Imagine you have a new niche with several countries and you don’t know which country to start. I usually keep testing if it’s a niche I know a lot of people are making money on, and the volume potential is worth it. I read that the FTC came down hard on flogs (fake blogs) a while back, but I still see them around (so it seems they still work, but are risky). However, it does work when it is implemented on just 1 LP and traffic is sent only to that LP.
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. Did you know that, according to HubSpot, websites with more than 10 landing pages yield 57% more conversions?
In fact, they also say that 48% of marketers build a new landing page for each marketing campaign. If you’re getting started with landing page creation then this will put you ahead of the curve, and if you are then you might find some great takeaways here, too.
If your prospects aren’t guided through a process or need to figure out what to do for themselves then they’ll often bounce.
Landing pages are fairly middle-of-funnel, and to direct them up the funnel with links to the home or other pages can harm conversions. For most landing pages this is usually filling out a form, with emphasis on the button, which we’ll cover shortly. Take Yuppiechef, for example, who increased their conversion rate from 3% to 6% – a 100% lift! All you need to do is put the cover of the book or a still from a video on the page and you can turn digital content into something perceived more tangible. Your value proposition is what will get attention in the first instance and compel a visitor to continue their journey on your landing page. It’s the first thing people see, and so you should put a lot of time and effort into crafting one that will help you gather conversions.
The headline shows exactly what the offer is all about, and the sub-headings list out the benefits; increasing sales, reducing costs and improving efficiency. There’s not one-size-fits-all solution but there are some best practices you should follow.
Thanks to TV, it’s a format we’ve all become used to, and can really help in reducing friction and increasing conversions. People do business with other people, and by creating a relate-able message through video you can gain credibility far quicker than you would with copy alone. Try a short and long version of your video to see what inspires engagement and yields a greater conversion.
Distractions hurt conversions, and having more than one action or offering on the same landing page is the same. You need to make the journey through your landing page as linear as possible, making the only obvious option the one action you’ve laid out for them. Testing button size, colour and the copy used on them are all things you should try to optimise.
While the original copy consistently yields a 24% conversion rate, the new variation is currently converting at 41%. Friction are the things that make taking an action laborious and slow, often causing a user to bounce, while anxiety is just that – making your prospect feel anxious about taking an action. This anxiety is usually because they don’t trust you enough yet, and that sensitive information will get into the wrong hands. For example, if you’re offering something at the top-of-funnel then just asking for a name, email address and perhaps company name will be best.
Usually they are ready enough to hand over these details and are aware that this is what it takes to take the conversation further, so friction and anxiety will be lower. You may be wondering how your sales team is supposed to follow up on a prospect with such minimal information, and the answer is: they don’t.
Nothing we say is the Holy Grail, but they work tremendously well for us and many other marketers. Rather, I’m going to cling to the assumption that it sucks simply because most of them do.
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. 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. 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.
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).
If your landing page is good and creative enough then only the visitor will stay for a while or will come back to visit again. I am like Ric Flair, I will use every trick I can in the book to increase conversion rates (Whhhhhhoooooooo!!!!). I’m going to keep things as simple as possible since I have a lot of beginners that read. I know from tons of experience that I could create a landing page for that eHarmony offer and it would do better than direct linking. I use a strategy I call Minimum Viable Campaigns where I test the ideas with direct linking before I really invest my time.
If I had a $500 budget I would set a $50 budget for each campaign and direct link them all. 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. Many of the best landing pages are using video to communicate their value propositions and benefits of their offering with great success. Just doing a Google search on any of the above elements will show some terrific examples and articles that advocate the same. Sorry Webtrends, as much as I love you, this is a rookie mistake that should never be repeated.
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). Landing page is also called lead capture page that is it leads you to capture loads of visitors if you design it properly. If you send someone to this page and they fill out all the information, you get $5 or whatever.
Using our scenario, someone clicks your ad on Facebook and then they immediately go to the eHarmony page.
If you don’t know, then you have to test direct linking vs a landing page and see for yourself.
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.
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.
A call to action that is consistent with that the user is looking for as she drops by the page. 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. 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!
Try beginning with one custom landing page per campaign, and add from there for individual ad groups when resources allow.



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Comments to «Best landing page forms»

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