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. 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. 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. Start your marketing with your landing page and ask yourself how it answer your personasa€™ questions and needs. Step 5: What action does your visitor need to take to get to the next stage of their purchase process? As you can see their is a disconnect here between the Persona, the keyword they might use and the ad and landing page combination. While that in itself might be the purpose of the campaign I would have bounced if it hadna€™t been for your question. The only thing that interested me was that they are taking data from multiple sources and that is a bit more unusual. As you can see, Steve took the time to discover some value because I asked readers to evaluate the page.
2.) I would bring the highlighted features closer to the top of the page (or use a responsive design) to keep them at least partially visible on smaller screens (Ia€™m on a 13a€? Macbook Air). BONUS a€“ This goes beyond editing this page and into creating more content: I would think that a video demo would be fitting here.
Yes, ita€™s Friday afternoon again and I get a little creatively crazy, better stop now before the going gets really weird.. I would test reducing anxiety around not knowing if I need to enter my credit card info on a step 2, thata€™s created by having a price range on the page a€?starting ata€¦a€? Perhaps simply remove the price on the page to start. Bobby provides a valuable tip especially because Raven Tools is priced favorably in the market place. Great Insight Bryan, looking forward to seeing the new Raven page next year and how they solve the problem. 3) Focus on building buyer confidence, which may or may not be asking them to sign up for a free trial. Jeffrey Eisenberg, Bryan Eisenberg & John Quarto-vonTivadar are the inventors of Persuasion Architecture.
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.
Instead, follow these 15 steps and create a high performance landing page designed specifically for gathering leads. Read on and learn how to build the ultimate lead capture form, an example of which will be uncovered right at the end. Prospects: This is the purest form of lead capture, where you are chasing entirely new prospects through the use of content marketing.
Lead form tip: If you are marketing to customers or leads, pre-populate as many of your lead capture landing page form fields as you can, to reduce the friction involved in filling out the form, and to create a sense of personalization.
Having established your target audience, you need to figure out what to offer them in order to get their important personal or business data. There is a ton of digital content you can give away, first we’ll list them, then explain how they should be used differently for prospects, leads and customers.
Crucial to your success with lead gen is to balance the reward (the size of the prize) with the friction involved in getting it. Note, you could ask for a lot more if you want to, but realistically, an email is all you really need for most things. Form tip: Scale how much information you ask from prospect, lead, customer (prospect being the least, and customer the most). Message match is the term used to describe the connection between the call-to-action (CTA) of an advertisement and the headline of the destination page. The human factor: When someone clicks a CTA they have a level of intent that must be matched when they arrive at their destination.
Here’s an example from an Unbounce banner CTA that sits at the end of our blog posts. Always pay close attention to your message and you’ll increase your conversion rates by virtue of more people staying on a page they asked to visit. Trust is key to making people believe you won’t be spamming them after getting your email.
Registrant count: If you are running a webinar, list the number of registrants to encourage a herd mentality (if that many people are going, it must be good).


Share count: Showing the social share numbers shows how many people find your content valuable enough to tell others about it. Testimonials: Customer testimonials show that others have made the effort to report back on the quality of your content.
Customer logos: If you have an impressive client list, take advantage of this by prominently showing them on your page.
Past content examples: If you are asking someone to sign up for a newsletter, show them an archived example so they know what they are signing up for. Your opening paragraph should be a short and succinct extension of your headline, which serves as an introduction to some bullet points (coming up next) describing the product or service you’re promoting.
Join us at 2pm EST for a special webinar about lead gen landing pages, featuring [insert star name], hosted by [insert another star name]. The star power and time limited component give it a persuasive edge, while the details and bullet points give it the descriptive clarity it needs to answer your questions and convince you of the benefits of attending.
Following directly from the last point (no pun intended), given how little time most people spend on most pages – you have maybe 5 seconds to garner their interest.
Ecourse: A personal video describing what the course is about is typical, and most likely the most persuasive method.
Slide presentation: An embedded Slideshare or lightbox gallery presentation with a sample of the full version is a great idea here. Online product demo: A video showing the context of use (the product in action) is the best way to showcase a product. Notice how each of the examples uses only the required information in the form, uses a short intro paragraph, bullet points and relevant images.
To make it more actionable, use persuasive copy, that has some urgency or benefit statements in it. The key to creating a sense of urgency is to create the illusion of a pain point in the mind of the visitor to your page.
Amazon preys on the fear of not getting Christmas presents delivered on time (who wants crying kids on Christmas morning?) They do this by helpfully telling you the last day that you should order to guarantee delivery by the date in question.
I have no idea if there is actually one seat left, or if this is just a ply to encourage bookings.
If you are running a webinar, you can increase both the urgency and exclusivity of the session by stating how many virtual seats are still available. Essentially, anything you can do to create a scenario of urgency through utilizing a pain point, you’ll increase your lead gen form conversions. CCD is a discipline targeted specifically at achieving the goals of a business, from the standpoint that the primary purpose of any page is to guide the visitor toward one specific action. In the examples following, we take a basic lead capture landing page, and transform it using 3 of the core principles of CCD: encapsulation, color contrast, and directional cues. Using encapsulation: Notice how the form stands out more in the version on the right, due to the use of an encapsulation container.
Here the ad that was clicked should be a very close match to the headline as discussed in step #5. The form area shows all of the conversion centered design principles describe in the last step. Here’s a good example of an ebook download landing page with some of these principles in action. Despite having a well targeted and relevant reward on your page, you could be generating more paying customers from your prospects – and I’m going to show you how.
It’s important to think about what will happen after you generate a new lead, and what you want them to do now that you have their attention. The lead generation confirmation page could be considered the digital equivalent of a supermarket candy shelf. Social: Ask them to follow you on a social media network (Twitter, Facebook) – or share your page. Invite them to a webinar: Make sure the subject matter is closely related to the goals of the leads you’re capturing – and of the landing page they were just on. Ask them to subscribe to a newsletter: Newsletters (or a drip campaign if you want to push them through a progressive story arc) are a powerful permission marketing tool that keeps you in your leads stream of consciousness for an extended period of time. Before you start designing your page, you should grab a marker and use a whiteboard to lay out a wireframe for your page. Before you run the tests I’ll mention below, make sure your wireframe is quite detailed and includes some real copy and some CCD elements such as color and contrast etc. This is a fun one to do with a whiteboard (or piece of paper hanging on the wall if you decided to sketch it that way or printed out a page from a wireframing tool like Balsamiq. For this one, you need to stand 6ft away from the sketch and see what the most dominant areas on the page are. Before you know why you are going to run a test, you need to get some actionable insight into what could make your test effective. Use services like Qualaroo to add a survey to your pages to ask people questions about their experience. Using live chat on your pages so that you can talk to people at the point of conversion and figure out why they are sitting on the fence, or what they need to become a converted customer.
Connect heatmap software like Crazy Egg to your page to see where the most clicked and focused areas of the page are. The statistical significance of the experiment should be over 95% to remove the potential that your results are based on chance. There are a lot of feedback mechanisms listed above – all of which are effective, but armed with the data from these techniques, you will be tempted to go it alone and try to figure out how to implement change. Draw a giant version of your landing page on a whiteboard (or just print it out as big as you can).
Write down a list of the primary page elements that could be tested to start the process with. Once you have exhausted all of the ideas, have everyone come and vote (by checking a stickie) on their top 3 ideas.
As a result of a session like this, imagine our example from earlier, modified based on the principles we’ve learned along the way and the ideas gathered from a group brainstorm. I love these posts which point out the elements which help CRO, plus the diagrams giving an insight into where they should be positioned. Also known as the value proposition, this is where you present your core description of what the page is about. Your USP is a high-level term for a collection of statements that you use to explain what your offering is. As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence. To extend the message by applying an additional persuasive message to support the primary one.
If people can’t determine the purpose of your page from the main headline (and subhead) you’re doing something wrong.
As your landing page comes to a close, you have one final chance to communicate the benefit of your offering.
It’s common practice on long landing pages, to repeat your call-to-action in several places. This is where you present test subjects (people) with your landing page for 5 seconds, then hide it from view. You will learn all about how to write effective headlines in part 5 of the course on landing page copywriting. The hero shot is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining. Notice how the main headline, supporting headline and hero shot combine together to show exactly what the page is about.
Your hero shot should dominate the page, making it immediately clear what the page is about. People are more likely to understand your product or service if you can demonstrate it in action.
Following the other elements on your page, you should by now have the attention of your visitor. Your benefit statements should attach directly to the pain felt by people seeking out what you are offering.
To support your brief benefit statements you want to extend the bullet point descriptions into a more detailed overview of their purpose and benefit.
The important point to remember here is that you need to communicate the benefit of your offering first. You often want to include imagery here that shows how each feature will look when being used, such as screenshots, where applicable.
To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead gen form. Your CTA is critical to conversions as it’s the target of your pages’ conversion goal – in other words, it’s what you want people to interact with on your landing page. On your landing pages, the call-to-action represents the tipping point between bounce and conversion. Both these elements have direct impact on conversions; however, they play two different roles in the conversion scenario. Button design is a visual cue that helps attract prospects’ attention to the call-to-action. Often, the best way to understand the design of CTAs is to look at examples for inspiration. A simple guiding principle for CTAs is that the copy (text) on your button, should describe exactly what will happen when it’s clicked. There are lots of incentives you can give away to prospects in exchange for their personal data.
A fair exchange for a newsletter registration would be an email address and perhaps a first name. Always try to balance the “size of the prize” (what you are giving away) with the level of information you are asking a prospect to provide. Your confirmation page is the first thing a new customer or lead sees after they have completed your conversion goal. For a click-through landing page, the confirmation page is encountered further down the sales funnel, often after the prospect has become a customer by purchasing something from you.
The opportunity for more subtle follow-up marketing: keeping people within the sphere of marketing influence if they follow or share on social media.
If you completed “Landing Page 101” you should already have a free account to build your pages. Watch this video to see how to build a landing page from a blank canvas, adding each page element to create a fully designed landing page. 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.
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. 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. If it does, check the anatomy of the current landing page and determine how you can apply the conversion trinity to find ways to optimize it. It does provide a call to action for those ready to take a free trial which is pretty late in the buying process. This persona is not ready to commit their time if they haven’t evaluated the alternatives and understood what features fill their need.
My company sees offers for tools like this once a week and use other similar brands (SEOmoz, Crazy Frog etc) so this would be a tough sell anyway. I first saw the CTA and thought that the goal was to create an account, which sounds like big deal, but then I noticed the a€?30 day free triala€? text at the top right. I imagine that the main heading a€?SEO Management Softwarea€? is meant to match up with the keyword being search for Quality Score purposes, but I would propose a heading along the lines of a€?All Your SEO Tools in One Placea€? (taken from the paragraph below the heading). The question is, will the desire to see more of Raven outweigh the benefit of showing more of Raven upfront?
Determine how to grab his attention with a relevant response (ad) to his query and how will we express our value in the ad. One of the issues I’ve run into a lot recently is working with clients that are bidding on low volume keywords. Pre-mortem Eisenberga€™s Hierarchy of Optimization Scoring Priorities Of course, you cannot start the 3-step process without first creating actionable personas based on qualitative and quantitative data.
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. Sometimes a customer is inactive so your goal is reengagement, through exposure to new content or product demos that may turn them from a fence sitter back into a real customer. Perhaps you get them to register for an e-course using autoresponders to drip content into their inboxes, slowly building a rapport that eventually moves from a soft sell content marketing strategy, to a request to sign up (potentially with a special offer). They need a softer sell, usually educational material that doesn’t push your product, like an ebook. Your goals here are to keep active customers happy with instructional material that makes their life easier, and then re-engage your inactive customers with special offers, and updates on new features that could reactivate them. List each session as beginner, intermediate or advance – much like you would with a yoga calendar. Ideally, you would test this to find out what number of fields converts the best, while still getting the data you need to successfully segment and re-market to them in the future. For example if they clicked on an ad for used pickup trucks, and they arrived at the homepage of a used car business where there was no direct mention of pickup trucks. If you are doing paid advertising such as Google AdWords, there is a bot that reads your target page to see if there is a connection to the keywords in the ad. Read the text on the button, as this will be the last thing in the mind of a visitor when they click it. The best place to put this is on your confirmation page when they’ve already expressed interest. The best kind are video testimonials, followed by written ones with a photo and official title. Most of this is done via your headline grabbing their attention, but assuming this has already happened, you need to dig into some simple benefit statements rather than ramble on in a long paragraph like this one. To understand how this works, let’s first look at a couple of examples from the world of ecommerce.
Looking at the best flight for your journey and seeing that there are only 2 seats left is a great way to add urgency to the booking process. This will increase the number of downloads before the date you choose – which of course can be continuously extended. It’s an approach that uses persuasion and psychological devices to convince a visitor to convert. This is most often done simply by placing the form in a containing box to provide a contrasting background. By taking the previous version and adding some extra visual persuasion to the form, the first arrow brings your attention from the introductory copy to the form header (which as described above, should contain the description of the purpose of your form) and a second arrow from the form header down to the CTA. It’s a concept based on the primary elements a successful lead gen page requires to be effective. A good addition to this would be a preview of the ebook to let the visitor know what they are going to download.
You want to take advantage of that magic moment directly after the customer says “Yes, I like you” to keep them in your sphere of influence while they’re “in the mood”. Admit it, you’ve fallen victim to those shelves of sweet goodness stacked by the checkout as you wait in line – aimlessly throwing crap you don’t need into your basket. The confirmation page is a good time to ask if someone would like to participate if you can automatically transfer their details to the new newsletter email list without asking for more data. There are a couple of reasons for this: it saves you design time, by getting the layout right before you start building a page you might need to deconstruct and re-build, it also allows you to run a few initial tests using your sketch. Get a lineup of people who’ve not seen the page before, and one at a time, position them right in front of the page with their eyes closed.
If the CTA doesn’t stand out enough, you should consider adding more contrast, size and some whitespace around it. But first you need to publish it and start driving traffic to it (from PPC, social, email, display etc.). This is where a test hypothesis comes in – a statement of what you are going to test and your theory behind why it will be a success. This is a measure of confidence that your experiment is valid and can be ended, knowing that the results are trustworthy. This will work most of the time, but having more than one opinion is a great way to establish new ideas and priorities.
For each idea, they must write it down on a stickie and verbalize the idea as it’s passed to you (as the facilitator) and stuck on the page in the relevant position. Today we’re going to take a look at the different landing page elements that go together to build your pages. It’s critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place. An example (for a dishwasher) being “Saves you hours every week by cleaning your dishes for you”. Ask yourself “What do my potential customers need?”, then write down one sentence solutions to those needs.
A good way to approach this is to expand upon the benefits first, and then if needed, add some feature details below. Then, and only then, do you start to add features – which are typically directed towards those who require more detail in order to make a decision.
It’s purely a label intended to keep you focused on this page element when designing your page. When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page.
This classic post from Smashing Magazine has a large collection of call-to-action examples. Examples of this would include: “Get my free ebook now”, “Take the 5 minute tour”, “Start my 30-day free trial”.
The important lesson for lead gen is to strike a balance between what you are giving away, and what you are asking for in return. In this instance, asking for a phone number and the size of your company would create an imbalance that could hurt your conversion rates. There is a fine line between being too greedy and not asking for enough to satisfy your marketing needs. For a lead generation landing page your prospect submitted your form turning them into a lead and they are now typically faced with a page that either says “thank you” or provides the link to download content.
Take advantage of post-conversion opportunities to extend your marketing potential and reach.
Today we start from a blank slate and add all of the elements you just learned about until we have a super awesome, fully functioning landing page. If not, you can open a free Unbounce account (60 seconds to sign up – no credit card required). 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. 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.
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. I would put that phrase within the frame of the form and change the CTA to say a€?Start My Free Triala€? or something along those lines.
Let’s clarify the value of the offer and provide relevant information and lastly the design is notA conduciveA to scrolling. 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.
Typically the very minimum a prospect, lead or customer will have to part with is an email address (covered in step #3). As such they should be receiving content with signup CTAs and links to register for product demos. And remember to inform people on your landing pages that they will receive a recording of the webinar the next day if they are unable to attend – this will increase registration significantly.
Immediately the message match has been broken and they will feel like they have made a bad click.
In the previous example, you’d get a lower Google Quality Score for your ad, and consequently a higher price for your ad. If you’ve been lucky enough to have been mentioned in big publications or on TV, make sure to show off.
If you can turn your text into about 3-5 bullet points each explaining why they should fill in your form, then your lead gen page will be more effective.
We just talked about message match, so you should understand the importance of a descriptive CTA. Note that they only do this when there are a couple of seats left – not when there are 200 left. Landing pages sit at the heart of CCD, used to focus the attention of a prospect toward a single objective or conversion goal. Essentially, it acts like a checklist of the important elements already discussed, as a reminder that to be really conversion focused, you need to create a page with all of these aspects working in concert together.
You can do this by focussing their attention on the first thing they see after submitting your lead gen form – the confirmation page. Use only a single link for this and send them to a “Greatest Hits” or “Top 10” list page that shows off the very best content and information you have to offer.
Similarly, if the headline is buried, apply the same concepts to make it more easily readable. Often, hearing someone else communicate it will strengthen your own understanding and to help you craft an effective USP.
It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors. Albeit cheesy, the Slap Chop or Sham Wow infomercials you see on TV do a great job of doing this.
The concept being that you are more likely to convert if you see that others before you have, and were glad they did. You’ll often see people checking out reviews on their phone while in an electronics store or when considering a restaurant. It’s often the beginning of the marketing process, where the email address gathered is used to send follow up correspondence to try and convert the new leads into customers. 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. 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. Any time you use strong horizontal lines in your design it may appear to the visitor that their is no reason to scroll. The end result of this is that they either get lost trying to find what they came for, or ,ore likely they just hit the back button and leave. The header should contain pertinent information that describes what you are getting by submitting the form, and the benefit of doing so. 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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