Why Optimize Landing Pages?However your landing page works now, you need to find out whether it’s truly as effective as it could be. 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.
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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. As a company they’re well practiced in the art of creating landing pages and this is a good example.


UverVu is a social media monitoring and management tool, available as a cloud-based service. A nice touch here; the CTA box heading makes it clear what you are signing up for, and the button reinforces the same message.
The elements are correct – we have some good ratings from trusted sources and a clear set of actions to take (supported by price information, which can often be hidden).
However, unlike Serif, Gimp does a great job of selling itself, and it’s all about the copy.
Of course, they do provide additional information if you need more convincing, and it’s all presented clearly through headings and visuals, rounding off with another opportunity to download the software. A good lead image shows compatibility with desktop and mobile, and gives you a clear idea of what the product offers. Testimonials can be incredibly persuasive in getting consumers to convert, especially when they are from big brands. Another simple landing page from another social media management platform, this time it’s HootSuite.
HootSuite Pro is the paid version of their free product, and offers business the ability to manage more platforms and work more effectively as a team. The supporting information around your main CTA can be crucial in delivering conversions, make sure it delivers.
Video, yes, it’s important, but not so important that you can do away with everything else.
Which just goes to show that landing pages don’t have to be the most beautiful pages in the world to be effective (although it does help). Nuance create document management solutions, helping business create electronic records from physical documents.
In this case, they have testimonial quotes and customer brands, but they’re not strong. Nuance need to re-evaluate the value of the content to be given away, ideally giving more for free upfront, so that the leads that come through are of higher quality (rather than just people registering for something that they should already have).
When optimizing conversions, always make sure that your users have enough information to hand to give them the confidence to contact you. On a practical note, the copy is unstructured, with key information hidden within the bland paragraphs, and the white text on a grey background a real no-no for readability. Sentiment Metrics have made the mistake of setting their page within the structure of the main site, and the result is a mess.
What’s great about this landing page is that they fundamentally understand the value of their product. It breaks most of the rules of standard landing pages, but just goes to show that if you want to drive conversions you have to start by understanding your product and your consumer. Customers don’t respond well to that level of commitment before they know who you are. I had thought of landing pages as simply the entry point to a site with the only navigation linked to either joining area, membership area or curiosity area. I can see that using a landing page as a general login place might be annoying for some already committed but for small business is it possible to use it this way? And, I very much share your position that conversion performance is a reflection of your understanding your audience.
Yes, you’re absolutely right, the only way is to test and measure, but having the basics of design and layout right are a big step towards optimising the conversion rate.
For me simplicity wins every time (like the Adobe page) – keeping it simple means your customers don’t get distracted!
Thanks for your insight on both good and bad landing page.Sure gives me an idea to work on my own page.
Moreover, you need your landing page to not just convert any users – but focus on the most valuable kind of users. 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. It’s a simple two-column layout, with the left-hand column giving information on the product and the right-hand column concentrating on conversion. It’s longer than UberVu’s but they’ve done a good job of cutting the page clearly into three sections. For those who aren’t convinced that this is the right replacement products, it presents more information on the individual applications. There’s also a tabbed section where all the features, benefits and system requirements can be found.
Good copy; copy that is structured visually and written tightly, helps us to take in information quickly. The big font and catchy copy really makes it clear what they want you to do and makes it ridiculously easy for you to do it. AtTask, a provider of project management software, looks like it has everything covered with this landing page, but looking more closely it doesn’t hang together. Poor Imagery – if your going to put a picture of the software on your page, at least make it readable, otherwise it can’t tell me anything. This landing page from Autodesk leaves me confused because it fails to give me any indication of why should watch the videos, and what I’m going to get out of them. We’ve got navigation elements and contact details, a search and a feedback tab; it’s all too much.
This landing page offers a whitepaper on Agile Software Testing, from which it gives us three tips as an extract: Feedback Loop, Define Your Matrix and Capture Data. In this case it would be better to give out only one example, but in more depth, than three at a high-level. Without asking for anything more than an area of the country, they will provide you with a teasing glimpse of what is available – who knows, if the user sees someone they like, they’ll be sold right there and then.
If you do that, you’ll be able to create engaging landing pages that really drive conversions and, ultimately, your business.


Now working in the pharmaceutical industry, he previously worked at Volume, one of the largest independent B2B digital marketing agencies in the UK. Did I miss your analysis of the types of customers they’re targeting (I assume with buyer personas) to explain the whys of the conversion design elements? Even the worst landing page will convert sometimes, the best ones convert a lot more regularly. The ones who engage the most with your app later on, trigger the most conversions and create the most revenue.That’s because mobile app growth hacking is not just about conversions. 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. The CTA (Call To Action) panel is visually dominant and the high visibility buttons make it easy to see what is going on. Their primary customers are businesses, and in a competitive market, their landing page conversion needs to be spot-on. Even the form is kept simple, with just five fields required to get you up and running on your free trial.
They’ve got a tough job, as Microsoft Office is the de-facto standard for office applications. Once again, this is accompanied by a CTA box, reinforcing that this is a free and fully featured product (unlike some of their competitors who may offer limited trial versions). We’ve got numerous testimonials from individuals using the product, creating a tidal wave of positivity about it. What starts out looking like I’m going to get a personal call with someone taking me through the software, is actually only giving me access to a video. The quote from Pete Cashmore, the influential and well-known editor of Mashable, is small and fades into the background thanks to the grey font. Unfortunately this leaves the page trading on a straight one to one between your readiness to give up your data and the perceived value of an interactive demo. Wembley trades on visceral experiences, such as the excitement of an England international where fans live out dreams. This should have been a standalone page with customized information that is designed to take the user through the conversion journey. The art of the extract is to provide something compelling up-front that will drive the conversion. The most valuable content it has is its members, so they do the most sensible and obvious thing to get you to convert – they let you take a look around. While a page may look to be outside of best practices, the only way to truly know is to test and measure, right? Got a lot of great points from this article – namely, good design that highlights benefits and points visitors to the opt in box.
Click here to read part one.As a savvy growth marketer who needs to increase downloads, you rely on landing pages. It’s about quality conversions.How to Optimize Landing PagesFirst, you need to get the highest quality traffic to your mobile website. 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.
The opening text is your opportunity to say what you are and why the user should stick around to find out more, and Serif misses the point here.
That’s not the worst thing in the world, but I’m being asked to give away a lot of information just to see a video.
Finally, the bullets don’t give any indication of how the Pro product is better than the free version.
They are an opportunity to talk directly to a captive audience, so everything on that page should focus on a single goal – the conversion. Make sure that the value of the give-away weighs up against the effort required to register. In order to achieve this, read our previous post on how to optimize your site referrers – i.e. This copy should be rewritten with informative headings and structural elements such as lists.
To drive conversions, always be crystal clear about what you are offering, and don’t over estimate its value. The landing page should remind us of these, it’s part of the reason why people would sign up to Club Wembley.
So fruitful in fact, its paid advertising program has helped grow the company’s revenue in 2011 at a faster rate than Apple, Facebook, Amazon, Google and Microsoft. But are your landing pages working as well as they could be?Read on to learn one of the most fundamental mobile app growth hacks for optimizing this crucial part of your funnel – and increasing the quality of users you get from it.The Basics of Landing PagesWhen a mobile web user taps a link that takes them to any page of your website, that page counts as a landing page. In this case, AtTask should be offering the video for free, possibly replacing the image, and using the CTA registration form to book a personal call.
Second, you need to get the highest quality users from amongst all that traffic to download your app. So my test advice is to say exactly what you will receive in the header, and reinforce that in the CTA.
In any case, every landing page needs to convert users to download your app as effectively as possible. As compared to Facebook and Google PPC, LinkedIn provides much better ad targeting for B2B companies. It does so through its content and associated call to action (CTA).A CTA might be a link, button, banner, or even interstitial ad (although we hope you use one of many great alternatives to the latter instead, given Google’s new war on interstitials).
The CTA links users to your app’s listing in the relevant app store, where they will hopefully pull the trigger and install your app. Yet however you measure success for your app, smart links enable you to link every user to the landing page they came from. This helps onboard users and increase engagement and conversions right from when they first experience your app.Yozio SuperLinks, for example, use deferred deep linking to ensure your app shows a user exactly what you want her to see after she opens it for the first time (for instance, the piece of content she saw on your website before she downloaded your app, whether it was an item for sale, a social profile, news article, or any other content).
Even if the user has never downloaded your app before.Using Yozio for Mobile App Growth Hacks For Landing Pages – and MoreYozio is a platform for mobile growth that includes powerful features to go far beyond tracking landing pages. It’s the problems identified and the ad’s perceived solution to these problems that will motivate defined personas to click-through to the landing page.Create opt-in content that solves their problems This is the product that powers the quid pro quo transaction on the landing page.
Yozio includes a pre-built dashboard for optimizing landing pages, which enables you to associate the landing page that a user came from with each action that user took later in your app.As a result, you can easily see which landing pages lead to your best conversion rates within the app, generate the most engagement and revenue – and take the appropriate action to optimize getting traffic from those landing pages rather than others.Pinterest grew 100% by growth hacking their app using practices like these – want to learn how?
The visitor’s email address and other form fields on the landing page are the currency for the transaction.
Ad copy should market this piece of content.Develop a landing page for the problem solving content This is where the quid pro quo transaction occurs via a form.
It is recommended to have an ongoing landing page testing program.Create a lead nurturing campaign According to HubSpot, 96% of first time website visitors are not ready to buy yet.
These people fit squarely into the top of the sales funnel or are simply not qualified at all.
Lead nurturing is an automated process using email to gently encourage individuals who convert on a landing page to consume more content, get to know the brand better and qualify themselves while moving southward in the sales funnel.Write a minimum of three ad variations to execute testing The purpose of creating three ads is to test their ability to convince someone to click on them.
Not everyone will hit a home run their first at bat, but rest assured the above techniques are tried and true. For help with using LinkedIn for organic social media lead development, download our LinkedIn Marketing Cheat Sheet.



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