This is a classic technique used to hijack your visitors eyes and create a tunnel vision effect. Call attention to the most important page elements by using strangely placed and angled arrows. Give your page elements breathing room to produce a calming effect and allow your CTA to stand out from the rest of your design.
Common psychological motivators are the use of urgency (limited time) and scarcity (limited supply). To demonstrate how you can apply the CCD concepts to a landing page, I’ll show a before and after template design example.
Note: This template is available for use within the Unbounce landing page platform suite of landing page templates. Nicely encapsulated form area: CCD principle #1 talks about the use of encapsulation to bring attention to your form areas. Crowded page could use some whitespace: CCD principle #4 talks about the use of white space to improve the clarity and reading experience of your page. 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. The form area is nicely separated from the content, and there is a lot of breathing room all around the main image.
This would be *really* good if the bottom blue area was a different color – perhaps just a dark grey. There’s a ton of social proof logos on display here, although I think the lower set of logos is overkill. 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. Another thing to mention here is that the copy doesn’t really say anything about what you are downloading! 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). 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. The page talks about small business, and then features giant companies as the supporting proof of success. 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. 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. Having the space surrounding the main content area (on both sides), it gives the page a less cramped feeling. 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.
This is the best and funniest example of a testimonial I’ve ever seen, and fits the fun brand perfectly. There are quite a lot of orange elements on the page, by choosing a button color that’s not within the orange range you will make it stand out more.
The video poster frame should be more enticing: A poster frame is the image that is visible on your video before the play button is clicked. As I mentioned above, if you shifted the form down to sit half in and half out of the main header area, you could encapsulate it nicely in a design element that really separates it from the surrounding elements, by virtue of how it would break existing lines. The color choice for the 2 CTAs (just one please, tsk tsk) does have contrast with it’s surroundings, but something about the design is just awfully flat. There is some generous white space in the main content area which lets your eyes flow down the page through the content. Video product demos are always a good window into what you are offering, and can simplify the subsequent content consumption as you can easily scan to seek out any remaining holes in your buying process. The subheader of the page is actually a testimonial which clarify the purpose of the product at the same time as adding social proof.
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.
Just a little touch of design behind the testimonial helps to make it stand out as different from the content section above it, helping to set a visual barrier that keeps your eyes in place when you are reading the three chunks above. 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.
The use of opacity for the form container is a good example of drawing just enough attention to the form, while still following the soft design esthetic of the page. The use of darker areas on both sides of the content, helps to drive you through the content in the middle of the page, like a funnel. 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.
Re-architecting the page to focus on one element alone with two columns of visually related content would greatly simplify the reading process. The Facebook following number lends some credibility to their appeal, as it’s what they are selling as a service.
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!
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.
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. 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. 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.
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. 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 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. 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). 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.
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. Por ejemplo, las landing page se usan cuando hacemos mailings (envA­os de correos electrA?nicos a nuestros clientes o posibles clientes) sobre nuestras promociones.
Las landing page o paginas de aterrizaje nos ayudan muy positivamente a medir el exito que estA? teniendo nuestras campaA±as publicitarias en google u otra plataforma publicitaria.
Ni nos complicamos, ni te complicamos la vida, sA?lo hacemos diseA±o de paginas web economicas.
A great landing page is important to any online business, but when it comes to startups, an outstanding landing page is an especially vital aspect to your budding success.
With so many new companies entering the marketplace and competing for the same small pieces of market share, every aspect of your online business must be better than your competitors. Most people find out about startups through word of mouth and with a simple Google search, potential customers or followers can find your company and do some research on your business. One of the most important parts of establishing a new business is to understand the interests, preferences, and behaviors of your fan or customer base and to be able to provide them with products or services that are relevant to them.
A landing page is the perfect opportunity to show visitors what your company does and how it can help people.
If you have any questions or suggestions, please feel free to leave them in the comments below.
Blog en comercio electronico, e-marketing, redes sociales, diseno web, cloud computing, web 2.0.
Landing page best practice adviceMost discussion of web design in companies still naturally tends to focus on the home page. If you’re into landing pages I recommend this excellent post written since I wrote this, decomposing 10 landing page examples. If you want to read more on techniques to increase web site conversion I recommend my Web design best practice guide. Anything referred to as a landing page is intended to maximise conversion of visitors to this page or series of pages to a particular marketing outcome – sale, lead or change in brand metrics.
Most typically, the outcome is conversion to action, typically data capture where a site visitor fills in an online form to generate a marketing lead. Landing page goalsEffective landing pages are those that meet their objectives, so let’s start with typical objectives. Explain the value proposition offered by the company to differentiate from other sites the visitor may visit during the buying process i.e. It is important to run through these objectives since sometimes it is just the two primary objectives related to data capture that mainly determine landing page design and not the secondary objectives which are equally important. Different types of landing pageWe have to bear in mind that there are different types of landing pages that work best depending on the campaign objectives and whether it is a short-term or long-term campaign.
Such landing pages in particular category or product pages use what is known as deep linking. So this approach is used since it can potentially produce higher conversion rates or produce a microsite more consistent with the campaign goals and style. So, companies need to work out whether the cost of producing this type of page is offset by the potentially higher conversion rates and better campaign results. The home page can be a landing page Note that a landing page could potentially be the home page although this is not typically best practice. Different referrer typesTo make the landing page effective, we also need to think through the full range of places the visitor may originate. My Twelve microsite success factorsBefore I run through the success factors, remember that guidelines are only guidelines, they of course, have exceptions. As a minimum, you should readily be able to view data on bounce rates (the proportion of visitors who leave the page without visiting more pages) and conversion rates (the proportion of visitors who complete the intended outcome) for different referral sources (e.g. Second, remember that the guidelines are dependent on the users typical viewable area of screen. However, if browsers open a new window, for example from search results page, the new window may be smaller than full-screen.
Unlike casual visits by browsers, visitors arrive on landing page with a directed goal or intention in mind.
So in terms of message, branding and creative the landing page needs to deliver an integrated communication. The key message on the landing page needs to be consistent with the key message of the referral source. For me, one of the most important aspect of landing pages, and one that is often not right, is that there isn’t enough detailed information on which the visitor can decide to signup. To help determine the right-level of information, best practice is to use design personas to identify typical information required and the gap relative to what you deliver. If the response mechanism is on another page use multiple calls-to action to gain response since some visitors will respond to images and some text hyperlinks. The words used to form calls-to-action are critical to create a scent trail that users of the site follow. Some designers would suggest that content must fit on one page that doesn’t require scrolling at 800 by 600 resolution. To summarise, I would say, make it short (for impulsive readers) AND long (for readers who want to read more). Although this can work well for a retailer to show more products above the fold in a category, this is achieved with a loss of control of design.
Make sure you are using paid search to direct visitors to the relevant pages particularly during the campaign. Second, if the page is integrated into the web site and will be used in the long-term, optimise it for relevant search keyphrases using the search engine optimisation techniques described here. Provide a choice for those who don’t respond despite your carefully crafted landing pages.
As part of our ongoing efforts to spread the gospel about single-purpose dedicated landing pages and Conversion Centered Design (CCD), we partnered with the awesome folks at Themeforest. To get their design community excited about the new Unbounce landing page category we ran a contest, offering up a total of $11,400 in cash prizes for the best conversion-centered landing page templates in a variety of categories and verticals, from real estate and law, to agencies and startups.
All in all, we received 39 submissions, many of which would make an excellent starting point for your next landing page. Conversion Centered Design star G10v3 blew us away with Approach, the winningest Envato Template.
If the reader wants to find out more, they can keep scrolling and will eventually be met by a button that brings them back to the form. Jen Gordon’s Convert travel landing page package comes with seven variations to customize and test. She’s packed a ton of value in there, making it easy to appreciate the pride Jen takes in her work. Nutzumi uses parallax design and smooth scroll beautifully, as though the page were built with those features in mind and not added as afterthoughts. The mobile templates were designed effectively as well, with a logical order of information, big buttons for fat fingers and just the right sizing of everything. I’m still not entirely sure what a fisherman has to do with B2B ebooks, but the image is meant to be replaced anyway. There’s a lead gen form at the top, then a pricing grid further down with a CTA for each plan.
This startup template is very on-trend with many of the tech startup designs coming out of Silicon Valley and beyond.
The huge header block with a single hero image and parallax scrolling give the page a clean look while showing off the product.
The pricing grid is used as another piece of information that could trigger a conversion decision, but doesn’t include sign-up buttons. Aside from the nav links on the bottom (which I’d get rid of – links are leaks!), the only way to interact with the page is by filling out the form.
Xstyler doesn’t get too fancy with this landing page template and that makes sense for the industry it’s intended for.
The phone number in the top right is dividing attention from the form a little bit, but customers in this industry may be more accustomed to inquiring over the phone. For her startup template, Jen packs “18 Design Techniques to Drive Conversions” into one template, rather than offering multiple variations.
Although the Twitter widget Jen’s embedded serves up some solid social proof, it’s jam-packed with links to other pages. The focus is a bit scattered, but it leaves plenty of space for the kind of info that students need to decide whether to request a brochure.
The neon accents on this page may not turn everyone’s crank, but that glowing CTA is hard not to stare at.
The most important points are highlighted in red and the most relevant page sections are pointed to by arrows that are playfully carved out of the white space. After that, DonateFuture follows up with pretty much every trick in the book to gather donations – quick updates on progress, easy-to-read icons showing advancement toward the goal and photos of other people just like you who have donated. In this case, I don’t think the smooth scroll from the bottom to the top is necessary, but it’s great to see a focused goal.
As Director of Campaign Strategy, Corey Dilley is charged with making sure that Unbounce's marketing campaigns drive measurable results.
Myflat is just awesome and the form on the upper right hand side of the screen captures attention. These are nice templates for capturing emails, but I was really hoping you would have SOME OTHER TYPES of templates! Although the screenshots we chose were of the lead gen versions of the templates, many of the winners of the contest have a clickthrough version as well, which don’t have a form. Between the templates within Unbounce and the new ones on ThemeForest, there are many without forms. Unbounce pages are 10x prettier, but I get the feeling that leadpages simple and data driven templates work better. Those designs are really inspiring, I’ve used one of those landing page for my website. Due to its singular focus, a landing page can be a highly effective tool to help you to sell your product, gather contacts, or introduce your concepts. What does an effective landing page look like?There are many ideas on the matter; in general they include the following elements.
While a website provides a great deal of information and features, it's primarily informational so there are many places for a visitor's attention to go. A landing page, on the other hand, has a simplified layout and single action item to make it quick and easy for visitors to respond as you hope.Ready to move on? You can think of it like creating a window on your landing page where your CTA is the view.
Tie a sequence of arrows together to define a path for the visitor to follow, ending at your CTA.
The purpose of this particular template is to facilitate the download of an ebook in exchange for the standard name and email.
It would essentially mean that someone converting at 10% would have a conversion rate of 100% which isn’t attainable. Your CTA button should always explain explicitly what will happen when it’s clicked, for two reasons. Mobile commons again do a nice job here, making sure the conversion area stands out from the rest of the page and making it clear where you need to go to complete your interaction with the page.
By making the page a little longer, they could make each part of the message more clearly chunked into digestible blocks.
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 form is nicely contained in it’s own box, which helps it stand out from the image behind it. Knowing this right off the bat relaxes the mind so that it can explore the content on the page, knowing that you know where to go if you decide to continue on.
The two testimonials could use a different treatment to make them stand out as quotes rather than the current design that makes them look like a block of text like the rest of the page.
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. Which really opens the way for the use of color and contrast to make your form area stand out.
Something we learned this very CCD week, was that having a short Slideshare presentation on your page to showcase part of your content, you really can bump your conversion rate. These could use more consistency, and represent what the next step will reveal (I’m assuming the homepage). I don’t know how the company differentiates from the 100 other email service providers out there. There seems to be a mismatch of company size that could make people perceive their offering is targeted toward the enterprise market. I think the best thing that could be done for this page would be to add some white space to let it breathe. By shuffling the page elements around, to offer up the required information before the call to action, and creating a better hierarchy of information, the page wouldn’t make you jump around wondering which order you should be consuming it in.
This could include having an introductory paragraph beside the video that mentions how long the trial is along and include a benefit statement.
It starts with a customer list, then moves on to hear what some of them are saying.In general the information hierarchy is nicely done on this page.
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). Adding the blue container separates the main content area nicely, making the reading experience much simpler. I’m not sure what membership services are, so this could use a more descriptive image and supporting statement. A phone number to contact the company to discuss business, or to download a marketing guide. However, it could be communicated more effectively if it was written out, rather than trying to play with an image. It’s good to be above the fold for the most part, but when you are asking someone to engage in communication with you, you might want to expose them to more information about your product offering first. It would be enhanced further by using a larger type size, with an appropriate line height to give the copy room to breathe also.
In this example, you could easily skip the 1, 2, 3 content below the video as it’s covered in the video. And it’s nicely backed up by a well written explanation of some of the core benefits directly below. Let you eye wander around the page and you’ll see how easy it is to identify each block of information.
The Trip Advisor certificate of excellence let’s you know that a recognized authority has validated the company. The white stands out nicely from the solid background (to steal a comment away from Miss Contrast). Everything is in the same three colors, making it super hard to distinguish what the intended conversion goal (interaction point) of the page is.
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. 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.


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. 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). 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 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. 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. Dicho de otro modo, la landing page es la pagina de destino donde se envA­a a un posible cliente interesado en alguno de los anuncios publicados en internet.
De este modo podemos analizar si nuestras campaA±as estA?n funcionando del modo que deseamos.
As a fledgling new business in the cutthroat startup industry, it has become increasingly difficult to make a name for your business and to set yourself apart from the competition. But if you’re not an online marketer or a web designer, you might not know everything you need to know about landing pages, why they’re so important to your business, and how to build them; that’s why we’re here to help.
This is where having a great landing page makes all the difference and can be the deciding factor between gaining a new fan and turning someone away.
One of the best ways to go about collecting initial customer data is with a landing page form. With great images, informative (but not overwhelming text), and compelling video content, you give tell your visitors what your company is all about in one great looking page.
But, for companies who are running a lot of online marketing campaigns, the effectiveness of the different pages deeper within the site is vital to getting returns from these campaigns. Often it is thought that response is everything – so objectives are not though through, but that this can lead to data capture pages that are too simple.
The majority of the visitors to the landing page won’t actually convert, so it is important to give them a favourable experience also. Landing page(s) integrated into site architecture and styleIt is most efficient in terms of effort in content creation to make landing pages part of the main site information architecture. The disadvantages are that this approach requires more effort and maintenance and often result in a poorer user experience since the page will look and work differently to elsewhere in the site. Although this approach is surpisingly quite common, I think the approach is often taken for convenience eventhough it is more expensive in the longer term.
But, if a company has a limited range of products or the main campaign objective is to generate awareness rather than response.
Visitors can be referred by clickthrough from any online referrer such as a search engine, online ad, affiliate site or e-mail campaign. While many still design for a minimum of 1064X768 or even 800 by 600, the latest data on screen resolutions shows that over three quarters are now higher than 1024 by 768 although this is skewed by the designer audience of that source!
So the first thing you have to do is instantly show relevance to help visitors achieve that goal.
You need to show the visitor they have selected the right place to find the brand, product, deal, information or experience they are looking for, so the headline must clearly indicate this.
So again, you need to show the visitor they have selected the right place to find the brand, product, deal, information or experience they are looking for, so the headline must clearly indicate this. An effective scent is delivered where the words match what the user wants to know or achieve.
First an offline campaign will lead to people searching on your brand or the campaign strapline.
If so, you need to carefully manage when they and links to them from within the nav are expired. Here’s the list of winners, along with some insights into why we thought these landing pages were a cut above the rest. The mobile landing page is just as stunning as the desktop version and the format makes sense – headline, key benefits, product shot, then form. The pages rely heavily on Conversion Centered Design, taking advantage of in-your-face directional cues and making great use of traveller-recognized social proof mechanisms, like Trip Advisor reviews. They communicate just as well as their desktop counterparts and adhere to the golden rule: 1 page, 1 purpose. The good news is that all the buttons in the pricing grid smooth scroll back up to the form, which has a couple of handsome suits staring down at it, directing you to fill it out. ConversionLab has offered FORK in both lead gen and click-through style formats – with desktop and mobile versions of each – in several different colors.
The Manhattan Education template doesn’t strive for beauty, but it delivers what a prospective student would expect from an education landing page. I’m a big fan of the directional cues provided by the students staring directly at the form. Further down the page, key points are highlighted with the same color, offering the viewer’s eye some guidance through the different sections of the page. Due to its incredible ability to convey emotion, video has been used effectively to elicit donations on TV for years. Corey's digital marketing stripes were earned by leading teams at ad agencies, online publishers and tech companies since 2005.
I work in product comparison with affiliate partners which is equally as conversion oriented, yet you have no templates for that vertical at all. Is there something specific you’re looking for that would make the templates more suitable for an affiliate campaign?
What I’m after is a small selection of conversion optimized product comparison tables. One feature of leadpages that is really good is that they rank and sort their landing pages based on conversion rates. I appreciate the work and time these creators put into these projects – very inspiring. A green CTA may well outperform red in some circumstances, but if the page is dominantly green, that green button is going to get hidden among other page elements. Most are from Unbounce customers, but I’ve thrown in some scary ones too, just to mix it up, and scare you into making your own pages better. It would be more effective to have a customer testimonial talking about the conversion improvement they achieved. Firstly, so people will know what they are going to get, and secondly, so there is another element on the page backing up its purpose.
It could also draw more attention to the testimonial, by shifting the left column away from the form. Yet, having skimmed (that’s all people will do) the page copy, I see no mention of an event.
If you have highly targeted ads, then you need to make sure the headline is a clear match with them.
In this instance I’d try going for a red button to make it stand out from the main color palette. As the form action is to get the guide, I wouldn’t muddy the waters by having the phone number in there. The form container could also use a little something to make it stand out from an otherwise flat page. It can be more effective to have a descriptive and enticing benefit statement as the starting point – to make people want to watch.
It could be as simple as putting a few bullet points in place of the form and nudging it down a bit.
Which allows you to visually break the information into three pieces, speeding the reading process. I would try to knock everything back to be within the same basic color hue, so the pricing grid can stand out. 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. 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).
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. 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.
There are a lot of elements that go into designing a landing page, and you can find all kinds of advice on landing page design on the web.
By placing a submit form on your landing page, you can easily request information from your visitors such as email, age, sex, location, and more to get a better understanding of the types of people that are interested in your business.
Just make sure that your page is appealing and easy to use, and it should be a great first step at growing your business. The first is a landing page integrated into the sites stucture and consistent with standard page templates and navigation for the site. The downside is that they may not work so well in terms of converting both direct referrers and browsers navigating from elsewhere on the site. Alternatively, if it is a short-term branding campaign then it may be more straightforward to create a microsite separate from the main site with a different look and feel. If it is a completely separate site with a separate domain, a big disadvantage of this approach is that due to the Google sandbox effect, it is not likely to be included in the search results for several months. I know of one E-commerce manager for a multi-national technology vendor who tries to educate their hundreds of web and traditional marketing specialists to not use the bespoke landing page approach, but to always try to integrate into existing site structure. The design should make the next step clear and minimise the number of clicks required for response since every extra click required in response will generally reduce response by 10%. Also tests have shown that page can be scrollable – users will scroll if they appear scrollable. The design itself is lighthearted and fun while giving ample space to show off the product and its benefits. If you focus on contrasting colors you will be much more successful at making it stand out. If you stood back and looked at this page you’d be hard pressed to really differentiate the most important element.
Here, the page is so simple that there’s no real visual complexity to compensate for, but you should still get in the habit of practicing separation.
This could mean that you need to move the 3rd feature block somewhere else, and switch it to 2 or 4.
That’s the equivalent of walking into a clothes store and being told to buy these clothes before you even try them on.
I’d also make the two pricing tiers on the outside, the same muted color, to make the recommended (center) tier the most dominant.
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.
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. However, if you’re unfamiliar with building landing pages, you may opt for one of the many landing page builder tools that will help you create and manage a professional looking landing page that will leave your visitors with a great first impression of your company. Again, if you are unfamiliar with building a page or a form like this, feel free to use a form building tool to ensure that you’re getting the most out of your visitors.
The second is a landing page specifically created for the campaign with a different look and feel. This often happens where resource cannot be found to create a microsite within the main site, or it is felt that the existing site look and feel cannot deliver the brand impact required. To deliver relevance also requires consistency with what they have already read and seen to meet their expectation. Removing menu options will often increase conversion rate since less choice of where to click is offered, but for those who don’t respond will give a poor experience and prevent them browsing other parts of the site. Some of this could be resolved by moving the customer logos to the bottom of the page, potentially in greyscale to prevent them from conflicting with the rest of the page. Or you could extend the header area to be longer, and balance the design by putting a relevant statement beneath the video, talking about a benefit of the service. One great option is The Offer Machine which provides a drag and drop, template based landing page builder that enables you to build a customized, and professional looking landing page quickly and easily, without any of the messy backend programming or design work nvolved. Even if you manage to work your way down to it, it’s so bland and nondescript, with no real purpose attributed to it.
Because the web is a new medium and the access platforms, user behaviours and competitor approach all change continuously, what works at the start of the year will certainly not work as well by the end of the year.
So my test advice is to say exactly what you will receive in the header, and reinforce that in the CTA.



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