Each example will examine the thought process you’d go through when analyzing a page (or the reaction a visitor might have when arriving for the first time), a testing hypothesis for how the page might perform better, and some examples of what you could test to prove your hypothesis. Note: Each landing page was built by customers using Unbounce, and permission was kindly provided by the page creators. Be warned, I’ll call out anyone (nicely) who uses that foul button language in the critiques below. And remember – every page can be better, and the best way to get better is by testing. By reducing the length of the page by removing the features section, and making it available as needed, the page will communicate its main message more succinctly, and keep the form top of mind – increasing the number of signups. Interested in learning more about landing page optimization?Download this ebook and become an expert at designing landing pages that convert like crazy. By entering your email you'll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius. By enhancing the messaging of the form area to explain, and focus on, the purpose of the page, the clarity of communication will improve and encourage more people to complete a form they know will benefit them. Add a FAQ: You can remove the need for so many questions by opening a FAQ page in a lightbox that addresses all of the questions you are currently answering via external links. At first glance, I thought this was an ebook download, but after a bit of reading figured out it was for a bundle of something.
Finally, the social proof at the bottom is all about KISSmetrics, which is very dominant and doesn’t really seem congruent with the purpose of the page.
By listing the companies included in the bundle and providing a clearer sense of what the cheat-sheet actually is, the download rate will increase. KISSmetrics have such a beautifully crafted value proposition that is being wasted on the first landing page. My first reaction is that the headline is an incomplete sentence until you read the sub-header.
I like that the form uses the principle of encapsulation to separate it visually from the rest of the page, highlighting this as the area of interaction.
The design elements at the top and bottom feel like a distraction to me, and the top image essentially bumps the ebook image and form down for no real reason. By removing the top-right design elements, the page layout will have more flexibility to raise the dominance of the form area, increasing downloads.
Clearer headline: Try removing the shapes and run the headline right across the top, including a supporting sub-header for clarity.
This is a really really long landing page, which can be great for warming up your visitors so that they are making an informed decision.
By focusing the whole page on getting a free assessment, there will be more form submissions, resulting in more qualified leads and potential business.
Lightbox Benefits: Reduce the length of the page by listing the 6 benefits as bullets, then opening the full details on demand. By clarifying the platform and adding feature descriptions, the click-through-rate will increase. Social proof: Mention how many people are already playing the tournaments to give a sense of its popularity.
By using the design principle of encapsulation the form area will stand out more making it clarify what the goal of the page is resulting in more form completions.
Encapsulation: Test placing a box behind the entire content section in the header photo to make it pop against the background. By explaining more clearly what a promotional pen is and why they are beneficial, the CTA click-through-rate will increase.
By changing the header to have a social media image coupled with a headline that talks about your social media life, there will be less page defections and more downloads. By bringing social proof elements to the top of the page, more people will believe in the quality of the product, increasing downloads.
Header image: Consider using the cloud-to-safe image as the main image to illustrate more immediately what the product is for. Flow diagram: At the bottom the very last thing you see is a descriptive visual flow diagram. By including a sense of the service benefit in the CTA, click-through conversions will improve. By being more explicit in the headline about what TAVR is, more people will be able to relate, staying on the page and completing the form as a result. Being a location based service, it would be helpful to know the level of nationwide or state coverage.
By listing the range of coverage the service provides, there will be a greater confidence and relevance to a visitor, and as a result, form completions will increase.
Where: Mention where the service is available and perhaps add a map that shows precise locations. If we explain that we are offering an online marketing consultation, we’ll get more targeted companies filling out the consultation request form.
By focusing on the local business aspect in the CTA, there will be a better understanding of the local brick and mortar business relevance and more targeted downloads (creating better qualified leads). Directional cue: There is an arrow pointing from the sub-header to the form, helping to guide the visitor to the conversion goal.
Encapsulation: This is a great example of how to use encapsulation to highlight a form, which is exactly what I was talking about for #8. The visual design of this page is intriguing, but I don’t get a solid sense of what Bounding Box Boxing is right off the bat and would therefor have a hard time staying on the page. Moreover, the CTA is so crowded with text that it doesn’t look like a button anymore, and requires some squinting to know why you would want to provide an email. By adding a clear headline about how a ticket holder can experience the design competition and removing any misunderstanding about who is participating and who the prize money, will increase the chance of a form completion. By including a strong value proposition that illustrates why they are unique, people will be more willing to click through to the next step. Tagline: There could be a tagline right next to the logo (to use some of the wasted space up there) that helps define the company right away. By including explanatory copy in the CTA the purpose and main benefit of the product will be more apparent, raising the click-through-rate of the CTA.
By changing the page title to directly describe the purpose of the page, the bounce rate will be lowered, and conversions lifted.
Replacing the infographic with key facts in written form will improve the clarity and time spent reading, resulting in more people completing the form, as they will have a better idea of what the benefits of using FWCanada are.
Replace the infographic: Take the key points out of the infographic to inform readers who can apply, who can be a sponsor, and how to apply.
It also doesn’t say whether you will qualify as soon as you click the button, or whether you will be contacted via email to take the next step. Form fields: If you find out if you qualify immediately upon form submission (via an online check), then consider removing the email address to decrease friction.
By changing the headline to focus on the conversion goal, more people will proceed to the form to download the guide (and produce more leads). This page is actually a microsite, so I would first suggest ripping out the header and footer navigation to increase the on-page engagement and turn it into a promotion specific landing page. What Falcon Social does really well is something that I’ve been preaching for a long time, namely the use of lightboxes to show extended content without leaving the page. However, the page lacks explanation of what the solution provides prior to asking someone to start a free trial. By changing the CTA copy to a benefit driven statement and telling the customer what they would be when they sign up, more people will start a trial. CTA copy: To test different CTA’s, I’d run the original against a core benefit CTA such as “Grow Your Brand Socially” and a 3rd CTA that says “Grow Your Brand Socially” with a smaller supporting “x-day free trial” directly beneath the button. By describing how the ashes are transported into space and providing or alluding to information on costs, more qualified will be generated.

Aside from that, I’ll reiterate the importance of having the headline in text rather an image.
By removing the required field for email address, more leads will be captured to receive an agent callback via the phone. Form changes: Make the email field to be not required and change the CTA copy to reflect that an agent will contact you over the phone. Sounds like a cool concept, apart from the fact that I had to read every word on the page to really understand the mechanism it’s based on. By including two embedded videos inside the phone images, the two-sided concept will clarify the concept. Doing some LP design myself with unbounce, but when I see what other people create I think I need to go back to the drawing board. Choosing the correct landing page size can be a difficult problem, even for a seasoned designer. If your audience is tech-savvy or they primarily use tablets and smartphones, you’ll need a mobile responsive design.
If you are strictly targeting a mobile audience you should generally use a fluid-width design.
Our professional landing page designers always take these elements into consideration when designing unique, high-converting landing pages for our customers. Satisfaction GuaranteedIf you're not satisfied with your landing page before it's finalized, simply request a refund, no questions asked. High profile testimonials: Big trust factors come from these testimonials and they help describe the benefits at the same time as showing off the exposure the service has received.
Social sharing location: People are more inclined to share something right after they actually get it. Preview: People react well to the psychology of try-before-you-buy, so adding a preview of the eBook (first chapter or a few choice pages) would help people know what they are exchanging their personal data for. Confident benefit statements: All of the statements in the main content area are titled in a way that makes the company sound very confident in their ability = trust x10. 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). Use of Copy Highlighting: Highlighting the word inefficient is good, but it draws your attention away from the headline.
Encapsulation: The form area is nicely highlighted by the box that draws your eye to it through the use of contrast and encapsulation. Benefit Statements: the page is kept simple in terms of copy, and the 3 points at the bottom of the page focus on benefits, which generally appeal to people more strongly than features. Tugs at Your Heartstrings: The photo is emotive, especially with the dog staring you directly in the eye to make a connection and keep you on the page. Content chunking: The page is broken down vertically in a way that makes it easy to digest. 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. Benefit based headline: Indicates that there are other options out there, but this is a better way to do it. This is the modern apple-esque equivalent of the old-school long sales letter landing page. The price and call to action to buy the app are nicely positioned above the fold, leaving you to explore the page knowing how to interact when you are ready. Proof of concept: The photo gallery at the end caps it off nicely by showing that you can take great photos with this app. The reviews beneath the phone are highlighted in red, making them the most important visual aspect of the first screen.
Even with a clean and conversion oriented design, many pages still commit the cardinal sin of providing outbound links that aren’t part of the conversion funnel. The links at the bottom of the page still go to external microsites (click the image to see the full screenshot).
Considering the viral quality of the design, I’d like to see some type of “Share This” social media button (Facebook or Twitter). After clicking through to the destination page (a sign up form) – I noticed that the application can be used on an iPad. Ok, this one’s a touch controversial as it was created by one of the co-founder’s of Unbounce (Carter). Social Proof: the Facebook widget shows photos of anyone you know that’s “recommended” the page alongside a count of smooth music fans. Provide a clearly stated secondary headline beneath Smooth Sailing, which describes what the event is.
Throw up a lightbox style popup with a Map to the location “The Biltmore” – to prevent people leaving the page to figure it out. Positive language – Rather than providing lots of copy to ready through, Shopify has created five bullet points. Clear CTA – the CTA is clearly positioned and concise – there are only three fields to complete, lowering barrier to entry and making it more likely that the user will complete sign-up.
Supporting information – their supporting information is comprehensive, but delineated from the main sign-up area, so as not to cause confusion or draw the user away from the sign-up process. 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 an issue that all web designers face, but it is of particular importance when designing a landing page. Before you can choose the right landing page dimensions, you need to understand your audience! After taking into account the width of the browser and a bit of padding, you’re left with a standard width of 960px. There are many tools available for setting up a strictly-mobile landing page such as jQuery mobile. Having a professional design your landing page is the best option if you want to get the most out of your marketing campaigns so buy a custom landing page today!
We realize the importance of each landing page we make and we thrive on customer satisfaction. Knowing what you know about landing pages puts you head and shoulders above your contemporaries. By limiting this to 10 tips, they stand a good chance of increased conversions by providing an easy to consume resource. I was worried when I saw the contact us button at the bottom (thinking they were mixing click-through with lead gen) but it just pushes the page back up to the form. 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).
Which is actually a good thing in this case, as the sub-header is where the meat of the headline is. The destinations are not comparable to the main CTA and shouldn’t give visitors the chance to wander.
The CTA’s load in a lightbox, where I would expect them to move you on to another page to sign up. 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. This is a great way to develop confidence in your visitors, letting them know what’s in store for them. I’d recommend making it subtext in the button to reinforce the lack of a signup barrier. Make it clear which fields are required, this will make the form appear shorter than it is. You’ve probably seen the less trustworthy ones before, where the writer uses reams of ultra persuasive copy to convince you that, despite being an average Joe, they have managed to build an online internet business that prints money.
The target customer already has an iPhone, so they are used to seeing beautiful design with apps placed in context with their intended use.
Professional photographers that just want a cool app for their phone will find this convincing. While I would normally recommend the CTA get this level of attention, it really pushes you towards what is often the swing vote in a purchase – what other people say. If you’re looking anywhere for design inspiration for lead capture forms, this is a good place to start. To get around this they’ve placed a directional cue (arrow) at the top of the form to point the way to the action area below. This keeps visitors on the landing page instead of wandering off onto another page – and away from your conversion goal. The call to action is very obvious, using conversion design principles (whitespace and contrast) and has text that explains a key benefit (that you can try it for free). It would be a great test to have a video on the landing page that plays inside an image of an iPad.
And it’s about time we stopped copying bad habits and started creating relevant Calls-To-Action (CTAs). Yet, having skimmed (that’s all people will do) the page copy, I see no mention of an event. A better description of what’s inside and a list of the tools would add incentive to download. The CTA at the end that directs people to a different page – breaking the rule of one page, one goal. However, the most important area of the page, containing the headline, form and trust symbols, is difficult to read. The features below do a much better job of outlining what it is all about – but I may not get that far having seen the headline. If you have highly targeted ads, then you need to make sure the headline is a clear match with them.
Yet the 6 feature links take you away from the page (more leaks) – when THEY should be the one using lightboxes to expand on the feature details without moving away from the page.
Aside from that, I just think it’s awesome that the Cheezburger family is using Unbounce.
Oprah consistently appears happy, using a strong personal connection (direct eye contact) to make you feel comfortable.
Sorry Webtrends, as much as I love you, this is a rookie mistake that should never be repeated. The compelling design kept me on the page for a long time and more importantly, made me want to share it with other people. Showing the tool in action could provide the extra information required to inspire a sign-up. Phrases such as ‘Easy to use’, ‘Secure’ and ’20,000+ Store’ breed confidence in the user (as does the tick icon). 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. Video marketing specialists Turn Here highlight good conversion improvement numbers and the side benefit that properly optimized video can be 53 times more likely to reach the front page of Google search results. 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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