Also known as the value proposition, this is where you present your core description of what the page is about. Your USP is a high-level term for a collection of statements that you use to explain what your offering is. As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence. To extend the message by applying an additional persuasive message to support the primary one.
If people can’t determine the purpose of your page from the main headline (and subhead) you’re doing something wrong. As your landing page comes to a close, you have one final chance to communicate the benefit of your offering. It’s common practice on long landing pages, to repeat your call-to-action in several places.
This is where you present test subjects (people) with your landing page for 5 seconds, then hide it from view. You will learn all about how to write effective headlines in part 5 of the course on landing page copywriting. The hero shot is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining. Notice how the main headline, supporting headline and hero shot combine together to show exactly what the page is about. Your hero shot should dominate the page, making it immediately clear what the page is about. People are more likely to understand your product or service if you can demonstrate it in action. Following the other elements on your page, you should by now have the attention of your visitor. Your benefit statements should attach directly to the pain felt by people seeking out what you are offering. To support your brief benefit statements you want to extend the bullet point descriptions into a more detailed overview of their purpose and benefit. The important point to remember here is that you need to communicate the benefit of your offering first. You often want to include imagery here that shows how each feature will look when being used, such as screenshots, where applicable. To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead gen form. Your CTA is critical to conversions as it’s the target of your pages’ conversion goal – in other words, it’s what you want people to interact with on your landing page. On your landing pages, the call-to-action represents the tipping point between bounce and conversion. Both these elements have direct impact on conversions; however, they play two different roles in the conversion scenario. Button design is a visual cue that helps attract prospects’ attention to the call-to-action. Often, the best way to understand the design of CTAs is to look at examples for inspiration.
A simple guiding principle for CTAs is that the copy (text) on your button, should describe exactly what will happen when it’s clicked. There are lots of incentives you can give away to prospects in exchange for their personal data.
A fair exchange for a newsletter registration would be an email address and perhaps a first name. Always try to balance the “size of the prize” (what you are giving away) with the level of information you are asking a prospect to provide. Your confirmation page is the first thing a new customer or lead sees after they have completed your conversion goal.
For a click-through landing page, the confirmation page is encountered further down the sales funnel, often after the prospect has become a customer by purchasing something from you. The opportunity for more subtle follow-up marketing: keeping people within the sphere of marketing influence if they follow or share on social media. If you completed “Landing Page 101” you should already have a free account to build your pages.
Watch this video to see how to build a landing page from a blank canvas, adding each page element to create a fully designed landing page. This post is all about showcasing awesome landing pages, to give you some inspiration for your next design. Note: All of these landing pages were built using the Unbounce Landing Page Platform – huzzah! Validation: They jump right into showing off the famous publications that have featured their company. Removal of doubt: The subtext below the CTA lowers the perceived risk, which can improve the click-through-rate (CTR).
The example below shows an alternate page they created, presumably to speak to a different segment or create a different emotional trigger. Clear value proposition: The headline is very simple and leaves no doubt about the purpose of the page and the product.
Highlighted testimonial: The brushed highlight of the testimonial gives it a bit of extra design zing and prevents the page from feeling too text heavy.
Context of use: Their choice of imagery lets you know that the product can produce mobile-ready polls. Validation: Like the example above, they provide a strong sense of trust by including a set of logos. Remove the footer navigation: Any extraneous navigation on a landing page can lead your visitors down the wrong path. Price: Travel is very much about price, and they get that out of the way right off the bat, so you can move on to the finder details after unerstanding if you can afford it or not.
Testimonials: The testimonials shown are anonymous which reduces their impact (as they could have been made up). Use of video: There are two videos that help build an honest and open dialog with visitors right off the bat. Visual chunking: The page is broken up very well vertically, aiding the consumption of information. Content chunking: Like the previous example, the page is broken down vertically in a way that makes it easy to digest. Strong clarity in the value proposition: The headline is simple and inviting and the secondary block of content and CTA explain in simple terms that you can create a free site. Major endorsements: Having testimonials from big names like Zappos and top business author Daniel Pink gives you instant credibility. Privacy policy: You should always include a privacy policy when asking for an email address. Social proof: The decent sized Facebook following lends credibility to their appeal and the fact that they understand how to build a following which is what they are selling. Honesty: It tells you the cost, so you can weigh up the potential value associated with extending your brand reach.
Clear contact method: The big phone number increases the trust factors by letting you know there are real people to deal with.
How are the logos connected: Are they just hotel names to help you understand the point of the page?
Repetition of CTA: Being a long page they are using the smart practice of repeating the CTA throughout.
Teaser: The low price with free shipping placed next to the CTA is a nice way to encourage a click-through.
Eating your own dog food: The offering here is all about design, and what better way to sell yourself than with a beautiful design.
Directional cues: The use of arrows guides people through how they should interact with your page. Emphasis: Startup Weekend clearly got the memo that bold is a good way to draw attention to important information. Function: About the eBook has a concise description of what the book contains, now the visitor knows what they are going to get. Trust and Action: I would also test putting the major media logos directly before asking for the action. Sharing: Test a secondary call to send this page to a friend, or share on Twitter or Facebook, instead of just following (more action oriented than passive). Tell them and tell them again: The page opens and closes with the same challenge (16 second sign-up). Benefits: I was most of the way through the page before I could answer the questions about why I would want this.
Make Two Pages: Differentiate the action Free audit and Paid Plan into separate landing pages so you can segment the traffic from channels like PPC.
Despite their importance to the economies of the US and UK and their combined buying power, selling to small businesses requires a particular approach: one based around value, not scale, and focused on ease-of-use, not enterprise features. ZoHo are a provider of cloud-based services for businesses, including CRM, Email Marketing, Accounting and Project Management. Google Apps integration: ZoHo understand that Google Apps has a large userbase within small business, so integration is a real selling point.
Overall, a well thought out page that strips away any clutter and concentrates on benefits. The initial focus of the page is on a carousel of five case studies – two of which are video-based.
It’s a good example of how to talk to small business, where budgets are tighter and there are fewer resources to support systems.
Vocus creates cloud-based marketing and PR software which is able to track your campaigns across traditional and social media channels. Conversion is all about making it easy, something we’ve seen from all the landing pages so far.
It could be improved by the use of video – preferably to augment the imagery rather than add more elements to the page. Effective landing pages keep things simple and have a clear journey from headline to conversion.
Sanderson really need to think about the key CTA for this page and redesign based around that action.
I think a lot of the best practice around layout and design still resonates, regardless of whether it is organic traffic or paid search.
However, landing pages in this context have a very different purpose to, for instance, a website home page or a page used as part of a content marketing strategy; they are focused on very clear conversion metrics that make constructing a conversion funnel (offsite and onsite) a little more focussed. For most small business, banks are not lending as they don’t want any loans with any risk on their books.

Lined up below are eight landing pages from big and small organizations; let’s see how they get on.
This is an AB test you would apply at specific times, such as when you launch an advertising campaign. To maximize your conversions with this test, analyze your customer database to determine who your best customers are and create targeted landing pages focused on those specific groups of customers. You can use these as examples of how to create targeted landing pages for your top customer groups and demographics.
Headlines can make or break your landing page, as they are the first words that capture your visitor’s attention. This change proved to be a winner, as they have kept it since 2015 with a constantly changing message about their benefits. At the time of writing this article, this test was currently running (as noted by the ?alt=1 that appears at the end of their homepage URL on occasion), so we’ll have to see which one wins in the end.
Do stories resonate with your customers and if so, which stories translate into the most sales?
Last year we found an average of 23.4% more sales, leads and phonecalls for our clients in the first six months. In a few moments, you are completely immersed in a particular product and its main benefit, thanks to this new landing page.
Instead of hoping that an image would convince visitors that their newsletter designer was easy to use, as the landing page claimed, the video was right there to prove it. While their current landing page features a different, shorter animation, it still features one that demonstrates the ease of use of their newsletter designer, thus proving that since 2012, video and animation on the landing page beats a screenshot for conversions. Another variation used an image of a specific home, which could appeal to both for sale and for rent searchers.
It seems that they have stuck with the individual home view as it works with what most searchers are looking for. It may not be your product, your service, your copy, your colors, or other elements on your page that are lowering your conversions. Rival IQ monitors your competitor’s website to see if changes have been made to it recently. In the website history dashboard, you can view a variety of web pages from your competitor’s websites. When you click on a particular month, you see the breakdown of when particular changes occurred as well as the ability to click upon a particular design to see the full landing page. This will give you an idea of what AB tests a competitor has run in the past and, based on the length of time a competitor has stuck with a particular design, will let you know which test was the presumed winner in terms of increasing their conversions for their homepage, pricing page, features page, or other significant pages. In addition, you can sign up for email alerts when your competitors make major changes to their website. If you’ve already done the standard AB tests on your landing pages and found the best headlines, subheads, and call to action buttons, then we hope that these additional creative AB tests will further help you increase conversions on your website as it may have for the brands mentioned here.
Whenever I hear this complaint, it’s not hard to troubleshoot the source of the problem – the landing page. Often, when marketers test their landing pages to try to up conversion rates, they’re focused on the small stuff, like testing button colors and placement, when they’re missing key elements on the page (like a headline! There’s also a clear distinction between a purchase or check-out page and a landing page for lead generation. When your sales cycles are longer, the last thing you want to worry about is a lack of conversions on your landing pages – there’s already enough work to be done once a new contact comes into the system. I’d estimate 80% of forms I see on landing pages ask for more information from the prospect than is actually needed.
Even if you’re not taking it to that extreme, spend some time evaluating your forms and weighing what information is truly needed to take a lead to the next phase of your purchase funnel.
Take a look at the well-done form from a Campaign Monitor lead generation landing page above. This is something to be especially cautious about if you’re generating traffic to your landing pages via paid search, because it’s easier than you realize to use keywords and ads that don’t reflect your landing page.
Landing pages for lead gen should contain copy to explain why your prospects need to sign up, right? The best approach is to keep your landing page copy short, sweet, and to-the-point in an easy-to-scan format (think bullet points, arrows, dashes). The brain processes visuals 60,000 times faster than it does text, according to this QuickSprout infographic.
There are certain brands we all know, like Coca Cola and GE; then there are some that are less familiar.
However, if you do have some of these popular well-known brands in your customer base, then you should be sharing that on your landing pages, like Upshot Agency did below. Once you click the button, there’s even more reassurance that your information won’t be misused!
I just told you a bunch of things you should include on a lead generation landing page, but what should you leave out?
Get rid of the navigation at the top of the page, don’t link elsewhere within the copy of the page, and remove all unnecessary distractions to keep your leads focused on the ultimate goal. Anyone building a landing page would certainly be glad if they ever came across this article.
I especially appreciate the points to provide validation and include trust and privacy signals.
Speaking of distractions, I have found chat to be its own distraction if the chat box does not intelligently show up on inner pages of the site where a technical question could come up. Today we’re going to take a look at the different landing page elements that go together to build your pages.
It’s critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place. An example (for a dishwasher) being “Saves you hours every week by cleaning your dishes for you”. Ask yourself “What do my potential customers need?”, then write down one sentence solutions to those needs. A good way to approach this is to expand upon the benefits first, and then if needed, add some feature details below. Then, and only then, do you start to add features – which are typically directed towards those who require more detail in order to make a decision. It’s purely a label intended to keep you focused on this page element when designing your page. When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page. This classic post from Smashing Magazine has a large collection of call-to-action examples. Examples of this would include: “Get my free ebook now”, “Take the 5 minute tour”, “Start my 30-day free trial”. The important lesson for lead gen is to strike a balance between what you are giving away, and what you are asking for in return. In this instance, asking for a phone number and the size of your company would create an imbalance that could hurt your conversion rates.
There is a fine line between being too greedy and not asking for enough to satisfy your marketing needs. For a lead generation landing page your prospect submitted your form turning them into a lead and they are now typically faced with a page that either says “thank you” or provides the link to download content. Take advantage of post-conversion opportunities to extend your marketing potential and reach. Today we start from a blank slate and add all of the elements you just learned about until we have a super awesome, fully functioning landing page.
If not, you can open a free Unbounce account (60 seconds to sign up – no credit card required).
From a design perspective, the grey monotone prevents a mishmash of colour creating any visual distraction from the call to action (CTA). They’ve gone with B here, presumably in an attempt to catch your attention and increase curiosity (or to push a particular button).
And it’s nicely backed up by a well written explanation of some of the core benefits directly below. Always ask permission to use a testimonial and include the name of the person providing it for extra trust points.
They have the same message and the same color to let you know which areas to pay attention to. First you get to hear from the company and then they use real video testimonials from clients – much more effective than written quotes.
Yeah, I know ugly pages convert great too, but the design here makes me want to stare at it and find out what they’re all about. I get a rough sense of what the purpose of the company is, but I wouldn’t mind a more detailed description.
They aid getting you back to the top (as it’s a long page) with the classic ^top links at the end of each section. Here they repeat the CTA (the yellow button) in 3 of the sections to keep enticing you to sign up (this is smart as you don’t know which piece of content will trigger the sign-up response and having a CTA right there will aid conversions. Especially when doing Google AdWords as they can sometimes ban your account if you don’t have one.
The big bold headline tells you right away that you’re getting a free trial, helping to increase the no-risk factor.
This will also help with being able to assess the time, number of fans (what demographic they are) and value that you’ll get for your spend.
When offering a video solution, you should really be using a video to demonstrate what your product is about. The white background with orange headers and black body text stands out easily and the action is easy to see. If you are giving something for free people don’t necessarily think about how much it would cost them to buy the thing you are giving. That makes the eBook more important than the authors, but still offers up the authors as a trust factor at the action point.
Try making Create Video the Right Way more about how to connect to the people watching, or what feelings the non-profit needs to produce. Instead of three rows make the second row two columns: one with function, one with benefits.
Showing the visitor you are trustworthy and legitimate before asking them to do anything is a good way to maximize your response rate. Usually I avoid second calls, but this is an appropriate use of social out links to let the person decide how they want the notification to come. I have a lot of respect for companies that begin their journey with a conscious desire to provide excellence through multiple channels (design, UX, usability) – all of which ultimately lead to conversion. Even though this is a tool built on a more robust software let this page get people into the free version and use other pages to upgrade the user.

There’s good attention to detail here, as each consists of an image and quote, so testimonials are front and center. It’s visually appealing, well-structured, and has oodles of information for those who want to explore, all without looking cluttered. Vocus have unfortunately made a rather daunting form to request a demonstration of the product. It’s easy to know where the click came from, so make sure your messaging is right for that audience. Fear not, I’m simply picking on them to show how one company can take two very different approaches to product landing pages. We’ve got a clear call to action with supporting statements to aid conversion, clear imagery showing that the software can run on desktop and mobile, clear typography that highlights the key benefits and two testimonials. The least useful of these (Download a brochure) is also given number #1 billing at the top right of the page. Instead of a voiceover or a demonstration, there’s simply some stock-bought muzak and a few phrases floating about on screen. It’s great to have client logos on your landing page, but they must resonate with your target audience. Because if you aren’t, you’re throwing money straight into the garbage disposal and nobody wants to do that, right? Now working in the pharmaceutical industry, he previously worked at Volume, one of the largest independent B2B digital marketing agencies in the UK.
You should always think about the purpose of your page and especially about the user journeys involved, to try to maximise the return on any visit. While they do want your deposits and other account business, they are just unwilling to let money walk out the door.
Your advertising campaign would be targeted to a specific audience, and your ad variations would use your generic landing page and your targeted landing page.
If you do a quick search of Shopify’s targeted landing pages on Google, you can see they have done this and created targeted landing pages for their top customer groups.
It’s a simple AB test that can make a dramatic impact on conversions, and it can be done using most AB testing tools including Marketizator. In some cases, you may want to change your featured product based on the one that is currently getting featured coverage in the media and whether that coverage is positive or negative. The goal was to show how their products could aid in the telling of everyone’s story, no matter what you did or how much of an impact you made in the world.
In the past, Logitech had a pretty standard homepage that offered up all of its products all at once to homepage visitors.
It’s definitely an AB test you will want to try if you have a few products you can highlight in this fashion.
Why not convert it into a video that dives even deeper into exactly what happens with that feature of your product. It flows right into starting your free trial after a simple and convincing headline and subhead. In addition to AB testing tools, there are tools that will alert you to when your competitors make changes to their websites, potentially based off of their own AB testing experiments. This will let you know when your competitors have run new tests on their website and made changes based on their results. It’s like having a talented soccer team that can execute everything aside from scoring the goal; there’s no shot in generating leads if you can’t get them in the net.
Acquiring a new contact from a lead generation landing page is just the start of convincing them to convert. So make your life easier by making these 8 smart improvements to your landing pages for lead generation.
Nowadays more information about a prospect is a Google search away so why do you need to know their biggest fear and social security number? People don’t like giving out more information than they need to – it’s time consuming, taxing, and feels like a privacy violation.
All the lead has to do is fill out four basic bits of information to start their trial – it’s that easy! I’m not talking about promising a demo and offering a white paper, I’m talking about the language and messaging you’re using to entice people to visit your page. You need to use consistent messaging throughout your entire PPC campaign – from the keywords you’re bidding on to the ad copy to the landing page.
If someone searches for “affordable project management software,” your ad and landing page should feature that same language. Not only does this image make their business feel more human, it tells a story and gives you a sense of what kind of company they are (young, hip, productive). This doesn’t make them bad brands, but if the majority of potential leads don’t recognize them then their logo isn’t especially useful on your landing page.
If your customer success team is either non-existent or incapable of giving attention to chat during business hours, then bypass this advice. Why should they trust you with their contact information, not knowing if you plan to have your sales reps cold-call them at all hours of the day and night?
They include a line about providing 100% security and a link to their privacy policy to put visitors at ease. She previously worked as a Content Marketer at WordStream, loves all things digital, and spends her free time running, traveling, and cooking. I totally agree about getting rid of distractions, being a person that gets easily distracted by almost anything! Often, hearing someone else communicate it will strengthen your own understanding and to help you craft an effective USP. It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors. Albeit cheesy, the Slap Chop or Sham Wow infomercials you see on TV do a great job of doing this. The concept being that you are more likely to convert if you see that others before you have, and were glad they did. You’ll often see people checking out reviews on their phone while in an electronics store or when considering a restaurant. It’s often the beginning of the marketing process, where the email address gathered is used to send follow up correspondence to try and convert the new leads into customers. 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.
In this article we’ll be looking at landing pages that are focused on selling to small businesses and asking one thing: do they cut the mustard? The case studies are all of small businesses, and across a number of different industry areas. The copy is sharp – bullets are used to pick out key benefits and make it easy to absorb information. In this case, Vocus should either remove the field altogether for small businesses, or provide some more appropriate options.
Focus on the important elements and let the user explore the rest (as we saw with Google Apps), either through video or additional tabs and pages.
To be honest, if I have to wait another fifteen years for the next one it won’t worry me. The other two are shown in buttons that contain exactly the same styling, giving me no indication of what they want me to do. When it does eventually show you a screenshot, it’s underwhelming and in 360px resolution.
Small businesses don’t see themselves in the same context as BMW, Sharp or Toshiba, they want to hear from their peers. As I mentioned in the critique, all the elements for a successful conversion are there, it’s just the final step that is daunting.
One test you can do to see if you can increase conversions is simply changing your featured product. Apple ultimately went back to a homepage focused on its latest products, but without AB testing, Apple couldn’t just assume that approach would convert the highest. One variation was a neighborhood overview with home sale prices, which actually contradicts the line below the image about looking for rentals. Just like when you rearrange all the furniture in your house because it just doesn’t quite feel right, you might want to do the same with your landing page.
And for visitors still not convinced they should convert, there’s simple video and bullet points to convince them to click that call to action button. Or you may even see the tests themselves in action as the pages change from their original to alternative versions. When your business model requires a bit more TLC to push prospects down the conversion funnel, the lead gen landing page to capture new contacts is one of the most critical, make-it-or-break-it parts of a new visitor’s journey. Asking for too much data off the bat is a good way to lose potential leads to a competitor.
If your messaging differs as the prospect moves from SERP to landing page, your leads will feel confused or misled and leave.
This may mean that you need to create more landing page variations, but it’s worth the effort for the higher conversion rates that will follow. Great visuals can take your lead gen landing pages to a completely new level, instantly expressing what you’re all about.
But know that a chat system is an excellent way to provide A+ service and increase your chances of gaining new leads. Depending on the industry, it can be even harder to gain a lead’s trust (think legal or medical), but regardless you should always incorporate trust signals and privacy policies on your landing pages to ensure your visitors that you’re not going to make their information public or misuse it. It can be tempting to link all over your site, but this mistake often leads to visitors becoming distracted and further away from the goal of filling out the form. This is important for credibility, as customers want to know that people like them, with the same challenges and issues they face are also using the product. The worst of these is the field for Annual Revenue, which contains three options, the smallest of which is $4m. Visitors are not going to see large paragraphs of text and feel the slightest bit tempted to read them. Icons can be used to help users to easily identify the subject of different bullet points or areas of the page – here they could have been used to help separate the bullet points into functional groups, making the content easier to consume.

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