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We’re marketers, and we love data, so let’s start this article off with some statistics to whet the appetite. Interestingly, according to Marketing Sherpa, 62% of B2B companies have six or fewer landing pages in total. The power of landing pages is sadly underestimated, and because of this many of us are leaving a whole load of opportunity on the table. Whether you’re using landing pages or not, I want to give you 7 elements that the best landing pages all share. To help ease this anxiety, the best landing pages remove several common website elements from their landing pages completely. We do this because when we get our visitor on to our landing pages we want them to take a specific action, not to be directed elsewhere and get distracted.
If you’re still using the navigation in your landing pages then this should be the first thing you test. Humans are visual creatures, and when it comes to landing pages it’s sometimes hard to illustrate what the user will be receiving. With eBooks, whitepapers and other forms of downloadable or streamable content this can be quite easy.
When offering something like a quote or a consultation however, and this can become more difficult.
One current trend is using a photographic background with bold text in front of it, as seen here on the Kapost pricing page.
Whatever you use, if you can make it relevant and in context with the offer, then you’re more likely to increase conversions. When a visitor lands on your landing page, it’s said you have about 7 seconds to get their attention.
What is it that differentiates you from everyone else, or separates you from the competition?
A value proposition can be displayed as a headline and sub-heading, displayed above the fold and the first thing that your visitors see when they land. Spend time crafting a headline that both explains what the visitor is getting as well as the benefits of doing so.
We’ve talked about using various images as a way of illustrating and visualising the offer, known as the hero shot, but another way of doing this is to use video. Video has been proven to increase the length of time that people stay on your home page for, which allows your message to sink in deeper.
Featuring your employees or happy clients, direct to camera, can really help to build the trust factor. If you’re going to take video seriously then you should test different elements to see what your audience prefers. It can be tempting to give your visitors more than one option or offer, but a confused user does not a conversion make. At Seraph Science we’re currently running a test on our Ebook’s landing page to improve conversions by amending the call-to-action copy.
The original copy, which was reward based, would not appear to be as effective as the new copy, which is more focused on instant gratification. What someone else says about you is 100 times more believable about what you say about yourself. We touched upon this briefly under the section on video, but it gets its own section simply because of how important and effective it is. It’s important that you get testimonials right, as around 90% of people tend to assume that they’re made up. Including a decent photograph of the client that has given you the testimonial will help add to the credibility. There are two things you want to avoid in your landing pages, and they are friction and anxiety. Most of the time, these two psychological restrictions are found in the same landing page element: the form. Too many fields in your form can cause friction, while asking your users for something such as a phone number at the wrong time can cause anxiety. To combat this, you need to make sure you get the right fields at the right stage of the funnel. Middle-of-funnel offers, such as a demo, call back or quote, will require more details from the prospect.
If you’re unsure on how many fields you should be including then test different variations until you get to the sweet spot. Having a good nurturing system that uses email and social media channels will help guide these prospects further down the funnel and eventually provide you with this information.
These 7 elements are not a be-all-end-all, but they are what make the best landing pages so effective.
But you should still test, because despite our assumptions, that’s what will show you what you should or shouldn’t be doing with your landing pages.
People probably spend too much time (sometimes months!) on landing pages so these elements help.
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. Elements of Design is a different type of web design gallery which focuses on individual aspects of web design such as menus, footers, search boxes, login forms, and more. There are many rules to creating the best landing pages but some of those are often overlooked or not talked about much. In this blog post we will be challenging you to think beyond the format of the landing page as a whole, but more so on the formatting of the aspects of what make up a landing page. To make it alluring use value-oriented language that will explain just how valuable the information held within this offer is to them.
Many people know that using action-oriented language in marketing in general is a good way to go. If within 3 seconds, a site visitor can't glean what exactly they can do on that page, they click the back button.
As always, along with these few tips make sure you are being consistent, clear, concise and are editing your work. Also, herea€™s a pretty cool infographic that outlines the aspects of the best landing pages. Download Podcast Here This episode is the second of three foundational podcasts in this series.
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. Did you know that, according to HubSpot, websites with more than 10 landing pages yield 57% more conversions? In fact, they also say that 48% of marketers build a new landing page for each marketing campaign. If you’re getting started with landing page creation then this will put you ahead of the curve, and if you are then you might find some great takeaways here, too.
If your prospects aren’t guided through a process or need to figure out what to do for themselves then they’ll often bounce.
Landing pages are fairly middle-of-funnel, and to direct them up the funnel with links to the home or other pages can harm conversions. For most landing pages this is usually filling out a form, with emphasis on the button, which we’ll cover shortly. Take Yuppiechef, for example, who increased their conversion rate from 3% to 6% – a 100% lift!
All you need to do is put the cover of the book or a still from a video on the page and you can turn digital content into something perceived more tangible.
Your value proposition is what will get attention in the first instance and compel a visitor to continue their journey on your landing page. It’s the first thing people see, and so you should put a lot of time and effort into crafting one that will help you gather conversions. The headline shows exactly what the offer is all about, and the sub-headings list out the benefits; increasing sales, reducing costs and improving efficiency.
There’s not one-size-fits-all solution but there are some best practices you should follow.
Thanks to TV, it’s a format we’ve all become used to, and can really help in reducing friction and increasing conversions. People do business with other people, and by creating a relate-able message through video you can gain credibility far quicker than you would with copy alone.
Try a short and long version of your video to see what inspires engagement and yields a greater conversion. Distractions hurt conversions, and having more than one action or offering on the same landing page is the same. You need to make the journey through your landing page as linear as possible, making the only obvious option the one action you’ve laid out for them. Testing button size, colour and the copy used on them are all things you should try to optimise. While the original copy consistently yields a 24% conversion rate, the new variation is currently converting at 41%. Friction are the things that make taking an action laborious and slow, often causing a user to bounce, while anxiety is just that – making your prospect feel anxious about taking an action. This anxiety is usually because they don’t trust you enough yet, and that sensitive information will get into the wrong hands. For example, if you’re offering something at the top-of-funnel then just asking for a name, email address and perhaps company name will be best. Usually they are ready enough to hand over these details and are aware that this is what it takes to take the conversation further, so friction and anxiety will be lower. You may be wondering how your sales team is supposed to follow up on a prospect with such minimal information, and the answer is: they don’t.
Nothing we say is the Holy Grail, but they work tremendously well for us and many other marketers. 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. Their goal is to convert the traffic that these campaigns send — this may include subscribing to a service, buying a product, or making a request for more information.
The web design galleries are designed to be easy to scan with minimal clicking — making it easy to find inspiration or see what design patterns exist for a range of common web design elements. Yes, many of us mostly know that you need to have a consistent format, be clear with what you are offering, have keywords on your page, include a form and so on. They have thousands of other options when it comes to finding information online, so why should they choose you?
This is your chance to convince the visitor that the offer is worth taking the time to fill out the form. To truly connect with those visiting your landing pages, make sure you are speaking directly to them.
You never want to have any errors or typos because that makes even the best landing pages look like failures. Michael and Kathryn spend the session discussing this overarching theme of Passion and Provision. 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. Many of the best landing pages are using video to communicate their value propositions and benefits of their offering with great success. Just doing a Google search on any of the above elements will show some terrific examples and articles that advocate the same. 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. However, if after reading that last sentence you didna€™t know one of those aspects or have questions, read this blog first, a€?The Best Landing Pages Use These 6 Simple Techniques," then come back to this one. The best landing pages make their offers so compelling that someone who lands there cana€™t help but enter in their information to get the download.
Use phrases that show exactly what they will be receiving such as: a€?you will get,a€? a€?you will learn,a€? a€?you will gain,a€? etc. Your offer will appeal more to someone if you address the benefits it will have for them if they download it.
When it comes to your landing pages, you need to start with having action-oriented language on your call-to-action (CTA) and then continue using those action words on your landing page. Not having action-oriented language on your landing pages basically means you are losing leads.
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.
The testimonials shown are anonymous which reduces their impact (as they could have been made up). I would try to knock everything back to be within the same basic color hue, so the pricing grid can stand out. 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.
Refrain from using a€?I.a€? Using this type of language will help the person who is reading it to connect better to that page and to actually visualize what it would be like for them to have the particular offer being explained.
These are a€?secretsa€? we want you tp shout from the rooftop and share with all your friends! 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. Always ask permission to use a testimonial and include the name of the person providing it for extra trust points. 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.
A call to action that is consistent with that the user is looking for as she drops by the page. As such, landing pages are quite useful.However, the best landing pages are those that help you convert your visitors into sales easily. 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. If you have questions or input we would love to hear them in the comment section; or download the free offer at the bottom of the page to learn more about internet marketing.
Even if you manage to work your way down to it, it’s so bland and nondescript, with no real purpose attributed to it.
So my test advice is to say exactly what you will receive in the header, and reinforce that in the CTA. AppsoluteAppsolute is a responsive landing page especially designed for showing user the product’s video first.Like it?

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