There’s multiple method to make an excellent touchdown web page.
Touchdown pages are so efficient for lead era as a result of they eradicate the entire distractions of a typical web site — navigation, social sharing, and any hyperlinks that do something aside from convert.
That’s why we never start a marketing campaign without a dedicated landing page. (And neither must you!)
However the distinctive skills of a touchdown web page aren’t simply helpful for promoting merchandise or producing leads. That they stand alone from a bigger web site and are designed solely to draw consideration to a single purpose make them well-suited for every kind of initiatives, each private {and professional}.
On this put up, we’ll go over some uncommon touchdown web page use instances together with examples for every. Let’s dig in.
Occasion advertising and marketing
Right here at Unbounce, we (in fact) use touchdown pages for all our occasions, be they for our workers or open to the general public. Touchdown pages are an excellent match for occasions as a result of they allow us to acquire RSVPs on the similar web page we use to market the occasion.
Not like merely including a web page concerning the occasion to your web site, a touchdown web page has no conversion leaks. Potential attendees can come to the web page, study concerning the occasion, and convert with out getting misplaced.
Click on to see the total web page.
This web page was used to ask workers to the Unbounce 5.0 launch social gathering! That is, crucially, a separate boat social gathering from the one the place we crashed a drone into the river.
We used the built-in kind to acquire RSVPs, together with data on dietary restrictions and extra company.
As a result of this web page was meant for our personal workers, we felt okay with sacrificing a little bit of readability for the sake of shock and delight. However our pages for public-facing occasions focus a bit extra on the why than the what:
Opposite to what this copy would possibly indicate, we truly vacuum a minimum of as soon as each few months.
One notable distinction on this web page is that moderately than acquire RSVPs by Unbounce’s built-in types, we opted to distribute tickets through Eventbrite as a substitute. Eventbrite is a superb device for occasion ticketing, however the stage of customization provided by their occasion pages is extraordinarily restricted.
Fortunately, you don’t have to choose between having a touchdown web page and utilizing Eventbrite’s ticketing: all it’s essential do is insert Eventbrite’s embed code into your touchdown web page and guests will have the ability to ebook their tickets immediately on the web page.
It doesn’t need to cease at workplace events, both. The Couple’s.co, a marriage design agency run by Unbounce product designer Vivi, custom-crafts wedding ceremony touchdown pages that do extra than simply inform you when and the place to be. They inform a story.
Click on to see the total web page.
It additionally tells much more, with listings for close by eating places, points of interest and locations to remain. Whereas weddings are all concerning the fortunate couple, it’s good to see some consideration for individuals who are touring from distant!
The largest benefit of utilizing a touchdown web page for occasions is their full flexibility. You may design them the way you need, prioritize the content material that’s most useful to potential attendees, and acquire RSVPs and knowledge in no matter means is most useful to you.
Hiring (and making use of)
At Unbounce, we don’t solicit resumes from candidates. As an alternative, we ask them to construct a touchdown web page telling us about themselves and their inspirations.
Asking candidates to throw out their resume and do one thing new from scratch provides us the chance to ask our personal sorts of questions and thus decide match for the function, moderately than basing our resolution totally on prior expertise.
You would argue {that a} cowl letter accomplishes the very same purpose. However I’ve by no means seen a canopy letter that appears something like this software from our progress strategist Brian:
Click on to see the total web page.
Identical to with occasions, the inherently freeform nature of touchdown pages permits candidates to point out the knowledge they really feel is necessary. Most cowl letters, for instance, don’t embrace screenshots of Google Analytics, nor do they off-handedly point out an ebook produced about staying fit while sitting inside of a tractor.
Right here’s one other candy software touchdown web page: our designer Luis Francisco used his web page to point out off his design abilities:
Click on to see the total web page.
One applicant even ran a Fb promoting marketing campaign focusing on an inventory of 20 Unbounce worker electronic mail addresses. (And sure, he acquired an interview.)
Interviews are awarded, then, not on the stature of 1’s resume, however by the real-world demonstration of 1’s abilities and dedication. And we’re not alone: HR and payroll startup PaySavvy is additionally asking candidates to construct an Unbounce touchdown web page for his or her software.
Contest submissions
Job candidates aren’t the one individuals who’ve used retargeting to get the Unbounce group’s consideration. The identical factor occurred in a contest we ran to present away tickets to Call to Action Conference 2015. And it most likely received Andrea Getman the highest prize.
Contemplating we ran it, you’ve most likely already guessed the gist of the competition: create an superior touchdown web page convincing us that you just’re the one to ship to the Name to Motion Convention. And whereas Andrea’s intelligent advert technique might have sealed the deal, her web page was sturdy sufficient by itself:
Click on to see the total web page.
Keep in mind, constructing these pages is very easy that candidates who’ve by no means constructed one earlier than are nonetheless in a position to do an excellent job of it. Due to the drag-and-drop nature of Unbounce, it’s not a lot more durable than designing a pleasant slideshow presentation. That makes it an excellent format for any contest sort that mixes each writing and visuals.
You can even use touchdown pages to settle for contest entries, like we did for our copywriting contest:
Click on to enlarge.
A blog post offered the competition and laid out the total particulars, however entrants had been directed to a landing page that targeted on the principles and entry course of.
And contests are most likely probably the most enjoyable method to get somebody to present you their electronic mail tackle.
Liveblogging
Who hasn’t spent a day feverishly refreshing Twitter for updates on the newest gadget, the most recent software program, the super-cool convention that’s taking place proper now? And isn’t that the sort of power you wish to domesticate for what you are promoting?
Liveblogging is a robust content material format that may carry you a ton of consideration, however the place do you liveblog? After all, you can do your liveblogging on Twitter… the place you’re restricted to 130 characters per put up. To not point out the alternatives missed by accumulating visitors on a social platform as a substitute of by yourself web site.
Fortunately, there’s a fairly easy method to arrange your individual liveblog by yourself web page, by combining your touchdown web page with Google Docs.
Click on to enlarge.
We all know it really works as a result of we’ve been doing it ourselves for fairly some time. We took stay notes at MozCon, HeroConf, and CTA Conf; notes had been accessible each throughout and after the talks, written and formatted on the fly so attendees may comply with alongside or use them as a reference later.
It’s straightforward to embed a Google Doc right into a touchdown web page, and it’ll replace stay as you edit the doc. And since it’s inside your individual touchdown web page, you possibly can take it as a lead producing alternative – like we did:
Concept validation
Touchdown pages supply a distraction-free setting to concentrate on advertising and marketing your product. However what in case your product doesn’t exist but?
Earlier than investing money and time into constructing a brand new product or characteristic, you possibly can truly use touchdown pages to validate curiosity within the first place.
That’s precisely what social media monitoring firm Mention did to gauge curiosity in a brand new sort of cell interplay, pull to react.
By pulling downwards after which sliding horizontally, you possibly can toggle between actions and raise your finger to pick them. (I want each app I used had this.)
Point out emailed their listing to drive visitors to a touchdown web page to gauge curiosity:
The touchdown web page utilized by Point out to gauge curiosity in Pull to React.
They ended up receiving conversions from 250 individuals who had been within the characteristic. Not solely that, however of these 250, 43 builders volunteered contributions to the challenge on GitHub.
Finally, Point out used touchdown pages to validate curiosity within the characteristic and refine the product, all whereas engendering a way of neighborhood.
The unexplored frontier of touchdown pages
Just a few of those examples had been nonetheless designed to generate leads, however I hope this put up exhibits you that they don’t have to be only for that. You may run contests, create fully-featured pages on your private occasions, see in case your next-great-idea is basically that nice, and a lot extra.
In lots of methods, the ability and adaptability of constructing drag-and-drop touchdown pages in Unbounce jogs my memory of once I first began designing web sites at 12 years previous, utilizing Geocities’ terrible-but-seemed-like-magic-back-then WYSIWYG web page builder.
I spent a number of hundred hours constructing web sites on this factor.
Whether or not it’s on your subsequent marketing campaign or on your canine’s bark-tacular celebration, I hope you’ll take this as inspiration to push the boundaries of what a touchdown web page actually is.
Or you can simply make the following nice Squint Eastwood.