Don’t take that too personally, I’ve not really seen your touchdown web page but. Somewhat, I’m going to cling to the belief that it sucks just because most of them do. Unhappy, however horribly true.
Notice: I’m bringing this submit again from the archives. A) as a result of it’s timeless, B) as a result of it’s superior and C) as a teaser to an upcoming landing page examples submit.
That is 10 teeny tiny thumbnails of the quickly to be heretofore regarded as the best touchdown pages ever seen on November twenty third, 2010.
An actual-world fashion touchdown expertise
Think about strolling right into a restaurant, and discovering that the decor is gross, the music is just too loud, the workers look sketchy, the menu has 400 choices on it, they’ve an award on the wall for “Finest meatloaf in Idaho, 1995” and to prime all of it off, the place is empty. What would you do? I do know I’d be getting the hell out of Dodge.
And on-line…
And that’s precisely what your guests do when your design sucks, you will have a video auto-playing with no mute button, there are not any indicators of trust or safety, the shape has 1,000,000 fields and the testimonials seem like you wrote them your self.
Excuse me waiter, may I simply get the again button please?
Soooooooo, at the moment we’re going to make a journey all the way down to the Prime-Notch Touchdown Web page Retailer and see if we will rustle up one thing to encourage your subsequent design.
Every of the next pages displays glorious qualities of conversion centered design, however most of them additionally do a few issues fallacious.
1. WebTrends Analytics – “lead”ing the way in which
I’ll admit it proper off the bat – I’ve a crush on Webtrends touchdown pages. When you’re wanting anyplace for design inspiration for lead seize kinds, it is a good place to start out.
What I like
- The hierarchy of web page parts and data is nicely structured and focuses on the fundamentals: a emblem, a hero shot that mixes a transparent headline, a brief description of the explanation for and advantages of the product/service (on this case a webinar) and a lead seize kind to collect customer knowledge. And… importantly… nothing else.
- The decision to motion (CTA) of lead gen kinds virtually at all times falls beneath the fold. To get round this they’ve positioned a directional cue (arrow) on the prime of the shape to level the way in which to the motion space beneath.
Issues I’d change or check
- A tighter relationship between the directional cue and the CTA. Particularly, I’d make the button blue to match the shape header – it blends into the grey background a bit an excessive amount of proper now.
- Change the CTA to explain what you’ll get while you click on it. It ought to say “Register for webinar” reasonably than the undescriptive “Submit”. Sorry Webtrends, as a lot as I really like you, it is a rookie mistake that ought to by no means be repeated.
Website*: Webtrends
2. UPS – utilizing modal home windows to maintain guests on the web page
Even with a clear and conversion oriented design, many pages nonetheless commit the cardinal sin of offering outbound hyperlinks that aren’t a part of the conversion funnel. UPS have achieved an excellent job at avoiding this.
What I like
- The “Extra” hyperlinks for the audio system all launch modal dialogs (utilizing a Lightbox fashion). This retains guests on the touchdown web page as a substitute of wandering off onto one other web page – and away out of your conversion purpose.
- They’ve a video. Good! Video is a confirmed conversion enhancement mechanism. Research from eyeviewdigital.com report as much as 80% enhancements in conversion. Video advertising specialists Turn Here spotlight good conversion enchancment numbers and the aspect profit that correctly optimized video may be 53 occasions extra prone to attain the entrance web page of Google search outcomes. Tip: you possibly can usually re-use your video by putting it on YouTube.
Issues I’d change or check
- The hyperlinks on the backside of the web page nonetheless go to exterior microsites (click on the picture to see the complete screenshot). Microsite’s nonetheless supply a extra targeted expertise than your homepage so it’s not a large destructive, nonetheless, a greater “All In” transfer can be to embed them in Lightbox home windows like they did with the speaker bios.
- The decision to motion can be higher if it learn “Get updates on future webcasts” reasonably than the generic and intimidating “Signal Up”. (The phrases may not appear intimidating to wily on-line veterans like your self, however it expresses no profit or achieve – making it a destructive interplay reinforcement assertion).
Website*: UPS
3. The Way forward for Advertising – socially confirmed
Social proof within the context of touchdown pages refers to the concept that your guests will likely be influenced positively (though there may be destructive results) by exhibiting proof of others collaborating in using your services or products. This may be offered by way of counters exhibiting your social followers (Twitter, Fb and so forth.), and testimonials that describe the emotional response to your providing from actual world clients.
What I like
- Social proof is off the charts right here. As a substitute of exhibiting folks following or registered for the convention, they’re exhibiting the pictures and names of an enormous assortment of well-known gamers within the advertising business. Endorsements create credibility, which ends up in conversions. Even if you happen to don’t know who the organizer is (ThoughtLead on this case), the truth that it’s sponsored by IBM and has audio system akin to Man Kawasaki will do the promoting for you.
- The decision to motion describes completely what you get. Free registration. (Notice that this screenshot was taken after the convention so the messaging is said to a replay of the audio reasonably than registering for the convention itself).
- Distinction: The brilliant pink CTA stands out from the monotone background.
- Repeated CTA: On lengthy touchdown pages (click on the picture for a full view), it’s vital to repeat the CTA to remind folks of the purpose of your web page in the event that they’ve been scrolling for 10 screens. Right here it’s positioned on the prime – above the fold, and on the finish – for individuals who’ve completed exploring the entire web page.
- Secondary CTA: In at the moment’s social world, WOMM (Phrase of Mouth Advertising) is essential. Right here, they’ve added a Twitter sharing button to assist guests unfold the phrase on their behalf.
- Affirmation CTA: When you full the shape, you’re once more offered with a chance to unfold the phrase by way of Twitter. That is nice use of thank-you web page actual property.
Website*: Future of Marketing
4. Clearvale: No Jive Talkin’ – a seductive single CTA
When you have been in a automotive driving down this freeway, you’d have 2 selections: left or proper. On this touchdown web page, there’s just one factor to do, click on on the signal. That is what’s referred to as a “click on by way of” touchdown web page. Different names embody soar web page or the superbly named “romance web page” – as the aim of the web page is to boost the curiosity stage of the customer to a degree the place they’re prepared to maneuver to second base. (I’ll give credit score for the time period “romance web page” to Scott Brinker).
What I like
- The simplicity and seduction. It makes you need to click on on the signal for 2 causes: first as a result of it’s your solely possibility, and secondly as a result of the copy on the signal implies some form of controversial viewpoint.
Issues I’d change or check
- I used to be a bit underwhelmed when the subsequent web page was a weblog, reasonably than a continuation of a advertising expertise, so I’d do one thing extra partaking at that time. However there’s no denying that the press by way of fee of this touchdown web page can be very excessive.
- I don’t actually get the connection of the visuals to the copy on the signal, however I believe that is a part of the attract, that you simply don’t actually know what’s coming.
Website*: Clearvale
5. Groupon – superbly simplistic move
Right here’s a terrific instance of a easy guided touchdown expertise from Groupon.
What I like
- They’ve used geo-targeted segmentation to arrange my location, and are presenting a giant daring worth proposition assertion (50%-90% off) to get me .
- Colourful with good motion space contrast . The brilliant daring colour is seductive and makes the motion space (kind) very clear.
- Usability. The progress indicator beneath the shape lets you recognize that there are 3 steps and the place you might be within the course of.
- Easy kinds: In step 2 (the lead gen portion), they ask in your electronic mail tackle solely, lowering the barrier to entry to a naked minimal.
Issues I’d change or check
- When you don’t know who Groupon are (and regardless of their dimension, they haven’t reached everybody but), there’s nothing to actually let you know what you could be saving 50%-90% on. The imagery signifies alcohol which could be why I agreed to enter my electronic mail, however some qualification of the supply particulars can be good.
Website*: Groupon
6. Oprah – sweepstakes for lead gen
It’s Oprah. These items will usually promote itself, however it’s not all good. Learn on.
What I like
- Centered on the advantages: By main with the holiday prize they’re tapping into folks’s wishes immediately. The branding is so highly effective on this case that it may be safely relegated to the underside of the web page.
- Branding: Oprah’s model is her promoting level, her face is on every little thing related together with her and right here she evokes the sensation of being on trip to entice her loyal following to win a bit piece of the Oprah life-style.
- Sweepstakes are a highly regarded lead gen mechanism, and right here they’re utilizing the free prize giveaway as an add-on to a “no threat” journal subscription.
Issues I’d change or check
- The privateness coverage and guidelines hyperlinks open up new home windows which is a bit messy. A greater resolution is to make use of a modal lightbox just like the UPS instance above. You possibly can see what I’m speaking about on one of many Unbounce contest landing pages (click on the competition guidelines hyperlink close to the underside to see the modal window).
- It pains me to repeat the identical factor again and again, however the name to motion in your buttons is REALLY IMPORTANT. Any doubt within the guests thoughts as to what is going to occur can result in little leaks in confidence. Spell it out clearly so folks know what to anticipate. Right here it may use a double lined CTA that begins with a major first line: “Enter the competition”, then a second line “and begin your trial subscription”.
Website*: Oprah Magazine
7. Verisign – shaping belief
This touchdown web page is all about constructing Verisign’s central model promise – belief.
What I like
- It tells a easy story: As a click on by way of web page, it offers sufficient data and curiosity to heat up guests and encourage them to proceed down the supposed conversion path.
- Profit primarily based CTA’s: Every name to motion is predicated on an actual enterprise profit, encouraging a click on to learn how Verisign can enhance belief and what impact that may have.
Issues I’d change or check
- CTA distinction: I’d choose to see the CTA’s offered with extra distinction to the remainder of the web page.
Website*: Verisign
8. CameraPlus – the final word lengthy product gross sales web page
That is the fashionable apple-esque equal of the old-school lengthy gross sales letter touchdown web page. You’ve in all probability seen the much less reliable ones earlier than, the place the author makes use of reams of extremely persuasive copy to persuade you that, regardless of being a median Joe, they’ve managed to construct a web-based web enterprise that prints cash.
Whereas it borrows the idea of a protracted web page that piles on the options till you’re prepared to purchase, that’s the place the comparability ends.
It is a superb touchdown web page.
What I like
- The design matches the wishes and expectations of the client. The goal buyer already has an iPhone, so they’re used to seeing lovely design with apps positioned in context with their supposed use.
- Context of use: That is an IMPORTANT idea. The first iPhone picture performs a video exhibiting the app getting used. That is just about all you should be offered on the app’s cool issue. You possibly can then discover the large function record beneath to bolster your buying determination.
- The value and name to motion to purchase the app are properly positioned above the fold, leaving you to discover the web page understanding tips on how to work together when you’re prepared.
- Superstar endorsement: Together with superstar photographer Lisa Bettany – who for the report (and gossip issue) is relationship Mashable founder Pete Cashmore – is a intelligent machine to assist persuade guests that it’s price shopping for. Skilled photographers that simply desire a cool app for his or her telephone will discover this convincing.
- Proof of idea: The photograph gallery on the finish caps it off properly by exhibiting you can take nice pictures with this app.
- The evaluations beneath the telephone are highlighted in crimson, making them crucial visible facet of the primary display. Whereas I’d usually suggest the CTA get this stage of consideration, it actually pushes you in direction of what is usually the swing vote in a purchase order – what different folks say.
Issues I’d change or check
- I’d be actually to A/B check a brief model of the web page, letting the video do the promoting as a substitute of 10 pages of scrolling content material.
Website*: https://campl.us/
9. SEOmoz – selections with the data to make an knowledgeable one
Regardless of how a lot this appears to be like like a standalone touchdown web page, it’s really their principal pricing web page. They’ve taken conversion design rules and utilized them on to crucial web page on the positioning. I like this method lots. It’s changing into more and more widespread (for good cause) to incorporate testimonials on pricing pages.
What I like
- Belief and credibility: The Verisign image is positioned subsequent to the acquisition button and the grouping of worldwide model names instantly beneath helps to bolster the worth of the product.
- Succinct headline.
- Refined point out of the shopper rely: Beneath the large model buyer logos is a pleasant little addition – “and hundreds extra” – including to the belief ingredient.
- Consideration to completely different studying kinds: There’s a good mixture of bullet factors, coupled with detailed descriptions for individuals who must dig deeper.
- REAL testimonials: The pictures seem like they’re taken from social profiles. Coupled with the identify and firm identify, you’d be capable to confirm that these are actual enterprise folks fairly simply.
Issues I’d change or check
- Name to motion: The CTA right here makes use of a pleasant comfortable phrase – “TRY”. Which provides off the sense of a low dedication supply. Nonetheless, the one point out of the no-risk ingredient, is the “30-day a reimbursement assure” on the prime of the web page. This must be restated on the level of conversion (i.e. beneath the CTA).
- Would like to understand how this converts compared to the same web page that had the common world navigation and footer distractions.
Website*: SEOmoz pricing page
10. Instances Reader – exhibiting context of use
As one of many world’s greatest newspapers, they clearly must sustain with the occasions on the subject of advertising. (Making an attempt desperately arduous for a pun there).
Let’s dissect the ultimate touchdown web page of this assortment…
What I like
- Way of life. The extent to which they reveal the modernization of stories consumption is spectacular. Utilizing a gorgeous Macbook Professional and an inline video shows glorious “context of use”, and allows you to think about the brand new studying expertise they’re promoting.
- It’s a terrific video that actually demonstrates the facility that video has to inform a narrative. Particularly poignant given the product.
Issues I’d change or check
- Just like the SEOmoz web page, I’d prefer to see the security message (on this case – 2 weeks free), repeated beside the CTA.
Watch the video
Like I stated in the beginning, I don’t need to hyperlink to the marketing campaign web page, to forestall skewing the stats only for editorial functions. Nonetheless, the video from this touchdown web page is freely accessible on YouTube, which as I discussed earlier, is a good re-use of marketing campaign content material to assist your natural rankings.
You probably have different nice examples of touchdown pages or have any questions, please soar into the feedback.
Cheers,
* Notice: hyperlinks are offered to the related manufacturers homepage as a approach of claiming thanks for utilizing their screenshots. I don’t usually hyperlink to marketing campaign primarily based touchdown pages (until I’ve requested for permission) as that may mess with folks’s stats.
Different observe: “You suck” image source (from the weblog index web page)