Landing pages can have a lot of different styles – but there are few things that they do tend to have in common. A well designed landing page is decently clutter free, makes it clear what the site is about, and presents a clear call to action. Usually, the call to action involves following just one or two simple steps. In this post we will look into some of the technique and elements that make a great landing page .
You have set up your website, perfected your SEO, and put together a killer PPC campaign. Now all you need to do is wait for the money to roll in, right? Possibly. However, if your landing page is not up to scratch, your PPC campaign could be a waste of money. Once you have got those visitors, you need to make sure that they sign up to your mailing list, buy your product, or do whatever else it is you are hoping they will do. Lets take a look at some highly successful and well designed landing pages:
Eve Online is a popular website for online gaming. If you are already a player, you are directed to a complex website with a lot of information that a new customer would not need. To avoid overloading prospective customers, the default landing page offers just enough information about the game to entice people, including a ticker at the bottom with some “live” information about what’s going on in the game. In addition, there’s a clear “Try the game for free now” call to action.
Perhaps the ultimate in conversion rate optimization is the simplicity of the Groupon website. New customers are directed straight to a screen that asks them to confirm where they live. From there, they are asked for their email address. No distractions, no hassle – just quick and easy calls to action.
Twitter recently streamlined their homepage. Now, instead of being flooded by tweets from strangers, the site offers a simple explanation of what it’s about, and two options – log in, or sign up. There is no path out of the site, so there is a good chance that people will sign up.
If there is one thing that is sure to improve your conversion rate, it is offering things for free. Campaign monitor is competing in a difficult market. Why would people want to buy email marketing software when there are free alternatives out there? Instead of overloading people with lists of features right away, they prominently promote their free trial. Hopefully, once people see how great the software is, they will be open to upgrading. Bringing people in gradually is easier than going for the hard sell right away.
The Fitocracy landing page cycles through several slogans such as “Master Motivation”, “Game On” and “People Power.” Each screen offers, in just one short paragraph, a compelling reason to sign up to the website. The landing page offers a signup link, a link to download the iPhone software that integrates with the website, and an image that shows what the phone software looks like. It s simple, clutter free, and enticing.
The Foursquare landing page shows another common conversion rate optimization trick - using videos to explain what the site or product is about. In addition to the short video (which does not auto play – that is one sure way to lose customers), the page also offers a short text explanation which hits the key points – social elements, and money saving. Finally, there is a prominent signup link. If you’re logged in to Facebook, you will see a list of your Facebook friends that have linked their Facebook and Foursquare accounts, providing you with even more incentive to sign up.
In conclusion, If your signup process is long, slow, or complicated, then you are likely to lose people before they complete the process. Keep things simple until you have developed a relationship with the customer. Once they are invested in your product you can start to introduce more time consuming or complex interactions – but even then you should only do so if it is targeted towards tech savvy customers.
- The Landing Page Design and Resource Toolkit
- Landing Page Design Gallery
- 22 Creative Landing Page Designs – A Showcase, Critique, and Optimization Discussion