Banner ads, webinars, email marketing automation, social media advertisements, SEO, content marketing. You invest in a variety of digital marketing channels to get in front of brand-new audiences and drive traffic back to your site.
Your arrival page is the make or transgress of these efforts. It’s the point where exertion spent on creative and dollars spent on ads culminate in a successful conversion–or not.
Unfortunately, most landing pages are ineffective, with an average conversion rate of only 4. 6 % across all industries.
Landing page optimization is the process of continuously testing, amending, and retesting the effectiveness of your web pages to improve conversion rates.
It’s the difference between being in the majority and being one of the top pages that converts.
Tactics such as A/ B testing are crucial for evaluating the efficacy of your landing pages, but won’t move the needle unless you understand what contributes to a high converting landing page.
To illustrate, we’ll break down seven great arrival page instances to show you what works and why.
Secure login and payments SaaS company Memberstack is a good example to seeing how interactivity, move, and customization can create a unique landing page experience.
Image source: memberstack.com
The top of the page is established to deliberately guide the visitor to the flashing blue dot on the left side.
When we reached either of these toggles, the animation on the right side varies, visualizing the change in workflow fomented by use Memberstack.
This is a clever way of show how the product operates. It’s likewise a tactic to reduce bounce rates and foster consumer engagement.
Studies is demonstrating that interactive content can be up to twice as effective at engagement as static content.
The steadily clambering revenue and membership numbers also subtly leveraging psychological priming, generating the unconscious connection that Memberstack signifies more member states and more revenue.
The hero section effectively places CTA buttons at the top right and bottom left corners, two areas where eye-tracking studies have shown most gazes gravitate to when they first look at a landing page.
Below the lower CTA, Memberstack has hinted at the safety of their platform use a social proof-based friction remover “Backed by YCombinator.”
Memberstack’s B2B audience are familiar with YCombinator.
This is a clever piece of facsimile that answers the objection: “How secure is Memberstack’s payment application? ”
Scrolling below the crease, Memberstack erects trust further by introducing a subheading with some significant figures to demonstrate proof of results.
Notice how Memberstack places “the worlds largest” amounts toward the center, with smaller figures on the outside.
This borrows from a well-known preferential bias that consumers have for the centre option when come forward with a left-to-right array of choices.
Memberstack strengthens credibility with a second use of the YCombinator logo, as well as a call-out to Product Hunt, another household name for the brand’s core audience.
Memberstack’s use of testimonials is interesting here.
Most landing pages tend to use two or three contextually placed testaments. Memberstack has loaded up on examines, most of which can’t be read without clicking through to another page.
This may work in their favor if they’ve tested and validated that the quantity of social proof( the sheer number of positive evaluations) is more compelling than the quality( the content of what reviewers are saying ).
Scrolling further, we have a simple 3-step process on how the application works.
Memberstack continues it brief, which is ideal. Low-intent pages like the home page don’t need to get too complicated.
The “Plug& play-act user accounts” section is a great example of how interactivity on a landing page can turn engagement into investment.
Using the slider and toggle buttons, users can customize the form on the right with colours and additional lands. They also have the opportunity to do this in the next section.
By exploring the features of Memberstack’s product in a limited way, onlookers get a taste for exactly what they can do with it and how it can impact their lives.
This is influenced by a psychological principle known as mental ownership, a commonly used technique in direct sales( e.g ., exam driving automobiles before purchasing ).
Engaging with the content helps users feel like it’s already theirs( and thanks to loss aversion, it means they don’t want to lose it ).
The bottom of the page concludes with a final CTA section, which includes several friction removers 😛 TAGEND
Get started for free; Unlimited trial; Upgrade when you’re read; No credit cards expected.
Focused copywriting like this is key to building high-converting landing pages. It speaks directly to common sales objections and solves them before they persuade consumers to vacate the sale.
This landing page from Zendesk is a great example of matching page length and mode with the target audience’s intent and awareness levels.
Conversion copywriter Joanna Weibe provides information about how long or short arrival pages should be.
“There’s no degree in saying’ long facsimile ever thumps short copy’ … or’ long imitate doesn’t work on me’ … or’ web consumers will simply tolerate short copy’…
Rather, your page needs to be as long as is necessary to make the arguing that will address the prospect in their country of awareness. If you don’t know how aware they are, you need to find out in order to shape your argument.”
She exemplifies the interplay between an improved awareness and planned in this chart.
Zendesk does simply that.
The copy used in the homepage header is free of jargon and product-related language.
Zendesk jumpings straight over “How it works” to “What’s in it for me? ”.
The answer? Better customer service.
You’ll notice a clever layout cue at the bottom right-hand corner too. This bright differing badge spurs visitors to scroll down and uses the classic Z-shape layout( likewise developed off the back of eye-tracking studies ):
Scroll below the crease, and we’re straight-out into resources.
Zendesk knows that this landing page’s primary goal is to guide visitors down the marketing funnel using informative, valuable content.
The next area provides contextual informed of what Zendesk does and the results it helps users achieve. It also provides social proof through short testimonials.
Notice how Zendesk serves two target audiences, service and sales teams, while at the same time maintaining an uncluttered aesthetic. They do this by using a simple toggle device.
Here’s the sentiment for service crews 😛 TAGEND
And for sales squads 😛 TAGEND
The next area tilts a little more on social proof. It links to long-form case studies that tell customer success stories.
The landing page signs off with a collecting of connected to other resources( designed to keep guests on their site and hear) and a no-fuss CTA section.
This landing page does two things well 😛 TAGEND
Provides social proof, plea to our susceptibility to the influence of others. Delivers value to top-of-funnel users through various financial resources and begins the process of engagement and lead encouraging.
This landing page from AI-powered brand tracking platform Latana is a powerful lesson of how to promote lead generation-focused guides.
Latana prevents things simple above the crease. It presumes guests are landing on this page to download their steer and shapes it easy to opt-in and do that.
Secondly, Lantana keeps the signup form realms to a minimum.
It’s documented that conversion rates plummet significantly with each additional subject, with three domains being the golden number.
Third, the hero print that accompanies the form is well-executed.
It answers the the world health organization and what: “Branding for Product Teams.”
The why: “to learn more about why Product crews need to be on board with branding”.
And the what’s-in-it-for-me: “gain a bigger market share.”
Lantana also slips in a simple action cue: “Fill in the form below.”
For those who need a little more convincing, the section immediately below the fold follows a simple yet effective storytelling formula: Here’s the problem, here’s why you should care about it, here’s how we’re going to help you solve it.
Then, it pushes the reader to activity: “Download to find out how.”
The landing page then answers visitors’ core questions again, this time with absolute clarity. It likewise applies an effective design cue that differs the rest of the page in style and colouring( designed to stop scrollers ).
Latana likewise establishes good employ of social proof through the inclusion of well-known logos.
Though logo segments are typically used to add gravity to product-focused pages, they can also be effective as a means of demonstrating authority( i.e. we work with these big-hearted labels, so we know what we’re talking about ).
Throughout this entire landing page, Latana skillfully continues things simple.
The copy is effective and uses simple language( “Fill in the form” ). The layout of information is simple and obvious, and the page doesn’t stray away from the core planned or try too hard to sell.
Headspace’s subscription signup page is a powerful example of how to design a arrival page for bottom-of-funnel visitors.
It does three things improbably well 😛 TAGEND
Effective employ of social proof; A well-executed interactive demonstration of the product; Leveraging of memory-enhancing copywriting tactics.
Effective employ of social proof
The landing page has two social proof areas outlook back to back.
The first furnishes compelling evidence of widespread use( 70 million downloads) and near-universal satisfaction( 4.9 starrings across 600 k+ ratings ).
These impressive figures tell a story of a successful app. While convincing, the numbers alone absence the problem-solution-outcome framework that resonates with customers’ pain points.
And that’s precisely the proof that Headspace provides in the next section.
These are carefully-chosen testimonies that been talking to common agony phases to be aware of Headspace’s intended recipient( “stress and loneliness”, “broken” ). And, to actual customer outcomes( “helped me to understand the functioning of the mind” ).
A well-executed interactive demonstration of the product
This interactive demo of the product’s aspects answers a common hindrance to app customer retention and prolonged engagement.
25 % of apps are simply used once before being deleted or vacated. App store optimization( ASO ) helps to maximize transitions, as do free trials.
But this interactive approach lets users test the product in a risk-free way; without push forward a download before proving value. It likewise permits Headspace to guide consumers to specific features and demonstrate them utilizing an explainer video.
In addition to the interactive demo content, they likewise give a 14 -day free experiment. After interacting with the features, this free trial is likely to drive more subscriptions as the users genuinely want to learn more( rather than start fresh ).
Leverage of memory-enhancing copywriting tactics
The copy on this landing page is filled with rhyming and alliteration, both of which are effective mnemonic devices.
Using rhyme in your transcript( e.g ., “be kind to your mind”) leverages a psychological conception known as the Rhyme as Reason Effect, which loosely translates to “If it rhymes, it must be true.”
Similarly, alliteration( e.g ., “Join millions meditating” and “Create the conditions”) is effective in improving learning and recollection, even when statements are spoken quietly.
These memory devices work to keep your brand front of intellect when clients are ready to pull the trigger.
With their “Become a Driver” landing page, ridesharing service and Uber competitor Lyft demonstrates exactly what it means to be in touch with your audience.
Note the print in the hero banner: “Want to be your own boss? ”
This message speaks directly to the shared passion of their target audience. Instead of saying: “Apply here to be a driver, ” Lyft pleas to the emotional motivation.
The two sections that follow are about preempting dissents. They allow readers to self-serve response to pre-signup FAQs.
This section answers the most obvious questions, like “How do I get paid? ”, “What are the requirements? ”, and “What if I don’t have a car? ”.
Below, a four-stage slider shows how simple it is to get started working with Lyft and must pay( a crucial dissent for potential motorists ).
Lyft leveragings social proof next, but not in the same way as the pages above. Lyft opts for a short video compilation of customer success narratives to keep the space clutter-free.
Video captures engagement extremely effectively. It lets prospective drivers hear from real people, something that Lyft motorists generally find important.
Lastly, a short segment of print( and accompanying customer testimonial) reinforces the contents in the video: drivers are working with Lyft , not for Lyft, devoting them the freedom and flexibility to earn on their terms.
This landing page from ecommerce furniture retailer Burrow is an excellent example of using high-quality imagery and video to tell the story.
There’s very little going on above the fold as far as copy, relates, and calls to action.
Instead, Burrow lets their photography do the heavy lifting. The high-resolution hero image demonstrates how their products gaze and feel in context, an important component of building mental ownership.
The second section takes a similar approaching while directly addressing a common dissent: the high cost of furniture shipping.
By prioritizing “delivered free” in the minimalist imitate on the page, Burrow stresses its importance and assistances it stand out in the white-hot space.
In the next section, Burrow leveragings the commitment hoist of interactive content.
Burrow’s main value proposition is the competitor-crushing level of customization they give for each product. For example, the sofa depicted below is available in over 200 configurations.
Rather than telling guests about it, the arrival page employs an animated video. Again, they be drawn and hold engagement by demonstrating shoppers what customization means for them.
A second video answers another significant sales dissent: “How does this whole thing work? ”.
In 20 seconds, potential customers assure what was get out of the box. This demonstrates how simple it is to assemble their tradition furniture.
Throughout this product arrival page example, Burrow concentrating on selling the experience , not their product.
Static images of isolated products can be viewed on individual product pages. But they don’t take pride of place on the arrival page. Instead, Burrow utilizes in-context images and videography to show buyers what it means to be a Burrow customer.
They achieve this by displaying products in curated rooms and by leveraging the Instagram profiles of their real-life customers( doubling as social proof ).
Burrow pinnacles this off with a few intentionally-selected customer testaments, which highlighting the quality of the furniture( a potential lingering question ).
They also speak to the target customers’ desires with the idea that customized furniture is a facet of identity expression and social influence.
Burrow’s landing page proves that high-quality imagery and videography can be a powerful persuasion tool. For the privilege product, it removes the need for copy-heavy page sections.
Sales engagement platform Klenty supports a great example of a arrival page been developed to capture challenger traffic.
Klenty operates in a competitive landscape, with its two top competitors Salesloft and Outreach owning a majority market share.
Klenty postures itself as a capable alternative and directs traffic to their landing page by targeting contestant keywords like “Salesloft” and “Salesloft alternative.”
The landing page aggressively differentiates the brand from its contestants. It names them outright and listings their defects in the hero section.
This can be perceived as brazen and cut-throat, but Klenty is actually using an intent-focused strategy.
Readers are searching for alternatives to Salesloft, which infers there’s something they don’t like about the platform.
By listing their competitor’s alleged flaws, Klenty clues at their solution.
Below the fold, Klenty furnishes more context on the above pain degrees. They identified Salesloft again and detail the key features where Klenty competes.
They maximize this space by organizing their top three benefits in an automated scrolling section.
This feature prevents the landing page from becoming too long or cluttered while at the same time ensuring some eye-catching movement via the progress barroom and transitions.
A feature comparison section further down the page takes a similar approaching. With its engaging interactive tabs, it manages to cover a lot of ground in a single fold.
Klenty’s pricing information is also subtly positioned above Salesloft, and Klenty is given a larger logo as well as a more standout brand color.
These design features are subtle, but intentional. Klenty use visual hierarchy to reinforce the importance of their brand over their competitors.
A/ B testing is critical to evaluate the effectiveness of your landing pages. But you need to know what to test if you crave your resources to extend further.
To get a head start on understanding what works for your audience, take advice from the pages above. Match your page to your target audience’s intent and overcome objections early and often.
Use tools like video and interactive content to organize information, leverage social proof, and stick in their recollections to scoop out the less perpetrated purchasers later on.
To ensure you’re hitting the mark, use tools like Wynter to see if your messaging and strategy resonates with your target audience.
Landing page design and messaging is not a one-and-done affair. With consistent optimization, your page can reach its potential.
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