Landing pages are a tremendous potential source of value for any website. Designed as pages for a specific purpose, landing pages take funneled traffic with the sole intention of converting those visitors, whether that means collecting their email address, getting them to purchase a product or service, follow you on social media, or a number of other goals. In this sense, landing pages are your specially designed gateways to earn more conversions.
But as you might imagine, simply creating a landing page isn’t enough. Even a small change on a landing page — such as the wording of a headline or the color of a button — can have a significant impact on that landing page’s effectiveness. There are certain best practices you can follow, but sometimes it’s better to see best practices in action than it is to simply have them explained to you. That’s why I’ve come up with this list of five great landing page examples I’ve found on the web.
Take a look at what these landing pages do right:
1. Lyft. Lyft’s landing page for drivers offers a simple headline to capture the attention of their audience immediately, off to the left and prominent enough to be seen: “Make up to $35/hr Driving Your Car.” It’s simple, direct, to the point, and offers a real value to signing up. On the right, there’s a short form that stands out from the background, and for most people, that’s all they’ll need to see. For others, there’s more information if you scroll down, including an estimator of how much money you can make with Lyft based on your current city, and an explanation of common concerns from new signups.
2. Vonigo. Vonigo is a good example because its services stand in contrast to Lyft’s; Lyft is a relatively simple service that can be reduced to a single sentence, while Vonigo’s product is much more complex and multifaceted. This is a challenge, as minimalism is important to maintain in a landing page, but Vonigo handles it well. At the top, you’ll see two buttons (CTAs) encouraging users to watch a video or learn more. If you scroll, all the information about the product gradually appears — but it’s kept neat and organized, sectioned off in bullet points and clear sections to help users understand the product at a glance.
3. WebDAM. WebDAM uses many tactics similar to the first two entries on this list, but in a slightly different direction. It keeps things minimalistic, with a color-contrasted, simple form on the right that stands out visibly to the user and a strong headline to the left to inform and compel users. If you scroll down, you’ll find bullet points explaining the advantages of the product, but even further down you’ll find a couple of interesting and powerful additions — a rotating banner of clients WebDAM has served, and three selected testimonials about the product. These, in combination, lend a powerful reputation boost that probably scores lots of additional conversions.
4. Wistia. Head over to Wistia’s signup page to see a perfect example of minimalism in action. The background is a simple blue with minimal patterns thrown in, leaving the white form prominent with few distractions. The form is simple and easy to fill out, with a straightforward explanation of what you’re signing up for. For users that are a little more hesitant or a little more cautious, there are a handful of FAQs answered if you scroll down a little further.
5. Hiver. Hiver is worth mentioning because it succeeds in accomplishing a balance most businesses would find difficult; it manages to provide lots of information in a long-form landing page while still achieving a minimalistic approach. How? Take a look at it. Above the fold, you’ll see a bit of information, a good headline, a color-contrasted call to action, brand logos to establish trust, and a link to view a video. That’s it. But if you scroll down further, you’ll find tons of information about the product, a link take a tour through the product’s features, and customer testimonials to sweeten the pot.
So what can we learn from these landing pages? Why are these so successful compared to other examples throughout the web?
· Minimalism is in. Minimalist designs are effective because they don’t have any distractions. They force a user to confront a CTA, and don’t waste time on unnecessary elements that might draw away from that encounter.
· Easier is better. Users are impatient, and crave instant gratification. If you make the signup process take even a few seconds longer than it has to, you’ll turn at least some of them away. Keep it simple.
· Always provide additional information. Minimalism is important, but you also need to provide additional information for those who want it — make them scroll for it to get the best of both worlds.
· Offer social proof. A few client references or testimonials can take your page to the next level. It’s all about building initial trust. It’s also valuable to include contact information to legitimize your business.
If you follow these best practices in the style of the examples I listed above, you should have a good foundation for your landing page based campaign. However, all brands will have unique factors to consider, including their target audiences, their competition, and their specific products. For you to maximize your conversion rates and overall campaign value, you’ll need to optimize your landing page over time by making experimental adjustments and measuring and interpreting the results. I recommend Unbounce for this process.