I came across some nice desktop landing pages recently, which exhibit some of the principles which make landing pages perform well.
September 10, 2020 by Adrian Durow . CRO
I came across some nice desktop landing pages recently, which exhibit some of the principles which make landing pages perform well.
https://purepla.net/ – This is actually a home page, but they are landing traffic there from paid search.
What I like:
* Clear conversion start CTA – ‘Get a quote’ contrasts well.
* Bringing a field forward from the conversion process – postcode
* A CTA which describes the conversion process – i.e. ‘Get a quote’
* Good use of confidence & trust badges – Which & Trustpilot
* Clear feature-led heading – ‘Cleaner, cheaper energy’
* Time-indication for the conversion process – ‘Get a quote in 30 seconds’ near the hero CTA
* Further down the page, there is decent social proofing with the amount of 5-star reviewers.
* And bringing forward sample Trustpilot reviews:
* It’s a deep page, so it’s good to see another CTA section halfway down:
What I’d like to investigate:
* Classic landing page theory suggests that you should remove navigation menus from them. Though it’s worth bearing in mind that this is a home page, so it needs it. It would be good to see what % of new/acquisition/campaign traffic is using the nav vs using the CTA
* There is a lot on this page. Lots of features and benefits in the body. A couple of ‘read more / ‘find out more’ informational signposts further down the body. Videos. Blog teasers. It would be good to see how far users are getting down this page. And if any of these other options/routes are usurping any conversion-starts.
https://www.shavekit.com/starterkit – This is beautiful. One of my recent favourites.
What I like:
* Bringing fields forward – This time, 2 fields. And also, it feels less formal and less intrusive just asking for a first name here.
* A CTA which describes the conversion process – i.e. ‘Get your first ShaveKit’.
* The price, and a feature, is coupled with the CTA – i.e. ‘Now just £3.00. FREE UK Shipping.’
* No nav – just one place to focus, and go.
* They’ve brought forward sample reviews.
* And they’ve tried to objection-handle with FAQs:
What I’d like to investigate:
* Whilst the reviews link to the author’s Twitter pages, it would be interesting to see how believable these were, and if the lack of an independent source of reviews is hindering performance.
* It could be argued that there is a lack of supporting trust-content. Does it need any more reasons to trust the company? How many customers have signed up?
https://business.udemy.com/get-a-free-demo/
What I like:
* I’m a sucker for forms on landing pages. This might feel a bit dated, but it works. It’s always worked on our campaigns. It’s worked for years, and keeps working.
* I’ve seen so many demo landing pages just link to forms to simply… book the demo. Without teasing users as to what they’ll see/get on the demo. Too many demo landing pages focus on the product more than the demo. This doesn’t. It sells the demo.
* It has some customer brands below the form to reinforce trust. But that’s it. Nothing else. Such a simple, and bold landing page:
What I’d like to investigate:
* Do users, who want to explore more content, before booking a demo… actually know how to do this? Do they know that they can get to more content behind the close (X)?
