Landing Page Design Best Practices
Best practices for general landing page design from digital ads include keeping layouts simple, being straight to the point, and allowing users to focus on the call-to-action. Other best practices include developing concentrated copy, using optimized forms to generate leads, using social proof to gain trust, maintaining consistency, and having a landing page enabled for speed.
Examples of companies who have been successful with these best practices include Merrill Edge, PayPal, Guideline, Online Trading Academy, CapitalOne, Liberty Healthcare, and ObamaCare. Below is an overview of our findings.
LANDING PAGE DESIGN BEST PRACTICES
- The industry definition of a landing page describes it as a standalone page that generates leads to the form page by capturing the contact information of users; there are two types of lead capture.
- Lead capture (or generation): is used to capture users' information like their contact and email address through a form that needs to be filled and submitted in exchange for some offer on the page.
- Click-through: it provides details about a product of offer and its benefits in such a manner that would convince a prospect to purchase.
- Best practices include learning to keep the layouts as simple and clean as possible, by using copy straight to the point and allowing users to focus on your call-to-action.
- Developing concentrated copy that can connect with the target prospects and there should be no guessing games hence the page should be clear.
- Capturing leads with an optimized form is another way of getting leads by reducing your forms from 11 to 4 can drastically increase leads by 120%.
- Developing trust through social proof is an effective way to build trust with leads as it enables prospects to see testimonials of others and possibly reach out through the phone number provided.
- Maintaining consistency in the use of color with specific brand colors is highly important to ensure colors stick in the mind of leads.
- Considering a lot of users make use of their smartphones to browse the internet, the more reason why a landing page should be light on its feet and enabled for speed, else company's may experience a high bounce rate and fewer conversions.
FINANCIAL INDUSTRY SUCCESSFUL DIGITAL LANDING PAGE CAMPAIGN
- Developing an effective marketing strategy is quite daunting when it boils down to starting from scratch; this is why many would prefer to take cues from leaders in the industry.
- By discovering how they workout constructive strategies to gain subscribers to their newsletters, they can convert prospects into leads.
- Merrill Edge: the landing page makes it clear why visitors should trade stock with Merrill Edge because it includes the cost of trading with them at $6.95 per online and ETF trades.
- Stock update market summary gives the visitor a quick recap of market prices when landing on page: see images.
- Iconographically, the benefits are listed which assists the visitor go through them quickly for an easy understanding of the offer benefits.
- The process of account setup is explained to the visitor after they click the call-to-action or CTA button.
- The CTA button, as can be seen, is red and stands out so one can easily begin the process of opening an account with Merrill Edge.
- Possible A/B test: Navigation links at the page button provide users an easy method to exit the page before they click on the CTA button.
- "Get started" CTA button copy might be considered too generic but "Start Trading Now" may typically encourage more conversions due to its tone of urgency.
- PayPal: "Free" emphasized the nature of the offer which attracts no cost to the visitors.
- A CTA button with a blue color pops up on the web page.
- Points that are bulleted that easily highlight the benefits of the offer.
- Visual image representation shows visitors what they stand to gain once converted.
- Minimal footer which will cause no distraction of prospects from converting, with links like social media accounts and other pages.
- Possible A/B test: The "Download Now" CTA isn't well-tailored to the offer as it should be.
- Image text on the page isn't readable.
- The link to the homepage is linked to the logo, which may allow prospects to exit the post-click landing page without conversion.
Online Trading Academy
- Online Trading Academy did well due to: By playing to readers' desires with their headline, they can woe prospects by making them see how they too can make money like Wall Street traders through drawn-out formal education on financial markets.
- By aligning their brand with some already established companies, they can sell to prospect the authority they command in the market space.
- Using Multiple cooperative CTAs, they work together to convert prospects.
- Prospects are given ways to get in contact with the company representatives, through the contact information.
- Click-to-call phone number is offered on the page to make it easy for prospects to get in contact with the company if they have any question.
- Possible A/B test: The links to social media may likely distract users from achieving the set goals of the page.
- Guideline: The service's UVP is highlighted as the headline.
- The form is basic and brief and doesn't request unnecessary information.
- Both primary and secondary CTA buttons have a clear copy.
- The bullet points showcase the benefits of the Guideline 401K program in an easy-to-understand pattern.
- Through social proof that links to CNBC, The New York Times and Forbes, consequently gives credibility to the website.
- Possible A/B test: Though the headline highlights the UVP, it needs to be more descriptive and detailed to help prospects have a clearer understanding of the page.
- Customer testimonials would better help visitors make decisions since others have utilized Guidelines' services and have attested to their work.
- CapitalOne: Their headline was able to communicate the offer value.
- Bulleted copy conveyed the benefits of converting.
- Conversion of prospects was made possible by the provisions of two Cooperative CTAs on the page.
- Possible A/B test: Busy footers occupied with links to social media icons can form a distraction for prospects and prevent them from clicking offers.
- The "Sign Up Now" CTA can be made to suit the offer much better in the manner of "Give Me Unlimited Checking With No Monthly Fees".
HEALTHCARE INDUSTRY SUCCESSFUL DIGITAL LANDING PAGE CAMPAIGN
- Liberty Healthcare: A clear headline can capture exactly how affordable their healthcare plan is and convey to visitors its relevance.
- The word "Free" is included in the CTA button.
- A 2-field form comes with drop-down menus that display plans that are tailored to visitors' needs to get free estimates.
- The green arrow visual can navigate visitors to the form page.
- Possible A/B test: The images on the page seem to come from a stock photo pile up as the image doesn't seem to portray a healthcare service provider; it could be interpreted in many ways.
- Obamacare: The purpose was easily conveyed through the headline which is — to compare rates to providers.
- The page form only requires the zip code upon clicking the CTA button, which specifies what visitors can expect to see next.
- The image on the page doesn't resemble a stock photo.
- Obamacare is explained via the copy and it details how a family can qualify.
- Possible A/B test: There is a distraction with the navigation links on the page.
- The phone number displayed on the page is not a click-to-call feature which could aid leads faster than when zip codes are submitted.
- Testimonials from others could add extra trust and help generate click-throughs.
We were able to complete our findings thorough approaches that simply provided the required information. From the information gathered, we were able to find the possible success scenarios from the two industries of interest.