Consumer-Facing Website Landing Page Best Practices

Part
01
of three
Part
01

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.

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

  • 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

  • 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

Guideline

  • 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

HEALTHCARE INDUSTRY SUCCESSFUL DIGITAL LANDING PAGE CAMPAIGN

Liberty healthcare

  • 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

RESEARCH STRATEGY

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.
Part
02
of three
Part
02

Landing Page Design Case Studies - Part 1

Comcast Business and SalesFusion are example case studies of financial or healthcare companies that have designed stellar landing pages from digital ads.

COMCAST BUSINESS

SALES FUSION

BEST PRACTICE COMMON TO BOTH SALESFUSION AND COMCAST BUSINESS

RESEARCH STRATEGY

To establish available case studies of financial or healthcare companies that have designed stellar landing pages from digital ads, we leveraged a compilation of digital marketing agencies such as Acquisio and company websites such as ComcastBusiness and SalesFusion. Although we were able to find publicly available information on this data, there was no pre-compiled data on specifc financial or healthcare companies that have designed stellar landing pages from digital ads. This promoted the research team to dig deeper into these sources to distinguish companies that are more inclined towards the financial and health industries where we managed to identify financial companies which are Salesfusion and Comcast Business.

Part
03
of three
Part
03

Landing Page Design Case Studies - Part 2

Ooba and Investing Shortcuts are examples of case studies of financial or healthcare companies that have designed stellar landing pages from digital ads.

OOBA

  • The page's conversion rate is 35.57%.
  • The Ooba landing page uses descriptive call to action that informs users of what to expect next. Visitor knowing what is offered when they land on the page is important.
  • It is also essential for users to know what is expected of them and exactly what will happen after what they do it.
  • The page has a form positioned on top of the page. This makes the action the company wants the visitor to take clear from the beginning.
  • The page along with supporting information and the contextual cues tell users exactly what will happen when they fill the form.
  • The customer's attention to the aim of the page is drawn by the contrasting color. The action users are supposed to take is confirmed by the descriptive button.
  • The digital ad also uses descriptive call to action and the same color as the landing page.
  • Here is the link to the landing page.
  • Here is the link to the digital ad.

INVESTING SHORTCUTS

  • The page's conversion rate is 51.32%.
  • Investing Shortcuts page uses social proof and 'featured on' logos. The page uses a high-profile quote for social proof.
  • The page connects with customers and builds on their interest in the topic while obviously showing the guide's importance.
  • The page and the ad make use of fear of missing out (FOMO). This is a powerful tool for marketing.
  • The page uses the same imagery, branding, colors, calls-to-action (CTA), and their advertised offers.
  • Here is the link to the digital ad.
  • Here is the link to the landing page.

BEST PRACTICE COMMON TO BOTH OOBA AND INVESTING SHORTCUTS

  • Both landing pages use a CTA feature that is compelling. The best practice that both of these companies have incorporated in their landing pages which is significantly the most important element of a post-click landing page.
  • It is the best practice to make the CTA compelling and obvious so that users should not leave the site.

RESEARCH STRATEGY

To find the available case studies of financial or healthcare companies that have designed stellar landing pages from digital ads, we searched for this information on websites such as Unbounce, Geonetric, and Bigfin. We defined stellar landing pages as those with a high conversion rate in the finance or healthcare industry. Although we were able to find publicly available information on this data, there was no direct data on specific financial or healthcare companies that have designed stellar landing pages from digital ads. We then dug deeper into these sources to distinguish companies that are more inclined towards the financial and health industries where we managed to identify financial companies which are Ooba and Investing Shortcuts.
Sources
Sources