Built Using Unbounce

Here's where we're going to show off some of the creative landing page designs created by the Unbounce community (using the Unbounce landing page platform).

All landing page examples shown below were added with the permission of the creator.

If you're an Unbounce user and would like to share your page and gain some extra exposure, then drop me a note at oli@unbounce.com with your page details and I'll see about getting it added to the Landing Page Sample Series (#LPSS on Twitter).

If you want to learn more about Landing Pages, check out The Conversion Marketing Glossary.



22 Brutally Honest Landing Page Critiques

simon-cowell-critique

Some performers fear Simon Cowell when they walk out on stage.

Then there are those special few who actually embrace the fear.

They *want* to stand on that stage. They *want* to belt their heart out and see Simon sit there speechless, with a lump in his throat.

They want pop culture’s most infamous critic to impart some of his wisdom to help their career as an artist.

I applaud those artists.

And today I applaud the Unbounce customers who have agreed to let me analyze their landing page designs in public view.

We have 22 of these brave souls and this is how our time together is going to work:

I’ll do a rapid-fire set of thoughts and ideas for each page. I’ll list what I like, but more importantly what I think should be changed to improve their conversion rates.

I’ll be brutally honest, yet fair. From experience I know that as bitter a pill it may be, everyone on some level wants to hear the truth. And honesty is the only way to learn.

Note to the businesses involved: please remember that my mission here is to help create more delightful marketing experiences for your future customers. Everything written here is with love and intended to make you succeed.

Let’s begin.

1. The Annuity Store

The-Annuity-Store-Exclusive-Brands-560

Before I break down some of the finer details, let’s do a simple exercise I call the Bullshit Detector. Pretend you are your visitor and quickly spend a few seconds scanning the page for value.

Buzzword alert: “AMPLIFY YOUR MARKETING,” “WHAT YOU GET,” “RELEVANT UP-TO-DATE CONTENT,” “ENGAGING NARRATED VIDEO,” “COST EFFECTIVE,” “TAS EXCLUSIVE BRANDS ADD-ONS,” “GET STARTED,” “AVAILABILITY IS LIMITED,” “SUCCESS MADE SIMPLE” and finally, “SUBMIT.”

If you read that out loud, you’ll realize that it doesn’t actually communicate a single thing about the offering. People scan because they are impatient. These headlines are the critical callouts of the benefit of doing business with you, so I’d consider giving this page a major overhaul. Tell a story in your scannable headlines and you’ll be much better off.

  1. It’s all blue! When you have a dominant hue like this, you have a prime opportunity to draw attention to your call-to-action by using contrasting colors.
  2. “Sign up today” – If you scanned the page as I did above, you’d have no clue what you’re being asked to sign up for. The CTA should be descriptive and benefit-driven. Try something like, “Get My Ready-To-Use Retirement Income Website” (although I still have little idea what exactly that means).
  3. Is it a brochure? If you look at the imagery beside the CTA, it looks like a report or some paper thingy. If it’s a website, show context of use by placing it inside a browser window.
  4. The headline is vague. “Engaging Narrated Video” doesn’t tell me much, so I’d go with something like, “We Create Professional Narrated Videos For You.”
  5. Availability is limited!” – Not sure I buy that. Why is it limited? If availability really is limited, explain why. For example, “To maintain the highest possible level of client service, we can only take 8 clients on per month, so get started right away.”
  6. What happens when I click the form? I don’t know why you need a phone number or my city and state. If you are going to call me back, state that on the CTA: “Request a callback” or “I’m ready. Please call me back.”

2. PokerSnowie PokerCoach 2

poker-snowie-560

Love me some poker! This should be fun.

  1. The offer is confusing. “20% off >> Get it now!” Okay. For how much? I have to scroll down to figure this out and then I’m told it’s €9.92 annually. But that’s a monthly price based on a yearly subscription. Confused yet? Yup. It needs to be MUCH more clear. State that it’s €9.92 per *month* and maybe show the original price to anchor my delight about your reduced price.
  2. Challenge PokerSnowie? Who? The logo says PokerCoach, why are we talking about snow? You’ve completely lost me. Brand overload.
  3. Where do you want me to look? There is so much going on that I have to work very hard to figure out the flow of the page. While the page has an excellent visual design aesthetic, it needs more clarity and whitespace so I can consume the content in a calmer manner. I’d remove the paragraph under the PokerCoach logo and speak more directly about challenging the Hold’em coaching software in the main headline.
  4. What’s the CTA? The “Try it free for 10 days” CTA is a good escape mechanism, but it makes me wonder if that path would be a better primary CTA. You know best which leads to higher sales overall, but if you want to present both, you might want to use an equal balance double-button approach (like the classic demo/trial setup of SaaS products). One will anchor the other and you might be surprised by the results. I’d love to hear some of your data in the comments.
  5. The last set of bullets was the clearest part of the page for me. Bring those bullets up top so I will actually read them and maybe cut the benefits down to three bullets.
  6. Said it before, say it again. Remove the social share buttons. Nobody gives a shit.
  7. “Designed for Windows only.” Bummer! You might want to segment early on by mentioning that. Not sure, but I got excited and then my beautiful MacBook Pro got sad thinking about some ugly Lenovo…

A little background: I used to be Creative Director at Bodog, so poker runs through my blood. ‘Twas a pleasure to critique this page. Don’t take it personally. I’m here to help.

3. The Weddingful Party

The-Weddingful-Party-560

I don’t know how targeted and segmented the audience for this site is as I’ve not seen the ads, but here’s my 35 cents:

  1. The tagline is vague. “Eat, drink, and your planning is done.” Who is that addressing? Planning for what? My wedding? I don’t get it. How can my planning be done?
  2. What is a Weddingful party? I’d describe the event and why a vendor should attend in one sentence exactly.
  3. The headline is also unclear: “Meet engaged couples and mingle.” I’m assuming now that this is for a vendor of wedding services, but my initial reaction was to wonder why engaged couples would want to mingle. They’re already engaged. Am I going to exchange wedding tips with others? Weird.
  4. The benefit is clarified in the subhead but it’s very small and should perhaps be the headline. “Show your sample” is unclear. I’d be more inclined to get straight to the point: “Get your sample in front of engaged couples looking for wedding services” or something along those lines.
  5. The CTA is suitable for someone coming to a wedding so I get why it says RSVP, but I’d rather see a vendor benefit-driven call-to-action. Something like, “I’m attending the Weddingful Party on the 27th!” would also serve as a reminder of the date which is very hidden on the page.

4. Children’s Hospital

Palms-West-October-Seminars-560

Feels harsh to critique a kid’s hospital, but it needs help. I’m assuming this is the target of an email campaign because it doesn’t seem like a paid search ad destination.

  1. The headline is very fluffy and doesn’t describe anything about the purpose of the page. The subhead is more explanatory and you could probably just flip the order of the headline and subhead for more clarity.
  2. The form feels overly long for something as simple as registering to show up. Are you really going to be sending direct mail? Why require a physical address? If you do need it, at least remove the apartment number field – people will add that in the address field. And does the state really matter? Are people coming from that far away?
  3. The goal of the page is buried in the design. Right now the main callout is the event details which is great, but it means that the form is hidden and looks secondary. You could try appending the form to the bottom of the cloud so people can read the details and then register.
  4. The CTA lacks the emotion of the event. You might want to go with something more friendly like, “We’ll be there, save me a spot!”
  5. Because the page is so long, consider adding a button to the bottom of the page that smooth scrolls back up to the form.
  6. The bullets at the end are so small I don’t really want to read them.
  7. I’d also consider rewriting the current heading, “Safety Booths & Demos Including…” The word “safety” is a turn off. You could probably remove that and just rely on the heading above it to introduce the bullets, especially if they’re much bigger.

5. Jamar Roofing

roofing-560
Landing page by Geek Powered Studios.
  1. The headline says, “Over 40 Years of Service” but doesn’t explain in what. Building roofs? Repairing roofs? Without reading the small statements at the top, you have no sense of the page’s purpose. If someone were to arrive here from an ad, the message match between ad and headline would most likely be quite poor. I’d suggest changing the headline to something like, “Schedule a Free Roofing Estimate From San Antonio’s #1 Trusted Roofers,” with a subhead that verifies the claim “According to [insert who said this].”
  2. Hero shot – The images at the top of the page say nothing about roofing. I’m assuming they are customers, but this is likely the wrong place to show them. You could move them down to the bottom of the page and attach a headline that states that these are your happy customers.
  3. The text for the four content blocks is really tiny. Reading it, there isn’t much value in the paragraphs of content. The first one just repeats what you know from the page already.
  4. The testimonial beneath the form is almost impossible to see and won’t be read.
  5. I’d recommend adding a short description beneath the form header (“Schedule Your Free Estimate”) that explains that you’ll come to their property and evaluate the cost for them. This sets the expectation of the form.
  6. It might help your sales process if you had a drop-down form field so people could self-select which type of roofing they need.
  7. This form can’t schedule the assessment for them, it only allows you to call them back. I’d clarify the CTA so it’s clear that clicking it will result in someone calling. Perhaps you could try, “Call me to schedule my free assessment.”

6. HootSuite

hootsuite-560

Gah, I really have virtually nothing to say about this page! It’s awesome. But I’ll try.

  1. I’d test reordering the headline and subhead like this: “Get a Free 30 Day Trial of The Most Advanced & Popular Social Tool in the World!” with a subhead about HootSuite.
  2. The two statement CTA area could be simplified by just having the button with the copy, “Start My Free 30-Day Pro Trial Now.” Note how I changed the possessive from “Your” to “Me.” As detailed in the last example from this case study about testing CTA copy, this can have a dramatic impact.
  3. For the list of social networks, it looks more like the standard customer list, as opposed to what you can manage using HootSuite. I’d recommend a diagram that demonstrates the management capability. Place the HootSuite logo or screenshot and have the networks connected to it around the outside. I’d also test showing all of the networks, keeping the primary ones large and the rest small.

7. ConversionLab

ConversionLab-560
Landing page created by and for ConversionLab.

Great landing page. Very clean and clear with the five essential elements: USP, hero shot, benefits, a single call-to-action and social proof. Here are my thoughts:

  1. Excellent headline. It immediately identifies with my need (which would have been established in the ad that lead here). However, if you already ask this question in the ad, repeating it here is somewhat wasteful. You might want to test implementing some Conversation Momentum. This is the idea of starting a conversation in the ad or an email and continuing it immediately on your landing page. In this instance, you could make the headline what you currently have in the subhead: “I can help you set up and manage high performing landing pages in no time!”
  2. Your name and details are too small to easily read.
  3. I’d be inclined to start your form header from a different perspective such as, “Would you like help with your landing pages?” This establishes the goal of the form and your CTA will make more sense. For even more clarity, you could tweak your CTA to say, “Yes, please help me with my landing pages.”
  4. Inline form fields are generally a bad usability practice. Yes, they allow your form to appear shorter, but when your form consists of more than a single field, you can lose track of which field you clicked on (because the label disappears). This often results in having to click outside again to remind yourself what you were filling out. It may sound silly, but it happens to me all the time and it annoys me.

8. Gainsight

Gainsight-ROI-560
  1. Who’s measuring the success of customer success solutions? Is it you as a service, or me as the user of your product? The headline doesn’t make this clear enough.
  2. Only when I read the copy below do I even begin to realize that this is an ebook download page. There should be a hero shot of the ebook so people know what the purpose of the page is. See this ebook download landing page as an example.
  3. The headline should clearly state that it’s an ebook as well as the benefits you’ll get from reading it.
  4. Ditch the social share buttons immediately. They serve zero purpose at this point and having zeros on there is negative social proof. The place for these is on the form confirmation page/dialogue.
  5. Introduce the form with a form header. Stay tuned for the form sketch in #13 for a good example of form design.
  6. You get into the Gainsight product at the bottom of the page, but it’s too soon to do so. You’re mixing the purpose of the page. You could add this description to the confirmation page (instead of the social shares) and ask if people would like to check it out. This is also often too soon, but it’s worth validating if it gets you any signups.

9. One Hour Translation

one-hr-translation-560
  1. The header copy is very hard to read due to the photography in the background. I’d place a dark transparent box behind so the copy stands out more, or get in Photoshop and darken that part of the photo.
  2. The callout from the form is a distraction that adds to the complexity of the page. There are two places you could ask if people want a demo: you could use a checkbox in the form, or you can ask on the confirmation page.
  3. Space everything out! The page is so crammed together that it’s not a very delightful experience. If you gave it some white space, it would provide visual clarity and an easier reading experience.
  4. Form friction – If the “Translation needs” field is optional, I’d opt to remove it entirely. This would shorten the form and stop people from having to think of a good answer to the question.
  5. The CTA copy, “Contact me” is okay, but I’d test changing this to “Call me back to discuss my translation needs.”
  6. Lack of credibility – In the form header, you have grammatically incorrect English which doesn’t inspire confidence (“Let us know *what are your* translation needs”).
  7. 24/7 support is all you need to say. I don’t need support now so I don’t need to see the phone numbers.
  8. Who’s the target market? The logos imply big business. Is it still good for me if I’m an individual? Make this clear, even if you’re doing targeted ads.

10. Geordie Shore

1800Schoolies-560
Landing page created by Social Garden

This is an interesting one. It’s the Brit version of Jersey Shore, based in Newcastle in the north of England. I know this because it’s where I was born. Yup, I was a Geordie before I moved to Scotland. Don’t hold it against me.

Thoughts:

  1. The headline is very clear about what you can expect to win if you enter the contest by booking your accommodation. However, it says nothing about where the event is taking place, which is a pretty big context fail. People arriving here may have this prior knowledge but it’s still dangerous to assume everyone will. I’d include it in the subhead.
  2. The CTA says “Get Naughty” which is cute but doesn’t really describe what’s going to happen. Worth testing something less clever with more clarity.
  3. To reinforce the contest and prize it might be a good idea to include some small subtext below the CTA saying something like, “By clicking this button you will have a chance to win the VIP meet ‘n’ greet with Scotty T & Vicky!” The bottom of the page does have an image slider which shows the two stars you’d get to meet, so I’d give the offer context a +1 here.
  4. The video at the top sets the scene nicely but it should be hosted somewhere without ads. Right now there are retargeting ads showing up behind the headline. Not very noticeable but should still be avoided.

Overall a good landing page.

11. College ScholarSHIP

Christian-Music-Caribbean-for-Two-560
  1. The value of the offer is very clear from the headline, but it doesn’t mention that it’s for an online university. The word “online” is beneath the logo but it’s very small. I found myself hunting around the page to find out where the university was.
  2. There’s an awful lot of copy to read and the type is really small. The page could benefit from having some bullets in the second paragraph to make it more scannable.
  3. Love the form header. It grabs my attention immediately and lets me know where to interact with the page.
  4. The matching color on the form header and CTA is excellent, but a complementary contrasting color like orange would stand out more than the green.
  5. For the cruise details, I really want to know where it is – include a map.
  6. There’s no link to a privacy policy which is important for a lead gen form, especially if the inbound source is PPC. Google likes to see a link to that as a trust signal.
  7. I would also play on the fun fact that the word “ship” is in the word “scholarship.” :)

12. SurfEasy

SurfEasy-VPN-560

This is a really good page, so there’s not a whole lot to say. Some minor things.

  1. Crystal clear value proposition in the headline.
  2. The CTA should be a contrasting color to the rest of the page.
  3. The subtext below the CTA is too small. I struggled to read it.
  4. No idea why there’s a photo of someone with a coffee. I guess it’s to suggest someone relaxing and not worrying. Would be interesting to humanize it further with a clearer view of the person.
  5. The headline above the video is a good idea but it could be clarified by removing the “get up to speed” part which is just fluff and unnecessary reading for your visitors.
  6. Have you tested using the video up top in the main header? If not, I’d definitely give that a go.
  7. “Your Internet. Your Privacy.” feels like a throwaway statement and doesn’t add any real value.

13. Minuk Denture Clinic

Minuk-Denture-Clinic-560
Landing page created by Metric Marketing
  1. The headline doesn’t communicate any real value here. “Talk to us about your dentures & dental implants.” Why would I want to talk to you? The headline needs to speak to the pain first, then set up the request to get into a conversation.
  2. The form header is a little grandiose and doesn’t introduce the purpose of the form. I like to design pages from the inside out, pretending as if the form is the only thing on the page. Take a look at the diagram below and you’ll see that the form communicates an entire story on its own. Try designing your page form-first.
  3. “Find out more” is a vague CTA. Am I finding out more about how dentures can change my life, or the benefits of using your service?
  4. Where are you? It took me a while to figure out you are in Winnipeg (from the video title). You should reinforce the physical location somewhere near the top of the page so visitors aren’t faced with any potential confusion.
  5. What’s the video for? You should have a headline above it describing what it is and why I should bother to watch it.

Bonus tip: Designing a lead gen form in isolation

By designing your form to tell a complete story, you can structure your page design around it in a more relevant manner. To figure out what your story is, you should write down the pain felt by your customers and the pain relief that your solution provides.

Your form should consist of the following elements:

  1. A headline to introduce the reason for the form
  2. A description with bullets to highlight the benefit and contents of what you’re giving away upon completion
  3. Descriptive form fields (original label names and questions can capture attention)
  4. A call-to-action
  5. Trust statements or links
  6. A closing urgency or context-enhancement statement

high converting landing page Lead Gen Form

14. Online Nursing Diploma

nursing-560
  1. My gut feeling with this page is that it’s lacking any identity for the school.
  2. The intro paragraph is so generic and not at all inspiring. Your headline, subhead and intro should represent your unique value proposition. You need to explain very quickly and succinctly why this course is different.
  3. Two CTAs – You have a “Learn more” link competing for attention with the primary CTA (the form). Pick one or the other.
  4. Bad form – All of the copy on the form is pretty meaningless. Get started with what? Make it clear. Fill in the form? No. Add value, not instructions. “Submit enquiry” says nothing about what will happen when I click it. “Please call me back!” makes it clear. And perhaps some expectation setting as subtext beneath the button: “A [name] will be in touch within 24hrs.” You could also say, “Or call us now at [number] to get started right away.” This addresses any urgent need a visitor might have. True, it adds another CTA, but it doesn’t make the person leave the page.

15. LiveSource

LiveSource.com-560
  1. Form-first design – As I mentioned in #13, if you pretend that there is nothing on the page except your form, you’ll see that it describes absolutely nothing about what you’re getting and why you should care. I’d focus entirely on this until you can read the form headline, intro, bullets and CTA and get a complete image in your mind of what the page is about. Then reconstruct the page around your optimized form.
  2. Remove the social share buttons. Nobody cares about you at this point and they’re not going to share your page out of pure altruistic desire. It’s a lead gen page, so stick the social shares buttons on the confirmation page and ask them to share after they’ve filled out the form.
  3. Delete the five links in the footer. They are unnecessary distractions and just serve to increase the attention ratio beyond the ideal 1:1.
  4. Include a short preview of the ebook so people can look through it in advance. Here’s an example of showing an ebook preview. This will give the page some credibility, as you currently have none. Alternately, you could include the testimonial of someone who has read the book.
  5. Visually, I’d flip the design so that the content is all on the white background on the left side and then use the gray to create a container for the form on the right. This makes it an easier reading experience as the delineation caused by the encapsulated form stops you from jumping from side to side.
  6. Oh, and stick an apostrophe in “organization’s.”

16. American Metal Market

shredded-scrap-560
  1. I know I’m not the target market, but “Shredding Muscle” sounds like a shady fitness program or supplements.
  2. Are people really willing to fill in a four field form to get an infographic? I’d be shocked. Infographics are almost exclusively free and ungated, not to mention passé. I’d recommend asking for an email address only.
  3. Instead of the crane in the background, I’d suggest you include a section of the infographic as a preview. That way, people can get excited about the content. It’ll increase desire and trust in your ability to deliver quality content.
  4. Where are the stats? Infographics are generally about stats. Instead of all the copy you’re hoping people will read (they won’t), you should add some big bold statements and stats to make people want to find out more.
  5. No idea why you have an address on there. It’s confusing the point of the landing page.

17. 24hr Challenge

gameoflife-560

Uhm, wuuut?

  1. “24hr Tolerations Free Life Challenge.” What on earth does that mean? Only after listening to the beginning of the video did I realize it should be written as this: “The ‘Toleration Free Life’ Challenge,” with “Toleration,” “Free” and “Life” having the same weight. Right now it’s really hard to understand the breakdown. Is it about having a free life?
  2. You have to assume that people won’t watch the video and design the page accordingly. Is it a game? A workshop? How does the challenge work? Add a brief description with some bullets for clarification.
  3. Let me scan the page copy and see how much sense it makes: “24hr tolerations challenge kick-off starts $97 value register here and play free join the challenge one day one game results for life.” Now ask yourself if that explains *anything*. It doesn’t. The lack of clarity is really going to affect your conversion rates. Rewrite the page until it can stand on its own without the video.

18. IQ Auto Buyers

buy-motorcycle-560

I like this page quite a bit. Here are my thoughts:

  1. The CTA “Get your free offer” wouldn’t make any sense read in isolation. What kind of offer is it? Is it a special of some kind? It’s very vague. Something more suitable would be, “Tell me how much you’ll give me for my bike!”
  2. The three bullets are very clear, but I’d further clarify the second: “We’ll make you an offer.”
  3. The description in the yellow area reads quite well, but I’d do a few things to improve the chances of it being read: Add some whitespace around it so it’s not all jammed in there, bump up the size of the copy and then see if you can say the same thing in about 30% less words.
  4. Demographics? Okay, take an honest look at the photos being used here. Testimonials are often hard to believe, and in this case, I’m really not buying that these three folks are motorcycle enthusiasts…
  5. Update the year in the footer to say 2014. :)

19. Budget Dumpster

budget-dumpster2-560
  1. Weak CTA: “Get my free quote” could be a bit more explicit. “Get my free dumpster rental quote” gives it more clarity.
  2. Ambiguous form fields – “Dumpster size” assumes too much knowledge from your visitors. The “X Yard” radio button labels say something about the length of the dumpster (I assume), yet many won’t be able to visualize what that actually means. And why can I select multiple sizes? Think of moving companies. They talk more in terms of “small one bedroom apartment” which lets the customer self-identify with the potential size of the truck.
  3. The next field, “Contents” has only three options. What if they don’t represent what I have? Will you not let me rent a dumpster? Provide an “other” option so people don’t disqualify themselves.
  4. Too many options. When I get to the bottom of the page, you’re presenting me with too many things to do. Call on the phone, visit the website and share on social. This needs to be a much more focused experience. If you value a phone call, then make the bottom section about choosing between “Get a free quote online” or “Give us a call at 1-800-bud-dump.”
  5. The headline doesn’t speak to the problem being solved. “Feel glorious” isn’t the best use of that prime real estate and the “invite” phrasing makes it feel a little like an event. To find a better headline, I’d study the terminology your existing customers use when describing the impact your service had on their lives and then craft a headline that speaks to that.

20. Budget Dumpster 2

budget-dumpster-560

This is interesting. It’s the same company but with a completely different page design.

I’m going to jump back into scanning mode and use the Bullshit Detector for a second. Here’s how the page reads at a glance:

“Contact budget dumpster 24/7 get a dumpster rental quote let’s go save more than just money $5 off see how simple it can be easy fast convenient visit our website.”

  1. Zero benefits in the headline. Having a “contact us” statement as your headline is pretty weak and quite bizarre. I feel like the second headline is a lot more explicit and makes the purpose of the page very clear. Perhaps make that the headline.
  2. Why am I looking at a phone? If you’re showing an iPhone and Macbook Pro to make me think that I can get in touch any time I want, I really don’t care about the technology involved. Where is the shot of the dumpster so I can visualize what I’m asking for?
  3. What else will I save? Instead of making me read the paragraph of text, state explicitly in this headline what I will save. “Save your time, money and the hassle of carting your trash to the dump.”
  4. Your section headlines need to work on their own. Going back to the scanning exercise, remember that each of your headlines should be able to work in isolation. “See how simple it can be” could be rewritten as “Watch how easy it is to remove your waste.”

21. Onboardly

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  1. Confusing header – The font is pretty hard to read quickly. When I open up this page, my gut reaction is, “CUPCAKES!” I’d suggest getting to the point faster. The headline is clear but it’s relegated to third position behind the wasted statement “Content Marketing” and the even harder-to-read rosette thingy.
  2. Show, don’t tell. The intro paragraph reads like a dull blog post. “Content marketing is increasingly becoming…” Not becoming. It IS! Speak with authority so people believe there is value in the ebook. Attach to the FOMO (fear of missing out): “It’s essential. Are you doing it? Are you doing it right?”
  3. Learning is hard. A subtle change, but it would sound more authoritative if you said, “We’ll show you…” instead of, “You will learn how to.”
  4. Who is WPCurve? Why might I get emails from a company that does WordPress stuff? You’re letting people click away to another site that has no connection to this one. If WPCurve is part of this campaign, you need to introduce the brand in a better way.
  5. I always suggest that you should put the social sharing buttons on the confirmation page. In this instance, the numbers are not bad, so having them on the page could be beneficial. The added social proof may outweigh the distraction. However, choose your networks. Facebook is the only one that’s working so I’d remove the other two and specifically ask people share on Facebook (after taking a look at your analytics to see if Facebook visitors actually convert).
  6. I did another quick scan of the page and after squinting at the logo to see what the tagline said, I saw the WPCurve co-branding. This isn’t enough and it still doesn’t clarify why they are involved.

22. 360 Finance

car-loans-560

Alright! Last one. Bring on the honest true facts!

  1. Beat this. “We will beat any written quote guaranteed.” Quote on what? I hear this written quote is fairly good: “That which does not kill us makes us stronger.” How will you beat that? Come on. Add some context to the headline. What are you offering?
  2. We work with everyone. “We work with bank and non-bank financiers.” So does that mean you work with all financiers? Would there be value in saying that then?
  3. “Find out how and why today.” You’re asking me to find this out rather than focusing on getting a quote (which is the goal of the page). Stay focused on your objective and only add words to the page that actually add value.
  4. Is it car insurance? The hero shot implies that it’s something to do with cars but… gah. I’m completely lost on this page.
  5. Unhelpful security badge — The security seal is more dominant than the CTA and there’s a link below it to get info about SSL certificates. Who gives a crap? Don’t give people a link to something they had zero chance of thinking about. You’ve made me think about SSL when I should be thinking about what you are offering (whatever that is).
  6. The testimonials look fake. This is a common problem and not an easy fix. Ask yourself if you’d fill out a form because Karla & Ben said it was a good idea.
  7. Logos – Are these customers or financiers you work with? Always introduce the logos with a statement of why they are being shown.
  8. Unreadable copy – The white text over the blurred photo is very hard to read. I’d consider removing the photo entirely as it’s a little confusing anyway.

Wow, that was a harsh end to the landing page critiques!

My hope with these critiques is to get you to take a brutally honest look at your own landing pages and learn a few ideas for your next A/B test.

If you have any questions about anything I discussed, or if you disagree with me, jump down into the comments and let’s talk about it!

And to the designers of the pages above, just remember, all of my comments are written with love!

i love your landing page

Cheers,

– Oli Gardner

p.s. If you’d like to see some brutally honest landing page critiques LIVE! You should come to the first ever Unbounce Call To Action Conference in Vancouver on September 12th, 2014, where myself and two other conversion rockstars will be looking at landing pages from attendees.


26 Beautiful Landing Page Designs Critiqued with A/B Testing Tips

By , March 3rd, 2013 in Built Using Unbounce | 54 comments
never use submit as your CTA

Use submit on your forms, and you’ll be in trouble in the critiques. (Quote by Ryan Engley)

It’s landing page examples time again, and this time I’m going to focus on critiquing the pages from an A/B testing perspective.

Each example will examine the thought process you’d go through when analyzing a page (or the reaction a visitor might have when arriving for the first time), a testing hypothesis for how the page might perform better, and some examples of what you could test to prove your hypothesis.

This should give you and the page creators some inspiration for further testing, and show what you should consider when you run your own landing page A/B tests.

Note: Each landing page was built by customers using Unbounce, and permission was kindly provided by the page creators.

Let the critiques and A/B testing tips begin!

*PAUSE*

Actually before we start, let’s take a moment to reflect on a mistake from the past.

Do you remember those old grey Windows buttons that said “Submit”? We all do. And it’s about time we stopped copying bad habits and started creating relevant Calls-To-Action (CTAs). CTAs should be instructive. They should inform your visitor what will happen once they’ve clicked. And for the love of all things clickable, your CTA should never, ever say “Submit”.

Be warned, I’ll call out anyone (nicely) who uses that foul button language in the critiques below.


And remember – every page can be better, and the best way to get better is by testing. Let’s begin…

1. Right Signature

RightSignature landing page design
Click image for full-size version

Thoughts

The length of this page makes it feels like there is a natural split between the top section of the page and the “More Reasons” section. It would make sense to somehow shorten the page, yet still provide access to the features in an on-demand manner.

Hypothesis for A/B Testing

By reducing the length of the page by removing the features section, and making it available as needed, the page will communicate its main message more succinctly, and keep the form top of mind – increasing the number of signups.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis:

  • Shorter page: By changing the “More Features You’ll Love” title into a link that opens a lightbox with the extra features, you remove the clutter, providing the extra information only as required to convince a fence sitter who needs more detailed information.
right signature lightbox
An example of using a lightbox to keep the page short.

Site: Right Signature

2. Macquarie University

macquarie university landing page example
Click image for full-size version

Thoughts

This one’s hard to critique. It’s a really good landing page. Oh, but there is the dreaded Submit button again! Tsk Tsk. There are a few things I’d suggest to keep the landing page experience intact. Firstly, I know people are afraid to remove links (or “leaks” as I call them), but you really don’t need to cite every claim you make at this point. It’s not a whitepaper, it’s a marketing device. Secondly, the form area needs a little work. I’ll describe a hypothesis for each.

Hypothesis for A/B Testing

The form area:

By enhancing the messaging of the form area to explain, and focus on, the purpose of the page, the clarity of communication will improve and encourage more people to complete a form they know will benefit them. This will also increase the number of relevant and qualified leads.

Page leaks:

Distractions remove people from the reason *you* have paid them to be here. Removing all links on the page so there is only one action, will increase the engagement with the page’s conversion goal, increasing form completions and reducing the bounce rate.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis:

  • Clarify the form’s purpose: The form header is your one chance to describe the reason why you’re asking for personal data. Here the wording suggests that you complete the form to “Register to their event”. Yet, having skimmed (that’s all people will do) the page copy, I see no mention of an event. And the dreaded Submit button does nothing to clear it up. Will you receive information about the university based on your level of study (Current? Desired?) or a prospectus for available courses? So my test advice is to say exactly what you will receive in the header, and reinforce that in the CTA.
  • Never submit: You were warned.
  • Leaky page: Take away all of the links on the page (except for the privacy statement). If you really need to link to something, do it in a lightbox to keep prospective students on the page.
  • Add a FAQ: You can remove the need for so many questions by opening a FAQ page in a lightbox that addresses all of the questions you are currently answering via external links. This will reduce your total points of interaction to three: The CTA, privacy policy and the FAQ.

Site: Macquarie University

3. KISSmetrics

KISSmetrics landing page example
Click image for full-size version

Thoughts

At first glance, I thought this was an ebook download, but after a bit of reading figured out it was for a bundle of something. Seems like it’s actually a report listing 6 must-have marketing tools. A better description of what’s inside and a list of the tools would add incentive to download. I’d also like to know how long the document is to gauge how much detail they will go into for each tool.

There are also a few mixed messages on the page. The first indicates it is a cheat-sheet (perhaps only one page), but then it becomes a bundle (which is a bit confusing), and then it changes back to a cheat-sheet in the form header.

Finally, the social proof at the bottom is all about KISSmetrics, which is very dominant and doesn’t really seem congruent with the purpose of the page.

Hypothesis for A/B Testing

By listing the companies included in the bundle and providing a clearer sense of what the cheat-sheet actually is, the download rate will increase.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis:

  • Use logos of the tools included in the cheat-sheet: Test placing the logos in the actual cheat-sheet image to let people know what’s included.
  • Remove distractions: Use 1/3 of the customer logos to make it a less dominant part of the page – establishing the cheat-sheet as the most important element, and not clashing with the logos added in the first suggestion. Also consider greying them out for even less distraction.

Confirmation Page

KISSmetrics have such a beautifully crafted value proposition that is being wasted on the first landing page. It should be placed in a prominent place on the confirmation page to reinforce the brand as the purpose of the page is to get a free consultation.

Add a tagline: To accomplish this, I’d add the value prop as a tagline for the logo. There is a lot of wasted space next to the logo, so my suggestion would be: Enlarge the logo, so that it’s height can support 2 lines of smaller text right next to it. Then insert the tagline:

Line 1: “Google Analytics Tells You What Happened.”
Line 2: “KISSmetrics Tells You Who Did It.”

KISSmetrics confirmation page
Click image for full-size version

Site: KISSmetrics

4. Bryan Eisenberg Ebook

bryan eisenberg ebook
Click image for full-size version

Thoughts

Well this is scary! Despite knowing Bryan (a bit) I’m still critiquing a page made for the man who literally wrote the book on the “Call To Action”. #NoPressure.

My first reaction is that the headline is an incomplete sentence until you read the sub-header. I prefer to use the sub-header as a supporting element for the headline – rather than a continuation of a sentence.

I like that the form uses the principle of encapsulation to separate it visually from the rest of the page, highlighting this as the area of interaction.

The design elements at the top and bottom feel like a distraction to me, and the top image essentially bumps the ebook image and form down for no real reason.

Hypothesis for A/B Testing

By removing the top-right design elements, the page layout will have more flexibility to raise the dominance of the form area, increasing downloads.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis:

  • Lifting the form: I’d try testing removing the top-right shapes, and encapsulating the ebook inside the form area, so that the form placement is above the fold, where you’ll get a stronger sense that completing the form is in direct correlation with getting the ebook.
  • Clearer headline: Try removing the shapes and run the headline right across the top, including a supporting sub-header for clarity. My suggestion would be:1st line “The Website Testing & Optimization Buyers Guide”
    2nd line “Let Bryan Eisenberg make your vendor selection easy”

Site: Bryan Eisenberg

5. Pear Analytics

pear analytics landing page
Click image for full-size version

Thoughts

This is a really really long landing page, which can be great for warming up your visitors so that they are making an informed decision. The conversion goal of this page is to get people to get a free assessment and become a highly qualified lead. The CTA at the end that directs people to a different page – breaking the rule of one page, one goal. In my mind, the page should be entirely focused on trying to get people to fill out the assessment form.

Hypothesis for A/B Testing

By focusing the whole page on getting a free assessment, there will be more form submissions, resulting in more qualified leads and potential business.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Refocus: I’m tempted here, to go for a big-bang approach, by changing a few things at the same time to shorten the page and keep it focused on the assessment form. These would be:
    • Removing the lead generation section at the bottom of the page.
    • Changing the bottom CTA to “Get My Free Internet Marketing Assessment” and have it jump them back up to the form. Notice the change from “Your” to “My”, which was shown to increase conversions in a test we ran recently.
    • Changing the form header to say something like “Get a Free Internet Marketing Assessment”.
    • Changing the button CTA from “Submit” (Grrrrrr) to “Get My Assessment”.
  • Lightbox Benefits: Reduce the length of the page by listing the 6 benefits as bullets, then opening the full details on demand.

Site: Pear Analytics

6. Super Stock Jockey

superstock jockey landing page example
Click image for full-size version

Thoughts

I’m not entirely sure what platform this virtual trading game works on. The “Play now free!” CTA indicates that there is an online version (or potentially a download).

It also doesn’t explain any of the features that make it such a great virtual game.

Hypothesis for A/B Testing

By clarifying the platform and adding feature descriptions, the click-through-rate will increase.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis:

  • Change the main CTA: Make a simple change to the button copy saying “Play free online now!” (if it’s indeed an online game).
  • Add some feature/benefit statements: These could be in the form of bullet points for easy scanning, or a lightbox popup with more detailed descriptions complete with screenshots.
  • Social proof: Mention how many people are already playing the tournaments to give a sense of its popularity.

Site: Super Stock Jockey

7. American Bullion

american bullion landing page example
Click image for full-size version

Thoughts

Oh dear. What am I supposed to do with this one? It’s a great page. So I’m going to do a 180 here and talk about what I like about it.

What I like

  • Descriptive headline: The headline tells you what the page is about in three words.
  • Simple intro paragraph: Describes what you’ll get for completing the form.
  • Perfect form header and CTA: A descriptive form header and button copy.
  • Supporting information: Everything you need to know is pretty much above the fold, but if you’re not convinced then you can check out a large amount of social proof below including: testimonials, media mentions and trust symbols.

The only thing I would add to this page would be a sub-header above the 3 steps to say what they are about: such as “About Gold Investing”.

Site: American Bullion

8. Brokers for Life

brokers for life
Click image for full-size version

Thoughts

Another good page here. The do a good job of focusing on the form by having a CTA at the bottom jump you back up to the top. However, the most important area of the page, containing the headline, form and trust symbols, is difficult to read. The text is small and it all tends to blend into the background image.

Hypothesis for A/B Testing

By using the design principle of encapsulation the form area will stand out more making it clarify what the goal of the page is resulting in more form completions.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Encapsulation: Test placing a box behind the entire content section in the header photo to make it pop against the background.

Site: Broker For Life

9. Mines Press Pens

mines press landing page
Click image for full-size version

Thoughts

The headline is cute, but it doesn’t really explain what the page is about. Further down it get’s into what they are selling – promotional pens. What’s a promotional pen? There’s also a calculation about yearly impressions which makes it sound like a banner ad. Super confusing.

Hypothesis for A/B Testing

By explaining more clearly what a promotional pen is and why they are beneficial, the CTA click-through-rate will increase.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis:

  • What is a promotional pen?: In the headline describe clearly what a promotional pen is and why it’s beneficial. I’d try doing this with a two-layer headline. An example would be:Main headline: “Promotional pens help your business by _____”
    Sub-header: “They allow you to _____”.
  • Details: Add a detailed description beneath the “Save 40% on our 6 best-selling pens” that describes exactly what a promotional pen is and lists bullet style, some benefits of “using one?” and how they are used.

Site: Mines Press Pens

10. Social Safe

social safe landing page
Social Safe landing page
Click image for full-size version

Thoughts

Pretending I was arriving on this page from a paid search ad, my first introduction to the product was “Your library of you” which didn’t make me think of a digital social media product (which Social Safe is). Especially with the brick and mortar library photo in the background. The features below do a much better job of outlining what it is all about – but I may not get that far having seen the headline.

Hypotheses for A/B Testing

By changing the header to have a social media image coupled with a headline that talks about your social media life, there will be less page defections and more downloads.

By bringing social proof elements to the top of the page, more people will believe in the quality of the product, increasing downloads.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Header image: Consider using the cloud-to-safe image as the main image to illustrate more immediately what the product is for.
  • Flow diagram: At the bottom the very last thing you see is a descriptive visual flow diagram. This would be much better served at the top of the page. It could even be in the main header if the headline was full width above it.
  • Headline: Include a mention of social media in the headline to back up the image choice and make it clearer that it’s all about social media profiles. Profiles would be a good choice of wording for the headline of a supporting sub-header.
  • Social proof: Bring the social proof indicators from the bottom to the top. This includes the “millions of posts have already been saved” statement, pointing at the download buttons. Make pace to include this with the download buttons at the top.

Site: Social Safe

11. Ganxy Ebook Sales

ebook sales landing page
Click image for full-size version

Thoughts

This page is begging for a CTA test. “Try it now” doesn’t say anything about what you are trying.

Hypothesis for A/B Testing

By including a sense of the service benefit in the CTA, click-through conversions will improve.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • CTA copy: Test alternative CTA copy that explains what you are going to sign up for. This will support the headline by explaining how you will achieve the promise outlined. An example replacement could be “Start selling your ebooks online now”.

Site: Ganxy

12. Florida Hospital – TAVR

tavr landing page
Click image for full-size version

Another excellent landing page. Although I don’t get a clear sense of what TAVR is right away (the tiny description of the acronym is hard to see). If you have highly targeted ads, then you need to make sure the headline is a clear match with them.

Hypothesis for A/B Testing

By being more explicit in the headline about what TAVR is, more people will be able to relate, staying on the page and completing the form as a result.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Headline change: I would test using the full name of the procedure, placing the acronym as a second element.”Is Valve Replacement (TAVR) Right for You?” followed by an explanation of what the acronym and procedure are in the first intro paragraph.

    Note: I can’t say if this enough information for people to understand it.

  • Optimize for Pay-Per-Click: If there are any paid ads (AdWords etc.) driving traffic to this page, I would change the header to be text with a graphical background, compared to having one giant image. This would increase the Quality Score and the test would compare the change in Quality Score by making the header bot-readable.

Site: TAVR

13. TakeLessons

takelessons landing page example
Click image for full-size version

Thoughts

Being a location based service, it would be helpful to know the level of nationwide or state coverage.

Hypothesis for A/B Testing

By listing the range of coverage the service provides, there will be a greater confidence and relevance to a visitor, and as a result, form completions will increase.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Where: Mention where the service is available and perhaps add a map that shows precise locations.

Site: TakeLessons

14. Grab a Coffee with the Brendans

grab a coffee landing page
Click image for full-size version

Thoughts

At first glance, I’m not sure why I would “grab a coffee with us”. Who is us? Where are you based? Is it a virtual coffee, or an actual sit down?

I also find “grow your business” to be to general and vague. I would think they’d have more success by using some of the copy used further down the page in the supporting headline, while clarifying where the coffee will happen.

Hypothesis for A/B Testing

If we explain that we are offering an online marketing consultation, we’ll get more targeted companies filling out the consultation request form.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Headline: Test “arrange a free 1hr marketing consultation” vs. “grab a coffee” so that people know what they are signing up for. Use the sub-header to clarify how far the geographical net spreads (local or online). Then include the grab a coffee as a secondary element so the brand personality is maintained.

Site: The Brendans

15. SweetIQ Whitepaper Download

whitepaper download lead gen landing page
Click image for full-size version

Thoughts

This is a fairly standard whitepaper/ebook download page, however the underlying design doesn’t support the aesthetic you’d expect from a brick and mortar targeted page. As an electronic document delivered online, it’s important to make it obvious that it’s for local businesses.

There are a couple of ways to do this. Use imagery to show physical businesses, either on the ebook or the background of the page or make the CTA very explicit about the ‘local’ aspect.

Hypothesis for A/B Testing

By focusing on the local business aspect in the CTA, there will be a better understanding of the local brick and mortar business relevance and more targeted downloads (creating better qualified leads).

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • CTA copy: I would test the current CTA copy against something more explicit like “Download your location based whitepaper now”, with a short supporting line beneath the button that says “For brick and mortar retail businesses”.

Site: By The Brendans

16. Do You Have Asthma?

asthma landing page
Click image for full-size version

Thoughts

I can’t find much at fault on this page, so I’ll revert back to what it does well.

Why This Landing Page is Good

  • Clear headline and sub-header
  • Directional cue: There is an arrow pointing from the sub-header to the form, helping to guide the visitor to the conversion goal.
  • Encapsulation: This is a great example of how to use encapsulation to highlight a form, which is exactly what I was talking about for #8.
  • Details: All of the main details needed are covered in simple terms – study criteria, length of trial and the cost. This is a great example of layman’s terms based writing.
  • Questioned based CTA: Having a question for the CTA encourages engagement by making it more personal (and yay, no “Submit” copy).

Site: IMMUNOeResearch

17. Bounding Box Boxing

bbboxing landing page example
Click image for full-size version

Thoughts

The visual design of this page is intriguing, but I don’t get a solid sense of what Bounding Box Boxing is right off the bat and would therefor have a hard time staying on the page.

Is Rhino 3D a viewing experience or a 3D modeling tool?

The prize money makes me confused. Can I win the money as a spectator? If I can’t, consider removing this, as you want to draw in spectators not competitors. Remember what is important to your audience.

Moreover, the CTA is so crowded with text that it doesn’t look like a button anymore, and requires some squinting to know why you would want to provide an email. Additionally, the “Coming Soon” buttons that are impossible to read below the Coming Soon text.

Hypothesis for A/B Testing

By adding a clear headline about how a ticket holder can experience the design competition and removing any misunderstanding about who is participating and who the prize money, will increase the chance of a form completion.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Headline test: Test a new headline like “Get free tickets to a 3D design competition in New York” – and relegate the prize money to the copy below (unless it’s somehow a prize for ticket holders).
  • Add a FAQ: If I had this many questions, it’s likely that visitors will have a similar experience. Consider adding a short FAQ with answers to a few questions.

Site: Bounding Box Boxing

18. Benchmark

benchmark-th
Click image for full-size version

Thoughts

The page talks about small business, and then features giant companies. There seems to be a mismatch of company size that could make people perceive their offering targeted toward the enterprise market.

There are two different CTA’s on the page, both in color and copy. These could use more consistency, and represent what the next step will reveal (assuming the homepage).

No clear value proposition. I don’t know how the company differentiates from the 100 other email service providers out there.

Hypothesis for A/B Testing

By including a strong value proposition that illustrates why they are unique, people will be more willing to click through to the next step.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis:

  • Tagline: There could be a tagline right next to the logo (to use some of the wasted space up there) that helps define the company right away. After all, Benchmark doesn’t say email to me.
  • The primary headline: This could be stronger, again, differentiation is key here. Why should I care about Benchmark? What’s the main difference? I’d suggest a 2-level headline where the main header explains the core benefit, and the secondary headline backs it up with supporting information (stats, number of customers etc.) Then I’d move it over the top of the first paragraph and video.
  • Image or video of the software in use: Instead of focusing on a testimonial at the first level, I’d include some bullet points that support the headline again – and a video or screenshot of the software. (Then move the testimonial further down).

Test it and see…

Site: Benchmark Email

19. Zoho Lead Generation

zoho social crm landing page
Click image for full-size version

Thoughts

You’d expect this to be a nice simple page given its short concise length. But I find myself literally going in circles – like the diagram – to decipher what the product and page is all about. The headline seems clear enough, generating leads. I’m also a bit confused by the focus on the diagram being about manual entry, as that seems like the most work of all the methods of lead entry.

The CTA is nice and big, which makes it dominant on the page. This is a great opportunity to solidify the purpose of the page, almost acting as a supporting headline. Sadly the CTA copy is “Get Started Now!” which doesn’t convey what you would be getting started on. I’d like to see the main purpose/benefit of the product included here.

Hypotheses for A/B Testing

CTA test:

By including explanatory copy in the CTA the purpose and main benefit of the product will be more apparent, raising the click-through-rate of the CTA.

Diagram test:

By replacing the diagram with a short video describing the solution the clarity and purpose of the page/product will encourage more clicks on the CTA.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • CTA: Test new CTA copy such as “Capture & Manage More Leads” with “Get Started Now” as a supporting message directly below the button.
  • Video: Test the diagram against a video to see which provides more clarity. The video could be as simple as a simple voiceover as the circle revolves, explaining each method of adding leads.

Site: Zoho

20. Spousal Immigration to Canada

immigration to canada landing page
Click image for full-size version

Thoughts

Well this is a first! An infographic on a landing page. Very cool. Although time consuming to read.

The opening headline is too situational, rather than descriptive. It would be stronger if it were simplified, rather than ‘cute.’ The infographic has it right: “Sponsor your spouse to Canada”.

Hypothesis for A/B Testing

By changing the page title to directly describe the purpose of the page, the bounce rate will be lowered, and conversions lifted.

Replacing the infographic with key facts in written form will improve the clarity and time spent reading, resulting in more people completing the form, as they will have a better idea of what the benefits of using FWCanada are.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Page title: Change the page title to “Sponsor your spouse to come to Canada” and use a sub-header that says something like “Let FWCanada make your sponsorship easy”.
  • Replace the infographic: Take the key points out of the infographic to inform readers who can apply, who can be a sponsor, and how to apply. Probably in the form of an intro paragraph and sectioned sets of bullet points.

Site: Spousal Immigration to Canada

21. AT&T Authorized Dealer

AT & T landing page
Click image for full-size version

Thoughts

What seems to be missing on this page is a description of the full package/plan (which may be buried in the fine print – but I wouldn’t read that unless I saw the high level details first).

It also doesn’t say whether you will qualify as soon as you click the button, or whether you will be contacted via email to take the next step.

BUT it says “Submit” on the button… #notahappycamper

Hypothesis for A/B Testing

By clarifying the form purpose to explain why you are completing it, people’s expectations will be set in advance and they’ll be less hesitant to provide their email.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Form fields: If you find out if you qualify immediately upon form submission (via an online check), then consider removing the email address to decrease friction. If you will be contacted via email, explain this in the form header or on the CTA.

Site: AT&T Offer

22. Furniture Realm

furniture realm landing page design
Click image for full-size version

Thoughts

So, what’s the conversion goal? Took me quite a bit of reading to get people to download a restaurant furniture buyer’s guide. For this reason I would suggest a headline test.

Hypothesis for A/B Testing

By changing the headline to focus on the conversion goal, more people will proceed to the form to download the guide (and produce more leads).

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Headline: The most important thing to test here is the headline. I would suggest testing the current one against a two-line header. Something like this:Line 1 “Download a free restaurant furniture buyers guide”
    Line 2 “From the UK’s #1 supplier”.

Site: Furniture Realm

23. Falcon Social

falcon social landing page example
Click image for full-size version

Thoughts

This page is actually a microsite, so I would first suggest ripping out the header and footer navigation to increase the on-page engagement and turn it into a promotion specific landing page.

What Falcon Social does really well is something that I’ve been preaching for a long time, namely the use of lightboxes to show extended content without leaving the page. This happens if you click any of the ‘learn more’ links.

However, the page lacks explanation of what the solution provides prior to asking someone to start a free trial. This could include having an introductory paragraph beside the video that mentions how long the trial is along and include a benefit statement.

Hypothesis for A/B Testing

By changing the CTA copy to a benefit driven statement and telling the customer what they would be when they sign up, more people will start a trial.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis:

  • CTA copy: To test different CTA’s, I’d run the original against a core benefit CTA such as “Grow Your Brand Socially” and a 3rd CTA that says “Grow Your Brand Socially” with a smaller supporting “x-day free trial” directly beneath the button.

Site: Falcon Social

24. Orion Space Burial

orion space burial landing page
Click image for full-size version

Thoughts

My first thought was “Wow!” – getting your ashes shot up into space. Well not your own, but you know what I mean. Pretty cool concept, but I think I’ll wait a little before committing.

Having said that, the title “Launching Soon” is the cleverest coming soon title I’ve seen (and I’ve seen about 20,000 landing pages).

As promised, I’m calling out any “Submit” buttons. A form button should never say submit on it. In this case, something like “Send me more information” would be appropriate.

Hypothesis for A/B Testing

By describing how the ashes are transported into space and providing or alluding to information on costs, more qualified will be generated.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Logistics: Change the CTA to something like: ‘enter your email to find out how it works and how much it costs.’ This would be a good enticement to fill out the form.

Site: Orion Space Burial

25. Dodo Power & Gas

dodo landing page
Click image for full-size version

Thoughts

One confusing part of this otherwise simple landing page, is that there is a dropdown box to choose your location, yet there is a “Victoria Only” designation on the page. The required fields asterisk also clashes with the headline asterisk. For the headline one I’d use a different symbol to connect to the fine print.

And I’d just ask very politely that the button copy be changed from “Submit” to something more relevant.

Aside from that, I’ll reiterate the importance of having the headline in text rather an image. This will penalize you severely in the landing page quality quotient of your Adwords Quality Score.

Hypothesis for A/B Testing

By removing the required field for email address, more leads will be captured to receive an agent callback via the phone.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Form changes: Make the email field to be not required and change the CTA copy to reflect that an agent will contact you over the phone.
  • Callback method: To get even more form submissions I’d suggest allowing the visitor to choose their preferred method of contact.

Site: Dodo Power & Gas

26. Tap for Tap

tap for tap landing page
Click image for full-size version

Thoughts

Sounds like a cool concept, apart from the fact that I had to read every word on the page to really understand the mechanism it’s based on.

They do have a video, but it’s on another page. The video on the other page uses a lightbox, which would be perfect for the landing page as a mechanism to educate without leaving the page. Another solution would be to have the video play right inside the phone image. Better yet would be two videos – to explain the two sides of the concept.

Hypothesis for A/B Testing

By including two embedded videos inside the phone images, the two-sided concept will clarify the concept. Removing the large “Watch Our Video” CTA will result in a single CTA with additional whitespace for clarity. These changes will result in higher engagement, and a higher click-through-rate.

A/B Testing Advice

Suggestions on what to test to prove the hypothesis

  • Video: Test the current (A) page, against a B page with a lightbox video on the “Watch Our Video” link, and a C page that has the two videos embedded in the phone images.

Site: Tap For Tap


So there we have it, 26 landing pages critiqued for conversion and A/B testing. What do you think? Have your own testing hypotheses? Share them in the comments.

And what’s the biggest takeaway from this roundup of fabulous landing page examples?

Use a lightbox yo!


– Oli Gardner


13 Delicious Landing Pages Get Critiqued for Conversion

By , November 21st, 2012 in Built Using Unbounce | 23 comments
Scared yet? Don’t worry, I’ll go easy with the critiques. (Original image source)

Finding good landing page examples is the hardest thing in the world. Okay, perhaps second hardest compared to making the nasal snorting sound Brad Pitt made in Kalifornia

Point is, they’re scarce. And when good, they’re often guarded closely to avoid competitors from copying them.

Luckily, Unbounce customers are amazing and they’ve surrendered some of their awesome designs for you to enjoy – and for me to critique (who doesn’t like a good roast!)


Enjoy these super fresh examples of designing for conversion…

Read More …

25 Smart Landing Pages for Collecting Leads [+10 Tips for Your Next Page]

By , August 9th, 2012 in Built Using Unbounce | 58 comments
Fortunately, all of these pages were designed by our customers – who are awesome – and they consented to have me analyze them. (Original image source)

It’s that time again, where we showcase and critique some awesome landing page examples to inspire your next designs. Last time we looked at 35 Beautiful Landing Page Design Examples. Today we’re focusing solely on lead generation landing pages, so if you are in the business of list building, you should be able to learn a lot from these ones. And thanks again to our customers who built the pages and agreed to let us show them off.

10 Tips for Lead Gen Conversion: At the end of the post, I’ll be doing a recap of what we’ve learned over the course of these critiques so you have a starting place for your next page.
Read More …

An Opinionated Lead Gen Landing Page Discussion

This page is actually a microsite with 4 pages – click the image to see them all.


In this post Carlos and myself (Oli) are going to analyze one of our customers – Vinoetic.com – landing pages (after they opted to allow us to get our opinionated hands on it). Our goal is for it to be an educational exercise that can hopefully help improve the page, but let’s have a little fun too, shall we? We’ll be scoring each point in our discussion with + or – points to arrive at a total score and we’ll be arguing on certain points to show that everyone has a different opinion – which shows the importance of testing.
Read More …

35 Beautiful Landing Page Design Examples to Drool Over [With Critiques]

A professionally designed landing page can improve your conversion rates.

This post is all about showcasing awesome landing pages, to give you some inspiration for your next design. It’s worth stating that no page is ever perfect – or conversely, every page can be better. With this in mind, we’ll be offering perspective on what makes each page special or interesting, while providing some insight into what we would try out in an A/B test experiment to optimize for higher conversions.
Read More …

22 Creative Landing Page Designs – A Showcase, Critique, and Optimization Discussion

By , March 21st, 2011 in Built Using Unbounce | 91 comments

After my last landing pages examples post (Your Landing Page Sucks – Here are 10 That Don’t), people asked for some examples from smaller companies. At Unbounce there is a giant pile of cool small-to-medium sized businesses that are creating landing pages every day, so I trawled through the community and asked some people to share their work.

22 landing page examples - unbounce landing page design showcase
22 landing page examples created by Unbounce customers

Below, you’ll find 22 examples of landing pages that cover classic lead capture, product pre-launch/beta pages, ecommerce “buy now” or click-through pages and even a few microsites – and I’m stoked to say that they were all built using the Unbounce landing page platform. As usual, I’ve given them a mini critique to explain why I like them, and a couple of ideas they could use to optimize and test their pages for higher conversions.

Let us know what you think – provide your own critique in the comments

Because many of these companies are either new or small, I think it would be great if the community could dig in and provide their own critiques in the comments at the bottom. Conversion specialists, designers, usability, copywriters and marketers – perhaps you can make a name for yourself by lending a hand?!?!?

Note: If you do comment, include the # of the page you are critiquing for easy reference.

A discussion about conversion optimization

My goal here is to provide suggestions that might help others to solve similar issues on their pages. But more than anything, I wanted to show some of the diversity that’s being created in online marketing.

They’re not perfect (what page is), but they all show something interesting and worthy of discussion (hint hint – comments please!).

See if you can spot any trends…

Read More …

7 New Landing Pages for Your Inspiration

By , September 8th, 2010 in Built Using Unbounce | 24 comments

Landing page design is easier when you have some inspiration, so I dug out some of the cool pages our customers have been building in Unbounce. Would love to hear your thoughts about the pages in the comments section.

Enjoy…

Loop 11 Usability

Page Details

Type of landing page: Click Through
Website: Loop 11
Built using Unbounce?:Yes

Why I Like It

It has a Zebra crossed with a Rhino! How can you not like that?

Read More …

iPad App Landing Page Example – iBrite

Jen Gordon has produced some great landing page designs for her iPad app development company ACleverTwist. The first example here is a click-through e-commerce template with the goal of buying an iPad app from the iTunes Store.

Type of Landing Page: Click Through
Source: http://app.ibriteapp.com/ibrite-ipad-application/
Built Using Unbounce: Yes

Read More …

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