ABT – Always Be Testing: Two Design Directions for a Lead Gen Landing Page

Here’s a great example of an A/B test on an education lead gen landing page. It’s a common strategy in education to use banner ads and PPC to drive traffic to a landing page where data is captured in exchange for course information.

The main elements being tested here are the color palette, hero shot imagery and primary messaging.

Type of Landing Page: Lead Gen
Source: http://www.fullsail.edu/
Built Using Unbounce: No

2 Sets of Landing Pages & Banners

You can see from the two landing page examples below that there is a very strong message match – both visually and in terms of the primary headline.

(Click on the landing page images for a closeup)

Version A: The Cold Colors

Version B: The Warm Colors

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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

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Campaign Monitor – Just One CTA Please

This landing page is definitely in my top 5 list. It’s elegant, focused and really well targeted to the intended audience.

Type of Landing Page: Click Through
Source: CampaignMonitor.com
Built Using Unbounce: No

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Webtrends Lead-Gen: A Lesson in Cool Simplicity

Today’s landing page example comes from WebTrends.com, a web analytics company. It’s a great demonstration of how to make B2B lead capture simple and clean.

Type of Landing Page: Lead Gen
Source: WebTrends.com
Built Using Unbounce: No

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Glow.com: Raw Natural Beauty

Type of Landing Page: Click Through
Source: Glow.com
Built Using Unbounce: No

Landing page elements

• Video: The primary before/after image switches to a professionally shot video after a few seconds. Normally I don’t like auto-play, but in this case the short pause is good and the video plays like a real commercial.
• Repeated CTA’s: With long pages you need to repeat the CTA throughout the page. They have done a great job of splitting the page up into bite-size (or screen-sized) chunks – each with it’s own CTA.
• Interactive area: Half way down there is an interactive element where you can rollover a map to see location based testimonials.
• Product hero shot: Right at the bottom is a nicely photographed display of the product they are selling, which reinforces the buying desire with a “here’s everything you get” shot.
• Context of use: Photos are shown throughout the page showing the product in use (applying the skincare treatments, before/after shots).
• Perpetual CTA: Another bonus for this long landing page is the floating CTA in the bottom-right corner, which moves as you scroll (not shown in screenshot)

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