Here is a series of closeups of the page. Click on the images to enlarge them.
The before/after photo fades to a video commercial after about 5 seconds, then returns to this image at the end.
You can see that each section of the page has been designed to work almost as a standalone “screen sized” landing page, with it’s own photography, benefit statements and CTA.
The testimonials have been placed into an interactive area for a heightened sense of engagement. They have cleverly included references to different cultures to illustrate how their product will work for everyone. It also makes the page less cluttered as the testimonials are on demand, allowing them to use more content in the space.
|CTA Design||The color of the CTA is consistent throughout, and isn’t used on any other element on the page, helping to make it clear that each button is connected in purpose.|
|Professional Design||The design aesthetic is very obviously cosmetic related – which will communicate with the intended audience very quickly. The choice of palette reflects the “natural” theme.|
|Repeated CTA||It’s important to reiterate your call to action on a long landing page.|
They have used the dreaded exit popup as an interruption marketing technique when you try to leave the page – including a live chat window. I generally frown on the use of such techniques as they confuse visitors and can come across as spammy, but they are known to help improve conversion rates so at the end of the day it’s a trade off between brand values and the bottom line.
At the very least it’s something to test to see to what extent it improves conversions. This will allow you to make a considered decision about the inclusion of such techniques.
Let us know your thoughts on this landing page in the comments below.