5 Landing Page Strategies Your Competition Haven’t Thought of… Yet

By , June 17th, 2013 in Landing Pages | 36 comments
Think outside of the box
Think outside the box when it comes to your landing pages (Source)

If you want attention, you have break expectations.

For as many ways you can optimize a landing page, the truth of the matter is, your visitors expect a certain amount of “sameness” from sites like yours.

That’s a problem. Because when you blend in with others in your category, your messages aren’t fully heard. Fortunately for you, I’ve rounded up 5 unique landing page strategies that will help you break your visitor’s guessing machines, and open them up to what matters most – the content.

1. Video Watch Page

If you’re a business who frequently publishes video, it may not have occurred to you that a blog’s “reverse chronological” publishing style, may not be the most user friendly for someone interested in checking out all of your videos.

The “Video Watch Page” landing page strategy draws it’s inspiration from sites like Netflix & Hulu whose primary focus is making large selections of video easier to navigate. In fact, if there’s anything you should do with this page, it’s to get your visitors to the video as fast as possible.

Taking design cues from sites like Hulu, such as eye-catching cover art, or sideways scrolling through a category can improve views to existing content.

For Hulu, improving the video navigation in a massive redesign in October of 2012, helped the company to break 1 billion views in Q1 2013.

This article on Engadget details key elements Hulu focused on during the redesign, including:

  • Focus on easily finding preferred content
  • Bigger Artwork
  • Easily navigate from category to category
  • Highlight on New Content

But you run a business, your videos are meant to generate leads, right?

Depending on the size of your video library, it might make sense to deliver your video content (+ bonus materials) over an email autoresponder.

Your email then links to single video landing page which highlights a primary call to action like “sign up for your free trial” or “buy now” automating much of your lead nurturing process.

Going back to the main “video watch page”, displaying the opt-in form could be done by building it into persistent navigation, a dedicated popup, in the video’s description or strategically placed in between video categories.

Also, if it makes sense for the page, including strong social sharing call to actions could improve the overall virility of your Video Watch Page. Upworthy demonstrates the social sharing call to action perfectly.

Upworthy
Click for full-size image (Source)

Below is a mockup from a redesign of my own site on “Video Watch Page” might look like:

Video-Play-Page-Mockup
Click for full-size image

2. First Log-On Welcome Page

After your visitor signs up for your paid offer, instead of sending them directly into the product or service, let them know a little bit about who’s behind the scenes.

This page by Litmus does just that.

Understanding that you may feel a little on edge after handing out your credit card details, Litmus doesn’t send you straight into the product.

Instead, immediately after checkout, you’re greeted with a video of lots of smiling faces, saying “Hi I’m ___” who you learn by the end of the video, are the customer support team.

Welcome Litmus
Click for full-size image

And while it’s not the primary focal point, the inclusion of other high profile clients on the left help to provide a sense of relief that you’ve just made a good investment.

These are not minor details just to make new customers feel fluffy either. Litmus offers a free 7 day trial, and this combined with a smart autoresponder series is intended to reduce the amount of churn from “free trial” to “paid subscriber”

Though Litmus declined to comment on how this has affected their churn, Moz.com employed a similar method in a much larger strategy that lead to an extra 170% improvement in conversions.

3. Resource Page 2.0

Originally, when I wrote about the resource page on ConversionXL, I featured sites that listed their primary resources as text based links.

However, after examining the resource library here on Unbounce, it occurred to me that a text only approach not only does a huge disservice for visual learners, but also is a huge wasted opportunity for improving on partner and affiliate opportunities.

Resource Landing Page 1
Click for full-size image

If you’re ambitious, take design cues from the Google Play book store, iTunes Books, and Amazon Books to make the Resource Page 2.0 a library of industry specific content, curated by category and content type.

Affiliate marketers could curate top webinars, ebooks, and courses, all through one portal page, allowing users to have a visually compelling hub for industry specific products and services.

If you’d rather stick with your own material however, you could repackage old blog posts into beautifully designed .Pdfs and showcase those on the resource page. After clicking on the desired ebook, your visitor is able to download by entering their email address or paying with a tweet.

Resource Landing Page 2
Click for full-size image

That’s what Unbounce does, and so far it’s been extremely effective.

4. About/Contact Page 2.0

Ok, so on most of websites, what do you find on the about page?

A quick blurb about the company mission, an introduction to the team, maybe a contact form?

While these are great, if you stop there, you could be missing out on great opportunities to connect with more of your visitors.

First, consider the user’s intent. A hit on your about page is the visitor saying “Hey, I like what you’re doing. Tell me more about yourself” If that’s not an optimal point of conversion, I don’t know what is.

Second, not everyone likes filling out forms. According to a Harris Interactive Poll, 77% of people want more live assistance when available with online purchases, and 54% want more human interaction with big ticket purchases.

It’s also common knowledge that filling out a form means receiving follow up email. The question is, how bad are they going to abuse your inbox?

Now this is the part where I say, “include a phone number on your About page.” and you roll your eyes. I know you’ve heard it before, but hear me out.

According to a study conducted by BIA/Kelsey, inbound phone calls are 10-15 times more likely to convert than an inbound web lead. In that same study, 61% of businesses rate their inbound phone leads as “excellent” vs only 51% giving their web leads the same rating.

If you’re like most online marketers I know, you don’t like to use your phone number as the call to action because as soon as a person calls in, you lose all your analytical data. But, you don’t have to.

Using a call tracking service like Ring Revenue, you can generate specific phone numbers for every individual that visits your “About Page 2.0″.

Because the phone number is specific to the caller, when they call, their phone number syncs with Google Analytics, allowing you see which pages they visited before they decided to pick up the phone.

Ring-Revenue
Click for full-size image

Over time, you can use this data to preemptively answer questions & overcome common objections before they ever pick up the phone, creating higher quality phone leads and hopefully more sales.

Bonus: If you want to take the About 2.0 Page a step further, use ad retargeting to display specific ads across the web, targeting only to those who call in.

5. Coming From (Social Media) Page 2.0

I’ve written about creating specialized landing pages for each social media profiles before.

The idea is that by creating a landing page that acknowledges your visitor’s referral source, you can add an extra layer of contextual relevance for your visitor.

For example, understanding that Linkedin is more effective at lead generation, your “Coming From Linkedin” page could include company phone number (don’t forget call tracking), a slide deck with a company overview, and a selection of some of your best “why we’re awesome to work with” materials.

For this landing page strategy to really work, you have to first understand how traffic from each social network behaves. Because Linkedin visitors are most likely interested in working with you, giving them more lead generation material makes sense. With Facebook or Twitter however, offering an ethical bribe or easy access to sharable content might make more sense.

Coming-From-Linkedin--
Click for full-size image ** (not an actual unbounce page)

This is a great strategy for providing better message match with a social network, and quickly orienting visitors to content that is best suited from their social network of choice.

***For Advanced Marketers***

If you really want to get fancy, you can create a single “Coming From (Social Media)” page, but have the content areas change based on the visitor’s referral source.

In other words, you’d use the same url for all social networks, but your “Coming from (Social Media)” Page displays targeted content to visitors from each social network.

To do this, you must also integrate Unbounce with Visual Website Optimizer and use their “behavioral targeting” feature. While it may seem complicated, creating a visitor segment is as simple as making a few clicks.

The ideas are still the same as using individual pages, but with behavioral targeting, you can swap out headlines, content areas, and even opt-in forms targeted at each social network visitor.

***For Even More Advanced Marketers***

Now, let’s say you were hosting a Twitter-themed event in a new town, and you wanted to encourage Twitter followers from the area to RSVP for the event.

Using behavioral targeting, create a custom variation on your “Coming from” page that displays event themed information & calls to action only to Twitter traffic within the geographic region of the event.

Now when Twitter users within that specified area visit the “coming from” page from your bio, they’ll get all the relevant information regarding your event.

When non-local Twitter followers click that same bio link however, they’ll see your standard “Coming from Twitter” page, without ever having to be bothered about an event they won’t be able to attend.

Using these same tactics, online retailers could test making offers based on the physical markets where they have the highest social penetration. Using a tool like Followerwonk for Twitter or your Facebook insights, you can get an approximation of your follower’s physical location.

By creating an offer like, “20% for our Indiana Facebook Fans” you can really surprise and add an extra layer of relevance anyone curious enough to click the link in your social media profile.

Your Turn

Which of these landing page strategies would be the best for you?

I hope these strategies got your creative juices flowing and thinking around designing amazing experiences for your visitors. I’m looking forward to seeing what what you came up with.

– Tommy Walker


About The Author

Photo of Tommy Walker

Tommy Walker is an online marketing strategist, show host, and prolific guest blogger for sites like Unbounce, ConversionXL, Smashing Magazine & more. He specializes in highly effective, counter-intuitive approaches to online marketing, and seeks to expand your thinking on what's possible with online content. Check out his approach on guest post landing pages, and get a free copy of The Top Ten Content Marketing Strategy Mistakes by clicking here.
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Comments

  1. Duran Drake says:

    I am totally agreed on point number 5 Generally it is been observed that no follow up process is been done by most of the Business Development Executive and they often get fails. So there should be a proper website layout which should be self explanatory which can serve the purpose of the website.

  2. Tommy,
    You just helped me spark an idea in regards to using “Coming From” reference in designing a “thank you for subscribing” page on my LeadGen funnels.

    I am currently using a WP plugin called “WP-Greet-Box” to entice visitors to share the blog content with their preferred Web2.0 network (based on where they came from) – BUT, I was using it only on entry pages.

    It occurs to me now HOW much more powerful this would be on a thank you page.

    Excellent blog post and a lot of ideas as food for thought…
    Thanks, Tommy!

    Cheers,
    ~Steve

  3. Sorry, I meant to link the plugin name to its WP plugins directory url, but I missed it.

    Here it is, in case you are other readers wanna take a look at it:
    http://wordpress.org/plugins/wp-greet-box/

    ~Steve

  4. I love the welcome page idea – what a great way to cement a relationship, and validate the purchasing decision!

    I’m also going to revamp my Free Stuff page to showcase the ebooks more as a store, and less like a leftover bin.

    Great article. Looking forward to seeing your show for the first time.

  5. Andy Kuiper says:

    I like the idea of a more robust resources page Tommy – thanks :-)

  6. You’ve nudged me to tell me I need to create a few landing pages for my website! I’ll have my guy take a look at this post and see what content/campaign we can launch, create the landing page and start to build our email list! Well done

    • Tommy Walker says:

      Oooo! You guys look like you would have an awesome “Coming from Pinterest” style page that demonstrates your best work, “pin” style, but underneath each pin card you would have a “contact us for a quote” email capture.

      That seems like it would be real fun!

  7. […] 5 Landing Page Strategies Your Competition Haven’t Thought of… Yet, unbounce.com […]

  8. […] 5 Landing Page Strategies Your Competition Haven’t Thought of… Yet, unbounce.com […]

  9. […] 5 Landing Page Strategies Your Competition Haven’t Thought of… Yet, unbounce.com […]

  10. Thanks Tommy for sharing the strategies with us….it will reply help to improve the landing page for my website….

  11. Sunday says:

    The comment below was shared in the IM social site – kingged.com where this post has been shared and “kingged”:

    These are great landing page ideas. Particularly, I am intrigued with the no 4 idea which talks about using the About/Contact Page 2.0 as landing page. Its really a good strategy that could engage visitors and make them take more action!

    Sunday – contributor to kingged.com

    http://www.kingged.com/5-landing-page-strategies-your-competition-havent-thought-of-yet/

  12. Christopher says:

    I never considered a video watch page, but after your explanation it actually makes perfect sense. And it’s clear the kind of positive impact it can have on guiding your visitors to the information they’re looking for and keeping them on your site longer. I’m definitely going to implement it right away. As far as the rest of the strategies, I do already use them but it still baffles me at how many others ignore these simple yet vital steps. From the welcome page (personalization and relationship building) to the resources page (upsells), the about/contact page (credibility) and the coming soon page (future business), each one of those steps plays a tremendous role in lifetime customer value, retention and overall business profits, but so many businesses don’t take the little extra time to have these in place. Their loss I guess. I’m in it to win it so I know how important these things are. Good stuff Tommy.

  13. Joe says:

    The about, contact us page is a huge plus. I really like being able to pick up the phone and make a call to a real business.

  14. Riza says:

    I say the strategies presented in this article are quite refreshingly new. You definitely incorporated in writing this article your suggestion of “breaking your audience’s expectations!”

    I mean, whenever I read titles like this, I’m supposed to already know what to expect. But I’m surprised. :)

    Lots to learn, that’s for sure. So I’ve shared this on Kingged.com, an IM social networking site.
    http://www.kingged.com/5-landing-page-strategies-your-competition-havent-thought-of-yet/

  15. […] Avus! Just yesterday I saw this post it may help you: 5 Landing Page Strategies Your Competition Haven’t Thought of… Yet | Unbounce, as well as this one: I also liked it – probably you will get some tips from there: How to Make […]

  16. I’ll have my guy take a look at this post and see what content/campaign we can launch,

  17. I especially love number four.

  18. Great tips. Will use some of these on my next build.

  19. Steven Hull says:

    I agree 200% about having the phone numbers and even after hours phone numbers to call in EVERYWHERE in a website. We have had a phone number on every page of every website we own since 1995!

    “Marketing” people feel it is some sort of nuisance to have a customer want to ask a question before they buy or ask if they can spend more money for something they don’t see on the site. Those calls also alert you much faster that a problem on your site is preventing them from spending money. Most 3rd party customer service people are trained not to forward this info up the chain for one reason or another. I have gotten conservatively over a $12 million dollars in leads because my staff and I pick up the phone and talk to the customer. My better funded competitors have lost huge sales only because I make it easier than the competition to contact my company. It also saves us $200K in focus group consulting. Marketing Tip: Your company is paid by sales, not by a marketing speadsheet to record the marketing Dept’s work. I would fire anyone for not picking up a phone with the excuse “they didn’t have a place to put the call on a speadsheet”

  20. […] 5 Unique Landing Page Strategies The Competition Isn't Using… Yet. […]

  21. Paginas Web says:

    Totalmente de acuerdo en el punto número 5 generalmente se ha observado que no hay proceso de seguimiento. Por lo tanto debe haber un Diseño de Página web adecuada que debe ser explicita por sí misma que puede servir al propósito de la Página Web.

  22. Lucas says:

    Not bad at all. What I really like about all these five strategies is fact that they don’t required much time to create them or much money to spend. I would call them five the chepeast and most simple ways to improve your website:).
    Cheers

  23. Matt Robison says:

    Really good stuff. I guess it can be summed up in the old saying “always be selling,” and this applies to the web.

    Always look for pages where you can improve on your selling process.

    The useful one to me is a combination of the personalization and initial page after login. That’s an obvious place to add value.

    Just re-blogged this page on our own site. Thanks!

    • Tommy Walker says:

      Happy to help :-)

      After you implement some of these, I’d be curious to know how it evolves for you. would you mind coming back to this page and letting us know as it all starts to evolve?

  24. The “Resource Page 2.0″ method is something that would work best for me. I personally like driving people to my squeeze page, but if I had to choose an alternative landing page…. the resource page would be my next choice. Great post.

  25. Alex says:

    Hello!
    I don’t understand about “landing page”, thanks for your post, it’s y useful for newbie like me. I’ll try Resource Page and About Page, thanks you!

  26. […] can also check out Unbounce’s unique landing page strategies for more ideas. And for more conversion optimization tips, you can check out these […]

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  28. Great article. I will use them in my ongoing project. Thanks for the tips

  29. Thanks for this post. We’ve been doing a lot of A/B testing on our landing page and I’ve got to say … we were not doing the best job that we could be doing! This post of very helpful. Thanks again.

  30. […] visitar también  Unbounce’s unique landing page strategies para más ideas. Y para más consejos de optimización de conversión, puedes checar estás […]

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