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  • 5 Big Brand Landing Page Examples [with Critiques]

    landing page template examples

    The big question here is: “Do the big brands produce better landing pages than the average SMB?

    Do they utilize professional designers and take advantage of their status and brand image to design experiences that work in perfect concert with their other brand properties (Website, magazines, advertising)?

    In this post, I’ll look at 5 company’s landing pages and critique what’s good and bad about each of them – and things they might want to throw into an A/B test for optimization.

    Remember to take note of what’s good, so you can implement them on your next landing page.

    1. CarFax

    Click image for full-size view

    What I Like

    • Try before you buy: They have a sample report for you to look at right off the bat. This is a great way to develop confidence in your visitors, letting them know what’s in store for them.
    • Straight to the point: The main headline asks a question that immediately weeds out anyone that’s arrived here mistakenly. “Buying a used car?” Why yes! I’m in the right place.
    • Online vs. offline: The page asks for the car’s VIN – but you’ll most likely only get that by looking for it on the car in person – luckily they have a mobile page too so you can do it on a smartphone. Wining points!

    What I’d change or Test

    • Nothing. I love this page! They clearly had some smart people architect and design the page.
    • Button copy: Okay, I’d change one minor thing. The CTA should say “View Report” instead of “Go”.

    2. Oprah Sweepstakes

    Click image for full-size view

    What I Like

    • Media brand match: This is what I talked about at the start. There is a clear correlation between the landing page and the magazine cover. Oprah consistently appears happy, using a strong personal connection (direct eye contact) to make you feel comfortable.

    What I’d change or Test

    • Submit: Apparently Oprah’s designers didn’t read my last landing page examples post. The word “Submit” says nothing about what will happen when clicked. I’d change it to a double line CTA that says:

      First line: Subscribe to O magazine
      Second line (smaller text): To be entered in the $25k sweepstakes

    • Headline and sub-header could be better: It’s a double purpose page – subscribe to the magazine and get entered into the sweepstakes. But the headline only says subscribe (not to the magazine) so it could be read as “subscribe to the sweepstakes”. Minor point, but clarity is important. You don’t want have to read all that fine print.

    3. Intuit

    Click image for full-size view

    Yet more proof that the big guys are doing it right. This is an excellent landing page. Here’s why:

    What I Like

    • Benefit based headline: Indicates that there are other options out there, but this is a better way to do it. Instead of describing what it does it uses a benefit to enhance the headline.
    • Use of directional cue: Conversion centered design standards (step 11) include using directional cues to aid the persuasive nature of a page – here an arrow is used to point you in the right direction.
    • Descriptive CTA: Obvious that you are going to start a free trial.
    • Social proof: The page is littered with social proof indicators: impressive list of customer logos, security symbols, and an Editor’s Choice award.

    What I’d change or Test

    • How much is it? There’s no mention of how much it will cost after the 30-day free trial. A good way to include this is to say: “Free for 30-days then pick a plan starting at $xx”.
    • No credit card required: This is very important information to know, yet it’s buried as small text. I’d recommend making it subtext in the button to reinforce the lack of a signup barrier.

    4. Aeroplan

    Click image for full-size view

    What I Like

    • Urgency: The 33 days left countdown timer enhances the sense of urgency, which will improve conversions, especially among the fence-sitter visitors.
    • Tabs: There’s a lot of content on the page if you consider what’s behind each tab. Using the tabbed navigation, allows them to keep the page short and group similar content in the same place.

    What I’d change or Test

    • Poor branding: You have to squint pretty hard to see that this is an Aeroplan promotion. I’d call it “The Aeroplan Star Challenge”.
    • Tiny second CTA: Why is the CTA at the bottom so damn small? It should at least be as big as the other one. I’d also change the CTA to have 2-levels of copy (notice how much of a fan of this strategy I am yet?).

      Line 1: Register Now!
      Line 2: And start collecting stars

    • Too many leaks: There are too many distractions in the bottom of the page that would take people away from the sole purpose of the page.

    5. Adobe Test & Target

    Click image for full-size view

    What I Like

    • Accidental genius: When the page loads, the form takes about 2 seconds to appear. Clearly being pulled dynamically from a server somewhere. However, what it does is draw your attention to the form as soon as it loads. Personally I love it as a persuasion device.
    • Pixel perfect headline: The use of whitespace around the headline couple with it’s clarity of communication make for a great headline.
    • Hierarchy of content: Adobe break the content nicely into nicely flowing chunks:
      • Page purpose
      • Benefit statement
      • Target market based benefit bullet points
      • Action statement

      Copy this flow of content – it’s really good.

    What I’d change or Test

    • The submit button – Jeez: Make it say “Get our Whitepaper”.
    • Required? Make it clear which fields are required, this will make the form appear shorter than it is.

    Which was your favorite landing page? Do you think they’re doing a good job? Better than you? If you think your landing page kicks more ass than the big guys then share it in the comments and we can discuss.

    — Oli Gardner

    About Oli Gardner
    Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. He’s obsessed with identifying and reversing bad marketing practices, and his disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. A prolific international speaker, Oli can be found at marketing conferences worldwide – travelling with his fiancée and fellow marketer Nicole Mintiens – on his mission to rid the world of marketing mediocrity by using data-informed copywriting, Conversion-Centered Design, interaction, and psychology to create a more delightful experience for marketers and customers alike. You should follow Oli on Twitter
    » More blog posts by Oli Gardner
    • Thanks for you great articles. I agree with everything you say bar the last comments about Adobe.

      Required? I don’t think they should highlight what is required, I think they should strip out everything from the form that is not required. I look at that form and want to bounce because it looks like there is to much to fill out.

    • I enjoy your articles and read almost all of them…but in this case, I’d like to argue that some of these sites do not fit a test that I learned some time ago…and that is to stand back from a site, close your eyes and then open them. If you cannot tell instantly what the site is about, it needs work. I think that is the case here

      • Oli Gardner

        I love the 5-second test, and totally agree it should be used when evaluating a page. Thanks for bringing it up. Was there one in particular that you felt broke this rule?

    • Great stuff Oli. As far as the Adobe landing page, I would have thought for sure that you would have called them out on the actual form being a mile long.

      I’ve seen HubSpot do this as well and god is it annoying!

      Yes, I would like to try your product. No, I will not fill out your daunting form that is asking for way too much information.

      If they absolutely NEED all of that information, make it a stepped process so it isn’t so visually overwhelming.

      • Oli Gardner

        Agreed on the length issue – not sure why I left that part out this time around. It looks like a classic case of different departments screaming for extra form fields, needing to have an answer for everything.

        Would definitely be a fun test to strip it way down to the bare essentials. Also, your idea of a stepped form could work well.

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    • Thanks for the insightful post. Love the carfax and intuit pages – so simple and direct, free of aimless clutter. The Oprah page does the “touchy feely” bit well, but gets 1/10 on clarity. Just what are they asking me to do? And yes, surprisingly, for Adobe, the info request is daunting!
      My first time seeing your site – thanks for making me think about mine!

    • Great post. I agree with others about Adobe’s form. That many fields to fill out almost always turns me away. Another solution would be to have two separate forms. The first one would just ask for name and email address, and then once you submit that it takes you to a second, optional form asking for the other details. This would make the first form appear even shorter still.

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    • Geate post. I agree with others about Adobe’s form. That many fields to fill out almost always turn me away. Another solution would be to have two separate forms. The first one would just ask for name and email address’s, and then once you submit that it takes yout a second, optional form asking for the other details.

    • Great reviews Oli. Learned a lot from your critiques :)

    • Thanks Oli My favorite was the Adobe page “aside the very long form” I particulary like the slow load on the right and the simplicity of the page..

    • Good research on these top brand landing pages, I agree with your points every page has some pros and cons but it’s very difficult to make a page which can impress everyone on the planet, but you have mentioned great points which should be considered by their respective owners..

    • Great post, some really good examples of what works and what doesn’t for a landing page.

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    • I think the landing pages is designed for PPC marketing these days specifically. But you can design landing pages if you want to get more exposure as well.

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    • Thanks for the great review of the Carfax landing page Oli. We’re really pleased to say that the page was created by us. We love the fact that you love it. We’ve been designing landing pages for clients for years, so we’ve become experts at it. We’re lucky enough to have a dedicated PPC team, Creative team and Conversion Optimization team all under one roof. This means that we’re able to create the best possible landing pages and then test them out.

      Thanks for your suggest on the CTA test. We’ll get our Conversion Optimization team working on an A/B test.

    • I never used to realize how effective landing pages can be. Cool article, everything’s on point!

    • bvn

      Do you know of a WordPress plugin that will allow me to create a landing page within an existing WP theme? One that will allow me to keep the basic look and feel of my site’s theme, but control visibility of nav, footer links, etc.?

    • Great job Oli, loving your reviews once again..

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    • you have mentioned great points which should help us to build top brand landing pages.

    • Rey

      Wonderful stuff… I’ve learned a great deal from reading your article. Must plan my new company’s website based on done of your points.

    • Thanks for the great article… Good research on these top brand landing pages. Cool article, everything’s on point!

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