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

Webtrends.com lead gen landing page example

Landing Pages Elements

  • Infographic: Visual aids on a landing page are “worth a thousand words” and can improve understanding among the attention-challenged internet generation. In this instance I’m not sure I completely get what it’s trying to demonstrate, but the intent is good, and stylistically it captured my attention.
  • Directional cues: The arrows in the diagram are used to show the flow of information within the infographic. But they also have the subtle effect of pointing at the primary action area – the lead gen form.
  • Lead gen form: The form is encapsulated in a separate area from the content and is placed on the right hand side of the page – which has been shown in some tests to be the best location (presumably to do with western reading direction).

Why I Like It

Thumbs UpReason
Descriptive CTAThe form button describes exactly what you’ll get when you click it. (A data sheet).
Drop dead simpleThere’s a value proposition, graphic, supporting text and a form. Absolutely no confusion about what you’re supposed to do.
Focused designThe dark background focuses your attention on the information – sort of like looking through a camera.

Final Thoughts

I would prefer to leave the form CTA button as the only thing that is shown in blue – simply to amplify its attention as the only interactive component (aside from the privacy link) – but that’s a very minor point unlikely to have an impact on conversion with a page this simple.

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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 keynote speaker, Oli is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike. He was recently named the "The 2018 Marketer to Watch," in the under 46 category, by his mother.
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