I talk with so many business owners, and unfortunately marketers that don’t quite get the sole purpose of landing pages. So here it is…your landing page exist solely for getting website visitors to convert to the next stage in the buying journey. Sounds simple, but creating a landing page that converts requires both detailed planning and ongoing testing.
Small business can save a ton of time and money by just observing what larger successful companies are doing. Think about it..they’ve invested millions in figuring out what works best…all you’ve got to do is imitate them. Just keep in mind that when it comes to landing pages there’s no right or wrong. You have to test, monitor results, and adjust to get to a solution that converts best for your product or service.
Small Print: I feel these companies do an excellent job following best practices for building landing pages. With that said the obvious things is I don’t have access to their actual analytics to determine actual conversion rates. My hope here is to provide you with some fuel to launch you in the right direction for your project.
This is an excellent landing page because it focuses on a single concern that potential drivers have…earning money! It’s also mobile friendly. It also makes excellent use of colors that tend to convert well..oranges, and shades of red. Additionally it’s simple…you can’t get confused about what Lyft wants the used to do. The form appears immediately on right hand side.
Lyft is keenly using two conversion paths. The form on the right is for people who arrive and know that they want to drive with Lyft. The smaller form below the main area offers a conversion path for folks wanting to test the waters.
This is a landing page for a reverse mortgage. Let me say that I generating qualified reverse mortgage leads is extremely difficult because so much information has to be collected. What this form does well is it ask a single disarming, easily answerable question..’What’s Your Property Type’. I did the same thing when I worked in the reverse mortgage space and I wrote millions of dollars in loans from a similar landing page I designed for myself.
Like Lyft, Lending Tree is also utilizing multiple conversion paths. Users can complete the form or just call…the phone number is in the upper corner.
There are several things I like about this landing page from online learning giant Lynda.com.
- It uses only 4 colors that are all easy on the visual senses.
- It uses an actual image of a person, instead of a stick or shadow figure. I learned early on in my marketing days designing direct mail for the auto industry that images of actual people convert better.
- They’ve incorporated video.
- They’ve incorporated movement which you can’t see from the style image here. Visit the actual landing page to watch how they use movement to engage the reader with two direct messages.
- There’s no confusion about what they want you to do…Start a Free Trial.
Here’s a landing page that converts well for me.