Say you want to check out the offers and buy a course. Every friend of yours has recommended a website that offers courses of top-notch quality, and you want to give them a chance. So, you reach their homepage with a precise plan in mind, navigating through every offer, service, and product they provide. But, there's so much to go through that you often turn it off without purchasing anything.
Mostly, companies direct you to a landing page through their ads. Next time you click on an advertisement from a youtube channel, an Instagram page, or a link in an email, notice where you land.
It is not the company's website, and you might wonder why they bother creating a different page when their objective is to drive visitors to the homepage. While attracting traffic sounds excellent, every business eventually looks forward to a reasonable conversion rate.
Then, how does a landing page fit in this equation? The page that you land on when you click on that ad we mentioned earlier is the landing page. A landing page is a stand-alone page focused on a single purpose. This page is distinct from your homepage.
Best Examples of great landing page designs.
Landing pages need to be clear with their purpose and design. Your users should not leave because it looks like a cluttered mess or because they were unable to get to the point.
To help you get a proper idea, we have compiled a list of ten examples of the best landing pages from the leaders of the industry.
Slack:
Slack has a unique scrolling style. You can easily spot all the necessary information displayed on the screen without moving up or down. The layout is consistent with vibrant and engaging images, and the CTA is short and direct, grabbing your attention using "free." Also, there is just one field in that form. So, it is more likely for you to fill it up before moving on.
What can they 'split test'?
There is no mention of any privacy policy. As a user, you might be worried about handling your email.
Hubspot:
The best part of the landing page is that the headline highlights the offer quickly, and you already know what it is about. While the page scores an extra point for being mobile-friendly, it has a self-explanatory headline with short text to give you a better idea.
The use of brand colours fits perfectly, and the CTA is convincing as it helps you get started for free. In addition, the paragraph is short yet informative, and the privacy policy makes it more trustworthy.
What can they split test?
Adding social proof will increase the conversion rate.
The CTA button is transparent and does not stand out.
Shopify:
You click on the link, and the headline covers it all. "Sell online with Shopify" explains how it can benefit you. Moving on to the layout, it is clear that only one field needs to fill up and get started, increasing your chances of converting.
All the paragraphs are short and briefly explain the information, saving you time. The page ends with a social proof followed by the CTA again. Also, as the CTA button is in a different colour, it catches your attention at once.
What can they split test?
The use of pointers could decrease the clutter further.
Airbnb:
Starting with a perfect headline, the description is direct, brief, and informative. The CTA button has an attractive colour and attracts the user's attention. Adding the social proof adds value to the page and increases the conversion rate. Also, pointers help you scroll through quickly, and the pictures just add to the vibrant colours.
What can they split test?
Too much information adds clutter to the page.
More than one exit link distracts the user.
Zoho:
With an impressive headline, the landing page explains why you are here. The description helps you get further, and the bright red CTA compels you to take faster action. The ratings added to the page act as social proof and end with a great offer.
What can they split test?
The paragraphs are long. Putting the information through briefly and using pointers would make it easier for you to get a glance and take action.
Lyft:
The headline communicates a thoughtful emotion. The landing page is enough to help you get introduced to the service and understand how you can benefit from it. Just one field in the form makes you more likely to complete filling it up, and the FAQ further makes it a one-stop destination for you to decide to convert or exit.
What can they split test?
The page is not mobile-friendly.
The descriptions need to be brief.
Microsoft:
Firstly, the headline perfectly captures the value of their ebook, and at first glance, you know this page is all about increasing your team's productivity. You can use auto-fill by signing into Facebook or Twitter. The CTA is direct, and with the constant use of "free," you know you can get the copy without spending a dime.
What can they split test?
Using a unique colour for the CTA button would help it stand out more than it does now.
Social proof could help visitors convert faster.
Intercom:
The headline is a summary of the page. It is direct with its messaging, highlighting that it is about "The Ultimate Guide to the Conversational Support." The short description explains it briefly, and the CTA button stands out to help you convert. The image of the guide enables you to get a look at what you are going to get after the download, and the paragraphs that follow explain the deal further.
What can they split test?
There are more than one exit links that can lead to losing users.
IBM:
The landing follows a perfect layout design. Starting with a compelling headline that summarizes the purpose to a short description that briefs you on the same with the help of short paragraphs. The page does not have a lot of links to confuse the users and follows consistency in its content.
What can they split test?
The form has too many fields.
The CTA is transparent.
Adding some testimonials could have increased the chances of conversion.
Uber:
You do not have to scroll through the page as all the information is on screen. The headline is short, creative, and direct, with just one field to fill. The CTA is concise, and you can spot it easily.
What can they split test?
Adding more information by using bullets could have helped you understand the offer better.
Let us notice the common factor in all of these landing pages. They all have a great offer and explain how the proposal can benefit their users. The CTA finalizes your deal while the headline and description promote the offer's value. The goal is simple. "Design your page to convert!"
In simple terms, whenever you make a promise in your content, this landing page is your follow-up page. It is the next step to your visitor becoming your customer.
Using this landing page, you can make a trade, reveal a special offer, or provide a piece of information in exchange for your visitors' contact information. A good landing page would attract visitors, make them stay, and convince them that the deal is worth it.