Landing page tips to get maximum conversions
Looking for ways to maximise leads coming in from your landing pages? Are you thinking of strategies to ramp up the number of enquiries or downloads you achieve from your landing pages?
Or are you just looking to re-design and optimise your landing pages, to help improve it's overall performance?
This blog will help you learn some winning strategies to do just that and more. We will look into examples from five companies who have experimented with their landing page and have tried new things.
If you need tips on eBook landing pages specifically, then we have a blog specially dedicated to that too. Click here to read the full blog.
We will be analysing each of the landing page and break it down into the url structure, images used on the page, features and the form layout.
1. Moosend
Url: https://moosend.com/resource/5-free-christmas-templates/
The url structure of this landing page is simple and self explanatory. It shows us that this page is within the resources section of the website and it gives users 5 free Christmas templates. Keeping the url short and simple is the first stage in helping it get ranked on search engines and helping users understand what you are offering.
Images:
The images used on this landing page are minimal and related to the topic. They align and look a part of their wider brand. The image showcases the free template the users are going to receive thus giving them a preview of the final download.
Features:
The top bar of this page, motivates users to start using Moosend by entering their email address. They have provided the logo's of brands who trust and work with them, thus helping improve it's authenticity to new visitors landing on this page. They have also shared a customer testimonial and ratings to help users see the benefits of using their product.
Forms
The form design on this landing page is simple with only 5 fields. They have also provided a sign-up box to continue receiving communication from the brand. This is a good feature to add to be able to increase your newsletter sign-ups and stay connected with your community. The form uses the term "Download" as the title, because the user will be downloading the 5 free templates on submitting their details.
2. Mailmodo
Url: https://www.mailmodo.com/ebook/subject-line/
The url structure of this landing page is clear, concise and short. We can see from the url that we are about to download or view an ebook and it is about subject lines. This makes it really simple and clear to understand.
Images:
The use of images is minimal on this landing page. They have used one image which is a preview of the ebook the user is intending to download. They have used the "New & Updated" mark on the design to show visitors that the ebook is relevant, updated and has information which has been checked and verified. And they have used a screenshot from the ebook within the section of "What does this e-book contain?"
Features:
The two call to actions on this website used are "Get your free copy" and "Get free access". Like most landing pages, they have made sure to use the word free to be able to entice users to download the ebook.
This landing page focuses more on the questions which users usually have in their mind, when downloading a gated piece of content like;
- What does the ebook contain?
- Who has written it?
- What topics does it consists of?
- Who is the audience for this ebook?
- How will it help me?
Forms
There is no form imbedded on this landing page, which is very unusual for a landing page used to capture new leads and conversions. The form on this landing page pop-up when the user clicks on the two call to action buttons on the webpage.
The pop-out form is simple and consists of only 4 fields. Name, company name, designation and email. All four fields are mandatory.
Using a pop-out form gives users the time they need to read all the information on the landing page, before they have made the decision if they want to download the resource or not.
3. Unbounce
Url: https://unbounce.com/ai-for-small-business-report/
The url has the brand name and the name of the report the users are going to receive. It's a short, simple and self explanatory url which is easy for both users and search engines.
Images:
Images used on tis landing page are futuristic, abstract and related to the topic of AI. Some of the images used on this landing page are generated by OpenAI's DALL.E2 as mentioned on the landing page. All images are aligned and link well with the brand
The page also has loads of graphs, charts, data represented in a visual format which makes it easy for users to understand it better.
Features:
Some features which make this landing page stand out from the rest include:
- They have explained the methodology of creating this entire report, giving details of partners and other companies who have helped them build this report. This showcases transparency, giving credit to partners and suppliers and making your report more authentic and something users would want to download and read
- They have used tactics like "Share Graph" and "Share the Report" on Twitter to help users share this report on social media channels which will thus help increase the overall reach and conversion for this report.
- The call to actions on this page include "Download the pdf" "Start My Free Trial" which is very clear and to the point.
- They have shared three key takeaways from the report for users who want a summary before downloading the entire report.
- A lot of data and findings from the report have been represented in a format which is easy for end users to read and understand and also highlighting the key stats and figure from the report.
Forms
- The form to download is placed at the bottom of this page.
- They have used a jump link feature for when a user clicks on the download report button at the top of the page, the user is automatically bought to the bottom of the page, thus avoiding the user to scroll the long page
- The form consists of four fields. First name, last name, work email and business size and all fields are mandatory.
- They have added a checkbox to confirm if users have read the T&C's and also added another opt-in feature to continue receiving confirmation from the brand.
4. Brand24
Url: https://brand24.com/the-state-of-social-selling/
The url of this landing page is short, simple and easy to understand. Use of brand name and topic makes it clear. Although it is not clear if the user will be getting an ebook, report, slide as the final output.
Images:
Images used on this website are minimal, illustration based images linked to the topic.
They have also included the final report image on the right side of the page. It includes the year the report was published.
Features:
- This landing page includes a testimonial from the report author.
- They have included the feature for users to share this report on social channels like Facebook, Twitter & LinkedIn. Thus helping it reach a wider audience.
- It consists of detailed section about what the report consists of, analysis and conclusion.
Forms
This report is not gated at the time of writing this blog and one of the reason for it might be because the report was published in 2017
So this can be a good strategy for companies to adopt , that if your reports/ebooks are old and you still want to get views/value from it then you can keep it open for all readers and see how many visitors you get on the page and how many view the report. This can be a good parameter to see if your old ebook/content still bring in any traffic to your website or landing page.
5. Talkwalker
Url: https://www.talkwalker.com/social-media-trends-download
The url of this landing page is again short and clear. The user knows they are accessing a social media trends download.
Images:
There no images used on this landing page. This is quite unusual for a landing page and where brands use images, gifs, video to attract visitors this brand has taken a risk and gone with the option of not using any images. Result is reduces clutter on the page and keeps the page simple and short.
Features:
This landing page is the shortest compared to all the others mentioned on this blog.
The date of this report has been mentioned which is 25/10/2022, this makes it easy for the user to see if the report is still relevant for them.
The summary information about this free ebook gives a good idea to users on why this trends report is important.
Forms
The form on this landing page is placed on the right.
Five mandatory fields on the form which include Email, first name, last name, company name, industry.
It also includes the checkbox to get consent from users to sign up for further communication from the brand.
Based on analysing these five brands, here are some key takeaways which you can implement on your landing page to meet your conversion targets.
URL
Keep it simple and short. Remember to include if it's a report, ebook or infographic so that your users know what exactly is the final output of the download.
Images
A preview image of the final report is a winning element on landing pages. Users want to see what they are downloading. Style of the images also impact the way the landing page looks. Using relevant, on-brand and original images make the landing page looks creative.. You can take this one step further and add gif or video previews, video explainer of your ebook or report to make your page interactive.
If you have updated or added new information to your resource make sure to update the date and add an image of new and updated icon somewhere on the image.
Features
Mention the date/year your report or ebook was published.
Add elements to ensure users who are not going to download your gated content but want to promote it can do it using the "Share on socials" functionality. This strategy is helping you convert visitors to brand promoters.
Make sure to use the jump link feature if your landing page is long and consists of lot of information & sections.
Adding sections like FAQ, what the resource contains shows you know your target audience and all the questions they have in mind before they download any resource from your website. Using this technique removes barriers and helps you get more conversions.
Adding testimonials, client logos, ratings is a great way to help improve your brand authenticity and product offering
Adding testimonials from your partners and suppliers who have helped you create the report is also a good idea.
Mentioning the names of contributors, authors, companies who have helped you pull the report together shows your user that your resource is through, fact checked and has got contributions from various different stakeholders; thus making your content more trustworthy.
Call to actions on your landing page does play a very important role, so make sure to try different ideas and do A/B testing to see which call to action buttons perform the best for your landing pages
Forms
Keep your forms short and simple.
If you need to have mandatory field, have dropdowns and auto fill options to make it easy for your users.
Include the option for your visitors to sign up for your newsletters and other communications. This way you can develop your subscribe base to promote your future reports and ebooks.
Form placement is another important tactic to think about. From the examples seen above most of the brands place their forms on the right section of the screen. But we are also seeing the trend of not having forms on the page, but the pop-out styled forms which only appears when the user clicks on the button.
Hope you have gained some insights from this blog for building your next landing page and it helps you get more downloads, sign-up's, product demo requests or whatever conversion looks like for your business.
If you use any of these tactics or have seen anything new in the world of landing pages, then do let us know in the comments section below.
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