Have you ever pulled up a landing page that made you want to gag?
Probably more than once, right?
When it comes to designing landing pages, most people seem to believe ugly converts better. If it doesn’t have a gigantic red headline, lots of yellow highlights, and a blinking “BUY NOW!” button, then it can’t possibly be converting anyone, right?
If you look around the web, you’ll actually find quite a few large companies who have meticulously designed landing pages that are beautiful and (one would assume) convert well. No, they don’t place design over function, but they do use solid design fundamentals to draw your eyes to all the right places.
Let’s take a look:
Mint begins with the benefit right upfront: “the best way to manage your money.”
What’s unique about the headline is how they drew an arrow to insert the word, “free.” It draws attention to it, and it also highlights Mint’s USP: you can use it free of charge, unlike competitors Quicken and QuickBooks.
The call to action is also well designed. Had the “Free! Get started here” button been a shade of green like the other areas of the site, it’s very likely that it would simply be overlooked by first-time visitors. The vivid coloring makes it stand out.
By including the word “Free” again, it also restates the USP. Mint could have used a more generic “Create an account,” but at least a portion of visitors would’ve wondered if it costs anything. “Get started here” also sounds easier and less technical, making people more likely to do it.
2. Apple’s QuickTime
Apple is well-known for its clean, simple user interface design, and the QuickTime download page is no exception.
From the copy on the left to the image on the right, it focuses on exactly what you want to do: download QuickTime so you can play videos. Chances are, you already know what QuickTime is, and you already know what it will do for you, so it doesn’t waste time trying to “sell” the software. And it’s refreshing.
Long copy has its place, but if you’re designing a landing page, and you know visitors coming to the page are already sold on downloading a free trial, then why make them wade through pages and pages of copy? Just help them do what they came to do as quickly as possible.
Zeer is a unique way to search for gluten-free foods.
Its search and sign up buttons are so brightly colored that they stand out very well against the teal background. But what makes Zeer work is how it integrates the sales copy into the design.
Rather than taking a page to describe the offer, they slide it in next to the call to action, telling you the basic account is free, an upgrade is $4.95, and you can get a 30 day trial. The sign-up form is also relatively short, just asking for the essentials before you can continue. Overall, very efficient.
TryPhone is a good example of a landing page for a physical product.
Notice that the button reads “Buy This Phone” – not “Add to Cart,” “Add to Basket,” etc. Also note how the main action of “Buy this Phone” is not only colored to stand out more, but by being at the top of the page, it visually takes precedence over the other buttons, like reviews and specs.
Because TryPhone’s whole focus is on letting you virtually “try before you buy,” an interactive help bubble appears if you mouse over the phone. Fortunately, it also includes a close button where you would intuitively expect to find it, so it doesn’t get in the way.
All in all, very spiffy.
You see how the middle option is higher than the rest?
It’s a subtle tactic, but it works. It gently gets your attention and hints that it’s “superior” to the others. Combined with the starburst, it’s also hard to ignore.
While blending a little into the background, the “Try it Free” buttons stand out as the main action to take. Each of the images below also point upward toward the buttons, drawing your eyes to them.
No, it’s not a visual knockout, but it’s still respectable, and it’s an interesting concept. Good work, Jott.
The Bottom Line: Landing Pages Don’t Have To Be Ugly
The one thing that ties all of these landing pages together is they are attractive and designed to convert.
Some copywriters and designers would have you believe that’s impossible, but it’s not. You can use these landing pages as inspiration.
Have you found any others that got your attention and convinced you to learn more?
Share them below in the comments!
About the Author: Sherice Jacob helps businesses improve web design, performance and conversions at iElectrify.com.