Last time on Inside PPC we asked what makes a good landing page and we’re back today to have a look at some good and bad examples of landing page design in action. All of the examples in this article are live and we want to offer some impartial critique to help you take away the best and avoid the worst of these following landing pages.
image: wistia.png (http://wistia.com/account/signup)
Why it’s good: Bold design, using lots of space and a fairly simple sign up form. This allows users to digest the page very quickly and the call to action tells them everything they need to do.
How it could improve: Make the form even simpler by asking for full names in a single box and remove the drop down menu – this question could be asked after users sign up. It’s also bad practice to put placeholders in input boxes, even if they save space.
How it could improve: Again we have placeholders, but you’ll see a lot of these. More importantly, could the call to action be shorter and does the monitor graphic distract attention from the copy?
Why it’s good: We’ve got another simple design here that only asks an email address from users (plus password and store name for mobile) and, while it’s generally best to use a single call to action, Shopify uses a total of three and manages to make it work.
How it could improve: It’s hard to pick flaws with this one and Shopify clearly tests and changes its landing pages regularly. Then again, is the image really an improvement on the video from one of its previous designs?
Why it’s bad: There’s absolutely nothing on this page to tell users what they’re signing up to. Meanwhile the sign up form is way below the fold and all you can see is social sign up buttons that offer no real incentive.
The plus point: The layout and colour scheme sets a really good template for this landing page and it’s good to have social signups as an additional option. But the lack of any real concept for the page, let alone content or reason for people to actually sign up leaves a lot to be desired.
Why it’s bad: So many reasons. First of all that form is way too complicated and, get this, it’s only to watch a demo. Who wants to give up precious information just to see what you can do for them? Then how about that Gumtree logo slapped above a “testimonial,” which completely overshadows the Salesforce logo itself? Hmm.
The plus point: At least they’ve attempted to use bullet points, testimonials and create a sense of trust with the Norton and TRUSTe badges. But the concept and copy on this page is pretty uninspiring.
Why it’s bad: At a first glance this Shipstr landing page maybe doesn’t look all that bad. Sure, the font is pretty woeful and the “Get Ship Done” pun is a tad cringe, but they’ve got that whole video background thing going on (who doesn’t like watching pallets and cranes?). But then you scroll down and you see this for a form:
You could write a whole article on what’s wrong with this form, while the lack of copy on this page hardly gives users an incentive to fill out all that information.
The plus point: Pass.
Next time on Inside PPC
Over our next few posts we’re going to take a look at the best practices for landing pages and ask when it’s OK to break them. This is one of the toughest questions you’ll face in a digital world that demands you stand out from the crowd, but also gets results. So check back with us soon!