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 main benefit front and center: “When you’re on top of your money, life is good.”
That right there is reason enough to learn more because most people are concerned about those two very things: money and happiness. If Mint can help you manage one to achieve the other, well… you got yourself a winner.
The call to action is also well designed. Had the “SIGN UP FREE” button been a more washed out color 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” in the CTA, 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.
2. Apple’s QuickTime
Apple is well-known for its clean, simple user interface design, and the QuickTime download page is no exception.
The copy 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.
Airbnb is an amazing alternative to finding accommodation as a traveler. But more than that, it’s a great option to use your free space at home to bring in some extra income.
If you have an extra room, you can add it as a rental on Airbnb. The landing page above is very clear how a host will benefit with the main heading that reads: “Earn money as an Airbnb host.”
If that isn’t enticing enough, it even shows you what you could earn (at only 50% occupancy) by renting it out to a couple. $602 per month isn’t a bad way to use your empty room.
The page is clean, simple, and gets straight to the point. There are two very clear CTAs that will get you started. Notice how they are both next to the dollar value that you could be taking in per month? Not a bad touch!
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.