User experience defines every step of the user’s process and can be applied to every type of digital interface. The unique point of studying UX for landing page examples is to increase conversion rates and determine how to create landing pages to achieve an end goal.
In this post I’d like to look at some landing pages to see how they work and what makes them tick. Most visitors recognize scammy landing pages from a mile away. Because of this it’s wise to attribute quality design elements into landing pages so that visitors don’t even realize they’re looking at a product pitch.
When great design and great user experience merge they become the pillars of every successful landing page.
Use On-Page Forms
Most landing pages have a goal that requires some user input. It may be a signup field, a newsletter subscription, or a checkout page.
But often times landing pages will rely solely on CTAs rather than input forms. I find that it’s best to follow both techniques using buttons and input fields together. Add buttons that lead to conversion pages but also offer small forms that lead to similar conversions.
Just remember to keep forms small and simple. Don’t include a full 5+ input fieldset on the landing page. Start with the user’s email and move on from there.
Small forms encourage interactivity because they’re simpler and help get the ball rolling in the right direction.
The homepage for ServiceWhale includes a small form with services and zip code information. From there you can do a quick search to get local prices.
Users who see this form realize they don’t need to signup or submit any information. It’s a way to jumpstart interaction and keep people browsing the website.
Alternatively the homepage for Cushion App has a simple e-mail signup box.
Email is the best way to draw repeat visitors so this is naturally a great choice for any landing page. It’s not overly flashy but it’ll do the trick.
Draw Attention With Visuals
Most marketers and UX designers are surprisingly uninterested with aesthetic principles. It’s true that pretty pictures and illustrations are more like cherries on top of the sunday. But they help sell the product more than just web copy.
Beautiful CTAs, custom illustrations, icons, and vector characters all add a certain vivacity to the landing page. TunnelBear is a great example of brand identity and vector icons to sell how the product works.
Remember that landing pages are meant to teach the user why the product is useful. Landing pages are meant to explain what problems can be solved, not necessarily what features are available.
Icons and vector graphics are the perfect way to show rather than tell.
Minutemailer is a simpler example with custom icons and a colorful call-to-action. Most people who visit your landing page will enter the site completely uninterested in your product.
With quality branding, a great design, and some attractive copy, you can sell people on your product and pique their curiosity to learn more.
If you’re unable to design your own graphics or to hire someone, consider instead browsing for quality vectors from pre-made marketplaces.
Immersive Page Media
Text is the lifeblood of the Internet. However media is quickly becoming the preferred method of content consumption with product screenshots, custom photos, and even introductory videos.
Users want to understand your product as quickly as possible. Media makes it a lot easier to do this without relying heavily on words.
Take a look at the intro video on the Baremetrics website. It’s not a clearly embedded video player, but rather a play button icon blended into a screenshot graphic.
Once you click the play button the video player self-embeds and autoplays. It’s a very quick one-minute clip that explains how it works and why you might find it useful. Other supplementary materials include user testimonials and screenshots; all valuable media elements to have on a landing page.
The Blockhead page is another great example because this features a real physical product.
Photos are the most important media items when it comes to physical products. Potential buyers want to see what they’re getting before they even consider dropping money on something.
But even better than a static photo gallery is the live animation added a bit lower on the landing page. It demonstrates how to use the adapter plug and why it can make your life easier.
Do your best to supplement great copy with digital media whenever possible. It’s not the end-all be-all solution, but it will solve a lot of problems along the way and give users more than just boring text to consume.
Keep Information Accessible
Your goal with a landing page should be to solve every question the user might have. Don’t leave them uncertain or confused about anything.
This means you should quickly clarify what the landing page is about, why it offers value, and how people might act to learn more. The steps required are multi-fold but here are some key places to get started.
- Recognizable branding
- Clear call-to-action
- On-page FAQs
- Links to tutorials or other resources
- Crisp photos or diagrams explaining the product
All of these features can be seen on WPForms which is one of my favorite landing pages.
I really like their FAQ section because it gives readers a chance to learn more and solve their own problems without reaching out to the company. But there’s also a very bright orange CTA button, clear introductory video, and plenty of visual resources explaining how to use WPForms in real-world projects.
Think as if you’re a visitor who knows nothing of your product. These visitors don’t care what technologies you use or any of your extra-special pro features(at least not at first).
They just want to know how your product affects them and how they can use your product in their life. Your job is to make this information clear as day and easy to consume.
I hope these examples of quality landing pages can help you understand key elements for improving the user experience of your website. Landing pages should be treated differently based on the user’s expected conversion goal and what you’re trying to sell.
But take this advice with you into future projects to see what you can learn.
And if you’re looking for more quality examples check out these related posts.