Landing pages will make or break your ad campaign.
The best landing pages use subtle psychological cues to convince your customer to act. The tricky part: these cues should vary between campaigns. Certain practices work best on mobile devices, and some work best exclusively on call campaigns. Designing the most successful landing page requires discipline, practice, and testing.
Or you could just copy the professionals. After all, the best way to learn is by example. Take a look at these six glowing landing pages, and try some of their methods for yourself.
1. Dropbox for Business
Dropbox is renown for their simple, effective, and visually appealing landing pages. Here’s a landing page for their Business platform, which I found after clicking on one of their PPC ads:
Let’s break down why this landing page is so great:
- The CTA. The call-to-action is the first thing your eyes are drawn to, simply because of the color. The wording is enticing (try it free). And there’s only one primary CTA, so you know what your next action is supposed to be.
- Message Match. I searched for file sharing, and this is the ad that came up:
The landing page isspecifically made to target this advertisement. As you see, it focuses largely on your ability to share files with your team (which is exactly what I searched for).
- White Space. The large amount of white space and strategic use of the color blue draws your eyes straight to the CTA. But it also makes the information easy to digest. The copy is brief and concise; it’s exactly what you need.
- Icons and Images. First, there aren’t that many of them. They don’t distract from the CTA or the information. But what images they do include are simple, useful, and aesthetically pleasing.
These elements are the gold standard of PPC landing pages, especially on desktop browsers. You can tell Dropbox has a gifted team of designers, and that they’ve tested and optimized their landing page to maximize free trials.
While Dropbox has mastered the desktop PPC landing page, you’ll need a slightly different approach for mobile PPC. Mobile users simply don’t have the time or screen size to digest so many elements, so you’ll want to simplify things. Take a look at Hulu’s mobile landing page.
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Like Dropbox, Hulu uses only one CTA, which is particularly important for mobile users with limited screen space. Also like Dropbox, they use one color (Hulu’s signature green) with plenty of white space, so your attention is drawn right to the CTA.
Notice two big differences when optimizing for mobile PPC campaigns:
- Less Text. Significantly less text, at that. On such a small screen, you want to use the space strategically. Provide an image, a quick value proposition (“Watch Current Episodes and Full Seasons of Hit TV Shows”), and a bold CTA.
- Only One Image. Again, cut down on the images you’d normally use on a desktop. It may even be best to go with no images. Too many images will clutter your mobile page and distract the user from clicking on your CTA.
3. Dish Network
With the rise of mobile browsing, click to call is seeing a surge in popularity. Call campaigns have a similar need for clear and concise landing pages, but the CTA needs to be a bit different. Take Dish Network’s mobile landing page for example.
While their page is a bit more cluttered (with an unfortunate yellow background), it’s pretty similar to Hulu’s page. There’s a large, red CTA right in the middle of the page (and it’s the only CTA). There’s a quick value proposition (“get 50% off”). And there are limited distractions (no images).
The biggest difference is Dish Network’s CTA. For call campaigns, especially mobile call campaigns, you need to have a CTA that triggers an immediate call from the user’s phone. If you click on that big red “Call Now” button, you want your phone to start dialing right away.
Calls can be significantly more valuable than clicks, although sometimes harder to get. The Dish Network is a shining example of how you should use a powerful value proposition to drive calls directly from your landing page.
Give the user every reason to call you, then make it as easy as possible for them to do so.
4. State Farm
For many high-involvement services (like car insurance), it’s often best to push both clicks and calls. After all, these two customers want the same thing, but may prefer different ways of getting it. Take a look at how State Farm handles this:
You might notice that State Farm’s landing page has a lot of the same elements as Dropbox’s. There’s limited wording, strategic use of color, concise copy, and no distracting images.
But there are two CTAs. When you’re targeting both click and call customers equally, you’re going to need two CTA's.
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Notice how State Farm succeeds in this. If you’re going to target both form fill outs and phone calls, you want to minimize all other clutter on your webpage. State Farm has plenty of internet real estate available to them but they only have three things on the page:
- A value proposition.
- A form fill out CTA.
- A phone call CTA.
Again, you can apply the lessons from State Farm’s page to your mobile users. Take a look at Asbestos.com’s mobile landing page.
This is another high involvement industry, where customers may be equally likely to fill out a form or call for information. Notice these recurring themes:
- Bold, convincing CTA's.
- A click to call button.
- No distraction or clutter.
- A quick value proposition.
- Strategic use of colors.
This page is essentially the same as State Farm’s, but optimized for mobile users. It has a quick pitch, a click to call CTA, and a form fill out CTA. And the use of colors points you straight to the two CTA options the customer has available.
One difference is that Asbestos.com is highlighting their phone call CTA. Remember, for mobile phone call campaigns, you want to make it as easy as possible for the user to call you. In this landing page, the phone call CTA is above the other CTA, and it’s a slightly more welcoming hue of blue.
Surely Asbestos.com is hoping for more phone call leads, but they effectively optimized their mobile landing page for either kind of customer.
Casper is a new and blooming online mattress company. They rely solely on online sales, so their landing page is extremely important for them. Take a look.
Again, this landing page has many of the common elements you’ve seen in Hulu, Dish Network, and Asbestos.com’s landing pages.
- One big CTA in the middle of the screen.
- One picture, that almost sells the mattress by itself.
- A quick value proposition.
- Use of color to draw attention to the right spots.
One innovative twist is how Casper approaches the contact options available to the mobile user. They have a click to call CTA at the bottom, but they also include a “Text Us ” CTA. This really takes advantage of the user’s mobile phone, and caters to yet another subset of mobile customers.
Casper is able to achieve all of this without jamming too many CTAs in the landing page, and without confusing the visitor. The colors also draw more attention to the center CTA, while also letting the user know that they can call or text for more information.
The placement of the call and text buttons is crucial as well (right next to where their thumbs naturally lie).
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Casper knows they have to give their customer every option to contact them. And they have to make it as easy as possible. They offer online-only purchases of mattresses, so their customer is already hesitant to buy. The odds are stacked against them, but using simple psychology, Casper is able to turn the tables around.
Did You Take Notes?
I threw a lot of info at you, and I’m sure it’s a lot to process. But it’s not that hard once you notice the common themes between successful landing pages.
Step one is understanding your customer. What are you selling, and what must you do to capture your customer’s attention and convince them to convert or buy? If you’re just starting to assemble your landing pages, try using some of the elements from these pages as a base, and tweak according to your goals and needs.
And remember to test. This will help you figure out what images/icons work best, what colors drive the most clicks, and what copy is the most convincing for your user. Your perfect landing page will take time. But hopefully this helps steer you in the right direction.