Landing Page Design Examples IV

14. Camera+ – iPhone App ecommerce landing page

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What I like

This is the modern apple-esque equivalent of the old-school long sales letter landing page. You’ve probably seen the less trustworthy ones before, where the writer uses reams of ultra persuasive copy to convince you that, despite being an average Joe, they have managed to build an online internet business that prints money.

While it borrows the concept of a long page that piles on the features until you’re ready to buy, that’s where the comparison ends.

This is a very good landing page.

• The design matches the desires and expectations of the buyer. The target customer already has an iPhone, so they are used to seeing beautiful design with apps placed in context with their intended use.


• Context of use: This is an IMPORTANT concept. The primary iPhone image plays a video showing the app being used. This is pretty much all you need to be sold on the app’s cool factor. You can then explore the big feature list below to reinforce your purchasing decision.


• The price and call to action to buy the app are nicely positioned above the fold, leaving you to explore the page knowing how to interact when you are ready.


• Celebrity endorsement: Including celebrity photographer Lisa Bettany – who for the record (and gossip factor) is dating Mashable founder Pete Cashmore – is a clever device to help convince visitors that it’s worth buying. Professional photographers that just want a cool app for their phone will find this convincing.


• Proof of concept: The photo gallery at the end caps it off nicely by showing that you can take great photos with this app.


• The reviews beneath the phone are highlighted in red, making them the most important visual aspect of the first screen. While I would normally recommend the CTA get this level of attention, it really pushes you towards what is often the swing vote in a purchase – what other people say.

Things I’d change or test

• I’d be really interested to A/B test a short version of the page, letting the video do the selling instead of 10 pages of scrolling content.

15. Webtrends Analytics – Lead Gen Landing Page

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What I like

I’ll admit it right off the bat – I have a crush on Webtrends landing pages. If you’re looking anywhere for design inspiration for lead capture forms, this is a good place to start.

• The hierarchy of page elements and information is well structured and focuses on the basics: a logo, a hero shot that combines a clear headline, a short description of the reason for and benefits of the product/service (in this case a webinar) and a lead capture form to gather visitor data. And… importantly… nothing else.


• The call to action (CTA) of lead gen forms almost always falls below the fold. To get around this they’ve placed a directional cue (arrow) at the top of the form to point the way to the action area below.

Things I’d change or test

• A tighter relationship between the directional cue and the CTA. Specifically, I’d make the button blue to match the form header – it blends into the gray background a bit too much right now.


• Change the CTA to describe what you’ll get when you click it. It should say “Register for webinar” rather than the undescriptive “Submit”. Sorry Webtrends, as much as I love you, this is a rookie mistake that should never be repeated.

16. UPS – Using modal windows to keep visitors on the page

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What I like

Even with a clean and conversion oriented design, many pages still commit the cardinal sin of providing outbound links that aren’t part of the conversion funnel. UPS have done a good job at avoiding this.

• The “More” links for the speakers all launch modal dialogs (using a Lightbox style). This keeps visitors on the landing page instead of wandering off onto another page – and away from your conversion goal.


• They have a video. Good! Video is a proven conversion enhancement mechanism. Studies from eyeviewdigital.com report up to 80% improvements in conversion. Video marketing specialists Turn Here highlight good conversion improvement numbers and the side benefit that properly optimized video can be 53 times more likely to reach the front page of Google search results. Tip: you can often re-use your video by placing it on YouTube.

Things I’d change or test

• The links at the bottom of the page still go to external microsites (click the image to see the full screenshot). Microsite’s still offer a more focused experience than your homepage so it’s not a big negative, however, a better “All In” move would be to embed them in Lightbox windows like they did with the speaker bios.


• The call to action would be better if it read “Get updates on future webcasts” rather than the generic and intimidating “Sign Up”. (The words might not seem intimidating to wily online veterans like yourself, but it expresses no benefit or gain – making it a negative interaction reinforcement statement).

17. Loop 11 – Online product click-through landing page

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Why I like it

It has a Zebra crossed with a Rhino! How can you not like that?

It’s a very congruent page, where the imagery supports the headline (a new breed). The call to action is very obvious, using conversion design principles (whitespace and contrast) and has text that explains a key benefit (that you can try it for free). The compelling design kept me on the page for a long time and more importantly, made me want to share it with other people. Having a viral quality is a big bonus for a landing page.

Optimization Suggestions

• Considering the viral quality of the design, I’d like to see some type of “Share This” social media button (Facebook or Twitter).


• After clicking through to the destination page (a sign up form) – I noticed that the application can be used on an iPad. It would be a great test to have a video on the landing page that plays inside an image of an iPad. Showing the tool in action could provide the extra information required to inspire a sign-up.

From:  http://thelandingpagecourse.com/landing-page-design-examples-critiques/

Landing Page Design Examples IV