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Converting with Extra Copy: 5 Long-Form Landing Page Examples

We all know how effective a short, concise landing page can be. It’s quick to read and, depending on the offer up for grabs, can convince visitors to purchase or opt-in fast.

But there are benefits to building long-form pages too. For starters, longer pages can provide in-depth info visitors need to make informed decisions, helping you attract more qualified leads from the start. Moreover, your company may have offers better suited to a longer page with more convincing to do.

According to our Conversion Benchmark Report, which analyzed the behavior of more than 74 million lead-gen landing page visitors, pages with 125 words or less typically had a 15% higher conversion rate (I mean, concise converts!) But for pages between 250 and 750 words, we found conversion rates really only varied slightly in this range.

Such remains the question facing every copywriter:

“How long should my landing page be?”

Well, the answer is nuanced and comes down to the offer at hand. There are several cases where long-form landing pages can actually be better than shorter ones. For instance, if you’re:

  • describing technical product details and in-depth benefits,
  • showcasing your company’s achievements to establish credibility, or
  • persuading customers to invest in especially expensive software, services, or high-commitment offers.

Page length is less about preference, and has more to do with the complexity of the offer at hand and the stage of the buying process someone’s in. You need to cover all your bases, anticipate objections, and show that your offer is legit. A heckuva task for a limited amount of copy.

So, to inspire your next not-so-short page, we analyzed five long-form landing page examples below. Here’s our take on why each of these built-in-Unbounce pages work so well.

Example 1: American Executive Centers

A long-form landing page example from American Executive Centers
Click the image above to see the full page.

Why this works: No questions are left unanswered.

This long-form landing page immediately highlights American Executive Centers’ distinct offering in the headline, and above the fold (i.e. they’re offering virtual office services like mail handling, virtual assistants, and meeting rooms). Given the decision potential customers face here, it’s important that the brand’s presented a bulleted, quick-to-read list of what’s up for grabs at the beginning of the page.

By listing all the key features above the fold like this—readers can quickly get a sense of whether AEC will meet their core requirements. This is especially important for busy decision makers who are comparing their options. If AEC’s landing page is just one of many someone has open in their browser, for instance, it makes a strong case against competing pages where core offerings may be harder to spot.

The landing page doesn’t stop there, either. Their contact form appears above the fold in an orange rectangle that bridges between the two sections. This contrast encourages the eye to move down the page.

AEC Orange Rectangle

Below the fold, AEC shares detailed information about where they operate and emphasizes the benefits over the competition. They also list packages and pricing so customers can independently decide whether the service fits their budget.

The lesson here? Extra copy may not be required to convert a consumer on a personal purchase, but when their decision impacts an entire team or workplace, it clearly helps. For a B2B company like American Executive Centers, using a long-form landing page makes sense because it allows this brand to cater to a more intense consideration phase in the buyer’s journey.

Example 2: Mr. Rooter Plumbing

Click the image above to see the full page.

Why this works: Simple, straightforward design—and an incentive for customers.

Mr. Rooter’s landing page (developed to promote their South San Gabriel service region) is not necessarily long in terms of the number of page sections, but it’s got a lot of copy and details. Right off the bat, readers can see what Mr. Rooter offers. Adding a phone number to the header also gives customers who are urgently seeking a plumber an immediate point of contact. Hey—when the water’s gathering around your ankles, you don’t have time to read an entire landing page. Additionally, all of the cities within the South San Gabriel region are listed—so customers don’t have to do further research.

And people like a deal. By offering a $20 discount, the page gives customers an extra incentive to use Mr. Rooter over a competitor. The placement of the offer is on the left-hand side of the page, which is ideal considering that online readers’ tend to scan pages from left to right in a Z- or F-shaped pattern. The offer is also an example of basic but effective skeuomorphism, with a dotted line that immediately calls to mind coupons in printed media.

Mr. Router Coupon

The page goes on to describe the company’s areas of expertise in detail—something condensed landing pages don’t offer—and highlights why customers choose Mr. Rooter by including some benefits of their service (24/7 availability, reliable specialists, local area knowledge) as well as testimonials.

This example proves that in many industries, substance matters more than stunning design—and you don’t need a technical background to build a landing page that does the trick (shameless plug: especially not with our landing page templates).

Example 3: Chronotek

Click the image above to see the full page.

Why this works: Expert insight and in-depth product details.

We’re startin’ to see some patterns here. Just like the above long-form landing page examples, Chronotek showcases its primary features above the fold—along with a direct heading that describes their product in clear, uncomplicated terms. Having both these elements above the fold grabs the target audience’s attention as soon as they land and encourages them to keep reading.

But they don’t stop there. Since Chronotek is B2B software—and likely requires a significant investment of time and money—it’s essential their landing page paints a full picture. By listing six key ways customers benefit (e.g. simplified payroll, live reporting, in-app messaging), Chronotek outlines the value of investing IT dollars in their time-tracking software.

Though their primary messaging is relatively straightforward, farther down the page Chronotek uses short copy with videos and illustrations to connect on a more emotional level. In this case, these elements instill a sense of urgency (“Chronotek sends the alert before it’s too late.”) mingled with the assurance that they have you covered (“Rest assured and know it all!”). The copy in this section is also more ‘you’ oriented. “You” or “your” occur six times—and the copy’s peppered with emotional words, like “stress.”

Chronotek's emotion
An example of the copy paired with videos Chronotek uses throughout the page.

Though many prospects might be convinced by the features and benefits of this product alone, using a long-form landing page lets Chronotek make a more emotional appeal to anyone who has remaining objections or needs to hear certain key phrases before they’ll sign up for a free trial.

Example 4: Throne & Hauser

Click the image above to see the full page.

Why this works: Transparency and convenience builds trust.

Again, not a ton of page sections length wise on this one, but this law firm’s page does contain a fair amount of copy. That said, it also doesn’t waste any of their visitors’ time. The company’s services and location appear immediately—plus a short description of why a client should work with Throne & Hauser. They also feature the credentials visitors expect from a reputable law firm upfront. And, finally, we see two simple methods of contacting the company (via phone or form).

By including personal bios about the firm’s lawyers (photos included), the page creates a connection, which is critical in a largely relationship-driven industry. Testimonials further boost prospects’ trust in the firm by showcasing examples of happy clients.

This long-form landing page also subtly tells a story with a happy ending in its choice of photos:

Throne Hauser CTA image

The hero shot features a sad child divided between parents, while the image underlying the call-to-action at the bottom shows a parent and child happily united. Using their page this way allows Throne & Hauser to tell a story and evoke emotions.

Example 5: Schar School at George Mason University

Click the image above to see the full page.

Why this works: Credit where it’s due.

To impress prospective students, the Schar School at George Mason University has included tons of information on its long-form landing page. Readers quickly learn that the school operates in Washington, D.C. (location’s a major factor when it comes to selecting a university) and that programs combine technical skills and theory. If a student’s interested, they can easily request more information and start their application using the form. There are also opportunities to enroll in sample classes or attend an open house.

The Schar School also features achievements to separate themselves in a competitive category, where options can feel endless. The testimonials come from recent graduates who now occupy high-demand jobs in fields associated with the school’s programs:

Schar Testimonials

The page also includes degree program descriptions. For these (lengthy!) blurbs, short-form pages wouldn’t cut it, but this is the kind of specific info prospective students need to determine if a given option is right for them.

The page leads with the school’s Master’s programs, which makes up the bulk of its enrollment. And although it might make sense to create separate landing pages for each degree program, using a longer format for this landing page helps provide an overview for students who might be considering multiple programs.

And there you have it: five effective long-form landing page examples…

…across five industries no less! These companies all needed a few more words to get their point across, with detailed descriptions, testimonials, and achievements that short pages just don’t have room for. The extra copy helps the brands be empathetic to the often significant personal or financial impacts of the offers at hand.

Ultimately, the nature of your industry and product or service will help dictate landing page length. What’s important to remember is that there’s no hard and fast rule. We’re often taught that shorter is sweeter, but landing pages—like naps, daylight hours, and vacations—can sometimes stand to last a little bit longer.

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Converting with Extra Copy: 5 Long-Form Landing Page Examples

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6 Examples of the Best B2B Landing Pages (and the Secrets to Steal From Them)

Best B2B Landing Pages

B2B products and services can be difficult to fully capture on a landing page—we know from experience.

Whether it’s defining your conversion goal, ordering your page sections, or writing copy that resonates, it’s not always a walk in the park. Not to mention B2B can involve so many more decision makers you may need to appeal to. Showcasing the value of something like software at scale can be trickier than explaining how your cutting-edge hoverboard might benefit just one person.

But, in our view, building a successful B2B page boils down to a few key things:

  • Creating an engaging experience that makes prospects acutely aware of the problem you solve
  • Promoting your offer clearly and simply, and
  • Cleverly leading visitors through consideration, towards conversion.

Persuasion sounds great in theory, hey, but what does this actually involve?

To help you better understand what makes an effective B2B landing page, we’ve analyzed six Unbounce-built pages doing a great job. Scroll through the examples to see what they do especially well, and how you can take their techniques to the next level.

1. PIM on Cloud

PIM on Cloud Landing Page
Image courtesy of PIM on Cloud. (Click image to see the full page.)

Best practice to steal: Where appropriate, bring prospects through several stages of the customer journey.

Sales cycles vary per industry, sure, but the process always starts with building interest and (ideally) ends with a purchase decision. Designed properly, some landing pages can take readers through each of these stages as they scroll from top to bottom. We found PIM on Cloud’s long-form landing page does this really well.

PIM on Cloud Landing Page Features

This brand builds awareness by offering a description of their service (in the first two page sections), they guide prospects through consideration with a list of features and benefits, and then drive conversions by detailing available plans alongside their calls to action (i.e. “Choose plan” or “Ask for pricing”, respectively).

Though some landing pages are designed to increase conversions at the bottom of the funnel, providing a more holistic journey—like PIM on Cloud does—allows a wider net for prospects to learn more. This page could even be a destination URL for many of PIM’s branded Google Ads because it’s so high-level.

PIM on Cloud Anchor

Of course, some visitors will also know exactly what they’re looking for from the start, so PIM on Cloud includes anchor navigation on this page for a choose-your-adventure experience. Thanks to this, more qualified prospects can jump straight to the details most relevant to them. While landing pages shouldn’t have tons of links on them (your main site navigation would be a real no-no, for example), anchor navigation is recommended if you’re trying to cover a lot of info at once. They can make longer pages like this more digestible.

Bonus: PIM on Cloud’s landing page provides readers with an FAQ section and a contact form, further opportunity for prospects to evaluate their decision—and for the brand to collect valuable leads. When you make landing pages that cover a broad offer, be sure to consider whether you might use an FAQ to ease any potential friction, and leave a way people can get in touch with you directly just in case.

2. Resource Guru

Resource Guru Landing Page
Image courtesy of Resource Guru. (Click image to see the full page.)

Best practice to steal: Help prospects visualize a complex idea.

Many B2B products and services solve complex problems. As a result, landing pages need to be designed in such a way that they make it easy for potential customers to understand features and benefits. One way to do this is to incorporate visual elements like videos, images, and even animations—all of which can help drive conversions. According to Eyeview, using a video on your landing page can increase conversions by up to 80%.

Resource Guru’s landing page is effective because it greets viewers with a large play button as soon as they land. Pressing play is intuitive and launches a high-quality explainer video. They let this video do the talking, then quickly request an action from visitors.

Taking it to the next level:

Instead of a simple play button, this landing page could have benefitted from including a video thumbnail featuring people’s faces. Visually compelling thumbnails that align with your video’s content can actually increase play rate.

Additionally, it’s always a good idea to reiterate all the core points from your video script on your landing page in text. This ensures that even in the event you have a low play rate, prospects can still learn about your offer without having to click play. Whether they left their headphones at home that day or prefer text, it’s good to have a backup plan.

3. Blink

Blink Landing Page
Image courtesy of Blink. (Click image to see the full page.)

Best practice to steal: Include the right kind of proof to build trust and credibility.

Blink’s landing page above relies heavily on testimonials and a list of select, high-profile clients, which are presented immediately below their contact form. Also, rather than diving into product features, Blink backs up their expertise by showcasing industry awards.

Taking it to the next level:

Although testimonials, logos, and other social proof are effective, it’s worth noting that Blink misses the opportunity to (immediately) explain what they actually do for customers at the start of this page.

According to Nielsen Norman Group, 57% of visitors’ time spent on a page occurs above the fold (and 74% is spent on the first two screenfuls). If your company’s offerings are at the very bottom, as they are on Blink’s landing page, visitors may click away without context. Overall, make sure your pages get into the details of what you do before explaining why you’re the best at doing it.

4. MediaValet

MediaValet Landing Page
Image courtesy of MediaValet. (Click image to see full page.)

Best practice to steal: The rule of three works great for layouts and benefit copy.

The rule of three is one of the most successful methods for memorizing content—we’ve seen it used in film, advertising, and beyond—and MediaValet’s landing page is no exception.

The digital asset management company applies the rule of three when presenting their key benefits and testimonials. This clear, concise, and easy-to-consume structure is also key to the landing page’s successful layout: it introduces the product, backs up their claims with stats, and provides an easy way for prospects to request a demo. The easier visitors can consume and retain the content on your landing page, the better equipped they are to make a decision to purchase. They’re also more likely to keep scrolling instead of being overwhelmed by too much info.

MediaValet Form

Taking it to the next level:

Headline clarity is key, and you only have the first few words of anything to convince people to keep reading. In my opinion, MediaValet could have benefited from using a variation of their sub-headline (“Organize your assets, marketing content and media in one central location with digital asset management.”) as their primary headline to make their product offer that much more obvious.

5. Vivonet Kiosk

Vivonet Kiosk Landing Page
Image courtesy of Vivonet Kiosk. (Click image to see full page.)

Best practice to steal: A floating CTA button gives you a greater chance to convert.

A landing page has one goal—to convince visitors to take action. Whatever the intended next step, it’s your job to create a clear, strategically placed call to action that lets visitors know what to do next. Using multiple CTAs can be distracting to your audience, but a consistent CTA that follows visitors throughout their experience? That’s crystal clear.

Vivonet Kiosk uses a floating CTA button that follows visitors as they scroll down the page. No matter where they’re at, the “Talk to Us About Kiosks” button remains in the bottom right-hand corner of their screen.

6. Unbounce

PPC Page

Best practice to steal: Have a conversation with your prospects.

Alright, y’got me. I’m using an Unbounce example here, but I think you’ll agree it’s pretty good. This is a landing page we created to speak about a problem we solve, and drive signups.

In the screenshot you may notice that this page actually breaks one of the rules we established above: it includes the main site navigation. Think of this as a hybrid, as well as a great example of how flexible you can be. Our page is structured with the persuasive force of a landing page (and built using our builder)—but incorporates neatly into the rest of our site, living on our domain and sharing the site’s nav. We do this fairly often when we want to build a web page especially quickly for the site that would otherwise require a ton of dev work.

Since Unbounce markets to marketers, we also wanted to overcome the hardened shell of skepticism that so many of us develop when it comes to other people’s campaigns. So this landing page uses a conversational framework to build trust. It offers a straightforward rundown of both the problem—running ads has become increasingly pricey—and the solution before it ever pitches our platform. And the inclusion of a chatbot invites you to ask questions we don’t cover, keeping the conversation going.

Of course, a landing page with an educational tone risks losing the reader’s attention—the same way a boring teacher might. In addition to a friendlier tone, we use interactive elements, animations, and social proof in the form of quotes from digital marketers. All of these elements keep things lively and provide added detail.

PPC Detail

Like the example from PIM on Cloud, we also anticipated less qualified prospects might visit the page, so we include tabs and collapsible page sections that provide more info or answer questions. If a reader happens to hit the page without a strong understanding of what we mean by “landing page,” for instance, they can click to learn the answer, without leaving. Like any good conversationalist, we listen as well as talk.

Feeling inspired? Learn how to design and build a B2B landing page in just seven simple steps.

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6 Examples of the Best B2B Landing Pages (and the Secrets to Steal From Them)

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Expert Email Design Tips From Klaviyo’s Ecommerce Summit, Part Two

Klaviyo:BOS

Welcome! For those of you just tuning in: Last week I attended Klaviyo: BOS, a two-day summit focused on growth tactics and business strategy for online merchants and ecommerce brands. Session topics ranged from Facebook Messenger bots and segmentation to email design and marketing automation. I took a ton of very squiggly, sometimes illegible notes and thought it would be a shame to keep them on paper, so I sat down and started writing a blog post titled “Expert SEO and CRO Tips From Klaviyo’s Ecommerce Summit.” I was at about 2,000 words when I had to take a break, so here…

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Expert Email Design Tips From Klaviyo’s Ecommerce Summit, Part Two

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Expert SEO and CRO Tips From Klaviyo’s Ecommerce Summit, Part One

Klaviyo:BOS conference notebook

As a marketer, there are only so many conferences I can attend in a year — and this year all three happened to fall within two weeks of each other. By far the best one I attended was Klaviyo: BOS, a two-day summit focused on growth tactics and business strategy for online merchants and ecommerce brands. By the end of Day 1 my notebook was swimming with underlines, stars, and arrows with multiple circles around ideas and topics I wanted to explore once I got back to my co-working space. By the end of Day 2 I was so inspired…

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Expert SEO and CRO Tips From Klaviyo’s Ecommerce Summit, Part One

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The Most Effective Ecommerce Lead Generation Tips and Strategies

ecommerce-lead-generation

I have some bad news for you. It might hurt. Everything you’ve read about lead generation strategies might not apply to your business. Why? Because ecommerce lead generation is different. If you run a business outside the ecommerce family, feel free to check out another Crazy Egg article that applies to your company. For those of you in the ecommerce market, though, we need to set a few things straight. I’m going to share with you my best tips for effective ecommerce lead generation, and you might notice that they’re not the same as the tactics you might use for,…

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The Most Effective Ecommerce Lead Generation Tips and Strategies

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The Top 7 Popup Forms to Skyrocket Your Conversions

popup-forms

The ultimate end goal for every single visitor to your website is to turn them into a customer or a recurring visitor. The problem is that turning visitors into regulars can be tricky. Really tricky. There is, however, an easier way to convert visitors without wasting your time or theirs—and it comes in an unexpected form. Pop-up form, to be exact. Simply by using well placed popup forms, you can boost your email subscription rate by 317% or more. With this in mind, we’re going to take a look at our top seven pop-up recommendations and discover how they’ll help…

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The Top 7 Popup Forms to Skyrocket Your Conversions

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8 Website Redesign Tips, Examples and Best Practices

website redesign tips

Every website redesign is different. I’ve worked on a ton of them, so I should know. What’s important, though, is that you take a strategic approach to your website redesign. Know what isn’t working, what does currently work, and what goals you wish to achieve. Let’s look at some of my favorite techniques for creating a website redesign strategy and implementing it for maximum ROI. If you’d like to skip around, here are the topics I’ll address: How Do You Know If Your Website Needs a Redesign? How to Start the Website Redesign Process 8 Website Redesign Tips and Best…

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8 Website Redesign Tips, Examples and Best Practices

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Landing Page Video Best Practices – Is Animated or Live Action Better?

landing page video 2018

Just because landing page videos have been seen to increase conversions doesn’t mean you can throw up any shoddy video and expect results. There are a few landing page video best practices that you’ll want to review first, such as whether to use live-action style or animation. The answer to this question depends on your industry, competition and several other factors to be discussed in this piece. As a general rule, taking the road less traveled to differentiate yourself from your competition is a good start. But I don’t want you making important decisions without knowing the pros and cons…

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Landing Page Video Best Practices – Is Animated or Live Action Better?

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The Definitive Guide to Improve User Experience and Boost Conversion Rates

improve user experience

I’ve written a lot about user experience over the years: how to improve user experience, when to implement it, and how to test for it. There’s a reason I cover it so widely, though. It touches every aspect of your business, from SEO to customer service. If you owned a brick-and-mortar store, you would worry about things like end cap displays, signage, aisle navigation, and sales support. Those things matter online, too, except they’re more difficult to observe and track without specialized tools. You can’t enter your customers’ homes and look over their shoulders while they check out your social…

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The Definitive Guide to Improve User Experience and Boost Conversion Rates

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A Simple Guide to Improve User Experience and Boost Conversion Rates

improve user experience

I’ve written a lot about user experience over the years: how to improve user experience, when to implement it, and how to test for it. There’s a reason I cover it so widely. It touches every aspect of your business, from SEO to customer service. If you owned a brick-and-mortar store, you would worry about things like end cap displays, signage, aisle navigation, and sales support. Those things matter online, too, except they’re more difficult to observe and track without specialized tools. You can’t enter your customers’ homes and look over their shoulders while they check out your social media…

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A Simple Guide to Improve User Experience and Boost Conversion Rates