A landing page we love (and why)

Digital Marketing / July 18, 2018

By now you should know that strong, targeted landing pages are a key component of any performance marketing campaign. Let’s put it this way: If you are succeeding at getting people to click on your ads and visit your site, you sure as heck want to do everything possible engage and convert your visitors.

Creating optimized landing pages enable you to do some pretty magical things that can dramatically improve the performance of your campaigns. Here are some of the big ones:

• Drive visitors to one key goal that drives your business goals
• Target your content to product, customer segment, geography, etc.
• Align your landing page content with your advertising creative or messaging
• Orient content around key events, seasons or promotions
• Eliminate distractions that may take a visitor away from your objectives
• Optimize and test landing page variations based on user behaviour

The fine art of landing page content

There are some time-honored trade secrets to creating a strong landing page. We’re going to explore some of these by showing them in action on a landing page that we consider pretty close to perfect. In fact, the Viewflux example below does double duty, as the collaboration tool’s homepage. That’s one of the things we like about it.

Strong benefits, strong call to action

The Viewflux landing page gets straight to the point. Their header and subtitle tell you exactly what their collaboration tool will do for you, in very clear, user-centric language. Viewflux speaks very directly to designers, speaking about their workflow in language designers use every day.

There is nothing extraneous at the top of this page: just benefits, and an orange button. Note how the benefits are also featured — they’re just flipped to be user-facing.

Minimal (distracting) navigations

Oh, those fickle visitors are so distractible. Many optimized landing pages have no top navigation at all, to prevent visitors from drifting away from the task at hand.

Since this landing page doubles as the homepage, Viewflux has minimized navigation to four discrete links, three of which can further inform a potential customer. But paired with the bold, orange header and button, these links quickly recede; they’re there only if someone is looking for them.

One very, very easy sign-up

On click, the button is anchored to a two-field form lower on the page. Above the form is copy that emphasizes both the ease of signing up, removing potential pain points: payment, and having your credit charged when your free trial runs out. That’s an easy sign-up.

Depictive product details (if you care to scroll)

Scroll a little and the page vividly showcases product features. Rather than your standard bulleted list, each feature is described in terms of a designer’s process, and paired with beautifully depictive animations. If that’s not going to push a designer’s buttons, we don’t know what is.

All to say, landing page creative can follow best practices without following a wooden script. Sure, there are a lot of i’s to dot and t’s to cross, but these can be artfully done.

What did Viewflux do so well? They spoke directly to their market, in a language their market uses every day. Calls to action and benefits were perfectly placed, and they made the signup process remarkably simple. The right links were emphasized, less important links were deemphasized. And product details were remarkably well illustrated, using animation and more language that directly addressed a designer’s process.

Here’s the page in its entirety:

If you’d like custom landing pages designed based on your brand’s goals and objectives, get a proposal here.