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3 Elements All Great Landing Pages Have

Last week’s challenge was to write a post for Cracked.com. So far, I’ve submitted a post to the forums, and I’m going through the editorial process. Hopefully, that means the post will be up within a couple weeks.

In the meantime, I’ve been researching landing pages.

Quick overview: A landing page is the first page a user sees when visiting your site, and having a really good one will help your company get a lot more customers.

For instance, I was working with a startup who needed more users to buy their product (who doesn’t right?).  Adding a landing page increased their conversion rate by 27% overnight.

That means 27% more people bought just from adding that one extra page.

A simple landing page quickly explains what your product does, and asks the user to either sign up or make a purchase right away. That’s a lot different from what companies usually do, which is sending people directly to the product with very little explanation or context on what they should be doing.

Here are some of my favorite landing pages, and what you can learn from each. This will help you construct the perfect landing page, and get more customers:

1. Square

1x1.trans 3 Elements All Great Landing Pages Have

This page clearly explains the benefit of Square, and lets you sign up right from the front page.

They have the headline “Sell more with Square,” and then just one button. You don’t even have to type anything in on this page.

2. Netflix

You hit the page and it says “Watch TV shows & movies anytime, anywhere.” They even put the price on there and a button to start your free month.

1x1.trans 3 Elements All Great Landing Pages Have

Just like the Square page, there’s no place to put in your information, they just want you to click that button and commit to signing up.

They also show a huge picture of a happy family, which could easily be your family if you sign up.

3. Moviepass

Moviepass is a service that let’s you see unlimited movies in theaters for only $30 a month. I love them, and use the service all the time.

1x1.trans 3 Elements All Great Landing Pages Have

On their landing page they clearly say what the product does in one sentence: it’s an “all access pass” to “theaters nationwide.” Then you put in your zip code to sign up.

Once you put in your zip code, you’re already imagining what it would be like to use their product, and they basically sold you.

4. Appsumo

When you land on Appsumo, they immediately show you what they’re selling. They assume you’re coming to their site to buy a daily deal, and they put their branding in the copy of each product page, so they don’t need to have a static landing page.

1x1.trans 3 Elements All Great Landing Pages Have

If you buy from them, you immediately get signed up to their mailing list, where they keep sending you new deals.

Appsumo uses their individual product copy a lot more than other startups because Appsumo doesn’t just sell one product, they sell daily deals for multiple products.

Their page is a lot harder to replicate, since you would need to continually update it and write sales pages for each new item rather than have one static page for all of your products.

5. Twitter

1x1.trans 3 Elements All Great Landing Pages Have

The Twitter team knows that everybody already knows what Twitter is, and they figure that if someone goes to Twitter.com they either want to sign in, or sign up for a new account.

With that in mind, they make it really easy for new users to sign up. All you need to do is put in your full name, email and password, then click the button and you’re done.

This is one of the simplest, and cleanest landing pages I’ve ever seen.

Common Traits

So, what do these pages have in common?

1. The headlines quickly answer the question “what is this product?”

2. None of them ask for very much info upfront

No more than a few input boxes, and three of those landing pages were just one button.

3. All have clearly defined goals for new users

They know exactly what they want a first time visitor to do, and make it easy for the visitor to reach that goal. Most of the time, that means users are signing up for new accounts.

Now that you have some information on the best landing pages on the web, I recommend going back to any website  you run, and making sure the first page clearly explains what you do in a way new customers will understand.

-Alex

 P.S. What are some of the best landing pages you’ve ever seen?

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