26 Landing Pages Examined & Analyzed, Nectafy-Style

Landing Pages

In its simplest form, a landing page acts as an online storefront for an exchange between a potential customer and a company. When prospects see that a company is offering helpful content, they then decide whether that content is worth trading in exchange for their personal information.

The reason landing pages are so critical is because they are the bridge that turns a website visitor into a lead. On top of that, “the top 10% of landing pages are converting at a rate 3 to 5 times higher than the average” according to Search Engine Land. So naturally, you want to figure out how to make your landing pages stand out!

But there are a million reasons why a landing page may be effective—or ineffective—ranging from traffic source, type of information asked for, design and content clarity, and much more. So instead of giving you a list of “landing page best practices,” we’ve analyzed 26 real landing pages “Nectafy-style” and explained, in detail, what we like and what we would change.

(Note: This is a collection of landing pages we’ve gathered over time, and some have since been updated or removed. That is why they are not linked.)

Acquisio

Acquisio Landing Page

What We Like

There are multiple benefits of the Acquisio platform listed right next to the sign-up form, giving visitors plenty of reasons to want to learn more about it.

What We’d Like To Change

Adding either a header to the form or some more words to the CTA button that identify what the visitor will receive will make this offer much clearer. The button says “Request Now” but it isn’t clear what the visitor requesting? Are they getting a free trial? A guided demo?

 

Airtasker

AirTasker Landing Page

What We Like

The first thing we noticed is the big, bold CTA button directing visitors to get quotes now—perfect!

What We’d Change

There are a lot of links directing visitors to other pages. Removing these will make the expected action explicitly clear.

 

Active State’s Stackato

activestate_landing_page_example_44

What We Like

The headline, screenshots, download button, and most important benefits are all above the fold, which is really critical for a great landing page. If someone needs additional information, they can find it below the fold. This landing page also does a good job at targeting current users, as the goal is to get those users to upgrade.

What We’d Change

The current headline is “Enhanced Security, Availability and Control.” These may be benefits of Stackato, but they aren’t actionable. Converting the headline into a more actionable statement may improve conversion.

 

AdClarity

adclarity_landing_page_example_41

What We Like

The headline—“Discover how you can knock out your competitors by using AdClarity”—is actionable and highlights the benefit to the reader. There’s also a short video placed next to the headline, which is perfect for readers who want a little more encouragement. If you include a video on your landing page, it should be no longer than a minute or two.

What We’d Change

Our primary issue with this landing page is that the form is below the fold. Additionally, it’s a little confusing why readers are promised both a white paper and a free trial.

 

Ageology

ageology_landing_page_example_36

What We Like

The Ageology page does a good job targeting its persona. They do a great job using smart content to fill in the “(METRO NAME)” section, and the four tabs found right above the fold are very useful for users who need a bit more information.

What We’d Change

Our primary concern with this landing page is what exactly readers will achieve by connecting with an Ageology physician. It says the consultation will tell you more about hormone replacement therapy—but what are the benefits? A bit more information would be helpful.

 

AppDynamics

appdynamics_landing_page_example_46

What We Like

The headline is very well-written and concise, which is the main benefit of the AppDynamics page. It’s also really well targeted to its technical persona, and the color scheme draws the reader’s attention to the most important places on the page—like the sub-headline, form headline, and CTA.

What We’d Change

Our only real concern is the text density. This can be a bit overwhelming for readers to parse through.

 

Bigcommerce

Bigcommerce Landing Page

What We Like

The best part of this landing page is its simple design. There are minimal navigational links, and the text isn’t overwhelming.

What We’d Change

There are some really cool benefits of Bigcommerce, but many are listed below the fold. Placing these benefits higher on the page (and more concisely) would help visitors quickly learn what they can expect.

 

Bitrix24

Bitrix24 Landing Page

What We Like

The design of this page is very simple and clean, making it easy to navigate the page.

What We’d Change

The image on this page is actually a video, which isn’t obvious at first glance. While the play button is clearly visible, it looks like it could just be part of the graphic. Adding a frame around the video would send a clear signal.

 

Bizness Apps

BiznessApps Landing Page

What We Like

Readers are immediately drawn in with a strong headline that says exactly what they can do with Bizness Apps. The page also states that “Over 100,000 Businesses Trust Bizness Apps Worldwide,” which offers evidence that others use and like the application.

What We’d Change

First, the design and color scheme are a bit disjointed (note the 50 shades of blue and off-center CTA button), which is distracting and makes the page feel busy. Second, there are a few grammatical and capitalization issues throughout. For example: “Learn More on how to take your clients…” And finally, the CTA could use some additional attention, as it isn’t clear what readers get in return for filling out the form.

 

Checkmarx

checkmarx_landing_page_example_52

What We Like

The headline—“Identify software risks in minutes!”—is benefit-based and straightforward. Having bullet points above the fold is also effective.

What We’d Change

The video is more than five minutes, which is far too long, and there are some grammatical issues (i.e. the “!” after the headline is out of place). Also, we would consider shortening the form. Readers may be skeptical about giving away that much information, and expect an out-of-this-world free trial.

 

ClayTrader

ClayTrader Landing Page

What We Like

The heading and subheading are powerful and intriguing, enticing visitors to learn more about what ClayTrader has to offer.

What We’d Change

The format of this page is a little cluttered, so a simpler design would make it easier to scan the page. Also, the video is too long. Including only the most relevant, helpful information would make the video more valuable and increase the likelihood of viewers watching.

 

ClearSlide

clearslide_landing_page_example_82

What We Like

This ClearSlide landing page does a few things very well. First, the testimonial is well-placed and the right length, and the video is about two minutes, which makes it more likely that people will watch.

What We’d Change

The title of the video is “ClearSlide Customers,” which isn’t actionable at all. Additionally, we’d like to see some written benefits and/or features of the ClearSlide software somewhere on the page.

 

ConversionVoodoo

conversionvoodoo_landing_page_example_39

What We Like

This landing page leads with a strong headline: a specific conversion rate increase that users can expect as a result of working with ConversionVoodoo. Also, part of its strategy to build demand is to keep its client list small, which allows the company to use exclusivity as a hook (“Reserve your spot on our client list.”)

What We’d Change

The only place readers see they’re getting a consultation is on the CTA button. Furthermore, they don’t have a clear idea of what they’re consulting about. There’s also a section titled, “What makes us better?” which we’d suggest replacing with, “What You Get With ConversionVoodoo.” People are interested in learning what’s in it for them, not why your company is the best.

 

CustomerGauge

customergauge_landing_page_example_89

What We Like

The CustomerGauge landing page has a lot of things going for it: There’s great color contrast between the background image and the form, a specific benefit-based headline, and a solid CTA button. It also offers social proof by including logos of well-known brands that use the product.

What We’d Change

Frankly, I wonder if it’s too well designed, and runs the risk of coming across as ‘salesy’. When we’ve tested landing pages, we’ve found that simpler is better—because people feel like they’re being sold on something when the page is too nice. (Well, they are being sold something—but you get the idea!)

 

GigMasters

GigMasters Landing Page

What We Like

First, GigMasters has a strong headline and a great supporting statement, which makes the form the focal part of the page. On top of that, it offers solid evidence for the service, noting its 65,000 users. Finally, the design is clean and approachable.

What We’d Change

Ideally, this page should include some more information about what visitors are actually “starting” by filling out the form. Is it a profile setup? A free trial?

 

HealthyOut

healthyout_landing_page_example_69

What We Like

The HealthyOut landing page does the following things well: First, the signup process is simple—all they ask for is an email. Second, the content is simple and concise. Finally, the predominant image shows readers what the HealthyOut app looks like, which is helpful.

What We’d Change

The primary issue here is that readers don’t quite know what they’re signing up for. Will they be getting instructions for downloading the app? Does their email add them to some kind of waiting list?

 

Hootsuite

Hootsuite Landing Page

What We Like

The simple, clean layout is great, and the benefits and features of Hootsuite are clearly labeled at the top of the page.

What We’d Change

The subheading doesn’t tell the visitor any additional information about Hootsuite, just that an account can be easily created. Making the subheading another great reason why visitors should try Hootsuite would make creating an account even more desirable.

 

iPerceptions

iPerceptions Landing Page

What We Like

The brightness and simple color scheme are great features of this page.

What We’d Change

Making the feature images smaller and moving the customer logos to another part of the page would create space for the benefits and features above the fold, giving visitors a better idea of what iPerceptions is all about.

 

Mavenlink

Mavenlink Landing Page

What We Like

The image is very relevant and gives the reader a real example of Mavenlink’s software. The visitor’s eye is drawn to the bright, distinct CTA button because the page design is simple.

What We’d Change

While the text describing Mavenlink is concise, simplifying it even more into a bulleted list would help with scannability.

 

Quick Sprout

Quick Sprout Landing Page

What We Like

This page is as simple as simple gets, and the benefit of using Quick Sprout is cleverly demonstrated in a question and statement.

What We’d Change

Adding a direct testimonial or even a statistic proving Quick Sprout’s effectiveness may make visitors even more likely to have their website analyzed.

 

Salesforce

Salesforce Landing Page

What We Like

Salesforce gives the visitor an easy, quick way to create an account by signing up with an existing social media account.

What We’d Change

Though it’s nice that there’s little text on the page, there isn’t any text telling the visitor why they should create an account for a trial of Salesforce. Adding some benefits and features would make the trial more enticing.

 

Shopify

Shopify Landing Page

What We Like

The graphics clearly demonstrate what an online store with Shopify looks like, giving visitors a realistic expectation of what they can create with Shopify.

What We’d Change

The four CTA buttons make it seem like each button is for a unique product or service, but really they all are CTAs for a free trial. Reducing the buttons to just one would make it explicitly clear what action visitors should take, taking away the burden of having to choose which button to select.

 

SysAid

SysAid Landing Page

What We Like

The simple design on this page makes it easy to determine what to read first, and the description of the software is clear and concise, making visitors very certain of what they can do with SysAid.

What We’d Change

Making the benefits even more concise and listing them as bullet points would make the text easier to scan and read.

 

UNHCR

UN Refugee Landing Page

What We Like

There are powerful images on this page that clearly connect visitors’ donation amounts with  supplies for refugee families.

What We’d Change

The large image at the top of the page forces what seem to be the most important elements of the page (explaining what specific donations provide and sharing emergency appeals) below the fold, to the bottom of the page. Shortening the text, moving the most important elements above the fold, and making the form smaller and more distinctive would make this page easier to scan, navigate, and act on.  

 

VerticalResponse

Vertical Response Landing Page

What We Like

Super concise and descriptive text let visitors know exactly what they can do with VerticalResponse, and the big, bright CTA button is eye-catching.

What We’d Change

Text and an image are cut off at the fold, drawing the eye away from the CTA. Putting these things completely below the fold would keep visitors’ attention in the right place.

 

Wishpond

Wishpond Landing aPage

What We Like

Limited text and a simple design make this page clean and very easy to navigate.

What We’d Change

There are interesting benefits and features listed below the fold. Moving these statements above the fold would make the trial or demo more enticing. 

What do you think makes a great landing page? Let us know in a comment!


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  • Ellie Cummins

    Great work, and thanks for the info!

  • SparkReaction

    These are awesome critiques. Great post!

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