On first impressions and landing pages
[This article derives from another blog post, called “First Impressions: On landing pages and landing in general“].
Taking the theme “you never get a second chance to make a first impression” to heart, let’s talk first impressions: Landing pages. For many of your potential leads, they’re the first meeting with your company. Either you win enough trust to introduce yourself properly, or they’ll bounce right out.
This 11-slide presentation is all about first impressions: Some of the best product landing pages in the business.*
After the slideshow, look for the list of resources. In the slideshow, either use the arrows at the bottom to navigate or simply press right-arrow on your keyboard.
The Landing Page Resource List
♦ Google tells you how to ensure lightning quick landing pages: How can I improve my landing page’s load time?
♦ Landing pages should have a strong, clear and easy call to action. Check out Smashing Magazine for best practice in design of call to action buttons. For copy, Quora tells you what kind of text works best.
♦ Michael from SAP’s Integrated Marketing tells you how to shorten the B2B buyer cycle with landing pages.
♦ Brendan tells you just how to create a secondary call to action.
♦ Stan and Doug nailed it in the Content Marketing Workbook: You need to make yourself useful. A good landing page screams utility.
♦ Landing pages should be regularly experimented with using A/B testing. Try Google Website Optimizer for an easy way to do this.
♦ Landing pages often make a simple, sharp and absurdly ambitious promise. Many combine imperatives (“go here”, “do this”, “start that”) with a bold claim in the new naive style.
♦ Oli of Unbounce, the landing page specialists, provides a gorgeous 12-part landing page rehab program.
♦ If you like spending money on A/B testing (that is, if you want help to get it right), Visual Website Analyzer is a smart place to put it.
*The landing pages used as examples in this tutorial were pre-selected by the legendary UX (user interaction) community at Quora. The pages were offered as “killer landing pages for products“. As most are B2C, they may need tweaking for B2B purposes, but the principles abide.
What’s your take on the 11 landing pages? Drop a comment.