May 06, 2010
Paid Search Marketing
You’ve probably heard numerous times that landing pages should contain your keywords, be attractively designed, and provide sufficient information for the customer to make a sales or registration decision.
However, you might not have been provided with good examples of these concepts at work. Worry no more. This article contains five examples of great PPC landing pages.
While viewing these pages, however, remember that you never really know if a landing page is effective unless you test it and look at conversion data.
- Rosetta Stone
This is the top part of Rosetta Stone’s landing page for its Spanish software offerings. I typed the keyword phrase “learning Spanish software guide” into Google, clicked on a resulting Rosetta Stone PPC ad, and this page appeared.
I immediately knew I liked the page’s short length, simple design, and rich colors framing a white background.
The page seemed divided into nuggets of helpful information, including a short description of the Rosetta Stone product, videos illustrating the product, and the company’s various Spanish software offerings.
The offerings are organized by level, making them easy to peruse. Prices are next to each product, making the consumer’s decision-making process easier.
The landing page’s text included my keywords “Spanish” and “learning,” which helped me know I had reached an appropriate site. Images of the computer software helped confirm the learning tool was indeed software, as I had wanted.
Additional benefits of this page include a quote about the company from a reputable news outlet (The Wall Street Journal), a discount and free shipping promotion, and an advertised six-month guarantee.
The page also has a strong call to action: “ADD TO CART.” The phrase is located on top of various buttons you can click to perform the action.
- Egyptian Cotton Collection
I came across this landing page by typing “high thread count sheets” into Google. Its subtle colors and image of a woman peacefully sleeping put me ease, subconsciously making me amenable to the company’s products, I think.
The first thing my eye was drawn to was the free shipping promotion, something I’d likely be excited about if I needed high thread count sheets. Next I was compelled to read a little of the company’s sales pitch, which emphasizes the relative softness and affordability of its high thread count sheets.
Those are also welcoming pieces of information.
If you scroll down you get a list of the company’s various offerings. If you’re on a budget, you can click “Price” at the top right corner to have the least expensive products shown first.
The images are nice to look at, and descriptions cut off before they become too overwhelming. Still, you have the option of clicking “more info” if you want to learn more.
To order a product you just click on it, wait for a new page to appear, and select “Add to Cart.” The lack of strong calls to action on the landing page can actually be viewed as a classy move on the part of Egyptian Cotton Collection. It’s presenting the page more as an educational tool than a pushy pitch.
The left column of the page includes a list of the different categories of products that Egyptian Cotton Collection sells, as well as information about its new products. Because it is set away enough from the page’s principal text and images, and its images are relatively small, it doesn’t distract from the essential content.
Like the Rosetta Stone landing page, this one is very short. I like that, as I feel reassured in my ability to easily absorb all the information presented.
I ended up on this landing page by typing “flood repair quotes” into Google. A number of ads for flood repair businesses in my region appeared, including Restore Pro.
Restore Pro’s landing page is designed in such a way that your eyes want to look at every section. Because there’s not too much information, that’s OK. Your eyes go from the pictures, to the services offered by the company, to the “24/7 Fast Response Form.”
If you fill out the form you will be contacted by the company “within minutes.” That is certainly an enticing offer. And what’s also great is the order form is very short. It just asks you for your type of damage, your name, your email, your phone number and your city.
This call to action at the top of the page stands out with its white font and red background. The words “emergency,” “fast” and “minutes” are sprinkled throughout the page’s text, speaking to a customer who likely needs speedy service.
Other smart landing page practices include an easy-to-read bulleted list and Better Business Bureau accreditation logo. This latter element boosts the company’s credibility.
The next great landing page is one for SeattleLuxe wall mount mailboxes. My Google search term leading to this page was “wall mount mailboxes.”
Whereas other ads with these keywords led to a landing page showing wall mount mailboxes as well as mailboxes intended for a pole, this landing page only contained information about wall mount mailboxes.
What I liked most about this page was the variety of wall mount mailboxes shown. I typed in a relatively generic keyword phrase because I wasn’t sure what type of wall mount mailbox I wanted.
This page pretty much shows me all my options, ranging from hand painted mailboxes to brass mailboxes to stainless steel mailboxes. Here’s a sample of the offerings:
I like the way the products are neatly and closely aligned in a table. The call to action “SHOP NOW” directs you to another page where you can see all of the mailboxes for sale of that particular type. On that same page you can add one or more mailboxes to your shopping cart.
The page contains helpful tidbits of information, including a graphic that SeattleLuxe ships to Canada, a list of all the credit cards the company accepts, and links to testimonials, the company’s return policy and its “extended warranty.”
The one mistake I found on this landing page is a misspelling. The top of the page mentions the “115% Price Match Guarantree” instead of the “115% Price Match Guarantee.” Make sure you catch spelling errors on your own landing pages, as they can hurt your credibility.
- Ace Ticket
You may think this design is pretty boring, and I would have to agree with you. But I think for this type of product (concert tickets), the extremely simple design is actually very effective.
I arrived at this landing page after typing “Pearl Jam concert tickets” into Google. I didn’t specify a location because some people are big enough Pearl Jam fans to travel far to see one of the group’s concerts.
The landing page contains no pictures, and that is a good thing. There’s no point in seeing what a concert ticket looks like, and if you’re a Pearl Jam fan you already know what the band looks like.
If you are serious enough about a certain concert you can click on the link, and then get an image of the venue’s seating.
I like how the page contains a chronological and comprehensive list of the upcoming Pearl Jam concerts, their locations, and the price the tickets start at. It’s very easy to find the information you’re looking for.
Other landing pages containing Pearl Jam concert ticket information didn’t display any price information. While true fans will click through to another page or two to get that information, it’s nice to cater to your potential customers by being upfront with costs.
The left side of the page lets you narrow your search by location, date range, or day of the week. Another nice feature is a short bio of the group at the bottom of the page. People considering buying Pearl Jam tickets as a gift might be interested in learning a little more about the group’s music.
Strong Landing Pages Share Common Best Practices
Hopefully these landing page examples have provided you with ideas for how you can improve your own landing pages. Also try getting graded on your landing page optimization with the AdWords Grader tool.
While we don’t know how the above-mentioned pages actually performed, they share some common best practices:
- They answer the query as specifically as possible. The SeattleLuxe page, for example, just contains information about wall mount mailboxes.
- They have a clear call to action. The RestorePro page, for example, tells users to call a particular number and complete a registration form.
- They include just enough content on the page to move visitors to the desired action. The Rosetta Stone page, for example, has a short landing page with small nuggets of helpful information.