Back in 1950, social psychologist Harold Kelley conducted an experiment that showcased the incredible power of perception in shaping behavior. With just a few carefully chosen words, he managed to influence how students perceived a guest lecturer, ultimately affecting their engagement and willingness to participate.
Kelley split the students into two groups and subtly primed each group with different descriptions of the lecturer – one as “very warm” and the other as “rather cold.” Despite the lecturer being the same for both groups, their perceptions drastically differed. Group one responded more favorably, while group two perceived the lecturer as distant and unapproachable.
This experiment highlights a crucial lesson: your introduction, holds significant sway over how your audience perceives what follows. Whether it’s in psychological studies or marketing campaigns, a single word can profoundly impact how your offer is received.
So, how do you ensure your landing page hits the mark?
The click-through landing page would help.
What is a click-through landing page?
A click-through landing page is the first webpage your visitors see when they come to your site. It’s a special landing page that doesn’t have a form to fill out. Instead, it has one button you can click called a “call to action.” But to get people to take action, like buying something or signing up, your click-through landing page needs to be well done.
Its job is to get people interested with a few compelling pieces of information to make them click the call-to-action button that leads to conversion. Hence, this requires an art of persuasion.
How do you get people interested?
1. Catch their attention with a catchy headline
Example: Discover the Secret to Success Today!
2. Show them how you can solve their problems with your words
Example: Solve Your Challenges Today: Let Our Team Be Your Guide!
3. Make them feel like a hero with your pictures
Example: Be the Star of Your Story and Transform Your Life with Our Product!
Below, we’ve gathered 10 landing pages from different websites to show you the best and worst ways to convince people to click through.
10 Winning Examples of Click-Through Landing Pages
When it comes to turning visitors into customers, the design and content of your landing page play a significant role. Let’s take a look at how some companies ace the game with their click-through landing pages, drawing in potential customers and boosting conversions.
1. Google Cloud Platform
Google Cloud Platform knows the power of the word “free.” Their landing page features this enticing term both in the headline and the call-to-action button, enticing visitors to take action. Moreover, a testimonial from the creator of Angry Birds adds credibility and aligns Google with reputable brands. However, the page might benefit from less text and fewer distractions, such as social media icons and excessive links.
2. Moz Pro
Moz Pro’s landing page impresses with a sneak peek into their dashboard and a standout yellow call-to-action button. They leverage social proof effectively by showcasing the number of customers and integrating authority badges. Although the clickable logo provides an escape route, the page’s clarity and persuasive elements outweigh this drawback.
3. Atlassian JIRA
Atlassian’s JIRA landing page employs social proof and a concise video to highlight the software’s benefits. While the inclusion of a clickable logo and distracting footer could be refined, the page effectively communicates JIRA’s value proposition and encourages visitors to explore further.
4. Animoto
Animoto’s landing page grabs attention with a clear benefit in the headline and sample videos showcasing the software’s versatility. While the call-to-action button’s color and size could be optimized for better visibility, the page’s focus on the product’s features and the promise of a free trial make it compelling.
5. Intuit QuickBooks
QuickBooks keeps it simple with a clear headline, mentions of “free,” and a limited-time offer to create a sense of urgency. However, the page’s color scheme may be overwhelming, potentially detracting from the main message.
6. Lumosity
Lumosity’s landing page employs vibrant visuals and social proof to engage visitors. While the page’s egocentric language could be reframed to focus more on the customer’s benefits, its prominent call-to-action button and compelling testimonials make a persuasive case for trying the product.
7. Sallie Mae
Sallie Mae’s landing page effectively directs attention to the call-to-action button with strategic placement and visual cues. Although the clickable logo provides an exit route, the page’s concise copy and cooperative CTAs offer multiple opportunities for conversion.
8. Nationwide Pet Insurance
Nationwide Pet Insurance leverages social proof in its headline and uses contrasting colors to draw attention to the call-to-action button. However, the presence of social media buttons and a busy footer may distract from the primary goal of the page.
9. Norton Antivirus
Norton Antivirus offers discounts and emphasizes its authority with recognizable brand badges. However, the page could benefit from clearer communication of the product’s benefits and a reduction in distractions, such as clickable logos.
10. McAfee
McAfee’s landing page highlights the key benefits of their product and provides reassurance with a money-back guarantee. While the inclusion of authority badges and a clear call-to-action contribute to its effectiveness, improvements could be made in the visibility of these elements.
Insights from Top Performers
From these examples of top landing pages, we can learn the importance of strategic design and messaging on click-through landing pages. Effective use of persuasive elements like clear headlines, prominent CTAs, social proof, and concise copy can significantly impact visitor engagement and conversion rates. However, it’s essential to balance these elements with simplicity to avoid overwhelming visitors.Â
By analyzing successful pages and implementing their best practices while minimizing distractions, businesses can create compelling click-through landing pages that drive desired actions from their audience. The Social Code is here to help you with the relevant support you need to thrive on the World Wide Web.
Final Thoughts
In reviewing these examples of click-through landing pages, it’s clear that certain strategies stand out as effective, such as emphasizing the word “free,” leveraging credible testimonials and using concise, bulleted copy.
However, there are also areas for improvement, including reducing overwhelming text and minimizing distractions like social media icons. By implementing these insights and best practices, businesses can create landing pages that effectively engage visitors and drive conversions.
FAQs
1. What is a click-through page?
A click-through page encourages visitors to click on a specific call-to-action (CTA) button, directing them to another page, usually a product/service offer. It warms up prospects and guides them toward a specific conversion action.
2. How does a click-through page differ from other landing pages?
Unlike traditional landing pages that often include a form for lead capture, click-through pages focus solely on getting visitors to click through to the next step of the conversion process. They typically have minimal distractions and a clear, prominent CTA button.
3. What are the key elements of a successful click-through page?
Effective headlines, compelling copy, persuasive visuals, and a prominent call-to-action button are key elements of a successful click-through page. Further, it’s important to keep the page focused, with minimal distractions, and to communicate the value proposition to visitors.
4. How can I optimize my click-through page for better results?
To optimize your click-through page, test different headlines, copy variations, and visual elements to see what resonates best with your audience. Additionally, pay attention to the placement and design of your CTA button, and consider implementing A/B testing to refine your page over time.
