Building a landing page for an ecommerce store and need some design inspiration? Need ideas for how to structure your landing pages to increase sales?
In this post, the conversion optimization team here at SplitBase picked 10 mobile landing pages from direct-to-consumer brands they like and reviewed them in detail. We've reviewed the copy, images, page structure and design, calls to action, offer, and so much more.
You’ll get to see what we love about some of those landing pages as conversion optimizers, and what we think can be improved, which should in return give you some ideas for your own.
The comments you'll read below come from different members of our team, and you'll also find peppered throughout the post, Raphael's Tips, which is hyper-specific advice from SplitBase's founder, Raphael Paulin-Daigle.
Disclaimer: We don’t have access to the data of any of these brands, so we can’t say anything about the performance of these landing pages, and have no way of knowing what these brands A/B tested on those pages either. What we did below is a heuristic analysis, commenting solely on what we’re seeing based on our experience as an ecommerce landing page optimization agency.
Otherland is an ecommerce brand selling candles that took the world by storm with its nostalgic, pastel-colored aesthetic. The landing page reviewed is the destination of the following Facebook Ad:
The Facebook ad leading to this landing page nicely matches both in design ("scent matching") and in the message. So, good job at that level.
Overall the design of this landing page is beautiful and succeeds at communicating their brand's DNA. That said, we find all the text to be a bit too condensed. Due to the large font sizes and long headlines, the page looks a bit crowded.
Adding a bit more white-space between the paragraphs and site elements would make the page breathe, and draw focus to the elements one at a time, instead of all at the same time.
These icons shows the brand has some "street-cred", but typically, based on our experience, aren't important enough to be huge and front and centre. This is the perfect size, and the perfect location for these logos.
These headlines,"Scents that fill the room make the difference" and "Clean ingredients so you don't get a headache" are great because they don't just talk about the candle itself, they talk about how they're different from others and will benefit you: fill the room, won't get a headache.
This illustration is a textbook example of how to use visuals on landing pages. Few words are needed, and it clearly and powerfully shows how they're different from competitors.
This is what we'd call a perfect testimonial. It mixes emotions (the feeling of being transported), and facts about the products (burn time, scent). It could be a bit long for mobile users who generally don't read as much as desktop but they bolded the key part of the testimonial so it doesn't get lost in the long paragraph - which solves it.
People like buying products that other people are buying. New customers, specifically, want to make sure they're not making a mistake buying a product they're not familiar with, so displaying a few Best Sellers on the landing page is the right way to go.
We love the idea of including super short testimonials for each product. Builds trust and motivates customers to buy too.
One of the biggest design flaws on this landing page is the lack of visible Call to Action buttons. You see, the primary goal of the landing page is to get people to buy a candle. For this to happen, a visitor has to click on one of the "Shop Now" buttons.
The issue here is that design was prioritized over function. Those Shop Now buttons are barely visible when scrolling through the page quickly, and they fade easily with other side elements.
Thankfully the fix is simple - a good primary Call to Action button colour should contrast with the page. In this case, a nice orange, brighter pink, or green would do the job.
Saatva is one of the world's leading DTC mattress brand, generating over $300M in annual revenue. The brand invests pretty heavily in landing pages and conversion optimization and their site is a great example of a well-optimized store. Saatva's co-founder Ricky Joshi was recently interviewed on our Minds of Ecommerce podcast, and the episode is going live next week. The landing page we reviewed is the destination of the following ad on Google:
This messaging at the top is key. Mattresses are big and bulky, and people might wonder: Is shipping going to cost me a fortune? What if I want to return it? How am I going to get it?
These questions alone can create enough uncertainty to hold people back from buying. This message bar answers those objections from the get-go, appeasing customers' concerns before they even scroll further down, which means the customer can now focus on the rest of the page without thinking about this.
The headline says "Best-Reviewed". Sounds great, but it's such a bold claim that some customers may just see this as marketing talk and not believe it.
It might be beneficial to add some proof to back this up. Best-Reviewed according to who? How many reviews do you have? How many customers? Such proof could be added in a single line of text under the headline and make the messaging even more believable. Something to test!
Saatva uses this section to communicate some of the main reasons why people should buy from them. This is good!
If you want to do something similar, I recommend that you list all the reasons why people buy from you, and then survey your existing customers with the question "What made you buy from us?". Once you get a few hundred responses, write down in a document all the different reasons you've received, group similar ones together, and do a tally of the reasons people mentioned the most often.
The top reasons provided usually tells you what people value the most in your product/brand. Use those in your site copy, just like Saatva did over here.
Finding a mattress can be overwhelming with so many options out there. Doing it online can be even more challenging considering you don't have in-store employees to guide you towards the best option for your needs.
Saatva offers multiple products, and if they were to simply list them all, customers would have a hard time comparing options and knowing which one to go with, possibly leading to analysis paralysis.
This section is fantastic.
Here at SplitBase we've done tons of research on how ecommerce customers buy, and in nearly every case where customers felt the product was made for their needs, they converted better.
To implement this concept for your store, think of the main benefits for each of your products. What's the main problem each one solves?
Then, think of how you would advise a customer asking you which product to buy based on their needs.
If you would ask your customers specific questions to find what's best for them, could you replicate this online with a quiz that guides them to a product recommendation?
Could you implement filters that let customers filter by need, concern or problem they need solved, just like Saatva is doing here?
Although minor, the proximity of each mattresses' price can create confusion. For example, is it the Loom & Leaf mattress that starts at $849, or the Solaire Mattress below?
It might be obvious to someone paying close attention, but mobile users tend to skim more than focus on every little detail, and the more confusion we can avoid, the better.
Thankfully, the problem is minimized here by including the product name in the button itself.
This section is great too, highlighting the major benefits of buying a Saatva Mattress. Talking about "White Glove Delivery", "120 Night Trial", and "Easy Financing" directly answers what could be some of the biggest concerns holding people back from buying: Cost, Shipping, and "What if I don't like it"?
Knowing that Saatva so successfully explains elsewhere on their website and in their video ads how they compare to other online mattress brands, and how they are *not* a mattress-in-a-box company, it could've been interesting to feature some messaging explaining those difference on the landing page.
Of course, this is something they would need to A/B test, and something they may already be doing on other landing pages.
Lumin is a skincare brand for men which, we have to say, has been doing a great job so far with the landing pages we've seen. The one we've reviewed is the destination of the following Facebook Video Ad:
This header message can be both good and bad. We like how it mentions that you can try your first month free, which can motivate people to try them out.
The timer "offer ends in..." is where it gets tricky. Although it does create scarcity to motivate people, if the offer doesn't actually end in 19 minutes, then it's not very ethical.
The world has seen so many "fake" timers that consumers are already skeptical of time-based offers, and if they ever end up going back to the same landing page a day later, and it's once again showing the offer will end soon, they'll realize they're being lied to. This, will make it hard for the customer to trust the brand and it's product, and will have a negative on the brand that's way bigger than any benefit a fake timer could bring.
Great product photos, and site colors that are masculine to help their target market relate - good.
Since what got us to this landing page is a Facebook ad, this headline is quite well done. Although not a perfect message match with the headline in the Facebook ad, the benefit the product brings to men and why men love Lumin, it's a continuation of the story being told in the Facebook ad - iakes sense.
Facebook is mostly a content consumption platform - no one goes on there thinking "I'll go on Facebook to shop". So the tone of this landing page being closer to an article than a sales page, is great!
The location of this arrow is approximately where the fold of page is on mobile, which makes this arrow a good design move. It serves as a visual indicator that signals visitors that there is more below if they keep scrolling.
It's an inoffensive element that subconsciously nudge people to scroll.
Lumin is a skincare company for men. Since men may not be as educated on skincare products as women, more education is needed. This landing page takes the informative approach to educate men on the problem with their current skin routine, what they can do about it, and why Lumin is the right solution.
It's key that you know your customer inside and out. Do they know the problem you're solving is a problem they have? If so, do they know what are the solutions, the alternatives, and why they should buy from you specifically, and not competitors?
Knowing this so important because the majority of women for example may already know that water alone is not enough to properly wash their faces, so there's no need to educate them about this. On the other hand, men may think water is enough and need to learn why they need to use a cleanser, and not just any soap either.
This is just a quick example based on what I've seen advising 20+ skincare brands on conversion optimization and landing pages, but it applies to all industries. Not all your customers require the same level of education.
Good use of the headline by calling out what's the problem with the visitor's existing skin care routine, hinting they need to do something about it.
On mobile people tend to skim more than they read. This paragraph is quite long for a mobile landing page. Trimming it might not be necessary either, but at the very least separating it in two paragraphs or using some bold text in there for the key phrases would make it more mobile user friendly.
Talking about the benefit of using the product, and using stats to support it is great since 1. people don't care about the product, they care about what it's going to do for them, and 2. The use of stats increases trust and believability of the claims that it's a great product and actually works.
Great paragraph positioning them as doing something different, learning from the best in the industry, and brining it to men.
It's quite possible that prospective customers asked Lumin why they couldn't buy products individually. This paragraph answers it and uses an analogy that their target market will relate to to bring the point home "It's like working out any body part, you need different exercises to have a complete workout."
Great paragraph addressing the point that their target market probably doesn't know much about skincare products, and reassures them this is made from them.
We love how this paragraph narrows down their competition. By addressing and even naming competitors, and why people shouldn't buy them, positions Lumin as a a different solution - the ideal solution.
Great mention of the clear benefit of using Lumin's product, and how soon people can expect results - which is a good thing to specify to manage customer expectations and convince people that you truly stand behind your products's effectiveness.
Once again, we're not fond of timers that have fake scarcity and think it can hurt the brand more than it can help it, so we'd recommend removing it.
Get your first month free is an attractive offer. Who would say no to that (Lumin only asks for the customer to pay for shipping)?
It's important to test offers, but this seems like a good one considering it's hard to say no to, and the company may not lose money since the customer is actually buying a subscription, meaning they'll likely stick around for upcoming months.
Rothy's is a women footwear brand. We got to the landing page we reviewed through this Facebook Video Ad:
Always good to let customers know right away they get free shipping and returns, especially for fashion brands as shipping/returns are some of the biggest concerns of people buying clothing online.
Visually, this landing page is a perfect match for its Facebook ad. When the visuals of the landing page and its ad match, we call this "scent matching", and it's quite important as that's what customers subconsciously expect, and it ties the ad and landing page together.
Super clear value proposition that somewhat matches its ad as well.
The bullet-points here extend the value proposition and make the "benefits" of Rothy's shoes ultra clear to customers right from the beginning.
We like how this image seems to go on past the fold. An image like this that has repetition and doesn't end before the next section of the page hints at people that they should keep scrolling as there is more below.
Subtle design cues like these can help engage visitors and are highly recommended.
We love this quote that, coming from a reputable fashion new source, validates to people that these are stylish, comfortable and ethical. It's a stamp of approval that these are a good buy, and who would the general public trust more than Vogue on these matters?
Since fashion is all about the look of a product, and how it's going to look on you, images are critical. Rothy's puts their product front and centre with multiple, large images.
The layout of the content here is well divided, making it easy to read quickly for mobile visitors. It clearly communicates that there are other silhouettes and colours available (which can motivate people to click on that "Shop Shoes" call to action, which is ultimately what we want).
Always good to let customers know right away they get free shipping and returns, especially for fashion brands as shipping/returns are some of the biggest concerns of people buying clothing online.
This customer testimonial section is something we see as a must. While quote from news outlets such as the one from Vogue seen higher up are great, people also want to hear from other people that they can relate to.
When you want to build trust and show proof that your brand and product is awesome, don't settle for just one type of testimonial (e.g. news outlets). Display customer reviews, news quotes, or even quote influencers who talked about your products. Don't limit yourself to one method.
Quote from new outlets helps with passing through people's initial "is this something worth my attention" filter. But after that stage if someone is interested in one of your products, they might have more specific questions and concerns, that in this case customer testimonials can help answer.
Haus describes itself as an alcohol brand designed for the way we drink today. Their imagery and branding is incredibly on-point, some of the best we've seen recently. We've got a crush! Here's the Facebook ad that took us to the landing page we've reviewed below:
Haus has some of the best branding we've seen in a while, so we were excited to do a teardown of this landing page that is the post-click result of a Facebook ad.
Scent match-wise, the design of the landing page matches quite well with the design of the ad. One point for that.
When it comes to message matching however, there's room for improvement. The ad reads "Need a drink? Haus delivers to your door. Crafted and bottled in Sonoma, CA". The image of the ad talks about it being cleaner, responsibly sourced, and lower in alcohol.
The issue is that upon clicking on the ad and landing on the landing page, none of the messaging on the page is matching, or becomes a continuation, of the ad.
An even bigger issue is that nowhere around the top of the page does it even talk about what Haus is! We can deduce it's an alcohol after reading the quotes from the media, but even then there's a lack of clarity around what the product is.
To improve this landing page, the company needs to have a clear unique value proposition at the top of the landing page. It should say what Haus is, who it's for, and get us hooked to read more. At the moment, it's way too vague, letting visitors assume what the product is.
Offer-wise, we like how they're selling the two bottles as an "essential" kit. Bundling products as such is a strategy we love to test to increase average order value.
If you aren't sure if your site visitors understand clearly what you sell, the easiest way to test this is to either run a poll and ask site visitors what they think your product is about, or alternatively, ask the same question after showing a screenshot of the page during 5 seconds to users through UsabilityHub's 5 Second Test.
Here the CTA button prompts us to add this to the cart for $70. Reading the small description below, it is not abundantly clear that one bottle that comes with this offer is called Citrus Flower and the other one is called Bitter Clove. It could be interpreted as a description of the ingredients, instead of the Essentials being 2 bottles named as such. This can create confusion as that what customers are actually getting part of this Haus Essentials package.
We recommend tweaking this product description to bring clarity as to what Haus is really about and what customers are getting.
We like those media quotes as not only do they bring credibility, but they also communicate valuable information about the product.
Usability-wise, this text is too small for mobile, we recommend slightly bigger font sizes to improve readability.
This paragraph also seems to lack information. It's telling us that it's different from other alcohol brands, but they're not explaining why or giving us reasons as to why we should care and buy their products instead of our usual alcohol brands.
What's in it for me as a customer? Why should I care? The copy of the landing page isn't selling anyone on the products. After reading more about the company, we see tons of potentials in communicating this better with just a few tweaks as they do have a great value proposition.
We're not sure why this question is on the landing page as this is the first mention on the landing page at this point that this is an Apéritif.
We may be wrong, but based on our experience doing qualitative research to understand customers' questions and objections on hundreds of landing pages, we're quite confident that customers on this landing page have bigger, more important questions that need an answer that's holding them back from buying.
We recommend running a few polls asking people on the landing page "What's holding you back from making a purchase today?", or "What questions do you have about Haus?".
The answers from those polls alone could help a lot in completely rewriting the landing page in a way that it's customer-focused, and written for conversions.
Customer reviews are great! They also provide good information as to what Haus actually is in addition to creating 3rd party trust.
We love the brand's images and like the idea of recommending other products to browse. We do however wonder how many people are still craving to learn more about these products and feel like there's a missed opportunity to add a section that talks about the brand's story / how it came to be or to dive even deeper in the ingredients.
Luxury yet socially responsible bedding brand Boll & Branch never disappoints in design. Their imagery alone will make you wish you could be in the fluffiest of beds right now. We got to the landing page we've reviewed below through this Facebook ad:
Overall, this landing page looks great and there isn't tons to say about it. The balance between images and text seems quite good for the mobile user, messaging is clear, and design looks great.
Just like all the other landing pages we've reviewed in this post, we don't know what these brands have tested, so our comments are solely based on what we're seeing.
Let's start with the ad - it matches this landing page quite well visually. Same colors, and branding is respected. Message match, we feel like the landing page could continue the ad's message a bit more than it does at the moment.
We can't say it's a complete mismatch, but the ad says that these are the "Softest Sheets Ever". It sounds like a pretty bold value proposition that explains why the brand's sheets are better. Yet, absolutely nowhere on this landing page is that mentioned. A missed opportunity.
Here, Boll & Branch sends people to two different best selling categories: sheet sets and bedding basics.
When building your landing page, you want to send people on the "ideal paths to purchase". Meaning, the categories or links you feature on your landing page shouldn't be picked randomly.
Dive into your analytics, and look at how people who bought from you who came to your site through paid traffic (if that's what you're going to use your landing page for) browsed your site.
Which pages and categories did they visit the most before buying? Once you find the typical journey people go through before buying from you, you'll have hints at which categories, links and products you should feature on your landing page to get the most people to buy.
We love this section here that talks about why they chose cotton as a material. It's a brand statement, and shows people they're environmentally conscious. It communicates to people that by buying Boll & Branch, they're making the ecological choice.
The ad's text is also a customer review, which is great, and the landing page features one customer review and one quote from the media. Better than nothing, but both quotes pretty much say the same thing and keeps the value proposition vague - "the best sheets ever".
Lots of brands could say their sheets are the best sheets ever (and I bet a lot do!). The question that sticks and is unanswered by the landing page is: what makes them so good?
We recommend using quotes that dive into more details about why these sheets are so good, and we'd definitely test adding some text here and there throughout the page that talks about why these sheets are the best as well.
We love that the Free Shipping and Returns messaging here is so clear and doesn't leave people with more questions than answers. It's free, time-bound (30 days), and is rephrased as a trial (Risk-Free Trial) to motivate people to make the purchase to try them out risk free.
Ruggable's landing page is not 100% a landing page, meaning that it still has a full navigation menu and header, which usually is removed to keep visitors focused on the landing page itself.
Here's the ad that took us to the landing page:
Let's look at the ad. It says "Finally, a shag rug that that won't cling to germs". Then the thumbnail of the video says "Shag rugs you can wash", with a picture of a shag rug.
Now we can assume that people clicking on this ad are most likely going to be interested in their shag rug product. Imagine that's you, then you click on the ad, then post-click, you're met with this landing page.
The top of the page doesn't mention shag rugs anywhere, and the image of the rug in a washing machine (which is great maybe for another campaign), is not at all relevant to the shag rug messaging communicated by the ad.
It's a complete ad and scent mismatch that breaks the customers expectations of seeing content about machine-washable shag rugs.
Improving this isn't too much work. We'd simply recommend updating the headline of this landing page for this ad to "Shag Rugs You Can Wash", and maybe add a subheading along the lines of "Finally, a rug that won't cling to germs. Shop our machine-washable rugs!".
Then, we'd recommend using a similar image but with a shag rug being in the washing machine instead of a regular rug.
Alternatively, they could use the thumbnail image used in their ad of a wine glass spilling on a white shag rug - a pretty powerful image.
Just like that, the landing page would become a perfect match and contextually relevant to the landing page which, in turn, may help in reducing bounces and increasing conversions (of course, we're saying this based on the best practices we've accumulated by building landing pages for ecommerce, but this change would have to be tested and it's impossible to predict the exact impact it would have).
We love this section. Most people have rugs in their homes and likely never thought of how dirty they are. Ruggable understands that they need to educate people on why they should get machine-washable rugs. This section uses numbers and stats to increase trust and believability to drive the point home.
This section is awesome, too. Now that they have educated people on rugs' dirty problems, page visitors could start thinking of how they can wash their rugs and what options exist.
This section is a super straightforward comparison of the options, that makes it abundantly clear that Ruggable's products are the easiest and cheapest to clean.
It gives consumers a unique reason to buy from Ruggable instead of buying from other rug makers.
Of course, one of the main reasons why people will want to wash their rug is if they spill something on it. This section shows how easy it is to clean in 3 steps.
The use of big images, with just the right amount of text is perfect for the mobile landing page.
Another great section that summarizes what was said above. We like the use of icons to keep the section interesting, which otherwise would look like a bunch of text that visitors could easily skip while scrolling.
Showing multiple best sellers here is a great idea. Since the brand has many different types of rugs, it's important to show customers they have many, many designs to choose from.
Our biggest criticism of this section is that it doesn't show any shag rugs at all, when what took us to this landing page was an ad that was all about shag rugs.
This could easily cause the shag rug ad to underperform - and not because the ad isn't great (it's a good one!) - but mostly because the landing page here was not meant for this.
This Misen landing page is entirely different from the other landing pages we've reviewed so far. Compared to the other pages, this one is much more text heavy.
On mobile, people don't often read as much as on desktop, so this much text is rarely recommended for a mobile landing page. That said we don't have access to Misen's data, so we can't say how it's performing, and how people are behaving on this page. Who knows, it may be working incredibly well for them!
One thing we've learned from doing landing page optimization for ecommerce companies for many years now is that every situation is different. Sometimes doing things against best practices surprisingly works better than the best practices. This is why it's so important to experiment.
Here's the video ad that got us to this landing page:
Let's talk about the ad that sent us to this landing page. The ad is a video that talks about meal prep, and how this knife makes meal prep faster and easier.
A quick look at Facebook's ad library shows they have quite a few variants sending traffic to this landing page. For the purpose of this review, let's talk about how relevant this screen shotted ad is for this landing page.
Our verdict is that while the message is pretty congruent from the ad to the landing page, the ad talks mostly about meal prep and how the knife helps with it.
Once the landing page loads, there's evidently very little that references meal prep. Nothing image wise, and nothing in the copy. It's a missed opportunity to create a story starting from the ad to the landing page.
We like how story-driven this landing page is. It has a narrative and is quite engaging to read. We'd be curious to know more about how mobile users are behaving on this page - are they reading? Scrolling? Just skimming?
Let's say we were analyzing this page and noticed that people are skimming more than reading. Even if this landing page performs well, such insights could indicate the need to launch an A/B test featuring a much more summarized version of the copy, maybe with more visuals too.
Of course, a version with less text could lose too. The point is that no matter the length of your landing page, constantly analyzing and working on understanding visitor behaviours is a must for optimization.
We're not huge fans of using YouTube videos on landing pages. They can't be easily integrated with Google Analytics, which is key to understand the role they play on a landing page. The look of a YouTube video also doesn't look as clean as say, a video from Vimeo or Wistia.
I always recommend our clients use Wistia to host their videos and embed them on their website and landing pages. The look and behaviour of the player can be customized, it looks much cleaner, has powerful analytics to understand how people are engaging with it, and has a built-in Google Analytics which is a must for analysis.
This chart is great in how it visually, with few words, explains the difference between Misen's knife and other knives. We find the text on it to be a bit too small, however. For some people it could be hard to read.
There's a LOT of text before getting to the offer / call to action to buy the knife. A lot of the landing page text feels repetitive and unnecessary. We highly recommend testing removing some of it. Often, less is more, and especially on mobile.
All the customer reviews and proof around here is great, but it lacks organization and its messiness almost has the opposite effect. It becomes less believable, and slightly less professional.
Are there really only 74 knives left? Such bold claims can actually create more doubts than motivation to buy, making this look more like a product of Internet Marketing than from a reputable brand.
At the point of purchase, creating doubt or making people skeptical is the last thing we want.
We recommend cleaning up this offer section to make the text more organized and succinct. There are almost too many things "pushing" us to buy. Removing a few will make it more believable.
We decided to feature this landing page by Love Wellness since it's drastically different from the other examples listed in this post. Instead of trying to sell the product right away, the brand's landing page is a quiz.
We've been building and analyzing the performance of quizzes as a way to capture email signups and generate sales for ecommerce companies over the past few years, and in practically every single case, quizzes have performed extraordinary well.
While we'll save our top recommendations on building a quiz for ecommerce for another post, there's tons to learn from this example from Love Wellness. So let's dive right in. On the right, the ad that took us to the landing page.
Let's start with the ad messaging and how it ties in with the landing page: good news, there's no flagrant issue.
The ad talks about the quiz, customers being able to get a discount after taking the quiz, and the ad's video shows the quiz. When someone will click on the ad, they'll know exactly what to expect and their expectations will mostly be met.
This headline is quite generic and making it a bit more specific could be beneficial. That said, we're aware this is a wellness product which can be tricky to advertise on Facebook. For this reason, we'll assume it was generic on purpose.
Our biggest issue with this quiz is that it's asking for first name, last name and email before people even take the quiz. This is absolutely not something we recommend.
First, after clicking on the ad, people are expecting to see a quiz. Instead? They see a form asking for personal information. This creates confusion.
Second, we have yet to see a quiz that performed better when the customer information was asked first. As a best practice, it's best to get people to engage with the quiz first, creating "micro conversions" before asking for any type of information. By asking questions first, you'll be increasing your chances of people actually giving you their information at the end.
This is where the quiz actually starts. As mentioned, we'd highly recommend testing this being on the landing page to get people to engage with the quiz right away.
After choosing an answer at this step, there's a 2nd question screen. After the 2nd screen, the results are shown.
While there's nothing "bad" about this, most people would expect a quiz to have more than just 2 questions. Showing results after only 2 questions feels a bit abrupt.
I've had a few conversations with Ryan Levesque, who's in part responsible for the popularization of quizzes that we see today. One insight he shared is that he recommends quizzes to have around 6-7 questions.
When you ask fewer than that, people don't get engaged enough to be motivated to enter their email at the end to see the results. They also feel like the quiz results are less personalized, which in turn can reduce their likeliness to convert.
Ryan and his team tested this extensively, and from what we've seen here at SplitBase so far, quizzes that get people engaged with 5+ questions tend to perform better.
(I highly recommend you listen to episode 7 of my Minds of Ecommerce Podcast with Phil Kyprianou if you want to learn more about using quizzes for ecommerce.)
Some people who got to this page might have skipped the email sign up form in the beginning, but now that they're here, would like to get the free shipping code. Instead of forcing people to re-take the quiz in order to get the code, and inevitably missing out on some signups, we recommend adding a small button or link around this area that people can click on to enter their email & get the code.
This result page is quite good. One minor recommendation we'd make is to change this copy slightly to read something along the lines of "Based on your answers, we recommend our..."
By adding language that says the results are based on the answers, it ties in the result page with the questions a tad more and reinforces this is not just any random recommendation.
On mobile, small radio buttons like these can be annoying to tap. We'd recommend making them a bit bigger to make them more mobile-user friendly.
Curology is a skincare brand with products formulated for specific skin concerns. We love this landing page and the concept behind the brand as it aims to solve very specific problems.
Skincare is the industry in which we've done the most work and one thing we've learned from this is that consumers are increasingly shopping for skincare products to solve specific skin concerns. Knowing this, we're excited to see how this brand will grow over the years.
Now let's dive into the review, here's the video ad that took us to the landing page:
We really like how this landing page continues the story of the ad. The visuals and products on this landing page are recognizable from the ad's video, and the messaging here is mostly the same as what's communicated in the ad. Good match!
We've worked with skincare brands more than any other types of brand, and if there's 1 takeaway to remember it's that every time a brand sold their products as a solution to a specific skin concern, conversions went up.
People don't just want another "moisturizer" or "cleanser". They want a solution to whatever skin issue they're struggling with. They want better, clearer, skin.
This is why we think the whole value proposition of Curology is so good. It mentions specifically that their products are custom made for the customer's skin. It's personalized, and of course, means that the whole point of the products is really about solving skin issues. It's fantastic.
The before and after images in the background here are subtle, but also a prime example of how to use the hero image of a landing page to communicate the value proposition visually, supporting the text without distracting from it.
This is a textbook example of a great hero image.
This section is also great because it doesn't force people to read a bunch of text right away. When people land on a landing page and start scrolling, they're trying to judge if they are interested in what's being presented or whether they should just click the back button and go back to browsing Facebook.
This means that it's more important than ever at the top of the page to capture people's attention visually to hook them into scrolling further.
If Curology were to have a big paragraph of text instead of this image, people might simply bounce not wanting to read a big paragraph. This image, however, reinforces the value proposition that the products are custom for the customer's skin concerns, and nothing else.
From this section's headline to the paragraph themselves, this is a great example of using copy on a landing page too. It focuses on talking about the customer, and how the product is different (custom, can't get off the shelf).
For products that tout to target skin concerns, images are louder than words. Featuring their customers, with a few words describing them, helps people relate to them and creates a deeper connection between the brand and the person browsing the landing page. Then, before/after pictures pack tons of power.
For some people, it won't be enough to tell them about how the products will make their lives better. Many are going to want to learn more about the brand and how it works, which this section answers.
Tons of customer reviews, before/after photos, and quotes from credible media outlets. It's hard to find anything negative about this landing page when it's so well designed and focuses so much on customer results and building trust.
This final offer section at the bottom of the page is essential. While there are a few other buttons above that allow people to "Unlock Their Offer", the landing page is quite long, so summarizing it all through bullet points and a final call to action is a good practice.
You'll notice that we barely made any improvement recommendations for this landing page. The comments we've made are all positive, and rightfully so as this is one of the best landing pages we've seen recently.
That said - does it mean it's perfect? Does it mean copying this landing page would work for your brand?
Absolutely not. We don't have access to Curology's customer data and analytics, which means that our review of this landing page (and others) is limited to only what we're able to see, and from what we know.
The truth is that if we were to analyze visitor behaviours for this landing page, it may reveal that there are a lot of customer concerns that aren't addressed, which could be stopping a lot of people from buying. This is unfortunately not something we can know just by looking at it.
This means that although this landing page seems fantastic, A/B testing its different sections and elements, and continuously analyzing customer data is still a must.
And while this may work for Curology, a similar landing page may tank for another brand. Every brand is different, so it's important to optimize for YOUR brand.
Landing pages are essential to any paid traffic campaign, and in times where every dollar spent needs to maximize returns, we hope the examples above, along with our design, copy, and optimization tips along the way have sparked some ideas for your next campaigns.
Need help with the design and optimization of your landing pages? Get in touch with us.