Landing Pages
As a CRO designer at Gartner, I built optimized landing pages for pay-per-click (PPC) campaigns. While I was in this position, I have built over 100 landing pages for amazing software vendors, such as Trustpilot and Vend. Below are a few examples of the landing pages I’ve made. Feel free to click on any of the images to be directed to a live example of the page.
Overview:
Typically our vendors at Capterra are offered a free landing page if their current conversion rates are low. The goal is to optimize the landing page for more lead captures and increase conversion rates.
Design Process:
Check vendor data (history of conversion rates, bid) and get context from account manager.
Get on the phone with vendor to talk through goals of the page, the benefits and features of the software, and what they want to highlight.
Collect and/or create any assets for vendor’s landing page. Create landing page by incorporating vendor’s notes UX and CRO best practices.
Send to rest of the team for design review and make changes
Send to vendor for review
Incorporate vendor’s feedback to landing pages and push back on any feedback that goes against any UX/CRO best practices
Once I have the vendor’s thumbs up, I take the page live for their PPC campaign
In the case that the vendor wants to try different call-to-action buttons, change the form placement, or wants to continue using their old landing page, we suggest doing an A/B test.