It's no surprise Unbounce is near the top of this list -- they've actually written the book on creating high-converting landing pages. Although there are lots of amazing things about this landing page, the two that I absolutely love are: 1) The use of a chat window instead of a classic form, and 2) the detailed -- but well packaged -- information below the form.
The metaphor of the funnel is used because people drop away at each stage of a long sales process: for example, many of your unqualified prospects may have existing suppliers with whom they're very satisfied. Others may have needs which other competitors are better-placed to satisfy. Still, others may love your products, but not have the budget to buy them.
The messaging on the page reinforces the reason for their click, reducing or removing confusion and therefore increasing conversion rates. This improves overall user experience and reduces the bounce rate (individuals leaving the site without converting or navigating to another portion of the site) for the page. Good message matching can increase conversion by up to 50% in many cases.[13]
The purpose of the transactional landing page is to persuade a visitor to take action by completing a transaction. This is accomplished by providing a form that needs to be filled out. The visitor information is obtained in order to add the visitor’s email address to a mailing list as a prospect. An email campaign can then be developed based on responses to transactional landing pages. The goal is to capture as much information about the visitor as possible. The ultimate goal is to convert the visitor into a customer.[citation needed]
Muzzle, a mac app that silences on-screen notifications, fully embraces this show don't tell mentality on their otherwise minimal landing page. Visitors to the page are greeted with a rapid-fire onslaught of embarrassing notifications in the upper left of the screen. Not only is the animation hilarious, it also manages to compellingly convey the app's usefulness without lengthly descriptions.
Of course, the address itself won't be enough to estimate the value of a home. It just denotes the home's neighborhood. That's why the next page follows with more questions about the property itself, like number of beds and baths. Below, you see the copy "Tell us where to send the report" -- with a disclaimer that, by entering this information, you're agreeing to connect with a real estate agent. This is a great example of a company giving value to their visitors from the get-go, while setting visitors' expectations about what will happen as a result.
Trulia did something very similar to Bills.com with their landing page. It starts with a simple form asking for "an address" (which sounds less creepy than "your address," although that's what they mean). Below this simple form field is a bright orange button that contrasts well with the hero image behind the form, and emphasizes that the estimate will be personalized to your home.
Landing pages originated with the IT departments of Microsoft in late 2003 in response to poor online sales of Office.[5] The process was tedious and time-consuming. As a result, in 2009, several startups, including Unbounce, were formed to simplify and streamline the process. The rise of cloud computing and e-commerce around 2009 provided ideal conditions for these startups to flourish.[5] Since then the customer requirements changed, requesting integrations with other solutions such as email marketing, lead nurturing and customer relationship management systems.
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