landing page case study ux

3 examples of landing page case studies that inspire trust

A case study should inspire trust that you're the right provider for a specific job. These 3 landing page examples do just that...

Oliver Meakings

A case study is a key part of any B2B sales process, which is why I've put together a list of landing pages for you to draw inspiration from.

These landing pages demonstrate useful techniques that can take your conversion rate to the next level.

Case studies aren't the same as "normal" landing pages, but they have a similar purpose: to convince website visitors that you are the right person/company for the job. And there's nothing more convincing in marketing than somebody finding success with your product.

A good case study takes the reader through a journey; from painful realization of a big problem that lies ahead all the way to overcoming the hurdle.

In the midst of all of that "chaos" is where your product or service comes in, so here are a few ways to help you tell the right stories.

A Few Ways To Write Your Case Study

Case studies don't necessarily have to live on a landing page to be effective, they can also be distributed via PDF files, videos, or even live webinars to capture a specific audience.

When it comes to highlighting a story on a landing page though, the most important thing is to start with the benefits provided and work your way through the challenges.

Remember that you're speaking to a business audience so all they care about is what's in it for them. You have to provide this answer immediately at the top of your case study.

Although this is the first thing the prospect will see, it's not the first one you'll write. The process of getting your case study down is much more treacherous than that. First, you have to ask yourself why...

» Why did the customer go through such lengths to use your product?

The problem is always the biggest factor in a customer's success story. If the product was able to solve it, then the process of getting there was worth it and the money was well-spent.

In most cases, customers will never get there.

Sometimes because the product or service wasn't good enough, other times because they didn't really know what they wanted.

But when they do get on the other side of the fence, that's when a case study is crucial for you to get the most out of the business relationship, and I have some examples to show you.

The 3 Case Study Page Examples I've Picked

For each of the 3 examples you'll see in a moment, there are different ways to convey a similar message—that of success.

That's what a case study is all about, it's where customers are celebrated for being the "hero" in the story and your product being the means to an end. The elements of a good case study landing page are:

• A banner image at the top that recaps the entire story in a quick summary for the reader to understand whether they'd like to go through with the entire article
• Quick benefits below the main banner with information on what the customer was able to achieve after going through the "trouble" of implementing the solution
• Some high-level information on the type of business the customer runs like the industry they operate in and the size of their company compared to target market
• The complete story of how a customer first realized they had a problem and then identified your product or service as a potential solution leading to success

All these elements must be included for a case study that inspires trust. Fancy design isn't as important here as sending the message of success across using a real-life example.

Example of Case Study #1: Miro's Thoughtful Formatting

There's no denying that Miro has one of the most beautifully-intricate visual identities I've come across, so it's good to see that they're passing that effort onto their case studies as well.

Miro is a collaborative software most known for its digital whiteboard, where customers can conduct brainstorming sessions and store some of their most important Eureka moments.

Essentially, it's a place where team members go to "throw it all out on the table" and then start putting the pieces together.

It's a wonderful tool that has a unique angle on collaboration.

Upwork saw an opportunity to use the tool in a way that would help them fully-embrace design thinking as part of their culture and thus requiring a complete organizational restructuring across multiple departments.

Miro beautifully illustrates the complexity of the situation by pairing it with a sleek profile of the company and the type of business they run.

Addressing the problem is only one part of the equation though; they go as far as to highlight what design thinking is with beautiful cards right below the fold not only guiding you through the journey of Upwork but also educating you on the topic itself which coincidentally is exactly what Miro is strong at: helping teams foster innovation via collaborative effort.

In just two visual steps, Miro has given us a lot of information to work with, and now I'm left wondering: "Was Upwork ultimately able to deploy their design thinking approach?"

That's when Miro fills in the context from within Upwork's culture, making it clear that this was a big shift for them and that if they wanted to do it, they'd have to be aligned in full.

The reason why I'm putting this landing page first is that it screams trust; from the thoughtfully-placed quotes to the authoritative sources, Miro knows exactly what they're trying to achieve with this case study and they execute it almost with surgical precision.

What's even better is that, being a software tool, Miro can embed their own solution within the case study itself, making the experience that much more compelling.

Of course, not everybody will be able to afford creating a software suite as complex as Miro's just to make their case study stand out, but I just think it's absolutely brilliant. The problem with case studies is that they are often boring, uninspired chunks of text that don't say anything other than:

"We did this for customer A so you should buy our product."

Miro flips that coin by focusing on Upwork's problem first and only getting to what Miro did as a solution towards the bottom of the article, cementing their commitment to customer success.

Overall, Miro checks all the boxes here:

• An immediate understanding of the problem
• Tackling the story from an educational standpoint
• Removing themselves only to enter when relevant
• Focusing on the customer success and not theirs

If you had to copy one landing page for your next case study, this is it. One of the most elegant ways to compliment a customer that's found success with your product or service.

Example of Case Study #2: Ghost's Unorthodox Approach

Ghost is a Content Management System that claims to be the best way for news publishers to claim back their independence through a variety of monetization features.

Just like Miro's landing page, the best case studies are the ones that embed your product or service within the content itself, essentially showing the benefit rather than talking about it.

That's where Ghost's approach truly shines.

They created a "showcase" of websites built on Ghost.

From this seemingly-endless pool of gorgeous designs, you can draw a lot of inspiration, with many of them having their own dedicated mini-spotlights to celebrate the customer.

Although not a case study landing page in the "traditional" sense since this is more of a gallery of customers who built their publications using Ghost, it's still impressive how they were able to pass that feeling of trust and empowerment by simply taking screenshots of their client's sites.

The cool thing is that Ghost has dozens of the examples to show, making it an effective marketing tool due to its compelling visuals and variety of choices.

As unusual as it might seem, Ghost's approach is extremely effective at producing exactly the effect they are looking for:

» building trust in the blink of an eye

As soon as you open up the showcase page, you're greeted with a world of Ghost creations that look amazing. The next in line is obviously you then.

Example of Case Study #3: Kiflo's Simple Yet Effective Page

To close this deep dive into some of the most powerful case study landing page designs available on the internet, I'm now picking something more in tune with a "typical" success story.

Similar to HubSpot's case study design, Kiflo (a Partner Relationship Management software suite) highlights the main benefits provided by their product at the top of the page.

In the hero section, they include details about the representative who's given a short interview for the case study, and later they'll link that information with quotes from them.

Quotes with real faces and names reinforce the message of the case study

With its simple approach, Kiflo's case study landing page is half-article, half feature page. Below the fold, you get a clear understanding of the company they've interviewed, the challenge that they were facing, and how they came to find and ultimately choose Kiflo as a solution.

The page does a great job at separating each section so that the reader can follow along with PerceptionPredict's point of view which is that of the hero going through incredible challenges to find the superpower which would lend him the tools to succeed in his quest.

By then connecting the features of the product back to the original problem, Kiflo is effectively affirming itself as the solution to creating a partner program from scratch with practically no experience nor advanced knowledge on how to operate one day-to-day.

In their "Strategy" section, Kiflo describes how each feature helped the customer tackle a part of the overall puzzle, up until finally solving the problem at scale.

The results shown are convincing and they really show the effort that the team at Kiflo made to help PerceptionPredict succeed.

The landing page world isn't just made of eye-popping colors and quirky animations; it's meant to deliver value to the reader in a way that helps them move forward and down your funnel.

If you're looking to create a case study page but don't really know where to start, try and bring a first version of it live rather than aiming for perfection. Then see what sticks.

I've reviewed 100s of landing pages over the years and I can tell you that what I care about seeing the most is upfront value.

If you don't tell me what you do NOW, I'm gone.

A similar thing can be said about case studies; if I can't find anything that tells me I should trust you above the fold, I won't go on to read the rest.

So put those benefits up there :)

(And convince me you're the only solution to my problem!)

Originally published 27 Apr 2021

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Landing Pages: The Complete Guide to Effective UX Design

What do Landing Pages do? 

All online experiences should end in action, and landing pages are the moment the excitement your campaign generated crystallizes into a leap of faith. From simple ‘buy now’ buttons to more complex experiences, landing pages represent a commitment or decision from the visitor. 

It is where people “land”. They are excited and curious, but are they willing to take the next step? This consideration makes landing page design a top priority when designing any kind of campaign or online experience. Sometimes it takes a little experimentation to get it right.  

Motivating users to click, buy a product, fill out a form, or any other action means creating trust and confidence. The choice or commitment the user is making and the reward they get should be clear, and they should be able to take the action easily, on any screen or environment. 

The success of the page depends entirely on people taking action, which will drive the strategy. Each landing page has its own purpose, function and audience, which constrains your design, depending on what the landing page is used for. These choices call for bursts of creativity but also intuitive design. Here are some best practices in building engines of action.

How to Ideate, Prototype, and Design Effective Landing Pages 

One of the most evocative concepts in conversion design is the idea of a “ information scent. ” That’s the idea that site visitors follow a scent of the information they want as they navigate through the pages of a website’s landing pages. 

At the ideation stage of creating a new landing page, designers should lay out the trail that they want visitors to follow. Then, during prototyping, you can assemble the most effective elements to engage conversion kicks at turning points.

•  Focus on your core services and products 

It’s a different world than it was even a few weeks ago and the user has changed. Make sure your offerings are evolving with them. Before you begin the design process, the team has to come together around a coordinated vision. Landing pages can help you continually articulate the core value prop in your service and product statements and to test it fast and often with your target audience. The landing page is the fast way to convey that message without requiring a full site redesign. Can you encapsulate your offering in a short headline, brief description and clear, unambiguous call to action? 

•  Consider your customer journey

A landing page may be the final destination of a campaign or online experience, but it may represent any number of inflection points in the customer journey. When the customer is ready to take action to learn more, take the next step or join a newsletter list, the landing page should facilitate their action with the least possible friction or difficulty. When they are ready to take action it should be immediately apparent how to do so and what the result will be. 

How Effective UX and UI Elements Can Move Customers Along Their Journey 

The customer journey is not a straight line. Viewers drop off, come back, bounce around from page to page and often seek outside input before taking the next step. The more effective your UX and UI elements are, the less they will need assurance from online reviews or friends and relatives. Apply design elements that reduce friction and guide users along to the next step. 

•  Practice Effective Page Layout and Design 

Visuals go directly to the emotional core of the buying decision in a microsecond. The best  landing page is simple and clean, providing a clear path to the visitor. While it has to communicate a simple message, it must also strike the right tone and mood to appeal to the user without overwhelming them. An effective layout is visually appealing without being too busy. Users seek familiarity, so small departures from the norm can make a big difference, and A/B testing will help you learn what visual vocabulary appeal to the audience you are trying to reach. The core benefit should be clear to the user and clearly linked to the action.

• Plot Out Your Copy and CTA Placement 

What copy and language are you using? What is your offer? These will drive  

All of your design choices, so lay down the basic formula and then choose the elements that support the language and intent. For example, a warm invitation requires a different style then a more formal offer.  The purpose of copy and CTA is to reinforce the decision they have made when they landed on the page, and drive them to take action.  

•  Don’t Forget About Mobile Responsive Design

Mobile access to the web passed laptop and desktop browser access several years ago. Still many designers tend to start with a wide screen format and then subtract elements to make it work on mobile. We strongly recommend the opposite approach – starting from a mobile responsive design template and then building progressive enhancement for the larger screens. Mobile first design prioritizes the mobile user, which ensures the page is viewable in any environment. It’s best to consider the customer journey and what kind of device the user is likely to be using. Testing can ensure that the experience is appealing and functional on any device.  

•  Enable Users to Navigate Among Your Landing Pages 

In a recent survey by Google-partner Wordstream, 40 percent of landing pages contain 1-3 links that lead viewers off the page. The number one destination for that link is the company homepage, connected to a logo. The problem is that once they hit the home page, you have lost the primary value of the landing page, which is to tell you where the viewer came from. There are arguments for and against additional links, but make sure that your primary focus is a link to another landing page that keeps your origin data clean. 

5 Examples of Landing Pages That Convert Users 

The landing pages with the best conversion rates balance five design elements for maximum impact: emotional images, appealing typography, strategic white spaces, motivational colors and relevant CTAs. Take a look at some of the best in the field. 

• Emotional Images 

Some images are purely functional while others pack an emotional punch. Landing pages from Apple are designed to focus your attention on the devices using repetition and stark background color differentiation. You can do more with less when you start from the emotion you want to convey, and when you have a beautiful product. 

• Appealing Typography

Even a small family business can become a major player on the web by mastering the art of typography. Busy Beaver Button Co. shows how many different font and style choices can coexist   on a tiny landing page without being distracting.  

• Strategic White Spaces

White space, or in this case gradient space, can make all the difference in the world. The BorderBuddy landing page demonstrates how to eliminate the hassles of transporting goods across international borders with a clean line of white text, two CTA buttons and a thumbnail. Not only is it mobile friendly for people on the move, it is as simple as the product promise. 

• Motivational Colors

There’s a lot going on in the landing page for Gift Rocket, a site for sending cash gifts online. Instead of boring the viewer with details, this landing page conveys the core concept in a strong, central image of a rocket, surrounded by color-coded gifts. The colors are soft enough to not distract from the CTA, but dynamic enough to grab the viewer’s attention and stand out from the crowd. The range of colors suggests there’s something for everyone here. 

• Relevant CTAs 

The evolution of Dropbox landing pages is a lesson in how to deploy CTAs that drive action while occupying minimal screen real estate. Software for storing documents in the cloud could be a bit complex to explain, but they do it in three words: Your Stuff, Anywhere. With the extra space they can add two CTAs. See how Dropbox CTAs have changed over time to attract more enterprise clients. 

Use the Best Tools for Prototyping and Design 

You don’t have to reinvent the wheel to excel at building landing pages. The best tools on the market for prototyping and design give you the initial framework for your landing page and bring your team together around a clear vision of the goal. 

Rely on UXPin for real-life prototyping tools and show your team how your landing pages will come to life. If a picture is worth a thousand words, an advanced collaboration tool like UXPin is worth a thousand pictures. Sign up for a free trial today and start building website landing pages that drive action. . 

UXPin is a product design platform used by the best designers on the planet. Let your team easily design, collaborate, and present from low-fidelity wireframes to fully-interactive prototypes.

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Case Study: Good.Co. UI Design for Landing Page

The case study from tubik studio on ui/ux design of landing page. analysis of the page fuctions and practical case featuring different stages of the process..

Creating a website or an application, people usually have different and sometimes numerous goals. Some of them in case of conversion give real or virtual money, some provide signups and others persuade your target customer to decide on a free trial. In all cases, nobody starts the venture without any thoughts what they want to get: money, popularity, pitch for self-expression, power and so on and so forth. Therefore, in all cases, the producers and advertisers of any web and mobile product sell something, although the payment can go far beyond users’ money, concentrating on some other feedback and respond. That is why, actually, analyzing the efficiency of a website or mobile app we talk about conversions rather than purchases.

Taking into account the fresh trends of the online sphere of communication and trade, it is easy to say that landing pages are growing their popularity fast and steadily. The reason is simple. Potential users of your product are surrounded with a huge deal of informational sources, so that’s really easy to get lost in them. That’s why so many efforts are made to create a strong web presence for any product having a good reputation. Among those efforts, you will find not only each and every step of improving the product itself but also plenty of work to create brand awareness and efficient marketing. And, considering stats and research in this sphere, a landing page can also become a good way to strengthen the product.

The essence of a landing page

Landing page in its basic wide meaning is the term that is used for analytics to describe any page where the user started his or her journey around your site. However, today the other, the more specific meaning is used much more often to define a landing page. Behind this term, people understand the special web page created for presentation of the specific product, service, features or options so that the visitor could get necessary information quickly and easily not being distracted by other options. That is why the analysts say landing page is in most cases much more efficient than a home page. Home page can have too many options and getting through all of them to find the particular product the user can be distracted from making the decision, lose interest or even get annoyed.

Well, it is easy to imagine with a little metaphor. Imagine, you are going to visit, let’s say, New York, to walk around Manhattan. That is the dream of your life. And finally, you find the service which offers to take you to New York City fast and cheap. Great, isn’t it? You pack your bag, you charge your camera, you get up full of admiration as the dream of your life is going to get real. And then you are taken by these amazing people who offered you the realization of your dream to the very starting point of New York City. And they leave you there to find Manhattan or any other place you want by yourself. How do you like it now? Who knows, perhaps you will be not so happy after an exhausting journey around the huge city looking for the place you want. Wouldn’t it feel great to be taken right to the destination, fresh and ready to admire and absorb positive emotions? Wouldn’t you as a customer be happier to reach your goal faster and easier? Sure, yes.

And that is what landing page does. When a person obtains the information from the outer source about the specific product, feature, information or service and clicks through the link to its provider, sure, he or she doesn’t dream to spend a lot of time looking for desired product or page among all the links and information provided on your homepage. The user wants to “land” at that very place which will make possible for him or her to get what they want as fast as possible and getting enough (but not too much) information to support their decision-making process. So, as practice proves, creating a well-thought-out landing page is a really vital thing to strengthen your marketing and increase conversion rates.

As this topic is quite actual today, we have decided to create a new piece for our case study set. This time it will be about the process of creating a landing page by one of Tubik Studio designers Ludmila Shevchenko.

Tubik designer Ludmila Shevchenko

Redesign of a landing page for a self-discovery platform Good.co.

Adobe Photoshop, Adobe Illustrator, Adobe After Effects.

Good.co is actually the company which, using psychometric and psychological analysis and having broad experience in the sphere of employment and HR, helps people to identify their professional style so that they could fit with their existing and potential employers or teams as effectively as possible.

When the designer was assigned to the project, the company had already had the mobile application available both for iOS and Android. Moreover, it had had the landing page as well, but the customers decided to renovate it in order to make it more attractive and appealing to potential users.

There were some preconditions from the customer to keep in mind: the customer wanted a landing page to include specific slogan and specific mascots representing personal archetypes. These mascot images were originally created for the site much before and were promoted by the existing application so they shouldn’t have been anyhow changed. It is easy to think that when a designer is given such a supportive material like ready-made mascots it makes the process simpler and faster; however, these preconditions can sometimes make the job even more complicated and demanding as in this case the designer is limited in stylistic options has to create a general concept of the page corresponding to the given elements.

As usual, the designer started work with sketching, keeping in mind that the landing page needed to have three main parts: 1) A general idea of the application with a call-to-action element. Call to action was to encourage people to download the application from the AppStore or GooglePlay. 2) Testimonials 3) Description of the main features

The process of sketching the landing page

As you can see, the designer and the customer agreed upon the efficient scheme of a landing page. The first part mentioned had to capture user’s attention, convey the general idea of the application, create positive feelings about the products and show the possibilities for the potential action, as this part features the buttons clicking through which the user can instantly download the application. Therefore, the first part of the page in the area seen before scrolling down the page had to be quite informative, but not too much, catchy and focused on the conversion goal.

The second part of the page was also very important to include. Testimonials are widely known and highly efficient way of conveying social acceptance and approval of the product, so the landing page is the perfect place for them. The essential thing to do in this part was to make them distinctive from the other content, again catchy and easy to read.

The third part of the page included extended information for those users who got interested in the features of the product before they click through to downloading option. This part included more detailed information about the product and its benefits.

One of the important traits of an efficient landing page is that all the copy needs to look harmonic, clear and readable. So one more thing to analyze for the designer was fonts and typefaces.

So, after sketching the variants and discussing them with the customer, the designer brought out the first version of the pre-scrolled part of the page designed in general flat stylistic with relatively neutral color scheme including some bright details. The testimonials were offered to slide onto the screen one after the other.

The first version of the pre-scroll area with a neutral color palette

The customer liked the general concept and layout of the first part of the page but wanted some alterations with the color scheme to make it brighter and catchier. Working out this wish, the designer developed the other version.

The second version uses a brighter color scheme

So the designer worked out the versions of the full page, which featured all the changes the customer wanted to see. Finally, after close collaboration with the customer and providing constant updates in the process, she created two variants of the landing page. Comparing them, it is easy to see that the variants have the same general concept and color palette, but they are different in the layout, especially in the parts of testimonials and the product description. The first variant presented a more funny and joyful version, while the second one was a bit more formal and business-like.

So, let’s look at the first variant.

The first version of the full landing page

The first version, shown above, had big lettering for slogan working as a headline of the page and the subheading revealing the main benefit of the product. It also included a logo, links to social networks, links to the pages describing some features of the product in detail and the image reinforcing the whole stylistic decision. The image included original archetypes used in the application and featured the screen of a mobile device so that to immediately convey the understanding that the product is a mobile application. Also, this part of the page included call-to-action elements which were brightly-colored buttons enabling a user to download the application from the source convenient for them. The second part included testimonials looking like speech bubbles with the light background that was made them easy to read on the general colorful background of the whole part. The third part of this version featured the mobile device with the other screen in the center and the descriptions of the benefits were placed around it being strengthened with the icons. All the parts had colorful backgrounds.

Now let’s see what is different in the second variant of the landing page.

The second version of the full landing page

The second version was also following flat stylistics. The headline letters were made smaller, although not losing their readability. The image of a mobile device with a profile screen was also featured, but the archetypes were taken out of the strict limits and grouped around the device, providing rather big and distinctive images. Call-to-action buttons this time were not colored in the other color and featured only shapes of the buttons to make them look more business-like. The part with testimonials was made simpler, with no specific details and provided colorful blocks with the copy and the avatar of the person or company providing the testimonial. The third part also had a different layout as the image of a mobile device was moved to the left side of the page, and the rest of the page provided the blocks of descriptions copy. This part had a light background and was reinforced with the colorful icons originally created by the designer so that they could support the message.

The second variant was accepted by the customer as the final one. It was more business-like and provided a high attention ratio. Then the designer also added some more catchy elements to the first pre-scrolled area. This part was provided with interface animation of the archetype images animated while hoovered.

This work showed the importance of each and every detail while designing a landing page. This job goes far beyond the limits of pure art because it includes deep analysis so that all the elements were meaningful, informative and guiding users to the achievement of their goals.

Welcome to check a set of profitable strategies for landing page design

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