“I promised you blood, sweat, and tears, and that he was a tough fighter on his feet. He really surprised me.”

These are the words of Floyd Mayweather after his recent match against Conor McGregor. Mayweather emerged from the fight with at least $100 million, whereas McGregor only earned a comparatively small $30 million.

Image via Esther Lin/Showtime This got me thinking: Designers and marketers are constantly debating the most effective landing page designs. Should it be minimalist? How much copy should be used? Why not settle this debate with a series of hypothetical fights between different landing page designs?

Let’s explore eight popular landing page design types, weighing their strengths and weaknesses, comparing their features, and imagining what might unfold if they were to face off in a head-to-head battle.

Short-Form Landing Pages versus Long-Form Landing Pages

The constant debate between these two is tiresome. Let’s resolve the tension between these landing page types definitively.

Short-form landing pages are more effective for simpler requests. Typically, this involves obtaining an email address or promoting a small purchase. For instance, Michael Aagard discovered that a Swedish gym chain increased sales by 11% by using a shorter landing page:

Image via ConversionXL Note: 249 Swedish Krona is approximately $31.

Therefore, when short-form and long-form landing pages clash, short-form pages prevail when dealing with smaller requests. However, it’s important to note that the definition of “small” can vary depending on your target market. Conduct testing if you’re uncertain.

Out of the gate, short-form lands a powerful blow.

Conversion Rate Experts highlight the effectiveness of long-form landing pages, citing their role in helping Moz (formerly SEOmoz) achieve a generate an additional $1 million in annual revenue by utilizing a long-form landing page. Their strategy involved gathering insights from paying Moz subscribers, free trial users, and previous paying members who had canceled their subscriptions. They also consulted with Rand Fishkin, who shared his expertise on effective in-person sales techniques. Through this process, they developed a landing page that was roughly seven times longer than the initial version:

Image via Conversion Rate Experts

And with that, long-form landing pages deliver an equally powerful counterpunch. The offer in this scenario is software, which generally requires a greater level of commitment from the buyer, potentially leading them to seek more information before making a decision. This is where longer landing pages excel. It’s important to recognize that cost isn’t the only factor at play. Even free offers can benefit from additional context. Nexus-security conducted tests comparing short and long versions of their AdWords Grader landing page and discovered that the longer version significantly outperformed its shorter counterpart. Although the tool is free, potential customers in this case desired more information before connecting their Google Ads (previously known as AdWords) accounts. Consequently, the page was designed to include ample information to build trust, such as testimonials.

This highlights a key takeaway from the renowned business book “Built to Last” by Jim Collins and his research team. The book synthesizes years of research highlighting the practices of companies that have stood the test of time compared to those that have faded into obscurity. Successful companies reject the notion of the “Tyranny of the OR” and instead embrace the “Genius of the AND.” This principle refers to their capacity to seamlessly integrate two seemingly contradictory dimensions into their operations. The comparison between short-form and long-form landing pages perfectly illustrates this principle. The ideal length of your landing page should be determined by the cost and/or complexity of your offer. Don’t be afraid to experiment! (And always test your assumptions.)

Video Landing Pages versus Static Landing Pages

Marketers have a certain fondness for those captivating, auto-playing video backgrounds. Speaking of which, here’s a great here’s 50 for you to check out. I must admit, I share the sentiment. However, it’s important to acknowledge that videos don’t resonate with everyone.

Specifically, B2B buyers tend to be indifferent towards video backgrounds. In fact, according to 2015 B2B Web Usability Report, 33% of B2B buyers cite “automatic audio/video” as the primary reason for leaving a website:

Image via KoMarketing (PDF)

The report goes on to explain that B2B buyers generally dislike websites cluttered with distractions. Their focus lies in conducting research, gathering information, and gaining a comprehensive understanding to make informed business decisions.

However, it’s important to note that this doesn’t necessarily equate to a complete aversion to video content. The report doesn’t provide any data on videos that don’t play automatically. Given the specific mention of “video that plays automatically,” it’s reasonable to assume that B2B buyers are open to video content as long as they retain control over its playback.

Furthermore, automatically playing video backgrounds are not effective when dealing with complex sales, as highlighted by Unbounce found. Once again, they can be distracting, particularly because they divert attention away from your above-the-fold messaging.

Video backgrounds, in a surprising turn of events, are dealt a significant blow right from the start.

So, the question arises: Do video backgrounds ever serve a purpose? The answer is a resounding yes.

The same Unbounce article reveals that video backgrounds can be highly effective when the goal is to evoke a specific emotion or feeling. Take, for instance, invitations to conferences, performing arts events, or restaurants.

What about videos that require user interaction to play? These have been shown to significantly boost conversion rates.

Data from Kissmetrics reports supports this claim:

• Organizational housewares retailer Stacks And Stacks discovered that consumers who watched their product videos were 144% more likely to make a purchase compared to those who didn’t.
• Similarly, Advance Auto Parts found that incorporating instructional and how-to videos resulted in visitors spending twice as much time on their website and exploring twice as many pages compared to those who didn’t engage with video content.

Video, despite the initial setback, delivers a series of swift jabs, making a comeback.

But what about traditional static web pages? Is there still a place for them in a world dominated by video?

To find out, LeadPages published a test conducted by Gary and James Michaels from StrategicShape.com. Their offer was a song download, and they created two versions of the landing page. One version included the song’s music video:

!Landing page designs split test example video landing page Image via LeadPages

Surprisingly, the version of the landing page without the music video outperformed the version with the video by 23.84%.

There are several plausible explanations for this outcome:

1. The absence of the video might have created an element of intrigue and mystery.
2. Removing the video could have made the page more concise and user-friendly.
3. The music video itself might not have been compelling enough to drive conversions.

The key takeaway is that testing is crucial. However, it’s worth considering video landing pages (ideally without autoplay) to provide context for your products and establish an emotional connection with potential customers.

Flat Design versus Old-School Landing Pages

Flat landing page design, often referred to as “minimalist” or “modern” design, is the prevailing trend these days.

However, it’s not a guaranteed recipe for success. In fact, some marketers achieve remarkable results by employing the old-school, hype-driven, infomercial-style landing page.

A prime example of this unconventional approach comes from nationally recognized copywriter Bob Bly:

Image via Bob Bly

Admittedly, it might make a marketer cringe, or perhaps even feel a bit queasy.

But here’s the catch: Bob claims to earn over $600,000 per year as a copywriter, and he consistently utilizes this old-school, infomercial-inspired approach for all of his landing pages. It’s safe to assume he wouldn’t stick with this method if he had discovered a more effective alternative.

His reasoning for using this approach might stem from the fact that his target audience consists of current and aspiring copywriters. This demographic shares similarities with a B2C audience. They don’t necessarily require a visually stunning design. Bob has one shot at securing the sale, so he employs an attention-grabbing headline and clear, concise copy that demands complete focus on his message. As you scroll down the page, he provides a detailed breakdown of what you’ll receive, issues three separate calls to action, and showcases numerous testimonials.

His intention is crystal clear: he wants you to make a purchase, and he wants you to do it now.

And Bob isn’t the only marketing guru who utilizes this strategy. Prominent email marketer Ben Settle employs a similar approach to promote his “Email Players” course, which teaches individuals how to effectively sell through email (priced at a substantial $97 per month, no less):

Image via Ben Settle

To everyone’s astonishment, the old-school, infomercial approach delivers a knockout punch to flat design in the very first round.

The question is, can modern flat design recover and make a comeback?

Absolutely. And it does.

For reference, a typical flat landing page typically looks something like this:

Image via Webydo

Noticeable features include vibrant colors, minimalist text, ample white space, and the absence of 2D objects attempting to mimic a 3D appearance.

The overall impression is one of simplicity, cleanliness, and a lack of any overt sales pressure.

So, when does it make sense to opt for flat landing page designs?

For one, internet users encounter them frequently. This means that your landing page will instantly meet their expectations, preventing any potential confusion that an old-school approach might elicit.

Moreover, flat design doesn’t lend itself to high-pressure, “buy-now-or-miss-out” sales tactics. It aligns more naturally with the contemporary emphasis on building trust and fostering relationships.

And with that, flat design rises from the canvas and fights its way back into the match.

Ultimately, the best approach depends on understanding your target audience. Consider factors such as their age demographic (are they hip millennials or baby boomers?) and whether testing both approaches would be beneficial.

Homepage versus Lead Capture (AKA “Squeeze”) Page

Let’s get one thing straight: never, under any circumstances, use your homepage as a landing page for a marketing campaign.

It’s true that your homepage is often the first point of contact for visitors and typically receives the most traffic on your website. However, unlike a dedicated landing page, your homepage serves as a central hub, attracting traffic from a multitude of sources. As a result, your homepage needs to be adaptable enough to cater to a wide range of visitor needs. This often translates to incorporating multiple calls to action (CTAs) to provide visitors with options.

To illustrate this concept, let’s analyze some homepage examples from industry-leading companies that have undoubtedly conducted extensive testing to optimize their homepage conversion rates:

HubSpot

Above the fold, HubSpot presents visitors with three distinct CTAs. Two CTAs encourage users to engage with their platform, while the remaining CTA directs visitors to a four-day live video event.

As you scroll down the page, three additional CTAs emerge, each highlighting a key feature of HubSpot and its associated benefits. The final CTA is strategically placed at the very bottom of the page, reiterating the prompt to start using their software.

In total, HubSpot’s homepage features an impressive six (6!) CTAs.

Brian Dean, Backlinko

Brian Dean operates a significantly different business model compared to the multibillion-dollar enterprise that is HubSpot.

He leverages his personal brand for a singular purpose: to expand his email list. The exact size of his list remains undisclosed, but it’s safe to assume it exceeds 100,000 subscribers, and likely several times that figure. This makes it one of the most extensive email lists in the realm of SEO.

Subscribers to his list, like myself, are well aware that he promotes courses.

Therefore, he adopts a straightforward approach with a single CTA that encourages visitors to join his email list.

Unbounce

Unbounce takes a rather unconventional approach, one that I haven’t encountered on any other homepage.

Above the fold, they prominently display two distinct CTAs. However, what’s intriguing is that the more prominent button isn’t positioned directly beneath their primary marketing message.

Instead, it becomes evident that their primary objective is to encourage visitors to sign up for a free trial, as this CTA is given more visual weight.

Their overall approach is quite sensible. They provide visitors who might not be ready to commit to a free trial with the opportunity to familiarize themselves with Unbounce and understand its value proposition before making a decision. At the same time, those who are prepared to dive right in can do so immediately.

The reasoning behind their decision not to swap the two CTAs, positioning the free trial button in the center of the screen, remains a mystery. However, it’s highly probable that their testing has revealed that this approach yields a higher quantity or quality of conversions.

As an aside, the entire page features a total of three CTAs, with the final CTA providing a glimpse into their pricing plans.

Conversion XL

Conversion XL also adopts a unique approach on their homepage. With four CTAs prominently displayed above the fold, they boast the highest number of CTAs among the homepages we’ve examined so far.

What’s even more intriguing is that none of their CTAs utilize traditional buttons. Instead, they opt for simple text links. Further down the page, two more CTAs appear, inviting visitors to subscribe to their newsletter and explore their upcoming courses.

In total, their homepage features six CTAs.

Despite their varied approaches, all of these homepages share common characteristics:

• They effectively differentiate the business from its competitors.
• They clearly communicate the key benefits and value propositions.
• They present visitors with a range of requests, varying in size and scope.

Homepages, in this hypothetical battle, come out swinging and draw first blood.

However, let’s shift our attention to squeeze pages. These pages are designed with laser focus. You create a specific campaign to drive a precisely defined customer persona to a landing page with a single, clear call to action.

Since you have a firm grasp of your traffic sources, you can ensure that each visitor receives the same targeted messaging.

In B2C contexts, squeeze pages are primarily used to capture contact information, allowing you to nurture leads and grow your email list. While B2B squeeze pages can serve the same purpose, they are more commonly employed for lead qualification. This information is then used to determine whether a lead is sales-ready or requires further nurturing.

Interestingly, Brian Dean’s homepage functions effectively as a squeeze page because it features only one CTA. Let’s take a look at another squeeze page to illustrate this concept further:

Image via Instapage

Major brands often fall short when it comes to online marketing, but GQ is a notable exception. This squeeze page excels for several reasons:

• It asks for minimal information (just an email address), making the signup process quick and painless.
• It injects a touch of humor, which goes a long way in capturing attention.
• It conveys a spot-on marketing message that resonates with its target audience (men).
• It leverages the star power of Zach Galifianakis.
• It features a prominent and unmistakable CTA button.

Now, let’s contrast this with a B2B lead capture page from Salesforce:

Image via Salesforce

It’s evident from the amount of information required to access the freebie (a white paper) that Salesforce is primarily interested in qualifying leads. Their rationale is that B2B buyers who are unwilling to invest the time to fill out the form are unlikely to convert into valuable customers in the long run.

By leveraging the data collected through the form, the sales team can make informed decisions about the most effective ways to follow up with each lead.

While homepages might have gained an early advantage, squeeze pages deliver a powerful counterpunch. Ultimately, both contenders land simultaneous blows, resulting in a draw.

Your Landing Page Design Should Reflect Your Goals and Sales Cycle

Four draws? Perhaps this showdown isn’t as dramatic as you had anticipated.

However, it underscores a crucial truth about landing page design: there is no one-size-fits-all solution. The most effective approach is always context-dependent.

The key is to select the right approach based on your business objectives, your target market’s preferences, and your visitors’ stage in the buyer’s journey.

To identify the most effective strategy, ask yourself questions like:

• What is the primary action you want visitors to take on your landing page?
• What are their thoughts and motivations when they land on your page?
• What are the psychographic characteristics of your target audience?
• What steps did they take before arriving at your landing page?

If you’re unsure about the answers to these questions, here are some strategies to uncover them:

• Analyze your competitors’ landing pages for insights and inspiration.
• Conduct surveys or interviews with your existing customers.

Creating a high-converting landing page is undoubtedly a challenging endeavor. However, the process boils down to continuous testing and refinement until you achieve your desired conversion rate.

Now equipped with an understanding of some of the most prevalent landing page types, you can start experimenting and identify which design aligns best with your specific needs.