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Exemplos de Landing Pages

Tenho falado muito sobre Landing Pages, conversão etc. Isso é realmente importante. Resolvi fazer uma rápida busca dentre minhas referências de bons exemplos para entenderem o que é uma Landing Page totalmente voltada para conversão (além das que já falei da Englishtown).

Tal técnica ainda não chegou no Brasil e tem se resumido a poucas empresas (geralmente maiores e mais antenadas com as técnicas gringas de vendas pela web). Mas fazer uma Landing Page voltada para conversão é acessível a qualquer empresa, seja ela grande ou pequena. A estrutura de todas é bem parecida. Formulário de contato em destaque na parte superior (para vocês terem uma ideia como isso dá certo, a conversão da página do curso 8Ps tem uma taxa de conversão acima de 10% – visitantes se transformando em leads).

Geralmente as Landing Pages tem uma lista de benefícios, um testemunhal (o fortíssimo argumento da prova social), O botão de ação (o “call-to-action” é grande e bem destacado do fundo) e sempre ótimas fotos e perfeita adequação da foto ao fundo da página.

Separei uma lista de Landing Pages para você. Algumas são voltadas para compra do produto e outras para captação mailing (leads). Confira uma a uma e veja os pontos em comum que elas possuem. Todas gringas.

– http://snoobdesigns.com/personal-fitness-trainer-landing-page/
Gosto muito dessa. É clean, tem um bom equilíbrio entre imagem e texto e tem um objetivo muito claro com uma boa e curta chamada acima do formulário. Gosto dos layouts desse site. Explore o portifolio dele que vai encontrar Landing Pages bem interessantes.

–  http://www.proximatesolutions.com/wp-content/plugins/proxi_portfolio/files/1319551398africanmangoultra.jpg

Essa é bem poluída. Bem ao contrário da anterior, mas vale a pena analisar a diagramação feita para tamanha quantidade de elementos. Para a quantidade de cores e fotos que essa página tem, eu considero que o designer fez um excelente trabalho.

– http://www.webinnova.net/images/portfolio/25_b.jpg

Clean e é a única dentre as Landing Pages que não tem o formulário na parte superior. Gosto dela pela boa disposição dos elementos, trabalhou com vídeo e 4 call-to-actions. Não é a minha preferida, mas cumpre bem o papel. O portifólio dessa empresa também tem trabalhos bem interessantes. Gosto muito da “Liquid Tummy Tuck” da PHion. É a 5ª de cima para baixo.

– http://www.semanticflow.com/images/landing-page-full/semanticflow-landingpage-108.jpg

Gosto dessa não tanto pelo layout, mas pela quantidade de texto que o designer conseguiu colocar na página. Uma explicação de como funciona, testemunhais e os argumentos de autoridade (presença do médico, do “FDA Approved” e do selo da Organização Americana do Coração).

Perceba que muitas dessas Landing Pages, principalmente as voltadas para venda do produto, tem um formulário na parte superior com o famoso “Rush My Order” (assim como a Landing Page do Tim Ferriss – https://www.athleticgreens.com/v2/index.php?) e, no rodapé da página, um outro call-to-action, que se clicado, leva o consumidor para o formulário da parte superior da página.

– http://blazinmedia.com/it/coding/

Essa Landing Page, já com menos conteúdo, é uma das que mais gosto. Ela tem um bom apelo “FREE” para o preenchimento do formulário. O telefone, que aumenta a credibilidade, argumentos de autoridade (Microsoft partner gold, Logotipos da Dell, HP, Fox, CBS, CNN), testenhunhal. Mostra a facilidade do processo em “3 Easy Steps”. Perceba as iniciais maiúsculas em várias palavras. Formulário curto com apenas 4 campos, ao contrário de vários outros. A disposição dos elementos nessa página também está harmonioso. Gosto muito de alguns trabalhos deles.

http://blazingmultimedia.com/lp/njchallenge/

Outro bom layout. Clean e com elementos persuasivos e vários dos mesmo elementos do layout anterior e do próximo layout (são da mesma empresa). Gosto da objetividade.

– http://blazin-multimedia.com/usp/

Essa também é ótima. Boa disposição de elementos, boas fotos, elementos persuasivos, boa harmonização de cores (apesar do fundo escuro), fotos de “antes e depois”, foto de um médico (jaleco e estetoscópio é o que diz que ele é médico), palavras como “special”, “garanteed” etc. É uma boa landing page.

– http://fc00.deviantart.net/fs71/i/2011/056/f/d/organic_hair_care_landing_page_by_serioussamm-d3acjpc.jpg

Mostrando um exemplo a mais, gosto da leveza dessa Landing Page, mas acho que ela não tem conteúdo o suficiente para convencer o visitante a comprar o produto, a não ser que seja um produto super conhecido.

Fazendo uma busca por “Landing Page” no Google Images, você descobrirá uma quantidade exorbitante (a grande maioria, landing pages gringas).

Há um post que encontrei que faz uma breve análise de uma landing page e um breve artigo sobre segmentação em Landing Pages. Acompanhe também o blog da Unbounce. Há excelentes artigos sobre Landing Pages. A Unbounce é uma empresa que tem um Landing Page Builder. Fazem um trabalho muito bom para quem não é desenvolvedor e precisa construir uma Landing Page em alguns minutos (na verdade, demora um pouco mais do que alguns minutos).

Espero ter esclarecido o que considero como boas Landing Pages principalmente para captação de leads. Uma Landing Page é algo que pode ter uma alta taxa de conversão. Bem mais alta do que uma página qualquer de um site. Ela é feita para converter, então, além dos elementos persuasivos (prova social, autoridade, reciprocidade, afinidade, comprometimento, escassez) ela tem ainda um call-to-action muito claro, chamadas vendedoras e sempre um ótimo layout.

Não esqueça de que, ao construir uma Landing Page, o principal é fazer constantes testes AB para detectar o ponto de ótimo dela e aumentar ao máximo a sua conversão. Quanto mais adaptada ao seu mercado, maior será a conversão.

 

 

Conrado

Conrado Adolpho, empresário há 22 anos, é especialista em alavancagem rápida de micro e pequenas empresas. Formado em Marketing com especialização em Economia, autor, consultor, palestrante, estudioso de filosofia e ativista social. Idealizador do Método 8Ps - método de Marketing Digital e Vendas, que é utilizado hoje por diversas agências, faculdades e empresas por todo o Brasil, e instituições de alguns outros países. Tem como missão pessoal "Transformar o mundo através do empreendedorismo" e já ajudou mais de 8 mil pessoas através do treinamento Imersão 8Ps e impactou mais de 33 mil empresas através do Método 8Ps. Autor do best-seller brasileiro de marketing mais vendido do país e vendido também em Portugal: Os 8Ps do Marketing Digital.

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81 comentários

  1. Renato em 18/01/12 às 16:36

    Oi Conrado !
    legal essas dicas, apenas gostaria de fazer uma sugestão.
    porque você não coloca os links da página com “target= “blank”, do jeito que está as vezes a pessoa clica no link abre a outra pagina ela fecha a outra pagina e perdeu a sua.

    P.S. tenho aprendido muita coisa com você. Obrigado

    • Conrado em 18/01/12 às 16:40

      Acabaram de me dar essa sugestão. Vou fazer isso a partir do próximo post, sim 🙂
      Obrigado!

  2. Ricardo em 10/07/12 às 03:47

    Conrado, seria legal termons também exemplos de landing pages brasileiras. O que acha ?

  3. Thaísa Maria Medeiros em 06/06/16 às 13:55

    Oi! Estou pesquisando sobre Landing Pages e gostaria de algumas referências avaliadas por especialistas. Este foi o único resultado seu que encontrei, Conrado. Será que teria algum post mais recente? Muito obrigada e sucesso! 😉

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