Case study: How to design a landing page with high conversion rate

On the 21st of October 2021, Brass announced their new look. I immediately fell in love with what I was seeing around, then I went ahead to check out their website.

First of, it was beautiful to behold, the interface designers did a clean job, and then something caught my fancy, the purpose of a landing page was well articulated. And I thought to write about it and how designers can learn from it.

Presentation and experience of a landing page are also as important as product offerings, having a killer landing page can make all the difference between industry average ROI and conversion rates that stimulates growth.

Product designers need to not only focus on product offerings when designing a landing page, but crafting a well articulated page that covers functionality, aesthetics and psychology.

To design a landing page with high conversion rate, you have to show customers these things;

1. You understand their problem and can help them solve it.
2. How you will help them solve it.
3. More reasons why you are the best for them and they can trust you.

Follow me as we explore Brass new landing page and how they brought all this together.

Hero section; highlight customers pain point and how you’re solving it.

The Hero section is the first touchpoint customers have with your product, you want to make sure you highlight their problem and how you understand the problem. Customers will only use your product when you are able to show that you understand their problem(Empathy).

How did Brass approach this? A video that portrayed the day in life of customers and how they fit in. The video showed that brass has taken time to interview and understand their customers lifestyle and the problems they face.

They ended the video with something interesting, they said they’re building “honest useful financial products to support ambitious businesses”. Wait, I thought it was just another digital banking solution for businesses, yes it is, but they communicated it in a very brilliant way, they sold their values, spoke about the solution and bought the customers over with the last phrase, I mean, who isn’t ambitious about his business.

Brass simply said we are the best for your business financial needs.

According to an infographic by socialfresh.com, videos on landing pages increases conversion rates by 86%.

Making use of videos is a great practice.

Still on the hero section, another important element is the CTA, you have to craft a compelling CTA, the CTA must shout “Click me, click me”.

How did Brass approach this? “Open an account in 10 minutes” in this part of the world, it could take about 2 weeks(I’m not so sure, but definitely not 10 minutes or even 1 day) to open a business account. So I mean, who wouldn’t like such a solution, they killed it there also.

If there are industry challenges, show that you are solving it.

Showing that a product has solved challenges that exist in the industry is a very good thing to do. It could increase conversion rate, especially if there are lots of competitors that are currently battling with such challenges.

How did brass do this? Brass converted this challenges to strengths. The first is speed, opening a business account here, is an hell of experience, but brass says don’t worry, it’ll only take 10 minutes of your time.

Another is security, this is another issue with financial institutions, but brass says don’t worry, your money is safe with us and then goes further to tell how they’re making it safe.

And the last is support, bad customer service is still a thing, even the regular banks are not left out, but brass clearly said we are here for you whenever you have issues.

In summary, show that a product is solving industry problems if there are, by doing this you’re strengthening the trust customers would have for that product.

A product demo, with less noise.

Product demo on a landing page is a great practice and not a new thing, the essence of product demos on a landing page is to communicate visually what you have in writings for faster understanding. They could either be images or a gifs.

According to an infographic by socialfresh.com, 65% of audiences are visual learners, and visual data is processed 60,000 times faster than text.

But most of the times, the demos are always too noisy, what do I mean? showing all the information on a product page when the intention is to only display a flow is too much noise.

How did brass solve this? They used the skeleton loader to de-emphasize other parts, what I call reducing the noise, and then made a gif of the particular flow they wanted to show.

Testimonials from customers

Testimonials are one of the most important pieces of copy you can put on a landing page.

The reason for this is they give audience that one final push to signup for a product.

According to an infographic by socialfresh.com, “customer testimonials have the highest effectiveness rating for content marketing at 89%.”

It means that testimonials are the most effective type of content you can put on a landing page to get more sales, because they are 89% better at increasing conversion rates, and Brass did just that.

Add-ons and other advantages

An audience that got to this point is possibly looking for more reasons to use a product, or trying to see if you are best fit for their business needs, you want to make sure you emphasize the product extras at this point.

How did Brass do this? They listed products that businesses possibly use and showed that they’ve built brass to work with this products. For example, when a founder of a startup that uses slack as a virtual workspace sees that he can add brass to his workspace for easy financial operations, he would definitely want to sign up.

You can trust that we will be here for you anytime.

An audience/potential customer at this stage might have some fears and is wondering can I truly trust this guys?, so you would want to eliminate their fears. Remember, the goal is to convert every visitor to a user. Everything you are doing on a product landing page should be towards that.

How did Brass approach this? Brass re-emphasized that their support team will always be available to help incase of any issue. This will reduce the fears of what if…

Emphasizing a good support team behind a product is a very good thing to do, everyone loves a company with a great customer support.

Still in doubt? Mind you, we are experts at what we do

We are still in the stage where doubt might still exist in potential customers, and blogs are a good way of educating potential customers and helping them know if the product is truly what they need.

I have known this to be a great practice for increasing conversion rates, customers want to be sure you are good at what you do and you have knowledge of their sphere of operation.

I love the three blogs brass featured, first one would make potential users know if they truly need brass, second and third blog showed that brass has a good understanding of business operation.

FAQs

Final chance to clear the doubts, potential users may want to clarify few things before signing up, save them the time of sending a mail or placing a call.

A final CTA

Don’t waste all the effort you have spent building trust and trying to convert, it’s a good chance to finally close the customer. Bring back the CTA and make it glaring.

The last thing I want to say about Brass new landing page is their copy, the communication tone is clear and easily understandable. Writing great copies is a must if you will design a landing page with high conversion rate.

When you are designing a product landing page, do not only focus on aesthetics or product offerings, craft an experience that will eventually lead to conversion, be intentional about it.

If you enjoyed this article and learnt something, give some applauds, share with other designers and follow me(I write on design & business contents).