What’s a landing page?

Landing pages serve as entry points to a website. Visitors “land” on these pages after clicking-on an affiliated link (paid advertisement, social media post, email campaign).

Let’s explore landing pages with an honest look at the current presidential frontrunners.

Clinton vs. Trump landing page

Today, I Googled “Donald Trump for President” and “Hillary Clinton for President” (6/27/16). Both campaigns are running targeted ads for these keywords and integrating them with landing pages.

Clinton Landing Page

Clean white background with an image of Hillary Clinton with a large red “Call to Action” button. The objective of the page is to acquire user email address and zip-code. A blue “H” logo sits in the top left corner of the page.  There is no noticeable path forward into the site other than submitting an email address.

Clinton Follow-up Page

After submitting an email, the follow-up page includes a donation request. The text reads, “Hillary Clinton just secured the nomination. Chip-in to stand with her.” So effectively, Clinton has a multi-page landing page. The preliminary request is comparatively easy and designed to build user momentum. The secondary request is a heavier lift.

Source: Hillary Clinton for America
Organization
Hillary Clinton Presidential Campaign
Objective
E-mail sign-up
Layout
Split-screen hero image
Headline
“Join the official campaign”
CTA
“Count-me-in”
CTA Style
Red button, white text

Trump Landing Page

Clean background with a simple image of Donald Trump and the Trump logo. Unlike Hillary, the primary objective on this page is to secure a donation. The page does not have an attention-grabbing CTA button. However, the donation form container includes a progress bar, indicating a three-step process.

Again, the campaign does not appear to offer any path forward into the site other than by making a donation.

Source: Donald J. Trump for President
Organization
Donald Trump for President Campaign
Objective
Donation
Layout
Full-screen hero image
Headline
“Join the official campaign”
Subheadline
“This is your chance to invest in the greatest political movement since our country’s founding.”
CTA
“Contribute now to beat Crooked Hillary”
CTA Style
Grey button, white text

Landing Page Messages

While Clinton’s secondary page has some meaning, the preliminary page is pretty content-thin. On the other hand, Trump’s written copy consists of three arguments. (Interestingly, “Crooked Hillary” is also a proper noun.)

Loyalty
“stand with her”
Concern
“…stop Crooked Hillary”
Opportunity
“…your chance to invest”
Victory
“…beat Crooked Hillary”

What makes a good landing page?

There’s no “right-way” to make a landing pages. But focusing on one “call to action” and simplifying possible choices can improve user engagement and increase the likelihood of generating a lead, email sign-up or sale. Both campaigns probably paid for my “click.”

A few key variables generally distinguish good landing pages. In this case study, we see many similar elements in both pages.

  • Simple, clean design
  • Clear value proposition/message
  • Prominent “Call-to-Action”
  • One “path forward”

Since both campaigns are spending substantial amounts of money on these ads, they are probably testing different colors, fonts, call to actions, text, images, donation amounts and buttons. Not to state the obvious, but landing pages provide insights into what motivates users and generates engagement.

(Note: Screenshot site images listed above are property of Donald J. Trump for President, Inc. and Hillary for America.)