Comparing the Anatomy of B2B Landing Pages [Video]

Last week, my partner and brother, Jeffrey and I were doing an in-house training for a large B2B marketing team. At the end of our training, we had them review a bunch of landing pages across the web to see how they could apply what they learned over the two-day training. One source of inspiration for the landing pages they reviewed was this list of 30 beautiful landing pages. There were a few good ones (beautiful doesn’t always mean good), but the one the team agreed was the best was the Square landing page.

In this column, we’ll take a look at three landing pages:

1. Square
2. PayPal
3. Intuit

Since they all pretty much sell the same thing, I thought it would be interesting to show several processes we use to review each of these landing pages, based on:

• The anatomy of a landing page and the key design elements found.
• The prioritization of elements based on eye-tracking studies using Feng-Gui.
• The conversion trinity.

It might help to review this short video on how you and your designer should be working together to set the priorities for your page:

Here is my analysis of the three landing pages (the video takes less than 14 minutes):

Square has focused on simplifying its messaging and conversion process (that appeals to the competitive and spontaneous types) over Intuit’s and PayPal’s. Even the look of the card readers in the product presentation had a great impact on people’s decisions to sign up on these pages or not.

It would appear, if you were to truly dig into the details, that both Intuit (for humanistic types) and PayPal (for methodical types) might have better offers. However, I am a Square customer and many of the people I asked about the pages agreed that Square seemed to be the most effective landing page for converting visitors.

Please give me your feedback.