Best landing page of the month - May 2021
In this new episode of the "Landing Page of the Month" series, we're looking at one of the best examples of a landing page with a competitor comparison.
In this article:
- Omitted website menu
- Optimal size of the first section
- Balance between the text and graphics
- Feature-by-feature comparison
- Visually appealing patterns
- Animated product illustration
Part II: What can be improved
In this month’s edition of our monthly digest of the best landing examples, we’re taking a closer look at a template that has been perfectly optimized for conversion. It’s an excellent competition landing page example created by Wrike, a project management and collaboration software vendor.
Bookmark this page and keep those ideas in your pocket and use them when creating your landing pages with your landing page builder, you prefer watching to reading, we’ve prepared a video summary of all the critical points about this month’s best landing page example.
Landing Page URL: https://try.wrike.com/wrike-vs-asana
Part I: What makes this landing page great
There are some cool vendors on the project management and task management software market - Asana, Atlassian, Wrike, Good Day - to name a few. Pretty much of the players have experienced a significant increase in revenue amidst the pandemic as remote work demands proper systems for better collaboration amongst the teams. Hence, the competition in this space is exceptionally intense.
We believe that “Wrike vs. Asana” is a great competition landing page example created by Wrike, comparing their product to Asana. Based on the historical traffic data, we can see that Wrike’s team has been using it for their paid search campaigns for over a year.
1. The website menu has been omitted
The page follows one of the most crucial landing page best practices, as the website menu has been removed to eliminate potential distractions and focus the visitors’ attention on the content and call-to-action.
2. The top section fits perfectly into a 13-Inch display
The next thing your eyes see after the small logo at the top is the section with the central message and a superb animated product illustration, call-to-action and customer proof. Wrike did a great job here in particular, as they’ve managed to place all of those essential elements of landing page anatomy and make everything look great on a 13-inch screen.
These days, the 13-inch screen laptops are dominating sales and considered standard for general consumers. Therefore, as a lead generation professional, you’ve got to ensure that the top section of your landing page, with the essential elements, fits the 13-inch screen size.
3. There’s a nice balance between the amount of text and graphics
Wrike’s product marketing and lead generation teams have done a great job putting together a straight-to-the-point landing page with an easy-to-understand structure. They’re following the “Kill a Word” landing page best practice and not overloading this page with excessive amounts of content.
Instead, they’re using images to support their story. We applaud this decision and believe that the landing page is a rare example of a perfect balance between text and graphics.
4. The direct feature-by-feature comparison is a bold, yet effective move
We’ve already mentioned that this page’s being used for a competitive campaign in paid search. It’s been designed for the in-market audience using queries such as “best task management tools” or “asana alternatives.”
The in-market (sales-ready) audience generally appreciates direct comparisons between the tools they’re researching since they are at the decision-making stage at the very bottom of the sales funnel. The fact that Wrike used a feature comparison table plays in their favor.
5. Changing patterns make the page more visually appealing
You don’t really notice those details unless you’ve built hundreds of landing pages and launched tens of A/B tests. Notice how elegantly Wrike’s team’s going from the horizontal three-benefits pattern to the vertical to keep the visitor engaged? Classy!
6. The animated product illustration Is awesome
There are plenty of reasons why the animated illustrations demonstrating the product capabilities work better than the product screenshots. Perhaps the main one is that the product screenshots usually contain many different elements that are not necessarily appealing to the end-user, especially if no additional context has been given.
The animated illustrations allow vendors like Wrike to focus the visitors’ attention on the things that matter most.
Part II: What Can Be Improved
Even though the landing page we’re looking at today is a solid one, there are just a few things that, in our opinion, could be improved:
1. The product comparison might need necessary disclaimers
There’s a reason why we believe that the direct comparison with a competitive product is a bold move - from the legal standpoint, all competitive statements about competitive products in advertising need to be backed up with… well, at least something. Otherwise, the credibility of such information could be considered flawed.
2. The customer quote is not really a customer quote
If you take a closer look at the section with the “What our customers say,” you’ll probably notice that the testimonial used on the page is not a customer testimonial. Instead, it’s a quote from a product review done by an online tech publication reviewing Wrike.