I’ve been stumbling lately upon these innovative, B2B web pages. They’re shorter pieces— a kind of sneak peak, if you will— of the full downloadable content. In a recent design meeting, a co-worker and I shared examples of them and something interesting came up.
“It’s like a really robust landing page.” @
This got me thinking.
Are we replacing the traditional landing page?
Unlike the usual journey from email to static landing page and form, emails are now leading users to a unique interactive preview of content. I’m comfortable comparing these to traditional landing page because the end goal is the same; collect the lead, download the content.
Here’s an example by Vidyard. I began the journey by receiving this email with various calls to download a report. By default, I’m anticipating a typical landing page with a few sentences, a cover image and a form.
In an interesting turn of events, I’m taken to a completely new kind of landing page experience. There’s no boring blurb that probably restates what I just read (ok.. skimmed through) in the email. There’s no manipulated cover image. Instead, there’s different information that grabs my attention.
Here, I can learn more about the content of the piece by interacting with the page. I’m presented with tweetable statistics, slides, and animations. Further down I can even check out quotes pulled from the full piece.
One really important thing to note: I can download the full report at any point on my journey through this page. Each section gives me the opportunity to download if I so choose. And, when I do (ta-da!), the form.
Here’s another example from Invision App. Their 2016 Product Design Report landing page was set up the same way. I stumbled upon this one while browsing through their blog, but the idea is the same.
I’m taken to yet another interactive landing page. This one takes me on a journey through the report by chapter. Again, I’m given a statistic to peak my interest and there’s a consistent CTA throughout. Allowing me to preview the information like this immediately makes me want to know more. It’s like reading the synopsis of a book and wanting to dive into the pages to find out more.
As the end user, I love where this is going. Does anyone even read the landing page blurb? What did it offer me? Not nearly as much as these interactive experiences do. And, as an added bonus, these pages allow me to have an experience with the content.
From the strategy side of things, this fascinates me. Time and time again I hear clients that “want” something short and engaging, but when it comes down to it, they don’t actually want to cut content to make it happen. Old habits die hard, and that impulse to get everything in one place is still strong.
These re-imagined landing pages feel like a step in the right direction. By taking this approach, you’re able to give your client, customer, and user a new experience on a familiar journey. Replacing the traditional landing page in ways similar to this offers a more eye-catching experience while still accomplishing the same lead generation goals.