Microsoft is one of the biggest technology brands on the planet, with over 400 million devices running its Windows 10 operating system. Superior technology and innovation have fueled Microsoft’s rise since its founding in 1975. But technology alone can’t take all of the credit for the company’s growth into a tech giant. They’re also very savvy at marketing their products and services while capitalizing on the latest digital marketing tools, like post-click landing pages.
post-click landing pages are standalone pages that are designed with one thing in mind: Conversion. These focused pages use persuasive elements like compelling headlines, social proof, and visual cues to convince prospects to take action. That action could be to register for a demonstration, download an ebook, signing up for a free trial, and more.
Today we’ll review how Microsoft’s marketing integrates post-click landing pages and evaluate how well each page is at persuading prospects to take action.
10 Microsoft post-click landing pages designed for conversion
(For shorter pages, we’ve displayed the entire page. However, for longer pages, we only show above the fold, so you may need to click through to the page to see some of the points we discuss. Also keep in mind that some pages may be undergoing A/B testing with an alternate version than we’ve displayed below.)
1. To get visitors to view their collaboration suite infographic
What the page does well:
- The numbered bullet points allow visitors to quickly make a decision on if the offer is relevant to them. There are no blocks of text that visitors have to read through to make a decision on conversion. To make these stand out even more, they should be indented from the rest of the copy.
- The infographic image gives visitors a look at what they’ll be downloading once they complete the form.
- The arrow on the CTA button is a visual cue that tells the visitor to “move forward” and get the infographic by clicking the button.
- The copyright is current, which tells the reader the information on the infographic is recent.
What the page could change or A/B test:
- The left margin is broken by including the image justified left instead of the copy. Remember, people read top to bottom, left to right so by having something other than copy in the top left when they first arrive, you’re providing a fractured user experience.
- The headline doesn’t convey any benefit for downloading the infographic. It simply restates the title of the infographic, which is clearly visible on the image at nearly the same line of sight.
- The Office logo and Contact us are both linked, which gives visitors too easy of an opportunity to abandon the page.
- The CTA color is the same as the share buttons above the headline, which means the CTA isn’t as prominent as it could be. Designing the button in green would make the button “pop” off the page. A quick look at the Adobe color wheel can help you select a contrasting color.
- Zero form fields means that Microsoft is giving away the infographic without capturing key information about prospects they could nurture in their marketing funnel.
- The related content section takes visitors off of the post-click landing page to different offers. Removing this section would keep attention on this page and nowhere else.
- Numerous exit links (social share buttons, “follow us” icons, and footer) are unnecessary because they provide easy escape routes off the page.
2. To generate downloads of their Office 365 ebook
What the page does well:
- The headline clearly conveys the value of the ebook. A visitor landing on this page instantly sees that this page is about increasing their team’s mobile productivity through Office 365.
- The ebook’s image shows visitors what they’ll receive after they convert. However, the image could be larger and displayed more prominently on the page.
- The autofill option makes it easier for visitors to complete the form by signing into Facebook or Twitter. Allowing this functionality makes the conversion process that much smoother for visitors interested in the ebook.
- The bulleted copy lets visitors know exactly what to expect from the ebook, and helps them skim the page and evaluate the offer.
- The encapsulated form with a blue border draws more attention to the form.
- The word “free” is used multiple times: in the copy, the form header, and the CTA button. Emphasizing the no-cost nature of the ebook helps persuade visitors to download it.
- The arrow visual cue on the CTA button implies that visitors should click the button and download the ebook.
What the page could change or A/B test:
- The Microsoft Office logo and contact us links provide too much temptation for visitors to leave without considering the offer.
- The blue CTA button doesn’t stand out as much as it could. If the button were orange or yellow, then it would be impossible to miss.
- Social media links in the footer give visitors a chance to leave the page without converting. Why are they here? The page is about generating ebook downloads, not growing their social media audience. If Microsoft must include them, they should move them to the thank you page after the visitor converts on the form.
- Social proof (like a testimonial) could help show visitors that other people have had success by downloading the ebook.
3. To generate downloads for their data management report
What the page does well:
- No menu navigation means that visitors are more likely to stay on the page and consider the offer.
- Minimal copy allows visitors to quickly evaluate what the report is about and whether they want to download it or not.
- The privacy link in the footer helps to build trust with visitors and shows them what Microsoft will and won’t do with their personal data.
What the page could change or A/B test:
- The logos in the header link back to the main site, giving visitors a chance to leave without converting.
- The empty space under the copy doesn’t help the page flow well and throws off its balance. A section with a testimonial, video, or award badges could be placed here.
- A relevant image of the report cover could be added to this page. That way, people will know what they’re downloading.
- The CTA copy could be improved. “Download Now” isn’t very compelling. Testing the button with “Send Me the Report” or “I Want the Report” would likely perform better.
- The 2016 copyright could throw visitors off and make them believe the offer is outdated.
- The lack of social proof means this page isn’t maximizing its potential. A testimonial could help show the benefits other people have enjoyed by reading this report.
4. To sign visitors up for their Build 2017 mailing list
What the page does well:
- No menu navigation or logo links means that visitors are more likely to stay on the page and evaluate the offer.
- The Seattle skyline image is relevant because the event is taking place in Seattle.
- The 5-field form reduces friction and makes it more likely users will complete it.
- The blue CTA button stands out on the page.
- The privacy statement is prominent which helps visitors to understand how Microsoft uses their personal data.
What the page could change or A/B test:
- Adding more copy that details exactly what is in the Microsoft Build mailing list would be beneficial. From the post-click landing page alone, it’s difficult to ascertain what kind of content is going to be send to those who sign up.
- The CTA copy isn’t personalized. “Submit” is bland and uninspiring. CTA copy that is relevant to the mailing list offer would increase conversions. “Send Me Updates” or “Add Me to the List” are much better than the current copy.
- Footer links give visitors a chance to leave the page without converting. Removing these links will further optimize the post-click landing page.
5. To get visitors to register for an Azure webinar
What the page does well:
- The headline clearly conveys the benefit. As soon as visitors arrive on the page, they understand that the post-click landing page is about learning why they should run their Microsoft apps on Azure.
- Minimal copy won’t overwhelm prospects from learning why they should register for the webinar.
- Bullet points allow visitors to scan the page even quicker to learn the key takeaways of the webinar.
- The name, title, and image of the person leading the webinar is listed, so visitors understand exactly who is presenting.
- The privacy statement in the footer lets visitors know how Microsoft will use their data, which can put some visitors at ease. However, instead of taking visitors off the page, it would be better if the link opened in a pop-up with more information.
What the page could change or A/B test:
- Both header logos are hyperlinked, which gives visitors too easy of an exit route off the page before even considering the offer.
- The image isn’t relevant to the webinar. An image of Microsoft Azure running on a laptop or showing a business owner using the service could make this page more compelling.
- The CTA color has already been used in the header so it doesn’t contrast with the page as well as it could. When visitors have a hard time finding the CTA, conversions suffer. Had the CTA been designed in red or orange, for example, it would “pop” off the page.
- The outdated copyright may confuse prospects and make them think the offer is out of date.
- A lack of social proof hurts this page. Adding a testimonial or video from someone who has seen the webinar and had success with Microsoft Azure would be even more persuasive.
- Disappearing form field text can frustrate visitors into converting. A better way to design this is to include the form field names above each field for easier reference.
- “Register Now” is not very convincing CTA copy, especially since the webinar is on-demand. The word “register” is more applicable to live webinars where seats may be limited but on-demand webinars are simply recordings. In this case, “Show Me the Recording” or “Send Me the Webinar” are more appropriate.
6. To persuade visitors to start an Azure account
What the page does well:
- The headline immediately lets visitors know what this page is all about — getting prospects to create a free Azure account.
- The gif of the computer screen gives visitors a clear view at how Microsoft Azure looks and feels on a screen.
- The green CTA color is distinct from everything else on the page. This helps it stand out and just begging to be clicked.
- The bulleted copy with iconography allows visitors to see the benefits of Microsoft Azure without having to read through blocks of text.
- The word “free” is used throughout the page, which helps persuade visitors to start an Azure account.
- Good use of white space allows the elements to flow together and doesn’t leave any section of the post-click landing page feeling empty. This helps persuasive elements such as the CTA and image stand out.
What the page could change or A/B test:
- The logo links back to the Microsoft Azure home page.
- The links in the footer, such as feedback and contact us, distract from the offer and give visitors a chance to leave the page without converting.
- The CTA copy is bland and not personalized. “Start Free” isn’t as compelling as it could be. “Start My Free Azure Account” is more relevant and personalized.
- Social proof like a counter displaying the number of users with a Microsoft Azure account could increase conversions.
7. To get visitors to watch an on demand Visual Studio webinar
What the page does well:
- The image is relevant. The image of a smartphone running Windows 10 fits with page’s focus on mobile development.
- The bulleted copy helps visitors quickly evaluate the webinar’s contents and make a decision on watching.
- A complimentary report is offered as an incentive for prospects who sign up for the webinar. This is particularly smart because giving away additional value that is free can help push visitors towards converting.
- The form is encapsulated so it draws even more attention as soon as visitors arrive on the page.
- The copyright is up to date so prospects won’t be confused about the status of the offer.
What the page could change or A/B test:
- The headline is a mouthful and could be shorter and more clear.
- The Visual Studio logo is linked off the page.
- The CTA button doesn’t stand out because it is the exact same color as the form. Changing the CTA color to green would make it more noticeable.
- The webinar hosts don’t have images. Having a name and title listed for the webinar hosts is solid, but adding an image can create a human connection and help push visitors to convert.
8. To get visitors to register for their cybersecurity webinar
What the page does well:
- No menu navigation keeps visitors focused on the offer instead of going off to different areas on the Microsoft website.
- The numbered bullet points helps visitors scan the copy quickly and evaluate the takeaways of the webinar.
- Webinar hosts include name, title, and headshot, which helps visitors establish a connection with the hosts.
- Privacy link in the footer helps to build trust with visitors by showing them that Microsoft won’t misuse their personal data.
What the page could change or A/B test:
- The Microsoft logo is linked, which gives visitors an easy way off the page.
- The image is not relevant to the webinar. Showing an image of someone using Microsoft’s cybersecurity solutions could go a long way to optimizing this page.
- The headline doesn’t convey the benefit of the offer.
- The CTA color is the same as the form, which makes it difficult to stand out. Changing the CTA color to green could significantly increase conversions.
- The “Register Now” CTA copy doesn’t inspire visitors to convert. The webinar is on-demand so why do visitors need to register? Changing the copy to “Give Me Access” or “I Want to Watch” could increase conversions.
9. To get visitors to register for a Virtual Security Summit
What the page does well:
- No menu navigation keeps visitors on the page and focused on evaluating the offer.
- Bulleted copy provides the three main takeaways of the Virtual Security Summit recording.
- The list of speakers for the virtual security summit lets visitors know who is presenting. Plus, including full name, title, and headshot for each is a good touch.
What the page could change or A/B test:
- There is no headline. Just stating “Virtual Security Summit” doesn’t convey any benefit. Instead, it could detail why this summit is special and what particular value it has to visitors.
- The green CTA button is the same as the header banner, which means the button doesn’t draw the gaze of visitors like it should. Changing this color to something more contrasting, like orange, would make it more noticeable.
- “Register Now” is not persuasive CTA copy. “Send Me the Recording” would like generate more clicks because it is more personalized and relevant to the offer.
- The “sticky” social media buttons take visitors away from the post-click landing page and this offer. Removing these links would keep all attention focused on the offer.
10. To get visitors to register for a live demo
What the page does well:
- No navigation or footer links help visitors stay focused on the page and the Office 365 live demo.
- The header image is relevant, as it shows Office 365 being used on several different devices. Prospects can see that Office 365 is versatile enough to work on laptops, tablets, and smartphones.
- The copy describes the webinar series and what visitors will be getting if they convert.
- The blue CTA color contrast with every other element on the page, which helps it draw attention.
- The copyright in the footer is up to date, which means prospects won’t be confused about whether the offer is current.
- The privacy statement in the footer increases consumer confidence that Microsoft won’t misuse private data. However, this link would be more effective if it opened a small pop-up instead of taking visitors off of the post-click landing page.
What the page could change or A/B test:
- The Office logo is hyperlinked, which allows visitors an easy exit route off the page without fully evaluating the offer.
- The headline isn’t very persuasive, especially since “Office 365 live demo” is the first thing visitors will see when they land on this page. It should be replaced with something that describes the value of the offer.
- Adding a countdown timer for the only live webinar would help it stand out amongst the other webinar options.
- Way too much unnecessary copy for every different webinar makes this page a chore to read/skim.
- The form forces visitors to select from eight different webinars. This increases friction because visitors must spend extra time deciding if each webinar is relevant. A better option would be Microsoft choosing a single webinar and focusing this entire post-click landing page on converting prospects to sign up for it.
- The white space under the CTA doesn’t balance the page or help it flow. This leaves the page below the fold feeling empty.
Which Microsoft post-click landing page was the most persuasive?
Microsoft knows that being a large brand means marketing different products and services to different demographics. post-click landing page optimization is vital to helping Microsoft’s prospects quickly find value in their services and persuade them to convert. Each example above demonstrates some best practices as well as some areas to improve — and that a strong first impression is key to earning conversions.
Establish a strong first impression by creating beautiful post-click landing pages with Instapage. Sign up for an Instapage Enterprise demo today.