5 Ways Uber Uses Landing Pages to Dominate the Market

5 Ways Uber Uses Landing Pages to Dominate the Market

Last updated on by in Landing Page Examples

Show Me The Top 10 Landing Page Styles

Now. It's when we want what we want.

It’s when we want our meal, our TV, our news… and pretty much any other product or service we have the money to order.

In today’s world of instant gratification and right-now resources, arguably no brand has become more synonymous with “on demand” than Uber.

The service was the first of its kind to transform the archaic system of hunt-and-hail to flag down a taxi cab, into a simple series of taps that would accomplish the same goal.

After its breakthrough into the mainstream, it didn’t take long before people recognized the genius of Uber. The market for on-demand service apps was largely untapped.

Soon there was an Uber for grocery shopping, for alcohol, for massages, and even for marijuana delivery.

And while the concept of on-demand services has grown to become even bigger than Uber itself, currently the company continues to grow at a staggering rate.

Today, over 8 million users in 400 cities have solicited over 1 billion rides from the on-demand, cab-alternative service. And the business’s main competitor, Lyft, can only be described as the David to their Goliath, with even slimmer odds than the biblical underdog of coming out on top.

Lagging way behind, Lyft counts only 100,000 users in 60 cities.

So, what’s Uber’s secret?

Is it their technology? Is it their drivers? It is both, and, just as important, it is their marketing.

Today we’re going to find out how successful ride-requesting app, Uber, is at creating compelling landing pages that get people to convert.

What is a landing page?

A landing page is any standalone page not connected to a website’s navigation, which has been created with one goal in mind, and one goal only: to get visitors to convert.

It may be to sign up, to download, to order, or to subscribe. Whatever the action is, the goal of a landing page is to elicit that action using persuasive elements and a powerful call-to-action.

Now let’s look at a few ways Uber uses landing pages.

How Uber uses landing pages

1. To get drivers to sign up

Here’s the first Uber landing page we found in our research:

This picture shows how Uber uses a short lead capture form and minimal copy to increase new driver signups.

Let’s talk more about this landing page: who is it for, why was it built, what is it doing well, and how could it improve?

Who is it for:

Why was it built:

What it does well:

What it could improve:

2. To get riders to sign up

Here’s an AdWords landing page aimed at a completely different audience. We found it after searching “ride Uber” in Google:

This picture shows how Uber uses an AdWords landing page to increase new riders to signup.

Who is it for:

Why was it built:

What it does right:

What it could improve:

3. To deliver geo-targeted offers

Here’s something we don’t get to do often: Highlight a landing page that drives visitors from an offline source. In this case, the source is a street ad in New York City:

This picture shows how Uber uses a NYC street ad to generate landing page visits and new signups.

When you type "uber.com/newyork" into your browser, you’re taken to this landing page:

This picture shows how Uber uses a New York City taxi comparison to generate new user signups on its landing page.

Let’s talk a little more about it.

Who is it for:

Why was it built:

What it does right:

What it could improve:

4. To give away “free” rides

At a quick glance, you might think this landing page is completely identical to one of our earlier examples. But a closer look reveals otherwise:

This picture shows how Uber uses a "free ride" incentive to generate new user signups on its landing page.

Who is it for:

Why was it built:

What it does right:

What it could improve:

It’s great that Uber is offering discounted first-time rides for new signups, but they’re certainly not free.

What if your ride costs more than $15? You have to pay the remaining amount. The company would be better off positioning the offer as a discount as opposed to a free ride.

5. To highlight a seasonal promotion

Here’s another Uber landing page that might fool you if you’ don’t look closely. At first, it seems like it could be a clone of example number 3, Uber’s New York City landing page. And while they both use all the same elements below the fold, above the fold they are completely different:

This picture shows how Uber generates new user signups by offering a seasonal promotion on its landing page.

Who is it for:

Why was it built:

However, leaving a seasonal landing page up in the off-season is more common than you think. For example, many brands leave their Black Friday landing pages online even after the holiday season, to capitalize on year-round traffic.

What it does well:

What it could improve:

What do you think of Uber’s landing pages?

Using landing pages and a combination of other marketing methods, Uber has been able to dwarf its competition — generating a user base over 80x larger than its biggest rival, Lyft.

To start dominating your industry like Uber has, take what you’ve learned from this blog post, then use Instapage to build and publish your landing pages without help from a web designer or an IT specialist.

Show Me The Top 10 Landing Page Styles