# Landing page examples: five pages and the principles behind them

Page: https://alidemirbas.com.tr/en/blog/landing-page-examples

2026-11-14 · Growth Marketing · Ali Demirbaş

Five landing page examples, from Shopify to Apple and Waze: what each page shows, the NN/g and Google principles behind it and how to test one element.

These five landing page examples each put a single main action near the top, next to copy that says what the action gets you. They are a Shopify trial signup, an ActiveCampaign demo form, Apple's AirPods Pro 3 page, the Waze app page and HubSpot's UNBOUND event page. Where and how they show price, conditions or consent varies from page to page.

Each element rests on a published source. The sources are Nielsen Norman Group (NN/g) research, Apple's badge guidelines, Baymard Institute's cart abandonment list and Google Ads' definition of a landing page. What none of the pages shows is how well it converts. Only a test with a control group can tell you whether an element works on your page.

Google Ads defines a landing page as the page people reach after they click your ad. By that definition, a separate campaign page counts, and so does a product page or a homepage. Speed is outside the scope here. The post on [landing page speed and Google Ads](https://alidemirbas.com.tr/en/blog/landing-page-speed-google-ads) covers it.

## How the five pages were reviewed and what that can't show

All five pages were downloaded on November 14, 2026, and only elements present in their HTML are described. Anything a browser adds later with JavaScript is not part of this review. Offers and prices can also differ by country and date, so the page you open may not match.

Nobody outside these companies knows which ads send traffic to these pages or how many sales or signups the pages bring in. Results the companies publish themselves aren't repeated here as figures either.

It isn't known either why the companies chose these elements. "The principle behind" an element here means a published, sourced principle that explains it. No example is presented as a winner.

The number of links is one of the biggest differences between the pages: 6 on Shopify's trial page and 223 on Apple's product page. Google Ads' [glossary entry for landing page](https://support.google.com/google-ads/answer/14086?hl=en) names the things that represent landing page experience. They include useful information, ease of navigation and the number of links. It doesn't say which number is good.

*Table note: Links counts the links in each page's HTML, including menu and footer links. Pages downloaded on November 14, 2026.*

| Page | Type | Main action | Links |
| --- | --- | --- | --- |
| Shopify | Software trial signup | Start for free | 6 |
| ActiveCampaign | Business demo form | Request your demo | 114 |
| Apple AirPods Pro 3 | Ecommerce product page | Buy | 223 |
| Waze | App download | Download waze | 107 |
| HubSpot UNBOUND | Event registration | Register | 63 |

Shopify's is the only page that drops the site menu entirely. A link count alone doesn't point to a problem, because some links come from the menu and footer that repeat on every page. The real question is whether the main action gets lost among them. Only your own data can show that.

## Shopify trial signup: one field and no menu

[Shopify's free trial page](https://www.shopify.com/free-trial) opens with a headline, a subheading that states the offer's terms and a single email field. The button text is "Start for free" and a short line right below the field says that signing up means agreeing to Shopify marketing emails.

Nielsen Norman Group's [scrolling and attention study](https://www.nngroup.com/articles/scrolling-and-attention/) ran on desktop screens in 2018. It found that people look more at the first screen than at anything below it.

The study advises reserving the top of the page for priority content and keeping major calls to action (CTA) above the fold. Shopify's form sits right under the headline, at the top of the page. On your own page, you can measure what a first-screen CTA does with the [test that moves the main CTA above the fold](https://alidemirbas.com.tr/en/lab/ab-test-library/tests/moving-the-main-cta-above-the-fold-ab-test).

The same form appears again at the end of the page, with "Submit" on its button. The [end-of-page CTA test](https://alidemirbas.com.tr/en/lab/ab-test-library/tests/adding-a-second-cta-at-the-end-of-the-page-ab-test) explains which metrics to read when you repeat a CTA at the bottom of a long page. In between, a short FAQ answers the pricing question and notes that the trial needs no credit card.

The page has one customer quote with a name and a company, and no link to an outside review site. In NN/g's [credibility study](https://www.nngroup.com/articles/trustworthy-design/), participants liked quotes on company websites but viewed them with skepticism and trusted reviews on external sites more. That finding makes an independent review next to the quote a testable idea.

## ActiveCampaign demo form: the button says what happens

[ActiveCampaign's demo page](https://www.activecampaign.com/demo) states above the form what the visitor gets: one-on-one time with an expert and a personalized demo. The button text is "Request your demo" and, next to it, a "Request Pricing" option uses the same fields to ask for a price quote.

NN/g's ["Get Started" study](https://www.nngroup.com/articles/get-started/) explains the principle behind such a specific label. Some participants who saw a generic "Get Started" button stopped looking for more information further down the page and assumed it wasn't there. NN/g recommends labels that state precisely what users should expect. "Request your demo" says what a click will do.

The form has four required fields, an unchecked box for consent to contact by SMS and WhatsApp and a sentence agreeing to marketing emails. The consent text comes before the button, so visitors can read what they agree to before they submit. The number and order of fields is a separate topic.

The same Google glossary also counts the expectations users form from the ad they clicked. Someone looking for a demo sees "Request a Demo" right above the form. You can measure what matching the headline to the ad's promise does with the [traffic-source headline test](https://alidemirbas.com.tr/en/lab/ab-test-library/tests/matching-the-headline-to-the-traffic-source-ab-test).

The page carries the full site menu, and further down there's a block of the company's own performance claims in figures. The page text doesn't say how those figures were measured. Lower still, a separate email field offers a 14-day trial, so the page asks for three different actions.

## Apple product page: footnoted claims and delivery details

[Apple's AirPods Pro 3 page](https://www.apple.com/airpods-pro/) opens with the product name, a one-line claim and a "Buy" button. The local menu at the top has five links: overview, hearing health, tech specs, compare and buy. The button's place at the top of the page rests on the same NN/g principle as the Shopify example.

The performance claims on the page carry footnote numbers. The footnotes at the bottom state how each claim was measured, for example that Apple ran the tests in specific months with preproduction devices.

NN/g's credibility study says people appreciate sites that are upfront with all information about the customer experience. The footnotes can be read as that principle applied to product claims. That reading is an inference, since NN/g doesn't discuss footnotes.

The overview page's HTML contains no price. It does have a line about delivery and in-store pickup options.

Baymard Institute's [list of cart abandonment reasons](https://baymard.com/blog/cart-abandonment-rate) is based on a survey of US online shoppers. One reason on it is not being able to see or calculate the total order cost up front. That makes it worth checking at which step your own product page shows the price or the delivery fee.

## Waze app download: store badges and a web option

[Waze's homepage](https://www.waze.com/) opens near the top with a short promise, followed by a claim about the size of its community. The "Download waze" button appears five times. Two links, to the App Store and Google Play, are marked in the HTML as store badges. For visitors who don't want the app, an "Open live map" link goes to the site's live map page.

Apple's [App Store marketing guidelines](https://developer.apple.com/app-store/marketing/guidelines/) ask for the badge in all marketing materials as a clear call to action to get the app. The same guidelines want the badge to stay subordinate to the main message rather than become the dominant artwork.

The "consistency and standards" principle from NN/g's [usability heuristics](https://www.nngroup.com/articles/ten-usability-heuristics/) points the same way. People's experience with other products sets their expectations, so following platform and industry conventions matters. A store badge is one such convention, since visitors may know it from other sites.

The community-size line is a form of social proof. According to NN/g's [article on social proof](https://www.nngroup.com/articles/social-proof-ux/), the biggest risk is that visitors find the number too small and conclude that too few people approve. The article adds that social proof can make an interface busy, and it lists questions and test methods to use before adding it.

## HubSpot UNBOUND event page: date, status and what the price covers

[HubSpot's UNBOUND page](https://unbound.hubspot.com/) gives the event's dates and city in its first lines. According to the page, the company's annual conference INBOUND has been renamed UNBOUND. On November 14, 2026, the presale was sold out and the page said when registration would reopen. The "Register" link in the menu goes to the registration page.

Under the general admission price, the page lists what the pass includes. The last item says lunch is available for individual purchase. On November 14, 2026, the page marked the higher-tier pass (VIP) as "Coming Soon" without a price.

The principle behind this layout is again in NN/g's credibility study. The study counts documenting what a base cost includes and stating any extra fees as part of upfront disclosure. In the same study, sites that left out basic information were almost immediately ruled out. On an event page, it's reasonable to read that basic information as the date, place, sales status and what the price covers.

## Principles are not proof: test the element with a control group

The principles above come from usability research and platform guidelines, not from these pages' results. A principle gives you a hypothesis about which element to change. Only a test shows what the change does with your visitors. Finding and prioritizing test ideas is part of the [conversion rate optimization (CRO)](https://alidemirbas.com.tr/en/blog/conversion-rate-optimization-guide) process.

Use completed actions as the metric, not clicks. As the main CTA test also notes, a button click is not a completed signup or request. Assign each visitor to a group at random on their first visit and compare results by assigned group. Give everyone the same follow-up window, and make sure the [control group](https://alidemirbas.com.tr/en/blog/control-group-ab-testing) keeps seeing the current page unchanged.

Write the decision rule before the test starts:

- What counts as a win: a difference in the primary metric at a significance level chosen in advance.
- Which guardrail metric stops the test, and at what limit.
- That an unclear result is reported as unclear, not as "no effect."
- That a testing tool's "winner" label is not a decision on its own.

## Hypothetical example: testing the label on a demo button

All figures in this section are hypothetical. A demo request page gets 5,000 unique visitors a week, all eligible for the test. The current button reads "Get started," and 4% of assigned visitors complete a demo request within 7 days of their first visit. The variant button reads "Request a demo," and the rest of the page stays the same.

Visitors are split 50/50 on arrival. The primary metric is completed demo requests per assigned visitor. The guardrail is the share of requests that sales counts as qualified. If that share drops by more than 5 points in the variant, the change doesn't ship.

Assignment can run for 8 weeks at most. The visitor counts come from the standard two-proportion formula at 95% confidence and 80% power.

Two inputs drive the number of visitors you need: the current rate and the smallest lift you want to detect (the minimum detectable effect). Smaller lifts stretch the time fast.

*Table note: Hypothetical example. 5,000 eligible visitors a week, 50/50 split. Visitors and weeks rounded up. The result is read once the 7-day follow-up window after the last assignment closes.*

| Scenario | Visitors per arm | Total | Assignment time |
| --- | --- | --- | --- |
| 4% → 4.8% (20% relative) | 10,317 | 20,634 | 5 weeks |
| 4% → 4.6% (15% relative) | 17,943 | 35,886 | 8 weeks |
| 4% → 4.4% (10% relative) | 39,476 | 78,952 | 16 weeks |
| 2% → 2.4% (20% relative) | 21,109 | 42,218 | 9 weeks |
| 2% → 2.3% (15% relative) | 36,694 | 73,388 | 15 weeks |

At a 4% current rate, the 8-week limit is enough to detect a relative lift of 15% or more.

A 10% lift needs 16 weeks of assignment. Halving the effect multiplies the visitors needed by about 3.8.

At the same rate, this page can't detect a lift smaller than about 14% within 8 weeks with 80% power.

When the current rate drops to 2%, even the 20% lift needs 9 weeks and breaks the limit.

So the decision depends less on the label than on the size of effect you expect. If you expect a label change to move the rate only a little, plan a longer test. The other option is a bigger variant that changes the headline, subheading and button together. In the first scenario, the control group should produce about 413 requests, which is enough events for this method.

## A first step for your own landing page

Start by filling in the first table for your own page, then pick one element:

1. Write down the page's main action and the text on its button. Check whether the label says what happens after the click.
2. Check whether price, extra fees, consent and delivery terms appear before the form or the button.
3. Record what the first screen shows on a phone and on a desktop separately, since each shows a different part of the same page.
4. Pick the element whose principle is clearest and write a variant that changes only that element.
5. Enter your current rate and weekly visitors in the [sample size calculator](https://alidemirbas.com.tr/en/calculators/sample-size-calculator) to see whether the test can finish within a limit you set in advance, such as 8 weeks. If it can't, test a bigger change.