This installment of analyzing real-world landing pages finds us on the landing page of Zendesk, a company that provides web-based customer support and help desk software. Zendesk has several thousand customers using their software and we imagine many of them started from their landing page, so let’s dig in.

To start, here’s what the Zendesk landing page looks like:

LandingPage-ZenDesk

Two things immediately come to mind when seeing the Zendesk landing page: 1) it looks great, but 2) it feels cramped. The overall spacing of the design could be improved to allow the different zones of the page breathe a little bit. This is by no means a huge issue, but noticeable nonetheless.

The page does a good job of letting potential customers know what the goal is – to sign up for a free 30 day trial of their software. Similar to the WebEx landing page, there’s a small form users can fill out to quickly and easily get started with Zendesk. There is also only a single call-to-action button on the page, but it could be improved by making it bigger and changing its color. The gray color of the “Create My Zendesk Trial” button makes it feel like it’s in the background.

And while not directly related to the landing page itself, look at the Zendesk logo. Do you see the heart? Very clever and subliminal, and reminiscent of the arrow in the FedEx logo.

So let’s break this landing page down by highlighting its zones:

LandingPage-ZenDesk-Dissect

Zone 1 – Like all good landing pages, it has the appropriate attention-grabbing words that immediately tell potential customers what Zendesk is and how it can help them.

Zone 2 – This zone contains two elements: several (mostly) recognizable logos of major brands that use Zendesk and a quote from one of those customers about how good Zendesk is. Notice that the quote is from a person with the title “Head of Support”. This is important because it plays directly into their target audience: help desk support personnel. If the quote was from someone other than a support person it would not carry as much weight.

Zone 3 – Here we find the product touts and pricing, but Zendesk has taken a different approach in that they embed a short video that showcases why users should try their software. This is a useful design that keeps potential customers engaged and possibly increases the likelihood that users will enter their information into the form.

Zone 4 – This zone contains the form and aforementioned call-to-action button. The form is rather short and asks some basic information to get a user started. However, there are two issues with this form: it asks for the size of the help desk and it asks users to enter a unique site address. The problem with these is that they require users to think. If users are only signing up for a 30 day trial, then why does Zendesk care about how many help desk agents a potential customer needs right now? That information can be gathered when the trial is over and the customer hands over real money. As for the site address, this is another thing that can be entered later. Why not capture the form data first and then ask for the site address after that? The point of this landing page should be to get potential customers to sign up for the 30 day trial as fast as possible, but asking for a unique site address on the landing page just adds time to the decision making process.

And there you have it. The overall design of the Zendesk landing page is quite good and it contains all of the primary elements that make up a good landing page: a great attention-grabbing headline, logos of existing customers, a nice quote, touts that are short and to the point, and a small form for capturing user information. But with all the good there are things that could be improved to make the page even more effective: better spacing between zones, a more eye-popping call-to-action button, and the removal of a couple of the form questions.

September 14, 2010
Written by: Dave Donaldson