CAMPAIGN (FORM LANDING PAGE)

The entry point from media campaigns to drive conversion

A campaign page is used for marketers to drive visitors from a media campaign, to a focused form page that is highly optimized to convert.

The campaign pages are generally hidden from the navigation, and are therefore only accessible via a link (mainly provided in media campaigns).

Headline

A. Campaign headline

The campaign headline is divided onto two lines (line 1 with regular font and line 2 with expressive font)

Line 1 - character limit: 23
Line 2 - character limit: 14

Do not exceed two lines of text on 360px screens

B. Campaign description

Write a concise, engaging description (around two sentences or approximately 100 characters) that provides a teaser for the campaign’s content, purpose, and/or benefits.

Form

This section follow the same principles as the Form template.

A. Step indicator (optional)

The step indicator should generally be used on campaign pages because it allows marketers to duplicate the first step of the form and feature it on eg. Facebook or LinkedIn - and then link from there directly to step 2 of the form on the campaign page.

B. Input fields

Use the Form module to build your form section. It is important to be deliberate and precise when setting up text fields. 

The form section should include the following:

  1. Section title
  2. Short description (Optional)
  3. Input fields - these include text fields, drop downs, check boxes and radio buttons

We recommend dividing the form into clear sections with titles to make it easy for users to understand and complete.

Additionally, please keep the following in mind when you build a form:

  • The fields can be independent or have a relation (Country + State)
  • Mandatory fields should be indicated and show the users where not correctly filled
  • Additional information can be added using either supporting text or tooltips
  • Helpful and actionable error messages should be supplied when form fields are not filled in correctly 

C. Consents (terms and conditions)

Most forms require some form of consent such as opting into newsletters or agreeing to terms and conditions. Clearly explain the implications of each consent.

The consent and terms and conditions are required elements, but the content of the terms and conditions are dependent on the form and the market. Please ensure that the text is easy to read and understand and that it includes all necessary legal text, such as terms and conditions, privacy policy links, and consent statements as well as hyper links to all relevant ‘external’ documents (eg. Terms of use, Privacy policy, CA Privacy policy etc.). 

The consent section is generally located immediately below the form and just above the submit CTA.

D. CTA

Use a prominent and action-oriented CTA button, such as "Submit," "Join now," or "Get started," to encourage users to click the button.

Visuals

Include a visually appealing and relevant image or visual element that enhances the campaign's message. Please make sure that all imagery aligns with the campaign's branding and purpose.

Disclaimer or USPs

The campaign page can also include more information in the form of USPs or a disclaimer box (required for ‘request a sample’ pages in the US).

A. Disclaimer - required for ‘request a sample’ pages in the US

Include any necessary legal disclaimers or disclosures related to the campaign. Ensure they are clearly visible and legible. 

The component is used on the sample request, it includes the following: 

  • ‘Important’-tag
  • Headline
  • Bulleted list
  • Hyperlink to ‘terms and conditions’

Placement on the page:

  • Desktop: Right column, below the image
  • Mobile: Centred, below the image

B. USPs

Highlight the unique selling points or benefits of the campaign. These should be presented in a clear and persuasive manner to encourage conversion. Use the Checkmark box module to highlight the USPs.

Placement options:

  • Immediately below the image
  • Above the step indicator or form section

The placement is always the same on mobile.