Landing pages are one of the most important and impactful moments your online visitor can have with your brand throughout their journey. They’re often your very first impression with a visitor. It’s your first handshake through the screen… your first exchange of introductions.

Yet somehow, when we take a look at the traditional landing page, you can compare most of them to the dry, boring guy you just met at the party that you almost instantly experienced an awkward silence with. The one you try to enjoy conversation with but end up turning away before you get through the first topic.

With online visitors now, the small amount of copy barely convinces them to fill out the form. They are afraid to be tricked, and can quickly move on. And this is what KVH Industries understood. They knew they needed to take their landing pages to the next level in order to increase retention.

KVH Industries is a leader in providing satellite solutions of high-speed internet, television and voice to customers on the go both on land and at sea.

Because their target audience is on the go, they knew they needed experiences that not only looked great but were impactful on any mobile device.

It’s easy to underestimate how quickly someone is willing to give up if your site just isn’t speaking to them. You might think, sure, people are getting more impatient these days, but honestly—who has the time to parse through uninspired, one-note content when you’ve got a half-dozen other tabs waiting? I’ve closed more landing pages than I care to admit simply because they felt like a formality, not an invitation. For a brand like KVH, which deals with a crowd that’s all about speed and convenience, making an immediate impact isn’t optional; it’s survival.

Through the use of ion’s Quick Starts, KVH and their in-house marketing team created quizzes, configurators, and assessments to incorporate into each of their landing pages. And the results were tremendous, not just for KVH and their marketing team, but with feedback from the customers as well.

What’s interesting is how subtle tweaks—like swapping out generic calls-to-action for something just a bit playful or relevant—can turn the whole tone around. Sometimes it’s the difference between “Submit your email” and “Let’s see where this goes.” When visitors feel like they’re stepping into a real conversation, not just another data collection exercise, they’re a whole lot more forgiving and more likely to stick around. KVH’s approach wasn’t rocket science, but it was a solid read on what modern, restless users actually want.

Want to read more about what insights and data KVH gained with the use of interactive elements in their landing pages? Want to see the future of next-generation landing pages? Check out the full case study and landing page examples here.

Excited to see how interactive content is taking over in the next generation of landing pages? All this month, we’ll be focusing on case studies from companies like Dell and Iron Mountain who used interactive elements to transform the first impression with their online audience. Be sure to follow along and subscribe so you won’t miss a single story!

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