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If you look at how product pages take shape across different companies, it’s clear that they run the gamut. Some go for the direct approach, displaying an image of a product and explaining why someone should buy it. Other companies create elaborate pages with moving parts and fancy coded elements.

Of course, some companies fare better than others at creating delightful product pages.

But since we prefer to focus on the positive, we scouted out 14 examples that we find truly admirable. From messaging, to value propositions, to general product promotions, these brands nail these features in a persona-friendly way.

And after checking out these pages, you might want to buy their products, too.

14 Remarkable Product Landing Page Designs

1) Bellroy

Bellroy sells thinner-than-typical wallets. There’s value to that — but what is it, and how do you get the consumer to understand it?

To answer those questions, Bellroy divided its product page into three stages of the buyer’s journey — understanding the problem, how to fix the problem, and how Bellroy can resolve the problem.

There’s even an interactive section that shows how the skinny wallet will fill up in comparison to a different wallet. As users move a slider back and forth along a line, both of the wallets fill up with cards and cash, visually displaying the very problem Bellroy’s skinny wallet solves.

[Click here to see Bellroy’s full product page.]

2) Wistia

Wistia is a video hosting and analytics company that provides users with detailed video performance metrics. It might sound like a snooze-fest, but let’s dive into what really makes this product page stand apart.

First, we’re presented with five, colorful graphics illustrating their tools’ value propositions. And in case that’s all the user really needed to see, those graphics are followed by two calls-to-action.

But, if you continue scrolling, you’ll see a video with information about Wistia’s capabilities for that video — calls-to-action, email collectors, video heatmaps, and viewing trends.

One of the best ways to explain a visual platform’s features is to demonstrate them on a product page. This one shows users all of Wistia’s features and how they work, day-to-day.

Click here to see Wistia’s full product page.

3) Square

Square is a mobile transaction company that merchants can use to collect payment from customers — anywhere, any time, as long as they have a compatible phone or tablet.

The product marketing challenge here is to show why Square is an easier alternative than a typical cash register — and its product page displays those reasons in a visually captivating way.

The main headline of each section of this product page has bold, succinct copy: “Small credit card reader, big possibilities.”

The rest of the page is clearly organized headlines — which kind of read like answers to frequently asked questions — plenty of white space, succinct copy, and appropriate images. Anyone looking into each section can understand exactly how Square works at every stage of a transaction.

4) Rent the Runway

Some companies — especially in ecommerce — can have up to thousands of product pages. Rent the Runway, an online dress rental company, is one of them.

Rent the Runway has an individual product page for every dress it carries, with all the information a customer could want — images, measurements, fabric, price, and reviews. So what sets them apart? The exceptional detail of the “Stylist Notes” and “Size & Fit” sections.

These details are clearly and carefully curated from stylists and reviewers. They don’t just explain what a dress is made of and how it looks — they cover how it fits on every part of the body, which undergarments should be worn with it, and for which body types it’s best suited. That kind of Information not only delights customers and encourages their trust, but it also makes for a more confident buying decision.

Also, notice how there’s plenty of white space surrounding the product images and description. According to research by ConversionXL, that white space creates a higher perceived value — in this case, price — of the product in the user’s mind.

5) Coin

Coin is like a credit card, but better — it actually keeps the information from all of your credit cards in one place. In other words, instead of filling your wallet with two credit cards, a debit card, three gift cards, and two rewards cards, you can fill your wallet with one: Coin.

Some product pages depend on text to highlight product differentiation. But Coin invites the viewer to visually consume all of its elements. That starts with a video at the top of the page to show how Coin works — and how cool it is, of course.

But keep scrolling. Coin displays its product positioning and differentiation through a visual journey of the Coin card. Just check out that fun animation — what a great way to represent how a product works.

6) Oreo

If you’ve seen any of Oreo’s marketing, you shouldn’t be surprised they’re on this list. But sometimes, being well known can actually make it harder to create a product page. So how did they do it?

The focus of Oreo’s product page is how these simple, classic cookies can help people unleash their imaginations, dare to wonder, and become generally happier. It features a series of videos, one after another. One is accompanied by the lyrics, “It’s so easy to let your imagination go when you play with Oreo,” paying tribute to the age-old discussion about the “best” way to eat them. The page takes a creative, bold approach to marketing with what might otherwise be thought of as an ordinary snack.

Oreo also took a unique design to this page. Even though the cookies themselves are monochrome, the page is wonderfully colorful, from the videos, to the backgrounds, to the graphics.

[Click here to see Oreo’s full product page.]

7) Fitbit Charge

When I was assigned this post, I asked a few people for their favorite product page suggestions. I was amazed how many people immediately recommended Fitbit — and after checking out the site, I can see why.

The page starts off with a value proposition — not a list of features. It’s a hero image of people hiking a mountain, who we can imagine are wearing Fitbits, with the copy, “Energize your day.”

As you scroll down the page, it goes through four quick steps explaining how the product works. What’s more, a lot of these are interactive — the section under “Everything you need, all in one place” allows users to hover over different features to see how they appear on Fitbit’s mobile app.

But the page also explains why these features are valuable. For example, one tracks everything you do from walking, to running, to sleeping. Why does that matter? Well, you can have your current records on hand, and try to beat them.

Knowing that users might not remember all of the specifics when they leave the page, Fitbit was sure to focus on how these features will actually make a difference in the visitors’ lives. Well played.

[Click here for Fitbit Charge’s full product page.]

8) Volkswagen

Volkswagen takes an interactive approach to their product marketing. Instead of listing out all of the features you can have in a car, they walk you through the process of actually building your car. As you go through that process, Volkswagen highlights the different features you could choose, then gives you a preview of what the car will look like and how that will affect the price.

Even though I’m not currently in the market for a new car, I personally had fun tinkering with the different customization features on the page. What color do I want? Do I want premium audio? (Yes.) It’s an interesting way for the brand to eliminate the notorious connotations of “car salesmen,” by allowing users to learn about and select features independently.

Plus, there’s a nifty matchmaking feature that allows you to see which nearby dealerships have the car with all of your preferences in its inventory.

(If you want to see a regular product page, they’ve got that, too.)

[Click here to see Volkwagen’s full product page.]

9) Seattle Cider

The folks at Seattle Cider claim their cider is “not your standard cider.” Well, neither is the product page. It reads like a story, beginning with attractive, high-definition images of the cider selection, which happen to have really cool label designs. As you hover, an explanation appears of what differentiates Seattle Cider’s products from others, and what makes each variation special.

But my favorite part is what comes next: a really cool, interactive display of how cider is made from start to finish, which plays for users as they scroll. It’s a surprising and delightful user experience that goes above and beyond the typical product page, because it doesn’t just display the products. It shows where they come from, and how.

[Click here to see Seattle Cider’s full product page.]

10) OfficeSpace Software

OfficeSpace sells facility management software to help folks manage, well, office spaces. Like the name, the product page is very clear and direct.

Each section of this product page is dedicated to a different feature of the software. The headline explains the feature, and the subheadline explains why this feature is important as you evaluate different software.

That makes it easy for prospects to quickly digest what the product offers, but also read more details on its value proposition, if they choose to. And, if someone wants to learn even more about a particular feature, there are clear calls-to-action to do so.

[Click here to see OfficeSpace’s full product page.]

11) Orangina

This carbonated citrus drink has been around since 1935, and it has exactly four products — original, red orange, light, and tropical. So, how does Orangina keep its product page both current and special?

For one, it’s fun to explore. When you hover your mouse over any of the blocks, the picture or icon animates — the bottles dance around, the orange slices in half, and the thermometer drops. The animated images and bold colors fit in perfectly with the Orangina brand’s bold, fun personality.

Also, you might notice that some of the blocks are actual products, while the others are simply tips and details about their products. If you don’t have a lot of products to sell, consider interspersing them with tips and information about the products you do have available.

[Click here to see Orangina’s full product page.]

12) Mango Languages

Mango Languages creates “lovable” language-learning experiences for libraries, schools, corporations, government agencies, and individuals. Its homepage has illustrated calls-to-action for each of these buyer personas — from public libraries, to government offices, to individuals who want to learn something. Each of those calls-to-action leads to a different product page that’s colorful, clearly written, and very comprehensive.

Take a look at the example for individuals below. Like every other part of the website, it exudes Mango’s friendly, approachable, and helpful brand personality. The video couldn’t be more delightful. I mean, a guitar-playing mango in a top hat? Yes, please.

As you scroll, you’re greeted with clear value propositions that use playful language that’s true to brand — for example: “Useful stuff. Zero fluff.” Everything about the page says “simple to use,” “fun,” and “effective.”

[Click here to see Mango’s full product page.]

13) PaletteApp

Like Volkswagen, PaletteApp, a maker of flooring products, took the interactive approach to its product page. It helps make designers’ lives easier by leveraging the world’s largest digital database of architectural products and materials. There are a lot of them — from flooring to countertops — and the goal of the product pages is to make it painless for designers to find and collect the products they like.

Notice below how users can hover their mouse over each product to request a sample, add it to their library, or add it to their personal palette. Options can be filtered by application, price, product type, color, and manufacturer, too, which is important with so many products available. PaletteApp does an impressive job of making it easy to whittle down your choices.

[Click here to see PaletteApp’s full product page.]

14) Minwax

Minwax makes products to help people care for their wood furnishings and surfaces. Riveting, right? But the brand has managed to create a product page that’s not only relevant, but also, helps users quickly and easily find what they’re looking for.

That’s thanks, in part, to the Minwax Product Finder module. It functions like a quiz, asking a series of multiple-choice questions, like “What kind of project is it?” and “What are you looking to do?” Once you answer the questions, the quiz generates recommended products, which includes a handy “Don’t Forget” list with the tools you’ll need to get the job done — things like safety glasses, gloves, and sandpaper. Helpful tips like this go above and beyond a normal ecommerce product page.

[Click here to see Minwax’s full product page.]

Ready to work on your product page?

So, what have these brands taught us about product pages? Well, we think it boils down to a few must-haves:

• Make it interesting and fun, especially if you have a less-than-riveting product.
• Make it easy for visitors to find what they’re looking for.
• Make it personal. Allow users to “build their own” product, to show them that you can meet their preferences.
• Make it informative. Without bogging it down in detail, be sure to include the right pieces of information that will show users what sets your products apart.

What other great product pages have you seen, and what makes them great? Share with us in the comments.

Editor’s Note: This post was originally published in March 2014 and has been updated for accuracy and comprehensiveness.

What makes you click on ads? Is it the cute picture of a puppy, the funny caption, or are you only motivated by a great deal?

While there are plenty of studies and articles that allude to what makes social media advertising successful, ad performance depends largely on your ability to create ad content that feels natural or organic (aka native advertising). According to the Mobile Marketing Association, users spend 40% more time interacting with native ads than traditional display ads with double the brand recall.

Advertising on Instagram presents businesses with a unique opportunity because the Ads appear on the 500 million monthly active users’ Instagram feeds without interrupting user experience, similar in appearance to the organic posts their friends are sharing. Additionally, Instagram Ads are displayed based on user Likes and Follows on Instagram and Facebook, giving marketers the opportunity to target their advertising efforts even more precisely.

In this post, we’ve featured Instagram Ads that impressed us (and in some cases, made us click) with actionable suggestions for your next Instagram Ads campaign.

Why Launch an Instagram Ad Campaign

HubSpot Co-Marketing Intern Ellen Bartolino penned a comprehensive checklist of the steps to take to launch a great Instagram Ads campaign on the Facebook Ads platform. It’s still early to evaluate their effectiveness in terms of results and revenue, but some agencies and researchers are already seeing positive signs for marketers.

Brand Networks found that the overall cost per thousand impressions (CPM) on Instagram decreased from $7.04 in the latter half of 2015 to just $4.16 in the first quarter of 2016, and MarketingLand found that Instagram Ad costs are slightly lower than on Facebook with higher levels of engagement.

With Instagram Ads, marketers can target users to increase views of blog posts and other content, direct traffic to a web page, promote lead conversions, encourage app installs, or generate video views.

11 Examples of Instagram Ads We Love 

1) Instagram for Business

Here’s a somewhat meta example from Instagram’s own Instagram for Business account, advertising the new capability to advertise on the platform. They use recipe website Food52 as an example of what their ad content might look like so users can visualize it for their own business Instagram accounts.

If you check out Food52’s Instagram, you’ll notice that the ad below isn’t much different than the organic content they post, which helps ads blend in with the rest of the photos and videos their friends are posting.

Why it works:

• It’s a great food photo, using texture, contrasting colors, and lighting to actually make the viewer hungry. Food photos are some of the most popular on Instagram, with over 189 million photos under the #food hashtag alone.
• It uses geometric shapes and lines to draw in viewer interest and engagement.
• It’s inspiration-driven: According to an EventBrite survey, 78% of millennials (who make up more than 50% of Instagram’s user base) would rather spend on experiences than things, making this type of image more appealing than a shot of the website alone.

2) Samsung Mobile

Check out this ad featuring Samsung Mobile’s new Galaxy S6 Edge Plus smartphones, specifically the manual controls built into the camera to enable more precise photography.

The image shows three phones mid-shot to demonstrate new features and give people an idea of what it’s like to actually use the product. The photos captured on each screen highlight diverse locations, which suggest that the camera can help you capture a variety of stunning shots — no matter where you are.

Why it works:

3) Amy Porterfield

Amy Porterfield is a marketing and social media consultant who produces educational resources for businesses and other marketers. In this ad, she’s promoting a free webinar training in an effort to generate new leads and customers for her business. 

Why it works:

• The ad features a clear photo of the face of the company, which Wordstream suggests as an easy way to humanize and add personality to your brand.
• The call-to-action (CTA) is clear: “free training” presents a clear benefit to users who have already demonstrated interest in marketing webinars, as Instagram Ads are served based on Facebook and Instagram interests. The ad presents an opportunity for viewers to hone their marketing skills at no cost.

4) New York Times

Here’s an Instagram Ad featuring the famous New York Times crossword puzzle. The ad challenges viewers to solve the puzzle, which draws them in to read more about the offer the New York Times is advertising and gets them excited about their achievement if they can solve the puzzle, putting them in a better mood and making them more likely to share or click the ad.

Why it works:

• The ad is static, but it prompts an interaction when viewers want to solve the puzzle. This interactivity leads to greater levels of ad engagement among all of the other content on Instagram.
• It employs nostalgia marketing for the 90’s Nickelodeon TV show, “Hey Arnold!” This marketing tactic that makes your audience feel good about your content and your brand.

5) Monster

Monster helps job-seekers match with organizations seeking talent worldwide. In this video ad, Monster uses humor to show job-seekers how to explain gaps in employment to future employers using the movie Castaway: instead of complaining about being abandoned at sea, the fictitious job-seeker explains that he managed a “crew” while on the island.

Why it works:

• The ad features video content, which research shows users want to see more of, particularly on social media.
• It uses the curiosity gap to intrigue users and prompt them to learn more, because really, what does the movie Castaway have to do with job hunting? Not much, but by using this friendly demo featuring a well-known story to demonstrate how to fill in resume gaps, they’ve made the topic easy to understand and memorable.

6) Headspace

Headspace offers daily 10-minute meditation and mindfulness sessions with the help of their app. This simple but effective ad features a countdown clock that shows viewers that their app can help take away anxiety in as little as ten minutes — we’re not sure if that’s actually the case, but it’s an appealing thought considering the fact that anxiety disorders affect 40 million people in the United States alone.

Why it works:

• The ad uses warm, bright colors, which can prompt feelings of “courage and energy,” according to the Blur Group — useful sentiments for a company trying to prompt mental wellness app downloads.
• The ad is cartoon-style, which Wall Street Journal cartoonist Stu Heinecke encourages due to its memorability and brand “stickiness.”
• It features provocative, emotional words, such as “anxiety,” and “happier,” which Harvard Business Review notes can drive campaign virality and memorability.

7) Blinkist

Blinkist helps readers gather key passages and lessons from nonfiction books that take only 15 minutes to consume. In this ad, they’re promoting one of the books on their service that users can get condensed, and the book title is overlaid over an image of a person on their cell phone, presumably using it.

Why it works:

• The ad uses geometric shapes to center user focus on the central element of the ad. Shapes like squares, diamonds, and rectangles convey conformity and symmetry that’s visually pleasing and helps it stand out on an Instagram feed.
• The caption appeals broadly to the many people who feel like they don’t have enough time to read. Empathy is a great marketing tactic to make ads universally applicable and brands more memorable for responding to their needs.

8) bfresh

This ad from bfresh — a market dedicated to fresh preparation and whole foods — is designed to inform locals that a new store opening in the Boston area. The simple, straightforward ad features a snapshot of the new location, which will likely catch the eye of folks that are familiar with the area.

Why it works:

• This ad is geographically targeted, which adds another level of personalization to the ad, and this audience segmentation helps drive Instagram advertising ROI. 
• It promises future benefits, such as discounts and recipes, to its followers, who they’re hoping are younger and interested in saving money and DIY food preparation.

9) ClassPass

ClassPass grants fitness enthusiasts access to multiple gyms and classes in their area within the same booking system. This ad cleverly communicates the discount promotion they’re running while also giving viewers an idea of what they can expect from the service.

Why it works:

• The cool color scheme (greens, blues, and purples) is widely preferred over other color themes by both genders, according to the American Journal of Psychology.
• The graphics show, rather than tell customers how they can use the product with cool visuals of people doing different workouts.
• The call-to-action is bold, clear, and compelling: Users can get a significant discount on ClassPass for a limited time only. This language employs the scarcity principle, wherein consumers associate a higher value if the product is in short supply.

10) Method Home

Method Home produces eco-friendly cleaning products made from non-toxic ingredients that are also effective at home cleaning, and their playful branding is on display in their video Instagram Ad here. The video promotes a sweepstakes Method Home is currently sponsoring that is contingent on user engagement with the ad.

Why it works:

• The ad is eye-catching: it’s unusual to see plates, cups, and food traveling midair, and its uniqueness makes the ad, and the product, more memorable.
• It uses empathy to relate to viewers. A lot of people can relate to the sight of dirty dishes piled in the sink, and the ad features the solution — dish soap — in a fun and interactive way. Ads that elicit emotion and positive feelings result in stronger brand relationships, which can ultimately improve your Net Promoter Score (NPS).

11) HubSpot

You’re already reading our blog, but in case you don’t know, HubSpot is a sales and marketing software company designed to help businesses grow. In this ad, we’re promoting INBOUND 2016, our annual inbound marketing and sales event in Boston.

Why it works:

• The ad uses celebrity social proof in its caption by name-dropping well-known industry leaders who will be speaking at INBOUND 2016. This marketing strategy compels viewers to learn more about hearing from famous people they may already know and love.
• The branding is subtle: Remember, these ads are meant to look and feel like Instagram content so they aren’t scrolled past quickly on users’ feeds. The interesting shot of the INBOUND-inspired hedges does a great job of promoting the event without using our company logo or name.

Now that you’ve read our tips and seen examples in action of strong Instagram Ads, take a look at your Instagram and check out the Ads you’re being served. What makes you click? Then, take the lessons and start applying them to your own Instagram advertising strategy.

What tips do you have for running a successful Instagram Ads campaign? Share with us in the comments below.

Marketing agencies are becoming increasingly reliant on digital skills, but the pool for digital marketing talent might not be growing fast enough to meet the demand.

The State of Advertising Talent Report — a comprehensive assessment of surveys from thousands of agency employees compiled by smith & beta, a talent development company — found that agency talent is not currently skilled enough to meet the needs of clients.

Many agency employees are not confident in some of the industry’s most critical digital skills, such as social media, mobile, and data analytics.

To stay relevant when social media and mobile are considered standard services central to business growth and opportunity, agencies must address the significant digital skill gaps of their employees.

Since formal learning is infrequent at agencies, intentional talent development is more important now than ever before. The skills necessary for employee and agency success are changing, so the methods of employee education must change too.

What are the specific talent shortcomings? How prevalent are they? To learn more about the state of the industry, check out the infographic below, or see the full report here.