eye phone

Okay, okay, I know. The iPhone 7 doesn't have a headphone jack.

That doesn't change the fact that Apple's flagship phone continues to be ubiquitous.

Since its initial launch in 2007, Apple has rolled out iPhone after iPhone, year after year, to the joy of devoted Apple lovers and dismay of diehard Android fans around the world.

And though they could debate iOS vs. Android until the next ice age, there's one thing that's hard to deny for even the most dedicated of Android proponents: Apple knows how to build hype around a product launch.

iphone 7 landing page

From late Apple legend Steve Jobs' presentation of the infamous "1984" ad for the original Macintosh, to last week's Special Event for iPhone 7, it's been a long road filled with anticipation for the release of every new Apple product.

iphone 7 landing page

The smoke surrounding the iPhone 7 launch has mostly cleared, and we seem to be left mostly with a new pair of (rather sexy) black color options and the ashen remains of our beloved headphone jack.

As a dedicated marketer (read: iPhone fanboy), I jumped over to the fresh iPhone 7 page on Apple's website and was greeted with a gorgeous landing page - I'd expect nothing less from Apple's best. And since, y'know, landing pages are kind of our thing, I decided to take a closer look at it to see what exactly made it so appealing.

Let’s bite into this Apple.


1. Employ and organize strong headlines

iphone 7 landing page

From reading just the headlines present in the iPhone 7 landing page, I’d know the iPhone 7…

  • Is waterproof
  • Has a new camera (or two cameras, in the 7 Plus’ case)
  • Has an improved display
  • Has the most powerful processor of any smartphone
  • Has stereo speakers
  • Has faster LTE
  • Features a new iOS

Though you might be inclined to say “Apple just used too many headlines!”, I’d argue Apple nailed it. Even the skimmingest of skimmers would be able to pick out all of the new iPhone’s features upon first viewing its landing page.

On top of this, it looks like Apple has organized their sections based on how interesting each feature might be to a potential buyer.

iphone 7 landing page

Looking at the headlines themselves, you’ll notice they keep fluff low and information high without losing the “innovative” tone they emphasize (“An entirely new camera enters the picture”).

iphone 7 landing page

Finally, a Google Ad for the iPhone 7 features the text “This is 7” - which is the primary headline on the iPhone 7 landing page. Apple makes sure their ad copy and headline match, which ensures consistency.

Landing Page Takeaway:

Your headline can make or break a conversion. Because chances are you’re not Apple, you’ll be best off conveying the value you’re offering to your visitor in a sentence or two. Think of your unique selling proposition (USP) and share the benefit your product provides with your visitors in a concise manner.

And, like I mentioned, make sure your ad copy and landing page copy match. A visitor you pulled in through an ad wants to see what was promised to them in the ad, and having matching copy helps to achieve this.


2. Images

Show, don't tell. It's an adage as old as time (or at least, y'know, somewhere between kindergarten and twelfth grade English).

Even if you couldn't read, chances are you'd be drawn in by the iPhone 7 landing page. One only needs to scroll down the page to see the gorgeous photography featuring Apple's new smartphone.

iphone 7 landing page

Whether that means detailed close-ups, creatively laid-out group shots, or subtle animations (scroll up and down the camera section), every photo shows off the iPhone's subtle curves and seamless design.

Landing Page Takeaway:

Your product shots should be immaculate. For some purposes like social media, most smartphone cameras will do. But for things like product shots on a landing page, your iPhone - ironically - just isn't enough.

The iPhone is a beautiful product in a world becoming increasingly obsessed with appearance (see Instagram and Snapchat's rapid growth), and Apple does its best to show that off on the iPhone 7 landing page. Make sure you use a good camera and hire a photographer, if necessary.


3. Strategic Above-the-Fold Design

If there's one thing we've come to expect from Apple's visual standards, it's that clean design and white space are king and queen. My designer Jerry explains that Apple uses these two things to draw all of the viewer's focus towards the product.

It's something Apple has been doing for years, and they continue to be the best at it.

iphone 7 landing page

Case in point: this is what you're greeted with when you visit the iPhone 7 landing page. There is no clutter or noise: just the product and the message attached to it.

Apple's copy is bold and mysterious - "This is 7." I'd bet every viewer on the iPhone 7 landing page has interacted with an iPhone in some capacity previously, but Apple's tagline invites the viewer to interact, inquire, explore... What is 7?

The only way to find out is to scroll down the page, where Apple works its magic and highlights the iPhone 7's many features. Interesting, Apple almost defies best practices here by giving almost nothing away, but they get away with it because of their sheer brand power. They hardly need to convince viewers what they're about to see is worth their time.

Landing Page Takeaway:

Don’t feel like you need to put everything important above the fold on your landing page. Do know, however, that if you have important content below the fold, it's your job to get people to see it. Everything you put above the fold needs to convince your visitors to scroll down - so make sure it’s simple, engaging, and inviting.

Avoid giving too much away in the copy you feature above the fold - instead, use it to entice your viewers into learning more about your product.

Finally, visual cues for movement are great - for example, the arrow Apple uses on the iPhone 7 landing page. Because almost the entire page is black, the simple white arrow has all the contrast it needs to draw a viewer's attention and click.


4. Learn More

Scrolling down, you'll see Apple gives each significant new feature its own section. You'd think this might lead to a content overload, but Apple manages to keep it clean.

iphone 7 landing page

Each section simply features the name of each feature and a short tagline, in addition to a few icons that go a little more in-depth on the subtleties of each feature.

But wait! There's more.

iphone 7 landing page

Though early critics have panned the iPhone 7 as just another upgrade to the iPhone 6 line, Apple would have you believe otherwise. They keep the iPhone 7 landing page clutter-free through expanding and collapsing sections that hold copy and images. These expandable sections offer greater detail on each new feature, and are great for visitors who want to know exactly what's new with the iPhone 7.

Landing Page Takeaway:

Tons of copy can be overwhelming to visitors living in a world of ever-decreasing attention spans. Use expandable sections like these to get into the nitty-gritty that risks cluttering up the landing page you've been labouring over.

Hidden sections are a great place for statistics, more photos, and copy that might be a little too wordy for your "parent" page. That doesn't mean you can get away with anything - keep landing page best practices in mind when you're designing within expandable space.


5. Use Color Psychology to Evoke Emotion

A key idea I’ve been touching on throughout this article is the mystery Apple conveys on the iPhone 7 landing page. Though they do a lot of this purely through the copy and the space-laden layout of the page, much of this mystery is created through its predominant color: black.

iphone 7 landing page

According to several “color psychology” sites, the color black represents (besides the usual “fear”, “evil” and “death”) power, elegance and mystery: three things that fit perfectly with the atmosphere Apple aims to create in its iPhone 7 marketing materials.

By using black as the primary color for the iPhone 7 landing page, Apple is able to use splashes of color to highlight the different models and features of the iPhone 7 - it’s clean and refined, like Apple is known to be.

Landing Page Takeaway:

When building a landing page, experiment with different colors to convey emotions or build an atmosphere.

Here’s a quick infographic of some common colors and the things they’re associated with:

iphone 7 landing page

Keep in mind these associations are just guidelines - the context in which you use them (images, copy, etc.) are a bigger factor in determining what they communicate to your visitors.


Conclusion

If you didn't know, now you know. Apple has mastered the art of landing page design.

And though they've got the best of the best when it comes to designers, copywriters, and marketers, there's a lot of takeaways you can put to use in your own landin page design.

So what do you think? Are you a fan of the iPhone 7 landing page? Is there anything you'd change about it? Let me know in the comments below.