Critique My Page: Landing Page Optimization Lessons from 10 Unbounce Customer Pages

Critique My Page: Landing Page Optimization Lessons from 10 Unbounce Customer Pages It’s Great to Meet You! Princess Cornelio Michael Aagaard Mar...
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Critique My Page: Landing Page Optimization Lessons from 10 Unbounce Customer Pages

It’s Great to Meet You!

Princess Cornelio

Michael Aagaard

Marketing Educator Unbounce

Senior Conversion Optimizer Unbounce

@daprincesita

@ContentVerve

Join the discussion!

community.unbounce.com

E: [email protected]

T: 1-888-515-9161

The Customer Success team

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How to Get in Touch

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How to Get in Touch

Join the discussion!

community.unbounce.com

E: [email protected]

T: 1-888-515-9161

Where We’re Headed Today

• 5 elements that you need in your landing

pages • Constructive feedback on 10 landing pages •

Resources to help you master the art of

landing pages •

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Q&A

5 elements that you need in your landing pages

01

The 5 must-have core elements of a landing page

TAKEAWAY: Make sure that your landing page includes these 5 elements.

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Constructive feedback on 10 landing pages

02

Tully Luxury Travel Lead Gen Landing Page

What’s good: • Design - Visible logo helps with credibility. One clear goal. Mobile responsive. • Hero Shot - Very relevant images — sets the scene. • Social Proof - Customer testimonial and Conde Nast Traveler award logo help to build credibility. • Form - Encapsulation helps it stand out. • CTA - Great contrast with the background so it stands out. Completes the sentence, “I want to…” • Confirmation Page - Tells you what to expect next.

E: [email protected]

T: 1-888-515-9161

Tully Luxury Travel Lead Gen Landing Page Things to change or test: • Design - Remove leaks to prevent visitors from leaving the page. Social links can be moved to confirmation page as a second opportunity for conversion. Try using lightboxes to highlight sample sailings and explain your fine print. No clear eye path — use clearly marked sections and try to make the text more scannable. • Headline - Add a benefit-oriented headline that describes your USP. Visitors should be able to tell what you’re offering within 5 seconds. • Hero Shot - Try including photos of the different ships. • Copy - Try including different sections to reflect how visitors evaluate your offering: i) explain what the offer is, ii) why it’s interesting for your target audience / how it benefits them, iii) why you’re their best choice. Fill in the missing info: this exclusive sale ends January…what sale? Instructions section is unclear and doesn’t seem legit — clearly specify the steps they need to take and explain what will happen after submitting the form. • Social Proof - Try including photos of previous customers in the testimonial to make them relatable and add credibility. • Form - A bit of info overload on top of the form - try including this info in section i) from Copy. • CTA - Try including another one near the bottom of the page - especially for the mobile version so they can find it easier when they’re ready to click. • Confirmation Page - Try to use this as another opportunity for your visitor to get to know you better/interact with you (e.g., social links).

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T: 1-888-515-9161

Wingfield Lead Gen Landing Page What’s good: • Design - Mobile responsive. Visible logo, phone number & email at the top of the page add credibility. Simple - easy to digest and navigate. Great use of white space. • Copy - Great job at explaining how the service works. • Form - Encapsulation makes the form stand out. • CTA - Great contrast with background so it stands out. Completes the sentence, “I want to…” It tells the audience what to expect after clicking the button.

E: [email protected]

T: 1-888-515-9161

Wingfield Lead Gen Landing Page Things to change or test: • Design - Does winning a jukebox something that a lot of car owners really want? Make sure that your offer pairings make sense together. Try moving the application form to the confirmation page for people who are ready to apply. • Headline - No headline — make sure to provide your USP in the headline. Try the 5-second test to see whether your visitor knows what you’re offering right away (e.g., Refinance your vehicle and pocket up to $XX cash). • Hero Shot - Image shows dollars, but are you talking about South African RAN? Make sure that the image is consistent with what you’re offering. • Copy - No info on the outcome on how much I can save. A little more cash. Mention range of money to expect — is the application process really worth it? Be clear on how long/tedious the application form takes — 8 step form with 155 mandatory fields including fax and previous address. Set expectations. Keep in mind that a lot of people don’t have fax machines. • Social Proof - Try adding customer testimonials for credibility. • Form - Make it clear what the goal is (e.g., Refinance your car? Get more info? Enter to win jukebox?). Specify when to expect a callback and who’ll be in touch. • CTA - Try Click to Call CTA on your mobile version if you have a lot of mobile traffic and you can handle the influx. • Confirmation Page - Reiterate what your visitor should expect to happen (e.g., one of our customer specialists will call you within 48 hours). Use this as another opportunity for your visitor to get to know you better/interact with you (e.g., Subscribe to your blog, follow you on social). E: [email protected]

T: 1-888-515-9161

EasyAir Media Lead Gen Landing Page What’s good: • Design -Very professional looking. Clean. Visually appealing. • Hero Shot - Very nice and relevant photos. • Headline - Very legible - tells you what the goal of the landing page is (e.g., Download 2016 Airport Media Kit). • Social Proof - Customer testimonial helps to add credibility. • Form - Email is an easy ask for the airport media kit - low friction. • CTA - Color contrast with the background makes it stand out. Clear CTA — completes the sentence “I want to…” • Confirmation Page - Manages expectation by telling you exactly what to expect next.

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T: 1-888-515-9161

EasyAir Media Lead Gen Landing Page Things to change or test: • Design - Make it mobile responsive if you expect people to see this on mobile. “Airports served” is a PNG, which makes it look not legit. • Headline - No clear value prop — why should I download it? Make sure that whatever ad was clicked on makes sense with the landing page’s headline. Headline should describe your USP and how it benefits your target audience (e.g., Learn how to advertise in airports around the globe from one place with ease). • Copy - “What’s Included” section is misleading — it seems like you’ll get all these services in the bundle. Make it clear that it’s the content that can be found in the Airport Media Kit. Rewrite the “Why Airport Advertising” section so it’s more direct and clearly explains how it benefits your audience/what pain points you’re solving for your audience. • Social Proof - Try adding logos of well-known companies that have used your services. Try adding a photo to the customer testimonial to make it more credible. • Form - Build on your headline and body (e.g., Learn how you can advertise in airports worldwide — download the airport media kit now). • CTA - A bit misleading. After clicking the button, I expect to be able to download the media kit right away. Try attaching pdf to confirmation page. If it’ll be sent via email, change CTA to “Email me Airport Media Kit.” Need to keep second CTA consistent with the first one. • Confirmation Page - Include this as another opportunity for your visitor to get to know you better/interact with you (e.g., Subscribe to your blog, follow you on social).

E: [email protected]

T: 1-888-515-9161

500px Click Through Landing Page What’s good: • Design - Mobile responsive. Very professional looking. Visually appealing. One clear goal. On brand. • Headline - Very legible. • Hero Shot - Relevant and professional-looking images. • Social Proof - Logos of companies you’ve worked with add credibility. • CTA - Great contrast with background so it stands out.

E: [email protected]

T: 1-888-515-9161

500px Click Through Landing Page Things to change or test: • Headline - No clear value prop. Make it more clear than clever — communicate your USP right away. (e.g., Tell your start-up story with free professional-looking photos). Try the 5-second test when in doubt. • Copy - Describe what’s included in the free photo bundle (e.g., how many photos, what kind). Mention an end date to give it a sense of urgency (if applicable). Very “we” focused. Try to make it more about your target audience. Watch out for redundancies (e.g., 70% of every sale goes directly to the photographer). • Social Proof - Try adding customer testimonials, if available, to add credibility. Companies you’ve worked with — are these companies from which you’ve used/taken photos or are they companies that have used your service? If the latter, you might want to replace these logos from actual start-ups since they’re your target audience. • CTA - CTA says DOWNLOAD NOW, but I don’t know what I’m going to download yet. Very misleading — I expect to download something after clicking instead of being sent to another landing page. Make it clear what to expect next.

E: [email protected]

T: 1-888-515-9161

Hellotracks Click Through Landing Page What’s good: • Design - Mobile responsive. Great use of white space. Easy to navigate. Great that you show the product right away. • Hero Shot - Very relevant header and background images. • Headline - Legible. • Copy - Some gems in here (e.g., Save Time and Optimize Your Deliveries, Increase the productivity of your field staff, Improve communication…). • CTA - Color contrast with the background makes it stand out.

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T: 1-888-515-9161

Hellotracks Click Through Landing Page Things to change or test: • Design - It’s not clear what the goal of the landing page is — fill out the form or click through to the sign up page? Remove leaks (e.g., link to the website) to keep your visitors on the page. Try using a lightbox for your privacy policy to keep your visitors on the page. • Headline - No value communicated — try to make it more benefit oriented (e.g., Save Time and Optimize Your Deliveries with Hellotrack’s Delivery Service Software). • Copy - Make sure to include how the software works and why your target audience should pick you. • Form - It’s not clear what the goal of the form is — to have more info sent to them or to sign up for the service right away? • CTA - Try to make it as relevant to the visitor as possible. Avoid using “Send/Submit.” Finish the sentence “I want to…” If you have more than one CTA, make sure that they’re consistent throughout the page. • Confirmation Page - Use this as another opportunity for your visitors to get to know you better (e.g., To learn more, visit www.hellotracks.com).

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T: 1-888-515-9161

Animas Properties Lead Gen Landing Page

What’s good: • Design - One clear goal. No leaks to distract. • Hero Shot - Very relevant background image. • Headline - Large and clear. • Copy - Quite benefit oriented. • CTA - Bright and great contrast with the background so it stands out.

E: [email protected]

T: 1-888-515-9161

Animas Properties Lead Gen Landing Page Things to test or change: • Design - Make it mobile responsive if you expect mobile traffic. Try stretching the background image to the edges so it looks better on most screen sizes. Visually cluttered — make the copy more scannable. No clear eye path — have clear sections on the landing page and ensure that there’s information hierarchy (e.g., what the offering entails, how it benefits the target audience, why your target audience should pick you). Copy wrapping and spacing make it difficult to read — make sure that there’s plenty of white space between text for readability. Try out one of our many templates and customize it to match your brand guidelines. • Headline - Not very clear — make it more benefit oriented (e.g., Get Priority Access to All New Durango Home Listings). • Hero Shots - Try including other images of properties on sale. • Form - Title it with an expectation (e.g., “Start the Sign Up Process Now to Get Priority Access”). It’s unnecessary to mention that your policy disregards fake phone numbers as it’s irrelevant to me as a potential customer. • Copy - Ensure that the copy is carefully edited and is free of grammar errors. • Social Proof - Would be nice to include a customer testimonial, if available, to add credibility. • CTA -“Unlock Subdivision” isn’t very clear. Mention what to expect next after clicking on the button (e.g., Sign up now to get priority access).

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SportActive Click Through Landing Page What’s good: • Design - Mobile responsive. One clear goal. • Hero Shot - Images look like the real thing. • Copy - Very benefit-oriented (e.g., Cycle Farther, Cycle Faster, Fulfill Your Potential). • CTA - Great contrast with background so it stands out. Consistent throughout. Finishes the sentence, “I want to…”

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SportActive Click Through Landing Page Things to test or change: • Design - Make it more scannable — use bullet points. Lack of details — see Copy below. • Headline - Swap the sub-headline with the headline to make it more benefit focused (e.g., Learn How to Cycle Farther and Faster in Mallorca) • Copy - If the landing page’s goal is about downloading the brochure, make sure to talk about it more (e.g., what’s included, can you give a preview?). Make sure that you address unanswered questions — How are you going to make me cycle longer and faster? What makes your conditions perfect? How am I going to improve my cycling? Who is going to train me? What do you mean by “be trained like a pro”? When can I go? How much is it? Who are you? Why should I download the brochure? • Social Proof - Add photos to customer testimonials to add credibility. Add testimonials to address visitor’s pain points if possible. • CTA - If you have enough traffic, try testing having the form right on the landing page then having the brochure on the confirmation page. Make the CTA more specific — what kind of brochure? (e.g., Learn More About Mallorca Cycle Training)

E: [email protected]

T: 1-888-515-9161

TechFor Energy Lead Gen Landing Page What’s good: • Headline - Offer is clear (e.g., Free Consumer Guide to Buying Solar Panels). • Hero Shot - Relevant video and picture. • Copy - Very benefit oriented. Tells you what’s in the consumer guide. Lots of relevant info on a complicated subject. • Form - Long form can help to better qualify leads. Title also tells you exactly what to do. •

Social Proof - Customer testimonial and logos of partner organizations add credibility.



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CTA - Good contrast with background so it stands out.

TechFor Energy Lead Gen Landing Page Things to test or change: • Design - Make it mobile responsive if you expect to have mobile traffic to the page. All cramped together in small space — make sure to leave enough white space so text is easier to digest. Form is gigantic compared to the rest of the content — ensure there’s enough space for all other elements so they can also be noticed. • Headline - Be more benefit focused (e.g., Learn what to watch for/Learn which pitfalls to avoid when buying solar panels with our free consumer guide). Give it more space so it stands out. • Hero Shot - Try removing the image on the top right to give the headline more room to breathe. • Copy - Clarify why you’re qualified to write this consumer guide. Describe the Consumer Guide a bit more (e.g., how many pages, accompanied by real images, etc.) Could be more benefit oriented and direct. Instead of “What’s covered in the Consumer Guide?,” try “In this guide, you’ll learn” i) How much to pay for your solar panels and avoid getting ripped off, ii) What shading analysis and energy prediction methods to use to ensure that you have solid financial returns, iii) The solar panel facts to make sure salesmen don’t pull one over your head, iv) How to make sure that your installer is compliant with the MCS and RECC standards. • Form - Try encapsulating it to make it stand out more and to make it look like the CTA is part of it. • CTA - Try “Download My Free Consumer Guide Now.” Encapsulate it with the form so it looks like a part of it instead of looking disconnected. • Social Proof - Connect testimonial with a person to make it seem more real (e.g., add photo, name, job title).

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T: 1-888-515-9161

Bariatric Eating Click Through Landing Page What’s good: • Design - High energy. Colours and design make taking the supplements seem fun and easy. Mobile responsive. One clear goal. Icons look great. • Hero Shot - Relevant images. • Headline - Stands out. • Social Proof - Customer testimonial helps to add credibility. • CTA - Color contrast with background makes it stand out.

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T: 1-888-515-9161

Bariatric Eating Click Through Landing Page Things to test or change: • Design - Header area is massive and drowns out the headline — try to make it more proportional to the page. • Headline - Try to give it a sense of urgency by addressing the main pain point of your target audience (e.g., Avoid complications after bariatric surgery with just one pill a day). • Copy - Make it more “You” instead of “We” centred. I’m not sure what “We’ve Made Bariatric Vitamins Easy!” means — easy to remember? easy to take? Address customer pain points more directly (e.g., Get all your essential vitamins after bariatric surgery with just one pill. Easy to swallow capsules with two tasty flavours to choose from.). Watch out for awkward phrases, “Really good tasting tangerine & berry tabs for immediately after surgery.” Some of the copy is kinda unfriendly (e.g., Do your part to avoid…) — try to make it more delightful. • Social Proof - Try to include a customer testimonial that talks about the Journey supplements specifically and add photos if possible to add credibility. • CTA - Be more specific. Try “Click here to order my Bariatric Vitamins.”

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High Ohne Drogen Click Through Landing Page What’s good: • Design - One clear goal. • Hero Shot - Videos and images of a real guy. • Headline - Stands out. • Copy - Lots of details in the content. • Social Proof - Love that they include photos and names to build credibility in customer testimonials. I like that there’s a physical address — adds legitimacy to the business. • CTA - Consistent and repeated throughout - especially great for long form. Stands out on the page and answers what will happen if I click it. Gives you a sense of urgency — shows that you’ll be getting a good deal if you order now.

E: [email protected]

T: 1-888-515-9161

High Ohne Drogen Click Through Landing Page Things to test or change: • Design - Make it easily scannable. Make it mobile responsive if you’re sending mobile traffic to the page. Try using lightboxes to declutter the page. If you get enough traffic, try testing a shorter version against the long form. Looks a bit spammy. • Hero Shot - Use real photos whenever possible and reduce the amount of generic stock photos.

E: [email protected]

T: 1-888-515-9161

Resources to help you master the art of landing pages

03

Useful resources • Landing Page Checklist Plugin: https://chrome.google.com/webstore/detail/the-landing-pagechecklis/hphojiejpnmgdefociigaibkmlgjmbbl • A 50-Point Checklist For Creating The Ultimate Landing Page: http://unbounce.com/landingpages/checklist/ • The Smart Marketer’s Landing Page Conversion Course: http://do.thelandingpagecourse.com/ • The Ultimate Guide to Landing Page Optimization ebook: http://get.unbounce.com/lpo-guideemail/ • Examples of landing pages: http://www.ispionage.com/landingpagegallery/all/all/desktop/ vistaprint.com, https://www.crayon.co/, http://unbounce.com/landing-page-examples-built-withunbounce/, http://unbounce.com/landing-page-examples/ • Other landing page critiques: community.unbounce.com, http://unbouncepages.com/pagecritiq/, http://landingpageanalyzer.io/, https://usabilityhub.com/, http://inbound.org/group/the-pit-landing-page-critiques E: [email protected]

T: 1-888-515-9161

Thank You! Questions?

Princess Cornelio Marketing Educator @daprincesita

Michael Aagaard Senior Conversion Optimizer @ContentVerve

Join the discussion!

community.unbounce.com

E: [email protected]

T: 1-888-515-9161

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