critique my page #2 - 09.01.15 - final - unbounce...2015/09/01 · landing page takeaway: make sure...
TRANSCRIPT
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Princess Cornelio Marketing Educator,
Unbounce
@daprincesita
It’s Great to Meet You!
Tia Kelly Customer Success Manager, Unbounce
@lil_tea
E: [email protected] T: 1-888-515-9161
The Customer Success team
community.unbounce.com E: [email protected] T: 1-888-515-9161
Join the discussion!
How to Get in Touch
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• 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
• Q&A
Where We’re Headed Today
5 elements that you need in your landing pages
01
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The 5 must-have core elements of a
landing page
TAKEAWAY: Make sure that your landing page includes these 5 elements.
Constructive feedback on 10 landing pages
02
E: [email protected] T: 1-888-515-9161
What’s good:
• Design - Clean, on brand, linear, visible logo &
tagline, easy to follow, visual cues to CTA, mobile-
friendly. Lightbox form is a unique approach!
• Hero Shot - Very relevant.
• Copy - Benefit-oriented.
• Social Proof - Testimonial helps to build credibility.
• CTA - Great colour contrast so it stands out.
Rybbon Click-through Landing Page
E: [email protected] T: 1-888-515-9161
Things to change or test:
• Headline - Sub-headline is clearer than primary headline.
• Hero Shot - Test a video to show context of use.
• Social Proof - Use previous customers or other external
sources.
• Confirmation Page - Use this opportunity for your
customers to get to know you better (e.g., Facebook likes,
blog signups).
Rybbon Click-through Landing Page
E: [email protected] T: 1-888-515-9161
What’s good:
• Design - Clean, on-brand, linear (visitor’s eye
follows the path of info easily down the page),
visible logo.
• Hero Shot - Relevant images.
• Social Proof - Testimonials provide credibility.
• Form - Short, low friction, encapsulation makes it
stand out.
• CTA - Great contrast with background, relevant
copy.
King’s Christian College Lead Gen
Landing Page
E: [email protected] T: 1-888-515-9161
Things to change or test:
• Design - Use visual cues to direct attention to the CTA.
Make it mobile-friendly. Adjust background contrast so
white text on background is more legible. Choose one goal
only — remove email link.
• Headline - Make it more benefit-focused.
• Copy - Place more emphasis on the benefits, rather than
the features themselves. Also try to use language that is
user-focused, rather than using so many “we”s.
• Social Proof - Use photos and other credentials (e.g., job
title, twitter handle) in testimonials.
• Form - Add a privacy policy as a lightbox. Make email
required.
King’s Christian College Lead Gen
Landing Page
E: [email protected] T: 1-888-515-9161
What’s good:
• Design - Clean, easy to follow, visible logo,
mobile-friendly. Enticing visuals. Awesome form
contrast + layout.
• Headline - Tells you exactly what the page is
about.
• Copy - You know what you’re getting with this
promo.
• Hero Shot - Relevant images.
Pinnacle Hotels Lead Gen Landing Page
E: [email protected] T: 1-888-515-9161
Things to change or test:
• Design - Focus on ONE goal: remove leaks/
distractions. Move social sharing buttons to
confirmation page. Coupon is a bit confusing;
looks clickable.
• Copy - Can be more benefit-focused like “Enjoy
spectacular views…”.
• Social Proof - Include previous customers’
experiences.
• Form - Include a privacy policy as a lightbox.
Make email required.
Pinnacle Hotels Lead Gen Landing Page
E: [email protected] T: 1-888-515-9161
Freestyle Solutions Click-through Landing Page
What’s good:
• Design - Professional, on-brand, easy to navigate, visible logo.
• Hero Shot - Shows enough details of the dashboard, that combined
with the video make it look like a time-saving and organizing
software that will help to improve your business.
• Copy - Benefit-oriented (e.g., “Easily manage your orders…”)
• Social Proof - Testimonial helps to build credibility.
• CTA - Great contrast with background so it stands out. Good to have
CTA on top and bottom of the page.
E: [email protected] T: 1-888-515-9161
Things to change or test:
• Design - Make it mobile-friendly. If a free trial is your main goal,
try a page just offering that.
• Headline - Make it more clear (e.g., Amazon sellers/customers?)
• Social Proof - Use previous customers or other external source to
be more credible.
• Copy - If you can offer a bonus incentive, test using urgency to
encourage users to convert now. (e.g., Sign up for a free trial in the
next 24 hours and we’ll help you set up your account.)
• CTA - Be consistent. Use action words, like “Start My 14-Day Free
Trial”.
Freestyle Solutions Click-through Landing Page
E: [email protected] T: 1-888-515-9161
What’s good:
• Design - Simple, on brand, mobile-friendly.
Chat widget is a nice addition to keep users on
page instead of clicking elsewhere for more
information.
• Headline - Super clear and addresses pain
point.
• Copy - Very benefit-oriented.
• Hero Shot - Very relatable and relevant.
• Social Proof - Testimonials and awards build
credibility.
• CTA - Great colour contrast so it stands out.
Minbie Click-through Landing Page
E: [email protected] T: 1-888-515-9161
Things to change or test:
• Design - Add visual cues to direct attention to
the CTA. Remove leaks that could distract your
visitors (e.g., social widgets, phone number).
• Headline - Remove “Real mums speak” above
primary USP headline. Doesn’t add much.
• Copy - Could be a bit overkill. Try cutting down
to just the most important messages you need
to communicate. See if adding a special offer
adds more incentive for the visitor.
• CTA - Make it consistent: colour & copy. Have
a CTA closer to the top of the page.
Minbie Click-through Landing Page
E: [email protected] T: 1-888-515-9161
Welcoming Home Baby Lead Gen Landing PageWhat’s good:
• Design - Mobile-friendly.
• Headline - Explains clearly that you will be signing up for a
newsletter.
• Form - Encapsulated, short so the offer matches the ask.
• CTA - Strong contrast.
E: [email protected] T: 1-888-515-9161
Things to test or change:
• Design - Too many colours that don’t work very well together &
too many fonts. Remove leaks (e.g., social widgets) & use them
on the confirmation page.
• Copy - A lot of conflicting information—what are we actually
signing up for? Why are you telling us about all of the gift lines
below when they don’t apply to the one goal? Use the copy to
explain more of ‘what’s inside’.
• Social Proof - Add testimonials or third party source to create
credibility.
• Form - The header makes me think I’m going to get a white
paper or ebook, not sign up for a newsletter. Use more action
words.
• CTA - Try filling the blank “I want to…” (e.g. Sign up for baby tips
now!). Try adding CTA at the bottom of the page to scroll back to
the form.
Welcoming Home Baby Lead Gen Landing Page
E: [email protected] T: 1-888-515-9161
MyFreelanceWritersLead Gen
Landing Page
What’s good:
• Design - Mobile-friendly.
• Offer - The idea is good—an incentive for opt-
ins could work if executed more cleanly.
• Copy - Addresses visitor’s pain point (that it’s
difficult to get a job).
• Form - Encapsulation and contrast.
• CTA - Great contrast with background so it
stands out.
E: [email protected] T: 1-888-515-9161
Things to change or test:
• Design - Use more people in the imagery, make
it easier to read the text on background. Work
on spacing elements. Keep fonts consistent.
Proof read :)
• Social Proof - Don’t use stock models.
• Form - Be more clear about what the visitor will
actually get—it says get a resume in the header
but then just Contact Us on the button (they
don’t match).
MyFreelanceWritersLead Gen
Landing Page
E: [email protected] T: 1-888-515-9161
What’s good:
• Design - Clean, friendly, mobile-friendly,
matches the website’s branding well.
• Headline - Intriguing yet clear benefit
statement and subheading.
• Copy - Gives a clear picture of what to expect
when you join the Melltoo community.
Communicates benefits in the icon points. • Social Proof - Believable testimonial and
recognizable “as seen on” logos that show the
company has had some success already.
Melltoo Click-through Landing Page
E: [email protected] T: 1-888-515-9161
Things to change or test:
• Design - Test layout—including the
video higher up, video vs. no video. One
goal only- don’t try to do too many
things at once—remove leaks like the
blog link, app download buttons and
form. Give them their own pages. Maybe
use a live chat widget instead of the
form for questions.
• CTA - Use more contrast for the buttons
so they become the obvious focus. Test
out different copy alternatives.
Melltoo Click-through Landing Page
E: [email protected] T: 1-888-515-9161
What’s good:
• Design - Professional and well-branded. Great
contrast.
• Headline - Short and to the point, love the
subheader that tells you what’s inside.
• CTA - Strong contrast against the background so it
stands out. Showing the regular price also
demonstrates that the visitor will get good value for
the price.
• Social Proof - The authors are experienced, the
testimonials seem believable (although you need to
use a non-stock image).
bizHUMM Lead Gen Landing Page
E: [email protected] T: 1-888-515-9161
bizHUMM Lead Gen Landing Page
Things to change or test: • Design - Try adding some directional cues.
Remove leaks - Remove the Contact Us and
Privacy Policy links at the bottom (or open up
Privacy Policy in a lightbox).
• Copy - Not sure what “In Our Members Area”
means exactly.
• Form - Use field label above or beside the field
in addition to hint text.
• CTA - Make the wording more clear—I think I’m
going to get a guide, finish the thought for me
(e.g., “Get Instant Access to the Guide”)
E: [email protected] T: 1-888-515-9161
What’s good:
• Design - Good page length, mobile-friendly.
• Headline - Very niche, well-communicated to the main
target audience. Communicates benefit (cut driving time in
half). • Hero Shot - Background and graphics fit well with the app’s
theme. • Social Proof - Really strong testimonial. Logos of
businesses that use them add credibility.
Routific Click-through Landing Page
E: [email protected] T: 1-888-515-9161
Things to change or test:
• Design - Arrow to guide visitors to the CTA. One page, one
goal- too many goals on this landing page.
• Hero Shot - Try using a video to show product in context.
• Copy - Could explain a bit more about what the app does.
• CTA - Make it bigger and more consistent throughout the
page. :)
Routific Click-through Landing Page
Resources to help you master the art of landing pages
03
E: [email protected] T: 1-888-515-9161
• A 50-Point Checklist For Creating The Ultimate Landing Page: http://unbounce.com/landing-
pages/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-guide-
email/
• Examples of landing pages: http://www.ispionage.com/landingpagegallery/all/all/desktop/
vistaprint.com, https://www.crayon.co/
• 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
Useful resources
community.unbounce.com E: [email protected] T: 1-888-515-9161
Join the discussion!
Princess Cornelio Marketing Educator
@daprincesita
Thank You! Questions?
Tia Kelly Customer Success Manager @lil_tea