Critique My Page #2 - 09.01.15 - Final - Unbounce...2015/09/01 · landing page TAKEAWAY: Make sure...

community.unbounce.com E: [email protected] T: 1-888-515-9161

Join the discussion!

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



How to Get in Touch


• 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


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


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


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


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



• 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


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



• 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


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.



• 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


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



• 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


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.


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


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.



• 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


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



• 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


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


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”)


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



• 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


• 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

http://unbounce.com/landing-pages/checklist/

http://do.thelandingpagecourse.com/

http://get.unbounce.com/lpo-guide-email/

http://www.ispionage.com/landingpagegallery/all/all/desktop/vistaprint.com

https://www.crayon.co/

http://community.unbounce.com

http://unbouncepages.com/pagecritiq/

http://landingpageanalyzer.io/

https://usabilityhub.com/

http://inbound.org/group/the-pit-landing-page-critiques



Princess Cornelio Marketing Educator

@daprincesita

Thank You! Questions?

Tia Kelly Customer Success Manager @lil_tea

Critique My Page #2 - 09.01.15 - Final - Unbounce...2015/09/01 · landing page TAKEAWAY: Make sure...

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