Critique My Page: Landing Page Optimization …...2015/12/17 · Critique My Page: Landing Page...

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

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

Jennifer Pepper Content Strategist

Unbounce

@PeppersWrite

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 - Visible logo.

• Headline - Legible.

• Hero Shot - Very relevant images of the app. Great

explanatory video of how the app works.

• Copy - Good at describing your USP (e.g., a curation

app for shoppers).

• Social Proof - Company logos and customer

testimonials help to build credibility.

Notify Nearby Lead Gen/Click Through Landing Page


Things to change or test:

• Design - Focus on one goal per landing page. Remove leaks. Optimize for mobile. Add visual cues to CTA.

• Headline - Try a headline that conveys the benefit instantly (e.g., Get sales and special deals from your favorite brands at

exactly the right time) to help qualify your audience right away. Try a supporting sub-headline (e.g., Out shopping? See

exclusive promotions from your top-rated stores while you’re nearby and can take advantage).

• Copy - Watch for one-word headings like “feed.” Try making these headings more benefit-oriented (e.g., Relevant deals).

Instead of “Follow retailers” try “No ads or spam.” Try incorporating what your ideal customer needs to hear. Refine your

message to be more benefit-driven. (e.g., instead of “Bringing You Closer to Your Favourite Brands,” try “Deals from brands you

want, when you want”).

• Social Proof - Say a bit more about TechCrunch, Product Hunt — are they companies that trust/featured your product?

• CTA - Make it stand out more.

• Confirmation Page - Make sure it’s updated — copy is still from pre-launch.

Notify Nearby Lead Gen/Click Through Landing Page


What’s good:

• Design - One clear goal. Great job at providing context/explanation of why a

visitor should opt in before asking them to convert.

• Headline - Very legible.

• Hero Shot - Relevant image used.

• Copy - Very benefit-focused throughout the page. Great job expressing

empathy with your target buyer (e.g., we’ve been there). Use of leading

questions at the start help to qualify your target buyer right away. Great

structure — the page flows logically based on the concerns a customer would

have and in the right order.

• Social Proof - Customer testimonials help to build credibility.

• CTA - Great contrast with background. Consistent copy on all buttons.

Advanced Accounts Click Through Landing Page



• Design - You can further customize it to match the branding on your website. Make it mobile-friendly. Try opening the Terms

& Conditions in a lightbox on the page to keep visitors on the page. Use directional cues to your CTA. Make sure that title

casing is consistent everywhere.

• Copy - Outline what your offer actually is near the beginning. Make sure that your audience knows what you’re offering within

5 seconds of looking at your page. Near section 1 or 2, try adding, “Book a strategy session with Advanced Accounts today”

followed by why you should do this. Watch for plural — below “don’t let sloppy accounts” should be “dollars.” Try renaming

the section “There is power in knowing your numbers” to “Save up to $5000 within the first hour,” which is a strong benefit.

Move the strongest line, “We guarantee we will save you $1000, or your money back,” closer to the top. Make sure to fill in the

meta data under Page Properties.

• CTA - Use copy that will tell you what will happen next (e.g., Schedule a consult or book a consult). Check 1st CTA link —

seems to be broken.

Advanced Accounts Click-through Landing Page


What’s good:

• Design - Mobile-friendly. One clear goal. On brand — visible logo

and matching colors. Privacy policy opens in a lightbox on the page.

• Headline - Tells you right away what this page is about (e.g.,

acquiring hot new real estate leads fast).

• Copy - Use of “portal leads” seems super specific so it shows that

you’re targeting a niche you know a lot about. “Your own lead gen

channel set up in 2 weeks” is a very clear benefit.

• CTA - Consistent throughout the page. Great contrast with

background so it stands out. “Give me more info” is more relevant

to the user than the usual “Submit” CTA copy.

• Confirmation Page - Takes advantage of another conversion

opportunity (e.g., checking out their website & following on social)

and tells you what to expect next.

SNAP! Marketing Lead Gen Landing Page



• Design - Try making the mobile version a snack size version of the desktop — use bullet points instead of long paragraphs. Try

adding a favicon for branding purposes.

• Hero Shot - Try showing more relevant photos (e.g., different types of properties, map of where you do business overseas).

• Copy - Try breaking up the massive text block when you get into explaining what you do and how this works into 2 more

sections (e.g., How it works and Why Snap Marketing). Instead of bullets in a recap at the end, use them near the beginning

to outline what you’re offering to do (e.g., after the section Your Own Lead Gen Channel in 2 weeks) since it’s important to

know the specifics included in the service prior to converting. Since it’s overseas, try mentioning languages you operate in -

could even have a separate landing page for each language.

• Social Proof - Include customer testimonials with data on ROI or positive change in number of qualified leads, if possible.

• CTA - Try using “Email me more info with no obligation” to show the user what to expect after converting.

• Confirmation Page - Might want to remove Unbounce branding to be consistent and avoid confusion.

SNAP! Marketing Lead Gen Landing Page


Academy College Lead Gen Landing Page

What’s good:

• Design - On-brand, easy to navigate, visible logo, mobile-

friendly. One clear goal.

• Hero Shot - Very relevant and professional image.

• Social Proof - Testimonial helps to build credibility.

• Copy - Very clear — fantastic job at explaining what the

page is about. The bullet part at the beginning covers what

potential medical assistants would likely want to know

straight off the bat (e.g., you’re accredited, they’ll get real

world experience, etc.).

• Form - Longer form helps to ensure qualified leads.

• CTA - Great contrast with the background so it stands out.

Completes the sentence, “I want to…”



• Design - Try adding “Gainful Employment Disclosures” in a lightbox. Add visual cues to your CTA. Try adding a smooth

scrolling button at the bottom of the mobile version.

• Hero Shot - Include a map to show where Academy College is “conveniently located.” Can include it via a lightbox to

highlight this benefit.

• Headline - Try a more direct headline (e.g., Become a registered medical assistant in just a year).

• Copy - Try adding a heading on top of the 3 program offerings with “3 Medical Programs To Choose From.” Make sure to fill

out the meta data in Page Properties.

• Social Proof - Add a photo to make it more relatable. Try adding video customer testimonials.

• Form - Try making email address mandatory and remove zip code portion - some people prefer email over phone.

• Confirmation Page - Try asking your visitor to do something else.

Academy College Lead Gen Landing Page


What’s good:

• Design - Mobile-friendly. Visual cues to CTA. Very linear and

easy to follow.

• Headline - Good — runs on a fear-based tactic, which can be

very persuasive.

• Hero Shot - Very relevant images.

• Social Proof - Company logos help to build credibility.

• Copy - Great use of “free for a limited time” under the button to

create urgency. Good copy throughout.

• CTA - Great contrast with background so it stands out.

Logdog Detective Click Through Landing Page



• Design - Can further customize color scheme and text to match branding on website. Great use of SSL to instil trust.

• Hero Shot - Try using a video that shows your product in context.

• Copy - Need to back up the headline with stats on the page indicating that the threat of hackers is imminent and real. Explain

how the scan really works in a section and what you’re getting access to apart from a report (and how limited it is). Try

including a section on what kind of emails contain dangerous info (e.g., How do I know I have anything to worry about in my

inbox? What does a dangerous inbox look like (e.g., full of employment records attachments)?). Show beyond social proof

why you’re accredited to do the scan. Make sure to fill in the meta data under Page Properties.

• CTA - Double check to make sure that it’s working. Currently, it doesn’t do anything when it’s clicked on.

Logdog Detective Click Through Landing Page


What’s good: • Design - Short & sweet. Easy to digest the whole page.

• Hero Shot - Beautiful looking campus.

• Headline - Very compelling to the target visitor.

• Form - Short and easy to complete.

• Copy - Comprehensive in answering many questions the

visitor might have about the program. All the info appears

to be present for prospective students looking into this

program.

• Social Proof - Trust that this is a legit organization because

of the contact information included (e.g., a physical

address).

• CTA - Great contrast, stands out from rest of page.

• Confirmation Page - Nice use of second chance to convert

(providing share buttons).

PSU Intensive English Learning Program Lead Gen Landing Page


PSU Intensive English Learning Program Lead Gen Landing Page

Things to test or change:

• Design - Have only one goal (e.g., collect information in exchange for the brochure pdf on the confirmation page). Make sure it’s

optimized for mobile. Try Layout Assistant! Use consistency (colors, fonts, spacing etc.) Remove share links & other leaks from the

page. Try reorganizing the content so it’s more scannable — feature the 2 different streams of programs in clearly defined sections.

Use a custom domain.

• Headline - Use a headline that focuses on the benefits.

• Form - Encapsulate the form. The first part doesn’t look like it’s part of the same form as the rest of the fields.

• Copy - Make it clear what you are receiving when you give your information. It’s bad practice to have an opt-in form ‘pre-checked’.

• Social Proof - Try including quotes from past students that were happy with the program. Include more people images on the page.

• CTA - Try some alternate copy that is more explanatory about the action visitors are taking (e.g., Email me with program details).


Zecutiv Lead Gen Landing Page

What’s good:

• Design - Short & sweet. Easy to digest the whole page.

Works well on mobile. Great use of space — you don’t

overwhelm visitors with text.

• Headline - Sub-headline has some focus on benefits,

action words.

• Form - Asks for the minimal amount of information

required.

• Copy - Quick to read all of the necessary points - very

scannable. Succinct, benefit-focused bullet points.

• CTA - Perfect amount of contrast.

• Confirmation Page - Nice use of second chance to

convert (providing share buttons).


Zecutiv Lead Gen Landing Page


• Hero Shot - Is there anything else you can show? Do you have an explainer video you can test against an image?

• Headline - Offer isn’t quite clear from the initial heading. Take control of what? Who is this for? Try something like, “The app

that lets you run your business on the go.” Sub-headline could be more powerful/meaningful (e.g., Work anywhere you need

to with access to your files, KPIs, and tasks).

• Copy - Try to add a sense of real urgency or exclusivity (e.g., When will it happen? Why would I be excited to sign up early?).

Also explain what “it” is… an app? Will it be the full version? Beta? Check that the Privacy Policy links to something - hopefully

a lightbox that opens on the page.

• Social Proof - Try adding customer testimonials, number of current app users, or logos of recognizable companies that’s

featured the app, if possible.

• CTA - Specify what you’ll be notifying me.


Snap Fitness Lead Gen Landing PageWhat’s good:

• Design - Clean and modern, cool parallax effect. Very good

brand match. Uses relevant imagery, icons, colors, and has an

easily scannable layout.

• Hero Shot - Friendly and dynamic photos.

• Headline - Adding “guaranteed” is intriguing — very clear

about what Snap Fitness offers. Sub-headline is also very clear.

• Form - Stands out on the page and is readily available

information to include.

• Copy - Motivating — gives a sense of high energy. Really

focuses on value props that gym users are looking for. Text on

the page follows a natural curiosity flow (e.g., what, why,

who). Bullets are clear, benefit-focused, and easy to read

quickly.

• Social Proof - Off to a good start here!


Snap Fitness Lead Gen Landing PageThings to test or change:

• Design - Remove the social sharing links and add them to the confirmation page instead.

• Headline - Try including action words.

• Form - Bring the CTA into the form encapsulation so they look like they go together. Make it clear that by submitting info, the

sign up will not automatically be completed.

• Copy - Highlight the special pricing limited time offer to create more urgency. Swap the copy so it’s more “you” focused

instead of “we” to put visitors in the me-first mindset. Give some goal examples under the goals section. Indicate what a

consult includes (e.g., Meet with a personal trainer for an hour to assess your current fitness level and design a personalized

meal and training plan. Normally a $100 value, yours free!). Try an emotional approach by asking leading questions before the

bullets in a designated section (e.g., Have you been spending more time on the couch than on the go? Need the motivation of

a trainer at a reasonable cost? etc.).

• Social Proof - The anonymity makes me question if they’re real or fabricated so always try to match a face and name.

• CTA - Keep it in line/inside the form so it looks like it’s one element (and use a more contrasting color so it stands out). Test

copy that fits the action the visitor is performing. Finish the sentence, “I want to (e.g., join now).”

• Confirmation Page - Use this place to get more social shares.


MISP Training Click Through Landing Page

What’s good:

• Design - One clear goal. No leaks on the page. :)

• Headline - The deal can provide a great sense of urgency to

encourage clickthroughs.

• Copy - Have some strong points that make the program

sound appealing and address key student concerns (e.g.,

Study at your own time and pace, Highest Pass Rate, PMI

Global Registered, etc.). Steps to take for sign up are very

clear. Great idea to include how much the project mgmt

industry is slated to grow. Visually showing the scratched

out original price is persuasive - great way to create a sense

of urgency.

• Social Proof - Variety of testimonials to address a number

of strengths.

• CTA - Good, clear copy.


MISP Training Click Through Landing Page


• Design - Leave more whitespace, use sections to separate content. Be consistent with design elements — there are a lot of

colors and fonts here that are distracting from the actual content. If you’re new to creating landing pages, try starting from

one of the mobile responsive templates and customizing the images, colors, and font to look more like your website. Be

careful with text formatting - pink and bright green backgrounds clash and don’t help the eye to read the text on the top.

• Hero Shot - Include relevant images.

• Headline - Pick one focus for the headline and make it more prominent than the rest of the copy. Reserve large texts for your

headline/sub-headline.

• Copy - Cut down as much as you can, or make the page longer. Try to approach the text on your page linearly (e.g., explain

what you do + your offer, why people would want what you offer, and why you’re the most credible to offer said offer).

• Social Proof - Include pictures and names to make them more believable and persuasive.


Pocket Geek Click Through Landing Page

What’s good:

• Design - Very professional, looks very “techy”

which matches the brand feel. Really good

mobile layout. Great use of visual texts to

show the question examples. One goal.

• Headline - Super clear and addresses the

user’s problem right away.

• Copy - Straight to the point to address all

possible uses the visitors might have. Follows

a continual ‘story’ flow.

• CTA - Very obvious and easy to find on the

page in both locations. Consistent throughout

the page.


Pocket Geek Click Through Landing Page


• Design - Look at mobile vs desktop visitors and see where most calls are coming from. If there are less visitors calling from

desktop, try including a form on the desktop version to collect the visitor’s email address for you to follow up later.

• Headline - Rhetorical question headlines are tricky as people might not have the problem you outline at that moment so try

phrasing it differently (e.g., Quit wasting valuable time searching all over the Internet for answers to your technical

questions). For sub-headline, try “Call us and we’ll solve your toughest tech problems quickly.”

• Copy - Clarify where this service is available. Is it US only? Open Terms & Conditions in a lightbox to keep visitors on the

page. Address whether they could get support via other means — is it always phone support?

• Social Proof - Can you add real pictures of humans who will be answering the phone? Do you have examples of actual

problems you’ve solved for a customer?

• CTA - Is there an alternative for when it’s outside of calling hours? Or are the ads only delivered within these times?

Resources to help you master the art of landing pages

03


• Landing Page Checklist Plugin: https://chrome.google.com/webstore/detail/the-landing-page-

checklis/hphojiejpnmgdefociigaibkmlgjmbbl

• 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/, http://unbounce.com/landing-page-examples-built-with-

unbounce/, 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

Useful resources

https://chrome.google.com/webstore/detail/the-landing-page-checklis/hphojiejpnmgdefociigaibkmlgjmbbl

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://unbounce.com/landing-page-examples-built-with-unbounce/

http://unbounce.com/landing-page-examples/

http://community.unbounce.com

http://unbouncepages.com/pagecritiq/

http://landingpageanalyzer.io/

https://usabilityhub.com/

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



Thank You! Questions?

Princess Cornelio Marketing Educator

@daprincesita

Tia Kelly Customer Success Manager

@lil_tea

Jennifer Pepper Content Strategist

@PeppersWrite

Critique My Page: Landing Page Optimization …...2015/12/17 · Critique My Page: Landing Page...

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