Audiobook Landing Pages Critiqued – Clean Landing or Crash Landing?
It’s landing page review time, and today I’ll be taking a closer look at landing pages promoting Audiobooks as requested in last week’s appeal.
Each landing page will be looked at from the point of view of the user in order to determine whether the page delivers a clean, successful landing, or a bad one. Areas that require attention will be highlighted and suggestions for improvements will be made along the way.
All You Can Books
1. Headline
The headline is pretty concise; it includes the value-points of the product in a relevant way and goes on to mention, in the subheader, the main offer being promoted on this page – ‘Get All You Can for Free for 30 days’.
My immediate impression is that this is very economical header. It includes the absolute fundamentals, but doesn’t really do anything to engage me. I also think the main headline overshadows the offer – you want people to know what action to take as soon as they arrive.
I’d suggest leading with the offer being promoted, in order to capture relevant attention straightaway, and then end it with something that would prompt the reader into taking action.
How about: “Free Book Download”.
Then I’d have as my subheader: “Sign up to All You Can for Free for 30 days and get access to a library of over 30,000 best-selling titles on Audiobook and eBook”.
2. Image
I don’t like this image at all. It doesn’t seem to have much to do with the product and that’s a big problem. What’s wrong with having a few pictures of the most familiar titles available to download – that would make things more clearer.
Secondly, I find this image too sterile; if you’re selling software (which is what this product essentially is) then you need to illustrate how it fits into the lives of your customers in a relatable way. I always recommend using pictures of people in this scenario, as it allows customers to identify with the product more. I’d suggest using an image of somebody cozying up in as chair reading the first page of ebook on their eReader.
3. CTA
Okay, let’s tackle the call-to-action as a whole. First up is the copy – ‘Download now for Free’. It’s very straight to the point and even makes use of a directional cue so that people will know where to fill in their details to their download. That’s very good. On the downside, it doesn’t explicitly mention what I’m downloading. You need to make that clear.
Secondly, there’s no need to ask me what my favourite books are at this stage. It’s an unnecessary action that gets in the way of completing the download. If you want more information about customers’ reading habits (for remarketing purposes presumably) then ask for it after they’ve already finished, perhaps on a Thank You page.
Finally, the call-to-action button needs to be a different color. Not because it doesn’t standout, but because it shares the same color with a number of other elements on the page. Make it more distinct. I’m also doubtful of the button text. Like the CTA copy at the top of the form, it’s all a bit vague, and if one isn’t explicit then the other should be.
Our verdict
At first glance, this ios a really nice looking landing page. It looks wonderfully putogether, and on the surface it really is, but delve a little there’s are a few problems here and there. Crash Landing!
I Heart Audiobooks
1. Floating Copy
These lines here seemed to be out of sync with the typical landing page copy format. Surely they belong after the initial header, where relevance and context have already been established.
2. Headline
Based on what i was saying about the previous landing page example, this headline also needs to include a more obvious mention of the offer being promoted. I’d suggest changing it to: “Listen to 100’s of Free Titles When You Download I Heart Audiobooks”.
There’s nothing particularly wrong with the current headline. but it’s definitely worth testing against this amended version.
3. Image
This is definitely what I’d call ‘stock’ imagery, but it’s also certainly more obvious than the previous example of image use. It’s very simple and sometimes simplicity works best.
I’d still recommend testing a different image that includes people, just so there’s a stronger connection between the customer and product.
4. Value-points
From an entirely visual standpoint, these value-points outlined here are too cluttered and conflict with the call-to-action. In keeping with best landing page practice, they should really be in closer proximity to the headline than anything else. This space should be reserved for motivational copy explaining where to click and why.
5. CTA
Because of the issues talked about above, there is no motivational copy accompanying the call-to-action whatsoever. This makes things less obvious about where I need to click, why I would want to click there, and what it is that I’m downloading. This entire section needs rethinking.
Our verdict
The entire composition of this page is out of whack. It needs going back to the drawing board and planning out where elements need to sit. Crash Landing!
Audible
1. Headline
As an Amazon service, Audible is a huge name in the world of audiobooks. But it would still be useful to include mention of what the service actually is somewhere in the header. Even a blurb in close proximity would have done the trick, something along the lines of “Download more than 10,000 audiobooks”.
2. Image
At last, an effective use of imagery. Like I suggested for the previous landing page examples, it’s much easier for customers to connect with a product if they can actually see in some context or other, illustrated through pictures of other people.
3 &4. CTA overshadowed
This is where things start to go a little downhill. There isn’t much in the way of copy accompanying the CTA button, but the text in the button is definitely very functional. The biggest problem is that the button color is the same as a number of other elements just above (4.) – and this doesn’t help the button to standout as much as it should.
While we’re on the subject, the nearby icons draw unnecessary attention from the cta button, and this is a very bad thing. I’d suggest either moving those icons lower down the page or getting rid altogether.
Our verdict
I really like the look of this page, it strays away from the typical format, but not so much that it jeopardizes functionality. My biggest concern is with the CTA being so massively overshadowed by nearby elements. You cta is important and needs to standout. Crash Landing!
Next Week’s Clean Landing or Crash Landing Next week we will be critiquing landing pages dedicated to ‘Debt Management‘ so we welcome any example landing page examples for review. Please send the URL of your landing page examples to info@clickthroo.com.
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