Today I’m taking a look at a couple of landing page examples from the Property Selling sector, following last week’s appeal for landing page examples to be critiqued.
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.
1. This headline is incomplete
Any ideas what’s missing from this headline? If you said that there’s no mention of the ‘free evaluation’ offer being promoted then congratulations, you get yourselves a well deserved pat on the back.
“We Sell Homes Fast” is a great value point to put across straightaway, but as a single headline it’s much too vague. It would have been useful to include some context, and some mention of the ‘free evaluation’. After all, if people are going to the lengths of giving you their details, they’re going to need to know it will be worth their while – a freebie such as this is usually the best solution.
How about something along the lines of: “Looking To Quickly Sell Your Home? Get a Free Evaluation Today”.
This headline makes a lot more sense. It includes all the necessary value points, whilst making it immediately clear that this landing page is relevant to my property selling needs.
2. Is this Bob Finch?
With the testimonial from Bob Finch in such close proximity to the main image, I can only assume this is the guy. I’m only asking because otherwise this hero shot has absolutely nothing to do with the product/service being promoted. And when you’ve only got a limited window to get people’s attention and clarify the purpose of your page, you really ought to be using imagery that helps put that message across straight away.
I’d recommend testing a different picture for the hero shot, one that holds stronger connotations with property selling (just perform a Google image search, there’s plenty of good examples out there).
3. These should come higher
All these value points are extremely well made, so why aren’t they higher up on the page? It makes good structural sense to always follow your initial headline (which is brief) with further details in order to strengthen your sales pitch and keep the user reading, preferably in the form of clear, value-orientated bullet points like these ones here.
Move them up, just below the headline, and bump the testimonial to the lower regions of the page – in the same proximity as the trust icons, which are also similar forms of social proof.
4. This is a great form
I really like this form; it’s attractive, the call-to-action copy is concise, and the number of data fields is spot on. The CTA Button stands out nicely against the box color, but I’d suggest changing the button text to something a little more motivational.
Try changing it to: “Your Free Estimate Awaits”.
This is a much stronger prompt than the old button text.
With a few minor amendments here and there, this could easily be transformed into a more effective landing page. But until those amendments have been put into place, I’m going to have to call this one a Crash Landing.
Express Estate Agency
1. No mention of the offer being promoted
Just like before, there’s no mention of the ‘free evaluation’. It’s such a vital selling point that it needs to be one of the first things the user sees when they arrive at the landing page.
Changing it to something as simple as: “Get a Free Calculation As To How Much You Could Sell Your Property For” would clear this right up.
2. Is this the ideal place for a testimonial?
There’s nothing wrong with placing a testimonial so early on in the arrangement of your landing page, establishing trust is important, but not when it comes before establishing the purpose of the landing page.
I don’t feel there is enough information at this point that clearly states the benefits of the service, or the nature of the offer being promoted here. I need to know this page is relevant to me and my immediate needs before I’m ready to take another person’s recommendation on board. It’s as simple as that.
3. Conflict of purpose
There’s already a decent incentive for me to give you my details – the free evaluation – don’t try and introduce a second incentive this early on, all it does is confuse the overall purpose of the page. Am I requesting a free evaluation, or am I entering a competition? At this point I’m not really sure.
By all means, include a prize draw as part of your sales pitch, but not during the initial phases of establishing what your landing page is predominantly about. That part is more important.
4. Needs more copy
This is a nice short form. But without the essential call-to-action copy, it all looks a little too bare for my liking – besides, an extra prompt or two in this vicinity might improve your chances of conversion.
5. Now this is the ideal spot for a testimonial
I might have already mentioned the ‘misplaced’ testimonial at the top of the page, but I couldn’t resist this opportunity to point out where that testimonial could be put to much better use. It would strengthen the ‘reasons why thousands of home sellers are using Express Estate Agency’ here, whilst providing some much needed validation to purchase from a reputable source.
6. And the same goes for this spot here
Quoting facts and statistics as a way of showcasing customer satisfaction is all well and good, but it really needs a case study here to back things up. Some actual customer feedback would go a long way towards establishing trust.
7. Opportunity for call tracking
If a dynamic telephone number were utilized here, it would give the business a clearer indication as to the performance of their online marketing efforts.
I’d suggest running two variants of the same landing page – one that is call tracking enabled, and one that isn’t. Then compare the performance reports from both in order to determine which yields a better conversion rate.
8. Good example of ‘after care’
Letting the user know what to expect once they’ve submitted their details is always a good idea. This is what’s sometimes referred to as ‘after care’, reassuring the user their transaction/request will be followed up, and thereby removes any doubts or reservations they may have about taking the time to complete the transaction in the first place.
I would suggest including an image of a member of staff and a name to go along with it, as well as a brief explanation of this person’s role in relation to the customer’s pending transaction. This is a great way of removing the kind of anonymity that comes with making an online purchase.
The majority of the elements on this landing page work nicely, especially when it comes to reassurance and trust. But there’s no clear indication of the offer being promoted in the headline, and the early inclusion of a prize draw only confuses matters further. For that reason alone, I’m going to have to call this one a Crash Landing.
Next Week’s Clean Landing or Crash Landing
Next week we will be critiquing landing pages in the ‘Bingo‘ sector so we welcome any example landing pages for review. Please send the URL of your landing page examples to email@example.com.
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