It’s time for another landing page review, and today I’m going to take a look a landing pages dedicated to Conference Call Services – following last week’s appeal for landing page examples to be reviewed.
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. Where’s mention of your offer?
It’s nice that you’ve gone to the effort of breaking down the value-points of your product in an east-to-read format, but what about some mention of the promotional offer on your page – i.e. the ‘FREE Trial’ or ‘Demo’.
This is what turns curious buyers into potential customers. Something to show your visitors that sticking with your page is going to be worth their time and effort. And if anything else, it helps to clarify the overall purpose of your landing page straight off the bat. If people are unclear about the purpose, then they won’t bother hanging around.
I’d suggest leading with your promotion, as this will give your landing page more clout. How about something along the lines of: ‘Request Your Free Web Conferencing Trial from Arkadin’.
The subheader, I would keep the same. But I’d definitely include an extra bullet-point that explicitly mentions the ‘Free Trial’.
This is precisely the kind of image I would have suggested. It may seem a bit cliched (very corporate stock image) in the eyes of some, but it’s cliched for a very good reason; people immediately understand the narrative behind the image. It illustrates how the product is of practical use in the workplace and allows visitors to envision how the same product can be of benefit to them.
Sometimes it pays to be a bit more ‘creative’ but when needs must, tried and tested will get the job done.
3 &4. Conflict of interest
I don’t agree with landing pages that have a duality of interest for quite a number of reasons.
Perhaps most important of all is that it leads to confusion. Landing pages needs to be kept as simple as possible, so that new visitors understand what it is you want to say to them and what it is you want them to do. Make it overcomplicated for them, and visitors will either get frustrated or lose interest entirely.
On top of this, it disrupts the organic flow of the page. A landing page should always be running in one direction; towards the point of conversion. Branching off and providing visitors the freedom to choose their own path will likely end in fewer conversions.
Finally, I think having a landing page with more than one purpose (or goal) can muddy the waters when it comes to performance reporting. No two possible actions will equate to the same ‘value’ to a company. And when it comes to assessing the ‘value’ of your conversions in relation to monetary success, accuracy is crucial.
5. Possible leakage
There shouldn’t be any need for your visitors to see any more client case studies. You’ve already provided a targeted customer testimonial and that should be adequate proof that your product works.
6. Change button color
I’ve already mentioned how I feel about having two completely different ‘actions’ and ‘goals’ on a single landing page, but I had to point out the erroneous color decision on these CTA Buttons.
First off, it’s the same color as so many other elements on the page that it doesn’t stand out as effectively as it should do.
Secondly, I would avoid using the color red in this particular case as it really isn’t relevant to the nature of the product being promoted. The color red evokes feelings of anxiety and anger – and whilst the suggestive urgency of the color might encourage people to physically click the button, blue is much more trustworthy and less erratic.
It may have seemed like a good idea to column this body of text in order to give its own dedicated space, but take a second look and it makes the entire page look messy and uneven. There’s a huge juxtaposition between the lefthand and righthand side of the page and this can lead to visual frustration and even anxiety. In other words, visitors will take one look at the textual composition and decide it looks way too complicated to read through. Good bye!
The main problem with this landing page is the composition. It’s uneven and sloppy – and I’m not a huge fan of duality of the page. Maybe it would be a good idea to go back to the drawing board with this one, starting entirely from scratch. Crash Landing!
‘Conferencing made easy’ is a nice little tag, but it doesn’t really make for a compelling headline – especially when you’ve got a ‘Free Trial’ on offer.
My suggestion would be to simply attach this promotion onto the end of this headline, so that it reads something like: ‘Conferencing made easy. Request your Free Trial with Ring Central Now’.
No need to go into too much detail about why this headline is more effective, but you can clearly see that it mentions the value of the product, the benefits of sticking with the page, and conveys them in a relevant manner.
2, 3 &4. Images and videos
There are three images throughout this landing page, all of which act as video-link explaining in further detail the values of the product.
Including videos in your landing page certainly has its advantages. It helps efficiently communicate large portions of information that would otherwise appear overwhelming as a body of text.
Unfortunately, videos tend to put some people off as there’s no way to know how ‘intrusive’ they are until you open them. Will they be too long? Will be able to close it? Will it take me to a completely different domain altogether? These are the concerns most visitors face when they arrive at a landing page with video.
I mention this because the landing page here includes three videos, and that can be especially overwhelming for new visitors not knowing what to expect.
I would consider reducing it to a single video, and I definitely wouldn’t put the link in the main image (number 2). This image needs to remain clean and serve as an immediate indication to the nature of the landing page without the need for additional visual/audio assistance.
5. Potential leakage
Including a price plan is a very effective way of sorting which visitors are likelier to be customers right off the bat – ensuring your conversion rates correlate more accurately with your projections for success.
However this is something that needs to be present on the page itself, not via an external link to your primary website. Don’t be afraid to lay down the law there and then. It’s better to lose a few irrelevant customers at the beginning than to lose all your customers as a result of leakage.
6. Bring above the fold
Call-to-actions (such as your main form, buttons, etc) really need to be placed above the fold of the page. That way visitors can see straightaway that there is an action they are supposed to complete – especially if it’s for a freebie, which they love.
I’d strongly recommend bringing this element higher, replacing the two video-links (3 &4). That’s because visitors expect to see an element like this as soon as they arrive. Video images are less-familiar and seeing them straightaway could lead to confusion.
I’m not averse to using videos on landing pages – sometimes they can work better than copy and imagery – but it’s overkill here. I think the ‘presentation’ of the page takes precedent obove the practicality, and that’s never a good thing. Crash Landing!
Next Week’s Clean Landing or Crash Landing Next week we will be critiquing landing pages dedicated to ‘Laser Eye Surgery‘ so we welcome any example landing page examples for review. Please send the URL of your landing page examples to firstname.lastname@example.org.
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