CRM Systems 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 CRM Systems 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.
Prophet
1. Headline
This is actually a pretty effective way of using a question as your main headline. It addresses the reader directly whilst making reference to the key value-point of your product; ‘close more sales’.
And your subheader follows on nicely in mentioning the promotion on your page and telling the user what they need to do; ‘get your FREE 30-day trial of Prophet CRM today’.
2 &3. This copy looks ugly
What’s going on with the copy here? It looks oddly out of place, probably because it reads/formatted more like the opening paragraph of a spammy email rather than a professional landing page.
My suggestion would be to render it down into a single value-point (‘Integrated in Outlook’) to include it with the bullet-points below, and title those points with ‘Get a CRM that works for you’.
4. Image
If this was my landing page, I’d definitely change this image to include a picture of somebody representing my target audience. This would help illustrate how my product would be of use to anybody arriving at my page, establishing a connection with my product and improving the likelihood of a sale.
5. Form
At first glance this form looks pretty good. Closer inspection, however, shows up a few mistakes here and there, so I’ll go through them one at a time.
First, the call-to-action copy at the top could do with having a little more urgency put into it. I’d suggest something along the lines of ‘Start Your Free Trial Now For Better Sales Productivity. Fill Out The Form Below’.
Secondly, the CTA Button needs to be a different color. One that isn’t similar to any of the other elements sitting on the page.
Finally, I would reword the button text so that it speaks to the user directly (always ‘your’ instead of ‘my’). Maybe something like ‘Download your free trial’ or ‘Click to download’.
Our verdict
This is a very simple-looking landing page. Making some changes to the copy (as suggested) would definitely help. And a stronger human presence would help users establish connection better. Until then, this is going to have to be a Crash Landing!
ZOHO
1. Headline
This headline is short and flashy but incredibly empty on substance. Why haven’t you mentioned you product, or the 15 Day Free Trial being promoted in this landing page? Everything needs pinning down for stronger, clearer relevance.
I’d suggest simply following this headline with a subheader outlining the promotion on your page and what the user needs to do – ‘register for free’.
2. Image
I think this image works well within the context of the page. It definitely represents your target audience, and the style or ‘character blocking’ is in keeping with the tone of your message. Classy!
3 &4. CTA Buttons
I’m happy with the number of CTA Buttons on the page, as well as their positioning. I also like the design too.
My only confusion is with whether or not this button takes me to a Free Trial registration, or a premium edition, or both. This needs to be made more clear.
Our verdict
This is a really sharp-looking landing page, and with a nice tone too. It clearly has bags of brand identity (which is always a good thing) and only a minor issue with the headline. Clean Laning!
ZOHO (Mobile version)
1. Headline
The headline on this mobile landing page may seem short of detail, but it kind of needs to be. The core value of the product and promotion is there, and that’s all that matters.
2. Image
Not a lot to say about this image. The whole point of mobile landing pages is to communicate as much relevant information as concisely as possible, so I’m assuming this picture illustrates the fact that this software is intended for use on a mobile device.
3. CTA Button
This is a great example of how a CTA button on a mobile landing page is supposed to look. It’s big and flat and easy to touch, with enough space around it to prevent any erroneous clicks.
4, 5 &6. Unecessary leakage
Generally speaking, mobile users won’t have the time or functionality (assuming they’re not wirelessly connecting and are browsing on the move) to click external links for additional information. This is just going to lead to a lot of headache. Instead, you’d be much better off integrating click-to-call facilities so users can speak directly to somebody on the phone if they request additional information.
Our verdict
As mobile landing pages go, this is a pretty decent example. However, I think a major opportunity has been lost in not including click-to-call. Not to mention inconveniencing users by asking them to open external links on their mobile devices. If it wasn’t for those two reasons, it would be a winner.
Next Week’s Clean Landing or Crash Landing Next week we will be critiquing landing pages dedicated to ‘Competitions and Giveaways‘ 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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