It’s landing page review time, and today I’ll be taking a closer look at landing pages promoting Debt Management 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.
When first time visitors arrive at your landing page, they have questions that need asking. By opening your headline with a question of your own, you’re playing a risky game of either striking a resonant chord with the user, or failing to answer the queries they’ve come with.
This is an example of a question in a headline used correctly. Not only is highly relevant, it also goes on to answer that question by establishing the immediate benefits of sticking with the page, and ties it altogether in a way that effectively sells the product – “…qualify to have your debts written off”.
2. Value points
These are all great value-points to help encourage an action, and are neatly broken down into easy to read bullet-points. My only criticism (based purely on guy instinct and years of ‘best practices’) would be move them higher up the page, following on from the headline more cohesively.
This video does a great job of connecting the user with your company and service. By introducing members of your staff, and have them explain what they do and how they can help, it allows the user to recognize and trust the value of your product.
4. CTA copy lacks direction
The call-to-action is highly motivational, but it doesn’t contain any instruction on what the user needs to do to – simply stating ‘fill out the form below’ somewhere in this copy would solve that problem.
5. Button color needs changing
The button color is too similar to the form box and doesn’t standout as much as it could. It also shares a similar color to a lot of other elements on the page, which means it doesn’t look as distinguished and important as it should do.
This is a really efficient, effective landing page, that’s simple to navigate and easy to understand. Despite the odd hiccup (which can be easily fixed) this has got to be a Clean Landing!
This headline reads more like a sentence, there’s no effort to engage whatsoever. Your headline should include relevance (which you already have) but in a way that conveys value, motivation and benefit.
Here’s what I suggest: ‘Manage You Debt, Get Expert Help Today’.
2. Button is useless
Why is this CTA Button here? It looks lost and out of place – there’s no corresponding copy to put it into context, and no motivation for anybody to click. It also confuses matters, making it seem as though there are multiple actions to take on this page – when of course there’s only one.
3. Too many elements to click
There’s far too many actions the user needs to take here, just to get access to further information. Couldn’t this all be condensed into easy to read bullet-points? That would be much more convenient, and a lot cleaner from a visual standpoint.
The biggest problem with this landing page is the way it looks – a jumbled mess – and that ties indirectly with how easy it is to navigate. Crash Landing!
I really like the way this headline has been used to prompt an action from the user. Whether it’s highly effective or not, I would have to see the click-through-rate. But it’s definitely an interesting way of engaging your visitors.
My only concern is that there isn’t enough information at this point for visitors to make a decision about whether they want to complete an action or not.
The form is nice and clean. Enough said about that. But it would have been useful to include some text explaining that user needs to fill out the fields – I know it’s pretty obvious (especially with the directional cue) but it just makes things foolproof in my mind.
3 &4. Button overload
Are all these extra buttons necessary? All they do is take the user back to the top of the page. I’d simply keep the one at the bottom and be done with.
I really like this landing page. It reads well for such a lengthy, content-rich page, and looks really clean and professional. Clean Landing!
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 firstname.lastname@example.org.
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