It’s time for another landing page review, and today’s I’ll be taking a look at landing pages in the ‘Laser Eye Surgery‘ sector, following last week’s appeal for 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.
Okay, I’m searching for laser eye surgery and stumble upon your landing page: the headline tell me straightaway that I’ve come to the right place, you’ve even included price to sort any potential customers.
But you know what would have been even better? If you’d told me in your headline that you want me to get in contact (seeing as though that’s the primary function of the page – lead generation).
Here’s a funny little fact; the human eye sees more shades of green than any other color. Well, I’m looking at your call-to-action and green is the ONLY colour I can see. You need to change the color of your CTA Button so that it stands out more against the form box.
Other than that, it’s a nicely positioned form with the necessary number of fields. I’d recommend changing the copy at the top from ‘For More Info’ and replace it with something a little more immediate, such as ‘Speak with a consultant today’.
3. Are these boxes clickable?
The answer is ‘no’. I know because I’ve checked. But for first-time visitors trying to figure out actionable elements on your page, it could be a little confusing.
Regardless, they pose as a serious distraction from more important areas of your landing page. I would suggesting scrapping this format altogether and couple condensed information with bullet-points to avoid any confusion.
4. Are you guys call tracking?
How do you know which calls are generated from this landing page? Unless you incorporate call tracking, you’ll never know, and this can be a big problem when it comes to accessing the performance (and future investment) of your online marketing efforts.
This is a nice straightforward landing page, with just a few problems here and there that let it down along the way. And it’s the little problems that cause immediate concern – thanfully they can all be easily fixed. Until then, however, I’m going to have to call this a Crash Landing!
Which laser Eye Clinic
1 &2. Headline
A different kind lead generation page, but in the end it’s all the same. Thankfully they get straight to the point in the headline, which is nice, but I’m not entirely convinced of it’s effectiveness.
I’d suggest re-formatting the whole way in which the headline and supporting copy (2) have been composed and tighten their positioning. That way, the eye naturally goes from one to other without having to drift across the page.
3. Not enough copy
There’s no missing this form, but it would be nice to include some call-to-action copy for further encouragement.
How about something as simple as: ‘Fill out your details below to find your perfect laser eye surgery for FREE’.
There’s certain ways of hammering home the benefits of sticking with your page, and this isn’t one of them!
You’ve already told me ‘Its Free & only takes 2 minutes’. Why then, have you decided to compromise the readability of your page by saying the exact same thing twice? This is really landing page design – and for once, I can’t determine whether it’s the fault of the marketer or designer.
Either way, this obstructive element needs to be removed immediately so people can read the rest of your page.
I don’t think this landing page comes accross as very trustworthy or proffessional at all. Most of that is down to the thoughtless design – not to mention the lack of direction – and for that reason I’m calling this a Crash Landing!
Another laser eye surgery comparison page. This one, however, get’s its point across more clearly than the previous example. The headline is better positioned in relation to the subheader. This makes navigating the page a lot less complicated, as each line of communication follows on to the next seamlessly.
2 &3. Mixed messages
Are you asking your visitors if they would like to receive a ‘Free Info Pack’ or find them a suitable clinic and book a ‘Free Consultation’?
Yes you can do both, but it makes understanding the purpose of your page messy and less clear. Mixed messages are confusing and can put a serious dent in your click-through-rate. Secondly, it’s one more action the visitor needs to take before completing conversion – and that’s something you want to avoid. Besides, do you really want to send out information packs and wait for potential leads to go cold? I don’t think so.
I would remove the option to request free info and concentrate on fulfilling your initial premise. You could always give them the option to receive further info on your Thank You page once they’ve already converted.
4. CTA Button
What’s the first rule when it comes to crafting your CTA Button? Make it stand out. This button certainly pops off the page, and the directional cue is a nice touch, but it’s the same color as a lot of other elements on the page and that doesn’t make it distinct enough.
5. Trust icons
As a comparison site, including logos of affiliate companies with strengthen the visitors trust in your abilities – not to mention your legitimacy. Take a look back the previous comparison page example and you’ll see the difference it makes.
I’m slightly torn with this one. It’s a very nice-looking, easy to navigate landing page, but the duality of purpose is a real problem. That’s a shame because I really like this page. Crash Landing!
Next Week’s Clean Landing or Crash Landing Next week we will be critiquing landing pages dedicated to ‘Life Insurance‘ so we welcome any example landing page examples for review. Please send the URL of your landing page examples to firstname.lastname@example.org.