It’s landing page review time, and today I’ll be taking a look at landing pages from the Pension Quote sector, 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.
I would really like to see the bounce-rate of this landing page, as I suspect a large portion of visitors are clicking ‘back’ the moment they see this headline. It isn’t ‘reader friendly’ for landing page visitors. It’s awkwardly worded, in my opinion, and only alludes to the purpose of the page in a roundabout way.
My suggestion would be a rewrite, maybe something along the lines of what’s been used in the subheader. How about: “Get a Pension Quote For Free“.
This headline makes things much clearer, and the benefit of sticking with the page has also been simplified so that it’s easier and more quickly understood.
2. Great quote, bad picture
Im going to tackle two different elements at the same time here, because that’s exactly what the designer has done by the looks of things.
The customer quote, being in such close proximity to the form, should do well at motivating visitors and securing that lead. Unfortunately, this element obstructs the main image, and that’s a real shame because this image would have complimented the social proof perfectly.
3. CTA Button
This is a really nice button, it’s big and clean and there’s no overlooking it. The accompanying copy is also effective, demanding action. My only suggestion would be to change the button color to something less incendiary than red. You can’t go wrong with green here – associated with prosperity and vitality, it’s the perfect color to choose for this kind of product.
It’s a very simple landing page for a very simple purpose. Unfortunately there’s a great many things wrong with the very simplicities that make click-through landing pages such effective tools – namely the diabolical headline. Crash Landing!
This headline is nice and concise, but at the same time conveys enough information to keep visitors on the page long enough to decide whether or not it’s worth their time. There’s plenty of ‘benefit’ included here and guides the user comfortably into the rest of copy.
2 &3. Trust shield and Customer feedback
It’s great that you were able to utilize this social proof, and I think the accompanying trust shield is certainly effective, I just think it would carry more weight if accompanied with a photo of an actual person.
There is no imagery of people on this landing page whatsoever, and this doesn’t make for a very friendly, trustworthy online environment. There are two great opportunities here to use imagery of people on your landing page effectively, it’s disappointing to see that you haven’t.
4. Call to action
The form box stands out nicely against the rest of the page, and so does the CTA Button at the button. Both elements are also accompanied by some very effective copy – both convey purpose and value, which is essential when prompting visitors to complete an action at the last second.
5. Potential leak
What’s this, an external link? You’ve already explained your terms in the adjacent paragraph, there’s no need to send visitors elsewhere if they want more information. I think this is overkill, and it’s killing your conversions. Remove it now!
This is much better than the first example, but then again it needs to be, it’s a lead capture landing page. Unfortunately there’s not enough of a ‘human spresence’ on the page, and that’s very important for establishing trust – especially when you’re dealing with a demographic/audience who might be more weary about giving their details online. Crash Landing!
Next Week’s Clean Landing or Crash Landing Next week we will be critiquing landing pages dedicated to Screen Share 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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