Data Recovery is one of the highest competitive key phrases, according to Google AdWords, so for today’s landing page review, I’ll be taking a look at two different pages within the ‘Data Recovery‘ sector.
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.
My initial impression about this headline is that it’s way too vague. There’s no explicit mention of “data recovery” here, and there really needs to be, as this is what will grab the attention of first time visitors who have arrived seeking a solution to that very problem.
I’m also not a fan of leading a headline with a question. Landing page visitors usually arrive at a page with enough questions of their own, and even though it’s an effective way of directing a visitor personally, it doesn’t always answer their immediate query.
I strongly suggest a rewrite, starting with something along the lines of: “Recover Your Lost Data” or “Retrieve Important Data Lost From Your Hard Drive”. Then I’d mention something about the “Free evaluation”, so that users get an idea of the immediate benefit of sticking with your page.
2. Trust too high
It’s great that you’re able to show off recommendations from trusted and valued sources, but why place the name of your reference so highly on the page – this just overshadows the name of your own company alongside it.
I would move this element nearer to the customer reviews on the bottom half of the page, perhaps preceding them. This will give both sources of social proof a lot more backing, without sacrificing your own identity.
3. I need more convincing
This cramped box of copy isn’t enough to convince me that your service is worth my time and effort – it looks as though you’ve thrown this memorandum here at the last minute.
I’d suggest lengthening your copy and expanding on some of the points you’ve made, using bullet-points to help make it clear and concise.
And then there’s the picture – why not use an image that represents the people who will be of immediate help to me, such as a technician or call centre operative. This will appeal to my sense of need, and will make it easier for me to trust an otherwise faceless company on the internet.
4. What happens next?
If I’m in a state of urgent distress and need my data to be recovered quickly, I’m going to want to know what happens as soon as I’ve handed you my details. When will you get back to me? Should I expect an email or telephone call? Who will be I be dealing with?
This notion of ‘aftercare’ is something I recommend for pretty much every kind of landing page, whether it’s lead generation or click-through.
This CTA Button does’t stand out enough. The color blends in with a lot of the surrounding elements and that makes it less noticeable. Change it now.
The entire page look a little uneven for my liking, and I think alot of that has to do with the cramped copy in the box element. A serious design overhaul is needed, me thinks. Crash Landing!
You headliner sounds more like a title. Fine, it gets straight the point on relevance, but there’s nothing to engage me, or guide into the rest of your copy.
There isn’t any mention of the offer of a Free Trial either, which is very important if you want to capture people’s attention. Perhaps that’s because you haven’t decided if this landing page is designed to capture leads or direct sales – after all, there are two very different CTA’s on this page (which we’ll talk about later). I think you need to decide the main purpose of this page before you go ahead and dedicate an engaging, relevant and value-orientated headline to it.
As far as imagery goes, you really want to include a human presence on the page, so that visitors can connect with an otherwise intangible product such as software.
Same as the previous landing page example, a photo of a person on a landing page (as with any form of advertisement) can really help to establish trust. But just as importantly, it allows visitors to be able to visualize your product/service in a context that is applicable to their own requirements – either by seeing your product being used by similar people, or by seeing an image of a person that can assists with their immediate needs.
3 &4. Which action do you want me to take?
Which action do you really want me to take, the Free Trial or the Buy Now? Because they’re both certainly not of the same value to your business. What is the main purpose of this page?
If you don’t make it clear, then your visitors are never going to know (see what I said about the headline). It also makes performance reporting much less accurate, because both possible conversions are not of the same value in monetary/business goal terms.
Always create a separate, fully optimized landing page for each of your business goals. So in this instance, I would dedicate one landing page to promoting a Free Trial, and another completely different landing page optimized to generate sales.
5. Social media overload
Are all these social media widgets really necessary? I don’t always like them at the best of times, they can prove to be a distraction, but there’s so many on this page that it all looks a little too hectic.
You don’t want your page to look like it’s overly complicated, you want visitors to see that there are few actions (preferable just the one) to take in order to get to what they want. Otherwise they won’t think your page is worth their time.
Social media can be a good tool for establishing trust, not to mention spreading the word of your promotion to a much larger scale. But just be careful how you choose to use it.
There’s a serious lack of human presence on this page, and that can be a turn-off for a lot of visitors. But the biggest problem is with the lack of a single clear purpose. Multimple landing pages are needed to replace this one. 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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