It’s landing page review time, and today I’ll be taking a closer look at landing pages promoting Screen Share Services 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.
1 &2. No discernible headline
I can’t really identify a headline anywhere on the page and that’s a real problem. The only immediate pieces of information have to go on, is the call-to-action copy (1) and the line of sales copy (2).
The CTA copy is definitely the more explanatory of the two (in regards to the purpose of the page) but there really needs to be something more, perhaps at the top left-hand side of the page where visitors will see it straightaway.
3. Loose narrative
I’m not one-hundred-percent clear on what this image is supposed to be communicating. The narratively is loosely based on the premise of sharing screens across a number of varied location, but there seems to be a lot of irrelevant images here also.
I’d suggest using a more straightforward image, one that pins down the idea behind the narrative so that it’s clearer to understand. Perhaps a simple split screen of two business (one at night, one during the day) sharing screens via the software on a laptop.
Top marks for your call-to-action. The form looks suburb against the blue background and your button is eye-catching. Accompanying copy is good too, although I would suggest testing the button copy against a version that includes the ‘For Free’ at the end of it.
5. This confuses matters
Don’t over complicate your pitch by throwing in add-ons and upgrades this early on in the process. It’s just going to confuse matters, leaving visitors unsure about which action they should take, and this is what leads to higher bounce rates.
Seeing as though you’re offering a Free service anyway, why not introduce an option to purchase the premium version after they’ve signed up – perhaps on a separate Thank You page, or in an automatic email.
6. Potential leakage
Your main goal at this point is getting people to give you their information and sign up. Don’t complicate matters further by asking them to think about additional services they may or may not require from you.
If you want to assure your visitors that you can cater to all of their requirements, then by all means include it on a lengthier version of your page. Sometimes it’s better to say everything that needs to be said in order to guarantee a conversion. Just be sure to format large portions of text in a way that’s easily and quickly read, without conflicting with your CTA.
This isn’t a bad landing page, it just needs a little work. I neglected to mention to absence of social prood, which would go a long way towards estabslihing trust if your have any. But my biggest concern about this landing page is the overcomplication – there’s no need to include addition actipons for your user to complete, as it just gets in the way of conversion. Crash Landing!
There’s a nice tone to this headline. It’s got a bit of personality and that’s always a good thing, so long as it never compromises the clarity of your message.
2. CTA needs room to breathe
The call-to-actions comes straight off the back of the headline and as such, there’s no dedicated copy other than the button text.
I get that this is the clean, sparse look that the designer is going for – but I’m just wondering whether there needs to be a little more motivation here, something to encourage visitors to sign up.
It also looks slightly odd in such close proximity to the headline and subheader. I’d recommend giving this element its own delineated space to emphasize importance.
3. Potential leakage, why make these external links?
Including logos of widely recognised companies previously worked-with is a great example of how to use social proof and establish trust. That should really be enough, so why make these icons clickable? External links are like sieve holes.
This is a really smart looking page – clean, stylish and has a strong personality/brand identity. Despite my issue with the crowded CTA, this is still a really great example of how well a landing page can be produced. My advice would be to fix the issues I have already pointed out, then I could happily declare it a Clean Landing!
1. Company identity hidden in plain sight
It might sound amateurish, but you’d be surprised how many landing pages fail at getting their company identity across.
We typically expect to see the company name and logo in the top left-hand or right-hand corner of a page – it’s just widely accepted that’s where you’ll find it. With that in mind, why have your company identify hidden in plain sight? This makes things very confusing for visitors, as they really want to know who they are dealing with before committing to any sort of transaction.
Okay, I know why I’m here, but where’s the rest of your content explaining what your product/service actually is? I expect this headline is the cause of quick a few visitors bouncing off the page.
‘Better meetings are just a click away’ is only a fraction of the purpose to your landing page. You need to tell me exactly what you’re offering me and why I should take it.
How about something like: ‘Get Your Screen Share Free Trial Now’. And then follow this up with ‘Better meetings are just a click away’. Or vice versa. It’s something that’s definitely worth testing.
3. Needs better copy
There’s nothing about this call-to-action that really motivates a reason to sign up. You need to hammer home the value points of your product and emphasize the ‘Free Trial’. You can start by replacing ‘Sign up’ with ‘Start my Free Trial’.
4. Button looks a little peaky
This CTA Button is need of some serious attention because it looks as though it’s about to pass out! Where’s the color?
In all seriousness though, I can barely distinguish your CTA Button from the background – grey on white is the absolute worse color combination you can have used here. Research some information on color association (how color can be used to provoke an emotive response) and pick something that stands out.
This is a simple landing page, with a simple layout. Usually that that would be a very good thing – but the content is too sparse and even certain elements are lacking integral color. Crash Landing!
Next Week’s Clean Landing or Crash Landing Next week we will be critiquing landing pages dedicated to ‘Data Recovery‘ 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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