It’s time for another landing page review, and today I’m going to be taking a look at LP’s in the Travel Insurance 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.
Direct Travel Insurance
1. Clever Header, kind of…
I feel like a total buzzkill for calling out this header, because it is very clever, but it could also prove too confusing for new visitors. It just isn’t direct enough. Remember, at this early stage it’s all about clear and relevant communication.
If this were my landing page, I’d want to make sure the desired action was leading in the header – “Get a Free Quote For Your Travel Insurance”. You can inject a little fun and personality once you’ve got the important things across first.
Okay, let’s take a look at the actual form first: it’s extremely efficient and not too daunting. The CTA Button, however, shares the same color with a number of other clickable elements in the vicinity, so that needs to be changed.
The call-to-action copy at the top of the form is also clear and direct. But IU would have probably included a prompt telling users to ‘fill out the form below’.
3. Benefits, essentials and testimonials
This meat and potatoes of your landing page (i.e. the substance) reads nicely. It’s neat and tidy and supportive of your sales pitch. Whether or not they lead on from one to the other ‘naturally’ is another matter, but it doesn’t ever feel like a chore to read.
As for the testimonials, it would be nice to have some accompanying images of real people. This would give the words more clout. It would also make it easier for visitors to trust and connect with these otherwise anonymous statements.
Aside fropm the lack of clarity in the header, this is a really nice-looking landing page that reads effectively. Unfortunately the header is one of the most important elements and to get it wrong is a massive mistake. Crash Landing!
IC Insurance Choice
1. Is this supposed to be your header?
I’m a little unsure whether this is your main header or a part of your overall CTA. Either way, it’s what captures attention first – and that’s actually a good thing; it’s explanatory and straight to the point.
My only suggestion would be to include some ‘immediate’ benefit. Such as telling your users that the quote is Free.
Okay, let’s get the good out of the way first: This image is relevant to your promotion and makes it easier for your target audience to identify and connect with.
Unfortunately it’s a little on the ‘dull’ side. Why not use a cheerier image? This is supposed to be about travel insurance (holidays, vacations, trips etc)
3 &4. Call-to-action
Your CTA button is spot on in my opinion, they both are, and standout brilliantly. I also approve of the accompanying copy. It’s very motivational and encourages action.
This is another fine-looking landing page. It’s alot simpler than the previous landing page example, and for that reason it actually gets its message across more effectively. I think some aesthetic improvements would help increase conversion rates – at least making it seem more professional. I’m going to be kind and give this is thumbs up. Clean Landing!
Saga Travel Insurance
1. This isn’t really a header
This is a form of social proof and doesn’t make for a suitable header. It’s confusing, as it reads like a question at first glance. What users want to see is an absolute/relevant explanation of what your page is all about.
All this information has been broken down to make it easily readable. Couldn’t you have worked some of these benefits into a suitable header?
3, 4 &5. Multiple CTA’s
I believe multiple CTA’s dilute visitor interest and in many cases lead to confusion – especially when each CTA is dedicated to a different action. Use multiple landing pages instead and keep it goal focused to one desired action.
I’m not a huge fan of this landing page. I think it’s the lack of any real header leaves such a bad first impression. After that, it’s difficult to settle into the rest of copy and get invested. Crash Landing!
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