It’s landing page review time, and in spirit of the World Cup final we’re taking a look at landing pages promoting Free Bets for the tournament.
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. Headline
Your headline is broken into two fragments; one indicating the date of the final (perhaps for relevance/context) whilst the other conveys value and motivation. Normally, I wouldn’t say this composition works but here it looks very eye-catching, without compromising on communication. Your message is clear and concise.
3. More motivation
Or should I say ‘instruction’? Breaking down the route to conversion into 3 easy steps will make things a whole lot easier for your visitors. It’s a very efficient way of leading them to your goal.
4. CTA Button
The positioning of your CTA Button follows nicely from the previous element. Once visitors have arrived at this point, they’ve already been given all the necessary information they may require to come to a positive purchasing decision.
The use of color is also very effective. It stands out dynamically against the red background, and green itself holds strong positive connotations (most notably giving the ‘green light’ to go ahead) which appears to have been woven into the structure of this page nicely.
The imagery is the only aspect of this page that divides me. I appreciate the clean, straight to the point efficiency of what has been used here – but there is a huge human presence lacking. Using imagery of people on landing pages can really help users connect with that they are seeing and recognize value in your product/service that applies to them personally. My concern is that this landing page may come as too ‘sterile’.
This is a nice clean-looking page. It certainly encapsulates the spirit of the promotion and translates it into urgency. Clean Landing!
Context is stripped back with this one, there’s no mention of the World Cup, but the the communication is still relevant to interested page visitors. Pretty much the same as the previous landing page example.
2 &3. CTA Button in relation to page instructions
Unlike the previous landing page example, the CTA Button does not follow on from the page instruction. Instead, it takes centre of the page and is more the focus than a destination. This is an interesting comparison, as it it would be very interesting to test which technique pays of best.
I think the inclusion of human imagery works better than what we saw in the previous landing page example. Whether or not people will resonate with this person is another matter (I’d have though using an image of a male would have been a better idea) but it certainly heightens the levels of trust surround the page.
Another clean-looking page. I prefer the use of imagery on this landing page than the previous example, but I think some testing is in order to determine if male or female imagery gets a better positive response. Clean Landing!
Again, simplicity seems to be at the forefront when it comes to headlines on these types of landing pages. The more I read them, the more I appreciate the urgency they promote – quite indicative of the product/service, I’d say.
2. CTA Button
The only differentiating feature of this button, compared to the other examples, is the accompanying text. All three have been motivation-orientated (rather than value) and here is where I think it works least well. People don’t always want to ‘join’ things; there’s often too many strings attached.
3, 4, 5 &6. Multiple CTA’s, dilutes your visitor interest
Giving your visitors multiple options will only confuse them. They don’t want to have to think when they arrive at your page, they want you to tell them what to do. Choice isn’t always a good thing, and landing pages are a prime example.
Providing alternative promotions will also dilute visitor interest. They came to your page wanting one thing, now they’re unsure about what they really want in relation to what they could have instead.
This is nice, professional-looking page. But the multple CTA’s distract from the initial promotion. That’s a real shame, because everything else looks fantastic. A unfortunate case of form over functionality. Crash Landing!
Next Week’s Clean Landing or Crash Landing Next week we will be critiquing landing pages dedicated to ‘Competitions and Giveaways‘ so we welcome any example landing page examples for review. Please send the URL of your landing page examples to email@example.com.
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