Email Marketing Landing Pages Critiqued - Clean Landing or Crash Landing?
Today I’m taking a look at landing pages from the Email Marketing sector, following last week’s appeal for landing page examples to be critiqued. That means I will be looking at landing pages dedicated to offering email marketing services, as well as landing pages promoting guidance on email campaigns.
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.
ZOHO Campaigns
1. E-blast means email, right?
This headline is straight to the point, and they’ve toned down the ‘corporate’ side of things by saying ‘Easy E-blasts’. For those of you who don’t already know, an E-Blast is another term for email.
And that leads me to my only point of criticism. Not everybody will be familiar with the term, and even though it only requires a quick scan over the rest of the page to clarify the meaning of the page, that’s still too much effort for most first time visitors.
2. I like this image…
… But I’m not exactly wild about it. On the plus side, it’s clean, simple, and shows off the product being offered on this page. On the down side, it needs a human presence to demonstrate what the product is - as well as the benefits - in a context the visitor can resonate with.
I’d suggest testing this image (not replacing, because I really like this one) against an image of a person actually using the software. I could be wrong, but it’s definitely worth finding out which would perform better.
3. Great use of icons
I’ve complained about using icons to illustrate value-points before, which is why I’m highlighting the use of icons here. This is a great example of how to do it RIGHT. The images are clean, easy to understand, and help to emphasize what the copy is saying - without distracting from more important elements on the page.
4. Great CTA Button
Another winning element on this landing page. The CPA Button stands out nicely against the white background, and the button text is hight motivational.
It’s also worth noting the effective use of CTA copy accompanying the Button at the bottom the page. ‘Increase Your Reach with Beautiful Email Campaigns’ cleverly and emotively integrates the value-points of the product with how it can benefit the user.
Our Verdict
This is a really nice landing page to look at; clean, simple, with lots of negative space which has been used effectively (no clutter or crowding, ect). In short, it’s just a lovely landing page to go through. Clean Landing!
Constant Contact
1. Brilliant headline copy, poor presentation
This headline has been well thought out. It conveys meaning whilst at the same time cleverly detailing the value of the product. It’s witty, it’s relevant, and it makes perfect sense. That sets a nice precedent for the rest of the page.
What doesn’t look so great is the presentation. I know this is supposed the headline because I’m actively searching for one, but anybody arriving at the page for the first time, they might not even see it.
My advice; make it bigger, make it more eye-catching. Something that pops off the page a little more.
2. Great use of imagery
Now this is what the previous landing page example was missing. This image creates a clear, familiar picture of how this product can be beneficial to anyone landing on the page.
Seeing as though I’m supposed to be adding insight though, here’s some food for thought. Take the amendments I suggested for the landing page headline and maybe place it somewhere on top of this picture. That would help tie the narrative with the message together more neatly.
3. Are these clickable?
Remember how I told you that the previous landing page example got this element right? Well this landing page has got it so, so wrong. I think the two pages should take pointers from one another.
The problem with these icons is that they distract slightly from the CTA Button. The accompanying copy has also been structured into button-like boxes which look clickable. Even though I know they’re not, it looks confusing. There should only be one clickable element on your landing page and we all know what that should be…
4. Great CTA Button
Speaking of which, let’s take a look at the CTA Button. It’s a nice blue color that stands out from the rest of the page. Clean, flat, with motivational copy… it’s a thumbs up from me!
Our verdict
Another great-looking landing page, although I’m not so crazy about the layout of this one. There’s a little bit of crowding going on in the middle with all that copy text, and I have my reservations about the button-like boxes. With a few minor tweaks, this landing page would be super effective. Until then, I’m going to have to say this is a Crash Landing!
Marketo
1. Headline & Subheader
Here’s something a little different, a guide on how to send an effective email marketing campaign. The initial headline makes that abundantly clear, which is nice, and the subheader expands on that by speaking to ME and talking about the product values.
2. Hit & Miss Images
The main image (comprised out out multiple pics of different people sending and receiving their emails) as a little bit hit and miss. Whilst the narrative/context is clear, I’m not so convinced all these pictures work that well together.
In other words, they just look like stock images pulled from the web. Something more original, with perhaps greater reference to the product is definitely needed here.
3. Form looks good
The form looks as though it’s been stripped down to the essentials required for the download. And yes, this landing page cuts right to chase with an immediate download, so even though this form is little longer than I would usually suggest, everything on there is relevant.
The additional call-to-action copy is clear and instructive, which is good. And the CTA Button is nice and obvious, with inclusive copy that indicates its function, telling the user what to do once they’ve filled out the form. Top marks!
Our verdict
I don’t think this landing page is as good-looking as the first two, but it still manages to cover the fundementals to great effect. In other words, this landing page just works. I think it would help to trim some of that copy text at the top of page, and maybe bring the CTA Form to the upper half above the fold. These are all things worth testing - so until then, it’s going to have to be a Crash Landing!
Next week’s Clean Landing or Crash Landing
Next week we will be critiquing landing pages dedicated to ‘Secret Sales’ so we welcome any landing page examples for review. Please send the URL of your landing page examples to [email protected].
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