Pet Insurance Landing Pages Critiqued - Clean Landing or Crash Landing?
It’s that time of the week again, another landing page review, and today I’ll be taking a look at landing pages from the Pet Insurance sector. This is a highly competitive sector - insurance being one of the curently most expensive keywords - so it’s well worth seeing how these landing pages dedicated to Pet Insurance bare up under scrutiny.
Each landing page – which was received following last week’s request – 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.
Saga Pet Insurance
1. Possible Conversion leaks
The message behind this headline is suitably heartfelt for a landing page that’s all about pet insurance. Unfortunately it isn’t altogether clear about what this page is offering. An opening headline needs to be explicit about what your offer actually is, otherwise visitors taking a quick glance won’t get it straight away and will leave your page within a couple of seconds. It also helps to clarify for people who might be unsure why they’ve been directed to your page.
How about something along the lines of: ‘Get a Free Quote on Your Pet Insurance’.
This is much clearer about what the offer is, as well as the benefits of sticking with the page. Then I’d follow up with the original headline they’ve used as a subheader.
2. This image could be better
I think it would help to include an image that puts the product into clearer context, something that the target audience can resonate with. I’d suggest using an image of a person playing/interacting with their dog or cat.
3. Do you really need 2 CTA Buttons?
Sometimes having more than one CTA Button on your landing page can help visitors find their way towards conversion, wherever they are. I don’t think it’s particularly warranted here. First of all, it looks kind of messy. Secondly, it disrupts the organic flow (which should always be in ONE direction) of the page.
I’d suggest removing the two CTA Buttons as they currently stand and have one bigger, clearer CTA Button at the top of the page, preferably accompanied by some motivational copy. Maybe paraphrasing what’s already there: ‘Click here to give them the protection they deserve’.
4. Where’s your social proof?
I really think this landing page would benefit from some positive customer feedback. Pet owners typically trust the opinions of other pet owners, so it would be useful to have an existing customer rave about your service.
Our verdict
This isn’t a terrible landing page, but at the same time it isn’t all that good. The vague headline is probably the main offender - in an otherwise mediocre page - and therefore I’ve no choice but to declare this a Crash Landing!
More Than Pet Insurance
1. This headline gets straight to the point
Top marks for getting straight to the point. There really isn’t much I would change here, except maybe to add a little more personality. You’ve already got the fundamentals in place, so why not go that little bit extra and appeal to the target audiences’ innate sense of sentimentality.
I’d suggest following it with something like: ‘Show the love they give to you’.
2. I’m flush with CTA Buttons
I’m not so sure you need to have all 5 CTA Buttons on this page. All the content could be summarized at the top of the page, above the fold, and one CTA Button could be used instead.
Aside from this, I really like the white text on green background color combination for the buttons, and the paw-print icon is tone-perfect for this page.
Our verdict
Yes, this landing page is all about pet insurance, but some human presence on the page (such as a professional testimonial, or customer feedback) might help establish trust. It would also help visitors appreciate the value of the product from the point of view of a living, breathing person who loves animals - not just a regular “pet owner”. Crash Landing!
The Co-operative Pet Insurance
1. Headline is wrong tone
I thought this landing page was targeted at people who are passionate about their pets, but this headline doesn’t really convey that. It’s straight to the point (which is good) but void of heart and personality. A friendlier tone is needed here.
I’d suggest changing it to something like: ‘Protect Your Pet With Co-Operative Insurance. Get Your Free Quote Now’.
This headline clearly explains what the purpose of the landing page is, the value of the product, and puts it across in a way that the target audience would relate to.
2. Potential Conversion leaks
There’s so many external links here, your landing page must be leaking conversions like a sieve. If there’s any additional information that you think your visitors might need then by all means stick it in, so long as it remains below the fold. It looks to me, however, that a lot of these links lead to other sectors of insurance altogether separate from this one. Remove them now!
Our verdict
This landing page is very lacklustre. The lazy headline sets a precedent for a page with no personality, no feeling, and no desire to capture the visitor’s interest whatsoever. Back to the drawing board with this one, Crash Landing!
Next Week’s Clean Landing or Crash Landing
Next week we will be critiquing landing pages dedicated to ‘Email Marketing‘ so we welcome any example landing page examples for review. Please send the URL of your landing page examples to [email protected].
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