critique my page: landing page optimization lessons from 10 … · 2019. 3. 5. · about your free...

Critique My Page: Landing Page Optimization Lessons from 10 Unbounce Customer Pages

community.unbounce.com E: [email protected] T: 1-888-515-9161

Join the discussion!

Princess Cornelio Marketing Educator

Unbounce

@daprincesita

It’s Great to Meet You!

Tia Kelly Customer Success Manager

Unbounce

@lil_tea

Ryan Engley VP Customer Experience

Unbounce

@Ryan_Engley

E: [email protected] T: 1-888-515-9161

The Customer Success team



How to Get in Touch


• 5 elements that you need in your landing pages

• The buyer’s journey that you should be thinking about when writing your copy

• Constructive feedback on 10 landing pages

• Resources to help you master the art of

landing pages

• Q&A

Where We’re Headed Today

5 elements that you need in your landing pages

01


The 5 must-have core elements of a

landing page

TAKEAWAY: Make sure that your landing page includes these 5 elements.

The buyer’s journey that you should be thinking about when

writing your copy

02


The Buying Process


Your Positioning

Market Wants

Your Competencies

Competitor Competencies

Your key competencies that your target market wants,

that your competitors don’t offer

03

Constructive feedback on 10 landing pages


What’s good:

• Design - Visible logo, on-brand, simple. Great use of

white space. Only one goal.

• Hero Shot - Very relevant images.

• Copy - Quite customer focused.

• Social Proof - Customer testimonials help to build

credibility.

• CTA - Great contrast with the background so it

stands out.

Go Direct Lead Gen Landing Page


Things to change or test:

• Design - Make it mobile responsive and optimize for mobile. Add visual cues to CTA. Make logo a bit smaller so it doesn’t compete with the

main headline.

• Headline - “Start Acquiring Customers Online…” competes with “Free Business Website” so try making one smaller and make sure your USP

is clear (e.g., Start Acquiring [More] Customers Online Now. Get a Professionally-designed Website for Free.)

• Copy - Focus on urgent problems that motivate evaluators to consider buying. Make the first paragraph more benefit-oriented. Is this for

people with no website or people who already have one that’s underperforming? Discuss why you’re the best for the job (e.g., what makes

you experts in designing website?). Google and Bing should follow search engines in “Get In Front of Your Customers.” Make it clear that you

can put their business in front of the right customers even when they’re not searching (e.g., social media platforms like Facebook and

Twitter). Watch our for spelling errors (e.g., professsionaly designed in 2nd paragraph).

• Social Proof - Include any data on how many prospects you’ve converted into customers and how much you lowered other clients’ costs.

• Form - Make some of the fields (e.g., name and email) mandatory so you can follow up later. Headline is a bit misleading - try “Contact us

about your free website)

• CTA - Make it more relevant. Describe what’ll happen after they click the button (e.g., Get More Info About My Free Website. Try using Click

to Call in mobile version.

• Confirmation Page - Try to use this as another opportunity for your visitor to get to know you better/interact with you (e.g., Subscribe to your

blog, follow you on social).

Go Direct Lead Gen Landing Page


Art & Victus Lead Gen Landing Page

What’s good: • Design - Mobile responsive. Visible logo. One clear goal.

• Headline - “Enjoy and learn” is very benefit-oriented.


• Form - Encapsulation makes the form stand out. Low

commitment - email is easy trade for the invite code.

• Copy - Many gems (e.g., to connect artisans, curators,

consumers and food professionals, 3 Michelin starts chefs,

best artisan national award winners, leading food critics

and our own team of expert artisan scouts)

• Social Proof - Job titles of your team members add

credibility.

• CTA - Completes the sentence, “I want to…” It tells the

audience what to expect after clicking the button.


Art & Victus Lead Gen Landing Page


• Design - Optimize for mobile by making it more scannable - make it the snack size version of your desktop and use point form. Tagline

doesn’t need “…” Remove leaks (e.g., links to social profiles).

• Headline - Watch out for redundancies (e..g, handcrafted artisan) and awkward phrases (e.g., Membership on Invite Only). Highlight that

your team members are experts in the field. Suggestions: Let 3 Michelin Stars Chefs send you the best food in the world, Receive a monthly

selection of Europe’s finest artisans products. Customize your assortment. Membership by invite only.

• Copy - Avoid info overload. Keep things “you” focused. Consider who this page is for — potentials or evaluators — and tailor your content to

them. Make the copy more scannable. If it’s invite only, prices are irrelevant at this point. Hang on tho those for the next steps. Consider your

positioning and focus on your strengths.

• Social Proof - Try giving some freebies and get testimonials from testers. Include any magazines/sites that have mentioned you.

• Form - Make it clear what the goal is (e.g., Instead of an update of when you’ll launch or get an invite code, try “Enter your email below to

request your invitation”). Try including a private policy in a lightbox. Make the email field mandatory. Try including a field label so the visitor

knows exactly what to fill in.

• CTA - Make it larger so it stands out more. Capitalize on your high-end service via exclusivity - try “Request my invitation” as your CTA copy.

• Confirmation Page - Include one and specify that the invite code will be delivered to their inbox. Use this as another opportunity for your

visitor to get to know you better/interact with you (e.g., Subscribe to your blog, follow you on social).


Lifelight Fit Lead Gen Landing Page

What’s good: • Design - Mobile responsive. Scannable. One clear goal. Map adds

credibility. Great use of lightbox for first staff member.


• Headline - Very legible.

• Copy - Bullet points at the top are benefit-oriented. Copy’s great

overall.

• Form - Encapsulation makes it stand out.

• CTA - Color contrast with the background makes it stand out.



• Design - The animation can be distracting - try removing it. Add visual cues to the CTA. Consider adding a survey tool to understand why

visitors aren’t evaluating, and what plan would push them over the edge.

• Headline - Be careful with rhetorical questions. Also mention the new program CrossFunction. Try “Look and feel better in XX days with

brand new program CrossFunction, brought to you by our certified trainers.”

• Copy - My main question is how this program differs from other programs (e.g., Crossfit).

• Social Proof - Try adding customer testimonials if available to add credibility. Try adding success rate.

• Form - Make it clear which form fields are mandatory.

• CTA - Make it larger so it stands out more. Specify what happens after they click on the button - will they be contacted? Be more specific -

are they signing up for a free membership?

• Confirmation Page - Include one and use this as another opportunity for your visitor to get to know you better/interact with you (e.g.,

Subscribe to your blog, follow you on social).

Lifelight Fit Lead Gen Landing Page


Small Business Loans Lead Gen Landing PageWhat’s good:

• Design - Mobile responsive. One clear goal. Chat widget keeps

visitors with questions on the page.

• Headline - Very clear USP in both headline and sub-headline.

Benefit-oriented.

• Hero Shot - Relevant background image.

• Form - Low commitment - email is an easy trade off.

• Social Proof - Shown in very well-known sites add credibility.

• CTA - Completes the sentence, “I want to…” It tells the audience

what to expect after clicking the button.

• Confirmation Page - Dynamic Text Replacement (DTR)

includes first name of user, making it more personable and

relevant. It tells you what to expect next. It gives the user

another opportunity to convert (e.g., social sharing buttons).



• Design - Add visual cues to the CTA. You can customize it further to match your brand guidelines/website. Landing page can

be added to your WordPress site.

• Copy - Try to create a variant that addresses the pain points for small business owners that causes them to seek loans. Urgent

problems motivate people to evaluate solutions. The goal here is to push someone to evaluate. Other info to include:

description of how it works and where this service is available.

• Social Proof - Try adding customer testimonials if available to add credibility.

• Form - Add form field label in addition to hint text. Try encapsulating the form to make it stand out more.

• CTA - Copy is a bit misleading. Upon clicking, you’re asked a bunch of questions. Make sure that you make this clear

somewhere in the CTA and/or the form. Try “Check if I qualify” or “Start the pre-screening.”

Small Business Loans Lead Gen Landing Page


Admit Hero Click Through Landing Page

What’s good: • Design - Mobile responsive. One clear goal. Great use of

lightbox. Nicely organized.


• Headline - Legible.

• Form - Very clear form headline and sub-headline.

• CTA - Color contrast with the background makes it stand

out.

• Confirmation Page - Tells you where you are in the waiting

list. Gives another opportunity to convert.



• Design - Add visual cues to the CTA. Try separating opportunities and resources for those who aren’t familiar with what’s what.

Make the section, “Your time is valuable,” more scannable - try using bullet points.

• Headline - Try to make it stand out more. Try to be more specific and benefit-oriented (e.g., Don’t miss out on educational and

career opportunities).

• Copy - Address how your target audience will benefit (e.g., Be in the know of available scholarships, summer programs and

internships way before the deadline. Learn from students who’ve already done it.). Make it more benefit-oriented (e.g., Under

Video Interviews - Learn tips and tricks on how to apply to popular programs & scholarships from past winners). Watch out for

typos (e.g., Our goal… you can do these things to.)

• Exit Overlay - Don’t leave without signing up. Focus on selling value. If the main page didn’t do it, this is a change for a different

proposition. (Subscribe Now) vs (No thanks, I’m not smart) - super harsh and it might drive conversions but suspect that it

would hurt your brand.

Admit Hero Click Through Landing Page


US Racing Lead Gen Landing Page

What’s good: • Design - Looks good on desktop or mobile. Branding is on

point and the reading flow explains a logical story. Don’t

see any leaks :)

• Hero Shot - Super dynamic and a feeling of excitement,

which is what you’re aiming for.

• Headline - Large, clear, instantly identifies with ideal user.

• Form - Animated directional cue draws attention to the

form. Stands out and easy to complete.

• Copy - Lots of great bonus incentives.

• Social Proof - Very well known brands featured.

• CTA - Bright and straightforward.

• Confirmation Page - Really unique sign up flow! Love that it

automatically passes on the field data from the first page.


Things to test or change:

• Headline - Is there a way you can explain the benefit here? Try swapping the headline and sub-headline.

• Form - Title it with an expectation.. “Start the Sign Up Process Now to Get Your $150 Cash Bonus”

• Copy - Be careful of typos! (Get in on the “exiting” racing action at US Racing). Can you reduce the paragraph sizes? Bullet points

are key!

• Social Proof - Would be nice to include a testimonial from an external user.

• CTA - Use more consistent CTA copy. Try changing the CTA so it’s more specific. Get started today -> Get My Cash Bonus

US Racing Lead Gen Landing Page


Bart wood Construction Lead Gen Landing Page

What’s good:

• Design - Clean left to right layout, lots of space and

relevant imagery/icons. Matches branding.

• Form - Encapsulation, clear labels and just enough

information but not daunting.

• Copy - Timing urgency, conveys great value for the cost.

Not an overwhelming amount of information.

• Social Proof - Showing the instructor bio adds credibility

and a friendly face.

• CTA - Good contrast.



• Headline - Be more industry/benefit specific. Explain why I need to/would want to increase my knowledge for “personal property”

success. On its own, the headline doesn’t say much.

• Form - Include validation and/or “required” fields (especially name and email)

• Copy - Clarify who this page is for. It’s very “what” focused which assumes that your visitors have a high degree of knowledge. there

could be opportunity to drive more urgency. What happens if someone doesn’t* get their CE credits? Are there repercussions?

• Social Proof - Do you have any past students that could vouch for the course?

• CTA - Could add a secondary one at the bottom of the page. Conflicts with the form header about results.

• Confirmation Page - Let me know what happened with my ‘form’ information. Am I signed up? Will someone contact me? Do you

have another opportunity to convert?

Bart wood Construction Lead Gen Landing Page


Ooh La La Spa & Wellness Lead Gen Landing Page

What’s good:

• Design - Clean and easy to scan.

• Hero Shot - Eye-catching and relevant to the page contents.

• Headline - All the attention is driven here, so that’s the first

thing you read (plus the subtext). Gives you a clear picture

early on about what to expect.

• Copy - Answers important questions the visitor likely has.

• Social Proof - Perfect examples of successful treatments,

something for visitors to aspire to.

• Confirmation Page - Is clear about what to expect (that

someone will contact you soon).


Things to test or change: • Headline - More benefits—what good does freezing my fat do?

• Form - Try encapsulating the form so that it is more prominent on the page. Can you be more clear about comments/questions?

Provide an example or, Do you have any initial questions for us?

• Copy - Do you have any guarantees? Why should I choose this clinic over another one? Might need more convincing.

• Social Proof - Add a real name or at least something more credible (location, treatment received, etc.) rather than just a vague

“Happy Patient” (realize that patient confidentiality can be a hurdle here).

• Form - Unclear what it’s for — request an appointment or request a call back to learn more? Do you need to make phone number

required? People tend to be more hesitant about providing it online.

• CTA - Never submit :) Start with “I want to…” Add another one at the bottom of the page.

• Confirmation Page - Look for another conversion opportunity.

Ooh La La Spa & Wellness Lead Gen Landing Page


Jennifer Hough Click Through Landing PageWhat’s good:

• Design - High energy, colours match the energy of the

program being offered.

• Hero Shot - Video shows off Jennifer’s warm and

welcoming personality.

• Headline - Asks an introspective question that can

help the visitor quickly qualify whether they’re in the

right place.

• Copy - Clear about everything you receive, nice

schedule breakdown.

• Social Proof - Lots of quality quotes that speak to how

Jennifer changes lives.

• CTA - Using multiple CTAs the length of the page—

that’s awesome!



• Design - Reduce the number of colours used, stick to a more uniform palette.

• Hero Shot - Choose one video, multiple videos on a page is overwhelming.

• Copy - Length can be greatly reduced. Very few people will ever read through this whole page. Try something like HotJar to see if

that’s the case, and what people spend the most time reading. If sticking with long form, try to make it more scannable. Change Free

intro class to Learn to Live Your Purpose in this Free Intro Class to make it more benefit-oriented.

• Social Proof - Include pictures or other elements of credibility to go along with the quotes.

• CTA - Be more consistent with your colour choices. Try using “Start My Journey Now” or other interesting phrases. Having 2

separate CTAs on the page can be confusing. Try using an exit overlay for the free class. It’d be a good opportunity to create a lower

fiction conversion opportunity especially for people who aren’t ready to commit to the full course.

Jennifer Hough Click Through Landing Page


Secrets of Profitable Growth Lead Gen

Landing PageWhat’s good: • Design - Simple and helps communicate all he information in

logical blocks.

• Hero Shot - Acts as a directional cue to the form.

• Form - Short and sweet. Perfect length of ask for what is being

given in return.

• Social Proof - Love that they include photos, names and

companies. I like that there’s a physical address. Adds

legitimacy to the business.

• CTA - Consistent and repeated use where needed. Stands out

on the page and answers what will happen if I click it.

• Confirmation Page - Very interesting! Unexpected.


Things to test or change: • Design - No need to include social share buttons at this point—save them for the confirmation page.

• Hero Shot - Do you have a preview of the video you can include?

• Headline - Is it a bit over the top? Test a ‘scary’ headline vs. a more straightforward one.

• Copy - Look out for typos—they reduce credibility. No need for unnecessary quotation marks (e.g., This “Unique Method”). Try

leading with benefits in the points (e.g., Increase conversions by up to 286% … then explain how)

• Confirmation Page - The length of the video is daunting. Is there something you want done right off the bat?

Secrets of Profitable Growth Lead Gen Landing Page

04

Resources to help you master the art of landing pages


• Landing Page Checklist Plugin: https://chrome.google.com/webstore/detail/the-landing-page-

checklis/hphojiejpnmgdefociigaibkmlgjmbbl

• A 50-Point Checklist For Creating The Ultimate Landing Page: http://unbounce.com/landing-

pages/checklist/

• The Smart Marketer’s Landing Page Conversion Course: http://do.thelandingpagecourse.com/

• The Ultimate Guide to Landing Page Optimization ebook: http://get.unbounce.com/lpo-guide-

email/

• Examples of landing pages: http://www.ispionage.com/landingpagegallery/all/all/desktop/

vistaprint.com, https://www.crayon.co/, http://unbounce.com/landing-page-examples-built-with-

unbounce/, http://unbounce.com/landing-page-examples/

• Other landing page critiques: community.unbounce.com,

http://unbouncepages.com/pagecritiq/, http://landingpageanalyzer.io/, https://usabilityhub.com/, http://inbound.org/group/the-pit-landing-page-critiques

Useful resources

https://chrome.google.com/webstore/detail/the-landing-page-checklis/hphojiejpnmgdefociigaibkmlgjmbbl

http://unbounce.com/landing-pages/checklist/

http://do.thelandingpagecourse.com/

http://get.unbounce.com/lpo-guide-email/

http://www.ispionage.com/landingpagegallery/all/all/desktop/vistaprint.com

https://www.crayon.co/

http://unbounce.com/landing-page-examples-built-with-unbounce/

http://unbounce.com/landing-page-examples/

http://community.unbounce.com

http://unbouncepages.com/pagecritiq/

http://landingpageanalyzer.io/

https://usabilityhub.com/

http://inbound.org/group/the-pit-landing-page-critiques



Thank You! Questions?

Princess Cornelio Marketing Educator

@daprincesita

Tia Kelly Customer Success Manager

@lil_tea

Ryan Engley VP Customer Experience

@Ryan_Engley

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