I love doing landing page critiques. It keeps me sharp to delve into a landing page that is outside of my normal industry and explore how I could make it better.
Plus it helps that there are a lot of landing pages online that need a lot of help.
This time I wanted to take a look at a company that should really be doing a better job of it though. Why? Because they sell landing page software.
I’m not saying that their landing page doesn’t convert right now, but I think there are some opportunities to improve this page and their campaign that would give them a boost.
I found this campaign through a media buy ad that I clicked on. It was shown on an internet marketing site. I have marked the critiques with numbers.
Optimizely Landing Page
1. Is this a headline?
“Test it out for free” is not a very effective headline unless I know exactly what I’m testing out already – even then it is pretty horrible. In this case, this page is in a campaign that gets it’s traffic from media buys. That traffic is probably familiar with the industry but probably not with the product. This headline needs to have a strong benefit and a reason to read further.
Welcome to…? Are we still in the 90s? They use superlatives like people will believe them. Who cares if you’re the most popular, what are you going to do for me? How are you going to improve my workflow, business and my life? Why should I even try this trail? You haven’t even told me what it does.
Also, “on the planet”? Seriously???
3. Size matters… in web forms
The first field is confusing… enter my url “to try it out”. I’m still not sure what the software does aside from that it’s the most popular “on the planet”. Don’t ask for a phone number here. You haven’t built enough trust for me to enter it. Make forms on cold landing pages like this as short as possible. There’s always more time to collect information later.
I have to think that there is a better way to visually represent their service. First off the “winning variation” in the visual is just a different colour CTA. This is boring, but it also doesn’t really get to the benefit of the software. Do I want to do A/B split testing because I want to have a winning variation? Or do I want to make more sales? Help me to visualize why this software will make my life soooo much better.
5. Call to what?
This call to action sucks. “Test it out” means nothing. How about touching again on the value proposition? Example: Test out Optimizely and convert more traffic to leads.
See how easy that was?
6. About Optimizely copy
You really believe that being the most popular testing tool on the planet has clout. Why should I even believe you? You have nothing to back it up? Besides, is that the ONLY benefit that you have? If so I’ll go to one of the software programs that have more to say than “OMG I’M POPULAR!”
7. Testimonial FTW!
Finally something I like! Too bad it’s below so much crap. A testimonial that speaks to a benefit and actually provides value to the page. Well done. Still, the testimonials should be split tested later on to find the ones that users relate to the best.
8. Logos are good
I’m starting to believe that you may actually have something here. Too bad you probably lost most of your audience before this point, but the social proof of these brands is a good selling tool. I would still test out having less of them on this page and see if it changes conversion rates at all.
9. We’re taking on water!
Leaks galore in the footer. Why take out the top menu but not the bottom? A lot of Hippos are frightened of having high bounce rates so they say “let’s throw links in the footer to keep the traffic from leaving our site if they don’t convert on the landing page!” Well if the top 2/3 of the page was doing it’s job properly you wouldn’t need those links in the footer to prevent people from bouncing. Fix the issues at the top and the bounce rate will go down.
10. Speaking of the top navigation…
I put a question mark at the top because there has GOT to be something worth while to put in this wasted space. I’m sure this space is used in their template as a navigation area, but on this landing page it’s just a waste. Maybe pull the “most popular” crap out of the main copy and throw it in this space? In either case this needs to be tested.
So there you have it… a good ripping for this landing page but luckily on the web these horrible mistakes aren’t anything that can’t be fixed and tested.
Let me know your thoughts in the comments below, and as always if you’d like to have your landing page critiqued by me just let me know in the comments.