Over the last two weeks, we got a few requests to talk about B2B landing pages and registration, so we are working on that post for you!

Meanwhile, we have an example from a company we worked with on B2B Landing Pages – and we wanted to see whether you could guess which one increased conversions the most!

Here is the Original:

Here is the first variation:

Here is the second variation:

So…let’s see who can guess it right – and tell us why you made that guess too!

The winner gets a personalized shout out in our next newsletter

10 Instructive Landing Page Examples – What to do and What not to do

After positive feedback from our prior critiques, we took submissions from our readers on Inbound, Reddit, and Growthackers to be featured here.

There were a lot of submissions, but we went with the posts that cover the broadest spectrum of landing page learning. You’ll find that some of the pages critiqued below are really excellent, and we want to show that! On the other hand, we’ve had to put on our Simon Cowell hat for some other pages, as a few really need our help.

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1. Orobind

Orobind helps Indian clients discover and engage with personal trainers in their area.

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Show them their best selves

People want to know “what’s in it for me” when they arrive at your site. Orobind does a great job here. It doesn’t simply offer a list of the features of the product, but it shows the users how the product will impact his life.

Looking at the image, the user is impacted. She sees what could happen to her in a few days or weeks if she decides to sign up. The target audience is comprised of affluent Indians and this message really lets them see themselves as their best selves with this product.

There’s no better way to reach a customer than allowing him to see who he wants to be, and then showing him the path to get there.

Eliminate friction, don’t create it

Things naturally flow in the path of least resistance. If you make your funnel easy to navigate through, more people will flow. If there’s excess friction, fewer people will flow through.

The call to action here is to input a fitness goal. However, this might be a lot of excess friction without a good enough reason. A lot of people might not even know their goals. People often respond better when they have more direction. It’s worth testing taking this part of the call to action out the landing page to see if they’ll be more likely to continue. Another test possibility would be for this part to be a simple drop-down menu that they need to choose from.

Don’t make your users make hard decisions before they become customers. Show them how easy your product is to use.

Social and trust icons

People like to know that they’re getting a trustworthy product. The place they’ve addressed this concern in the page is below the call to action where it says the number of sessions completed, etc.

One often-successful alternative or addition is social icons. Having social icons and shares means other people really like the product. People can visit Orobind’s facebook page and hear from people in their area that it’s a good service.

Another great alternative worth testing is trust icons. Oftentimes people think these are reserved for securing financial information, but that’s not true! Are the personal trainers certified in anything? Probably. Then why not slap the logos of their certifications on the homepage. It will give a lot of legitimacy to the product.

2. TweetDis

TweetDis is a plugin that makes in-line text easily tweetable by a website’s readers.

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So what do you want them to really do?

When making a landing page, you have to make it crystal clear to the user what you want her to do. Even if all of the words were suddenly blurred out on the page, it should still be obvious that he needs to click here or there. (Here’s a cool app that lets you see pages as if you are under the influence…)

This page does an incredible job at that. If the words were blurred out, I’d know that this page had something to do with a Twitter service and that I should watch the video. Notice how the colors aren’t too crowded, the video is huge and right in the center of the screen, and there are literally arrows pointing right at it.

However, the goal of this landing page (as told to us by the owner) is not to watch the video, but to install the plugin. The user has to scroll down to be able to see the real call to action, which is something we rarely advise. The only reason you should do this is you have rigorously tested this hypothesis and it is successful.

If that’s the case, this is fine. Maybe people are more likely to download the plugin after they’ve watched the video. Then this setup definitely makes sense.

I don’t know which way is better, and the only way to find out is to test. It’s easy to set up event tracking to know if downloads usually follow video views, or if they are more unrelated. If this were our page, we’d run this test with the Google Tag Manager.

Length – they’re looking for a product, not you

Text on a landing page is different from text elsewhere. It needs to be easily digestible – that means short, to the point, organized, and visually pleasing.

Depending on the page, people have arrived from a variety of different types of marketing campaigns, and aren’t necessarily looking for YOUR website. They’re looking for a product or service.

It’s important that you recognize what they’re here for, and show them quickly that you can provide just that. Otherwise, they might go off to one of the other tabs they’ve opened.

It’s difficult to see below the fold, but this page has a lot of text. A lot of text isn’t necessarily a bad thing, but it’s probably worth A/B testing this page vs. a shorter version with only the key points.

3. WPD

WPD helps WordPress users find the right plugin for their sites.

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Be Clear

As someone who uses a host of WordPress plugins, I’ve been sold on this website by doing this landing page critique. For me, it was just so obvious from the start that this product is one that I want to personally use.

Oftentimes I have to find solutions to problems on my clients’ WordPress sites. I find myself scouring different websites, reviews, and the WordPress plugin search for what I need. And three quarters of the time I don’t even find what I’m looking for.

Enter WPD. This is a company that understands its target audience and speaks its language. It tells me exactly what it does (helps users find plugins). Read the headline – maybe the strongest part is how it hints at what they’ve been doing wrong without being too explicit. Notice how it encourages them to be “smarter” instead of saying they’ve have been dumb all along.

The call to action is also very clear. Not only that, but it is right in the center of the screen and the color contrasts well with the rest of the page to make it stand out more than anything else on the screen.

Forget your opinions

Even though I like it personally, it’s important to realize that all of our ideas about our websites are just opinions until proven true. As optimizers we want to be sure that the option we use is the best one. One option for improvement is to put a search bar here to see if users prefer to search right off the bat as opposed to clicking the button. This would save the users a click by letting them start the process immediately, and it’s the first thing I would test if this was my site.

Another thing I would test is changing the structure of the buttons on the left. For me, it goes against the grain of simplicity on the rest of the page. One idea for testing is to make these buttons only show when the user’s mouse scrolls to that area.

The final item I would test is the size and fit of background. Now it doesn’t cover the whole screen, making room for the “categories” header below. On one hand, it’s nice to show that users can browse by categories – this is along the same lines as my suggestion to test a search bar. But on the other hand, the page would have a smoother field if the green reached all the way to the bottom of the screen. Which would get more conversions? There’s only one way to find out.

4. Natura Petz

Natura Petz makes organic pet supplements.

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Every Page has a purpose

This is a unique landing page in that it is targeting a very specific group – wholesalers who have visited the company’s booth at Super Zoo. As a result, the page needs to be extra targeted in its messaging, but still true to the principles of conversion optimization.

“Thank you for visiting our booth…” is a powerful title. It immediately establishes the connection to the user and brings him back to the day at Super Zoo when he was at peak interest in the product. Thinking about in what setting the user might have been most interested in your product, and then playing towards that setting can be an important tool.

That said, the overall messaging might want to be geared more towards wholesalers. Look at the testimonial – it appears like it’s for pet owners. The wholesalers might have different goals and concerns from the pet owners.

The first test I would run here would be to gear the text much more in this direction. Many of them might just want to make money, and not really care about the pets themselves. Maybe a quote like “becoming a wholesaler of Natura Petz is the best thing that happened to my business in years” would sell better than the current one, but maybe not. I’d be interested in finding out via an AB test.

A little design goes a long way

Clearly the site owners used a professional designer to make this landing page. The animals, bottles, and colors all look great.

However, the calls to action are merely text with a hyperlink. One that would really capture the eye would be a true button. A testing idea for button placement is right below the animals heads, since the cat is already looking in that direction, drawing attention there.

Don’t let your designers off easy. Have them design everything in a visually appealing way. If it looks like you could have typed out the words yourself, that’s not enough!

Related to this, there’s a lot of text in that white box and most users probably don’t have the time or attention span to read it all. There are a few ways to remedy this. Here are two to test out and see if they work:

1. First, the box could be better organized with titles and design like I mention above. A professional look implies a professional product.

2. Second, the testimonial could be moved out of that box to below the fold. It would open up a lot of space and make the rest of the words more clear.

5. AdSpike

Odoo has an algorithm that helps the user optimize her AdWords budget.

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Imaging

This is a fantastic image. There’s plenty to highlight here, so listen up!

The most powerful part here is the woman looking directly at the call to action. All the attention is focused right on that button. Oftentimes when we have an image of one person, it’s good to have her focused on the call to action. Otherwise, it can be distracting. Here it’s so obvious what the user is supposed to do. Check out our post on landing pages for more details on imagery and placement.

Besides the woman, the rest of the background has a very clean look. There’s only one call to action, and even though there’s a lot of white space the page doesn’t appear to be empty. The first item I would test is getting rid of the orange line. Without reading the fine print, it’s tough for me to tell which line corresponds to what.

The next thing I would test is the size of the button. While we already established that it’s great, that doesn’t mean it can’t be optimized. With all that white space, I’d be curious to see what would happen if that button were doubled in size. This would be a really easy item to test with one of various tools online.

Highlighting statistics through color

I’m trying to be like Simon Cowell here, so it’s not easy for me to give all these compliments. That said, what nice use of coloring!

We’ve already covered topics such as the color of the button, and the use of fewer colors on the page rather than too many. So, by now you should be able to tell us how they’ve done a good job with these attributes here. Now I want to talk about the color of statistics.

It’s always a good idea to highlight positive statistics, mainly when you’re displaying one or two at a time, in stand-out bold colors. This creates a sense of anticipation in the user and, if done properly, lets him have a taste of the results to come.

This product is strictly an ROI oriented one; It is aimed to maximize the results from AdWords spending. As a result, the target audience is very money oriented. Adspike recognizes this and makes the statistic green, the color of money. Good work.

6. Odoo

Odoo also lets the user build a website from their online platform without the use of developers.

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Continuing on color

This product is by the same company, Odoo. Clearly they have their color down. Purple signals creativity and that’s kept consistent throughout the page.

A website to fit the product

If you’re going to hire a content marketing company to help you with your content, wouldn’t you expect them to have stellar content marketing themselves? Of course you would. If you’re going to hire graphic designers to do some freelance work for you, wouldn’t you expect the designs on their page to be spectacular? Of course!

This is no different than buying website building software; you would expect the company you bought it from to have a really good website. To us, this website seems hastily put together, void of stand-out, convincing reasons to use the product.

First, the image is more of a placeholder than a reason to buy the product. Technically speaking it could better focus attention to the call to action. As illustrated in the AdSpike example above, there could be someone looking at the call to action, or as in the TweetDis example there could be arrows pointing to the call to action. There are lots of way to change the focus.

Also, this image needs to be inspiring. It’s a big project and commitment to build a website. It takes a lot of energy and inspiration. The image needs to fit this mold – it has to instill a sense of confidence and wonder in the user. Take a look at competitors Wix and Squarespace which have dramatic images.

Keywords

When choosing the copy for your title and subtitle, be very specific in your approach. One word can make or break your conversion. Oftentimes, there’s no way to know which copy works best until you test several different options.

On one hand, the title is powerful. It says what the user will do with this product – build websites in minutes. “Minutes” takes the users headaches and sets them at ease. Even if it’s a hassle to make your site, it will only be for a few minutes! Still, it couldn’t hurt to test different messaging. How about something that differentiates the product from competitors’? What’s the unique selling proposition?

Moving on, the subtitles can use some work. Does “mobile” mean that the user can only use this on mobile? Does “open source” mean he needs to be a developer to use this? One of the worst things one can do on a page like this is use developer keywords in a page meant for non-developers. How about testing subtitles like “No developers needed,” “drag and drop,” or “24/7 Support.”

While many keywords could describe a product, it’s important that you choose the ones that resonate with your target audience.

7. UP

UP is a crowdfunding platform that lets the user access different parts of the vast crowdfunding world.

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Click here

The landing page has one of the of the most powerful copies for a button that I’ve seen in a while. “Be founding member #1491” is personalized and lets people know that they’re not only signing up, but they’re a part of something. By nature, investors want to be “founding members” and this button reflects a deep understanding of the target audience. Think about what motivates your users and throw it on your button.

Cookie bar

Usually, we really like cookies. But in this case, the “cookie bar” is a killer. We see this all over the internet. Sometimes the cookie bar is on the bottom, sometimes on the top, sometimes in the corner. Some of our clients tell us that they like it there for business reasons and others are required to have it depending on their line of work. If you’re going to keep it there because you think it increases conversion, you better AB Test it!

Calls to action

There are three calls to actions above the fold; this causes analysis paralysis. One idea would be to test changing the floating form at the bottom so that it will only show after users scroll down. Another idea would be testing removing the “sign up for free” and the “got it” calls to action on the top right corner. Since these are the same color as the main call to action, they cannibalize some of the emphasis on the main call to action and degrade the overall strength of the page. Look at some of the examples above where the call to action has its own color – that is oftentimes the most powerful way to do it.

USP

The unique selling proposition is a little weak here. If you scroll down, you can see that there are all kinds of benefits that make this site better than other crowdfunding sites. However, the copy here doesn’t convey this message. Maybe run a few tests offering specifics of how this site is different from all other sites.

8. CM First

CM First transforms legacy business applications into modern mobile applications.

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Where to begin

When I land on this page, there’s a lot going on! There’s a slider with three images, theres a nav bar at the top, there are 5 videos with an opportunity to watch more, and there are three categories of information I can look into.

Why give the user so much choice as where to start? You know your product better than anyone and you know the steps they need to take to convert into customers. The best funnels are intentional funnels.

What I would suggest is to install proper analytics and heatmap tracking within the site and check out two things.

1. Where do people click first? Where do they hover their mouse and focus their attention?

2. Which secondary pages result in the most conversions?

You can track if people wind up purchasing your product or service after viewing specific videos, links, images, etc. Learn which ones are the most convincing and place them most prominently in the page where people are focusing their attention. If there are two videos that people watch and often convert afterwards, you can test those videos against each other in the front and center of the page.

Slider – To be or not to be?

A slider is a complicated question. Oftentimes we recommend avoiding using a slider since it is distracting and known as a “conversion killer.” That said, sliders can be very successful in certain cases so it may be worth A/B Testing if you’re going to use one.

Are your customers new or returning?

You must understand who is landing on your page. Are they people who already know your product well or are there people meeting you for the first time?

If they’re some of the latter type of user, “Rethink Modernization” doesn’t really capture what they do on a basic level. Someone who wants mobile app development solutions (which is what the company does) might see this slide and not even recognize that he landed on the right page. Sometimes we are so immersed in our pages that we get lost in the details. It is important to take a step back and look at your page as if you knew nothing about the product beforehand.

This can be harder than it looks, so we usually recommend sharing it with people who actually know nothing about the product or page. When one of us at the Conversioner office is working on a new page, we’ll often show it to a colleague without saying a thing about it and see if he can figure out exactly what it’s about. If not, it’s back to the drawing board.

Our friends over at convertiFIRE decided to take our advice here. They went ahead and made the changes we suggested with their online tool. Here’s what they did, which is proof that there’s no excuse you can’t get testing right away.

9. Bottle Scout

Bottle Scout helps the good people of Colorado discover cocktail bars in their area.

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First off, we must say we love this concept and wish there were a Bottle Scout for our hometown, Tel Aviv. We’re still finding our watering holes the old fashioned way, and could use a little tech injection to this market.

But back to Conversion Optimization:

The Fold

This page is designed with very good intentions. It’s giving people two options of how to find bars in their area. It is a good thought to play to different users’ searching preferences. However, it also kind of looks like the site owners couldn’t decide which part they should put above the fold so they settled for both. Since these two parts are so visually distinct from each other, the page looks a bit awkward. I would test picking one for above the fold and the other below (of course, after testing the two options).

Word Overload

The user’s eyes are immediately drawn to the big blob of orange words in the center of the screen. It’s a great idea to list out the different areas that are served, as patrons of those areas will immediately know that this site is for them. However, there are a number of ways to better display these words. For example, they could test removing the boxes and making the font smaller, or they could test organizing them further below in a less intrusive color, or they could test only displaying them when hovering over some other text. Currently the yellow letters do such a good job at standing out. Why drown out this success?

Image to match the brand

The image here is not consistent with the messaging. Yes, it is Colorado and they’re outdoorsy people over there. And yes, these people do look like they are scouting out something. However, this is a service to find cocktails. Going with something sexier, such as good looking people enjoying a fancy drink, might be more consistent with the product. At the least, this would be a very easy test to run – just changing the background image.

10. ClipperSoft

mySimpleAds lets the user sell ad space on her website.

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Consistency

It’s always very important to be consistent in your messaging by telling people exactly what your product is about and what you want them to do. Here are some ways that I think they could clarify their message a bit:

• Simple vs. Complicated

At first, I see the word “simple” in the name of the product, and then the words, “simple interface, fast and light, & ready to download” in the subtitle which is awesome. All of those things sound good. However, as my gaze continues down the site, I see the requirements: PHP5.3.3+, MySQL5.1+ etc. If you want to portray the message of simplicity, don’t bring technical jargon into the mix.

• Purchase vs. Download

It’s not clear what the user is supposed to do. It asks people to “purchase and download” but only has a download button above the fold. Also, there’s a “Buy and Download” button just below the fold. What’s the difference and how can I start using the product?

Color and Blank Space

There’s very good use of color here. The purple is simple, easy on the eyes, and consistent. For some reason we’ve covered a lot of purple for this post. As we’ve said, purple indicates creativity so maybe the more creative people seek out our help!

Lastly, it is not necessary to have information in every corner of your page, but this much white space is too much. See the AdSpike landing page above for an example of efficient use of it.

Conclusion

Well that does it for this round of landing page critiques. I tried to highlight areas of interest across the whole spectrum of landing page optimization and not to repeat the same items. If you think I missed something in this post, feel free to write in the comments. We would love to hear your take on these pages as well as suggestions for items to test.

Stay tuned for the next round.

Most  marketers spend the majority of their time and budget on driving users to their sites and landing pages, but very little thought is given to the experience the users have once they reach there. In fact, companies typically spend $92 to bring customers to their site, but only $1 to convert them (Eisenberg Holdings). This lack of attention and investment in landing page optimization is a huge missed opportunity for organizations.

Learning From Others

A great place to get started in optimizing your own pages is to look at common landing page examples and mistakes that many companies are making on a daily basis. In this article I’ll explore 15 landing pages’ major mistakes and offer different tests you can run to increase conversion:

6 Elements Addressed in Each Landing Page Design

1. Call To Action (CTA) – This is the most important part of the landing page as it is the end goal for what you want the action you want the user to perform. The CTA should be the first natural object a visitor sees. An effective landing page services on clear objective (e.g. sign up, leave their contact information, download a whitepaper, request a demo, or buy now). The call to action should represent the only action you can take on the landing page, which means removing any menus or links on the page. The CTA should also stand out from all other elements by using high contrast, bright colors, and strategic placement. Lastly, make it absolutely clear what the user will get when they click on it. For more information on CTA’s, check out this detailed article on Call to Action Buttons.

2. Messaging – An effective landing page talks about benefits, not features:
Putting the customer in the spotlight, not your product or service. Good messaging conveys the change a customer will experience in their daily lives with your product, not how amazing your product is. This message should also be conveyed in a matter of seconds, providing convincing information to allow a visitor to make a decision. Understanding the experience a visitor needs to go through is key to higher conversions.

3. Registration Forms – If the goal of your page is to capture leads or contact information, your landing page will have a registration form. Creating an effective, and high converting registration form involves several factors and there are a few ways to increase their conversion:

a. Minimize your request – ask for the minimum possible
b. Be precise- Explain the reason for signing up and be specific.
c. Call to action – make sure you have a clear call to action that indicates the next steps that need to be taken.
d. Guide the user – Help users understand where they are, and where they’re going. Use indicators, explanation fields and don’t surprise the user.
e. Consider social signups – Following the minimizing requests necessity, introduce social connect for easier signup.

There are many other elements to take into consideration, and we’ll discuss them when we dig deeper in to our landing page examples.

4. Page Structure– The look, feel, and overall structure of a landing page will have a large impact on how it performs, and ultimately conversion. Minimalist design tends to perform better, so be sure to maintain a clean landing page with clear navigation and little distraction. The most important content should be placed at the top of the page, or “above the fold.” This way a user does not have to scroll in order to get all of the necessary information to convert.

5. Images – I know, I’m probably like a broken record by now BUT: Our brains process images 60,000 times faster than text. The image is IMPORTANT.
A picture is worth a thousand words, and having an image that captures your visitors’ attention or stirs emotion can make or break landing page performance. Some things to keep in mind:

a. Use imagery to add meaning: either to the brand, or to the content
b. Get more meaning from fewer graphics
c. Use images deliberately to support your message and communication goals
d. Remember the landing page’s goal and the users’ goals, and apply graphics in subtle proportions

6. Colors – Believe it or not, color has a powerful influence on our emotions and decision-making abilities. Colors are a great way to communicate emotions in a matter of seconds. Check out this extensive article on color psychology.

So, lets take a look at these landing page critiques and learn as much as possible from them. I’d love to hear your thoughts and comments on the landing pages. If you’d like to have your landing page critiqued next, send a quick email to contact@conversioner.com.

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GolfLinked

I know I’m not the targeted audience, BUT:

What’s in it for me? So this is the BEST app for connecting golfers. Great, but how is it going to change my life? Circling back to messaging –> it should be about the customer not the app. What’s in it for the user?

Let’s talk about the image –the image is one of the most dominating elements on your landing page and can be used not only to convey a message but to direct users attention to other important elements. The image shows a golf player with his back to us (which makes it impersonal) but furthermore, the image is distracting. In fact the first thing a visitor notices on the page is the iPhone and not the call to action, which is what we want them to notice.

The Call to action is placed on his butt. Enough said. No one wants to click on anyone’s butt.

Stop emphasizing your logo and, even worse, making it clickable. Companies do this all the time. It’s attention grabbing. If you’re not Apple or another huge brand, there’s no need to highlight your logo. Move it out of the spotlight.

The use of colors – Green is a great color for creating a fresh, clean and new feeling.  Green also serves as a good natural color that is easy on the eyes.

What to test:

• Have your image facing/pointing at the call to action button – it will focus the visitor’s attention in the right direction. Finding an image that works for golf isn’t easy at all, we ran a similar test last year.

 

HookFeed

The headline is really vague. My customers are my business? What do you do? Why should I use this product? It doesn’t give me enough of an insight to how this will make my life much easier. I’m not sure how segmented are the visitors arriving on this page, but it lacks a more in-depth explanation.

Great use of social proof quotes, especially from Stripe’s co-founder. People love to feel others like them are using the same products and services as they are.

Nice call to action, contrasted from the rest of the page, stands out and it is the first natural elements my eyes focus on.

Extremely Confusing Funnel – The call to action button opens a confusing list of options. You have just gotten people to try out your free trial but instead you’re confusing people and asking them for too much.

2 Elements You Can Test:

• Before showing them a list of prices, start by collecting their email details. That way, you can follow up on them if they leave.
• Once they’ve entered their email address, send them to the product and have your list of offers in a layer above it. This way, customers will feel they’re just a step away from reaching the product and will complete the funnel.

 

Present

The image of the girl conveys a great feeling of excitement and adventure. For an app that wants to get you excited about capturing your life in video, it does a great job. One comment: Flip her! Get her to look the other direction.

The messaging is great – “A social Video Diary, capturing your life’s journey.” I know what this is, I know how it will improve my life and I can get this in less than 5 seconds.

What do you want a visitor to do? Find out more, download the app or subscribe? All 3 buttons on the page have the same weight and it’s not clear what the target is.

What To Test:

• Flipping the girls image to look at the CTA
• Try using the “Win an iPhone 6″ competition as an exit pop, so that when people come to leave they have a last minute proposition.
• If you want to subscribe Android users to a mailing list, you can do that with a simple link under the “Download App” button asking: “Android user?” a click on that can open a subscribe window.

 

StampReady

What is your call to action? Are you trying to get people to watch the video? Or register?

Everything’s grey. You need to use your design and colors to point the visitor in the natural direction of the call to action.

Nice work on the signup form, it’s short and to the point. I would however change the color of “Register account” to something different than grey, more actionable and I would think about changing the messaging on the call to action to something more exciting.

The messaging doesn’t tell me anything. What are you offering? Why is StampReady better for me? How is it going to simplify my life? I’m also not sure about having the name of your company in the headline. The headline is meant to give you the big picture in under 3 seconds, and unless you’re a well known brand, that won’t work.

What to Test:

• The image/video in the background says nothing about the service. As you’re already showing a video as your main call to action, I would have a static image in the background that would give more of a feeling of what StampReady is for its customers.
• Add a clear call to action
• Change the messaging
• Add color to page

 

PeekCalendar

What’s the CTA? “Watch the video” or “Get it”? Choose.

What do you want me to look at? This is similar to the previous comment. There’s so much going on with colors, images, text, screenshots, and buttons – I have no idea what the flow is, what I’m suppose to do or what your app does.

I’d definitely test one main image, or if you’re set on having 2 then less colors, more focus. Also, note how you can barely read the “watch the video” text.  It almost blends in with the background…

Where’s the emotion? Where’s the “This is the answer to all your scheduling turmoils?” (and there are soooo many!!) A pair of hands holding an iPhone with a calendar that looks just like any other isn’t the answer.

Love the title! Calendars are extremely hard to manage (like email) and I like the reference to it being humanized for actual people to use.

Things to test:

Find the right image

• Test using a screenshot from the app that shows the actual difference and value you bring
• If you can’t, then test using an image that conveys emotion. No screenshots or iPhones. Just an image that says “This is how you will look like/feel once you use our app.”

 

Munchery

The use of images could be optimized. A great way to direct users’ attention to the call to action button is using the images themselves as indicators. For example, instead of having the corn facing outwards, have it facing the call to action button. Basically all elements on the landing page should point to the call to action.

I’d definitely look into focusing the user on a single message that explains the service more quickly.

Actionable call to action messaging: “View Menu” – I know exactly where I’m heading with it and it gives a safe feeling.

Great use of colors to provoke emotion, arouse the taste buds and basically make people hungry.

What to Test:

• The Messaging doesn’t explain the product.  In fact, you have to read the fine print to really understand what Munchery do. ‘Wholesome Meals In a Snap’ could be a site with recipes… There’s too much text and it’s hard to take in. Try reducing the text to “Order expertly…” and see if you can use it as your headline.

 

Frank & Oak

The messaging is completely vague. Why should I discover Frank & Oak? Similar to the case of StampReady, putting your brand’s name in the headline is like answering a question with a question. You’re basically asking people to read more and investigate. People don’t have time for that.

Too many ‘Call to Action’ buttons. Both their colors are in complete contrast to each other and the background and I don’t understand what you prefer I’d do: Signup with facebook or my email? It’s extremely important to have one call to action, if you want to give people another way of signing up, offer it under the large call to action button in the way of a link.

What to test:

• The image is a controversy. On one hand it’s doing great use in pointing towards the call to action. On the other hand, he has his head pointing down and he looks sad. Depending on culture, an image of a person staring at the user is too intrusive, but no eye contact whatsoever creates the sense of detachment, depression and seclusion. I’d test a different image, still pointing at the CTA but something more cheerful.

 

Mixioapp

To understand Mixioapp I had to do some scrolling, downloading and watching.

The messaging isn’t clear enough to understand how this works or when. The amount of text under the main headline is basically telling visitors “Don’t read this!”

The call to action button almost doesn’t exist. Located on the far top right corner in the same white color that all other elements on the page are in, it’s hard to see how people even notice it.

To play fair, I checked the page on my mobile device and was surprised to find that although it is a downloadable app, there was absolutely no call to action to be found. Basically, you have to scroll all the way to the bottom of the page to be told how to use this app. Not to mention to be told what this app is…

The use of color on the landing page is important. Mixioapp’s messaging is all about taking pictures while on an adventure or just on a daily basis when magical things happen. Green represents fresh, new and growth, which is just what their targeted audience needs.

 

One Hour Translation

It’s easy to get what you do, but the first thing that appears on this landing page is clutter. The amount of colors and things going on this page is overwhelming.

The amount of call to action buttons is distracting and hard to comprehend. There’s no room to breathe. Do you want people to fill in the form? Or do you want people to click on ”Get an instant quote”? The page can benefit from some cleaning up and redefining the goals of the landing page.

The amount of text is also an issue. All the text is on the right of the page and as a result you get is headline attached to a subtitle the additional text, the form and the security icons. Keep in mind that people may need all this info in bullets and the text needs more spacing.

I cannot say this enough: Marketing isn’t about the product or service. It’s about the change you make in a consumers life. Being the world’s fastest translation agency is fantastic but it’s about you, not the customer. I’d definitely mention it, but would try and test over headlines with a more targeted message to the customers.

I love using icons to ensure trust and security; the use of badges and certificates is a great way to enhance brand security. In One-hour Translations’ case I would suggest repositioning them in a place that would give them more emphasis.

What to test:

• A good way to emphasis an element is to give it some white space. White space will help differentiate between the important and the less.
• Cleaning the page completely. Reducing text, all the elements and amount of colors.

 

 Dynado

It took me too long to understand what Dynado is offering. “Better All-In-One communications” could be so many products… why are there random words highlighted below the headline? It makes it extremely hard to read the text and understand what they do.

There are literally hundreds of products out there today doing team management and communications. I have no idea why Dyando is better than others.

Using random stock photos of people around a computer does not help their case. Most companies use a task management and communication tool for teams that are remote… they don’t sit around looking at a computer together so I’m not sure what they were going for here.

What to test:

The call to action button has two issues that I’d fix:

• The first is the text – the title of the page says Dynado and the headline of page uses the word ‘Better’ as part of the sentence, so most people have no idea that “Better” is the name of the product and it’s very confusing.
• The other thing I’d test is the color of the button, I don’t usually do these kinds of tests (before testing strategies) but the white text on the neon green button make my eyes squint.

 

daPulse

I decided to critique daPulse as a second point of view on team collaboration platforms (full disclosure, I used to work with these guys):

The messaging is great. As mentioned before, the world is crowded with different platforms and products and it is extremely important to stand out and say how your product benefits the customer. This is true to all industries, your competitors are doing the same as you, more or less, and it’s up to you to show your customers the emotional benefits in purchasing your product or software. It’s not about being the best product. It’s about making a change in your customers’ life.

Appealing to managers on a personal level and telling them they’re going to become amazing managers is what categorizes daPulse as different (Great job!).

The signup area is a little over crowded. I would definitely test moving the “free 30 days trial” sentence below the form and giving it less emphasis. Visually, I’d also enlarge the top part of the page to give it more emphasis and, in turn, enlarge the signup area.

Notice how the image in the background amplifies the “connecting remote teams” theme; although not a clear image and I’m not quite sure what the gold in the corner stands for, the idea of worldwide collaboration is clear and precise.

What to test:

• I’d consider using the testimonials and trust elements in a more prominent position on the page (right now it’s at the bottom).
• I don’t know how targeted and segmented the visitors arriving on this page are but I’d consider further clarifying what it is that you do by adding a subtitle.

 

The John Maxwell Team

The first thing that comes to mind when looking at this page is: A coach of what? Very vague headline and I’m not sure why it is in quotes. I’d move the part about “leadership” to the headline.

Starting a video automatically is extremely annoying. Don’t do it.

The registration form is short and to the point. I would, however, merge the first and last name fields. I’d also work on the text above the fields, as it is very hard to read clearly.

The messaging of the entire page is about life’s transformation and then the call to action button says, “click here to get started”. I’d consider trying “Change your life today!” or something along those lines.

What to test:

• The call to action should also be a contrasting color to the rest of the page. I’d also consider adding some type of background color.

 

Cricket IP Security Cameras

The use of the color Green on the call to action button is very good as it is the general direction in which a visitor will look at.

The list of benefits is great but I can’t read it. White space is crucial here, and I’d also increase the headline to make it more noticeable.

Great use of security elements and icons blow the call to action.

What to test:

• I know they’re selling security cameras but that image is just terrible. No emotion, no interest and no purpose other than showing the visitor what the camera looks like. When talking about security you want to make visitors feel secure and peaceful before even purchasing the product. Show them how safe they’ll be once they acquire this camera.

 

Last but not least

A company that will be launching their dating app in 1.5 months sent this landing page to me and asked me to review it. Their goal for now is to sign up people, so that once they launch they can send them the news and get them engaged. As there’s not a lot to go on, this will be short but I do have some important comments.

This is a screen capture from a standard screen, which means you have a bug and it needs to be fixed, as I can’t read that sentence at the bottom

The hierarchy of elements on your landing page doesn’t make sense. It seems that your logo and company name are more important than the sign up form. I’d enlarge the signup field and button and give it much more weight. In addition the black stipe stands out more than other elements on the page and is hogging all the attention. I’d consider changing the color, moving it lower in the page.

What does “invite me” mean? This is again to do with the messaging, you need to put yourself out there and not by comparing yourself to your competitors. Explain what happens when you signup, what the value is and why it’s worth your visitors’ while.

What to test:

• Your messaging gives the visitor absolutely no value; you’re basically just saying you’re an alternative to Tinder. Nothing about your product- why it’s different or how it will make a change in the world of online dating. There are literally thousands of online dating platforms; you have to give people a reason to signup, because right now there isn’t one.

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This concludes this month’s landing page examples and critiques. I hope you get a few ideas from these landing pages critiques and I’d love to hear about them. If you have any questions about my comments let me know in the comments below, I’d love to hear them.

P.S

If you’d like us to critique your landing page in our next round, shoot an email to contact@conversioner.com