Critique My Page: Landing Page Optimization Lessons from 10 Unbounce … · community.unbounce.com E: [email protected] T: 1-888-515-9161 Join the discussion! Princess Cornelio

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

Jennifer Pepper Content Strategist,

Unbounce

@PeppersWrite

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

The Customer Success team



How to Get in Touch



How to Get in Touch


• 5 elements that you need in your landing pages

• 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.

Constructive feedback on 10 landing pages

02


What’s good:

• Design - Clean, linear, easy to follow, visual cues to CTA. One clear goal. Very

nice and on-brand confirmation page.

• Headline - Very legible.

• Hero Shot - Very relevant and professional-looking.

• Copy - Very clear so you can easily see what this page is about as well as

where you offer your services.

• Social Proof - Company logos help to build credibility.

• CTA - Great colour contrast so it stands out. Form encapsulation helps to draw

attention to the form.

Seine River Cabinets Lead Gen Landing Page


Things to change or test:

• Design - Make it mobile-friendly. Try moving privacy policy close to where you’re

collecting info and have it open in a lightbox. Test moving the form so that you can see

more of the beautiful cabinets. A Pinterest-perfect kitchen may interest people to book a

consult.

• Headline - Don’t squander any words in your headline. Try testing, “Book a free kitchen

cabinet consult with our expert designers” since people like the word free and it would

reinforce a unique selling point (e.g., expert designers).

• Copy - Be more benefit-oriented and address your customers’ pain points (e.g., home

renos are messy and could take a while). Your value prop could be that you make it

hassle-free with spotless cleanup and reliable working hours with your install crew.

Explain what makes you unique (e.g., are your designers certified amazing? What makes

your work award winning? Are you environmentally friendly?).

• Social Proof - Use testimonials from previous customers to build credibility.

• CTA - Try Click to Call CTA on your mobile version.

• Confirmation Page - Ask your visitor to do something else.

Seine River Cabinets Lead Gen Landing Page


What’s good:

• Design - Mobile-friendly, clean, linear, easy to

follow, visual cues to CTA. One clear goal. Very

nice and on-brand confirmation page.

• Headline - Very legible.

• Hero Shot - Very relevant and professional-

looking.

• Copy - Portrays urgency. Explains features very

well. The offer is very clear (e.g., Invest in Florida

vacation homes).

• CTA - Great contrast with background.

Buy To Let Homes Lead Gen Landing Page



• Design - Make 2 CTAs consistent. Use smooth scrolling button to direct visitors who

click on the 2nd CTA to go back to the form instead of sending them to an external

form.

• Headline - Watch for missing words (e.g., it’s missing “Guaranteed Rental Income for 5

years.”).

• Hero Shot - If it’s located in an ideal spot, try adding a map to show where it is in

Orlando.

• Copy - Watch for awkward wording (e.g., Register your interest). Try changing it to

“Confirm your interest.” Avoid ALL CAPS. You might be able to increase conversion if

people know what they’ll get by entering their info (e.g., a call back? an email?) Show

them what to expect when they submit their info to clear up any confusion and reduce

friction.

• Social Proof - Add testimonials from previous customers to build credibility. If possible,

cite how many rentals a year you’ve seen historically to back up your claim.

• Form - Add privacy policy as a lightbox to help build trust.

Buy To Let Homes Lead Gen Landing Page


What’s good:

• Design - Mobile-friendly. Enticing visuals. Chat widget is a nice

addition to keep users on page instead of clicking elsewhere for more

information.

• Hero Shot - Very relevant, beautiful, and professional-looking photos.

• Copy - Benefit-oriented (e.g., Save money when you …, Enjoy the

convenience ….), easily scannable.

• Social Proof - Logos of companies it’s been featured in help to build

credibility. Testimonial also helps to build credibility. Presented as a

“case study,” which is highly visible on the page.

• CTA - Great contrast with background so it stands out. Great way to

attract those who might just be looking.

Laurel & Wolf Click-Through Landing Page



• Design - Choose one goal per landing page. Decide who this page is for (e.g., potential

customers or those who want to become designers?). Use different landing pages for

different stages of the funnel (e.g., Try creating a page for those considering interior

design — with the CTA of the style quiz, a page for those who want a no-obligation

quote — get your project started with a quote, and a page for those you want to

attract as designers — get in touch for details). Remove leaks. Try a page where the

style quiz or the “start a project” CTAs are the only clickable links/options. This would

help you track conversion for that level of involvement with your brand.

• Headline - Choose clear over clever. Try re-working the sub-headline and make it the

headline.

• Copy - Benefit-oriented (e.g., Save money when you …, Enjoy the convenience ….)

• Social Proof - Include more client info(e.g., Twitter handle, job title, and company) to

help build credibility.

• CTA - Keep it consistent.

Laurel & Wolf Click-Through Landing Page


Lunch Actually Lead Gen Landing Page

What’s good:

• Design - On-brand, easy to navigate, visible logo.

• Hero Shot - Relevant images .

• Social Proof - Testimonials help to build credibility.

• Copy - Brings up pain points for target audience. Good

leading questions at the beginning of the 1st paragraph of

copy. Quick and easy to read and understand the value of

the service.

• Form - Encapsulation makes it stand out.

• CTA - Great contrast with the background so it stands out.


Lunch Actually Lead Gen Landing Page


• Design - Make text larger. Make it more scannable.

• Headline - Make it more clear than clever and more benefit-oriented (e.g., Find love

on a lunch date with Asia’s #1 accredited matchmaker). This explains what you do

and reinforces that you’re the #1 service to go with.

• Hero Shot - Try showing an actual pair on a date. Use a more clear image at the

bottom.

• Copy - Include why you’re different as a dating service. People are curious about how

they’re matched up, so this may contribute to more conversions. Could be good to

talk about success rate. Try explaining what a free consultation entails (e.g., what

types of questions they might be asked or how you use their info to match them with

potential dates).

• Social Proof - Add job title/company name and city where the couples met to make

them more relatable and build credibility.

• Form - Include a privacy policy in a lightbox.



What’s good:

• Design - On brand, mobile-friendly. Visual cues to CTA.

• Headline - Very clear.

• Hero Shot - Very relevant and professional-looking photos. Excellent before

and after images.

• Copy - A+. Very good in pointing out key differentiators from competitors

(e.g., While the traditional kitchen companies will only reface or install new

cabintes, Kitchen Saver offers a semi-custom…). “Avoid the mess, time, and

cost of major remodelling” shows that you’re a service that understands what

people dread about home renos. Great job accentuating that you’re credible

and a clear choice based on experience.

• CTA - Great contrast with background so it stands out.

• Confirmation Page - Asks visitor to do something else.

Kitchen Saver Lead Gen Landing Page



• Design - Make it more scannable. Highlight only the most relevant text.

• Headline - Make it stand out more.

• Copy - Break the page into more sections so it’s more scannable (e.g.,

Award Winning Service, Our unique semi-custom approach, and

Update your kitchen’s look) with bullets spread out based on where

they fit in.

• Social Proof - Add customer testimonials to add more credibility.

• CTA - Try using another color that stands out even more. Move privacy

policy close to the form fields as a lightbox. Add another CTA at the

bottom of the page to jump back to the form.

• Confirmation Page - Try personalizing it with DTR.

Kitchen Saver Lead Gen Landing Page


Celebrating Women & Wealth Click-Through

Landing PageWhat’s good:

• Design - Mobile responsive.

• Hero Shot - Doesn’t overwhelm the page.

• Copy - Explains the “why” behind the program, speaks

directly to the target market, very transparent about the

content, doesn’t overwhelm with too much information.

• Social Proof - Friendly photos and candid quotes are

believable. Having clear contact information makes it

feel like a legitimate business.

• Button - Follows the model “I want to…”

• CTA - Clear in the intention. Good repetition at different

parts of the page & consistency.


Celebrating Women & Wealth Click-Through

Landing PageThings to change or test:

• Design - Mobile version is a lot of text to read on a small device. Social sharing buttons

are a distraction and should be saved for the post-confirmation page. Clean up the footer.

Add directional cues to the CTA.

• Copy - Try addressing the pain point earlier on (e.g., subtitle - “If you're struggling in any

way with money, this workshop is for you!”). Try to make it more scannable by having a

visual breakdown of text. Use fewer bullet points. Since a lot of them overlap, try

choosing 5-6 of your strongest points and get rid of the rest. A written location of where

the event takes place could be useful since the map needs to be zoomed in to be useful.

• Social Proof - Provide more tangible results if possible (e.g., I saved/made X% more after

this workshop).

• CTA - Button could be bigger and have greater contrast with the rest of the design. The

button needs to click to somewhere that allows visitors to take the next step to sign up

for the event. Your website doesn’t immediately make it clear where to sign up.


What’s good:

• Design - Mobile responsive.

• Headline - Enticing/unusual offer is very clear.

• Hero Shot - Exciting, dynamic but not *too* overwhelming.

• Copy - Limited time offer emphasizes urgency.

• Social Proof - Videos are a unique way to show testimonials and seem much

more credible.

• Form - Length makes sense in this case because you look authentic by trying

to create a relationship/sense of investment early on in the process. Easy, no

obligation, good first step. Encapsulation makes it stand out.

• Confirmation Page - Asks visitor to do something else. The promise to have

the quote within 2 hours tells you what to expect after submitting your info.

Slightly Unusual Lead Gen Landing Page



• Design - Reduce clutter on the page by removing unnecessary text blocks

(http://screencast.com/t/mkK4yNgIV) and leaks (link to homepage). Fit

secondary image to whole screen (http://screencast.com/t/

8sLzCKODIQ7b).

• Headline - Try more actions/benefits (e.g., “Amaze your wedding guests

with the most sought after magicians in the UK.” Watch out for the

formatting as it looks continuous as one long sentence. Shorten the sub-

headline (e.g., Book an award winning illusion show designed specifically

for weddings) and use a different format that the headline.

• Copy - Watch out for grammar and spelling mistakes!

• CTA - Add a smooth scrolling CTA farther down the page so they can

scroll back up to the form quickly.

• Confirmation Page - Look for another opportunity to convert (e.g., share

in social media, subscribe to blog).

Slightly Unusual Lead Gen Landing Page

http://screencast.com/t/mkK4yNgIV

http://screencast.com/t/8sLzCKODIQ7b


What’s good:

• Design - Layout is clean and not too many

distractions from the main goal. Short and sweet.

Mobile responsive.

• Headline - The offer is clear — you can tell the

page is about TV commercial production.

• Hero Shot - The video’s on screen talent are

professional and it gives a good idea of the the

final product is like.

• Form - Well encapsulated and stands out on the

landing page.

CommercialProduction.TV Lead Gen Landing Page



• Design - Make sure the branding is consistent with your website. You can update all

the colors and backgrounds of a template, too :)

• Headline - Try “Get a professional-grade custom commercial for your company

today.” Test if “commercial” or “video” converts better.

• Hero Shot - Try removing the autoplay video as it can be off-putting to some

visitors. Try shortening the video (less than 2 minutes).

• Copy - Explain “why” I should fill out the form below. What will I get? Show what to

expect after you ask for a consult (e.g., do you script videos with the company’s

involvement, what does this end up looking like?) Try to include some of the key

points on the video as text as some won’t watch the video.

• Social Proof - Who else has made commercials this way? Are they happy with the

results? Show logos of companies that have used your services and/or actual

customer testimonials.

• CTA - Add an extra CTA at the bottom. Use a lightbox for your privacy policy.

Clarify what to expect after clicking on the CTA(e.g., What does “Get Started”

mean?).


CommercialProduction.TV Lead Gen Landing Page


What’s good:

• Design - Bright, fresh images that match the service.

Very on-brand. Mobile responsive.

• Headline - Main benefit highlighted, very clear

explanation in the sub-headline.

• Hero Shot - Exciting, dynamic but not *too*

overwhelming. Very relevant images.

• Copy - Benefit-oriented, clear, easy-to-follow, quick to

read.

• Form - Length makes sense in this case because you

look authentic by trying to create a relationship/sense of

investment early on in the process. Great offer of “free

recipes” as an incentive to leave contact info.

• Social Proof - Company logos that have used your

service provide credibility.

You Plate It Lead Gen Landing Page



• Design - Try moving the text box up to the top left corner to not

block the food visuals and logo. Try to have only one goal for the

page. You can build separate landing pages for each purpose. Is

“learning more” really valuable enough for me to give up my email

address? Maybe you can trade some recipes, etc.

• Headline - Try swapping out the first heading with your headline

(e.g., Incredible dinners without the shopping), which is the real

value prop.

• Social Proof - Try to get some of your listed sources to provide an

actual testimonial.

• CTA - Try making the button bigger.

• Confirmation Page - Try to take advantage of another conversion

opportunity here. What else can you get them to do? Do you have a

social account/blog that you can get them to follow?

You Plate It Lead Gen Landing Page


What’s good:

• Design - Professional, nice use of icons and imagery in the

explanations, lots of white space. Nice mobile version.

• Hero Shot - Very relevant images.

• Copy - Great approach to highlighting the visitor’s possible pain

points and getting them to say “yes”—creates need for your

service. Easy to follow throughout the page explaining the

service.

• Form - Interesting 2 column layout makes it seem shorter.

• Lightboxes - Used for the TOS and Privacy Policy.

• Social Proof - The quotes speak to how effective the service is in

different situations.

• CTA - Good contrast. Great use of smooth scrolling to go back up

to the form.

MédicoXTel Lead Gen Landing Page



• Design - Try making the form fields larger in the mobile version. Try

removing links at the bottom. One goal per landing page.

• Meta Data - Is blank. Make sure you fill this out in the “Properties” section

in the builder

• Headline - Could explain a little more about the service itself — it’s hard to

decipher what you’re getting by calling.

• Social Proof - Add location to the copy to add an element of realness.

• CTA - Could use rewording on both CTAs: make it more clear what they

will get in return by clicking on it. Complete the sentence “I want to…” Also

the first CTA wording is not consistent with the terms underneath. Try

making the font bigger.

• Confirmation Page - Just redirects back to the page. Is there somewhere

more useful you can send them? Try giving the visitor the option to close it

when they’re ready. Use this as another opportunity for your visitor to do

something else (e.g., share on social media/follow your blog).

MédicoXTel Lead Gen Landing Page

Resources to help you master the art of landing pages

03


• 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/

• 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://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

Jennifer Pepper Content Strategist

@PeppersWrite

Documents

Critique My Page: Landing Page Optimization Lessons from 10 Unbounce … · community.unbounce.com E: [email protected] T: 1-888-515-9161 Join the discussion! Princess Cornelio