With plenty of new year’s resolutions flying around, Dave and I decided to finally start sharing some landing page reviews with our lovely readers to give you some insight into the things we look for in our conversion rate optimisation work. Hopefully it will become at least a fortnightly series for the entire year but, as with any resolutions, keeping these promises is easier said than done.
The idea of these posts is that we will choose pages pretty much randomly so we can give you honest overview without any industry background knowledge or access to any data. Dave has already started our series with some great insights and advice looking into landing pages in the office furniture industry and I will try to cover something that is quite trendy currently: laser eye surgery websites.
who are you anyway?
That’s the first question that comes to my mind and I don’t think I found any answer even after browsing for a minute or two. Not a single prominent mention of laser eye surgery and, moreover, not a single reason why I should stay on this page. All I can see is the free DVD pack form request:
What does it include? Well, based on the picture above it seems like a new album from Ellie Goulding.
It doesn’t really matter if you call it a slidedeck, rotating banner or a carousel; whatever the name you definitely don’t want to put vital information or reasons for choosing you inside.
The logic here is pretty straightforward: if you want me to notice and digest any piece of information then make it permanent and prominent.
don’t forget about cross-browser testing
I guess I was supposed to see some friendly testimonials providing some great social proof for my decision…
…but unfortunately nobody bothered to run even basic browser testing (I’m on the latest version of Chrome if anybody is interested). The element that was supposed to persuade became not just a waste of space but a massive trust roadblock. Would you allow somebody to operate on your eyes knowing that they can hardly take care of their main landing page?
I’m definitely not a graphic or web designer (so please correct me if I’m wrong) but I think if you need to use actual arrows to navigate visitors’ eye flow then your user experience design is simply a failure. There are plenty of user experience (UX) methods to make separate elements look related, and combining a form with reasons for submitting said form is pretty easy.
This form and the actual DVD pack is perhaps one of the most efficient lead generation methods for this industry so increasing the submission rate of the form will likely increase the final revenue generated online.
As the form is so important to the essence of the business then every irrelevant field is wasting not just your visitors’ time but your money at the same time. This applies to fields like “Title” or “Where did you hear about us?”
Another step to optimisation would be the addition of the “find my address based on postcode” function that can simplify the form submission even more.
I usually avoid commenting on the visual design of any landing page we are working on but I think it will be useful to share one simple rule with you:
That’s why any stock images are almost always the wrong choice, no matter the industry or type of product, simply because an image of a secretary with glasses and bluetooth microphone is completely irrelevant for any company apart from glasses and microphone resellers.
Getting back to our landing page, I can’t find any logical explanation how the image of the overly attached girlfriend is helping the conversion process?
And, if your main product is laser eye surgery, I would probably avoid using people with crazy eyes completely.
too many CTAs (calls-to-action)
This issue is so common I could easily include it in every future post in this series and it would still be relevant. Every landing page must have one primary goal you want most of your visitors to complete, so by adding another dozen CTAs or links you are purposely distracting the user and reducing the chances of getting any clicks on that particular primary CTA.
What am I supposed to do on this page? If we assume that main goal is to encourage visitors to book a free consultation then on the screenshot above you can see just one call to action amongst 12 sources of distractions.
Whereas in our first example the laser eye surgery was not prominent enough, this landing page has no mentions of the service at all. The disability of this page can be clearly proved with a simple five-second test. I will bet you a tenner that most of the test participants would notice Santa, the 20% discount and the traveller’s welcome and fail to find any mention of eye surgery. There’s a strong chance they would then move to the next site in Google’s search results.
That’s about it for the laser eye surgery and as you can observe there are plenty of common mistakes and UX failures that can be easily changed in order to match visitors’ needs and, most importantly, the value points needed for persuasion. We’ll be back with more landing page insights soon. Happy testing!