The conversion rate optimisation team at Attacat are going to be bringing you a series of regular posts looking at the landing pages of various industries. We’ll conduct a brief review of the various pages and give our thoughts on what’s good and what could be better. Think of it like a mini CRO clinic. We’ll try to not get too advanced so hopefully there will be tidbits here you can use on your own site. These pages we review may well have more critical issues that also need addressed but we hope to give you an idea of some of the things we look at in a CRO project. It’s important to mention that there is no one-size-fits-all solution, what works for one industry may not work for another.
So on to the review. As we’ve had a recent expansion in the office with several new bodies joining us our first review concerns landing pages of a sector that we’ve actually had to take a look at – computer desks
We’ve got 3 pages up for review here, each of them have there good and bad points. We’d love to hear your thoughts in the comments at the end!
Click on the images below to see larger versions
Product filter: For any ecommerce site you want to be able to give your customers the ability to drill down to the products that are really interesting to them. Viking do this with a filter in the left column. These are quite common and pretty much expected for for shopping sites like this. However, the form and function of the filter is a little tricky to use. Try it out yourself…
The not so good
Lack of unique value proposition: This is a big one – there is no clear message on this landing page that lets the customer know they are in the right place and that this is the only website they need for a computer desk. We call this a unique value proposition and a company like Viking should be in possession of several.
Lack of short description: You should always provide enough information up front to a customer so they can decide whether to move onto the next stage of the buying process. Here there is plenty of space to add in a short description of the desk and include some of its key features. This will eliminate the need for a customer to have to click in and out of each product, back and fore.
Oak Furniture Land
Persuasive factors: There are lots of elements on here to help quickly persuade a customer that Oak Furnitureland are a company you can be happy dealing with. Powerful messages like their Hitwise Market leader status and an endorsement from a name like Phil Spencer all help to re-assure the customer.
The Not So Good
Too many distractions: While the elements mentioned above are good for persuasion, it is possible to have too much of a good thing. There is so much going on on this page that it would be a worthwhile exercise to run some research into what’s being ignored and what is seen as important to potential customers.
Lack of sort or filter: Without these it’s really difficult for a visitor to narrow down their choice and help them guide themselves further into the sales funnel. Giving them too much choice can sometimes be a bad thing.
Social proof: Having product rating reviews visible at this level in the way that Pine Solutions have done is a great way of letting potential customers know that these products are popular and other people have been satisfied with their purchases. Social proof is a powerful persuasion factor.
The Not So Good
No calls to action! The simplest way to improve the conversion rate of a page is to simply ask the visitor to proceed. A simple “View Details” button on each product may prove to work wonders here.