Search Star uses a unique framework to help critique a landing page with more structure and objectivity. By evaluating the page using each of these,

Transcription

1 Search Star uses a unique framework to help critique a landing page with more structure and objectivity. By evaluating the page using each of these, it allows us to uncover the strengths and weaknesses of the page and therefore where more focus should be given for improvements. RELEVANCE: Immediate impression should be one that joins up with the messaging earlier in the journey (PPC Ad copy, Banner or Creative etc.). USPs: Do you shout about your competitive advantage in a persuasive way? SIMPLICITY: Do you make visitors think too much? REASSURANCE: Have you provided evidence that you are credible and will offer a high level of satisfaction? CLUTTER: Do key messages stand out from the page or is it too distracting? DEADLINE: Is there a deadline or an element of scarcity that encourages a response sooner rather than later?

2 . Does the page headline match the paid traffic message? Does the main message stand out from the page? Does the primary CTA make sense as the next step to take? Does the primary call to action stand out from the page? Do images and video support the main message? Are there a large number of navigational options? Is the language used clear, concise and direct? Is there reassurance given about your company s credibility? Do you have a prominent primary call to action? Is there any evidence of happy customers? Does the messaging work across different devices? Does a neutral third party provide further reassurance? Are your USPs on the page at all? Are there any reasons to respond quickly? Do they standout from the page? Do you display availability levels? Do they demonstrate a compelling reason to choose you? Is there an advantage to responding now compared to later? The CRO team at Search Star are well versed in turning analysis into insight with over eight years experience in optimisation. With our experience we can make your website work even harder. If you d like to find out more call Ryan on or visit

3 CATEGORY CHALLENGE REVIEW POTENTIAL IMPACT RELEVANCE USPs Does the page headline match the paid traffic message? Does the primary CTA make sense as the next step to take? Includes key words such as 'conveyancing' and 'fixed fee' but not other USPs such as "20 days quicker than the industry average" & "most recommended" CTA button is clear with terms "Get a quote", but there are many options to consider and fields to fill before they can commit. It's not clear what happens after the visitor presses the CTA (how do they receive the quote, will you be sending them lots of information?) Do images and video support the main message? Use of imagery is good but there is no video to support the main message Are your USPs on the page at all? USPs are listed and sub headings help to make them stand out. However it is still very text heavy, and more could be done to make the USPs even more prominent. Do they stand out from the page? Not really. It is not immediately clear that the text is highlighting the reasons a visitor should choose you over your competitors. Do they demonstrate a compelling reason to choose you? Is the language used clear, concise and direct? Yes, though there is clear opportunity to improve these. e.g. Including the USPs mentioned in PPC ads and supporting the Client testimonials which all mention the online system being a big seller for them, but this is not mentioned anywhere within the USPs. Initial USP statements are clear and direct, but some of the text and headings further down are confusing and the paragraphs make it difficult to scan. SIMPLICITY Do you have a prominent primary "call to action"? Primary CTA ("Get a quote") is prominent on the page. However the form is quite complicated with a variety of options and fields to fill in. Adding help points which explain why information is needed and what the user needs to have to fill in the different fields could help to make this simpler and reassure users to click through. Explaining the process of what happens next can also create a positive impact. Does the messaging work across different devices? Content hasn't been reduced, but the layout is responsive across devices and looks good on mobile. CTA is prominent although on some phones is pushed down and no longer appears above the fold due to the large heading and introduction (as part of our wider mobile discussions we re keen to consider if we can make changes to bring some of the form onto the screen and encourage scrolling). Is there reassurance given about your company's credibility? Awards and Accreditations are prominently placed. However, it is not clear what these are for and there is no link or content that explains them. We think it could be powerful to include information about the company history and how long it has been established. REASSURANCE Is there evidence of happy previous clients? Strong testimonials from happy clients are prominent down the RH side and further reviews link shows up to date positive reviews which help to provide good reassurance Does a neutral third party provide further reassurance? Great opportunity for making a Feefo (or TrustPilot) logo far more prominent. CLUTTER Does the main message stand out from the page? Main heading ("fixed fee conveyancing") is large and bold, with clear summary underneath. USPs are somewhat lost in heavy text however and could be refined to help clarify key messages Does the primary CTA stand out from the page? CTA button stands out although could be a different colour to help highlight it even more. Are there a large amount of navigational options? Good simple navigation that includes only the necessary options. LOW DEADLINE Are there any reasons to respond quickly? "Get an instant quote" is good use of phrasing to encourage visitors to quickly respond, but no other deadline measures are in place. Could use encouragements such as "how many houses we've conveyed in the past month", etc. Are availability levels visible? N/A N/A Is there an advantage to responding now compared to later? No advantages are detailed, perhaps content could be added to explain the benefits of hiring conveyancing solicitor sooner into the buying purchase rather than later.

4 Quality Score is a rating by Google which ranks each keyword in your account from The higher the score, the lower you may be able to bid. There are many components which affect the Quality Score, including your click-through rate and ad relevance, but importantly it also includes the quality of your landing page experience. An ad is only useful to users if the page it leads to helps them find what they are looking for. A highly relevant landing page leads to a higher score and higher ad position. Your landing page experience affects not only your Quality Score, but also your Ad Rank and advertising costs. Google Therefore, we take the following into account when reviewing a landing page: Does your landing page provide relevant, useful and original content? Is it easy to navigate, devoid of features that interfere with the navigation, and quick and easy for users to find the information mentioned in your ad? Is your landing page transparent about the nature of your business and how you intend to use your visitors information?

5 A 1 second delay in page response can result in a 7% reduction in conversions. kissmetrics Using Google s PageSpeed Insights tool we can test the current speed of a typical landing page on mobile and desktop. Using we tested the mobile speed, which scored 36 out of 100. For desktop the speed scored 53 out of 100. While you should aim to improve this, it s important to note that this is a similar to other pages we test and many websites face the same improvement challenges. In many cases, we advise the Client to do what they can to improve the speed of their above the fold content to less that 1 second The portion of the page that is visible when it first loads. This enables users to begin interacting as soon as possible while the rest of the page is delivered progressively in the background. See your recommendations here. Source: