Psst: This post was originally published in 2013, but we recently gave it a refresh during our two-week publishing hiatus. Each will get my customary “what I like” and “what I’d change or test” so you can get some ideas and inspiration for your next page.
Since launching the Unbounce Marketing Blog, this post has become one of our top-performing posts of all time. The landing page design principles I’ll be using when delivering the critiques are from The 7 Principles of Conversion-Centered Design framework.
Crowded page could use some whitespace: Design principle #4 talks about the use of white space to improve the clarity and reading experience of your page. Firstly, I know people are afraid to remove links (or “leaks” as I call them), but you really don’t need to cite every claim you make at this point. Distractions remove people from the reason *you* have paid them to be here.
By making the page a little longer, Mobile Commons could make each part of the message more clearly chunked into digestible blocks. Removing all links on the page so there is only one action will increase the engagement with the page’s conversion goal, increasing form completions and reducing the bounce rate.
There seems to be a mismatch of company size that could make people perceive their offering is targeted toward the enterprise market. Replacing the infographic with key facts in written form will improve the clarity and time spent reading, resulting in more people completing the form, as they will have a better idea of what the benefits of using FWCanada are.
As I mentioned, this would be the saving grace for this design.
The color of the following page must be eye-catching which creates the romantic atmosphere and the operating system must be a simpler one to avoid customer dissatisfaction and to make it reach higher.
Button color: The CTA should be changed to stand out more from the rest of the page. It is a nice contrast to the form background, but overall the page has conflicting colors.
If you have highly targeted ads, then you need to make sure the headline is a clear match with them.
Here’s a great example of using a single color hue for the majority of the page. In this instance I’d try going for a red button to make it stand out from the main color palette.
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