Landing Page Optimization: CPLUS

This post is the final post of a five-part series on B2B landing pages.

Thanks to WSI for entering our contest — in addition to being selected for this review, you’ve won a free on-demand certification course of your choice.

Analysis of channel

Keyword search strings: “printer repair” and “printer repair Kansas City” (targeting local searches and using dynamic keyword insertion)

The PPC ad does a good job of mentioning benefits of the service, including nationwide, four-hour response and more uptime. In cases where a location such as Kansas City was searched, it is important to include the location in the ad as well.

Motivation can potentially be increased by including more quantifiable information such as average percentage increase of uptime. Including relevant and quantifiable information in ads will enable yours to stand out from similar offers.

Analysis of landing page

Note: The PPC ad initially driving traffic to this landing page has changed, but we will still focus on the importance of relevance. The language you present in the ad should be easily seen on the landing page once the user arrives to maintain consistency.

Headline and value proposition

The headline is currently in a question format and does not effectively express what this site has to offer. “Who Else Wants More Printer Uptime and Revenue with Less Cost?” It’s unclear “who else” you are referring to.

• What is your value proposition? Currently the headline and sub-headline are not strong messages as to why I should choose your service.
  • Try testing versions of your headline that include quantifiable information in this statement. “24/7” is a great benefit, but it seems like there are other services that can say the same thing. Can you give an example of how much revenue or uptime I can expect? Or how much I can save in costs? Perhaps include how many technicians you have nationwide. (This would help users that may arrive on this page who are not located in Kansas City.)
  • There are no supporting testimonials showing who you’ve helped and it almost looks like IBM, HP, Printonix are the previous customers you’ve helped but that is not the case.

Contact form

This page does a good job with form placement; however, the length can cause friction.

• Since a sales person reaches out to the user once the form is completed, you should consider removing the address fields from the form. Your sales team could obtain that information once they contact the lead. Perhaps even try a side-by-side field for the name and re-label it as Full Name as this will make the form appear even shorter.
• Try testing different headlines and call to actions on the form. Instead of the animated “Contact our Kansas City Certified Printer Service Department!”, try testing a non-animated version of a headline that helps to increase motivation. If possible, add incentive in the headline, for example use words like “Free Quote” and reflect that incentive in the call to action using something along the lines of “Get My Free Quote”.
• If you have a guaranteed or average response time, include that information near the form as well.
• Support the form by adding testimonials and any other credibility indicators/anxiety reducers such as a link to your privacy policy.
• Finally, while the placement is good, the form may still not be in an ideal location. Test placing a shortened form in the main eyepath of the page, or moving the form under the headline and initial copy.

Other layout considerations

• First, identify who you are with a strong headline followed by the bulleted benefits of what you offer (both extended across the page) and then place the contact form underneath. This will give the user an opportunity to understand what services you provide before being asked to fill out a form. This will also help minimize the distraction of the different color blocks at the top of the page.
• The copy has some strong benefits: 15+ years’ experience, four-hour response time, etc. Try bolding some of those benefits in addition to “Kansas City” as shown currently.
• While it is helpful to identify the brands of printers you repair, displaying the company logos can be distracting. Test moving them lower on the page and identify what these logos are through copy like, “Our technicians are certified to repair” and then list the names. You’ll need to include “many more” near this detail as well. There is a good chance that not everyone is going to read the full copy that currently states this. Perhaps even test a version where the brand names are removed altogether.

If the information featured on the bottom banner is necessary on this page, you should have the links open in a new window. You do not want to lead the user away from the main objective.

Audience: What do you think? Use the comments field to post your suggestions for this landing page, agree/disagree with Heather’s assessment, and let the CPLUS folks know what you would do.

Thanks to all the courageous marketers who submitted their landing pages, the analysts who contributed their thoughts, and our readers.