This post is part three of a five-part series on B2B landing pages.
Analyst Corey Trent reviewed this landing page, submitted by Aventiv for our Feb. 25 live optimization web clinic.
Thanks to Aventiv 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 landing page
In searching for a value proposition on this page, I simply couldn’t find one clearly communicated. It isn’t really until you really dive into the content that you find out what this product is about.
Let’s look at the headline and sub-headline of the page:
Headline: “NomaDesk for Freelancers and Digital Nomads”
Sub-headline: “NomaDesk at work in a Freelance Environment”
Your value proposition needs to be:
- communicated early, quantifiably (if possible),
- placed in the direct eye path of users, and
- maintain continuity with entrance channels.
While these headlines might connect with entrance channels that are reaching out to freelancers and digital nomads, it does not inform the user about the offering (why it is different, what problem it will solve, or why stay on this page).
Communicate more visibly what features makes NomaDesk unique. Let users know about price (show comparison with competitors), data storage limits, or other features.
Freelancers vs. digital nomads?
One thing that struck me as odd was the differentiation between freelancers and digital nomads. Freelancers receive the bulk of the attention in the sub-headline and the links to features. It isn’t until near the bottom half of the content that digital nomads are addressed. If digital nomads are an equal source of traffic targeting, I’d suggest touching them sooner and making it appear like the product is equally applicable for them.
Also, some of the reasons provided for why digital nomads would use the product might also be of interest to freelancers. Test fusing these sections together.
Lots of links
Because all of your features are links to another page, you are asking for a lot of action from your users. A person might arrive at this page and think that they need to click on every corresponding link to find out about the features of this product. Some users at this stage might not want to spend that much time “learning” about your product.
You might test keeping the links that expound on the information but add copy snippets about the feature. For example, around the “Send large files” link, add copy like: “NomaDesk solves the problem of sharing files that are too large to email to clients. With no size constraints (NomaDesk exclusive), and no complicated FTP to deal with, we have every project size covered.”
The prominent links to “Construction Professionals” and “Consulting and Management Teams” are also potential sources of leakage on this page. You might remove these elements or move them to the bottom of the page to ensure users see the most relevant copy soonest.
Remember, for users, leaving and looking at a competitor is just a click away.
Case studies and credibility
I like the user case section on this page but I think it should be more personal. Many times prospects connect with user cases or testimonials, because they are statements of confidence from a real person.
The user case on this page is written in the first person, but it includes no information to make it feel like it is from a real person. To make it more credible, add a first name, last initial, location, job title, organization, thumbnail photo, or similar information.
Another approach to third-party credibility: If NomaDesk has won past awards, post an award seal on this page, like Data Storage Magazine’s Editors Pick.
Call to action — the crux of the page
The call to action (Install now! button) raises an important question: Why put the main goal of the page with so many distracting images, copy, and unrelated links?
The page spends a lot of time reaching out to freelancers and digital nomads, and now, at the crux of the page, the call to action is crowded by all these elements mentioning NomaDesk in the business environment. Test removing these items in favor of a text link, such as, “See how NomaDesk provides award winning (if applicable) data solutions for business application.”
Since this is a free trial, communicate that information in the button copy. Instead of “Install Now” perhaps test “Activate your FREE Trial.” If you want copy below the button, consider risk free, cancel at any time, or no credit card needed to support the Free Trial.
Recommendations for testing
- Establish a value proposition that connects better with the target audience
- Revise headlines and sub-headlines to connect with and excite users
- Communicate unique features to NomaDesk
- Clean up the call-to-action area
It’s said that you can lead a horse to water but you can’t make him drink. But if we give a horse salt tablets first, we can make him thirsty. Your page elements (copy, images, graphics) need to be like salt tablets to your users, making them eager to satisfy their thirst by finding out more about your product or offering — and then take the next step.
Audience: What do you think? Use the comments field to post your suggestions for this landing page, agree/disagree with Corey’s assessment, and let the Nomadesk.com folks know what you would do.
We’ll post our next landing page winner on Monday…