Landing Page Optimization: Shozam.com

Senior analyst Gina Townsend reviewed this landing page, which was submitted by Shozam.com.

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Analysis of landing page

The objective of this landing page is to provide users with the ability to create a photo website and get them to click through to the free trial.

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  • I think the headline on the landing page does a good job communicating that, however the headline is not directly in the eye path.
    • What is in the eye path is the logo, tagline and site navigation
  • While the header image does a good job portraying the product, it’s distracting and takes the focus away from the call to action
  • The headline and copy in the PPC ad maximize the relevance from the keyword searched in Google — this is a great practice
    • The headline on the landing page also continues the continuity from the keyword searched and ad clicked; however since the headline is not directly in the eyepath, it may take a while for the user for the user to notice and read this.

Other points of concern include:

  • The page is really lengthy which gives the appearance of a complicated product (friction)
  • The credibility indicators look like clickable tiles and are colorful, which tend to be distracting and draws the eye to this area (friction)
  • The main navigation will take the user away from the main objective (friction)
  • The credit card logos in the footer convey that there is a cost involved; this will cause unneeded anxiety with a free trial (anxiety)
  • The free trial incentive gets lost with the page design and header image (incentive)

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At first glance, I don’t see a value proposition for the product (value proposition)

  • Why should I choose Shozam over a competitor?

Recommendations for testing

To simplify the landing page, here’s what I’d recommend for revising the layout:

  • Decrease the size of the tagline next to the Shozam logo
  • Move the headline up on the page, preferably next to or below the logo and tagline
  • Remove the navigation, this landing page should supply all needed information for the user to make an intelligent decision
  • A free trial is a terrific incentive, while this is clearly communicated on the page, it should also be communicated in the PPC ad
    • It may confuse the user that the only option on the landing page is a free trial when it wasn’t part of their original motivation to arrive at this page
    • If you include the incentive in the PPC ad, be sure to also communicate this in the headline on the landing page
  • Reduce the size of the header graphic, it takes up valuable real estate on the landing page; showing one or two examples should be sufficient
  • Reduce the amount of content on the page, only include enough copy to explain the product and its benefits

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

We’ll post our next landing page on Monday …

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