As a Google Partner we run a lot of PPC campaigns, and see a lot of landing pages.
Sometimes instead of critiquing them, I just like to redesign them (see my NetSuite example).
To make things more challenging, I only give myself 20 minutes for the redesign (using an Unbounce design template), here we go…
First, I Googled the term “employee recruitment software”, and this is the Google text ad I clicked on…
The PeopleFluent Google Ad
The PeopleFluent Landing Page
After click on the ad, I was brought to this landing page…
Overall it’s not a bad landing page: they’ve removed navigation links, highlighted their credibility with customers and awards, and have good focus and direction on the main Call-to-Action (CTA), which is to request a demo.
However, there’s lots of room for improvement. Some things I that immediately come to mind:
- The form is way, way too long. Generally speaking, the more you increase the amount of form fields, the more you decrease its conversion rate.
- The headline could be a bit more compelling, and I have no idea what ATS means.
- The social media links need to be removed, unless you want to give an excuse for someone to leave the page and never return (and lose the conversion).
- The page is short but still very text-heavy, while also breaking the copywriting rule of focusing on features instead of benefits.
View the full full page redesign here.
Here’s what I changed:
- The headline: remember to always message match your Google text ad with your landing page. If someone is searching for “employee recruitment software”, you should mention that in the main headline or sub-header.
- The main image and focus: Again, make it crystal clear what you’re business sells. I put the software front and centre because that’s what PeopleFluent do. I also grabbed some more compelling copy from their website that focuses on the benefits of the software instead of the features.
- No need for social: I removed the social media icons and links, keep the visitor focused on the conversion.
- Call-to-Action: The CTA button was originally red, but these buttons should be in contrast to any other colour on the page, so I changed it to light blue. As well, I changed the CTA wording from “submit” to “Book a Quick Demo” (as it is only 15 minutes).
- Visual video: Screenshots never really do a software package justice. So I included a video from PeopleFluent’s website to showcase all the great things it does, and hopefully compel people to book a demo.
- Increase credibility: I put the most relevant award up near the headline to highlight credibility. And although you can’t see it in the screenshot (see full version here or screenshot below), I added a faux testimonial and client logos to the left of the form field to reinforce social proof and trust.
- Better form: As mentioned, the original landing page has a whopping ten form fields! I’ve cut it down to four to help increase the likelihood of conversion (see below).
If you want your landing page critiqued, redesigned, or need help with PPC, give us a shout.
- Proof that Your Marketing Should Be About Your Customer (Not Your Company) - February 7, 2017
- Don’t Think Reviews for Your Business are Important? Google Does - January 10, 2017
- Use This Tool to Help Convert More of Your Visitors into Customers - December 6, 2016
- The Big Problem with Advertising on LinkedIn - November 15, 2016
- A Monthly B2B Digital Marketing Checklist - October 25, 2016
- Why Your Conversation Rate Optimization (CRO) Budget Should Be Bigger than Your Social Media Budget (By Far) - October 4, 2016
- Examples of Google AdWords Done Right (and Wrong) for Keyword “Email Encryption Software” - September 20, 2016
- Is it Time to Kill the Contact Form? - September 13, 2016
- Wasted Clicks, Wasted Cash: Why Google Needs a B2B Category for its Ad Platform - August 9, 2016
- Why There’s No Reason to Bid More than the Minimum for LinkedIn Sponsored Updates Clicks - August 2, 2016