Landing Page feedback - need help getting more conversions!

Hey there,

Welcome to the Unbounce forums! I spent a little time browsing the page, and here’s some feedback. I hope it is helpful. 🙂

1. Overall, the design is nice and clean. I like your use of “cool” colors. It is very professional. However, the only thing I would change from a color perspective is the colors of the call-to-action buttons. Currently, since they are blue, they blend into the rest of the page. You want your CTAs to “pop” off the page. I would recommend using a contrasting color, such as orange.

2. The logo in the upper left might be confusing, since it’s just an image of a bridge without any text. Maybe try putting the actual name of the school there (like you have it in the first section below the header) to build brand credibility and trust.

3. As for that first section with the image of the students (the hero shot), it can certainly be improved. Here’s what I’d do: First, replace the image of the students with something a little more actionable. The fact that two of the students are looking away could be distracting some visitors from actually reading the text in that section. People tend to follow lines of sight, so if they see people looking in a certain direction in a photo, they’re going to look towards that direction as well.

4. Your main headline is “Welcome to Williamsburg Northside.” This doesn’t tell me about your core offering, or how you’re different, or why I should take action. Use this headline to really sum up what is special about Williamsburg in one simple line. And try to focus it on the visitor, rather than on the school. Your headline is one of the most important elements on the page. It must speak directly to the visitor.

5. Scrolling down, you currently have 2 CTA buttons (attend an open house or call). I would consolidate this to just one button. There really isn’t a need to have a “call” button on desktop, so for sure you can remove it from there. On mobile, while it’s nice to have a clickable phone number, you’re probably good if you just keep it in the header. If you have multiple CTAs on a page, it could confuse visitors, leading them to take no action at all.

6. In the sections below the fold, a lot of the copy is very focused on what the school is about. The words “our” and “we” are used quite a bit. To the visitor, they typically don’t care as much about this as they do about what the school can do for them. So maybe rewrite some of the copy to be more focused on the benefits the school provides to students, parents, families, and the community at large. The photos are great by the way. They look very authentic.

7. Consider adding some testimonials from parents and even students if possible. Testimonials are some of the most important elements you can have on a landing page. If you can include real names and photos too from people, that would be great and would add a lot of trust and credibility.

8. As for the actual sign-up form, it has a lot of fields. Statistically, you will have a better chance of getting conversions if you can reduce the form fields as much as possible. What information is absolutely necessary to collect up front? Yes, you’re sacrificing lead quality when you reduce form fields, but you’ll get more submissions, so it’s a double-edged sword. But I personally think it’s a bit excessive to request 7 items to attend an open house. And making the “message” field required might be causing people to bounce.

9. You also might want to test other offers. 75% of the clients I work with have an “offer” problem, rather than a page design problem. Maybe try offering an ebook explaining “10 Ways to Improve Your Child’s Critical Thinking Skills At Home” or something like that. Or try a “free parent/teacher consultation” offer if that is something that would make sense.

10. Lastly, from a technical standpoint, the page width on desktop seems a bit too wide. I usually build pages at 940px in width, or sometimes 1000px. The extra-wide layout might cause the page to have elements cut off on the edges on some screen sizes, so you might want to reduce that width. It was cutting off when I was looking at it.

Well, I hope this was helpful and of course, it is meant to be constructive, not critical. I think you have a nice framework here. Let me know if I can clarify anything, and I’d be happy to revisit any future variants of the page.

Best of luck with the conversions! 🙂
Nicholas

Well, well, well … I’d give my feedback but @Nicholas left no room 😛 Great list!

Great feedback already, I would chime in a suggest drawing more attention to the call to action.

Thanks for all the feedback folks !

Here’s a variant we are testing that has many of your appreciated comments implemented.

http://www.willnorth.org/variant-1-reference-2/

Awesome feedback thanks @digibomb will implement on live pages and test out.

S.

Done ! Thanks @Jess 😎

This is awesome! Thanks for sharing and wishing you continued success with the page.

@NAVONLINE That’s AWESOME news!!!
Thanks for sharing that update with us!

BOOM! This whole thread is fantastic!

🎉