Hey @FluffyChocolate!

Amy from Unbounce here - happy to help provide some suggestions. Heads up - I’ve translated the page into English (since my French is sub-par), so apologies in advance if the translation is a bit off.

A great best practice for landing pages is that they should have one main goal and one specific offer that it is highlighting (the goal of the landing page is generally different than the goal of a website). Your landing page currently has 18 clickable buttons, which is fine on a website, but on a landing page I’d recommend bringing this as close to 1 button as possible (your 1 button should be the call to action or main goal of your page). A starting point here would be to remove the navigation menu at the top of the page on the landing page.

Below are a few more ideas to test… Bear in mind that these are just suggestions based on best practices - you know your target audience more than I do!

-Headline. The headline and subhead should highlight what the product/offer is, as well as a benefit. I don’t know what the Digital Skills Balance Sheet is, so potentially this headline could be updated to something with a bit more context (for example: “Achieve Your Life Project with Meme Pas Cap” as a headline, and as a subhead “our experts coaches will help guide you through the steps to uncover your professional dream project”).

-Form. I generally think of a form as a landing page within a landing page. This means, it should have it’s own header to give context of what happens when it is filled out. My suggestion would be to test adding “Meet one of our professional coaches” (for example) to the top of the form. If you can add a note of when the visitor will hear back from a coach, that’s even better (eg “one of our coaches will get back to you within 48 hours). I’d also recommend testing this form without inline text filled in to see if it converts better.

-CTA. A great best practice for any CTA is that it should answer the question “I want to” and give the visitor an idea of what happens next. Possibly test the current CTA ‘validate’ against “Schedule My Free Online Interview”

-Hero Image. When I first land on the page, I don’t see any image right off the bat. When I look closer, I can see an image of a person walking with a backpack. The hero image should visually depict your offer, so I’d recommend making this image stand out more and be as relevant as possible to your main offer.

These are some jumping off points for you that might help give you a conversion boost! Let me know how it goes 😀

Amy

Interesting. It’s hard to pinpoint precisely why identical pages would have such different conversion rates, but here are a few possibilities.

One is that you don’t have enough of a sample size for statistical validity and it’s a random anomaly. Think about flipping a coin a set number of times. You should get heads about the number of times as tails. But you could flip it ten times and get tails seven of those. The bigger your sample size, the more those even out.

It could be that their is some other variable that is skewing the numbers. Is the traffic coming from the same sources? Is that traffic split in a way that keeps the audience equal between the two in terms of demographics and psychographics? Are the visits between the two pages occurring at the same time?

There could be something off in your analytics. I would make sure everything is set up correctly and recording the data as it should. Google Analytics isn’t always the most accurate tool.

Hope that helps.