Landing page feedback - insurance for people who drive rented or borrowed cars

Hi Jonathon.

Here is some feedback on your landing page, focused mainly on how you might improve on it.

First, it’s not clear what I’m supposed to do as a user. There are too many different CTAs: Get covered, buy now, get started.

Get covered and start now are too vague. The prospect has no idea what to expect by clicking that. I assume that is the start quote you mention as the goal in your description of the page. But the actual page doesn’t say that. The buy now are the most clear, but is also has the most friction.

So before worrying about any of the creative, I would decide on one specific offer to focus on and craft everything on the page around that. This is arguably the most important decision you can make, and certainly more important than the creative itself, so make sure you put a lot of thought and research into it. Think about the audience you’re targeting, where they are in the journey, your sales process and cycle, how you’re going to measure the success of the page, etc.

As for the creative:

The headline works better as a tagline than a headline. It sounds clever and catchy with the sound-alike words, but it’s not direct enough. It should clearly convey a specific benefit in concrete terms.

I think the page could use more information on why someone would benefit from this enough to justify the cost. Unless I rent a car often, I don’t see how this would save money over choosing the insurance option of the rental company. And if I borrow a car, that car will likely be covered on the owner’s insurance.

I’m sure there are reasons, and you have some of the points on the page, but they don’t stand out and don’t have enough detail or proof.

Finally, I would remove the links that lead to different pages. Why lead people away from the offer? They may never come back to the page. Everything on the page should drive people to your CTA.

I hope that helps. Best of luck.