I’ll jump in too with a few quick pointers although Adam and Jess covered a lot of good points:
It seems that your brand had a major redesign sometimes between February and April of this year but you’ll never know that by looking at the landing page (LP) above.
Your new design guide/style seems great, lots of white space, plenty of social proof that you should be using on the LPs, excellent highlight of features and benefits, new video testimonials, awesome stats being highlighted, dedicated integrations section, etc.
We see this pretty often with larger brands… landing pages are put together quickly to hit a deadline for a particular campaign so the design guide isn’t exactly followed to the T.
Campaign(s) start and landing pages are left without any substantial updates due to lack of resources and time.
(Side note: I hate it when the year in the footer hasn’t been updated. A big red flag to me but that’s just a personal thing)
This is what you should do to this particular page:
- Update the design to be inline with your new style guide
- Add stats
- Update/Add newer text testimonials
- Add new video testimonials
- Update map with new fulfillment centers
- Add new section about integrations and partners
- Update the form and form box (that form is ugly ) If you have the traffic, try testing a custom multi-step that start with an “easy” question like: Number of monthly shipments? However don’t do a dropdown for it but rather radio select boxes.
- Start some heatmaps and screen recordings on the page. Look at how potential leads interact with the page.
- Dig more into your Google Analytics data.
Now as you can see, there is plenty of work to be done. The only point I kind of disagree on with Adam is that this page gets traffic from organic search so copy and information is somewhat necessary. So although the page is copy heavy, I wouldn’t cut too much of it. In fact I would test adding more to it.
PPC landing pages are a different story.
I would create dedicated landing pages to target various verticals and platforms (DTC, bigger platforms like Shopify, Fulfillment, etc.). Keeping them short and to the point.
Best of luck,