A few weeks ago I was negotiating a consulting gig with a Singaporean startup. As the part of the interview process I was assigned to give several recommendations on their product, landing page and process. After several interview rounds over two weeks realized they don’t need help at all (wat? 🙅 who does this? 🤷).
I spent a day preparing recommendation document, and instead of leaving it private on my drive or charging the client for it, I thought I’d make the landing page optimization part public. As Gary Vee once said:
You shouldn’t charge for your best work.
Shocking rule! 😲 Wow. 😁 So I hope it’ll be insightful and applicable in your business. Especially if it’s SaaS or FinTech. And, let’s make it an exercise. I’ll show you some screenshots, you’ll take sometime to make your independent judgement and we’ll compare the results. You can do the same for your landing page.
So here is the challenge:
CardUp’s homepage is now 1 year old. Based on your experience please provide 5 UX/interaction-design hypotheses or recommendations that you believe will refresh and improve lead conversion on our home page.
Before we start applying our judgement to the landing page, it is important to understand the fundamentals of the business at hand. We’ll be looking at a FinTech company. It’s targeting both consumers and small & medium sized businesses. It’s important to apply some dimensional thinking as well. Try to derive their LTV and APRU, hypothetical churn rate, etc. “How does it all matter while designing a landing page?” — you’ll ask. Good question! Landing page is a part of your customer acquisition funnel and optimization process is part of your CAC (Customer Acquisition Costs). A sound business would have a LTV > CAC. In other words, if you are making $1000 on average during your customers lifetime with you, and you spending, say $900 to acquire, you can still hypothetically can survive (granted a huge market).
Let’s get back to the visuals. What you saw above is the above the fold shot. Above the fold is a critical part of any site, it’s like persons face and dress code. People judge it first. These are first impressions. Take some time to look at them carefully and then check out the full-height shot:
Stop here! ✋ Spoiler ALERT below🚨
Now, please take 10 minutes, piece of paper and write down top 5 things that should be improved to increase conversions. You can also open up your own company’s landing page and do the same.
Don’t scroll any further until you complete this. 10 minutes. Go!
Done? Okay. So here we my notes. Compare them with yours:
1. Capture email leads.
If your landing page could do one thing, that would be it. Place an email input field right after USP statement (above the fold), and throughout the landing page (top and very bottom, at least). Focusing keyboard cursor on the input field on page load is a small yet powerful nuance as well.
I understand you have different sign up flows for consumers and businesses and you are making customers decide which cohort they belong to before they start giving you their contact data. I value emails so much, i’d get them to leave email first, and then let them decide whether they are signing up for business account or not later in the sign up flow. More on importance of collecting email below.
2. Social validation
Pull social validation higher up, above the fold. Right after USP & email capture box. Where you currently have a “3 step how-it-works diagram”.
I.e. all the credit card logos that you support, logos of media outlets you’ve been featured in, perhaps a brief list corporate partners/clients (I’d do an additional landing page that speaks exclusively to business clients).
Add customer testimonials, further within the landing page body. After the section that speaks about benefits / features / “how it works”. Private individuals and perhaps a few business owners. Showing faces of these individuals is very important. (Along with brand logos for business owners). It’s great social validation and seeing happy smiling faces on your landing page, really increases trust and affiliation with your CardUp’s brand.
A reminder what social validation is all about — that what been helping primates make decisions in situations of uncertainty and insufficient information since, well… since the dawn of primates :)
4. Imagery and messaging
Reading your UPS is pretty hard, because of the bright background image. Value prop should be clear, display in high contrast manner. Black on white will work best for your brand. Background imagery is best avoided altogether.
It’s still important to have some imagery to communicate value prop faster than text can. If there is one thing about your value prop that I can remember as a consumer, is that I can pay my rent with my credit card. Surprisingly there is not a single large photo/illustration of a credit card, nor of a condo/car/tax statement/utilities bill, etc on your current site.
One way is to portray two images side by side: hand with a credit card on the left and then a vertical slider with images of all the things you can pay for with it thanks for CardUp.
Minor: hashtags in your title don’t add any value.
Top navigation requires significant restructuring:
- Those central Personal/Business switch buttons look like CTAs (Call To Action) and call for more attention than they should. Again, number 1 objective of your landing page should be capturing email / starting the signup process. The only CTA-looking button that is allowed in your header is a “Sign up” or “Get started” button at the top right.
- “Benefits Calculator” does not belong there. In fact, I’d embed that whole page as a widget somewhere in the middle of the landing page itself, as a fun interactive slider.
- Blog link does not belong in the header as well.
Speaking about Blog — you guys should be capturing email leads at the end of every article or prompting users to sign up.
- I’d rename “FAQ” into “Support” or “Need help?” button/dropdown.
There are more points and more nuance to above mentioned, of course. I have not even touched on mobile experience here.
On importance of capturing email and making this process as easy as possible.
I can perhaps write another 2 pages about that, but TL;DR:
- Once you have an email you can follow up personally with the user almost indefinitely, until s/he converts or unsubscribes.
- Email is a rich, measurable communication channel, yet independent and way cheaper than affiliate ads, retargeting, Google, FB ads, influencer marketing, etc. (And even on FB you can target by email).
And yields immediate results, if you’d compare with SEO.
That’s all! I hope this teardown was useful and you’ll be able to apply it at your own project. Oh yeah, and let’s see if CardUp will end up implementing these advice! I wish I had time for a more detailed teardown, but short is even better — hope this opens up a conversation for all the questions I left unanswered. Until the next time, share with your friends and subscribe to my stories below!