What are these 3 landing pages doing right and wrong?

I was recently doing some initial research for someone on employee scheduling software and thought it was an excellent opportunity to critique some of the landing pages I encountered. The search for “employee scheduling software” turned up the below three pages which were all linked to from CPC campaigns on Google. Here are some of the things that work and some landing page optimization suggestions for ways they could test their landing pages to improve their ROI.

First up, ShiftPlanning

The ad:

Screen Shot 2013-05-31 at 2.36.06 PM

The landing page:

shift planningOnline Schedule Maker   Work Schedule Software   ShiftPlanning.com   ShiftPlanning.com

What works:

  • Looks good: I like the look of the site. It’s well designed, has character and has robust, easily digestible information available.
  • The product includes several facets and since I was searching for “employee scheduling software” it helps that I was funneled to the Schedule specific page.
  • Multiple calls to action: There are 4 different buttons I can click throughout the page urging me to give it a try for free.

Things to test and improve:

  • It’s not actually free: Perhaps the “Free Employee Scheduling” text in the ad increases clicks but this is plainly a paid product. A small point, but creates some incongruity when you land on the page.
  • That said, a nice enticement is that you don’t have to enter a credit card until the end of the 30 days so it truly is free for 30 days. This is highlighted in the button ont he footer but not in or around any of the other areas that call the user to action.
  • A bunch of distractions and things to click: If I have just clicked on this from a paid campaign there is almost no chance I am a current customer looking to log in.  A good test would be creating a landing page with the less important elements removed.
  • Lost the scent: the term “employee scheduling software” appears far down the page.
  • Green is the color associated with taking action on this page so they should try 1) decreasing the amount of green in the product screenshots and 2) changing the button in the footer to the green action color.
  • The headline: I would test several variations on hitting the users with various specific benefit statements around exactly how much time they will save and how much they will decrease issues around employee scheduling as opposed to simply stating what the product is and claiming it is intuitive. (It may be true but as a prospect I have no reason to believe the claim yet.)
  • There isn’t much in the way of social proof on the page, you have to click through to Success Stories to view some of that.  Some of that information could be teased on the landing page. “Trusted by over X customers around the world”

Next Kronos

The ad:

Screen Shot 2013-05-31 at 2.36.02 PM

The landing page:

kronos Scheduling  Employee Scheduling  Labor Forecasting   Scheduling   Kronos Incorporated

What works:

  • This is a tough one. I like the headline, it’s short and catchy. However, as a landing page there are a ton of things I would want to test/change to improve performance.

What to test:

  • Where’s the call to action? It’s tiny and leads to an unnecessarily huge lead form. Make the call to action more prominent and then cut the form down to the absolute essentials. (Also, replace Submit with something more descriptive like “Contact me”)
  • The first video: Perhaps try a sizzle reel of actual customers stating how the product has help their business at the beginning of the video.
  • The second video: This video seems to cover much of the same ground as the first video. Is it possible to edit together one video that accomplishes the same goals?
  • Again, there are extraneous links on this page. A link to Careers, for example, is not necessary on this landing page. Try cutting those out. It is doubly difficult because Kronos has a whole suite of products, however, I searched explicitly for employee scheduling software, so this isn’t the time to present me with info on Hiring or Labor Analytics.
  • Info hidden behind a click: While there are non-essential links to other pages, there is a dearth of information on the product I’m interested in. The core product I am likely interested in when I search for “employee scheduling software” is their Workforce Scheduler so I should land on a page dedicated to that. However, you have to click on Workforce Scheduler to get there.
  • No specifics: How much time is is possible to save? What have others achieved with the software? What does the int look like?

Finally, Insperity

The ad:

Screen Shot 2013-05-31 at 2.35.57 PM

The landing page:

Time and Attendance   Insperity

What works:

  • Clear calls to action and nicely designed submit box: There is no question as to what the next action is on this page: either submit info on the form or call the number. Everything else has been removed from the page including navigation.
  • The media info build trust – you know this is a large, well-established company.

Things to test and improve:

  • Not enough information: While ShiftPlanning throws a bit too much at me right away, Insperity seems to have gone a bit too far in the other direction. I don’t have enough information to go on here. For example, I don’t know if this is an enterprise offering or if it’s appropriate for SMBs. I don’t have enough information at this point to decide if I want to request a live demo.
  • Generic: It seems you could swap out most of this information with any other employee scheduling software. I do like how they have put a number around how much time is saved but it is not prominent on the page.
  • Instead of the stock image, perhaps test using an image of a real client and replace the headline with a quote from them stating how much time or money they have saved using the product.
  • Form call to action: The top says “Request a Live Demo” but the button says “Get Started”. What happens after I click Get Started? Will someone be calling me? When? Will I get access to a live demo site? It’s unclear. A possible test could be replacing “Get Started” with whatever the prospect should expect next.
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