{"id":817,"date":"2019-09-30T07:46:54","date_gmt":"2019-09-30T11:46:54","guid":{"rendered":"http:\/\/www.seankirbycopy.com\/?p=817"},"modified":"2020-05-15T13:03:01","modified_gmt":"2020-05-15T17:03:01","slug":"landing-page-makeover-music-arts-lesson-studio","status":"publish","type":"post","link":"https:\/\/seankirbycopy.com\/landing-page-makeover-music-arts-lesson-studio\/","title":{"rendered":"Landing Page Makeover: Music & Arts Lesson Studio"},"content":{"rendered":"

When you\u2019re trying to improve your conversion rate, real examples are helpful. But rather than simply tear down an existing landing page, I actually created an improved version. That way you can see the concepts in action.<\/p>\n

For this exercise, I made over a page promoting music lessons for a company called Music & Arts that I found through a paid search ad on Google. Here\u2019s what it looks like as I\u2019m writing this post and how I would optimize it for more conversions.<\/p>\n

BEFORE<\/em><\/p>\n

\"Music<\/a>
Before: Music & Arts original page<\/a><\/figcaption><\/figure>\n

AFTER<\/em><\/p>\n

\"New<\/a>
After: Landing page optimized for conversions<\/a><\/figcaption><\/figure>\n

One of the first things you\u2019ll notice about the original is that this is a regular page on the site rather than a dedicated landing page created for the PPC campaign. That makes conversion more challenging. Visitors can be coming from just about any source, for a variety reasons. To appeal to them, the page has to be a bit general.<\/p>\n

Then there\u2019s the site navigation. It can be helpful when visitors need to find what they are looking for. But it can also take them away from the page before they\u2019ve completed your desired action.<\/p>\n

That\u2019s why I recommend creating dedicated landing pages for all conversion-focused campaigns. And that\u2019s just what I did with my makeover. Let\u2019s take a closer look.<\/p>\n

Hero area<\/h3>\n

The top of any landing page is the most valuable area you have to work with. That\u2019s why the top section is often referred to as the hero section. It won\u2019t matter how good the rest of the page is if you don\u2019t convince readers to continue on.<\/p>\n

Unfortunately, the current page falls flat. Logos, navigation and irrelevant content, such as the offer at the very top of the page, take up over half of the area visible above the fold. The form and a video are only partially visible.<\/p>\n

While the copy that does show tells you what it is you should do as a visitor, it doesn\u2019t provide much of a reason to do it.<\/p>\n

\"Original<\/a>
The original page doesn’t make the best use of this prime real estate.<\/figcaption><\/figure>\n

Since my makeover page is a dedicated landing page solely focused on conversions, I removed all the links and functions that could distract from the objective. I also made the Lesson Studio logo smaller so that the headline and offer stand out more. As a result, the entire hero section is visible above the fold.<\/p>\n

Even more important, it allows me to feature a more targeted offer. If people are coming from an ad with the search term music lessons, it\u2019s safe to assume that they are exploring their options rather than looking to commit to a specific provider.<\/p>\n

I found the perfect one in a line at the end of the video, which mentioned touring the facility and meeting the instructors. It\u2019s much easier to get a visitor to do that then sign up for lessons sight unseen.<\/p>\n

\"Above<\/a>
Eliminating navigation and reducing the size of the logo offers more room above the fold for important messaging.<\/figcaption><\/figure>\n

Social proof callout<\/strong><\/p>\n

The offer wasn\u2019t the only nugget I found buried in Music & Arts\u2019s current material. Amid a long list of bullets was this statistic about providing over 1 million lessons! That\u2019s the sort of social proof that builds credibility and helps you stand out from the competition.<\/p>\n

\"Social<\/a>
Impressive numbers like this are great for social proof.<\/figcaption><\/figure>\n

As you can see, it makes an effective callout below the hero section. Not only does it provide a visual separation between sections, it provides the perfect transition to the next section with the line \u201cSee why so many people of all ages and skill levels choose the Lesson Studio at Music & Arts.\u201d<\/p>\n

Benefits and features<\/h3>\n

The hero area usually gets most of the focus. While there\u2019s good reason for that, don\u2019t underestimate how important this section on a landing page as well. Intriguing visitors into reading your page is only part of the job. If you want them to convert, you need to convince.<\/p>\n

That\u2019s what the features and benefits section is for. It\u2019s you opportunity to back up your claims, demonstrate your value and highlight your differentiators.<\/p>\n

The current page doesn\u2019t do this as effectively as it could. There are several reasons for that.<\/p>\n

First, the headings lack punch. Does seeing \u201cYour Curriculum\u201d fire you up so you can\u2019t wait to read more? Me neither.<\/p>\n

Next, nothing is really fleshed out here. It\u2019s all just bullet points. Those are great for breaking up long text, but when the whole text is bullets, they lose their effect. And with that many, there\u2019s nothing to focus on. What is really important to the reader?<\/p>\n

Even worse, they lack context to make them meaningful. You can’t effectively communicate in bullet points alone. Don\u2019t be afraid to use paragraphs, despite what you hear about nobody reading anything any more.<\/p>\n

\"Music<\/a>
Too many bullets can be deadly.<\/figcaption><\/figure>\n

For the makeover, I chose to focus on just the most important selling points and back each up with supporting points that add credibility, context and interest. For example, the text under \u201cQualified music teachers\u201d reads:<\/p>\n

“If you\u2019ve ever felt lost watching a music lesson on YouTube, you know the difference between mere instructing and true teaching. That\u2019s why Music & Arts is chooses teachers carefully.<\/p>\n

“All are university trained and provided with continuing education. And background checks ensure that high standards are met, so students have a safe and comfortable learning experience.”<\/p>\n

Notice how the comparing it to YouTube lessons gives readers something they can picture and plays on the frustration of not being bale to understand the instructor?<\/p>\n

\"Music<\/a>
Compare this to the original and decide for yourself which one is more compelling.<\/figcaption><\/figure>\n

Testimonials<\/h3>\n

Music & Arts did a good job including testimonials on the page. They are great for building credibility because it\u2019s customers endorsing the company rather than the company making claims about itself.<\/p>\n

\"Music<\/a>
These testimonials don’t stand out nearly enough.<\/figcaption><\/figure>\n

That\u2019s why I wanted them to stand out more in my makeover. Ideally it would have been great to include a headshot of the people who provided the quotes, but since I don\u2019t have access to the information on these people, I chose to increase the text size and put them in a colored band.<\/p>\n

You\u2019ll also notice that I only used half of the testimonials. That\u2019s because the other three are not from students or customers, but from instructors. Since the makeover is a dedicated landing page, I can make it more targeted.<\/p>\n

\"Music<\/a>
A quick, easy design change calls more attention to these testimonials.<\/figcaption><\/figure>\n

Calls to action and form<\/h3>\n

The most obvious difference between the current page form and the makeover page form is the positioning. It\u2019s toward the top of the page on the original and at the bottom of the makeover page.<\/p>\n

There\u2019s no right or wrong way to handle this. Many successful pages have the form visible above the fold. It does immediately let people know about the purpose of the page.<\/p>\n

Ultimately, I decided to move it to the bottom because I wanted to keep the \u201cwhat happens when you complete the form\u201d copy in close proximity to the form itself. There simply wasn\u2019t enough real estate for all that and the other elements I wanted to lead with.<\/p>\n

It provides a nice close to the page as well., which the original doesn\u2019t have. Even if I had left the form at the top, I would have included some call to action at the end.<\/p>\n

\"Bottom<\/a>
Other than navigation that takes people away from the goal of the page, there is nothing for visitors to do when they get to the end of the page.<\/figcaption><\/figure>\n

Without the form at the top to let visitors know up front what they should do, I make sure to include a button which links to the form. In fact, I also included a button at the end of the features and benefits section. This reinforces the offer and makes it easy for visitors to take action.<\/p>\n

I made this button blue rather that red to stand out. Since the color contrasts with everything else on the page, your eye is naturally drawn to it. The e-commerce part of the Music & Arts site uses this same color for buttons, so it still fits within the overall brand scheme.<\/p>\n

I also wanted the form itself to stand out more, so I encapsulated it with a red boarder. The original blends into the page at first glance.<\/p>\n

BEFORE<\/em><\/p>\n

\"Original<\/a>
Visitors have to fill out 8 fields. Yikes!<\/figcaption><\/figure>\n

AFTER<\/em><\/p>\n

\"Music<\/a>
The form is encapsulated to stand out and visitors have 3 less fields to complete.<\/figcaption><\/figure>\n

The other thing I wanted to do with the form was reduce the number of fields. The more information you ask for, the more friction you create. Test after test has shown that as the number of fields goes up, conversion rates go down.<\/p>\n

Instead of asking for both first and last names, I included a single name field. For this first step, that’s probably all you need. \u201cAre these lessons for you?\u201d is probably not needed either, since Music & Arts can easily ask that when they respond to the prospect. So that isn\u2019t in the makeover form.<\/p>\n

Assuming that their funnel includes both phone and email follow-ups, I left those fields. The ZIP code and area of study are also probably needed to match the prospect with the right Music & Arts location, so those fields stayed.<\/p>\n

That left the reCaptcha field. The technology is at a point now where reCaptcha can detect suspected robots without requiring a field, so I got rid of that too.<\/p>\n

We\u2019re left with a more streamlined form that\u2019s quicker and easier to complete.<\/p>\n

My final change was to replace \u201csubmit now\u201d with more descriptive button text. Submitting a form isn\u2019t exciting, and it doesn\u2019t give any clues about what will happen next. \u201cGet started\u201d fits the bill nicely.<\/p>\n

A couple other notes<\/h3>\n

You may have noticed that I used a different video than the original page. I did this because the one in the makeover fits the messaging of that page a bit more closely. I didn\u2019t produce this video, so I won\u2019t write too much about it, but you can view them both and see for yourself.<\/p>\n

On a desktop or laptop, there was an empty space after the copy next to the form. I added the arrow to fill that space as well as visually connect the copy to the form and draw added attention to it.<\/p>\n

If you\u2019d like help optimizing your pages for conversions, please contact me<\/a>.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

When you\u2019re trying to improve your conversion rate, real examples are helpful. 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