Recently I came across a blog article from the guys at Carwoo.com talking about how they recently increased conversions by 25% after introducing a new design to their site. Coming from a background in web design and having a lot of experience in lead-generation (i.e. designing customized landing pages), I was very impressed with their design and execution of their landing page. It’s exactly what I envisioned the perfect landing page to look like. Aside from the overall clean design, there are several elements on the page that makes it the “perfect landing page”. Below is a screenshot of the landing page along with my comments on the different sections. Hopefully with this information you’ll be able to take away some techniques and apply them to your own projects to improve conversions. Also, if you’re in the market for a new car, give their service a try.
Carwoo.com’s Landing Page
Elements that makes this the perfect landing page…
1. Effective headline: Short, concise and informative. Generally, when directing users to a page like this from an advertisement (i.e. Google Adwords or banner ad), you would match the headline with the message used on the ad.
2. Hero Video: Video is highly effective when done well. Over the past few years, using a video in place of your normal “hero” image has gotten to be quite popular. If done well, it’s been known to increase conversions over pages that doesn’t include video. This video by CarWoo does a great job at informing the user how CarWoo’s service works in under 2 minutes. It’s professional, creative and easy to follow. After watching the video, you’re very clear how the service works, not confused. The large “Play” button along with the call to action text (See how CarWoo works) definitely is a nice touch and draws your attention.
3. Sign-Up (Call to Action) Button: Great location and perfect color as orage has been known to convert over other colors such as green, red, etc. It’s a great location because as you click from page to page, the call-to-action is always there allowing users to easily sign-up with one click from any page.
4. Guaranteed Satisfaction “Seal”: Creative seals like this are effective ways to subconsciously get the users thinking in a positive way. You would be amazed that how little seals, badges and other positive icons helps conversions.
5. Sign-Up Form (Front and Center): The sign-up form is in a great location, short and easy to read. Having your sign-up form on the right side is known to convert better than forms on the left. My theory is that when someone lands on your site, users generally read from left to right, so having the form on the right side allows the user to absorb the site’s information without the sign-up form being an annoyance. Also, the blackish/grey border around the form is key in adding enough contrast on the page and draws your eye tightly into the form fields. Lastly, the orange “Sign-up Now” button is a great color choice as orange converts really well over other colors. Testing different call-to-action phrases is highly important here as a slight word change can sometimes increase conversions.
6. Quantitative Stats/Phrases: Using phrases and messages with quantitative stats and information is known to be highly effective over generic marketing phrases. Telling users that CarWoo has saved customers over $31,054,365 million dollars in savings sounds much more believable than saying “we saved our customers millions of dollars!”.
7. Video Testimonials: Testimonials are always a great selling tool for any product or service…video testimonials are better. CarWoo claims these are “real” testimonials and even has video footage to show. Personally, I would be VERY careful here as testimonials on the web are generally sketchy and questionable. So if you are going to do “real” customer testimonials, I would make sure to share more context with each video. Ask the customer a question. Share which car they purchased. Share some information that identifies the testimonials as authentic. Just having a customer say “You’re awesome, you saved me money!” even if they are “real” customers can come off as not that believable. So yes, video testimonials are great, but it’s a thin line between authentic and cheesy. The best video testimonials I’ve seen so far have been done by the folks at 37signals with their basecamp product.
8. As Seen on…(Fox News, NBC, etc.): Sharing media mentions of your product/service if available is highly recommended and only helps add value to your company and your product. Sharing media mentions of your service lets that user know that your product is valuable,…at least enough to get mentioned.
9. Social Media (Like, Share options): CarWoo does a great job here in effectively integrating a Facebook widget directly into their page and making it apart of the overall design instead of just an afterthought. With features like this Facebook widget, it automatically adds credibility as in seeing how many others have “liked” the page, but also acts as an additional marketing tool. The more people share, the more exposure your products gets. If nothing else, it adds value to your business with the “cool” factor and giving you brownie points for being on the cutting edge of technology.
10. Help Option: Lastly, if you’re still not sold on the product/service, CarWoo does a great job in making it known that they’re here to help. Having options like this gives the user encouragement that they’re not alone. At any moment, I can easily click help and ask a question via online chat. Excellent tool for increasing conversions as users quite often will have questions before going through with a purchase.
My Video Review
Hope you enjoyed this review of the CarWoo landing page. ~ Mike