November 17, 2020 by Adrian Durow . CRO
I’m always on the hunt for great mobile landing pages.
The ones below are all from the recipe box subscription industry, which generally do landing pages well. The ones below demonstrate principles which I’ve seen work when optimising for users on mobiles…
https://cook.gousto.co.uk/unboxpossibility/ – The team behind this clearly know what they are doing. It’s bursting with CRO-stuff!
What I like:
* Double promo (50% + 30%) – It could be argued that this is confusing. I haven’t seen a lot of these. I like it. I like it even more when other landing pages on the Google SERPs don’t use it. Confusing or not… it stands out.
* Image – Subscription box landing pages should always show a good image of an open sample box.
* Social proof – Join over 900,000.
* Objection-handling is right up there – ‘No lock in’ is coupled with CTA. Nice!
* Influencer testimonials – always good if you can get them, providing they resonate with the landing audience.
* Unveil the mystery – tabbed sample recipes further down the page. This is a subscription service which has 2 unknown product elements for new-to-product users. The ingredients, and the recipes:
What I’d like to investigate:
* No price indication – you’ve got to go through a chunky wizard (behind ‘Get started’), and select recipes, before getting prices. It would be good to test the balance between showing some sort of price-indication up front and subsequent attrition further down the funnel.
* This page has a lot on it – Loads of reasons to buy. Loads of reinforcement. It would be good to test reducing some of the content, to see if less scroll = more starts.
https://www.mindfulchef.com/vegan-recipe-boxes – Similar product to Gousto above. There are less CRO-elements on this page. But I don’t feel that makes this landing page less powerful, and less likely to get a CTA-click. Sometimes, ‘less’ does the trick.
What I like:
* ‘Choose your recipes’ – It’s more descriptive than simply ‘Get Started’, and user expectations are set for the next screen/stage.
* Image – Subscription box landing pages should always show a good image of an open sample box (although, you don’t actually see a box, which could get some users questioning if all of the contents from the image are in the product).
* Trustpilot – Always like seeing these high up on mobile landing pages. I’ve tested these, a lot. They work.
* Simplicity – Especially for mobile landing pages. It’s important to compromise. Hold back on everything you want to say. Hang your hat on a powerful proposition, and a handful of reasons to click on a CTA (not two handfuls):
What I’d like to investigate:
* No price indication – Just like Gousto. Users need to build their product through a wizard before getting a price. Again, it would be good to test the balance between showing some sort of price-indication up front and subsequent attrition further down the funnel.
* No examples of the recipes – It would be good to test this with new-to-product users. How much anxiety is there around the recipes on this page? Do users want to get a feel for recipe choices, calorie-ranges, ease… now. Before committing to building their product?
https://www.hellofresh.co.uk/ – This is the home page, but it works very well as a landing page.
What I like:
* Price indication – Great to see this. I’ve conducted quite a bit of user research on subscription landing pages, and the lack of price indication is often one of the main reasons for bouncing. HelloFresh’s price indication is arguably a little ambiguous (£3.44 per meal? Per week?). But at least it’s there.
* ‘View our boxes’ – A CTA which sets users expectations for the next screen/stage.
* Mobile/app screenshot – The ordering/management process is a part of the product. And it’s great to see a screenshot of this here. Showing mobile users screenshots of the mobile experience has tested well for me with past projects:
* You/your – The page uses a lot of ‘you’ and ‘your’ language. Lots of benefit-led copy. Which is often underrated in CRO.
