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?