How do you improve under-performing landing pages? (Q&A)

[MoData]

This week we’re trying a little experiment: instead of showing you a concept page and the work that goes into it, we’re going to openly discuss what the decisions from a concept test would be.

I’ve got our lead engineer @ben and lead designer @EricZ on board, and we’re going to focus on the Chime landing page since it’s something we’ve shared before and a (mostly) universal concept that many of us product peeps have to deal with.

Here’s the link to the concept page and the quick breakdown of findings:

Now let’s break down what we would do differently to this page based on its performance:

• @ben are you noticing any interaction/functionality issues with the features on the page? maybe you have an idea on how to build certain components more effectively?
• @EricZ where does the layout or messaging of the page fall down? what would you suggest as next steps to solve the poor and average scoring metrics above?

Here’s the link to the full landing page for reference: https://www.chime.com/early-pay/mypay/

Let’s game this one out!

[ben]

@MoData

• @ben are you noticing any interaction/functionality issues with the features on the page? maybe you have an idea on how to build certain components more effectively?

Actually, the functionality is pretty sound. The bad thing is that their HTML isn’t semantic at all, making it perform worse SEO and accessibility-wise.

They’re using semantic CSS which is great for development practices.

They also have some messed up elements, due to bad responsiveness across smaller screens

Definitely rough around the edges

[EricZ]

@MoData

@EricZ where does the layout or messaging of the page fall down? what would you suggest as next steps to solve the poor and average scoring metrics above?

Starting right from the top there are messaging issues:

1. Move my paycheck to where? What is Chime? Is it a credit card?
2. Get up to $500 of my pay any day? Why can’t I have all of it?
3. What is MyPay?

Significant education is needed to understand what products like MyPay and apps like Chime are about, and how they compare to more common financial products.

How it Works is where things start to make sense. You can tell because “Get Started” as a CTA becomes intuitive next to the flow, where above it felt vague and disconnected.

[ben]

@EricZ

Significant education is needed to understand what products like MyPay and apps like Chime are about, and how they compare to more common financial products.

It’s always strange how companies try to create catchy headlines that provide little understanding of what it’s actually doing.

Does that actually end up working?

[EricZ]

People are resilient, and some will engage enough to learn and follow through. But those percentages become smaller and smaller making customer acquisition on landing pages like this more expensive.

By understanding user expectations and assumptions, businesses can explain how their product fits in their world and shortcut the education pieces. Simply mentioning your Product Name™ without explanation is not going to raise that awareness.

[ben]

@EricZ

Simply mentioning your Product Name™ without explanation is not going to raise that awareness.

You wouldn’t say, haha!

You’re telling me that landing pages aren’t for existing customers?

[nathaliesmith]

Love this format @MoData @MoData @ben !!