LP update to a biz I bought
I bought a small online business about two months ago, and I'm now beginning to update the marketing materials. It's been interesting to come with fresh eyes and see if I can move the needle (in the right direction) with some changes to the visuals and the copy.
Here's the "before": https://skilltrekinfo.securechkout.com/
Here's a preview of the "after": https://preview.skill-trek.com/
The landing page built by the previous owners took a bit more of the "long copy" approach, and I'm interested to see if all of that narrative is needed. I've tried to simply get to the point and describe the offering to potential customers.
I'd like to know whether you're able to understand the product offering quickly after scanning the page. I'm hoping that people will very quickly know what a membership with SkillTrek would entail.
Thats a neat business idea and market.
The new page looks much better but the copy on the old page was a much stronger narrative. I immediately understood what the offer was and why I need it.
The new site is just explaining what it is (which you do well) but not why I need it.
I think the sales pitch for your product is basically “your kids aren’t learning everything they need to know in school, use skill trek lessons to fill the gap and teach the important life skills needed to be self-sufficient” but i only really hear that on the old page. If you can make me feel that on the new page I think you have a winner.
That's helpful feedback on the "why." I have yet to learn how pre-qualified any of my traffic may be in terms of the why. I don't have some referral traffic from blogs and other social media which hopefully already warms up a why. That's something I still need to prove out.
That’s fair, another way to do it would be to move that first testimonial up higher, it does a good job explaining the why and is social proof.
As a landing page, the original is a bit easier to follow and answers the 'what's in it for me' question a bit better. The new one explains the service better, but I don't think conversion will be higher (don't rely on my opinion, you should A/B test) because it tells more of a story about your business. Rather than telling the user how much they will benefit.
Hey David, I think the page has a fresh look. It seems to be talking directly to your crowd, and in the right tones.
To know whether the page hits the mark, I'd dig to discover the situations when someone would decide to pay the monthly fee and start learning this material:
You're looking for a situation that's marked by a minimum amount of struggle.
Once you've discovered those struggling situations, then you can build from there. You can decide whether to have a "features and benefits" page or a "struggle-first" page with more long-form text.
Anyway, would you like to come talk about your page at a landing page meetup? I've got one this Thursday March 25 at 11am EDT. It'd be fun to have you on and talk through your page.
Hope this helps.