How long do visitors typically spend on your website? According to HubSpot, more than half of all online users spend less than 15 seconds when
Secrets behind a "Million Dollar" landing page For Optus Business Centres.
Below is a detailed hot spot tour of the main points to Optus Hub’s highly successful landing page.
Research Tested Headline
The headline that out-performed was one that clearly described the product on offer at the same time highlighting the larger business grade mobile plans. Even though the headline was short, it captured the target audience and their needs for a “large, robust business package”.
One of the simplest and easiest ideas to implement is a strong call-to-action. It was important to have consistency in the call-to-action buttons and promote the value of being able to talk to a consultant.2 of 19
Images that Communicate
We discovered most users that required a new mobile plan were also after some of the latest mobile phones and devices on offer. It was important to have a non-stock, distraction-free image that continued to communicate the value proposition. The devices were just as important as the mobile plan itself.3 of 19
Double the Data Allowance
Data was a major selling factor to this target audience, so it was important to give a factual, non-abstract number, but still, provide flexibility for Optus Hub consultants.4 of 19
Save up to 30% on 3+ plans
Research showed most business customers purchased 3+ mobile plans. By referencing a 30% saving for those clients, the page becomes more targeted, conveys the value in discount those customers expect and leaves the user with the impression that they are in the right place.5 of 19
The Most Crucial Call-to-Action on this Page
Above all else, pricing is what customers wanted to see. By using pricing as a call-to-action, we leveraged their curiosity while still requiring a lead form to be filled out prior to receiving any pricing. (Further discussed in the pricing sections of this guided tour). The two call-to-actions are directly underneath a piece of content that is enough to satisfy some users to make an enquiry.6 of 19
An Icon Based Tab System
Using a tab system breaks up a large amount of content, allowing us to prioritise what’s most important to the user – yet still allowing additional information for the smaller segment of users.7 of 19
An Emotive Headline that Speaks to the Frustration of Business Owners
It’s no secret in the telco industry that speaking to someone overseas can be a little frustrating. A headline and corresponding content that highlights Optus Hub’s new Local Australian business consultants and support deals directly with the business owners frustration.8 of 19
Skim Reading Value Propositions
Most users will skim read a page unless they are drawn in by a headline. Using sub headlines enables us to push more value propositions, without requiring the user to read large chunks of text.9 of 19
After every major piece of content, a new call to action was clearly in view.10 of 19
Using Case Studies as Headlines
Stories sell and it’s no different in the telco industry. Using what other customers had experienced as “newspaper” headlines, further generates interest and reinforces the value proposition of the local & expert support.11 of 19
Target Audience Photo
Putting a face to the case study brings the study to life and further connects with the same target audience.12 of 19
Making It Clear
Besides product range and price the main value proposition offered was the expert knowledge of the local consultants & techs. It was important to factually explain exactly what a customer receives when they choose Optus Hub. Abstract is always a conversion killer.13 of 19
It can’t be stated enough, after every major piece of content we include another call to action.14 of 19
The Goal of the Page
The no.1 goal of the page was to encourage users to fill out a “dynamic pricing form.” Knowing most customers wanted instant pricing we leveraged their curiosity by first asking a series of simple questions relevant to the client.
By asking the user to first engage with the form we drastically reduced the customers’ aversion to finally filling out their contact details and ultimately have a consultant contact them.15 of 19
Clever Form Logic
We used conditional form logic that automatically displayed different options depending on what the user selects. This ensures redundant fields are done away with.16 of 19
Strong Call-to-Action Button
Finally, the form button tells the user their pricing will be sent to them via email or text message. A subtle way of making sure the form contact details are correct.17 of 19
Intuitive Form You Want To Fill Out
We used large buttons and slider based sections to make an intuitive form anyone can use. There is no point spending all our time on headlines, and design only to fail at the most crucial step in the customers’ journey.18 of 19
Only Essential Fields in our Form
We didn’t want to create another hurdle for users to jump through, so we kept form fields to a minimum.19 of 19
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