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Landing Page Audit: Klout

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Each week, the team at Brooks Bell audits a landing page. This week, we’re auditing Klout’s sign-up page.

KloutLP_0

Overall, the team agreed that we really like the look and feel of this landing page.

Nice design, clear and obvious calls-to-action. –Matt Berglund, Creative Director

The headline is good: All-inclusive messaging, telling you that anyone can use Klout. I also like “Discover Yours” as it sets the tone for multiple page views, which will help the user form a decision. –Josh St. John, Director, Client Strategy

The call-to-action clearly directs the user where to click next. –Jenni Bruckman, Client Manager

Personally I think yellow CTAs are awesome because the color feels neutral to me. I don’t get overly excited, but I don’t feel much friction either. –Brandon Houlihan, Interactive Designer

We found some ways to improve, though:

Value Proposition:

I have absolutely no idea what this is, or why I’d want to sign up! And clicking on a link to “learn more” sends me to a dead-end, with no obvious path to continue. –Matt Berglund, Creative Director

Is there a value proposition?  Without relying on word-of-mouth referrals, it’s very difficult to form even a vague idea of what Klout is. –Josh St. John, Director, Client Strategy

The only thing missing from this landing page is a brief description about what Klout is/does. Though the “About Klout” links at the bottom can accomplish this, a one or two sentence explanation on this landing page could go a long way toward capturing users who may be less familiar with Klout’s reputation and purpose. –Jenni Bruckman, Client Manager

This page doesn’t really explain what Klout is. The “about” section contains a succinct description (“The Klout Score is the measurement of your overall online influence”) but that’s nowhere on the homepage. Also, as a visitor, I would want to know how this benefits me/why I should care. –Rachel Healy, Copywriter

Looking at this page for over 5 seconds, I still had little idea what the Klout value proposition is (only assumptions). I also do not trust the page enough to provide my social media info. It lacks clarity & credibility. I recommend testing copy that delivers this information by reducing the headline font size and adding intro copy. –Nathan Spotz, Director, Client Strategy

Clarity

The Twitter, Facebook and LinkedIn logos toward the bottom of the page should be clickable links just as the larger buttons above. –Jenni Bruckman, Client Manager

I like the option to sign in with Twitter or Facebook although it was a little misleading because I still had to give them my email address. I feel like “Register today” section below the sign up arrow is confusing. I assume by connecting with Twitter or Facebook that I’m registering. –Brandon Houlihan, Interactive Designer

What is in it for me? This page does not tell me how I would benefit from this product/ service. “Compare your Klout with connections on Twitter, Facebook, and LinkedIn.” What does that mean? What “cool perks?” Explain… now! –Nathan Spotz, Director, Client Strategy

Eyepath

Nothing above the call to action is clickable. I expected to be able to click on the “Discover Yours” line, and then direct to value prop/benefits page. –Josh St. John, Director, Client Strategy

I would change positioning of the image to the right side of the page, so that the message is digested first. Heatmaps have historically shown that the there is a tendency for the eye to work through the page from left to right. Visitiors could get hung up on the image, before the messaging is consumed, making for a confusing experience. –Nathan Spotz, Director, Client Strategy

My eyes are going everywhere. Tone down the colors of orange, and select brightest colors by what you want the visitor to look at first. –Nathan Spotz, Director, Client Strategy

Call to Action:

Seems the desired action is to register first, and then have your questions about what Klout even is answered later. –Josh St. John, Director, Client Strategy

CTA’s are competing. “Sign up!” vs. “Sign in with Twitter or FB.” Confused. If I sign in, will I automatically sign up? What if I am not ready? What will happen? Suggestion: Remove the “Sign Up” arrow, and better explain what to do, as well as set expectations for what is next. Amazon does a great job of this under some of their CTA’s in the checkout flow, for ex: “Clicking this button will take you to another page – you will not purchase by clicking.” –Nathan Spotz, Director, Client Strategy

So tell us what you think of Klout’s sign up page. Do you agree with our experts?