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Landing Page Audit: Shutterfly

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We have some big Shutterfly nuts in our office, and it’s not hard to guess why. It’s a fun way to share your photos with family and friends that’s more than just emailing a link to a digital album or something. This week, we took a look at Shutterfly’s Sign Up page to see what things they might benefit from testing. Shutterfly already runs Adobe Test&Target, so we know they’re in a great place to get some tests going!

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THE GOOD

The Offer: In general, we like the way Shutterfly is presenting their value.

“I really like leading in with the offer, listing the benefits in bullets, and showcasing product in the ‘Picture the possibilities’ area.   Though they can use some tweaking, I like this concept.” –Suzi Tripp, Client Manager

The Design: This page is nice and clean and gives a great overview of what’s going on with Shutterfly without being distracting.

“They’ve done a good job removing possible distractions from the page — no navigation or useless links.” –Rachel Healy, Copywriter

IDEAS TO TEST

The big old opt-in checkbox: We see that checked-by-default opt-in checkbox in the center of that page and, no sir, we don’t like it.

“The one thing that sticks out to me the most is the checkbox field in the middle of the right column for ‘Please send me offers and info on new products and services.’ This is outside the flow of the form and is very misleading. I’m assuming that they did this to try and get more people to sign up for their email list. This is absolutely bad practice and will have a negative effect on the emails that get sent to the users who mistakenly do not uncheck this field. They should move this checkbox field to the left column to be in the flow of their member signup form.” –Mike Adams, Web Developer

The Form: The main action of the page is the form on the left, but it looks a little like it’s not a part of the page.

“The ‘Become a member’ module seems out of place on the left side of the page – it would be an interesting test to see if you got better results by putting it in a different eye path on the right side of the page.” –Jenni Bruckman, Client Manager

The Headline: When you’re doing an A/B test, an easy thing to try is to switch out the main headline.

“It appears that Shutterfly is trying to evoke emotion and feeling with their headline, but I’d be interested to see them test a headline that tied directly into the offer of a ‘Free Shutterfly Membership.’  An offer related headline would add more consistency throughout the page.” –Meredith Morgan, Director, Marketing

The Product Images: We’d really like to see some tests of different product images on this page.

“I’d update the product shots with things that are more colorful, new and exciting.  These shots don’t do the products justice. (I know from experience with Shutterfly!  Their stuff is awesome!)” –Suzi Tripp, Client Manager

So what do you think? Would you test something different on Shutterfly’s sign up page? What do you think of what our A/B testing experts have to say?