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Landing Page Audit: Soccer.com

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We’ve got some big soccer fans in the office, so there was a rumble of excitement when we sent around the idea for this week’s landing page audit. Soccer.com is just what you’d think it is– a place for all things soccer. This week, we looked at Soccer.com’s Google Ads (and one specifically) and the landing pages coming from the ads (and, again, one specifically).

Here’s Soccer.com’s ad for soccer shoes:

And here’s the page you come to when you click on that ad:

THE GOOD

Targeting: The destination page matches the keyword search from the ad! YES! This is so important, and a lot of businesses just don’t do it.

I like how the more specific you get with the keywords, the page you land on becomes more specific to the CPC ad you click on. So if you type in ‘soccer shoes’ you end up at the main soccer shoes page versus if you search ‘adidas adiPower Predator TRX FG,’ you end up on that specific shoe’s page. As for driving traffic to the correct destination pages, they’re doing a good job. –Naoshi Yamauchi, Director of Analytics

AREAS FOR IMPROVEMENT

The ad: We’d like to see a bigger call-out of the deeply discounted items.

Add mention of saving incentives into Ad Copy for additional motivation.  It appears that the majority of their shoes are competitively priced. –Nathan Spotz, Director of Business Development

From Naoshi:

I would suggest they focus on testing the product pages that come from specific searches such as ‘adidas adiPower Predator TRX FG.’ When someone is typing in something that specific, they know what they want and have most likely done research on the shoes. So they are much likely to be further down the purchasing path than someone who comes in searching for ‘soccer.’

Let’s apply the assumption of what Naoshi just stated to the page below. This is the page you land on when you search “adidas adiPower Predator TRX FG” and click on the CPC ad. These people are close to pulling the trigger so you need to pump up whatever you can to push them to buy.

  • The free shipping on this page looks like a spam ad so it could be put closer to the product shot or the “add item to gear bag” button.
  • Reviews and social proof are huge in gaining confidence in the product so “read reviews” should be larger.
  • Put the price saving block up and put the product description with the scroll bar below it.
  • Add in some authority message like “The #1 online soccer store” to put in the mind of the user why they should buy from soccer.com instead of some other site.

Goal Club: We would test the removal of “Goal Club” incentive pricing until later in the conversion funnel (shopping cart), unless Soccer.com can segmentGoal Club return traffic.  If you can’t segment this traffic or feel this is too risky, we’d at least add a quick link to learn more about the “Goal Club” from the Goal Club savings price point. (It’s a little confusing to first-time visitors!)

The pricing is confusing – Is $199.99 the list price, or the price after I ‘Save $20?’ What’s the ‘Goal Club’ price? Is that the discounted price? No, that math doesn’t add up… None of these are links or have any info. –Brian Shampnois, Analytics Manager

The design: As we’ve said in a lot of our other landing page audits, sometimes simplification is the key. This page has a lot of content, and it’s a little overwhelming to be hit with it right away after a search. Some of the navigation could be hidden and we’d maybe break up the products into multiple pages, rather than just having one looooong page of shoes to look through.

What do you think of Soccer.com’s landing page? Do you agree with our conversion experts on what to test?

As always, these are our ideas based on best practices, which don’t necessarily mean they’re the best ideas, period. In testing an idea, sometimes what you think will work better just… doesn’t. Test, test, test!

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