14. Clarity: Video provides little information about why
Magento was chosen.
Clarity: No outstanding, prominent elements to focus and
direct eye-flow.
Clarity: Headline is easily skimmed over.
Relevance: Low relevance from the incoming source –
copy is not relevant – video is too prominent – more copy
should be included higher on the page before presenting a
social proof section.
Clarity: All features about the tool are below the fold. The
form gives a sense of a false bottom so people aren’t
scrolling down to read the features.
Relevance: No mention of demo or free trial on the page
which decreases relevance on the page.
LIFT™ Analysis
Value Proposition: No back-up in case visitor does not
watch or listen to video.
15. LIFT™ Analysis
Clarity: Key features that define why Magento is
different from competitors is not present on the page.
Distraction: Secondary CTA (watch video) is taking
priority over the primary (request a demo).
Distraction: Social proof elements on the page should
be used as supporting content – not the primary focus.
Clarity: No prominent form headline – doesn’t draw the
eye to the form.
Clarity: No mention of ‘Free’ demo in the form or CTA
button.
Clarity: CTA button does not have a hover treatment
and the call to action is not consistent with the rest of the
site – a 15 minute phone demo as opposed to a link that
is emailed.
Anxiety: Offer of a 15 minute call back may increase
anxiety.
17. Variation A – Form Prominence + Case Study
More compelling claim
about Warby Parker case
study.
1
1
Reduce size of case
study area.
2
2
18. Variation A – Form Prominence + Case Study
More compelling claim
about Warby Parker case
study.
1
1
Reduce size of case
study area.
2
2
More prominent form
by moving up on page,
including a subhead.
3
3
Reduce 2 step form to 1.4
4
Include a clear
privacy statement
near form.
5
5
19. Variation A – Form Prominence + Case Study
More compelling claim about Warby
Parker case study.1
1
Reduce size of case study area.2
2 More prominent form by moving up on
page, including a subhead.
3
3
Reduce 2 step form to 1.4
4
Include a clear privacy statement near
form.5
5
Including the existing content from the
control page.
6
6
26. LIFT™ Analysis
Clarity: A lot of small font size block copy deters people
from reading and decreases clarity.
The details provided of what the demo includes are hidden
within the block of copy.
Clarity: The headline is long, wrapping to 3 lines.
Relevance: “Try the Demo” – not referenced in the
headline on the demo page.
Distraction: There is a lot of copy on the page focused on
persuading visitors to “try the demo”.
The decision to “try” has already been made by clicking on
the CTA so this page should be focused on the transaction.
Clarity: Copy is not focused on managing of the visitors’
expectations regarding what is required in order to try the
demo.
27. LIFT™ Analysis - continued
Urgency/Anxiety: No mention of “instant access” or filling
out a form which results in reduce anxiety
Clarity: The CTA copy is not focused on the action and
lacks a hover treatment
Clarity: CTA button copy may decrease clarity because
“Demo” is being used in 2 different ways
Clarity: No mention of “Free” on the page
Clarity: Without a caption it may be unclear what the
screen shot is showing.
Clarity: CTA button far down the page. A lot of content is
presented before the the ability to try the demo
28. LIFT™ Analysis - continued
Clarity: Block of text requires concentration. Is it
necessary?
Clarity: Are all fields required?
Clarity: “Submit” typically underperforms as CTA
button copy.
Clarity: Inconsistent CTA design compared to
previous step.
Distraction: “Try the Demo” CTA at the top.
Clarity: First form field is not auto-focused.
35. Which Page Generated More Demo Requests?
VarA
Value Focus
VarC
Progressively
Revealing
Form
VarD
Free of
Distractions
+94.6%
more demo
requests
+79.3%
more demo
requests
+32.4%
more demo
requests
+3.8%
more demo
requests
VarB
Full Form
37. Which Page Generated More Qualified Leads?
VarA
Value Focus
VarC
Progressively
Revealing
Form
VarB
Full Form
VarD
Free of
Distractions
+94.6%
more demo
requests
+79.3%
more demo
requests
+32.4%
more demo
requests
+3.8%
more demo
requests