Conversion Rate Optimization

Landing Page Critique : How To Go From Zero To Hero

The word subjective is defined as being “based on or influenced by personal feelings, tastes, or opinions”. And this rings loud when most marketers are giving landing page critique.

Deciding on what we ‘think’ about a landing page is purely subjective.

The CRO team here at HelloClicks are constantly working on improving landing pages every day. We therefore needed a way to evaluate them whilst removing as many biased opinions as possible.

The result was the PRICE heuristic framework.

When used as part of a CRO programme, heuristic analysis is an experienced persons evaluation of a website or landing page based on a predefined criteria.

The PRICE framework evaluates landing pages based on 5 key principles, in order to attempt to highlight what’s good and what isn’t.

The 5 landing page heuristic principles are :

  1. Persuasiveness
  2. Relevancy
  3. Interference
  4. Comprehension
  5. Efficiency

price heuristic framework

When is it used?

During the conversion research stage of a CRO programme is normally the best time to do a heuristic evaluation.

It will usually provide a pretty tasty list of areas of interest, that may be negatively affecting conversions.

This post is going to give landing page critique for 5 leading brands using the PRICE framework.

You will be able to see exactly how it is done, so you can hopefully start optimizing like a pro!

Let’s get started.

Lemonade An insurance company specialising in renters and home insurance.

lemonade landing page design


What stands out here is that the persuasive elements are extremely subtle. It’s hard to even realise that motivational triggers are being pinged!

One example of this is the call to action “Check my price in 90 seconds”.

Who doesn’t have 90 seconds to get a quote when they’re looking for insurance?

You’ve got it, nobody!

The landing page features several huge well known brand names for their primary social proof section. Which adds to their overall credibility.

The second social proof section is the work of a genius.

Not only is it providing the twitter profiles and photos (hint : increased credibility), the owners of these tweets work for some really big companies : Twitter, Google and Spotify to name just a few.

They must have been paying attention to Oli Gardners rant in the Attention Ratio class as they restrained from having any external click throughs on this section. It would be super tempting for non-attention-ratio aficionados to put a click through to the corresponding twitter profiles.


Arriving on this landing page while searching for “renters insurance”, would likely make most users feel confident that they are in the right place.


The first item that could cause interference is the typewriter sequence at the top of the page. This graphic changes its text to the various items that can be insured.

For instance “Protect Your Laptop” to “Protect Your Bike”.

This could serve as a distraction as moving elements are usually a big no-no when it comes to CRO (If you don’t know what CRO is, check out our aptly titled post What Is CRO? ).

The only other aspect that may interfere with the primary conversion goal are the links in the footer.

As the page isn’t very long, it’s highly probable that a large percentage of users will actually reach the bottom of the page.

These links could interfere with the primary conversion goal by taking the user off the page.


This is where this landing page really excels.

They make what they are selling and their value proposition extremely easy and straightforward to understand :

“Renters insurance for the price of latte”

From this simple sentence alone, you can assume that they are in fact selling low-priced renters insurance.

There’s also an explanatory video to explain their service in more detail.


Our final piece of landing page critique is that they keep everything really simple and efficient, without making a user jump through hoops to progress to the next step.

LV An insurance company based in the UK.

lv landing page design


The first impressions of this landing page aesthetically are great. However, when it comes to the value proposition it isn’t really being as persuasive as it could be to take users to the next step.

The landing page states that it’s quick, simple and secure. But that’s not what most users looking for insurance are primarily concerned with.

Here should be where the true value of their service is communicated to the user.

Most users will probably want to know what happens if they need to make a claim and how the pricing compares to a latte (remember Lemonade above ^^).

The headline could definitely do a better job at using benefits to persuade users rather than facts.


The image of the car is clearly relevant to someone looking for car insurance when landing on this page.

But the words “Car Insurance” are teeny tiny above the headline.

Rather than “Get a car quote”,  adjusting the headline to “Get a car insurance quote” would make it really clear about what’s on offer.


The main thing interfering with the conversion goal is the volume of text in comparison to imagery.

A huge list of text is going to be off-putting for some users, so potentially using a combination of images and text to depict what they’re trying to communicate would work much better.

Also introducing some visual hierarchy to draw attention to what’s most important.


The process is easy to understand – “Get a car quote today – it’s quick, simple and secure”.

Unfortunately the the offer isn’t.


This page is efficient in getting users towards the conversion goal. The call to action stands out as they are repeated on both the top and the bottom of the page.

There’s actually two calls to action, one to start a quote and one to start a saved quote.

As the saved quote users will already be familiar with the page and more motivated as they’re returning, then this button could probably be displayed as a hyperlink instead.

Intercom – customer messaging platform

intercom landing page design


What does the persuading on this landing page is the copy.  It does a really good job of communicating the value of their ebook.

And this really is one of the biggest battles with copy, writing to communicate the value without it turning into a straight sales pitch.


From ad to landing page, there’s a coherent consistency. The offer stays the same, as does the colour scheme.


Not really much to report here. There’s no popups or moving images etc.

I’m not sure the social media links on the bottom right are really needed, the page could probably do OK without them.


Because the copy does an awesome job at communicating its value in a way that’s easy to understand as well as being clear about the user is going to get,  the page can’t really be faulted here.


Although i’m not a huge fan of the headline, it does a good job at capturing users attention. The Call-To-Action blends in a bit too much for my liking and I’d really like it to POP-OUT a bit more from the page. Think contrasting colours rather than sticking to the colour scheme.

OKDork – The blog of well known growth marketer Noah Kagan

okdork landing page design


If you know anything about Noah Kagan, you’ll know that he’s one of the Godfathers of Growth Marketing. When it comes to podcasts, youtube and starting businesses, he seems to succeed at it all.

As you can probably imagine already, if you are aware of who he is, a conversion optimizer could potentially be slightly biased when it comes to this page. That’s why it’s important to try to stick to a heuristic framework when evaluating a landing page.

If you know who he is, you’ll likely of finished typing in your email address before you finish reading the headline.

If you don’t, then the sentence below will act as a credibility indicator to show how much of an Ol’ G this guy is in the marketing world :

“You’ll learn exactly how I started 2 multi-million dollar businesses, grew a 700,000+ email list, and where to find the best tacos in the world. “


From Ad to Landing Page he is maintaining a consistent message as well as imagery. Thumbs up.

ok dork facebook ad design

The Facebook Ad that’s sending traffic to the landing page


The call to action button is slightly playful “Spice Me Up” and whilst a CTA should always answer the question What happens next? – Noah obviously knows his buyer persona and expects they would be OK with this.

But i would like to see some clarification of what happens once a user clicks the button – i.e. a one-off, daily, weekly or monthly email etc.

The colour of the CTA also clashes with the colour of his shirt, it would make it stand out more by using a contrasting colour.


Ideally there would be more clarity as to what the user is receiving once they provide their email address.


Our landing page design feedback would agree that the page really couldn’t be any simpler to get the users information. And as it’s just an email address, we can show this to users without needing them to wonder how much information they’re going to have to part with.

Uber –  Ride-sharing

uber landing page design


POW,  this value proposition is saa-weet – “Earn Money On Your Schedule”.

If a person is thinking about becoming an Uber driver. That’s super beneficial for them to know that they can work on specific days and times.


Because the value proposition on the landing page does such a good job at communicating what’s on offer, once a user has clicked on the ad – they are seeing a page tailored around exactly what they are expecting.


There’s nothing that jumps out as potentially interfering with conversions. One item that possibly be reviewed is the form. The layout isn’t optimal for conversions and could do with some focused web form optimisation.


This landing page keeps everything really simple and doesn’t bombard the user with masses of information.

The copy is easy to understand and there’s a clear visual hierarchy on the page.


As mentioned above, the forms layout and structure could be improved and may see an increase in conversions in doing so.

Some bad points are :

  • Form labels inside fields
  • Call to action button doesn’t tell the user what to expect
  • Form field layout should be consistent (not horizontally and then vertically aligned).

And we’re done.

By using a heuristic framework like ours to evaluate your landing pages, you’ll hopefully be able to pick up on areas that can do with improvement much easier than simply looking at them without a structured process.

This is one of the early stages when it comes to analysing your landing page, but can provide huge insights when done correctly!

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