5 Conversion Experts Review A Gibson Guitar PPC Landing Page

by 8 11/05/2012

Gibson Guitar is legendary.

Used by superstars like Chuck Berry, Jerry Garcia and Sheryl Crow just to scratch the surface.

But how well are they doing at selling those guitars online?

A query of the term ‘buy gibson guitar’ on Google, turned up the landing page pictured below.

Click here to visit the live landing page


Gibson Guitar Landing Page

Here’s what our conversion experts had to say about this landing  page.

 

Tim Ash, Site Tuners

Tim Ash

 

What I Like:

–  Good website production quality.
–  Great quality product shots.
–  Restrained and neutral color theme lets the products be the highlight of the site.

What I would change or test:

–  Getting rid of giant promotional banner.

It reduces the whole company experience to that one product and pushes the navigation for the other products down the page.

–  Removing ratings (especially the “N/A” ones for pianos.)

Ratings are a lot more relevant when comparing different brands. It seems strange to have them on a single manufacturer’s site.

–  Not showing individual products (just categories) on the homepage.

Homepages should be primarily for navigation so simply having Electric, Acoustic, and Pianos as the side by side elements should be enough.

– Adding trust.

This is a legendary instrument maker, yet there is no notion of trust symbols on the page. Adding the number of clients, years in business, awards won, as well as the celebrities who use them would make the page more powerful.

– Removing mention of pianos.

This is a pay-per-click page for “buy gibson guitar”. If the visitor has already indicated their specific intent, you should never widen the scope and introduce another category of products on the page.

~Tim Ash, Site Tuners

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Brian Massey, Conversion Scientist

Brian Massey

 

What I Like:

This is one time I like a big hero shot. It’s excellent for sexy products, and this product is sexy. A simple call to action is nearby and this big sexy image is clickable. If the PPC ad was triggered for the phrase “Gibson Musical instruments,” then this page works by giving me a number of instruments to choose from. Unfortunately, this wasn’t the keyword. I like that the images show me the shape of the guitars as well as the scroll. Excellent for visual buyers.

 

What I would change or test:

The search term that brought us to this page was “buy gibson guitars.” Anything that doesn’t address Gibson guitars is wasted space. This page works well for visual and spontaneous shoppers. For the rest of us, test these things:

1. Strip away any instrument that wasn’t a Gibson guitar.
2. Turn the ratings from fractions into stars. We all know what stars mean.
3. Tell me how many comments there are next to the “Comments” links.
4. Go ahead. Give me the prices.
5. Add a button for each time that says “Check this out” or even “Add to Cart.”

~Brian Massey, Author of The Customer Creation Equation

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Justin Rondeau, WhichTestWon

Justin Rondeau

What I Like:

This is only a landing page because it is the page people land on when they click the ad. In reality it is the home page to the Gibson Product Lines (If you go to Gibson.com and click ‘Products’ in the Nav you will be navigated here). As a PPC landing page it is committing some serious errors and I think if Gibson invested the time and money into proper Landing Pages for their PPC ads, they would see a sizable lift in sales.

I think the only saving grace for this page as a PPC landing page is the size of the hero shot. All other instrument options are pushed below the fold, making the Firebird Limited Edition the main focal point of the page.

What I would change or test:

I am a huge music nerd, and Gibson was always the gold standard to the guitar players in my old bands, specifically the Les Paul. As you can see on this page Gibson is really pushing the Les Paul as it is in all four of the ‘Electric Guitar’ preview panes. However, on this page Gibson is pushing the Firebird X Limited Edition in the hero shot. It would be nice to have a more consistent message in the products displayed on this page, e.g., either change the hero shot to a Les Paul or show more Firebird’s in the preview pane.

I think the button in this design gets lost. Guitars are very colorful and gorgeous to look at, a silver button on a white background doesn’t stand out remotely enough.

The keyword that led to this landing page included the keyword ‘Guitar’. Gibson should have dedicated landing pages for guitar sales and remove the pianos!

And finally, the navigation is a huge distraction. I was just moving my mouse around the page and when I went over the navigation the sub nav dropped right down. If the goal of this page is to sell more guitars, it needs to be way more focused on selling guitars.

It looks as though Gibson is of the mind that they can just send their PPC traffic to the respective category page, I am curious as to what type of conversion rate these campaigns are actually seeing without using a dedicated landing page.

~Justin Rondeau, WhichTestWon

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Naomi Niles, Intuitive Designs

Naomi Niles

What I Like:

I like that the photos are professional and clear. If I was a guitar player, I could see how that would be important to me. To see the materials, to see the different options at one go, etc.

The overall brand is well-presented. From the little I know about the subject, I know that Gibson guitars are viewed highly by guitar players. So, their brand recognition gives them a lot of leeway.

What I would change or test:

One thing I think that is lacking is information. A little extra information under each title would go a long way toward helping me decide which one to learn more about, even just one sentence. For example, what’s the difference between standard and traditional? Is one better than the other for a particular reason?

Pricing could also be helpful. If I have a set budget, I need to know what’s feasible. So, it’s a waste of my time to look at Lamborghini’s if I can only afford a Toyota.

Another thing they could do is only show guitars on this page if it’s the PPC search term. I’m not interested in pianos, so it doesn’t make sense to show them to me. They did do good by making the electric guitars show on the first row and the main featured guitar an electric one though.

~Naomi Niles, Intuitive Designs

♦♦♦

Ryan Poznikoff, Wider Funnel

Ryan Poznikoff

What I Like:

The product category page overall has a clean design and aesthetically pleasing design. Furthermore, the imagery displayed in the hero section is compelling and orients the visitor psychology toward purchasing behaviour- much like a store-front display would.

Other things that I like about this page:

–  Contact phone number is visible
–  Includes a wide variety of products
–  Includes segmentation to the 3 main (assumption made here) product categories

What I would change or test:

Typically we go through a long discovery process to understand business goals, customers, website traffic, however here are a few recommended visual and content elements we would recommend testing, which are:

–  Including a headline to anchor the eye
–  Improving the contrast of the call-to-action in the hero area
–  Improving the quality of social proof by indicating that Gibson has almost 3 million likes on Facebook
–  Improving the visual treatment of the ratings for easy scanning
–  Improving hover treatment of links
–  Bringing product segmentation higher on the page

~Ryan Poznikoff, WiderFunnel Marketing

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Did you notice some trends in these comments from our experts? Here are three:

  • The page should be focused on ‘guitars’ as the original keyword was ‘buy gibson guitar.’ Remove the pianos.
  • The page needs more.  More information about the products, # of comments, social proof, headline, etc
  • The call-to-action gets lost in the hero area, test the contrast of the color in that CTA.

Of course, the only way to know is to test.

What are your thoughts on this landing page for Gibson guitars?

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8 COMMENTS

Mike Stickney

I agree with most of the comments from the panel. The one thing that I don’t believe was mentioned by the panel is adding a CTA for each product. While these items are clickable, there is really no information or cta for these. You don’t want to scream too many CTA’s on one page, but simple text links (that look like text links) that say “learn more” or something similar would help. Another note is the “Comments” links seem to bring you right down to the comments on the respective product page, whereas putting the user somewhere that still includes the strong visual of the product with the comments would be more ideal.

November 5, 2012 Reply

Michael Dahlström

Really like this experts reviews. Fundamental, but also the most effective ways and what one would primarily try.

November 6, 2012 Reply

Geromme

It’s amazing how experts see things in a different way. I like the Trust Symbols that Tim Ash mentioned ( BBB ) It’s proven to be effective :)

November 6, 2012 Reply

Amit Wadhwa

The page looks and feels good an the graphics are sharp and extremely pleasing on the eye. However I felt that the information was a bit mixed up. Maybe it is because I don’t know what ad led to this page.

The lack of price has been mentioned by the other people. I personally was confused by the message on the page – is it about Firbird or about the other guitars or the pianos? I am lost an hence in my opinion the page can be simplified and target the audience a bit more.

The page could also be targeted more for an ad on search results because the chances are that someone searched for something specific. This page seems to target people who just searched for electronic guitar from Gibson rather than Firebird!!

November 7, 2012 Reply

Aaron

Thanks for sharing!

November 26, 2014 Reply


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