5 Conversion Experts Scrutinize a Universal Orlando Landing Page

by 6 02/19/2013

Universal Orlando Resort is a world class vacation destination, but the online marketing at Universal Orlando makes for a forgettable experience.

The following landing page was displayed after clicking on an ad triggered by Google Adwords for the term ‘orlando florida vacations.’

>>Click to see an enlarged version of this landing page  (it will open in a new tab)<<

universal-orlando

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

 Tim Ash, Site Tuners

What I Like:

Tim Ash, Site Tuners

Tim Ash, Site Tuners

Having a hard time with liking anything on this page…

What I would change or test:

For a PPC landing page, this one breaks a lot of promises made by the ad – where did the $769 for a family of four go? Same thing with the promise of up to 30% savings on my hotel stay – I don’t see anything about it on this page. If I landed here after clicking that ad, I’d feel baited and switched, which is not a good thing in terms of earning my trust.

And even if I went ahead and purchased a trip (despite my annoyance at the bait-and-switch tactic), this page doesn’t make it very easy for me to do that. The booking form blends too well with the page – and the call-to-action button is colored the same as the headers. Never mind that the call-to-action used is vague (“search” for what?), visitors wouldn’t even be able to see it especially after they’ve become mesmerized by that gigantic image of Harry Potter.

Hence, I’d test pushing the booking form into the Harry Potter image, with Harry Potter preferably looking at the call to action. Right now that giant image is taking up too much real estate and is hogging visitor attention. I’d also change the call-to-action to one that resonates with what visitors are trying to accomplish on this page – which is to plan or book their trip.

Lastly, I’d test adding customer reviews/testimonials into this page to help visitors see which attractions others liked or what to expect from the trip. Considering that consumers ultimately purchase not just vacations but experiences, showing them how other people experienced the vacation/destination can tip the scale towards a conversion.

~Tim Ash, Site Tuners

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Brian Massey, Conversion Sciences

Brian Massey, Conversion Scientist

Brian Massey

What I Like:

It’s hard to find much to like about this page. The promise in the ad is found on the page with a little scanning. There’s a cool picture of the handsome Harry Potter.

There is one sentence that appeals to the adventurous in us: “Venture into a world where magic is real… .” I hope magic is real for the sake of this page.

What I would change or test:

My family loves the Harry Potter series. However, this page is a digital Cruciatus curse – an “unforgivable curse.”

Test showing, not saying. This is an “EXCLUSIVE!” offer, but it doesn’t say to whom it is exclusive. Is it exclusive to previous visitors? Is it exclusive to people who have computers?

Try, “For our previous guests ONLY: A chance to come back and get your 4th night free.” If you can fly on a broom, show me. Don’t tell me.

Let’s get a copywriter in here. Is JK Rowling available? For example, what is the best thing about “Breakfast at the Three Broomsticks™”? It’s “one per person.” That’s as persuasive as lawyers get.

Get Voldemort in to do the layout. He doesn’t beat around the bush. Drop the navigation, the side bar, the trip planning video, and at least one of the three logo treatments on the page.

Get your call to action right. Is it “Book Your Trip?” or “Search?”

How would Hermoine translate “Need Assistance?” She would read it as “Are you lame?” Try “Call one of our knowledgeable Guest Consultants.”

Overall, this page is like Professor Snape: You can’t prove he’s bad, but you just can’t trust him.

~Brian Massey, Author of The Customer Creation Equation

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Justin Rondeau, WhichTestWon

Justin Rondeau, Which Test Won

Justin Rondeau

What I Like:

I’m a pretty positive guy, but I had a hard time coming up with some successes for this page. I really hope I don’t come off as too harsh in the ‘changes’ section…

One of the positives I found was the use of arrow next to ‘Book your trip’, eye tracking studies have shown that if you point, the eye will follow.

What I would change or test:

The first thing I noticed is that the offer in the advertisement is not clearly reiterated. Any vacationers looking for a deal (and who isn’t?) would likely bounce due to this misstep. Likely Harry Potter is the most popular attraction, but the offer clicked in the advertisement is most prevalent in the mind of your visitor.

There isn’t a single [relevant] call to action above the fold. The only clickable button is in the top left hand corner asking me to ‘Explore Ticket Options’

I honestly have no idea why I am looking at Harry Potter; I guess I am having a really tough time getting over the miscommunication between the advertisement and the displayed content.

There are two different offers on this page, the Partner Hotel and the On-Site Hotel. Vacation pricing can be complex; in this case there are different rates for adults, children, and families. It would be best to simplify the pricing and remove one of the hotels, focus on either the Partner Hotel or the On-Site hotel to reduce options & an information overload.

There is a ton of white space being taken up by the language option. This is pushing important content below t he fold and doesn’t even allow for intriguing ‘teaser’ content.

Some other recommendations would be to remove extraneous navigation and offers that do not reflect the advertisement’s offer.

~Justin Rondeau, WhichTestWon

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Naomi Niles, ShiftFWD

Naomi Niles, Intuitive Designs

Naomi Niles

What I Like:

I think having a bigger image at the top of the page works well for a site like this. It helps you feel like you are on an adventure to take part in the experience that they offer and that’s good.

Another good thing about the page is that everything is moved to the right two columns. This allows you to easily ignore the left column, which would be distracting if it was filled with information all the way down the column.

What I would change or test:

The main issue I see here is that it’s all focused on the “Harry Potter” theme. If I want to visit Universal Studios, but not see Harry Potter, is there an alternative option for me? As such, this appears more like a second ad to me rather than a result of what I’ve been searching for.

This could be addressed by opening up the main call-to-action area and talking a little bit about the different unique features of Universal Studios. The Harry Potter promotion could then be featured secondarily, like in the sidebar area or somewhere else not so prominent.

I find the “book your trip” call-to-action in a weird place too. It seems like it would be naturally underneath the main offer. Putting it on the right sidebar makes it seem as if it’s not connected to the main offer.

I also find the offer confusing. There is text in the main ad about “4th night and 3rd day free” yet on the page details it says, “2-day base ticket with 3rd day Free” which doesn’t really match. What does this mean? I’m confused.

Finally, the biggest crime is that the price stated on the ad doesn’t match the one on the landing page. The ad states, “from $769 for Family of 4″ yet the lowest price for a family of 4 to be found on the page is $899. That’s quite a big difference for a budget conscious family!

~Naomi Niles, Intuitive Designs

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Ian Rhodes, Acquisitional

ian-rhodes

Ian Rhodes

1.) Clear representation of the ‘budget’ and ‘luxury’ offering without the need to explore further detail pages.

2.) ‘Custom Vacation Packages’ column draws emphasis to the different elements you can include within your vacation.

3.) Nice inclusion of a ‘plan your vacation’ video underneath the booking form to provide a little more visual to help assist the landing page visitor.

What I would change or test:

OK, first question…. ‘WHERE IS MY $769 PACKAGE?!!?’ You lured me in with the expectation of paying $769 and the cheapest price I can find is $899!

First test – let’s test aligning our prices to your advertising to see if this has a positive effect…

Lets also take a look at;

1.) Everything on the page is talking ‘vacation’. Why not retain the wording in the search box rather than ‘Book Your Trip’? Test the messaging.

2.) ‘Exclusive Vacation Offer’ – where is the exclusive nature of the offer reinforced? The ad focuses on the 4th Day Free – why not reinforce this message rather than the generic use of ‘exclusive’?

3.) Bring the ‘Best Price Guarantee’ message into focus within the booking form rather than underneath the form.

4.) The bullet-point highlights of the vacation. They feel like I’m reading T&Cs rather than providing me with a summary of the key reasons I should book. Do the restrictions need to be highlighted? Do I really need to know there’s only one breakfast per person? Test the wording and include the restrictions within the already hyperlinked ‘restrictions’ section. These messages should be persuasive rather than legal-speak.

~Ian Rhodes, Acquisitional

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

  • The #1 issue is that the message on the landing page doesn’t match the ad that was clicked on in the first place.
  • The call-to-action on the booking form “SEARCH” is weak and should be tested.
  • The page states that this is an “Exclusive Offer” but doesn’t reinforce the exclusivity with a further explanation.

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

What are your thoughts on this landing page for the Universal Orlando Resort?

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6 COMMENTS

Mike Stickney

I agree with all the experts feedback here… tough page to like (especially paired with this ad).

One thing that caught my attention, that I don’t know was mentioned was the bright green “Explore Ticket Options” button on the top left. I’m assuming this is a button, but the down arrow makes me wonder if the items listed below are my ticket options. Also, it’s the most prominent CTA (in my opinion) on the page, but is it tickets just for the theme park? Is it airline tickets? It definitely doesn’t make me think it would be for a full package, so would soften it a bit (incorporate it into the “book a trip” process).

The other big think I notice in the copy is all the asterisks and “disclaimer” cues in the copy, with nothing on the page to see what they mean. I’m assuming they would display when I click on the “restrictions” link, but if that’s the case, then show them. With all the symbols that make me question these “free” items, I want a little more assurance that there’s not a bunch of unreasonable conditions.

Lastly, the “make the most of your vacation… ” upsell box is being called out and asking me to ADD more to my package BEFORE presenting me with the initial package options (and asking me to click somewhere else).

Just some of my thoughts…

Mike Stickney

February 20, 2013 Reply

Rachael

I’m just looking at this as a potential consumer, my initial thoughts are that I wouldn’t think about booking anything without more information and images, specifically of the theme park, the Three broomsticks, the live entertainment etc. If it doesn’t already, I would add descriptions and images so that they appear when the visiter hovers over the highlighted bullet points so that they don’t have to leave the page to go searching for what these places actually offer.

Also I didn’t see the book your trip button until I read about how badly placed it was…then I found myself searching for it.

Too many bullet points and costs and not enough telling us about what we are supposed to be booking.

Enjoyed the article, thank you.

May 16, 2013 Reply

    Kathryn Aragon

    Great analysis, Rachael! I especially like your idea of having more information appear when you hover over the bullet points.

    May 16, 2013 Reply

Phil Bogan

I like these expert analyses…thanks for doing.

June 12, 2013 Reply


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