We’re back with another landing page teardown to explore how Swell Energy can boost their conversion rate by at least 10-15% by following three simple tips.
Swell is a renewable energy company, but these tips can be applied immediately to any kind of business. Whether you’re a service business, e-commerce, or SaaS company, you’ll find actionable takeaways from today’s teardown.
Let’s explore orienting your customers, establishing credibility, and addressing fears to increase your conversion rates this month.
To learn how to improve your conversion rate, read the article below for an easy-to-follow walkthrough or watch the video below.
Who Is Swell Energy?
Swell Energy is an installer and manager of residential and storage systems, such as the Tesla Powerwall. Renewable energy is a growing market right now because it’s good for the environment, your neighborhood, and gives customers energy independence. Swell Energy operates in California and Hawaii, two sunny locations that are perfectly suited for renewable energy.
Swell Energy is a great case study because we found they lost 60% of potential customers who landed on their landing page. We want to help users go further into the marketing funnel and continue their journey with Swell Energy—not leave. Remember that these tips are immediately actionable for any industry, including your own.
Tip #1: Orient Your Visitors Upon Entrance to Reduce Bounce Rates
When you orient your visitors as soon as they land on your site, they feel like they’ve arrived on a page they meant to visit. This helps them feel secure on your page and also reduces your bounce rate. A bounce rate is the percentage of people who arrive on your website or landing page and then leave without viewing any additional pages. Someone who bounced came to your site, didn’t see what they were looking for, and then left.
On a campaign-specific landing page, your bounce rate is inversely proportional to your conversion rate. When you have a high bounce rate, you can expect to see a low conversion rate and vice versa. High conversion rates go along with low bounce rates.
Here are a few questions to help orient your visitors upon entrance:
- Does the header explain what the product or service is?
- Does the header copy match the pre-click ad or search engine copy?
- Does the copy call out who the product/service is for?
- Is there a clear, visually dominant page goal that leads further into your marketing funnel?
Now, let’s take a look at swellenergy.com for some examples.
Explain the product, and clearly describe your ideal customer
Their header is welcoming: “Hi, we are Swell Energy.” But this welcome doesn’t add any value to the customer experience. Visitors are wasting time because they’re reading unnecessary fluff. It’s not immediately obvious what this page is for, and that uncertainty makes visitors bounce away.
Swell is also wasting valuable space in the hero section of their page by not stating who will benefit from these services. We could address these issues by adding an emotional appeal that speaks to their customer’s pain points. Let’s change that header and subhead:
“Never suffer through another power outage again.
Get an intelligently designed home energy system for your California or Hawaii home.”
We also added some emotion into it by adding the word “suffer”. This helps to describe the pain point more vividly. Losing your home power is nothing but a headache. We want to tie in some emotion and invoke the experience of all the problems that come with losing power to your home, so visitors see a need for this service.
Take visitors further into the marketing funnel with a clear CTA.
Swell Energy does have a visually dominant call-to-action, but clicking on this link only takes visitors down to the next section of this landing page. We’ve missed an opportunity to expose visitors to even more targeted and specific messaging.
Could we somehow take visitors to their location-specific page that offers more details about offers and benefits specific to them? For example, Swell does have landing pages for Hawaii, Orange County, etc.
We should focus on driving visitors to these location-specific pages, which give more details about personalized services. Visitors who live in Orange County, the Redwoods, or Hawaii can read about services that are relevant to their life. This helps them discover why the product is perfect for their needs.
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Tip #2: Establish Credibility With Your Prospects to Reduce Anxiety
Establish credibility to reduce the anxiety your prospects have of doing business with you. Credibility shows that you can deliver on your promise with proof, reducing customer anxiety and fear.
Here are a few questions you can ask yourself as you establish more credibility:
- Does the copy include endorsements from customers who fit the target market?
- Does the copy include endorsements from high-profile media?
- Does the copy include impressive metrics that summarize the product’s popularity?
- Are these testimonials/endorsements easily verifiable?
Establish credibility with testimonials
One of the best ways to establish credibility is with testimonials. Video testimonials for Swell could show delighted customers on the day they get their home energy system installed. Video testimonials help your new visitors imagine themselves with Swell Energy’s product in their lives. This is a powerful tool for increasing conversions!
If you’re not set up to produce video testimonials yet, a text review will work, too. Be sure to add a customer photo or an installation picture for some visual appeal.
Feature industry credentials
Another way Swell can build credibility is to prominently show seals that they’re a certified installer for the Tesla Powerwall. This partnership shows instantly credibility with an established name brand.
Depending on your industry, your business is going to have different credentials to highlight. You may have certifications, ratings, seals, partnership logos, or anything else. Make sure to prominently feature your credentials. Don’t let them be lost among everything else on your page.
You want your prospects to be able to say “yes” when they ask the question: Can I trust this provider at all? Credibility is about building trust from your first touchpoints, especially when your initial contact is happening online and not in person.
Tip #3: Address Objections and Fears to Minimize Perceived Risk
Everyone has some fear of loss, so be sure to address common consumer fears. Whether it’s fear of losing time, money, or anything else, fear holds your customers back from converting. You must address those fears to make sales.
Here are a few questions you can ask as you’re addressing objections and fears:
- Does the copy offer any guarantees or other reassurances to minimize perceived risk?
- Does the copy address conversion-critical questions from prospects?
Offer guarantees and warranties
When we look at Swell’s homepage and location pages, there’s no mention of a guarantee to minimize perceived risk. We can’t find a guarantee of workmanship, products, effectiveness, support, or anything else.
In the home services industry, guarantees are quite common and many of Swell’s top competitors likely offer guarantees. In fact, when I looked up other certified installers on Tesla’s site, the first one I clicked offered a best-in-class 25-year comprehensive warranty.
Swell is missing the mark here entirely. A guarantee helps minimize perceived risk and gives people peace of mind. Customers expect these warranties—and you can expect your competitors are offering guarantees.
Make sure that you highlight your guarantees. Swell might offer amazing warranties on their services, but if these services aren’t prominently featured on the landing page, customers can’t know that’s the case. Don’t force your customers into making assumptions. Be up-front about all your features and benefits to reduce fears and anxieties.
Address conversion-critical questions from prospects
If we look at Swell’s landing pages again, I don’t see any FAQs right away. There are some answered questions buried in the page and the footer, but these resources are unfortunately hard to find. Swell’s FAQ does address some important customer questions if you can manage to find it, but most visitors won’t see these resources
We want to leverage this body of knowledge on the landing page. It’s very unlikely that customers will find the FAQ in the footer or on a separate page. Highlight these answers to help prospects feel confident in your services.
Another big tip is to offer a process plan. Process plans show how somebody can do business with you, and they help remove the sense of risk somebody might have if they’re considering investing in your services.
Swell can address this feeling of risk by creating a simple 3-5 step process plan about how getting a home energy system works. For example:
- Check your eligibility
- Get a site evaluation
- Design a solar package
- Get permits
- Install home energy system
When we break the process into steps, you help customers know what to expect when they work with your company. From your perspective as a business owner, this list is oversimplified, but it addresses everything the customer needs to know. A process plan helps you focus on your customer experience and reassure them about your services.
Now It’s Your Turn
I hope this landing page teardown gave you some ideas for your own outdoor brand. When you optimize your website to convert more visitors into buyers, you see some of the highest ROI of any business investment.
Would you like to see how your landing pages can be improved?
Disclaimer: I don’t have access to any of the data for the brands in our landing page teardowns. The way I run these is by conducting a heuristic analysis where I analyze different conversion elements such as relevance, clarity, friction, distraction, motivation, and buying stages. Then, I add comments and ideas based on my experience running a conversion optimization agency for outdoor brands.