Landing Page of the Week #19 – The US’s free COVID test website everybody’s talking about
This time, let’s analyze the page where US residents can order free COVID tests to their home addresses. The page has generated over 85 million visits in the last 30 days, so simply calling it popular would be a huge understatement.
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What can we learn from the analysis of this page? What may be of use to you in the future?
The landing page creators included guidelines on how to determine if the page really belongs to an official government organization. This way, visitors are reassured that the information they find on the page is valid.
The suggestive copy encourages you to order the tests now so that you don’t need to worry about not having them in the future. It’s a good example of emotional copywriting you might want to save for later in your swipe files.
There are three language versions of this landing page and of the page where you place orders. In Landingi, it would be possible to create such a thing by duplicating one landing page, translating the content, and linking between the versions.
When you click the CTA button, you are redirected to the United States Postal Service’s site. Although it is an official and secured site, there is no mention of the redirection beforehand, which may confuse visitors.
There is no detailed photo of the actual product and no mention of instructions on how to take the sample to perform the test. Would it be a problem? Well, sometimes, people just want to know what’s inside the box.
Landing Page of the Week is a series where I review various examples of landing pages from the web.