This installment of our landing page reviews brings us to the landing page for Chase, in particular their landing page enticing users to open a checking account with the bank. When it comes to banking, there are plenty of choices to choose from, so banks spend a lot of time and money advertising special offers and deals to attract potential customers. This landing page for Chase is no different.

And here it is:

LandingPage-Chase

At first glance I was pleasantly surprised by the overall design of this landing page. There’s a corporate vibe to it, but not as much as I was expecting there to be. The design is very clean, but some of the spacing between elements could be increased.

The sticky note image is a great eye-catcher and the two call-to-action buttons are clearly the goal, but all of the disclaimer text at the bottom detracts from the overall design. However, to be fair, from the bank’s perspective it’s probably a requirement.

Now let’s dig a little deeper zone-by-zone because there are some things that could be improved:

LandingPage-Chase-Zones

Zone 1 – This is the Chase logo and while it’s laid out well, they made a classic mistake in making it a link to the main Chase homepage. There’s no need to do that; people can easily find the Chase homepage on their own. Don’t give them an unnecessary exit path.

Zone 2 – This is the headline of the landing page and it’s a good one. It uses a good size type, is spaced well, and its white color contrasts nicely with the blue background. It’s also very concise and tells users exactly why they are here.

Zone 3 – This is the subheadline and expands on what the user was told by the headline. Its design is a simple blue type, but it’s done right and isn’t too long. Like the headline, it tells the user exactly what they need to hear and nothing more.

Zone 4 – Like I mentioned above, this sticky note image does a great job of immediately attracting attention. A user can’t not look at it and see the big enticement Chase is making. Notice the “offer expires” tactic to instill a sense of urgency.

Zone 5 – Here are the reasons Chase thinks will help convince users to open a checking account with them. The use of bold text is good, but the spacing above and below this zone could be increased to let the text breath a bit.

Zone 6 – Here was see the two call-to-action buttons, with one being the primary goal (Apply Online Now) and the other being the secondary goal (Email My Coupon). In this case, giving users a secondary goal will help Chase’s conversions because users must enter their email address to receive the coupon, which Chase can collect and use for follow-up and direct email campaigns later. Notice that the sense of urgency is reinforced again.

Zone 7 – This copy explains to users the reason behind the “Email My Coupon” button, but there’s no need for the “local branch” link. All that does is take potential customers away from at least entering their email address. If users want to find a local Chase branch, they can do that on their own. This page shouldn’t lead them down that path.

Zone 8 – Like the logo being linked to the Chase homepage, these links don’t need to be here. The FAQ link is probably fine because it simply opens a small pop window, but the other three links take the user away from the goal. Again, these are things that users can find elsewhere at a different time.

Zone 9 – This zone contains all the disclaimer text that I suppose is because of some requirement or regulation. However, if that’s not the case, then all of this text could be moved to the next screen, after the user clicks the “Apply Online Now” button.

December 8, 2010
Written by: Dave Donaldson