Randomly thought I’d try a lander for an insurance co, so here is Geico. It has a lot of problems, mostly in its weird layout, font sizes and spacing, opportunities to leave, and just a messy-looking page.
I landed on this by searching “geico quote” - this keyword is searched more than 10,000 times a month so imagine how many people look at this!
This page needs a lot of help, but this is supposed to be a quick take, so here are just a few reasons it isn’t optimized for conversions:
Too many click-offs – Above-the-fold there are several clickable links: the Geico logo, language selector, “Log In”, and Menu. If I want a quote, I obviously don’t need to log in and I don’t need a menu or a way to go to the main site! Don’t give me options to leave. There are quite a few internal links in the content. These might be helpful for SEO, but it would be worth testing pulling them out for conversions.
What’s the white bar? – This is just extraneous and adds nothing except visual clutter.
Hero is meh – Like, the headline is just “Car Insurance”? I came here for a “Geico Quote”, so this page needs to be congruous and match that intent if this is a “Quote” page. How about: “Get a Geico Quote”
Is it “under construction”? – Checked in Firefox, Chrome, and mobile, and the layouts are all funky!
What’s with this layout? Looks even worse in full size.
Hero should be centered, some sections are weirdly pulled to the side, and spacing makes it hard to differentiate between sections. This looks like a page someone started and never finished.
Line spacing on headings is hard to read – Line spacing rules are being misapplied on headings, which makes them quite hard to read.
Huuuuge spaces in the headers
Explainer texts are proportionally tiny – On desktop, I get a computed 14px size, which is pretty small for this type of page. A change to at least 18px would more readable.
Tiny explainer text
If the text was taking up too much space visually, I would rewrite it and make it more concise.
Multiple CTAs use different texts – CTAs are “Review your Quote” (this one doesn’t even make sense to me and it’s the first one!), “Start Your Quote”, and “Start Quote”. Just pick one and be consistent. Drive visitors to one objective.
So much text. – This page might need a lot of text for SEO, but I bet a lot of it could be eliminated, making this a pure quote-getting page.
So much text. Wonder if competitors do this?
As a visitor, that’s what I want, but Geico gives me a lot of opportunity to read and want more information. Maybe they point something out that I didn’t think of and decide to check another insurer’s website? Oops!
Mediocre writing – The page is focused on savings, but the copywriting is utterly meh. Consumers are immune to claims of “great service” and “seeing how much you can save”. 10 second rewrite: “What you save on insurance will pay this year’s Netflix!”
Plenty of quick wins in this page to get folks into the funnel.
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