Today I am going to make some severing of the Google’s landing page that offers us to join recently implemented 2-factor authentication. I am not going to explain here what that is because, I am sure, you already know it. In fact this article is about how Google creates pages to convice us their produts are good for us.
We, digital marketers, should look really close at the Google’s landing pages and marketing practices in general – I think we can learn much from them.
Okay, let’s start
I will not write much about colors. These are the standard colors we come across Google’s products all the time. Even the red color looks pretty calm and maybe even somewhat transparent, diluted with white. The purpose is pretty clear – they don’t want images to interfere with the landing page copy. As you can seee, the subheadings look more contrasted and don’t get lost between the colorful graphic because they do want us to read.
The landing page copy is about 150 words including header titles and two titles that introduce each section. There are no long sentences at all; the longest one consists of 22 words only.
They, at Google, know that people are lazy and we will most likely be scared off by a lengthy text. This is why there is no foreplay, they remember that our attention span is extremely short and they have to be quick to be heard. For those who love do dig deeper, Googlers created a ‘Help’ section where one will get answers to all possible questions.
Yep, Internet is a scary place and we all are concerned about our privacy and security. The logic is simple – if the place is scary then we are afraid of it, even though we use it every single day. Basically we can observe two main messages that the landing page delivers:
- Bad guys will still your password: imagine what they can do then?
- Out two-step verification will stop the bad guys
Look closer at the lexis they use: “When a bad guy steals your password”. They didn’t use ‘If’; they used ‘when’ instead to make it sound even more scary. Then they provide a list of awful and disgusting things the bad guys can do to all your digital belongings.
Finally they use peoples’ natural wish to be a part of big group, to be a part of something valuable and totally positive – the sentence in the bottom of the page states there are millions of people who already use 2-step verification, which is followed a ‘get started’ button. There is definitely logic in it, isn’t it?
Well, I think there is a point in commenting about the navigation. There are two menus. One of them is much bigger; this what we see at the first glance. So they want us to click the one with clear names which answer the questions we might ask ourselves before saying ‘yes’ or ‘no’ to their offer.
The second’s menu pages are named in a really broad way and are most likely meant for the people who have much time and are ready to read a lot to make sure the offer is good for them.
There are still lots of things to write about the Google’s landing page but my article has already become larger than it was planned. You are welcome to share your thoughts too, I’ll be really happy to know your point of view.