This week High Position’s Head of CRO, James Root, takes a look at Moz. As ever, winners of this prestigious award will receive something from the HP CRO Drawer. All winners will be notified via twitter. Nominations can also be tweeted so please share and get involved!

Moz.com

What does the site do?

Moz - provides SEO tools. Digital Marketing and Analytics tools and resources for all things inbound.

What does the site say they do?

“Moz started up in 2004, and we’ve been on an epic ride ever since. From our beginnings as an SEO consulting company to launching the first Pro app in 2007, we’ve tried to stay true to our core beliefs—TAGFEE—and to deliver an exceptional experience for our community and subscribers. We owe a huge thanks to our community for joining us on this awesome journey, and we hope that you’ll continue to be a part of our story.

We just launched our Beta of Moz Analytics, which is our most exciting product yet. But the best is yet to come. Check out the timeline below to learn more about our past and to get excited about where we’re heading in the future!”

What does the site do well?

Homepage

Firstly, Moz rebranded so this is noted on the homepage with a link to a blog post by Rand Fishkin, detailing the rebrand
Value proposition is clear, using positive words like ‘better’, ‘will help you’, : ‘THERE IS A BETTER WAY TO DO MARKETING. Your customers deserve it. We help you do it.
Engaging snapshot of product is unmissable
Two clear buttons providing two options for users; ‘Free 30 day trial’ -> clicks through to a web form OR ‘Take a tour of the software’ provides an in-depth look at the product.

Below the fold is a more subtle link to an informative showcase video.
There are three chunks of content with buttons inviting users to ‘Explore our Tools'; ‘Explore our Resources’ or ‘Explore our Community’. CRO ALERT - These buttons are all identical in terms of aesthetics - would they benefit from being different colours? Test it via MVT!

What else the site does well…

The Free Trial page is delightfully laid out:

Clear instruction - ‘Start your free trial in three easy steps!’ and the user is left with no confusion regarding the price - ‘Moz Analytics is free for 30 days, then just $99/month.’
The web form contains large and inviting field input areas and straightforward billing options. There is also a secure payment verification badge to relay any fraud anxieties that often cause users to hesitate rather than buy.
Clear FAQs are present on the same page, and are sticky so remain on the all-important right hand side of the page when scrolling.

Also, there is an excellent CTA on the form submit button - ‘Start my Free 30-Day Trial’, although I would love to run a test on colour and size - and indeed CTA - on this button to make further improvements.

Another area that would be great to test and improve is the number of web form fields. Having run many similar and hugely successful tests in the past, I would be confident that are carefully considered test variation would increase conversion rate of signups - amalgamate first and last name fields and add in a postcode finder function to increase usability speed further are just two elements that would make for an interesting test.

Products Page

Effortlessly effective nav displaying clear links to Tour, Pricing, Why Moz and Tools and Data. visible link to excellent video about Moz and showcasing the product effectively.
It’s human nature to always ask ‘what’s in it for me?’ Again, Moz answer this with a fantastic value proposition: ‘The only marketing analytics software that gives you all your inbound marketing data in one place, beautiful data visualizations over time with custom reporting, competitive insights to help with research, and actionable recommendations to improve your performance.’
Clear Start My Free Trial button - you can’t miss it, yet it isn’t offensive and is incredibly clickable.

Scrolling on this page - and indeed this site - is a delight as the informative content is displayed beautifully, with texture, colour and graphics that sells itself in its best light.

The payout line is so simple, yet so clever: Welcome to Better Marketing. Welcome to Moz with the user once again presented with the Start My Free 30-Day Trial button and a link to the Take The Tour page

Take The Tour page

The Tour page showcases the product in an innovative and ingenious way that very few websites can execute.

The 3D imaging of the page as a physical object allows the user to buy into the notion that this is a ‘thing’ that they are buying, not a bit of software that they may use - at least that’s my perception of it.
The map pins provide further detail and a close-up of the product in a simple, yet beautiful way
The left hand menu is clear and clickable

What could the site do better?

At first glance, not a lot! But there are a multitude of tests that could improve conversion further, including the aforementioned button tests and web form test. There are no visible signs that CRO is taking place, so get testing - or better still, send for an expert. Ahem…

As the winner of this week’s CRO Site of the Week, Moz have won some cr@p from the CRO drawer – look out for a package in the post!