As we are learning about a number of tools available to efficiently market products and services, a recent TechCrunch article delved deep into how a company's own website can be a great marketing tool to acquire customers. The company being analyzed was Zapier (www.zapier.com), an application that was built to connect multiple web applications to one another seamlessly. A few key takeaways from for building a website that promotes conversion were:
1. Grabbing attention early on the homepage with tactics such as (i) a descriptive header with no jargon (ii) a sub-header that outlines the transformative journey a customer goes through by using your product (iii) a call-to-action that promises a similar transformative journey as a result of using the product
2. Social proofing to boost your firm's credibility. i.e highlighting the names/logos/testimonials of any well-known companies that use your product.
3. Clearly describing the benefits each feature provides your customers. Framing features as benefits further encourages users to sign up.
4. Construction a simple pricing section that doesn't frighten any prospects. Experience has showed that a transparent pricing section (cost, benefits, restrictions etc) are highlighted so that customers know upfront what they are getting for what they are paying.
5. A final call to action section that highlights a sense of urgency to use your product and reiterating social proof by mentioning how many customers are already using your product and why its important that they do so as well.
https://techcrunch.com/2021/11/11/demand-curve-how-zapier-acquires-customers-via-its-homepage/
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