Landing Page Teardown
Scroll through to see the full landing page, or continue for the teardown.
Above the Fold
Customer.io's above the fold section has five pieces that we'll dive into individually.
What does the product do?
Customer.io's core feature is messaging workflows.
What does the product do for users?
Customer.io benefits users by enabling them to build their dream workflows, which implies total customizability.
But how does this actually work?
Customer.io tells users that the automated messaging platform is how they enable them to build their own workflows.
Bluntly state who your product is for
Customer.io states who their product is for with specificity. Users will now think, "Do I consider myself a tech savvy marketer?" If yes, they will continue reading. If no, they will bounce, which is completely fine.
What's the benefit?
Users make more money from their customers because they are able to understand them better through data-driven messaging.
When to use two CTAs
If you're not converting regularly through a demo request, adding a free trial may be worth testing. Customer.io likely knows they'd miss a ton of potential customers without the trial.
Emphasize the action you want users to take
"Request Demo" is emphasized because users who get a full demonstration are more likely to be converted and retained.
When cartoons work
Most cartoons you see on company landing pages are arbitrary and meaningless. That's not to say stop using drawn visuals, but to use visuals to show your product's value. This one works because they visualize how the workflow uses time to delay a push notification.
Customer.io bypasses suspicion by saying 2,600 companies already work with them. They ice the cake by implying those who use their product are awesome.
Now that we understand how Customer.io pitched themselves above the fold, let's explore below the fold.
Don't twist the knife when you don't have to
Customer.io's audience of tech-savvy marketers has a burning problem that doesn't need to be further hyped by the copy. Instead, they focus on showing users how much better their life will be with their product.
Using contrast to guide the eye
If you have a lot going on in one section, try using a contrasting visual to guide the eye. Customer.io uses a yellow light bulb so that users naturally read from title to paragraph to image to social proof.
Motivating users through testimonials
Add social proof to feature sections to make the claims feel credible. Look at how Customer.io uses legit marketers to motivate users to look through the tabbed widgets. People, especially in the same profession, will look at and accept the decisions of others as correct.
If users aren't interacting with your widgets, experiment with multiple navigation options like tabs and arrows.
Emphasize the important parts
Customer.io highlights all the moving parts of an advanced messaging workflow to give users a dopamine hit, "they can really do all of this?"
The level of customizability is great until the user's logic brain kicks in and they think, "wait, I've tried setting something like this up in the past, it never worked." Customer.io hedges this by showing the technical specifics.
Ease of use
Customer.io puts emphasis on "just a few clicks", suggesting it's easy to use and takes little time to set up.
Visualize the benefit
The visual for the segmentation feature implies users will see an increase in engaged customers when using their product.
Overcome user tech anxiety
Bring attention to your tech support teams and services if you don't want users to think "What happens if I screw this up? What if I accidentally send 4000 emails to one person?"
A user might also think, "I don't want my emails to bounce, or end up in spam. I'm not sure I want to risk using a service like this" which is why Customer.io ensures user emails get analyzed for maximum deliverability.
Some users understandably feel anxious about giving their data to a random ".io tech company." To prove trust, guarantees data protection.
When to use statistics
It's easier to explain visually the volume of data they're able to handle than it is to explain through a copy paragraph.
Final CTA and Social Proof
Handle the biggest objection at the end
The last few sections of the landing page are on privacy, security and trust for a reason. Customer.io knows that no amount of painkilling features will win a user over without establishing trust.
- Tell users exactly who the product is for. This will make your target persona read more closely, and send away those who wouldn't purchase anyways.
- If your main CTA is a demo request and you're not getting many conversions, experiment with a free trial as an additional CTA.
- The medium of an image doesn't matter. What matters is if it helps users understand the value of your product.
- If your product is a painkiller, you don't need to twist the knife further. Just match the emotions of your audience and show them your solution to their problems.
- If your product targets a specific profession, use testimonials from people in the same profession and make sure to include the company name and job title.
- If you find users don't navigate through your tabbed widgets, experiment with multiple forms of navigation
- If your product's biggest objection is security and trust, it's ok to go overboard on objection handling.
Read more landing page teardowns
We break down the methods used by the highest-converting home pages so that you can understand the copywriting decisions behind every section.
Researched by Demand Curve
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