Header
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.
Subheader
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.
Subheader
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.
Subheader
What's the benefit?
Users make more money from their customers because they are able to understand them better through data-driven messaging.
Call-to-Action
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.
Visual
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.
Social Proof
Establishing Credibility
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.
Features
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.
Features
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.
Features
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.
Section 11
Navigation options
If users aren't interacting with your widgets, experiment with multiple navigation options like tabs and arrows.
More Features
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?"
More Features
Objection Handling
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.
More Features
Visualize the benefit
The visual for the segmentation feature implies users will see an increase in engaged customers when using their product.
Objection Handling
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.
Establishing Credibility
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.
