Segment

Landing Page Teardown
Joey Noble
Growth

Overview

Scroll through to see the full landing page, or continue for the teardown.

Segment

Above the fold

Segment's above the fold section has five pieces that we'll dive into individually.

Header

Avoid vague titles

Headers should highlight the main reason someone would want your product over a competitors. Segment could improve their header by instead calling out what the main benefit of a customer data platform is, and telling users why it's better than other platforms of the same type.

Write with confidence

What segment gets right with their header is confidence in their product. The leading Customer Data Platform. This helps frame Segment as the best solution for Customer Data.

Segment Header

Subheader

Make your claims concrete

Any company can tell users they are the "leading" XYZ platform, but not every company can back that up. Segment boasts their 20,000+ customers to solidify the header's claim.

Then they specify what they mean by "Customer Data Platform," which is software and APIs.

Segment Subheader 1
Introducing the features

To wrap up the subheader, Segment introduces the product's core features: collecting, cleaning and controlling data.

Segment Subheader 2

Call-to-Action

Segment your personas

Typically you want a tight narrative, using only one CTA so that users aren't confused. However,  it makes sense to have two CTAs if you have two common types of buyers.

For Segment, the first would be those that already have a customer data platform and they need to know why they should switch platforms. The other persona would consider the "Create a free account" CTA because they would rather explore on their own to see if it's a fit.

Segment – CTA

Visual

Be careful with your visual design

Segment's intention with this visual was to show users how Segment connects from a purchasing app to a suite of analytics apps. But the angle of the image makes it hard to understand what they're portraying at first glance.

Segment Visual

Social Proof

Establish credibility above the fold

Segment avoids skepticism by including a social proof section before users have to scroll.

Avoid visual clutter

Segment makes good use of animation to flip through how many companies they've helped without having a massive logo wall.  Too many company logos on your site is visually unappealing and can take away from a user's experience.

Segment Social Proof

Features Overview

High-level overview

Segment introduces their product with a high-level overview of each feature section they're about to dive into next. Think of it like the index of a book, a user finds the section that interests them, and clicking on a section takes them further down the page to explore it.

Visualize your product's value

This section visualizes that Segment is the central point for all user data between apps. Without these visualizes it can be hard to understand the real value of Segment.

Segment Features Overview

Features for each team

Segmenting user personas

Segment has three sections that target the different teams that need to be onboarded in order to switch to Segment. Each section is like a mini landing page, designed to entice each of their user personas. When you click the explore CTA you land on a dedicated page pitching Segment specifically to that user persona.

Show inside the product

Because Segment splits their landing page by persona, they're able to show each persona product visuals that would be important to them. User touch points for marketing, data alignment for product, and code for engineers.

Segment Features for each team

Features Summary

Putting it all together

This visual cleverly summarizes the entire landing page. To the left is every source that works with Segment and to the right is every destination it can connect with. The visual shows users how Segment works by taking one data point from a source and sending that data to each destination separately.

Segment Feature Summary
Shows users a before and after

Segment's "Without Segment" toggle shows users what their data looks like without Segment. A semi-connected mess.

Tell a story in your landing page

Segment begins with a high-level overview, claiming they empower every team with good data. Then, they dive into each team individually. They put the icing on the cake when they summarize segments value with a before and after view of the data.

Segment Features Summary 2

Case Study

Case studies as social proof

Case studies are an excellent form of social proof. Segment not only gets a testimonial from their customer but also shows off the biggest improvement made when using Segment. The 70% is intentionally bigger than everything else so that it catches the eye and entices users to read the full case study.

Use social proof to show breadth

Segment uses case studies from all different industries. From a publisher, to an ecommerce apparel company, to a fintech company. If you can show the breadth of industries you are able to serve, do it. It handles objections and inspires action simultaneously.

Segment Case Study

Final CTA

Remind users of the value

"Start connecting your data" motivates users toward action. Then, they remind users of Segment's value by displaying a wall of companies that they integrate with.

Segment Final CTA

Key takeaways

  • Avoid vague headers by being ultra specific about what your product is and what the main benefit is.
  • Visuals should be straight forward and easy to understand right away.
  • Sometimes two CTAs in your above the fold section work well if you have two very different buyer personas.
  • Consider animating between company logos in your social proof to avoid visual clutter.
  • Consider segmenting your user personas and sending them to separate landing pages to pitch your product specifically to that persona.
  • Use visual comparisons to show what life looks like with and without your product.
  • Consider using case studies from many different industries if you want to establish that you can cater towards all of them.

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.

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Alex Kracov
Head of Marketing, Lattice