The loopy badass Honey Badger has been on vacation, however now he’s again. Perhaps it’s chilled him out, given him some perspective on his life? Who is aware of? All we all know is, he’s been actively looking out the web for touchdown pages, this time centered on Software program as a Service (SaaS) firms. Take it away Mr. B…
SaaS firms are seen as a option to introduce know-how into a corporation merely and simply, with out the necessity to get slowed down with IT processes and procedures. Which may be an over-simplification, however the viewers for these companies can’t be assumed to be technical, so the strategy taken with touchdown pages has to replicate this. Jargon is out, options are in, and there must be a concentrate on simplicity. It’s additionally crucial to construct confidence rapidly, creating belief within the resolution with the viewers.
On this article we’ll take a look at cloud companies providing all the pieces from file sharing via to innovation, and see whether or not they make the best first impression with their touchdown pages. As at all times, all of the touchdown pages had been discovered utilizing easy natural searches via Google, utilizing solely the commercial hyperlinks on the prime and facet of the outcomes.
1. Bloomfire
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Bloomfire is a social collaboration platform for groups. They had been based in 2010.
The Honey Badger likes:
- No types, it’s all in regards to the sale – the extra fields in a type, the much less probably it’s to be stuffed out. Bloomfire take away it altogether and focus on the conversion. Even the incongruous yellow arrow serves a objective; don’t cling round on the copy, simply learn the headline and get to the Name To Motion (CTA).
The Honey Badger doesn’t like:
- Low on options, excessive on jargon – all options will inform you you’ll get higher outcomes, improve gross sales, and so on, and so on. It’s too basic to make a lot affect. A greater line might be present in the principle copy: “Should you’re searching for easy-to-use, light-weight software program […] look no additional”. Make your copy, particularly headlines, stand out from the group.
- Crowded design – it’s all there, a testimonial, shoppers, awards, nevertheless it’s all stuffed collectively. White area can profit a design. Not having all the pieces ‘above the fold’ doesn’t matter, individuals are used to scrolling for extra info. This web page can be higher served by making extra room for the person parts, particularly the testimonial.
2. Field
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Field is a file-sharing service primarily based out of Los Altos, California. During the last seven years they’ve raised $248 million of enterprise capital funding.
Honey Badger likes:
- Does what it says on the tin – the headline copy says all of it: no jargon concerned. Simplicity appeals, particularly when it’s fixing a really actual enterprise downside. This type of language additionally helps with search engine optimisation, because it mirrors the sort of question somebody would possibly use when looking for a file sharing resolution. That is backed up with good clear sub-headings which help the attention when skimming content material.
- Fascinating integration of video – it could be simple to only plop a video down in the midst of the shape, however Field have gone for a extra refined possibility, mixing imagery with the flexibility to play a video. If clicked, a pop-up seems containing the video. It’s good use of area, though admittedly some could miss it.
Honey Badger doesn’t like:
- Nothing – sure, that may be a double-negative, of which there could also be one or two extra. General, that is an efficient touchdown web page
3. Caspio
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Caspio is a web-based database product. It permits individuals to create on-line databases for the seize and storage of information with out using advanced coding and improvement.
Honey Badger likes:
- Plain, however efficient – I’ve stated earlier than that touchdown pages don’t should be lovely to be efficient. This isn’t excellent, nevertheless it doesn’t overwhelm. There’s no type, a transparent headline and sub-head that confer with differentiating options, and a small choice of impactful shoppers.
- Certifications – when you’re trusting information to the cloud it’s essential to know that will probably be safe. Caspio use the TRUSTe and PCI logos to ascertain this belief. You do should watch out when doing this, as we’ve seen, ill-judged use can mislead users (see Take a look at 8), however on this case their objective is evident.
Honey Badger doesn’t like:
- The imagery – it appears superfluous; it doesn’t present something of actual worth within the resolution making course of. In the event that they need to present the number of functions attainable via the software, they might be higher served through the use of a rotating gallery exhibiting bigger photos one by one.
- The iconography – the ticks are reassuring, however don’t give any indication of the options. As we’ve seen earlier than, clear iconography and imagery may help when skimming a web page on first learn. I’d prefer to see an A/B check carried out with some clearer icons and fewer options within the listing.
4. Speak Freely
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Speak Freely is an inner enterprise innovation system that encourages workers to co-create concepts primarily based on set challenges.
Honey Badger likes:
- The shopper listing – nevertheless it’s a push. It’s the one advantage of this web page. When you’ve got robust shoppers, it may assist construct belief; don’t throw it away.
Honey Badger doesn’t like:
- On-page navigation – a private choice, nevertheless it’s turning into extra widespread to incorporate web site navigation on touchdown pages. Sure, it integrates the web page into the principle web site, nevertheless it additionally has the ability to distract. Distraction reduces conversion, that’s why Amazon removes it throughout checkout.
- Conflicting CTAs – one other bugbear of mine. Honey Badgers are easy animals, they will solely do one factor at a time (often chewing somebody’s leg, however that’s one other story). Make it clear what you need your customers to do, give them one possibility; TalkFreely current me with 5: be taught, learn how it really works, schedule a demo, obtain a white paper, and get a free trial. It’s all an excessive amount of and it dilutes effectiveness.
- A video that’s not a video – our brains are tuned to specific visible cues. On this case the monitor picture appears to be like prefer it must be a video – presumably a by product of the generic inventory photograph – nevertheless it’s not. The web page can be improved if it was, as it could allow customers to seek out out in regards to the options, that are conspicuous by their absence.
5. Syncplicity
Syncplicity shares the identical file-sharing area as Field, however provides the twist of real-time backups into the combination. As a youthful firm, and in contrast to Field, they’re a lot smaller and have attracted rather a lot much less funding.
Honey Badger likes:
- The Banner – though as with Speak Freely, it’s the very best of a median lot. The banner copy is sweet, focussing in on a easy message, and the addition of the sub-head’s “enterprise customers and IT” is useful. They’re interesting to each potential audiences – finish person and the potential system house owners. There’s additionally good use of key phrases, similar to sync, share, cell, and defend – it offers top-level performance proper up entrance. The precise picture is ineffective on this context although and provides nothing.
Honey Badger doesn’t like:
- Bland copy – The sub-heads are helpful in choosing out the 4 teams of options, however the general impression of the web page is one in all bland greyness. Higher use of images and color would deliver this to life. A pair of shears taken to the copy wouldn’t harm both; it might do with a trim. Don’t overload individuals with limitless function lists, simply consider a couple of that differentiate your product.
- An excessive amount of! – an excessive amount of copy, too many shopper logos, too many testimonials – use rotators and different units to restrict the quantity of information that individuals have to absorb at first look.
- Color use – company colors present id, I perceive that, however they are often limiting too. Syncplicity has a vibrant brand (which I fairly like), however solely the blue is used. The yellow and orange might be used to create distinction and information the attention to crucial components of the web page. Don’t underestimate the affect of color on web page construction and effectiveness.
6. Atlassian Confluence
An Australian firm with international ambitions, they supply enterprise software program options to over 20,000 prospects. Confluence is their collaboration product.
Honey Badger likes:
- Construction – the web page is lengthy, however its construction is admittedly clear. Layered web page layouts like this may be very efficient when you have got rather a lot to say, as they create a transparent hierarchy from top-line down into the soiled element.
- Sense of humour – generally it’s the power of an concept that makes a touchdown web page. Atlassian have actually hit the best tone with this web page, exhibiting Confluence because the remedy to the illness of ‘Collaborative Dysfunction’. From the amusing medical advert video pastiche, via to the earnestly names signs, the web page carries the thought right through. It’s participating in all the best methods. Go to it… now! No, actually.
Honey Badger doesn’t like:
- Nothing – as with Field, it is a nice touchdown web page.
7. Equinix
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Equinix, in contrast to a few of the different firms right here, offers the info centre companies that underpin the cloud, fairly than a cloud resolution. They’ve information centres throughout Europe, America and Asia.
Honey Badger likes:
- The picture and the quote – however earlier than you get carried away saying ‘”What!” let me clarify. The picture and the quote match collectively rather well and type a robust introductory message – time means cash. It’s only a pity that they didn’t make extra of it.
Honey Badger doesn’t like:
- A missed alternative – the picture and the quote must be far more intently associated visually (with the quote a lot bigger) and prime of the web page. It could give the web page context and arrange the sub-heads. Because it stands, you learn the white on pink textual content first and it makes little or no sense. Make sure that your parts assist one another, and don’t overlook (in English anyway) we learn left to proper and prime to backside!
- The shape – sure, that once more, don’t get me began. A number of necessary fields, together with ones that aren’t related to conversion. First, get individuals to work together with you. When you’ve got their contact particulars you could find out the additional info you want (like trade, location, and nation). I’ll cease there. My head hurts.
8. Retayl
Retayl is a small UK-based company that create cloud-hosted retail options utilizing a mix of different companies, together with Shopify and Xero (each of whom we’ve featured in touchdown web page critiques earlier than). This touchdown web page is a blended bag.
Honey Badger likes:
- Simplicity – a transparent heading, one listing of freebies, a easy type. There’s nothing unsuitable with protecting a web page to the purpose.
Honey Badger doesn’t like
- Over-simplicity – there’s worth in visible cues. The dearth of typography and any kind of imagery creates a web page that’s uninviting. Way more might be manufactured from the manufacturers they’re working with, the presents they’ve negotiated, and of the CTA.
- Gross sales language – no-one believes that any provide is a ‘one-off provide’. It’s the sort of trick that double-glazing firms use when making an attempt to get you to sign-up to outrageously overblown quotes. If the provide has an expiry that’s high-quality, state it, simply watch out to keep away from language that looks like coercion.
9. Anaqua
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Anaqua Component is an IP administration system – a specialised service for firms who need to develop, file and defend innovations via patents.
Honey Badger likes:
- A number of languages – the web is international, firms are more and more multi-national as commerce ebbs and flows world wide. Providing a number of language variations may help improve conversions, however don’t do it for the sake of it. Use analytics and monitoring to grasp the place individuals are visiting your website from – preferable upfront of a marketing campaign – and use that to information your response.
Honey Badger doesn’t like:
- Inventory imagery – critically, why do individuals nonetheless insist on these things? Don’t waste area on inventory imagery, use it properly to inform us about your product, with well-crafted copy or a related piece of images (or each).
- Conflicting CTAs – generally it is smart to have a number of CTAs, however not usually. If you must register for one, however not for the opposite, then there could also be an argument or if you’re early in testing and need to gauge demand. Nonetheless, a extra elegant resolution is to have one CTA and two completely different pages, then A/B check.
10. AtTask
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AtTask specialises in cloud-based undertaking and work administration techniques. We featured them solely a few months again, looking at their project management product (see #7). Right here we glance as a substitute at their group collaboration software program. The query is: have they improved. The reply is: sure and no.
Honey Badger likes
- A lot clearer copy and options – the options are listed with out description, however with a transparent icon, and the header copy is way shorter. Each of this stuff are very welcome adjustments. A roll-over on the function description, revealing a brief description, can be even higher. This alteration to format implies that the shopper logos are additional up the web page, making them far more seen.
Honey Badger doesn’t like
- That type, nonetheless! – it was one in all my principal issues final time and it stays so. In actual fact, the shape has obtained longer by two fields (job function and division). It’s not mandatory and it undoes the opposite good work.
11. Zoho Initiatives
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Zoho are a veritable Swiss Military Knife of an organization, having merchandise for each conceivable objective. Zoho Initiatives is a undertaking administration system that enhances their different merchandise, similar to Zoho Docs.
Honey Badger likes:
- Clear related imagery – I like a pleasant large screenshot, they inform a great story. Zoho have chosen a screenshot that packs within the options, however continues to be readable. Imagery used on this means helps to set expectation and construct belief with the person – they know what they will get.
- Large buttons (and convincer) – you possibly can’t beat a transparent CTA, and the massive pink button is actually that. It’s outsized and dominates the web page. It’s additionally paired with a convincer, a bit of textual content whose job it’s to make sure the button will get pressed. Right here Zoho apply peer strain: with 720,000 customers already doing it, why shouldn’t you?
Honey Badger doesn’t like:
- Nothing – a easy web page that will get straight to the purpose, giving the person the naked minimal of knowledge they want. The pricing is a bit of hidden, however I’ll forgive them that…
12. GoToMyPC
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GoToMyPC is a web-based service for remote-access to your own home and work computer systems.
Honey Badger likes:
- Clear copy – options aren’t the robust level right here, the principle level is that you may entry your pc remotely. GoToMyPC concentrate on a headline and replica that sells the advantages in easy language. Jargon is an actual killer for touchdown pages, except you have got a really area of interest viewers, don’t fall into its clutches.
- Structure – the format of a web page ought to learn as we might learn a e-book. This web page does that, making a logical journey: headline, picture and outline, sign-up, submit sign-up actions. They might be visually clearer, however the necessities are in place.
Honey Badger doesn’t like:
- TRUSTe seal – as talked about above, together with this on a type can lower conversions as customers affiliate it with bank card transactions. There’s no charges right here, however customers could assume that is the case.
13. Volusion
Volusion creates ecommerce options for on-line companies, together with purchasing carts and cell commerce.
Honey Badger likes:
- Confidence – assured in your product, then present it. Don’t be afraid to match, particularly when you have got a wealthy feature-set. Volusion does this. They take purpose at Shopify and pull the set off. It’s easy, blunt, however efficient in persuading potential purchasers. It’s notably helpful the place you have got a transparent aggressive panorama and a few areas of differentiation (that phrase once more). It’s Advertising and marketing 101.
Honey Badger doesn’t like:
- Nothing – it is a refreshing and combative web page. It’s obtained a transparent CTA, good use of color and replica, and a structured format.
14. ShareFile
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A service for sharing recordsdata securely, ShareFile has over 4 million customers worldwide (based on their very own literature). Final 12 months it was acquired by virtualization and software program companies large, Citrix.
Honey Badger likes:
- Who’s signing up proper now? – though you possibly can’t see it in a nonetheless picture, it is a feed that shows the newest registrations – reside. It’s a gimmick, however like Zoho Initiatives, in case you have a important mass of customers, it may be immensely highly effective in constructing confidence in your product. A pleasant concept, effectively executed.
- Small choice of shopper logos – in case you have large shoppers you don’t want to indicate a lot of them. ShareFile are selective, however with Pepsi, Nike and HTC on the books you possibly can afford to be. One phrase of warning, choosing all giant shoppers would possibly postpone small enterprise prospects. If SMBs are one in all your goal markets, be sure that you make them feel at home.
Honey Badger doesn’t like
- Navigation – as with Speak Freely, the navigation is distracting. This web page can be stronger with out it. An A/B check can be helpful on this case.
15. ISL On-line
ISL On-line is a UK-based firm that create collaboration options primarily based round on-line net conferencing and distant assist companies.
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Honey Badger likes:
- Structural use of color – by making the underside half shades of gray (not that shades of gray) and the highest half in color, the web page immediately has a hierarchy. The highest is extra essential than the underside. Utilizing color on this means, to weight content material, is simple to do and guides the attention successfully. The identical observe is used throughout the color parts – crucial CTA is within the boldest color (orange), the second in inexperienced, and the least essential in gray.
- Related imagery – taking the time to create customized imagery can repay. The picture of the display screen linked to the map says rather a lot in regards to the product and not using a phrase being learn. A lot better than inventory images.
Honey Badger doesn’t like:
- Odd fonts popping up in the midst of a design – however hey, it’s not the worst crime on this planet. At the least it’s not MS Comedian Sans. Nonetheless, do be constant along with your design and when you do deviate, be sure that it’s for a great cause. Consistency of visible language is important in good design, breaking that consistency should be for a legitimate cause.
That’s your lot for this time. That is Mr H. Badger signing off.
Have you ever obtained feedback? Do you agree or disagree with the Honey Badger? Are you a Honey Badger in spirit? Tell us within the feedback part.
