After running SpringSled’s very successful referral program and then writing about exactly how we did it, we’ve seen a ton of people replicate our campaign.
SpringSeld home page:
Others’ home pages:
Obviously, the design is identical. The text and pictures change from site to site, but the design doesn’t.
In the past, when we talked about our home page, we addressed two components:
We thought a good home page was one that communicated its message effectively through those two components, but we’ve since realized that there’s a third element: design.
The reason we designed the SpringSled page to be simple and concise was that we wanted our home page to communicate visually that we can deliver on simplicity and ease of use, which are our main selling points. Our copy says “Simple, Visual, Easy”, the images portray that, and the page itself delivers it.
Say, show, deliver. Just made that one up. Sounds like a great book title.
In the case of a product who’s main selling point is beautiful design, I’d expect a beautifully designed home page to prove to me that the company can actually design beautiful stuff.
If we had designed a home page that said our product was simple and showed simplicity through images, but had confusing navigation, the message would lose it’s power and visitors would appropriately lose confidence in our ability to deliver on our selling points and exit our page without signing up.
So, we’ve added an element to key home page components:
Harry’s home page can’t shave your face, but it can deliver simplicity, cleanliness, and ease of use, which are all features that set their company apart from the incumbents.
Home pages, splash pages, landing pages, etc. should be designed to not only say but also deliver the selling points.