Demand Curve: How Customer.io’s homepage converts readers into customers

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A homepage that converts visitors into customers is one of the most leveraged assets a startup can have.

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Once your website can convert cold traffic, you can spend more time and resources trying to acquire new audiences.

This is going to tear down the homepage of the post Customer.io, a marketing automation platform that lets marketers design and execute customized campaigns. Customer.io has thousands of customers ranging from large enterprise customers to startups.

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This teardown covers all the major sections of a landing page so you can implement conversion and copywriting strategies on your startup’s homepage.

grab the reader’s attention immediately

When writing copy for a feature section, you usually want to emphasize the problem your audience is facing.

The first thing a new visitor to your site sees is the section called Above the Fold (ATF). This section is important because your visitor will decide whether to continue and scroll or bounce depending on how useful your ATF is.

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The ATF section of Customer.io has five parts that we’ll look at individually: header, subheader, call to action, social proof, and a visual.

image credit: demand curve

A strong header that answers “why”

The header of your ATF section should explain what your startup does and why it is important in a concise form.

A general framework for writing a good header: If a visitor only reads your header, they should still know who you are and why they should be using your product.


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Customer.io describes what their product is all about in two words: Messaging Workflow. The advantage of using Customer.io is that it enables users to build the workflow of their dreams, which means complete customization.

Customer.io has a header that briefly answers what its product does

image credit: demand curve

a subtitle that goes deep

The subtitle describes how you will fulfill the promise of the header. Customer.io tells users that their automated messaging platform is how they make them their workflow.

Backs up the subheader header

image credit: demand curve

Subtitles can also work by clearly stating who the product is for. Customer.io specifies who their product is explicitly for. Users will now be wondering, “Do I consider myself a tech savvy marketer?” If yes, they will continue reading. If not, they’ll bounce, which is totally fine.

Subtitle highlights what the product is for

image credit: demand curve

Customer.io ends its subheading with the main advantage it offers: Users make more money from their customers because they are able to better understand them through data-driven messaging.

The subtitle also explains what the benefits are

image credit: demand curve

How to Write a High-Converting Call to Action

Call-to-action (CTA) is used to encourage visitors to engage with your site to increase the relationship. It is very difficult to convert a visitor into a customer without some sort of action mechanism.

Often, you only want one CTA in your ATF section so that users only have one way. But if, for example, you have a demo request CTA and you see that not many people are signing up for it, adding a secondary CTA, such as a free trial, may be worth testing. Is. Customer.io does this precisely because they know they will miss out on a ton of potential customers without a free trial.

Although they give users many options, it is clear that they want users to request a demo as it is emphasized by the CTA. They probably know that users who get full exposure are more likely to convert and retain.

If you find that you are not getting enough hits on your first CTA, add a second CTA.

image credit: demand curve

Adding Visuals to Explain Another Way

Including a view in your ATF section is only a good idea if it helps visitors understand the unique value of your product. Most of the cartoon explainers or stock images you see on company landing pages are arbitrary and meaningless.

That doesn’t mean you should stop using ready-made views. Instead, use visuals to show the value of your product. Customer.io’s visuals work because they visualize how the workflow uses time to delay push notifications.

Add visuals to show how your product works

image credit: demand curve

Add social proof to build credibility

Social proof is important to establish credibility. It is also used to make visitors feel that everyone already knows about the product and they are missing out. Customer.io establishes credibility and dispels any doubts by saying that there are 3,400 companies already working with them. They further prove their point by showing the logos of their most recognizable customers.

Add social proof to build credibility

image credit: demand curve

Describe the features that make your product unique

The Features section will make up the bulk of your landing page. Features help users understand why your product is valuable to them. Also, it should address any concerns and proactively handle objections.

When writing copy for a feature section, you usually want to emphasize the problem your audience is facing. This can be done by repeating the language that you hear your customers use to describe their pain points.

Customer.io’s audience of tech-savvy marketers has a burning problem that doesn’t need to be promoted any more by copy. Instead, they focus on showing users how much better their lives will be with their product.

Describe the characteristics that set you apart

image credit: demand curve

If you have a lot going on in one section, try using a contrasting scenery to direct the eye. Customer.io uses a yellow light bulb so users can naturally read from title to paragraph to image to social proof.

Use contrasting views to guide the eyes

image credit: demand curve

Adding social proofs to the features section can make claims look more credible. See how Customer.io uses legitimate marketers to inspire users to look at tabbed widgets. People, especially those in the same profession, tend to see and accept the judgments of others as correct.

Feature industry professionals to build credibility

image credit: demand curve

If users aren’t interacting with your widget, experiment with multiple navigation options like tabs and arrows.

Use multiple navigation options to maximize the number of times visitors can interact with the widget

image credit: demand curve

Secondary features to give prospects peace of mind

As visitors are scrolling through your landing page, they may be tired by the time they read half. To make things easier, highlight the important parts of each feature. Customer.io highlights all the moving parts of an advanced messaging workflow to give users a dopamine hit: “Can they really do it all?”

Highlight important parts of each feature to keep readers engaged

image credit: demand curve

Highlight a feature by explaining how it applies to the reader

Your feature copy should be consistently packed with benefits. Another way to achieve the same result is to address your customer’s objections immediately. It will have a similar effect by giving your reader a sense of your credibility and engaging their argument.

For Customer.io, the level of customizability is great until the user’s logic brain kicks in and they think: “Wait, I’ve tried setting up something like this in the past, and it never worked did.” Customer.io defends this by showing technical specifications.

They also insist on “just a few clicks”, suggesting that it is easy to use and takes little time to set up.

Emphasize features and address objections proactively

image credit: demand curve

The Visual to Segmentation feature implies that users will see more engaged customers while using their product.

Use visuals to explain benefits

image credit: demand curve

How to handle objections in your homepage copy

Marketers know how nerve-wracking it can be to send an email campaign to thousands of people. Customer.io takes care of this pain point and handles it quickly by highlighting its technical support teams and services.

A user may 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.” This is why Customer.io ensures that user emails are analyzed for maximum deliverability.

Some users feel anxious about giving away their data to a random “.io tech company”. To prove trust, Customer.io guarantees data security.

Emphasize your credibility by showcasing your data protection and privacy policies

image credit: demand curve

How to establish credibility in your industry

Reliability can be established quickly using statistics. If you come out and say you sent 535 million webhooks last year, that means you’re working with a lot of companies and those companies are using your product.

It is also easier to interpret the amount of data than a paragraph of text that you are able to handle visually.

Use statistics to establish and build credibility

image credit: demand curve

End your page with final CTA and more social proof

The last few sections of the landing page are about privacy, security, and trust for a reason. Customer.io knows that no pain relief features will win over the user without establishing trust. That’s why they make sure to end the copy with a statement about how many companies trust them and include another company wall to the right of the CTA. It reminds visitors how reliable they are.

Use your final copy to highlight your credibility and end with the ultimate CTA

image credit: demand curve

How to apply this teardown to your homepage

In short, here are the key points that you should keep away from this turmoil:

  • Tell users exactly what the product is for. This will read your target persona more closely and send away people who won’t be buying anyway.
  • If your main CTA is a demo request and you’re not getting many conversions, experiment with the free trial offer as an additional CTA.
  • The style of an image doesn’t matter. What matters is if it helps users understand the value of your product.
  • If your product is a pain reliever, you don’t need to bend the knife any more. Simply match your audience’s feelings and show them the solution to their problems.
  • If your product targets a specific profession, use testimonials from people in the same profession and be sure to include the company name and job title.
  • If you find that users do not navigate through your tabbed widgets, experiment with several variations of navigation.
  • If the biggest objection to your product is security and trust, it’s okay to go overboard on objection handling.

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