Today we are critiquing other people’s websites by going in with fresh eyes just as a new visitor might. Jordan likes the the timing because he is redoing Carthook and he has been thinking about the marketing, messaging, and sign-up process. Brian’s only issue with a tear-down with fresh eyes is that there are some issues that wouldn’t come up if the person doing the tear-down had the full story, but he still feels it’s good for perspective.
We also want to give a shout out to podcast listener Chris Ronzio who is a consultant and owner of the software service Trainual. Chris is going to be interviewed in an upcoming Productize podcast.
FormKeep from Ben Orenstein
FormKeep handles the back-end part of a web form. Meaning that the site owner can submit a simple HTML form and FormKeep provides a URL for the site owner to use.
The first thing we notice is that we each get different headlines when we load the page. Ben is likely doing A/B testing to see which headlines perform better. Jordan noticed that Ben is using optimizely to split test the headlines. We like different aspects of the headlines and taglines, but Brian doesn’t like that one headline mentions a competitor’s product in it.
It is a beautiful site with a slick design, but the flow and call-to-action could be improved. Jordan thinks the site needs to show more examples of the product and not just tell about it. Brian thinks there should be tiered pricing for target markets. The pricing area should have a call to action, and the create your form button should go to the form builder. The the top navigation should have a pricing button, and Jordan points out that potential customers almost always check price before moving further on.
- Don’t mention competitor’s product in headline.
- Benefit of product more clearly defined.
- Explanation of pain point and what product solves could be more clear.
- Show more examples instead of telling what product is.
- No pricing link in top navigation.
- Use Pricing instead of Pay Per Form.
- Have tiered pricing plan for target markets.
Simple Invoices from Laurent Perrier
Jordan feels online invoicing & payments for freelancers is such a crowded space that it needs either super marketing or to niche down to a much narrower market than freelancers. Brian is looking for a killer feature that differentiates it from other invoicing tools. We like that the product also collects payments, connects with stripe, and allows recurrent billing. Jordan suggests moving the most important feature up top. Something like recurring billing or whatever makes the product unique.
Maybe capitalize on a niche that cares about multiple currencies and languages. Find and highlight a pain that this product solves. Maybe the lower pricing is necessary for a crowded market, but the price seems low.
- Point out benefits such as exporting data makes accountants happy or get paid fast.
- Find something to differentiate the product.
- What is biggest pain and how Simple Invoices solves it.
- Add multiple tiered pricing.
- Price point seems low for unlimited product.
WP Pusher from Peter Suhm
WP Pusher is a plugin that allow developers to deploy WordPress themes and plugins directly from GitHub. The niche is focused on developers, and it answers the pain point of how to deploy themes and plugins from GitHub. Brian likes that the name of the business actually says what it does. Jordan likes how the animated gifs show what the plugin does. Brian doesn’t like how the gifs are in a loop and he doesn’t really know what is happening.
- Replace gifs with clear step by step instructions.
- Show old process replaced with new better process.
- Great lead collection with Free WP Git Crash Course
- Homepage talks about pain, solution and FAQs
- Blog posts don’t seem to add a lot of value.
- May be too many pricing options, may be able to refine.
- May be able to pare down fields and customize colors on checkout page.
- Add header, logo, testimonials, guarantees, to checkout page.
We will do another episode of website tear-downs in the future. Keep sending them in, and if you have a specific question go ahead and send that in. We plan on getting to LeadFuze from Justin McGill next. Jordan is also open to criticism on the Carthook site as they prepare for an updated version.
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