Shyft, if you haven’t heard of them, is an awesome startup from right here in our own home town of Seattle. They help companies (and their employees) manage shifts and shift swapping with ease.
Recently, they launched a new website and we wanted to breakdown what they did so you can learn from it. If you haven’t read our post about reducing anxiety to increase conversion, it’s great background for some of what we’ll cover here.
First, let’s just look at the Before and After. Move the slider in the middle back and forth to check out both versions.
You can see that they’ve really focused in on their prospective buyers by updating the language and the content to target key issues. Adding focus on security and featuring the product itself reduces friction and anxiety for those visiting the page looking to potentially purchase. Let’s take a look at a few key things they’ve done in that regard. Hover over the circles to see more:
And that’s not all, moving beyond the single screen page, they’ve added a few really key elements to make their homepage more effective. One example is social proof, which they’ve provided by featuring prominent media outlets they have been featured in. This builds trust because it associates Shyft with other trustworthy brands and communicates that those outlets find Shyft to be worthy of coverage.
In the next section, they go on to highlight key benefits. Now, this is really important, it’s Marketing 101, but often forgotten. People don’t buy features, they buy benefits. Sometimes, the buyer can extrapolate those for themselves if they are obvious from the feature, but it’s best not to leave it up to chance. Shyft communicates here exactly what the benefits of their platform are, in a context the prospect will understand. Tip: As Shyft has done, use numbers when it makes sense, it makes the benefit real to the prospect and can even build more credibility.
If you note the text above, you’ll see that Shyft has also made a point to empathize with their prospective buyer. Hugely important and a topic unto it’s own, but definitely worth noting here as a major kudos and a good example.
Overall with this redesign, they have shown that they understand what their prospective customers are facing and address those topics head on. They also empathize, educate, and work to assuage the key areas of concern.
Before we wrap up, let’s show you just a couple more notes from the rest of their homepage:
So let’s recap, what did we learn form Shyft?
We learned that you need to understand the problem your prospect is facing, communicate that you understand it well, and then communicate that you have a proven, trusted solution. A few ways Shyft did this:
- Reduced anxiety by heading off key issues right away (security).
- Further reduced friction by allowing prospects to see their tool without putting in an email or credit card.
- Increased credibility by providing social proof in the form of media logos, social network links, and a phone number.
- They empathized! Just as in a human to human interaction, showing empathy is an important step in convincing someone that you (or your product) can help.
- Communicated to the customer in their terms, real dollars, by providing a calculator that put their value in no uncertain terms (stay tuned for more on how effective interactive content can be).
And you know what? They did this all on a page that’s about 2 and a half scrolls of the mouse or swipes of the trackpad and with less than 300 words. Well done team!
If you’ve also just created a beautiful new site, make sure it stays that way with ScreenChecker! <–Call to Action 😉