Does Your Headline Keep Visitors Interested? A SaaS Homepage Teardown
I recently did a teardown for Salsa Labs, a marketing software option for nonprofits. Please keep in mind that I have no knowledge of their previous tests, improvements, or business decisions, and it is always best to get your own teardown. To make this easy for myself, Salsa Labs, and you, I take a screenshot and select different areas to discuss. Let’s get started.
1: HeadlineI always begin with the headline of the site. I think the headline is the most important copy on your website. It is the line that will either grab visitors’ attention and keep them around, OR It is the line that will either grab visitors’ attention and keep them around, OR it is the line that will scare them away. You only have 8 seconds to impress with your headline (source). The headline should express the benefit a benefit to the audience. The headline should express the benefit a benefit to the audience. Salsa’s Headline: “Engage and Change The World” My first thought after reading this headline is confusion…
- Engage and change the world, how?
- What is this site about?
- What do they do?
- Motivate Supporters of Your Cause to Take Action
- Helping you inspire supporters to take action for your nonprofit
- Inspiring your supporters to make a change
- Helping you inspire movement around your cause
2: SubheadlineThe subheadline should provide clarity that supports the headline. The average company uses the subheadline to boast about themselves, however, there is little value there for the customer. *Rule*: Stop talking about you, and help me! Salsa’s subheadline is too long………… It needs to be short, skimmable, and say what the readers need to hear. Salsa’s subheadline: “Over 10,000 nonprofit professionals use Salsa’s nonprofit CRM software for donor management, fundraising, advocacy, and marketing to fuel great causes across the globe.” My suggested subheadline: Join over 10,000 nonprofits using Salsa’s CRM to fundraise and connect with donors. Adding ‘join’ to the subheadline makes it feel like users are a community, where the visitor can become part of this elite group. Shortening the description about Salsa makes it easier to see how someone can clearly benefit from signing up. Additionally, in mobile, the subheadline blends into the page, which leads me to another point, always test on multiple platforms/devices.
3: Calls to ActionThe third most important section is the Call to Action (CTA). Here, we have a couple of issues:
- Calls to action need to encourage action, not just label an option.
- There are too many options. Salsa offers multiple use cases, but too many options discourage action.
Supportive Features of the HomepageThe following sections are less important features for conversions, but are supportive and should exist to help visitors.
Interested in your own teardown, or optimization testing plan? I can help, check out my rates here.
4: NavigationNavigation is where people look when they are lost. Ideally, they wouldn’t have to look here at all, but if they need to contact you, want to learn more about the company, or get help, they look here. Ideally, they wouldn’t have to look here at all, but if they need to contact you, want to learn more about the company, or get help, they look here. I suggest the following be in your navigation: