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independence2 unconnected
standing

contested · 2 claims against 1

applies to

b2b and consumer, no audience needed

outcome not stated

confidence

high

evidence

3 claims · 2 articles · 2 receipts

window

2009-08-31 → 2021-03-16

2 builders who never spoke to each other · contested

Invite contact, or design it out

A phone number, a demo request and a contact form say different things depending on who is meant to buy. One argument is that hiding behind a form damages trust and that the things proving you are close to your customers deserve promotion. The other is that on a page aimed at somebody who should sign up alone, every sales led signal tells them this product is not for them.

Where this splits

Cohen puts the phone number and social account on the home page, while Frantz lists a phone number, a demo request and an enterprise tab as the signals that drive a self serve buyer away.

2 claims against 1

Jason Cohen

Put your phone number and forum on the page

  1. 01Put your phone number and your social account on the home page instead of hiding behind a contact form.
  2. 02Advertise the things that prove you are close to your customers, such as your forum, your blog and an open meeting with all customers where anyone can give feedback, rather than features you have not built yet.
the objection · 1 claimChris Frantz

Strip sales signals, self serve buyers want none

Strip sales-led signals off the page if your buyer is meant to sign up alone: a phone number, a demo request, an enterprise-first tab and a product tour call to action all say this is not for you.

What it returned

  • Listed as the turnoffs on an incumbent's homepage for a younger self-serve audience.

  • He describes a weekly virtual meeting open to every customer as the kind of thing worth promoting.

Sources

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

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More in landing page

all landing page plays

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

963 corroborated plays to draw from · 3 a week

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