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independence4 unconnected
applies to

b2b and consumer, no audience needed

outcome not stated

confidence

high

evidence

5 claims · 4 articles · 3 receipts

window

2020-03-14 → 2022-09-01

4 builders who never spoke to each other

Show the product running, not a picture of it

A static screenshot asks the visitor to imagine the thing working; a short recording of the interface in motion shows it. Put a walkthrough block with an embedded screencast on the page, replace stock imagery with something that at least gestures at what the product does, and where the product is physical, shoot every style and colour combination rather than listing the options beside one photo.

The method

  1. 01

    Show the actual product, ideally being used, rather than stylised illustrations, so the visitor can picture reality.

  2. 02

    Show the product actually running on the landing page, using a screen recording or short clip rather than a static screenshot.

  3. 03

    Replace generic stock imagery in your hero with something that at least gestures at what the product actually does.

  4. 04

    Put a walkthrough section on the landing page and embed a screencast in it, so visitors can watch the product work before signing up.

  5. 05

    Shoot consistent photography and video for every style and colour combination instead of one set of photos with a list of colours next to it.

What it returned

  • 32

    Zue added a walkthrough block containing an embedded video screencast to the Pegasus landing page during his 32 hours of marketing work.

  • Marie Ng records the Llama Life interface in motion, Circle sets a GIF that imitates live video beside a product shot, and Tate Law fronts its homepage with an interactive video form.

  • Zue swapped a generic rocket picture for a rocket emerging from a laptop on the Pegasus hero section.

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

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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

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.