Here we breakdown MailChimp's website, and watch how they sell without selling! I've watched MailChimp grow and change their site and offerings over the years, and every update they've made is truly refreshing. Their latest update
has a bold serif font with plenty of yellow. Over the years, they've slowly tucked away their priced features such as Timewarp, Inbox Preview, Email Beamer and Multivariate Testing - features that drew me to them in the first place.
Multiple tests on what converts must have led them to place their newest features, such as custom domains, right out of the gate.
We're not going away anytime soon: The thing about this menu is that is shows MailChimp's maturity over the years. Wherever you are in your journey, just starting out or you've plateaued and want to grow faster, MailChimp offers resources to guide you to the next rung in the ladder. The "NEW" badge is handy for those who are giving MailChimp a second look. And it demonstrates continous growth of the company, 19 years in the running.
Promo: Above the fold messaging is really powerful when it comes to conversion, because this is the first time your visitor sees. MailChimp teases out their latest offering - Custom Domains. The illustration here is animated. When viewed with the rest of the illustrations on the page, you can see that they're no fly-by-night operation. Here's a company that invests in design and not just your run-of-the-mill stock photos. By now, you see the trend is in building trust. They're not selling you their bread and butter mailing list software yet.
Education: MailChimp is still offering up its advice at no cost. You can explore further while clicking the links in this section, and there's no credit card required. Keep reading and learning because MailChimp's here to hold your hand. Love it!
Address objections: Accordions are powerful in frequently asked questions (FAQs). I'd suspect that MailChimp is going after their largest use-case first - Ecommerce, and then addresses what they can do for Startups and Restaurants. In post-Covid times, there's urgency more than ever to go digital.
Recognizing the ecosystem: I'm seeing lists of integrations on websites more and more these days. Really what this translates to the visitor is to say that we play nice with everyone. Another benefit, and this is the main one - is that you don't need to learn any new tools. Use the ones you have. Gone are the days of vendor lock-in.
Specific messaging: So why bother with mailing list software? Because your customers want to talk to you. Rather than the blackhole of support desks, show that you value your customer feedback. Brands, especially in ecommerce, have to delight if they want to cash in on those frequent purchases and loyalty that's been built up. If I had to guess, I'd think the messaging here was born out of recent interviews MailChimp had with their customers. And so the roll out of bi-directional surveys. You'll also notice that the zig-zag pattern has been used here to break up what would otherwise be a large wall of text.
Resources: Free resources if you get stuck. Normally with single-product companies this page would start getting a bit lengthy. MailChimp is no longer just a mailing list company anymore. They've got a content studio, user segmentation and automation, as well as social media growth solutions. I think it's great that they offer more information to dig into. And they do it in a way that keeps you engaged, and lowers bounce rates. Click on resources for example, and you'll be shown videos, podcasts and SEO advice.
Partner: Normally, a highlight would have a call to action to sign up for the product. The last half of this page consists of case studies and customer reviews. This one's different. Rather than sell you on their product, MailChimp directs you to 11 episodes of the Call Paul podcast. A partnership done right indeed. The podcast discusses new economic realities, which I'll talk more about in the next section.
Acknowledge today's realities: It would be remiss to ignore Covid and continue pitching your product. Like it or not, businesses are being affected by the pandemic and people are scared, rightfully so. Rather than take advantage, empathetically show your customers that they're not alone.
Your demographic: If you're main demographic consists of small business owners, add some resources here to help them succeed.
Customer Qualification: Here you talk specific messaging to your customer segments. MailChimp spotlights: 1) a subscription business, 2) an app business, and 3) a small business impacted by COVID. Notice how there are no brand names in the headlines.
Social proof: Some names you've likely heard about, perhaps customers new, or customers old that are in process of writing a case study. It's good to not clutter up your page with too many studies or too many logos, so I think this is the right amount here.
Pick a Plan: The best part I like about this is the microcopy "two things everyone loves".
Curated Navigation: You'll find another series to listen to, some social media links, links to download their apps and inbound marketing opportunities for agencies, partners and experts. That last part's important because it's another form of social proof. Not customers, but other players in the ecosystem, consultants, designers and content writers to help you get set up and running.
Building a website like this can seem overwhelming, but know that it's not born overnight. It takes time, resources and a thriving community. If there's one takeaway here, it's to focus on your community outreach, engage with your customers and dig deeper into your product's use cases. Once you've got the content, putting it all together will be less daunting.