Analysis of the SaaS marketing site case Slack

Slack is an excellent company with a team of communication and collaboration tools that use more than 750,000 people a day, and are constantly evolving and innovating. Slack has a great range of versatile products that are popular with the public.

Although Slack has been very successful, its main source of promotion is verbal propaganda rather than the promotion of its SaaS marketing site.

Slack has obtained most of the product/market share, and usertesting.com's data analysis also shows that Slack has many insights. When users browse the slack site, we record and perform a series of tasks, including product description and selection of options. Most users are unfamiliar with slack, so that the experience of users browsing the site can effectively detect the effectiveness of the site in terms of the value of the product-to eliminate the interference of slack stereotype optimistic impression.

Home: The simplicity of information

When users are asked about the ease of understanding the information on the slack home page, they give a score of 4 points, the range of 1-5[1= is very difficult, 5 = very simple].

Understanding Slack's Homepage

Users can clearly see from the home page that slack is focused on communication and collaboration--two major functions that drive slack to gain product/market share. While not all users are familiar with slack, simply browsing the homepage allows users to compare other services they already know, such as Yammer and Jira, in their minds.

The main slogan on the home page is a user review: "The Sandwich video team chose Slack and revolutionized their way of communication." "Slack's marketing manual is language-intensive, highlighting the benefits that users can gain by using them to guide users in-depth understanding of the site. The homepage allows users to be curious about the slack of the innovation team, rather than telling the user slack ways to change the team's communication.

From the outset, slack the impression that the product can be used extensively for a variety of practical purposes and allows users to immediately think about the use of slack. After a cursory glance at the homepage, users can intuitively master the slack function, which is to use slack to communicate and manage with the team remotely.

Users said they would look at the video on the top half of the page before applying for a free trial or buying slack products, but the user's willingness to watch the video was not strong during the user testing process.

Users prefer to click on the "Show" link to learn more about the slack platform than to choose to watch the video. This link allows the user to experience the slack product, explaining the functionality of the product through use, user reviews, and logos.

Slack successfully drives the user to understand the product through the homepage and experience page, and repeatedly communicates the core benefits to the user. Slack uses a variety of ways to reaffirm key information and easily switch between marketing manuals, user reviews, and screens.

Customer Feedback :

"The product is very simple and the information on the homepage is well understood. The video is simple and straightforward, and in the upper part of the canvas, the operation is not interrupted, and other layouts can be entered and exited. ”

"I like this integration page, the home page layout is very good-branding and logo are good, [and] can attract users to register." ”

"I want the page to be more informative. The layout and content are good, but I would like to have more information that will give me a deeper understanding of the products you offer. ”

Pricing page: Select a scenario

When users browse the pricing page for a certain length of time, they will be asked whether slack pricing information is useful, the range of ratings is 1-5[1= useless, and 5 = very useful]. Slack 3 points under this project.

Choose the simplicity of the slack price scheme

Slack Pricing Page

Slack's Pricing page does not provide a unified experience for users, which makes it difficult for users to choose the right price scheme. The pricing page provides users with a long list of features that will take a long time to scroll the page up and down in order to compare different scenarios.

It is difficult for users to understand complex features in the matrix, such as integration, single point of use statistics, and single sign-on, and many users recommend adding explanatory ToolTips next to such features. One user pointed out that if she wanted to learn more about Slack's specific integration scenario-rather than the various options offered-she had to go back to the top of the page first.

Although the slack pricing page looks simple, the additional information it provides is often confusing to users. When hovering over four optional scenarios, the "click to see more Details" message appears, but most users do not see the key, so they are not sure they can get more details by clicking on these links. Another confusing design for users is that there are two scenarios that use modal windows to provide more information, while others use a dedicated login page. These design differences are inconvenient for users to differentiate the scheme, not for the user to choose to provide convenience.

Slack pricing Details

The Pricing Calculator Mode window appears after clicking on the standard scheme, showing the cost of the program for different team sizes. But only one user found that the standard scheme could be clicked, so the window did not work in the user's actual operation.

At the same time, after clicking on the add-on, the user enters a separate page showing the specifics of the scenario. Although this page is well-designed and clearly illustrates the benefits of various features, the user does not spend much time browsing the page, just a few seconds to return to the pricing page.

The slack Pricing page does not link to the FAQ page to solve common problems and concerns, but instead places the FAQ page in small words to place the link at the bottom of the site. One user wants to know how to reach the limit of 10,000 messages in a free scenario, but it's hard to find a link to the FAQ page.

Customer Feedback:

"I know all these words, but I don't know what this has to do with the product. So hopefully some content can be clicked, look at pictures and so on, to understand the meaning of these words, the role or the reason to put these words here. ”

"Frankly, it's hard to choose [a solution] because I need to create an account, but I just want to look at pricing," he says. ”

"I like the information provided here, more detailed. You can learn about various services and see what benefits you can get from spending every month. ”

Organizational structure: Navigation simplicity

To test the navigation simplicity of the slack marketing site, we ask the user to find the product, service, or solution that best suits their job needs and score within 1-5 points [1 = very simple, 5 = very difficult].

The simplicity of slack tissue structure

Slack Marketing Site Navigation at the bottom of the home page, most sites do not have a real navigation bar set. For example, the product Display section does not provide additional navigation options other than providing the next and return keys, forcing users to browse, and repeating a free trial CTA on each page.

Given the linear flow of the site's organizational structure, users do not spontaneously explore the main features of the site. Although this kind of website organization structure can let the user be familiar with the company's actual product, but can not let the user follow their own rhythm to understand slack more deeply, cause confusion or distress to the user, make the user difficult to complete simple navigation task.

There is a link to the slack Pricing page on the product end page-but if the user does not complete the four display pages, they will not see the link. Most users completely ignore the navigation options provided to them. If you want to find a specific feature description or more information, users need to spend a lot of time browsing the page, making multiple forward and return operations.

Only one user found the pricing page using the home page-other users waited for the usertesting.com interface to provide them with a link to the pricing page. A user who does not understand the settings of the marketing site, so sign up for Slack's free trial experience, hoping to find the pricing page--he ended up with a 1 score for navigation simplicity.

Customer Feedback:

"I want to find products and services from the menu, or some basic information--tell me if these products are free or charged." ”

"I'm going to follow the show page and go to the navigation page to learn more about the features and services I want to use. ”

"I reckon there are a lot of different types of services, I just have to follow the service test and then sign up." ”

The service packs are not subdivided on the home page. There is no prompt service price system, you can only deliberately go to the pricing page to know the price. ”

Brand: Recommend your brand

Ask the user how much will be recommended to friends or colleagues slack, scoring range 1-10[1= basic impossibility, 10 = most likely]. Then ask what methods they will use to persuade their leaders to buy slack.

Suggestions for Slack

Slack has cleverly integrated customer reviews and quotations into the site, rather than simply listing them in the comment area. Use the screenshot and function description area to display the user's quotations alternately, the product display page has a single page with six users of the evaluation composed a complete text.

Sometimes it is difficult to explain why users like your product, only the user can best explain the problem. Slack let users explain for themselves. User reviews on the site not only provide social recognition-they also showcase the perfect slack use case and often replace the standard marketing text.

It can greatly inspire users to slack brand confidence, there are many users are through existing customers understand slack. When asking users what methods they would use to persuade leaders to buy a product, most people emphasized slack's ability to improve team building and productivity.

In addition to using user quotes and reviews, Slack describes specific cases of user use of the product, demonstrating the changes that slack bring to their lives-such as reducing the number of e-mails, centralizing the team, and facilitating faster integration of new members into the team. The ability of users to use slack is the key to enhancing the relevance between themselves and their brands, and also the key to motivating their recommendation.

Customer Feedback:

"For example, if my team had designers and developers, I would send an email or instant message to one of the members individually when I had a problem, but after using [Slack] I would ask the question, and the person most qualified to answer the question would have the quickest response." If this problem is hindering my normal work, then I can solve it in my own way. ”

"Employees are now discussing using different media, e-mail, instant messaging, and so on. We need a centralized tool for communication, not just for an employee group or a department, but for everyone. ”

"Chat environment, messaging environment allows us to see what we share, we can open multiple rooms--it can be used as part of team building. ”

"If we can get people to discuss projects and work [in slack], we get records and links, and even if someone leaves the company, they don't lose the information."

Conclusion & Key Points

Since its launch in February 2014, Slack's daily users have soared from 15,000 to 500,000 people, and the rapid growth has sparked widespread discussion of slack companies. For new users, Slack is just one of many SaaS offerings. Aside from the hype, user test data provides an important perspective for the future optimization of corporate websites and self-service models, as well as for building future development tracks.

User's description of the slack:

Observing the video records that users interact with the slack marketing site, we can make specific recommendations for each part of the marketing site-from the home page to the pricing page to the brand's organizational structure.

Suggestions for the home page

Slack's simple homepage attracts new users and stimulates users ' interest and curiosity in the product. Because the home page is very simple, each part needs to be optimized to guide the user through the site.

motivate the user to immediately enter the product display from the homepage. the product display on the website is the key to the user's understanding of the slack product-consider canceling the link to the integration page and trying to guide more users into the product display. Users who enter the integration page typically do not return to the home page to the product display.

increase the attractiveness of the video. the video on the upper part of the slack home page shows a thumbnail image of a user sitting in front of a computer. Users will notice the video, but the video is not attractive enough, causing the user not to watch the video.

more information on slack products is available on the home page. Although the homepage has made the user aware of the advantages of slack, it does not give the user a specific impression of the slack product.

Recommendations for the Pricing page

The main goal of the slack marketing website is to allow users to sign up for a free trial and quickly learn about slack products. But users who are unfamiliar with slack products find the price-selection experience very bad and need to spend a lot of time finding the information they need to buy.

provides a simpler pricing page experience that allows for parallel comparisons of prices. the user can compare the various price plan easily, understand each kind of function.

connect the benefits of slack to the specific function. while users can learn about the benefits of slack in communication and team building from other parts of the slack marketing site, they cannot learn from the billing scheme how these specific features can benefit them.

add features to explain ToolTips and FAQ sections. Many users have common questions and can answer these questions by providing information that is easily visible to the user on the pricing page.

Recommendations for organizational structure

The structure of the slack website gives the user a linear experience, from the home page to the product showcase to the pricing page. However, this structure often prevents users from navigating and interacting with the site, causing users to use a large number of return operations.

further user testing and A/B testing are recommended to optimize the duration of the product presentation. Most users do not want to continue the product display after viewing the top two display pages, and click the Back button to return to the home page instead of continuing to view the pricing page.

consider setting up a floating navigation bar to help users navigate the site. Slack's website encourages users to sign up for a free trial, but often users simply want to know more about slack before registering an email address, and the site's settings often disrupt the user's understanding of the rhythm of the product.

make marketing sites more consistent. even if you need to streamline navigation, it is recommended that you set navigation options at the bottom of each page of your site to avoid navigating some pages, but not others.

Recommendations for the brand

Slack on the marketing site to select the user evaluation and quotations, effectively convey the user's use of the product's positive feelings and recommendations will. Transforming the positive impression of slack products into a positive impression on the brand will allow the company to further expand its outreach impact.

building a close relationship between slack company vision and product benefits can increase brand goodwill. users understand how slack improves team communication and productivity, but does not see such functionality as a "must-have" feature. It is recommended that the scope be narrowed down to slack innovative communication.

emphasize slack's unique advantages and throw off other competitors. users compare slack with similar information services such as Yammer, but they don't explain why slack is better.

emphasize the advantages of the charging scheme. even if a wide range of users are willing to recommend Slack's free products, they generally do not develop to the extent that they have to use fee-based services.

Welcome to the SaaS Industry discussion Group "SaaS Academy" (No.: NEUCLOUD2015), here brings together a number of industry elites, but also with their 0 distance to explore cutting-edge technology and ideas, speed to join it! SaaS Academy Public Number: Saasxuetang, there is material dry! SaaS Academy Posting Email: [Email protected]

Analysis of the SaaS marketing site case Slack