Changing home page to increase conversions

[DuaneJackson]

I couldn't decide if this was 'marketing' or 'IT' so I've opted for the General forum - feel free to move me on my way mods.

A few people have commented to me that the homepage of KashFlow is "cold" and could do with a redesign. I'm in the process of having one done and would appreciate any feedback on it before I start converting it to html.

The current page is www.kashflow.co.uk the revised version is at www.kashflow.co.uk/newlook.jpg

All comments good and bad much appreciated

[Coding Monkey]

Get rid of that guy with the smug grin. Eurgh! Also, people read left to right, and I personally feel the text should be on the left, as it's the first thing you want people to read, whereas I'm more distracted, rather than drawn, to the content on the left about the 60 day trial. I also don't think those two images, with the keyboard and safe, next to the 3 random people works well, as they don't really fit together well, design wise, and a more smooth integration would look better. And, finally, change the headers for the "Features and Benefits" and "Testimonials".

Looks better, though ;)

[Dawg]

A big improvement, (but too sure of the prominance given the Goateed geezer!)

[DuaneJackson]

Thanks guys.

Tom, what would you suggest as replacements for those hedings?

I like the idea of the person picture next to that text to give it a bit of a human touch - he hadn't struck me as overly smug though. What do others think?

[Coding Monkey]

Sorry, I meant change them design wise. I would have them more curved, like the 2 above them. You might also consider having bullet-points next to the "Mac & Windows compatible" etc section, just as a small design adjustment that breaks the text up.

Try some alternatives to that guy for the personal touch. He just keeps me the creeps! :)

[directmarketingadvice]

I'd agree with Tom about that guy. He (goatee boy, not Tom) is creepy.

I don't like the headline "Because Bookkeeping Doesn't Have To Be Boring" or the testimonial from the person who "enjoys" doing their accounts.

I regard accounting as a dull, obligatory function that has to be done and, at best, can be done quickly and without hassle or confusion. So, I find it hard to believe that anyone would actually "enjoy" doing their accounts unless they were a weirdo. :)

So, in my mind, bookkeeping will always be boring and the best I believe I could expect is that the boredom and time taken are reduced.

(don't take this personally, I've never seen your product, so maybe it does make bookkeeping fun - I'm just talking about what I'd find believeable if I was coming in cold to your site).

So, I'd have a different testimonial (e.g. the one on the existing page).

I'd also drop the "features & benefits" box as you have a list of F&B in the main part of the page.

Unlike Tom, I was drawn to the 60 day free trial graphic on the left rather than distracted by it, but he knows more about design than I do.

One other thing, I'd change "View easy to understand graphical reports about the money that flows in and out of your business" to "View easy to understand graphs of the money thats flowing in and out of your business". I think it's simpler English and less "jargony".

Part of your selling point is simplicity so I think you should go out your way to make sure the writing on the website is as simple as it can be.

Steve

[DuaneJackson]

Thanks Steve,

We've had a few testimonials along the lines of "enjoying" it, the problem is it's hard to believe.

The homepage testimonial changes every time the page is refeshed.

Your other points are really useful too. I'll drop the F&B panel and change the text.

[Whistle Ink]

Hi,

- I think theres too much to read in general on that page.
- Could you not put a real customers picture on there instead of the guy with goatee and put their testimonial on there, Maybe including some highlighted benefits in their text?
- I completely missed the 3 people and the keyboard and say the heading, maybe because it was surrounded by lots of grey. I found that bit slightly boring!

I did like the 'screen shot box' and it does look better than the one you got now.

:D

[healthymedia]

I prefer the look of the new page, but there are still quite a few things that I would change.

Ideally somebody should realise what you do within a few seconds of looking at your homepage, so be a bit more blunt and say it clearly. Give people an easy way to identify that you are providing a service that they fulfills what they're looking for.

Why not major on the benefits, instead of the features. You're selling a hosted service, not software. What makes this different to buying an accounting package? Zero-configuration, use anywhere, lower support costs, no upgrades, lower up-front investment...you already know what the benefits are, so get them over to prospects quickly.

I'd use less height for the login box, make it spread horizontally instead of vertically. It uses too much of the important space at the top of the page. Ease of logging in is important to users, but it's even more important to you to appeal to potential customers, so maximise the attention on the homepage to attracting new business.

I love to be pedantic, so I have to say that KashFlow doesn't appear to make bookkeeping any less boring! This goes a little bit deeper into the marketing philosophy. Maybe KashFlow makes bookkeeping less taxing, but it certainly wouldn't stop it sending me to sleep.

Generally you're making a common mistake with a homepage. You're saying what you do, not asking people what they want. "Would you rather spend your money on advertising or accounting?" might be a fair question. You can then go on to explain that you avoid the cost of buying software and setting aside an accounts PC. How would you feel if you walked into a shop and the assistant said "we sell 3.4ghz pcs, inkjet printers and scanners" before even asking what you want?

Visually it's much better than before, I don't even mind smug guy.

Mail me if you want any more help, as I've got to get on with the real work now.

Cheers,

David

[DuaneJackson]

I've literally just had another unsolicted testimonial I actually enjoy doing the bookkeeping now !! I swear its true. Instead of waiting until I have a pile of things to do, I nip in and update the records and really like it.

Although it's true I am very aware that it's a very hard statement to believe.

Your comments are great David, I've just printed them off to refer to for some other marketting stuff we are doing. It's all stuff that I supposedly know but it helps to have it blatantly told to you again!

Smug guy is on his way out.[/quote]

[Jayne]

You should swap that smug guy for a picture of your cute daughter and say something like, Kashflow is so simple to use, that she can do it :lol:


I like the new site, much more interesting to look at, minus the smug guy! Oh and I love the colours!

Jayne :D

[creospace]

Whether the guy stays or goes I would of liked to of seen more colour as the scheme is a cold colour scheme.

I think most comments on relevance are pretty spot on and although the tag line is catchy I too thought maybe it wasn't accurate. We all hate accounts and wish they would go away!

Gary