Elegance Counts – in Marketing As Well As Product Design

Categories Business and Leadership, Online Marketing, Tech

Attention to detail sometimes makes all the difference, whether you are designing the next great mobile phone or laptop, or putting together a new email and landing page for an online marketing campaign. Regardless, one must pay attention to all facets including presentation, ease of use and the overall customer experience. Let’s look at some illustrative examples:

dell laptop power adapter
Dell laptop power adapter. Image Credit: Dell, Inc.

Consider the design of the laptop power adapter above. A generic PC experience that is familiar and comfortable – everyone has seen and knows how to use one – although boring. Remarkable only by its ubiquity in the industry.

apple macbook magsafe power adapter
MacBook power adapter. Image Credit: Apple, Inc.

The second example here almost needs no introduction, as it clearly stands out amongst the sea of generic laptop chargers – Apple’s “MagSafe” power adapter. The smooth edges and white polycarbonate plus a touch of aluminum look are iconic. Above all, however, is the functionality provided by simply switching the connection between laptop and power source to be magnetic.

Imagine your laptop connected to each type of adapter, sitting alone on top of a desk when someone casually walks by and runs into the power cord. In the Dell scenario, your laptop comes crashing to the ground, cracking its screen and transforming itself into an expensive paperweight. For the MacBook, though, the story is completely different – the magnetic adapter falls away harmlessly and the laptop does nothing more than perhaps shift an inch or two on the desk.

Sometimes the smallest details make the biggest difference in customer experience.

It’s the same in online marketing as it is in physical product design – you have to pay attention to the details to get the best results!

Look at the following examples of marketing landing pages for enterprise accounting software:

acumatica marketing landing page screenshot
Acumatica landing page.

This landing page for Acumatica isn’t bad, really. The design and navigation are fairly well focused and the layout is simple. I especially like the “Award Winning Cloud ERP Software” headline and the live chat option for quick answers to questions without leaving the page.

netsuite marketing landing page screenshot
NetSuite landing page.

But this landing page for NetSuite is much stronger just with a few key changes. Let’s compare:

  • The CTA (call to action) button on the NetSuite page is much larger and the color stands off the page well, plus the conversion itself makes more sense than the corresponding text on the Acumatica page. I know exactly what I will get when I click a button labeled “FREE PRODUCT TOUR,” but I’m not so sure about “Custom Demo” (note even the difference in the capitalization on the button text itself that makes the NetSuite button that much stronger!).
  • The addition of the subhead “Trusted by 16,000+ Organizations worldwide” which is then backed up by actual customer quotes on the right make the message very cohesive.
  • Also notice how the bullets on the NetSuite page convey concrete benefits, while the Acumatica page lists features instead. If I’m buying, I want to know what the actual end result of my software implementation could be to my organization.

These aren’t huge changes, but I will bet that the NetSuite page converts at a higher rate than the Acumatica page. In these examples of “sweating the details,” you end up with a power adapter that either leaves your laptop crushed on the floor or saves its life, or you end up with a landing page that works somewhat, or you get one that works well enough to bring in that extra percent of prospects your sales team really needs.

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