Product Marketing Case Study: Guru’s Landing Page for Support Teams
A high bounce rate means you’re not attracting the right customers.
Something that can be fixed with the help of tailored landing pages for each of your customer personas, that speak their language and boost your SEO at the same time.
But how do you design one with the right balance of hooks, social proof, and CTAs in place?
This week we turn to Guru’s customer landing page for support teams for inspiration.
Guru’s landing page for support teams
For context, Guru is a knowledge management platform that organizes information from various tools like Intercom, Zendesk, Slack, then transforms it into ready-available knowledge at your fingertips.
Because of this, Guru caters to teams that deal with a high volume of data such as support, sales, marketing, and HR, for which they’ve tailored individual landing pages.
Let’s see what we can learn from their landing page for support teams.
1. Know your customer’s lingo
By knowing exactly how support teams tick and what do they strive for — namely “solve problems, up-sell, and keep customers coming back for more” — Guru positions themselves as a genuine problem solver.
The tagline is goal-oriented and aspirational at the same time, which drives the point home for the vital, yet often undervalued function of customer support.
2. Pair benefits with reviews
Scrolling down, you’ll notice that every benefit is paired with reviews from customers working at well known companies such as Shopify and InVision.
Whether they depict before and after states or the results achieved, they turn the brand into a reliable, more human partner. Thanks in part to the people portrayed near each benefit too.
3. Show the end results
How many of you know what’s the ROI of a knowledge management tool? I don’t.
Guru made it clear how much time you save when you give your first response, ramp up a new employee, or search for knowledge. All important metrics to run and scale a support team.
Let’s analyze the design a bit. The proof is positioned at the end of the benefits as a well-deserved break from the long copy. Followed by a separate section filled with support-oriented case studies, blog posts, and webinars — in case you need a nudge from someone who’s been in your shoes before.
4. Leave no stone unturned
What happens if say a marketer has mistakenly landed on this page?
Guru has thought about this scenario as well, making the other customer persona landing pages with built-in hooks (testimonials) available in case you get lost. This can also serve as a conversation starter with your manager about how a knowledge management tool might benefit each and every department, not only yours.
Indeed, the “Get started with a framework” section that I didn’t mention is a bit confusing, in the sense that it’s not numbered or have captions to walk me through it. Just a bunch of screenshots that sit in a slider. Plus, the browser screenshot features extensions from Google Hangouts, Loom, and a pending Chrome update — too distracting for me. But I understand from one of their product marketers whom I’ve been in contact with that they’re still figuring this out.
All-in-all, I believe this customer persona landing page has nailed everything right. The copy is also enjoyable, playful in some parts, while the reading experience is not interrupted by constant CTAs to sign up for the tool. There’s one at the top and one at the end, plus the header that follows me as I scroll my way through.
That’s it for this Sunday!
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