ActiveCampaign: Honest Copy Review
So, today, I’ll be analyzing Active Campaign’s home page.
I’ll be just going through the homepage from a user’s perspective who’s just landed on the website. Doesn’t know much about, uh, the benefits of active campaigns. Just trying to figure out if that’ll be a perfect fit for them. So how does the homepage talk to them? Does it talk to them like an average sales page should, or maybe it’s not, it’s not an average sales page? it’s meant to be a part of the nurture flow? Let’s find out.
Hero Section
Grow your business with customer experience automation. The email marketing, marketing automation, and CRM tools you need to create incredible customer experiences.
Umm…just one question - how will Active Campaign help me grow my business with customer experience automation?
Since every other tool uses customer experience automation as a fancy word now, I need more proof.
The first headline of the hero section should tell me the most important benefit of Active Campaign. And the subheadline should tell me how Active Campaign helps me achieve that benefit.
Try it for free. No credit card is required. Instant setup. - the best copy so far. It’s short, and clear, and assures a hassle-free sign-up.
#1 Automation Platform
There’s a video here. Okay, let’s create some scenarios.
First, let’s talk about the people who are going to skip the video.
they are never going to find out why Active Campaign is the best automaton platform (as the claim)
they’ll miss out on looking at some of the most features in that videos
they’ll skip a sneak peek of the platform
Do we want them to skip all this? NO.
So, there should be a separate section that shows what’s really inside Active Campaign as a text version.
Now, let’s talk about everyone who looks at the video.
the script is weak and there are a lot of ways I could rewrite it.
the most important point is that it sounds robotic. it’s similar to a text written on the website with the only difference that someone is reading, overuse of the word automation, and isn’t engaging.
Customer Journey
Each stage of the customer journey - solid move, love it,
But, the descriptions are looking like textbook definitions.
And the very next thing below it sends me to decision paralysis.
Situation 1: I am looking for a tool to help me through all the stages of the customer journey. how do I decide which CTA to click on first? how do I know the best services that AC offers? what’s their USP? what’s the wedge?
Situation 2: I know that I need a nurturing tool but I don’t have the time and energy to go on separate landing pages and read about them all. a short text with each on the same page would have helped.
Situation 3: I want one specific service under the last stage ‘split testing’. I click on the page and NEVER return to the home page. also, the copy on the split testing page doesn’t convince me either.
The only situation in which this is going to work is when someone already knows about AC as a brand, has initial trust, and immediately signs up for the trial.
There’s still a missed opportunity with the home page.
Personalized email marketing
Situation 1: A marketing manager is reading this. they already know about basic or advanced personalization. The email in the image is not helping. It should include some advance personalization tokens or a better email copy.
Situation 2: A CEO is checking the website. They’ve probably read a similar email 100 times and don’t feel that impressed by the copy.
Contact list sizes increase 143% with personalized email marketing.
Again, I’m not sure before clicking the link.
Situation 1: User is already tired and they don’t want to click on ‘another’ link.
Situation 2: User clicks on the link only to find out that these stats are from a report and not ACs results for a client. They either go back or close the tab.
Situation 3: User clicks on the link, likes the stats but doesn’t give the real email (i know the pain, trust me)
Situation 4: they actually click the link and submit the real email for the report.
Now, even if they perform action 4, it still takes them away from the opportunity of signing up for a free trial (conversion funnel) and adds them to an email list (nurture funnel)
The conclusion here is nothing except that there are missed opportunities for Active Campaign and they can actually increase the conversion rate by a significant amount.
We can only claim something with the real analytics of the page but one thing is very clear - they need to update the copy.
This was a micro teardown. If you want a full Copyteardown of ActiveCampaign or your own brand, reach out to me at kanika@copyteardowns.com or simply fill out this contact form.