Case Study #3:
Courier Connex Home and Landing Pages

Project brief
Courier Connex offers a software product that automates the order processing and dispatch management of small to mid-sized software companies.

When courier companies use the Courier Connex software, they get a level playing field with the "big boys" on the block: UPS, DHL, and FedEx. Their customers are able to enter pick-up orders, get automatic price quotes, track waybill processing, search and download waybill records, and more — all online.

The project tasks:

• Task 1 is to revitalize the front page of the web site to help prospects understand clearly what the product is, who it's for, and the benefits to them for employing it. In addition, the copy must motivate the prospect to click on the FREE TRIAL graphic on the front page.
• Clicking on the FREE TRIAL graphic brings prospects to a landing page that contains a form they can use to request a free trial. Currently, only a small percentage of people who click through to the landing page actually fill out the form. Task 2 is to rewrite the landing page copy to motivate more prospects to fill out the form to get the free trial.

Solution

Home page issues : [Click here to see original home page copy]

• Headlines aren’t clear or compelling;
• Not clear exactly what product is (software download? service?);
• Product benefits not clearly stated;
• Should make the case for clicking on Free Trial;
• Currently, clicking on Free Trial takes visitor directly to form (middle of page) – should click to top of page (as amended, below); and
• Graphics/images issues addressed separately.

Solution: [Click here to see revised home page copy]

• Rewrite headlines to be more powerful and benefits-oriented;
• Rewrite body copy to succinctly explain system and its benefits both to clients and the company;
• Add compelling call to action; and
• Mention web site service.

Landing page issues: [Click here to see original landing page copy]

• Page serves too many purposes ("Contact," "Get More Information," "Free Trial");
• Doesn't provide clear links to more information on system (in case they jumped right to this page);
• Not clear exactly what free trial involve sis (software download or web-based demo?);
• Form is too long and requests too much information for a free trial; and
• Does not mention that instructions on using the demo are available.

Solution: [Click here to see revised landing page copy]

• Provide system information ;
• Explain simply how to get and use the trial/demo;
• Provide a short marketing pitch for the full system; and
• Provide a short, simple form to fill out in order to see the demo.