Buyer First Website Review: Appcues with Anezka Pavlovic
About this series: Buyer-First Website Review is a recorded version of our Buyer-First Bites Newsletter.
Each month one of our advisors will on-the-spot review a SaaS website against the best practices from our 2024 B2B Buyer First Best Practices Report:
- Accessible: How convenient is it for buyers to book time with a sales team
- Visible: How public is the pricing and packaging
- Usable: How easy is it for buyers to get hands-on and use the product
See below our advisor, Anezka Pavlovic's first reactions to the website, Appcues.
Watch the full recording or see the highlights below:
Buyer First Bites: Appcues
For each bite, we've summarized that section and included the corresponding clip.
1. How simple is it to book a demo?
Appcues website makes it very easy to book a demo. The "Book a Demo" button is prominently displayed on their:
• Homepage
• Use case pages
• Pricing page
• And even on the 'Interactive Tour' page, accessible from their navigation.
While making the form a bit longer, by asking for things like company size they are optimizing for quality leads for their sales team.
Clip #1: “Pick a Day and Time” CTA + stacking social proof to reduce friction
For the “Book a demo” CTA they use the copy "Pick a day and time”. This makes this action seem so easy.
They also reduce some of the friction I may have by using the ‘social proof stacking’ technique. They’re sharing:
- A testimonial from an influential figure
- Safety in numbers because they share that 1.5k companies trust us
- And then there is the usual logo bar
This multilayer social proof gets me to take the action, I think it's well done.
2. How easily can I see the product?
Appcues provides multiple ways to experience their product on their homepage:
- Free trial option
- Detailed use case examples with visuals
- Product feature collage
- How-to sections with clear visuals and copy
The navbar also includes an “interactive tour” CTA which offers an interactive demo showcasing specific use cases—optimized for different personas. This ensures they all get relevant information. And allow visitors to see the product in action without creating an account.
Clip #2: Product feature collage to visualize feature checklists
As I'm scrolling down the homepage, I have this kind of, collage of product features. At first, I may be overwhelmed by having it all in one view without any portioning or sequencing order.
But then I realized there are different traffic segments that consume your website copy. If somebody's searching for a checklist of features, they can see all the major features here—there’s a visual with some accompanying copy.
3. Do they show their pricing?
They have a clear pricing page.
I like how they lead with a strong value proposition of “Turn your product into a growth engine.” instead of using a large “Pricing” as their headline. It’s critical to remind your visitors of your value proposition at this turning point.
The "Grow" package is visually emphasized as the recommended option. It's more colorful and the ‘Schedule a demo’ CTA is popping—which is yet another door to their sales team.
Clip #3: Subconscious impact price font size has on buyers
One thing that I would optimize here, though, is the numbers. When you have prices in such a large font, you tell your visitors subconsciously that it's expensive.
I would maybe increase the accent on grow or start packages or some value that they want to talk about and decrease the price font size.
[Bonus Bite] Messaging Hierarchy
On the homepage, they also have perfect examples of using visual hierarchy for product feature announcements and presentations.
The first line “multi-channel messaging” keeps me anchored with what is this all about.
They use a larger font for outcome-oriented headlines and brief body text for those who need more information.
They solve beautifully for scannability at every level. For those fast-moving decision-makers, this is easy to absorb and understand.
And finally, here's how Appcues uses the powerful future-pacing technique. Not only in their copy. In their visuals too. All green. Large numbers. Desirable conversion lifts.