Baremetrics' Recover Landing Page

The fantastic messaging and positioning guru Pedro Cortes and I wrote this landing page together, with his leading, in just under two hours. It shows how to take something that looks like a nice-to-have and turn it into a must-have.

Recover is a product that helps reduce failed charges and delinquent churn, a rampant problem for the subscription business model. After crunching the numbers on the Baremetrics customer base, we found that, on average, 9% of a company's MRR was at-risk every since month to failed payments. In other words, if 100% of the customers who had a failed payment that month churned because they didn't update their payment method, the company would lose 9% of their MRR. And this happens every single month. So we wanted to lead with the bleeding-neck problem to really get visitors thinking about it and ask themselves how much MRR they're losing.
Contrast that with the previous header, and you'll see that it's not nearly as clear of a problem. It still addresses that there *is* a problem, it just doesn't frame it as a rampant problem you should be desperate to solve.
We then reinforced the bleeding-neck problem by stating that every SaaS & subscription-based business needs a dunning solution — AKA something to combat this bleeding-neck problem. If every business needs it, it must be a serious and widespread problem. And this is a hill we were prepared to die on.
By introducing Recover as a solution to the bleeding-neck problem early on, we're priming visitors to look for *how* Recover is a solution. We show prominent logos and a pretty staggering testimonial from a customer. This gives Recover and the copy below more credibility and also leaves the visitor wanting to know what Recover does.
Now we get into Pedro's secret sauce a bit. The first order of business in the body of every page he works on is to criticize the competitive alternatives. These could be direct competitors, spreadsheets, hiring people, or even the status quo. In a friendly but challenging tone, we ask a question to scrutinize the competitive alternatives.
The two most common competitive alternatives for Recover are (1) the out-of-the-box features in payment processors like Stripe, and (2) doing things manually. Short bullet points show the flaws in each to create dissatisfaction with the status quo and show visitors that what they're currently doing really isn't the best option.
Now, after agitating the pain and showing that the current way of doing things isn't going to alleviate that pain, we can introduce Recover. Jumping straight into features in the body of a landing page assumes too much. It assumes someone is already aware that their current solution isn't cutting it and that they're desperate for something better. By showing there's a bleeding-neck problem and criticizing the competitive alternatives first, we can agitate the pain of visitors who weren't feeling it before as well as confirm for those who were feeling it that we understand their pain and have the pain-killer. Visitors will assume that you have the solution if you can clearly articulate their pains and problems.
In step-by-step fashion, we show how Recover works and articulate how it solves the problem. We literally laid out what someone has to do to from start to finish in order to start seeing positive results from Recover and then translated that into sections (steps) on the landing page.
Crunching the numbers also revealed the average amount of revenue customers recovered through Recover in comparison to how much they were paying, which was a whopping 38x ROI. More credibility and proof that Recover works for customers.
Repeating social proof is essential to reminding visitors that others are finding success. Especially on a long landing page, it's crucial to be repetitive so visitors don't forget. Pedro also managed to find a screenshot that a customer had posted on Twitter.
The body starts to conclude with risk reversal, a powerful tactic to help visitors overcome skepticism and reduce the barrier to entry. There are two forms of risk reversal included: (1) a guarantee that recovered revenue will be greater than what they pay for the service so it's automatically 100%+ ROI, and (2) a trial to use it completely for free without any obligations for the first $1,000. Both of these are incredibly easy to track and measure, given the data available, and only serve as net positive gains for both the customer and Baremetrics.
The page finally concludes with a pricing calculator that also shows how much MRR they could potentially be losing, given the 9% average to be at-risk. Since the pricing is based on MRR, a slider makes it easy for visitors to quickly get a quote on their price. An alternative to the potential lost revenue statistic could have been showing the potential recovered revenue, but Pedro pointed out that people tend to value things they lose more than things they gain, so we decided to stick with the potential lost revenue instead.
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