Kayako's Landing Page

Kayako's Landing Page leverages the voice of customer and uses plain language.

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Kayako opens with a very descriptive headline. There's nothing cutesy or clever about; it states what they provide very plainly. Hidden, however, is a strong value proposition: "in multiple languages across Live Chat, Email, Facebook and Twitter." You don't see this every day. And website visitors will immediately recognize this.
James Doman-Pipe, one of the marketers on the team, wrote about how they worked on a relaunch for months and months. They wanted to give it a refresh — something different from their drab enterprise feel previously. And this is what they came up with... at first. But things did not go well: "Low trial conversions. Product stability issues and bugs. Negative feedback. Revenue was falling. Accounts were cancelling after a few months."
In the war-room with execs, they rapidly brainstormed new messaging. Even though leadership loved this copywriting, it didn't perform well, and they were back to the drawing board once again.
According to James, this version of their messaging performed much better and finally turned things around for them. We can see remnants of this same style of plain descriptiveness on their latest version of the page.
Moving on from the headline... Kayako has to balance an interesting dynamic: on-premise and cloud delivery. Same software, different sales model. They address this directly above the fold by displaying the two options next to each other. The on-premise CTA goes to a new page while the cloud delivery CTA continues on the page. Bingo, this is what they're optimizing for.
They help visitors self-select by describing who it's for, and implicitly, who it's not for as well.
Given their impressive numbers, they'd be remiss if they *didn't* mention a statistic like this above the fold. This serves as fantastic social proof due to its sheer size.
Now we get to some "fluffier" messaging. I think it's totally fine to have very aspirational and benefit-driven copy, so long as it's preceded by crystal-clear functional copy.
A design comment: I love the floating commentary over screenshots. Too little do it but it really draws attention around the page and allows you to deviate from the usual super-symmetrical and geometric layouts that are so common.
I love this comparison: Before and After. Them vs Us. "With legacy" vs "With Kayako". This is powerful stuff.
My gut tells me that this section is here because visitors were asking, "Does this include live chat?" Too many companies are trying to create their own category. Kayako embraces the old school "live chat software" category and exploits it.
"Unlike ___" is one of the most powerful statements you can make as a copywriter. It draws an implicit comparison and helps visitors triangulate how to think about you.
Nothing special here, just rolling through features and describing what visitors can expect to get when signing up.
At first glance, this top section seems to serve no purpose. But it's actually neatly organizing and summarizing the main parts of the product to explore. It's a recap that helps solidify what visitors perceive of Kayako.
We've also got a slider of customer quotes and testimonials. I'm not a big fan of the delivery, but the actual content is outstanding.
To conclude the page, we see one last CTA to start a trial. They've also got a clever piece of copy here that really communicates their light and playful brand.
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