How to sell a web application

You read about a new cool internet application and click on the link.
An unfamiliar site appears. In about 5 seconds you decide if you want to stay there and explore it, or if you will surf away.
Fact: most people only give a new site 5-10 seconds to attract them.

So why are so many internet apps so bad at really quickly making the first-time visitor understand the basics:

1. What is it?
2. What’s in it for me?
3. How does it work?

Often you just meet a confusing startpage with a login-form and some user comments, with few clues to what it really is about or who should use it.

An exemplary example of how it should be done is the new American online speed-dating service WooMe.
It is financed by the smart Skype-founder Niklas Zenström and not only because it uses Skype video technology.

Here’s why it is so great:
The window title explains it all: Meet People Live in Voice and Video Online Speed Dating Sessions

The next thing you see is a text box with the head line What is it? that explains the service in short bullet texts. Beside this is a “How to play” section with screen images and the highlighted key words Find, Meet, Woo.

And best of all, right at the top there is also a professionally made video with a user that goes through the service in a very personal way. The video clips is short, inspiring and cleverly shows how it works and how easy it is.

Video is usually the best way of showing how you do things, especially when you can show a person interacting with a computer such as in this case. Mixing the screen shots with the shots of the woman looking into the camera is also a very efficient way to inspire the audience.

You also see a big join now! button with the tag line (takes 29 seconds). Again, an exemplary way of making people think “Well, if it only takes 29 seconds I could try it out”

Corporate sites are also falling into this trap. How often haven’t you visited a corporate site that do not explain what the company is doing and for whom, really?

Update March 2009: Check out this great post by Guy Kawasaki, The Art of the Tutorial.

Checklist for creating a web service start page that entices users

1. Write your pitch in the window title. It is one of the first things people see. And, even more important: this text shows in the search engines. Standard window titles like “Welcome to XYZ!” sucks!
2. Put the important presentation stuff at the top of the page.
   Very short headlines describing: What is it? Who is it for? How does it work?
3. Add one or several video clips where a typical user goes through the service. Make it very short (2 minutes max) and very personal. Better to have several short videos than one long.
   Important to use a credible person representing your target group .
   It should be someone I as a user can identify with, who can inspire me and give me confidence that this is a smart service.
   Avoid using grinning sales guys with shining ties and costumes!
   (Unless that type of person is your key target group…)
4. It is often also a good idea to have some videos with typical customer scenarios, showing situations where different problems are solved by someone using your service.
5. Put a “Tip your friends” button on the start page, viral marketing is very powerful. Make this a very quick and easy process for the user.
6. If your service requires a lengthy registration process, divide it up so that the users can get started with a minimum of form-filling. Then make them fill out the rest of the forms during later visits.