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Leah’s ProducTea
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Why more and more companies are killing their classical Homepage
- More and more companies are killing their classical homepages in all SaaS segments.
- The shift is linked to ungated experiences such as freemiums and interactive demos and where they sit in the customers journey.
- Ungated freemiums do not require any email registration at the beginning, whereas interactive demos are a more sales-assisted version.
- Ungated interactive demos are similar to ungated freemiums in that they delay asking for an email in order to encourage more exploration from the prospect.
- By offering ungated tools, companies can remove another point of friction: the homepage, which is becoming less relevant as users get introduced to companies through word of mouth, content pieces, or other channels.
- An example of a company removing the need for a classical homepage is Rows.com, a spreadsheet alternative, which uses Instant Rows as a 'loginless formula' for their homepage.
- Ungating the ungated is a move towards a next level PLG approach and can work well for companies with a large potential audience and a product that can be experienced by a user alone.
- It is important to note that this approach is not just relevant for PLG companies but also for sales-led companies to think about differently.
- Removing the classical homepage and using ungated experiences can offer a valuable first impression of a product or service.
- Companies can experiment with removing the homepage to see if it is the right move for their business model.
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