Orientation towards presenting our product from the perspective of the benefit it offers (1) rather than what it can do or its features. ‘Grow your business, not your costs’ says Salesforce. ‘Talk more, pay less’ says Skype. ‘The best (free) way to manage your money’ says Mint, which is then quick to tell us what we can achieve with its solutions and when it is particularly valuable.



Orientation towards displaying the product with a good demo (2). Once the user has understood – albeit superficially – the tool or software we are offering and bearing in mind that the user will probably not spend time reading reams and reams of text, a short, audiovisual and interactive demo will be the best way of persuading the user to that it is worth his while to register or ask to test the product.  Mailchimp uses a powerful video to show us its e-mail marketing tool.

Orientation towards simplicity for the entire site (3): “less is more”. The clear trend, as far as we can see, is to go to lighter sites, with fewer elements, less text, more icons and visual resources to help us get a quick grasp of the solution (without getting stressed out).

Orientation towards including elements which ‘quickly’ render our solution credible (4).  Number of clients who use the services, companies they have worked with, explanation of success stories and even testimonials from satisfied clients telling us how using the software helped them.

Orientation towards inviting users to test the product from any page and over and over again (5).  No commitment to buy and clear calls to action, making it obvious what we want from the user. A free test is the best way to show our true potential, allowing the user to get familiar with our product will be the best way of making him want to want more. The whole site should get him to take advantage of the test, although we mustn’t forget the possibility of purchasing or taking out the product at the same time.

Orientation towards simplifying our pricing (6) and the options that our potential customer has to start using it, without it getting too complicated.  Mailchimp – an e-mail marketing tool – offers us the chance to use its service without contracts, cost free and with no commitment to purchase. It only limits the number of users to whom we can send our e-mails to 100. If we want more, we need only upgrade, at a cost of 10 dollars a month. Easy!


Orientation towards the immediate segmentation of our audience (7) to contextualise our discourse on our home or landing pages.

Orientation towards offering value content around our solution (8) to bring our product to potential clients interested in obtaining in-depth information on a specific issue. Omniture understands that its sophisticated solutions require lots of proselytising and education.   Offering values allows us to capture leads in the early decision-making stages.



Orientation towards showing that our solution is alive and kicking (9): it is evolving, dynamic, with an entire community using and improving it on an ongoing basis (if that is the case). We need to create the sensation that we are constantly providing improvements and upgrades.

Orientation towards offering a limited promotion (10), which will allow customers to get more if they make a quick decision.