Type: Top of Page, Microcommitment, Q&A, Squeeze Page, Yes Ladder
Grade: A
Description:
The Time Doctor website asks visitors simple questions (1 & 2). The questions are designed to be answered affirmatively, which leads the user to an invitation to try Time Doctor’s software for free (3). If the user accepts it, the following popovers ask for more information (4) and to start installation (5).
It may not be obvious from the screen caps, but the user does not have to answer the questions. They could simply scroll down the page to view the website’s content.
Screen Cap:
Analysis:
The first question segments visitors between those who manage other people and those who only need to manage themselves. This allows the site owner to tailor their pitch to visitors’ needs and identifies high value prospects. (A visitor who manages other people is likely to be more lucrative for the company.)
The Q&A sequence uses language to empower the customer, by the extensive use of the word “you” and focus on users’ experiences and needs. The sequence works as an engagement tool, putting potential customers in the right mood to handover their personal information and test the software.
Suggestions:
We love the idea to gather data about site visitors by segmenting users. It might be possible to segment users with more pointed questions (as opposed to questions simply designed to elicit a ‘Yes’), perhaps by including a simple multiple choice question.
Additional Screen Caps:
Update: We visited the Time Doctor site in September 2016 to document the sequence described above. Most recently, we note the site immediately skips to the question on Slide 4: Would you like to demo Time Doctor? We have to assume this strategy – to ask a direct question about the demo – has proven to be equally effective or more effective compared to the full sequence.