The goal was straight forward, let the product sell itself
Heat maps are powerful. They visually communicate what visitors are looking at on your website in a way that traditional analytics can't. Yet, they're hard to explain without seeing them.
So the goal was straightforward - let the product sell itself by putting it right in the hands of visitors from the get-go. Bring the product to the forefront, don't hide it, and don't reduce it to a series of thumbnails or screen captures. Let the visitors experience it for themselves, and use it to get a feel for what it brings to the table for anyone responsible for the performance of a website.
To meet this goal we chose a revolutionary web design which dedicated a full third of the page to a fly out, fully-functioning demo of the tech.
You've probably never seen a website like this before.
That was part of the plan. There's a lot of design fatigue out there. How many websites have you seen with the same layout structure - same skeleton - with different creative layered on top.
From the beginning we wanted to make this a memorable design. So we went with an unconventional - split of the page. The full third fly out makes the heat map the thing, while still giving room for messaging and calls to action in the content area. In the left-hand side we focused on a few key messages and updated the calls to action. A quick glance and you can't miss what you're supposed to do. It's all about focusing the user and driving them to the funnel. The right side heatmap really is where all the magic lies
It's a totally unconventional design and one that is built to purposefully be memorable and engaging. So many products are featured with thumbnail images or poorly executed voice over screen capture walkthroughs that don't convey the power of the product. By using this fly out we're putting the tech right in the hands of the visitors. Letting them see it in action and manipulate and use it to get a sense for how it works.
Plus they can see all the features - not just one, they can see the different stats and visualizations and get a sense for the product as a whole.