The Landing Page Formula Of Software Giant Intuit

by 5 03/12/2012

Intuit has been helping small businesses ring up sales since 1992 with its Quickbooks, Quicken and TurboTax software.

Now, Intuit sees an opportunity to grab market share from Square by introducing GoPayment, software and hardware that turns your phone or tablet into a credit card processor.

We asked our Crazy Egg Marketing and Web Design Experts to analyze the formula that Intuit is using with its GoPayment landing page.

Click image to enlarge:

Intuit Landing Page

Lara Swanson, DynThere is a very clear call to action – Give it a try. I like that both have related text that explains, succinctly, what “give it a try” means – that is’a  free app and card reader.

I’m not sure “Chat Now” works for where it is on the page – if I were looking for a chat or contact information I’d probably look near the phone number or some other navigation area. It looks like the page mixes utility navigation and content navigation, meaning a user looking for a particular item has to read more thoroughly what each navigation item is before clicking. I’d separate “Sign In”, the phone number and GoPayment Canada navigation to its own line in the top-right.

~Lara Swanson, Dyn

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Demian Farnworth, The CopybotHaving covered Square in my earlier life [that was about 6 months ago internet time] I’m intrigued to see a competitor, and how they handle the competition, namely one that got to the market first.

Square could simply say “Make payments from their phone” and that was it. People got that. Intuit has done a good job of explaining the value proposition. The bold pic demonstrates what it does, and I like the nice little button that says “Give it a try.” And I’m glad to see the “This is all you pay” is the perfect size…but I still like the Square landing page better…the form is right on the home page.

~ Demian Farnworth, The Copybot

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Ginger Wareham, Pickle Juice ProductionsThis is a great example of a successful landing page. It’s clean, good photos, simple and to the point! I love the design including the fonts and colors they used on here and the call to action is right in your face like it needs to be! FREE + GIVE IT A TRY works for me!

~ Ginger Wareham, Pickle Juice Productions

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Angela Jones, Design By Ange.laWell done: The Intuit landing page has a clean, clear design which shows you exactly what you can get with their product and is straight forward about the costs. The action button gives the viewer a clear next step.

Could use improvement: The typography in the header has too many font styles going on. Even though there are two typefaces used, which is acceptable, there are four font styles – which causes the treatment to lose hierarchy. Also, the all caps, bold “your” implies everyone else’s phone already reads cards, which has no basis. There should also be a comma after “Now,” to read “Now, your phone accepts cards, too.”

~ Angela Jones, Design By Ange.la

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This landing page definitely does a great job of visually simplifying how business owners can take payments on their mobile phone.  The bright yellow call to action buttons stand out and make it easy for people to want to give the technology a try!

~ Kristi Hines, Freelance Writer

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Christopher Lee, Christopher Lee DesignsOverall the Intuit GoPayment page is a nice aesthetic, it’s a bit corporate, but that’s to be expected from a company as large as Intuit. The large hero image definitely tells you what it does and the headline is comically funny yet conveys the basic concept.

However, in comparison with one of its most well known competitors, Square, you can see what the site is really lacking. Lets look at the Square home page. It’s super simple to sign up, the start of the sign up form is right there on the homepage! With Intuit I need to click on Give it a try, then go through all of the formalities. Also, it’s clearly marked on the Square homepage what cards are accepted (even though the featured card for Square is AMEX). At first glance at Intuit the hero image and the next image below all lead me to believe it works with MasterCard exclusively.

The Chat Now button feels extremely awkward, not really left justified, not really right justified and not really centered either. Almost like it was just tossed in at the last minute. While my eye is drawn to it, it’s not for the right reason. It looks like a bandaid and the Woman’s finger and certainly doesn’t make me want to chat. Instead it draws away from what really matters in the hero, WHAT IT DOES!

When asking for a user to try out a new product, especially one that handles financial transactions, you can’t overlook things like an obtuse Chat button. Any kind of last minute additions like this will make your user feel that your product is last minute and in that case, less trustworthy than the competition.

Overall, it’s a good page on the right track. I would have liked to have seen more refinement before deployment though.

~ Christopher Lee, Christopher Lee Design

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Babar SulemanThe call-to-action on the page couldn’t be more clear.  The copy clearly illustrates the benefit in a playful way “Cha-Ching!”

The “Chat Now” button seems to be a little out of place but the rest of the navigation is very intuitive and follows conventions.  The “View Pricing” button is located in the exact place I would expect it to be — where they are talking about what it costs.

~ Babar Suleman

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Sherice JacobThis is an excellent example of a landing page done right.  The visuals are clear, easy to understand and sum up something that’s ordinarily technical and cumbersome. The copy is direct and to the point, and the call-to-action buttons are spaced and colored enough to set them apart. Good job, Intuit!

~ Sherice Jacob, iElectrify

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Joseph Kalinowski, Content Marketing InstituteI think the top imagery is great on this site. Showing the ease of use with the connection to the phone and the swiping of the card. The choice of different font styles and weights also works well… the “swipe/cha-ching” treatment really looks great.

There are two things that I think may push this site to the next level. First, a bolder treatment of their call-to-action. The headlines on the top and the “free app…” line at the bottom really seem to swallow the “give it a try button.”  Although they are yellow and try to stand out, the hierarchy seems a bit off. Second, I think the logo treatment seems a little weak. It is placed three times on this home page, but similar to the call-to-action, it seems to get lost.

~ Joseph Kalinowski, Content Marketing Institute

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First of all, I love this concept and app. I ordered a similar product from SquareUp.com, and now I need to order one from Intuit to see how the two products compare.

As far as the site goes, I love how the first menu link is for learning “How it Works” and the second link is for “Pricing.” When someone lands on a page like this, they want to know two things: 1) How does this products work? and 2) How much does it cost? Intuit does a great job of making sure that information is easy to find by highlighting them in the first two menu links.

I also love the chat now feature on the site. Now that live chat is so easy to implement, it makes sense for businesses who close sales online to provide an option for customers to interact with a salesperson. Every business wants to have a conversation with prospective customers, and live chat is the easiest way to make that happen. If you have the resources, it’s a great way to go.

I feel like the main headline could be improved. “Swipe” and “Cha-Ching!” are clever, but I don’t know that they’re the best words to use to immediately to get the point across. I prefer something more direct like, “Now YOUR phone can accept credit cards, too!”

~ Joseph Putnam, BlogTweaks

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What about you? What is your opinion of this Intuit landing page?

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5 COMMENTS

Niall Mackenzie

What they’re doing right
Strong, clear, descriptive image

Nice use of images beneath main image to show simplicity and ease of use

Link to pricing

What they could improve
The page must answer three questions. Where am I? What can I do here? And why should I do it? Intuit does a good job of answering the first two, but fails to answer the third. There’s no clear value proposition. Why should I choose Intuit over their competitors? What makes Intuit a better choice for me than Square?

The headline is visually messy, too many font styles

Headline itself could be improved and possibly lead into three bulleted key benefits

Reduce necessary steps and have the signup form on the first page (Square get this right, although no need for two password fields)

No need for repetition of CTA at bottom. Use this space to show icons of accepted cards

Chat Now button is in the wrong position, in fact its presence at all is questionable

March 12, 2012 Reply

    Russ Henneberry

    @Niall — Thanks for your thoughts Niall — These are some great thoughts!

    March 12, 2012 Reply

Monique Willemse

And did the landing page deliver what it was foreseen to do? Compairing Square with Intuit landing pages i have to agree with Demian Farnworth.
But in the end it’s the incoming trials that count. (although i understand this question is merely reg design & usability – actual sales/downloads is the best measure!)

March 12, 2012 Reply

    Russ Henneberry

    @Monique — Good point. Unfortunately we aren’t privy to this kind of information.

    March 12, 2012 Reply

Kate Russell

Hmm. A month later, and the Chat button is gone. I wonder if no one used it, or if they decided it wasn’t worth it.

April 13, 2012 Reply


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