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on Aug 05 2012 3 comments3 DISCUSSING
I think this is a special case because the value proposition is not clear from the start, that's why prospects have to read the text first before they are convinced. On other sites you know after a few words or watching a video what value they propose, thus a call to action in the visible part of the site is the way to go.
I'm thinking that if they have the call-to-action always visibile (so it scrolls with the user) it would be even better. But it's a good reminder that best practices don't always have to work.
Hi Tad - I don't know how good your Danish is, but the value proposition is completely clear at the top of the page ;-) It's summarized in the headline, the first paragraph, and the bullet points. However, the details of the offer are giving throughout the page. And, as you can imagine, there are a lot of details to consider and anxiety that needs to be compensated when it comes to saying yes to an ongoing subscription service where you get ingredients and recepis delivered to your house. - Michael