When the iPhone first launches, Apple creates sites that dive deep into all the new tech. Sites that cater to loyal superfans who love geeking out.
But after a few months, the audience shifts. We're talking to mom and dad and the person who just broke their old phone. So, the marketing needs to hit quick, or we're going to lose these new customers.
So we make things like this product video. It lives on the web and partners' sites to quickly tell folks why they need this smartphone.
The website gets a makeover, too. Everything gets condensed into bite-sized nuggets. The copy is impossibly short. Crystal clear. Benefit driven. And clever. With just a few quick scrolls, you know exactly what this thing can do.
Wanna go a little deeper? No problem. Click into a side-scroll where features get unpacked.
Designing and writing a site like this is UX/UI exercise. It behaves like a product. An app.
Just because it's short doesn't mean it isn't packed with creative tech. We reward people for engaging and interacting.
The introduction of streamlined digital experiences increases conversion by 40% after the launch excitement starts to fade.