How Hopin lets you experience their product without bringing out your credit card

When you have a product with endless possibilities, how do you get people to see this without getting overwhelmed?

Hopin does this by doing some telling but A LOT of showing.

The entire page takes you on such an experience that you’re both eager and impressed by what it can do. The best part? You don’t have to put in your credit card details to get access and see how it works.

What I find fascinating about this homepage, is how Hopin is able to transition between talking about the benefits to the users on both ends: the event organizers and attendees.

Hopin

Being a B2B product they could have easily gone the route of speaking to the organizers. But by showing what an immersive experience it gives the attendees of an event, the organizers are eager to get their hands on this product.

Hopin uses great images so you’re able to get a sense of what kind of experience it can create for both the attendees & organizers.

At this point, if you’ve been following my teardowns, you kind of know what to avoid with your homepage copy:

• talking about how your product is so great because of the features you’ve built.
• making claims that you don’t end up proving e.g the best x, the most efficient x, and my favourite: number 1 x. Speak about the implication. You need to justify why such a claim is relevant.
• using terms or phrases that leave too much room for interpretation.

You also know what to always keep in focus:

• what is important to your audience.
• what motivates them when seeking out or using such a solution that they are willing to pay for.
• how your product can lead them to their desired outcome.

This is what you need to talk about. Not what you think is important and not even what you so desperately want to be important.

A. This is a great way to describe their product because you start to associate it with all the things you can do at an actual venue: engaging in conversations with new people, moving through different sessions, and making connections, etc. This is an example of a headline that is not aspirational but product-focused. It succinctly describes the product.

It’s important to note that for such a claim, even as descriptive as it is, you’re left with a lot of questions. Virtual venue? Show me. And they do such a fine job of showing you as you scroll through.

Telling me I can use Hopin for all my events makes me intrigued enough to keep scrolling because it’s a bold claim that leaves me imaging so many possibilities. This headline satisfies the “what is your product?” question.

B. So they’ve made a claim in their headline that this subheadline goes on to explain. This satisfies the “who is it for and what is the outcome/promise?”. For event organizers to create engaging events.

People can interpret this in so many ways, and they know this. This is why the image to your right helps you get a sense of their interpretation of engaging in the context of a virtual event. They make a claim back it up with copy and an image that tells the story.

C. It’s important to note that on their website, this is rich media that transitions into the different moments of an event. In this still shot, notice how the images don’t have that stock photo appeal and show diverse people from around the world building a connection. They sell you a promise of engagement & show you what that looks like when using their product.

D. Getting early access is a magnet for people who are early adopters. It’s a great CTA because it creates some element of exclusivity of being the one to try something new before the whole world starts talking about it.

One thing this CTA also creates is some objection. Because it is new, for someone thinking of hosting a huge virtual event, they may be apprehensive initially. The good thing is Hopin uses social proof to combat this as you scroll further.

A. This is again a rich media that shows different aspects of what Hopin has to offer. Every space counts and should be fully utilized. It isn’t just a snapshot of someone smiling but it also shows you can set prices for your event and also track your sales which are all important features for event organizers.

B. This headline speaks to the fact that you made have hosted events in the past that were possibly even interactive, but there’s still a possibility for more. They do this recognizing that as humans, we are constantly chasing after improvement, always wanting better. This is going to help them achieve that.

C. They use the subheading to back up their claim of Hopin being a virtual venue. By describing the possibility of moving in and out of sessions, you start to see how it works so similarly to the conferences you attended before the global pandemic. They could have simply said Hopin allows you to host more than one session at a time. But that doesn’t feed into why that’s even a plus. The why is that you can get a bit of everything like you do at a conference.

They know their audience and they speak to what is important to event organizers — the numbers. They point out that it’s not just a better experience for the sake of being a better experience. What is the outcome? High show-up rates and low drop off rates. The value in hosting an engaging event is that people stay until the end. They make it a point to speak to this.

D. For the TL;DR who consume information in bite-sized pieces. No stories. They break down the possibilities of using Hopin into concise bullet points. It’s important because people don’t spend as much time as you think on your homepage. They go through it scanning quickly for information that is relevant to their problem.

They are constantly thinking, “Is this relevant?”, “why should I care?”. They care when your product is positioned as a solution to their problem/need. When you know what they are looking for from a product like this, you’re able to speak to that. They instantly have a higher level of intent towards taking the action you require — signing up for your product.

E. Hopin is trusted by companies that you might be familiar with and that gives you a vote of confidence that if they have confidently use Hopin for their event, you can too.

A. I’ve never believed saying you’re the first at anything holds much weight because frankly, it doesn’t matter to me. It’s of no value because all I’m trying to figure out is if your solution meets my expectations. I believe that if it was removed from the statement, it wouldn’t be missed.

One good thing they do is rather than just stating they are the first to do a thing, they speak to what organizers can benefit from using Hopin for their event — connecting.

Why is connection so important to event organizers? Because that’s the whole point of hosting an in-person event. If connecting with people wasn’t so important, then all the sessions from the event could have been pre-recorded and sent out to people. But connection is important to attendees and organizers know this needs to be a focus if they are to have a successful event.

This is an example of Hopin speaking to the benefit of the end-user even though, the buyer is an event organizer.

B. Remember they mentioned you can use Hopin for all your events. They use this subheading to breakdown how. It is a dynamic product so it’s possible to get overwhelmed by all the options. Rather than making you think too much about it, the paint the picture for you. Notice how they show different use cases: recruiting, all-hands meeting, and a massive annual conference.

C. Here they are again breaking it down the benefits for people who would rather scan through and digest information in bite-sized pieces. If this box is all you read in this section, you have a pretty clear idea of the possibilities of using Hopin.

D. Having press coverage helps build your credibility especially as a new brand. If you have it, use it.

E. This rich-media lets you experience the different aspects of Hopin like the reception, main stage, sessions, expo, etc. These are all terms associated with an in-person event. One thing to note in this snapshot is the possibility to showcase the sponsors for your event. This is super important for event organizers and Hopin is speaking to something that is relevant to them.

A. This headline is a prompt to take action with the promise that it just takes a few minutes. Knowing that it doesn’t take to long to set up is key and they also clearly communicate the value of the feature.

B. This is again rich media, but I’m highlighting this snapshot because of how important it is. Want people to network like you do at an in-person event? Here’s how. You’re not left guessing because this image literally shows you what is like.

A. ‘‘Did you say I can use Hopin for all my events?’’ Yup, pretty much.

B. These show possibilities you might not even have thought of.

C. From A-C, they give you a picture of how versatile this product is without overwhelming you. Even with the copy for each use case, they are answering possible objections. Yes, you can sell your online courses and host it on Hopin. They paint a new possibility for webinars that we are all frankly so tired of at the moment. Even for trade shows that involve a lot of interaction, there’s a possibility for such an event. These are not off the cuff descriptions of each use case. But intentional in addressing what is most important/beneficial to someone hosting such an event.

D. Clear headline with a subheading that backs it up.

A. Here they address the conflict for anyone still in doubt about using Hopin. With the number, it’s not written out in digits because I think it has more of an impact spelt out like that. 10,000 is not a small number but doesn’t have as much of an impact as 50,000 or 100,000.

B. This is a fantastic example of social proof done incredibly well. They are not just saying they love Hopin and it’s a great product. This testimonial is giving you the results that using Hopin drove for their event. Each testimonial is also given by people in diverse functions further showing the possible use cases.

C. This testimonial is speaking to the resulting value an attendee of a Hopin event had. Event organizers reading this will be eager to offer their attendees such great value.

D. This speaks to the intention of the event organizer in seeking out a specific outcome which he found in Hopin. Those who are interested in having a similar outcome are motivated to sign up for the product.

E. This is a great CTA to end this section with because at this point, event organizers are curious enough to possibly know about even more success stories from using Hopin and this CTA will give them just that.

A. This headline creates a sense of urgency to try it out immediately but that’s not all. Somehow, I’m convinced that even though I’m not ready to try Hopin yet because I don’t really have an event coming up when I do have my next event, Hopin will be top of mind. Maybe not necessarily top of mind but an option I consider.

B. A consistent CTA to guide you into the next step.

How did they do? HIT!

What did they do right

• This page could have been super long, but it isn’t because rather than telling you all about the product with words, they use snapshots of their product to create an experience.
• Each section is a build-up from the previous section: proving claims, answering objections, and further immersing the prospect in their product narrative. Nothing is wasted and I’m impressed at how much intentionality went into this.