XPLN

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Landing Page

Industry:

Lead Generation

B2B

Year:

2024

Project Description

XPLN is a German AI-driven digital shelf analytics platform used by global retail brands to understand, measure, and improve product visibility across online retail channels.

The challenge: XPLN's product produces highly technical, data-dense insight. The page had to feel as rigorous as the product itself, without overwhelming a visitor in the first few seconds.

Problem

Four things were working against that sense of precision.

Problem 1

The hero buried its strongest proof.

+12% revenue growth and 16x ROI — the numbers that actually sell an analytics tool — sat quietly below the headline instead of leading it.

Problem 1

The hero buried its strongest proof.

+12% revenue growth and 16x ROI — the numbers that actually sell an analytics tool — sat quietly below the headline instead of leading it.

Problem 2

"Automation" was asserted, not shown.

The headline promised AI-driven action, but nothing in the fold showed what that automation actually looked like in the product.

Problem 2

"Automation" was asserted, not shown.

The headline promised AI-driven action, but nothing in the fold showed what that automation actually looked like in the product.

Problem 3

The lead form outweighed the pitch.

A six-field form sat prominently in the hero before visitors had any reason to believe the platform was worth the information exchange.

Problem 3

The lead form outweighed the pitch.

A six-field form sat prominently in the hero before visitors had any reason to believe the platform was worth the information exchange.

Problem 4

Enterprise trust markers were an afterthought.

"Made in Germany" and GDPR compliance — strong differentiators for enterprise retail buyers — were styled as small badges rather than a real selling point.

Problem 4

Enterprise trust markers were an afterthought.

"Made in Germany" and GDPR compliance — strong differentiators for enterprise retail buyers — were styled as small badges rather than a real selling point.

Solution

I rebuilt the hero to lead with evidence, then let everything else support it.

Solution 1

Lead with outcomes, not adjectives.

+12% revenue growth, +8% digital shelf share, and 16x ROI now sit directly under the headline as the first thing a visitor reads.

Solution 1

Lead with outcomes, not adjectives.

+12% revenue growth, +8% digital shelf share, and 16x ROI now sit directly under the headline as the first thing a visitor reads.

Solution 2

Show automation as a product moment.

A dashboard preview now demonstrates a real automated action (a pricing or issue-resolution flow) instead of describing it abstractly.

Solution 2

Show automation as a product moment.

A dashboard preview now demonstrates a real automated action (a pricing or issue-resolution flow) instead of describing it abstractly.

Solution 3

Delay the form until after the value is clear.

The lead form moved to a secondary position, letting the proof points and product story earn the click first.

Solution 3

Delay the form until after the value is clear.

The lead form moved to a secondary position, letting the proof points and product story earn the click first.

Solution 4

Make enterprise trust a headline feature.

"Made in Germany," GDPR compliance, and carbon-neutral hosting were elevated into their own trust row, speaking directly to enterprise procurement priorities.

Solution 4

Make enterprise trust a headline feature.

"Made in Germany," GDPR compliance, and carbon-neutral hosting were elevated into their own trust row, speaking directly to enterprise procurement priorities.