AND CO is a freelance client and invoice management SaaS, acquired by Fiverr in 2018.
They boast that a total of 400,000 businesses use their software.
How did they get there?
This post explains…
Fiverr CEO Micha Kaufman knows that the majority of freelancing is not happening on Fiverr. He, therefore, knows that being able to offer existing Fiverr a freemium invoice and client management SaaS would be a massive value-added cross-sell.
He also knows that AND CO’s freemium model will reduce Fiverr’s cost per freelancer acquisition cost…
Beautiful.
Though this sensational double cross-sells is not the topic of today’s email…
I want to talk about what happens when you land on the AND CO homepage as you scroll down:
The page loads and you review the main header menu.
“About”, yep pretty standard.
“Features”, yawn.
“Pricing”, ok yep will click.
“400,000+ Businesses”, wtf?
This takes me off-guard and I click.
I haven’t seen AND CO’s homepage heat map, but I assume it looks something like this:
It’s also worth noting that I doubt that this current header menu is AND CO’s first attempt, I imagine it started out as “Reviews” or “Or Customers Say” and then evolved with split testing.
The real magic happens after the click…
There is an overwhelming wall of social proof:
I estimate over 100 plain texts, insanely positive reviews.
Followed up by a super simple CTA:
That page converts.
AND CO drags your attention from their homepage to a page where a large number of positive reviews make it very hard not to believe that AND CO can solve your client and invoice management stresses.
What did we learn?
- Can you pattern interrupt your visitors somewhere on your site?
(Boosting CTR to a page with overwhelming social proof?)