[Case study] How to improve sales and UX for a SaaS website—an in-depth website review from two professional optimizers
Today we’re reviewing Tango, a Chrome extension and desktop app that helps people capture, document, and share their processes with others.
If you’ve ever created a help doc, you know how painfully time-consuming and repetitive this can be.
With Tango, you simply record yourself going through the process and Tango takes screenshots and notations for you, automatically.
Tango makes it easy to create clear, visually appealing help documents in seconds.
But, as always, there’s room for improvement.
Let’s get to it…
Company overview
- Company: Tango
- Website: www.tango.us
- Overview: Tango is a Chrome extension that helps people capture, document, and share their processes with others.
- Funnel goal: Get visitors to install the Tango Chrome extension. From there, people can use the extension for free or pay for the Premium version if they want.
URLs in Funnel
Homepage
Update color scheme
While the layout above the fold is really clear and concise, the color scheme with the dark purple background and white text makes it difficult to read.
Suggestion:
- Change the scheme to a light background color with a dark text to improve readability.
Add social proof above the fold
The banner bar with the text “Tango is one of Google's 12 favorite Chrome extensions” is excellent social proof, but there could be more above the fold.
Suggestions:
- Include testimonials, number of Chrome users (200,000+), Chrome rating (5-star), etc.
- Add a testimonial as a headline. Example: “I made 25 Tangos in the time it used to take me to make one how-to guide.” (This is from the homepage.)
Tell users it’s a Chrome extension
It’s not immediately clear that the product is a Chrome extension other than the mention in the banner bar.
Suggestions:
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Explain that the product is a Chrome extension—either in the header or subheader.
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Add a small text link under the call-to-action button that links to the Chrome extension:
- “Get it FREE in the Chrome store”
- “Visit the Chrome store now”
- “Get the FREE Google extension now”
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Change to a two-column layout:
- Left column: Keep the header, subheader and call-to-action.
- Right column: Add an image of the Chrome web store and link it there, so users can quickly and easily click it to move through the funnel.
Try a different headline
The headline may be unclear. Think about who the primary user is and how they will use it.
**Suggestions: **
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“Faster than screenshotting. Easier than video editing.” (This headline is taken from the Features page).
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“Boost your productivity with our simple and intuitive Chrome Extension for capturing and sharing workflows”
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“Capture and share your processes easily with Tango’s Chrome extension”
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“A game-changing Chrome extension for anyone documenting processes”. Note: We used “game changing” because this phrase came up a lot in the testimonials. Pro tip: When writing sales copy, try to use the same wording as your users.
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“A great extension to create short how-tos and tutorials!” (again taken from the testimonials)
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“Create step-by-step guides faster and easier—for free.” (taken from the Chrome extension page).
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“That how-to guide you’ve been putting off? Update it now quickly and easily for free”
Find out how many people are clicking elements
Many companies don’t have any insight into how visitors interact with their website. Hotjar is a free tool that shows heatmaps, scroll maps, polls, clicked elements, and more.
Suggestions:
- Use Hotjar or another heatmap tool to find out if people are clicking the “Watch video” button.
- If they are not clicking it, then remove it, so more visitors will click the main CTA (“Get Tango for free”).
- If they are clicking it, then embed the video on the page, so users can see the video and engage with it easier. A two-column layout would work nicely for this.
- Look at what people are clicking or aren’t clicking in the menu bar. Remove any links users aren’t clicking or put them in a footer menu. Simplify the menu to just the main links users are clicking.
Try different elements and copy on the homepage
Suggestions:
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Use this explainer video on the homepage. Like this:
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Use some of the great copy from the onboarding emails on the homepage. Example:
- “50% of Tango users save 3+ hours per week using Tango to document things like SOPs, customer help docs, and software trainings.”
Update the call-to-action (CTA)
The CTA “Get Tango for free” could be improved upon. Many SaaS companies offer free trials, so visitors may wonder how long it’s free. Also, “pricing” is mentioned in the menu, so that leads us to believe we’ll have to pay at some point down the road.
Suggestions:
- Use Tango for free—forever!
- Try Tango today (no credit card needed)
Add social proof to the menu bar
There are several great reviews on the homepage, but they’re near the bottom of the page and most people won’t see them.
Suggestion:
- Add a “Reviews” section in the menu bar to highlight the excellent testimonials.
Let visitors use Tango without an account
There appear to be two barriers:
- Users need to understand how Tango works.
- Users need to try it themselves.
A faster way to address these barriers is to let users try Tango (either the extension or desktop app) right away—without creating an account.
Here's how...
Suggestion:
- Allow people to use the extension immediately after installing. Then prompt users to create an account when they need to complete their workflow.
Example:
Step 1: Use the Tango app to start a workflow
Step 2: Create workflow and click the green checkmark to edit it.
Step 3: Create an account before editing workflow.
Pricing page
Add sales copy before jumping right into pricing
Jumping right into pricing before adding any headlines or sales copy is a classic mistake we see on pricing pages—especially for SaaS companies. Why is this a mistake? Because it encourages visitors to focus on the price rather than the value.
Suggestions:
- Add compelling copy above the plans to further sell the benefits and reduce risk. Boost the perceived value like this:
- … Or list key benefits, like this:
Other notes/issues
If you log out of the app and go back to the main Tango site, you are redirected to the sign-in page. Let users go back to the main site, where they can then click the “Log in” button in the nav bar.
Conclusion
Tango’s a great product (which makes marketing easier) and has a solid user base. They could further grow their business by:
- playing up their excellent social proof;
- further explaining that it’s a Chrome extension; and
- giving prospects a chance to try the tool without creating an account.
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