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Architektura informacji rozumiana jako kompleksowe podejście do zaprojektowania treści i sposobu przedstawienia informacji wpływa na skuteczność komunikacji marketingowej. W artykule uwaga została skupiona na architekturze informacji na opakowaniach produktów żywnościowych. Wskazano na możliwości wpływu architektury informacji na skuteczność komunikacji marketingowej oraz na ograniczenia w tym względzie. W prowadzonych rozważaniach przedstawiono wyniki dotychczasowych badań autorki oraz autorów z Polski i Europy, a także zarysowano wytyczne dotyczące badań prowadzonych w tym zakresie w przyszłości.
franciscassel 14 hours ago [–]
I analyzed the online searches of thousands of SaaS buyers to uncover exactly what information they want when considering a SaaS purchase.
These are the top five highlights from what I learned:
1. The most sought-after (and often 1st) piece of info sought by SaaS buyers is pricing -- by a large margin.
Have a pricing page! If you can't share exact pricing for some reason, try one of these alternative approaches (created by an acquaintance of mine): https://businesscasualcopywriting.com/show-pricing-on-websit...
2. '[brand] alternatives' is the 2nd most-frequent search pattern.
It seems obvious to have a page on your website targeting '[your_brand] alternatives] that positions your offering against your competitors.
But only 2 of the 50 biggest SaaS companies do this!
Ex: https://www.atlassian.com/software/jira/comparison
3. SaaS buyers literally search for 'why [brand]'.
This is another under-leveraged opportunity.
Buyers want someone to spell out for them why they should spend money on your solution.
Make it easy for them!
Ex: https://www.hubspot.com/why-go-hubspot
4. Security is a big concern for SaaS buyers. They want to know how you're going to protect them from loss and litigation.
They're even checking out your privacy policy and GDPR terms! (Keep those things up-to-date.)
5. Your 'About Us' page matters.
Startups fail all the time. It’s not a secret.
Buyers want to know that the effort they put forth–convincing management, setting up and integrating your solution, convincing employees to use it–is going to be worth it in the long run.
Does your company have meaningful funding? Well-known investors? Is it profitable and self-sustaining? Does it have experienced leadership?
In your company’s About Us page, make sure you convey anything that can reassure buyers that the company is robust and set up to thrive.