Tripleseat Marketing Site Rebranded
October 21st, 2008 by Kevin
With much excitement, we just rolled out a re-designed version of our product Tripleseat’s marketing site… looking good!
Reasons for a Redesign?
We’ve only been selling Tripleseat for about two months and the initial version, which was created by Andy, did a great job of presenting our product.
Tweaking our Marketing Message
However, after a few months of selling, Jono decided that we needed to switch our online marketing strategy to sell Tripleseat based on its value and not its features. As the experts call it, value-selling, not feature-selling.
So, we re-tooled the site to have more “how and why Tripleseat is beneficial to restaurants” and less “Tripleseat is cool because it has feature x, y and z.” The value-sell is best demonstrated in the slide presentation on the learn more page. I guess we’ve moved on from being car salesmen 
Streamlining Content
After playing around with a number of design layouts, it was apparent that we were trying to cram too much content onto the site. To get around that, we cut down the overall number of words, and we also implemented this blingy scroller control by Victor Stanciu, as seen in our customer quotes section.
The scroller has allowed us to fit more valuable content onto the page without taking up more realistic – not a bad way to be.
Helping to Direct Login Traffic
With Tripleseat, each customer gets their own Tripleseat subdomain. So, for instance, Joe’s Restaurant’s site lives at the URL: JoesRestaurant.Tripleseat.com.
This has caused us some grief because, as we’ve discovered, many people don’t remember the subdomain part of their site’s URL. Understandable, for sure. To help them out, we’ve added a login interface to the Tripleseat home page, which helps direct our customers to their respective login page. It also gave us another opportunity for a little more javascripty shininess.. but, you’ll have to go click on the login button to see for yourself
Will it Make an Impact?
We’ll have to wait and see. Hopefully, yes.
Jimmy Winter October 21st, 2008 at 5:29 am
Very good call guys! I’m in the process of doing the same with the Music Arsenal marketing site. Right now its also based on feature selling and after a lot of review it seems as value selling is going to be the best way to go. Did you guys do any kind of A/B test to see which design resonates the most with visitors?
Ian Lotinsky October 21st, 2008 at 5:29 am
Very nice. I love the login fade and subdomain assistance. Good job!
Dusty October 21st, 2008 at 5:29 am
Jimmy – No A/B testing to date.Most of our selling to this date has been face-to-face and/or over the phone. The changes we’ve made are in direct response to feedback we’ve received from the customers directly. I think at this point going forward, it would be very interesting to do some A/B testing with various configurations. Have you done much of this?
Ian – Thanks! Kevin did an awesome job with the blinged out login fade!
Jimmy Winter October 21st, 2008 at 5:29 am
I’ve been using the built in A/B testing feature of Google Ads. Its interesting how small changes on a page will effect the number of signups and length of time spent reading.
My most recent test was with two versions of the MA homepage. The one with a lot less text blew an older, "textier" version away.
Brandon October 21st, 2008 at 5:29 am
I like your value-added approach. This strategy generally attracts partnerships while feature/benefit selling tends to lead to more price-based decisions and less trust. Plus, I bet you’ll get more dialogue in selling situations; giving you more directions and learning opportunities.
What do you guys think Tripleseat’s life cycle will be like? It seems like it’d take a considerable amount of time for competitors to jump in. Are there any plans for future versions? It might lend itself to financials, layout design, purchasing, or reward programs. You could really take efficiency and direct marketing to whole new levels.
Dusty October 21st, 2008 at 5:29 am
Jimmy – We’ll have to check out the Google Ads A/B testing. I didn’t know it was there. We’re just now ramping up our Google Ad spending a bit, and will be tweakign and playing around with it quite a bit.
Brandon – Thanks for your comment. I certainly hope that value-selling allows us to gain more trust and more lasting partnerships. One problem we’ve run into, is that restaurants may not even _know_ that they need technology (or features). So showing them the true value that we can bring to the table, has been, and hopefully will be, a winning strategy.
At this point, our strategy is to keep plowing forward. Listen to users, keep making our software better.
Can you elaborate a bit more with what you mean by "take efficiency and DM to whole new levels"? I’m very curious…