Dollar Shave Club: Silly, Simple, and Effective

Mar 14, 2012

It's not enough to make a good pitch and expect the viewer to know what you want. You have to plan for user experience, and demonstrate that participation is essential to achieve a shared goal.

It's not enough to make a good pitch and expect the viewer to know what you want. You have to plan for user experience, and demonstrate that participation is essential to achieve a shared goal.

That's why we at BSD were so impressed when we saw Dollar Shave Club's site -- and their hilarious launch video, which Mashable declared the best startup launch video ever. Dollar Shave Club's site takes all the best features of their video and focuses them all on one goal: converting a site visitor into a customer.

The site is very small, which is a major benefit for driving visitors to interact with the site, instead of just reading it. There are only four main pages, each of which has a call to action. Two of those pages ("Get Started" & "Our Blades") have essentially the same information; the only main difference is that one page presents the information horizontally,the other vertically. Both conclude with a clear call to action.

We're highlighting this site today not because we want to encourage you to become Dollar Shave Club sponsors, but because we want to highlight how efficient and effective their site is. Their site is such a success because there's no confusion about its purpose -- and that purpose is perfectly aligned with the purpose of the company itself and the company's value proposition to the consumer. Any visitor to the site can clearly see what Dollar Shave Club is about and what he/she (although, let's be real, we're talking about men, here) needs to do in order to get involved.

These are the same principles BSD brings to all of our client engagements. Your organization may well be doing great work, but if your website doesn't express that in a simple pitch, supporters won't go out of their way to learn about you. We'll work with you to identify the purpose of your organization and build a site around that purpose -- with content and structures that pull the user toward conversion.

Which is exactly what we just did in this blog post. Click here if you're interested in hiring us!