Naturally, some readers asked: If the landing page is that bad, how is DocuSign still the most-used e-signature platform?

Great question.

It got me thinking: Is it the product? The marketing? The partnerships? All of the above?

Disclaimer: This isn’t a product review. It’s a breakdown of the strategy behind one of the most well-known names in SaaS. Let’s dig in.

How big is DocuSign really?

Founded in California in 2003, DocuSign has grown into a giant. As of 2023, it holds over 67% of the e-signature market and serves 1.7 million customers across 180 countries. Clients include IKEA, IBM, the U.S. federal government, Purdue University, and Microsoft.

Its competitors? Much smaller. Xink has 15.38% market share, Adobe Sign 5.25%, and Nitro 4.71%.

How Does DocuSign Make Money?

• Subscriptions to its cloud-based services

• Transaction fees on payments like insurance and property rentals

• Developer tools and APIs for product integration

The Strategies Behind DocuSign’s Dominance

1. First-Mover Advantage

2. Positioning: Paper as the Enemy

3. Land and Expand Policy

4. Who pays for the product

5. Values

   1. Trust

   2. Consumer is the hero

6. Building Stronger Product-Market Fit

7. Strategic Partnerships

8. Marketing that understands and measures

9. Systemizing Referrals

10. Controlling the Narrative

1. First-Mover Advantage

DocuSign was one of the first companies in the e-signature space. That early start allowed it to build trust, iterate quickly, and define the category well before competitors arrived.

2. Positioning: Paper as the Enemy

Instead of battling other software companies, DocuSign framed paper and manual processes as the true competition. This gave the brand a clear mission and eliminated direct pushback.

“Paper doesn’t punch back, and there is a lot of it.” — Keith Krach, Chairman, DocuSign

3. Land and Expand Policy

DocuSign didn’t try to conquer everything at once. Instead, it started with a focused market: real estate.

From there, it expanded into other industries, company sizes, and regions, one beachhead at a time. Today, it’s a platform used across sales, HR, finance, and legal departments.

4. Who pays for the product

“Many of our customers learned about us simply by signing a document.” - Chief Revenue Officer Loren Alhadeff

DocuSign’s model is deceptively simple:

• The sender pays.

• The signer signs for free. They don’t even need a DocuSign account to sign.

That one design choice created a powerful flywheel effect:

Every time someone signs a contract, they’re exposed to DocuSign. Often, it’s tied to a major life moment, like buying a house or accepting a job offer. That exposure builds trust, brand recognition, and future demand.

“Many of our prospects already know us from being signers... these experiences tend to have a meaningful impact on people’s lives.” - S1 filing.

5. DocuSign’s Values

We have three core corporate values. One is trusted. One is loved. And one is responsible. Rob Giglio, CMO of DocuSign

a) Trust

In a space like e-signatures, trust is everything. DocuSign built it into every layer of its business: product design, partnerships, customer onboarding, and data security.

DocuSign has to earn the trust the hard way. That effort paid off: in 2023, it was ranked #1 on Newsweek’s list of Most Trustworthy Software Companies.

“We had to live through what it meant to convince customers that digitalizing agreements is a good thing... That’s why you see DocuSign being trusted with billions of agreements.” - Denman (an early exec)

b) Customer is the Hero

DocuSign sees itself as the quiet partner in the background, supporting the real heroes: its customers. Whether it’s frontline workers, banks, or government agencies, DocuSign’s role is to remove obstacles so they can focus on the hard stuff.

This customer-first mindset shows up in the numbers: 123% net dollar retention rate (2021) — a strong signal that customers aren’t just staying; they’re spending more over time.

6. Building Stronger Product-Market Fit (PMF)

DocuSign’s product market fit journey was full of pivots, doubts, and delayed results.

As co-founder Thomas Gonser put it:

“DocuSign changed strategies a few times, shifting the sales focus from small to large customers and expanding from real-estate customers to other industries. Results in those new sectors took longer than expected to materialize [...]. We expected crazy growth. It didn’t happen.”

The turning point came in 2014. DocuSign shifted focus to enterprise clients and opened up its APIs, letting developers integrate e-signatures into their own tools. That decision transformed DocuSign.

Today, APIs power 58% of all DocuSign transactions. Usage has grown 300% in just one year.

7. Strategic Partnerships

DocuSign didn’t grow alone. It grew with some of the world’s biggest players.

The company pursued a four-dimensional partnership strategy, forming deep relationships with global giants like Microsoft, Google, Salesforce, SAP, Visa, Dell, Intel, FedEx, and more

Each partnership typically included:

• Equity investment

• Enterprise-level agreements

• Tech integrations

• Joint go-to-market strategies

It helped DocuSign tap new markets, build credibility, and lock out competitors.

One example? DocuSign’s early alliance with the National Association of Realtors helped them gain traction in real estate (its original beachhead market).

8. Marketing That Understands and Measures

DocuSign builds systems around understanding its customers. A big part of its growth comes from a deep commitment to customer insights, strategic marketing, and a relentless focus on what actually works.

DocuSign invests in Marketing tools like Oracle Eloqua to track user behavior, tailor campaigns by industry and role and refine lead scoring with AI.

Their culture is data-driven and obsessed with measuring results. As Web Sales Lead, Wong said, "We measure things. We iterate quickly."

9. Systemizing Referrals

Referrals convert 3x better and bring in customers with 25% higher lifetime value.

DocuSign knows this and makes it easy (and worthwhile) to share the product.

DocuSign uses Extole to manage referrals, with built-in tracking, A/B testing, and reward automation. Instead of relying on organic word-of-mouth, they’ve turned referrals into a repeatable, scalable growth loop.

10. Controlling the Narrative

DocuSign also nailed early brand awareness. They secured placements in outlets like TechCrunch, VentureBeat, and Xconomy, and brought visibility to their mission through high-profile voices, including President Bill Clinton.

Even more strategically, they consistently used the phrases “e-signature” and “electronic signature” in every press piece. Over time, that consistency paid off. DocuSign is literally associated with the e-signature market.

To Conclude:

DocuSign’s real strength is in its strategy. They were early, positioned themselves well, made the product easy to use, and grew by focusing on customer success and strong partnerships.

Their landing page might still need work, but everything else is on point.

When it comes to growth, I’d give them a solid 10/10.

🌠 Thank you for reading this newsletter.

See you next week,

Irene

Who tells a better story to businesses?

Notion and Monday.com both want to win over teams and decision-makers—but do their landing pages make a strong case?

The core question is simple:

Would I, as a business buyer, click that “Contact Sales” button or not?

⚠️ This isn’t a review of the tools themselves.

It’s about how they present themselves—and whether they earn your trust in those first few scrolls.

Meet the Tools: Notion and Monday

Before we look at their landing pages, here’s how each tool describes itself:

Notion is an all-in-one workspace for notes, docs, and projects. It focuses on flexibility, letting teams build custom setups for writing, planning, and collaboration.

Monday.com is a “Work OS” built to help teams run projects and workflows. It focuses on structure, automation, and scaling across teams—from small businesses to big companies.

So now that we know how each tool describes itself, let’s see how well that message actually comes across.

5 Rounds of Competition

We’re judging both landing pages for five key questions:

• Round 1: Who Looks More Professional?

• Round 2: Who Speaks to Businesses Better?

• Round 3: Who Communicates Their Value Faster?

• Round 4: Who Feels More Trustworthy?

• Round 5: Who Has Stronger Social Proof?

Round 1: Who Looks More Professional?

Which design feels more polished, intentional, and business-ready?

🏆 Winner: Monday.com

Monday’s design feels built for the corporate crowd. It’s structured, polished, and full of clean containers and boxes

Is it beautiful? debatable. But is it comfortable for a decision-maker used to SaaS? Absolutely.

It works because:

• It feels familiar

• It signals “serious tool”

• It mirrors what corporate buyers expect to see

Notion is more quirky and visual. It’s giving cool startup founder, not head of ops at a 500-person company. Just from the design alone, Notion feels more B2C than B2B.

Round 2: Who Speaks to Businesses Better?

Which one addresses real team needs with clear, relevant language and CTAs?

🏆 Winner: Monday.com

Monday knows it’s talking to decision-makers.

The copy is direct and business-focused, with clear use cases like CRM, Project Management, and Operations.

Monday’s messaging is clearer, more structured, and built around business needs. Notion is charming but a little too casual for buyers looking to solve serious team problems. We can even see it in the CTA 👇

• Monday: “Contact Sales,” (Business Intent)

• Notion: “Try Notion Free.” '(Low-commitment, but also low urgency.)

So again, Monday wins this round.

Round 3: Who Communicates Their Value Faster?

Which page makes it crystal clear what the tool does and why it matters?

🏆 Winner: Monday.com

Notion’s messaging is flexible—maybe a little too flexible.

Notion is creative and open-ended, but that also creates mixed signals for business users.

Yes, they do have business-focused use cases and screenshots showing how teams can use Notion for business use. They also smartly highlight which tools Notion can replace, which helps frame its potential.

But even with all that, the core value proposition still feels vague. I feel like one has to piece it together yourself.

Whereas Monday’s messaging is crystal clear and straight to the point. You immediately see structured categories like 👇

Monday is direct, specific, and grounded in real business functions. It speaks in B2B language, and that clarity is what wins this round.

Round 4: Who Feels More Trustworthy?

Which page feels more credible and confident?

🏆 Winner: Monday.com

This round isn’t even close. Monday.com goes all-in on trust signals. Here’s how Monday showcases trust with customer logos and security badges. 👇

Notion, on the other hand? Nothing.

There’s no visible social proof, no security badges, and no third-party validation. It makes Notion look a little amateurish in comparison.

When you’re a business buyer evaluating tools, trust matters—and Monday knows how to show it.

Round 5: Who Has Stronger Social Proof?

Who’s showing real proof that the tool works

🏆 Winner: Monday.com

This round clearly goes to Monday.com. Their landing page does a great job showing that it is loved and trusted by its clients 👇

• Well-known customer logos (Coca-Cola, Lionsgate, Carrefour, and more)

• A detailed case study from Canva with measurable results

• A clear message: they’re trusted by over 245,000 customers, from startups to enterprises

It sends a strong signal that businesses—big and small—use and trust the platform.

Notion, on the other hand, only offers a small section of logos. There’s no deeper validation or concrete proof of impact, which makes their social proof feel limited in comparison.

So again, Monday wins this section.

The winner is Monday.com

And once again, I am not commenting on their actual features

If I were choosing based on what I see, I’d pick Monday.com for a business project and Notion for something more personal.

In fact, when I started writing my newsletter a year ago, I chose Notion because it felt more personal and individual.

For me, it’s not just about how nice a landing page looks—it’s about how quickly and clearly it earns my trust. And as much as I love Notion, Monday just does that better when it comes to speaking to businesses.

I’d love to hear which landing page you’d trust more as a Business buyer.

Leave a comment

If Notion really wants to catch up to Monday, what can it do better?

The thing is that Notion is used by not just B2B customers but also by individuals, freelancers, startups, etc. Trying to speak to all of them on one landing page makes the message feel a bit scattered.

One easy fix is to create separate pages for personal and business use cases. That way, each audience gets a clearer, more focused message.

Your 5-minute task for today:

Open your landing page (or homepage) and ask yourself:

Would a business buyer know what you do in 5 seconds?
If not,it's time to tighten your value prop.

Want me to analyze your site like this? DM me the link

🌠 Thank you for reading this newsletter.

See you next week,

Irene

Here's the thing: A great landing page can boost conversions by up to 300%. But you've got less than 15 seconds before visitors decide if they're staying or bouncing.

That means a landing page has less time than a TikTok scroll to convince you it’s worth your attention.

By the end of this teardown, you’ll know exactly why this page converts (or doesn’t) and how to apply these lessons to your landing page.

1. DocuSign: A Quick Intro

2. Annotated DocSign Page

3. Above-the-Fold Analysis

4. What DocuSign Does Exceptionally Well

• Human First Approach

• Proof That Speaks for Itself

5. What can DocuSign improve?

6. Key Takeaways

Let’s begin. 👇

1. DocuSign: A Quick Intro

DocuSign is a digital tool for signing documents online. Instead of printing, signing, and scanning paperwork, you can sign and send documents electronically

What Do They Offer?

DocuSign Agreement Cloud (IAM) - A one-stop shop that digitizes your whole agreement process, from preparing and signing documents to managing and analyzing them afterward.

Who Uses DocuSign?

While DocuSign mostly caters to businesses (B2B), anyone who needs to sign or send agreements can use it. It has more than a billion users in over 180 countries, including over a million paying customers (even thousands of government agencies).

DocuSign is absolutely a B2B brand, but we're also about making business simple and accessible.

Andrea Dixon, Senior Marketing Director APJ, DocuSign

How Do They Make Money?

DocuSign uses a straightforward subscription model—businesses pay regular fees to use their software, generating steady recurring revenue.

In 2024, its total revenue was $754.8 million, an 8% year-over-year increase.

2. Annotated DocuSign Page

3. Above-the-Fold Test Analysis

"Above the fold" refers to the portion of a webpage you see when you first land on the page. It is a very important real estate.

I’ve put together a simple scoring system to rate the Above-the-Fold section of a landing page:

1️⃣ Headline & Subheading – Does the visitor immediately understand what this product does? (3 points)

2️⃣ CTA (Call-to-Action) – Is it easy to find and persuasive? (2 points)

3️⃣ Trust Signals – Does it build credibility? (2 points)

4️⃣ Emotions - Does the page trigger an emotional response?(2 point) 

5️⃣ Scannability – Is it easy to read and navigate? (1 points) 

1. Headline & Subheading

Headline: Everything you need to agree
Subheading: Send, sign, and manage agreements

“Everything you need to agree” is a terrible tagline! Incredibly vague, and they offer such a valuable service. They just do a terrible job of quickly explaining why anyone would want it.

, Digital Marketing Strategist and my dear friend

I think that the headline is catchy but leaves visitors guessing. As a first-time visitor, I might wonder, "Agree on what?" It's a bit vague.

But the subheading saves the day! "Send, sign, and manage agreements" clearly spells out exactly what DocuSign does.

The headline could definitely be more precise, but the subheading makes up for it by clearly explaining the purpose.

Score: 1.5/3

2. CTA

The call-to-action (CTA) is easy enough to spot, but honestly, it's giving newsletter vibes. The placement and design of the input field make it feel more like subscribing to updates rather than signing up for a powerful business tool.

So, is it persuasive? Not really. It says ‘Get started’. To make this more compelling, DocuSign could definitely clarify what happens when you sign up.

Score: 1/2

3. Trust Signals

No. There are literally zero trust signals above the fold. No testimonials, no compliance badges, no security reassurances—nothing to build immediate credibility or confidence.

Score: 0/2

4. Emotions

Another miss here. There's really nothing on the page that grabs you emotionally—no excitement, urgency, or personal connection. It feels pretty flat overall.

Score: 0/2

5. Scannability

Kind of. The headline immediately catches your eye, which is great. But honestly, the lines of text squeezed between the subheading and the email input feel pretty annoying

The email input box itself is clear, but the CTA button blends too much with the background. It could use more pop to really stand out.

Score: 0.5/1

Let's calculate the total score 

Heading and Subheading: 1.5      +
CTA                                    : 1    +
Trust Signal                       : 0   +
Emotions                           : 0    +
Scannability                      : 0.5   +
Total                                  : 3

Verdict: 3 out of 10

DocuSign’s landing page is definitely not living up to its potential. The headline is too vague, the CTA feels more like a newsletter signup, and they’re not making great use of the space. A few smart tweaks—like stronger trust signals, a clearer value prop, and a more eye-catching CTA—could make a huge difference.

I gave DocuSign a 3/10 for above the fold. Do you think it’s too harsh or fair?

Leave a comment

4. What DocuSign’s Landing Page Does Exceptionally Well

a. Human-first visual approach

This is a key differentiator for them.

DocuSign’s competitors rely on sleek mockups and product screenshots. DocuSign ditches the usual mockups and product screenshots in favor of real, smiling people—and honestly, it’s a smart move.

Faces create an instant sense of warmth and trust. Our brains are wired to notice and connect with them emotionally before anything else.

Research shows that even when faces are processed subliminally—meaning we aren't consciously aware of seeing them—the amygdala still reacts. This means faces naturally grab our attention and make us feel connected, even before we consciously register them.

Also, Seeing people from different industries and backgrounds makes the platform feel welcoming—whether you’re at a startup, a corporate office, or a government agency, it feels like DocuSign is made for you.

Overall, the natural, engaging expressions make the product feel less like just another software tool and more like something built to make real people's lives easier.

b. Proof That Speaks for Itself

DocuSign absolutely nails social proof.

• Big brand logos on the Front and center.

• Impressive user stats are at the center of the screen. They make sure you see them—how many customers, how many users, and how global their reach is.

• Testimonials are a carousel of real people, complete with photos and job titles, making everything feel authentic and credible.

They reinforce their credibility with hard numbers—how many users, how many languages, and the fact that they’re used worldwide.

Also, it’s clear this is a B2B-heavy. The case studies, the corporate logos, the testimonials—it’s all speaking directly to businesses, which makes sense since that’s where they make their money.

What They Could Improve in Social Proof

For all the great social proof, they’re wasting prime real estate by not putting some of it above the fold. A few strong credibility markers up top could help build trust even faster.

Another easy win? Talking about compliance and security. Given their industry, more explicit reassurance about legal standards and data protection could make a difference.

5. What could DocuSign optimize?

Product Mockups Could Be Stronger

DocuSign’s product visuals do the job, but they’re not as engaging as they could be. Competitors are stepping up with interactive mockups, demos, and videos that bring their products to life, making them easier to understand at a glance.

Showing the software in action would help potential users quickly grasp its value without having to search for more details.

Missing Context for Momentum 25

Momentum25 is DocuSign’s flagship event, happening in New York City with a virtual option. It’s big, but the landing page doesn’t actually explain what it is.

For newcomers, there’s no clear info on sessions, speakers, or who it’s for. A simple breakdown would make it much more inviting.

Final Verdict

DocuSign’s landing page has a solid base, but it’s leaving some opportunities on the table.

With some clearer messaging, more engaging product visuals, and a stronger focus on credibility, this page could do a way better job at converting visitors into sign-ups. A few small tweaks could make a big impact.

6. Key Takeaways:

• Above the fold is prime real estate. Don’t Waste Prime Real Estate on Low-Priority Info. Keep your most persuasive elements—value proposition, CTA, and trust signals—at the top.

• Your headline should immediately tell visitors what your product does and why they should care.

• Trust Signals Should Be Visible ASAP. Put them above the fold so visitors feel confident from the start.

• If you're adding social proof to your own site, focus on where your money comes from. Is it B2B? B2C? D2C?

Want me to analyze your site like this? Reply with a link

Leave a comment

🌠 Thank you for reading this newsletter.

See you next week,

Irene

Sure, you could use eye tracking, EEG scans, or heatmaps to analyze user behavior.

But what if you don’t have the budget or access to fancy testing tools?

The good news is that there are budget-friendly, simple ways to test your design. And I will cover them in this newsletter

So, let’s make this practical. 

We will put these tests to work on DocuSign’s above-the-fold section—breaking down what stands out, what gets lost, and what could be better.

By the end, you’ll not only know these tests—but you’ll probably want to run them on your own site, too.

Here is what we will cover in this edition:

1. Introduction to DocuSign

2. Easy Tests to Check If Your Message Is Clear

   1. First Impression Test

   2. Squint Test

   3. Thumbnail Test

   4. Mobile Thumb Test

3. Overall Verdict on DocuSign’s Design

4. Takeaways for Better UX

Alright, let’s dive in 👇

Introduction to DocuSign

If you’ve ever signed something online, you’ve probably used it!

DocuSign is a digital tool for signing documents online. Instead of printing, signing, and scanning paperwork, you can sign and send documents electronically—quickly and securely.

It’s a great tool. But is their website’s design doing it justice? Let’s find out.

Easy Tests to Check If Your Message Is Clear

We’re running four tests:

1. First Impression Test

2. Squint Test

3. Thumbnail Test

4. Mobile Thumb Test

⚠️ Just a heads-up: This isn’t a lab experiment—it’s just my take based on what stands out (or doesn’t).

1. First Impression Test

We will do a 5 seconds glance at the landing page and see what grabs our attention and what leaves us feeling confused.

Why this test?

We’re checking if the design feels intuitive and user-friendly right away. Research shows people decide in 10 seconds whether to stay or leave a site—and that first impression sticks, even after they start using it

Here are my observations after 5 seconds:

• The headline is the first thing I notice and remember.

• The email input box stands out next, but I’m not sure why they need my email.

• I also wonder—am I signing up, or will I get spammed?

• The CTA isn’t obvious—it gets lost behind the email input.

Verdict: Partial Pass

The headline does its job, but the CTA gets completely overshadowed by the email input box. If you want users to take action, you can’t make them hunt for the button.

2. Squint Test

We squint (or blur the design) to see what still stands out.

Why this test?

People don’t read websites—they scan. If the most important stuff isn’t obvious even when blurred, it’s probably getting lost.

Here’s what stands out when blurred:

• The headline grabs the most attention, followed by the email input.

• The CTA barely stands out—it’s easy to miss.

• Overall, the page feels a bit cluttered.

• There’s too much text. It turns into a wall of gray, which isn’t helping anyone.

Verdict: Partial Pass

It's a partial pass because the headline is still clear, but everything else just becomes a blur.

3. Thumbnail Test

We shrink the design down to a tiny size and see if it still makes sense.

Why this test?

A good design works at any size. If your layout falls apart when it’s small, your visual hierarchy is weak.

Here’s what I saw in the thumbnail test:

• The heading is still visible.

• The email input and CTA? Almost invisible, making it unclear what action I should take.

• There’s a lot of text between the headline and the email box. It turns into a gray blur and just feels like clutter.

Verdict: Fail

At a small size, everything except the headline disappears. If users can’t see what action to take, they won’t take any.

4. Mobile Thumb Test

We check if important buttons and actions are easy to reach on a phone using just your thumb.

Why this test?

Most people use their phones with one hand. If your CTA requires finger gymnastics, users might not bother.

Here’s what I found on mobile:

• The email input field is easy to reach.

• But the submit button is not even visible without scrolling the screen.

• The hamburger menu (☰) is also high up, making it a stretch, especially for right-handed users.

Verdict: Fail

If users have to scroll just to take action, that’s a missed opportunity. Important buttons should always be easily tappable.

Overall Verdict on DocuSign’s Design

Here is the final verdict 
1. First Impression Test  : Partial Pass
2. Squint Test                    : Partial Pass
3. Thumbnail Test            : Fail
4. Mobile Thumb Test     : Fail

Which of these tests do you think is the most useful? Or have you tried any of them on your own site?

Leave a comment

DocuSign’s design gets some things right—the headline is clear, and the email field is easy to reach. But when it comes to clarity, hierarchy, and mobile usability, there’s definitely room for improvement.

Takeaways for Better UX

• Check how your design looks when small. If key elements disappear, they need fixing.

• Keep text light. Too much info at once just makes things harder to read.

• Put buttons where thumbs can actually reach. No one likes stretching their thumb across the screen.

Want me to analyze your site like this? Reply with a link

Leave a comment

🌠 Thank you for reading this newsletter.

See you next week,

Irene

That means a landing page has less time than a TikTok scroll to convince you it’s worth your attention.

Today, I’m breaking down Wise’s landing page—a finance SaaS that promises money without borders. But does its design immediately establish trust, eliminate friction, and drive action? Or is it unintentionally losing potential conversions? Let’s find out.

By the end of this teardown, you’ll know exactly why this page converts (or doesn’t) and how to apply these lessons to your landing page.

A. Wise: A Quick Intro

B. Annotated Wise Page

C. Above-the-Fold Analysis

D. What Wise does well

1. A page for each offer

2. Branding

3. Trust signals

4. Benefits rather than features

E. What can Wise improve?

F. Key Takeaways

Let’s begin 👇

Wise: A Quick Intro

For those unfamiliar with Wise, here’s the speed run version:

• Launched in 2011 to make international money transfers cheap, transparent, and simple.

• 6M+ active customers, moving over £25B per quarter.

• Growing fast—adding 10,000 new customers every week.

• Three core offerings: Wise Account, Wise Business, and Wise Platform.

Now, does their landing page live up to this promise? Let’s dive in.

Annotated Wise Page

(The wrong image slipped into the last version. I've updated it now—check out the proper breakdown of Wise’s landing page!)

Above-the-Fold Analysis

"Above the fold" refers to the portion of a webpage you see when you first land on the page.

Having a Good Above the Fold Section is everything:

• Users decide in seconds whether to stay or leave.

• If users have to scroll to understand what the page is about, they may leave before engaging.

I’ve put together a simple scoring system to rate the Above-the-Fold section of a landing page.

We will be scoring and comparing the 3 landing pages of Wise: 

1️⃣ Headline & Subheading – Does the visitor immediately understand what this product does? (3 points)

2️⃣ CTA (Call-to-Action) – Is it easy to find and persuasive? (2 points)

3️⃣ Trust Signals – Does it build credibility? (2 points)

4️⃣ Emotions - Does the page trigger an emotional response?(2 point) 

5️⃣ Scannability – Is it easy to read and navigate? (1 points) 

Now, Let’s Break It Down for Wise Personal

1. Headline & Subheading

Headline: Money for here, there, and everywhere.
Subheading: 160 countries. 40 currencies. Get the account built to save you money around the world.

✅ What Works:

• It’s short and easy to read → No unnecessary jargon → Simplicity & Cognitive Ease

• It reinforces Wise’s global reach, which is a key selling point.

• The subheading Reinforces the value proposition.

❌ What Could Be Better:

• The headline is catchy but doesn’t clearly explain what Wise does.

  A more benefit-driven headline (e.g., "Send & Spend Globally—With No Hidden Fees") could immediately highlight Wise’s advantage.

Score: 2/3

2. CTA

Wise uses two different call-to-action (CTA) buttons, each targeting a different type of user:

1. "Open an Account" → This is for new users who haven’t signed up yet. It guides them toward creating an account and getting started with Wise.

2. "Send Money Now" → This is for existing or ready-to-convert users who already know about Wise and just want to complete a transaction immediately.

✅ What Works:

• High contrast → The button color pops against the background.

• Action-oriented text → Open an account

• Clear and prominent placement → The buttons are not crowded and easy to find

❌ What Could Be Better:

• Lacks urgency or reassurance – There’s no supporting microcopy to reduce hesitation, like "It only takes 2 minutes" or "No hidden fees."

Score: 1.5/2

3. Trust Signals

✅ What Works:

Wise does a good job with trust signals right away by showing its App Store and Google Play ratings, along with the number of reviews.

Seeing 4.8 stars with thousands and millions of reviews reassures visitors that a lot of people trust Wise and have had a good experience.

Above the fold trust signals are the app store ratings of Android and Apple along with the number of reviews.

This helps build confidence from the start.

❌ What Could Be Better:

• Wise has over 12.8 million users, which is a huge number, but it’s not mentioned above the fold. A simple line like “Trusted by 12M+ customers” could instantly add more credibility.

• Regulatory and security details (e.g., encryption, financial licenses) aren’t visible at the top. These are important for a financial service; users shouldn’t have to scroll to find them.

I still rate them 1.5 because the space above the fold is super limited—even though you see the info after scrolling, they really could highlight it better.

Score: 1.5/2

4. Emotions

✅ What Works:

The only elements of emotional response that we see here is the Subheading:

The Subheading: Get the account built to save you money round the world.

It plays on loss aversion.

❌ What Could Be Better:

We are talking about saving a lot of money during the transfer. Wise could really be playing on Urgency or FOMO

• There’s nothing that makes users feel like they should act now—no limited-time benefit, no “start saving today” message.

Score: 1/2

5. Scannability

Absolutely easy to read and navigate!

✅ What Works:

• The page follows a Z-pattern (the natural pattern of browsing webpages)

• There’s plenty of breathing room between elements, avoiding clutter.

• The headline is huge, so users immediately see the key message without needing to search for it.

Score: 1/1

Let's calculate the total score 

Heading and Subheading: 2       +
CTA                                    : 1.5    +
Trust Signal                       : 1.5    +
Emotions                           : 1       +
Scannability                      : 1       +
Total                                  : 7

Verdict: 7 out of 10

Wise’s landing page is clean and easy to navigate, but it could feel more engaging and persuasive. A few small changes—like a clearer headline, a sense of urgency, and stronger trust signals—could make a big difference in getting more users to take action.

What score would you give to Wise’s Above the Fold Section?

Leave a comment

What Wise does well?

1. A page for each offer

Wise splits its offerings into three pages—Personal, Business, and Platform—so you can easily find what you need without any clutter. This separation is a great idea because:

• You’ll find what you need instantly. No endless scrolling or clicking around.

• No information overload. Each section is focused, so you only see what’s relevant to you. You’ll know if something is a platform feature or part of a business subscription.

• Personalization. Each segment tailors its messaging, CTAs, and features to the specific audience (e.g., freelancers vs. enterprises).

🔬 Neuroscience Insight:

When faced with too much information, Your brain freezes. Instead of making a choice, you just leave.

Wise avoids this by keeping things simple and organized. By breaking it into clear categories, they help you find what you need—fast.

Another smart move is that the personal offer is the default option. This is a strategic move on their end.

Because Wise is mainly a B2C app, and most of its revenue comes from personal users. By making this the first thing you see, they’re guiding the majority of visitors straight to where they need to be—and where Wise makes the most money.

2. Branding

In March 2023, Wise rolled out a new design system—and they documented everything here.( It’s a designer’s dream 😛)

a) The Meaning Behind the Green

Wise didn’t just pick green at random. Their reasoning?

According to them, the official Reason behind Color is that when banks say no, green says go. (Source)

And green also represents…

• Trust & Stability – A common association with green in financial branding.

• Global Connection – Think of green traffic lights, go-signals, and open borders.

🔬 Neuroscience Insight:

Green increases processing fluency, meaning it’s easy for the brain to recognize and feel comfortable with. This helps Wise build trust quickly with new users.

b) Typography & Visuals: Not Your Typical Fintech

Wise’s font is modern, clean, and a little playful—a big shift from the stiff, corporate look most banks go for. Wise’s visuals feel lively and full of personality, not cold or overly techy. They focus on culture and real-world connections instead of generic, corporate graphics.

The tapestries on their site aren’t just decorations—they’re a celebration of people, places, and cultures. A true snapshot of everywhere money moves.

This makes Wise feel approachable and human, rather than just another faceless financial service.

🔬 Neuroscience Insight:

Cognitive fluency—the easier something is to read, the more trustworthy and user-friendly it feels. Wise’s font choice makes it easier to scan and understand, reducing cognitive effort.

c) How Does This Compare to Competitors?

• Traditional Banks (Chase, HSBC, Citi, etc.) – Conservative, formal, corporate blue/black tones. Safe, but not exciting.

  

• Fintech Competitors (Revolut, PayPal, OFX, etc.) – More playful but still lean toward blues and reds, maintaining a sleek, tech-first look.

But Wise stands out with green, bold typography, and cultural visuals. Instead of trying to feel “techy,” Wise leans into trust, vibrancy, and movement.

3. Trust signals

Wise builds trust in three ways: social proof, regulatory/compliance, and security.

They show you your money is safe, they’re officially regulated, and millions of people already trust them.

a) Social Proof & Credibility

Millions of people already trust us

Wise shows the right kind of trust signals for each audience:

• For personal users:

  • App Store & Google Play ratings

  • Trustpilot reviews

  • Total customer count

• For businesses:

  • "Trusted by 600K+ businesses"

  • Logos of well-known companies

  • Business testimonials

• For API users:

  • Case studies

  • Logos of companies using Wise

Interestingly, they don’t just show ratings—they highlight real people’s experiences. When you click the button, it takes you straight to Trustpilot, where you can read actual customer reviews for yourself.

b) Regulatory & Compliance Signals

We are officially regulated

These show Wise is legally compliant and properly regulated.

Regulated by the National Bank of Belgium → Reinforces Wise as a legitimate financial institution under strict regulations.

c) Security & Protection Signals

People are hesitant to trust online financial services. By mentioning fraud prevention, authentication, and established institutions, Wise removes doubt about safety.

4. Wise’s Web Copy Makes Finance Feel Simple

Wise’s copy is clear, human, and easy to connect with. Instead of boring finance jargon, they use emotional appeal, a relatable tone, and focus on benefits so users quickly see the value.

a) Emotion-Driven Language

Spend abroad without overpaying on fees.

Wise doesn’t just list facts—they make you feel the benefit. Instead of saying "We offer competitive exchange rates," they say "Spend abroad without overpaying on fees." It’s clear, relatable, and instantly shows why it matters to you.

🔬 Neuroscience Insight:

People make decisions emotionally first, then justify with logic. Wise taps into relief and empowerment—saving money feels good.

b) Relatable, Human Tone

Disappoint thieves.

Wise skips the boring, corporate talk and keeps it real. Instead of saying "Enable two-factor authentication to enhance security," they go with "Disappoint thieves."

It’s short, memorable, and makes security feel effortless instead of complicated.

c) Benefits over features

Get your money fast

Wise keeps it simple and clear, skipping the complicated finance terms.

Instead of saying "low exchange fees," they say "Save more when spending abroad." Instead of "quick transfers," they say "Get your money fast."

It’s all about making it easy to understand how Wise helps you.

🔬 Neuroscience Insight:

Our brains are wired to seek rewards and avoid effort. When making decisions, the brain prioritizes personal impact over technical details—this is why benefits resonate more than features.

What could Wise improve?

1. The calculator

The tool is a bit confusing.

It is a good concept: You instantly see how much you're sending, the exchange rate, and what the recipient gets. They even let you compare fees with competitors, showing they’re confident in their pricing.

But, here comes the overwhelming part.

There are so many options that it is hard to understand at a glance which option is the best.

It took me a while to realise that the best way to send money was ‘Your Balance’

What they could improve:

• Use colors or highlights to make ‘Your Balance’ stand out as the best choice.

• Show fewer options upfront to avoid overwhelming users—then add a “See More” button for extra choices.

Overall, they need to reduce the cognitive load in the payment options section

🔬 Neuroscience Insight: 

Our brains can only process a limited amount of information at once before becoming overwhelmed—a concept known as Cognitive Load Theory. 

When too many options are presented at once, the brain struggles to decide, leading to Decision Fatigue (Schwartz, The Paradox of Choice).

2. Emotional Engagement

a) Human connection is missing

There are no human faces or personal stories—just icons, a globe, and UI elements. But people connect with people, not just graphics.

🔬 Neuroscience Insight:

Our brain has a dedicated area (fusiform face area) for recognizing faces—this means we naturally pay more attention to human faces than abstract visuals. Adding faces increases emotional connection and trust

b) They should tap more on the Loss Aversion.

Wise helps people save thousands on hidden fees. They should be making a bigger deal about it. They could lean into loss aversion more—reminding users how much they’re losing with other services.

Right now, there’s no urgency, no FOMO—nothing that makes people feel like they need to switch to Wise right now.

A stronger emotional push could boost conversions.

🔬 Neuroscience Insight:

The brain hates losing more than it enjoys winning—this is called Loss Aversion (a key principle from behavioral economics). Studies show that people are twice as motivated to avoid a loss than to gain something of equal value (Kahneman & Tversky, 1979).

To Conclude:

Wise’s landing page is clear, easy to navigate, and builds trust well. But it lacks urgency and emotional pull. The structure is solid, the trust signals are strong, and the copy is simple—but it could be more persuasive to drive conversions.

Key Takeaways:

• Make your headline clear and benefit-driven – Visitors should instantly understand what your product does and why it matters.

• Create urgency and tap into loss aversion – Show users what they’re missing out on or losing if they don’t take action.

• Reduce cognitive overload – Simplify choices, highlight the best option visually, and avoid overwhelming users with too much information.

• Add a human touch – Use real faces, customer stories, or testimonials to make your page more relatable and trustworthy.

Which landing page has impressed (or frustrated) you recently? Reply and let me know—I might break it down next.

Leave a comment

🌠 Thank you for reading this newsletter.

See you next week,

Irene

Don’t they all look the same?

It’s because of the Fluency Effect

The Basics: Fluency Effect

Want people to trust, like, and remember your product? Make it easy to process.

What do I mean by easy to process?

The idea is to make it simple. When something is simple to read, use, or understand, we naturally:

• Like it more

• Trust it more

• Find it more valuable

Why does this happen?

Our brains are wired to take the easy route whenever possible. If something feels easy, we assume it must be good.

Our brains basically take a shortcut: “This was easy for me to process, so it must be good.”

That’s why generative AI interfaces all follow the same pattern—a text box, chat-style layout, and quick responses. It feels familiar, so we trust it.

Why Does the Fluency Effect Matter in UX?

People trust and enjoy products that are easy to use. When something works effortlessly, people stay longer, engage more, and come back.

A smooth experience also makes users more likely to take action—whether it’s signing up, making a purchase, or filling out a form.

How can you apply The Fluency Effect in UX?

Make things easy to process → better user experience 

1. Make Things Instantly Recognizable

People trust what feels familiar. Use common layouts and patterns so users don’t have to think.

• Keep key elements in expected spots (e.g., search bar at the top, cart in the top-right).

• Follow established design conventions—don’t reinvent the wheel.

2. Make Text Easy to Read

Readable text keeps users engaged.

• Use clear, legible fonts—avoid ultra-thin or decorative styles.

• Maintain high contrast (dark text on a light background).

• Add white space to improve clarity and scannability.

3. Keep Your Copy Clear & Simple

Make reading effortless.

• Use short, direct language.

• Break up text with headings and bullet points.

Takeaway: Effortless = Effective

• Use familiar designs – Stick to layouts people recognize.

• Make text easy to read – Clear fonts, high contrast, and good spacing help.

• Keep copy short and clear – Simple words and helpful hints guide users.

If you have any questions about applying the Fluency Effect in UI/UX, just comment below, and I'll be happy to help!

Leave a comment

🌠 Thank you for reading this newsletter.

See you next week,

Irene

But here’s the catch: People spend less than 15 seconds deciding whether to stay on a landing page.

That’s all the time you have to grab attention, build trust, and nudge them toward action.

Let’s analyze the WordFill's landing page — a SaaS tool for automating document templates—to see how it makes those critical seconds count.

WordFill: First Impressions

WordFill is a SaaS tool that stores client info and quickly fills templates for you, saving time and effort.

Who’s it for?
At first, I thought it was just for lawyers because the demo showed a will template. But after reaching out to the creators, I learned it’s for anyone—businesses or individuals—looking to automate templates across industries.

While the headline touches on this, it could be clearer—a crucial point I’ll revisit later!

WordFill Landing Page

What Works Well?

1. Cognitive Ease

The design is clean, minimal, and easy on the eyes. White space and a calming color palette reduce cognitive load, making information easier to absorb

This makes it easy to process information quickly. The page feels calm and organized, which makes you want to stick around.

2. Picture Superiority Effect

I absolutely love how they show the template in action—it’s so satisfying to watch! Instead of relying on a bunch of words, they let the visuals do all the talking.

Pictures stick in our minds way better than words. It’s called the "Picture Superiority Effect." When you see something in action, it’s not only easier to understand, but you’re also more likely to remember it later.

Also, showing the app in action clears up confusion and makes you feel confident about using it.

3. Show, Don’t Tell Approach

The quick tutorial video is amazing. It makes onboarding easy by showing exactly how to use the app, so users don’t have to figure it out themselves. This reduces uncertainty and helps them feel confident and in control.

4. A Clear Sub-heading

Automatically fill legal, financial, or business templates with client data.
Save hours of manual work with WordFill.

It’s clear and straight to the point—you immediately know what the app does!

What could they improve?

1. Design element

For design, they could improve one thing: the primary button isn’t consistent across the page.

2. Benefits Over Features

Listing features like "Client Profiles" is fine, but framing them as benefits makes them more compelling.

This is your chance to show visitors how WordFill can make their lives easier and why they need it. For example:

• Feature: Client Profiles

• Benefit: Streamline your workflow and save hours by storing reusable client data.

It’s all about showing how the features actually help users.

3. Appeal to loss aversion

Humans are wired to avoid loss more than to pursue gain. And WordFill can do more to appeal to loss aversion. For instance:

• No credit card required—try it risk-free.

• 14-day free trial.

• Cancel anytime—no strings attached.

This makes users feel free to try the app, knowing they can get their money back if something goes wrong.

4. Optimized Pricing

To be honest, I really appreciate the pricing section.

I think they could clearly highlight the extra features included in the premium version that aren’t available in the free version. This would make it easier for users to understand the value of upgrading.

In the pricing section, they could focus on value-based pricing by highlighting the benefits of subscribing. For example:

Stop wasting hours on manual data entry—automate it with WordFill.

5. Simpler and Specific Heading

In my opinion, the heading is a bit too broad and generic to convey what WordFill actually does.

Something like “Transform Your Document Workflow” is heading in the right direction but could still be more specific.

Sections they could add:

1. Adding FAQ section

Before signing up, users may wonder (at least I did):

• Who is WordFill for? (Lawyers, businesses, freelancers?)

• Can I customize the templates?

• Is it secure enough for confidential documents?

• Does it work on all devices?

• Who made WordFill, and how long has it been around?

• Can I export my data if I stop using it?

If people ask these questions a lot, adding a FAQ section would be a smart move.

2. About Us

You can see info about the creators after clicking "Sign up," but trust starts way earlier. Knowing who made the tool builds confidence right from the start.

People are more likely to trust a tool when they know the team behind it, so sharing that info upfront makes the product feel more credible.

3. Highlight Industry Use Cases

Will this work for someone like me?

It’d be great to show how people in different industries are using the app—it makes it more relatable.

When users see examples of others like them (or even in different fields) using WordFill, it builds trust and makes them more likely to give it a try.

4. Security Transparency

Because we upload our documents on the app, I had questions like “Is it safe to put my confidential files here?” or “Who can access what I upload?”

People are more likely to trust and use something when they know it’s secure.

What’s your take? How could WordFill make their landing page even better? Let me know!

Leave a comment

To Conclude

WordFill’s landing page does a lot right, especially with its clean design and easy layout. But small changes—like adding an FAQ, showing more use cases, and using loss-aversion messaging—could make it even better.

Landing pages aren’t just about selling; they’re about building trust and keeping things simple.

With a few smart tweaks, WordFill can really communicate its Unique Selling Point better.

Disclaimer: Not a sponsored promotion of the app. 

🌠 Thank you for reading this newsletter.

See you next week,

Irene

Today, Let’s analyze an app’s pricing page to see how it’s using neuromarketing

In 2025, I want to spend less time mindlessly scrolling on my phone and more time actually doing things that matter.

And to help me with this, I subscribed to this app, Freedom.to. And I absolutely love it.

Freedom.to

Freedom.to is an app that blocks distractions like apps or even the internet on your phone.

But honestly, I love their pricing page even more! I was really impressed when making the payment—it’s so smartly designed with neuromarketing in mind.

Freedom.to Pricing Page

What Freedom.to does well

1. Charm Pricing

Prices ending in .99 or .95 are perceived as cheaper than rounded prices.

That’s because our brains focus on the first number we see. So, the Forever price feels closer to $90 than $100, even though it’s not!

2. Price anchoring

The first price you see affects how you think about a deal. 

So, when it’s marked down to $99.50, it feels like a bargain because your brain is still comparing it to that higher $199 price.

3. Scarcity

A time restriction or limited availability creates a sense of urgency.    

It makes you feel like you have to act fast.

4. Framing

The way information is presented influences decisions.

They show the Monthly Premium as $8.99 and the Yearly Premium as $3.33. Now, the Yearly Premium doesn’t actually cost $3.33—it’s $39.99 for the whole year (and yes, they’re using charm pricing here too).

But by breaking it down to $3.33 per month, they make it easier for you to compare it to the $8.99 monthly price and see the Yearly Premium as the better deal. It’s a smart way to frame the choice!

5. Social Proof

We like to follow what others are doing.

What could they improve?

1. Popups

Studies have shown that most users (including me) find popups rather annoying.

Even if they don’t want to get rid of popups completely, they could make them less annoying. For example, they could set it to show only once every 30 days or use cookies to remember if you’ve already seen it. It’s an easy fix

2. Countdown Timer

They could also add a countdown timer for the 40% discount to make it feel urgent, like, "Hurry! Only 3 days, 4 hours, and 13 minutes left!"

3. Value-based pricing

I think they could do a better job showing how much time you’ll save by using this app. It’s clear the app adds a lot of value to people’s lives, but they need to highlight that more!

They could make it super clear how much time users can save.

Block distractions and get back 10+ hours every week!

They could add a simple quiz or calculator to show how much time you’d gain based on your habits.

If you block social media for 3 hours a day, you’ll save 90 hours a month!

4. Include a Money-Back Guarantee

They could add a "30-Day Money-Back Guarantee" to the premium plans. This would make people feel more confident about their purchases and remove any hesitation.

Disclaimer: Not a sponsored promotion of the app. I am just really excited to be using this app
                               
                              ---

Which of these neuromarketing tricks do you think is most effective? Let me know in the comments!

Leave a comment

Quote of the Week

Whenever you want to change your behavior, you can simply ask yourself: How can I make it obvious? How can I make it attractive? How can I make it easy? How can I make it satisfying?

James Clear, Author of Atomic Habits

🌠 Thank you for reading this newsletter.

See you next week,

Irene