I was checking out Andrew & Dunham’s Damn Fine Tea site after seeing their advertising on Daring Fireball (I love John Gruber’s RSS feed revival of old-time-radio-style product endorsement advertising), and was impressed by their mini e-commerce site.
In particular, I felt like their individual product page does a great job of getting me to want to put the tea in my cart because it has:
1.) clear messaging, price, purchase action/button (all in 1 line!)
2.) the product looks cool and somehow worth $22 (even though i’m a coffee drinker… go figure.)
3.) delightful prose gives a strong pitch, and the limited edition numbers encourage a fast purchase decision.
The supporting pages on the site, while fairly minimal, are clean and clear. The result? A complete, targeted e-commerce offering for their product, complete with an option to order the related art print for an extra 5 bucks. (and dive into the A&D blog to see the other promotional strategies they’ve employed to raise awareness of their tea)
Not bad for what is sounds like pretty good tea (according to the Tea Pages review — i’m not a serious tea drinker, so I wouldn’t know great tea if you put it in front of me) in a fancy tin. Of course, they’re also selling style and dreams and vibe, it just happens to come in tea leaf form.
A great example of small-batch web product marketing delivered.
5 responses so far ↓
andy,
another great example of "selling with design" is william poundstone's detailed breakdown of the menu at balthazar:
http://nymag.com/restaurants/features/62498/
thanks marshall! the menu itself feels a little overdone in with the numbers of fonts and sizes in play, but i really like the way they dissect the different marketing rules at work.
of course, there's always the ultra-simple value proposition route that 37signls have been pioneering at http://basecamphq.com/signup with the simple pitch above the fold, and the complexity and additional documentation beneath. (and yes i know that there is no page fold, so sue me.)
wow. that's quite an icon.
and the winner is….
http://bombsheets.com
forget the icon, check out:
1. single-page ecommerce
2. google maps API-powered single-box address field
3. fly models in sheets being fly outdoors