Simplisafe Executive Summary

SimpliSafe, Incorporated is a national provider of affordable, self-installation home security systems for residents of most income levels and home sizes. The company clearly markets exclusively and effectively to their target audience on their homepage. SimpliSafe’s audience is middle class, average homeowners who are looking for an affordable solution to protect their home and family. The website is successful at marketing towards this target audience because of its careful use of an organized layout, persuasive text, and use of relevant media. As a potential customer of SimpliSafe, I appreciate the designer’s use of a gentle color scheme and the subtle call to action on their website. As a visitor, I feel as if my purchase is not urgent

As I scroll down the homepage, I’m shown helpful charts and diagrams that inform me without creating the sense of urgency to buy immediately. This careful understanding of marketing helps make the user subconsciously attracted to the product. Additionally, because there are no prices listed on the homepage, the user is not immediately deterred and curious enough to proceed to a second page on the website. This surely helps to minimize their bounce rate for Search Engine Optimization

The site immediately shows a photo of Dave Ramsey, a successful businessman and well-known influencer in the United States. As a well-known public figure, Ramsey has little connection to SimpliSafe yet as an endorsement, millions will find the company a bit more credible. The simple act of including his image significantly adds to the credibility of SimpliSafe. As you scroll down the page, you’re shown several awards the company has earned. These award graphics, whether genuine or not, help illustrate SimpliSafe’s trustworthiness. Furthermore, graphics are used throughout to compliment the textual content of the page. Actual news coverage of the products is featured towards the bottom of the page. These videos are significant in both their placement and usage. The designers placed the videos towards the bottom of the page because text and graphic content are significantly easier to use to grab the visitor’s attention. In other words, if the videos were placed at the top, a significant portion of the leads on the site would bounce immediately because many people cannot be inconvenienced to watch a video to learn about a