Messaging Review of Confirm.com

Let's start evaluating the folds one by one.

 👾 Not sure what the headline means?

• Is Perf a short form for a performance review? I tried Googling, but it doesn’t seem like a popular short-form.
• PIP - I understand PIP (Performance Improvement Plan), but assuming that for a larger audience is incorrect.
• Using these terms made the headline might make sense for sure, folks, but it’s exclusionary. The homepage headline should make sense for everybody.
• The headline doesn’t identify who it is speaking to. For whom is the product built?
• Communicating what they do and for whom in the headline would make it more valuable and relevant.

  💫 The subheading gives me a small glimpse.

• Meet Confirm only helps me a little, as I know I am on the Confirm website.
• Okay, I understand it has something to do with better performance reviews. But faster, fairer, kinder - how? How does Confirm do better performance reviews? How do I get the confidence that you are doing something better?
• "Uncover…." sounds very generic and broad. This line is the most apt area to explain why faster, fairer, and kinder.

 🔒 The illustration

• The illustration itself is too ‘artsy’ for this specific location. It occupies the maximum real estate in the first fold, and something about the product would have been beneficial.
• Even if I go with the image present now, the only relevant parts are the words written on the right. But overt stylization of the type renders it illegible.

Overall, after the first fold, I only understand that this is a tool for performance reviews. It claims to be better, but I still need to figure out how.

 📖 The headline

• The headline again only enforced the part that Confirm does Performance reviews. I still need more information about how or the product itself.
• ‘The new world of work’ is again a too-big picture.

 💬 The subheading

• This large chunk of text talks about something I already know - we all experienced. And are living it.
• I understand that Confirm is about performance reviews, but the first paragraph (two lines) only gave me the same information, albeit with a few extra words.
• The second paragraph is the same, but Organizational Network Analysis seems interesting. It would have been better if we could talk more about it. What is it, and how Confirm uses it to help me?
• As with most users, I also did not watch the video.

❓ Testimonial

• While doing a customer testimonial element, it's always beneficial that you mention precisely in the first go how you impacted the customer.
• "The speed of scale" gives an overly generic/broad picture. The same headline could apply to marketing CRM, web analytics, DevOps management, and Testing platforms.
• How exactly is it relevant for Confirm? This testimonial could apply to many other brands/products.

I have crossed three folds, but the only thing I understand about Confirm is that it -

• It does performance reviews
• It uses something called Organizational Network Analysis with no further details.

 📢 Headline

• Okay, I understand it would help me decide to fire/promote.
• This is helpful, but I hope the subheading gives me more information on how.

 😶 Subheading

• "By asking only a few questions" - to whom? To the manager? Or the team member? Who are we asking questions to?
• I already got that information from the headline for the rest of the sentence.
• It would have helped to discuss the How in the subheading.

 ➡️ The illustration

• Above is an interesting graph. It gives me a small glimpse into what to expect from the product.
• I gravitate towards it, but when I look closer - it leaves me with more questions.
• Is each dot a team member?
• What does an influence/tenure plot mean? What is influence?
• How do these two variables help you to group the team member as you have done on the graph?
• A GIF would have been more helpful to me.

 ✂️ The headline

• Doing 'more' always sounds suspiciously generic and superficial.
• "Managing talent"? Is this more of an employee directory?
• It would have helped to delve deeper into the headline's performance review part.
• When you take a step above something you have mentioned earlier (in order of information hierarchy, it confuses the user)
• The correct information hierarchy is Manage Talent —> via better performance reviews.
• But they are reversed here on the page, raising a question midway - did I really get what the product does?

 🕳️ The illustration on the left

• Seeing the text about "get marketing messaging approved", - now I am thinking - is this a task management tool such as Asana?
• After closely looking, I see Objectives, score, and weight - okay, it’s related to performance reviews. Getting approval was a key goal, maybe.

 🚧 The illustration on the right

• Public recognition - yes, I understand this, as almost all HR tools I’ve seen have some version of this.

 😄 The content

• This fold is the first time it’s called a performance management platform.
• Earlier folds had left me with ideas that it could be something for performance reviews or even an employee directory.
• I get the integrations part - it would be a necessary ask, as with most SaaS.

 😺 Overall, what needs to be done?

• We need a clear definition on -
• What category is the product in?
• What problem is it solving? The page does give an idea about it, albeit not very concrete.
• Who is it for? HR folks? CXOs? Managers?
• We need to establish a clear differentiation from other HRIS tools.
• We need more information and mentions of the core technology (is it a technology or a framework?) - Organizational Network Analysis.
• A ton of more product screenshots, GIFs, and illustrations are needed to immediately drive home how the product will achieve what it’s claiming to do.
• I’ve gone through the Platform page, and that was helpful. The challenge is to compress that essence into the homepage and still not be overwhelming.