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Growth Case Study #3: Telescope
I study landing pages and onboarding flows of top products to get 1% better at growth and marketing, 1 post at a time.
Tony Han
August 06, 2024
I launched my newsletter last week on LinkedIn - unconventionally - by adding this newsletter as my new Work Experience. Apparently, algorithm pushes this a lot harder. See below for last week’s stats:
Subscribers: 9 → 27 (up 300%)
Reads: 59 → 170 (up 183%)
New Feature:
We have GIFs now in the newsletter!
Upcoming Feature:
I plan to also study their home page and onboarding flow on mobile.
This week, we are looking at Telescope, a product that builds you a hyper-focused target list for outbound outreach, powered by AI. They were #2 product of the day and #3 of the week on Product Hunt.
Let’s dive in.
Home Page
Here’s their home page structure:
Navigation
Hero
Tagline and CTA
Product Visuals
Social Proof #1
Feature Summary
Feature Details
Social Proof #2
End of Page CTA
The Product Hunt strip shows the offer and their ranking which demonstrates social proof right away. This also helps convert traffic from Product Hunt.
Surprisingly, they don’t have subpages to talk about their use cases and features. This means you need to double down on your home page. This can definitely help viewers’ attention to just home page.
The “Success Stories” once again shows how important social proof is.
Hero
Tagline and CTA
Their tagline is super simple - “Find the right people in seconds”. The “in seconds” is important, because it’s more specific than saying “fast”.
This value prop is broad, so they backed it up with a rotating sub-tagline to explain all the use cases (or rather problems their target customers face day to day). This is a great hack when you have too many use cases you want to talk about or target customers you want to test your value prop, but have limited real estate.
Their CTA focuses on the “Free” aspect, along with what comes with the package - “25 free leads” - and what doesn’t - requiring a credit card.
Product Visuals
When in doubt, use the 3-point method. They explained how their product works in 3 screenshots: describe the target audience to AI, fine tune the target list by swiping and get the list. Such a clear and easy way to understand the product.
At this point, you also start to see the use of less subtle visual elements such as the colors, font choices and the background visual artifacts. This gives you a hint at what the product may look like. Subconsciously, this forms your first impression and I’d argue is an important factor influencing you to keep scrolling.