How to Master Homepage Positioning on Your Website
A Practical Guide with Bunce
In today's newsletter, I want to walk you through how to effectively position a product on the homepage, using a real-life example from a startup I've recently explored—Bunce, a customer lifecycle management platform.
P.S. This will be a longer read than usual because of how practical it is with real examples that you can learn from and implement immediately. Stick with me to the end — you won’t regret it.
Homepage positioning is crucial because it is usually the first page customers see when they google your product and it is meant to help your target audience immediately understand the value your product offers.
If done right, it can turn casual visitors into loyal customers.
But if your homepage is unclear, you risk confusing potential users who might otherwise benefit from the product.
Let’s dive into how Bunce could enhance their homepage positioning.
I have been exploring this product recently and it is such a powerful tool that all marketers should have in their stack but if I didn’t need their solution at the time I found them, I would be really confused about the value they can offer me - so, this is how I’d fix their homepage positioning
The Current Positioning
If your product exists, you may already have some kind of positioning, and looking at Bunce’s website, they are currently positioned as a “Customer Engagement Solution for Modern Software Companies.” This is clear but could be more targeted.
How do I know this? Most businesses have their positioning on the Hero section of their homepage consciously or unconsciously - because this section sets the tone for customer perception of the product at first glance
Let’s break down what they currently have on their homepage
What’s Missing?
While Bunce’s homepage answers important questions like “What is the product?” and “What does it do?” it falls short on clarifying a few key points:
Who is it for?
When should they use it?
How does it work?
Why should customers care?
So, what can they do to fix it?
First of all, do you understand what Bunce does at this point?
As someone who uses the product and love it, I struggled to understand the product the first time I visited their website.
Here’s the problem they solve — for context
After a new customer signs up to your product, what do you want them to do next?
Maybe you want them to create a wallet and add some money. And after they create a wallet, you want them to add money to their wallet. And when they add money, you want them to make their first purchase. And after this, you want them to start receiving money in their wallet. The cycle goes on and on
For some customers, they create an account and do nothing. So you want to reactivate them using an incentive they cannot refuse - like free transfer charges, etc
But all of these require communication to happen and if you had to send out emails or SMS to every individual customer, you would never complete the job and you would also lose the right window of opportunity to engage your customer immediately they perform a certain trigger event
What’s a Trigger Event? An example of a trigger event is when a customer clicks on Create Wallet. This event should signal to you that a customer is headed towards taking a positive action
But if they click on “delete account”, it signals that the customer is headed towards taking a negative action
The best products in the world can track these events, which allows them to always deliver great product experiences.
This is also why the minute you add an item to your cart on Jumia, you start getting notifications like “This item in your cart is almost out of stock, buy now” It is because they have recorded “Add to cart as a positive trigger event” and utilize software like Bunce to make sure that you complete this action (because humans can forget sometimes)
If they did not have software that automatically records a trigger event and sends follow-up communications to you, the customer, you may genuinely forget to complete your purchase and Jumia will not make money from you - that day
So, if this goes on, they would potentially be losing millions of Naira every day from abandoned purchases
Hence,
Bunce is a customer lifecycle management solution for marketers in Nigeria that helps them send targeted messages via email, sms, WhatsApp, and push notifications across the customer journey - from onboarding to activation, re-activation, and retention
Why should marketers care? Because it helps them get their job done better. Most marketer’s KPIs don’t end at customer acquisition. The best marketers also ensure that customers are engaged throughout their lifecycle and retained.
What sets Bunce apart? Unlike competitors like Customer.io, Bunce can track the exact revenue each customer generates, a crucial feature for fintech companies where engagement directly impacts transactions.
When would marketers use Bunce? They would use it to monitor key customer actions and send timely, personalized messages that drive conversions and re-engagement.
Here’s how I use it
First of all, I use Bunce to create a list of trigger events I want to monitor like Customer signs up, customer creates a wallet, customer tops up their wallet, customer has not signed in for 5 days, customer has been inactive for 1 week, etc
Secondly, I set up a sequence of messages for every event. Here’s an example:
Customer signs up: this event triggers an email to the customer telling them how to use the product
Customer creates a wallet: this event triggers an email to the customer telling them about all the cool purchases that we support
Customer has been inactive for 1 week: this event triggers a mobile pop-up to the customer asking them to complete a transaction immediately for a chance to win 3 months of free transactions — I will also send an email and SMS version of this message
As a marketer, I can go ahead to tell my boss that thanks to these timely messages to customers, 90% of newly acquired customers have activated — which means they have taken the first positive action: creating a wallet. And 40% of inactive customers have reactivated their accounts.
That’s a huge win for me AND the business.
At this point, you get where I’m getting at, and while it’s easy to break down the problem that Bunce solves in an expanded summary like this, it will be harder to do on their website but not impossible.
So here’s how I would reposition their homepage for better clarity using my favorite positioning framework
What is the product?
Who is it for?
What does it do?
Why should they care?
When would customers need it?
How does it work?
Here is my updated Hero positioning and with that, I have reimagined the rest of the homepage copy to support my positioning.
My updated Positioning on the homepage does 2 major things
It differentiates the product using a niche category — Fintech, which immediately builds resonance
It educates a potential customer using simpler language about the value of the product, how it helps them, and why they should use it - instead of assuming they are familiar with this type of software.
Is this new homepage the best way to position the product? Probably not
Why? This homepage is highly reliant on the “Fintech” niche.
If Bunce decides to expand beyond fintech, they’ll need to revisit their messaging. But the key takeaway is this: your homepage should make a potential customer think, “This is for me.”
P.S. I love Bunce and I’m curious to know how many of you have tried the product and if you love it like I do.
If you have not tried it yet, you should. It’s a more affordable alternative to Customer.io and offers powerful tools to quantify your impact as a marketer — especially if you work in Fintech