The Intrawest Passport is back.
They’ve accompanied Round 2 with a sales page that, at first glance, looks like any other. But if you look closer there are some interesting decisions and lessons to glean.
Let me see if I can explain.
PIECE 1: Length
The height of the page in pixels is shorter than many, but the copy is even more concise. This tells me that two things may be happening here. First, the message was broadly delivered enough last year to not warrant lengthy copy to sell people on the idea.
But, second, that these multi-resort passes are commonplace enough that it may no longer be necessary to explain anything more than the details unique to the pass. I’ll talk more about that as we go, but I think it’s an important point if we have indeed arrived at it.
PIECE 2: Sell What’s Unique
The page starts out not with selling the number of days on the pass or resorts included, but the fact that this pass – unlike any other – allows kids to ski free.
Again, I think this suggests an adoption and understanding of multi-resort passes in the industry to the point that you don’t have to lead with the concept but rather the unique selling points of an individual product.
PIECE 3: The Brands Did the Hard Work
Going back to my point about being concise, I love the simplicity of this frame.
Simple math to show how many days you get and then letting the resorts (who have already done the hard work in building well-known brands) and their logos tell the story. The red square below indicates what hovering does to one of those logos.
PIECE 4: Value + Checkout
Part of the challenge with the Intrawest Passport is conveying the value of a pass that allows you to extend it in so many directions.
For that reason I really, really like this simple, visual calculator they’ve made that not only highlights how the pass can be used and the buckets of friends/family/kids/teens that can be filled, but leads you right into a “buy now” process once you finish.
PIECE 5: Not All, Just Some
Finally, the FAQ. With any product there are common questions and common answers. Sometimes those are best answered in copy, othertimes they are only held by the minority and can be left to the end.
And still other times they are rare enough or irrelevant enough to not deserve landing-page real estate at all. In this case, I like that just the top questions are included. Also notice that instead of leading with “What is the Intrawest Passport”, it’s in the last section of the page. Again, a sign that I think the concept both for this product and all products like it are fairly well understood.
All in all, a well design and well written page.
It’s a step toward the realization that these pass products aren’t novel anymore, they’re understood and can be compared to one another.
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