Dyper

Dyper offers premium disposable diapers that are super soft and absorbent, while also being environment-friendly.

Here’s their 25% off landing page that I analyzed.

Pros

1/ The hero section clearly explains what the product is and why parents should care.

• The headline is short and clear and the subheadline expands on it, focusing on Dyper’s two key value props: being good for baby skin and the environment.
• Bullet points highlight the main points from above, and are good for scanning.
• Offering 25% off decreases friction related to purchasing a product from a new brand.
• The images showing happy parents and their babies using the product set the tone well.
• Star rating is used to increase credibility. It could be improved though by mentioning the number of diapers sold to date. Considering Dyper has been in business for almost 10 years, it would be an impressive figure.

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2/ An infographic is used to showcase the product’s features in an easy-to-scan way.

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3/ Dyper’s key value prop is their product being environment-friendly, so to make this claim credible, they display relevant certificates.

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4/ To drive the environment-friendly argument home, their comparison table is focused solely on this aspect.

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5/ The testimonials mention specific benefits + how Dyper is superior to other similar products.

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6/ As not all visitors are used to subscribing to a product like this, Dyper has a whole section explaining the benefits of a diaper subscription. They don’t offer one-time purchases so they need to make sure users are comfortable with this payment form.

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7/ The landing page ends with a founder story which builds a more personal connection with visitors. People prefer to buy from other individuals and companies they like (Cialdini's liking principle), and whose stories they identify with because of similarities or shared values.

4 elements to take note of:

• Users can see Sergio’s picture holding his baby, which makes him relatable. He’s a parent just like them.
• He founded Dyper to solve his own problems - problems users care about too.
• He’s upfront about not being perfect (“we can’t solve every problem”) which makes him seem genuine and honest.
• The section is signed with his handwritten signature, which is a nice detail.

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