In today's post, I want to share my reply to a question sent to us by a reader. I was hesitant about publishing this, but I believe it will help you understand where we're coming from and I hope that it might also spark a useful discussion that can help us further improve our products.
It’s a fair question. We do our best to present our products in a good light and sell them well. We also do our best to make our products the best they can be (and we put about 10x more effort into this than into marketing). This, of course, is not true for all companies. Anyone can put together a flashy sales page and promise the world.
Our reader also asked how our products differed from some specific competing products. So, below is my straight-forward answer about what sets Content Builder and Landing Pages apart from other, sometimes similar products.
What Sets TCB & TLP Apart
This really depends who you’re comparing us to. The three most important points that set TCB and our Landing Pages apart from all competitors are:
- No Abstraction
Let me elaborate on these points:
Our editor is extremely fast to use, because we’ve removed as many intermediary steps as possible. In TCB, if you want to add some text, you click on the “Paragraph” element or drag and drop it and immediately start writing.
By contrast, in Visual Composer and many other editors, you would:
- Click on the text element
- Then click on “edit”
- Then wait for a modal box to open
- Then write your actual text in that modal box
- Then click on save
- Then wait for the page to update
- And then finally see the result
The actual time difference between adding a paragraph in our editor vs. a different one might just be 5-20 seconds, but this adds up very quickly when you’re working on a website.
We’ve removed as much abstraction as possible from the content creation process. Editors like Visual Composer (back end) or the Elegant Themes editor show a representation of the page you are working on, in a layout consisting of boxes and labels. Meaning: the page you see in the editor is not the same as the page your visitor sees.
Some editors do this better. For example, OptimizePress 2 or the front-end version of Visual Composer have a visual editor with a representation of the page as it looks to a visitor. But there are also many UI elements included, such as frames around rows of elements, frames around columns, empty drop zones where new content can be added etc. The result is that once again, the page you see in the editor doesn’t look quite like the page your visitor sees.
In Thrive Content Builder, the page you are editing looks 99%+ like the page your visitor sees. The only exceptions are very thin frames around columns and some layout elements. But importantly: these frames do not distort the page. They don’t change the spacing of elements in relation to each other.
Having no abstraction between the page you’re editing and the page your visitor sees means that you can work faster and can create a perfect layout without ever having to load a preview, and switch between editor and preview tabs. This alone can cut down the time it takes to create a long sales page by an hour or more.
The benefit I mention is flexibility, but it’s really about the combination of a “done for you” factor and flexibility.
LeadPages is great at the done-for-you factor: you can load up a template, make some changes to the text, connect to your mailing list and just a few minutes later, the page is live and ready for traffic.
You can do the exact same thing with our Landing Pages. We have beautiful, pre-designed pages that can be ready for traffic with just a few changes to the text and maybe replacing a product image.
But with LeadPages, you can’t do much more than change the text and color of some elements. The templates are “fixed” if you will.
In our editor, you can change everything about every page template. You can add any element (text, buttons, boxes, testimonials etc.) anywhere on any page. I can’t emphasize this enough: when you’re looking at one of our landing pages there is not a single element that you can’t change, move, remove or edit.
There is no other product on the market that combines speed of implementation with complete flexibility in the way ours does.
Really, the best thing for us would be if everyone was forced to create a sales page with at least 2 or 3 of our competitor’s products, before they start using ours. On the surface, all visual editors seem pretty much the same, but we obsess over the smallest details, because building complex pages and websites involves hundreds of user actions. If an editor is just a few seconds slower or just slightly abstract on any step, that can add minutes and hours (and lots of frustration) to the process.
Finally, I should mention that many of our customers say that our training content and support is some of the best they’ve ever seen. We regularly release blog posts and videos to explain not just what the features in our tools are, but also how to best use them. According to our customers, you can’t get this kind of training anywhere else.
I did not write this to bad-mouth any of our competitors and my intention is not to fish for compliments. What I wanted to do here, primarily, is share our way of looking at things – the way we pay attention to certain small details and why we do so.
Like I mention in the letter, I invite the comparison to competing products because our intention is nothing less than creating tools that beat every competing tool by a large margin. If there are things our competitors do better than us, we want to know about it.
With that in mind, please share your thoughts, whether positive or negative!