When analyzing Affirm for our recent deep dive, one thing that surprised us is how effectively Affirm is able to communicate to both B2B and B2C audiences.
On the B2B side, their main goal is to convince businesses that they should let customers pay using Affirm.
And they do a damn good job of it, so let’s see how.
The main point is that they tell business owners what they want to hear
Statistics about increased AOV and higher conversion rate.
In B2B, you’re selling to decision-makers on a better version of their business. Affirm shows e-commerce stores how their business will grow after adding Affirm to their stores.
Then on their website they have a “For business” page, that talks specifically to businesses.
The main characteristics of the page are:
- Product + result headers: This is a simple copywriting formula. Tell them what the product is and what result they can get. In this case it’s “Flexible payments that help shoppers say yes”
- Shows statistics to back up what Affirm promises.
- Credibility statistics.
- Social proof.
- Category-specific solution links, in a carousel.
It’s simple
Make a promise, explain what the product is, and back it up with credibility elements like statistics and testimonials. Then give more information for specific cases.
If you want to find out examples and more details, join Insights to read the full deep dive on Affirm.
