If you live in a country with no addresses, you don't need to be told "Why".
From their blog
"So what’s wrong with the physical address system in Kenya? It’s not that it doesn’t work, it’s that it fundamentally doesn’t exist. The majority of homes do not have a name or number, rarely have a street name and definitely no national level post or zip code. This leads to major social and economic issues that are throttling growth in Kenya.
Imagine an ambulance driver who can’t find their casualty, a pizza delivery man who can’t find his customer or a bank that does not know where their customers live. This happens thousands of times a day in Kenya and almost every other emerging market in the world. It’s a big problem that has to be fixed and we believe we’re the ones to do that."
I think their point was that it might not be a matter of how easy it would be to help you understand, but that not every website is trying to communicate with a Western man or woman.
On the flip, can you imagine how inadequate most landing page messaging is for someone from Botswana or even Nicaragua :)
Imagine you could use their solution, that you have the problem that they're solving, but you don't know that they have the solution. Now imagine that you end up on their landing page. Have a look. What is there that tells you that:
a) they understand your problem, and
b) they have a neat, clean, efficient and effective solution.
Nothing.
They need to make it clear that they have a solution to a problem that you might not at this moment remember that you need solving.
I understand that you think I'm not in their target market. In fact I am, but that's not the point. The point is that a landing page should bring to mind why they need you, and make sure you know that they are a brilliant solution.
If you don't know who Victoria Secret is, and you don't know they sell bras, and you land on their page, and they don't have any pictures of bras, and you aren't thinking about bras, and there is absolutely no indication of what they do, would it immediately spring to your mind that they've solved the "I need structural support" problem?
I contend that the answer is "No".
I wonder if you're looking at the page already knowing what they do and what problem they're solving.
So imagine you have the problem that OkHi are solving, that you could use their solution, but that you don't know that they have the solution. Now imagine that you end up on their landing page. Have a look. Go on, have a look. You arrive, not thinking about the specific problem. What is there that tells you that:
a) they understand your problem, and
b) they have a neat, clean, efficient and effective solution.
Nothing.
They need to make it clear that they have a solution to a problem that you might not at this moment remember that you need solving.
I understand that you think I'm not in their target market. (In fact I am, but that's not the point.) The point is that a landing page should bring to mind why they need you, and make sure you know that they are a brilliant solution.
But if you think it's fine, and they think it's fine, then maybe I, someone who actually might be interested in their solution, is obviously wrong, and the feedback is obviously misplaced. It's not like the public is ever right about the service being provided for them, and the implementors are always right. Screw feedback - that's useless.
