Developer experience is like UX for developers. It is a discipline of creating a great experience your users (developers) have with your company throughout their entire journey.
It involves creating a great dev-focused website experience, documentation, API design, optimizing developer content for consumption, and more.
"See docs" is one of my favorite secondary CTA on dev-focused pages.
TailwindCSS takes it to the next level by inserting docs search right into the header CTA.
This takes devs directly to the page they are interested in rather than have them try and find things for themselves.
They could have searched the docs in the docs, of course.
But this is just this slightly more delightful developer experience that TailwindCSS is known for.
When your dev tool has two deployment options, SaaS and on-prem, you often need two tabs or something of the sort on the pricing page.
And you need to name them somehow.
And how you describe those things sometimes adds confusion for your buyers.
I like how nice and simple solution Retool used on their pricing page:
Explicit, obvious and to the point.
Classic Auth0 campaign coming back in 2023.
I love how simple and powerful this message is.
You can outsource a dull but important problem of authentications to them.
That is all the say.
But it is enough to get you interested and understand what they do.
I like those sidebar CTAs from Auth0.
They go with a sticky Table of Contents which gives a better reading experience.
They put two CTAs below that TOC:
There are a few developer experience gems here:
Also, their design is super clean, non-invasive, and simple which makes for easy content consumption and more developer love.
Mixpanel primary CTA is to take an interactive tour.
They take you to a 30min video + a guided UI tour.
Not a signup.
That is because with products that have long time to value (like analytics, observability etc) dev will not see value in the first session.
I mean to really see value you need to see real data, real use cases. And if you were to actually test it would take weeks.
That is why many companies do demos. But demos have their own problems (and most are bad).
Interactive tools make it possible for me to explore the value without talking to anyone.
I love this option.
Sometimes you have an article, report, or event you want to drive people to.
And it is important that they read it.
What Plaid did here is an interesting way of putting it right in the hero section without making it overwhelming or distracting.
I like it.
This is a simple but great header imho:
Mux does a few things beautifully in this header.
Animated visual that is really good for dev tools:
There are many things that I like about it.
Overall with very little effort, I understand what it is, and what it does.
And I can go and dig deeper for myself or spread the word with my circles.
An interesting option to push people to read the next article.
You use a slide-in triggered on a 75% scroll with a "read next" CTA in the bottom left.
On the aggressive side for sure but when the article you propose is clearly technical it could work.
And if your articles are not connected to the product explicitly you do need some ways to keep people reading and see more of your brand.
Pushing cold blog readers to try your tool rarely works.
So you need a transitional CTA, something that worms them up.
But it needs to be aligned with the goals of the reader.
And I think pushing folks to a community discord is a solid option.
I like the copy "Discuss this blog on Discord" as it is very reader-focused.
Some folks read the article and have more questions.
They want to discuss it somewhere.
And while you could just do a comments section, a community gives you more options to get people closer to the product.
Simple and powerful messaging.
They say what they do. Zero fluff.
They make it easy for devs by explaining how they are different than (obvious) competitors.
They add a little developer-focused social proof.
I like how they use the black dot to show the mouse movements in the UI.
Simple but powerful and clear.
I like the simplicity of this announcement.
What: "Vercel Edge Middleware"
Why: "Start delivering dynamic, personalized content without sacrificing end-user performance."
Visual supports this but is super minimal.
I love this simple design.
Simple, and powerful imho.
With infrastructure tools, it is notoriously difficult to show people the value quickly.
To really see it they would need to set up everything at their company infra, create dashboards for their use case, and so on.
A lot of work.
That is why creating a sandbox experience is a good way of giving people a taste.
I like the way Axiom calls it a playground and says "Play with Axiom" and "Launch playground".
This copy is good because:
I like how it has a proper "hero section" feel to it but it adds a developer-focused twist:
The rest of the Readme is great as well but the hero section is gold imho.
Adding CTA in dev-focused articles is hard.
You don't want to be too pushy, but you do want to get conversions.
DigitalOcean strikes a great balance with its in-text article CTA design.
They make this CTA look like an info box that you'd typically see in the documentation.
It is clear that it is a Digital Ocean CTA but it doesn't feel pushy.
It feels like a piece of potentially useful information.
I like that this is both strong and subtle.
It comes right after I've delivered a smell of value with a technical intro.
And I can see that there is more value to come after thanks to the table of contents.
The CTA itself feels like an info box in the docs rather than a typical subscribe CTA.
Action-focused copy is usually better than "sign up".
But sometimes it is hard to find a good copy for this.
Some teams like Vercel or Auth0 do "Start building "
But that doesn't always work.
I really like this "Get API keys" CTA copy.
Now for the Hero section I really like those two CTAs:
Really great job imho.
Very nice design solution on the homepage.
Classic communication of the world before using your tool and the world after.
Really liked how it felt messy before.
And is nice and clean after.
I really love this hand-drawn feel.
It makes it super authentic.
Also, starting from scratch (not a ready diagram) makes following it more fun and less overwhelming.
BTW the tool used for this is called excalidraw.com
Show how product components fit together.
A good diagram is such a good solution to that.
They use the same colors and eyebrow copy that was used for body sections.
It all clicks now, I get the full picture.
This body cross-section is just awesome.
It makes it obvious that I can connect it to my workflow.
This is a must for dev-focused pages imho.
What I like:
- there are many integrations listed
- I can see the code and that it is easy to use
- The CTA is to integration docs, awesome!
I love that it is static and it blurs everything I don't need to get the concept.
For the dev audience, static graphics, when done well, are better than
Tell me what you do in 1 sec, not 60
There are three CTAs actually.
Common knowledge suggests doing one, maybe two, they do 3:
Devs want relevant and practical.
Also, devs love docs and examples and check them before signing up.
Action-focused copy is great as well.
I love this copy. It answers:
It doesn't talk about the value as it is obvious to devs.
Obviously, it will save time and make things safer.
Don't talk about it.
Vs pages are a classic SaaS marketing.
But I like how Ably adjusts them to the developer audience:
Streamlit has an amazing explainer.
They show how to go from:
In 42 seconds.
No audio, just code and a simplified result window.
You go straight for the install/download.
I don't know if you can go more developer-focused than that.
It sets the tone for the entire homepage.
And let's be honest (almost) nobody actually clicks that "Sign up" button in the hero section.
This is a sandbox experience folks over at Sentry.io created.
I like the navbar CTAs with a big "Documentation" button in there.
Reminds me that I can go and see it when I need it.
I like the design of this crosshead.
Say what you do and how you do it.
Linked GitHub logo in the navbar
Adding CTA to your GitHub repo makes your company look more dev-friendly.
If you have a ton of stars I'd show those as well to play that social proof card.
But even without it, I think it's a good way to get more traffic to your repo and get those stars :)
I love the design of this crossover section on the Tailwind homepage.
I see the code and the result next to each other.
I see how I can get that result with code.
It is interactive and catches my attention.
It makes me feel inspired.
Great job Tailwind team!
Understand who is reading. Add social proof that speaks to them.
Social proof is about showing people/companies who are similar to the reader that they got success with the tool.
Company logos can be good if your reader knows and likes those companies.
But if those are random companies, I am not sure how much value does it bring.
Devs care what other devs who use your product have to say about it.
That's why I like testimonials.
Not the crafted, clean ones with features and values.
But the real stuff. Real devs sharing real stories.
Bonus points for "Okay, I get the point" button copy.
It changes from "Show more" when you click.
How do you show "save time" to devs?
It is often hard as it is not objective.
But there are options.
Spotlight does it beautifully by showing two implementations next to each other solving the same task.
It is obvious which is faster and saves time.
Good in-place code pattern.
I can go and see different code snippets without moving to other parts of the website.
At the same time, I can read explanations and value propositions.
I like how "view documentation" is such a strong CTA with so much going on here already.
Great above the fold
The subheader explains the value proposition.
Header handles major objections:
Then we have 3 CTAs but they are super focused on devs:
Then it goes on to explain how it works with a simple, static graphic.
This whole thing makes me feel peaceful.
Great flow of the explainer.
Starts with the outcome "Build search UX".
Goes straight to code and 1-2-3-results format.
Explains every snippet of code as it is added.
Ends with a nicely presented result: a working search on a website.
No voiceover just code and screenshots.
And it's only 45 sec !!!
Handing #1 dev obstacle: "We can do it ourselves".
Check it out from second 0:35:
"I bet you're like
We can do it ourselves, it's not that hard.
We know what we're doing.
First, I hear you.
Second, are you sure?"
This is mastery.
Pointing out ignorance without alienating people.
Devs are builders.
Make your home page for builders.
Go directly into the "how" instead of the way.
Many devs when they land on your home page, already know the "why".
I love that it: