CRO breakdown of eFacade Go's integrated solar roof tile pre-launch page. See how product photography, feature education, and colour variant design build waitlist interest.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
eFacade Go makes building-integrated solar tiles — a product that functions as both roofing material and solar energy generator. The target buyer is a homeowner who wants solar energy generation but has rejected traditional panel systems because they compromise the aesthetics of the property.
This is a pre-launch page, which means the product is not yet commercially available. The conversion goal is to capture interest from qualified prospects who want to be contacted when availability opens. The page is building a waitlist of the most motivated buyers — people who found the page, understood the product, and wanted more information before the product exists.
The page structure is deliberately product-forward. The visitor needs to understand what eFacade Go looks like, how it differs from traditional solar, and what its installation looks like before they’ll share their contact details.
The hero section leads with a strong outcome headline — “Versatile, plug & power. Easy to get, beautiful to live in for homes — installed in minutes” — alongside a close-up photograph of the solar tiles installed. The visual quality of the photography is the primary hero element, not the headline. For a product where aesthetics are the differentiating value, the image earns the headline’s claims rather than the headline needing to prove the image.
The “Introducing the Next Generation of Solar” section uses a multi-panel image grid showing the tiles in different installation contexts — residential rooflines, facade applications, close-up material detail. The grid format communicates versatility without requiring the visitor to read a list of application types.
The process/feature sections — each with a full-width photograph and an explanatory headline — follow a consistent editorial format. The photograph establishes visual context first; the headline explains what the visitor is seeing. This image-first, headline-second structure works for a product that needs to be seen to be understood.
The colour variant section at the bottom of the page shows the tiles in different finish options. This section does important conversion work: a visitor who selects a preferred colour in their mind has moved from passive interest to active consideration. The colour selection moment creates a form of investment that makes the “Find Out More” CTA feel like a natural next step.
We kept the background white and typography minimal throughout. For a product that is architecturally beautiful, competing visual noise would be counterproductive. The page’s design restraint is itself a signal about the company’s aesthetic sensibility — a company that makes beautiful products designs their communications beautifully.
This page uses real installation photography rather than renders or CGI. For a new product category where the visitor may have only seen traditional solar panels before, real installation photographs serve two functions: they demonstrate that the product actually exists as a finished installation, and they show how it looks in the natural environment of a real home. CGI renders, however polished, create a "concept car" scepticism that real photography eliminates.
Pre-launch products face a unique trust challenge: the product isn’t yet commercially available, so there are no customer reviews, no installation track record, and no market history to reference. Trust has to be built through product quality signals and category credibility.
The installation photography quality is the primary trust signal. Showing finished installations on real homes — where the visitor can see weatherproofing, tile alignment, roof integration, and overall visual quality — communicates that the product is real, functional, and well-made.
The feature specificity — naming actual technical properties of the tiles rather than generic “high-quality solar” claims — demonstrates that the company has genuine technical depth behind the product. Specific material descriptions and installation parameters are signals of a mature, tested product.
The design restraint of the page itself communicates company quality. A company that shows its product with confidence, without overselling, without artificial urgency, and with clean typography and generous whitespace is a company that believes the product speaks for itself.
"Pre-launch pages work when the product is genuinely interesting and the photography does it justice. eFacade Go has both. The danger with pre-launch is over-promissing on a product the visitor can't yet buy. We calibrated the copy to be confident but honest — 'introducing the next generation' rather than 'the best solar product ever built.' The buyer who joins the waitlist based on honest enthusiasm is a better lead than one who joined based on hyperbole."
The CTA — "Find Out More" — is a softer call to action than "Buy Now" or "Get a Quote," which is appropriate for a pre-launch page. The visitor is being asked to express interest, not make a purchase decision. The low-commitment framing of the CTA matches the low-commitment stage the product is at, which reduces resistance from visitors who are interested but not ready to commit to a specific product or timeline.
The conversion action — “Find Out More” — appears at the hero and after the main feature sections. The form captures contact information and geographic area, which allows eFacade Go to segment their waitlist by location for market-specific launch communications.
The page doesn’t attempt to sell — it attempts to qualify. Visitors who complete the form have self-selected as genuinely interested in an aesthetically premium solar solution. The conversion quality from a pre-launch page is typically higher than from a live product page because the conversion happens before any purchase pressure exists.
"The colour variant section is one of my favourite additions to this page. It solves a real problem for a product that replaces an entire roof: the buyer needs to be able to visualise it on their specific home. Showing the product in four or five different finishes lets them pick 'their' version mentally. Once a visitor has a preferred colour, they're no longer evaluating the product category — they're evaluating whether they want to buy this specific product. That's a very different conversation."
WordPress was the right choice for a visually rich pre-launch page that needed to be updated regularly as the product’s feature set and imagery evolved. The clean editorial layout required a custom template environment rather than a locked-down page builder.
Homeowners researching premium building materials increasingly do so on mobile, often while walking around their property or in conversation with a contractor. We ensured the installation photography was optimised for high-DPI mobile screens, the colour variant grid displayed clearly on small screens, and the CTA was immediately actionable at mobile widths.
A page where the primary value proposition is visual requires exceptional image quality without page weight penalty. We served all installation photography in next-gen WebP format with JPEG fallback, implemented lazy loading on below-fold images, and specified explicit image dimensions to prevent layout shift during load. The goal was to deliver full visual quality while achieving a Largest Contentful Paint under 2.5 seconds.
Three areas where the next iteration would focus:
"Pre-launch pages need a specific reason for the visitor to act today rather than return later. 'Find Out More' is compelling if the visitor is ready — but for the visitor who is interested but not urgently motivated, there's nothing creating a reason to join the list now versus next month. An early-adopter pricing lock-in, a 'first 100 installations get extended warranty' offer, or even a 'we'll contact you in your area when we launch' personalisation would give the hesitant visitor a specific incentive to convert now."
This page scores 75 because the product photography, aesthetic positioning, and colour variant section are all well executed for a visually-led product. The score reflects the pre-launch stage — the absence of energy output data, an installation process overview, and an early-adopter incentive means the page is not yet extracting maximum value from the strong visual foundation it has. With those additions, this page would move into the low-80s.
Browse our full collection of landing page examples to see how these principles apply across industries. For the theory behind pre-launch page conversion, read our guide to Landing Page Call to Action Tips.
This principle influences visitor behaviour and supports the page's conversion goal.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
This principle influences visitor behaviour and supports the page's conversion goal.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
Building-integrated photovoltaics (BIPV) replace traditional building materials — tiles, facades, roofing — with solar-generating equivalents. Unlike rack-mounted panels added to an existing roof, eFacade Go's tiles are the roof. This distinction matters enormously for homeowners who want the energy generation of solar without the visual compromise of panels mounted above their roofline. The product targets buyers who have rejected traditional solar primarily on aesthetic grounds.
eFacade Go's primary differentiator is that the product looks like a premium architectural material, not solar panels. Their target customer rejected traditional solar because of aesthetics — so the first job of the page is to show that the product looks exceptional. Energy output data, installation specifications, and financing information come after the aesthetic case has been made. For a product whose core selling point is visual, leading with numbers misses the buyer's first question.
A pre-launch page converts interest by creating a pipeline of motivated leads who are invested in the product before it's available. The conversion action is low-commitment — 'Find Out More' or 'Express Interest' rather than 'Buy Now.' The goal is to capture contact details from genuinely interested prospects and build a waitlist. These leads are high-quality because they self-selected during a period of no purchase pressure.
The colour variant section — showing the tile in different finishes — serves a similar function to colour variant selection on fashion or car product pages. The buyer needs to visualise the product on their own home. Showing multiple finishes lets them mentally select the option that works for their property, which creates a sense of personalised ownership. The moment a visitor thinks 'I'd choose the dark grey finish,' they've moved from evaluating the product category to evaluating this specific product.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"Building-integrated solar is a product category where the hero image is everything. If the first image of the product doesn't make the visitor think 'that looks incredible on a house,' the rest of the page doesn't matter. The eFacade Go photography shows the tiles installed on real homes, in real weather light. The product needs to speak for itself before any copy does."