Research Study
Slack’s Brand Gaps Uncovered
Consumer surveys reveal brand recognition and sentiment of Slack’s homepage.
Low relative recognition
Slack is the 4th most recognizable instant messaging app.
Low engagement with homepage content
46% of visitors clicked the hero CTA within 17 seconds, indicating a lack of interest in scrolling down the page.
Sentiments of complication
Complication rose to 16% after seeing Slack’s homepage.
Business Challenge
The research aimed to assess Slack’s brand recognition compared to other major instant messaging apps and analyze user engagement with Slack’s current homepage.
Timeline
We conducted the brand tracking survey and synthesized the results within 24 hours. The survey was set up and sent to participants on Monday afternoon, and full results were ready for us to dive into by Tuesday morning.
Research Goals
The research aimed to assess Slack’s brand recognition compared to other major instant messaging apps and analyze user engagement with Slack’s current homepage.
Methodology
We used remote Helio surveys with quantitative and qualitative questions to gather participants’ experiences and impressions of Slack.
Participant Panel
We used a Helio ready-made audience of Commercial and Consumer Apps Users in the US, participants who regularly download apps on their devices for business or personal reasons.
Test Setup
We set up the survey in Helio using a combination of question types:
- Usage & Attitudes (U&A) questions
- Net Promoter Score (NPS):
- Social recognition
- Brand impressions
- First-click engagement
Findings
Recognition competition
- Slack is the 4th most recognizable instant messaging app
- Behind Microsoft Teams (1), Discord (2), and Google Chat (3). About 73% of participants have heard of Slack before. This is a solid chunk of market share, however placing fourth in recognition out of 5 key competitors is a rating Slack may want to work on.
Disinterest in homepage content
- 46% of visitors clicked the hero CTA within 17 seconds
- This indicates a lack of interest in content further down the page and a desire to move on towards more specific information.
Sentiments of complication
- Complication rose to 16% after seeing Slack’s homepage
- This is compared to 10% impressions of complicated before seeing the homepage, and is the only impression to show worse results after seeing the site.
View the Slack Brand Tracking Survey
Conclusion
The brand tracking study provided critical insights into Slack’s market positioning and consumer perceptions. While Slack enjoys a robust presence in the market, there is potential to enhance its brand awareness and simplify its messaging to better cater to first-time visitors and reduce the cognitive load of its homepage.
Recommendations
- Simplify Homepage Design: Streamline information and reduce complexity to improve the user experience and initial impressions.
- Enhance User Engagement: Implement more interactive elements or clearer pathways to encourage deeper exploration of the site.
- Boost Brand Awareness Campaigns: Increase marketing efforts to expand Slack’s visibility and position it more strongly against competitors.
Reflections
This research underscores the importance of continuous brand monitoring and the adaptation of web design to meet user expectations. For Slack, maintaining a balance between professional functionality and user-friendly design is key to enhancing brand perception and strengthening market share.
