Ghost Comparisons
TL,DR
Key Takeaways
Be honest. Your alternatives have pros, too.
Add social proof. Shine a spotlight on your customers to inspire action.
Make it digestible. Add a TL,DR version that sums up the pros and cons.
Full Review
fmfmerian To start, note the URLghost.org/vs/medium/. Small detail. Perfect for SEO.
fmfmerian This 7-row table highlights the main differences between Ghost and Medium. This is great for a quick read. Obviously, it's oriented. I regret it's not more neutral.
In this case, Ghost uses 2 cognitive biases:
Miller's Law
Users can only keep 7 items in their working memory.
Serial Position Effect
It's easier for users to recall the first and last items of a list.
In this case:
First item: Pricing
Last item: Email newsletter Open Subscription Platform
fmfmerian What does that mean? "You own your data."
101
fmfmerian It starts by breaking down the user experience on Medium, and shows by the example the main pain points of the user (reader).
fmfmerian Then it details what's great with Ghost.
fmfmerian The page highlights famous brands that use Ghost.
fmfmerian Also, it features testimonials from well-known publications that actually made the move from Medium to Ghost.
fmfmerian I like this part. A TL,DR version. As it's at the bottom of the page, it's more a summary than a short version. Also, note it actually gives pros for Medium.
fmfmerian Last but not least. First it breaks down the Medium user experience, then it highlights the main features of Ghost, and a summary. Now, it adds one more argument as a killer feature. And there are more testimonials and tweets.
fmfmerian Finally, the call-to-action at the bottom of the page. Suddently, I realize it's the first time I notice a CTA in the page. Although there's actually more above. There is no big buttons. CTAs are softly suggested.
Recap
Be honest. Your alternatives have pros, too.
Add social proof. Shine a spotlight on your customers to inspire action.
Make it digestible. Add a TL,DR version that sums up the pros and cons.
What's the File?
Hi, I'm Flo 
As a (dev) marketer, this Swipe File is my personal collection of marketing, growth, and UX ideas. It includes marketing pages onboarding flows product updates and growth recipes from devtools I stumbled upon. So if you're struggling with your work, you can refer to it for inspiration.
Enjoy your day!