Robe Transferable Engine

Standout features:

• A landing page funnel explaining the benefits of a product
• Motion-effect product description
• Minimal layout

Robe is a manufacturer of lighting solutions and equipment for theater performances, TV shows, and concerts. Their flagship product, Transferrable Engine, has its own website courtesy of KHS, a digital agency from Prague.

The website looks very minimalistic, although it’s quite far from this stylistic approach. The homepage opens with a simple image of a lighting projector against a fully white background, with the menu icon on the top right and the company’s logo on the top left.

Clicking on the sticky menu icon opens navigation items across the entire page.

It is when the visitor begins to scroll the homepage that the website comes to life. The projector changes position and, in the process, offers a peek into its techy interior. The product zooms out as its components zoom in. Continuous scrolling reveals product benefits in large fonts, images of the most important parts, and some HQ images of live concerts.

In a nutshell, the website’s homepage is a conversion funnel on its own, as it delivers a complete story about the product’s capabilities, capacities, and benefits for the user.