Hey — it’s Nico.

This is Behind Tactics 🧠, the Failory newsletter where I share the strategies behind the best startups.

This issue takes 7 mins to read. If you only have one, here’s what you need to know:

• Rows.com does not have a homepage. Instead, they let users access the product immediately without sign-up.

• This "loginless" approach boosts engagement and conversions.

• This works because users get immediate value without barriers.

• By giving users significant access before sign-up, Rows converts more visitors into paying customers while minimizing drop-off rates.

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The Strategy

Who Needs a Homepage?

A couple of months ago, I talked about how SaaS companies are increasingly using interactive demos to show off their products. 

Today, I want to take this idea one step further and look at startups that have turned their entire homepage into the product itself. Instead of asking visitors to sign up or explore a demo, these companies let users dive right in and start using the product the moment they land on the site.

One company doing this particularly well is Rows.com, a web-based spreadsheet tool. Rows has taken the bold step of removing their traditional homepage entirely. When you visit Rows, you're immediately shown a blank spreadsheet—no logins, no buttons to press, just instant access to the product. This is what the “homepage” looks like:

This approach is all about creating a ‘loginless’ experience, where users can interact with the product without barriers. Let's explore why this strategy is so effective, how Rows uses it to their advantage, and how you might consider applying it to your own startup.

Loginless Access

Rows’ decision to transform their homepage into a fully interactive spreadsheet is a unique twist on the no-signup demo strategy. 

Instead of providing a sandbox or demo, Rows skips all the friction and lets users start working in the actual product the second they land on the page.

According to Henrique Cruz, the Head of Growth at Rows, the reasoning behind this bold move comes down to two main factors:

• Market Size: Rows, as a spreadsheet tool, appeals to a broad audience across various industries. With such a wide range of potential users, a traditional homepage would struggle to communicate the right value to everyone. By offering direct access to the product, Rows ensures that users can immediately see how it fits their needs.

• Prior Knowledge: Spreadsheets are familiar to most people. Unlike niche products that come with a steep learning curve, Rows benefits from the fact that nearly everyone has used spreadsheets before. This prior knowledge allows users to start using Rows right away, with no need for an introduction or onboarding.

Converting Users

Rows aimed to maximize the number of people who could experience their product firsthand. Traditional landing pages often require users to sign up before interacting with the product, resulting in only a small percentage of visitors reaching that stage. By offering immediate access, Rows saw a significant increase in user engagement, with their conversion rate rising by 72%.

Their approach to conversion focuses on encouraging users to explore key features that drive deeper engagement. For instance, when users imported data from Rows’ integrations or interacted with their AI Analyst, they were far more likely to sign up. According to their data, 59% of users who imported at least one file went on to create an account, and 43% of those who used an integration did the same.

For this reason, Rows tries to steer new users toward these high-conversion actions early in their experience. By highlighting features like data imports or AI-driven analysis, they guide users to interact with the most valuable aspects of the product. 

The strategy is simple: allow users to freely explore the core functionalities without requiring sign-up, but make signing up a natural next step once they want to access advanced features like collaboration or data integrations. This balance between immediate value and future incentives helped Rows effectively convert curious visitors into committed users.

Should I?

Why This Works

• Instant Engagement: By putting the product front and center, Rows eliminates any friction that might come from signing up or navigating through a demo. The moment visitors arrive, they are already in the tool.

• Tailored for a Wide Audience: With a diverse audience that uses Rows for different purposes, a traditional homepage would struggle to address everyone's needs. The loginless approach lets users explore the product in their own way, increasing relevance and engagement.

• Spreadsheets Are Universal: Most people already know how to use spreadsheets, so there’s little need for onboarding. Rows capitalizes on this prior knowledge to remove any barriers to entry.

• Encourages Exploration: Allowing users to dive in without any friction invites curiosity. When users feel free to explore, they’re more likely to discover features that match their needs, which naturally leads to conversion.

• Removes Decision Paralysis: Traditional homepages can overwhelm users with options and information. By presenting the product directly, Rows eliminates unnecessary steps, helping users take action right away rather than overthinking whether to sign up or not.

How to Apply It

• Single-Player Mode: Design your product so that users can experience its value on their own, without needing to collaborate. Once they see how useful it is, introduce the “multiplayer” or premium features to encourage sign-ups.

• Leverage Data Integration: If your product offers integrations, make these easily accessible without requiring a sign-up. Letting users see how your tool connects with the apps they already use can increase the chances of them signing up for the full experience.

• Use Inline Guidance Instead of Tutorials: Since users dive directly into your product, traditional tutorials may feel intrusive. Instead, build in unobtrusive prompts or hints that appear as they interact with the product, helping guide them without breaking the flow of exploration.

• Don’t Be Restrictive: Give users full access to your product, not just a limited demo. The more they can do without signing up, the more likely they are to get invested and convert. Let them experience the core value without barriers—this strategy thrives when it feels like the real thing, not just a teaser.

Yes, But

• Not for Complex Products: If your product requires significant onboarding or guidance, a loginless experience might not be the best option. Some tools need that extra level of instruction before users can fully understand their value.

• Missed Personalization Opportunities: Without an initial sign-up, you lose the ability to personalize the experience based on user data or preferences. This might limit how well you can tailor the product experience to different types of users.

• SEO Concerns: Some marketers worry that removing a traditional homepage could hurt search engine rankings. However, in Rows' case, their direct search traffic actually increased, possibly because users spend more time on the page and interact more deeply with the product.

Keep Learning

Others Playing It

Voicenotes, an app that helps users capture their thoughts through voice recordings, is using a similar strategy.

The homepage functions as a free version of the app that anyone can use without logging in.

Like Rows, this strategy works well because the app is simple to use and caters to a wide variety of users.

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That’s all for this edition.

Cheers,

Nico