[dyim]

Just to play devil's advocate:

Whenever I'm seriously considering purchasing an enterprise B2B product, I mostly know what they do before visiting their website. I've heard of them already, either through word of mouth, or by explicitly asking friends for recommendations. I suspect that I'm not too different from most purchasers.

If a company's targeting a landing page for someone like me, perhaps they shouldn't optimize for clarity; they should optimize for signaling reliability. So, the "Web 20.17 parallax-ed boots[t]rap-ed responsive home page" serves a purpose - it reminds me of all the other Web 20.17... B2B services I've happily used in the past.

I'm probably ascribing way too much significance to the semiotics of B2B homepages [1]. But I find it tough to believe that (e.g.) Optimizely hasn't, well, optimized their homepage for something.

[1] Also, take what I say with a huge grain of salt. My business' homepage needs a lot of work...

[nicodjimenez]

Agreed. Probably for some B2B companies, getting people talking about your product and then having a vague but fancy landing page makes sense. Landing pages need to be optimized to create sequences of actions that lead to "buy" decisions. So maybe: 1) Developer at company X hears good things about Y from Hackernews 2) Cost of product for X is high enough that it needs to be approved by senior people at the company 3) These senior decision makers may not be engineers, and they may just look at the landing page as a marker of how well capitalized the company is / if they give the impression that if customization is required, company Y will be willing to step outside the bounds of "shrink wrapped software" to accommodate company X's needs.