This User's Landing Page Was Not Converting - Here's How We Fixed It

This one’s just a very quick case study on how making a few changes to your site can make a world of difference to your conversions

This user on Twitter was facing a low conversion rate on her landing page (her homepage), and wanted to know what can drive more conversions.

Here’s a closer look at the user’s landing page:

The company’s called ProductLogz, and it is a really cool idea - helping businesses collect and curate company feedback.

We don’t care much about it though. We care about the conversions. So let’s take a look at the website in a little more detail

Now, props for the design of the site. The UI is clean, the site is fast, and the overall structure of the site seems to be very good.

ProductLogz also has done a fair bit of research into making sure their language conveys their value prop on the Hero fold section.

They even have a testimonial badge showing 15 reviews. That is good stuff.

So, why are conversions low if everything else is okay?

There is very low intent in the audience to move to the signup page

This can be due to a few different reasons, the most common ones being:

• There is not enough incentive for people to sign up

• The CTA isn’t very prominent

• There is a lack of urgency in the audience

Now we know Case 2 doesn’t make sense. There’s enough proof of work + a Get Started for Free CTA both on the Hero section as well as the Navbar. So that isn’t the issue

Solving for Cases 1 and 3 might help, so let’s start there.

Case 1: There is not enough incentive for people to sign up

This indicates that the users are staying on the page long enough, but are not being incentivised to sign up, i.e, the need isn’t being created.

This can be due to a couple concerns:

• They don’t understand what they’re looking at

• They understand what they are seeing, but still don’t sign up

From the embedded explainer video on the Homepage’s Hero section, ProductLogz is addressing the first concern to a fair extent.

They have a session duration of 3 minutes, which also indicates people are sticking around on the webpage, just not signing up.

So we just have to address the second concern, which is very simple: introduce a form on the Hero section.

At Fieldproxy, we noticed a significant uptick in demo requests when we added a form to the first section of the landing pages of our ads.

Simple trick, super effective. And something I recommended the user to also do.

Now that you’ve introduced a way for them to sign up without going to another page, let’s create an urgency to complete the action.

Case 3: There is a lack of urgency in the audience

To induce urgency in an audience, all you have to do is take away the perceived value of time that they have.

You see, adding a walkthrough video of your product is a double-edged sword. While it helps you communicate your point across more effectively and promotes a connection with the audience, it also decreases your chances of capturing any relevant information about the audience, without an additional identification layer set up.

When you’re a small business, it makes sense that you talk to as many people as possible about your product, instead of showing your audience what your understanding of the product is. That is a dangerous path to tread on.

Yes video converts better (almost 80% better), but only when you have a heavy inflow of traffic coming in, and you want to sift through the unnecessary leads and only talk to the people who are truly interested in your product.

In my opinion, if your product isn’t PMF (product market fit), you shouldn’t have it on the website as an explainer video. This can be mistaken by the audience as your only offering when really you’re still building a complete product for them.

YEs, have a video, but have it as a popup or something that grants an additional layer of proof to serious prospects, not as a hook for all the visitors to your website.

There you go - another day, another landing page saved, all because yours truly burnt a bunch of money experimenting on the right stuff :)

Share this with a friend, and I’ll see you guys tomorrow.