How building frictionless homepage has boosted our conversions?

For a certain period of time, I enjoy becoming obsessed with certain subjects.
It allows me to create experiments and projects that can produce great results quickly.

Among these, I recently handled how we can get more demo requests and sign ups by reducing the friction on the homepage.

With a variety of discourses, structural changes, and experiments, we now have some insights into how we can improve. Let's jump in and take a look at how we can make our homepage work better.

First step; Playing with discourse.

People should be able to understand clearly on the homepage what we're doing, but they should also feel excited to take action.

Taking notes from the sales team's customer conversations, using the "Pain-Agitate-Solution" template and doing competitor analysis helped us create insightful headlines for use on the homepage.

But it was "not assuming" that led us to real success.

Each title was tested via a low-budget PPC campaign and we started testing using the title that had the best results. This has been very helpful for us both to get started and in what direction we should move.

Second Step; Structural changes:

We are developing a Mar-tech product and 3 of our current 4 data sources are Google products. That's why instead of a boring and long form, we allow people to register by simply clicking the "Continue with Google" button.

The real problem was that we realized they didn't need a registration page to click this button.

We have completely eliminated the registration page and positioned the "Continue with Google" button directly on the homepage. People no longer have to navigate to another page to register. They can register directly with one click.

This was a low-effort but high-impact treatment that reduced friction and positively impacted our results.

One of the other things we wanted to improve was to get people to get more demo calls.

Is the solution to redirect to Calendly?

No, there is a more frictionless way. Redirecting to a Calendly popup.

With a few simple javascript and html implementations, we enabled people to receive demo calls without redirecting them to another page.

All of this has allowed us to grab people's attention more and take actions that are critical to us, without even being diverted to a second page.

Creating frictionless landing pages or otherwise, I would love to chat with you about any growth project.

Keep in touch!