Ask IH: Landing page feedback for new venture
Hey IH, I’ve been working on a project called Slice and it’s a service that delivers custom, budget, meal plans every week so customers can spend less time planning and save money by sticking to their plan.
The website is: https://getslice.co and I would love some initial feedback on the landing page. Thanks guys!
I agree with the other commenter that selling this on "save money" isn't the most effective way to get people to sign up for a subscription, or more importantly, KEEP them on a subscription.
Frugal audiences don't readily sign up for subscriptions, and they're the ones who are quickest to cancel after joining (especially if there is no incentive to stick around.
If you want to focus on frugal folks, I'd structure this as collections of one time purchase options that specially teach people how to save some multiple of the purchase price within 30 days.
If you're running for subscription revenue, there's tons of proof that people will pay for meal plans. I'd pick one specific audince for this (eg busy parents cooking for a family, or people with certain dietary restrictions, or people with specific body goals, etc) and laser focus the marketing and product for them.
You can still highlight the budget/savings angle as a unique feature of your plans, but instead of using it as the primary selling point frame it more of a budgeting tool (eg "this week's budget saves you X over eating takeout - this month you'll save enough to put $YYY towards a vacation!").
Adding to my notes from above - your copywriting focuses a lot on how the product WORKS. And it does a good job of explaining.
But explaining doesn't make sales.
A) who exactly is this for? Call them out by name, early in the sales page. If someone lands on this page and has a second to think "I'm not sure if this is meant for me" you've lost them.
B) what pain does it solve? you put a lot of focus on savings, but never really call out the problem. (probably connected to #1). Are people trying to save money because they spend a ton dining out? Are they trying to save TOWARDS something? Something else? These are all different sales pitches, or different audiences. Picking one and focusing in will make your copywriting WAY more compelling compared to the vague angle of SAVE$$$$$.
C) I really like the way you display the meal plans themselves. That gives me a lot of confidence that I could get one of these things and actually use it.
D) your FAQ read like things you imagine people will ask, not things people actually have asked. these kinds of answers belong in the actual sales copy (or, not on a sales page at all).
E) I do have a question of credibility - not about you specially, or your abilities, but how realistic is it to get CUSTOM tailored recipes for just $10/mo? Are these your recipes, or licensed from somewhere. How custom/personal is the selection, actually?
When I've paid for subscription fashion deliveries I know I was paying WAY more than $10/mo (our of the total monthly fee) towards styling selection, and it wasn't really THAT personal (I basically picked one of 9 profiles and they shipped everyone in that bucket the same stuff).
For me, the value was someone else making decisions for me, and very worth it once I saw that I actually liked their selections (even if it wasn't something I would have chosen on my own).
Hi there,
something I remarked directly: I found lots of white and the light green quite "cold" and sterile to look at. The customer reviews lag contrast and are a little bit hard to read because of the choice of colors.
Other than that I like it :-)
Cool idea, few bits of feedback for you :)
It took me about 1.5 minutes to realize that the service wasn't providing any ingredients. Maybe make it clearer that it isn't another meal-kit company.
I'm not sure how the service will save money. I'm assuming you do something clever like grouping recipes that share ingredients?
The site keeps referring to 'our customers'. This makes your business the focus of the site. Try replacing all of these with 'you' and see how that changes the tone of the site.
These are two great resources that are worth looking at:
https://stripe.com/atlas/guides/landing-page-copy
https://www.julian.com/guide/growth/landing-pages
Good luck with the product!
I'm intrigued by the concept, definitely sounds interesting. As for the landing page, not so much a fan of the emojis, I can't take the service serious.
Who is this targeted to? College students or working families with little time to plan? If the latter then I'd "serious" up the fonts and feel of the landing page. If for college students then you're likely on the right path.
I kinda don't like the fact that you show a "free" version, yet the sign up button is greyed out and my only option is to sign up for the $10 option without getting to look around first.
It looks like your "free sample" button isn't working.
I definitely find the concept intriguing, I can see it working depending on the quality of recipes and obviously the overall finished product released.
Nice site. Seems obvious what it does.
One thing I think you'll have a really hard time with is convincing people who are looking to save money on their groceries to pay you to help them do so. Why not just save the $10/month and spend it on groceries instead of your service?
Not saying it's a bad idea, you just need to make the answer to that question compelling and obvious on your site.
Good luck!
Change the font, and the smiley doesn't make it "pro"
I see the smiley-face aspect, what in particular is wrong with the font?
Your site seems to try to be clean and modern but the serif font is clashing with the overall feel of the design.
I set the font to sans-serif in the inspector real quick and I think it's a major improvement.
https://imgur.com/a/CONqRWd
Also, the become a member button from top right needed more padding on the sides I think. I bumped the padding right and left to 30px