Driving traffic to site but low CVR. Anything stand out?

All of the replies in here have been incredibly helpful, thank you! I'm taking time to digest all of the points made and will be making changes to our landing page over the next few days. The biggest takeaway for me is improving our "why" which is especially important because we're inventing a need that didn't previously exist for most customers.

@SeanKirby @mindhash @aminmemon @GiancarlloRojas

While there is some room for improvement to your page, I suspect there are other factors that could be contributing in an even bigger way.

Are you familiar with the 40-40-20 rule? About 40% of the success of your direct marketing is attributed to targeting the right audience, another 40% is attributed to the offer and the remaining 20% is attributed to the creative.

Let's look at each.

Audience.
It looks as though you are going after a general consumer audience, but that's probably too broad. I suspect most consumers won't see the need or benefit in this type of product. It may be better to try and niche down. You could create different pages for specific targeted segments such as people who have diabetes, people on a keto diet, etc.

Even then, it would probably be a tough sell because of the nature of the product. Can regular people understand the results? Would they even know what to do with them if they do figure it out? I, for one, would rather leave that to my doctor.

Have you explored partnering with physicians? If you can get them to refer your product, that will add credibility and urgency. I think the timing is right for something like that, too, as things are going more virtual during the pandemic. This way, patients wouldn't have to physically come in as much.

Offer.
Closing a sale is a difficult thing in one step, especially from social media. Think about everything that needs to happen in a buyer's journey. They have to recognize some sort of problem or pain point, explore different options for solving that problem, compare different products or services for that specific type of solution, determine the value of that solution, weigh the risks, and be motivated enough to take action at that moment.

That's a lot. And your offer is asking a lot. You want them to part with money for something that is a year-long commitment.

Have you considered testing different offers to reduce friction. For example, maybe you could provide a risk free trial, where if after a month they decide it's not for them, they can return the unused strips and cards for a refund. Or you could sell a one-month starter kit for a low price (which is less of a commitment and risk). Then you could continue to market directly to those people.

Creative.
As noted above, I don't think making a broad appeal is very effective. Better health is a good thing, but it's vague and subjective. You need to make the benefit clear, concrete and relevant to persuade. A good way to come up with a solid appeal is to start with your call to action and keep asking "why?"

I don't think you've done enough to reduce friction. Why should people trust you? How can they be sure the results are accurate? Do you have any certifications or assurances? How about testimonials or other forms of social proof?

Why is this worth the price tag? What does the consumer stand to lose by not doing anything at all? What if they change their mind later?

How do they know it's safe? Is there chance someone could get access to information about their health? Is it HIPPA compliant? Etc.

Best of luck. Feel free to reach out if you need help with any of this.

Hey..the landing page looks great. You are right on the copy. It needs to improve. Here are some of my thoughts

• testimonials are missing. being a health care product I would definitely want some testimonials before trusting this. Real videos will be much better.
  Also if you have any sort of affiliation certificates or whatever that would help too.

• There is a lot of information thats scare tactic. A lot of people are often scared of tests as they are afraid what they will find out. Its better to highlight how early detection can eliminate possibilities of disease progression. Add a few articles of stores in this direction

• You could change title to 'Health tests from Comfort of your home'

• I also feel the messaging is targeted towards converting people who are not go for an year check up or never do but you could initially focus on chronic patients and middle aged. These will have motivation to do so.

The key aspect of your early growth will depend on finding people who are already motivated to do regular checkups but ain't able to because of time, constraints etc.
The next thing you must do is add a viral loop, so the people who buy your product are also telling about it to their friends.

Nice product & landing page. Since this is a kind of an innovative product/offering you should add more content to the landing page. Maybe a video to explain it better. It is difficult to understand how does the 3rd point work " Analyze
Place the strip on the provided card and the app will automatically read the results and help you understand what they mean."

Try changing the color of Add to Cart button & maybe center align your CTA at the end with the email input box being smaller.

Honestly, the product looks great. I would buy if it was available on Android.

My feedback on the Landing Page:
-- Too much width, I had to move my head a lot while growing it.
-- The Hero message could be better, only after reading the second block I started to get an idea of what the product was, even then I was a bit unsure. The "How it works" section would be better placed right after the Hero.
-- Lacks any kind of social proof. This is huge for conversions in my experience.
-- Lacks a sense of urgency. Why should I buy it now?
-- A little bit too “texty”, try to get the message with short sentences.

Hopefully, you can get some value from my feedback. And please post here when you guys launch an Android version so I can buy it.

Success with your project!