Getting many sign ups but 0% conversion to paid. Anyone wants to give me feedback?

Hi Michael,

It's a great niche to target, but I feel your execution is missing the mark -- have you spoken to realtors about what their pain points are? What are the main pain points they have that you are targeting?

How did you come up with your solution and landing page copy?

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I would guess that your product is not matching the needs of a realtor. Think about what they use a website for and want they want it to achieve. Even if it is "fast" to make a website, is that really achieving what they want?

Think about this as a vitamin vs a pain killer -- you're presenting the website as a vitamin (people don't take their vitamins) instead of a pain killer (people take pain killers when they need them).

I would also look into customer problem stack ranking and think hard about what problem you are solving for realtors, and where that ranks for them.

I would talk to some realtors and see what their needs are, what are their biggest pain points, and what is going to get them to act now when they get on your landing page?

Target that in your product and through your landing page copy. The Mom Test is a good read.

Cheers and good luck.

I try to summarize my experience.
For me it's not perfectly clear what the product is, when visiting the page for the first time.
The first thing that came to my mind was "language school" when i see the picture on top. It's too big and too unrelated. It's also hiding the text on top of it in some way.
After registering, I expect to be logged in directly. But I had to open the activation mail and click the link.
Maybe you can defer the mandatory mail confirmation to the step where you try to buy and display some kind of banner remembering me to confirm the mail address?
After clicking the link in the mail i was not sure what the state is: am i logged in? do i need to login? what do i need to do next? Maybe some kind of on-boarding would be nice. Instead there is the same big picture from the beginning but even bigger. Now the text in the bottom right corner is partly hidden because of the white text on bright background.
After logging in I'm on the profile page that states nothing but my mail address and that the Full Name is not defined. After clicking the "Create Profile" button, some profile creation page loads but one second later some overlay renders to give some information about my business and pay.
I guess it would be better to let the user create the Profile without paying but state clearly that the properites can only be added after payment. Or maybe they can add properties to get a feeling for the UI/UX and then they can "publish" the listings only after paying.
So i guess your UX can be improved.

Without actually signing up, my guess is that there are a lot of offerings for what you're selling and the realtors don't feel like this is something they need. You're getting lost in the competition.

I used to work as a mortgage broker. This industry is filled with hungry desperation and going in for the kill. They are amped up to make money; they want The Juice. Keywords like "closing," "signing," "sold," "easy close", "escrowed", "accepted offer", or "commission" are nowhere to be found on this site. Believe me, even the sweetest, most caring realtor wants to see The Juice.

Also, I read this book called, "Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant" and it was really inspiring to me as I think about and plan my own SaaS. You want to find a business model that gives them The Juice and does so in a way they can't QUITE find anywhere else. (i.e. It's different, but not TOO different.)

This is just me thinking out loud, but I hope it's helpful.

My advice on the landing page is, be really specific about what kind of real estate brokers are a perfect fit for your website. Right now, it seems like it's aimed at all kinds of brokers, all over the world... and that's worrying for any one specific buyer.

If you can find a set of your signups that is more specific, "Dual language spanish/english listings in US East Cost cities like Miami & New York", you could have a landing page or email DRIP or something specific to that audience. The pitch might be, "Tired of making 2 landing pages, Spanish and English, for every listing? We solve that problem for US Real Estate Pro's in diverse cities like Miami and New York."

I feel like narrow targeting is going to help you get the right people into the funnel, make them feel understood and valued, and then they will convert.

Real estate agents want to know that your listings convert. Within the free trial days, make sure they get leads that indicate interest in their properties and they would renew for more.

Secondly, make sure they can contact the leads without restriction and sell to them. With this, you would have paying customers.

You might have to go out to the field to sell this solution because that's where the real estate agents committed to make sales can be reached.

Hey there,

This is what I'm curious about: looks like your hypothesis is that there are UX issues - or maybe the wrong audience.

What are the reasons you think this is the case?

The questions I'd be asking myself is:
Is this UX?
[1] What are the free trial users trying to achieve (they are signing up, so clearly they're interested) -> to update the signup page, and
[2] Register page - how can I remove some of the friction in the signup process (cc upfront = friction), no clear next steps = friction, what happens next = ?
[3] What happens on-page - session recordings?

Is this the wrong audience?
[1] Interview / survey for the non-converted users: what were they trying to achieve, and why they decide not to convert to paid?
[2] 20 emails over 18 days - that seems like a lot; what do the stats look like on those?
[3] Do they use their account at all, or do they abandon the account within the free trial period?

That's where I'd start.

Haven't signed up to see where you are trying to convert people, but I feel you can definitely change the stock images to real images or remove it alltogether. Way too many real estate companies that promise a lot of things. Considering these agents might not be that tech savvy, I would definitely remove any generic text/content/images from the website.

Would strongly recommend to keep it simple, to the point and once they see value, then ask for payment. Absolutely different target audience, but I love how lusha.com does it.

Maybe you're asking for payment too soon? If visitors sign up it means the page is doing a great job explaining the value, but after they sign up they are not ready to pay yet.

You can try giving more value, like free features. Maybe a free but limited version of the account that the users can try for a while and then if they try to use any of the premium features, you show the payment form.

Agree on the page load, and I'd also move your testimonials up to the top - the site looks very generic at the moment, so having some social proof helps add credibility.

The header image is not doing anything for you. It doesn't say real estate, global reach or show the benefit of the product. Think about who you're selling to and what sort of image they will respond to. You might be better off with some illustrations or getting more unique images.

Hope that helps!

If you're interested in a more in-depth user test and feedback report, feel free to have a look at my website!

I think a huge help here would be improving your page load speed, it seems a big slow to load for a lander. Try running it through google page insights and start working on the fixes.

What happens is that I have a great sign up rate but within hallocasa.com after the users register, I do not have anyone converting and paying. That´s my big problem.

Landing Page - Register - OK
Register - Create Profile Button - Pay - Not OK