Landing Page Feedback November 26, 2020

High click-through, low conversion rate. Can we get some landing page feedback?

sweetheart

Howdy everyone,

We launched leerly a week ago, and have started doing some basic marketing. We've realized that while we have been bringing hundreds of folks to our site via ads, our conversion rate is very low. Also, we've noticed a fair amount of folks made accounts but never finished the billing process, leading us to believe there was some confusion about pricing.

Can I get some eyes on our landing page (which admittedly is still v1.0), so we can start to diagnose whatever issues there are?

https://leerly.io

As always, my fellow IH'ers are much appreciated :) let me know how I can return the favor!

  1. 2

    Hey @sweetheart,

    Congrats on launching. Here are some thoughts on the landing page.

    It took me a long time to figure out what leerly is about. I had to read pretty much all of the content before I got it.

    Now that I get it, it's a pretty cool idea for a service.

    Here are some thoughts on why I think it isn't converting.

    1. You have 3 things competing for the highest level of importance (visually). Your menu icon, product name and the 3 bullet points under "How it Works" make my eyes jump around immediately. It's kind of like being introduced to 3 people at the same time who all start talking to you about who they are and what they do. You need to introduce your viewers to one "person" who is going to a tour guide through your landing page. That should be your headline.

    2. Your current headline doesn't tell what your product is about. I didn't understand until I got all of the way down to "But why do I want this?". Also, adding copy that asks why the user wants your product plants a seed of doubt. You don't want that. You want to answer that question before they ask it. The best way to do that is with your headline.

    3. The "Want an example?" section is disruptive to the flow (in it's current state). I would remove it or present it differently.

    4. Your call to action buttons are inconsistent. One says "Start Reading Now" and the other says "Access leerly now". Neither actually tell you what is going to happen when you click on them.

    5. Your pricing is hidden. Most people will skin your headline and click the blue buttons (because they are the only contrast) and start the registration process. I am willing to bet you're getting partial registrations because people don't realize this is a paid service.

    Here's how I recommend you "fix" things:

    The why do I want this section has everything you need. That speaks to the actual ideal customer and why they should invest in your service. Use that content to redo your copy. Here are some examples:

    Headline:
    "Practice your Spanish by reading popular articles, translated by real native Spanish speakers."

    Sub Headline:
    "We translate popular content from around the web and deliver it to your inbox."

    Short, supporting paragraph:
    "As Spanish learners, we found it hard to find good Spanish reading material to help us practice our Spanish, so we created Leerly to translate the content we were already reading into natural Spanish."

    CTA:
    "Sign up and Improve your Spanish for $5/mo" (I recommend you have a two line CTA button)

    After that, reincorporate your example as a visual to backup the concept. I would show an English article on the left and the translated article on the right. Give a nice visual of how the service works so that they know what they will receive when they sign up.

    Reduce the visual weight of your brand name.

    All that said, I love the name. I think you need to do something to it to make it read as the Spanish word "leer" (to read) vs the English word "leer" (to look at in a malicious way).

    Hope that provides some ideas.

    Also, I am curious to know what kind of marketing you are doing to get people to your site. I wonder if the ads and landing page are not aligned.

    Good Luck! I hope it takes off and you achieve the success you're seeking.

    1. 1

      This is amazing. You rule. I deeply appreciate the effort you put into this response and I'll work on implementing these changes!

  2. 1

    I would definitely go for a more playful layout, something to catch the eye and grab attention. Also, I lack a little bit of dynamicity there. The product is cool, I wish you offered a fast, free demo, maybe hire someone to do it just for demos to create an immediate and exciting feedback for new potential subscribers. Anyhow, I strongly recommend giving a personalization tool a shot (my current one is twik, but I've tried out a few. Don't hesitate to pm if you'd like to consult further)

  3. 1

    I would definitely go for a more playful layout, something to catch the eye and grab attention. Also, I lack a little bit of dynamicity there. The product is cool, I wish you offered a fast, free demo, maybe hire someone to do it just for demos to create an immediate and exciting feedback for new potential subscribers. Anyhow, I strongly recommend giving a personalization tool a shot (my current one is twik, but I've tried out a few. Don't hesitate to pm if you'd like to consult further)

  4. 1

    Hey! I think you put a great amount of time in writing the content. But one thing is that it became a bit too much, and now it looks like a Word document. I will be honest, I didn't read all of it. I would take an example of some successful business, check their website and see the visuals/text proportion (i.e. apple.com). Overwhelming people with text is the best way to get rid of them. Show your product, use words to make it sound great. I like your name though. Sounds catchy.

    1. 1

      Okay yeah my cofounder said the same thing ahha. I tend to be overly-wordy so this very helpful :) appreciate your time taking a look!

  5. 1
    1. You dont explain the goal of your product early enough
    2. The pricing is hidden in a wall of text
    3. There is no social proof or trial offered?
    1. 1

      Excellent points, thank you so much

  6. 1

    Congrats on the launch!

    I like your style (black and white, pure content). However, I find it a little hard to read the small-font content, and I suggest you make it more contrasting - either not so grey, or bigger/different font, etc.

    You top value prop explains what it is, but doesn't tell me for whom, and why. I guess it should somehow summarize that Leerly is for Spanish language learners, and that it helps them with reading practice. Then you can move on to expanding on how it works.

    To increase trust, you need testimonials, how many subscribers already pay, how much progress will I make with your approach, etc.

    Add FAQ. Refunds? Do you have trial? Will I be able to choose the topics? Cover common objections, "google translate" thing should go there.

    "That's it?" part should go after the last "Buy now" button, sort of 'if you're still in doubt, here is our roadmap, leave your email and we'll notify you when it's released'.

    That's what I would do. Good luck!

    1. 2

      This is all SO helpful. I really appreciate this feedback :) Gonna get to work on making some of those edits now.

  7. 1

    I would put the call to action (Access leerly now) additionally at the top directly after your one sentence pitch and make it eye catching. I guess one problem with the conversion rate is that users need to scroll down to the end before signing up. And maybe communicate the price somewhere before, because I expected it to be free when signing up. Maybe add a free plan with limited translations?

    1. 1

      Awesome, thank you so much! I definitely think the pricing confusion is a part of the issue, so it's nice to hear someone say that they definitely felt that way. Thank you!

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