How fixing the first 60 seconds changed everything for one founder

A founder reached out to me recently. They had built an amazing product, a genuinely strong tool with great marketing behind it.

But after launch, instead of more conversions, drop-offs increased.
So I took a look.

The first question I always ask is what does a user experience in the first 60 seconds after landing?

Because that's usually where things break.
The idea makes sense on the surface, but once users arrive, they're still asking:

What exactly will this do for me?

What happens if I try it?

Is this worth it right now?

And that hesitation is enough for them to leave.

In this case, the friction showed up early. Users were hitting blockers before they could even explore the product.

They were being asked to commit before they had felt any value. And key actions required trust that hadn't been built yet.

Individually these seem small. Together they were enough to break momentum before it even started.

Once we fixed those early moments and made the value clearer upfront, everything shifted. The founder came back and told me the product felt completely different to move through. Smoother. More obvious. Users were actually getting to the core experience the way it was always meant to be felt.

It goes to show how much those first few seconds can make or break your product.

If you have a live product but users aren't converting, there's a high chance the issue isn't what you built. It's how quickly users understand and feel the value.

If that sounds like your situation, email me at [email protected] and let's fix that.