I launched my latest software product a week or two ago.
As you can see in the image, there is a big spike. That was when I launched on Product Hunt and Hacker News. I got a couple of sales, and lots of people were asking me interesting questions.
Since then, I've been gradually optimizing the landing page (it's still not great on mobile, or in general - but it has converted).
But here's the thing - traffic has been falling. It's not like I didn't expect this to happen, and the only reason it hasn't gone to zero is because I've been running search engine ads (via Microsoft Ads).
It's important to note that my conversion rate is far lower with Microsoft Ad traffic than Product Hunt or Hacker News traffic, because my Microsoft Ads are super-targeted for my ideal customer and the people that bought from Product Hunt or Hacker News converted on a way worse version of the landing page.
I have three ideas for why my product isn't converting right now:
Note: For context, the product in question here is an accessibility toolbar for websites. It primarily competes on price by being an LTD rather than a subscription service.
My ads are poorly targeted. I've tried to optimize them to the fullest extent that Microsoft Ads will allow me - though I do see (some) clicks coming from irrelevant keywords. Also, my CTR is just average - but very little (around 3%) of my search engine traffic actually clicks the CTA or visits the pricing page, let alone purchase the product.
The presentation is bad. The website doesn't have a whole lot of pages and the navbar is a bit... blank? Perhaps that isn't great for credibility and is losing conversions. Maybe it's strange that a somewhat temporary-looking website trying to sell a lifetime software product?
I have three ideas for how to fix this and rebuild traction:
Search engine optimization: it's not that I don't now how to improve my site's SEO - it's just that it takes a good chunk of time - especially to write quality content. If I were to write some content, I'd write some documentation/guides for how developers/webmasters can improve their web accessibility.
Google Ads: though I'm really not a fan of Google, it's a necessary evil. I don't use their products and I have (most of) their trackers blocked and such. But many potential customers use it, and if your product doesn't use Google, you'll likely end up working for or with someone who does. Google Ads offers reach an order of magnitude higher than Microsoft, allowing for better targeting and quicker optimization iterations.
AppSumo: Once I further improve my landing page, I'll give this software deal finding platform a shot as well. Hopefully I'll get more of a "grip" rather than a "spike" in terms of my website traffic.
I'm sure others have been stuck in a bit of a traction rut like this before... any advice?
Disclaimer: I am not trying to use this post as a means of promoting my product - just looking for some advice from seasoned indie hackers!