Looking for a critique on the landing page, the product, the marketing, the everything!
Hey hackers,
So after a year of lurking around, we've (myself and @bryanbrainborne) jumped into the entrepreneur life with a problem, a possible solution, and soon to be physical product.
Quick background: I was convinced to live the keto life for the mental benefits at the start of 2018. I definitely got them and I'm not looking back. Unfortunately, I was lucky enough to get the keto rash (prurigo pigmentosa for the biologically aligned) while getting into deep ketosis. This rash sucks, and I've learned that I'm not the only one with it.
As a chemical engineer and chemist by trade, we mashed our heads together and did some research. There are some crazy publications out there on what we eventually thought was a potential treatment, so we ran with it. We've got a skincare manufacturer whipping up some new formulas based on our research, and we hope to have a final cream in the coming months.
With that being said, we need to be somewhat prepared - this is where we could use some hacker smarts. We put together a quick landing page for some preliminary data and a mailing list. From lurking on this site, our ideal email sign-up page turned into this:
We're running a Google Adwords campaign (both Smart and Custom campaigns), and we plan on an Instagram account once final production starts.
Is this page effective? Can we get ourselves more clicks? We haven't ran many Adwords campaigns and our clicks are low. How can we attract keto-dieters who also have the keto rash? It's a really niche market - is it too niche?
We’d be happy with any criticism!
@GZTDev - I'm going to be candid but I don't mean it to be rude.
There is one really big missed opportunity here. You mentioned it in your description before the link.
"This rash sucks"
Your whole approach to messaging should be around this. People experiencing this rash are tired of it. It's painful. Possibly embarrassing. They want to get rid of it.
Right now, your messaging is super casual about the whole ordeal. "Have keto rash?" is akin to the people in the mall who ask if you have cell service and want to change to theirs.
"We're working on a solution and would love to chat" is way too open to let the user leave and never care to come back. It's passive and gives no real reason for them to sign up.
Have you tried the solution? Does it work? Is it something that they can get soon, before they decide to just give up on Keto because they can't get rid of the rash?
Tap into the emotion behind the rash. Let the user know that you feel their pain because you lived it. Let them know that they can trust you because you got rid of the rash.
Better yet, let them know that they can walk around in a tank-top again and not be embarrassed by the rash on their arms, back, neck.
Davey, damn. You're so right. I love your thoughts and critique! We're currently still in our initial R&D phase of sourcing materials and determining if our initial prototypes are all-in-one solutions or would be better marketed as recovery accelerators from an initial keto rash flare-up. What we'll do is change the language of the landing page to be more transparent, and we'll change the language to show that we understand the difficulties that keto rash can bring to someone's life. Thanks for the feedback Davey!
Awesome. I hope it helps and you nail the messaging.
As a landing page it's good because it has a simple call to action, which is for people to sign up. However, it provides almost 0 information - You may need to think about people who find your page without an introduction. If I stumbled across it, I would probably leave because it gives no trustworthy information or background. I have a few suggestions for you:
Hope that helps!
Honestly, I'm going to echo this comment here. I wouldn't sign up for this just because it looks spammy. Everyone could say "Hey, here's the problem and we are "working" on a solution. Now give us your info!"
I personally wouldn't until I had some sort of idea what the solution is. Even just something like "we're working on a cream that uses (x ingredient) to combat keto rash. Doesn't give away all your secrets but lets potential customers know that a) you're legit and b) you're trying something that no one else has tried yet.
Hope this helps!
Hey, thanks for the feedback!
We had in our minds that those who had the rash already had an idea of what was going on. The final product's contents are still being formulated, so we're hesitant to divulge what's going on just yet with it.
A new website is being made already - one that is focused more on the research and is way more transparent with the ingredients.
I guess for even just a sign up page, more information is needed to have the user trust us enough to even put an email. This was great advice, thanks again!
no problem, best of luck!
Some feedback -
You are solving - 'Keto Rash' problem, but some might even not know what they have is a keto rash. May be it makes sense to provide some learning resources on what is keto rash (some link to external article, or youtube video..doesn't have to be yours)
Hi,
Thanks! We actually have another website in our pockets with what you have in mind. The whole idea of transparent research and learning was a huge portion of our approach when doing the preliminary work. And you're absolutely right, we can't assume users know they have it.
Thanks again!
Some immediate comments:
Can I ask you to return the favor? I posted about my app here: https://www.indiehackers.com/product/featmap/-LezT1BjdcqyP2XK2-XF
Great points! We can change the width pretty easily.
It seems like we just need more info written in general. Our assumptions were that people with the keto rash already had an idea of what they had.
To the name, it came from 'scientific zen,' but with a little flair at the end. This one product won't be the end all for the company, we hope that SciZenna grows into much more. Sticking keto in it would probably keep us too narrow. Plus, it was kinda hard to find a catchy name with keto in it that wasn't taken.
The logo came from that same idea, a natural-based solution that was heavily researched. We've gone through some iterations of logos, we're still open to ideas.
Thanks again! At a quick glance, featmap looks interesting! Will return the favor.
I think the page seems a little empty. No one is getting curious about anything. Maybe you can explain in one or two sentences whats going on. Maybe some illustration.
Technical the page could be better. There is a whole WordPress Backend and there is loaded a lot of stuff what is not needed. 1,3 MB for one page. And there are no images. You really should try to use a static site builder to generate just static HTML. Google Loves that. There are services that can receive email addresses from a static site.
Maybe this are changes for 2.0 ;-)
I hope this wasn't not too harsh. I wish you the best!
Not a harsh comment at all! You're completely right. We're trying to become more savvy with WordPress so hopefully we can get that resolved. More content is always better and that seems to be echoed in other comments. Thanks for your feedback!