What I learned month 1 of my subscription UX service

I posted a month ago about a subscription UX service I'd just launched (Based UX). I still haven't gotten a customer. Here's what I learned in the first month.

There's at least some interest... people are clicking multiple pages on the site and average time on site is +1:30. People are also clicking the Plan button. And clicking on the ads I'm running. But no one is signing up.
Video ads are night and day these days... I was running ads just reusing youtube shorts and a promo video, and no matter which video I ran, it drastically outperformed static images on Google and LinkedIn.
I don't know my audience... I realized that I need to niche down badly. I've been struggling to niche my audience down beyond "web-based" or "saas" business, which is clearly not niched enough.

What I did to kick off month 2

Number 1, the interest-but-no-purchase issue, could be because the price is too high, but it also might mean they're interested in my service but confused by my specific offerings.

I decided to fix both things at once.

First thing I did was add a cheaper tier plan. It's pretty straightforward... just limited the features for a lower price.

At the same time, I also clarified my offering. I knew it was too vague, but I sort of ignored it. I still need to clarify further, but I took it a long way. Instead of offering "design and wireframes" OR "strategy calls" OR "audits" OR "implementation" as open-ended requests, I honed in on audits specifically.

I moved all the design and implementation requests into the Pro tier, and I focused on UX audits and strategy calls as the main deliverables. These are the most independent and easiest deliverables to integrate into an existing system.

To make audits themselves less vague, I created a "menu" of a la carte UX audits that are universal and appealing to SaaS and other web-based businesses.

By doing that, I inadvertently started addressing number 3, the niche issue, because the types of "off the shelf" audits I was offering were specific to SaaS and ecommerce businesses.

For number 2, the video ads, I think this just means I need to make more video. I've been doing well with Descript, but creating good video is time intensive. I also tried Capsule recently, which was pretty great and faster, but is early and has limited features.

In any case, I'm not getting much organic traffic, so I know I need to add content and pick up SEO stuff, but I'm not sure what else I'll try next or what to do with the ads. I'm spending good money and seeing good metrics, but without at least one purchase, I'll need to stop spending at some point. Hopefully this round of changes will give me some more insight into what I can tweak to get the first purchase.

The website's been updated with the new offering, and I also switched up the language from "subscription UX design" to "subscription UX consultancy" 👀 https://basedux.com