Getting a lot of hits on ads, but no conversions

Hey @Chkrlee,

Here's some candid feedback.

There's too much info and it's disconnected. It's hard to figure out what the core value is.

In the hero, the message is about knowing your customers by doing customer research.

In the "How it Works" section, you're talking about finding early adopters and gaining traction.

I know those things are related, but the current copy isn't connecting everything.

The design elements in the hero are distracting. The text "No problem by they way..." looks too much like the rest of the copy. Adding the arrow, I thought I was supposed to click on it. It also looks like it's part of the Intercom integration.

In the hero, you may be pushing people away from your site by linking them off to your Medium post on "Why Research could Make or Break your Business". Have you checked the stats on how many people are clicking that link?

Your tone in that article is how I think you should approach your landing page.

Your current headline - "Make things people want" requires a lot of explanation to get people engaged. Currently it's nice and short but it doesn't connect with the customer.

Put your customer into their emotional experience.

Using your article (and the assumption that customer research is the goal) try something like this:

"Scratching your head because you can't figure out why you aren't getting new customers?"

Imagine your customer sitting at their monitor and seeing that they have no new customers, yet again. What are they going to do? Are they going to slump down in their chair because they still have no new customers? Are they going to heavy sigh and say "what the f#$k"?

Paint that picture and make that connection as soon as you can.

The "How it Works" section is well designed but it's still just a lot to consume. Pare it back a bit.

The following 1 & 2 sections came out of nowhere. Nothing set up a bulleted list. That section feels like somebody liked it and really just wanted to use it, somewhere.

The "Peek Inside" section could easily replace the previous two sections with a little bit of messaging.

Finally, your CTA's are inconsistent. You have "Get Started For Free" and "Create a Question for Free".

I think it's a lot of information that needs some cohesion and paring back.

The design is nice and the service is necessary. If you haven't already, use something like Hotjar to watch how people interact with your site. Check how many people are clicking off to your linked Medium article.

Can you tell if they're even scrolling down? How long are they staying on the page? Or they just land and bounce?

Also, allot a few % (or maybe more) to click fraud. Unfortunately, that's the reality of our times.

Re: Landing page, not an expert but some comments

1. The left and right border images on your header seem distracting.
2. On How it Works section, those light gray text are too light, almost invisible. Also, I didn't realize they're even clickable!
3. Overall, I think it's too much text displayed. (Even though some of the text are just part of the graphics.)

Maybe on the graphics, just represent these text as colored bars?

Hi Chris, you should look into integrating FullStory.com on your website (I have no affiliation with them). I've integrated it on my bootstrap project at Yumfog.com They have a free tier which lets you see users interacting with your website. You might be able to get some clues on what's wrong.

As others have suggested, there's a lot of text there. That's especially true for a landing page to an ad. And even more so if the ad is from something like Twitter and not a search ad.

So instead of linking the ads to your actual site, I would try simply presenting one key value prop on a traditional landing page. So no elements or other items to distract from the pitch.

Have a clear CTA that is repeated on the page. (Side note: your page has buttons that are styled like your CTA buttons, but which aren't really buttons. "Interview a Respondent" for example. That's confusing.)

I would make the text + value + CTA on the landing page correspond with the CTA in the ad. I would also try variants of the CTAs on the landing page. Is "get started for free" the best CTA for this traffic? How does it perform versus e.g. "get real people to validate your idea" or something?

I would also consider a lighter-weight CTA like getting their email in exchange for something they can use right now.

The other thing I would look at is whether the traffic sources/CTAs are bringing you the right traffic. If you get the wrong traffic, it won't convert at this stage or a later stage in any case. So make sure you're attracting the right audience!

Good luck!

It's not clear to me how the interviewees are being matched to my survey. Am I bringing them? Are you finding the right people for me?

Hey Chris, could you share some screenshots of your ad(s)? A bit hard to give any advice without seeing the ads.

This is something I've been experiencing with my product. The only difference is I'm using Adword :(