FocusMate: Landing Page Teardown
Episode XXXVII
Hey friends,
Welcome to Episode XXXVII of Market Curve - a bi-weekly newsletter exploring the intersection of marketing, writing, and persuasion.
Starting this week, I’m gonna be experimenting with something. I will be looking at a landing page and then breaking it down and seeing how we can improve it.
Hopefully, this will lend you some insight into how I think about things and in the process, you can apply some of these concepts for your own landing page.
Today’s landing page teardown is for Focusmate.
What is the tool?
Focusmate is a tool that teams you up with a vetted co-worker via a video call then you both get to work on your own thing. Pretty nifty right?
Above the fold - Headline and subheadline
The headline is vague and does not tell me what is the benefit of using Focusmate. What will I get out of it? Will I get more work done? How many unproductive hours will I cut down on? All these questions are unanswered.
It also does not do a good job of making the headline catchy and attention-grabbing. Neither is it forcing the reader to take a specific action.
Because of these reasons, it’s very likely that people will just press the back button and bounce off. And it’s costing them users.
The subheadline is a lot better than the headline but it still needs some work.
I now have some idea that Focusmate is related to virtual coworking. But how exactly does it work? How am I going to find these coworkers? Is it a co-working space where I apply to get a slot? The “how” of Focusmate is unclear.
In their subheadline, they should explain clearly what the product is, how it works and how it ties into the benefit mentioned in the headline above.
There are two CTAs in place at the moment. I would recommend that they stick to just one. Consumer psychology has shown that an abundance of choices at the decision-making event causes action paralysis.
This means that even if people want to take action and sign up, they are being overwhelmed with the number of options. Just a single CTA button to ask them to sign up should do the trick.
I would also add a social proof element just before the CTA showing either a customer quote or reviews etc. This will help reduce friction in the customer decision-making process.
Below the fold - Section #1
The first section right below the fold has 2 sub-sections. The first one is “community of doers” and the second is “powered by science”
I don’t see the point of putting these 2 sections right after the above-the-fold ends. Research shows that when users do decide to scroll down beyond the ATF, they want the most clarity on what they can get out of the product.
It should place a final nail in the coffin so to speak in the customers’ mind about whether they would want to give this a shot.
At this stage, creating a list of value propositions and benefits of the product would be a great way to do that.
Making a list of the benefits and what results users can expect to see would create an anchor point in their heads. As a result of this anchor, they would then judge all subsequent info.
If this anchor info is weak, their subsequent perception of the product will also be unfavorable.
Below the fold: Section #2
The next section is the how it works section. This is properly placed and it presents itself to the user at just the right time. I would maybe add a few screenshots corresponding to the 3 steps to help users better envision what the process would look like.
Below the fold: Section #3
The next section is the value prop section citing the benefits of using the tool. There are 3 parts to this.
Rather than saying stop relying on willpower or defeating distractions, I would create a benefit-oriented headline. Something objective in terms of numbers that quantifies the results they can expect to see when they’re using Focusmate.
In addition, for each of these 3 benefits, I would then tell them the specific features present in Focusmate that would help them attain this benefit. It could be a simple paragraph or they could go a step further and present the features in a bullet format.
I would also add a social proof element in here and add a CTA at the bottom asking them to sign up.
Below the fold: Section #4 and #5
I would merge the two sections together and share the founder’s story along with the publications and then add a CTA at the bottom.
This will create a perception in the reader’s mind that the product is a result of personal experience and adds a human touch. Adding the publications will in turn lend credibility in terms of social proof making signing up a lot more likely.
Want me to use weird brain stuff to build a landing page that speaks directly to your customers?
If that’s the case, you’re in good company. Consumer psychology is something I’m a real nerd about.
And I use my powers for good - I promise.
Now, if you want me to use my superpowers to help you build a killer landing page that brings you leads by the minute, then book a free call with me and we can see how we can work together.
It will be a fun ride I promise you ;)
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