Doc: Landing page conversion — diagnosis and fix plan Author: Growth (drafted with an AI assistant from the analytics export) Date: Oct 21

Problem

Our landing page converts at 0.4%. This is well below where it should be for a product page with our traffic quality. We're leaving significant signup volume on the table.

Data (last 30 days)

Metric	Value
Sessions	12,410
Unique visitors	11,890
Signups	47
Conversion rate	0.40%
Avg. session duration	0:31
Bounce rate	84%

Traffic sources

Source	Sessions	Bounce rate
newsletter-partner-A	9,680	91%
Organic search	1,340	62%
Direct	810	58%
Referral (other)	580	64%

Diagnosis

The page isn't converting. Session duration of 31 seconds and an 84% bounce rate tell us visitors aren't finding what they need. Industry benchmarks for SaaS landing pages sit around 2–5%, so we are roughly 5–10× below where we should be. The core issue is that the page fails to communicate value quickly enough and doesn't give visitors enough reason to act.

Proposed fixes

1. Rewrite the hero headline to lead with the outcome, not the feature (2 days)
2. Add a second CTA above the fold and a sticky CTA on scroll (1 day)
3. Add a social-proof section with three customer logos and a testimonial (3 days)
4. Add a short product demo video (1 week, needs design)
5. Reduce the signup form from 5 fields to 2 (2 days)

Expected impact

Conservatively, these changes should get us to 1.5–2%, which at current traffic is roughly 180–250 signups per month, a 4–5× improvement.

Ask

Two weeks of design and front-end time.

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