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Why early startup see low conversions

Donald Ng
June 5, 2023
5-star rating
Reviews on Capterra
Why early startup see low conversions

Are you struggling to see optimal conversion rates on your website despite offering exceptional products or services?

One major concern for early-stage companies is achieving optimal conversion rates on their websites. Even with a great product, service, or solution, low conversions can hinder business growth and lead to less than ideal results. In this blog post, we'll discuss one common reason why early-stage companies may be struggling to see high conversions and provide a tried and tested solution.

Addressing Multiple Use Cases on the Homepage

A common pitfall for early-stage companies is presenting multiple use cases on their website's homepage. The messaging targets many departments and scenarios, causing confusion among readers on who the tool is meant for and how it can benefit them specifically. This, in turn, results in decreased conversion rates.

The solution is to streamline your messaging to focus on the broader product offering on your homepage. This way, the messaging is clear and concise, allowing visitors to easily understand your product and its value proposition.

Essential Homepage Elements

An effective homepage should highlight the following elements:

1. Key positioning: The main value proposition of your product and what sets it apart from competitors.

2. Benefits & capabilities: Details about your product's features and the advantages that users can enjoy.

3. Challenges the product solves (optional): If applicable, describe the common pain points your product aims to alleviate.

4. Product features: A succinct overview of the essential features your product offers.

5. Brief mention of use cases or case studies: Clarity on how your product has helped others in the past can help build credibility and attract potential customers.

Using Dedicated Landing Pages for Use Cases

Having separate landing pages for each use case is a clever tactic to cater to potential customers from different industries. These pages should go into detail about how your product is designed to benefit users in specific industries. This will enable visitors to explore how your product can directly cater to their unique needs and ultimately increase conversion rates.

Docsumo, a document AI tool, is an excellent example of this practice. Their website has a clear value proposition: extracting accurate information within seconds from various types of documents. They then provide dedicated pages for each of their key use cases, allowing users to learn more about how their tool can aid specific industries.

Successful Landing Page Structure

A well-structured landing page can significantly impact your conversion rates. Here's a suggested outline:

1. Clear product description: A prominent heading that describes your tool and its features.

2. CTA: Prominent call-to-action buttons for a free trial and product demo.

3. Testimonials: Real customer experiences that outline the key capabilities of your product and build trust.

4. Client logos: Displaying recognizable client logos adds credibility to your product.

5. Key features of the tool: A straightforward list of your product's primary features.

6. Brief use case descriptions: An overview of how your product is beneficial to specific industries, with separate landing pages covering each use case in more detail.

7. Case study: A showcase of how your product has solved problems and provided benefits for real customers.

8. Security badges: Display relevant security compliance certifications (e.g., SOC2, HIPAA, GDPR).

9. Investors: List any noteworthy investors backing your company.

10. CTA: Another call-to-action opportunity for visitors to take the next step (e.g., free trial, demo request, contact form).


Achieving high conversion rates is crucial for early-stage companies to thrive. Streamlining your homepage to convey a clear value proposition, structuring your landing pages effectively, and using dedicated pages for each use case can significantly increase your conversion rates and drive business success.

Alternatively, you can use a tool like Howuku to analyze the entire user journey on how they landed on your landing page, sign up, activate and ultimately converts into a paying customer. Click here to learn more about Howuku.

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