I’m back with a new conversion analysis for Up Automation. While this company is not a SaaS, they help their clients by putting SaaS products to work for them, hence the automation. Let’s have a look at UA.
Like many companies, Up Automation has created a website that portrays what they want to share about themselves with their visitors.
This is very common; I would say 80% or more of the sites I visit have similar messages. It’s perfectly natural since we all want to tell people how great our company is and what we can do for them.
Unfortunately, the visitor is also ‘me’ oriented and wants to understand how you are going to help them. So there is a bit of a disconnect between what the messaging on the site is doing, and what we want it to do; help people understand how you can help them. Keep this in mind when performing your own conversion analysis.
I always start with the headline, here: We take you from tech hell to tech heaven by automating the systems that help keep your small business in motion.
As an aside here, I want to point out that when I land on the site, I’m confused about where to read first. Since there appears to be two big sections of text, I would suggest choosing one major headline and making the other text smaller as to not confuse or overwhelm the visitor.
“We take you from tech hell to tech heaven by automating the systems that help keep your small business in motion.”
Let’s take this headline apart.
‘We’ to start a sentence puts the company as the most important aspect here, it isn’t about me the reader it’s about the company. That might seem to pick too much, but this is how you are starting your conversation with the person, and you want to drill down when you are doing a conversion analysis.
‘tech hell’ what exactly is tech hell? Am I in tech hell? How do I know?
‘tech heaven’ same thoughts; what is this suppose to mean to the visitor? This phrase causes more confusion.
‘automating the systems’ now this starts to help me understand what’s going on, automation is supposed to help me, and make my life easier, that’s good.
‘keep your small business in motion’ I want my business to be in motion, but now what?
From the reader’s point of view, the headline leaves a lot of questions. So, I jump to the next section of text to help me get some answers (if I’m still interested and not too confused).
‘Are you stuck in TECH HELL?’ To be honest, I don’t know what tech hell is. Perhaps it refers to the overwhelming feeling I get from managing all of these tools and trying to understand what is going on???
‘Discover the secret weapon that coaches, authors, and speakers are using to go from TECH HELL to TECH HEAVEN in 90 days or less.’ Arguably, this is the headline of the site, after three tries I’ve found it. It finally explains to me what this company is trying to do for me, FINALLY.
Still not sure how I feel about TECH HELL and TECH HEAVEN, it seems like too much, especially since it is mentioned 3x now.
Call to Action:
‘Free yourself from tech hell now’ I like that this is a different/unique CTA, but I’m still caught up in the tech hell bit, I believe there is another way to address the feelings readers are experiencing without coining this term.
Overall, my conversion analysis of this site suggests it needs help. It needs copy that is focused on explaining the benefits of working with Up Automation to the visitor. Let’s give it a shot.
Up Automation Conversion Analysis Makeover
You’ll see here that I’ve turned the beginning of the homepage into basically a landing page. My goal is to grab the reader’s attention with the information that means the most to them and encourages them to take action.
Like it or not, this is the most seen section of your website, it must lead visitors to take action.
I started by changing the preheadline, I’m not entirely sure it is necessary but since it is part of the design I left it for now. This sentence ‘Say Goodby to Frustrating Technology Challenges.’ is about setting the tone.
Next, I dig into the main headline of the site. This is a super important aspect of your site, it is the line that every visitor will read, and it leads them to stay on the site or leave.
I admit this isn’t the best headline it could be. I usually do 5-10 hours of research into the company, industry, and client before rewriting a headline, this was written after an hour.
‘Start embracing the opportunity of digital marketing with the hassle of technology.’ This statement is saying you (the reader) can use digital marketing and you don’t have to deal with all of the crap that comes along with technology.
I like this because it doesn’t leave any questions about Tech Hell or Tech Heaven, it uses words the reader understands; embracing and hassle.
The subheadline is the next section of the site; it should further explain what your company does, leaving no question as to how the buyer will benefit from working with you. (Yes, I realize I spelled technology wrong in the photo.)
I included a bit about the target market (coaches, authors, and speakers) and eluded to how the buyer can focus on their business because that is one of the benefits of working with a company like Up Automation.
Then, I got specific with how they won’t have to deal with technology, by not needing to understand it.
Knowing the company, industry, and buyer on a deeper level would allow me to write even better copy for the Up Automation homepage, but this is a good start to bring the message back to being about the reader vs. the company.
Finally, we finish with the CTA (call to action).
I noticed that when I clicked on the original CTA, it was connected to a Calendly account to allow people to schedule an appointment.
Generally, visitors expect to be taken to another page of your website, usually a landing page to fill out a form, so I was surprised to be taken off site for the CTA.
For this reason, I changed the CTA to ‘Schedule your free consult now!’ It accurately sets up expectations for when someone clicks on it.
Like many companies, the message on the Up Automation website is about what the company can do, not what the buyer needs to hear to make a purchasing decision. Further, it would be beneficial to keep the reader’s experience in mind when designing your site and writing copy.