Focus: Changing the pitch
So my own advice is to focus and just own one thing. And yet, the home page until now has been a hodge-podge of things which sound good but is all over the map in terms of features and benefits.
Here's how I knew the message sucked: When I tried to tell my mom what it was, it took 5 minutes. Wrong!
Since I just changed the front page, here's what it was:
Your sales problems:
- People come to your website but they don't stay.
- People download a whitepaper/trial but they never call back.
- You don't how well your ad campaigns are working (especially off-line).
- You know you should be doing A/B testing, but it's a pain and you have to manage the tests manually.
The usual tools aren't helping:
- Google Analytics generates a mountain of data but it's not actionable.
Which of it is statistically significant? And then what do you do about it?- Google Analytics generates summary information like "number of
times goal is reached," but the data isn't tied to specific visitors. When
you get a hot lead, you want to know where that person came from.- When a spam-bot submits your form 200 times, Google thinks that's a "success." No it's not.
- CRM systems are great for personal interaction, but what about automated interaction, like
a follow-up email 1 hour, 24 hours, 7 days, or 30 days after a download?Fix everything today with this simple tool.
- For each visitor, combines original traffic source, landing page, other pages visited,
and forms filled out (with field content!).
Mirror into CRM for manual follow-up. Export for analysis.- For your inbound marketing efforts, track your entire funnel from source to landing page to forms to trials
to purchases.
Tell us how much time or money you spent and we'll compute ROIs so you know what's worth more effort and what you should abandon.- Automatically send follow-up emails, tuned for each visitor. Our statistics engine tells you what time of day or
day of week gets you the highest read or click response, so your follow-ups get more effective over time.- A/B test anything on your website. A/B test your follow-up emails. Our statistics engine tells you
when you have enough data to be statistically significant.- Analytics engine sifts through the mountain of web vistor data, highlighting only
statistically significant information, producing a printable report with suggested next-actions.
I still believe all those things are useful! But it's too much to focus on, too much to digest. Too many features and benefits solving too many problems.
So how to decide what to focus on?
Easy: What's implemented today which no one else does? Answer: Traffic origins tied to visitors tied to form data.
That's it! Forget reports, statistics, follow-ups, everything. Just that you can tie web activity -- most importantly where someone came from -- with form data.
So that's the new focus. Let's see what happens if I go deep instead of wide.
P.S. Still love all the ideas, but I wonder how much can be "outsourced" through mirroring in an API rather than me having to re-implement things like "sending follow-up email."