Homepage

Hero section

• The hero section is the most important part of your homepage as all homepage visitors will see it. Your hero is good but not great. Here’s why:

  👍 It’s clear what you offer and the section would pass a 5-second test.

  👍 The animation looks nice and matches the message well.

  👍 The CTA is clear and has plenty of micro-copy decreasing FUD (fear, uncertainty, doubt) around it. Some optimization ideas:

  • Test changing your call to action into a ‘call to value’ (tactic #100 from Scrapbook). So instead of offering visitors to start a trial (which is of relatively low value itself), encourage them to sign up by mentioning the value they’ll get e.g. ‘Start blocking fake clicks’ or ‘Block my fake traffic’.

  • ‘Quick installation’ - installation may lead some people into thinking that they need to download your software. I think ‘setup’ would work better here.

    

  👎 While the hero copy explains the product pretty well, it’s on the long side and not really convincing enough.

  • Your headline is fine for users with a high level of awareness - those who have already decided they need a click fraud prevention product. Your homepage is visited by users with varying levels of awareness though, so the headline should facilitate ****them all, preferably by highlighting the problem users face but are unaware of.

  It’s crucial to make the headline strong and attention-grabbing as it has a big impact on if the users will scroll down to learn more about your product. Something like ‘20% of your ad budget is being wasted on ad fraud every month’ would surely evoke strong emotions.

  • Ad fraud and click fraud - I’m pretty sure majority of visitors won’t know what the difference is, so this can be confusing.

    

  • /

  Recommendation: ‘Ad Fraud & Click fraud will waste 20% of PPC advertisers’ budgets in 2022’ ⬇️ ‘Ad Fraud & Click fraud will waste 20% of your budget in 2022’

  Taking it a step further, the more frequently a problem is encountered, the more painful it is. So, based on my earlier recommendation about the headline, here’s how this sentence could be further improved: ‘Ad Fraud & Click fraud will waste 20% of your budget in 2022’ ⬇️ ‘Ad Fraud & Click fraud wastes 20% of your budget every month’

    ![Untitled](<https://s3-us-west-2.amazonaws.com/secure.notion-static.com/edd1da58-052e-4b92-8495-8c7bdef24b61/Untitled.png>)
  

  • ‘Can click’ is a likely event but not sure to happen, while you know it happens to all advertisers. Your copy should leave no doubt that your visitors are facing this issue too.

    

  • After reading this sentence, some users may think “so what?”. Make the business impact crystal clear by saying that you’ll help them save a large portion of their ad budget.

    

Body

• Below the hero section, you’re displaying some of your recognizable customers, which is great.

• As a marketer, I wasn’t aware that it’s possible to add individual IPs to an audience exclusion list so I’m a bit skeptical. Hopefully, this will be explained in more detail later on. Aside from that, this section is clear and the illustration adds extra context making it easier to comprehend.

• This section’s headline also makes me curious to learn how blocking users before they even see an ad is possible, so I’m waiting for more info on this subject. Besides that, all the fraudulent sources of traffic are displayed and briefly explained, so all good here.

There’s finally a button leading to a page where I can hopefully find answers to my questions. However, after reading through it, I haven’t found the answers I was looking for. Users like me will leave your site hoping they’ll find answers to their questions elsewhere. Some of them won’t come back, so make sure they can find all the needed details on your site.

• You display some of your customers’ reviews for social proof, which is best practice. They’re a bit inconsistent as some have company names, and some don’t. Some have their company logos, and some have the review source logo (like the Capterra one). Some don’t have a logo and a profile picture at all. It’s a minor issue though.