Homepage

First of all, the fact that you mentioned in the survey that you’re driving traffic from Google Ads to your homepage raised a huge red flag. You should never drive any kind of paid traffic (except for brand traffic) to your homepage. Always use a custom landing page that matches the searchers’ intent and has only one goal. The homepage is meant to be visited by all kinds of visitors with different levels of intent and awareness and its messaging should reflect that.

Hero

• The hero section should answer 3 key questions:

  • What can I do here?
  • How can I do it?
  • Why would I do it here and not somewhere else?

  Your hero answers the first two of them but fails on the third one. For this reason, it’s not very convincing. Let’s break down how we can improve it:

  • The headline is the key element of the hero. It should grab visitors’ attention and make them want to learn more about how your product can solve their problems.

  “eCommerce Automation - Smart Way of Growing Business” is way too generic. It doesn’t grab attention, doesn’t mention the problem your product solves, and “growing business” is way too broad to use as a benefit. I’ve collected some great SaaS headline formulas here so I highly recommend you have a look and get inspired from them.

  • The subheadline is decent but doesn't contain any specific benefits either.
  • The CTA is fine, although I’d test a ‘call to value’ too e.g. “Start automating”.
  • The explainer video does a good job of explaining the problem and how SyncSpider is a solution. However, from the video, it sounds like your target audience are beginner ecommerce owners, while from what I read in your Capterra reviews, this wasn’t true.

  It also says that the trial is 30-days long, not 14-days, as the copy below the CTA button says, which is confusing.

  The thumbnail copy “connect any 5 apps together” might be confusing too as visitors may think that they must connect specifically 5 apps, and not 2 or 3.

To sum up the hero section, you should work on your positioning - create a position that highlights the unique strengths of your product as your happiest customers perceive them. Dive deep into all the qualitative data you have - reviews, customer interviews etc., and find what your happiest customers value your product for. Then, use these aspects as differentiators.

Some hints based on my quick research of Capterra reviews: your customers appreciate a lot that your product is made specifically for ecommerce and has deeper integrations than your competitors.

Body

• The section below the hero is pretty complicated and hard to skim. It takes a while to understand what’s going on here. The fact that the 2 dots for scrolling the illustration are easy to miss doesn’t help (I actually noticed the second part of it only after scrolling the page a couple of times).

• The following section takes a lot of space but has zero context. Users will wonder ‘why are you displaying these logos? Don’t make users think. Images alone are rarely enough - always make sure they have the right context.

• It’s good that you have a section dedicated to the benefits of your product. However, there is plenty of room for improvement here:

  • As a general copywriting rule, you should always try to speak directly to your users to make them believe that your product can save their problems and not someone else's. “How SyncSpider helps retailers” doesn’t follow this rule.
  • The benefit descriptions are too generic and some are unclear. For example, you should be more specific about what “run smoother” in “Makes eCommerce run smoother” exactly means.

  Another example: “more eCommerce-specific integrations with tools and apps that others are ignoring” - who are “others”? If you’re comparing your tool to your competitors, you need to be sure that the alternative your target audience has in mind are actually other tools, and not doing these processes manually.

  • The illustrations are just placeholders and don’t provide any value.

• The product video is pretty solid. It shows the app in more detail, showcases the interface, and everything is easy to follow. All good here.