Suggestions to Better Align Home Page Messaging with Manufacturing Personas and increase CTA conversions

[Yndira-E]

Description

After conducting benchmarking research and considering our current ICP, I identified areas where our home page messaging could be improved to resonate more effectively with manufacturing personas.

Our current messaging does not directly address the language of manufacturing, and I believe the following elements are missing from our home page:

• Business value in the hero section Update hero.json #2802
• Manufacturing-specific keywords like PLC, SCADA, MES, ERP
• Graphic showing FlowFuse’s role in a manufacturing environment. Home page: Add IT/OT section #2795.
• Logos of recognised protocols/integrations that appeal to our personas
  - Previously included but moved to the Features page at Hasmin's request

Additionally (not part of the benchmarking comparison):

• Short introductions to our solutions pages with links to each. (We've added a link to the old manufacturing solutions page in the new IT/OT section in this PR)
• Testimonials from ICPs or replace with manufacturing customer stories
• Manufacturing pain points addressed by FlowFuse
• Signup page copy issue
• Homepage: Update hero section buttons #2816

Authority-building content:

• A dedicated “Why FlowFuse” section or curated content like UNS or white papers
• Highlight FlowFuse leadership, specifically being led by one of Node-RED's creators (currently mentioned on the Features page)

Goal:
The goal of these suggestions is to ensure that the home page content better aligns with the expectations and language of manufacturing personas, effectively communicating FlowFuse’s value in this space. While it is not necessary to implement all suggestions, this list serves as a starting point to prioritise the ones that will deliver the most impact.

Epic/Story

No response

Have you provided an initial effort estimate for this issue?

I have provided an initial effort estimate

[Yndira-E]

Hi @Hasmin-AC,

I’ve already taken care of the graphic updates. I’ve added you as assignee since most of the suggestions involve copy updates. As mentioned in the description, not all of these suggestions need to be applied. If you have any better ideas, feel free to add them to the list as well so we can track all the changes we make.

[gstout52]

I created PR FlowFuse/flowfuse#2802 to change the tagline and subtitle in the spirit of this issue.

[gstout52]

Pending @Yndira-E 's investigation in HubSpot, I will create PRs to make the main webpage CTA a free trial, and change the highlighted action in the main heading 'Free Trial'.

[Yndira-E]

I've gathered the data of the "Learn More" CTR so far and the "Try it now" CTR for the same amount of days before to the change.

Here's the PH dashboard.

The funnel is: home page > CTA > create a FF Cloud account > add credit card

CTR

• Learn More: 2.5%
• Try it now: 7.1%

Customers gained:

• Learn More: -
• Try it now: 2

So, we're changing the main CTA back to sign up, and since the secondary button on the hero section (contact us) is not as popular as the one on the header, we're replacing it with the 'learn more' CTA.

This way, the CTAs on the hero section will be:

• Main: Try it now (cloud sign up)
• Secondary: Learn more (features page)

[Yndira-E]

Now, thinking about the structure of the page and following this suggestion:

@joepavitt and I have gathered the content we already have, along with some new suggestions.

I’ve grouped everything to assess where we currently stand. This should help us determine how to cover all the sections, identify any gaps, and decide which elements we want to keep.

1. Impact

   • The power of integration at an industrial scale (current hero section)
   • Metrics
   • FF Wheel

2. Trust

   • Social proof:
     • Logos
     • Testimonials
     • Customer stories

3. Empathy

   • I'm not sure if we have content for this section or what to add here. Suggestions are more than welcome.

4. Pain Points

   • Integration challenges: things don’t talk to each other
   • To get things to work together, you need to be a software developer—factory floor engineers are not.

5. Authority

   • Nick/”THE Node-RED Company”: FlowFuse is built by the same people behind Node-RED.
   • Emphasize that THE way to deploy Node-RED in production environments is FlowFuse.
   • Node-RED Academy?

6. Action

   • Our CTA section (cloud/self-hosted)

Extra Sections:

7. Resources

   • Blog articles, webinars, newsletter

8. Solutions

   • Solutions pages
   • IT/OT Integration: Showcase 5000+ integrations available through Node-RED
   • FlowFuse Ecosystem: Device Agent, Dashboard?

The plan is to assign success metrics to each section and monitor the performance of the changes we implement.

Please take a look and let us know your thoughts.

[joepavitt]

For Pain Points, visualisation and gaining insights from Industrial data that's locked away in silos is a big thing, as well as the integration layer

[gstout52]

For customer stories, let's emphasize the time savings of using FlowFuse as opposed to a homegrown solution for managing Node-RED. I think that's an objection we want to get ahead of. This might double as a suggestion for the empathy section: it is very difficult to manage a complex structure of Node-RED instances using a homegrown solution. We understand that, so we built FlowFuse.

Let's also include a testimonial that covers more than managing Node-RED, for example, someone using our MQTT broker. That shows that we do more than manage Node-RED instances.

@Yndira-E Do you have a PR for the CTA change? Please also include the change to highlight Free Trial on the header, rather than Contact Us. (I'm happy to open such a PR, just avoiding double work.)

This all looks great!

[Yndira-E]

@gstout52

For customer stories, let's emphasize the time savings of using FlowFuse as opposed to a homegrown solution for managing Node-RED. I think that's an objection we want to get ahead of.

Do you mean for new customer stories? Or tweaking the solutions section on each story and use that on the home page too?
We have a section like this on each one:

@Yndira-E Do you have a PR for the CTA change?

I don't, I'd like to merge this one first: #2811 as it involves changes on the home page too.

Please also include the change to highlight Free Trial on the header, rather than Contact Us.

We've only checked the performance on the homepage. Since the header appears on all pages, I wouldn't rush into making changes without reviewing it first.

Additionally, I suggested removing the 'Contact Us' button from the hero section, as the one in the header is already more prominent, easier to find, and performing better.

Finally, the 'Free Trial' button is performing significantly better than the 'Contact Us' button in the header on the homepage. If this trend is consistent across all pages, I would recommend keeping it as is.

[joepavitt]

Finally, the 'Free Trial' button is performing significantly better than the 'Contact Us' button in the header on the homepage. If this trend is consistent across all pages, I would recommend keeping it as is.

We are only seeing 0.9% conversion to CTA from landing page visits, industry standard is 2-5%, we need to look at iterating our CTAs, which is why Greg is asking for these changes.

[Yndira-E]

We are only seeing 0.9% conversion to CTA from landing page visits

Do you mean the home page? we're going to make the Trial button the main one on the hero section, I'm sure that will make a difference, check out the conversion it had before we changed it (left side chart)

Link to the dashboard and details are in this comment.

It would look like this:

[Yndira-E]

@ZJvandeWeg @Hasmin-AC Tagging you for visibility in case you’d like to share any thoughts or additions!

[gstout52]

@Yndira-E The more I think about it, the more I think that we can use the graphic in the section Bridging OT and IT in Manufacturing to highlight manufacturing keywords. One idea I have is to animate the graphic so that when a user hovers over any of the terms (e.g. SCADA), a brief sentence about how that relates to FlowFuse appears.

Let's talk through this.

[gstout52]

Helpful resource from @Hasmin-AC https://www.mrrunlocked.com/p/how-to-high-converting-saas-homepage

[gstout52]

https://www.figma.com/board/YH8CCYJc11oL5exurDGGC8/Prospect-Stages?node-id=0-1&p=f&t=T7YD1O6D4NPo0HHy-0

Resource for webpage improvements