Scenario
Scenario
Basic analysis and observations
Basic analysis and observations
Touch to zoom
Touch to zoom
So we have three example tools with really good landing pages. Every one of these tools is connected to data analysis in some way. The reason I know they have good landing pages is because above 50% of users I can see in the data do not leave the site immediately after entering. Theoretically, Mercury has the best landing page, but the conversion rate for Purchase is actually very high, which is litte suspicious.
So we have three example tools with really good landing pages. Every one of these tools is connected to data analysis in some way. The reason I know they have good landing pages is because above 50% of users I can see in the data do not leave the site immediately after entering. Theoretically, Mercury has the best landing page, but the conversion rate for Purchase is actually very high, which is litte suspicious.
Touch to zoom
Touch to zoom
Honestly, I see that Mercury (green) and PostHog (pink) have a higher percentage of users staying on their landing page longer, because many users enter the site directly—they already know about these tools. They may have heard about them from friends, or it's simply standard for their work. Mercury and PostHog are also easier to find in search engines. As a result, both have strong data on users staying longer on the landing page, since many visitors already intend to use the tool when they enter the site.
Honestly, I see that Mercury (green) and PostHog (pink) have a higher percentage of users staying on their landing page longer, because many users enter the site directly—they already know about these tools. They may have heard about them from friends, or it's simply standard for their work. Mercury and PostHog are also easier to find in search engines. As a result, both have strong data on users staying longer on the landing page, since many visitors already intend to use the tool when they enter the site.
Three observations about the landing pages
Three observations about the landing pages
A hero button boosts conversion
A hero button boosts
conversion
Touch to zoom this data at the top
Touch to zoom this data at the top
So, what exactly happened here? Simply put, the data from these three competitors shows something clear:
It is obvious that having a button in the hero section is very important if you want
users to log in from a subpage. In the first two examples (mercury.com and chartmogul.com), most users spend time in the login section, which clearly means these sites are better at encouraging users to click the login button (later, their browser will remember their login, so they don't need to regularly visit the login section). But in PostHog’s older version (they corrected this during I wrote this case study—I did not influence the change), they didn’t have a button
in the hero section, so users spent more time on the homepage. I don’t know what effect this change had for PostHog this month, but based on my data, it’s better to have a button in the hero section than not.
So, what exactly happened here? Simply put, the data from these three competitors shows something clear:
It is obvious that having a button in the hero section is very important if you want
users to log in from a subpage. In the first two examples (mercury.com and chartmogul.com), most users spend time in the login section, which clearly means these sites are better at encouraging users to click the login button (later, their browser will remember their login, so they don't need to regularly visit the login section). But in PostHog’s older version (they corrected this during I wrote this case study—I did not influence the change), they didn’t have a button
in the hero section, so users spent more time on the homepage. I don’t know what effect this change had for PostHog this month, but based on my data, it’s better to have a button in the hero section than not.
UI is important for user engagement on the site.
UI is important for user
engagement on the site.
Touch to zoom this data at the top
Touch to zoom this data at the top
The hero section is uninspiring, and the rest of the page isn’t any better. In contrast, PostHog and Mercury have more engaging designs. This seems to affect users: ChartMogul’s negative trend in visitors is partly due to weak branding, but also to a less engaging UI. The difference between total and unique visitors (where 'visitors' means all site entries, even repeated ones, and 'unique visitors' means that entries from the same device are counted only once) is smaller for the other two competitors, suggesting higher engagement. And although this issue relates to the entire product, part of the problem is inherited by the landing page itself. It’s not always obvious that good UI guarantees better engagement or product success, but for these three competitors, the data shows a clear connection. The landing page sets the tone for the tool, and a boring design can drive users away before onboarding. My conclusion: don’t create a boring landing page—this comparison demonstrates its impact.
The hero section is uninspiring, and the rest of the page isn’t any better. In contrast, PostHog and Mercury have more engaging designs. This seems to affect users: ChartMogul’s negative trend in visitors is partly due to weak branding, but also to a less engaging UI. The difference between total and unique visitors (where 'visitors' means all site entries, even repeated ones, and 'unique visitors' means that entries from the same device are counted only once) is smaller for the other two competitors, suggesting higher engagement. And although this issue relates to the entire product, part of the problem is inherited by the landing page itself. It’s not always obvious that good UI guarantees better engagement or product success, but for these three competitors, the data shows a clear connection. The landing page sets the tone for the tool, and a boring design can drive users away before onboarding. My conclusion: don’t create a boring landing page—this comparison demonstrates its impact.
The contact information is actually not so important.
The contact information is
actually not so important.
The contact information
is actually not
so important.
Touch to zoom this data at the top
Contact options do not really interest users on these sites. They rarely search for this feature—in Mercury, it appears a bit more often, but with millions of users, the numbers are still insignificant. In my scenario, I initially planned to create a contact or chat section, but the data clearly shows that users are not interested, and the landing pages in these examples either hide or do not prominently display this feature. As a result, I decided to combine contact options with another section, since the evidence shows they are not important. I prefer to highlight other information that could be more valuable to users.
Contact options do not really interest users on these sites. They rarely search for this feature—in Mercury, it appears a bit more often, but with millions of users, the numbers are still insignificant. In my scenario, I initially planned to create a contact or chat section, but the data clearly shows that users are not interested, and the landing pages in these examples either hide or do not prominently display this feature. As a result, I decided to combine contact options with another section, since the evidence shows they are not important. I prefer to highlight other information that could be more valuable to users.
This analysis is an independent market research and competitive analysis conducted for educational and portfolio purposes. All data regarding the mentioned brands was gathered using the Semrush tool.
I am not officially affiliated with any of the companies mentioned.
This analysis is an independent market research and competitive analysis conducted for educational and portfolio purposes. All data regarding the mentioned brands was gathered using the Semrush tool.I am not officially affiliated with any of the companies mentioned.
This analysis is an independent market research and competitive analysis conducted for educational and portfolio purposes. All data regarding the mentioned brands was gathered using the Semrush tool.I am not officially affiliated with any of the companies mentioned.
Scenario
Basic analysis and observations
So we have three example tools with really good landing pages. Every one of these tools is connected to data analysis in some way. The reason I know they have good landing pages is because above 50% of users I can see in the data do not leave the site immediately after entering. Theoretically, Mercury has the best landing page, but the conversion rate for Purchase is actually very high, which is litte suspicious.
Honestly, I see that Mercury (green) and PostHog (pink) have a higher percentage of users staying on their landing page longer, because many users enter the site directly—they already know about these tools. They may have heard about them from friends, or it's simply standard for their work. Mercury and PostHog are also easier to find in search engines. As a result, both have strong data on users staying longer on the landing page, since many visitors already intend to use the tool when they enter the site.
Three observations about the landing pages
A hero button boosts conversion
So, what exactly happened here? Simply put, the data from these three competitors shows something clear:
It is obvious that having a button in the hero section is very important if you want
users to log in from a subpage. In the first two examples (mercury.com and chartmogul.com), most users spend time in the login section, which clearly means these sites are better at encouraging users to click the login button (later, their browser will remember their login, so they don't need to regularly visit the login section). But in PostHog’s older version (they corrected this during I wrote this case study—I did not influence the change), they didn’t have a button
in the hero section, so users spent more time on the homepage. I don’t know what effect this change had for PostHog this month, but based on my data, it’s better to have a button in the hero section than not.
UI is important for user engagement on the site.
The hero section is uninspiring, and the rest of the page isn’t any better. In contrast, PostHog and Mercury have more engaging designs. This seems to affect users: ChartMogul’s negative trend in visitors is partly due to weak branding, but also to a less engaging UI. The difference between total and unique visitors (where 'visitors' means all site entries, even repeated ones, and 'unique visitors' means that entries from the same device are counted only once) is smaller for the other two competitors, suggesting higher engagement. And although this issue relates to the entire product, part of the problem is inherited by the landing page itself. It’s not always obvious that good UI guarantees better engagement or product success, but for these three competitors, the data shows a clear connection. The landing page sets the tone for the tool, and a boring design can drive users away before onboarding. My conclusion: don’t create a boring landing page—this comparison demonstrates its impact.
The contact information is actually not so important.
Contact options do not really interest users on these sites. They rarely search for this feature—in Mercury, it appears a bit more often, but with millions of users, the numbers are still insignificant. In my scenario, I initially planned to create a contact or chat section, but the data clearly shows that users are not interested, and the landing pages in these examples either hide or do not prominently display this feature. As a result, I decided to combine contact options with another section, since the evidence shows they are not important. I prefer to highlight other information that could be more valuable to users.
This analysis is an independent market research and competitive analysis conducted for educational and portfolio purposes. All data regarding the mentioned brands was gathered using the Semrush tool. I am not officially affiliated with any of the companies mentioned.