Experience-based assessment	Landing page inspiration	Competitors’ sites	On-site behavior	Sales team input	User surveys	What can we do to address this, and why?
Relevancy						Customers complain that the platform isn’t what they expected when they signed up.	Add an explainer video to better educate visitors about the platform
Clarity	Hero doesn’t explain product clearly.						Completely remake the hero section, including featuring our product in action.
Value			Evoice hits home how there’s “no hardware, no hassle.”		A lot of free-trialers are surprised to find out that we integrate smoothly with Slack.		Double-down on how quick/easy it is to implement with nothing more than your phone.
Make our slack integration a prominent value prop - or, test a landing page entirely built around this integration.
Friction		Honeypot minimizes friction by letting folks sign up with Facebook.				Customers are surprised by the amount of work they have to do to implement the free trial version.	Add section that explains the onboarding process.
Add FB login capabilities
Consider targeting more senior-level audiences, who are likely to expect a more intensive onboarding experience.
Distraction				An overwhelming number of users are clicking on the images on our features section.		Customers wonder why the free trial doesn’t include the cloud storage discussed on the landing page.	Remove images completely/redesign features sections
Make images link to relevant pages
Cut the copy in half and focus more on our free-trial features, to reduce churn.