Wolfvision - landing page tear down

Wolfvision - landing page tear down

Page: Visualizers / Document cameras


Get in touch: petr@winleads.digital

This case study is based on practical applications of authoritative research covering UX, persuasion science, neuromarketing and other websites’ optimization results.

You could improve your conversions significantly to support your distributor-oriented business model

The Visualizers / Document Cameras is one of the most important pages on your site as it is the 3rd most frequent entry page from the outside world.

1) However, due to the misalignment of your website structure and its goals, you are missing out on business opportunities.

You are using a standard e-commerce structure of HOMEPAGE ⇒ CATEGORY PAGE ⇒ PRODUCT PAGE however, unlike a standard e-commerce site, your individual product pages do not have a clear conversion event (such as “add to cart”) and nor has your category page.

A product page is for example this page. A category page is your landing page, therefor this page

2) Because you are not using high-conversion persuasive copy, you are limiting your potential to get business leads from that page.

Your category page should include more copy that supports buying behaviour and is relevant for the buyer’s journey stage of your audience. You should better address areas such as “building trust”, “differentiating yourself from competition” and taps into “motivations & emotions” of your visitors.

Buyer’s journey is a mental model describing 4 stages of buyer’s behavior. It is good to tailor communication for each stage to address buyer’s needs at that point.

3) You are getting less leads than you could because of the way your contact form and top menu are designed.

Your form is missing key features such as “expectation management” section and is therefore converting less than it could. Your contact button in the menu is not highlighted so it is not obvious to users that this is the best way for them to take the next step.

1.1. Optimize your site for user journey

There are two strategies companies in the engineering space take if they want to avoid having e-commerce on their sites.

  1. They either create e-commerce like shopping experience, but instead of “buy” or “add to cart” they let users add the item to a “get a quote” cart and the conversion event is then “ask for a quote” (such as https://www.imagine-optic.com/), or
  2. an alternative is to create customer journey around the category page, for example CATEGORY PAGE ⇒ PRODUCT POP-UP ⇒ CLOSE PRODUCT POP-UP AND RETURN TO THE CATEGORY PAGE - this way the category page can be turned into a landing page with the main conversion event
Make your website convert. Together we would look into your customers’ minds through customer research so we can actually create an impact on your business through words that resonate. Let’s talk.

1.2. Decide on your landing page goal and optimize around it

Your landing pages lack a clear direction in terms of the business goals you want them to achieve and therefore miss out on UX and conversion opportunities.

When users click on a product “details” button, there is NO clear conversion event on the product pages so your customers are not sure about the next step. “Should I scroll all the way down to fill out the form?” See problems with the form here. “Should I try the (non-highlighted) ‘contact’ link in the busy upper menu?” You should pick one of the two options above and optimize the journey around it.

Ask yourself two questions:

  1. What is the top action you want your visitor to perform on your landing page?
  2. What is the top action the visitor wants to provide (so that you can stay realistic about question #1)?

The ultimate goal of your website is to get your visitors into your sales funnel.

There might be 3 options after the visitors have seen and compared your products on the category page. Users might want to

  1. Get support in choosing the right product
  2. Get a quote for one or multiple products
  3. Find a reseller in the visitors country

Setting a primary goal would inform your design choices on call-to-action buttons, the structure of product pages, and other elements on the landing page and would allow for site optimisations beyond the scope of this case study.

2.1. Above the line - you should communicate benefits and answer the right questions

No matter which of those 3 goals above you set, the following are the general best practices that would nudge towards a conversion and address following issues:

  • Your site does not communicate the value and benefits of your solution or visualizers in general.
  • Your site does not address the needs of visitors who are considering buying your solution.
    • How is your solution unique?
    • How should I choose what is best for me?
Your tech stack is convincing. You are trying to make things better. Lead Forensics, Google Optimize 360, Pardot, and more. Get in touch to leverage your investments.

Answer “What is this?, Is it for me?, Why should I trust you? Why should I buy from you?”

The first question any visitor has after landing on a page is: “What is this?” Your above-the-fold headline reading “Visualizers / Document Cameras” does a good job of answering that question.

However, the next three questions people need to answer are not addressed very well:

  • What is in it for me? Although the benefits of visualizers might be generally known to your audience, if you do not communicate any of it above the fold, you might be missing out on conversions and reducing your conversion ratio. You should tap into the motivation of why visitors have googled “wolfvision visualizers”. Sub-headline such as big bold “KEEP YOUR CLASSES ENGAGING” would help (actual copy should be based on customer research).
  • Why should I trust you? A good way to improve trust is references and social proof and it needs to be fairly up on the page (unless you are a publicly well-known and trusted brand) as this question comes very early on in the visitors’ minds. Logos of your customers or a short testimonial would work well together with the case studies you already have down on the page.
  • Why should I buy from you? Your page is aimed at the audience in the “consideration” phase of the buyers’ journey. At this stage, the visitors are comparing product features and looking for points of differentiation. Use your above-the-fold section to hit your audience with a strong differentiation point or unique selling proposition. Tell them “WHY THEY SHOULD BUY FROM YOU”!
  • Who is this for? Although that small text below the headline is cleverly trying to convey the message 1) who is this for and 2) social proof at the same time, it is hard to read due to the white text on a noisy background. Visitors will most likely skip most of it.

Limit the choices to streamline attention

The highest-performing landing pages also try to eliminate distractions. There are two levels of the menu in the top right section of the page. There is even the “notification” icon on the careers page which is very distracting.


So many options can lead to users losing momentum and motivation to complete the actions they came to the site for. It is good practice to remove distractions from landing pages (Although this requires thorough evaluation so that it does not lead to users being lost or any kind of SEO penalizations. For this reason, this is sometimes done only on pages referenced from paid ads as this exercise then gets easier). I have also written about momentum, cognitive fluency and motivation in this article with tips to increase number of filled forms.

2.2. Body section builds on e-commerce structure while you do not allow users to follow that path to the end

WHY SHOULD I BUY FROM YOU is the primary question of audience in consideration phase

Most users arriving at your page are in the consideration phase of the buyer’s journey (mostly they arrive by typing “wolfvision + keyword” into google, which means they are already aware of the problem you solve and generally even the solutions to it, potential vendors & your brand).

Connect with your prospect's buying journey. Then convert them. We will blueprint and implement budget-conscious marketing and sales tech stack so you can focus on closing deals. Schedule a call with me.

Again, this kind of audience needs assurance that your product is the right for them when compared to competitors. Also, they need to be effectively able to pick well among your products. Great work with the comparison feature. However, you could add title paragraphs for each product category to highlight the different benefits between ceiling devices compared to desktop devices.

3. The form section is significantly underoptimized

What is going to happen if I submit the form?

It is good that you provide the option to call or send an email directly.

A key missing feature of the form is the “expectation management” section. What should the visitor expect once they submit the form? Are you going to call back? Email? When? Is this an order form? Or a general form?

It is best practice to treat forms like separate pages within a page. Give it a headline, and description, make sure you limit ambiguity, and manage expectations with a proper copy. The accompanying CTA “contact us” should be revised too as it does not communicate an outcome or benefit the visitor desires.

From a design perspective, the form takes up unnecessary space, primary the bottom padding is too big.

Get more personal

Regarding your contact details - general addresses like wolfvision@wolfvision.com are off-putting because they are impersonal. A visitor does not know who they are writing to. Is this customer service? Sales? A receptionist?

Let users know who they are reaching out to and what is going to happen.

A few more tweaks to consider

  1. It is good that you provide a downloadable PDF. This probably serves well your distributors as well as end customers. However, the download button/link should be accompanied by some form of annotations, such as 1-2 lines about what is found inside the file and why should visitors download it.
  2. There is a newsletter signup field in the footer of the page. But you do not communicate what is the benefit for me if I subscribe to your newsletter? Product updates? Software updates? Market updates? How often? If one of your strategies is to build your mailing list, there is also room for improvement around that signup field.
  3. The icon in the bottom right corner is usually reserved for the on-site chat feature. Clicking your icon shows the option to either “Download excel” or “Compare products” which might confuse users. You should also consider adding chat features to your site to improve conversions and get closer to your online customers.
  4. image
  5. You could make the entire product cards but mainly the product image clickable (not just the button “Details”)
  6. An improvement over the current design would be to have 4 products on one line (large screen layout) as currently, there is just one product in the second row.
  7. Make that “Contact” button in the menu prominent so that it is apparent it is more important than the others.



Please take the notes above as an outside view case study. However, based on the study, it seems that your website and overall digital lead capture strategy could be improved, potentially aiding further rapid growth and at the same time driving efficiency improvements in your sales department.

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