ThisThat

Critical Assessment

ThisThat is operating in a highly competitive space (influencer brand lift and market research), but the landing page messaging suffers from the "curse of knowledge."

While the platform offers incredibly innovative native social polling, the current above-the-fold experience relies too heavily on industry jargon. It fails to instantly communicate the bottom-line value to a stressed marketer trying to justify their influencer spend.

If a visitor cannot figure out exactly what you do, who you do it for, and why it is better than traditional surveys within the first 5 seconds, they will bounce.

To understand why this rapid comprehension is critical, review the mechanics of the 5-second rule in this CXL Guide on the 5-Second Test.

Hero Text & Value Proposition Analysis

Hero Text Effectiveness

The Problem: The messaging is too vague and focuses on the "what" rather than the "so what."

Phrases like "innovative measurement" or "next-gen brand lift" are empty calories in B2B copywriting. They do not clearly articulate that ThisThat replaces clunky, low-response web surveys with frictionless, in-feed social polling.

Why it matters: Your hero headline is the single most important piece of copy on your website. If it doesn't hook the reader immediately, the rest of the page is invisible.

Value Proposition Clarity

The Problem: The unique value proposition (UVP) is buried. The core differentiator—that you capture authentic consumer sentiment directly within social feeds where users already live—is not front and center.

Why it matters: Visitors need to know why they should choose you over legacy tools like Nielsen or Kantar, or native platform analytics. If the UVP isn't crystal clear, you become commoditized.

Resources to help:

• Learn how to craft a compelling B2B UVP using the messaging frameworks at Wynter.
• Explore the AIDA (Attention, Interest, Desire, Action) copywriting framework at Copyblogger.

Above the Fold & Target Audience

The First Impression

The Problem: The visual hierarchy above the fold does not seamlessly guide the eye from the headline to the subheadline, and finally to the Call to Action (CTA).

There is often a disconnect between the abstract graphics used and the actual software interface. Visitors want to see what the product actually looks like in action.

Why it matters: According to the Nielsen Norman Group's research on scrolling and attention, users spend 57% of their page-viewing time above the fold. If the first impression is confusing, they won't scroll down to read your features.

Target Audience Alignment

The Problem: The messaging tries to speak to brands, agencies, and creators all at once.

When you speak to everyone, you resonate with no one. The primary pain point for an agency is proving ROI to clients, whereas a brand cares about direct consumer sentiment.

Recommended fix:

• Pick a primary avatar: Focus the hero section on your most lucrative buyer (e.g., Agency Planners or Brand Marketers).
• Use dynamic messaging: Create separate landing pages or clear self-segmentation buttons for secondary audiences.
• Address the specific pain: Explicitly mention the pain of "wasted influencer spend" or "low survey response rates."

Call to Action (CTA)

The Problem: Generic CTAs like "Get Started" or "Learn More" create friction. They do not tell the user what will happen next.

Will they be forced to enter a credit card? Will they have to sit through a boring 45-minute sales pitch? The uncertainty lowers click-through rates.

Recommended fix: Make your CTA value-driven and low-friction.

• Use action verbs that promise an immediate benefit.
• Add a micro-copy trust indicator below the button (e.g., "No credit card required" or "See a sample report").
• Ensure the button color sharply contrasts with the background for maximum visibility.

Resources to help:

• Read about high-converting CTAs in this HubSpot Guide to Call-to-Action Examples.
• See how button colors impact conversions at Unbounce.

4 Concrete "Before → After" Improvements

1. The Main Headline

Before: "The new standard for brand lift measurement." After: "Prove Influencer ROI with Native Social Polling."

Why it works: The "after" version replaces vague jargon ("new standard") with a highly specific, benefit-driven outcome ("Prove Influencer ROI") and explains exactly how you do it ("Native Social Polling").

2. The Subheadline

Before: "We help brands and agencies understand consumer sentiment through innovative technology and social insights." After: "Stop guessing if your campaigns worked. ThisThat captures instant, accurate consumer insights directly inside social feeds—getting 10x higher response rates than traditional surveys."

Why it works: It addresses the exact pain point (guessing if campaigns worked) and highlights the measurable competitive advantage (10x higher response rates inside social feeds).

3. The Call to Action (CTA)

Before: "Book a Demo" After: "See a Live Campaign Report"

Why it works: "Book a Demo" sounds like a chore that involves talking to a salesperson. "See a Live Campaign Report" sounds like an immediate, high-value asset the user actually wants to see.

4. Above the Fold Visuals

Before: An abstract vector illustration of people holding magnifying glasses and charts. After: A side-by-side split screen: on the left, an influencer's Instagram Story with a ThisThat poll; on the right, the resulting real-time analytics dashboard.

Why it works: It instantly answers the question, "How does this actually work?" Visual proof builds immediate trust and understanding.

Why These Changes Matter for Conversion

Making these changes shifts your landing page from a company-centric brochure to a customer-centric conversion engine.

When visitors feel immediately understood, their cognitive load drops. They stop trying to decipher your jargon and start imagining how your tool will make their job easier.

Clear, benefit-driven messaging directly correlates to lower bounce rates and higher lead velocity. By implementing these specific tweaks, you build instant trust and significantly increase the likelihood of a visitor clicking your CTA.

Resources to help:

• Understand cognitive load and user experience via the Interaction Design Foundation.
• Learn about the correlation between clarity and conversion rates at VWO's CRO Resources.

Product Positioning Score: 7/10

1. Problem-Solution Fit

Problem: Influencer marketing has a massive measurement problem. Brands and agencies are tired of justifying ad spend using vanity metrics (likes, impressions, and comments) instead of actual business impact. Solution: ThisThat’s solution—creator-led, native polling to measure brand lift—is highly compelling. You are taking a rigorous, historically expensive concept (brand lift studies) and democratizing it for the creator economy. The fit is incredibly strong, but the landing page doesn't always twist the knife on the pain point of wasted ad spend or unprovable ROI quickly enough.

2. Feature Communication

The features are innovative, but the copy occasionally leans too heavily into the "how" (polls, widgets, dashboards) rather than the "why" (winning more agency pitches, proving ROI, unlocking bigger budgets). For example, talking about "bespoke reporting" is a feature. The benefit is: "Walk into your client QBRs with concrete proof that your influencer campaign actually shifted consumer perception." The platform needs to elevate its feature descriptions from mechanical functions to revenue-driving benefits.

3. Market Positioning

Who is this for? The messaging currently attempts a difficult balancing act between Brands, Agencies, and Creators. While all three are users, they are not all buyers. By trying to speak to the Creator (who wants engagement) and the Agency/Brand (who wants data and ROI) simultaneously, the positioning gets slightly diluted. Your true economic buyer is the B2B marketer or agency director. The positioning must ruthlessly prioritize this B2B persona.

4. Competitive Angle

Your competitive moat is clear: traditional brand lift studies (like Nielsen or Kantar) are clunky, expensive, and take users out of the native social experience. ThisThat is frictionless and lives directly in-feed. However, this competitive angle needs to be aggressively highlighted. You aren't just competing with other survey tools; you are competing with the status quo of "hoping vanity metrics translate to sales." Your unique angle is native authenticity combined with enterprise-grade data.

---

Specific Recommendations

1. Pick a Primary Persona for the Hero Section: Shift the above-the-fold messaging to target the person holding the credit card (Agencies/Brands). Use a headline like: “Prove the ROI of your influencer campaigns with native brand lift studies.”
2. Visualize the "Before vs. After": Show a visual comparison of what agencies currently report (a boring spreadsheet of likes/views) versus what ThisThat provides (a beautiful dashboard showing a 15% increase in brand consideration).
3. Clarify the Deployment Friction: B2B buyers will immediately wonder, "How hard is this to get influencers to use?" Add a clear, 3-step visual showing exactly how a creator embeds the poll. Overcome this objection instantly.
4. Rename "Polling" to "Measurement": "Polling" sounds lightweight and qualitative. "Brand Lift Measurement" or "Audience Intelligence" sounds like an enterprise tool worth paying a premium for.

Bottom Line

ThisThat has built a highly differentiated product that solves a massive, expensive problem in the creator economy; to capture the market, the landing page must stop selling "social polling" and start selling "undeniable proof of campaign ROI."