ThisThat

Critical Landing Page Assessment

As an expert Marketing Strategist, I have analyzed the landing page for This That App. The concept of a social polling or decision-making tool is inherently engaging, but the landing page is currently leaving conversions on the table.

Below is a brutally honest breakdown of your core landing page elements, focusing on clarity, friction reduction, and user psychology.

1. Hero Text Effectiveness

Problem: The current hero messaging relies too heavily on cleverness rather than clarity. Visitors are forced to guess exactly how the app functions within their daily lives.

Why it matters: You have roughly 50 milliseconds to form a first impression. If your headline doesn't immediately communicate the exact end benefit to the user, they will bounce.

Recommended fix: Transition your hero text from feature-centric to benefit-centric.

• Use a primary headline that states exactly what the app resolves (indecision).
• Use the subheadline to explain how it works (upload two photos, get instant votes).
• Highlight the speed and community aspect of the feedback.

Resources to help:

• Nielsen Norman Group: How Long Do Users Stay on Web Pages?
• Copyblogger: How to Write Magnetic Headlines

2. Value Proposition

Problem: The unique value proposition (UVP) does not pass the "5-second test." While it's clear the app involves choices, the specific value—getting unbiased, immediate opinions from a community—is buried.

Why it matters: A visitor must understand why they should use This That App over simply using an Instagram poll or texting a friend. The core benefit must be instantly digestible without scrolling.

Recommended fix: Clearly define the differentiator right below the headline.

• Emphasize the anonymity or the sheer volume of the community.
• Highlight the speed of the results (e.g., "Get 100 opinions in 60 seconds").
• Contrast it against existing, slower alternatives.

Resources to help:

• CXL: How to Create a Useful Value Proposition

3. Above the Fold Experience

Problem: The first impression above the fold lacks a dynamic visual anchor. Text alone cannot carry a highly visual, interactive app concept.

Why it matters: Humans process images 60,000 times faster than text. If the above-the-fold space doesn't feature the app in action, you are creating cognitive friction for the user.

Recommended fix: Incorporate an interactive or animated element immediately visible upon loading.

• Embed a looping GIF or video showing an actual "This or That" poll in action.
• Ensure the background is clean and draws the eye directly to the center phone mockup.
• Push secondary navigation links into a hamburger menu to reduce clutter.

Resources to help:

• HubSpot: Above the Fold Content Best Practices

4. Target Audience Alignment

Problem: The messaging attempts to speak to everyone. By speaking to everyone, it resonates deeply with no one.

Why it matters: A Gen-Z user crowdsourcing an outfit choice has entirely different pain points than a creator A/B testing a YouTube thumbnail. Your messaging needs a distinct, focused persona.

Recommended fix: Tailor the language to your most active demographic—likely young adults, shoppers, or digital creators.

• Use relatable, everyday scenarios in your copy (e.g., "Not sure which shoes to buy?").
• Adjust the tone of voice to be energetic, social, and slightly informal.
• Include social proof or testimonials from this specific demographic.

Resources to help:

• Optimizely: Target Audience Definition & Strategy

5. Call to Action (CTA)

Problem: Standard CTAs like "Download" or "Get Started" are high-friction. They remind the user of the work involved (downloading, installing, signing up).

Why it matters: A strong CTA should focus on the value the user is about to receive, not the action they have to take.

Recommended fix: Make the CTA prominent, action-oriented, and focused on instant gratification.

• Change the button color to deeply contrast with your brand's background colors.
• Rewrite the button copy to reflect the app's primary benefit.
• Add a micro-copy line below the button (e.g., "Free forever. Available on iOS & Android").

Resources to help:

• Unbounce: The Anatomy of a High-Converting CTA

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Specific "Before → After" Improvements

Here are 4 concrete optimizations to transform your hero section from generic to highly persuasive.

Example 1: The Primary Headline

Before: "Make Better Decisions Today." After: "Never Second-Guess an Outfit Again." Why it works: The "before" is a generic platitude. The "after" injects a specific, relatable scenario that your target audience instantly recognizes, immediately validating their pain point.

Example 2: The Subheadline

Before: "This That is a new app that lets you upload photos and see what people think." After: "Upload two photos. Get 100+ unbiased opinions in under 60 seconds. Stop stressing and let the community decide." Why it works: This rewrite removes the vague "see what people think" and replaces it with quantifiable metrics (100+ opinions, 60 seconds), establishing a powerful value proposition.

Example 3: The Call to Action (CTA)

Before: "Download App" After: "Ask Your First Question" (with "Free on iOS & Android" underneath) Why it works: "Download" implies work and friction. "Ask Your First Question" is an invitation to experience the core value of the product immediately.

Example 4: The Visual Proof (Above the Fold)

Before: A static image of the app's logo or a generic stock photo of people smiling. After: An animated, looping GIF showing a user clicking "This" on a pair of sneakers, watching the percentage bar instantly jump to 75%. Why it works: It adheres to the fundamental marketing rule: Show, don't tell. It instantly communicates exactly how the app works without requiring the user to read a single word.

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Why These Changes Matter for Conversion

Implementing these specific changes will directly impact your core growth metrics. When visitors land on a page, they are operating on autopilot.

By removing cognitive load—the mental effort required to understand your product—you drastically reduce bounce rates. Clear, benefit-driven headlines keep them on the page past the critical 5-second mark.

Furthermore, shifting your CTA from a "task" (Download) to a "benefit" (Get Answers) leverages basic human psychology. Users don't want apps; they want solutions to their problems.

Aligning your messaging with this psychological reality is the fastest way to increase your conversion rate optimization (CRO) and lower your Customer Acquisition Cost (CAC).

Resources to help:

• VWO: Complete Guide to Conversion Rate Optimization
• Neil Patel: How to Reduce Bounce Rate

Product Positioning Score: 6.5/10

Here is a strategic analysis of ThisThat’s current positioning, based on the core messaging of visual A/B polling and audience engagement.

1. Problem-Solution Fit

The Problem: Traditional market research is boring, and standard social media polls don't provide deep enough analytics. The Solution: An interactive, highly visual "This or That" polling platform. Critique: The fit is strong, but the severity of the problem isn't agitated enough on the page. The messaging leans heavily into "engaging your audience," which is a vitamin, not a painkiller. To make the solution compelling, you must highlight the pain of the alternative: abysmal survey completion rates and the high cost of traditional market research.

2. Feature Communication

Features are currently presented in a highly functional way (e.g., "Create polls," "Gather insights," "Reward users"). Critique: You need to transition from functional features to beneficial outcomes. For instance:

• Instead of "Create interactive polls," use "Launch focus groups in 60 seconds."
• Instead of "Detailed analytics dashboard," use "Turn casual swipes into actionable consumer data." The messaging needs to answer: What does this feature allow me to achieve that I couldn't do yesterday?

3. Market Positioning

The landing page currently suffers from the classic two-sided marketplace dilemma: it's trying to talk to both everyday consumers (B2C) and brand marketers/creators (B2B) at the same time. Critique: If I am a Brand Manager, seeing consumer-facing language dilutes the enterprise value of the tool. If you are selling this as a SaaS/research tool, the landing page must unapologetically position itself for B2B. Market this as an "Audience Intelligence Platform," not just a fun polling app.

4. Competitive Angle

Your invisible competitors are Instagram Story Polls on one side, and Typeform/SurveyMonkey on the other. Critique: Your competitive angle is your "Goldilocks" positioning, but it’s not explicitly stated. You are more engaging and visual than SurveyMonkey, and you offer much deeper data and retargeting capabilities than a native Instagram poll. You need to carve out this middle ground explicitly so brands realize why they shouldn't just use Instagram's free tools.

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Specific Recommendations

1. Split the Funnel Immediately: If you must cater to both brands and consumers, use a dual-CTA in the hero section (e.g., "For Brands" / "For Creators"). Ensure the main real estate speaks to the people actually paying you.
2. Agitate the Drop-Off Pain: Add a striking metric or statement about traditional surveys. Example: "Consumers hate long surveys. Get a 90% completion rate with visual A/B testing."
3. Differentiate from Social Giants: Explicitly state why a brand should use ThisThat instead of an X (Twitter) or Instagram poll. Highlight data ownership, detailed demographic breakdowns, and exportable insights.
4. Show the Dashboard: Visuals of the "This or That" user interface are great, but B2B buyers buy the data. Show a high-fidelity mockup of the analytics dashboard so they understand the ROI.

Bottom Line

ThisThat has a fantastic, frictionless core mechanic that taps into natural consumer behavior (swiping/quick choices). However, the positioning currently feels like a fun social feature rather than a robust business tool. By pivoting the copy to focus on data, survey completion rates, and audience intelligence, you can elevate the product from a "nice-to-have" engagement widget to a "must-have" market research platform.