See a Real Homepage Analysis in Figma

Done by a Pro (Me, Haley): A Real Website Analysis

I did a heuristic analysis of Psyned’s homepage yesterday. They offer mental health services, and their primary goal is to book appointments. It was for a recent promo I ran to give companies 24 website insights in 24 hours. I did this in 30 minutes.

Top Insights

1️⃣ Hero copy: Too much copy. Not enough value. No clear offer. Make H1 and H2 copy your value proposition. Answer questions like who, what, when, where, why, and how. Do research to see what matters most to users and what information they’re missing or confused about currently.

2️⃣ Content: Throughout the page, it is often too vague or generic. Make it much more explicit, unique, and clear. Do research to see what matters most to users and what information they’re missing or confused about currently.

3️⃣ Layout: Some of the most valuable content is too far down the page. Test the placement of those sections higher up the page. Do research to see what matters most to users.

4️⃣ Primary call to action: Booking an appointment immediately is going to be too committal for some users. There needs to be a secondary action offered, particularly in the hero section, for those who need more information first. Test adding different variations of one.

Answer 1 Question for Me, Pretty Pleaseeeeee

What would make it worthwhile for you to refer a friend to this newsletter?

Drop your response here.

(It’s a Google Form with one question.)

Small Tweaks for Big Leaks: Tactics to Test 🧪

This is where I share smart, creative ideas that are worth trying. Not theoretical fluff. Just real-world tactics that have the potential to lift conversions, retention, loyalty, or engagement. Try them, test them, tweak them.

Business Leak: Marketing Content Efficiency

Smart idea: Content roundup email

Source: Gartner

We spend so much time making killer content, use something once, and then move on to the next thing. So inefficient. Re-use or re-promote your top-performing content. It’s not just more efficient but your content deserves it. I know you’ve heard this before. I know you’ve seen these emails before. I’d argue I don’t see these kinds of emails enough. I’ve put it on my list to do for my company, Chirpy.

Haley Unfiltered

Hey, I’m Haley Carpenter. 👋 I write these every week. I’m the founder of a company, Chirpy. Here’s something that has been rolling around in my brain recently.

Finding Your Voice…and Your Company’s Voice

I don't think true success can happen without authenticity.

Authenticity involves vulnerability.

Vulnerability in business is difficult for me because of my upbringing and societal expectations.

So what does that look like in my head as I write content?

"You're too emotional."

"You're too much." (Whatever the heck that means.)

"You're too strongly opinionated."

"Don't put your life out for the world."

"Sharing too much can be dangerous." (My parents are criminal attorneys so this is referring to crime and physical danger.)

"You're tone is [insert negative adjective here]."

"That's not interesting or controversial enough...or it's too much."

"You're trying too hard...or not enough."

"That's not original enough."

"That's too technical...or it's not technical enough."

The list goes on forever.

I say all of that to say this: I'm not sure that I'll ever be done finding my "voice," but after a LOT of work to figure it out, I FINALLY feel closer than ever as of this week. It has taken me 2.5 years of having Chirpy to feel that way.

When teams struggle with positioning, messaging, and their brand voice, I deeply sympathize. I also love helping them figure it all out as I'm constantly in the trenches and trying things myself (and always will be).

Two things that make me cringe when I think about where I started: (1) Adding more curse words with asterisks is a copout or fill-in for when you're lost or don't have any better ideas. I'm not shaming anyone for it but see this clearly now looking back. (2) The same sentiment applies to using "I care more (or have more passion) about [insert thing here]." I think this is another common one. Again, not shaming anyone for using it as I completely understand it...but it's still a fill-in.

To any person or team struggling to figure out your voice and determine what's authentic to you, I see you. Don't give up. It's a worthy endeavor.

Fresh Drops: Watch, Listen, Read 🎧

70% of online carts are abandoned. 😵

VWO asked me to contribute to their latest eBook on how marketers can use AI to chip away at that number. I also gave it a full review before it went live.

It includes 8 ideas you can try quickly and easily. They call them “hacks.” I think they’re more like smart tests. They're good prompts if you’re stuck or spread thin. You could use them to create true A/B tests, but you could also just analyze before/after data to see what works.

My Real-Life Happenings from Building a Company (Chirpy) That You Can Apply, Too 👀

I’ll share company happenings, struggles, topics I’m noodling on, etc. Even if you don’t run a company, this definitely still applies to other roles like marketers, sales, customer service, HR, and more. A founder truly does it all.

Microresearch & Microtests: Choosing a Primary POV

Every company needs at least one point-of-view. What do you stand for? Why are you different? What’s your purpose? It could speak to a number of things. I’m trying to solidify Chirpy’s. Not that I haven’t had one so far in 2.5 years, BUT it hasn’t been the clearest or most explicit. Last week, I tried testing three in three separate LinkedIn posts to see which got the most engagement. The algorithm isn’t my best friend right now, so the reach and engagement wasn’t great for any of them. I’ll keep doing small testing elsewhere, but here are the three I’ve narrowed it down to right now. (Did I use ChatGPT to help me hone these? Absolutely. It’d be silly not to do that. AI is great for positioning and messaging ideation. Try it out if you haven’t already.)

I share this in hopes that some will realize that you can optimize all kinds of things using the system of Conversion Rate Optimization (CRO, my specialty and what Chirpy does) every single day. It’s not just the typical “A/B testing” everyone always thinks of by default. It’s so much more than that…and everyone SHOULD be doing microtesting and research constantly, which is what this is.

Is there one that resonates most with you? I’d love to know.

(It’s a Google Form with one question.)

Open Industry Jobs

• Affirm: Product Marketing Lead | San Diego, CA (Link)

• Affirm: Product Marketing Lead | Richmond, VA (Link)

• Citizens: Sr. Marketing Partner (Link)

• Molex: Product Marketing Manager (Link)

• Skai: Digital Marketing Manager, Retail Media (Link)

• Qualtrics: Customer Lifecycle Marketing Manager | Seattle, WA (Link)

• Qualtrics: Customer Lifecycle Marketing Manager | Provo, UT (Link)

• TATCHA: Manager, Product Marketing (Link)

• Trustpilot: B2B Marketing Manager, US | New York (Link)

• Trustpilot: B2B Marketing Manager, US | Denver, CO (Link)

• Shake Shack: Regional Marketing Director (Link)

• Shake Shack: Digital Marketing Analyst (Link)

• Wikimedia Foundation: Lead Product Manager, Reader Growth (Link)

• Typeform: Senior Product Analyst (Link)

• Netflix: Product Manager, Offers & Plans (Link)

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Brain Spaghetti 🍝

Newsletter Recommendation

I love this newsletter. I recently discovered it. It’s such an excellent aggregation of a day’s news. Highly recommend.

Sauce Recommendation

I’ve loved Kevin’s meals for a long time now. I recently discovered they sell their sauces on Amazon. I’m obsessed. Try them out. Buy them here.

In case you need to hear this right now, you’re absolutely crushing it. I appreciate you and so does everyone else in your life even if they don’t tell you enough. 💜

Stay Chirpy,

Haley 🤘