Zuper Conversion Audit
Prepared by Eddie for Chris
Hey Chris,
I've spent some time analyzing Zuper.co, and I'm excited to share some high-impact opportunities I've identified to boost your conversion rates. Even a 10-15% improvement to your conversion rate can make a massive difference in marketing-driven pipeline, ultimately driving down customer acquisition costs and maximizing your ROI from every channel.
This audit is grounded in the three pillars of conversion—Value Proposition, Social Proof, and Objection Handling—and backed by insights from over 500 B2B SaaS A/B tests. Let's dive in!
1. Homepage Hero Headline: Strengthen the Value Proposition with Quantifiable Outcomes
The hero section is a great opportunity to showcase the innovation of "Zuper Glass" while also grounding it in the core value of the FSM platform.
To make the value proposition even more compelling, the headline could communicate a strong, quantifiable business outcome. Your own website states that Zuper customers see "up to 30% increase in revenue" and "save up to 3 hours per user, per day." These are powerful value propositions that make a great headline.
Based on our past A/B tests, headlines with quantifiable outcomes have been very effective in converting more visitors.
To make the value proposition even more compelling, the headline could communicate a strong, quantifiable business outcome. Your own website states that Zuper customers see "up to 30% increase in revenue" and "save up to 3 hours per user, per day." These are powerful value propositions that make a great headline.
Based on our past A/B tests, headlines with quantifiable outcomes have been very effective in converting more visitors.
Recommendation:
Rewrite the headline to communicate a strong, quantifiable business outcome. Here are a few headline examples based on proven frameworks:
Outcome + Positioning
"Increase Service Revenue by 30% with the FSM Platform Designed for Fast-Growing Businesses"
Quantifiable Outcome
"Save 3 Hours Per Technician Daily with the #1 AI-Powered FSM Platform"
Objection Handling + Outcome
"Stop Drowning in Paperwork. Increase Service Revenue by 30% with Zuper."
2. Homepage Hero Product Showcase: Show the Product in Action
In our past B2B SaaS A/B tests, showcasing your product interface (preferrably dashboard) has won consistently over stock images, videos, and graphics.
You can showcase the product in a way that resonates with your target audience of SMB field service businesses - showing the mobile interface along with desktop/tablet - this has performed well for websites that target specifically field service/ contractor type businesses.
You can showcase the product in a way that resonates with your target audience of SMB field service businesses - showing the mobile interface along with desktop/tablet - this has performed well for websites that target specifically field service/ contractor type businesses.
Recommendation:
Create a composite image that features both the Zuper Glass in a real-world context and the Zuper software dashboard (both desktop and mobile interfaces). This is crucial for the SMB field services market, where technicians rely heavily on mobile devices. This approach showcases both your new glass launch while also demonstrating your main software platform that powers it.
3. Immediately Build Trust with Social Proof Above the Fold
B2B buyers are inherently risk-averse - especially in the field service/ contractor industry. A key function of the homepage is to immediately signal that you are a credible, trustworthy vendor. Social proof is the most effective way to do this. Currently, the Zuper homepage has no social proof visible above the fold. Your impressive 4.7-star G2 rating, 150+ reviews, and logos of well-known customers like Kärcher and Vodafone Idea are powerful assets that are currently buried further down the page.
Critical Insight: According to our heatmap data on B2B SaaS websites, less than 40% of visitors scroll to the bottom of the homepage. This means the majority of your visitors never see your strongest trust signals.
Recommendation:
Immediately add social proof to the hero section to build credibility the moment a visitor lands on the page. There are two effective ways to do this:
1
Add G2 Rating to the Eyebrow
Place your G2 rating directly above the main headline. This leverages third-party validation to instantly build trust.
Example: An eyebrow that reads: "Rated 4.7/5 stars on G2 by 150+ field service businesses"
2
Move Up Customer Logo Bar to be Visible above the fold
Place a bar of your most recognizable customer logos directly below the hero headline and CTA. This shows visitors that other reputable companies trust you.
Example hero A/B test we ran for a client that created a 14.1%+ conversion lift:
4. Optimize the Demo Page for Higher Conversions
Your "Schedule a Demo" page is clean and includes some positive elements like social proof and benefit-oriented copy. However, it can be further optimized to increase the number of completed demo requests. According to our data, dedicated conversion pages should be laser-focused on the single goal of getting the user to complete the form.
Recommendation:
To improve the conversion rate of your demo page, you should:
01
Minimize distractions by removing bottom half of page.
The additional content on the demo page is an easy exit for users who might be having second thoughts. Removing the distractions focuses the user's attention on the form and the value of the demo.
02
Strengthen the Headline
The current headline, "Manage Smarter, Not Harder," is good, but it can be more specific and reinforce the value proposition. Tie the headline to one of your key quantifiable outcomes.
Example: "See How Zuper Can Save Your Team 3 Hours Per Day" or "Ready to Increase Your Revenue by 30%? Let Us Show You How."
03
Add Social Proof Near the Form
While you have testimonials lower on the page, adding a G2 badge or a short, powerful quote directly next to the form can provide the final nudge a user needs to convert. For example, placing your "G2 Leader" and "High Performer" badges near the "Submit" button can significantly boost confidence at the moment of decision.
04
Create a Sense of Personalization for the Form
Interestingly, we learned from our past A/B test for field service/contractor type businesses that asking additional questions and adding a few steps (not too many) to the form on the demo page actually creates micro commitments and a sense of personalization that increases the likelihood of your visitors converting.
Example demo page A/B test we ran for a client that created a 15%+ conversion lift:
5. Communicate Benefits, Not Just Features
Your homepage has a section with four cards: "Empower your field teams," "Delight your customers," "Grow your business," and "SimplifAI your field service." While the headlines are benefit-oriented, the sub-text is still somewhat generic. For example, "Provide them with the right tools and ensure seamless communication across your organization" is a good start, but it doesn't explain how Zuper does this or what the specific outcome is.
Key Insight: According to our past A/B tests on B2B websites, feature sections convert better when they clearly articulate both the feature and the resulting benefit or outcome. This helps buyers connect the dots between your product's capabilities and their own business goals.
Recommendation:
For each feature you highlight, rewrite the copy to follow a "Feature + Benefit" framework. Be as specific as possible and, where applicable, tie the feature to a quantifiable outcome.
Instead of: "Empower your field teams"
Try: "Intelligent Dispatching That Saves Hours: Automatically assign jobs based on skill and location, reducing travel time by up to 40% and ensuring the right tech is on the right job."
Instead of: "Delight your customers"
Try: "Automated Customer Updates & Real-Time Tracking: Keep customers informed with automated SMS and email alerts, reducing support calls and increasing customer satisfaction."
This approach makes the value of your features much more tangible and helps buyers justify their investment.
6. Control the Narrative with Scannable Feature Sections
While the interactive demo is a great tool for engaged buyers, it requires the visitor to do the work to understand Zuper's capabilities. To better control the narrative and make your value proposition immediately clear, you should create dedicated, scannable sections for your top features on the homepage.
Recommendation:
Instead of relying on visitors to click through to individual product pages, create visually engaging sections on the homepage that highlight your key features. Each section should include:
- A benefit-oriented headline
- A short paragraph explaining the feature and its outcome
- A snapshot of the feature in action
This allows you to proactively guide the visitor through your product's story, ensuring they see the most important features without having to hunt for them.
8. Elevate Your Strongest Proof Points: The Outcomes Section
Your homepage features a section titled "Zuper customers are seeing results," which includes powerful, quantifiable outcomes like "Up to 30% increase in revenue" and "Up to 3 hours saved per user, per day." These are your most compelling proof points and directly address the KPI-driven mindset of B2B buyers. However, this section is currently located far down the page, where a majority of visitors will never see it.
Recommendation:
Move the entire "Zuper customers are seeing results" section to a much more prominent position, ideally directly below the hero section. This ensures that visitors see your strongest value propositions and social proof immediately after their initial impression. By presenting these outcomes early, you quickly answer the buyer's primary question: "How will this product help my business?"
30%
Revenue Increase
Up to 30% boost
3hrs
Time Saved
Per user, per day
40%
Visitors Miss It
With the current placement
10. Convert SEO Traffic with Optimized Blog Pages
Currently your blog is a powerful tool for attracting visitors through SEO, but each blog post should also be a conversion tool. Currently, your blog pages lack a persistent, direct call-to-action, which means you are missing opportunities to convert readers into leads.
Recommendation:
Implement a sticky module that stays visible as the user scrolls down the blog post. This module should include:
- Related Blog Posts: Keep visitors engaged by suggesting other relevant articles.
- A Direct CTA: Include a clear and compelling call-to-action, such as "Schedule a Demo" or "Download our FSM Buyer's Guide."
This ensures that every blog post has a clear conversion path, allowing you to capitalize on your SEO traffic and generate more leads from your content marketing efforts.