🤯💰 How to Increase Conversion Rate 5x

Quick update: We've made the tough decision to close down Pricepoint's site and no longer serve new startups.

Unfortunately 39 companies booked in calls from the growth session I offered last week in the first 3 hours and it looked like capacity for the next 6-12 months would be full.

First off, holy shit! Thank you...

Second, I desperately want to it to be accessible for startups to work with Pricepoint. So we're launching a redesigned product where you'll get great insights at a fraction of the cost and we'll hopefully be able to make our work more scalable.

I've been teasing some of the tools we use internally and will continue doing so until the public announcement at Pricepoint Hacked, our annual event in about 7 weeks time.

Now, onto the article.

Over the last 3 months I’ve spent 45+ hours analysing homepages from 312 B2B SaaS companies for a Pricepoint client. Owner.com's old homepage perfectly demonstrates why 98% of SaaS sites convert at 0.5-2.5%.

Before showing you their redesign...

Q: Name the #1 problem with this homepage?

Take a minute to think. Got it? Scroll down...

There's a few issues with this approach.

But the main one is they're asking complete strangers to marry them on the first date.

"Get a free demo" is a massive commitment ask for cold traffic. You're asking visitors who don't know you, don't trust you, and don't understand their specific pain points to commit 30-60 minutes to a sales pitch.

The psychological barrier is enormous. When someone lands on your homepage, they're thinking:

• "I don't know what you do differently than competitors"

• "Why should I trust you with my time?"

• "What if this is just a disguised sales pitch?"

• "I'm not ready to talk to a salesperson"

The result? 97.5% of visitors bounce. Not because they don't need your solution, but because the commitment ask is too big for where they are in their buyer's journey.

This violates three core psychological principles:

• Commitment Escalation: People need small steps before big commitments

• Loss Aversion: A 30-minute demo feels like a loss, not a gain

• Value-First Selling: You're asking before providing any value

Q: So how could Owner.com capture more leads and nurture them properly?

Try to imagine a better solution. The new approach is below...

They're missing a value-first lead magnet.

Instead of asking for a high-commitment demo, they now offer immediate value that requires minimal commitment.

What does this look like for Owner?

A user doesn’t even have to enter their contact info yet, just the name of their restaurant. After this they’ll see Owner scanning their site to help restaurant owners see where they are weakest with their online presence (do they have enough reviews, are they positive reviews, do they have good photos when a potential customer is searching Google etc.)

There are 3 key psychological improvements:

1. 🎯 Pain-Focused Headline: Instead of generic "growth" promises, they identify a specific problem restaurant owners feel daily

2. ⚡ Immediate Value Exchange: You get insights right now by entering your restaurant name - no sales call required

3. 🪜 Commitment Ladder: Email capture becomes a small step after you've already received value, not a giant leap from zero trust

The genius flow:

1. Visitor enters restaurant name → Gets valuable insights immediately

2. Then they ask for email to deliver full report

3. Then they nurture with educational content

4. Only then do they offer a sales conversation

This flips loss aversion completely. Now NOT getting the report feels like a loss. They've proven their value before asking for anything meaningful in return.

The results? Whilst I don’t know Owner’s specifically results I’ve run this with 4 Pricepoint clients in the past 6 weeks and all of them are seeing conversion rates up 30+%.