# Crazy Egg Homepage Positioning Brief v1 Date: 2026-05-10 ## Purpose Translate the v3 positioning recommendation into a homepage narrative that can be designed, tested, and refined. This is not final homepage copy. It is the strategic brief for the homepage. --- ## Core decision The homepage should not lead with heatmaps, AI, personalization, or A/B testing as isolated features. It should lead with the buyer's real struggle: > They have visitors, but not enough conversions. They do not know what is stopping people or what to test next. Recommended hero: > **Find what stops visitors from converting. Know what to test next.** Recommended subhead: > **Crazy Egg turns heatmaps, recordings, surveys, and analytics into guided tasks, audience insights, and conversion tests your team can launch.** --- ## Homepage job The homepage has to make four things obvious in the first scroll: 1. Crazy Egg helps improve conversions, not just observe behavior. 2. Crazy Egg shows what is stopping visitors. 3. Crazy Egg guides what to do next through Tasks. 4. Crazy Egg connects findings to tests, not just reports. If a visitor only remembers one thing: > Crazy Egg helps me know what to test next to improve conversion. --- ## Target buyer Primary homepage buyer: - Growth marketer - Founder/operator - Ecommerce marketer - Agency/CRO consultant - Paid media / landing page owner - SMB marketer who owns website performance Secondary buyer: - Product manager - UX researcher - Web designer/developer - Enterprise analytics lead Homepage should optimize for the primary buyer. Secondary buyers need proof sections, not hero control. --- ## Current alternatives in buyer's mind The homepage must implicitly beat these mental alternatives: ### Free analytics - GA4 - Microsoft Clarity Buyer thought: > I can get data and recordings for free. Crazy Egg answer: > Free tools show what happened. Crazy Egg helps you know what to test next. ### Behavior tools - Hotjar - Mouseflow - Lucky Orange Buyer thought: > I already have heatmaps, recordings, and surveys. Crazy Egg answer: > Crazy Egg connects behavior to guided tasks and conversion tests. ### Experimentation suites - VWO - Optimizely - AB Tasty - Adobe Target - Convert Buyer thought: > If I need testing, I need a real experimentation platform. Crazy Egg answer: > Crazy Egg is the simpler way to find and launch your next website conversion test from real visitor behavior. ### Page builders / AI tools - Unbounce - Instapage - Webflow Optimize - Jasper - Anyword - ChatGPT Buyer thought: > I can generate page ideas elsewhere. Crazy Egg answer: > Crazy Egg starts from what visitors actually do on your existing pages. --- ## Homepage narrative ### Old way Website optimization is still too fragmented. You look at dashboards, heatmaps, recordings, surveys, ad reports, landing pages, and maybe an AI prompt. Then you still have to decide: - Why are visitors not converting? - Which visitor group is struggling? - What should we change? - Is the idea worth testing? - Who needs to do the work? - Did the change actually help? Most tools stop at insight. Others start at testing. AI tools start from prompts. The hard part is the middle: turning visitor evidence into the next conversion test. ### New way Crazy Egg connects that middle. It shows how visitors behave, guides the next task, identifies who is affected, turns evidence into test ideas, and helps your team launch conversion tests. ### Success state Instead of arguing over opinions or staring at dashboards, your team knows: - where visitors get stuck - what evidence supports the issue - who it affects - what to test next - whether the test worked --- ## Recommended page structure ### 1. Hero Goal: make the promise clear in five seconds. Headline: > **Find what stops visitors from converting. Know what to test next.** Subhead: > Crazy Egg turns heatmaps, recordings, surveys, and analytics into guided tasks, audience insights, and conversion tests your team can launch. CTA: > Start your free trial Secondary CTA: > See how it works Hero proof bullets: - See clicks, scrolls, recordings, surveys, and analytics in one workflow. - Get guided Tasks that turn findings into next steps. - Launch A/B tests to learn what improves conversion. Visual direction: Show a workflow, not a dashboard screenshot alone. Preferred visual: 1. Heatmap/recording evidence card 2. Task recommendation card 3. Audience insight card 4. A/B test card The visual should communicate movement from evidence to action. --- ### 2. Problem section Goal: make the old way feel broken. Headline: > **Website data should not leave you guessing.** Copy: > Analytics tells you what happened. Heatmaps and recordings show what visitors did. But your team still has to figure out what matters, what to change, who is affected, and whether the change worked. Bullets: - GA4 shows numbers, but not the page behavior behind them. - Free recording tools show sessions, but not what to test next. - Testing tools run experiments, but do not tell you where the idea should come from. - AI tools can draft ideas, but they do not know your visitor behavior unless you feed it to them. Transition: > Crazy Egg connects the missing workflow. --- ### 3. Workflow section Goal: explain the new way. Headline: > **From visitor friction to launched test.** Steps: 1. **Measure behavior** See clicks, scrolls, recordings, surveys, analytics, CTAs, and page performance. 2. **Find the friction** Spot where visitors hesitate, miss key content, abandon, rage click, or fail to convert. 3. **Understand who it affects** Use Audiences to group visitors by behavior, source, device, page path, conversion activity, survey answers, and more. 4. **Get the next task** Tasks turns findings into guided steps your team can act on. 5. **Create the test idea** Use real behavior evidence to shape the copy, layout, offer, CTA, or page change worth testing. 6. **Launch and learn** Run A/B tests and use the results to decide what to do next. Design note: This should be the backbone of the homepage. The product now needs to feel like a connected workflow. --- ### 4. Product modules section Goal: make the breadth feel connected, not like a feature dump. Headline: > **Everything connected around your next conversion test.** Cards: #### Heatmaps See what visitors notice, miss, and click. #### Recordings Watch the moments where visitors hesitate, struggle, or abandon. #### Surveys Ask visitors what stopped them, confused them, or mattered most. #### Web Analytics See traffic, conversion, and page performance patterns. #### Tasks Turn findings into guided next steps. #### Audiences Understand which visitors need a different experience. #### A/B Testing Test the changes your visitor behavior points to. #### AI recommendations Get recommendations grounded in real website evidence. Design note: Group modules under the workflow. Do not present as eight equal disconnected features. --- ### 5. Differentiation section Goal: separate Crazy Egg from free tools, enterprise tools, and AI tools. Headline: > **Not another dashboard. Not another AI prompt box.** Copy: > Crazy Egg starts with what visitors actually do on your site. Then it guides your team from evidence to task to audience insight to conversion test. Comparison table: | Alternative | What it gives you | What is missing | |---|---|---| | GA4 / Clarity | Free data and behavior visibility | Clear next test to run | | Hotjar / Mouseflow | Heatmaps, recordings, surveys | Built-in path from insight to test | | VWO / Optimizely | Advanced experimentation | Simple behavior-led test discovery | | AI page builders | Fast page generation | Real visitor behavior as the starting point | | Consultants | Expert interpretation | Continuous in-product workflow | Crazy Egg column: > Visitor behavior, guided tasks, audience insights, and A/B testing in one workflow. --- ### 6. Use-case section Goal: make the promise concrete for different buyers. Headline: > **Built for the teams responsible for website conversion.** Cards: #### Growth teams Turn campaign traffic and landing page behavior into a repeatable testing pipeline. #### Ecommerce teams Find where shoppers hesitate and test better product, offer, cart, and checkout experiences. #### Agencies and CRO consultants Turn visitor evidence into client-ready recommendations and tests. #### Founders and operators Stop guessing why traffic is not converting and know what your team should test next. #### Product and UX teams Connect behavior evidence to prioritized experience improvements. --- ### 7. Proof section Goal: build trust and reduce anxiety. Headline: > **Trusted website optimization, now guided from insight to test.** Proof points to use if accurate/current: - 449,000+ websites - Since 2006 - Unlimited domains - Unlimited team members - No overages - 30-day free trial - A/B testing included - Case studies with conversion/revenue outcomes Needed proof assets: 1. Case study showing behavior insight -> page change -> test/result. 2. Screenshot of Tasks guiding next action. 3. Screenshot of A/B test setup/result. 4. Example recommendation with evidence citation. 5. Example Audience used across analysis and targeting. --- ### 8. Pricing/value bridge Goal: preempt free-tool and enterprise-tool objections. Headline: > **A complete conversion workflow without enterprise complexity.** Copy: > Crazy Egg gives your team the behavior evidence, guided tasks, audience insights, and A/B testing workflow to improve pages without stitching together free tools, testing suites, and AI generators. Support bullets: - No surprise overages. - Unlimited team members. - Unlimited domains. - Fast setup on the pages you already have. --- ### 9. Final CTA Headline: > **Know what to test next.** Copy: > Start with the pages you already have. See where visitors get stuck. Turn the evidence into your next conversion test. CTA: > Start your free trial Secondary: > See plans --- ## Copy hierarchy ### Hero promise Find what stops visitors from converting. Know what to test next. ### Strategic explainer Crazy Egg turns heatmaps, recordings, surveys, and analytics into guided tasks, audience insights, and conversion tests your team can launch. ### Workflow line From visitor friction to launched test. ### Product line Tasks guides the work. Audiences shows who it affects. A/B testing proves what works. ### Competitive line Free tools show behavior. Enterprise tools run experiments. Crazy Egg connects the missing workflow. ### AI line AI recommendations grounded in real visitor behavior. ### Pricing line The conversion workflow between free analytics and enterprise experimentation. --- ## Design requirements The design must show progression. Avoid: - Static dashboard grid - Feature dump - AI chatbot as hero - Heatmap-only visual - Enterprise experimentation vibe - Generic SaaS illustration Show: - Evidence flowing into a task - Task flowing into audience insight - Audience/test idea flowing into A/B test - Result feeding next recommendation The user should visually understand: > Crazy Egg moves me from what happened to what to test next. --- ## Proof requirements before launch Must have at least three of these before using the full promise publicly: 1. Tasks screenshot that shows guided next step. 2. AI/recommendation screenshot with behavior evidence. 3. A/B test creation or result screenshot. 4. Audience creation/application screenshot. 5. Example workflow from heatmap/recording to test idea. 6. Case study or demo result showing conversion improvement. If proof is weak, soften the hero subhead to: > Crazy Egg helps your team turn heatmaps, recordings, surveys, and analytics into guided recommendations and conversion test ideas. --- ## Risks and mitigations ### Risk: overpromising test launch Mitigation: Use "conversion tests your team can launch" only if the flow is truly available. Otherwise use "conversion test ideas." ### Risk: too much product complexity in subhead Mitigation: Keep hero subhead to one sentence. Put Tasks, Audiences, and AI details below. ### Risk: Clarity free objection Mitigation: Direct comparison: free analytics shows behavior; Crazy Egg tells you what to test next. ### Risk: VWO/Optimizely credibility objection Mitigation: Do not claim enterprise experimentation superiority. Claim simpler behavior-led conversion testing. ### Risk: AI trust objection Mitigation: AI is grounded in heatmaps, recordings, surveys, analytics, and tests. Show evidence citations. --- ## Top variants to test ### Variant A - recommended > Find what stops visitors from converting. Know what to test next. ### Variant B - punchier > Find what stops visitors from converting. Test what fixes it. ### Variant C - growth/agency > Turn visitor behavior into conversion tests you can launch. ### Variant D - heritage bridge > Turn clicks, scrolls, and recordings into tested improvements. ### Variant E - Tasks-forward > See what is costing conversions. Get guided tasks to fix it. --- ## Final recommendation Build the homepage around this narrative: > Your website data should tell you what to test next. Hero: > **Find what stops visitors from converting. Know what to test next.** Subhead: > **Crazy Egg turns heatmaps, recordings, surveys, and analytics into guided tasks, audience insights, and conversion tests your team can launch.** This is the cleanest bridge between old Crazy Egg and new Crazy Egg.