TechFlow App

The problem

TechFlow’s landing page listed fourteen features across eight sections. It was accurate, and it converted badly. Session recordings told the story: people scrolled to the bottom, scrolled back to the top, and left from the same viewport they arrived in.

The team knew what was wrong but not what to cut — every feature had an internal champion. That is a strategy problem wearing a design problem’s coat.

What we did

We interviewed nine of their users and asked one question: what were you doing the day you signed up? Seven of the nine described the same Monday morning — rebuilding the same status report from four different tools.

That answer became the page. One promise above the fold, one screenshot of the thing it replaces, one button. The other thirteen features did not disappear; they moved below the argument, where someone already convinced can go looking for them.

• Structure — three sections above the fold instead of eight, with proof next to the claim it supports rather than collected in a wall at the bottom.
• Build — a static site with the marketing pages in Markdown, so the team publishes a campaign page without opening a ticket.
• Instrumentation — events on the paths that matter, so the next iteration argues from data instead of taste.

What changed

The page paints in just over a second on a mid-range Android, which matters more than it sounds: a third of their traffic arrives from mobile ads. The marketing team has shipped eleven pages since launch without a developer.