Cognism

This is a show where I (Peep Laja, founder of Wynter) conduct actual message testing on real websites with real people.

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This week: Cognism (volunteered by Fran Langham). ICP: demand generation leaders.

I conducted message testing on their home page, and rewrote it based on the data.

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So how did this page do?

How compelling was the pitch? 3.2/5

Clarity: 3.6/5

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The very curious thing though behind these numbers is that it's actually very few things they need to address to solve it.

The 500-pound gorilla in the room: how's this different from Zoominfo? It gets dismissed as 'yet another'.

"Same as any other service I guess. Just seems like a commodity."

Everyone's already using one sales intelligence vendor or another.

If you're in a mature category that everyone's already familiar with, you need to include your differentiation in your above-the-fold value prop.

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There were other, smaller things that turned people off:

- The headline. It says 'mobiles', and for Americans this is odd. It should say 'mobile phone numbers'.

- Not a single screenshot of the product

- Lack of emphasis on a particular advantage. Is it about more leads or quality? They should go all in with the accuracy and compliance.

- They list some BIG stats, but don't back them up which hurts credibility. If you make big claims, gotta bring big proof.

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What did you think of MY version of the home page? (I actually think they should hit their differentiation even harder).

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