Messaging & Positioning

What brought you here today?

Analytics tells you where visitors came from. This tells you why they showed up — and what job they're trying to do right now.

2 questions

5-second delay

Homepage / landing pages

Popup widget

Why this template

Analytics tells you WHERE visitors come from. This tells you WHY they showed up. The difference sounds minor. It isn't. A visitor 'researching tools for a specific problem' needs a completely different experience than one 'just exploring.' When you know the dominant intent arriving at a page, you can restructure navigation, messaging, and CTAs around what most visitors actually need. The open text reveals the specific question in their head that your page either answers or doesn't — and most pages don't.

The questions (2)

What brought you here today?

Multiple choice

I'm researching tools for a specific problem
I heard about you and wanted to check you out
I'm comparing options before making a decision
I'm looking for specific information
I'm an existing customer / came back for something
Just exploring — no specific goal

What's the main thing you're trying to figure out?

Open text

When to trigger it

Deploy on your homepage, or any high-traffic landing page. Trigger after a 5-second delay. Show to a sample of visitors (20-30% sampling gives sufficient data without survey fatigue). Set a 60-day cooldown.

How to read the results

"Researching tools for a specific problem" > 40%: you're capturing bottom-funnel traffic. Your pages should be selling, not educating. If they bounce, you have a conversion problem, not a traffic problem.
"Comparing options" > 30%: visitors are in decision mode. Add comparison content, testimonials, and a clear "why us vs [competitor]" section.
"Just exploring" > 30%: top-of-funnel dominant traffic. You need a clear "next step" path for explorers — newsletter, popular articles, specific use-case pages.
Q2 open text: the specific questions reveal what your pages fail to answer clearly. If 15 visitors ask "what's the pricing?" after seeing your homepage, your pricing CTA is not visible enough.

What to do next

Identify the top 2 intent modes from Q1
Redesign page hierarchy to serve those 2 modes (usually different content order or CTA placement)
Map Q2 questions to your content — are they answered? If not, add them.
For 'comparing options' dominant: prioritize comparison content before any other copy changes

Recommended configuration

Widget style

Popup

Position

Bottom-right

Trigger

5-second delay

Best page

Homepage / landing pages