- What is Papaya Global?
- How I carried out this CRO Analysis
- CRO Analysis Breakdown
- Would you want me to do a CRO Break down for your page?
What is Papaya Global?
It’s a payroll and payments platform designed to offer an end-to-end solution for businesses’ global workforce needs – from onboarding, to compliantly paying workers across the globe.
How I carried out this CRO Analysis
Of course, I do not have access to Papaya Global‘s GA4 or any other tool that allows me to delve deeper into their internal data.
For that reason, I conducted this heuristic analysis, a method I also use during CRO Audits at The Leads Booster.
This analysis includes several objective questions that allow me to assess how well CRO best practices are implemented on the page.
The answers will be categorized in 3:
-Well Executed-
-Need Improvement-
-Not Done-
And also you’ll find some details or potential solutions.
CRO Analysis Breakdown
FIRST IMPRESSION – ENTRANCE
Does the header copy explain WHAT the product/service is?
-Well Executed-
While the subheadline is super clear, it would be useful to add a user-related pain point or desired outcome in the headline to create instant empathy when the visitor lands.
Does the header copy match the pre-click ad or SERP copy?
-Well Executed-
In the organic results it perfectly matches.
If you take a look at the ad in Google maybe would need an adjustment to match 100% and manage the expectation of the user. But overall this point is well executed.
Does the copy clearly call out WHO the product/service is for?
-Well executed-
Even though the menu contains all the information, it might be worth experimenting with including this information on the homepage—possibly in the headline or subheadline.
APPEAR TO USER’S MOTIVATION
Does the copy focus on the acquisition of desired outcome(s) or the elimination of pain point(s)?
-Needs Improvement-
It feels like, after reading some reviews of various payroll software, there are some pain points not addressed on the page.
In my opinion, it’s crucial to connect with the ICP’s daily issues to craft a more empathetic message.
However, the outcomes are well communicated. The focus is clearly on achieving a perfect global payment flow.
CONVEY UNIQUE VALUE
Does the copy clearly explain what advantages the product / service has over other existing solutions?
-Well executed-
The value proposition emphasizes having everything needed for global payments on a single platform.
After reading some reviews, it’s evident that customer success and support are highly valued by customers when discussing their satisfaction with the brand.
Including information about the support and customer success team as an advantage over other solutions could be beneficial.
Does the copy support claims of these advantages with objective proof points?
-Well executed-
In the menu under “What We Offer,” you can read about every single solution they currently have, and it’s extensive!
I compared this with other competitors who also claim to be all-in-one solutions, but they don’t offer nearly as many features. So, point for Papaya 🙂
ESTABLISH CREDIBILITY
Does the copy include endorsements from customers who fit the target market?
-Well executed-
With customers testimonials.
Does the copy include impressive metrics that summarize the product’s popularity?
-Well executed-
Are these testimonials/endorsements easily verifiable?
-Needs improvement-
It could be helpful to add some links to the Linkedin profile of the people that is on the reviews.
ADDRESS OBJECTIONS/FEARS
Does the copy offer any guarantees or other reassurances to minimize perceived risk?
-Needs improvement-
Although social proof is a great anxiety mitigator—and it’s included on the page—I think there are additional elements that can further minimize perceived risk, especially on the pricing page.
–> Learn how to address FUDs in the pricing page <<here>>.
Does the copy clearly address conversion-critical questions from prospects?
-Not done-.
There are critical steps in the funnel where a simple doubt or question can prevent conversion.
What are these critical questions and where can you find them?
I wrote an entire post about the must-ask questions you need to gather to understand your customer’s motivations and FUDs.
Top 1# Must-Ask Questions to Deeply Understand Your Customers and Boost Conversions
PRESENT THE OFFER
Does the CTA copy focus on acquiring value or a desired outcome?
-Needs improvement-
The CTA is clear and concise but a bit generic. It might be worth testing a different copy to see how it performs.
Is the CTA the most visually dominant element in the viewport?
-Not done-
I love the design and visuals behind the headline, but they can be a bit distracting, and the background doesn’t contrast well with the text and CTA.
Furthermore, above the fold, there are two main CTAs with different copy that direct to different landing pages, which can be confusing.
FORM DESIGN
Does the form have a headline that explain why to filled it out? (Why should I fill out this form? What motivates me to do so? Will I receive a free demo, a trial, or further information?)
-Well executed-
I really like the whole sign up page. It’s full of social proof and focused on the acquisition of desired outcomes.
And the form does have a headline that explains why to filled it out.
Does the form ask for the least amount of information required to complete the transaction or qualify a lead?
-Well executed-
It is a good balance between asking for just a few information but enough to qualify the lead.
Expectation manager: What is going to happen after I fill the form?
-No done-
The CTA says “Get a Demo,” but it ends up showing a calendar to schedule it—which is fine—but a more accurate form text like “Proceed to Calendar” might be better.
Would you want me to do a CRO Break down for your page?
I honestly love Papaya Global page and how they address barriers and deliver value all along the journey.
If you work on a Saas and would like me to do this analysis for ir book a meet with me here.
See you around!
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