What Was Holding Them Back
The programme ran as a series of A/B tests on the landing page, each winner compounding on the last. The clearest of them — a competitor comparison — is the one worth walking through in full.
A side-by-side table against typical diagramming software, high on the page.
Led on ease of use, one-time pricing, visual style and AI features — not feature lists.
"Putting the comparison on the page did what months of feature copy could not. People stopped leaving to go and check the alternatives."


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