Can you outline your last 2-3 a/b tests and provide any insight into the conversion lift from them? I’d hate to suggest something that you just tried.
I’ll give you a couple of quick off the cuff observations and ask a couple of questions to get the ball rolling.
Do you have any idea what the conversion rates are for mobile v. desktop?
If I click on either “start today” cta in the plan section is there a way that you are notified of which plan I want? I don’t see an option to choose essential or premium.
In the form, how do I as a user know which fields are required? I clicked on book my call and got the error notification but there was no way to tell me how much info I had to provide before I started filling out the form.
I feel like there is a disconnect with the CTA’s on the page. I see learn more, then start today but at the bottom, I am booking a call. So which is it? When I fill out the form am I starting today or am I booking a call to learn more? Am I getting access to a website, or an app? How does it work? I’m kinda left wanting more before I book.
On mobile, how would I know what elements are click-able and which aren’t? There seem to be two styles of buttons. For instance, I did not know that the little i in the meal plan to maximise your results was a button until I moused over it, on mobile, there are no mice. Same for the icons in the green section at the top, I had no idea that was the navigation.
Lastly, I can’t read the font that you use in the hero. It is cool but it isn’t clear. I would test using something else.
It is a solid page. With some UX improvements, I think you will find your missing conversions. If you are not using something like Hotjar to track UX/UI I would strongly recommend it.