It is common for new founders to find themselves puzzled when almost everyone leaves amazing reviews on their first day using a product yet never returns. Sometimes, users don’t even have the platform or time to leave reviews, but traffic data shows a decline in usage. Many people flock to test and then leave. I know this from experience in launching Clariss, my color palette generator. I shared it on Reddit and other platforms. Here are some reasons why this happens:
- It's Cool, but They Don't Need It
That’s a hard truth to swallow, but it is what it is. Often, people see something cool but realize they have no actual use for it in their lives. This is different from the “Damn! I have been looking for something like this” reaction. That spells need. That is a problem solved. - How Easily Replaceable Is Your Product?
Sometimes, it’s about the competition. People might love your product but forget its name or address. When they need a similar service, they search for a tool and use whichever comes up first. For instance, a tool like a DNS lookup tool is highly SEO-dependent. People may love using yours but end up using another because it’s easier to find. - Credit Cards
Many people enjoy a service but back off when asked for a credit card. Free trials without requiring a credit card can lower the barrier to entry. Letting customers try a product before asking for payment helps them feel connected to it, making it easier to ask for money later. - You Shared with the Wrong Audience
This overlaps with the first point but goes deeper. Some products are too niche for a general audience. Clariss, for instance, is best suited for graphic designers, who value its color schemes and Pantone conversion. A general audience might only appreciate the aesthetics without returning. It’s essential to share your product with people who find it truly useful. - Maybe They Didn’t Fully Grasp What You Were Offering
Sometimes, visitors arrive at a landing page but are overwhelmed by information overload and sales language. If they can’t quickly understand what the product does, they may leave before testing it. Make it easy for potential users to get started right away or clearly understand the product. - Is It Complicated to Use?
Complexity is only acceptable if you’re solving a problem with no competition. Even established products like Adobe Suite and Excel face pressure to simplify because users gravitate toward less effort-demanding tools. Canva, for example, has shown the power of simplicity.
Conclusion
Early spikes and dips in traffic are common. As you strive for steady growth, these factors are crucial. Consistency is key, as impressions correlate with actions. For instance, social media and YouTube often have higher views than interactions like clicks, likes, or shares. So, get your product in front of thousands to gain hundreds of users. Don’t give up easily if that curve falls after a launch.