Turning Ad Clicks into Demos with AI-Powered Research

Tenant Tracker partnered with Flywheel Growth to optimize their multifamily product landing page. The goal? Turn more marketing-qualified leads into booked product demos—without a full redesign.

The Challenge

Tenant Tracker noticed that while paid ads were generating decent traffic to their multifamily landing page, conversion rates were stalling. Warm leads weren't transitioning to scheduled demos, and the team suspected UX and content gaps were to blame. They wanted to:

Improve the landing page experience for multifamily prospects
Increase sales-qualified lead (SQL) conversion rates
Maintain speed and efficiency without investing weeks into user research

The Flywheel Approach

Using our AI-powered users—trained to reflect Tenant Tracker’s real target personas—we conducted a full unmoderated usability test. Participants included directors of renovation, VPs of construction, and asset managers typical of their ICP (ideal customer profile). We evaluated:

Content clarity
Page structure and hierarchy
Visual and messaging effectiveness
Product-market communication fit

What We Uncovered

Key Insights from the Test:

Missing Feature List: Visitors couldn’t clearly identify what the product offered compared to competitors.
Lack of Social Proof: No case studies or real-world success stories made it harder to trust or visualize the product’s value.
Disconnected Landing Page: Multifamily visitors felt like they landed mid-story—without enough context to make an informed decision.
Accessibility Issues: Font size and color contrast didn’t meet WCAG standards, especially for an older professional audience.
ROI & Integrations Not Explained: ROI is touted—but not backed up. Integrations critical to decision-making were also unclear.