Behavioral UX Audit — Decisora Landing Page

Framework: Fogg's B=MAP (Motivation × Ability × Prompt)

MOTIVATION

The headline "Clarity for the decisions that shape your life" is abstract. The headline does not illustrate a consequence of using the product. A new visitor cannot visualize an end-state following the use of the product. There is no before-and-after scenario, no stakes, and no concrete outcome.

The subtext further reinforces the problem. "No chatbots. No generic advice. Just clarity." is defensive in nature. The product is defined by what it is not. Visitors do not gain motivation through negative statements. They gain motivation by visualizing the end-state.

Finally, there is no social proof on the landing page. No decision numbers, testimonials, and no logos. Motivation remains low without any social proof to demonstrate that the product worked for someone like me.

ABILITY

The page immediately presents a 6-category domain grid — Career, Business, Money, Relationships, Personal Well-being, Ethics. This appears before the visitor has decided they want to engage. It's a choice task before a trust moment. Cognitive load arrives too early.

The frameworks section below adds 8 more items (10-10-10 Rule, Inversion, Regret Min, etc.). This is information that belongs deeper in the flow, not on the landing page. For a first-time visitor, it reads as complexity, not capability.

Ability on a landing page means: how easy is it to take the first step? Right now, the first step requires me to categorize my own problem — that's work I shouldn't have to do yet.

PROMPT

This is the biggest failure on the page.

There is no input box. There is no moment where the page says "tell me your decision." The only action element above the fold is the domain grid, which is a filtering UI, not a prompt.

The CTA ("Begin a career & education decision →") only appears after a category is selected. A first-time visitor who doesn't click a category never sees a call to action at all.

The natural prompt for a product like this is a text field directly under the headline — "What decision are you facing?" That single box would do three things at once: it gives the visitor an action, it makes the product's function immediately obvious, and it creates commitment before friction.

The prompt is mistimed and conditionally hidden. That's a conversion kill.