Jorn van Dijk

Why Your Startup Website Isn't Converting

Jorn van Dijk, Aaron Epstein

Jorn van Dijk conducted a comprehensive usability audit of five AI startups—Lumari, Ally, Juicebox, Leaping AI, and The Hog—identifying critical friction points where visual complexity and premature calls to action hindered user understanding. The analysis revealed a consistent pattern of missing product proof, such as abstract illustrations or generic templates, which prevented prospects from validating value propositions before encountering mandatory sign-up walls. Recommendations focus on replacing decorative animations with functional UI demonstrations, clarifying enterprise-level scope through targeted visuals, and streamlining messaging to ensure immediate alignment between brand identity and the specific B2B solutions offered.