For DTC brands
Your ads work. Your landing page is where the money leaks.
Cold traffic from Meta or TikTok arrives with no context and a thumb hovering over the back button. A burn is a stranger who matches that audience, landing on your page the way they would from an ad, and narrating the first ten seconds you never get to hear.
- First burn free, no card
- Video + transcript, usually within 1–2 days
- Bad burn? Replaced free
Try it on a page like yourbrand.com/pages/launch
What breaks conversion for DTC brands
The ad promised one thing and the landing page opens with something else. The hero video autoplays with no price in sight. The bundle logic ("buy 2 get 1") takes three reads. The subscription toggle is pre-selected. The founder story is above the product. Each of these is a place a visitor silently decides you are not worth the effort.
Roughly 70% of online shopping carts are abandoned before checkout (Baymard Institute's running average of published studies). For a DTC brand paying for every visitor, the abandonment that matters most happens earlier than the cart — on the landing page, in the first scroll.
What a burn reveals
You get the visitor's first sentence. "Okay, so what is this actually?" is a clarity problem. "That's a lot of money for shampoo" is an offer problem. "Are these reviews real?" is a trust problem. The Fire Score puts a number on each dimension — clarity, trust, navigation, offer, conversion readiness — and ties every finding to a timestamp in the recording.
Pair it with an Ad Burn: ten people in your target demo rate the creative on stopping power, clarity and whether they'd click, before you spend on it. Same credits.
How DTC teams use it
Burn the landing page for each active campaign, on the device the ad runs on. Brief the reviewer with the ad's promise so they land with the same expectation as a real click. Re-burn after the fix. Because credits never expire, a 20 pack covers a quarter of launches.
Three briefs you can paste in
The burn form has three fields: who the customer is, what they should try, and one closing question. Copy, edit, submit.
Brief 1
Ideal customer
A man 25–40 who just tapped a TikTok ad promising 'the last razor you'll buy'. He's never heard of the brand.
Task
You landed here from that ad. Decide within a minute whether to keep reading, then try to buy the starter kit without the subscription.
Closing question
Did the page deliver what the ad promised? What made you doubt it?
Brief 2
Ideal customer
A woman 30–45 with two kids, household income $75k+, who buys supplements online and compares prices.
Task
Figure out what one month actually costs, including shipping, and add it to cart.
Closing question
What would it take for you to trust this brand enough to buy tonight?
Brief 3
Ideal customer
Someone who has bought from a DTC brand after seeing it on Instagram in the last 30 days.
Task
Try to find out what happens if you don't like the product. Then try to buy the bundle that seems like the best deal.
Closing question
Which part of the page felt like marketing, and which part felt like proof?
How it works
Three steps. One afternoon.
Paste your URL
Pick desktop or mobile and tell us who your ideal customer is. Two minutes, tops.
A real person tries to buy
A vetted reviewer who fits your buyer profile records their screen and says every thought out loud.
Watch, fix, re-test
Video, transcript, and an AI fix list in your inbox, usually within 1–2 days. Ship the fix, burn it again.
Free first burn
No credit card to start
1–2 day delivery
Once a reviewer claims it; most land faster
Verified reviewers
ID-checked and rated
Replacement guarantee
Reject a bad burn, get a new one
They land on the URL you give, but you can paste the ad's headline and promise into the brief so they arrive with the same expectation a real click would have. Many brands burn the landing page with the exact ad copy in the task.
Stop guessing. Start watching.
Paste your URL. A real person tries to buy from your site today. Your first burn is free.
No credit card · Results usually within 1–2 days · Bad burns replaced
Not ready for a human yet? Get a free AI Fire Score in 30 seconds.