I have read the famous Marc Andreessen blog post on product market fit because it’s something my company really wants to do correctly. Unfortunately I don’t think defining this is very cut and dry for us.
For instance, customers tell us they really like our product, and get value from it, but they aren’t signing up in droves. Yet we seem to close those deals quickly when we’re able to find them. It seems we’re somewhere in the middle. Is this a bad thing? How would you assess product/market fit differently?
Closing deals quickly is most definitely not a bad thing. If anything, it indicates something problematic at some other stage of your sales funnel. Your statement, "Yet we seem to close those deals quickly when we’re able to find them," seems to suggest some difficulty in finding leads.
Product market fit is an inflection in your growth curve. It's not really only about doing it right. Enough time and effort is required to see an idea through. I see product market fit as a point when customers start to come looking for you more so than you're out looking for customers. This can be very different for different companies. For example, one of our products (Reamaze.com) found product/market fit MUCH more quickly than our previous product (Roninapp.com). Reamaze was designed to solve a specific headache for high growth businesses, startups, etc and it took us a very short amount of time to know we were onto something. We're still testing the waters with our newest product and looking for a product/market fit for Clearalias.com.
I hope that's helpful.
I would second Alex, sounds like an issue @ problem/market fit stage, but I am assuming you have paying customers (from your statement "we seem to close those deals quickly") which is a much higher form of validation so I wouldn't sweat it.
1. It seams that the messaging could be off, try to address it (focus group or compare iterative A/B testing) then update your landing page to be as focused as possible.
2. I would focus on increasing those moments of interaction by adding a pop-up chat screens, keep track of what confused them or their questions, then add a FAQ.
3. Also I'd try to use basic analytics in order to see if there's something different about those that are opting in vs those who need the extra nudge.
Hope this helps,