Have you tried to cross reference referral source to active users? If people find you based on certain keywords or links, they may think that your tool solves

Have you tried to cross reference referral source to active users? If people find you based on certain keywords or links, they may think that your tool solves the problem and once they try it... yes? no? It may be that your SEO is (inadvertently?) describing you as one thing when you're not that at all.