let’s chat landing pages
By Ari Murray
*I think you should TEST all of these angles.
10 different head-to-head battles,
20 different types of pages,
20 measurable results,
from 20 different buyer journeys
(BELOW I’ve linked a few landing pages to demonstrate what I’m talking about — go to FB ads library, look up your favorite brands (or your competition), and look at the LINK that they are sending their ads to.)
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2. PRICE TESTING!! $49 vs $49.99, for example. 🧙♀️
HOLD EVERYTHING ELSE CONSTANT. Test this on new products that you’re TRYING to price correctly. Show these ads to cold, new traffic.
3. SAME PRODUCT SAME OFFER ANGLE TEST. 🧙♀️
Founder story as highlight as angle 1, science behind the brand as highlight as angle 2, customer before and after as angle 3. By angle here, I mean that we are LEADING WITH educating on the founder story, or the science behind it, or the results of the product. Test the hierarchy of your information, and see what leads to a longer time spent on page and lower bounce rate. And, you know, more conversions!
4. FREE SHIPPING + % OFF OFFER vs FREE SHIPPING + GWP 🧙♀️
6. SINGLE-SKU FOCUS vs VARIANT VARIETY 🧙♀️
Sell 1 PRODUCT ONLY ON A PAGE. THEN, SELL A FEW VERSIONS OF THAT PRODUCT ON ANOTHER PAGE (for example, if I were HOKA 👟, I’d make a landing page focusing only on the Bondi 7. Then, I’d test that page against focusing on our performance running shoes in general, showing a few styles – see what works better).
7. HEADLINE WAR! 🧙♀️
Not sure if your hero headline is compelling? Spin up 3 versions of the same exact page, but with a different hook. You split test your homepage copy- RIGHT????, so split test your landing pages, too!
8. SOCIAL PROOF 🧙♀️
Test if leading with reviews or leading with press right below the fold of your landing pages works best. (I’m team reviews, but I like to test into that assumption).
9. SLIDE CART ON LP (UPSELL) vs NO SLIDE CART (NO-UPSELL) 🧙♀️
A bundle as the iteme on the page, no pop-out slide cart with the ability to add to cart vs. a lower AOV product, then once that’s added to cart – an upsell at a % off. Test what leads to more efficient revenue.
10. LP WITH BUY BUTTON STRAIGHT TO PDP vs LP NO ACCESS TO WEBSITE 🧙♀️
Sometimes, it works best to NOT allow the customer to escape the LP – they can get lost that way if you have a ton of buttons on the page that lead back to the main website. But, sometimes that’s not true – and a landing page needs the main website for credibility. Test this for yourself with your own traffic.
🧙♀️ Landing pages that convert always have:
A minimized # of steps. That’s the whole point of a landing page, to help the visitor to QUICKLY and CLEARLY understand why they need to buy, and then for them to be able to CONVERT before they’ve changed their mind.
🧙♀️ Here’s the landing page flow (GOOD) : customer clicks the ad (ACTION 1) customer scrolls page (ACTION 2) customer adds item (items!) to cart (ACTION 3) customer clicks continue to checkout (ACTION 4) customer hits SHOP PAY, PAYPAL, or enters their credit card info (ACTION 5) customer submits purchase (ACTION 6)
Landing pages work so f’ing well because if you send paid traffic to homepage, we’re in stepsville.
🧙♀️ Here’s the flow if you send a paid, cold customer straight to homepage (BAD):
Customer clicks ad (ACTION 1) customer scrolls page (ACTION 2) customer pokes around the nav looking for what they want OR they click a CTA that leads to a PDP (product page) or PLP (collections page) from homepage (ACTION 3) customer, if on the PLP track for example, scrolls page looking for what they saw in the ad (ACTION 4) customer then clicks into a PDP (ACTION 5) assuming they clicked the product that they actually saw advertised, they then choose their variant, quantity, and ADD TO CART (ACTION 6) customer hits SHOP PAY, PAYPAL, or enters their info (ACTION 7) customer submits purchase (ACTION 8)
We cannot allow our customers to get lost. Instead, we can guide them depending on exactly where we KNOW THEY ARE (because we’re designing this page to MATCH BACK TO THE EXACT TEST WE’RE RUNNING ON PAID).
In summary, we LOVE landing pages! <3
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