Full transcript
0:00Do you ever wonder why some landing
0:02pages convert as high as 15% while
0:05others barely struggle to get any leads
0:07or sales? Well, over my last several
0:10years of experience in conversion rate
0:12optimization and landing page design,
0:14I've spent thousands of hours studying
0:16more than 1,500 plus landing pages to
0:19find out what actually makes them
0:21convert. Across the best landing pages
0:23I've seen in those last several years,
0:26I've noticed some very consistent
0:27patterns. So today, I'll be sharing what
0:30I found and give you my seven most key
0:32learnings that you can apply to your own
0:34landing page to optimize your conversion
0:36rate and get more leads and sales than
0:39you've ever seen before. Starting with
0:41lesson number one, which is by far the
0:43most important, and that is what I call
0:45the 5-second rule. If you don't hook
0:47someone and make a strong first
0:49impression in the first 5 seconds of
0:51someone landing on your page, you've
0:53completely lost them. That is why the
0:55topmost area of any landing page, also
0:58known as the above the fold, is complete
1:01make orb breakak. This is a section
1:02that's immediately visible without
1:04having to scroll down. And it is the
1:07only section that statistically 60% of
1:10people will never even scroll past, but
1:12100% of your users will see. You should
1:15be spending 80 to 90% of your efforts
1:18just on this one section when starting
1:19out. In order to nail down the above the
1:22fold, here's the proven formula. The
1:24very first thing is having an extremely
1:26benefit-driven and compelling headline
1:28that ties into the dream outcome of your
1:31end user. Do not simply explain who you
1:33are or what it is you do in your
1:35headline. I see this mistake being made
1:37all the time on landing pages. Also,
1:39please do not use jargon or vague text
1:41that makes people have to process what
1:43you're trying to say. This is absolutely
1:46killing your conversions and it's a
1:47complete waste of your headline and it's
1:50causing you to burn money down the
1:52drain. The only thing you need in your
1:54headline is why should I care? Right?
1:56That's it. That's all you need. Just one
1:58hard-hitting benefit that makes people
2:00say, "Take my money." This is a great
2:03example for a bookkeeping client where
2:04we're highlighting value and quantifying
2:06the value in the form of time save.
2:09Right? That is what people care about at
2:10the end of the day. Here's another
2:12example where in the before version of
2:14our client's page, they simply just
2:16explain who they are and what it is they
2:18do, which is a digital imaging
2:20technician course. Right? This adds no
2:22value to me as the end user. In the
2:24after version, we tied in the dream
2:27outcome of the enduser and what they
2:29actually care about, right? Which is
2:31effectively more income, being able to
2:33travel the world and network with
2:35highprofile creatives. We've easily seen
2:38conversion rate increases at our agency
2:40at upwards of 80% just by testing the
2:43headline alone. So, the next thing is
2:45your sub headline, right? Your sub
2:47headline is the opportunity to now
2:49explain who you are and what it is you
2:51do to achieve the results that you just
2:54mentioned in your headline. In the sub
2:55headline, you want to convey your USP
2:58and what makes your product or service
3:00different than any other competitor out
3:02there in the market. The next big thing
3:03is having social proof above the fold,
3:06right? Social proof is anything like
3:08reviews, testimonials, featured
3:09publications, anything that's going to
3:11build trust with customers. Whenever you
3:13look at the world's highest converting
3:15landing pages, you will always notice
3:17that they put social proof right at the
3:20very top of their page because
3:22psychologically 60% of people never
3:25scroll past a section. So you have to
3:27give them a reason and incentive to
3:29actually scroll down in the page and
3:31take action. And social proof is one of
3:33the ways you do that. Ideally, you want
3:35to have at least two forms of social
3:37proof above the fold. We've just AB
3:39tested this a lot and we found that the
3:41more credibility you build up front, the
3:43higher likelihood someone is to convert.
3:45Next, you need a clear benefit-driven
3:47call to action button that stands out on
3:49the page and is actionable. Right
3:51underneath the call to action, you need
3:53to reduce what I call FUDs, which are
3:55fear, uncertainty, doubts. Right? All of
3:58the anxieties and fears that people have
4:00around shopping online or reaching out
4:02about a service, you need to reduce all
4:04of that upfront above the fold. This
4:06could be anything like free trials or
4:08return policies or warranties. You'd be
4:10surprised, but we've seen conversion
4:12rate increases between 40 to 60% just by
4:15testing this one small thing. So, these
4:17small little changes really make a
4:19difference. The final thing you need is
4:21an image or video that complements your
4:23messaging and subtly conveys who you are
4:25and what it is you do. Here's a before
4:27and after for our education client where
4:30we incorporated all of these techniques
4:32and we saw a 132% lift in qualified
4:36leads and conversions. Here's another
4:38example for a client sold thrillers
4:40where we saw a 108% lift in qualified
4:44leads and conversions from just
4:45optimizing their above the fold. Now,
4:47having a strong above the fold is
4:49literally just the bare minimum and
4:51basic prerequisites of getting people to
4:54scroll down and engage and take action
4:56on your page. But even despite giving
4:58them all of these logical reasons that
5:00they should take action, there's still
5:02going to be a large percentage of people
5:04that are not yet convinced. That is why
5:07lesson number two is that people buy
5:09with emotion, not logic. We like to
5:11think as humans that we're logical
5:13decision makers, but the reality is is
5:16that people tend to make decisions with
5:18emotion first, then they rationalize it
5:21with logic. So when a person comes to
5:23your landing page, they're feeling
5:24something. Maybe they're frustrated by
5:26some deep rooted problem in their life,
5:28or maybe they're dreaming of an endstate
5:30improvement in their life. Whatever it
5:32may be, that is the feeling that you
5:34need to tap into on your page. One of
5:36the easiest ways you can do this is
5:38through the form of images. Right? As
5:40the saying goes, a picture is worth a
5:42thousand words. And this couldn't be
5:44more true for your landing page. The
5:46human brain processes images 60,000
5:49times faster than text. We did this for
5:51education client who caters towards
5:53children where you can see scattered
5:55throughout the page are tons and tons of
5:57photos of smiling and happy children
5:59that really resonates with their target
6:01audience, which is parents, and really
6:03hits home. This was one of the many
6:05changes that we made on this client's
6:06landing page that took them from a 2.5%
6:09conversion rate to a 5% conversion rate
6:12on meta ads and basically book them out
6:15with leads. For this tanning e-commerce
6:16brand, we completely revamped their hero
6:19section in which the before barely had
6:21any emotional connection and in the
6:23after we featured a happy person smiling
6:26actually using their products which
6:28built that emotional connection and
6:30resulted in a massive lift in
6:32conversions. The other way you can build
6:34this connection is through the use of
6:35powerful messaging. For our coaching
6:38client, his prospects struggled with
6:39dizziness and having to go through
6:41multiple physical therapists and
6:43multiple specialists. And so we
6:44highlighted this on the page through the
6:46form of powerful copy using the problem
6:49agitate solve framework where we
6:51basically first called out the problem.
6:53Then we agitated it and really made
6:55people feel the problem and turned up
6:57the heat and then we presented the
6:59solution as a clear way out of their
7:01problem. This was one of the many
7:02changes that we made to the landing page
7:04that led to a 282% lift in conversions
7:07and leads. And we literally saw people
7:10convert right there and then just after
7:12seeing the section. That's how powerful
7:14it is. When you combine the emotional
7:16appeal through colors, images, design,
7:18and copy, and you combine that with the
7:21logical appeal, that is the winning
7:23recipe for conversions. Speaking of
7:25conversions, lesson number three is that
7:27a long landing page does not kill
7:30conversions. Bad structure does. There
7:32is so much debate online about what the
7:35perfect length for a landing page looks
7:37like and countless studies online
7:38claiming one thing or the other. I'm
7:40here to tell you that there is nothing
7:42wrong with a long landing page as long
7:45as every section is adding value and
7:47getting people one step closer to
7:50conversion. I think people tend to
7:51forget, right? Long gone are the days
7:54with Google ads and Facebook ads that
7:56you can just throw up an ad and you'll
7:57start generating leads. There's no world
8:00in today's day and age where someone who
8:02knows nothing about your business,
8:04nothing about your brand, and nothing
8:05about your offer is just going to
8:07magically click on your ad and convert
8:09straight away. The ad is simply just to
8:12get the click. At the end of the day,
8:14your landing page is what needs to do
8:16the selling. And you need to treat your
8:18landing page like it's a saleserson.
8:20This means you need to have multiple
8:22value props, right? Multiple social
8:24proof sections, multiple sections where
8:26you're addressing people's fear,
8:28uncertainty, objections, and multiple
8:30sections where you're explaining to the
8:32customer why you're the absolute best
8:34fit and best solution for their problem
8:36to get them over the edge to convert.
8:38Some of the best landing pages that
8:40we've ever created at our agency are
8:42multiple sections long with tons of
8:44value props, tons of social proof, and
8:46tons of case studies. Following this
8:48principle, you need to be very careful
8:50and conscious about what you're going to
8:52hide in a carousel on mobile and hide in
8:55drop-own menus because they'll
8:57statistically get very very low
8:59engagement rates. Basically following
9:01the notion that what is hidden will not
9:03get seen. That is why whenever you look
9:05at our landing pages on mobile, we
9:06always expose the reviews and we never
9:09hide them in a carousel or in a drop
9:11down because we want to force people to
9:13consume those reviews, right? We want
9:15them to see those. Lesson number four is
9:17that people don't read, they scan.
9:20People will only read 20% of the content
9:22on your website. The other 80% they just
9:25scan. So people are just skimming your
9:28page and are trying to look for answers
9:30quickly and efficiently. So the question
9:32is, how do you make sure that people get
9:34the information they need without
9:36getting lost in the noise? It starts
9:38with structuring your landing pages in a
9:40way that's easy to scan. You need to
9:42utilize things like headings and
9:43subheadings. Bullet points to highlight
9:45the main value props like these examples
9:47here and bolding text to emphasize
9:49certain items, especially for your
9:51headlines. Right? This is something I
9:53see brands messing up all of the time.
9:55They use generic headlines like here's
9:57what we do, what makes us unique, how it
10:00works, or our services. Because of the
10:03fact that people don't read, they scan.
10:06You need to operate under the framework
10:08that somebody will only read the
10:10headlines on your landing page alone.
10:12Just imagine they don't even read any of
10:14the body text on your page. Is the
10:16benefit clear and communicative in just
10:19the headline alone. So instead of what
10:22makes us unique, just simply say what
10:25makes you unique in the headline itself
10:27so that they can quickly scan it. The
10:29key here is to think like a reader, not
10:31a writer. What's the one thing that
10:33people should know at a glance? put that
10:35front and center. Lesson number five is
10:38that you need to use social proof that's
10:41actually proof. Social proof is anything
10:43like reviews, testimonials, anything
10:45that's going to build trust. Everyone in
10:47this industry says the same generic
10:49advice that you need to use social
10:51proof. Social proof. Social proof. Put
10:53it at the top. Put it here. Social proof
10:55is going to build trust. And 100% social
10:57proof does help with conversions. It's
10:59statistically backed. But what's
11:01happening now in the marketplace is that
11:03everyone is using social proof so much
11:06so that people have gotten very very
11:08skeptical. The classic example these
11:10days are the featured on logos. People
11:12have become subconsciously so numb to
11:15this because they see it so often on
11:17every single page. For example, this
11:19e-commerce brand literally has the same
11:22three logos being repeated on this
11:24carousel which erodess all sense of
11:26trust with me and this brand entirely. I
11:28would not shop here if I see this. What
11:30I recommend instead is taking those same
11:33featured on logos and adding a quote
11:35from the actual publication or the place
11:37that it was featured on to build that
11:39extra layer of credibility and trust. We
11:42did this for a client WMDC where they
11:44were featured on all of these different
11:45places like the Joe Rogan podcast and we
11:48just added a little snippet of what was
11:50said on all of these publications to
11:53build that extra layer of credibility.
11:54and we saw a 38% lift in conversions
11:58from just that one tiny change. Another
12:00one is putting reviews without any
12:02details. I mean, this could literally be
12:04anyone, right? Without putting a photo
12:06of the person or any verifiable details,
12:09I'm just not going to trust this
12:10company. And especially if I'm coming
12:13from Facebook ads or cold traffic, I'm
12:15not going to build that connection with
12:16the brand, right? Cuz this review could
12:18easily be fabricated and fake. Now,
12:20compare that to this where I have actual
12:22examples and images of the people that
12:24have used a product that I can actually
12:27verify and it looks 10 times more
12:29credible and is going to be way more
12:31likely to convert cold traffic. People
12:33trust reviews a lot more when you put a
12:35name of the person leaving the review
12:37and a photo of the person and also the
12:40source in which the review was left.
12:42Whether it's Google, Capira, whatever it
12:44may be, it's actually verifiable.
12:46somebody can go and check to see if that
12:48review is legitimate or not. Lesson
12:50number six is that visual hierarchy is
12:52your best friend. This is basically the
12:54art of guiding a user's attention and
12:56the flow of information from the most
12:59important elements to the least
13:00important. I always like to use this
13:02graphic when explaining it to clients.
13:04Using things like font, size, weight,
13:06color, etc., you can guide people's
13:09attentions to where you want it to go
13:11from the most prioritized elements to
13:13the least prioritized. Here's examples
13:15of what not to do with these poorly put
13:17together landing pages where, you know,
13:19there's so many elements on the page
13:21that I have no idea where to look at and
13:24what to do first and where my eye should
13:26go first. There's no clear distinction
13:28between body text, between headlines,
13:30between CT buttons. It's all over the
13:32place. The other issue is that there's
13:34way too much on the page. I always like
13:36to go by the mantra that less is more.
13:39In other words, when you give people too
13:41much choice, it equals no choice at all.
13:44This is especially true when it comes to
13:46landing pages and design, right? When
13:48you give people way too many options,
13:49too many buttons, too many texts, too
13:52many links, too many things that they
13:53can do, they're going to enter a state
13:54of analysis paralysis where they won't
13:56know what to do next, and they're most
13:59likely just going to completely exit
14:00your page. Here's a real life example of
14:02this in action. In the before version
14:04for a client, they didn't have any
14:06visual hierarchy. the red clashed with
14:08one another. The headline was subdued.
14:10It wasn't prominent on the page. It
14:12didn't stand out and there was no sense
14:13of attention. Everything was kind of
14:15competing for attention at once. In the
14:17after version, we fixed all of this and
14:19created a clear flow of information from
14:22the headline to the sub headline to the
14:25CTA button to create that sense of
14:27hierarchy. And what we saw was a 64%
14:30lift in the conversion rate. Here's
14:32another example for our client where
14:34there's a clear flow of information from
14:36top to bottom, right? The headline is a
14:39different color. It's bold. It stands
14:40out on the page. The sub headline is a
14:42different color. It's subdued. It's less
14:44prominent. And then you have a nice big
14:47CTA button that stands out on the page,
14:48right? There's a clear flow of
14:50information. Lesson number seven,
14:52simplicity beats creativity every single
14:54time. It's super easy to fall into the
14:57trap of making your landing page stand
14:59out with flashy design, quirky copy, and
15:03unconventional layouts. But if that
15:05creativity comes at the cost of clarity,
15:08you're going to lose conversions.
15:09There's actually a concept in CRO and UX
15:12design called Jacob's law, which
15:14basically states that people expect a
15:16landing page or website to look and feel
15:19and function on a similar level to what
15:22they're already familiar with because
15:24they spend a lot of time on other
15:26websites. And so when you look at this
15:28example here, right, it completely
15:30deviates from a common design pattern to
15:32what most people are used to. There's
15:34two different headlines instead of one.
15:36There's social proof that is gigantic on
15:38the page and underneath the headline and
15:41then the body text is completely
15:42separate and far away from the headline
15:44further down in the page or these
15:46examples here where they simply have a
15:48headline with no body text and no CTA
15:51button whatsoever. All in the hopes of
15:53achieving minimalism. Just cut all of
15:55this out, right? Just stick with the
15:57basics and what people are already used
15:59to. If you care about conversions, that
16:01means one clear headline, one clear body
16:04text in close proximity to the headline,
16:06social proof right at the very top of
16:08the site, your CTA button right
16:10underneath. You're going to reduce your
16:12FUDs underneath the CTA button, and then
16:14you're going to have an image or video.
16:16So, in this video, I went over what's
16:18working right now and some of my key
16:20learnings. And now you could go and make
16:23your own landing page based on what I've
16:25shown you here. Or you could click right
16:27here to watch the next one where I apply
16:29all of my best learnings to build a real
16:32landing page for my own business. And
16:34because it's a real landing page that
16:36I'm actively using for my agency, I'm
16:38not holding anything back. If you want
16:41to follow along and use my process to
16:42build your own landing page, I'll see
16:44you