The Landing Page Conversion Formula

Añadido: 2026-04-29

[00:00:00]First off, uh thank you for everybody who signed up and joined today. We got a we got a ton of folks who signed up um and um you know, based on the newsletter that we sent out the last couple weeks.

[00:00:10]Uh if you guys are here, it's likely because you're on the Commerce Lab newsletter. So, first off, I just want to thank everybody for being readers. Uh our team puts a ton of work into that newsletter. So, if you guys ever have any feedback or any topics that you guys would like to hear uh hear about from us or have us write about, uh let us know.

[00:00:27]we'd love to we'd love to sort start to diversify some of the content we're putting out in the newsletter. So, feel free to email us at any point. Um, today's topic, right, if you've been on any of our webinar events here over the last few months is we are trying to once a month we're trying to sort of chip away at what we get as some of the the top questions from either clients or from prospects or just from readers in the newsletter um that they need help with. All right. So, what are those sort of hard-hitting topics or hard-hitting insights or tactics that you can use to help improve performance of your stores, whether it's improving conversions or improving revenue on site, improving user experience, etc. Uh, and we've tackled a few topics so far, including like product pages. Uh, we focused on, you know, checkout. Um, and today what we want to focus on is an area that we get asked about a lot from current clients. Uh, and this is landing pages.

[00:01:19]And the what I always like to kind of bring up in the very beginning we talk about landing pages is that over the last handful of years I think landing pages have sort of been touted as this like silver bullet uh solution for conversions. And what we want to do today is try to give you guys a little bit of a better framework uh than than just assuming you need to be launching landing pages all the time for for your brand. So the goal uh of what we're going to be accomplishing uh today or the goal of the presentation today is going to be twofold. one is let's talk a little about you know what types of landing pages exist and more most importantly when you should use them. Uh and then the second piece is we'll actually give you guys a an example layout or an example framework that we use when we are designing landing pages from the ground up. Uh and then finally we'll take that framework and we'll actually start to look at a few examples um uh example sites that we've pulled uh we'll walk you guys through so that way you can actually see how that framework is applied uh in a real world design scenario. Then finally what we'd love to do is if anybody who is attending today has a landing page that they're either currently designing or maybe is already live on site that you would like us to take a look at we would love to do. And if you're willing to sort of sacrifice yourself as tribute, uh we'd love to actually take a look at that page today.

[00:02:35]Uh and we can actually do a live tearown of your page uh today. So throw if you're if you joined, go ahead and throw that URL for that landing page in the chat if you have one. If not, totally fine. We've got plenty of examples we can share. But if you have one you want us to look at, throw it in the chat and that way at the end uh we will do a live tearown of that landing page for you. Okay, cool. So, let me go ahead and introduce uh introduce myself and Eric for those of you who are not familiar with us, who have not been on the training with us before, but my name is Alan Bert. I'm the founder and CEO of Blue Stout. Uh Blue Stout also runs the Commerce Lab, the Commerce Lab newsletter, which is likely how most of you guys um are finding us today. Uh and then I have joining me today is Eric Meyers, and Eric is our head of optimization. So, he is the the brains behind all of the CRO and optimization work that we do for our clients. Um, and so while I'll be uh I'll be sort of leading off the conversation today and sort of walk you through the frameworks, I'm gonna hand this pretty quickly over to Eric so he can actually do some of these live tearowns uh with us uh today.

[00:03:37]And I saw that Chris just shared a landing page. So awesome, Chris. We'll take a look at that, too. So I encourage anybody else to throw that URL into the chat if you guys have a landing page you want us to take a look at. All right, so let's go ahead and jump into the landing page conversion formula. So, first off, I'm going to try to go through these slides as quickly as I can because I think the best value is going to be us actually showing you some live examples. But before we walk through live examples, I always find it really helpful to have a framework for making decisions. Um, there's so many tactics and so many strategies that get sort of thrown around uh in the world of e-commerce. I find it really helpful to always be able to go back to the basics and the frameworks when making a decision or if you're speaking with your team or someone in your team says, "Hey, we should do a landing page for this."

[00:04:25]You can always kind of come back to this framework of decision-m to determine whether or not you should actually launch a landing page or not. So, let's start with first off just a kind of a very very very high level overview of the types of landing pages. We're only going to focus on one of those today and that's going to be a what we what we call a hero landing page. But there's lots of examples where you might want to develop a very specific landing page to drive traffic to. And a couple of other examples would be something like a quiz.

[00:04:54]So if you are running customers through a quiz or you have a sort of an offshoot from the site that takes uh visitors into a quiz scenario that then gives them product recommendations, you know, one you need to convince them to actually take the time to take that quiz. And a landing page is a great way to to do that.

[00:05:11]The other would be any sort of like a bundle offer or bundle builders. And we have actually some examples of that for brands that we've built bundle builders for. Uh bundle builders are an incredibly good way to increase AOB uh on the site. Uh they're very fairly complex pages and they're fairly niche styles of landing pages. That's another type of landing page um that uh that we typically see launched. Um not what we're going to focus on today, but another good example of a landing page.

[00:05:37]And then another great example would be a listical. So most of you guys are probably familiar with the idea of like what a listical would be. Uh and we we're not going to touch on that today.

[00:05:43]We'll may do a whole another uh training on that. But that would be an example uh of another type of landing page. Where we want to focus today is what we're going to call like a hero landing page.

[00:05:53]And this is what most you guys probably think about when you think about a landing page. So, this would be a landing page that is either promoting a very specific product or a very specific collection or maybe subscription or maybe like a membership program, but it's focusing on one very specific product collection or optin. And the idea is to get you to convert. And the idea is that a long form landing page when used in the right context can convert much higher than a standard, you know, product page or collection page can.

[00:06:27]But that's the caveat and this is where we see a lot of sort of experts in the space touting landing pages as being sort of the silver bullet to conversions on site or maybe you have an ads firm that says look we need to launch landing pages in order to convert ads. You need to think of that in a much more nuanced way. It's not just an acrosstheboard silver bullet tactic that can be used uh and that's always going to work and that you should just assume is going to work better than your actual site. Um, Eric would attest to this is that for most of the brands we work with, almost all the brands we work with, we always find that or almost always find that the lowest hanging fruit and the best place to place your focus, your emphasis or your focus first is really on the main site. The main site is going to get the majority of traffic. It's where majority of customers are coming through. And if you have low conversion rates on the site or low uh low performance on site, you're always going to be better set focusing on optimizing your existing page templates and your product page templates first. So that's the number one thing here is don't just jump to landing pages. Focus on your main page templates first. Then if you do think landing pages are an opportunity for the brand, this is the framework we recommend uh using to make that decision. So for your brand, if you speak to multiple audiences as an example, so if you would map out your ideal customer profiles and you have multiple very distinct, very different customer profiles, that's a there's a really good chance that a landing page is going to be a good opportunity for you. Um, if you have ad creative that is speaking very specifically to one of those ICPs or customer types and right now you feel like you're driving that creative to a product page that's just a little too general and speaking to your entire audience, that might be a really good opportunity to spin up a landing page that speaks very specifically to one of your audiences. An example of this would be we worked with a weighted blanket brand uh well weighted weighted break brand a few years ago and one of their very specific ICPs was night shift workers people that worked during the night and then slept during the day. So the weighted blanket helped people sleep. That was one of the main benefits of the product. Uh it appealed to multiple different types of audiences but they needed a landing page that spoke very specifically to night shift workers so that they could appeal to that pain point. So a good example of of catering to audience with landing page.

[00:08:53]Uh second example would be or I said the second um sort of reason to spin up a landing page would be different angles.

[00:09:00]So let's say you've got an angle that you an angle that you want to represent or you want to pitch to your audience about the product. So let's say your product has uh multiple different very unique benefits or your product solves multiple very different distinct problems or maybe you have a very specific offer or promo that you don't want listed on the live site. So whatever that angle is that you want to make sure is placed front and center for your audience. A landing page is a really good way to do that. So I'll give you an example. One of the brands we worked with is a it's a freeze-dried food product, CPG brand, and their sort of lead um you know, they their lead market is people that are looking to buy freeze-dried food, right? Um the benefits of the product though, the reason to buy the product are multifaceted. So, one main reason to buy the product is if you're into like backpacking, camping, you purchase the product, you take it on a backpacking or camping trip. Um it's sort of camping food. Um that's one angle and one reason and one benefit to buy the product.

[00:10:03]Another angle or reason to buy the product would people would be for people that are prepping for emergencies. So let's say you live in Florida and you have hurricanes and you lose electricity and power of water all the time. Maybe you have a stock of freeze-dried food that you want to use in case of emergency. So the product is the same.

[00:10:17]The audience in that case may also even be the same, but the benefit or the reason to buy is very different. Uh and you can really lean into that difference or to that very specific angle with a landing page. Uh and then the last two that too. Yeah. jump in, Eric. The I think tying it back to like the what I think of each of those is like audience and angles. Those are solutions to specific problems that you've identified as segments within your overall audience. Your collection page, product detail page, or sometimes even your homepage. Those core Shopify templates are always going to be the first place to start for like your lowest common denominator, right? So like you're going to be getting traffic from organic sources that's arriving on those pages.

[00:11:01]You want to make sure that those are really good to go. Then that's usually when we start thinking about different audiences that we want to speak to differently or different angles that we want to position the product for to better meet the needs of a certain audience. So most often you know we are working on those core templates first and then evolving into these. So I think just to uh kind of like make that connection, right? I think of those as like solutions to specific problems that we've identified that our product or service is able to solve for.

[00:11:33]Yeah, I think that's an important point is that kind of oh as you're optimizing within those page templates, the opportunities to spin up a landing page become more more apparent.

[00:11:45]Um, and then sort of the other two angles or the other two sort of reasons to think about like when to launch a landing page would be what we think when you need to you need a more abundant education. So let's say you've got a really really complex product that you have to sort of teach consumers about.

[00:11:58]Maybe it's actually a brand new market that has not been matured yet so people don't understand it very well. Or maybe you have a really high price point that needs to be justified. Uh, and we've seen this uh, especially in things like almost like commoditized markets where somebody sells a really high-end version of a product that also has a lot of commoditized competitors and you have to you have to convince your buyer as to why the price point is is worthy of your product. And so you need you need to be able to walk somebody through that very specific brand story. Maybe it's, you know, how the product is created or where it's sourced from, etc. Um, but if you need to educate or sell um, at a much higher level, that's that's where landing pages become really effective as well. And then finally leading product and this is where I think most people uh can relate is that if you have a product that is a primary bestseller you know it's your leading product or something that we might call like a lead domino meaning like if you know that when firsttime buyers buy this product you frequently see them come back to buy more. It's almost like a gateway drug kind of a product and you've got the data to to back that up. That's a great argument to say. We don't want people to get um distracted by the rest of our catalog. We want to focus new buyers specifically on this product because we know buyers who buy this product ultimately end up converting into higher lifetime value customers for us because they buy more over time. So, another really good argument for for driving sales into a landing page that focuses on a lead bestseller product.

[00:13:24]Eric, anything else you want to add to that before I start walking through a a framework for landing page design? No, I think that's great. Okay, let's take a look at the frameworks. Cool. Um, so first thing I always like to bring as a caveat to when we start talking about layouts is that every single brand is going to be a little bit different. This is meant to be a starting point for you to think about how to lay out your landing pages. Um, we're actually going to do some tearowns of a couple brands here right after this that actually have different layouts in this and we'll sort of explain some of the components within those. But you need a place to start.

[00:13:56]And so we want to give you a framework that we know works. And this is actually based off of a landing page that we've launched um for a couple brands. And the brand I'm thinking of in particular, this layout actually ended up driving a 50% increase in conversion as compared to the product page for the exact same product. So we know that this works and this is a really good place to to to start. So how do you want to think about laying out the page? Uh some of these components can be moved up and down and be moved around and we'd actually recommend testing into where these are positioned, but this is again a really good place to start. So first you need to have that main hero section up top and this is where you should be communicating what is the offering, what's the product, what are you pitching to the visitor, and within that same space, you want to be making the pitch as to what makes it special. You know, we'd call this the hook. What is it about your product that is unique or special to your very specific buyer that that buyer very specifically cares about? So, you need to align the messaging and you need to align the hook with what your buyer cares about. And this is also a great opportunity to test that uh within the framework. Then from there, um we like to add in a section like we call appeals to authority. And Eric will will mention this probably in a minute that this section we've seen perform well up here or further down the page and we test this frequently but appeal to authority is different than maybe just you know showcasing like a customer review. But at the end of the day appeal to authority is speaking to outside third-party accreditation or press um somebody that your audience deems to be authority. So in this space, we were actually working with a fashion brand, jewelry brand. Um, and so we actually were pulling uh mentions that they had from noteworthy uh publications uh that their buyers would consider to be sort of authoritative uh in the space. And in this case, we actually not only pulled press logos, but we actually also pulled very specific quotes from those articles that spoke to the value of the product. Next section, what makes it special? So, if we're going to be if we're going to have a landing page, this is an opportunity for us to really dig in and lean into that sales pitch. And so, what is it about your product that is unique and special, maybe as compared to the competition, maybe just as it relates very specifically to the buyer that you are speaking to right here. So, we talked about sort of angling landing pages to very specific customers or very specific ICPs. What is it that is special? what is the benefit of the product that speaks to that very specific ICP. Next, reasons to purchase, right?

[00:16:38]So, this could be uh incentives to buy.

[00:16:41]It could be things like, you know, simple like, you know, free shipping uh communications. Um lots of things can kind of go into the sort of reason to buy or reason to purchase section. We'll we'll talk about this more as we start to break down uh some of the the tearowns. Then, buy box. So what really differentiates this type of a page layout versus like a product page layout is the fact that we are utilizing that first section of the page to really focus on selling. So we are making the pitch, we are making we are positioning the hook using social proof. We're detailing what makes the product special before we even get to what we consider like the buy box. So this would be that section that maybe includes, you know, product carousel, product options, variants, you know, add to cart buttons, etc. Uh, and so this is where this very much differentiates from product pages.

[00:17:27]We're doing a lot of selling before we even lead into that buy box.

[00:17:31]I almost like to think of it as like a combination of homepage, product page.

[00:17:36]Oftent times for a layout like this, we're using it as like a new customer acquisition tool. So we want to be able to do some brand storytelling the way that a homepage would, but we also want it to be highly transactional so that a user can make a purchase right then and there. This is especially effective when we have a large catalog because then we can communicate like you mentioned Allan that first domino right of like what do we know is our lead product that generates the highest LTV when that skew is included in a first order. So, a setup like that is great for this because it allows us to just lead with like what we know is our best-selling product with very few distractions and all the storytelling that helps give someone those reasons to purchase. Yep. Love it. It's exactly right. I think it's a great analogy.

[00:18:25]Think of it as like a homepage product page combo.

[00:18:30]And then from there, we're going to start to layer into sort of similar components that we had higher up in the page, but we're just going to leverage them from like a different angle. So, as opposed to like appeals to authority, we're going to be looking at potentially like pure brace social proof. So, this could be um you know, actual customer reviews, right, is a good example. going out and hand selecting some of those very specific customer reviews that you have about this product um that speak very specifically to either the benefit like or the angle that you're trying to present here or if this is catered very specifically to a one specific ICP or customer type maybe you're pulling reviews that are speaking to what that very specific know ICP cares about. So, as an example, we were talking about weighted blankets and use case for night shift workers. Maybe what we're actually doing is pulling reviews from nurses or night shift workers that are speaking about how it helps them sleep during the day. So, we're being very, very intentional with the types of peer brace social social proof we're pulling uh for this section. Then from there, we've got an additional section here that could be additional reasons to buy. What makes it special? What makes it unique? Um, I think also you could utilize this a little bit differently if you did want to start to compare your product to like the competition. And we'll show an example of this in a second, but let's say you do want to make a comparison of your product versus maybe like the leading competitor or some of the other competitors you see in the space or like the alternative that maybe your your customers are doing or using as opposed to your product right now. This is another great uh great place to put that. Uh, and then finally looking at UGC and then storytelling. So UGC I think everybody's familiar with. It stands for user generated content in the context of this landing page. We were actually using it to show how people were styling this very specific piece of jewelry so that they could actually see other users uh and get inspired by maybe how they were wearing it, the outfits they were wearing it with uh etc. Um but also it could be used as a source of of other types of inspiration. So I was talking about one of our one of our brands that is in the sort of the campaign freeze red food space. This could actually even be, you know, Instagram photos or UGC of users using the product in real life, you know, out on the on the trail, camping, uh, etc. But it's it's a source of inspiration.

[00:20:43]And again, the the common thread between all of this is that these shouldn't just be random components. We really want to make sure that all of the content that's being layered into these is matching the use case. So whether it's an audience, whether it's an angle, etc., We want to make sure that the content that's being layered into this matches the entire reason for launching the landing page uh in the first place. So, we'll jump into tearowns here and I'll let Eric take charge. But a couple of things I would just mention real quick that weren't part of this layout, but things that you'll frequently see at the landing pages that we see that are really important elements would be compare features. So, I mentioned you know competition compare or comparing against maybe the status quo of what somebody else is already doing. um that's uh work those work very well on on landing pages FAQs. So if we know there's very specific questions that your customer is going to ask about the product, uh we can layer those FAQs into the landing page and make sure that they're not leaving the page searching for the answer to a question that they can't find within the content of the page. FAQs are going to keep them engaged. Um perceived risk. If you've been on any of our other webinars, you've probably heard me talk about perceived risk. Is this idea of perceived risk is, you know, there's no risk to your product, right? You know, your product's great. You know, you're going to ship it. But from a first-time buyer perspective, they don't know.

[00:22:02]You're a brand they've never purchased from before. So, there's going to be a certain level of perceived risk associated with buying a product from a brand that they've never purchased from before. And so, if you have things like money back guarantees, lifetime warranties, etc. things that we would call risk reduction guarantees. You absolutely want to make sure you're layering that into your landing page as well. And then finally, like how it works. You've got a very complex product um that requires and this kind of leans a little bit more into the education side that requires more education, needs to explain how it works. Um utilizing a how it works section um or similar is going to be really really effective.

[00:22:39]All right, Eric, do you want to from here go ahead and jump into one of our actual live product or live landing page tearowns? Yeah, let's take a look at one. All right, cool. Let me see. I want to make sure I'm going to stop sharing.

[00:22:55]Let's make sure you can share now.

[00:23:02]Perfect. I'll pull up the first one. I pulled this these guys as an example because I think there's a lot of stuff that they do really well. So, I always like to start with the positive. This is a brand that sells um like a lot of powdered beverages of different kind of like combinations, flavors, and um and benefits. The URL you'll see here, right? Like this isn't like a typical, you know, like product page or collection page construction. So, how do you find these pages? I just pulled this from their ads library. If you go into their Facebook, you can go see any competitors ads and you can see where they're sending traffic. This is a great way to start to reverse engineer some of the um ways that some of your competitors are potentially creating some of those offers that might be specific to certain audiences like new customer acquisition or different angles for various products that they're positioning. this page because I can see that it is getting a lot of traffic from um meta campaigns. I see right away that they have this uh you know like a call out to the amount of trusted reviews that they have. Great way to right out of the gates speak to those social users with just a trust signal. let them know like, okay, you might have seen this on Instagram, but it's not like, you know, drop shipping from halfway around the world. Like, we have an established amount of five-star reviews and great trusted customer base. A great way to um like Allan mentioned, just remove that perceived risk right away because unfortunately, there are a lot of just like really, you know, poor quality products out there, especially that we see on our Instagram ads.

[00:24:47]Another few things that I like these guys are doing is just leading with the emotional benefits. This headline I think is great, right? A delicious daily protocol for ageless, radiant skin. It tells me right away what these products are going to do for me, right? So, it leads with this really good emotional benefit so that I know right away like this is a great hook. So, it tells me what how I'm going to benefit and it also tells me that it's like delicious and to what cadence to expect like this is something that I'm going to drink every day. It's not like a one-off thing. That comes into play, I think, a lot for consumer psychology when they're looking at a product. Thinking about how often they're going to utilize it, that can have a really important effect on the price that you're able to charge, too. Because if it is something with a high utility, a high usage rate, usually people will be more amendable to a high cost of ownership as opposed to something that they might use for like just like a special occasion. I think that's why we see a lot of like fast fashion apparel brands get into like weddings, right? Like it's a great way to um sell someone something that they might not be wearing a ton of other times where it's whether it's like a tie that someone's going to buy for or a dress, something like that.

[00:26:06]Another thing that I like that I think they do really well here right above the fold is they kind of like build on that hook and then give a few more like practical key selling points here. It does all of that with a very low copy weight. There's a good amount of copy here, but it doesn't seem overwhelming, right? Like it's there isn't a lot of um like dense co copy blocks. I think they've assigned a really good hierarchy to each of the messages that they're presenting here above the fold. Then if you're sold on it right here and now, you can click click offer and that'll just take you down to the bottom of the page where the products are. But before we get there, if you're not sold yet, you can kind of keep scrolling. You see a lot of I think like the same types of concepts that we would present in the um the framework that we just reviewed.

[00:26:56]There's a few more icons here that give more reasons to purchase and eliminate any uh friction potential friction points. They also have an appeal to authority here. A few things I want to add on appeals to authority. We almost always see that these add value when they're presented on any page, whether it's a core template or a custom landing page. However, the efficacy of them has been declining over the years. So, while it's still in, you know, we'll call it plus territory, it has been waning.

[00:27:33]Whether that's from a uh increase of utilization and it becomes like one of those things like, you know, review stars on a product page where it's just so apparent and built in to every single page that someone's using, they start to kind of like get blind to it. Or I think it could be the fact that we just live now in a very polarizing world. So a lot of times certain uh press outlets will be aligned with certain belief systems that your audience might not share. So a lot of times I think they can have like an alienating effect almost like if you know that press outlet tends to be perceived by the audience on you know like one side of the political spectrum.

[00:28:14]What we've seen here with these is we have uh run, let's see, where are my numbers here? 42 tests in the last 18 months where we're either removing or deprioritizing these appeals to authority type mentions. That actually wins two out of three times with a median conversion rate lift of 6.2%.

[00:28:36]So, it is really important to make sure that users have some trust, but there are, I think, a lot of instances where it's either just too prominent on a page or maybe included in the wrong page. One thing I think these guys could do even better is adding some of the quotes. Uh, okay. What did, you know, Goop have to say about this offering?

[00:28:59]It's a great way to create a little bit more of like a personal and like humanistic connection while also appealing to that authorative outlet.

[00:29:09]And what I would add to that too, Eric, is that um I think a lot of what we see a lot of times too is brands want to kind of throw everything in here. It's like we've been mentioning these 10 things. So these five things, let's throw them all in because more is better. And especially when it comes to landing pages, I don't think that is the case where if you are speaking to a very specific audience or you are speaking to a very specific sort of benefit, you know, aligning those press quotes or those appeals to authority to align with that audience or that angle is really important. I'm thinking right now of a of a test we ran for an outdoor brand that had a number of press logos where we ran the test of removing all those logos and just including one very specific logo that I think it was from like outside magazine that spoke very specifically to their direct audience versus and like they removed logos for like Wall Street Journal and Forbes and all that kind of stuff and that uh dramatically outperformed. So I think another important point here is that it's it's you need to test this into your audience.

[00:30:06]Yeah, 100%. And one thing I do see more than I've got to imagine is actually beneficial is linking out to those articles. A lot of times, especially in like I think like offtheshelf um like Shopify themes, I'll see these linked to the actual coverage. So, I think that's like an important just like piece of clarity is that when we're talking about pulling in like some of the uh coverage itself, pull that into your website where people can shop rather than sending traffic off of your site into any of these content sites. Then, these guys actually have a pretty long um custom landing page here. They go into some of the details. They go from like the overall kind of like bundle that they're selling here and the benefits of that. Then they start breaking it down into the benefits of each. I think that positions it really well. Does a lot of really great um information and education. Right here we have um so let's see who was it. Jenny asked in the chat of what is the difference between like the hook and then the lower section that tells the um what makes it special. For me that's just the length. So up here there's kind of like this hook of the ageless radiant skin. Then down here after we've introduced the product and the the pieces of it, we start to tell a little bit more of that story. I think they even have even like this section right here. I think is a good job of kind of like telling users why that hook is true, right? So, it kind of builds upon that by telling you, you know, like, hey, these are enjoyable drinks, which is good because I know a lot of the powdered drinks out there are not the best tasting. Uh, and then just speaking to like the overall health improvements and appearance in your skin. Like, it's communicating a lot of those benefits that yield the result that they've mentioned up here, that ageless, radiant skin. Then, they have some great peer-based social proof here that speaks to the different uh benefits of it. And then at the very bottom they have oh and here's like a comparison section that I know Allan mentioned like comparisons are great especially for if you're if you know peak is not a client I don't know who what traffic sources they are sending to this page but based on that ads library I can see that they're spending ascending paid social here. So assume that if you're targeting or if you're selling your product through ads on paid social, then those social platforms are also going to be trying to sell your competitors to that client. So that's why I think um kind of comparison charts like this are particularly effective for paid social channels.

[00:32:50]Then they have a bunch of other really good I think like um what I would call best practices. But I did want to talk a little bit about their product assortment as well. So each of the products that they have here are uh so like this bundle is 126 bucks. If I purchased each of these, you know, I think this one's 58 bucks and this one's 68, something like that. So they have them bundled here, you know, to my benefit, right? Like okay, cool. They're b they're bundled up here. They work together here. They're not just like bundled together for no reason from a benefit statement. But what I think they're probably trying to do if I were trying to like reverse engineer this is at these, you know, at 60 and 70 bucks for each of those individual products and knowing that they're advertising on paid social, they're probably facing a challenge of average order value where they're not generating a high enough AOV for like their lead product. Assume one of these is kind of like their lead individual product. And because it's, you know, on the lower side of cost that they may be having a hard time earning back their cost per acquisition for each of those new customers that they're acquiring. So what they can do, bundle them together, communicate the benefits of using these items together so that users understand why they should purchase both, which then in turn increases your average order value and probably makes that LTV to customer acquisition cost balance look a little more favorable.

[00:34:22]They also have right next to it a sidebyside where they're actually even comparisoning their own variations of the product. So you can purchase it on a on demand one-time basis or as part of a subscription. What I like that they've done with the subscription is they have it right next to the original price. So here's where you start to get some discounts and you get a few extra free gifts, too. One thing I think um you know I can't say that I have tried the sun goddess matcha myself but what I imagine is that with many powdered drinks it's difficult to get it to mix really really well at which point it tastes the best and is most enjoyable to drink. So they've bundled it here with the subscription of a free you know frother mixer thing which probably increases the quality of the product at the point of consumption. So, not only is it a free gift to get you to purchase, but it improves your experience with the product once it does arrive.

[00:35:23]Yeah, I think it's a really good point and it's and if anybody that was on our kind of bundling cross-selling webinar we did, I think last month, uh this is sort of one of those key points is like really focusing on not just slapping a bunch of products together that that that you want to sell together, but really thinking through bundling that that is a net positive. that's, you know, where, you know, we're 1 plus 1 equals three. Uh, and this is, I think, a really good example of that where the first experience is great and they're on subscription, they're going to stay on subscription. Uh, in a in a frother or mix or whatever you call that, uh, is a is a really good example of doing that.

[00:35:58]Absolutely. Cool. Then I have one other one pulled here that I did want to take a look at really quickly because I think that this one um really I think like rounds out some of those different types of custom landing pages. That's and real quick here just before you jump into that one I think Jenny had a question.

[00:36:15]Jenny, I'm think you're raising your hand to ask the question you had asked about the page length. I think Jenny was asking is there a point where like landing page could be too long? You know, is there is there ever concern about having too much information on a landing page making overwhelming? Yeah, not really. I mean I think that so long as you have um like calls to action throughout like you can keep selling like if people are going to keep scrolling like keep giving them more and more reasons because they might be looking for a particular reason to purchase right if it is let's say it's uh for example like they wanted to see the comparison like how does this match up with the other items I've been considering or like some before and afters right whatever is like that unlock for each consumer The more we can include those different types of unlocks on the page, the better. But as those pages get long, you do want to make sure that you're continuing to include calls to action so that the user once they have, you know, reached their particular unlock, they're able to action on it. Right here, I would probably like we're looking at my just scroll cursor here. We're probably about halfway down the page. I'd love to see in this particular page like a couple more of those calls to actions like you know just like buy now get started that just scrolls people down to the actual products and then you can see these guys have a few sections even afterwards but the last thing you want anyone to do is just end up taking no action but staring at the footer, right?

[00:37:44]Like the footer your choices are either go into the black hole of social media or like these utilitarian things here.

[00:37:52]So, the more you can keep people out of your footer, the better.

[00:37:57]Yep. Great answer.

[00:38:02]Oh, then I wanted to take a look at a more like contentbased um type of a landing page. This one is from a tattoo care company. Because the first one that we looked at was very focused on new customer acquisition. I also wanted to touch a little bit on how these can also be used to further lifetime value and really take care of your existing customers. This particular brand has a um has this membership program. So they are probably not using this too much for new user acquisition but rather for this focus on consumer stickiness, right?

[00:38:44]like once you get someone to experience your product, how do I incentivize them to come back and continue purchasing from my brand? I think in their hero image here, kind of top of the above the fold, they actually have what I would think to be like an incorrect hierarchy in terms of their messaging. So, they're starting by telling me what to do.

[00:39:06]Become a Mad Rabbit VIP member. Instead of telling me what to do, I would want to lead with the why, right? like why should I become a VIP member? Things like the 20% cash back, free shipping, there's a lot of benefits here. I always like to try and lead with those benefits rather than, you know, what I'm asking you to do. As Alan mentioned earlier, we want to make sure that we're communicating things, a few things at the top of, you know, almost every page and custom landing pages in particular.

[00:39:38]We want to make sure that the users know right away these three things. What makes the offering, you know, special?

[00:39:45]Why is it for me? What how will I benefit from it? Whether that's uh whatever it was, ageless and radiant skin, or if it's, you know, $20 cash or 20% cash back on every order, I want to know those benefits first. Then, additionally, a lot of times we'll see kind of like this idea of like duration or timeline.

[00:40:07]How how how quickly will I start enjoying those benefits? If it is something that's not right away, like for example, the matcha tea we just looked at, does that take a while for it to kick in? If so, how long? Or is it something that is going to ship today? I can get today. Or if I sign up for a VIP membership, can I start experiencing those benefits right now with my next purchase? If they are actually using this custom landing page for retention, I do think there's an interesting thing that they could do here.

[00:40:42]That's really a powerful tool for many retention type activities. So, anytime you're acquiring traffic from your own customer database, there's a lot of data points that you have that you can rely on to really personalize those experiences. So, if this is someone that's coming to the site from like an email campaign because they've purchased in the past, then I also know what they've purchased in the past. So, I could make an even clearer plea to them in terms of the benefits for rather than 10% off your first order, we could say instead of that, lean into more of a fear aversion or loss aversion rather.

[00:41:24]So that we could say, you know, like your last order could have saved $7 with this. Then users can start doing this costbenefit analysis. If the membership is $12 and I just missed out on $7 in savings, I can see that the break even I'm very close to that which almost leaves no reason not to do it. Then another thing I wanted to mention too in terms of kind of like memberships as well as loyalty because we have seen these become a lot more um a a lot more highly utilized over the last say like 8 to 12 months. I think we've seen a big pivot towards uh retention of existing customers and away from um new customer acquisition.

[00:42:14]These types of messages are also really, really helpful to embed right into the shoppable pages, like a product detail page or maybe even like a drawer cart.

[00:42:24]Communicating some of these reasons to sign up for a membership or a loyalty program are really, really effective to include on your product detail page. So, for example, if uh these guys had a $20 product and I was on their product detail page, it would be great to have a little block there that says, you know, earn uh what's my math on that? Earn $4 off on this purchase when you join Mad Rabbit VIP. Something like that. Or unlock free shipping on this when you uh join Mad Rabbit VIP. using it for not only a tool to increase the lifetime value and recency and frequency of your existing customers, but also to incentivize new customers to sign up now because we know that then they'll be more likely to come back and purchase again.

[00:43:18]Awesome. Well, I think what we should do now, Eric, is why don't we transition?

[00:43:21]Let's pull up a couple of these pages that folks have been dropping in the chat.

[00:43:25]um and do a little bit of a live tearown. Before we do that, I did want to mention too, and this is something we're offering to everybody who joins our webinar events, is that if you are a brand that's doing at least 50,000 sessions, ideally over 100,000 uh sessions and visits to your site per month, um we are offering a full 50% discount on our full store analytics and site UX audits. So, if you've ever wanted to have your site audited and if you ever think there's opportunity to improve conversions uh and the the most important metrics on site, revenue per session, AV, etc., um, and you're doing at least that amount in monthly visitors, um, reach out to us. We'll send an email out after the the webinar presentation. Uh, or you can just go directly to the Blue Stout site and book a call with our team. Um, but and just mention that you were on the webinar and you will get a 50% off one of our full full store audits. So, I want to make sure everybody's aware that that's that's an offer for you guys uh, today.

[00:44:22]All right, I think let's jump in here.

[00:44:23]How about Eric? I'm looking. So, Chris threw his link in here first. Let's give Chris the first shot. Uh, voluspa.com. Do you see that link in the top there? Do you want me to do this? Do you want to pull it up? I got it. I got it right here, actually. Okay, cool.

[00:44:38]Awesome. Well, thanks for your uh bravery, Chris.

[00:44:42]So this landing page like the first thing like when I pull this up uh I can tell that the content is really good, right? Like the content already like right out of the gates I think like looks really really good. And that's a really important thing. I think that the AB testing that we do is probably pretty equally divided between testing creative and testing content. So if we're testing different like reasons to purchase and benefits and different hooks, we are also at the same time testing different whether it's like color schemes, imagery, um iconography, a lot of things that like you're you could make the argument are subjective like you can still test how effective those subjective elements are.

[00:45:31]So right out of the gates like this looks awesome from just like uh like a creative standpoint. I think before I even start scrolling, like the only thing that really jumps out at me is like, and again, like I don't know what the traffic acquisition makeup is for users arriving on this page, but I don't exactly know what the product is. I know it's Mediterranean lemon. I'm assuming that's a variation of um like a scent or a flavor, right? But like I don't explicitly know what the format is, right? Like is it a Mediterranean lemon tea? Is it a Mediterranean lemon t-shirt collection? like just reinforcing some of those types of just like categorical things. Even if it is a bunch of audience uh audience members coming to this page that are they know exactly what I'm about to find when I scroll past the fold. Just reinforcing that is a good way to help users understand that they've arrived at the place that they expected. Right? It kind of helps to build a little bit of trust almost in that like, oh, I land on the page that I expected to when I clicked on this email or SMS text or whatever the case may be. Then down here, like beautiful imagery, too. Like this looks awesome, too. Like just I mean it looks great.

[00:46:48]Let's see though. Where's So this takes me off the page into the an actual collection page. I can see down here we have like we start introducing some product. If this is a really effective landing page, I think you could potentially even test into a little bit of a featured product listings here. Let me actually click on this and see how big this collection is for Mediterranean Limit. So, okay, cool. So, what is that about 10 12 SKs?

[00:47:17]This could even and it may live farther down this page, but I do think that there could be an argument to be made for, you know, if we're going if we assume that users are sold on making a purchase based on these first statements here. So sold that they're ready to go into that collection, I would just bring that collection into this page. Like you have this beautiful experience here where we're communicating like that Mediterranean lemon line. So I would just pull that straight into the page here.

[00:47:48]here. I think another really good um like content section. I think that when it comes to anything that's like consumable like candles, this is a great way to tell a lot of the story of things that are really difficult to uh understand online, right? Like here we're communicating like really in an evocative way. what are the what is the scent profile of uh of this fragrance, this room spray. So, I think this does a really good job of like showing rather than telling. The only thing I think that I'm starting to see missing here is some of those like external calls, right? Like how can we create trust in the audience that there are other people like you that are enjoying this scent or even the brand depending on the profile. I can see those products are all here. I'd be interested on the um the scroll depth because I think to um to the idea of like how uh does can a page come too long become too long? This is usually a great thing to just tack on at the bottom of a page if you don't know what else to put there. Just throw some product recommendations there. In this case, I can see it's like the Mediterranean Lemon collection here. But whether you're like a t-shirt company or um a uh like a beauty skin beauty tea um or even like a tattoo care company, adding product recommendations to the bottom of a page is usually more effective than having someone staring at this. A lot of times we'll test into like uh what I would call like an off-ramp, something like this, where it's just kind of like an ad that takes you into an alternative collection or part of the website. But I think that would be like just live view right here. Like I would probably, you know, want to test into like maybe some different um copy up here that explains, you know, like this is cross category or it's um available in, you know, like candles, room spray, all the different like um categorical designations. And then maybe even pulling up some of these kind of like uh statements that really describe like the hook around it, right? Like why should I buy this? What makes it special? Like this, you know, carefully collected um series of scents and then packaged in this, you know, like nice amber. Whoops. Um nice amber um candle holder. Oh, actually here's one more.

[00:50:29]The animation here. So, need a spritz.

[00:50:33]Like these are great. The scrolling marquees like this I think can always do one of two things. They're definitely going to attract a lot of attention on the page because as I scrolled through here, you know, aside from this video, um, there's not a ton of movement on the page. So, anything that's moving is always going to attract more attention that can work for or against you. So, right now, I think this one does a good job in that there's not so many messages in this that I need to wait for it to scroll all the way through in order to see all those messages. A lot of times we'll see like a lot of like ingredients or like benefit statements just like stacked up in a scrolling marquee and like it looks cool and we feel good about it because we're like, "Oh, look, this is awesome.

[00:51:25]Like we have this animation here." But it can also undermine users inherent ability or inherent like desire to scroll vertically. So if this had a bunch of messages here and I just saw like quick capture of like what's on view there and then scroll scroll vertically, I'm likely to scroll vertically faster than someone's going to wait and watch that whole thing scroll. So, anytime we have like an animation like this, I always want to make sure that the message that it's delivering can be delivered in a single scroll.

[00:52:01]Additionally, because it does have an animation, it's going to tend to attract more um eyeballs to this area of the page. So, that could be a great way to have like maybe a few appeals to authority or quick quotes from customers. Um or you know maybe in your case like a um you know like a a well-known uh interior designer maybe something like that like speaking to you how much they love really like that subjective scent profile. Including that next to this would be a great way to bring attention to it because the scroll is already going to be attracting eyeballs to this section of the page.

[00:52:47]Eric, question. The we're seeing on the page a CTA that takes you to the specific collections page and then also at the bottom we're seeing essentially those product offerings laid out in a collection style kind of layout. What's the thought or what's your opinion on the top CTA linking to the collections page versus just autoscrolling all the way down to this section? Yeah, I do like the the autoscroll idea too. Yeah, that's a good call out cuz I think this is inclusive of everything you would have found over there. I think the benefit there is that then you you'll get someone get all of these in view, right? Like you would be able to see as a user here's you're able to see everything that's available within this collection. I would probably just split AB test those two different destinations, right? an anchor link here or collection here because what you may see from and again it probably depends mostly the relevancy of this idea is probably dependent upon the traffic mix of who's coming here right but I could see you know an argument to be made for sending people when they're ready to view the entire collection into the collection page because then from here I can then start see all the different um filters that I can filter by and then from here I'm probably more likely to then start exploring the rest of the catalog. Right? If I get here and I realize like, oh, maybe this isn't the scent for me, but oh, I didn't realize they had room sprays, then I'll know, okay, cool. Maybe I can go up here to the navigation, find myself some uh room sprays, and find a different fragrance that might be a better fit. Or better yet, maybe I even love the Mediterranean lemon, but uh I have another room in my house that uh this just wouldn't be suited for. So, I'm going to grab one from the Mediterranean lemon collection and then add another item from a different uh scent profile and then just increase my cart value.

[00:54:46]Cool. I love it. Eric, do you have time to go a little bit over the hour or do you have a hard stop? I do unfortunately have a hard stop here in about a couple minutes. That's fine. Why don't we do a real quick here? Uh, last one here from uh Dan at Pitch Viper down here at the very end of the chat. I think let's open that one up since that goes to a product page. Lindsay, I saw from revision. I thought I saw you had posted a page in there, but it went to an about us page.

[00:55:11]I wasn't quite sure what you want us to tear down on the about us page. So, I think let's take a look at Pit Viper for right now. Cool. Awesome. Let's take a look. This one looks great so far. Like I can tell again like like the last one like great imagery but the only thing I would say is that like it's not explaining the product right I can see the original 2.0 I know the bestseller reimagined, but to an extent like there's something to be said for like I hate to say this, but like less creative copywriting, right? Like we also want to make sure that people understand what it is both not just like visually through like the product imagery, but also through like what it is, right? Like if I was going to say like I don't know who your audience is, but like the original like cycling shield or something like that, like just adding a little bit of a designation is a great way to make sure that users are arriving on the page they expected to. If it's something like that too where you have those different like angles of different audience members that you're selling the same product to, that could be a really relevant addition here too, right? if you did the, you know, the original um cycling shield or the original like spring skiing um goggle, right? Like stuff like that where you're then tailoring it to different campaigns that you might have in paid media that are sending um traffic here. This part is awesome. I love a little bit of like storytelling that helps me understand like why. Especially this one, right? The best just got better. We're communicating those uh reasons to purchase and product benefits really visually here, right? So, we can see like not just bullet points of like here's here are the reasons to buy, but you're applying them in the context of the product. I think that looks really well, really good. Let's see. I'll just do a quick scroll through this. Get a sense of the whole page. I think the thing I'm seeing in this that we're missing is just there really is no social proof of any kind. I think layered in here. Um, and that's that seems like a big missed opportunity.

[00:57:21]Yeah, especially like I can tell this is a brand with a ton of like character and personality. So, I think like even like some like even if they're like made up like funny quotes I think would be great way to create like that humanistic connection, right? Like there's a lot of like product story here, but like knowing what I also know about Pit Viper is like it's not like it's really like a lot of character and personality in the brand, not necessarily like you know just selling like features, right? Like so I think that could be a cool way to like bring some of that some of the personality that I see in the product into the page as well. Yeah, I agree. I think it's a great call out. All right, guys. Well, that is it. We've hit the hour mark. So, I'll uh I'll just remind everybody if you want to take advantage of our full-sight analytics audit, uh go to bluestout.comstrategy or just go straight to blueest.com and book a call.

[00:58:16]Uh and for anybody who has attended the webinar, we are giving 50% off for our full site full analytics audit. So, if you like what we're doing with the tearowns and you want us to actually get into the weeds of your analytics and give you real advice on how you can improve the site, uh shoot over to bluestout.com and book a call and we'll get you all hooked up. All right, guys.

[00:58:34]That's it for today. Uh we'll see you on the next one. Thanks, everyone.