Masterclass, SmileDirect Club, and SendFox all have KILLER above the fold sections.

Why does this matter?

Nearly 80% of a users' viewing time on your site is spent above the fold.

This makes it essential to conversions.

Let's optimize yours in 3 min 🧵
Your above-the-fold should follow an organized visual hierarchy.

This tells your consumer what to focus on and how to progress through the content.

Many readers scan in an F-pattern.

Use these 6 tips to develop a visual hierarchy:

(h/t wordstream)
Here are the essentials:

Headline (left side) - Drop your main value prop

Subheadline - Compliments headline. Introduces product/service. How value prop comes to life.

Creative - Show product or people. Helps bring context to life.

CTA - Focus on the value after signing up.
Social Proof - Can be done through creative or underneath CTA

Your above-the-fold should leave the consumer eager to keep scrolling.

Here people do judge a book by its cover.

Don't screw it up.
1. Masterclass

Masterclass does a killer job at showing you that you’re getting taught by the best.

Fast-paced video that’s engaging.

World-renown individuals. (Social proof & influencers)

Shows an inside look at the quality of the product.
The headline could be better though.

“Today’s the day” does not pass the Amazon “So What” test.

It doesn’t describe the main value prop.

Instead, I’d use “Master your craft by learning from the best”

Then my sub-headline would intro and describe the product and process.
The CTA is worth noting.

Masterclass first collects your email then directs you to a checkout page.

They do this intentionally.

If you don’t convert at the checkout, then best believe you’re entering an email drip and getting re-targeted on FB/IG/YT.
Underneath i is the social proof that lets you know this is forreal.
1. Smile Direct Club

Great headline.

It addresses the main value prop - Smile you’ll love

It addresses the price - $3/ a day (sounds better than $90/m)

Subheadline also gets the job done.

It describes the process behind the value prop. (100% from home & in 4-6 months)
CTA is a cliffhanger.

It all sounds great, but…does it work for you?

The product image is A1.

It showcases the product.

Plus, the welcome card reassures you that you’ll have a team with you.

Social proof is missing, though :/

Could use: "101,898 love their smile now."
3. Sendfox

I love this one by SendFox.

Their headline is one of the best I’ve seen.

It addresses 5 different pain points that would hold a creator back from starting a newsletter.
The first 4 words remain the same while the bottom word interchanges with diff problems the creator would face.

- No money
- No subscribers
- No website
- No time
- No knowledge

And each sub-headline interchanges with each problem.
Plus, It clearly answers how SendFox makes it happen.

Underneath the headline, six diff testimonials that address the solved problem.

Every aspect compliments the other.

Above the CTA, more social proof.

The exact number of creators using SendFox.
Would this help you?

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If so, follow @alexgarcia_atx :)

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TL;DR

Essentials to Above-The-Fold:

1. Value prop-driven headline
2. Product/process intro + compliments headline
3. Creative shows product/people
4. CTA should remind ppl of value prop
5. Social proof reassures them

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More from @alexgarcia_atx

24 Apr
Patagonia is a $1B powerhouse that encourages you not to buy their products.

@patagonia's CEO Rose Marcario calls it "Cause Marketing."

The result is a brand that consumers love to embody.

Steal these 8 marketing tactics from Patagonia 🧵 Image
1. Mission

It starts with Patagonia’s mission statement.

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Nearly every Patagonia marketing initiative follows in the footsteps of its mission. Image
This attracts consumers who have similar values.

Customers with similar values open the floor to a long-term relationship with their consumers.

Inherently increasing Patagonia’s customer lifetime value.
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Good content is not good content if nobody sees it.

This makes a distribution strategy equally as important.

@neilpatel once saw a 200% increase in monthly blog visits after 3 months of a distribution strategy.

Create a distribution strategy in 9 steps 🧵
1. Target Audience

You don't want to create content for anyone and everyone.

Duh.

But content distribution is about getting the content that you worked on in front of the right audience.

To do this you must know:

- Where they consume content
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- Dominant age, gender, income, location, and edu
- Interests

Find this by using:

1. Google analytics
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3. Surveys and questionnaires
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Take this and form your customer persona.
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22 Apr
Volkswagon, Ford, GM, Toyota, and BMW collectively spend $25B+ on advertising each year.

Tesla $0.

The result?

The most Googled car company in the US.

The "Most Valuable American Automaker."

Here are 8 takeaways from inside their marketing playbook 🧵
First, why doesn't Tesla advertise?

@elonmusk rather put that money towards creating a stellar product.

And he does.

Then his marketing tactics kick things up a notch.

Here's his take:
1. Twitter

Of course, I have to include @elonmusk Twitter.

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Sure, Elon uses Twitter to post memes, create controversy, but he mostly uses it to communicate.

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Referral Programs work.

PayPal used one to acquire 100m users.

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Airbnb generated 900% YoY growth for 1st-time bookings.

@elonmusk says one customer should generate three.

Here are 6 referral programs you should steal 🧵
1. PayPal

The OG referral program.

When PayPal was starting out, they gave money away to new users and referred users.

It worked so well they had to reduce the amount of money they gave away.

At, first PayPal gave you $20 for signing up. And $20 to anyone you referred.
They then dropped it to $10.

Still, very successful, but they dropped it down to $5.

According to @elonmusk, PayPal spent roughly $60m on their referral incentives.

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18 Apr
Small changes on your site can lead to a drastic ROI.

Thousands of eye-tracking studies show how users scan through web pages.

Optimizing for this will increase conversion rates.

Small changes = Big Money

Use these 7 hacks to optimize your site 🧵
1. The Top Left Corner Is Valuable

A user just visited your site.

The page loads and they’re ready to start scanning.

Here’s how ppl scan the above the fold:

- Start in the top left corner (#1)
- Scans to the right and a little lower(#2)
- Scans the rest of the section (#3)
What you should do:

- Top left corner should be your value prop (priority #1)
- Underneath it should be the sub-headline that shows how you create/provide the value (priority #2)
- On the right should be your product photo/social proof/ or lead form (priority #3)
Read 17 tweets

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