Thread by @luisthewiz

Reassembling a sales page for @blackhatwizardd

A case study on how I 4X Cold Email Mastery's sales with 4 lines of code in a week.

Previous Conversion Rate: 2.3%

New Conversion Rate: 9.0%

Result: $7,460 in a week (and counting)

Let's dissect it part by part

@blackhatwizardd When people land in your Gumroad page this is what they see:

1) A bunch of plain text aligned to the left
2) A couple of buttons to the right

That's the classic sales page everyone knows...

But here's the thing:

@blackhatwizardd Your visitors have seen that same layout a thousand times

Which means this layout is burned into their brains

So when they see your page, their brain subconsciously tells them "I've seen this product before"

Now if you know a thing or two about marketing...

@blackhatwizardd You know that's BAD news for you.

Because now they perceive your product as "another one of many"

And that drastically decreases the perceived value of your product

Which causes them to be less willing to buy it, affiliate for it and share it with others

= less $$$ for you

@blackhatwizardd So how do you avoid this?

How do you make your product stand out in a sea of digital products?

And more importantly, how do you make them buy more?

The answer:

A conversion-centered landing page

@blackhatwizardd A conversion-centered page makes your product look more trustworthy, professional and unique

But more importantly, it can double, triple or even quadruple (in this case) your sales

But why does it work so well?

Because NO ONE is doing it.

@blackhatwizardd Almost every creator is using the same generic sales page to promote their products (and losing a lot of money as a result).

But the ones who are using custom landing pages are killing it

@blackhatwizardd Some examples:

- Ed Latimore & JK Molina's page made $79,461 in a week (thetemplates.carrd.co)

- The Giver's page made ~$4000 in 3 weeks (affiliatemastery.carrd.co)

- Cold Email Wizard's page recently made $7,460 in 7 days

@blackhatwizardd A few days ago, Daniel didn't have a custom landing page for his main product.

His Cold Email Mastery course was hosted on a Gumroad page

So I decided to build a conversion-centered landing page for it

Here are the 8 things I did to 4x its conversions (that you can do too):

@blackhatwizardd 1. Branding

Appropriate branding increases the perceived value of your product, shows professionalism and conveys trust.

That's why companies spend thousands of dollars in branding every year.

If you already have branding guidelines, use those.

@blackhatwizardd If not, pick:

1) A primary color (background)
2) An emphasis color (CTAs)
3) A shade of black (dark text)
4) A shade of white (white text)
5) 1-2 typefaces (Usually in serif or sans-serif category)

That's all you need

@blackhatwizardd Example:

For this page I wanted to be consistent with Daniel's brand, so I picked:

1) Primary color (Cadet blue -> #161631)
2) Emphasis color (Electric Indigo -> #6F23E2)
3) Shade of black (Jet -> #2d2d2d)
4) Shade of white (White -> #FFFFFF)
5) Typeface (Sans-serif -> Arial)

@blackhatwizardd 2. Improved Layout

No one wants to read a bunch of plain text over a white background (unless it's a book)

It's boring and it makes people go away

If you want to keep your readers in your page, you must make the reading enjoyable

@blackhatwizardd Here's how to do that:

1) Separate copy into sections
2) Make headings bigger/bolder
3) Make body text smaller
4) Include lists, icons and emojis
5) Bold and underline power words

This will create an "irregular" layout, that will inevitably make the reading more more enjoyable

@blackhatwizardd Example:

@blackhatwizardd 3. Add CTA Sections

Gumroad sales pages only have one CTA throughout the entire page

So if at some point people want to buy your product they must scroll all the way up (Desktop) or all the way down (Mobile)

@blackhatwizardd This has a negative impact in conversion rates

To avoid this, add multiple CTA sections throughout your page

Add your CTA sections after:

- Showing what's inside
- Revealing the price
- Presenting the guarantee
- Providing testimonials

@blackhatwizardd Each CTA section should have:

1) Heading at the top (Gets people's attention)
2) Body text in the middle (Handles an objection/adds urgency)
3) A clear CTA at the end (Says what happens when clicked)

Example:

@blackhatwizardd 4. Emphasize Important Sections

As I said before, you must separate your copy into sections.

But you also need to emphasize the most important sections in your page.

Usually those sections are the ones that include the headline, the course breakdown or CTAs

@blackhatwizardd To emphasize those sections use:

1) Dark color for the background (blue)
2) Light color for the text (white)
3) High-contrast color for the CTA (purple)

Example:

@blackhatwizardd 5. Add a Tiers Page

If your product has multiple tiers, DON'T use the Gumroad embed button.

This button pop-ups the whole Gumroad page again, that's inefficient and it hurts conversions.

@blackhatwizardd Instead, make a separate section for the tiers.
This page should include:

1) A heading indicating what that section is about
2) Social proof (Average rating/number of reviews)
3) The multiple tiers for the product

@blackhatwizardd Each tier should include:

1) A badge/text that indicates how much they save
2) The price of the tier
3) What's inside the tier
4) A clear CTA (Buy now, Add to cart, etc)

Example:

@blackhatwizardd 7. Gumroad Integration

Here's where the 4 lines of code come in play

Each CTA in the tiers page links to a unique Gumroad URL

But this isn't a regular URL, it contains a "query string" at the end...

@blackhatwizardd When clicked, each button adds the selected tier to the Gumroad cart and automatically takes the prospect to the checkout process

If this thread gets to 500 likes I'll make a detailed thread explaining how to do it

@blackhatwizardd 8. Make it Fast

"Whatever you're building online, make sure it is fast" - Oliver Cantin

Your landing page MUST load fast or people will leave (and take their money with them)

Specially if you're planning to run cold traffic to it

@blackhatwizardd The link-to-page or ad-to-page transition should last between 1-2 seconds

Here's how to do that:

- Convert images to .jpg or .webp
- Compress images (optimizilla(dot)com)
- Remove unnecessary sections/code
- Use embed videos (Youtube/Vimeo)

@blackhatwizardd Bonus: go to gtmetrix(dot)com, test your page, and make the recommended adjustments

Here's an analysis of the Gumroad page vs the Custom page:

@blackhatwizardd Thanks for reading!

I tweet about landing pages, web design and online biz

Follow me for actionable advice on those topics

P.S. If you own and a product and are interested in selling more send me a DM!

Let's talk about how I can help get more sales

Talk soon

Luis