Thread by @me1ies

A Step by Step Guide to Creating the Perfect Conversion-Optimized Landing Page

From someone who has run hundreds of split tests.

/A thread 🧵

(also dropped this in @wizofecom Utopia. Missing out if you're not in there)

A landing page is one of the best ways to drive new traffic to your website and convert them into paying customers

1. They are very easy to split test and optimize
2. Easy to create with a Pagebuilder
3. Usually better than driving traffic to your homepage
4. Convert like crazy

Landing pages should act as a place where visitors can learn pretty much everything they need to know about the product to feel comfortable buying.

If you’re an e-commerce store owner here are some landing page use cases that I’ve seen work tremendously well

Google ads - Many clients who are doing Google ads ask me to create landing pages for them that are linked to their ads. For example, let’s say you want to attract new customers to your coffee subscription business with an irresistible offer.

In the headline of your Google ad you may say “New subscribers get a free month of coffee.” The landing page I create would then be completely centered around that offer and also informing + converting new customers.

We’d only want new customers to take advantage of the offer so we could not have the page be a product page that everyone can see and we couldn't drive traffic from the Google ad to the homepage with all your products. Here are some examples of companies doing this:

mudwtr.com/pages/vip?utm_…

gochirp.com/products/chirp…

New product launches - If you plan to launch a new product, that needs to be the main focus for the customer. That is the product you want the customer to buy. Driving them to the homepage will create friction in the purchase process and less visitors will turn to customers.

Pre-sale page - I’ve seen these work great for clients. Use a presale landing page when targeting cold traffic to inform the visitor on everything they need to know about your product, what makes it special, and how it compares to competitors. So they buy w/o hesitation

So now that you know some possible use cases for a landing page, let’s break down how to create a high converting one

On any given month, I am typically working with 5-10 7-8 figure Shopify clients and split testing different aspects of their landing page for CRO. For this reason, I have DATA BACKED reasoning for what I am saying when it comes to building a high converting landing page.

Anyone can tell you “do this” and “do that” to increase your conversion rate but without some type of test or experience, they have no credentials.

It’s important to keep in mind what works for some stores may not work for others. You would not build a coffee subscription landing page the same way you’d build a landing page selling adult diapers for senior citizens. However, this thread will give you a great starting point.

Let’s start at the top

Header - The great thing about a landing page is you can remove the header section of the page. This helps a ton with keeping visitors on the page you want them to buy from and not letting them poke around the rest of the site and forget what they came for.

I recommend removing the header and replacing it with a sticky header.

Example: thealphawallet.com/products/alpha…

Product section - This section of the landing page is the single most important part of the site. As you may know, most customers will not scroll beneath the fold, so in this section, you need to really impress them. There are a few different ways to set this section

Here is a graphic that breaks down one option. Remember with this section you want to TEST.TEST.TEST until you find what works best for you. Here are two variations of a mobile view product section that have converted really well for some of my clients:

Again, the key with this is to test. You may start with the variation on the left, however, if you use a customer quote like “this took away years of back pain” instead of the product title your page may convert better. You can also test using a gif instead of a product image.

Social Proof - This is self-explanatory. You need to have some sort of social proof. This can be featured in a section, customer review carousel, or both. I really like what AlyaSkin does:

alyaskin.com/?gclid=Cj0KCQj…

Comparison - Chances are someone else is selling what you are selling and customers are also considering buying from them. Whether it’s a cheap knock-off brand or a substitute product it’s important to highlight how your product is different.

Bundles - If you want to hammer down on increasing AOV, this is huge. There are many places where you can offer bundles (in-cart, at checkout, etc), but here is an example of a bundle added to a landing page I created for a client. After creating this we saw a boost in their AOV.

Customer Reviews - The final part of the landing page should be a customer reviews section. This can be Loox, Yotpo, Stamped, or whatever review app you are using.

Here are a few more must-haves for your landing page:
-CTA’s scattered throughout (typically under every section)
-Google tag manager added
-Hotjar or Full story to track customer interactions
-Limited amount or no pop-ups or spammy countdown timers
-Page speed optimize

I hope this was helpful for you all!

I'm giving $20 to one person who RT's this thread.

If you’re interested in having a landing page, an entire store built, or page optimization done schedule a call with me here: calendly.com/301studios/int…

Last step: Ask other people what is working for them. Here are some people who I have talked with and can confirm they are legitimately knowledgeable in e-commerce

@Adam_Wilbanks @AdsAstronaut @LeidenfrostL @hazhhanif @FareedMelies