🥗 7-Page Landing Page Guide to Slash Your CAC & Increase CR

Hey there,

Welcome back for another bite to chew on

We hope you’re having a wonderful weekend with your loved ones, and are smashing your monday!

We’re also very sorry for the late send of this newsletter. After reviewing the newsletter yesterday, we noticed that it was too basic and fluffy.

And since we don’t want to deliver that, we figured we’d rather send a late newsletter than send a bad one.

But, that also means that we had some extra time to give it some more love.

So…

In this week’s newsletter, we’ll talk about one of our absolute favorite topics:

Landing pages

Before we jump into it, we have a few things we want to share with you.

1. We’re fully booked out with 45 and 60 people respectively for our dinners in Austin and New York. If you’d like to join the next one in your city, sign up to the typeform here

2. We just released a new podcast episode with Michael Tierney, the founder of Stuffed Puffs. This is a must-listen if you want to learn from one of the best in CPG retail. Click here to listen to it

Without further ado - let’s jump straight into it!

Outline of the newsletter

This newsletter is one of the longer ones, so we figured it’d be a good idea to give you a brief outline of what we’re going to talk about, so you can skip to the sections you find most interesting.

General

• What is a landing page and what is the goal of a landing page

Customer research

• Consumer archetypes and how to determine your “true consumer archetype”

• Using surveys, community, and ChatGPT to inform landing page build outs

Different types of landing pages

• Listicles, Quiz funnels, and educational landers

One thing everybody should know about landing page design (even if they’re not a designer)

How we build, structure, and templatize our landing page buildouts

How to A/B test landing pages against each other

Tracking your tests properly

General

First things first,

What is a landing page:

A landing page is essentially a page that’s specifically designed to educate about the product / service you’re trying to sell, prior to sending them into a PDP/Sales page.

The goal of the landing page is to

A) Match the ad/intent that sent the user into the landing page (For example, if your ad is talking about a specific weight loss product, you can make your landing page specifically about that and not 50 other products as well

B) Give the customer more information than they would otherwise get on a standard PDP, and therefore have a better chance of persuading them to buy

Customer research

Alright, now let’s dive into the the most important thing you need to do before making any landing page (or other marketing asset for that reason)

… and that is: Customer research

There are generally two ways we go about this

The first way: Finding your true consumer archetype

A consumer archetype is a summary of your target audience’s motivations, desires, pain points, demographics, and psychographics. In total, there are 67 generally-agreed-upon archetypes

An example of a consumer archetype can be seen below (or found on page 37 of this doc).

Now, this may seem very theoretical, but what you can actually do is to use your data to address-match and bucket your customers.

And then you an analyze the types of consumers your brand is over - and under indexed on

By doing this, you can get a much better understanding of who your true consumer are - and thereby you can make your landing pages convert much much better

(Btw, we used our CRO agency to help us with this - but you should be able to do this yourself at relatively low cost)

The second way: Reading community comments, doing customer surveys, and leveraging AI

So…

Now we know WHO are consumers.

But… we also want to know HOW they talk and think.

Because again, this is the foundational layer of what creates a great landing page.

Now, there are a few ways we like to go about doing qualitative research.

But we can boil it down into the following steps

1. Ask your customers for honest feedback (Pro tip: ask open-ended questions)

2. Read facebook comments and reviews

3. Download all the answers / data from the steps above and compile it in a Google Sheet

4. Sort by the longest answer first, and spend an hour reading through it all to really digest how your target audience is talking and thinking.

5. Then, upload the spreadsheet to ChatGPT and make it summarize the most common words, pain points, desires, etc - in your customers’ words

That’s basically it

After doing this, you will be in a much much better position to build landing pages that speak directly to your customer’s hearts

Now that we got the foundations in place, let’s talk about the different types of landing pages you should be testing

Different types of landing pages

There are many different ways to build a landing page.

We’ve tested most of them, and these are the ones that we’ve found the most success with.

1) The Quiz Funnel

If you’re selling a product that solves a multiple problems for different people, a quiz funnel is one of our favorite funnels

The goal of the quiz funnel is simple:

Get people to answer a set of questions, so that you can tailor your offer specifically to them + get them into a email flow where you can also tailor the messaging

For example, if you answer X, then you get Y offer and email. If you answer Z, you get B offer and email

Besides that, a quiz funnel is also a great place to sprinkle in some gamification like “unlock offer” like Jones Road Beauty does it in the example below

Here is a good example

2) The listicle

Ever seen the landing pages that start with “3 reasons why X” or “10 ways to Y”

That’s a listicle.

The good thing about a listicle is that you can communicate multiple selling points, in an easily comprehensible way.

Instead of writing paragraphs about why someone should buy your product / service, you just give them the “gist” of it instead.

In this way, they can easily scan through it and still get exposed all the benefits / selling points of the product

The listicle especially works great for lower funnel traffic

Here is a good example

3) The educational seller

A lot of times, all you need is to educate the customer properly, so they can make an informed decision.

If you’re selling a product like collagen, where one of your differentiators is the ingredients in the product.

In this case, you can’t just focus on selling “Better hair, skin, and nails”.

But instead, you need to find a middle ground between that (emotional selling) + find a interesting way to make the ingredients appear interesting - so that you can logically sell the customer too

The best way to showcase this is with an example

Here is a example of this:

One thing everybody should know about landing page design (even if they’re not a designer)

We won’t dive too much into the design-aspect of landing pages, because that’s our partner Ankit’s department (PS: he also has a newsletter. Click here to subscribe with one click)

But… there’s one interesting finding that we think every founder/marketer should know about design of landing pages and consumer behavior in general

Nielsen Norman group released a study in 2013 about users reading patterns on websites.

Here’s the gist of what you can learn from it:

- Users read information horizontally first, then up and down vertically, and then lastly horizontally again - forming an F-shape

- Your most important information should fall within the F - shape

- In every section of your landing page you should apply the F-shaped UX thinking

How we build, structure, and templatize our landing page buildouts

A lot of people try to rush the process of building landing pages and just throw stuff at the wall and hope it stick

We’re typically not a big fan of this approach

Here’s what we suggest you do instead

Start out by outlining a structure for how you want your landing pages to look and feel, as well as how you’d want the information to flow.

This is different from brand to brand but after testing a few different structures you should be able to dial in on one overall structure.

Here’s the structure we use at Obvi.

Feel free to try the exact same structure - or move slightly around in the order.

1. Main Banner: Should create cohesiveness from ad to lander, show case offer and product

2. Main Problem You Are Solving

3. Why You Are The Solution For This Problem

4. Why You Are Better Than All The Other Solutions

5. Social Proof, Reviews, Testimonials,

6. Offer

7. Reviews/FAQ

How to A/B test landing pages against each other

When testing landing pages, there are essentially two routes you can take:

One of them is the “big swings route” and the other is the “isolated variable testing route”

Both have their pros and cons…

The biggest pro for taking the “big swings route” is that each test may yield a bigger uplift (or downlift)

But the downside is also that you don’t really know WHAT made the uplift (or downlift).

Whereas, on the other hand - if you take the isolated variable testing route…

You get lower uplifts and downlifts - but you also know exactly what variable made the impact.

We typically advise brands to do both.

For example, take the “isolated variable testing route” in 80% of your tests and then switch things completely up once in a while and do a big swing on 20% of your tests

This way, you get the best of both worlds

Tracking your tests properly

A/B testing without properly documenting the hypothesis, variables, and results of the test is the equivalent of shooting yourself in the foot

Why?

Because, what happens when your current marketing guy leaves or a new one joins?

A) They don’t know what has and has not been tested before

B) They will test the things that have properly already been tested in the past

So, one of the most important things to think about when building out landing pages and testing them is:

Have a system in place for tracking and analyzing what you are testing and WHY

If not, you’ll not only end up in the situation described above - but you’ll also end up with random tests being run because nobody really stated the hypothesis clearly

So, don’t do that

PS: We know you’re busy, so instead of spending time to build this out yourself, you can just steal ours by grabbing a copy of this for free

Tool of the week

We just hired a new VP of Marketing & Retention, Krysta.

… and although she’s absolutely crushing it - it’s always overwhelming to get into a new role and figure out every tool and every function within that tool

Which is why it’s more important than ever that SaaS companies focus on the last “S” (i.e the Service) in SaaS

One of the best examples of this is Sendlane.

If you have a problem at 1am, you can lean on the Sendlane support to help you

If you have a feature request, you can lean on Sendlane to take it seriously (and actually build it quite fast too)

This is one of the many reasons why we recently chose to switch from Klaviyo to Sendlane

Because software without service is NOT cutting it anymore

Ad creative of the week

Speaking of lowering CAC…

There’s also the option of just doing more + doing it better on the Ads side.

This got re-re-re confirmed to us when this banger absolutely crushed it and slashed our CAC this week.

Props goes to our creative agency, AdTok who created this for us. Can definitely recommend the guys if you’re looking for creative ninjas

Check the ad creative here

Check the agency here

Thanks for reading along

As always, thanks for reading along

We appreciate you and look forward to serving you again on Wednesday.

All the best

Ron & Ash

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