How We Build Landing Pages at Obvi - Our Internal SOP

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Today we’re giving away our internal LP building SOP that our team at Obvi uses (however, we’ve slightly refined it to make it more useful for you - by elaborating on some points)

We hope you find this SOP useful. If you have any questions, then reach out to us at [email protected] and we’ll get back to you as fast as possible.

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Step 1: Understand Your Target Audience

Understanding your target audience is a crucial step in building a successful landing page. This step involves gaining an in-depth understanding of your ideal customer's characteristics, preferences, behaviors, and pain points. It’s important to note that who you think will buy your product may not actually be the demo that does. Therefore, it's important to take some time to hone in on your target audience.

If you're just starting out, you may not have a clear understanding of your target audience. In this case, it's essential to do some research and analysis to identify who your ideal customer is. For example, you can conduct surveys, analyze competitors' audiences, and gather data from reading your competitors' reviews.

On the other hand, if you already have data on your target audience, you should deep dive into it and understand what people love about your product, what problems they were facing before your product, and the pain points that your product solves. This will help you design a landing page that resonates with your target audience and addresses their specific needs and concerns.

For instance, if your product is targeted towards a younger demographic but you end up hitting an older demographic that wants to feel younger, you may need to fine-tune your marketing strategy after understanding more about your actual audience. This is a concrete example of what we’ve learned from Obvi

Questions to ask yourself for the research part:

• How old is my ideal customer?

• What are they trying to achieve by buying my product or similar products to mine

• What is the day-to-day pain that my product helps them relieve, or what is the day-to-day status utility that my product gives them (2 examples could be overeating (pain) and looking wealthy with a nice watch (status utility)

Step 2: Do competitor research

This is not so much in the sense of doing competitor research to understand the customer, but rather doing competitor landing page research.

In order to differentiate our landing pages from theirs, we need to make sure that we do it both better and differently than them on a high level.

But… that being said - we’d still want to learn and “steal” some of the good things that they are doing. Therefore, check your competitors landing pages, see what they put emphasis on, and see how the information flows on their landing pages.

Step 3: Adopt the right testing mindset

When building and testing landing pages, you’d want to make it high-quality - but at the same time you’d also want to make sure that you can pump out a lot of different tests on a consistent basis. Said in a different way: You want to make it a great landing page, but you also don’t want to be so perfectionistic that you can only test a small number of landing pages per month. Rather build 10 landing pages that are 7/10 than only building 2 that are 9/10.

The reason for this is that, even though you might spend a lot of time trying to perfect a landing page - it may still not convert at a rate that’s significantly better than the baseline (i.e with statistical significance.

Hence - test a lot of different landing pages - but test them on a low scale before going deep into every detail and trying to dot every i.

The next step shows you how to go fast!

Step 4: Go slow first by building templates and SOP’s - so you can go fast in the day-to-day.

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 this is how ours look like for Obvi. Feel free to try the exact same structure - or move slightly around in the order.

Obvi LP Structure

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

Step 5: Start filling into the structure

This is self-explanatory…

After you’ve built out the structure, you’d want to start filling out each element of the structure. That's boring and dirty work.

Step 6: Test each variation in isolation

Make sure that you properly isolate each variable that you are testing for, so that you actually LEARN what moves the needle and what doesn’t.

To give you an example, let’s say I'm changing the copy in the 2nd and 3rd section simultaneously, and performance increases significantly. Then which change caused the improved performance?

I won’t be able to tell, because I weren’t structured enough in my testing, hence I learned less than I could have if I had just tested each variation individually - in isolation

Step 7: Test, refine, test, refine!

I can’t stress this point enough!

You’re never done testing, and you’re never done with learning from each test

Each test is just paving the way for something new to test. Whether the test result is positive or negative - you want to extract some learning from it and then refine it - over and over again.

Do this continuously and consistently, and then come tell me that you aren't growing.