I advocate using landing pages to create custom experiences for lower-funnel acquisition or test new pages, new value propositions, or build a new page without using a developer.
Focus your most important information above the fold — without a user having to scroll. If your information isn't front and center and easy to digest, you're going to miss out on a lot of potential transactions.
A perfect homepage needs to do five things: educate someone who has no idea what you sell, make it easy to purchase, show validation, convey the problem and solution, and make it obvious why you're better than anything else on the market.
We tested sponsored content across BuzzFeed, Refinery29, PureWow, Digg, Forbes, and TheHustle. The winners were Digg and TheHustle — clean sites with no distracting ads, readable fonts, non-annoying pop-ups, and clean mobile pages.
The angles should be the prompts, and the page experience you bring someone to should be the punchline. It should answer WHY what you're selling is going to address the angle, prompt, or question they have going into it.
For your conversion event on a test launch, you want to get something tangible into someone's hands. If you can't do something physical, the next best thing is something digital that makes them go 'Woah' or 'Wow.' You're asking a stranger for their opt-in, so you better have something meaningful.
A landing page for cold traffic should do 5 things: educate someone who has no idea what your product does, make it easy to purchase with a good starter pack bundle, show validation and social proof, properly convey the problem and solution, and make it obvious why you're better than competitors.
Push modules on your homepage feed value or give information to new visitors — brag bars, reviews, founder story, ingredients, differentiation. Pull modules are the CTAs that get them to convert. The best sites alternate between pushing and pulling.
I love site copy that's made easy for 5th graders. Benefits should be a straightforward, easy-to-understand list of what each product does for you, without complicated words.
In all the landing pages I've built where there is a nutrition label, the label always gets the most activity from a heat map.
Use landing pages with details. Don't just send people to your product page where the entire goal is to get the sale. Lead with education. Think about the Apple Store — you're never sold right away. As you find things that work on landing pages, move those modules over to your product page.
For the Jolie launch, we had a conversion rate sliding scale: 15% CVR meant we're not nailing the messaging. 80% CVR was gravy — this is going to be a category leader. We hit 80%.
Imagine your website visitor is Kim Kardashian walking the red carpet. It's your job to be her assistant — everything she needs to know should be right there, proactively, so she doesn't have to think twice.
For the same reason you wouldn't put a TikTok ad as your TV commercial, you want to ensure each platform has a catered site experience it leads to.
If you speak to everyone, you speak to no one. That's why it's important to understand who's coming to your page, and why.
The 'Why Section' was instrumental when I first tested adding it to a landing page. As brands, we put out so much content to convey the WHY, but one day I just thought — why not include a section and make it really obvious? It crushed.
Think about how you'd explain your product to your friends. It's not feature-first, it's benefits-first. You're talking about what someone gets out of it, why it works, what it makes them feel.
From a copywriting standpoint, write the copy as if someone could copy and paste it to their best friends in a group chat. Concise, benefits-first, focused on how it improves their life. No one cares about the nerdy features.
Page conversion rate benchmarks: 10-25% is solid. 25-50% is great. 50-75% is amazing. 75%+ means you've got a $100M idea.
Think of landing pages on a matrix: funnel stage on one axis (Unaware → Ready to Convert), traffic channel on the other (Facebook, TikTok, Google). Your Google × Ready to Convert page should be wildly different from your TikTok × Unaware page.
For an Unaware customer, say 'The World's Fastest Smartphone Chip lives in an iPhone' — not 'The iPhone's all-new 5-core GPU is the Fastest.' The first one is relatable to someone who doesn't know what you're selling yet.
At Hint Water, we went from selling a 1-case 15-bottle sampler for $15 to 3 cases for $36 with no difference to the conversion rate. The key was going deeper on the founder's story and customer love in our creative and landing pages.
If traffic comes from Snap or TikTok, those platforms move a mile a minute. Your page needs big headlines, big buttons, social proof up top, and ideally email/phone collection to follow up later — they're probably there for less than 25 seconds.
Don't build 1 landing page and expect miracles. But you don't need 14 unique pages from scratch either — make 1 per channel and swap the copy or imagery for different intent stages.
Every good product launch starts with a good landing page — and sometimes two versions. One drives sales with existing customers, and one educates new consumers about why they should buy.
Not using a landing page is like putting your car in reverse without using the backup camera. You can, but why wouldn't you? It makes everything easier, gives you fewer chances for something to go wrong, and in today's day and age, it's a staple.
On average, CPA went down around 30% when running on paid social channels with our landing pages, and the clickthrough rate from the LP to checkout was ~34%.
Where the traffic comes from helps you understand how much time you might have — TikTok means little time, Facebook means lots of time. The intent of the visitor helps you understand if you need to focus more on selling or educating, though the best pages have a good balance of both.
If you can nail answering five questions — What is the product? Why should I buy it? Why is this the best option? How does this improve my life? How can I get it? — over and over again, you will give yourself the best chance at converting a new customer.
Your homepage should be just as effective as a landing page. Something that sells you on the brand first, then the problem, then the solution. If you had a storefront on 5th Avenue in New York, you wouldn't waste your window space.
The PDP should be a landing page, too. You might think the product page is a lower-funnel page, but it's not anymore — people click into PDPs from Instagram product tags or Google Shopping as their first touchpoint.
Build a landing page with the founder's favorite products, include the founding story, the brand story, and a deal to buy them all together. This will work.
If you own a retail store and two people enter, would you stand there and say 'Comfortable clothing you'll never take off!'? Probably not. You'd understand why the customer walked in and help them find a solution. That's precisely what landing pages do.
Simple math: $25,000 in ad spend, $2 CPC, 10,000 visitors. Conversion rate on PDP/homepage: 2% = 200 customers. Conversion rate on a landing page: 6% = 600 customers. Same spend, 3x the customers.
If you're sending traffic to a homepage and you have the option to choose, you're just lighting your money on fire.
The combination of incredible copywriting + excellent UX = conversion rates going from 1.8% to 5.5%, selling the exact same product.
We decided to not invest in a full Shopify front-end site, but instead build a micro-site — an extended landing page — for the brand. This meant we could have a site from idea to transacting within 2 weeks for a fraction of the cost. And if we really decide we should have a full Shopify site, we can invest in that later.
The first ingredient for any good landing page is a hook or an angle. You can sell a great product, but without an angle or a reason for someone to buy, you might not get someone over the finish line.
Think of landing page copy as going through a conveyor belt: Value prop → The customer you're selling to → The benefit they receive. Your page should almost always be talking about the benefits of value props versus the value props themselves.
Three types of social proof that should always be on a landing page: customer reviews, 'established' sources (press, certifications), and real user-generated content — not UGC-for-hire, but actual TikToks from the wild or screenshots of IG stories.
Every landing page needs to answer 5 questions: What is it? Why is it the best option for this product? Who else loves it? Why should I trust this brand? How soon can I get it if I order now?
Every section of a landing page should alternate between push and pull. A push section delivers information and education. A pull section asks for the purchase or has a CTA. This rhythm keeps people engaged without feeling sold to the entire time.
If you're selling consumables, you HAVE to include the ingredients panel — this is where most clicks for food, beverage, supplements, and beauty products end up.
The special thing about landing pages: when you've done the research to build one page, you might as well use it to build a few pages that will convert different parts of the funnel.
ALL your landing pages NEED to be an efficient experience for someone who knows your brand like the back of their hand AND for someone who's never heard of you. The balance is the secret sauce.
Listicles were pioneered by BuzzFeed and always went viral because people wanted to find their own connection to the content. For landing pages, take the top 5 attributes people mention in your customer reviews and sort them from most loved to least. Listicles do much better in channels where you're still trying to earn trust — TikTok, native ads, Snap.
Your brand's site was likely written by people drinking the kool-aid. The copy works for returning customers, but one of the biggest growth levers to increase ROAS is developing landing pages that speak to new customers with proper education and product-solution juxtaposition.
Good listicle landing pages can have a 35%+ CTR. You know you have a good listicle when someone can read it and use it to justify to their annoyed spouse why they bought something.
Sometimes your offer isn't converting because the price is just too high. Build two landing pages, try two different price points, split test the same traffic, and let the market decide.
You must treat your site visitors like Kim Kardashian on the red carpet, and YOU, the brand, are Kim's assistant. It's your job to ensure she has everything she needs, when she needs it, without looking for it.
Eight Sleep does a good job with their headline — from it alone, you understand you will be cooled and your sleep health will improve. A headline that sells you on the punchline and earns your interest to continue scrolling. Internal marketing jargon won't sell someone who just walked in off the street.
At any time when you're selling, there are 2 funnels: Funnel One is educating someone on WHY there's even a need for your product. Funnel Two is why YOUR product should be the one solving their problem. Your website focuses on funnel one (education), and landing pages focus on funnel two (why you).
With NORI, we got a 7.1% CVR on their landing page — and that's not an abnormal result. If you're spending money on ads and getting a 2–3% conversion rate, a dedicated landing page can more than double it.
A lot of BYOB (Build Your Own Bundle) pages see 2x conversion rates over baseline because customers see it as a more personalized purchasing experience. 2x CVR means 50% lower CPA. That could mean the difference between being in the red or being profitable.
Sharing your homepage is like giving a keynote about your brand to a stadium of 1,000 or 10,000 or 100,000+ people as you scale. Treat it accordingly.
Shoppable sections should occur at least twice on the homepage. The first focuses on your offer or best seller. The second can be a carousel highlighting other products or categories. Include product titles, review counts, stars, pricing, and 'best seller' labels — and make ALL of it clickable to the PDP. Many 'dead clicks' happen because not all elements lead to the PDP.
With the F-shaped scanning pattern in mind, place text on the top left, an image on the top right, and key icons/headers on the left side as visitors scan down. Re-apply this thinking in every section of the page.
Treat TV traffic like very upper-funnel traffic that can leave at any time. No time to BS on the landing page. Be fully in service to the person, deliver value right away, and make sure the LP collects first-party data as quickly as possible.
A paid-social-focused collections landing page qualifies cold traffic first, then moves people to the PDP. It results in higher CVR and generally higher AOV, because someone is more educated and excited when they arrive at the site.
Bounce rate can give you a general direction of how well your ad matched back to the landing page. If it's high, your ad is promising something the page isn't delivering.
Most people send ad traffic to a homepage or product page. Generally these are terrible places to send traffic. If you're using an angle to earn the click, send them to a landing page that continues that messaging.
Your landing page should answer five questions: What is the product? Why does it exist? How will it benefit the buyer? How does it compare to what else is on the market? If I order today, how soon will it ship and arrive?
One of the fastest ways to boost CVR is to match your ad creative to your landing page. If you feature a white water bottle in your ad, send prospective customers to a landing page with that white water bottle front and center. There's no reason to send them to a homepage with 10 unrelated products.
A Click-Through LP's purpose is to get a customer who has some interest in the upper-funnel to choose the type of plan they want and get to the next step. The copy needs to make it dead-simple to understand what the brand is, the value it brings, and how to choose the right plan.
Custom BFCM landing pages operated like micro-sites with individual slide-out carts, unique offers, value props, messaging and merchandising. We saw 8-11% conversion with the landing pages, and about 35% CVR taking attributable view-through conversions into account.
When sending traffic to Jolie's water report lander, they got emails at an 80% conversion rate. It was a home-run initiative that only took a few days to execute. They've been running it since launch, and it still converts.
On the Hydrant landing page, the hero copy 'Meet the fastest way to rehydrate' was tested 17 times before we found one that stuck. That's the level of iteration it takes.
'Shop Now' and 'Choose colors' were the highest-clicked CTAs. 'Learn more' and 'Join the movement' sounded good but didn't help someone get where they were going. Half the job of a good site is letting someone get in and out quickly.
Think of your PDP or homepage in modules, like a textbook with chapters and lessons. Each section builds on the previous one. Design your pages the same way.
Give the Kim K. red carpet experience on your product page — answer everything as they scroll. If someone has to leave your site to search the internet for answers, you're leaving revenue on the table.
Social proof above the fold is non-negotiable. Reviews are cool, but on a Jolie page I wrote 'Shared over 10,000 times on social media' — that kind of proof cuts through the noise differently.
Keep your website copy at a 5th grade reading level. Anything higher is too complicated. You're not writing a thesis — you're trying to sell.
Your navigation menu shouldn't have more than 4–5 options, with a clear CTA that sticks to the top. Too many choices is the enemy of conversion.
I always assume my site visitor is an older person on a phone with 3G service. If my site can't load for them, I'm already setting myself up to lose.
Triple-check your site for spelling, grammar, and punctuation. It sounds minor, but it signals an immature business and immediately lowers trust for the person about to hand over their credit card.
The ultimate website UX test: Could your grandma or someone who's 3 cocktails deep navigate your site? If not, it's too complicated.
For Tattoo Numbing Cream, we surveyed tens of thousands of customers to understand personas. We identified 3 and built the entire site around them. When it launched, conversion rate more than doubled.
The Solawave PDP flows like a landing page. Animated iconography above 'Add to Cart' slightly increases conversion — maybe 0.2%, but it adds up. The in-page before-and-after carousel is a huge conversion driver.
Simply updating a brand's landing page can lead to double-digit percentage increases in CVR or double-digit reductions in CPA. The secret sauce is understanding the traffic source and ensuring the funnel feels cohesive.
The Ad Creative attracts. The Landing Page converts. The Offer amplifies. Without the offer, an LP can still work, but with a good offer, you'll get to that 10% conversion rate.
TikTok landing pages need: an angle validated by organic content, an offer under $50 with free shipping, social proof that feels like TikTok content, and an 'As Seen on TikTok' badge.
TikTok has trained its users to have the shortest attention span of any social network. The average TikTok shopper clicks your ad and bounces fast. When they land on your LP, you have to give them the goods fast.
Hint Water's 36 for $36 is an offer I made in 2017. Since then, their copy, landing pages, subject lines, and pricing haven't changed. The offer is so good; nothing has beat it in over 7 years. The 3-case offer helps maintain a higher AOV, allows the whole family to try the product, and gives them the ability to try multiple flavors. The offer itself is easy to understand — $1 per bottle — and compelling at 40%+ off.
Every link that is shared should be a landing page, or optimized like one. The problem with just sharing the homepage is that it speaks to one problem, one persona, one need. A landing page can be customized for that specific journey.
Every good landing page answers the same few questions through different sections of content: 1. What are you selling? 2. Why should I care? 3. How fast can I get it? 4. How will it make my life better? 5. How does this compare to other options on the market?
FAQ is an incredibly underutilized section on a landing page. Most brands have a separate page dedicated to FAQ, but why not eliminate the need for someone to leave in the first place?
Be smart with your copywriting, don't be fancy. Focus on speaking to a 5th grader. People are on their phones, they have notifications popping in, they have things to do — don't make someone have to think about what they're reading.
Whenever possible, reduce the amount of text. How can you say the same thing with fewer words?
The goal of any landing page is to show a consumer the light at the end of the tunnel. Your product is the solution to a specific problem. Each section should actively get your consumer closer to the purchase. Never let them take the scenic route — get them on the express line.
In a perfect world, your new customer acquisition offer focuses on five things: Product Sampling & Assortment (enough variety for the whole family), Offer & Value (easy financial decision), Promise (what they'll get from it), Insurance (what happens if they don't like it), and Soundbites (making it easy to explain to a spouse or friend).
Awwwards is just UI inspo, not UX inspo — I don't believe most of those sites are conversion friendly. TV and TikTok landing pages tend to be the most direct-response-focused, and that's where I like to find inspiration.
When planning a holiday funnel, begin with the end destination — the landing page or collections page. The final step from add-to-cart to purchase should be the easiest for the customer. Test and optimize that final destination first.
Your PDPs need to be landing pages on their own. Every product page should be able to stand alone and convert a cold visitor.
Building an empathetic brand experience means making sure your site visitor has all the necessary information to make an informed decision, in a way that's consumable and desirable. Paragraphs of text explaining what sets you apart aren't empathetic to someone who just came from an ad.
Your hero section needs: a headline that makes your brand easy to understand, visuals demonstrating the product in action (not just a white background shot), social proof with review stars and count, and bullet points selling the promise. You have to earn the scroll.
If you don't want to run CRO tests on your main website, test them in landing page experiences first to validate, then carry them over to your website.
Match the creative and messaging on the landing page to the ad itself. If an ad features a white water bottle, the landing page should feature the same. If the ad says 'Stay hydrated all day with this 32 oz bottle,' the header text on the landing page should be the same.
Your PDP is likely not that built out — most PDPs are the bare minimum, modeled off a template, and don't go into great detail on the product, the WHY, how it compares to competitors, return policies, or social proof. That's why landing pages outperform.
The hero image should show the product, packaging, and form factor with ease. Too many brands have a poorly chosen image above the fold that doesn't give potential customers a quick understanding of what you're selling.
'View Nutrition Label' is one of the most clicked elements on any landing page promoting an ingestible or topical product. If you sell supplements or skincare, make that information easily accessible.
Build out landing pages that speak to different problem-solution scenarios, test different styles (new customer bundle vs. listicle vs. build-your-own-bundle), and do CRO work to optimize for higher UPT — units per transaction.
The landing page is like a kiosk at a mall; the website is like a full store. With a kiosk, you need to be much more efficient with your sales pitch, have something to sample, and give them a reason to buy before they leave.
Make your page load in under 1 second. I saw multiple pages in my LP teardowns that took 2-3 seconds to load. Consumers will bounce.
My process to build a landing page: Research the problem → Write everything in a Google Doc → Wireframe in Figma (iPhone-sized) → UI Design and Development. I make sure the content educates effectively when plainly read before layering in conversion-friendly UX.
I value website real estate like nothing else. Anything above the fold is 'ocean-front real estate.' You always want to maximize the area you have.
Behind the beautiful UI of sites like David, Salud, or Parachute is a UX that can answer any possible question or path a customer takes. The average person just sees a beautiful site.
Since 2017, I've always used landing pages for acquisition — the conversion rate is higher, the AOV can be higher, and you can ensure a new customer enters the brand in the best way. Still, most brands don't even use landing pages for their most popular products.
The navigation on high-SKU sites is generally hard to use, which is why so many brands rely on product search. That's not great either. Navigation should blend convenience for those who know what they want with editorial for those who don't.
Don't pitch one angle with your ad, another with the pop-up, and a third with your landing page. While they all may be true, you'll confuse the shopper. Consistent messaging across the funnel is non-negotiable.
Above the fold, stick to: a headline to capture attention, the CTA, and social proof below the CTA — either a customer review, a stars + review count badge, or both. Too many large text boxes competing for attention kills conversion.
Don't hide your most requested information — 'Why You'll Love It,' 'How To Take,' and 'The Science' — in drawer/accordion style boxes. That's likely the most important info for conversion. Lay it out clearly in modules.
Your homepage on mobile should include the full hero section and tease the next section. The bounce rate of a website that doesn't tease the next section is high, because people believe that's the entire site.
Add an arrow in your CTAs. Instead of 'Pick my Color', write 'Pick my Color →'. The CTR is always higher when running landing pages or direct-response funnels.
Treat product pages like landing pages, especially if you drive catalog ad traffic. Your PDP should answer six questions over and over: What is it? Why does it exist? How does it benefit me? Why is this the best option? How soon do I get it? What if I don't like it?
Your landing page needs to pass the mom test: someone who knows nothing should leave understanding what the product is, why the brand exists, why it'll better their life, why it's the best option, how fast they get it, and why they should trust it.
As founders, you're drinking your own Kool-Aid — you have zero clue about the questions people have. It's always the same six questions. Just answer those repeatedly on the landing page and wherever you're selling. It'll work.
Make pricing and discounts BIGGER. The bigger a price is, the less it seems like you're hiding something. Use colored CTAs with contrast-colored outlines — they outperform traditional black and white CTAs.
Put your very best offer at the top of the page. If your page offers 20%, 22%, and 27% off, display the 27% first. You have to earn their time and trust.
On mobile, you see 'Join 100,000+ patients' without having to scroll — very well done. A phone number at the top adds trust and legitimacy, even if no one ever calls it.
Using the image carousel as a mini landing page — with value props in the white space, benefits of the product format, and a money-back guarantee — is something every brand should do.
Don't leave large sections of white space on your PDPs. Even your product imagery shouldn't have whitespace in it. Fill it with illustrative benefits.
A modular landing page approach — hero section aligned with the creative, social proof matching the traffic source format, merchandised shop section with bundles, comparison chart, and FAQ — drives 9-10%+ conversion rates compared with sending traffic to a generic homepage.
Every landing page must answer four questions: What are you selling? Why should I care? How fast can I get it? How does it compare to other options in the market?
Conversion designers blend visual design, UX, and CRO skills. They live at the intersection of art and science, making pages aesthetic and persuasive. They're trained to ask: Does this layout direct the user's eye to the right message and call-to-action?
One practical tip: duplicate and modify. If you have a landing page that's performing decently, use it as a base to test a new angle rather than starting blank. Duplicate landing pages and test new angles constantly.
How will it benefit me? — arguably the most important question. Don't assume the value is obvious. Spell it out: 'helps you sleep through the night,' 'saves you 10 hours a week.' The visitor is subconsciously asking 'What's in it for me?' at every second.
My personal best practice is to always design the PDP thinking you need to educate a grandmother, on her iPhone, with slow internet, who knows nothing about you.
'Clearer skin in 7 days' beats 'Vitamin C Serum.' Your one-line headline should say the outcome, not the product type.
Promo landing pages should talk to visitors like they already know the brand, not like new customers. These promotions target your existing base — the messaging should reflect that familiarity.
Think about how your homepage changes for people from different cities. If you sell skincare, push products and messaging aligned with the visitor's location. If you sell beverages, push flavors that do well at different times of the day. Personalization like this is the next level.
Every element on your homepage should be there because it has proven to work. The headline in the hero section should have the highest tested CTR. The featured products should be the ones with the highest sell-through rate. Nothing goes on the page by gut feeling alone.
For a test launch landing page, you don't need to be incredibly fancy — but it does need to be functional. Frame up a validated problem and let your product be the solution. Design mobile-first, and don't add functionality beyond explaining what you're solving and a way to convert.
Ritual's website perfectly tells the story while answering objections in real time as you scroll. Their first doctor's quote says 'I love that it has omegas in it but they are plant-based' — directly addressing the most common question before anyone asks.
The unforced error concept applied to ecommerce: in tennis, an unforced error is a silly mistake from your own poor decision-making. If you make your site visitor look elsewhere to find an answer, you're creating an unforced error. Build landing pages that answer every question proactively — data from 2,000,000+ unique page views proves it.
Match your brag bar social proof to the traffic source. Facebook's older demographic looks for publication logos like NYT. TikTok traffic needs bigger buttons, less friction, and a focus on CRM capture — users leave within 2 seconds. Taboola/Facebook users tolerate dense, information-heavy pages.
For Jolie's pre-launch, we built the waitlist to 15,000 people without spending much. The conversion rate sliding scale we used: 15% CVR was baseline. We focused on 3 variables: CTR from traffic source, education of the problem to build sign-up intent, and conversion rate on the landing page.
The 5-part stack to test a brand before launch: an advertising platform (Snap, TikTok, or Facebook), a website CMS (Unbounce for zero-code), creative production, your product, and your brand. Set aside about $5k in ad spend — enough to properly test creative and landing pages.
For traffic from Snap or TikTok, your landing page needs to respect the fact that visitors are probably there for less than 25 seconds. Big headlines, big buttons, social proof at the top, and some sort of email or phone collection to follow up later.
Landing pages are like productizing the boutique store experience. In a physical store, an associate reads your outfit and vibe and walks you through the right route. Since Shopify can't see how someone is dressed, we use channel and funnel stage as those clues instead.
For a new product launch, build 2 landing page versions: one to drive sales with existing customers (include a discount), and one to educate new consumers on why they should buy. Different audiences need different conversion paths even for the same product.
CAVA ran an expensive Facebook campaign with Emma Chamberlain that linked to a store locator with a terrible mobile UX. Why wasn't there a landing page with content around WHY Emma has a bowl, what's in it, and how long it's available? A once-in-a-lifetime campaign without a landing page is heartbreaking.
If you're launching 5 SKUs into Sprouts, build a landing page that explains the products as if someone can buy them there, then make it easy to find the nearest store — embed the store locator or hyperlink to the retailer's locator.
With spirits brands, set up a Shopify Plus backend feeding into ReserveBar, then build a microsite instead of a full storefront. You go from idea to transacting in 2 weeks for a fraction of the cost, and if you later decide you need a full site, you can invest then.
When selecting customer reviews for a landing page, pick reviews that tell a story about how someone's life improved — not one-liners. A bad review to feature: 'Excellent solution to an overflowing cosmetic case!' A great one touches on multiple objections: holds more than expected, makes packing easier, doesn't leak unlike their old solution, worth the money.
Match your 'established' social proof sources to your target demographic's age. Selling to older consumers? Use CNBC, Forbes, NYT. Younger? PopSugar, Well + Good, Refinery29, GQ. Even younger? Replace press logos entirely with YouTube channels, influencer screenshots, and social media comments. Play on trust someone already has with a source.
A Social Proof LP puts TikTok clips, Instagram stories, and social posts front and center — social proof takes higher priority than anything else on the page. Use this format when nothing YOU say will convert someone, but everything everyone else says will. Examples: 'Celebrities Who Love Solawave,' 'TikTok Loves Bye Bye Acne.'
Pre-launch landing pages that sync directly into Klaviyo or Postscript let you run ads with email/SMS submission as the conversion objective. The insights from which headlines, imagery, and targeting convert best can inform your site copy, homepage, and PDPs before you even launch the product.
When testing landing pages, the four sections that move the needle most: (1) Hero — test copy, imagery showing product in action, benefit hierarchy. (2) Why section — make it dead simple to understand why someone should care. (3) Brag bar — rotate customer quotes vs. publisher quotes to see which your audience trusts more. (4) Shop section — rearrange placement and options.
Most brands churn out new ad creative every week — new hooks, new tests, new audiences. But once someone clicks, it goes to the same old boring page. You have to complete the testing journey. If your ad copy evolves weekly but your landing page hasn't changed in months, you're leaving conversions on the table.
When you launch a product where you're not marketing to the end user (like kids juiceboxes), your campaigns, landing pages, and messaging all need to map back to the actual buyer — the parent — not the person who wants the product.
A good hero section above the fold needs three things: clear imagery showing the product in action and the feeling you're selling, a headline that earns interest to keep scrolling (not internal marketing jargon), and supporting evidence like sub-headings, bullet points, social proof, or certifications.
The Broke Man's Acquisition Funnel has 7 components that work whether you're doing $10k or $10M a month: a killer offer, social proof, shop sections, FAQ, 1P data capture, F-shaped UX, and accent elements.
The real customer journey is messy: Instagram ad → landing page → email flow → brand website → competitor website → organic TikTok reminder → Google branded search → back to landing page → conversion. Your performance marketing brain wants to believe it's a single interaction. It's not.
When your landing page 'doesn't work,' it's almost never just the page. You need 4 things firing simultaneously: email flows that nurture, basic brand awareness across Google/TikTok/YouTube/Instagram, great ad creative, and clear brand positioning. The LP is one piece of the equation.
Think of publisher pages as landing pages that need to be extremely optimized to drive a click to the brand's website. The benefit of working with publishers who understand performance marketing is they have none of the garbage — no email pop-ups, display ads, banner ads, or autoplay video — cluttering the reading experience.
The Jolie Water Report runs your zip code through the EPA's API, creates a Klaviyo profile with local water contaminants, and sends a personalized email. It gave incredible perceived value — and it was really just knowledge. Many brands tried to replicate it but none matched the weight of value.
The 4-Part Quartet of DTC acquisition: the Angle (why you're a valuable solution), the Ad Creative (visual attraction), the Landing Page (site experience after click), and the Offer (what makes the LP stronger). Miss any one and the funnel breaks.
For TikTok traffic, landing pages need to move at 100 mph. Lead with entertainment, not a sales pitch. The page should feel like a continuation of the TikTok experience — fast, visual, almost like scrolling another video. Upper-funnel traffic needs more buy-in before the ask.
With a good influencer-driven landing page setup — customized for the audience, matching the angle of the traffic source — you should have around a 9-10% conversion rate.
When choosing social proof for an influencer landing page, publisher logos won't trump real customer reviews. The influencer IS a real human review — lean into customer reviews and embedded TikTok or Instagram Stories videos. People seeing that format know it's not doctored.
Tell customers what's inside the box on your landing page. Better yet, show them with a photo or UGC unboxing video. People want to visualize exactly what arrives at their door.
The hero section should tee up the problem like a soft pitch so the rest of your page can knock it out of the park with the solution. Don't solve in the hero — set up the tension.
Ensure consistency of context across your entire landing page — your comparison chart, reviews, and social proof should all ladder back up to the specific angle of the page, not just what sounds good in isolation.
On your collections pages, a new product should be the first product that shows up with a NEW badge on the product image. Your homepage banner, cart upsells, and pop-ups should all scream the new launch — treat your website like a retail storefront on Rodeo Drive.
My favorite resources for landing page inspiration: The Lander Library, Lapa eCommerce LP Collection, Page Flows for UX inspo, and Landbook. TV and TikTok landing pages tend to be the most direct-response-focused — I click the ads I'm served just to see where they lead me, especially from high-bounce-rate channels.
For a test launch, run two versions sequentially: Version 1 qualifies traffic by measuring email/phone sign-up conversion rate. Version 2 takes a full purchase, then emails the customer that the product isn't available yet and refunds them. The latter gives you confidence in purchase intent, not just interest.
Before building a test-launch landing page, write out a detailed document answering: What does the product do? How does it work? Why does it work? What makes it different? How will it make my life better? Why should I care? What's the evidence? What do others say? What comes in the box? Then turn that document into the page.
For a haircare brand, a bundle on a product page converted at 2.2% CVR while the same bundle on a landing page converted at 11.1% — a 5x difference just by changing the destination.
You can merchandise and launch new themed bundles with landing pages, driving traffic from your CRM list — a Valentine's Day Bundle, Boyfriend Bundle, Mom's Favorites, or go local like the California Favorites. If they succeed, put them on your main site.
For POV Beauty's launch, we had a sold-out version of the site ready to go before launch day — with sold-out messaging, waitlist opt-ins across the pop-up, announcement bar, hero section, product badges, and individual PDPs. Always prepare a sold-out UX in advance when you're confident in demand.
For high-SKU sites, the navigation should blend convenience (for those who know what they want) and editorial (for those who don't). Parachute Home's nav uses a mix of typography, labels, highlights, and imagery that's complex yet not overwhelming.
A great website balances three types of content: editorial, product merchandising, and brand storytelling. Never too much of any one — too much product feels like a marketplace, too much editorial bores people, too much brand storytelling teaches things they don't care about.
Inspiration and 'Shop the Look' sections bridge what customers do off-site (like finding inspiration on Pinterest) with on-site purchasing. It eliminates a step in the journey and keeps discovery within your ecosystem.
At any time you're selling, you're in one of two funnels: Funnel 1 educates someone on WHY the problem exists (like Jolie explaining water quality). Funnel 2 sells someone already category-aware on why YOU are the better option. Mis-identifying which funnel you're in means mis-messaging your entire audience.
Mobile optimization isn't just changing layout — it means ensuring the content fits the context. 80%+ of traffic is mobile, and no one wants to read paragraphs on a phone screen. Visual storytelling elements (icons, graphs, comparison charts, GIFs, UGC videos) replace text blocks.
Late-night cable TV QR codes are a goldmine for landing page inspiration. Scan every QR code on TV ads to see where they drive, what UTMs they use, and what the offer looks like. I'll even call the phone numbers to see how telephonic landing pages process orders.
For supplement brand homepages: consolidate notification bars (free shipping countdown, announcement bar, logo/nav) into 1-2 sections max. Stacking too much above the hero pushes important elements below the fold for zero customer utility.
Comparison charts need specificity to be effective. Generic checkmarks convince no one. IM8 Health's homepage comparison chart breaks down specific claims against competitors — that's the standard.
For supplement brands, use animated hero banners with illustrated product demonstrations instead of static images. A static hero banner doesn't demonstrate the product, its benefits, the target customer, or the problem being solved.
Use colored CTAs with contrast-colored outlines on landing pages — they outperform traditional black and white CTAs. Make pricing and discounts physically BIGGER on the page. The bigger a price is displayed, the less it seems like you're hiding something.
Make sure everything on your site is ADA-compliant. Hire an ADA lawyer to run quarterly audits and compile evidence of compliance — otherwise predatory law groups will come after you and you'll end up settling. It's not optional, it's protection.
Your homepage bounce rate goes way up if you don't tease the next section below the fold. People believe what they see is the entire site. It's on you to show them there's more — a visual cue or partial section peek keeps them scrolling.
RemedyMeds leverages the power of numbers across their above-the-fold: a fat loss counter, prescriptions written, Forbes #1 ranking, 1,000+ Trustpilot reviews, and 'Join 100,000+ patients' all visible without scrolling. Stack multiple proof points above the fold.
Growing a DTC brand without a web/UX/UI design process is like having a Formula 1 car with no one to change the tires. If the idea pops up on Tuesday to create a GLP-1 bundle landing page, I want it live by Friday, not next month. In the time a typical brand goes from idea to live page (2-3 weeks), an agile DTC team could launch multiple tests.
UX vs. UI is the most misunderstood distinction in DTC. An ugly page with great copy and flow will outperform a gorgeous page with confusing messaging every time. The tool you use or how 'pretty' the page looks is far less important than the strategy, messaging, and content behind it.
Treat your landing page like a high-converting mall kiosk — strip out the top nav and any unnecessary links. Every extra link (Home, About Us, random product categories) is an invitation to lose the user. The only clickable options should answer a burning question or lead closer to checkout. No detours, no leaks in the funnel.
Use risk reversals (60-day money-back guarantee) to remove objections, and display them multiple times throughout your landing pages and PDPs. Amortize high-ticket items ('$2 per day') or call out 'less than $1 per serving' for consumables. These should appear near every purchase decision point.
Remember only half the people will even get past the first scroll on your landing page. Bake your top FAQs and objections into the content prominently — don't hide them in a tiny FAQ dropdown no one reads. By the time a visitor reaches the bottom, they should have zero unanswered questions.
Eight Sleep built a persona matcher on their site — almost like a listicle applied toward multiple different audiences. Once someone finds their own persona, they're happy. When they see the others near it, it adds to the legitimacy of the product. I'm stealing this for other sites.
On your PDP, 100% of traffic sees above the fold. 50% won't make it past that. 25% make it halfway through your PDP, and only 10% make it to the end. You have no real estate to waste — pricing, the 'why,' social proof, and intuitive content all need to be above the fold.
Your PDP is universal to all traffic — organic, paid, influencers, press — so it needs to speak to all types. Landing pages are isolated to a traffic source, but your PDP must be ready for everyone. Design it thinking you need to educate a grandmother on her iPhone with slow internet who knows nothing about you.