Deep Dive Wednesdays

Author

Crys A.
August 07, 2024

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DEEP DIVE WITH IBRAHIM

7 good-converting landing page formats to use

Happy Wednesday!

Yesterday, I had a call with a Co-founder of one of the lubricant luxury brands, and realised that a lot of their ads actually get disapproved or banned because of the nature of the product and guidelines on how it should be advertised, so especially in such cases, making the most of whatever traffic you’re bring onto your website gets even more important! Hence, I wanted to talk about 7 high converting landing page formats to use because ideally, that’s where you want to drive most of your paid traffic to, if not all.

Alright, let's get into it..

With landing pages, as you stand them up and bring these pages to life, you want consumers to feel like they want to be there, not that you're just building a slick funnel and you'll trick them down. It comes down to a simple exchange of value. The thing with "value" is that it's similar to a painting at a museum—the beauty (or the value) is in the eye of the beholder.

The last thing I'll say with landing pages—given the changes in how precise an ad platform can get with targeting a specific ad to someone at a specific point of the funnel, ALL your landing pages NEED to be an efficient experience for someone who might know your brand like the back of their hand AND for someone who's never heard of you. The balance is the secret sauce of designers hired from Delesign and why our landing pages have done so well. Been working with their designers for over a year now, and they do such a great job at a very affordable cost!

I personally reached out to Delesign and asked them to give our newsletter readers a 10% discount for their first month, and they’ve agreed to it—just tell them I sent you to claim the discount. Here’s a little more about them:

  • You get trained designers, that work as part of your team, for as long as you need, no contracts

  • Fraction of the cost vs hiring in house

  • You are working with experienced designers, rather than freelancers, so there is quality assurance

  • Designers do everything from branding, logo design, product design, social media posts, UI/UX, video animation, Landing pages, shopify store design

  • Fast turn over, most projects within a day

  • Watch this video to learn more

Alright, let's get into the different types of landing pages:

Hero bundle or hero product LP

They focus on a specific bundle or product that they're trying to push. In this landing page, you focus primarily on re-creating the journey of someone who's looking to buy your product (going to the site, looking for reviews, finding ingredient panels, going to Google to find more social proof, etc.) in one single page.

Here’s an example of a hero page:

Listicle LP

Listicles were (I think) pioneered by BuzzFeed, and always went viral because people wanted to find their own connection to the content in a listicle like, "21 Pictures That Will Restore Your Faith in Humanity". As soon as we marketers realized how much inbound/organic traffic listicles generate and retain, we began using them for our own good.

In the case of a landing page, a listicle should take the top 5 attributes/benefits that people mention in your customer reviews, and sort them from most loved to least (although, it's top 5, so it's all kinda very loved).

Listicles do much better in media channels where you're still trying to earn someone's trust—TikTok, native ads, sponsored editorial, snap, etc.

Here are some examples of listicle pages:

Collections-Style LP

A regular collections page? Pretty boring. In fact, most collections pages lack so many obvious conversion hacks (adding a shop button, adding reviews, explaining the collection at the top, etc).

Generally, you'll drive to a collections-style LP when you want to give someone options, and then need someone to add more customization to their order—size, color, adding a monogram, etc.

With all these different types of LPs, usually a lot of the agencies/freelancers get overwhelmed in regards to what your requirements are because they lack experience when it comes to having built all types of LPs, and this is one more reason why I recommend Delesign!

Here’s an example of a collections-style LP:

Social Proof LP

Whether you're selling to an older or younger audience, sometimes it's nothing you say that will convert someone, but it's everything that everyone else says. Meaning—social proof takes a higher priority than what else is on the page.

This means embedding TikTok clips, Instagram stories, and other social posts to show the efficacy of the product or solution you're selling.

Here’s an example:

SMS collection or pre-launch

When you want to build a list or get people excited about what's to come, you should build a landing page just to collect people's emails, phone numbers, or other first-party data.

The beauty of using a page like this is you can also run ads with your conversion objective being the email/number submission, and understand what types of headlines, imagery, video, ad copy, and targeting have the highest probability of converting your customers when you launch. These insights can inform the site copy on your homepage, product pages, etc.

In a perfect world, these pages should sync directly into Klaviyo, Postscript, etc. so you don't have to download and upload lists (it's also not safe to play with data like that).

Here’s an example of an email/SMS collection or pre-launch page:

BYOB: Build your own bundle

The BYOB pages are some of my favorites because they feel so interactive to the consumer when developed properly. In exchange for someone building out their bundle, you give them an offer or a discount to make the purchase. You still don't forget all the educational components of your LP, but the shop section changes to a bundle-building party.

Here are a couple of examples:

Article/Blog-style LP

These are generally known as advertorials. You are either hosting content on a publisher site where you have a story that you're pushing, where the brand becomes the punchline, OR you are hosting an article-format LP on your own domain.

In the article LPs, you have the ability to tell a story—explaining how moving into a new apartment made you realize that your cookware didn't fit how small a New York City kitchen is, for example.

Here’s an example:

Alright folks, that’s it for today! If you have any questions/feedback, please use this form, and if you’d like to check out Delesign, you can click here.

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