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Friday Q&As
Crys A.
July 26, 2024
B2B Business Marketing Opportunity
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Hey guys!
“Most of the important things in the world have been accomplished by people who have kept on trying when there seemed to be no hope at all.”
- Dale Carnegie
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(June 2023 - June 2024)
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Q&A’s WITH IBRAHIM
Optimizing your above the fold experience
Happy Friday!
As y’all know, every Fridays I usually do a Q&As newsletter, where I answer questions that people submit via this form, and I usually like to write Friday’s newsletter on Friday early morning, so I give people enough time throughout the week to ask their question(s). But today, I’ll just be sharing some nuggets, and I know it’s quite unusual, but that’s because I’m getting married tomorrow, yayy, lol (I wrote this a few days prior).
Alright, I’ll keep this short, so let’s get into it..
When a consumer lands on your home page and landing page, you have roughly 1-2 seconds to get them interested in your product, brand and offer. In my opinion, it’s all about your above the fold experience which is really the hook that gets a potential customer interested in learning more. Here’s how to make a great above the fold experience on your LPs in 2024.
Your above-the-fold, homepage experience
If you think about the most valuable retail shelf space, it’s being in the aisle of what you sell, at eye-level on the shelf. With eye-level placement, someone doesn’t need to turn their head; your product is in their face. The homepage, or wherever you send your traffic to, above the fold, IS that same valuable real estate. Instead of not having to turn heads, we have one block of real estate that no one needs to scroll down. Here’s what to make sure you have:
Clear hero module. A good hero section (think the focal point of the page, above the fold) contains:
Clear imagery shows the product in action and the feeling you’re trying to sell. This company has a perfect example of a hero image that shows the product, what it comes in, how it looks, what you can expect as a consumer, etc. It closes the gap between what you think is showing up and what will actually show up, increasing your trust as a consumer without even realizing it.
A headline that sells you on the punchline and earns your interest to continue scrolling. Just having something that you would recognize in your internal marketing meetings isn’t going to sell someone who just came off the street into your store. Eight Sleep does a good job of this—from the headline, you can understand you will be cooled, and your sleep health will improve.
Supporting evidence. This might be a sub-heading underneath the headline, it might be 2-3 bullet points, social proof, badges or certifications, etc.
You really just have to be in the mindset of, “How would I get someone from the street who saw my storefront (aka the ad or email they clicked on) to come inside and scroll?” Once you’re in that mindset versus trying just to make pretty pages, you will start winning.
Alright folks, that’s it for today!
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