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What you need to fix if your landing pages don’t work (Part-4)

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Crys A.
September 06, 2024

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Happy Friday!

Usually every Fridays, I reply to the questions I receive via this form/email, but today is an exception because I wanted to finish this series of What you need to fix if your landing pages don’t work.

Previously, I shared the Intro and discussed Email Flows & Basic brand awareness. Today, we’ll talk about the remaining points—Great creative, brand positioning, and Landing Page iteration.

Great Ad Creative

If no one is clicking the ad itself, then why does the landing page even matter!? You have to make really good creatives. Most people get excited with a 1-2% click-through rate (CTR), meaning that 98 to 99% of people see your ad and give it no attention. That’s why your creative needs to have a great hook, an angle, be optimized for performance (not to look pretty and match your brand book), and be iterated on.

Some easy metrics to look at:

  • CPM (cost to reach 1,000 people): This tells you how much the ad platforms like what you are uploading as ads, for the audience you’re targeting.

  • Hook rate (the number of 3-sec video views, divided by impressions): This tells you how engaging your video is to get people to watch it in the first place.

  • CTR (click-through rate): This tells you how much the consumers of the platform actually like what you’re putting out there.

  • Bounce rate (% of people who land on your site, but then leave): This can give you a general direction of how well your ad matched back to the landing page.

These are all metrics you can, and should, be tracking on your own, in the ad platforms, or with a third party tool such as Triple Whale, North Beam, Socioh, Motion, Tydo, etc. You don’t have to use all of these tools, but instead, can just pick one that fits your needs and go with it.

Brand Positioning

  • Brand positioning is about shaping how your audience perceives your brand and differentiates it from competitors. It's the promise you make, the unique value you offer, and the emotional connection you create!

  • By understanding your target audience, conducting competitor analysis, crafting a compelling brand story, and ensuring consistency across touch-points, you can carve your competitive edge in the market

  • Stay adaptable and continuously evolve your brand positioning to remain relevant

  • Good brand positioning is what allows TUSHY to have so much fun selling a bidet. If you come to us and have no depth to your brand, we will do our best, but you need to have consistent brand positioning across the board—on your website, in your emails, on your social media, etc. Our team can help you with all of this. If interested, you can fill this form, and we’ll reach out to you shortly.

Ongoing Landing Page Iteration

As you launch and then scale up your landing page, you need to continue to evolve the landing page. Use tools like Microsoft Clarity, GA4, Quantcast Measure, and more. You should also be looking at quantitative data around how your landing page is performing relative to your control (likely a homepage or PDP), and how you can continue to increase the page’s performance.

A lot of the pages we’ve built have done well out of the gate, but as time goes on, they need some iteration to continue staying updated, relevant, and with valuable information to the consumer.

Lastly, if you need help with improving your website conversion, highly recommend getting Kaushal’s Complete Guide To Improve Website Conversion Rates, and from tomorrow, the 50% OFF will no longer be valid. More info here.

Alright folks, that’s it for today. Have a great weekend ahead!

Have questions? Ask here.

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