Tuesday, Aug 6

B2B Business Marketing Opportunity

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LANDING PAGES

Your CPA is High Because Your Conversion Rate is Low

2 out of 3 product pages I analyze are missing important information:

• Product Benefits

• Product Features

• USP

• Other relevant sales information

Brands often assume that customers know everything about their product or will snoop around their website to learn more.

As I mentioned in my last post, 70% of the traffic that lands on your product page is going to bounce in 10 seconds. This means you need to quickly communicate:

• What you are selling

• Why customers need the product

• Why you are the right choice to buy from

Always remember, SHOPIFY THEMES ARE MAINLY BUILT FOR AESTHETICS AND NOT CONVERSION.

In this example, we'll use Ryze Superfood's top-selling product, Mushroom Coffee, as an example.

All the information in the proposed creative was already on their website but not on the product page where the actual sale happens.

Here are 5 changes we made:

1. The brand has over 100,000 reviews. This should be the first thing someone sees on the page, so we moved the important information to the top of the page, including the product name, reviews, and price. Reviews act as social proof, building trust and credibility, while the discounted price creates a sense of urgency to buy.

2. We have added the product benefits to the primary image. Do not assume people already know the benefits of your product. People buy your products for the benefits they provide.

3. The product page currently has only 1 image. We have added 3 more images with important information. Use this real estate to provide important information about your product and handle any objections that customers may have

4. Dietary information is very important in consumable products. This handles an important objection “Can I consume this product based on my dietary restrictions”. So in case a customer missed it in the product images, it’s been highlighted just below the Get Started button.

5. Lastly, I have added the product bundles to help increase the average order value.

Which one of the landing page designs do you think will lead to more conversions?

Want a free audit of your landing page?

Share a link to your website using the form below and our CRO expert will share a personalized loom video with suggestions for your website.

IBRAHIM’S NUGGETS

Heyy,

Yesterday, I shared 9 nuggets to build better paid media creative—hope that was useful! Today, I’ll share 9 more nuggets, which I’ve named as Part-2. You can read the Part-1 here.

Alright, let’s get into it..

1. Focus on clear, concise, compelling copy. I’ve found that the copywriting in an ad can make or break its performance. You typically only have a second or two to catch someone’s attention and get them HOOKED to want to learn more.

Here are some of my rules for copywriting:

• Present the offer first (i.e., don’t bury the lead!)

• Speak in benefits and value props

• Use copy to explain how someone’s life will change for the better after using your product

• Use CAPITALS, emojis, punctuation, line breaks, etc., when necessary to highlight key points

• Explain things like you’re 5

• Avoid using big words

• If your grandma can’t understand your copywriting, it’s too complicated!

• Keep editing until you feel like you can’t remove any more words

• Then edit one more time

2. Low-fi ads work! You don’t need a fancy camera or a high-production value commercial to start selling online. Some of the highest performing ads I’ve ever seen were shot on an iPhone, selfie style. Don’t overthink it; just shoot, add text in Figma, and publish. Have a designer make you a handful of social post templates in Figma, and then use that for overlays when you need creatives quickly. That, plus an iPhone shot always works.

3. Make ad variants for custom audiences. The more specific, the better. Let’s say you are targeting both, 24-30 year old men AND women in NYC. Test two variants with one targeted at men saying “Every 25 year old man in NYC needs this product! Buy one, get one FREE, now through Halloween” and run that ad only to men within that age group in NYC. Do the same thing for women and change the copy and visuals to cater to that audience.

4. Study your favorite brand’s ad library. You can see which ads brands are running. Look at what they highlight in the majority of their ads—that is what is working for them!

   • Facebook Ads Library

   • TikTok Ads Library

   • Twitter Ads Library

   • Google Ads Library

   • Native (Taboola, Outbrain, etc.) Ads Spy Tool

5. Use Fiverr and UpWork for MVP tests. Want to test a concept quickly and cheaply? Use Fiverr or UpWork and search UGC or comparison ads, etc. and hire a creator to test it cheaply. It’s the best hack for early Founders. Or, just turn your iPhone camera on, flip it to selfie mode, and explain why you started the company. That ad will be one of your best performers. You can use Capcut to add subtitles—you can use it from desktop now too.

6. Over-explain things for cold-traffic ads. When you are running prospecting ads at a large scale, you often need to “over explain” the benefits and value props in your ad. If this isn’t a retargeting campaign, then it’s considered cold traffic. For this audience, simplifying the product and re-iterating all of the key value props is a must to get the most out of your media at scale. My favorite framework is to first write out how you would explain what you’re selling to a friend over text. Then write out the answer to, “Why did you buy this”, but think of someone asking that in a condescending tone. Combine that and you have an amazing prospecting ad.

7. Ride trends and current events. Is there a trending skit, format, or news story that’s going viral on social? Ride the trend and make creative that follows the format or comments on the news story. This doesn’t always work, but a fast-follow on great social trends can be amazing when it pops.

8. Run your traditional press as ads. If your brand gets written about in Forbes, Town and Country, Vogue, etc., run that article as an ad! The easiest way to make the most out of your earned media is by amplifying through a paid campaign. You’d be surprised at how well this works to drive sales. Just be cautious of the affiliate commission, if there is one. You can also take the screenshot of that headline + the publication and run it to a landing page.

9. If you’re running TV or OOH, include a QR code. Especially when today, you can get such fun QR codes made (like Brij’s QR codes), why wouldn’t you include it? Sure, most people will hit your branded search, but there’s no reason you shouldn’t have a branded QR code with your product behind the code.

Alright folks, that’s it for today!

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Have any questions that you need help with?

Ask here - and look out for Fridays Issue where Ibrahim will answer them.