Your landing page is your virtual shop window.

Its such an overlooked tool in DTC.

In my experience people over optimize / over think about the ads, and under optimize / don’t think about landing pages enough.

They spend tons of $ on driving traffic and very little on the experience when users get to the site.

The traditional customer journey from ad to purchase looks something like…

Ad -> Homepage -> PDP -> Cart -> Checkout.

The main issue: In the time frame from seeing an ad to checkout, the consumer can easily get distracted or change their mind.

Whereas the landing page journey looks like…

Ad -> Landing page -> Checkout.

It’s only three steps. Plus, the consumer is MUCH less distracted.

Landing pages (SHOULD) only feature information designed to drive purchasing decisions.

Make sure every single piece of information is right there. You don’t want to make them click out or search. Less friction, quicker purchasing decisions.

Here are some things to think about when building and testing your landers…

🔍1. Find the perfect angle to entice customers. It’s not just about selling a product, it’s about offering a solution that enhances their lives. Try to put yourself in the shoes of the consumer and think through what they care about.

✍️ 2. Focus on showcasing the customer benefits post-product use. Aim for 95% of your page to be customer-centric.

💡3. Answer the five crucial questions in your ad creative and landing page: What is the product? Why does it exist? How does it benefit my life? Why is it the best option? How soon can I get it if I order now?

👥 4. Social proof is key. Incorporate customer reviews and leverage user-generated content to demonstrate your product’s value. I think things like featured is much less important than real customer reviews in 2023. People know that stuff is kind of fake / can be bought. Use reviews from real, verified buyers and places them next to the add to cart button as a reinforcement. Add a UGC section (much better than a instagram carousel)

💪 5. Highlight how your product works and showcase the contents of the box. Leave no questions unanswered, especially for more expensive products.

🛍️ 6. Craft a comprehensive shop section. Provide abundant information while addressing potential objections in a user-friendly format.

🌟 7. Share your brand story. Personalize your landing page with founder stories, creating a human connection with your audience.

📦 8. If you brand want to elevate its AOV, test bundles of bestsellers or complementary products.

Incorporate all this, and your landing page will become a conversion powerhouse. 🎯