You Need To Test More Landing Pages

It’s almost Friday!

Said every 9-5er in the sauna this morning

Not gonna lie I look forward to the weekends too but not for the same reason everyone else does more so to have time to work in peace, no slack messages, no emails, and no fires to put out.

Anyway, enough with the chatting!

I was busy funnel-hacking some brands this week, placing orders for competitors, screenshotting customer journeys, and saving post-purchase emails you know how it goes.

If you remember, earlier this year I went over how customer journeys work with this resource.

Today, I specifically want to talk about landing pages.

The landing page is one of the most important parts of your funnel when it comes to converting more customers.

So today, I want to share some of my findings with you.

These are 5 landing pages you should be testing.

Let’s dive in!

Unique Landing Pages

Unique landing pages have one focus: to guide the visitor toward a specific action. Usually, this means making a purchase. 

Rule of thumb with these pages is to only include content that supports that goal.

It must match the messaging of your traffic source, aka what you’re using to drive traffic to the page.

When I did my research I found three angles for how brands are crushing it with their landing pages. Brands like Obvi and Armra have mastered this.

The first approach is social proof-driven.

The core of these is customer testimonials, real-world results, and reviews. The ads driving traffic to these pages also emphasize social proof which keeps consistency in the campaign.

The second angle is UVP or result-driven.

These pages focus heavily on the problem the product solves and its unique value propositions (UVP). Every element is made to showcase the benefits and results of the product.

Lastly, there’s the science-driven approach.

These pages focus on the authority behind the product. They’ll focus on the formula, ingredients, research, and really just scientific backing that makes the product work. This type works really well for health, wellness, and skincare brands where a big reason people buy is credibility and assurance.

Pick the narrative that fits best with your audience.

Sample Kits & Bundle Offers

Sample kits and bundle offers are essentially a way to push a conversion by presenting the visitor with an irresistible deal right from the start. The whole idea is impulse purchases because the value prop is so strong.

But sometimes rather than just offering a straight discount, some brands can bundle their products together or even include “freebies”.

This makes it so that the perceived value is an AMAZING deal, without actually lowering the price of the product.

Bambu Earth does this really well.

They offer sample kits that let you try multiple things before committing to a full-size purchase.

Also by framing their listing as a “mini kit” it reduces a lot of the perceived risk that would come from buying that full-sized purchase.

Ryze and Everyday Dose have mastered the art of bundling.

They package multiple things together, which again, drives way higher conversions because the offer is hard to pass up.

Lead Magnet Acquisition

This strategy is way more tailored toward the long term. It’s all about building a long-term relationship with potential customers while also lowering your customer acquisition costs (CAC).

Instead of using your ad spend to push for conversions right away, this focuses more on just capturing leads, and then nurturing them through email or other channels over time.

For how this works, you want to offer some value upfront. Usually, this is a quiz, giveaway, exclusive guide, or something like that in exchange for their contact info.

Overtone and Bambu Earth are crushing this.

They use quizzes to get people to opt in, and nurture them with email over time.

They’re acquiring leads at a MUCH lower cost and converting them later. The real magic happens after the opt-in. Based on the quiz, they’re putting their leads in highly targeted segments.

Advertorials & Listicles

These are basically “education-focused” landing pages with subtle persuasion. After analyzing some of the top brands in our industry… advertorials simply just work, and brands are doing them at a very high level. Specifically, listicles.

A listicle is essentially a blog-style post that gives info in a “list” format. They don’t come across as super salesy, and they’re pretty easy to read. Plus, they let the consumer feel like they’re making more of an informed purchase rather than an impulse buy. That’s why they work so well. The more you educate your audience, the more they feel confident in your product, leading to more conversions down the road.

Check out this example from ARMRA

Plus some other good listicles to save (click to read)

Optimize Product Page

Most brands are NOT running ads directly to their product page. So while this last inclusion isn’t exactly a landing page… it’s still crucial. When your customers DO land on your product page, you want to make sure it’s performing as it should.

The best product pages have clear descriptions, persuasive benefits, and most importantly customer reviews or some other trust-building elements.

That About Does It!

Alright, that was a lot compared to my usual Moementum entries…

Hopefully, you got some value out of it!

I won’t keep you any longer ;)

Crush your week, and keep the Moementum rolling!

Brought To You By

Join Moementum University and unlock the secrets to building a successful eCommerce brand. With 3 weekly coaching calls, exclusive access to 7-figure brand owner insights, and a supportive community, you'll learn how to leverage TikTok, AI, and strategic content creation to build your own “Micro Ecom” brand. Whether you're just starting or looking to scale, Moementum University provides all the tools and guidance you need to achieve your goals.

👉 Get Access Now and start your journey to success.

Check Out My Latest Video

Rate My Email & (Leave a comment)