A Landing Page Guide To Convert Cold Traffic

Author

Alex Garcia
August 16, 2023

Alex, here…on a Wednesday though? Yeah. No sleeping. Just writing. Take a midday siesta then write again. Just kidding. Although, this is slightly true - we’re adding a Wednesday case study where we write case studies on you. Yes, you. You submit your startup or product. We write a case study on how we’d grow it.

Today is a case study on how our landing page agency CNVRT increased EJIS’s conversion rate. Next week, is your brand. So, reply with your startup and we’ll add it to the case study list :)

Improve your ROAS by 30% on Meta. And Drive 50% more sales from Klaviyo. Here’s how.

Two to three years ago, you’d spend six to seven figures on ad spend each month, Facebook would collect all the event data, and use it to optimize your ad performance.

Then Apple came along and changed all of that.

Now you run a FB ad, send a visitor to your site, they leave – and the next day your site isn’t going to recognize that visitor.

That’s a problem.

But Black Crow AI fixed it with Smart ID.

Here’s how:

  • You set a lifetime identifier for each visitor

  • This allows you to feed Facebook and Klaivyo with the data needed to target your prospects more efficiently.

  • Which turns your website visitors into your biggest asset

All. In. One. Click. No engineering required.

Kinder Beauty tried it for 30 days and these were the results:

  • 50% improvement in event match quality (in less than 24 hours)

  • 79% incremental revenue lift

  • 39% reduction in CPA

  • 29% increase in ROAS

You can test it for free for 30 days and feel its impact here.

A Landing Page Guide To Convert Cold Traffic

How do you attract and convert top-of-funnel cold traffic?

Three parts:

  1. Education

  2. Confidence

  3. Closing

And as always - that starts above the fold.

1. A Powerful Above-The-Fold Section

EJIS’s product is designed to solve a problem. And because we’re addressing top-of-funnel traffic, the above-the-fold (first thing someone sees) needs to be educational.

Which breaks down into three parts:

  1. Clarity - How can I precisely explain the problem I solve?

  2. Context - How can I support my value proposition with unique selling points?

  3. Creative - How can I help the visitor visualize me solving the problem?

Think of your above-the-fold as a 5-second elevator pitch…

Give me 5 seconds and I’ll show you exactly how I can help you xyz.

Here’s how we did it:

  • Use the H1 to highlight the customer’s main problem

  • Support the main headline with secondary USPs (unique selling points)

  • Use creative that helps the customer visualize the USP

  • Add a risk reversal (100% happiness guarantee)

  • Add credibility (Trusted by 50,000 stain-free customers)

  • Make the CTA specific to the USP

2. Social Proof from Existing Customers

Now, someone gave you their attention - how do you get them to trust you?

Trust is built off confidence. So, your goal is to create confidence in the consumer line after line.

This is why you should let past customers write to future customers.

How? Customer surveys.

For top-of-funnel traffic you want to use social proof as a pulling mechanism. Social proof compliments the problem you solve. Data cements your solution. Customer surveys help you get insight into both.

In this survey, we asked customers questions based on:

  • Fears

  • Pain Points

  • Internal Questions

  • Customer objections

Their responses are our headlines. And speak directly to the customer who wants to fill their shoes.

3. The Buying Section

The consumer is educated on your product. They feel confident you can help them.

Now, how do you close them?

Reiterate everything you said before. Build more confidence. Add more credibility. And guarantee their satisfaction.

Here’s our list for a strong buying section:

  • Add more social proof (Build more trust)

  • Restate the unique selling points (Remind them of value)

  • Restate your guarantee (risk-reversal)

  • Provide a size guide (Handle FAQ)

  • Add bundles with a discount for increased volume (Increase AOV)

  • Make the purchase button stand out

This Week’s Rabbit Hole Reads & Resources

Want to get your brand in front of 175,000+ marketers and founders? Partner with us here.

*wipes sweat off my eyebrows* Can’t believe I got a Wednesday issue out on time. I’m not sure I’ve shared this here but a month ago I left my CMO position to go full-time on Marketing Examined.

I want this to get all of my attention. Time. Ideas. Resources. Every bit of me. Hopefully, you’re noticing the difference.

I appreciate you so much for keepin’ my dream alive.

Alex

Here’s how else we can help you:

  • Apply to partner with Marketing Examined by filling out this Typeform 

  • Book a 1:1 call to re-create your landing pages and double your conversion rate

  • Our landing page agency is taking on two more clients this quarter. You can book a call here.