How to Boost Landing Page Conversion Rates

Hey I’m Harry, and this is CRO 1 2 3 where each week I break down:

👉 1 Winning A/B test that added 5 figures

👉 2 Incredible e-commerce funnels

👉 3 Actionable Tips based on over 1,000 A/B tests our team has run whilst building 8-figure e-commerce stores

Today’s theme is: LANDING PAGES

Testing new landing pages is important. But what should you do when you find a winning page?

Iterate. Test. Double down!

A winning lander is usually a bunch of ideas thrown together with net positive results. But the worst thing you can do is stop just because it won. That’s leaving $$ on the table.

Your landing page is a combination of winning ideas, and losers. The real work is weeding out the losers, and iterating on winners with constant iterative testing.

You can double the conversion rate of your best page by doing this.

In this issue I’m going to show you how to making the best performing landing page.

If you’re not subscribed you can do so here:

Let’s get into it!

1 Winning A/B Test 🧪

I. This landing page offer test added +$15.05 to the AOV of one of our 8-figure DTC clients.

(And no, it wasn't an upsell)

Can you spot the difference in the two images?

It's so simple - we swapped out the 3 bottle offer for 4 bottles.

But why?

This test came on the heels of a massive losing test where we offered 1 / 2 / 6 bottles instead of 1 / 3 / 6.

We thought that would help with the overall conversion rate. But when we saw how badly the 2 bottle offer was driving down revenue we had to change course.

So we tried a 1 / 4 / 6 bottle offer instead, and this new version took off.

It improved revenue per visitor by 9.75% without negatively affecting the conversion rate at all.

For the new 4 bottle offer, we slightly increased the % discount offered vs the 3 bottle one and saw a huge lift in people buying bundles.

The takeaway?

Testing ways to increase new customer spend is a huge lever and can be a real unlock for brands looking to scale.

Because with more dollars coming from new customers, you can afford to spend more to acquire each new customer.

And even small changes to your new customer offer result in a giant business impact.

2 Funnels, Hacked 👨‍💻

Next, let’s look at two killer LPs.

I. Grün’s winning

Here’s a very simple but effective landing page template that almost any brand can try out if their product solves a specific problem.

Here’s a breakdown:

​II. Purdy and Figg

Next is a page that does one thing perfectly: their new customer offer.

Purdy and Figg use their LP to push an aggressive - no brainer offer for their essential oil cleaning kit:

They keep a clear emphasis on the offer from the ad through to the LP.

We recently tried a similar offer for a client with a new LP + offer we developed which increased CVR from 3.8% to 5.74%!

That's pretty decent on its own, until you consider the new offer is subscription only! That’s the power of a killer new customer offer.

3 Learnings from 1,000+ eCommerce experiments 🔬

I. Level Up Your Landing Page Reviews:

​II. Test Different Landing Page Headlines

III. Use Comparison Tables to Stand Out From The Competition

Want to chat about how we can help you scale your brand? Our team handles full service CRO for brands like Jambys, Happy Mammoth, Laundry Sauce, and many more. We want to chat with you if you’re running an 8- or 9 figure brand that could use a lift in website performance.

That’s it for this week.

I really appreciate everyone’s kind messages about the last issue - the feedback has been great!

If you know someone else in the DTC space who you think would be interested in tactical CRO advice then go ahead and forward them this email.

Until next time,

Harry Molyneux
​Founder of CRO Agency, DTC Pages​
Operator of Top Secret DTC Brand