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if you have a big old landing page and you're driving a bunch of traffic to it in this video I'm going to show you how to get that thing to convert a lot better now my name is David White from learn marketing Ai and I know there are a million things that could be said about the topic of how do I get my landing page to convert better you can mess with the headline you can try adding a video you can do twostep like registration forms you can change the color of the button from red to Green you can change the text on the button from let me in to give me access you can try social proof you can try putting testimonials there you can do a whole bunch of stuff but really you only need to do two steps in order to get your landing page to work a whole bunch better so I'm going to explain those two steps to you in this video I'm going to show you a couple of examples of landing pages and how I would go about optimizing them if they were mine now these are just random landing pages that I found by scrolling through Facebook for like 5 minutes and waiting for ads to pop up so so I know people are driving traffic to these Pages I'm not saying they're good or bad just going to show you what I would do to mess around with them if it was my job to get them to convert better for all I know they're like 100% conversion and they're slaying it and then finally we're going to talk about what do you actually do when you're messing around optimizing running a test so with that said let me pull up my slides here and we're going to talk about the two steps to optimizing a landing page here we go first step you need to analyze ize what it is that you've got and come up with some kind of hypothesis about what is stopping your landing page from working better now I like giving things scores out of 10 so as we go through these if you've got a landing page in mind or something that you're thinking about just give yourself a three Second Glance at that page and then give yourself a score out of 10 for each one of these three things that we're about to talk about no sevens though everyone loves scoring things a seven out of 10 which is not a score this is something I learned from Mark Manson if you score something a seven that doesn't really give us all that much information a six six out of 10 yeah that's like only a little bit better than a five that's not very good an eight out of 10 well that's that's almost a nine out of 10 and that is pretty good seven doesn't tell us much so if you've got a landing page score it out of 10 based on these three things here on the left of the page no sevens so the first one that we're looking at is content per scroll or in other words how much stuff are you making your audience consume so that they can like get your message now David ogleby who was one of the best advertisers and marketers of all time he had this quote where he said once you have written your headline you've spent 80 cents out of your dollar now if you can't get your headline to get someone wanting to read your article essentially everything that you write after the headline is a total waste and the same thing is true with like the first impression of your landing page if you can't get someone to look at it and get in one second exactly what it is or you know three seconds or whatever people's memory is these days you have failed the traffic that you're sending to your page now the second thing that we're going to analyze is copy Styles so when you write copy there are really three things that you can and should be doing you can write copy about your audience's state before they use the thing that you're going to give them in exchange for their email address and you can talk about how their life sucks or things they struggle with you can talk about after copy which is after you use my product here's how your life is going to be amazing and then finally you can have product positioning or social proof copy which is like testimonials as featured in or bullet points or explanations of sort of how the thing works and then finally you can have specificity so if you have a I don't know let's say a software for a uh I don't know something that helps gym owners to manage the leads that they're getting and whatever like if you have a headline that says for gym owners that will not convert as well as hypothetically for martial arts gym owners if that's who you're trying to attract as a client so specificity if you can increase how specific your messages that's going to help you out a little bit so we're going to run through five examples really quickly of landing pages that I found from a very quick scroll through Facebook looking for people who are running ads to me and we're going to assess these now out of 10 some of these I like some of these I don't like I'm going to remain objective and we're just going to score them so here is the first landing page I want you to look at and we are going to look at content per scroll so tell me how much stuff do you think there is here and how would you score this at a 10 this is a landing page from brandan bashard who is running traffic 2 a one-page productivity sheet so personally I'm going to score this thing an eight we got a headline here and I know exactly what it is a one one page productivity sheet so if we go back to what I was mentioning a second ago this is product positioning and kind of telling me exactly what it is that I'm looking at and we got after copy three times more done every single week we got a little by line we got a a little opt-in area here perfect I'm going to give this an eight there's not too much work for me to do here to understand this this website though this is Grant Cardone running ads to me about a step-by-step formula to maximize my income in 2024 I'm going to give this a 10 so this is an exclusive web class and here's what life is going to be like after I use it I'm going to maximize my income I got a button I got a little picture of him here so I know he's the real person done I'm going to give that I'm going to give that a 9.5 or a 10 now compare that to this landing page now when I talk about content per scroll this is what I mean this is like the top section of this website and there is a huge amount of stuff going here from TY Lopez I do not know if this landing page is crushing or not but I do know this is the first place that I would try and tweak or mess with to get this landing page to work better if it wasn't converting I would look at this and I'd say this amount of content per scroll is too much same thing here with this uh this page from Russell Brunson doing some kind of challenge for clickfunnels so here's all the copy I've got live now your first funnel challenge attention are you ready to launch your first funnel I like the specificity here that's good give us 90 minutes a day and in the next 5 days we'll show you how to quickly launch your idea and turn it into a business that you're proud of so this again is specificity this is not like hey here's how to earn your next million it's like if you're new this is the sort of stuff you should be looking at here's more specificity this can work even if you have no Tech skills don't have a product or have no idea what a funnel is yet I got a countdown timer I got an opt-in section I got a busy button I got a little disclaimer and then I got a bonus this is a lot not quite as much as I almost said not quite as bad not quite as much as this I don't know if this landing page is converting but if I wanted to mess with it this is the first place I would start reduce the amount of content per scroll now the final example I'm going to give you is one from the company formerly known as Boom by Cindy Joseph but apparently now is known as boom Beauty so this is run by a fantastic marketer I love this guy I'm sure I'd be friends with him if I met him in the pub this is run by a fantastic marketer called Ezra Firestone and this is not a sales page this is a page he's driving traffic to about well it is a sales page I guess but it's kind of a Content page so here we can see exactly what's going on I see a little discount I see exactly what's going on here so this is what I would call after copy so after you use our product you don't need a makeup kit I got a little bit of social proof going on here I got more after uh copy and then I've got an ad to cart button and a reason why 2 5% savings so I'm going to give that a I'm going to give that an 8 out of 10 as well so that's what we're looking at there first things first content per scroll and this applies as we go through these landing pages so if I go to let's go to Russell Brunson so I would give this like not a particularly high score this would be the first place I'd mess with if I wanted to continue messing with this landing page I would give this section A Higher score I would give this section A Higher score I like this you know probably no one's going to read this kind of stuff but you can see all the different people who are here and then again like this kind of gets a little bit too busy there's just too much writing here so we'll come back and we'll talk about how would we mess with this in just a second but that's what we're looking at content per scroll the next thing we're looking at is copy style so if we have a 3 Second Glance at your landing page are you talking about how life before people use your thing sucks and what they're trying to escape from are you talking about how life after they use your thing is going to be amazing are you talking about product positioning stuff and explaining how it works or the features or showing social proof well let's have a look at these three landing pages again so I'm going to give this a 10 out of 10 because it's right there in the headline get three times more done every single week and it's a onepage productivity sheet I'm very happy with this from Brandon Mard I like that this is good copy same thing here with Grant card own maximize your in com in 2024 I know exactly what this is about if we turn to Ty Lopez reading through this see this copy does not talk about the before or after State this copy talks about product positioning and we are talking about like oh you know it's a book all my secrets that's fantastic this is a little bit of yeah this is after copies uh yeah so generated over $100 million in sales took Ty Lopez from Z Z followers to more than 7 million the number one viral social media formula that can help you get millions of social media followers AZ Freedom framework to help you achieve time location so this this is good copy I like this but again I feel like it's too busy to go here I think I would probably try and split this landing page up and have like different headline video opt-in form and then all these bullets I would probably move to like their own section below all that kind of stuff now if we go to Russell here we're looking at before and after copy so do I know what I'm going to get after I use this thing is he talking about how he's going to help fix all the things that suck about my life before I uh before I use this thing and here we go turn it into a business that you're proud of this can work even if you have this stuff that sucks about your life I'm going to give this I'm going to give this a six out of 10 because this is kind of not not the highlight of this landing page so I feel like all this sort of stuff give us 90 minutes a day that can probably be removed or eliminated and this launch your idea and turn it into a business that you're proud of can be made a lot more prominent so that's what we're looking for there before and after copy now the final thing which I touched on really quickly is this idea of specificity so if you're targeting gym owners specifically people who have like uh not CrossFit what they called Muay Thai or boxing or martial arts gyms or something like that you want to say that in the head now you don't really want to be super obnoxious about it and say like four martial arts and combat gym owners or something like that you can just drop that in there with one word such as how to grow a combat or martial arts gym like if that's your headline just adding that combat or martial arts gym instead of just a gym that's going to help you out there and that's going to help your audience say hey you know what this is made specifically for people like me so let's review what we've done here by reducing the amount of content per scroll we've made it easier for people to consume the message and understand exactly what it is that you're trying to communicate to them and secondly by adding in some more before copy or after copy or specificity it's easier for your audience to look at it and say oh you know what this sounds like it was made specifically for people just like me specifically for people who are over 55 or specifically for people who are brand new to investing or specifically for people who are building their first funnel or whatever it might be now let's talk about the testing phase here so like I said you can change the color of the button you can change it from join the challenge to let me in you know the text on the button you can do a whole bunch of stuff but here is generally speaking where I would start first and foremost wherever you can eliminate stuff if you've got a video and a preh headline and a large headline and a followup and a timer and a you know large complicated button and like an alert bar at the top that's too many things see what you can do to declutter or eliminate your page and reduce that amount of content per scroll secondly add color so when you've got copy there see if you can talk more in the words that you've got about the before state or talk more about the after state or do some product positioning copy third you want to simplify your message so basically I'm saying here can you communicate in fewer words what you've got on the page right now so if you've got let's say 16 words in your headline can you get it down to 12 if you've got I don't know 80 words in the next section of your landing page that people scroll to can you get it down to 50 maybe add in some bullet points add in a few paragraphs make the text bigger and just make it easier to consume and then finally and possibly least important would be increase specificity so if we go back to the examples that I had a second ago let's talk about how we might change this particular landing page now of course we could change this to uh instead of enter your email address here and then click on the button we could change this to be a two-step opt-in form but I would prefer to see this text go below this thing and I would maybe add in some copy here about the uh before state that people are trying to escape from and I would go through the landing page and I would find something oh here we go stop losing your days to distraction and a bad mindset I would move this sentence up here and then without adding any extra clutter or kind of adding in more words I have positioning copy I have after copy so after you use this product or this this um onepage productivity sheet you'll be doing three times more every week and then I'll be saying if you want to escape losing your days to distraction in a bad mindset boom that is how I would try and test this landing page so so that was eliminate and declutter or sorry adding color now simplifying the message when it comes to this um this particular page from gr Cardone um what would I do here what would I change here simplify the message I think I would even just get rid of this particular sentence and I would say join this exclusive web class to maximize a this is such a good landing page I'm sure this thing is absolutely crushing but yeah if I could just try and get this done in fewer words I think I would try and I don't know if uh G money here is trying to do anything specifically around targeting like males or if he's doing anything specifically around targeting people who own their own business but this is the sort of thing where it's like eh I don't know if there's too much that I could change about this maybe I would try and mess around with secure your seat and change that to something else maybe I would try and get that um discover the proven step-by-step formula and put that here instead of save your spot now or something like that this is pretty bang on there's not too much I would try and mess around with here so that is adding in color and then finally oh second last we spoke about simplifying your message so if we go back to Russell Brunson again here I don't know how many words this is between here and here I'm going to guess this is like 140 or something like that I would try and get this down to like 20 words if possible I would probably try and eliminate this image if I could and I would get like a bunch of this stuff I'd add in an extra section and I'd put it here before Damon John and of course going through this entire landing page there is a lot of stuff here you can do this for every single section of this landing page but uh you know no need to worry about that too much and then finally like I said increase specificity so let me pull myself back up here that's what we're looking out number one analyze your landing page give yourself a score out of 10 no sevens on those three things that we just identified number two what can you actually do third thing and this gets into like the weeds of actually taking action first and foremost come up with a hypothesis and a hypothesis sounds like this I believe in order to increase landing page conversions I must blank so that might be something like I believe in order to increase landing page conversions I must get my message across in 40 words instead of 140 words above the fold if you don't know above the fold is like everything that you can see on a landing page before you scroll another hypothesis might be I believe that the best way to increase conversions on my landing page is to add in more after copy or make my copy more about the after state if you will before people scroll above the fold so those kinds of things they're very specific it's you know it's nice if you can put in number to it but of course like we can't say oh getting rid of the image I think that's going to give me 8% if I change my copy from the before state to the after State I think that's going to give me seven and a half like we we don't know what we're looking for here though is a hypothesis something that you've written down where you say this if I do this and I send the same number of people to my landing page it's going to get more of them to take action now when it comes to the actual test this is very basic we want to do like three things number one we change one variable so we clone the page we change the headline nothing else and we see what happens the second thing is we set a determined amount of time we look at I want to do this for ideally 7even days or 100 leads or 100 results if you will at minimum like whichever one of those takes longer 7 days or 100 people opting in we want to look at 7even days worth of the original version or 100 leads of the original version and 7 Days of the new version or 100 leads of the new version which one performed the best and we have our written down hypothesis and we will be able to say my hypothesis was right or my hypothesis was wrong and therefore I'm going to do X differently instead of trying to add more color I'm going to eliminate and decl it instead of trying to simplify the message anymore I'm going to change I don't know you might change what's in the video or you might uh I don't know whatever it is you'll have your own formula for your own landing page and finally we want to do this on a pretty consist istant basis so if you are sending a lot of traffic to a landing page whether you're doing it through content whether you're doing it through advertising or even if it's something like a sales page this is a pretty easy place to get yourself some significant gains in your funnel now not a lot of people spend a lot of time working on this it's really common for people to just make a thing and it kind of starts working okay and then they're done with it one of the things especially in in like 2024 that you really should be doing with the time that you should be freeing up by using artificial intelligence which is what this channel is all about is you should be doing this stuff a whole lot more so when you free up time when it takes you half an hour to write an email sequence instead of 3 hours when it takes you I don't know 40 minutes to build a complete ad campaign instead of like an hour and a half whatever it might be spend that extra time running more tests because if you have a landing page that converts at 30% and you get that thing to 40% like I said at the start of this video you're going to make a third more money just by doing this kind of stuff a couple of times over so hope you found that helpful if you haven't yet subscribe to this channel I like this topic I think we should do this a whole bunch more thank you for watching my name is David White and I will see you in the next video