One of my brands has been testing landing pages since day 1. We're still finding wins. Our newest LP test results: Conversion rate: +18% Rev per session: +35% We've done this using a simple framework I learned from @theryandoney: the TAO Framework. Here's how it works 👇🏽👇🏽👇🏽
The TAO Framework stands for: 1️⃣ Template 2️⃣ Angle 3️⃣ Offer These three variables are the biggest levers you can pull when testing your landing pages. Focusing on one variable at a time gives you a simple, repeatable process for unlocking new funnels. Let's look at each step.
1/ TEMPLATE First, create 2-3 different page styles using roughly the same content. We want to isolate which style of page works best. It could be a listicle, advertorial, or shoppable LP.
If you're having trouble creating your first pages, here's a proven copy template for a listicle and a shoppable page. Start with a headline & creative that match your best-performing ad, and use the rest of the page to educate customers about your product.
As you build your templates, there's one crucial rule: You need to move fast. If every new page takes weeks to build and launch, you've already lost. We use @Pagedeck to build our LPs. Our growth lead can do everything herself without a designer, and page speed is super fast.
2/ ANGLE Once you know which Template converts the best, duplicate it and split test different copy angles. This could be as simple as headline tests, or as complex as re-writing your entire page to fit a new ad. At this stage, we're purely testing content.
A few angle formulas to try: Finally, a [product] that actually [desired action] [number] + of [target group] + have switched to this + [product] [target group] can finally [desired action] without [pain point] [percent] of customers say they'll never use another [product]