How to Optimise Your Landing Page

How To Optimise Your Landing Page For Specific Customers

K&J Growth is broadening its client base, and part of this process requires them to update their website and landing page.

This was their old landing page broken down into the 6 key components of a successful landing page.
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The problem Kale explained is this neglects a lot of companies that want great digital marketing.

K&J wants to expand beyond just high-growth companies. So they re-jigged the headline to target a broader group of people.

The common pain point most of our customers come to us with is "Can you prove the ROI we'll make from you doing our marketing?"

So we changed our headline to "Marketing that you can actually track an ROI from."

This headline promises the dream outcome (google 'grand slam offer' Alex Hormozi if you're unfamiliar with the dream outcome concept) our customers are looking for.

Our Take:

Because K&J already has a high-performing landing page, their heading is the only thing they need to change.

What we like here is how clear their heading is; following the marketing maxim 'be clear, not clever,' too many businesses try to get cute with their copy and confuse the sh*t out of their customers.

How To Make People Care About What You're Selling

Every day millions of businesses make one straightforward mistake.

They talk about themselves instead of their customers.

Customers don’t care about what you do; they want to know what you can do for them.

Shaan Puri has an excellent framework for explaining this concept in simple terms. He calls it Mario marketing.

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See too many companies spend all day talking about their product and how great they are. But all their customers want to know is how great they’ll be once they use it.

Our Take:

To market the right way, we need to shift our perspective.

We've got to switch from looking at things from our perspective to looking at things from our customer's perspective. The easiest way to do that is by talking to them and getting to know them.

What you think your customers care about could be completely different to what they actually care about.

It's like K&J's headline change above. They realised all their customers want to know is that they will get a return on their marketing investment.

Marketing Is A Game Of Attention

"If attention is capital, then views are the closest metric to currency and hardest to forge" - Unknown.

We can roughly agree that the more eyeballs we bring our businesses, the more money they will make.

So why do many gurus call 'views' a vanity metric?

That notion is largely incorrect. One espoused by people who live in the agency/PPC world but know little about building a brand.

It's not that conversion rates, average order value, and cost per click don't matter - it's just that impressions do too.

At Rugby Bricks, our website visits correlate almost perfectly with store sales. And going one step further, our social media impressions correlate strongly with website visits.

The gold standard case study for this POV is the creators of this generation.

Mr Beast launched a burger chain in 2021, and it's already doing over $100 million in revenue.

KSI launched an electrolytes drink in 2022 that's already the sponsor for Arsenal and did $38 mil in its first full year of business.

Conor Mcgregor launched and sold in 2 years a whisky brand that netted him $100mil+.

None of them ran paid ads - they just brought at many eyeballs to their things as possible.

Our Take:

One problem with conversion tracking and ad spend ROI is with the new apple updates etc... Those metrics are now reliably unreliable as Google, Facebook and so on can't confidently attribute the inspiration for a sale to the right source.

And even with functioning attribution tracking, just because an order comes from 'google' doesn't mean that was the inspiration for the order. It might have been an Instagram video 3 weeks back.

At the end of the day, marketing is the business of courting attention. And measuring how many people see your stuff seems like a sensible way to measure that.