Market Mix - 🔍 Experiences > Landing Pages

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The brands that'll win with paid ads are the brands that can not only scale paid creative but that can scale funnels. In the past, brands would create a few funnels then spend an ample amount of time optimizing it. Now - it's about scaling funnels to match ad narratives. But lemme show you what I mean...

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Stop Guessing, And Start Growing

JellyBee increased their conversion rate by 24.7%

Cowhides Direct increased their revenue per session by 35%

How? Because they realized click maps are misleading at best, pure noise at worst, and they installed heatmap.

heatmap shows you:

→ Where customers get stuck

→ Which elements actually drive sales

→ How to optimize for buyers, not just browsers

heatmap takes about 2 minutes to set up and provides a clear picture of the revenue attached to every element on your site.

Making it easy to make the right decisions to increase your conversion rate and revenue per session.

In today’s era, you need to launch landing pages at damn near the same speed you launch a new ad narrative.

To clarify, there is a difference between ad creative and ad narratives:

Ad creative = A creative theme or format underneath a specific ad narrative.

Ad narrative = The pain point, solution, or destination an ad is pushing.

But the problem is many brands launch ads tailored to different pain points, objections, and solutions and then direct all the traffic to the same landing page.

This is the problem.

Why? You’re not keeping the scent trail the same.

The scent trail = the entire experience around a narrative.

Let’s look at an example.

Athletic Greens

Athletic Greens is currently running this ad on Meta.

The creative narrative = All day energy.

Let’s say someone clicks through to the landing page.

A broken experience would be if the landing page’s narrative was about how Athletic Greens is the only supplement you need in your cabinet.

Why?

Someone is clicking the ad because they’re interested in “all day energy” and then they experience a landing page that pushes the “only supplement you need” narrative.

It’s disjointed.

The Right Way

But instead, Athletic Greens creates an experience around the narrative.

The ad narrative = Sustained Energy.

The landing page = Scaled narrative around sustained energy.

So, let’s look at how they do it:

Above The Fold

Headline = Tapping into a relatable problem and then introducing a solution.

Followed by a CTA then “objection bits.”

These are micro-pieces of supportive value that are easy to scan and digest that support the H1.

Below The Fold

So above the fold is all about getting the most important information across as simple, straightforward, and obvious as possible.

And it communicates and sets the tone for the larger narrative that the remainder of the landing page supports and amplifies.

Supportive Section #1: How it Works

Tell and show.

So that all mental objections are answered.

Supportive Section #2: Ingredient Breakdown with Benefits

AG1 does a great job of taking a lot of info and condensing it into “need to knows” and cutting out all the “good to knows.”

People don’t need to know everything about each ingredient. They only need to know how each ingredient plays into the larger narrative aka Sustained Energy.

Supportive Section #3: Supporting Scientific Research

Science is phenomenal social proof.

But it’s even better when you can take research results and convert them into tangible results and benefits.

Scaling Narratives

As you scale narratives, you need to scale ad creative.

And as you scale ad creative, you need to scale your landing pages.

So, let’s take Athletic Greens and the multiple narratives they can push:

Each “narrative” needs the scaled story aka your landing page.

Optimizing The Experience

Next is optimizing for revenue per session which is impacted by measuring every element on your page.

When I look at this landing page by Athletic Greens - one thing worries me…

There are three different offers/CTAs:

If I’m them, I’m using a tool like heatmap to track all of these entry points to learn which drives the most revenue and also which negatively impacts acquisition costs.

So, I’d use three:

To help make those decisions.

Honestly - I don’t know why anyone would grow an e-commerce store without a heatmap.

Especially if you’re spending money on meta.

So to tie it up, vet your ad funnels by:

In partnership with heatmap

How much revenue is your brand missing?

Every e-commerce brand is leaving easy money on the table.

Why? Because they're tracking the wrong metrics.

Instead of zeroing in on what actually drives sales, brands are stuck measuring clicks.

The problem: Clicks are 3 degrees of separation away from cash.

Dylan Ander built heatmap to solve this problem:

Purpose built for e-commerce brands, and takes 2 minutes to install, making it super easy for brands to see what drives revenue on their website.

So if your brand is ready to start measuring what drives cash, heatmap is the tool you need to get you there.