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POST-004 // FIELD_NOTESNew · just shipped
Most landing page problems are message-match problems.
Most so-called landing page problems are message-match problems. The ad team knows what the ad said. The page team knows what the page says. Nobody watches the seam between them, and that seam is where the money leaks.
8 min read Read -
POST-003 // RESEARCH
One point on the page, and every channel upstream gets cheaper.
A one-point lift in conversion rate is not a rounding error. It is the single change that rewrites the economics of paid ads, SEO, email, and content, all at once. Here is the math, with the sliders.
9 min read Read -
POST-002 // FIELD_NOTES
Read your landing page like someone who has never heard of you.
You know what your product does, what problem it solves, and what happens after someone signs up. Your visitor knows none of that. Here is how to see your own page through her eyes, and why that one shift fixes the largest single cause of low conversion.
9 min read Read -
POST-001 // FIELD_NOTES
Your landing page is a node, not a destination.
Most landing pages are built as if visitors arrive hungry and decide on one screen. They don't. They arrive already deep in comparison, carrying tabs, questions, and doubt. Here's what we see in the audits, and what that means for how you structure the page.
10 min read Read