S13 E4: What Your Landing Page Is Doing Wrong

0:00Welcome back to another episode of Limited Supply. Listen, today, I'm going to be honest, I messed up my schedule. I thought I had a different episode that I was going to put in for today. But to my downfall, I don't know, is this my downfall? But because of my own fault, I messed this up. So what I did was I actually found something that I thought would be a lot of fun. I found a very tactical breakdown, CRO teardown. And this episode is going to be a little different because, and also kind of a test to see if you like this format. But I'm going to basically pull up websites. And if you're on YouTube, you'll see them in the actual video.

0:36If you're not on YouTube, you're listening on Spotify or Apple. You can actually pull up these sites on your phone or on your laptop. And I'm just going to talk through them and go to the different pages, whether it's the homepage, the collections page, the product, the navigation, the cart, the subscribe and save page, whatever it may be, the bundle builder. And I'm just going to explain everything that I would change to make it stronger, better, convert better, change some of the positioning, some of the copy. Where would I add iconography? Where would I put illustrations? Where would I put a comparison chart?

1:02How would I change the variant selection on the PDP? All that stuff. It's 45 minutes of that. And you will 100 % find at least three things that you can change on your own site. So go ahead, take a look. Watch it on YouTube if you're on YouTube. Otherwise, if you're on Spotify or Apple Podcasts, you can go to YouTube or just follow along and pull up the sites on your phone. So anyways, here's the episode. I'm excited to hear what you think. And if you like this format, we'll do it again. But maybe we'll do it with creative. We'll go do it with an ad account, whatever it is, but kind of just give you more of that tactical insight.

1:34All right. Enjoy. First of all, how are you guys doing? It's 31 of you people here. Thanks for joining at lunchtime on a Wednesday. Happy hump day, everybody. Okay. So first name I see here is Dana. Is Dana on? Dana, if you've got a landing page, drop it in the chat. chat. Otherwise, I'm going to just assume your homepage is your landing page, which it kind of looks like it. Okay. So, hellobaru.com. So, we get here. Let's see what it is. Locally made, astoundingly affordable, custom cabinets at your fingertips, tons of materials and colors available with fully customizable sizing. CTA is customize your cabinet.

2:15We've got this signup tab here, custom made simple, offer your customers endlessly customizable premium quality cabinets at stock prices. Okay. So right away, I feel like I'm missing social proof. Okay, but it's down here. So maybe move that up. Honestly, even this hero section, right? We're trying to show off the cabinets, but we're totally blocking that with this gradient overlay, this dark gradient overlay here. And then we're blocking it again with this other overlay. And what I would probably do is do a split screen if you need. Otherwise, I would probably use a better image. This image requires the entire hero.

2:59It just covers up all the products everywhere. And so I'd probably change the image. I'd add some sort of ratings here. A lot of times when you're dealing with services or contractors or hardware, you really want to show social proof upfront, especially when this is going to be a multi tens of thousands dollar type purchase. I'd imagine buying cabinets and getting those installed is not going to be cheaper than four or five grand at least. So just making sure that you've got all that social proof up top. It should be so that if somebody, actually, I'm going to, I guess I could just do this, right?

3:37We're totally missing social proof. This entirely is covering the thing. You've got centered text here of centered CTA and then left justified copy, which is not very consistent. Nav here is at the top right which if you think about like thumb placement on an iPhone that's the hardest to reach, most inconvenient button to reach. So also not a fan of that. That's also why I like having CTAs generally around here like the third quarter of the page. It's just easier to hit on the thumb. Definitely missing social proof. Number of cabinets installed, number of jobs completed. You know, number of reviews, number of happy customers.

4:17It's also like, you know, you could technically consider this, you know, my first thought was, all right, this is somewhat of a local business because somebody's going to come and install this. So I'd probably put like Yelp reviews, Google reviews, you know, Trustpilot reviews, whatever is like verified as in the world of more services or things like this. This is good, but nobody's reading this text and no one's clicking this button here. Check out our configurators. is not super strong as a CTA. This is very upper funnel traffic. And so you want this to be, you know, build my kitchen or something along the lines of, you know, get you excited about your kitchen, but don't, you know, you don't have to, somebody probably doesn't even know what a configurator is right away because they just got to the site and no one's reading this.

5:05So if they're not reading this and they just see this, you know, a configurator doesn't have a lot of context. Delight your customers, build your business.

5:17Oh, interesting. So this actually looks like now like a B2B business versus a B2C business, because this is telling me that I can serve new customers where I couldn't otherwise what the cabinet needs. Overall, a little confusing. I think this part's nice. See, this is a beautiful image. I'm always sucker for a nice kitchen. But it is missing a lot of the things. Social proof, I think, needs to move at the top. Also, it comes off as a non-B2B play here. I would make it very clear. If you're B2B or B2C, who are you selling to? And then bring social proof in that helps them justify that. Next one is of neat.

5:58You've got a regentrow.com. This looks like it is your landing page. so all right here we go okay reach it row i feel like i've seen this brand before if you've been here before right yeah so okay two types of hot and sweaty nice this is a this is a great way to start the page you got social proof visible um sweat resistant better fitting shirts in inclusive sizes, featuring extremely breathable, better fitting, moisture wicking, and temperature regulating clothes. The shirt is everything you need to look good and feel confident. Nice. Yeah, no notes right at the top. That's pretty solid. You've got social proof here.

6:45You might be able to add something like X amount of shirts sold, X amount of happy customers. You've definitely got this, which is helpful. You could probably make this slightly smaller, and that way it'll show up above the fold.

7:02Shop the perfect shirt. My only take here would be maybe try something slightly upper funnel, like choose my color, explore the color, explore the collection, shop the latest collection, something that feels like you're not just asking for the sale right away. I love these. Love that you used an infographic. Here's the first carousel image. This is also great. You've got some motion that keeps people engaged. So I bring everybody. Only thing I would do here is just because people tend to skip over paragraphs is either turn this into bullet points, or you can even turn it into iconography, like under celebrate everybody.

7:47Maybe you've got an icon that shows sizing, scaling, or something like that. You could also just bold certain things. Like you could just bold, you know, XL to 6XL or no clinging, no overwhelming fabric, just bolding things so that as they're scanning, because immediately I read feels amazing, always celebrating everybody, perfect fit and unmatched comfort, which is actually great. So those are probably the three takeaways you want. But even within that, you could probably bold a few of the words in here. That way your eyes catch it. Game changer, total comfort and softness. Perfect fit for all sizes.

8:28Yeah, this is all solid. This I'd probably just turn into like a mini grid of four icons and just stack two by two.

8:39Yeah, honestly, no real notes. This is pretty solid. How does this page perform? Does it do well from a conversion rate standpoint? Apparel is one of the hardest industries to drive conversion for. Horrible. Okay, interesting. thing is uh is conversion rate low is click-through rate high in the traffic you're sending um are cpms high or low in the traffic you're sending generally if um cpms are good and click-through rate is good add to carts high but zero conversion that's usually especially with guys it's usually the problem of okay what happens if i order it and i don't like it that's a question that's usually big for guys.

9:15Another one is, if I order this, my girlfriend opens the package and says, it's stupid, what are my soundbites? Which is another one. So soundbites could be really good. I honestly call it like, if you sell the guys, you basically have to implement the Fox News TV strategy, which is like, how can you tell people things that whether or not they understand what it is, they just know exactly what to say when they regurgitate it to somebody else. and so I'm a huge fan of like phrases, sentences or just consistently using a phrase throughout the site. That way people, especially guys, you almost need the comfort of, okay, if this comes and it's deemed a stupid purchase, like I've got a backup plan.

9:58Sometimes that's in money back guarantee, returns, messaging around returns, messaging around customer service. Yeah, basically just giving more confidence that like, hey, if it's not the right thing, you can always send it back. Have you tried bundles at all? Like bundling shirts together on the size guide? Interesting. Yeah, size guide actually. Okay, so you've got a very static size guide here. So this is something we built custom for half days. This actually helped a lot. We found that before people were spending a lot of time on the sizing. And so for this, with skiing clothes or just any clothes in general, making this really obvious so that women could just see exactly what the sizes are under each size and then decide which one to order.

10:51I would definitely recommend this over the image. I'd imagine a lot of people probably don't fully read this image. Very similarly, if you sell consumables, this size guide equivalent is the ingredients panel. A lot of people tend to spend a lot of time on size guides and ingredients panels. What else? This is also, yeah, I mean, there's nothing terribly wrong. I mean, you could probably add some social proof here, whether it's like review stars or I think for this brand, like when the cart's empty, yeah, we've got some social proof in here. As soon as you add something in, then I want to say, okay, yeah, I guess we're not running upsells right now, but at least the empty cart's got some social proof.

11:40I think you could probably do the same thing in here just to help reiterate. Again, it's like once somebody's added something to the cart, you just have to be like kind of, you know, walking toward the checkout with them, reiterating why they clicked the ad in the first place, what made them add the product to cart. It's kind of like when you're at SoulCycle and you're at, you know, this third to last song and you're gassed, but they're like, remember why you woke up and came to SoulCycle today. And then you get another breath of, or another stretch of gasoline in you to be able to go the last three songs.

12:11So that's what I would recommend. Okay, Brian's here. All right, let's do you, Brian. So you just have the.co website. Is there any specific landing page or is it just this, the.co? So I'm going to assume it's this so we can keep going. So immediately you're hit with 20 % off. That almost came super fast. I'd probably delay that a little bit, like at least 10 seconds. At least give somebody the opportunity to shake your hand, look you up and down, judge you, and then you can ask them for their phone number and email. It's like walking up to somebody at the bar and before you say hi, you're like, Like, give me your number.

12:57It doesn't work. I bet your opt-in rate would be much higher. I would also rearrange this a little bit. So I would have, well, generally, I'm a fan of asking a question, which then leads people into answering or giving their email, which then leads into the phone number. And then after the phone number, if there's any other like zero party data you want to collect, maybe it's their birthday, maybe it's their shoe size, shirt size, favorite flavor of something, then you can definitely collect that and attach that to their profile. But I don't know that I would recommend collecting email, phone number, first name on the first one.

13:35Let's see what happens if I, well, I don't want to show my number here, but yeah, so I would do that. Also this, I would put below the button. This is, it feels, it just feels a little scary. It's also a little hard to read, which, you know, I think people are generally used to like an SMS opt-in. The other thing this does is if you collect email first in the first form and then wait till phone number for the second, you're not intimidating anybody with this disclaimer, which some people are, because that's why opt-in rate for SMS is much lower than email, right? It's usually like a little bit less than half.

14:10Another thing you could do that works really well for us is we use this app called Black Crow for email. It just basically, basically their technology like understands what you do on the site and then uses historical data to predict what you're going to do on a website. And they have the email product where based on your interactions with the site, it'll decide when to trigger the pop-up. When we've done that, we can get to like 10, 12 % opt-in, which is pretty crazy. Okay. I love the hero video here. Pancakes and waffles loaded with nutrient dense superfoods, adaptogens, and functional mushrooms.

14:44Nice. You're missing social proof right here. I would replace the buy now button with social Proof or explore flavors, explore pancakes, you know, pick my stack, like make it something fun. That's a little bit brandy or on brand allows you to, to, you know, to kind of introduce the brand in a fun way. This up here is a lot of real estate that I think is wasted. And I'd probably swap these two, put the promo bar on top of the nav bar. Again, my note about the nav being on the top right, I'd probably change that. Let's see what the cart looks like when it's empty. Okay, cart's a separate page. I'd probably change that to a slide out cart.

15:24Or if you keep it a separate page, still add social proof, upsells, etc. You could do all that with aftersell or rebuy, or you could even just probably code it standard or hard code social proof in there. This is awesome, this video. I would definitely add callouts. If you have no text overlay here, that means that there's nothing obstructing the content of the video. I would just add some overlays, you know, like you could call out the protein, you could call out the fiber, you could call out how many, how many carbs it has, uh, or how many carbs it doesn't have compared to traditional pancakes.

15:58But I think, I think, um, I always think of like the homepage is like the most upper funnel part of the site, right? If somebody comes in there and they're shopping for pancakes, the hook isn't necessarily going to be nutrient dense with superfoods and adaptogens. I would imagine at least that the hook is like, finally, pancakes that your doctors approve of, or mom-friendly pancakes, or pancakes without the guilt trip. Something that gets you in and gets you to be like, huh, what does that mean? Pancakes without the guilt trip, or doctor-approved pancakes? My doctors told me to stop eating pancakes.

16:34Something that gets you hooked in, and then once you're in, then you could explain now why is it doctor-approved, or, you know, what makes it nutrient dense. This stuff I would turn into icons just because, you know, it's more pictorial and also it'll probably drive more people to slow down here. Now you can have your cake and eat it too. I don't know that that makes a lot of sense to me. Here again, I would probably add, you know, like I think especially with a food product, you can definitely add people's own touches on it. This is clearly your product with some syrup, some bananas, some blueberries, maybe some peanut butter.

17:16I'm not really sure what's on there. But you could call that out. You could talk about what is on there and make it sound delicious and make you kind of salivate it as you're going through the page. Build your functional bundle. If anybody's been on here before, I consider the homepage like oceanfront real estate. This is a lot. Basically, from this bottom line here all the way till here is wasted space. this is just this should be on one line um and honestly you could probably put this in this nice branded font um shrink this frame quite a bit i would lower or shrink this part a little bit too and uh just make it easier to get for get for people to get to this um you've got empty reviews here with no other information i'd probably just remove that if you don't have reviews but also think about this, right?

18:06You've basically just gotten somebody here and now with no social proof and no reasons to buy other than value props, no benefits here. There's no benefits written out. You're now asking people to buy. There's got to be so many things around benefits you could talk about. If you eat these pancakes, it helps your gut health. If you eat these pancakes, it helps you think better. There's probably things that you could say helps with So I would probably lean more into the benefits side. These just cut the white background out. I feel like that's an easy, easy fix there. It looks like your products have reviews.

18:45So if you've got, you know, three, 34 and 14, you could easily just take the 34 number and apply it to the bundle of three because that's inclusive of that. You've got social proof all the way down at the very bottom where nobody's getting to. I doubt people are even getting down here I would definitely if you're not using heatmaps.com I would definitely get heatmaps on board is it heatmap or heatmaps heatmap heatmap.com singular and just look at how deep are people scrolling I doubt anybody's getting down to the social proof but that said you do have reviews and you've got comments like my brain thanks you simple to use.

19:31I bought these pancakes at the market, came home and made them for myself. I was so pleasantly surprised. I mean, you've clearly got a good product. You just need a better page here. Also, if you guys just go to nick.co slash cookbook, that's an old landing page guide that I made, still very relevant. And it's like 30 pages, talks all about every section and what you should have. So if you're not sure where to start with landing pages or you're listening to this going, okay, but Nick, I don't know how to do that, then just go to that link. All right, so, oh wait, no, we just did Brian. Oh, but Brian's got a landing page.

20:08We can check this real quick. Okay, superfood pancake and waffle mixes that make you feel as great as they taste. How does this page convert, Brian? That's a great quote, Dr. Mark Hyman. Good quote to get. These pancakes taste like the other mix. I feel great after eating them. Nice. Great example of pulling a quote that drives the benefits. This is definitely better with the little icons here. Yeah, there we go. Talking about some of the benefits here. I still think you could design this better. The design is giving 2002 when you've got to be giving 2024. Five to six percent. That's not bad. dedicated landing page ideally you want to be around like seven to ten percent but five to six ain't bad um and uh yeah 46 aov not terrible either six month money back guarantee yeah i mean again you've got the ingredients here uh no pun intended or maybe it is but i would just uh i would just make this a little bit cleaner okay we're gonna go to gary next gary's got dude food okay dude foods is basically meat delivered to your door we've got over 5 000 sold we've got 100 american meat from real family farms nice regenerative farming nice i like this but i would damn there goes my phone number uh i like this but um i would definitely do email first and then phone number.

21:51Just make sure when you edit that, take that out. All right. Exclusive upper choice graded cuts. Not sure what that means, but sounds fancy. Honestly, I love this page. I think you just need a better design. There's a big correlation between high quality UI and conversion rate because high quality UI directly impacts trust. Like when somebody, you know, if my mom were to get here, she'd be like, yeah, I don't know if this package is going to arrive to my door. I would get here and probably realize that it would. But, you know, it's giving like Shopify template with Times New Roman. And that generally won't instill trust.

22:36But you've got all the right ingredients. You've got a great hero image. You've got product displayed. You've got what the box looks like. You've got somebody who's pretty excited to eat it. you've got benefits right here or value props rather. You've got a very clear statement of what's happening or a promise. You've got social proof. Um, is this a button? Okay. That's a button. This is a terrible button. This should be one line should be smaller. You, you kind of want to think of, uh, the mess, the hierarchy of where your eyes go. Right? So if I read, if I, if I pull this side up immediately, I see the image, then I see this.

23:11And then I see this. If you're scrolling down, you're not going to recognize this is a button. This just doesn't look like a button. 5 ,000 sold, that could be right here. This corner right here is completely wasted space. You could definitely put something there, even if it's a badge, 5 ,000 plus reviews, X amount of steaks shipped, whatever it is, right? Something that makes it fun. This call to order, a little bit hard to read. Also a little bit hard to understand. Why would I call to order if I'm just getting to the website? Unless that's something that's pretty normal. As seen on, this is, okay, you're establishing social proof with a design that uninspires trust, in my opinion.

23:54You've also got wasted space here. I would fix that. How it works. Love a good how it works section. We source, pick your cuts, enjoy delivery day. Nice. Again, this is all great content. It's just designed very poorly. Choose a plan, make a custom box. okay pre-built boxes honestly i don't think you should uh give somebody paralysis here i think you the cta should be build a box and once they click that then you get them to um you can show them what the the next option is either a custom box or a pre-built box um paralysis is huge on when there's two options for ctas this is awesome what dudes are saying this is like a great example of how to do social proof that feels native to the brand um brett mitchell just a normal dude i love that you added that call out one of my favorite things for uh men's brands is like um or like for regent row for example would be you know he's so sexy in a quote and then it's from jillian and it says brian's wife you know it's like it's a fun way to show social proof and you did that perfectly here um again i would just redesign some of this because over here, if you look at the hierarchy, you've got Walmart Dan Balzerian, and then you've got his name here, and then you've got a massive headline, but then the text is hard to read.

25:16This actually may even be non ADA compliant text with the color over the white background, but the content here is so good. Not your average meet. Nice going into the depth here. Love a good comparison chart. It looks like, okay, there we go. Rancher owned and operated. Yeah, this is fire. This is a great page. This is basically like a wire. This, this page is almost like a wireframe you should give to a designer. Um, it's got everything you need. You've got the comparison chart, you've got the benefits, you've got the social proof, you've got a social proof and reviews. You've got it as logos.

25:49You've got actual reviews down there. I'd probably just, this is probably the only part I would alter is like the step of, of the onboarding. I would also check out, um, uh, if you check out like dog food companies, they have the most rigor about onboarding, like the farmer's dog around building a box or even like Ollie dog food. I would definitely, or even another good one is like Coder Eat, the diaper company. These companies have spent so many millions of dollars optimizing their onboarding flow. I would just look at what they're doing, see what across those three, like what are the consistent patterns across all three and assume that that's a good best practice to test.

26:30Okay. Next one is Aussie Lotus Linen. Just lost this. Here we go. Lotus Linen. Okay. Here we go. Insanely fast load time. That was crazy fast. Nice. Okay. Both on desktop mobile, very fast. All right. I get here. I see, is this the same banner? Yep. This is the same banner as desktop just shrunk down. Come on, Aussie. We know better. We can't do that. We got to make a mobile specific banner. Otherwise, how's my mom going to read this? She can't read that. That's way too small. Also, I'm assuming this is an image. Oh, it's not even clickable. Okay. So that's another thing. You can't really add a CTA when you have a shrunk down hero.