Creating Effective Ecommerce Landing Pages

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.

Conversion optimization pros won't like this: but listening to your users is more valuable than 90% of the experiments I review. I've made this mistake too. My teams spent years running dozens of "high-impact" experiments to improve our signup rate. It helped, but we knew something was missing. Then, we started running a survey on the high-intent pages of our site that changed everything... The question was simple: "Hey, thanks for visiting the site. Mind sharing what's stopping you from creating a free account today?" But the answers were super helpful. "I don't understand the product" "Not sure if I'm your ICP" "The pricing model is confusing" "I need to see what it looks like first" "Can't figure out if you solve for [specific use case]" Some were painful to read. But they refocused us on solving the right problems for our users. Instead of running blind experiments based on what WE thought the problem was, we started brainstorming new impactful ways to improve our conversions: copy changes, video updates, image adjustments, page layout changes - based on the THEIR feedback. Not sure how to take your signup rate to the next level? Try asking some flavor of this question. You’ll get some incredible insights. PS we used Hotjar | by Contentsquare to run the survey, but there's plenty of other tools out there to do this. It's about getting input from real people. That's where the magic happens.

I increased conversion rates by 71% for a wellness brand in 2 weeks by optimizing ‘the 3 C’s’ of a landing page. At the end of the day, even if you have really strong data and a high performing creative… If you’re not optimizing the web experience (especially on mobile) your conversion rates aren’t going to look very impressive. We’ve helped guide 100’s of our clients from a CRO perspective on what to do as far as their mobile web experience. These are the 3 most important things to think about when it comes to optimizing this component of the user journey: 1️⃣ Continuity Think about the landing page as an extension of the ad content. You absolutely have to make it a priority that there is continuity between the two. They clicked on your ad because they were interested in the exact content of the ad. So if everything looks, feels, and sounds different when they get to the landing page, they’re going to get confused and click off as fast as they can reach their cursor to the X button. Capitalize on their interest by keeping every variable consistent. 2️⃣ Content Like I mentioned previously, the user clicked on the ad because they were interested in hearing more. That’s why making sure your landing page has every single piece of information there is to know about the service is crucial. You don’t want to give them any reason to NOT convert. So: - Handle every objection - Highlight every benefit/feature - Make sure they understand everything about the process. 3️⃣ Call to action Make it easy for the consumer to progress on the page. You’d be surprised by how many people screw this up. They have a bunch of interested people visit the landing page, ready to buy… Just for them to click off because the CTA wasn’t clear enough. Tell them exactly what to do, and where to go if they want to proceed with the purchase. If you can really nail these 3 when it comes to this step in the customer journey, you’re going to convert a lot more of that traffic that you worked so hard to get with your ads. Again, the three C’s of landing pages: 1️⃣ Continuity 2️⃣ Content 3️⃣ Call to action Remember them and watch your conversion rate skyrocket.

A client came to us frustrated. They had thousands of website visitors per day, yet their sales were flat. No matter how much they spent on ads or SEO, the revenue just wasn’t growing. The problem? Traffic isn’t the goal - conversions are. After diving into their analytics, we found several hidden conversion killers: A complicated checkout process – Too many steps and unnecessary fields were causing visitors to abandon their carts. Lack of trust signals – Customer reviews missing on cart page, unclear shipping and return policies, and missing security badges made potential buyers hesitate. Slow site speeds – A few-second delay was enough to make mobile users bounce before even seeing a product page. Weak calls to action – Generic "Buy Now" buttons weren’t compelling enough to drive action. Instead of just driving more traffic, we optimized their Conversion Rate Optimization (CRO) strategy: ✔ Simplified the checkout process - fewer clicks, faster transactions. ✔ Improved customer testimonials and trust badges for credibility. ✔ Improved page load speeds, cutting bounce rates by 30%. ✔ Revamped CTAs with urgency and clear value propositions. The result? A 28% increase in sales - without spending a dollar more on traffic. More visitors don’t mean more revenue. Better user experience and conversion-focused strategies do. Does your ecommerce site have a traffic problem - or a conversion problem? #EcommerceGrowth #CRO #DigitalMarketing #ConversionOptimization #WebsiteOptimization #AbsoluteWeb

I've created 100s of SaaS landing pages that (1) generate demos and (2) convert 30% higher than the industry average. Here's the exact landing page layout I'm following: 1. Hero section Goal: Capture prospect's attention and help them understand what you do. Headline: Benefit-driven headline that captures attention and clearly states the value proposition. Subheadline: Supporting statement that explains what your product does. CTA: A way for a prospect to take action. Social proof: Add logos of your customers to establish credibility. Visual: Show the product in action to provide more clarity on what your product does. 2. Problem section Goal: Build a relevancy factor — the more you can relate to the prospect, the better. Key problems: Clearly outline the key problems your audience faces. Supporting visuals: Use images to show the problem you’re solving. 3. Solutions section Goal: Show how you’re solving the problem. Key benefits: Show the main benefits of the product and give a brief description of the features that achieve this. Supporting visuals: Include images to reinforce the benefits and showcase the product in action. Testimonials: Include testimonials to showcase the value of your product. 4. Use Cases section Goal: Fight any objection that a prospect might have: integrations, features, pricing, FAQs, etc. Key features: Highlight the key features of your product and how they can be used. Supporting visuals: Include images to reinforce the benefits and showcase the product in action. Social proof: Add logos of your customers to establish credibility. 5. CTA section Goal: Restate the offer and give one or more next steps. CTA: A way for a prospect to take action. Social proof: Include testimonials or case studies to give more reasons to take action. — I have followed this exact framework and always have seen an increase in conversion. It’s not a magic formula. But for sure, it feels like.

Half your funnel’s leaking —because no one knows what to do next. Confused people don’t convert. Yet every day, businesses send out emails, launch ads, and publish landing pages with one fatal assumption: → “𝘛𝘩𝘦𝘺’𝘭𝘭 𝘬𝘯𝘰𝘸 𝘸𝘩𝘢𝘵 𝘵𝘰 𝘥𝘰 𝘯𝘦𝘹𝘵.” Spoiler: They won’t. They’re busy. Distracted. Half-listening while replying to a Slack thread and checking DoorDash. If you don’t spell it out, they’ll bounce out. Here’s what high-performing brands get right: → Every email ends with ONE crystal-clear CTA → Every landing page has ONE obvious next step → Every ad leads to ONE focused destination You’re not just 𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘪𝘯𝘨 𝘪𝘯𝘵𝘦𝘳𝘦𝘴𝘵—you’re 𝘨𝘶𝘪𝘥𝘪𝘯𝘨 𝘮𝘰𝘮𝘦𝘯𝘵𝘶𝘮. Don’t ask them to "learn more," "check out the blog," and "book a call" all in one breath. Just give them the 𝗻𝗲𝘅𝘁 𝗯𝗲𝘀𝘁 𝘀𝘁𝗲𝗽. Clear beats clever. Specific beats vague. Guidance beats assumption. Your funnel is only as strong as its next step. --- Follow Jeff Gapinski for more content like this. ♻️ Share this to help someone improve their customers' journey.

For my eCommerce marketing / CMO / CDO friends out there i'm going to let you in on a little secret on how you can gain an edge on your competition... Make sure your site is performant and fast! Even a 1 second increase in load time can decrease conversions by 6% and increase abandonment by as much as 12%! I've seen brands invest in a new eCommerce tools and platforms only to see that they are losing money and their conversion is worse because it slowed their site down. It happens more often than you might think. Yet when Google surveyed eCommerce marketers they found: - 81% of marketers know speed impacts conversions, but don't prioritize optimization - Only 3% of marketers say faster load speed is their top priority Google also published stats on average retail site speed: - US Sites Average 6.3 Seconds - UK Sites Average 6 Seconds - DE Sites Average 5.6 Seconds - JP Sites Average 5.2 Seconds Modern tech stacks can get you to 3 seconds. This not only affects CVR% but also SEO ranking and so much more. If your store is your house then site speed is your foundation. Strengthen the foundation first! Are you faster than your competition or the average site in your locale? #UX #SiteSpeed #Performance #Ecommerce #CVR

Your CTAs are failing. Here’s how to fix them. Your Call to Action (CTA) is the final push that turns attention into action. But too many CTAs fall flat—vague, uninspired, or buried where no one notices them. Here’s the truth: A killer CTA doesn’t just ask for a click or a sign-up; it commands attention, creates urgency, and shows the value of taking action. 📝 Here are 8 principles for writing CTAs that actually convert: 1️⃣ Clarity Beats Cleverness Don’t confuse them—be direct. 💬 Before: “Learn More.” 💬 After: “Get Your Free Guide Now.” 2️⃣ Create a Sense of Urgency “Limited Time Offer” works for a reason. 💬 Example: “Act before midnight to save 50%.” 3️⃣ Make It Personal Talk directly to your audience. 💬 Example: “Your deal is waiting—claim it now.” 4️⃣ Highlight the Benefit Show what’s in it for them. 💬 Example: “Boost your productivity in just 10 minutes a day.” 5️⃣ Simplify the Action One clear step—no hurdles. 💬 Example: “Sign up with one click to get started.” 6️⃣ Place CTAs Strategically Put them where they can’t miss them. 💬 Tip: Above the fold, at the end of emails, and on landing pages. 7️⃣ Use Strong, Action-Oriented Verbs “Claim Your Deal” > “See the Offer.” 💬 Example: “Book Your Spot Today.” 8️⃣ Test, Refine, Repeat Learn what works and double down on it. 💬 Example: Test “Get Started Now” vs. “Start Your Free Trial Today.” ✨ The best CTAs are clear, bold, and deliver on their promise. 💬 Challenge: Take a look at your most recent campaign’s CTA. Does it inspire action or leave room for doubt? Share your favorite CTA tips or examples below—I’d love to hear them! ♻️ Share this post with your team and save it for future campaigns. ✅ Follow Tom Wanek for more actionable marketing insights to level up your campaigns today.

Don’t say things like: “This design is high-quality.” “This design is easy to navigate.” “This design is in line with design standards.” “This type of design is popular in the industry.” Instead, say things like: “This design will lead to higher user satisfaction because…” “This design will decrease abandoned checkouts because…” “This design will increase newsletter subscriptions because…” “This design will reduce user questions and complaints because…” Generic language isn’t convincing. Specific, benefits-focused language with supporting explanations performs much better. Understand that and adjust accordingly.

Great Landing Pages: Making Your Customer the Hero 🌟 "Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov Great landing pages do more than just sell; they make your customer the hero of their journey. Here’s how to craft landing pages that empower and resonate with your audience: 1. Clear Value Proposition Focus on what the customer can achieve with your help. Make them the central figure in your story. 2. Empowering Visuals Use images and videos that show customers overcoming challenges and achieving their goals with your product. 3. Engaging Content Tell a relatable story that mirrors your customer's journey. Speak directly to their experiences and aspirations. 4. Persuasive CTAs Encourage action with benefits-oriented language. Think “Start Your Journey to Success” instead of “Sign Up Now.” 5. Trust and Credibility Feature testimonials and case studies to build trust. Let customers see themselves in these success stories. 6. Seamless UX Ensure your page is easy to navigate, loads quickly, and is mobile-optimized. A smooth experience keeps the focus on the customer’s journey. Make Your Customer the Hero Effective landing pages make customers feel smart, capable, and empowered. By positioning them as the hero, you enhance their experience and boost conversions. Ready to turn your customers into heroes? Let’s connect and transform your landing pages today! #DigitalMarketing #CustomerJourney #LandingPageOptimization #MarketingStrategy #CustomerFirst