High-Converting Landing Pages

Most brands are happy with a 2% conversion rate. But if you reach 3.5%, that’s a 75% revenue lift. – without new products – without extra ad spend Just better execution. In this example, I'll share 14 changes that show how you can get that 3.5% from your PDP 👇 1. Add a “trust” tag. This can be "bestseller", "editors pick". Instantly builds trust and quality perception. 2. Place the product name before the image. It reduces friction as it reduces the distance b/w the image and CTA. 3. Add a 1-line description below the product name. Explains what it does and why they should care, fast. 4. Show reviews in close proximity to price. That's where visitors expect to see them. On hover show them the review split (1-5 rating) and on click take to reviews section. 5. Show product quantity next to the price. Answers “how much am I getting?”, reduces price anxiety. 6. Use an aspirational image of the product in use. Creates emotion, desire, and lifestyle fit at first glance. 7. Add image thumbnails. Improves clarity of what's in the image gallery and increases engagement with it. 8. Place color options directly below the image. Let shoppers see the color change instantly in the image. Reduces friction. 9. Lead with subscription or annual membership pricing. Increases recurring revenue, customer LTV. 10. Use both a sticky + inline add-to-cart CTA. The in-line CTA intentionally breaks the page and makes them think to add to cart. The sticky CTA helps them discover benefits, take their time and then add to cart. 11. Optimize the area around the CTA. Show delivery time, return policy, and key services below the add to cart. 12. Show 3–4 key product benefits. Place this before accordions. Use bullet points or icons. Saves them time. 13. Replace horizontal tabs with vertical accordions. This is proven to get better CTR (also backed by Baymard research). Easier to access while scrolling, especially on mobile. 14. Add a “Frequently Bought Together” section. Show related products with benefits + reviews + CTA. Increases AOV. These are strategic shifts that reduce doubt, create desire, and increase your profits. From 2% to 3.5%, this is how you get there. P.S: This strategy will vary by industry and based on user behaviour. And based on how your website performs currently. Best to start by looking at GA and heat maps to find where people leave and why they do. Then work on solving those problems first. #conversionrateoptimization #uxdesign

Growing your first-party database: Why most brands get pop-ups wrong (and what sportshoes.com got right) Every website has a pop-up pushing consumers to sign up for newsletters. But here's the key question: Is your pop-up capturing high-intent browsers who aren't ready to purchase yet, or are you only targeting those ready to buy now? After driving hundreds of thousands of consumers to sign up across various brand websites, I seen the biggest conversion killer: the traditional voucher code pop-up. That gives you a conversion rate of 5% from click, whereas other tools can achieve up to a 70% conversion rate from click. While voucher codes excel at nudging ready buyers to purchase, they're terrible for growing your subscriber base. Here's why: Voucher codes convert at 2-5x higher than typical on-site conversion rates. Sounds great, right? Wrong. Most consumers are afraid of "wasting" the voucher if they're not ready to buy immediately, so they simply don't sign up at all. You lose that high-intent buyer, who is on your site, and then you pay to get them back. Whereas the right incentive would of got them into your CRM, where you could control the conversation. Better alternatives for list building: If your goal is capturing subscribers for nurturing (not immediate conversion), consider: Competitions or giveaways Exclusive content access Free samples Early access to sales/Limited edition drops access These incentives attract consumers who are not ready to purchase but are interested in the brand, and let's be honest, that is about 98% of your daily traffic. But that sportshoes.com pop-up on the site made me stop for a second; they seemed to have found a great solution to the issue of nudging a sale or growing a subscriber base, using a voucher code. For the first time ever, I've seen a brand offer the option to "use your voucher later." This simple psychology hack captures those hesitant users who fear wasting the discount while still growing the subscriber base. It's a perfect balance between conversion and list building. Smart brands understand the difference between capturing ready-to-buy customers and nurturing future ones. Which approach is your pop-up taking?

I recently worked with a startup building an AI layer that helps managers understand their team’s work - summaries, risks, insights, forecasts, everything in one place. But the founder came to me with a problem every early-stage startup has: the landing page wasn’t converting. They had a long list of features, long paragraphs, technical explanations… everything was “important”, everything needed to be on the page. But the more I paid attention, the clearer it became: They weren’t confused about the product - they were confused about what users needed to see first to care. 👉🏼 Founders love features. 👉🏼 Users love clarity. So we stripped everything back to three simple questions: 1. Who is this landing page speaking to? 2. What do they need to understand in the first 5–7 seconds? 3. What convinces them to scroll, trust, and convert? Once we got those answers, the direction became obvious. They didn’t need 12 sections and a thesis. They needed three things: - A simple explanation of what the product does Not paragraphs. Not jargon. One clean sentence. - A clear before-and-after picture What managers struggle with today → How this product makes it easier. - A conversion moment that appears exactly where users get convinced Not at the very bottom. Not hidden inside text. Right where the decision is made.` The solution wasn’t to add more sections. It was to put the right message in the right place. This is something I’ve learned over and over again: The business will always have a picture in their minds, but not necessarily the best ways to execute it. And that’s exactly why we exist. Design isn’t just layouts and visuals. It’s sense-making. It’s translating a product’s value into something people instantly understand. It’s knowing what persuades, what confuses, and what actually converts. Sometimes the most valuable thing you deliver isn’t a pretty hero section. It’s clarity. That being said... I’ll see you in the future. #linkedin #uxdesign

I was chatting with a client last week when they hit me with a question that got me thinking... "George, our Google Ads ROAS is stuck at 2.4x. We're spending $15K a month - how do we get that number up without cutting back?" My first question: "What happens to the people who click your ads but don't buy immediately?" Silence on the other end. Then: "Uh... I guess they just leave?" And there it was - the massive blind spot that's costing most eCommerce brands thousands in wasted opportunity. Take a skincare client of ours. They were getting a decent 2.8x ROAS from their Google Ads. We made one simple change: Instead of just focusing on immediate purchase...we added compelling email capture offers - a skin type quiz, a "get personalised recommendations" form. Almost overnight, their email list started growing about 3x faster. Around 10% of people who clicked their ads but weren't ready to buy would sign up instead. Then the magic happened. We built an email welcome sequence specifically for these Google Ads leads with hyper-relevant emails based on what they'd clicked. Within 30 days, 22% of these new subscribers made a purchase. When we calculated the total revenue - both from direct ad clicks AND from the email sequences - their effective ROAS had jumped from 2.8x to 4.1x. Same ad spend. Significantly more revenue. I noticed something else that blew my mind: For another client, 41% of their customers who came through Google Ads didn't make their first purchase directly from the ad. Instead, they subscribed to emails first, then purchased after receiving 3-5 emails. If they were only measuring direct ROAS from Google Ads, they'd be missing nearly half of the revenue their ads were actually generating! Want to try this approach yourself? Start simple: - Add an email capture element to your Google Ads landing pages - Create a welcome sequence specifically for Google Ads leads - Measure the 30-day value of subscribers who come through ads That's everything! Need help on this? Shoot me a DM.

Your landing page is your best (or worst) salesperson. So here's how to train them WELL: Think of your landing page like a salesperson. Because that’s exactly what it is. When someone visits your page, there’s no human there to explain things. Your layout, copy, and visuals do the talking for you. And just like a salesperson: - Some are amazing - And some talk themselves out of a deal A bad landing page: - Talks nonstop about features - Buries the real problem under buzzwords - Ends with a generic CTA that feels cold A good landing page feels completely different. "It listens first." - It starts by showing you understand the visitor’s pain - It builds trust with relevant proof - And it ends with one simple, confident next step Here’s how I design with that mindset 👇 1️⃣ Identify the problem clearly Start the page with empathy and make the visitor feel seen. I design the flow to highlight the real problem before showing the product. When people recognize their own pain in the first few seconds, they pay attention to everything that follows. 2️⃣ Offer a believable solution Show what’s possible, not just what’s “cool.” Every section has one job: move the visitor closer to clarity. Clean hierarchy, simple visuals, and focused spacing make the copy easier to believe, not just read. 3️⃣ Guide, don’t push Use a single, emotionally clear CTA. A good CTA isn’t just a button; it’s the next logical step in the story. When design and copy work like that... ✅ Together ✅ Empathetic ✅ Intentional Your landing page stops talking at people and starts selling for you.

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

If you are a Founder of a DTC brand, please stop making this mistake... After auditing over 125 DTC brand popups this month, I noticed a recurring theme: first-purchase discounts as the default email capture strategy. Offering 10% off, 15% off, or $50 off may seem enticing, but it trains new customers to view your brand as a discount retailer before they’ve even made their first purchase. The issue goes beyond just the immediate loss of margin. This discount sets a price anchor for all future orders, leading customers to expect discounts continuously. You’re not just giving away 10% once; you’re establishing a precedent that can affect your pricing strategy indefinitely. This year, we implemented The GWP Switch™ for five brands, replacing first-purchase discounts with strategically chosen Gifts With Purchase. The results were significant: - Email capture increased by 8–17% and cost per email decreased - Conversion rates improved by an average of 22% - Customers began purchasing across more categories on their first order This last point is crucial and a bit of surprise. While a discount may close a transaction, a Gift opens a relationship. MATH: The math is straightforward: a $30 discount costs you $30, whereas a $30 gift only costs you $8 (considering the cost of goods sold and shipping). Both offer similar perceived value to the customer, but the economic impact is vastly different. I love the brands I am highlighting here. I promise you it's not to put you on blast, but instead to help. I urge you to reconsider leading with discounts for email/SMS capture. Please DM me and I am here to help. I will work with you or your team to find the right GWP strategy - completely free of charge. This isn't a sales pitch...it's out of love for your brand and products that we use in our home. Diaspora Co. - Sana Javeri Kadri Parachute Home - Ariel Kaye Goldbelly - Joe Ariel Seed Health - Cathrin Bowtell Ara Katz Faherty Brand - Alex Faherty Castlery - Fred Ji

The strangest unintuitive marketing advice that actually works: your landing page should repel 90% of visitors. Some teams hate hearing this, but it is the truth. A landing page is not meant to make everyone nod along. It is not meant to be clever or poetic. It is not meant to impress your friends. Your landing page is a sorting machine. Its job is to make the right buyers lean in and to make everyone else leave instantly. Most startups get this backward. They chase broad appeal. They write copy that could apply to twenty different categories. They try to sound visionary. They try to be interesting to everyone. The result is a page that converts no one because buyers cannot figure out what the company actually does. When we changed our title to something painfully clear about who we serve and what problem we solve, our metrics jumped. Double digit gains in revenue. Fewer wasted sales calls. Leads showed up knowing exactly where we fit in their stack. The “AI tourists,” the ones looking for agent magic to solve everything, disappeared overnight. This becomes even more important for early stage teams. If everyone already knows what you do, like Canva or Ramp, you can afford to get clever. You can play. You can focus on personality and brand because the category understanding already exists. But if you are early or not the obvious market leader, clarity is the most valuable lever you have. Buyers need to know exactly who you are and why you matter. Clarity saves your SDRs time. It reduces friction in your funnel. It forces alignment across product, marketing, and sales. And it makes qualified buyers feel understood in seconds. Do not try to please everyone. Please the ten percent who matter. That is how you win.

The best "hack" for your B2B landing pages: Transparency. Buyers today are more skeptical than ever. They want clarity. They want you to make their jobs easier.  They don't want a goose chase for information. Doing this will get us everything we want too: - Better quality conversations  - Faster deal cycles  - $$$ But we deliberately make it harder hoping buyers will fill out a form or book a call. "If they just have a conversation with us, they'll be convinced they need us!" The reality is - if you treat your buyers like adults and give them the information to qualify themselves up front, everyone wins. The opposite is also true: If you are unclear, your buyers will take longer because they're going to search for information from other sources. And they may never return to you. So what does true transparency look like? 1. Pricing, even a starting range Don't come at me with "but our pricing is complex". You have a bottom dollar that you would accept. 2. What are you and who for The more specific the better: the industries, team type, team sizes, and problems you solve. 3. Sales objections upfront Get real objections from sales calls or customer feedback and put these in the FAQ section. Do not do a "What is a [x] software?" They likely already know the answer. 4. Show and tell Screenshots, gifs, or demos of the product on page. Buyers want to see what the product looks like and how it works. 5. Skimmable then add context  I'm a huge advocate for long landing pages for B2B. But a small tip: if a user ONLY read the headlines on the page, they'd still be able to get the information they needed. --- My math skills aren't the greatest but I know this: Transparency = credibility = consideration  So if you're sitting in front of your landing page wondering how you could make it better, it's not the CTA language or button colors... It's just honesty. Like I tell my 5-year old "Secrets, secrets are no fun. Secrets secrets hurt someone." --- I do this for a living. If you want help, reach out to me here: https://lnkd.in/ewys5rwC

Dear founders, Stop using words like “synergize” on your website’s landing page. Nobody wakes up thinking “I need to synergize my workflow today.” They wake up thinking “I have 47 unread emails and I’m drowning in work.” Your website is losing customers because you’re trying to sound smart. The power of good copy is not in sounding smart. It is in sounding human. Your landing page should read like you are talking to a friend who has the problem you solve. Not like you are defending a thesis to a panel of professors. Bad copy sounds like this: “Our platform leverages AI-powered automation to optimize your workflow infrastructure and synergize cross-functional collaboration paradigms.” What does that even mean? I read it three times and I still do not know what your product does. Good copy sounds like this: “Stop spending 3 hours a day on repetitive tasks. Let our AI do it for you in 3 minutes.” Clear. Simple. Human. I know exactly what I get. Here is the test. Read your landing page out loud. If you would never say those words in a real conversation, delete them. “Leverage” → Use “Optimize” → Make better “Synergize” → Work together “Paradigm” → Just… stop “Infrastructure” → System “Utilize” → Use (seriously, just say use) Resist the urge to sound smart. Use short sentences. Use simple words. Say what your product does in language a 10-year-old would understand. Because here is the truth. Clarity converts. Confusion does not. If someone has to read your headline twice to understand what you do, they are gone. They will not give you a third chance. Your landing page has one job. Make someone think “Yes, this is exactly what I need” in under 10 seconds. So go read your landing page right now. Find the words that make you sound smart. Delete them. Replace them with words that make you sound clear. Your conversion rate will thank you.