I showed my designer the landing page that does over 10,000 leads a year the other day and she couldn’t believe her eyes.
It was ugly, simple, badly optimised.
And yet to date it’s done hundreds of thousands of leads for me and maybe millions for other people.
And she asked me “why does this page do so well?”
So I showed her.
We took one of her pages and my page.
Side by side, we compared them and I asked her “what’s the average conversion rate for this page?”
She told me it was around 10%.
Mine for the record, for ads and organic, is around 60% to 70%.
She started explaining all the reasons that my page shouldn’t work.
It’s plain. Boring. Mainly text.
It’s badly optimised and even looks a little “tacky” or “direct marketing”.
Her page on the other hand was very very beautiful.
Well laid out.
Clever coding with some elements being displayed.
By all accounts and from the perspective of a “designer”, it’s a well designed page.
So why didn’t it convert as well?
All the theory work said it should.
Other designers certainly said it looked good.
I took both pages and showed it to my wife. I asked her “what does each page give the viewer?”
On my page my wife replied “a sales book about how to sell funnels for $25,000.”
On my designer’s page, my wife replied “I don’t know. Like a design conference? Or is it promoting your business?”
And with that, my designer got it.
Unless a total stranger to the page can immediately tell what they get from the page, they’re not interested.
Simple as that.
If you give me your email address, I’ll give you this 5 page recipe book for gluten free bread.
Compared to: we’re a social movement enterprise that believes everyone deserves a healthy gut biome. Through partnering with top chefs and local producers, we’ve built a compelling resource on the best gluten free recipes for your family.
Tell people what they get. Give them a specific number.
Keep it simple you big dummy.