Landing page copywriting deepdive

“What to expect from this deep dive

We analyzed over 3000 landing pages to answer the following question:

“What do high-converting pages have in common?”

Unfortunately, we do not have first-party data on how well these landing pages convert. To determine the likelihood of a page converting, however, we used several proxy metrics:

Examining landing pages that receive a lot of traffic from ads. Those landing pages have “skin in the game” and a huge incentive to convert someone right on the spot or they’ll lose money.
Looking at companies that exist for a longer period of time. Since these companies have iterated their landing pages over the years, their final version probably converts better than their original version. We have a lot before-and-after versions of different landing pages to demonstrate some principles as well.
Seeing if the landing pages use evidence-based “best practices”. We’ve taken the best data-driven practices from companies that conduct thousands of landing page experiments (such as MarketingExperiments) and base their recommendations on actual evidence.