The New Age Landing Page
In today’s era, you need to launch landing pages at damn near the same speed you launch a new ad narrative.
To clarify, there is a difference between ad creative and ad narratives:
Ad creative = A creative theme or former underneath a specific ad narrative.
Ad narrative = The pain point, solution, or destination an ad is pushing.
But the problem is many brands launch ads tailored to different pain points, objections, and solutions and then direct all the traffic to the same landing page.
This is the problem.
Why? You’re not keeping the scent trail the same.
The scent trail = the entire experience around a narrative.
Let’s look at an example.
Athletic Greens
Athletic Greens is currently running this ad on Meta.
The creative narrative = All day energy.
Let’s say someone clicks through to the landing page.
A broken experience would be if the landing page’s narrative was about how Athletic Greens is the only supplement you need in your cabinet.
Why?
Someone is clicking the ad because they’re interested in “all day energy” and then they experience a landing page that pushes the “only supplement you need” narrative.
It’s disjointed.
The Right Way
But instead, Athletic Greens creates an experience around the narrative.
The ad narrative = Sustained Energy.
The landing page = Scaled narrative around sustained energy.
So, let’s look at how they do it:
Above The Fold
Headline = Tapping into a relatable problem and then introducing a solution.
Followed by a CTA then “objection bits.”
These are micro-pieces of supportive value that are easy to scan and digest that support the H1.
Below The Fold
So above the fold is all about getting the most important information across as simple, straightforward, and obvious as possible.
And it communicates and sets the tone for the larger narrative that the remainder of the landing page supports and amplifies.
Supportive Section #1: How it Works
Tell and show.
So that all mental objections are answered.
Supportive Section #2: Ingredient Breakdown with Benefits
AG1 does a great job of taking a lot of info and condensing it into “need to knows” and cutting out all the “good to knows.”
People don’t need to know everything about each ingredient. They only need to know how each ingredient plays into the larger narrative aka Sustained Energy.
Supportive Section #3: Supporting Scientific Research
Science is phenomenal social proof.
But it’s even better when you can take research results and convert them into tangible results and benefits.
Scaling Narratives
As you scale narratives, you need to scale ad creative.
And as you scale ad creative, you need to scale your landing pages.
So, let’s take Athletic Greens and the multiple narratives they can push:
- Sustained Energy
- Gut Healthy
- Relieved Digestive Issues
- Healthy Bowel Movements
- Immune Support
Each “narrative” needs the scaled story aka your landing page.
Optimizing The Experience
Next is optimizing for revenue per session which is impacted by measuring every element on your page.
When I look at this landing page by Athletic Greens - one thing worries me…
There are three different offers/CTAs:
- Floating Bar > Get Offer
- Take the AG1 Quiz > Product Recommendation
- AG1 Welcome Kit > Buy AG1 Now
If I’m them, I’m using a tool like heatmap to track all of these entry points to learn which drives the most revenue and also which negatively impacts acquisition costs.
So, I’d use three:
- Revenue based heatmap - tie revenue to every click.
- Revenue based scrollmaps - revenue drop-off will blow your mind.
- Revenue tracked screen recordings - see what’s working and what needs to be optimized.
To help make those decisions.
Honestly - I don’t know why anyone would grow an e-commerce store without a heatmap.
Especially if you’re spending money on meta.
So to tie it up, vet your ad funnels by:
- Keeping the scent trail the same with consistent ad to landing page narratives.
- Install a revenue heatmap to your landing pages and website.
- See what works, and scale the narrative across creatives and landing pages.
