Here are 7 rules to make high-converting pages in 2024:

1. Message x Audience fit

Your first goal is to put the right message in front of the right audience. Use your H1 and H2s to explain how your product solves a clear problem and adapt the message to each audience;

→ Create a main landing page (LP)
→ Choose 3 marketing angles for 3 audiences
→ Adapt 3 landing pages to your 3 marketing angles

2. Page Structure

Based on the 70+ campaigns we conducted, I noticed better performance with the AIDA framework (compared to PAS). We also discovered a winning 4-section page structure;

→ Headline with dreamed outcome
→ Description of the offer
→ Zig Zag of benefits x features
→ Details on the offer

3. Emotional Triggers

In his book "Pre-Suasion", Cialdini highlights 3 psychological principles that drive conversion. Inject those emotional triggers in your pages to increase conversion rates;

→ Scarcity with limited offers
→ Social proof with logos, testimonials
→ Authority with press, numbers, proof of work

4. Benefits x Features

In the "zig-zag" section, emphasize your main value proposition with 3-4 core benefits. Give tangible descriptions of how the benefits happen and the related features;

→ Use clear and simple copywriting
→ Illustrate with pictures and numbers
→ Prove benefits with examples & testimonials

5. Positioning

There are 200M+ active websites online, you need to stand out. Invest in branding and positioning to make your page memorable;

→ Define a strong positioning
→ Invest in a unique artistic direction
→ Make your design neat with Webflow
→ Create a brand atmosphere with Copywriting

6. From landing to CTA

Your landing page is part of a funnel; it needs to be easy to get in and out. Apply the "coherence principle" and give a unique next step to the user;

→ Cut the distraction, get to the point
→ Make the user flow from titles to titles
→ Insert precise calls to action that make sense

7. Key Metrics

Track the right metrics to evaluate the performance of your pages. Compare 3 main metrics with industry benchmarks;

→ Speed score: aim for "A" score with GTMetrix
→ Cost per conversion to compare your pages
→ Conversion rate: % of visitors who clicks on CTA

8. Weekly Iterations

A good landing page is not rigid; you need to improve it on a weekly basis. Setup a list of optimizations and execute them every week;

→ A/B Test the H1 section
→ Analyse heatmaps with Hotjar
→ Iterate on the form and track the CTR