All categories/Marketing and growth
Marketing planning · Level Advanced · Marketing Conversion Landing page
Landing page: one change at a time
Low conversion and an urge to redesign.
Prompt
Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.
Task: Low conversion and an urge to redesign.
[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
- page and data
- traffic source and intent
- where they drop
- testable variables
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.
[Go through each of these]
- start with hero and form, not a redesign
- change one element at a time
- a test window and sample size
- which ideas are pure guesswork and should wait
[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail
[Output]
Audience, hypothesis, test, allocation, failure conditions.
[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenlyWhat to state before it starts
Leave these unsaid and the model fills them with an assumption. Most 'wrong answers' start here.
- page and data
- traffic source and intent
- where they drop
- testable variables
Go through each of these
Where this kind of work most often goes wrong. Already in the prompt, so you do not have to remember it.
- start with hero and form, not a redesign
- change one element at a time
- a test window and sample size
- which ideas are pure guesswork and should wait