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.
- Looking at companies that exist for a longer period of time.
- Seeing if the landing pages use evidence-based “best practices”.
This deep dive has 5 sections, 31 principles and 150 examples. Let’s start with
the one that’s simple (but not easy) and almost everyone gets wrong.