Dose #127: Maximize Conversions with Better Landing Pages

Matt here with your weekly Subscription Prescription 💊

We start out this week’s dose with when you should start implementing landing pages, the key elements of a great landing page, and what you should be testing to get more subscribers. Landing pages are a critical piece of the growth arsenal and allow you to test more offers more efficiently to acquire more subscribers.

This week’s dose is a full interview with Sanjay Jenkins, the Head of Growth at Replo. Listen on YouTube, Apple Podcast, or Spotify:

Tackle Those Last Content Needs Before BFCM

With BFCM right around the corner, how are you tackling all of your content needs?

New landing pages, email, PDP copy, blogs… there’s a lot to get ready for new product launches, better offers, and a month+ sales fest.

While AI is advancing how you can speed up content creation, there is still no substitute for skilled and expert writers.

That’s where Penmo comes in - Penmo is a content service you can access right through the app store. Publish blog articles directly from the app to your site.

Get email and landing page copy turned around in 5 days.

There are so many ways to leverage Penmo in your business - anywhere you need content written, Penmo can help!

If you sign up now, you can use my code - MATT20 - for 20% off your first month. Go see how Penmo can simplify your content process and scale what you can do for BFCM.

Acquire More Subscribers with Landing Pages

We talk a lot about offers to get more subscribers. A great offer has to live somewhere, however, and that is typically on a product page (PDP) or landing page.

When you’re a small business, it makes sense to build out whatever you can on the product page so it’s the same across your site. But as you scale, your needs for different offers and designs necessitates the use of something that can be changed or customized easily.

That’s where landing pages come in. A landing page allows you to guide your customer through a narrative that directly addresses their needs. Unlike a product page, which is often static and limited to product details, a landing page lets you:

• Customize: Tailor the messaging, images, and layout to match the customer’s intent and the traffic source.

• Tell a Story: Use a landing page to educate your audience, explain how your product solves their problems, and build trust.

• Test Rapidly: Quickly test different offers, messaging, and layouts to see what converts best without disrupting your main product pages.

Landing pages can do more than just highlight your product. With listicles, for example, you can show all the different ways someone can lose weight this summer (with your product as an added highlight).

Key Elements of a High-Converting Landing Page

From my interview this week with Sanjay Jenkins at Replo, here are his six elements of a great landing page:

1. Social Proof. Include customer reviews, testimonials, and user-generated content to build trust. Social proof helps reassure potential subscribers that others have had positive experiences with your product.

2. Comparison Charts. Show how your subscription product stacks up against the competition or alternative solutions. For example, if you’re selling a protein supplement, compare the price-per-serving and ingredients with other brands. It’s an easy win to make your offer feel superior.

3. Usability / FAQs. Clearly explain how your product should be used. Use visuals, like step-by-step images or videos, to show the customer exactly how it fits into their daily routine.

4. Strong Guarantees. Offer risk reversals like money-back guarantees, warranties, or flexible payment options (think: Affirm or Afterpay). A strong guarantee reduces friction and makes the purchase feel less risky. You can include “pause or cancel at any time” for potential subscribers.

5. Value Proposition. Highlight both the tangible and intangible benefits of your product. What’s inside the box? What problems are you solving for the customer? The more specific you can be, the better.

6. Compelling Call-to-Action (CTA). Don’t just settle for "Add to Cart." Use a CTA that ties back to the customer’s emotional reason for purchasing. For instance, "Start Your Health Journey Today" or "Transform Your Morning Routine" can be much more impactful.

Testing and Iterating: The Secret to Success

One of the biggest advantages of landing pages is the ability to test and iterate. You can create different landing pages for each traffic source (e.g., Instagram ads, Google search, email campaigns) and tailor the messaging accordingly.

You can also develop landing pages for different use cases and ad types. For example, if you sell dog food but have different products for new puppies versus older dogs, you could have a landing page dedicated to puppies (with copy and pictures that match).

• Start with the Offer: The offer is the most critical part of your landing page. Test different discounts, bundles, or perks (like free gifts on month two of a subscription) and see what resonates most with your audience.

• Keep it Simple: Don’t overwhelm yourself with too many landing pages at once. Start with two core pages—one to test your main offer and another to educate potential customers through a pre-sale page (e.g., a listicle or advertorial).'

My favorite tips for testing with landing pages are how you can frame or position the offer. This means different designs and offer options (like a bundle, gift, or different discount).

Bonus Tip: Great Offer Insights

The meat of any great landing page is the offer. We’ve covered this in a lot of past posts, but you can see some great ways to put your offer together in this dose.

Final Thoughts

Landing pages let you get more strategic in how you acquire subscribers. From different content types (like a sales page versus a listicle), to different traffic sources or customer uses, landing pages let you speak more specifically to different segments.

If you’re working with landing pages already, make sure you have the key components listed above, but are testing on how to make your offer more compelling all the time.

That’s it for this week’s dose! Give my guys at Replo a shout if you’re looking for a great landing page tool. See you next Tuesday with dose #128!

 - Matt Holman 🩺

The Subscription Doc