Unexplained Landing Page Paradox (You Won’t Believe This)

Videos work.

…until they don’t.

If your landing pages aren’t working as expected, I don’t blame you.

I’ve been doing this for about 7 years and I recently saw some stuff that was so mind-boggling…

…that I had to stop and make a blog post and a video to show you how you can increase conversions on your landing page (LP).

Let’s talk about ‘Landing Page Paradox’.

In a different article, I will show the performance of products from other vendors. In this one, I talk about the performance of the LP’s of my own products.

In many cases, I was surprised to learn that my gut instincts about what should have worked turned out to be opposite. Hence, why I call it a paradox.

These are some of my personal highest converting landing pages and the things I learned from them.

Landing Page Lesson #1: Surprising Video Split Test

watch minute 2:15 —

It was as simple as I could make it. The headline was plain text, nothing fancy, minimum formatting.

And concerning the video below the main headline, because I invested so much time to prepare and produce the video, a part of me wanted to continue using the video so much on the page.

I had fingers crossed when I did a split test (Wikipedia definition) : one with & without the video.

Wow, was I surprised by the split test results!

…that particular LP (landing page) gained 0.1% more opt-ins on the page with the video. Zero point one percent?? THAT’S NOTHING!

That’s not what I hoped for at all!

The first case of ‘Landing Page Paradox’.

Lesson: it’s good to start with a hypothesis, like a scientist, about what you think makes sense to you. But don’t pretend to know what the audience wants at that point in your funnel.

While the video might have created a “make or break” situation elsewhere, testing my assumption on this LP revealed that — for whatever reason — people were neither positively nor negatively persuaded by the video being present.

It just didn’t matter! Not a big deal.

The leads I sent to that LP, by the way, were from my buyer list. You can run this same test on cold traffic, that is, without having to build a list first. That might make a difference in the split test as well.

Tip It’s okay to start with an educated guess, but allow the split test results a chance to speak for themselves.

Every case is different. I’m sure the chosen niche matters, too.

But why guess? Test it out and see! You’ll be surprised, but you’ll also get way more conversions once you know the reality. Running a split test is the whole point of landing page optimization.

Landing Page Lesson #2: Can You Trust Contrast?

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Fun Trivia: the very first product I launched was CB Masters Academy back in 2017. The landing page I made for it was also the very first that I ran some serious split testing on, using a very powerful landing page builder.

It is one of my best-selling products that did really well when I launched it and still sells really well today.

One of the concepts I taught inside the course to beginner marketers was to create a short video series, like 4 mini videos, and then wrap it up with a landing page.

This is the one I created for the course landing page. It’s so nice when simplicity wins over everything else.

I mean, just look at this LP: a headline and a call-to-action button. That’s it!

What I tested in this scenario was not the Video versus No Video theory, but the CONTRAST. Yep, the contrast of the colors, meaning the difference in brightness compared to darkness.

Instead of going with light contrast, the split test results showed that this one, where the contrast was reversed, outperformed the others. What a strange concept!

Another case of ‘Landing Page Paradox’.

What I mean by “reversed contrast” is a page background color is usually light and the text is dark. Not necessarily black/white but even colors that pop when compared to others.

In this case, the background was the dark element and the text was the bright element.

Same for the button. Usually, you see a bright button with dark text, and for my LP, I reversed the contrast and it did much better. For this niche — for whatever reason — it worked!

Again, I recommend you don’t assume what you think might work or blindly imitate another LP you saw, but actually let the results of the test speak for themselves.

Landing Page Lesson #3: The Subheadline That Won

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Landing pages are simple. It’s usually a headline, a video and either a button/input or another call to action (CTA). The blog on icopify has some brilliant examples of CTA’s that dramatically boosted conversion rates.

Often, though, you can boost conversion if you include a subheadline immediately below the main headline. Let’s see what my split test results revealed this time.

The point of the subheadline is to amplify or add extra info that supports the main headline.

In this case, the main headline states that it’s a course that teaches people how to achieve the such-and-such result. I thought it would help if the subheadline further added that it was a video course they watch using their browser and that it was only 4 videos total.

I ran many subheadline versions, including:

  • “it’s beginner-friendly”
  • “video course instantly sent directly to your inbox”
  • “taught by a super affiliate”

…and many, many other subheadline variations.

Which version outperformed them all? well…

…the LP with NO SUBHEADLINE at all.

Another case of ‘Landing Page Paradox’.

Nothing complicated, guys. Keep it simple.

A very popular version I’ve seen is white background and red headline text color.

Here’s another trick that got me a 50% improvement in landing page conversion.

Landing Page Lesson #4: Engagement Means Commitment

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Most beginner marketers think that elements of copywriting, like better headlines, proper font size, video vs no video, etc are the majority of landing page “hacks”.

But this landing page optimization has more to do with psychology. It’s called engagement, or ‘making people DO something’.

There are a handful of engagement tricks out there and on this landing page, the goal was to get the visitor to scroll down.

That was the desired behavior.

It might not seem important at first, but engagement theory says that people who interact with your landing page are less distracted and, therefore, more focused and invested ever so slightly more than if they weren’t participating in anything.

So in this split test, I had a page where the opt-in was above the fold (meaning, no scrolling was required) and the other was below the fold and they had to use their hands and MOVE the page down in order to see the opt-in form.

Of course, you don’t’ straight out SAY “scroll down”, but rather you structure the page so that scrolling is necessary. You can see how the image is cut in half, and to see more they must scroll.

At the same time, the opt-in fields were not visible and so they didn’t arrive on the landing page thinking that something was going to be asked of them. They realize this only after they scrolled, presumably because they want to discover what else the page has to offer them.

It’s also interesting to note that I split tested this page such that one version had video and the other had a screen capture of my earnings. I assumed the video was more desirable to the visitor but not at all. The image, in this case, outperformed the video.

Another case of ‘Landing Page Paradox’.

Have you done split testing of your own? Let me know in the comments below.

And if you haven’t split tested anything or haven’t started your online business yet, consider starting today with CB Masters Academy online course.

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