Your customers are on a journey when they search for your products online, and your store's landing pages should be the destination they can't miss. But do you know which types of landing pages work best? Join Raphael Paulin-Daigle, CEO of SplitBase, in this session where he'll reveal five types you should definitely test out. Get to see how to align your landing pages perfectly with your customer's buying journey and ad campaigns for maximum impact. When it comes to Conversion Rate Optimization (CRO) for eCommerce, personalization is key. Raphael will also share top tips for audience research, empowering you to tailor your landing pages like a pro. Plus, he'll unveil a fail-proof process to test your landing pages and watch your conversions skyrocket. 

1. Crafting & Testing
High-Converting
Landing Pages
By Raphael Paulin-Daigle

2. splitbase.com
You will learn:
● 5 types of landing page to test
● How to pick your landing page type based on your
customer’s buying stage
● How to build your landing page using customer insights

3. Who am I?
Raphael Paulin-Daigle
Founder & CEO of SplitBase
We’ve generated $100M+ in additional revenue for our clients
through landing pages & CRO

4. 5 different types of
landing pages

5. splitbase.com
Classic Hero
● The most common & most versatile
● Promotes the product right away
● Add-to-cart directly on page
● The first landing page you should build
● Follows traditional copywriting formulas
○ Problem-Agitate-Solve
○ Attention-Interest-Desire-Conviction-Action
○ Attention-Advantage-Prove-Persuade-Action
● Works with most traffic sources

6. splitbase.com
Collection Hero
● Like a Classic Hero, but features multiple products
of the same collection (ideal), or multiple different
collections.
● Works with most traffic sources
● Calls to action usually points to product pages
unless the landing page features 3 products or less

7. splitbase.com
Listicle Hero
● 5, 6, 7 points or “Reasons Why” highlighting
benefits, objections, questions, and needs.
● Promotes the product right away
● Sends to Product Page, or add-to-cart at bottom
of the page
● Works best with content-first traffic sources such
as Instagram and Facebook, but good to test
with other sources as well.

8. splitbase.com
Listicle Advertorial
● Like the listicle hero, but aims to educate before
selling
● Doesn’t talk about the product in the first few
points - it educates on the problem it solves
● Product is “sold” in the last or before last point
● Calls to action usually points to a product page
● Works best with content-first traffic sources

9. splitbase.com
Content Advertorial
● Technically, the oldest form of landing page
● Reads like an article, feels like an article, aims to
educate instead of selling right away.
● Founder’s story, personal story, “how this device”
● Calls to action usually points to a product page
● Works best with content-first traffic sources

10. splitbase.com
But which one
should you build?

11. Build your landing page to match the
stages of a customer’s journey
2 3 4 5
1

12. Need
Awareness
Solution
Awareness
Product
Awareness
Purchase
Unaware
Audience Size

13. splitbase.com
Purchase
Unaware
Audience Size
The customer
The customer doesn’t know they have a
problem, doesn’t know they have to
solve it, or what solutions exist.
What to do
● Create enough curiosity to draw
your customers in.
● Use listicles and advertorials.
● Founder stories, calling out an
“enemy”, educational piece, or
other “stories” can work well.
What not to do
The customer doesn’t know they have a
problem, doesn’t know they have that need.
Here, your product is irrelevant.
● Don’t talk about price
● Don’t name the product
● Don’t talk about competitors
● Don’t talk about what product does

14. splitbase.com
Purchase
Unaware

15. splitbase.com
Purchase
Unaware

16. splitbase.com
Purchase
Unaware
Don’t use a page like this
for this stage

17. splitbase.com
Purchase
Need
Awareness
Audience Size
The customer
The customer is aware of their need, but
not yet aware of the possible solutions or
products that could help them solve that
need.
What to do
● Clearly define the problem
you’re solving for the customer to
relate.
● Prove that you can solve that
problem.
What not to do
Customer doesn’t know the solutions yet,
don’t compare to competitors yet, open
with product name, or mention price.

18. splitbase.com
Purchase
Need
Awareness

19. splitbase.com
Purchase
Solution
Awareness
Audience Size
The customer
Customers are aware of the solutions,
your product, and competitors products.
They may not know everything about your
product yet.
They’re not convinced of how well it will
work for them, if it’s right for them, or
which version is right for them.
What to do
● Explain why your product is
better than the alternatives
● Provide proof that it does what it
does, explain the “how”.
● Explain unique features that
makes it completely different than
the competition.

20. splitbase.com
Purchase
Solution
Awareness

21. splitbase.com
Purchase
Solution
Awareness

22. splitbase.com
Purchase
Solution
Awareness

23. splitbase.com
Purchase
Product
Awareness
Audience Size
The customer
Customers know your brand, your
product, what it does, and they want it.
What to do
Your PDP will do the job. If using a
landing page, use a Hero-style page.
Provide reasons for the customer to buy
now.
They’re looking for the best deal, a sale,
fastest or cheapest shipping - a reason to
buy from you, now.
What not to do
Do not send them to an advertorial or a
listicle-style page.

24. splitbase.com
Purchase
Product
Awareness
This is where this type of
page would fit

25. splitbase.com
You now know:
● The most common types of landing pages
● How to pick the best landing page for your marketing
goals
● But… how do you actually go about building a page?

26. Brainstorms
Ideas
Looks for
inspiration
Design +
write copy
Looks for
landing page
template
Launch
How most people build landing pages

27. Brainstorms
Ideas
Looks for
inspiration
Design +
write copy
Looks for
landing page
template
Launch
Starting with no real strategy

28. Brainstorms
Ideas
Looks for
inspiration
Design +
write copy
Looks for
landing page
template
Launch
Starting with no real strategy
Assuming what worked for
others will work for you
Not taking under consideration
what stops your customers from
buying - or what makes them buy

29. Brainstorms
Ideas
Looks for
inspiration
Design +
write copy
Looks for
landing page
template
Launch
Starting with no real strategy
Assuming what worked for
others will work for you
Not taking under consideration
what stops your customers from
buying - or what makes them buy
Crossing fingers and hoping it
works. What’s next?

30. Brainstorms
Ideas
Looks for
inspiration
Design +
write copy
Looks for
landing page
template
Launch
Starting with no real strategy
Assuming what worked for
others will work for you
Not taking under consideration
what stops your customers from
buying - or what makes them buy
Crossing fingers and hoping it
works. What’s next?
“Landing pages don’t
work for us”

31. Don’t blame the
landing pages
- blame the approach.

32. When you follow the
right approach, the
pages build themselves.

33. Choose
landing
page type
Determine
stage to target
Write copy
+ design
Testing
Trifecta
Research
Launch
How we build landing pages
Choose
traffic source
Scrollmaps
Analytics
A/B
Testing

34. CRO is a process
The Testing Trifecta
Google Analytics
Ad platform analytics
Heatmapping data
Customer Surveys
Website Polls
Chat Logs
Customer Interviews
Review Mining
Session Recordings
UX Studies & Heuristics
A/B Testing
Multivariate Testing
Usability Testing
Copy Testing

35. CRO is a process
The Testing Trifecta
Google Analytics
Ad platform analytics
Heatmapping data
Customer Surveys
Website Polls
Chat Logs
Customer Interviews
Review Mining
Session Recordings
UX Studies & Heuristics
A/B Testing
Multivariate Testing
Usability Testing
Copy Testing

36. splitbase.com
“What can you tell us about yourself?”
1. Professional
2. Love self-care, meditation, relaxing
3. Married
4. Parent
“What was going on in your life/day that
made you buy from Moon Pod?”
1. Needed something/somewhere to relax
2. Needed flexible furniture
3. Stiff muscles and pressure points
4. Needed relief from stress / anxiety
5. Work from home comfort
“What's the #1 thing you would mention to a
friend if you wanted to convince them to give
Moon Pod a try?”
1. So comfy / relaxing / feels like you’re floating
2. Versatile
3. “Just sit in it”
4. No more pain
5. Best naps
“How is your life better because of Moon Pod?”
1. Relax / rested, less stressed
2. So comfy
3. Flexible seating
4. Less pain
5. Can work longer
How we used a customer survey

37. splitbase.com
● Context: stressful time. People are stressed.
● Want something to reduce stress and relax
● Use it for work, chill, relax
● Versatility is important to customers
● Customers asked if it would stay upright to sit
in, or lay it flat to nap
● People are using it to watch netflix, work, nap.

38. splitbase.com
● Covid is starting: people are stressed
● People want to use it to relax
● Customers often said they are stressed or have
anxiety
● Large % are parents, buying it for kids
● Wanted something versatile, takes little space
● Said competitors are too big/heavy

39. splitbase.com
● Large % said they have stiff muscles or body
pains. Bought this to help.
● Keyword: “Pressure points”
● Customer concern: “Will I sink like I do with
other beanbags?”
● People familiar with beanbags: “That’s a
deal!”
● People unfamiliar with beanbags: “Too
expensive”.
● Alternatives people mentioned the most:
Lovesac, Recliner, or beanbags from Walmart,
etc.
● Preferred this due to flexibility

40. splitbase.com
Results?
+27% CVR increase
vs paid social traffic
sent to PDP!

41. Quantitative
● Analytics
● Ads
Qualitative Research
● Polls
○ “What question do you have about
this product?”
○ “What’s holding you back from
making a purchase today?”
● Customer Survey
● Customer Reviews

42. Results?
+46% mobile
conversion rate
increase!

43. The process ensures constant evolution
The Testing Trifecta

44. Choose
landing
page type
Determine
stage to target
Write copy
+ design
Testing
Trifecta
Research
Launch
Build landing pages like this
Choose
traffic source
Scrollmaps
Analytics
A/B
Testing

45. Need help with building and testing
landing pages or increasing ecomm
conversions?
SplitBase.com
raphael@splitbase.com