The 4P Framework is used to plan the content flow of a landing page to optimize conversions. It involves a Promise to answer "What's in it for them" using an attention-grabbing headline. It also uses Picture to provide proof like statistics and testimonials to build trust, and Push to indicate the desired action. The framework shows how to structure the header, benefits, social proof, before/after states, more statistics, social media reviews, video reviews, and a final call to action. It also provides questions to ensure the page is customer-centric, identifying the product, benefits, competitive advantages, affiliations, and credible user-generated content that can be leveraged.

1. 4P Framework
Promise
The
Picture Proof
A framework used to plan out the flow of a Landing
Page’s content to be conversion-centered.
Push

2. Promise The most important part of the landing
page that’s designed to answer: “What’s in
it for them” by using an attention grabbing
headline.
Picture
Show the visitors proof of your claims
with statistics and credible sources,
affiliates because this helps earn your
audience’s trust.
Proof
PUSH The desired action that you want your
audience to do. (Buy, give contact info,
subscribe)
Educate the end user on what your product
is through vivid descriptive imagery to hold
their emotional interest and to keep them
focused on the benefits of your product.

3. Application to Landing Page Design
4P Framework

4. Promise +
Push
Header + Call-to-Action
What product does for customers and
how to get it.
Social Proof Logos
Credible Logos or associations
The Before State
The things that the audience is currently
struggling with.
The After State
The solution or benefits that the product
can give to the customers.
Proof
Picture+
Push
Picture+
Push

5. Statistics for Credibility
Statistic information to make your
product more credible
Social Media Posts
Customer reviews from social media.
Customer Reviews Video
Show more reviews and testimonials.
Video testimonials are more ideal.
Picture+
Proof
Proof
Proof

6. Final Call to Action
How they can get it.
Footer
Final part of the page.
Promise +
Push

7. Conversion-Centered Discovery
A set of questions to ask to ensure that the landing page
will be customer-centric.

8. Product Type What is your product?
Describe in 1 sentence.
Value and Positioning What does your product/service do
to your customers?
Key Benefits What are the 3-4 main benefits that
customers will get from your
product or service?

9. Competitive Advantage What sets your product/service
apart from the competition?
Competitors Who are your competitors?
Please name at least 2.
Affiliations
and Accolades
What well-known brands/
associations is your company
affiliated / endorsed by?

10. Leverage
and Credibility
Do you have a statistics we can
leverage?
Do you have any social media posts
from past customers we can
leverage?
Do you have video reviews or
testimonials we can leverage?