Happy Sunday!
If you're reading this, I hope you're sitting on a couch, under a weighted blanket, beverage in your right hand or on your side table, and you're ready to continue talking about landing pages.
Before we get into it, I have to ask... did you check out this week's Limited Supply episode? If not, you can listen to it here during a workout, a car ride, or when you're showering and don't want to listen to the same playlist for the 94th time. If you HAVE listened to it, would you mind leaving us a review? It helps so much.
Ok, let's get into it...
So last week I went into the ingredients of a landing page — if you missed that, put your email in on hoox.co's website footer and I'll blast it out this coming week in a PDF form. This week, I wanted to go into part 2: The types of pages you can make with those ingredients.
The special thing about landing pages, and why we try to get someone to buy multiple pages at HOOX vs. just one, is that when you have all the ingredients and you've done the work to find everything to build 1 page, you might as well use it to build a few pages that will convert different parts of the funnel.
With landing pages, as you stand them up and bring these pages to life, you want consumers to feel like they want to be there, not that you're just building a slick funnel and you'll trick them down. It comes down to a simple exchange of value. The thing with "value" is that it's similar to a painting at a museum — the beauty (or the value) is in the eye of the beholder.
The last thing I'll say with landing pages — given the changes in how precise an ad platform can get with targeting a specific ad to someone at a specific point of the funnel, ALL your landing pages NEED to be an efficient experience for someone who might know your brand like the back of their hand AND for someone who's never heard of you. The balance is the secret sauce of HOOX and why our landing pages have done so well.
Alright, let's get into the different types of landing pages:
Hero bundle or hero product LP
These are the OG Sharma landing pages — they focus on a specific bundle or product that they're trying to push. In this landing page, you focus primarily on re-creating the journey of someone who's looking to buy your product (going to the site, looking for reviews, finding ingredient panels, going to Google to find more social proof, etc) in one single page.
Here are some examples of hero pages:
Chamberlain Coffee Matcha Bundle
Listicle LP
Listicles were (I think) pioneered by BuzzFeed, and always went viral because people wanted to find their own connection to the content in a listicle like, "21 Pictures That Will Restore Your Faith in Humanity". As soon as we marketers realized how much inbound/organic traffic listicles generate and retain, we began using them for our own good.
In the case of a landing page, a listicle should take the top 5 attributes/benefits that people mention in your customer reviews, and sort them from most loved to least (although, it's top 5, so it's all kinda very loved).
Listicles do much better in media channels where you're still trying to earn someone's trust — TikTok, native ads, sponsored editorial, Snap, etc.
Here are some examples of listicle pages:
Collections-Style LP
A regular collections page? Pretty boring. In fact, most collections pages lack so many obvious conversion hacks (adding a shop button, adding reviews, explaining the collection at the top, etc).
Generally, you'll drive to a collections-style LP when you want to give someone options, and then need someone to add more customization to their order — size, color, adding a monogram, etc.
Here are some examples of a collections-style LP:
Social Proof LP
Whether you're selling to an older or younger audience, sometimes it's nothing you say that will convert someone, but it's everything that everyone else says. Meaning — social proof takes a higher priority than what else is on the page.
This means embedding TikTok clips, Instagram stories, and other social posts to show the efficacy of the product or solution you're selling.
Here are some Social Proof LP examples:
SMS collection or pre-launch
When you want to build a list or get people excited about what's to come, you should build a landing page just to collect people's emails, phone numbers, or other first-party data.
The beauty of using a page like this is you can also run ads with your conversion objective being the email/number submission, and understand what types of headlines, imagery, video, ad copy, and targeting have the highest probability of converting your customers when you launch. These insights can inform the site copy on your homepage, product pages, etc.
In a perfect world, these pages should sync directly into Klaviyo, Postscript, etc. so you don't have to download and upload lists (it's also not safe to play with data like that).
Here are some examples of email/SMS collection or pre-launch pages:
BYOB: Build your own bundle
The BYOB pages are some of my favorites because they feel so interactive to the consumer when developed properly. In exchange for someone building out their bundle, you give them an offer or a discount to make the purchase. You still don't forget all the educational components of your LP, but the shop section changes to a bundle-building party.
Here are some BYOB examples:
Article/Blog-style LP
These are generally known as advertorials and this tactic is primarily what my company 1180 does for brands like MilkBar, Caraway, Buffy, and more. You are either hosting content on a publisher site where you have a story that you're pushing, where the brand becomes the punchline, OR you are hosting an article-format LP on your own domain.
In the article LPs, you have the ability to tell a story — explaining how moving into a new apartment made you realize that your cookware didn't fit how small a New York City kitchen is, for example.
Here are some article LP examples:
What else did I miss? Reply and let me know. If you have any questions about landing pages or HOOX, also shoot me a reply — this inbox comes to me.
On to some fun stuff...
Vendor of the Week:
soona — The easiest way to do a photo shoot, without dealing with all the logistics and unnecessary costs
When I see the bills for photoshoots, it makes everything in my body hurt... $30,000 for 16 photos? It's ludicrous. When I worked at Hint, I remember I decided to buy a Sony camera for $3k because I was done with paying absurd costs for a photo shoot and waiting forever to get photos when I had campaigns launching non-stop.
This is where soona would have been so much more useful, and now it finally exists. With soona, you can have a remote photo shoot, where they virtually shoot your products, and turn around the final edited assets in just 24 hours. Another benefit — you own the imagery outright. No more dealing with models who put a 3-month license on your creative — you own it forever!
Today, soona is used by over 10,000 brands to power their own product photography, performance ad creative, and marketplace content. With the holidays approaching (BFCM, Christmas, New Year, Valentine's Day, etc), you'll need creative faster than ever.
Click here to shoot with soona and get your first photo for free!
LP of the Week:
This week's LP of the week is for the Awesome Socks Club, the sock club started by Hank Green (sometimes known as the Bill Nye of TikTok)! In this LP, Hank wanted to push education as to why someone should subscribe to the Awesome Socks Club, and we made it easy for people to understand exactly that!
Check out the Awesome Socks Club LP by clicking here.
If you're ready to build a page like that, purchase a HOOX LP or reply to this email with what's holding you back.
That's all for this week
I hope today's email was just as helpful as last week's email, although, much shorter! We're getting into the heat of BFCM now, so make sure you take care of your own mental, physical and emotional health. Carve out time to go for walks, FaceTime friends who make you laugh so hard your stomach hurts, and make sure you get enough sleep (9 hours is asking for a bit much with BFCM).
Have a great upcoming week. I'll see you next Sunday!