one of the easiest ways to increase the performance of your hads has nothing to do with your ads.

One of the easiest ways to increase the performance of your ads has NOTHING to do with your ads.

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95% of brands chronically neglect the post click experience.

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Once we find out which ad angles were really crushing it from the metrics above, we double down and began to optimise the post click experience (landing pages).

This is a key element that is often neglected by brand owners that put so much time into creatives, but neglect their landing pages.

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We recommend testing AT LEAST 2-3 initial landing pages in the first 30-45 days (plus existing product pages)

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Listicle - Perfect for displaying 5-10 reasons why your customers love your products
   - Headline
   - Subheading and Author
   - Main Problem You Are Solving & Outcome
   - 5 Reasons Listed (With Images)
   - Social Proof (UGC or written reviews)
   - Offer
   - Reviews/FAQ

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Advertorial - More long form, direct response article style.
   - Headline
   - Subheading an Author
   - Introduce The Problem
   - Agitate The Problem (make the reader feel understood)
   - Amplify The Problem (tap into the pain points of what life looks like with these problems)
   - Present Solution
   - Why Your Solution Is Different
   - Authority (quote from experts)
   - Present What Life Is Like After Using The Product
   - Present Customer Testimonials and Stories
   - Offer (Incentivise savings with a higher AOV)
   - Response (Call to action)
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Product Squeeze - Like a product page but with no links to the home page, and often with the offer at the bottom, not top.
   1. Main Banner: Should create cohesiveness from ad to lander, show case offer and product
   2. Main Problem You Are Solving
   3. Why You Are The Solution For This Problem
   4. Why You Are Better Than All The Other Solutions
   5. Social Proof, Reviews, Testimonials,
   6. Offer
   7. Reviews/FAQ

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We recommend putting these 3 together 30-45 days after rolling out your 4-5 ad angles. Once you have winning ad angles, this gives you insights into what people resonate with most about your brand, and then you can build out a post click experience around it.

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Test the following (in isolation - one variable at a time):

- Headlines
- Order Of Blocks
- Copy Angles
- Offer

Rinse and repeat every month, but once you find a winner, it’ll be easier to scale your winning creatives. As always, never kill an existing winning ad to change the URL for a “better” landing page. Always add landing pages into your account on top of existing winners.