How we grew 192% through landing page optimisations

Hi there 👋,

Most of us are trapped in a love-hate relationship with paid ads.

It can be the source of the majority of our traffic and a chance to reach customers like never before.

It can also be an infuriating cycle of low conversion rates, high costs per click and ridiculous comments.

But here’s something I’ve learned over the years: when you’re struggling to convert paid traffic, your ads are usually not the issue.

Instead, you’ve got to look a little closer to home… to your landing page.

Today, I’m going to take you through a case study I experienced with one of my clients, Whole Supp.

Whole Supp offers a superfood high-protein meal shake that actually tastes good.

Trust me, as someone who has tried countless meal shakes, that’s very difficult to find.

When they brought me on, their product was solid, reviews were raving — I had been using it myself almost daily for a year already — but they weren’t growing like they should.

The Problem

Whole Supp had run Google ads and Meta ads before, but people simply weren’t converting.

They had an incredible product that customers loved, so the Product-Market-Fit was there.

People converted if they discovered it through a podcast or tried it at an event, but not those who found it through paid channels.

We needed a firmer grasp on sales.

We needed the kind of control that podcasts or other one-off marketing tools couldn’t provide.

We needed scalable channels, like paid ads.

We’d improved the website copy and working on message-market fit, but that wasn’t enough. This is where I came in.

I ran user tests with 12 individuals and found a whole list of potential improvements. But it was difficult to edit the website without much development resources.

Time for a landing page.

The Method

We used Replo and the help of a freelance designer to create a separate landing page (This was before they released an incredible range of templates).

We focused on building trust for a cold audience.

We took the best-converting podcast and created a video for the creative, and used it to make killer ad copy and website copy. 

This is a key point that many brands seem to forget: your content can be used in multiple ways!

Here was the original landing page:

Google ads didn’t take off due to expensive keywords, but Meta ads began to at least convert a bit, with a 1.56% conversion rate and £42.02 per conversion.

Did we settle for that? Of course not. It was still way too high. It was way better than the £100+ conversions before, but not at a profitable level yet.

I tested the page further with individuals, analysed heatmaps and recordings, spoke to CRO experts, ran preference tests, and so much more. 

I got a little obsessive, if I’m honest. 

But it was worth it, as I found the following among many other points of feedback:

1. The loading time was way too slow. I got it down from 6.5 seconds to 2.5 seconds.

2. We needed to improve readability on mobile devices.

3. We should reorder the blocks based on engagement, key blocks were too low.

4. The product block was too much, hard to read and understand.

5. The headline wasn’t engaging.

So I kept working on it and I also further optimised the ads.

I didn’t have the traffic to test, so I relied heavily on qualitative feedback and continued to optimise it step-by-step. 

Even with all of that effort, I never could’ve predicted these results.

This was our end result.

To see the results, and how you can apply these lessons to your own landing page, check out the full article.

Recommendation

In every edition of Growth Waves, I also share a related resource to check out related to the week's topic.

Firstly, if you are on Shopify definitely check out Replo* to build your landingpage. If you use their template you can build a page in less than a day without a developer.

It has the same quirks as many landing page builders, but with the benefits of more flexibility versus Unbounce or Leadpages.

And of course if you are based in the UK or Ireland, definitely try out Whole Supp.

I might be biased as their Growth Consultant, but their reviews speak for themselves. I hated every protein and meal shake I tried before Whole Supp, and now I have one every day. 

*Note this is an affiliate link, but I’ve used this for five clients in the last three months so I honestly recommend it.

Okay, my stomach is grumbling with all of this talk of Whole Supp. Time to go and make myself a chocolate-flavoured Whole Supp🍫.

Have a great day,

Daphne