Is your landing page irresistible to ad visitors?

Hi there ,

Today I’m going to tell you about one of my clients and a major hurdle we faced last year.

Don’t worry, they gave me permission to share their story, which gives you a hint to how well this story ends!

Bower Collective offer refillable natural household products. Gone are the days of plastic laundry detergent bottles cluttering about, which made you feel guilty every time you took out the trash. 

Last year, Bower Collective were debating whether they should stop with paid ads. Meta ads just weren’t working for them. 

They had tried everything, including different creatives and improving their website, but their cost of acquisition was still too damn high. 

It was time for something radical to shake things up.

*queue suspenseful music*

When it seems like a channel isn’t working

Too often, I see startups sending paid traffic to a homepage or product page that isn’t set up for the context and awareness level of that audience. 

If someone decides they’re going to read a book for the first time in years, and you bring them into the biggest bookstore in London with endless rows of novels. They’d be quite overwhelmed and likely run out of there as fast as they could.

Terrifying.

Well, that’s happening online. You’re bringing a stranger into the deep end of your product and expected them to know what they want. 

It creates a huge sense of choice stress as the visitor doesn’t know what product is relevant for them.

They don’t purchase anything and you assume that the channel is the issue, when it’s actually the landing page.

So what do you do about it?

Overcoming the bottle-neck for Bower

You have to give me that one pun - how could I not?

Once we realised this might be the issue for Bower Collective, we created a separate landing page with an irresistible offer. 

Toby Winch, their growth lead, and the team, designed a discounted starter kits, like this one.

This would allow us to get their bottles in someone’s house, where they’d get hooked and keep refilling them with Bower products.

We weren’t done there. We tried multiple iterations and optimisations. We tested different packages, found ways to improve the page, and just about every other possibility.

But it was worth it. Because it leds to a 5x increase in revenue through Meta ads.

And not just that, we managed to half the acquisition costs!

Now you can see why Bower Collective didn’t mind me sharing this story.

Why does this landing page work so well?

There a few key factors to getting an irresistible offer page right:

1. The offer - It’s a discounted price, but managed not to devalue the products as you would not re-purchase the containers. This ensures they’re happy paying for the products next time.

2. Powerful messaging - Bower knows exactly why their customers choose them and what they find important.

3. Strong social proof - It included multiple forms of social proof: their 3,500+ reviews on Trustpilot and listed a few as well as mentioning where they’ve been featured to build authority and that they are B Corp.

4. Clear differentiation from alternatives - A clear comparison table allows the visitor to quickly understand what makes Bower different… and better.

5. Removed noise and friction - There was just one product and it went straight to checkout, removing the menu and cart stage makes it a quick and simple customer journey.

Recommendation

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

I’m going to use this newsletter to send you to another newsletter! But trust me, signing up for Nik Sharma’s weekly branding newsletter is worth it. I've learnt so much about creating strong landing pages from him. 

He promises to make you smarter in 5 minutes, and it certainly feels that way.

Previous topics included ‘14 sections you need for a landing page’ and ‘Intel on lowering paid media acquisition costs’. 

Did you like hearing specific case studies from my clients? Let me know, and I’ll be sure to include more in the future!

And at that reminder of Bower, I better go put on a load of laundry using their detergent. 

Have a great week, 

Daphne