The core philosophy of LPO is that “Clear Beats Clever” every time. Your goal is to make your sales page so clear that a user’s Fast Thinking can quickly understand what you’re offering without expending unnecessary mental effort. The entire LPO process is the “equivalent of sharpening the axe” to increase your chances of success and avoid random changes.
Step 1: Foundational Research
Before you write a single word of copy or change a design element, you must do your research to identify real problems and solutions.
Full Experience Walkthrough (Heuristic Analysis)
Put yourself in the user’s shoes. Start by looking at the ad that leads to the landing page and answer these questions within the first 15 seconds:
What is your first impression of the page?
How does it make your feel?
Does it feel like a relevant follow up to the ad?
What catches your attention?
Does it seem trustworthy?
Qualitative Research
Go directly to the people who talk to your customers.
Interview Customer Success/Sales Reps: Ask about common questions, objections, what excites prospects, and what they wish prospects knew before a call.
Review Mining: Mine customer reviews from sites like Trustpilot, G2, or Amazon to understand pain points, motivations, benefits, and the language your customers use.
Quantitative Research
Use data to pinpoint where the problems are.
GA4: Analyse metrics like, users, conversions, bounce rate, device category, and traffic source. Use funnel and page path explorations to find where users drop off.
Page Speed Insights: Use this tool to get critical performance insights, such as Core Web Vitals and a list of elements causing the page to slow down.
Step 2: Content, Copy, and Structure
Based on your research, structure your page to create a clear information hierarchy and write copy that resonates.
Front Load Your Content
Put the most important information first. The first two screenfuls are crucial for making a good first impression, reinforcing motivation, and answering critical questions.
Design For Scannability
Most people scan, they don’t read. Use the F-pattern principle for layout and follow these rules:
Effective Headings: Each page must have one h1 tag with your primary keyword. Use h2 and h3 tags to break up the content and improve readability.
Short Paragraphs: Keep paragraphs concise (3-5) sentences with one main idea each.
Bulleted Lists: Use bullet points to present information for easy digestion.
Write Compelling Copy
Follow our copywriting exercises:
The “Get” Approach: Answer a simple question, “What do I get from this product/offer?” With a benefit oriented statement.
Write a Powerful CTA: Avoid generic copy like “Watch Video”. Instead, start with a verb and focus on what user gets (e.g., “How It Works (1:45)”)
Step 3: Reducing User Friction
Identify and eliminate any friction that prevents users from acting. We categorize friction into three types:
Interaction Friction: Technical issues like a buggy experience, slow page load time, or an intrusive overlay.
Cognitive Friction: Mental effort required to understand the page, caused by poor layout, unclear copy, or too much content in one screen.
Emotional Friction: Negative emotions like distrust, caused by misleading messaging, vague CTAs, or failing to address a user’s objections.
Final Checklist
Acts as a relevant follow up to the ad or traffic source.
Matches the awareness level of the target audience.
Reinforces motivation and answers important questions.
Reduces user friction (interactive, cognitive, and emotional)
