alex Hermoszi is one of the most successful businessmen of our time And he's exited multiple businesses for over eight figures And part of the reason he got there is because of his conversion rates on his landing pages and websites As someone who's built over 400 landing pages in over 80 niches I was naturally curious to see what he had to say when it comes to building landing pages Throughout this video we'll listen to what Alex has to say about building landing pages and then we'll see how can we apply that knowledge in order to make ones that convert What I want to give you today is one very very simple hack that we've used to consistently improve our marketing Neil Patel said in one of his keynote speeches that he believes that the future of marketing is going to exist in CRO so conversion rate optimization And he said that because you know the prices are going to only consistently go up Most platforms are based on an auction which means that it's just multiple businesses competing for the same eyeballs And so the people who are better able to convert those eyeballs are going to be the ones who are going to be able to out compete and win To help you really grasp the significance of what Alex is trying to say here the cost of virtually every ad platform has skyrocketed over the last several years And as Alex said the cost just continues to increase yearover-year Meta ad costs have increased 61% year-over-year Tik Tok has increased by a whopping 185% Google saw CPMs increase by 75% while search ad cost per clicks were up by 14% So when Alex says that the future of marketing is conversion rate optimization I couldn't agree more and I can't stress how important it is to understand this Long gone are the days where you can just throw up a landing page on Meta or Google Ads and just expect it to generate you leads This is literally what I encounter on a daily basis I'll get companies come to us all the time complaining about low conversion rates on their website or landing pages And when I go and take a look I can immediately identify the reason why And it's because their landing pages or websites are not fundamentally optimized for conversions in the first place So they're spending all this money and they're burning cash and sending money down the drain Everyone loves to obsess over getting traffic but never conversions And as Alex mentioned the companies that are able to out compete and win in the marketplace are the ones that are able to better convert the same traffic than their competitors I always like to say to people you have two different ways of doubling your revenue The first way is you can double your traffic or the second way is you can double your conversion rate And I will take doubling your conversion rate any day of the week because when you double your conversion rate and you drive more traffic to that same landing page your revenue and ROI that you generate is also amplified And I'm talking from experience when I say this We've helped clients like this literally double their conversion rate just through conversion optimization alone Every week what we do is we have our marketing meeting and we do one split test Just one And that's because everyone wants to test a 100 things But what it does is it forces us to be very very focused on the one thing that we think is going to drive the highest result for us This is the biggest thing that I feel holds a lot of brands back from doing more conversion optimization and it's that there's so many different things they want to test and they just don't know where to start As Alex suggests just make it simple Just focus on a couple things at a time and just focus in getting in the habit of testing and becoming consistent in the first place One thing to note that's not mentioned is the frequency of testing Being able to do one split test a week will very much depend on your traffic levels Presumably someone like Alex is probably generating tens of thousands if not hundreds of thousands of visitors to his website and landing pages every single month So he actually has sufficient traffic levels to constitute one AB test per week But if you have less than a,000 visitors a week you realistically cannot do one test per week because you won't get statistically significant results What we do at our agency is we use an AB testing calculator There's a ton online I'll put one in the description but this will basically help you determine how long should you run your AB test and how many AB tests can you realistically run based on your traffic and conversion levels at the time You also don't have to do testing via the form of an AB test For our lower traffic clients like let's say 10 to 20,000 visitors a month what we'll often do is we'll make changes based on objective data that we collect in Microsoft Clarity and then measure what happens over time But it's not in the traditional form of an AB test where we're splitting traffic 50/50 But the basic premise that Alex is saying of staying consistent with your testing is super important Thing is is that when you do this every single week for 52 weeks in a row and you do that for 5 years your process just gets better and better and better those increases in conversion compound What Alex is basically saying here is that as you start running AB test you'll quickly start to pick up data on winning test and losing test And the beautiful thing about this is that no matter what the result is you can take those data points and those results and basically create a snowball effect where your results really start to compound over time For example for one of our e-commerce clients they received a lot of objections around the price of their product It wasn't necessarily that the product was expensive but it was just expensive relative to other competitors in the market What we ended up doing was we moved the price of the product down on the product page and we put a bunch of trust building elements above the price of the product And so the first test that we ran netted a 32% increase in the conversion rate Then we thought how could we double down on this winning test and so we added more trust building elements before the price And that single hypothesis netted us a cumulative 88% increase in the conversion rate So it's massive increases in conversions once you find one winning idea or one winning hypothesis I'll give you the two biggest things that we look at The first thing this sounds obvious and simple but people don't do it is we simply split test the headlines on our landing pages That's it The next thing that we'll split test is going to be the image that is underneath of the headline Because what we've seen from the vast majority of all of the tests that we've done is that almost all of the juice that's going to come the biggest jumps in conversion rate happen above the fold Testing the above the fold has historically gotten us the best ROI as well And we've seen conversion increases by upwards of 130% by testing the above the fold And we've seen this across both our B2B clients and our e-commerce clients as well The above the fold is the topmost area of any page It's the first thing that people will see And there's two things that you need to understand when it comes to the above the fold The first thing is that the above the fold is the only section on any page that you can guarantee with certainty that 100% of people will see The second thing is that statistically 60% of people will never scroll past the above the fold section That is why as Alex suggests the above the fold is the most critical area to test and it's where most people should be spending 99% of their efforts optimizing in the beginning stages So he mentions testing the headline but you may be wondering what actually do I test The first thing I would ask yourself is does your headline clearly articulate who you are what you do and what's in it for me and that last part is the most important Does your headline clearly articulate what is that benefit and core differentiator of your product and service how does your product or service actually benefit me in my day-to-day life does it save me time does it save me money that needs to be clearly articulated in 5 seconds or less Only when you nail that down you can then focus on testing different headline variations which are going to basically be different variations of your value prop or different ways of saying the end benefit We've seen conversion increases at our agency of upwards of 60 to 80% just by testing the headline on the above the fold section The other thing he talks about is images Your image should help to reinforce your core value prop and it should also subtly convey and articulate who you are and what you do A great practical example of this is an AB test that we ran for influence hunter They're an influencer marketing agency and they create a lot of UGC on behalf of their clients in partnering with influencers before we ran an AB test their before version just had a boring image They didn't really convey anything about their value prop But what we identified was that they had a lot of content that they produced for their clients in collaboration with influencers So we took all that content and we put it into this creative collage or carousel to reinforce their value prop of creating social proof at scale Just from that image test alone we saw a 78% increase in the conversion rate Three CRO improvements And this was the largest company we have in the portfolio So we got a plus 20% CRO test improvement which is a monster win We got a 50% lift and then we got a 28% lift So we had three mega wins How valuable is that to the company tremendously valuable because things that are efficiency improvements typically are longasting What's cool about that is that when you have an efficiency improvement it means your LTV to CAC ratio expands which allows you to spend more money in advertising more money in talent acquisition all the way around the business It literally just makes the business stronger and is a competitive mode I love this by Alex A lot of people will look at CRO one-dimensionally and they'll just look at it from a short-term lens perspective that oh if I increase my conversion rate I can then extract more value out of my marketing That is literally just one out of the many benefits when it comes to testing on your landing page As Alex mentioned CRO is the one lever that can affect all aspects of your business What you have to realize is that when you're doing CRO you're actually collecting data on what tests win and what tests lose And you're quite literally testing what is resonating with your audience and what isn't resonating The biggest thing it helps with which is often overlooked is the data collection portion When you do CRO and you see tests that win or lose you're quite literally collecting data on what resonates with your audience and what doesn't The beautiful thing about that is that that insight from your winning test is literally transferable to all other aspects of your business You can start injecting that into your advertising material your value proposition the UX of your product coming up with new features or ideas it's transferable everywhere And on the flip side if you have data on test at lost you can then stray away from using that in your marketing efforts The best example I can give is influence hunter We took that same concept of the carousel image and we actually applied it to their ads And we saw a massive increase in the click-through rate of their ads The value equation has four components and I'm not going to go super deep on it but I'll just walk you through it real quick So you've got the dream outcome which is what's the big thing that people want So in this instance it'd be they want to make more money in their gym They might want to lose weight They might want to have a fix their relationship They might want to look cool in front of their friends The next is the perceived likelihood of achievement or the equal opposite of that is risk How likely is it that when I buy this thing I get what I want which when he asked the question well how likely is it this is what he's teasing out Alex Heroszy's value equation is directly correlated with landing page optimization When we look at the first two items here the first thing is the dream outcome What is that dream end state or dream goal that your target audience really wants to achieve that dream outcome needs to be immediately articulated in your headline and your sub headline above the fold Do they want to save time do they want to make more money do they want to close more deals whatever it is it needs to be immediately articulated and we will go through some examples soon The next part is reducing the perceived risk Do you have case studies and testimonials to back up what you're saying do you have a free trial or maybe you have no credit card required if you're a B2B or SAS company Or maybe you have a return policy if you're an e-commerce firm Whatever it is you need to reduce that perceived risk for your customers The next question is time How long is it going to take between when I start and when I get and the longer that is the less valuable the thing is And then you have effort and sacrifice which is how hard am I going to have to try what am I going to have to start doing that I don't want to do or stop doing that I do want to do in a hypothetical example you'd want something that would be immediate be no effort It would be guaranteed and it would be exactly what they want the way they want it People will read the copy on your landing page and be thinking "How long will it take me to actually achieve that result?" You need to quantify the result as much as possible and really help articulate how long it's going to take somebody to achieve that result The effort and sacrifice component is communicating through your copy and your design how much effort is it going to take somebody to achieve their dream outcome We'll go through some actionable examples very shortly so just keep watching So let's say I sell tables How can we position our thing separately from other people now if the dream outcome for that table is not okay I just need to have something that I could put stuff on top of The dream outcome might be when people walk into my home they feel immediately impressed So now we're actually relating this to status because B2B is actually pretty easy It's just this is how much money it is And then the rest of your time is trying to make it easier for them less risky and faster business to consumer Sometimes you need to spend a little bit more time on translating what this status increase might mean for them and how meaningful that is or the reverse how terrible and painful it's been to lack this status Let's start with some examples of the dream outcome and what Alex is referring to as status which is effectively positioning your product or service as valuable And so starting with B2B we want to think about what is it that my target audience actually desires So the first example here is Inboxy This is a client that we worked with and they are basically an email deliverability and warm-up tool On their landing page here you can see they have email deliverability and warm-up tool that is explaining the who you are what you do The headline needs to clearly articulate the what is in it for me The way that I like to think of it is using the so that principle You're warming up your emails so that you can land more emails in the inbox so that you can close more deals so that you can generate more revenue Just using that so that principle basically helps you get to the deeper why and the deeper benefit And that is what that end goal is ultimately for your target audience In the body text here it's helping to reinforce that core value prop The only inbox warm-up solution that utilizes a private network of headless browsers And this is the perceived likelihood of achieving that dream outcome It says to truly guarantee you better deliverability On the e-commerce side this is an example here AVI which is a weight loss product right at the very top of the site lose 30 lbs in 90 days They're highlighting both the time aspect in 90 days and they're quantifying it Lose 30 lbs That is that dream outcome I care about which is losing weight So if we have this big expensive nice table then we say okay here's the status Now the risk of this not happening This is where we might show trends of this being a hot thing that many people understand the value of So the risk of them not getting the status is lowered This is an example of a landing page that we've done for a client scrubby Right underneath that CTA button we have free trial fast setup easy cancellation and it integrates with all these APIs So we're completely de-risking the proposition of their software product On the e-commerce side we did this for our client Parcel Safety where we added in these badges underneath the add to cart button So we have free 30-day return 100% money back guarantee one-year warranty and free US shipping All of the uncertainty that I have around buying the product is addressed upfront Again it's derisking the whole proposition of buying this product in the first place We actually ran this as an AB test So they didn't even have these badges to begin with And we saw a 30% lift in conversions just from that AB test alone The time is like hey I can have this at your house by the end of today That would be something like wow this could happen right in time for this dinner party I have or my boss is coming to my house So now moving over to the time principle we want to reduce the time from what we think something will take to get to that end result So for inboxy we're actually highlighting this in their copy And I see very few companies actually do this properly which is quantifying it and basically closing that gap and telling people how quickly can you expect to receive results Another great way of doing this is that you don't only have to do this in the copy You can actually do this when it comes to the design of the landing page as well Ryden is a mortgage lending company that we worked with and on their landing page look at the CTA button here get funded fast because that is a big pain point of their target audience which is getting fast funding So again we're highlighting the time aspect here and we're saying get funded fast Just subconsciously highlighting the time aspect and reducing the time gap between how long is it going to take for me to achieve my desired result or desired outcome On the e-commerce side it's pretty easy to do this You just want to highlight the shipping policy over here You can see underneath the add to card for prepared hero They have guaranteed secure checkout and they also have ships in 24 hours And then effort and sacrifices Don't worry we have a white glove service that will make sure that we can fit it into your doorways even though it's this massive thing and we will assemble it there for you You just need to say yes right now and it will be there by the end of the night and you can have dinner on it when you have your guest tomorrow Now we've tied them buying to all of the value components to getting them to then be willing to spend $20,000 because it's not about the wood It's not about the table It's about how much status is worth to them within this context So when you're thinking about reducing the effort and sacrifice the best way to do this is through your copy on your landing page We did this landing page for influence center and on their landing page we have over here we reach out to thousands of influencers so that you don't have to That headline is super impactful as far as reducing the perceived effort and sacrifice that is required to basically work with influence hunter There's this common pain point when we were interviewing users for influence hunters website and we were doing user research People expressed a lot of frustration around having to manually reach out to tons of influencers to basically get their products in the hands of these influencers to then post Hermosy's advice is definitely strong but now that you have his advice in mind and you understand it on a theoretical level you need to actually apply the information And it's hard to do that without a step-by-step guide on setting up a landing page Click here to go to the next video where I show you the four proven steps that I use to consistently build million-dollar landing pages over and over again so that you can take those and combine them from what Alex Hermoszy's advice on those are and make your own killer landing page that will make you millions See you in the next one