The old rule of keeping landing pages short and focused on a single call-to-action is outdated. For some campaigns, the primary goal is to educate the visitor. In these cases, longer-form content can be more effective, with conversion being a secondary goal.

Instead of pushing for immediate conversions, focus on providing standalone value in each Short. After seeing several of your valuable Shorts, viewers will choose to explore your brand on their own, leading to higher-intent conversions.

Product pages that lead with a 'buy' button fail to convert cold traffic. A high-performing landing page functions like a story, using the top half to educate the visitor about the problem and solution. The opportunity to purchase is presented only after the value has been clearly established further down the page.

Don't assume a single landing page type works for everyone. Test sending ad traffic to various destinations like PDPs, collection pages, or listicles. A mom might prefer browsing a collection, while another demographic may convert better from an educational listicle. Use digital channels' tight feedback loop to discover what works for each audience.

A high-performing listicle landing page—a common mid-funnel asset for D2C brands—should be converting 35% to 60% of its visitors to the next step, typically the product page. This specific benchmark helps marketers gauge the effectiveness of their listicle content and design.

Instead of typical landing pages, run ads to blog posts with high-converting popups. This strategy provides value upfront, which can lower ad costs and give you a second chance to capture leads, as users who don't convert still benefit from the content and may return later.

Instead of a single product page, use AI to rapidly create multiple landing pages, each designed to tackle a specific customer objection. Pages can be tailored to answer questions like "Is it worth the price?" or "Will it work for me?" This strategy, used by brands like Dr. Squatch, proactively addresses customer doubts.

Boost listicle relevance by adding a second layer of specificity. Instead of a broad topic like 'Benefits of Turmeric,' use a two-layer angle like 'Benefits of Turmeric for People Who Drink Regularly.' This makes a large, general audience feel personally addressed, increasing engagement and conversion.

Traditional listicles like 'The 7 Things...' are less effective. Highlighting the 'top three,' 'number one,' or 'the best' solutions performs exponentially better on AI platforms and in email marketing, driving higher engagement and visibility.