Why "best practice" landing pages are often the worst advice
By Erik, Co-founder of Kewise.com 2 min read
When you need a new landing page, the classic mistake is to search for "pretty quiz funnel" or "best landing page examples" and copy them one-to-one.
But a pretty page does not mean a converting page.
Copying competitors is dangerous, especially if you do not have their historical data. You might be copying a page they are not even proud of.
They might have the next, better version ready to launch tomorrow, and you just copied their failed experiment. To understand why a page looks the way it does, you need to see its history, not just its current state.
A/B testing is overrated
Then there is the obsession with A/B testing.
In an AI-first world, A/B testing is largely overrated. You barely have time to iterate on these pages.
Most companies simply do not have enough traffic to run statistically significant A/B tests. The conversion optimization community broadly agrees you need at least 10,000 visitors per month per page to detect meaningful changes, and that is for a single test (Mida).
If you have 10 landing pages for 10 different niche audiences, do you really have enough traffic to test whether a button should be blue or green?
Probably not.
Instead of spending weeks testing button colors, you need to iterate fast based on gut feeling and market observation. Look at how your industry pitches against competitors.
Do not just tweak a button. Change the entire pitch.
Put yourself in your audience's shoes. Understand their buying stage. Research your competitors thoroughly, find their forums, read their reviews, and pitch against their weaknesses. Create two or three completely different pitches from different angles and run them all. Run ads to them and see what actually works.
Maybe one is an advertorial. Maybe another is a quiz funnel. Maybe the third is a video sales letter.
There are many more ways to pitch than just sending traffic to a generic product page.
Best practices are just averages. And averages do not win markets. Bold, distinct pitches do. Throw some money behind different angles, send traffic, and let the market tell you what works.
Ready to see what brands keep paying for?