conversion clarity

Confession:

I recently wrote a new landing page for the ad agency where I work as Head of Strategy that failed to convert.

It was designed for cold traffic.

And the goal was to get people spending at least $20k/m on ads to book a call with us.

Now, as with most of the stuff I produce these days…

I thought it was pretty awesome.

But as one of my 10 Commandments clearly states:

You never know until you test it.

And in this case, once we started sending traffic to the page, it fell flat.

We didn’t get a single booked call.

So… did I scrap the entire page and start over?

Nope.

That would be a rookie mistake.

Instead, I took a closer look at how people were interacting with the page.

Which told me everything I needed to know.

Specifically:

That the lead (aka the headline + first few paragraphs) were the problem.

Nobody was reading past that point.

So rather than toss the baby out with the bathwater…

I simply rewrote the lead.

Now, the reason I was able to do this…

Is because of a free tool called Microsoft Clarity.

All you have to do is paste a small bit of code onto your landing page…

Then it will record all the user sessions.

Allowing you to watch how people interact with the page…

See what content they’re looking at vs scrolling past…

And look at the heatmaps to see exactly where they’re clicking.

As you can imagine…

This exercise reveals many useful insights when it comes to optimizing your landing page or marketing funnel.

Whether it’s a section that’s confusing readers…

A dead link that’s making people think the page is broken…

Or a lead that’s failing to grab attention.

So if you’d like to be able to make more informed decisions…

And avoid prematurely declaring any ad, email, or sales page a failure…

Then I recommend you check out the free tool below:

Tap here to install Microsoft Clarity for free

Jim Hamilton