Are your creator-focused ads falling flat? Let's turn that around.

Here's what you're getting in today's edition of LPIQ:

1. A strategy breakdown of a 5-section Creator-focused Landing Page.
2. A customizable Figma wireframe of this LP that you can quickly edit and put into play for yourself or your clients. 

First, what do I mean by "Creator-focused ads"? 

These are ads that feature 1 creator; typically a reputable one. 
They posted a video to their audience on TikTok or Instagram, and it crushed (high engagement, high impression volume).

Now, before we dig in you should know something...

When testing anything new, it's critical to operate with as few unknown variables as possible. 

Failure to do so will launch you into a black box of wasted ad spend and prolonged learning phases. 
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What are Unknown Variables? 

In the context of Media Buying, they are the unproven elements of your funnel:

For example:

• New Campaign/Ad Set Settings
• New Audience
• New Creative
• New Headline
• New Ad Copy
• New LP
  

When testing anything new (your unknown variable) make sure you're testing it inside an ecosystem of known variables. 

If : New LP Then: Proven Audience → Proven Ad → New LP

If this test fails or wins, you know it was the LP and can confidently focus your optimization efforts there.

In other words, operating within this controlled environment produces cleaner, more actionable data. 
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What does this have to do with today's edition of LPIQ? 

I am not suggesting creating this LP and pairing it with a brand-new ad. 

Prove the ad works first (it's easier to create and test new ads than it is to create a new Landing Page).

This will also tell you which angle/hook is resonating best to optimize your LP copy with for increased congruency.

Once your new ad shows signs of success (within ~10-15% of your target CPA after spending ~2X your AOV), test this Landing Page.

Got it? Cool. Let's move on. 

Creator-focused Landing Pages work for the same reason the ad does - it leverages the influential power of social proof and word of mouth.

Creator-focused Landing Pages tend to work better than traditional landing pages (with your Creator-focused ads) because it reduces a subconscious reaction that sends our brains into a fight or flight mode.

When we encounter something new, our Lizard Brain is first to bat to process the situation to make sure it's not something that can kill us.

A surge of cortisol (stress hormone) floods our brains to help slow time and fully analyze the threat.

This puts us in a mind state of don't mess with me.

While the days of being chased by big animals that can kill us are over, this automatic response remains. 

Plan for it.
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Tying this in:

Unexpected experiences are messing with your customers, causing their brains to say nuh-uh - peace - I'm out. 

That's basically what cognitive dissonance is- experiencing something unexpected (and in this case) when we don't want to

A Creator-Focused LP is like continuing the conversation with the same person who started it in the Ad.

It's familiar. It's safe.

This congruency reduces cognitive dissonance, translating into fewer bounces and higher click-through rates. 

With theory out of the way, let's get tactical.
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The 5-Section Creator LP

This Lander is a presell page. That means it doesn't connect straight to checkout or initiate an upsell/cross-sell flow. 

It's a page designed to increase perceived value and build desire before closing the deal. 

Other effective presell templates include: 

1. Third-party Listicle
2. Branded Listicle
3. Advertorial 
4. Third-Party Review Micro-Site
5. Quiz Path

These types of pages work best when:

a) You exist in a saturated space and need more time to educate on your USP/tell a story to influence a buying mind-state frenzy.
b) Offer a new solution mechanism that requires more education.
c) Targeting people who don't know they are living with the problem you solve; and require more education on the problem. 

If you fall into any of those categories, you should be testing presell pages. 

I've seen many attempts to optimize landing pages to align better with creator-focused ads. 

But the following LP by H.V.M.N. was executed masterfully.

It's positioned as an extended review of the product. People love reading product reviews. 

It uses a review format to communicate the Product's core messaging pillars in story form: 

1. Pain Points
2. Desired Outcomes
3. Benefits
4. Benefit of the Benefit
5. Product Advantages.
   

Read my article on Core Messaging Pillars here.

Highly engaging. Easy to consume. Satisfies an itch to review mine.

Brilliant. 

I've designed this overview to supplement the Figma wireframe I created for you. 

The wireframe offers detailed copy prompts which are a lesson in copy strategy in and of themself. 

Therefore, the following strategy overview will be light in an effort to avoid redundancy and reduce your cognitive load. 
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Section 1: Offer Bar:

This page's Offer Bar doubles as a Header Nav.

On Desktop, it inserts a risk remover, "Free U.S. shipping on orders over $50", but omits this on Mobile. 
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‍Rule of thumb: optimize for Mobile over Desktop. Generally speaking 80% of your discovery traffic on paid socials will be from Mobile. 

It's best to test what copy works best in your offer bar. Still, generally speaking, I wouldn't lead with free shipping text on a Presell page unless there are no requirements to unlock the free shipping. 

This may be causing more bounces than is necessary. It implies spending rather than saving.

Instead, communicate what your customer will save. This will do a better job of lowering their guard and calling them to action.

Finally, the bar is sticky (scrolls with the page) but doesn't serve a function - the logo is not clickable, and the cart icon is not relevant, as the user won't be adding anything to the cart on this page. 

Instead, I would remove the cart icon and center the logo. Make it clickable, sure, but have it smooth scroll down to the Primary CTA found in the "Final Verdict" section. 

I would add an Offer Bar above it and have it hyperlink to the next page in the funnel (Sales Page/PDP).

Remove the sticky function from the Logo Bar and activate it on the Offer Bar.

Ah...that's better. 
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Section 2: Hero

Love how simple this section is. 

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The Media Select:

‍The Media Select displays a picture of the Creator in action. On Mobile, it's the first you see, offering reassurance that the user is in the right place and should look for the conversation to continue from Ad to LP.

I've reduced the height of the image on Mobile in my version to allow more copies to fit above the fold, and so the image doesn't take as long to load.

The Copy:

The Headline combines authority with curiosity. 

The structure of this headline is key. 

By stating a Product Category Authority Figure Group (Elite Athletes), it suggests that not just the Creator feels this way, but the whole professional community. 

This will activate our aspirations of seeking status within our tribe and plant the seed that this product in review can be trusted.‍

The Button:‍

Should communicate your core offer telling your visitors what they're going to save - don't be vague. 
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Section 3: Creator Bio

If the hero image wasn't enough, the profile pic and creator title should do the trick at confirming this is, in fact, a formal product review from the Creator they just watched in the ad that hooked them. 

But it's the bio description that deserves your attention...

Using the copy framework Problem, Agitate, Solution (PAS), it creates a before and after story that boosts trust with the Creator and lets your visitors know we've been there before. We get what they're struggling with. And we've solved it.

This emotional resonance alone will build enough desire to get visitors to smash the sticky offer bar hyperlink and whip out their credit cards. 

That's why inserting that beautiful pattern-disrupting promo box was brilliant. 
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Section 4: Benefits

This section gives the same vibes as a Listicle. In fact, I would go as far as split-testing this page as a Listicle! 

Image ↓ Benefit Title ↓ Benefit Description

An easy-to-consume format that flows to keep your readers reading. 

Each benefit answers questions intuitively and feeds off of one another. 

To be successful with this section you need to pick one product feature/USP you can highlight as the hero element of your product that:
a) Makes your solution superior to your competitors/the old way
b) Makes your product experience more enjoyable than your competitors/the old way

If you have multiple elements that play an equal part, assign them a category and use it as the thing you are calling out. 

For example, you have 4 ingredients that all work to produce the desired outcome, and they all fall under the "Adaptogen" category. Use Adaptogen as the thing you'll educate on. 

The Media Selects:

Each Media is a UGC-style image of the Creator; further reinforcing the curated story to keep people reading to the end. 

Reason 1 Media Selects breaks the pattern by showing an unboxed version of the product - suggesting the start of the Creator's journey with the product. 

Each image after that is an action shot. Meaning, the Creator is in the middle of performing a task. This creates a more dynamic UX and paints a picture of how the customer should interact with/use your product. 

Use this strategy. Don't be boring with your images. 

They should always add context, and help to answer questions. 

The Titles:

These titles are a perfect example of keeping it simple stupid. 

Headlines and titles are the first thing your reader will read for the simple reason that the font is bigger. 

In fact, this is why Headlines evolved this way in print. We wanted it to be the first thing people read. 

Never waste your headline of title. It may be the only thing your reader reads.

Because this is a review-style lander, your reader will be in a discovery mindset.‍

They are looking to answer:‍

Who - Ad, Hero Section, and Bio Section. 
What - Benefit 1
How - Benefit 2
Why - Benefit 3

The titles on this page are straight to the point and evoke curiosity by offering an incomplete equation. 

Humans hate incomplete stories and equations - it's why you'd binge a 7-hour mini-series in a day if given the opportunity (I have two boys under 4 - I have no free time). 

Each title voices the questions your reader has in their head. 

This will attract their attention and keep them reading. 

The Descriptions:

The copy prompts in the Figma File are super descriptive. Refer to the file for strategy. 

That said, don't be intimidated by the prompts. I realize it may as well be Greek for some.

If that's you, the main thing to keep in mind is this:

1. Make sure it answers the Title's question. 
2. Don't be too technical. 
3. ALWAYS tie it back to how it produces the desired outcome or solves a pain point. 
4. Never start with benefits of benefits of benefits - end with them. This will produce a more education-driven description, as opposed to coming across as all fluff.
5. Don't forget to make it conversational. After writing them, feed them to ChatGPT and request it to make the description more conversational in tone and read at a 5th-grade level.
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Section 5: The Final Verdict

This piece of copy follows a standard CTA outline. 

Status Achievement → Higher-Order Benefit Achievement → Recount Promised Desired Outcomes → Present Offer. 

I'd like to take a moment to clarify where "Higher-Order Benefit" fits into your Core Messaging Pillars - it's the Benefit of the Benefit. 

I find inserting the term "Higher-Order" adds context, creating a clicking of ideas better than Benefit of the Benefit.

It's what your customers are actually buying...

They're not buying a weight loss supplement; they're buying the ability to turn heads as they walk down the beach in their upcoming vacation to Mexico - they're buying the feeling of achievement, of being wanted. 

The only thing it's missing is evoking scarcity. 

This section is your closing argument. It should summarize the main points and tie them all together by creating a mental movie of what life will be like after achieving the desired outcomes. 

It puts your reader in the mindset of having solved the problem with your product. 

Once there, they won't want to give it up - and that's what will drive them to click your CTA button and proceed to the next step in your funnel.
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And, with that, I give you your new: Creator LP Figma template. 

Happy testing! 

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