🥷🏻 Fixing $400k SaaS funnel leaks
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In 2 years, Olly & Wilson built a $400k SaaS biz. The crazy thing?They’ve acquired ~70% of their customers by “building in public” on Twitter. However, they recently started experimenting with lead magnets & newsletter ads… And this got me curious. So I spent 10 hours studying their lead magnet funnel. And I found 5 landing page mistakes that could be costing them hundreds of subscribers. So, I challenged myself to rewrite this landing page copy. And in today’s edition, I will walk you through each of the mistakes I found as well as the upgrades I made to fix them (and the rationale behind them, of course). That way, you can learn from their mistakes, improve your own landing page, and accelerate your newsletter growth. Ready? Let’s dive in. Mistake #1: No Outcome PromiseThe first rule of copywriting? Sell benefits, not features. Everyone has heard that. But, it’s the first rule most people break when they start writing copy. So, the first thing I did when I started rewriting this landing page? Changing the headline. The original headline: “Free download: teardowns of 10 creator landing pages.” My new version: “Get More Sales & Email Signups From Your Landing Pages (without hiring expensive copywriters).” People don’t care about the “flight.” People only care about the “vacation.” So, focus on the vacation. Mistake #2: No Lead Magnet NamePeople value tangible things more than they value intangible things. Which is why you want to make your lead magnet feel as tangible as possible. Now, how do you do that? The first step is to name it something. So that’s exactly what I did. I broke down the value prop of the lead magnet & came up with a name based on that (using ChatGPT). Then, I swapped out the “Free download” header & replaced it with the new lead magnet name: “The Creator Conversion Playbook.” See the difference? Giving the lead magnet a name makes it feel like a product—instead of just another “free download.” Mistake #3: Blocky Sub-HeadlineThe sub-headline section had one main issue: It was too “blocky” and not easy to skim at all. To fix this, I:
That way, people can instantly “get” what’s in it for them. Another subtle upgrade I made? I name-dropped 2 big creators who’re featured in the lead magnet to inject social proof into the copy. Mistake #4: No Objection HandlingRemember the new headline I wrote? Well, there’s one subtle thing I did there (which I didn’t talk about earlier): I added an “objection handler” at the end: “Get More Sales & Email Signups From Your Landing Pages (without hiring expensive copywriters).” Now, why did I do that? Because when someone lands on your landing page, they instantly come up with a bunch of reasons to NOT sign up for your lead magnet. (This usually happens subconsciously, btw.) So to maximize your opt-in rates, you need to address your readers’ biggest objection somewhere in your copy. Mistake #5: Asking For Full NameThe last upgrade I made: I removed the “full name” field to remove friction from the opt-in flow. Now, there’s a case to be made for asking for people’s names when they opt-in. (i.e. “higher quality” leads) However, you can always gather that additional data later. So personally, I always default to just asking for email upfront. Now, let’s put it all together!Here’s how Olly & Wilson's original landing page looked again—and how the new, revamped version looks: By implementing these tweaks, they could easily get a 5-15% boost in their opt-in rates. (And get a higher ROI on their newsletter ads!) So, let’s hope they see this & put into practice! Now it’s your turn:Which of these upgrades are you going to implement on your own landing page? Click the image below (or this link) to head to LinkedIn version of today’s email & let me know. And if you’re not on LinkedIn, that’s okay - you can also hit reply and let me know via email :) Either way, I look forward to hearing from you! Daniel Chief Funnel Ninja |