3 Steps to Improve the Flow of your Landing Page (and get back to marketing!!)

The landing page: this is an area people work on for MONTHS, only to realize that those months would’ve been better spent on generating traffic. That’s a lot of wasted time. And a lot of missed users!

Now, to accomplish what is required for your landing page (and get back to marketing!), you only need to follow these 3 steps:

  1. What is the reason your user arrived at the landing page? What is she looking for? Are you explicitly offering what she wants when she arrives?
  2. If your user needs further substantiation, are you pointing her to the right direction?
  3. What are the factors of consideration for your user when she’s at your site before she converts? Are you communicating this?

By following this 3-step process, not only are you in sync with her thoughts and behavior, but you also give yourself the opportunity to A/B test each component as you see fit. The design doesn’t matter, what matters is if you’re giving the user what she’s looking for. Propositions drive business, not the color of the buttons.

This is how each component may look like:


As you can see, there are three parts:

  1. What is the user looking for? (the benefit!) Are you giving the chance to take that benefit? Are you giving her the chance to explore more?
  2. Are you giving rationale on why you are able to deliver the benefit? (the substantiation!)
  3. What decision criteria does she have? (the factors for consideration!)

When you’re still starting out on the landing page, focus on conversion, not on design.

[CASE: Water Purifiers] 1 strategy template to increase the sales of consumer goods businesses

“I am a manufacturer of domestic water purifiers under the brand “<redacted>”. We manufacture Alkaline RO water purifiers which no other company is manufacturing right now in our market. It has better results and benefits than the other products available in the market in the same category. The pricing too is almost the same as compared to other purifiers. I am worried about how can I improve the sales of my product and how can I build relationship with the customer?”

Ugh. So the guy has an awesome product with parity pricing but he’s having trouble selling it. He’s an expert on the business but he asks the same question all of my other clients ask: “how can I improve the sales of my product?”

“But I have a complex business! There can’t be easy answers.”

Err, yeah. But starting today, in a series of cases, I’ll share with you how 1 simple strategy template can frame questions in the right way to help you hypothesize the solution for yourself. Here’s the strategy template, which we call the U3 model:


“That’s it?”

It doesn’t have to be that hard. Fundamentally, sales is all about distributing a valued good to a user / consumer. So a marketing strategy explicitly defines 1) a user with a need, 2) a good that is of value to the user, and 3) an area where users hang out. Let’s see how it may look like for our friend’s water purifier business below. To note, the 2nd set of boxes on the right features hypotheses which means they need to be validated by data through research.


And there you have it – that’s the marketing strategy. But that’s not the final solution. The final solution also requires defining operational metrics (ie. # of users, # of villages, # of suburban areas, # of regions / which regions, # of advertising material, etc) and of course a project plan and timeline. In the next blog post, we’ll see again how this 1 simple template can be applied in a different business.

Try the U3 model for yourself and let me know what marketing strategies you can come up with in the comments below.