Fueling Growth with Better Performing Landing Pages: CXL Institute’s Growth Marketing Review

What a week it’s been!!!

Two very important things have happened in my life this week, well, three if we count. And since you have been my faithful guides and audiences (for my very able teachers in CXL and for those of you who read every piece of article I publish every week), I am going to share the three reasons with you. But there is a caveat, I am going to save the third reason, the biggest of them all, for my final post because of contractual reasons.

I began this Growth Marketing Minidegree journey about two months ago. At the start, I was very conceited in my abilities and understanding of marketing. Since we are talking about the journey, I have something to confess- I also wanted to measure myself against the best marketers, strategists, and even practitioners. I quickly realized there was no need to try and my vanity vanished by the time I finished the first class.

I have been humbled all through the courses with some notable standouts and this week stood out exceptionally.

So, where do I begin?

Landing Page Optimization by Michael Aagaard

What a guy!!!

What a class!!!

To start it off, well before we get into the content, the class is about four hours and about thirty minutes long. Why do I remember? Because I checked it and I was like ‘here we go again.’ But I was wrong. It should instead have been “HERE WE GO AGAIN.”

The classes were light but deep, hard but actionable, focused, and strategic. It’s one of those classes that I will forever remember because of the way he pulled it through.

Now to the content part;

So, what do you do when a landing page, that you have put so much effort into, simply doesn’t perform?

Easy, optimize it. But what are you optimizing for? And where should you start? In as much as that is the logical first step, we first need to ‘understand’ landing pages.

Landing page performance depends on multiple factors- clarity, copy, path, and even content. All these factors in a way influence the landing page experience. The main purpose of the landing page is to shorten the journey, and if we want the journey to be memorable, especially in a digital world, it must be clear, follow up on the promise, and with no obstacles.

A good landing page experience will have a better ROI compared to a poor one. But how can you constantly and consistently develop landing pages with a better experience? I’m glad you asked. (PS, that is why I love this class so much)

Just like any optimization process, the optimization process of landing pages is no different- research, form, and validate a hypothesis, create a treatment plan, experiment, analyze data, and conduct follow-up experiments. But how many experiments can you run before figuring out the best-suited format with better results? Remember, there are a lot of factors that influence the landing page experience.

Michael presents this wireframing and information hierarchy model. And yeah, this is one of the reasons I am grateful for this week. This model is a game-changer, to say the least. It is a tried and proven method, thanks to Michael, that is guaranteed to work. And I know it will work.

The information hierarchy bit of this wireframe addresses what information is important and what information is necessary and relevant. Allow me to explain- not all-important information will make it to your landing page. Your landing page needs to only have necessary and relevant information.

So how do you go about deciding what information to include and what to leave out? First, you need to know who you are communicating with and their awareness levels. Now that you have decided on your audience, you need to understand and define what you want them to do. You also need to figure out where they are coming from.

With the information bit taken care of, we now should move forward into the wireframe. A wireframe is a visual guide that represents the skeletal framework of your landing page. The framework uses the backward approach that starts with the conversion goal then the offer then the brand and the intro.

For each of these 3 parts: conversion goal, offer, and brand, your copy must address barriers, reinforce motivation and answer a question. It is worth noting that design and copy go hand in hand. Additionally, most of us marketers are so hung up on the content and length of our landing pages. To this, Michael advises that it is okay for the landing page to be long but the content must be logically presented and necessary.

The copy of your landing page must have:




Expectation Manager and


The copy elements must match the landing page design and overall address barriers, reinforce motivation and answer questions.

Michael presents his lessons in a two-manner. He first starts by introducing the key elements of an effective landing page and then covers the optimization process with a cognitive backing.


The landing page experience is crucial for a better ROI and it happens in a mere 5 seconds. To know what to look and optimize for, it is best to understand the cognitive biases associated with the consumer at the time of the search.

Secondly, the sole aim of landing pages is to shorten the customer journey. As such, it is prudent for us marketers to fill this short journey with full journey elements and content. These elements and content must address the barriers, reinforce the customer’s motivation and answer the customer’s questions. Failure to do this, your landing page experience will be greatly hampered.

Thirdly, it is worth mentioning that buying decisions are emotionally dependent. Regardless of your target audience, B2B or B2C, all customers are wired to make emotional purchase decisions- even the most rational of us. If we make our potential customers feel good about what they are about to buy, they will use the logical benefits to back up their decision.

Michael Aagaard’s four-hour lesson is a lot to take in, but it is precise. It has no fillers and litter. Everything is actionable and it is a class you’ll be grateful for taking, as I am.

And the second reason I’m grateful this week is because of Momoko Price’s Product Messaging class that will be covered in the coming week. Stay Tuned!!




Digital Campaigns Manager

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Winstone Tinega

Winstone Tinega

Digital Campaigns Manager

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