How to build landing pages that convert – and get found – in 2026

Hello lovely humans. It's so fantastic to have you here. Thank you all so much for being here already. Honestly, I've been poorly up until, pretty much that music hit. And then, you know what, seeing the messages in the chat, and, just all of you being here, new lease of life. So thank you all so much for being here. It's a real pleasure. And let's get started with today's session. So let's get going. So first things first, before we get started, next week is the Marketing Meetup webinar conference, which is phenomenally exciting. We have four tickets left, which is a little bit mad to say. We never intended on selling out, but if you would like to come to the Marketing Meetup Conference, if you're coming to the Marketing Meetup Conference, then it would be so wicked that if you could come or indeed, I can't wait to see you. It's gonna be a fabulous day. Next Thursday, if you can make it, we'd love love to have you there. Second thing second. After today's session, if you wanna hang out with the community, you wanna keep on continuing talking about landing pages, the things you've learned, everything and anything in between, then we have a private community space called Hive to which you'd be most welcome to join. In there, there's already thirteen hundred and forty eight marketers, I believe, and they're there to have a chat, answer your questions, help out, whatever it may be. So do head to HIVE after today's session. Let's get speaking about today's session though. So today we have two fantastic human beings and I mean this sincerely. So we've been running the Marketing Meetup webinars now for about six years and I have not encountered two speakers who are more prepared and have done more for the community, asked more questions than Monique and Daniel, all about how to get most from this session for all of you. Monique and Daniel come from a company called Prismic. Prismic is a CMS which enables you to publish do all kinds of things across your website, managing web pages and content at scale. Now this is important because when it comes to today's topic of how to build landing pages that convert and can be found, then it feels like these two folks are in a very good position to be speaking to all of this. Today will function as a presentation and then a Q and A at the end. So if you have your questions, do drop them in the Q and A feature, which is found to the right hand side, and we'll get to those after the presentation element. Before we get started, in earnest, there's a couple of things to do. The first is to point out that there are some free giveaways from today's session. So the first is a landing page and AI discoverability scorecard, which is found on the left QR code. And then Prismic had put in together a free GEO audit for folks in attendance from today's webinar. So if you would like the GEO audit in particular, you'll see the QR code on screen, but you'll also see a button in the top right. You can claim it there. I've already seen the the flow that Yeh puts through and it's fantastic. So if you'd like a GEO audit free of charge from Prismic, head to the link either in the top right or in that QR code right there. Also, a big thank you to all of our sponsors. We've got folks like Wistia, Mailchimp, Cambridge Marketing College, Frontify, and Planable, all of whom we wouldn't be able to put on these sessions if we didn't have the support from these incredible companies. So without further ado, we should get going, but I just want to say and acknowledge how incredible you all are. So thank you so much to Kelsey, Maxim, to Ornella, to Bethany, to Alison, to Lindsay, to Abby, to Atik, to Catherine, to Miranda, to Lynn, to Mary, and so many more of you for dropping in the chat where you're watching from. Honestly, these sessions work so much better when it feels like there's a conversation going. So thank you, sincerely for being absolutely incredible. So, that's my introduction done. Let's remove my slides. Let's introduce Daniel and Monique to the screen and say thank you so much for being here, you two wonderful humans. It's over to you. Yes. Thank you, Joe. I hope everyone can hear me well. Got you. Yeah. All good? We got you. Perfect. So, yeah, thanks for the great introduction, Joe. We're really happy to be here today. It's great to see so many people registered from different places, companies, industries. So yeah, our goal today is really to make it an interesting session for all of you to give you value and hopefully have you leave here with a lot of insights and takeaways that you can take back to your teams. What can you expect from this webinar? Let me see if I can move the slides. Yes. So we're gonna talk a little bit about yeah, we'll give you a sharper lens on what drives conversion today in twenty twenty six. I'll start by giving some context around landing pages and conversion. And after that, I'll dive into some of the main conversion principles. After which, Daniel will show you some concrete examples of how we apply those principles ourselves. Joe already talked about the landing page and the AI discoverability scorecard. So we're going to work along those principles. And towards the end of the webinar, we'll shift gears a little bit and Daniel will talk about how AI affects landing pages conversion today. He'll cover how you can make sure to get your pages cited in LLMs like Chet GPT, Claw Gemini. And you'll end with a live audit on one of the Marketing Meetup's pages and go over some of the opportunities for improvement. So hopefully, that'll be interesting. The free resources, Joe already mentioned, not going over it again. Sorry, I'm just going. I need to switch back and forth. So before we talk about landing page optimization tactics or AI visibility, it helps to start with a few fundamentals and align on what we actually mean when we talk about landing pages and conversion. So first, not every page on the website serves the same purpose. And not every conversion means buying something. Now, technically, any page can become a landing page. Some might arrive on your homepage from Google, from an email, or simply by typing your domain directly in the browser. But in marketing, we often use the term landing page to describe a page that's intentionally designed to drive one specific action. So most regular website pages are built for exploration. They offer multiple paths. They provide broader information. They allow visitors to browse, compare, navigate across the site. So their goal is to support discovery. And a landing page, on the other hand, is designed to drive commitment. So it's typically built around one primary action, and often tailored to a specific audience or campaign. So a landing page should remove distractions, reduce competing paths, and guide the visitor on taking the next step. And that next step can look very different depending on the business model. So in B2B SaaS, that action might be booking a demo, or downloading gated assets. In e commerce, it's completing a purchase. For events, it could be registering for a webinar or buying a ticket. Financial services, maybe requesting a consultation, etc. So basically, conversion simply means the successful completion of the primary action that page was designed to drive. So I'm going to show you an industry benchmark here. So you see some conversion rates by industry. I'm not sure you can actually read it well. It might be very small for you on the screen. But for example, you can see that in SaaS, the median conversion rate for the industry is three point eight percent, while for events and entertainment, that's twelve point three percent. So it's a big difference. And what's interesting here is not per se the actual median conversion rates, but rather the differences in conversion rates between the industries. There's a lot that goes into those differences. And we're not talking about the actual pages and their design. Instead, it's linked to factors like the type of business model, the category maturity, competition density, and price sensitivity, for example, that play a big role. So these factors influence the level of commitment and friction that goes into conversion. And the higher the perceived commitment and friction, the lower the median conversion rates tend to be. So to make this concrete, if someone requests a demo at Prismic, they're not just filling out a form, they're signaling buying intent. So they expect a sales team to follow-up with them. They know budget discussions may follow. They're entering a buyer journey. So it's quite a high level commitment. Now compared to signing up for a webinar at the marketing meetup, for example, that action is more driven by curiosity, the pressure is low. There's no sales process attached. And there's also some urgency because of the data event will take place, which helps to take action. So while one action signals commitment, the other signals interest and commitment naturally converts at a lower baseline than curiosity. Another reason conversion rates vary dramatically, and that has nothing to do with your page design is because of the traffic source. So this graph is coming from the same study as the industry benchmark and shows the differences in conversion rates by channel. And as you can see on the left, display traffic converts lower than the other channels. And that's linked to the fact that the user isn't actively searching for your products or solution. Paid search is different. Someone types a search query. So it means they have a certain intent. So conversion rates are usually a bit higher because actively looking for a solution to their problem. And then email is performing a bit higher usually, because it's warmer traffic. Usually, those users already know your company, they know what you have to offer. So a certain trust is already built. So the landing page in this case didn't change, the visitors intent did. And AI search appears to function differently again. So early studies are starting to look into this. And for example, SEMRush did an analysis and they found that traffic coming from LLMs like ChatGPT, Claude, Gemini converts about four point four times higher than traditional organic search traffic. So that's a huge difference. It's still early days as we don't have years of data on this yet. But early signals point all in similar direction. And that makes sense, because people often turn to AI search when they are already deeper in the decision making process. They're asking things like what tools should I use? What's the best option? How do these products compare? So by the time they land on a website, they're often already solution aware, and evaluating options, which naturally leads to a higher conversion intent. Alright, so conversion rates don't just differ by channel. Within the same channel conversion rates can differ too. So it depends on who you are targeting. In page search, for example, broad keywords attract traffic that's on a mission to explore, while long tail specific keywords attract high intent traffic, they already know better what they're looking for. And for example, in paid social, interest based targeting behaves differently than retargeting. So it isn't just about the channel alone, but also who you are bringing to the page and their level of intent. And then there's another layer, message relevancy and the alignment between your ads and your page. So you should ask yourself, does my page continue the conversation, my ad started? If your ad speaks about a specific pain point, but your landing page speaks very broadly, the relevance will drop. So now in most cases, especially in B2B, you're not just trying to convert everyone and increase your conversion rate at all costs. Conversion rates alone shouldn't be the goal, because lead quality is equally important. So you want to focus on converting serious potential buyers. And B2B buyers won't convert on the first visit, they might not even convert on the twentieth visit of your website. They're looking for product information first, pricing information, they want to see credibility. So yeah, all that way before requesting a demo or entering a buyer journey. So the key is to give users exactly what they're looking for at their stage of intent. So nothing less, nothing more. One clear goal on the landing page with a clear path and the CTA that matches their level of intent. So we looked into some important factors that influence conversions before visitors even reach your page. But once someone lands on your page, there are a couple of more on page elements that strongly influence whether they convert or not. We're going to look into these principles now. And after that, Daniel will share some examples of how we optimized our own landing pages according to those principles. So first principle is clarity. Because one of the biggest conversion killers when people land on your page is confusion. So visitors decide very quickly whether a page is relevant to them. In UX research, there's something called the five second test, which is a simple method where users are shown a page for just five seconds and then get asked what the page was about. If they can't clearly explain it afterwards, it usually means that the value proposition isn't clear enough. So we can do a quick test here now. I show you on screen what our landing page looks like in five seconds. And see if you understood. So it basically means visitors, they don't really carefully read your page. They scan, they form an impression, and they decide whether to stay or leave. Another important insight comes from research on readability and comprehension. Because studies on web contents show that people generally prefer content written at about a seventh grade reading level. So very simple, easy to understand language. Yeah, as it requires less cognitive effort. So especially in today's day and age where attention span is short. Yeah, you need to be simple and clear. But in reality, many websites are written at a much higher level. They're using difficult or abstract words, long sentences and complicated messaging. So companies often try to sound smart instead of clear. But the more effort it takes to understand your message, the higher the chance visitors will simply leave. And that's why a strong landing page should answer three questions almost instantly. That's what is this for? Who is this for? And what should I do next? And that's exactly what we evaluate in the first part of our landing page scorecard. So we ask things like, can a visitor understand the value proposition within five seconds? Is the primary action obvious above default? And is the page focused on one clear goal without competing actions? So if those things are clear, visitors keep reading. If they're not, conversion becomes very difficult, no matter how good the rest of the pages. So the second pillar I want to touch upon is relevance. And we've already talked about it in the first part of the webinar. So relevance is super important. There needs to be a match between your page and the ads email search query that brought the visitor to your page. The more the page is tailored and personalized to a visitor specific content and use case, the better it is for conversion. So best practices here is to adjust the headline and opening section to mirror the language used in your ad or your campaign. To make sure your offer and CTA match the visitors intent level and stage in the funnel, and then also to create variations of the page for different audiences. Okay, next pillar is trust. Because no matter how clear or relevant your pages, people will hesitate if they're not confident in what you're offering. And that's especially true online. Visitors don't know yet about you, they can't talk to you directly. They often need to make a decision quickly. So before taking action, they're constantly asking themselves questions like, can I trust this company? Will this actually work for me? Is this worth my time and money? So in other words, conversion often comes down to perceived risk. And a strong landing page should actively work to reduce that risk. And there are a few very common ways to do that. So first one is social proof, things like customer logos, testimonials, study cases, when visitors see that other companies or people have already used your product successfully, that immediately creates credibility. Second one is addressing objections. So visitors often have concerns around pricing, setup effort, switching costs, or expected results. So if you can address those concerns already, that's better. If you don't, people might hesitate to leave the page. So do not hide those, that important information. And then the third is credibility signals. So demonstrating expertise, results, authority. So that could be some performance metrics, industry recognition, experts insights, etc. So basically, you look at your landing page, you can ask yourself what on this page actually builds trust. Okay, so once your page is clear, relevant and trustworthy, the next question becomes, does the page actually guide the visitor towards taking action? Because a common mistake we see is that landing pages contain good information, but they're not structured in a way that moves the visitor forward. So instead, the sections feel random. The page presents features, then proof, then something unrelated. And the visitor has to figure out the story themselves. But strong landing pages are structured like a progression. So they gradually build the case for conversion and guide visitors step by step from understanding the offer to feeling confident enough to act. So another important aspect of momentum is scalability. As I mentioned before, most visitors don't read every line on a page, they scan. So clear headings, logical sections, a strong visual hierarchy, those are things that help visitors quickly understand the key points as they move down the page. And ideally, every section should reinforce the same core ID, why the visitor should take action. So you can ask yourself questions like, is the page structured to guide the reader step by step towards the CTA? Is it easy to scan with clear sections and headings? And does each section strengthen the case for taking action? Because when a page builds momentum well, the final CTA doesn't feel abrupt. It feels like a natural next step. So this is the last slide on my part before I hand it off to Daniel, who will show some concrete examples of conversion tactics we applied and the results we got. And the fifth pillar or principle is friction. So friction basically describes anything that makes conversion harder or slower for the visitor. And it can appear in different forms. For example, there is psychological friction, how big the step feels. We talked about this earlier, for requesting a demo or speaking to sales can feel like a significant commitment compared to something lighter, like downloading a guide. Then there's also economic friction, how much money or financial risk is involved. There is process friction. So what happens after someone converts? Visitors often wonder how long will this take? What will happen next? And then finally, there's effort friction. So the practical difficulty of completing the action. For example, do they have to fill out long forms? Does the page load very slowly? Are the steps complicated? Or even poor mobile experiences? Those are all things linked to effort friction. So you can't remove all friction. But you also shouldn't because some friction actually qualifies serious buyers. But what you should try to do is to remove unnecessary friction. And now, after this long monologue, I will hand it off to my colleague, Daniel, who will show some more practical examples of these principles. Thank you, Munich. And hi, everyone. Very excited to be here and showing you what we've been up to at Prismic. By the way, I'm seeing you from Porto. And it's very sunny here as well. So that's good. So here we will dive into so we'll take some of these these principles that that Monique was sharing, and we will go through a a real example of what we we've we've done here at at Prismic. So traditionally, has been a CMS and has grown as a CMS. Last year, so late last year, we started to also market these two products, which is the ABM what we call the ABM Landing Page Builder and the geo SEO Landing Page Landing Page Builder. And so this will be the the the campaign for the the the ABM case. Obviously, in the start, we started more on the ad side, so taking some of the information that we have internally around messaging and pretty much looking into on the ads platforms, mainly LinkedIn, sort of fine tuned that message, see what was resonating with people, and then we jumped into the sort of landing page conversion side of things. And so, one of the first things that we focused in was actually clarity. So, it was bringing more clarity to the landing page. So, we were testing a lot of ad variants. This was one of them. This was actually the one that resonated more with people, drove more engagement, drove more clicks. And so, when we started to fine tune this messaging and the targeting, we started to go into the landing page and pretty much do this the this delivery and this match between the Yavs and the actual landing page and the content that we that we that we have there to bring more clarity in this case to what to what to what, you know, our props our prospects can can achieve. So this was the first version that we have on the on on on on the landing page, and we end up with with this one. So this is the adding section section. This is the one that we that we that we are currently delivering. So we came from this sort of more generic That was the situation that was pretty much solving for most use cases to actually fine tuning to one and being very specific on that one. So we came from this drive conversion at scale fast for the launching one on one ABM landing pages at scale. So this was one example. The other one so in terms of the actual flow of landing page and bringing people to value, so we are I think in the market in general, and in SaaS in general, in this situation where people want to get to value faster. And actually, one of the reasons why a lot of these pipe coating platforms and all of this are growing up so fast because they get you to value faster. In our specific in our specific specific case, we were looking to showcase the product to so people would land on the on the landing page and identify with with that messaging, then would have an understanding on how the product is solving for that, and how it could solve for their their specific their specific issues. So what we would we're trying to see, you know, is pretty much solved for for this question for that that might be in people's minds. Like, if if I book a demo, if I take this this section, like, are the next steps? Will this actually be valuable and and useful for me? So, you build all of these sections with use cases that the ABM Landing Page Builder could solve for. Also, a flow with screenshots of the product on how the ABM Landing Page Builder, pretty much all that flow works. And now it allows you to easily produce all of those all of those those those pages to get people to that that that value or their that understanding that this product could be a good fit for for for that. Another one, which is obviously, you know, generating generating trust. This is obviously, I think, a very studied thing on on on on SaaS, like bringing social proof. In this case, we try to bring, a social proof that was also very in the context of what the product was, you know, does. So if we are starting with that that, again, that deadline of you want to launch one on one ABM landing pages faster, so this is actually a case of a person that that did it, and this is is testifying for for us. So, again, bringing this social proof to decrease or increase, in this case, the the the the trust that these these people could could could have on us after seeing the the flow, seeing an actual use case of the person that that did it. The other one was reducing friction also on the the the form side of things. So, explaining to prospects, like, what's the next step, what they will get after submitting the demo form. We also reduced some of the we have a very reduced number of fields, we look into enriching them after form is filled, that friction also gets a little bit reduced there. And we also anchored every CTA on the landing page to this, whilst before it was a pop up form that was being generated from those CTAs and those buttons. And so the results that we got from all of these interactions was pretty much an overall increase by seventy five percent in the conversion rate of landing page. Being very concrete, we have a conversion rate of two point four one, and we got to a conversion rate of four point two three. This, just on that landing page, on that more traditional sense. But we also started thinking a little bit on there's this I'm Portuguese, but I think there's this English expression of eating your own dog food, right? And so, we started thinking about, why don't we eat our own dog food and actually bring this product and bring this personalization product in a context where we can look into the relevancy pillar, and we can actually be more relevant and produce pages that are more relevant for our targets. And so what we did here was we started with a set of accounts. Through some workflows, product, can use it from just the CSV, but we actually have an integration with Klay, and so we operationalize everything from there. We connect with several other platforms. So we have actually one one platform to produce a personalized app that is very relevant in in in messaging for for this specific use case as well. And so we personalized the campaign end to end, starting with with the creative. We actually delivered this creative for the the this specific company and the people working at this specific company in LinkedIn as well. And, we also did a personalization of the landing page. The idea or the main hypothesis here was that if it is more relevant, it will have stronger engagement. And so that's actually what happened. So we were averaging a CTR of about zero point four, zero point five. The CTRs with this specific campaign actually were consistently above one percent in some cases, and some some specific companies even went to to three percent. And also, the the engagement rates were consistently above above three percent, and we have a higher demo conversion rate on these on these landing pages compared with the with the traditional one. So in terms of the overall process and some tips that we can we can we can maybe share here on how things work internally. So in terms of iteration and experimentation, and how you can scale these landing pages. So free to launch faster, things faster while maintaining control. So, one thing that we do is we build these reusable page components. In our case, we call it slices. And these slices allow you to pretty much build a landing page even if you don't have any technical or design expertise. You can then build these components and launch things faster. Obviously, this is the case But I guess in every platform and in any CMS, we can you can you can do this. Also, having pre brand approved sections. So this means that the validation process is is faster as well. So you don't have to be, you know, validating with with design or development or or or these kind of or or these other departments. You can ship things things faster. Also, on the personalization side of things, page templates that we have for landing pages, for ads, but also for outreach, for events, for things like this. So, if we need to build those personalized landing pages where this for post event follow-up or for an ad, those those can get can get get created and and personalized as well. So then, on the on the geo side of things, so we will go into into some details on the landing page, and how you can fine tune your landing pages so they can be more discoverable in AI. So, we know obviously that things are shifting with AI, and LLMs are becoming this first discovery surface, so people don't actually come into the websites into, in many cases, a later stage of the buying journey. And so this means that your web pages and your website needs to be interpretable and readable for for for AI. And we will dive dive in into into into what this what this means. So Joe actually challenged us to, you know, look into the the Marketing Meetup website. And so but this is just to give you an idea of this is how humans see a landing page, and this is actually how AI sees sees the landing page. So, two very different surfaces. And what LLMs understand and what they care about, it's usually a clear structure on the page. So, we are talking about the headlines, the H1, the H2, the hierarchy of those elements. Then explicit answers, so around pricing, or in the case for this conference landing page, the speakers, what are the talks, what is the page about. And then scannable content. So this is actually going into the HTML and looking into listicles, lists, tables, so content that is structured and is actually digestible, so to speak, for the LMs. So these elements usually help AI understand their content and extract the the the the answers and citations from your from your pages. And so let's let's actually dive into into this this this example so we can be more more more clear into what we what we are talking about. So first, even going into the landing page conversion thing. So, obviously, here, for example, we we have a case where if we have just those five seconds to understand what the page is about, is that, like, clear or not? So, maybe here, for example, some improvements or some suggestions that we can do is rework the euro section design, add a clear headline, have the CTA above the fold, could be something to to to experiment with. Then, for example, here, the the get budget approval template, I think it's a good it's a good thing in terms of, reducing that barrier to friction. It actually helps you if you need to get this approval. It reduces the friction, so I guess it's a good example on that specific pillar. The community testimonials. So here, if you are talking about social proof, in this case, the if you go to the landing page, the community testimonials are are actually below the the main CTA, which is the get a a ticket. So we would need to maybe surface these above that section, so it's actually visible for people before they they come into the get a ticket section. And on the AI visibility side of things, brought for for examples as well. So for example, for the pricing information, and this is the case, like, if you if you ask ChatGPT, like, what are the prices for for the tickets? It does not actually know what's the current price for for for the ticket. This, I I believe, happened because there's a third party application. I believe it's the Ticket Teller or something or something like that. And so the idea would be to, instead of delivering the the the price, the price there would present it in a in a in a HTML format, it's more digestible for the for the for the LLM. Then, also on the speaker section, the section is not semantically structured. So it's structured on images and layout blocks like this. So the improvement suggested here is we would go to, a list or a table format. Because if we, again, here ask, like, what are the the speakers? The LLM does is not is not very very clear on on on that. So using this list information will help, again, structure and give an hierarchy to that content so the LLM has a better idea then on the structure of what those speakers speakers are. A good example on the other side is the agenda. So the agenda is currently on a table format. So in this case, if you ask for the agenda, the LLM actually brings you whole agenda here. So it's a good example on the other side. So, you know, it's a very structured format. It's a table. And so the LLM just takes that content and has a clear understanding of what it is, the structure that it has. So all of these elements like the time, talk, the person that is doing the talk, if those are structured under the same table or with that table format. So it's better for it to ingest and understand it. Another good example is the FAQ section. So if you actually ask for things that are on that FAQ section, the LLM actually brings in even cites. For example, this is actually a citation, and it's taking the content and the text literally from what it is on the page. So again, it's a good section to have in this case. So if there are, in this case, from previous events, if there are specific questions or specific things that people are asking about. But on another level can be information that you have on your sales calls, questions that usually customers have, customer support. So, it's good to have these types of sections because it's very easy for the LLMs to digest. And when we go to that, which is another way of people searching currently in these LLMs that's not so keyword based, but it's more that long tail questioning, these FAQ sections are, actually good in terms of, of delivering and and getting you cited, on these on these services. That is it. Thank you so much Danielle and Monique. Thank you so much. It's really, really appreciated. Like to walk through and like we had a few conversations about this for everyone in the community, to set out the stool in terms of the practicality of here are the principles, here are some examples and then bringing it to a real life example is really, really appreciated. So thank you. Thank you both. I got to say, I put it in chat, but the twenty twenty seven conference page is going to be banging now as a result. So thank you very very much for speaking and you can see as ever. It should sound that sort of. The community are being endlessly fabulous in the chat as well by just singing your praises to both of you. I hope you take that to heart because you're here helping people. So that's really, really appreciated. We've got about twelve minutes left and I can see that there are eleven open questions. So if it's okay with the two of you, then let's take some questions from the community to make sure that they get their thoughts heard. So maybe let's take the first one from from Scott. So Scott says, and not all of it being shown on screen, so I'll read it out as well. Are there any recommended framework for developing the content hierarchy towards the CTA? So I think specifically in that sort of hero area or or the or the spaces which you're you're putting your CTA next to, have you got any recommendations, experiences, or frameworks you could point Scott to in terms of a hierarchy to think about? Yep. For SaaS, which is the the the area that I that I'm more more aware of, usually, like, the the the standard framework or the one that's more tested, it starts with the euro euro section. It comes to case studies or social proof logos, that type of thing, then dives into product, and actually how people can use the product to get the value that you are selling. It goes to case study and then to CTA form, that sort of thing. So in terms of framework and the landing page structure, that is why with traditionally or on, like, a a general basis approach it. That's fabulous. Thank you. I love a direct tensor and just locked in your brain. That's so appreciated, Daniel. Let's let's take another one from from Anna. Similarly in a UI sort of vein of things because I think Manish, particularly at the beginning when you were speaking about friction and removing friction and being clear about a page, then one of the temptations is to remove as much as you possibly can. So Anna has come on here and said, thoughts on stripping back the navbar to drive conversion, which presumably has a benefit on page, but maybe not for the overall user experience if people want to navigate away and sort of find out more. Do either of you have experience sort of speaking to that? Daniel, maybe maybe to you first. Yep. So I'd I'd say that this is sort of, like, I guess, a a to end question. So if you want to like, usually, the the more distractions you have on the page, the worse. I'd say not only in terms of conversion, but of people actually focusing on the message that you are trying to to to get through with with with the landing page. So in that case, if you want to test, like, taking as many distractions and, obviously, the navigation bar for two reasons, for being the thing that is on top. And I don't know what the navigation bar specifically is, but if it has a lot of options, obviously, can be a distracting a distracting thing and can be also a way for people to escape from your and leave your page and actually not go go go through it. So in that sense, and in an online landing page, like, very specific, but maybe, like, even for specific channels, you know, ads and and that sort of thing, I'll probably test taking it out or simplifying it a whole a whole bunch. At the same time, it depends then on the again, if it's another, if it's something like that, that would be probably my recommendation. If it's a more landing page of another channel, email, or something like that, we also know, especially in SaaS nowadays, buying processes are so complex that people usually can land on a landing page. But if they want to escape. We actually have cases like this, for example, with personalization that we did, that we are targeting one person. We see interactions from one person, but actually then it's a completely different person that converts in the demo. So, the binder journey is so complex that I would say take the navigation part just in the sense of locking people on the landing page and getting them to that that value. So at least when they have that experience, they have a good understanding of the value that you can bring with your product. Nice. I love that. That's really, really helpful, mate. Particularly the point around sort of different folks converting further on down the funnel. I attended a B2B event by LinkedIn the other day, and they said that I think it was an average of twenty two people in a B2B situation are going to be touching the buying decision. So I'm not surprised to hear about that example, but I think also having that mindset, you know, whether it's twenty two or fifty, it doesn't really matter, but more folks than just one are likely to be making this decision is really important. I'm mindful of time so I'm going to bounce from one topic to another. I hope that's okay. We've got a question here from Inez. He's actually asked two questions around analytics. But what tools did you use to test the landing page effectiveness? Because you were quoting the stats earlier, which was really useful to hear actually, you know, the doubling, for example, is just wild. So I mean, like in terms of actual business impact, that's great. But in terms of the analytics that you're using to, measure effectiveness, what are you using and do you have any recommendations for the community more broadly? So on on our end, for that specific, for that specific, for that specific test, didn't use, like, a specific a specific tool because we are measuring both the clicks from from the ad, the landings on the landing page and the demos, and that happens in different systems. Internally, for more ABM testing, we use Amplitude, which is the platform that we have internally on on website on our website tracking. But for that specific case, so we looked at the the clicks and the the amount of people that landed in the in the landing page, and actually the ones that then register in in in in in the form. And that's something that happens in in HubSpot. So you're actually using the an HubSpot dashboard then to to to look into into things. But, again, it's happening in in different systems. That's fabulous. Thank you so much, Daniel. It's really appreciated. I'm I'm also mindful a few minutes into the q and a that Monique we had the chat before we went live that will be quest directing questions towards Daniel. So I want feel like Monique's been left out in this situation. So just a quick flag there as well. Let's take a great question from Mia here because I don't remember if this has been touched upon in the presentation, but I think it's a great question. So Mia said, our website generally has a seventythirty mobile view split. Therefore, how would you optimize the landing page ensuring you have this split in mind? So, you know, a general question really around, different experiences for different, different platforms and different, devices. Yep. I'd say that, that sometimes can be even like a channel thing and not even like a website thing. So, it actually happened to us. So, one of the hypotheses that we had, even on that example, so we had the form as a pop up. And, as we were targeting LinkedIn, and a lot of that traffic actually comes from mobile because it's usually when most people consume that specific social media, I guess, in general. And so, we actually did anchor and brought it out of the pop up because that on the mobile can be a weird pop ups usually in mobile can be a weird experience. So, I'd say that either if the website in general or any specific channel you're trying to optimize for mainly mobile or mainly web, I would definitely optimize for the one that is driving the most traffic. Obviously, the other one in mind and not having a completely broken experience on one and a one hundred percent beautiful experience on the other. But in terms of optimization and dedication of resources, if there's some limitations there, I would definitely go into the IS traffic point. I love that. Thank you very much. There's a few questions that popped into the Q and A here, so I'm going to try and bring them together because I think it speaks a little bit to the point that you've just been making around the landing pages from a strategic perspective. And it was one of the similar stuff that you were speaking about at the beginning, Monique, about more or less, mean, paraphrase, knowing the reason why you're building the landing page. And so there's some questions in the Q and A here. So we've got Eva saying, do you have any advice or recommendations for landing pages driving users to public consultations? But we've also got folks asking whether their blog posts are enough, all those kind of things. So would you be able to just do thirty seconds on like your decision making process when it comes to like, I know that I would like to build a landing page, what are the questions that you're asking yourself at the beginning to sort of say this is going to do a specific job or I know that this is the job that I'm going to be going to be doing so that folks can sort of guide that process? Yeah, so it I'd say that even before looking at the landing page, you should look at the traffic. It's actually like the first step that we took. So we didn't necessarily, for example, for the ABM Landing Page Builder, have a a traffic already defined because the product was was was new. So we have a lot of hypotheses. A lot of them actually actually failed. So that's, like, that's that's okay. You just need to continue iterating. So we had some notions on targeting of, like, specific targets that we thought would be, you know, amazed with with with it, and we'll just jump into it like crazy, and that actually didn't didn't happen. So the the first thing that I would that I that I would consider is the the the targeting. So because, again, you want to be very relevancy as maybe to put it in terms, you know? For example, clarity would be I bring, I don't know, my father here, my father is not a marketer, and I show him a landing page, and I say, Hey, what's this landing page about? And he has an understanding. Hey, this allows you to do whatever. Relevancy is more going after a person. So in that case, that could be clear for my father, but it wouldn't be relevant because he's not on target. So target and channel, I'd say it's the first thing that should look into. Obviously, the channel a means to to get to to a target. So we use LinkedIn because we obviously are targeting marketers and marketing professionals, and so that's the that's a network that they that they use, and we have a lot of of data and a lot of targeting options there. So I would definitely focus on that one. And then the landing page, both the ad and the landing page needs to be an experience to serve that specific person and bring it to value. So before looking into landing page, so whether you are saying, for example, creating blog content, all of this needs to actually be useful and serve a specific target that you want to influence. And then you can even start to look into upper funnel, mid funnel, because at the end of the day, you can build landing pages to target people that are completely unaware of you, but you can also target your LinkedIn followers. For example, if you want to push specific specific products, you can target you know, you can bring sales, you know, people that are on the sales sales pipeline to sort of influence them in that, in the in in that decision and be, you know, top of top of mind for them. So looking at specific targets, specific ICPs, stages that they are, and, you know, and try to deliver the the the pretty much the best experience for them to move to the the next the next funnel phase, I'd say. That's fabulous. Thank you so much, Daniel. That's endlessly appreciated. Likewise, Monique, thank you for being so fabulous. There's a bunch of chat comments here, folks like Isabelle, Sarah, and there's Susan, Hannah, Helen, Alexandra, Emily, there's so many people just saying thank you. So thank you very, very much for sharing as you have. There's an awful lot packed into the hour, but like in a really instructive, helpful way. And likewise, you know, thank you to everyone in the community for being just endlessly fabulous, for your fantastic questions, for your supportive chat comments, for looking after each other in the chat as well. Like this stuff is just endlessly appreciated because it doesn't happen without you, but it does happen for you. So I'm happy to share these experiences with you all. So Daniel, Monique, thank you so much. We won't be back next week cause of course we've got the conference and the plan at the moment is to do a webinar the following week on the Thursday with a brand new season which will be driven by the community. So we've asked you what you want and we'll start curating in those sessions. So hopefully we'll see a bunch of you at the conference next week, but if we don't we'll see you in two weeks on Thursday. Thank you all so much for being here. Thank you, Daniel. Thank you, Monique. You've been absolutely wonderful. Last shout out for the free report, the GEO report and the scorecard. And with all that said, we'll see you very soon. Take care everyone. Bye now. Thank you. Cheers.