Stop Chasing List Size: The Landing Page Framework Built Around What Actually Converts

You keep hearing the same question from other marketers: how big is your list? It feels like the metric that matters, so you chase it, and somewhere along the way you can end up with a large list that is not actually producing anything. Rob Fore opened his landing page training by dismantling that entire obsession before he touched a single design element.

Why doesn’t list size tell you anything useful on its own?

Rob asked the room directly which they would rather have: a huge list making nothing, or a much smaller list that is actually generating real income every month. Every hand in the room went for the smaller, productive list. The pain underneath the list-size obsession is chasing a vanity number instead of the number that actually reflects whether your business works.

The number he pushes people toward instead is what your list is actually worth to you each month, measured against what it costs you to acquire each new subscriber. Take whatever your list generates in a given month and divide it by your number of active subscribers, the people who have not unsubscribed, and you get a real per-subscriber value. Compare that against what you are spending to acquire each new lead, and you know immediately whether the math behind your traffic is working or not. Everyone’s numbers look different. The only question that matters is whether the value coming in beats the cost going out.

What’s the difference between cold, warm, and hot traffic, and why does it change everything?

Before you design a single page, Rob insists you answer one question: who is actually going to land on it. Cold traffic, paid ads, banner ads, people who have never heard your name, requires a completely different page than warm traffic arriving from your own social media or blog, where some trust already exists. Hot traffic, your existing customers and team, needs almost no convincing at all.

The headline formula he uses starts by working backward from whatever offer the page is promoting. Identify the specific problem that offer actually solves, then build a headline structured around doing that thing without the obstacle your audience already associates with it. He called a good headline the piece that does most of the work of the entire page, since a large share of visitors decide whether to keep reading, or opt in at all, based on that single line alone.

Why does an ugly page sometimes outperform a beautiful one?

Kristen, who came into this industry as a brand designer, walked the room through a series of real landing pages, praising the ones that got out of their own way. A page with one visible action instead of five competing buttons. A page where the opt-in sits above the fold instead of buried under a video nobody has to scroll to reach. A page asking only for a name and an email instead of a form that feels like an interrogation.

• Give a visitor exactly one action to take, not several competing calls to action fighting for the same click.
• Keep the opt-in visible without scrolling, on the same screen a visitor sees the moment the page loads.
• Only ask for information you will actually use, since every extra field lowers how many people finish.
• Keep your headline, your ad, and your sales page saying the exact same thing, so nobody feels misled between the click and the page.

That last point is what Rob called message congruency, and he was blunt about why it matters.

a confused mind doesn’t buy

Kristen’s honest confession was that she had to unlearn her own design instincts to get there. Some of the highest-converting pages she has seen would never win a design award. A plain background, a stark arrow pointing at a form, nothing subtle about it. As Rob put it, describing that exact tension, “it’s not about what’s ugly it’s about what works”. The internal conflict for anyone with an eye for aesthetics is real, watching a page that looks unpolished outperform something beautifully designed feels wrong until you accept that a landing page has exactly one job, and decoration is not it.

Kristen also pointed to two-step opt-ins, pages where the form is not visible until a visitor clicks a button first, as one of her favorite structures precisely because that first click creates a small sense of commitment before the visitor ever sees a form to fill out. None of these are complicated ideas. They are a short list of disciplines that keep a page focused on the one job it actually has.

The full session walks through the full critique of submitted pages in more depth than fits above. Watch it in full, free, when you Create your free account.

The full session transcript follows below.

Transcript

I'm going to start. I have some really exciting things to share with you. But first, I want to ask you a question. How many people in this room do not have a landing page set up already?

Just raise your hands. Okay. How many of you have a landing page, but you're not getting the type of conversions you want to see? Raise your hands.

How many of you would like to know how to set up a high-converting landing page that gets sales and makes money? Raise your hands. Say yes. Awesome.

Awesome. Well, let me just plug this in. All right. Let's see if this works.

Perfect. Let's enlarge this. I'm not tech-savvy, so bear with me. All right.

Here we go. So, guys, today I'm going to show you four steps that you can take today to create high-converting landing pages that turn your leads into cash. All right? And that's really important because most people teach how to create high-converting landing pages.

That's it. I'll show you how to turn traffic into subscribers. But not everybody teaches you how to turn subscribers into cash. And that's what I'm here to show you how to do today.

Right? Because there's a lot of people teaching how to create high-converting landing pages, but a high-converting landing page is not going to put money in the bank. Right? A high-converting landing page that turns leads into cash will.

And that's what I'm here to show you how to do today. Just raise your hand if you're excited to hear that. Awesome. Okay.

Look, I'm not in the business of giving information. I'm in the business of helping you. You get results. So I'm quick.

I'm to the point. And the only thing that's on my mind is how I can best serve you and how I can help you guys make more money. So I'm going to give you actionable steps. And we're actually going to go through an exercise together to see how you can create high-converting and profitable landing pages.

So the first step is really understanding what the purpose of your landing page is. And it's very important that you're clear on what the purpose of a landing page is. Okay? The purpose of a landing page is to attract people.

To attract interested people. And you're going to attract those prospects to your offer and repel the non-qualified ones, because when someone goes to your landing page, usually they're going to see a sales page. You only want interested people seeing that sales page. Raise your hand if you agree.

We're in the home-based network marketing business. You work with these people. You talk on the phone with these people. You email these people, which means you want to work with people.

You want to attract people that you like, that you enjoy working with. You don't want to work with people that are just tire-kickers and they're draining energy from you. You want to work with people who give you life. You can help them make money.

They can help you make money. So that's the first step is getting very clear on what the purpose of your landing page is. Right? The purpose of your landing page is to attract the right people and to repel the ones who are not a qualified fit.

So here's how you do that. Right? The first step is you want to ask yourself, what sales page am I promoting and what problem does that solve? For most of us in this room, we're promoting sales.

We're promoting the total shortcut funnel. And I'm going to see if I can pull that up really quickly here. Okay. So this is the total shortcut funnel.

So we're going to actually go through this exercise together. So the first question I ask myself when I'm creating high converting, highly profitable landing pages is I say, what landing page, what sales page am I promoting? And in this case, it's going to be the total shortcut landing page. And I'm going to ask myself, what problem, okay, what problem does this solve?

For total shortcut, it specifically solves the problem. For people who want to make more money. Okay. So once I know that, I'm going to write that down.

I'm going to say the problem that this sales page solves is how to make money from home in this specific example. Right? If you're in a different market, if you're promoting a different product, a different business, your answer may be different. Right?

But for this specific example, it's how to make money from home. The next question I'm going to ask myself is I'm going to ask myself, who, who am I creating this landing page for? And that really goes to what type of traffic are you driving? Okay?

So what cold traffic is, it's paid traffic. It's email marketing, Facebook ads, YouTube ads, banner ads, blog posts. These are people who do not know who you are. They can say your name and they'll be like, who?

Right? They don't know who you are at all. The second type of traffic is warm traffic. This can be from your social media account, Facebook, Twitter, your blog post if you have a personalized blog or word of mouth traffic.

The third type of traffic source is hot traffic. These are people who know, like, and trust you. This could be your customers. People who are on your friends, people who are on your team, people who are in your circle.

Right? These are people who are loyal to you, know you, like you, and trust you. So the next question I'm going to ask myself is I'm going to ask myself, I am creating this page for who? Cold traffic, warm traffic, or hot traffic is very, very important.

Guys, listen to me here. The success of your landing page is dependent upon these answers here. You want to know who is going to see these landing pages that you're creating. So is it cold, warm, or hot?

The next thing is creating the actual landing page. Okay? So when you're creating the landing page, it's really important to know a good headline is going to do 80% of the work. A good headline will take care of 80% of the work for you.

And you want to make sure when creating a good headline, you want to make sure that your ads are congruent, that your headline is congruent with the ad that people are seeing to get to your headline, or to get to your landing page. And then your headline and your landing page is congruent with the sales page. What problem is your headline addressing? Okay?

What problem is your headline addressing? So for example, when I'm writing a headline, I'm going to use a very basic formula. The basic formula I'm going to use, and you can use too, is how to do X without Y. For example, a headline that I've written here is how to earn $10,000 per month without ever having to leave home.

How did I get this headline, right? I didn't get it because I'm some fancy copywriter or I understand the science of copywriting. I got it because, look, I went to my sales page here. Do you want to make an extra $10,000 per month from home?

So I'm like, okay, what problem does this address? Does this address the problem of people who want to earn money from home? How much? Well, hmm, $10,000, and they want to do it from home.

Okay, so that tells me that they don't want to leave the house. Boom, perfect. I can write a headline based off of that. Do you guys see how I've done that?

Just raise your hand if you understand how I was able to create that headline, okay? It's very basic, and when you use the sales pages and the resources that are already created for you, you can pull the information out of that. Okay? It's very basic, and when you use the sales pages and the resources that are already created for you, you can pull the information out of that.

Okay? It's very basic, and when you use the sales pages and the resources that are already created for you, you can pull the information out of that. You can get resources from those pages to create your own landing pages. So you don't have to sit there and spend hours and, like, scratching your head, like, how do I create this landing page?

How do I create this headline? And is this headline good? Is this relevant? Just look at the sales pages you're promoting.

You'll usually find your answer there. Next, you'll go ahead and create your advertisement. You want to make sure your advertisement I'm not actually going to cover advertisement here. You're actually going to learn a lot about traffic shortages on Sunday.

Yeah, for sure. Is that better? All right, awesome. There's going to be some more.

Perfect. There we go. Boom. I'm not actually going to talk about creating the advertisements.

You'll hear a lot about that on Sunday. What I will say about advertisements is, guys, message congruency is very important. Make sure that your messaging is consistent across the board, right? Don't promise someone X only to deliver them Y.

Don't say, hey, I'm going to give you a free report, and then they opt in instead of seeing a sales video. Make sure that you are delivering on the expectations in which you set for people. And when you ask yourself these questions, you know, what sales page am I promoting? What problem am I solving?

Right in the headline, who is the traffic for? You're not going to run into the issue that a lot of people face, which is ad incongruency, right? You want to be very congruent. So this is the core mechanics of creating a high converting landing page.

But as I said and as we agreed on, creating a high converting landing page isn't enough. Because if it's not putting money in the bank, it doesn't matter, right? So my job today is to help you reshift your mindset and really focus on what's important here. We're going to go through an exercise.

I'm going to ask you some questions, and I'm going to address some things that you've probably been led to believe that are not true, okay? And it starts with, you know, how can you virtually print money by asking yourself the right questions? You know, hint, this is the key to building a profitable landing page. So here's what these questions are.

The first question is, you know, does size really matter, right? I get this question all the time. How big is your email list? List building gurus ask this all the time.

How big is your list? Do you have 1,000 subscribers, 10,000 subscribers? Oh, I have a 500,000 subscriber email list. It really doesn't matter, right?

The size of your list does not matter. I get questions of, you know, how well is your landing page converting? Is it converting at 10%, 20%, 30%, 40%? How many visitors are you driving to your landing page?

Look, these are important numbers. But they're not. They're not the key numbers. Look, if you have 500,000 people on your email list and you're making zero dollars, does it really matter that you have 500,000 people on your email list?

What would you rather have? By a show of hands, would you rather have 500,000 subscribers on your email list and making no money, or 5,000 subscribers and making $50,000 per month? Which one would you have? 5,000?

Yeah, raise your hand. There we go. So what I'm doing here is I'm getting you to shift your mindset and think about the things that are really important. Because in this industry, what we're taught is very easy to focus on the things that are irrelevant, the things that don't matter.

And when we begin focusing on the things that don't matter, we move ourselves away from the things that do matter. And we don't want to do that. I don't want that for you, and I don't believe you want that for yourself. So the question that does matter is how much money is your list making you?

This is the question that matters. How much money is your list making you? More specifically, how much is a lead worth to you? If you guys are taking notes right now or you have a notepad or a notebook or something, I highly suggest writing this down because this is a game changer.

I know people who make tens and thousands of dollars every single month with email marketing. I know people who make hundreds and thousands of dollars per month email marketing. I know people who make millions of dollars every single month with email marketing and email. And they all follow this formula.

I suggest you do too if you want to put yourself on the path to making the type of money you desire and deserve. So here's what it is. The number one number you want to focus on is your DPL. This is also known as your dollar per lead.

And if you're buying paid traffic, you also want to know what your CPS is, also known as your CPL, cost per subscriber. So the formula for calculating your DPL, your dollar per lead, is you take the number of monthly income you're earning from your email list and you divide it by the number of active subscribers who are on your list. Here's a very basic formula. Here's a basic example.

If you're making $10,000 per month and you have 1,000 leads, 1,000 subscribers on your email list, your dollar per lead is $10. That means someone who joined your email list, they're worth about $10 a month to you. Okay? And why is this number important?

I'll tell you that in a second. First let's calculate your CPL. The formula for calculating your CPL, your cost per lead, is you take the number, the dollar number. That's under your advertising.

And you divide that by the number of leads you received from that advertisement. So for example, if you paid $2,500 on traffic and you got 1,000 leads, you're paying a $2.50 CPL, cost per lead. That means your net profit is $7.50 per lead. So congratulations if that's the case because you're making money.

Right? Which leads me to another question. It's what's a good DPL? Right?

What a good DPL is? It's your cost per lead should always be lower than your dollar per lead, right? If that's the case, if you're making money, that's the only number that matters. Everybody's numbers are different, right?

Focus on your number. More importantly, focus on are you making money? Active subscribers. So active subscribers are the people who have not unsubscribed from your list.

Make sense? That's really it, guys. So when you shift your mindset, as you can see here, I'm not sharing with you some fancy technique and some fancy marketing science. Right?

Because though that's the shiny object that we're led to believe we need, that we're led to believe- The four. The four? The fourth question? That one?

Perfect. Though we're led to believe we need that, we really don't. Right? Again, when you focus on the things that are irrelevant, you move yourself away from the things that are relevant.

Right? And we want to move you closer to the things that are relevant. That's you making money. That's putting you on the path, getting your dream lifestyle number of $10,000 per month.

Right? And if you follow this formula, you can put yourself on the path of doing that. Right? Now one thing I want you to remember is that when you're buying paid traffic, if you're doing paid traffic, when you're first setting up your landing pages, you may not always see the type of number you want to, and that's okay.

Right? Even the best traffic people in the industry don't always hit a home run on the first hit. So don't get discouraged. Don't give up.

Don't give in. Keep going. Because even the best of us fail. The only difference that separates success from the rest is that the successful people keep going and keep going and keep going.

They're persistent. They stay in. Therefore, they win. Okay?

Can I get a commitment from you guys that you're going to stay in and see this through to success? Yes. Awesome. Well, now what I'm going to do is I'm going to bring up my good friend, Kristen Savayan.

And let me give you a quick introduction about Kristen. Oh, come here, Kristen. You're not running from me, girl. You're not running from me.

So Kristen is one of the most talented people. I know when it comes to creating beautiful designs that convert, specifically creating high converting landing pages. Some of the landing pages that you see in the industry today were created and originated from Kristen's brain. So you can applaud Kristen for that right there.

Give her a round of applause. Now, what we're going to do is we're actually going to log into a resource that all of you guys have and it's called InstaBuilder and we're specifically going to log into the landing page section here and Kristen is going to walk you through some examples of high converting landing pages. And talk to you about why they convert and how you can use them too. And just remember, the landing pages that we're about to show you, you have access to in your InstaBuilder account, okay?

So these are readily made available resources. Let me just zoom in here. And let me go to this landing page here. All right.

Here we go. I'm going to pass it over to you, Kristen. Great. Thanks.

Give her a round of applause. Hello. How are you guys doing? Yeah.

Yeah? Excellent. Are you excited about this weekend? Yeah.

Yeah. Yeah. Yeah. Yeah.

Yeah. Yeah. Yeah. Yeah.

Yeah. Yeah. Me too. How many of you are using InstaBuilder?

Really? I was told by Michelle about InstaBuilder. I don't have Kalacha Premium, I can access it, but I don't have it for my own business. And when she told me about it, I went out and bought it.

That's a $200 buy that I had to spend my money on to get. You guys have it all built into Kalacha Premium, which is fantastic. It's an excellent resource for you for building and using some of the pre-made templates. I'm not saying they're perfect, right?

But you can tweak them to make them perfect, and they give you an opportunity to start with something right here. Can you guys see this? If you go into your Kalacha Premium account, you go to Plugins and Applications, you will find InstaBuilder. Click on it, and then you'll get this screen right here.

Have you guys seen it at all yet? Yeah. Yeah. Okay, great.

So then when you do that, you just… Where are we? You just select New. I'm still new.

I just bought it last week. So you select New Page, and then it takes you to Templates. What we've gone ahead and done is pulled up some of the templates that you can use for cold traffic and warm traffic. The hot traffic I will not touch on today.

So let's go through some of these. This one right here is, again, it's already pre-made. It's a template inside of InstaBuilder. So you would just change out your headline, and then you have the ability to change it out.

You can change out the font and whatever text you want on the button, the colors, everything that you would need inside of there. You can also change out the background image, I believe. You can also build things from scratch just to overwhelm you. So if you guys really get into it and you want to start playing around, you have the capability inside of this.

As far as this one goes, I like it because you have the background image. So if you are a single mom that's targeting other single women or mothers, and you want to put something that you feel like an image in the background. That would appeal to them and bring that audience to you, you can. You also have the ability to try two options, split testing, A and B, and you can just change out the background image to see what actually converts better.

So this one I particularly like. It's super simple. The background is there. You have a big button, and the only action you're asking them to do is fill in your email address, right?

And in that, you actually are giving them a freemium, which is the free report. Make sense? Yeah? Okay.

Have you guys tried any of these yet? Download? No. Hmm.

Yeah. For this one, that would be warm traffic. Warm traffic is, these are the people that already know you, right? Like and trust you.

So these people are already familiar with you. You don't really have to go into what it is that you are doing, selling, trying to share information with. They're already kind of familiar with what you're doing. So these types of opt-in pages.

This one. And well, that one could be used for warm. There's enough content in there, or cold. That's warm.

Good one for cold, too. Yeah. Cold and warm. Do you want to jump in?

Okay. So here's one that is, if you look at it on the page, you can't really see some of the benefits of having the testimonials at the bottom. Having those case studies kind of reinforce that you have the opportunity, that people have had success by coming in and getting this report, joining you is super important. Again, this one is below the fold, and this is a template, but you can go in and adjust everything to get it above the fold.

And the fold being, in case you guys don't know, is what you can see on the screen right now, right? We're on a laptop, so this is a really good representation of what the screen size would be for most people. So you want to make sure that button is above the fold along with the action items, right? This one's cool.

You can put your own like bridge video, any kind of intro video into it, have your headline. And again, we're just trying to get them to give you their name and their email address to get something from you. Okay? All of these that we're doing right now are warm traffic.

The one that is out of sequence is this one. This one could work for both warm and cold. I, particularly when I do cold traffic landing pages, I want to be able to have more copy in there. Does that make sense?

So this one has some bullet points, so you're able to expound on what they're going to get, not just a headline with an opt in. So that's why something like this could work. Yeah? Okay.

I need feedback from you guys. I'm so nervous. I'm sweating. So just looking out at you, yes.

So any… Yay! Thanks. All right.

So this one, again, from this one, what you would want to make sure is that you get your social proof. So if you start building these on your own, you can actually add these social proofs to any of the landing pages that you build. Okay? All right.

Let's go to the next one. Now this one is fun, especially for lifestyle, right? If you're really trying to sell people on the lifestyle and the freedom and the opportunity inside of Empower Network, to paint a picture of freedom, really, is what you have the capability of doing. Your eye travels.

I love anything that has the opt in on the right hand side of the page. My eye always goes there. Anything on the left, I just don't pay attention to what's happening on the left. You really…

If this were my page, I'd probably change it to where the button is green on the regular state, and then on the overstate, go to something else. Because that green, doesn't that pop out a little bit more than the orange does now? So that's what I would play with. And again, you have the ability to split test these, so you can actually get in and see what works best for your traffic.

Okay. Next one. Very simple. You just want a headline, right?

A subhead. And then take this action. Get this report. Opt in.

Watch my video. See what's going on on the inside. Any of those things. You have the ability to change your button.

So that's a good one. This one's fun because there is definitely an image that draws you in, but it's still… Your opt in is over here on the right. So you have…

We did this once. What was it? I can't remember. We have these tiny little headlines at the top that kind of reiterate the idea of what's happening on the page.

So this one I like because it has that, then you still have your headline and a little bit of copy, right, to get them to opt in and get your free guide. Same thing. Good solid page. This one's fun because it's super clean.

There's nothing you can do. You know, it's it. It's like, okay, download the report. I think if we were to click on this, what would happen is, yeah, it's not set up.

I think what happens is the second opt in, or the opt in actually pops up. . Yeah. So this is a really good one right here, is the importance of having one call to action on your page, right?

Because a lot of times… You remember when we did Top Producer Formula? It was about last year we were in Denver. We were doing a live webcast where we were critiquing the landing pages for people in Empower Network.

We were educating them how to create high converting and highly profitable landing pages. One of the reoccurring themes that we saw on many of these landing pages is that there were multiple different call to actions. Click here. Do that.

Do this. Wait. Buy that. No.

Then buy that first. And that. And that. And that.

And that. And that. It creates overwhelm for people. Right?

So when you're creating landing pages, and when you're sending traffic to landing pages, it's very important you give someone one action to take. That's it. One action. That one action for your landing page is for them to enter their name and enter their email address.

And on that note, with enter your name and enter your email address, when you're collecting information, the big question is, well, what should I collect? Should I collect name, email, phone number, address, you know, male, female? What should I collect? What should I collect?

What should I collect? Male, single, taken, right? Ask what's relevant. Okay?

Only collect the information that's relevant for you at that time. So if you don't need their address, if you're not going to send them anything, don't ask for it. The less information you ask for, the higher your conversions are going to go. At bare minimum, ask for name and email.

Okay? Thank you, sir. That gave me a moment to breathe. Okay.

Thank you. All right. So this one, I think you could actually take it and add an image in the background. Very subtle.

We don't want to overdo it, right? We don't want to detract from what's already here. I think it'll convert better. I'd love to split test this with an image in the background and without.

I think without the image would actually convert better, unless I'm trying to convert a specific type of person. That's what I think, but we should test it. All right. This one, okay.

There's some challenges with it, because if you can see, your opt-in isn't until way down here, so you have to scroll. So your people aren't going to be able to opt-in or even know what to do. They'll watch the video. There are no buttons, right?

But it's great, because you have a distinct headline. You have your image or your placement for your video to go. You have bullets, so people know what to expect. Now, all we need to do is scoot this stuff up right here to be right underneath this section right here, and I think that that would be an amazing opt-in page.

Okay? Especially with video. Okay? Now, this one, you can find, oh, this is just another one, so it's the same kind of thing here.

But this one, I think the next one we have up, yes. This one is actually under sales pages inside of your InstaBuilder plug-in drop-down. Okay? You guys with me?

Yeah? All right. So this one is a long copy sales page, is what they're calling it. But if you look, you have a place for your logo, a headline, a little bit of text.

You have your video. It's still an opt-in right here. Right? Free report.

But what's cool about this one is that you have the ability to add more content. Now, just like Rob said, you don't want to drive people all over, give them too many things to click on. And this one is actually a sales page, so it says click to order now. But you can still change that out to opt-in.

You can put your opt-in at the bottom. So there is the one congruent message, but you have the ability to add more content. Where it says feature benefits, you could put your testimonials. Right?

So this would be more for cold traffic than warm traffic. Does that give you guys an example of, yeah, does that answer your question? The guy, whoever it was. All right.

So then now let's move on to the three pages that were submitted to us for opt-ins. Yeah? Let's do it. All right.

Great. So overall, visually, this is great because you have a distinct curvature, yeah, here and here. And there's nothing in this section that's blocking the eye. Does that make sense?

So this is great because your eye actually goes into the center section. One thing that we would definitely want to do, this button is super tiny. I think you guys can all agree. And the book kind of competes with the headline a little bit.

So what I would do is probably make the book a little bit smaller, make the headline bigger, and make sure that we have a big opt-in with a big button. Yeah? Okay. What about you, sir?

All right. Yeah. Things look really good. The only thing that I'm going to touch on, and this will really allow me to drive home a point, and that's message congruency, okay?

And making sure that your message is congruent across the board. So I'm going to point out three things here. First of all, these are all three really good headlines. But if you notice, there's 15 advanced blog post strategies driving lots of free traffic.

And then below that says, creating a profitable blog in 72 hours. And then this one says, creating a profitable business in 72 hours with your free ebook. So traffic, creating a profitable business, creating a profitable blog. There's three similar but different messages, right?

So you want to make sure your message is consistent across the board. So what are you doing? Are you talking about 15 ways to drive more traffic? Are you talking about secrets of building a profitable business or a profitable blog in 72 hours?

So if it's really a profitable blog, just replace business with blog. If it's traffic, replace business with traffic. You want to make sure what you're offering. Your offer is very clear because a confused mind doesn't buy.

This is so to give you guys some context on these pages, when we sent out the reminder emails for the Kalatu Premium Workshop, there was a PS line saying if you have your landing pages that you would like to be critiqued, just drop a link. And we have three examples that were submitted to us that we hand-selected and decided to demonstrate here. So this is not actually a page that we can share. We're just illustrating.

We're just illustrating some points and critiquing some submitted pages here live. Cool? Thank you. Awesome.

All right. So moving on to the next one. Okay. So this one definitely has some great bone structure to it, right?

I think depending on how you arrive to this page, I don't know that a logo or brand is necessary, right? I just don't know if that's necessary. I feel like the bullets… Here.

I'll use this. Can you guys see this little thing? Yeah. I think the bullets are strong statement-wise, but they should probably be left justified, the icons next to them, and stand out a little bit more.

And our little button here I feel like could be a little bit bigger. Let's see if we click on it. Do we get the… Yeah.

These are cool. Where you get the… Take the action. Yeah.

Take the action. You feel like you can get instant access. So they're committing right here. They're clicking the button, right?

Then it's like, just fill in your email address and look, you're 50% done already. So there's some sort of completion feeling that happens when you build these things or you use these kinds. So I'm really a fan of these. So you just simply type in your email and then you get instant access now.

So that's what I see on this one. What about you, sir? Awesome. Yeah.

So this is actually a really cool landing page. One of my favorite types of landing pages is they're called two-step opt-ins and the reason why they're called two-step opt-ins is because if you notice, there's… No place to opt-in on the landing page. So what do you do?

Someone goes ahead and they click on this little button here and boom, they got to enter their email address. So this is called a two-step opt-in. We've done a lot of testing with these and they do convert really, really well. So if you see these in your InstaBuilder account and you're like, huh, should I use a two-step opt-in?

Go for it. Try it. Give it a shot. Split test it.

These work really well. As far as copy suggestions and tweaks that I would make, the headline says, free video training reveals how you can now what? Right. Remember, a good headline will do 80% of the work for us.

A lot of people are not going to read past the headline. They're going to make a decision whether or not they're going to opt-in based off the headline they see as it relates to your landing page, right? Now, in different scenarios, that's going to change. But as it relates to your landing page, people are going to make a decision largely based off your headline.

So when someone reads, free video training reveals how you can now what? Right? So that's what's going on inside of your prospect's mind. So what I would do, if you just want a quick and easy change, is I can say, free video training reveals now how you can profit online working from your laptop.

Right? And then I would add some text. Enter your email now, and you'll also discover how you can replace your current corporate job income, live the laptop lifestyle of working two to three hours a day. So it makes more of a complete sense, and people are left wondering now, how is the application going to be?

How are you going to make a difference? Right? How are you going to improve your business? wondering now what they know awesome thank you so much sir and then this is one this is the last one that we received okay see that confused me I was like what is that white box okay so really cool stuff the arrow that draws your eye down I'm loving it right I don't know about animated arrows as far as conversions yeah that's what I was thinking so the this the content the way first of all let me start over simple is great right super simple page easy there's nothing really competing for you you know earn a solid income online stands out you have your arrow so you know exactly where you're supposed to take action the challenge the only thing that I think I would shift or change is where this box is I didn't know if it was just a white bar that was sitting in the box right but this is actually where you type in your email address so it says just fill in your best email but who I don't read normally I just start doing things that's how I operate online I just see it and assume but if I don't know that this is something that I'm supposed to touch or do I really wouldn't buttons nice and big right it stands out I think the blue and the button might be competing against each other a little bit so I might change that blue to a lighter gray or something so that button really has the opportunity to stand out so that's it from a visual standpoint nice yeah so speaking on a visual minds my state I'm just gonna share with you a mindset shift that I had to make a long time ago that was costing me a lot of money and it may be something that's running through your mind right now that's you look at this and for the people who really have an eye for design and fashion and all that like wow this is ugly as hell right I mean that's what I when I first started I'm like this ugly you mean to tell me this ugly page is making ten thousand dollars for this I'm gonna do this fancy thing here and this fancy thing here and this fancy thing here look it's not about what's ugly it's about what works right and I've seen it thousands literally thousands of landing pages like this to have made tens and thousands if not hundreds of thousands of dollars now I can't speak for this specific example it was submitted to us but as far as as far as the general mindset shift of of you know we have that tendency to think oh it has to look good it has to look good it has to look good yes there's certain things that can look good but when it comes to landing pages and then adding to the comes to marketing, it's not always about what looks good, it's about what works, right?

Would you rather have a pretty looking website or would you rather have more money in the bank, right? Keep that in mind, okay? Let's keep that in mind. Yeah, perfect.

There we go. So as far as copy changes, what I would do is I would replace amazing with like free video or free report reveals the simple shortcut to earning a solid income online. Whenever possible, specificity will always outconvert ambiguity when it comes to things like saying to earning a solid income online. So if you can say to earning $3,000 per month online or $5,000 per month online or $10,000 per month online or if you can put some specific number, great, right?

Not only put the number if it's accurate, if it's real, if it's justifiable, don't just make up a number to put it there, but if you can actually put a real number there, then by all means. Put it because it's going to help increase your conversion. We've tested it hundreds of times and specificity when it comes to numbers always outconverts non-specificity. So Kristen, do you have any closing thoughts?

I just want to reiterate what Rob just said. You know, I've been in this industry now for years and I forgot what it was like when I first came in. I came in as a brand designer, so everything was beautiful. There was no ugly.

And I didn't know how things were going to be. I didn't know how things were going to be. I didn't know how things were converting. I didn't know what worked.

I didn't know any of that stuff. So when I came in, I had to learn to appreciate the things that aren't as beautiful as I would like to make them. So this is really solid. You know, having a big standout button, having the ugly arrow that points down, it works, you know?

So like Rob said, it's all about conversions and getting money in your bank versus what you present out to the world and in beauty in that sense when it comes to design. And that's all I got. Awesome. Give it up for Kristin guys.

Yeah, you can put that right on your pages. If you're just getting started and you're looking to get started fast, use that by all means. Yeah, for sure. So, you know, speaking of getting started and getting started fast, guys, I'm going to leave you with this, right?

Information is not power. Applied information is power. So if you just absorb everything that we share with you today and do nothing, your life is going to remain exactly the same. And I don't believe that's the type of person you are because if you're in this room right here right now and you're not going to be able to be here right now, it means you're ready for a change.

Raise your hand if you're ready for a change, right? Like Mark Dale was saying, you guys, you know, the average income number is $10,000 per month. How many people would like to be making $10,000 per month or more? Raise your hand, right?

The way you do that is not by absorbing information, it's by taking the information and actually applying it. And that's why we broke it down into specific steps today so you guys can go out there and apply it. So as we get ready to enter the event, as you guys go to the welcome reception and the parties and you meet with your leaders, just keep one thing in mind. You're going to receive a lot of good information.

You're going to hear a lot of inspiring stories. You're going to hear people on stage and you're like, wow, I want to be where they got. How do I get to where they are? Well, how you get to where they are is you take action.

I know you're the type of person who is going to take action. I just want to remind you that because I love you guys, I want to see you succeed, and I want to see you be the next person making $10,000 per month. So raise your hand if you're going to take action on the advice that you hear throughout this weekend. Raise your hand.

Awesome. I love you guys. I look forward to seeing you this weekend. Take care.

Take care.