Building Landing Pages with Tas Bober

3. Define who you are, who you serve, and what problems you solve (5:19)

"I would be so annoyed by the same things that I was doing to my buyers that other marketers were doing to me."

• Focuses on who the company is, who they serve, and what problems they solve

• Take the time to understand and create alignment between the company's self-perception and external perception from the market

• Develops a buyer's journey map in Figma (clone this) to visualize the process

• Address the disconnect between how companies market their products and how buyers actually purchase

4. The Chipotle Framework (24:40)

"I don't price by wireframe. We write the same amount of blocks and we Tetris them together based on what they need to serve and what their ads are, what the ad intent is, what the campaign intent is." 

• Take inspiration from Chipotle and build modularly

• Focus on creating individual problem blocks, solution blocks, social proof, and the ask that can be mixed and matched together—remember those FAQs, they're #1

• Don't focus on wireframes, focus on individual modules that can be used to create multiple landing page variations

5. Testing Cycles (38:58)

"Instead of an A/B testing tool, we're going to go ratchet and do pre- and post-testing."

• Build a testing roadmap and using the tools you have available to you (web analytics like GA4 and heat mapping tools)

• Look for incremental improvements, such as increased scroll depth, lift in handraisers, or return visitor rates

• Examines heat map data to identify important elements (e.g., popular FAQs) and optimize their placement

6. What's next? (46:52)

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