Transcription
Alex from Hormozi's landing page strategy absolutely prints money for his nine-figure portfolio, and he's built it by ignoring a lot of the best practices that you see online. As someone who has personally built over 400 landing pages that has generated millions in revenue for our clients, I've seen what actually works. Alex Hormozi's system is one of them, and in this video, I'm breaking down his entire landing page strategy step by step so you can literally just copy his exact strategy to turn more of your landing page visitors into customers. Let's get into it.
So, before we dive into his strategy, it's important to understand how Alex Hormozi actually thinks about landing pages. The entire cornerstone of his strategy is centered around efficiency. So, how do we increase our leads 2x, 3x without breaking the bank?
"What are you currently doing?" "You said Google Ads." "Yeah, around 15 to 20k a month." "Can you spend more?" "Yeah." "Why don't we do that?" "We've tried, and we weren't generating the same quality leads or necessarily getting more."
Businesses looking to scale, the number one question he asked them is what is stopping you from doing more? Which, in the context of landing pages, doing more typically means what is stopping you from doubling or tripling on Meta Ads or Google Ads. The answer majority of the times is that when the business tries to spend more, everything goes through the roof, right? Your CPAs go up, your customer acquisition cost goes up, and the quality of either leads or sales goes dramatically down. Effectively, people hit a wall and they're not able to scale profitably.
Neil Patel said in one of his keynote speeches that he believes that the future of marketing is going to exist in CRO, so conversion rate optimization. And he said that because, you know, the prices are going only consistently go up. Most platforms are based on an auction, which means that it's just multiple businesses competing for the same eyeballs. And so, the people who are better able to convert those eyeballs are going to be the ones who are going to be able to outcompete and win.
Alex believes that the two big reasons for this are, number one, ad costs have gone through the roof virtually across every platform, and most importantly, number two, which is that most businesses obsess over getting traffic and they completely neglect their landing page and conversions. And so, the moment they try to scale, their landing page starts leaking revenue almost like a bucket with holes in it. I can personally attest to what Alex is saying here as I speak with businesses every day in that 1 to 10 million range, and even in the 20 to 40 million. Oftentimes, they don't even realize how much their landing page is leaking revenue, and that the moment they try to scale, they're going to hit a wall. Because right now, things are working, but hitting that wall is extremely common, and it's not a matter of if, it's a matter of when.
Theme number three was CRO. And so, I'd say this year, the companies that made the biggest gains had a discipline around conversion rate optimization. That means that at any given point, they're running three to 10 different split tests on the key parts of the pipeline for revenue generation. Meaning, if you have a landing page where you get a lot of traffic, or you have a homepage that you get a lot of traffic, or you have a follow-up sequence that a huge percentage of your customers are in, actually testing things out there.
So, instead of doing more, Hormozi then takes a proactive approach and shifts the focus on doing better through conversion rate optimization. He puts a huge emphasis on constant AB testing and constant optimization to squeeze out as many conversions as possible from the traffic you're already getting because this compounds exponentially.
If you can outcompete them, you can provide better service, you can have longer LTV, means you can spend more to acquire the customer than they can, and then you can eventually price them out of the marketplace. Because fundamentally, paid ads is actually an auction for attention. And so, people bid against each other for ad space. And so, if you can outbid your competition, you can have an ethical monopoly by literally bidding more than everyone else while still making money. And that's the crazy thing, and that's what fundamentally what you want to build in terms of the mousetrap of your business is, how can I make more money from every customer than anyone else does so that I can spend more than anyone else can to acquire them.
I always like to say, there's two ways you can double your business. You can double your traffic, or you can double your conversions. And I will take doubling your conversions any day of the week because when you drive more traffic to that same landing page or website, the revenue and ROI you generate is also amplified. And we've helped numerous brands in so many niches double their conversion rate just through CRO alone, so I can definitely back up what Alex is saying here from personal experience.
So, let's dive into the specifics. The most important section on your entire landing page is the above the fold. This is the topmost section of any page that is immediately visible without scrolling, and it is the only section that 100% of your users will see, but it's also the only section that 60% of people statistically will never even scroll past. This is why Alex Hormozi suggests spending 80 to 90% of your efforts just on the above the fold.
Almost all of the juice that's going to come, the biggest jumps in conversion rate, happen above the fold. That is where you're selling them on whether they're going to stay on the page and continue to read more, and that's where the biggest returns will come from. I would say 90% of our tests are either headline or image tests, and that's it. If you can implement this one process into your marketing cadence, so when you meet with your marketing team, we meet and we say, "What was last week's test? What was the winner? Great. Did we beat the control? If we didn't beat the control, then we try another test, right?" And the thing is is when you do this on a continuous basis, the business will continually improve.
Testing the above the fold has historically gotten us the best ROI as well, where we've seen conversion increases upwards of 130% just by testing it. The above the fold primarily consists of a headline, subheadline, CTA button, and a hero image. So, now what we're going to do is take Alex Hormozi's well-known value equation framework and apply it to not only the above the fold, but to the entire landing page altogether.
So, the first part of his equation is the dream outcome, which we want to immediately articulate in the headline in the top part of the website and instantly answer the question of why should I care? This sounds super simple, but I cannot tell you how many pages that do the exact opposite of what Alex is saying, where they simply just repeat the company name, they have vague copy that no one really understands, or they simply just explain who they are and what they do.
The dream outcome, which is what's the big thing that people want. So, in this instance, it'd be they want to make more money in their gym, they might want to lose weight, they might want to have a fixed their relationship, they might want to look cool in front of their friends, whatever.
I like to use the so that principle. So, for the solar panel cleaning business, their before headline just simply stated what they do, which is exterior cleaning services. Using the so that principle, we offer exterior cleaning so that your solar panels can produce more energy, so that you can cut your energy bill, so that you can actually feel confident your solar is working. And we captured that end result perfectly in this headline here and saw a 64% lift in conversions. You can use my free landing page prompt framework where you can generate high-converting copy using AI in a matter of seconds. You just throw in information about your company, throw in my prompts, and you'll get high-converting copy that's probably better than what you have now. Link in the description below.
So, the next thing Alex says is that your hero image should also visually represent your dream outcome. Most landing pages suck. Here's how to have them suck less. The hero image should add proof to the headline and subheadline. So, either I'm showing you the thing you're going to get that or the outcome that you want to experience.
If your headline is promising a luxury high-end closet, your image should actually show that. If it's promising a straighter, brighter smile, I should see that in your image. If it's promising smoother, brighter skin, again, I should see that visually. The dream outcome should not only be in the above the fold, but it should also be throughout your entire landing page in the headlines and imagery.
So, the next part of the value equation that Alex talks about is increasing the perceived likelihood of success. Now, there's two ways that he recommends executing this. The first way is social proof.
And so, your proof is going to do more selling than any promise can possibly do because the promises all function as an approximation of the likelihood that they're going to get a result, and proof is always going to be more compelling.
So, he recommends having this above the fold to build instant credibility and trust. This can be anything like reviews or stats or testimonials above the fold. But, he also suggests having social proof throughout your entire landing page as well. The issue is that today, everyone uses social proof so much so that people have become very skeptical to anything they see online. Basic text reviews, for example, are super overused and literally everyone does them, and so, people don't trust this on its own anymore. Second, is you want it to be as visual as possible. So, just a bunch of words on a screen is less compelling than a screenshot of someone's bank account after they made money. Or, someone saying, "Hey, I lost 20 lb" is not as compelling as the picture of them losing 20 lb, which is also less compelling than a video of them weighing in, and then a video of them weighing out.
Alex's approach instead is to be as intentional as possible through your social proof and to show it as visually as much as possible through images or video. This helps create an emotional connection that text on its own cannot achieve, and it just makes your proof feel way, way more impactful. I can personally attest to what Alex is saying here as we've seen conversion increases upwards of 50 to 70% just by using this one strategy. This luxury closet brand shows off the beautiful units that were installed in conjunction with the written reviews to really help sell the dream. For this fitness offer, you can see visuals of the before and after in combination with a little blurb talking about the person's journey. This cosmetic dentistry brand shows off the before and after images of the results in conjunction with the reviews.
The other thing that Alex is super big on is stacking social proof.
If you look at Yelp, you look at Google, you look at Facebook, all of these have reviews for your business. And so, I would go into the stars, you click into it, and there's like a hundred of them. But, if I screenshot a hundred of those, and then I frame them, and I put them on my lobby wall from floor to ceiling, it's overwhelming the amount of proof that is. So, to execute this visually, you can leverage a wall of love format where you basically shower people with so much stuff, right? Video reviews, images, and text reviews all in one so that they're already sold. You want to show all of your reviews up front, especially on mobile, and you never want to hide it in a carousel because statistically, carousels have very low engagement rates, and typically, whatever is hidden does not get seen. You basically want people to consume the vast amount of social proof you have and subconsciously build so much trust that they're already sold.
The second way that Alex talks about to increase perceived likelihood of success is by reducing risk. Alex is a big proponent of risk reversals.
I buy stuff, and they guarantee it, or they make it risk-free, or they show me tons of proof, I'm more likely to pay for it and pay more for it.
Things like money-back guarantees, return policies, warranties, free trials, etc. The best way to do this visually is under your CTA button. So, for this H fact business, underneath their CTA, you can see how they have these checkmarks around things like warranties and fast installations in conjunction with these badges. For our e-com client, we actually AB tested adding in these badges underneath the add to cart button, and we saw a 30% lift in conversions. For this SaaS company here, which is part of Alex Hormozi's portfolio, he features these three badges underneath the book demo button to reduce fear and uncertainty.
So, the next part of Alex's value equation is time delay. Your copy needs to close the gap as much as possible as to how fast someone can get results. The best way to do this is through your headline and subheadline. So, for this online mediation course, the headline can be the dream outcome of building a six-figure mediation practice with the time aspect as well by saying less than 30 days. For this e-com supplement brand, they also highlight the time aspect by saying in just 2 weeks prominently in their headline.
The final component of the value equation is reducing effort and sacrifice. If someone says, "Oh, you don't have to do anything" versus you have a ton of work associated with it, I'm more willing to pay for it.
The first place that Alex recommends doing this is in the subheadline of your above the fold. The goal here with the subheadline is to basically explain how you achieve the result that you mentioned in your headline while also making it feel effortless and simple.
So then the headline itself it's like we want it to be some sort of very clear like reason for them to move forward. And then I usually have sub headlines that clarify or add context to the headline. And so often times that'll be like without X, Y, and Z or without pain it qualifies it.
So for example here the headline for this education business is launch a high-paying career or business fully debt free. And then the sub headline reduces the effort and sacrifice associated with achieving that result by talking about the fact that you get a personal success coach, you get 24/7 tutoring, hands-on skill training, and lifetime career support. Below the fold you can reduce effort and sacrifice through the how it works section where you basically explain all of the logistics of your product or service in, you know, three or four simple steps. Not five, not six, just three or four because the moment you go higher than three or four it increases the perceived effort. This is a great example for this HVAC business where the headline feels effortless, just three simple steps, and they outline everything clearly underneath. Here's another example for this fractional CFO business where they highlight how easy it is to get the first big financial win in just 7 days.
The next part of Hermozi's strategy is focusing heavily on headlines throughout your entire landing page. Headlines come first for a reason. And the reason I have it as the first one is that it is the first and most important. So to quote David Ogilvy, uh once you've written your headline you've spent 80 cents of your advertising dollar, right? And so that means that the vast majority of people will only see the headlines in whatever it is that you make. It almost feels unfair that a headline is just a phrase or one word or one question, but it is also the thing that is ultimately going to get the most people to or have the biggest lever on whether your advertising is doing well. Statistically most people don't read, they scan. The mistake most people make is that they make their headlines very generic like, you know, here's what we do or how it works. You want to operate under the framework that somebody will only read the headlines on your page alone and just imagine they don't even read any of the body text. Is the value prop clear in just the headline alone? So instead of saying what makes this unique, say what actually makes you unique in just the headline itself. Instead of saying how it works, simply just explain how it works and how simple it is in the headline itself. Instead of what our customers say, simply just say what your customers actually say and the result in the headline itself.
The final piece of Hermozi's strategy is ongoing CRO and AB testing. Okay, so most brands just completely over complicate it, right? They think of hundreds of different things that they can test and they never end up knowing where to start. Alex's rule is super simple. It's just test one thing per week. The process is simple. Every week we have our marketing meeting and we do one split test. Just one. All right? And that's because everyone wants to test 100 things. But what it does is it forces us to be very focused on the one thing that we think is going to drive the highest result for us. Now you have to understand that this depends heavily on your traffic. Presumably somebody like Alex is driving, you know, tens of thousands if not hundreds of thousands of visitors to his landing pages across his portfolio every single month. He actually has sufficient traffic levels in order to do AB testing. Typically our minimum is at least 40 to 50,000 visitors per month. But let's say you only have 10,000 or 20,000 visitors per month or even lower than that. You're not going to be able to run traditional AB tests because you won't be able to reach statistical significance, which is kind of like a fancy way of saying is the test you did chance or not. So what we personally do for clients with lower traffic levels is we will make larger scale changes like completely revamping their landing page based on best practices on things that we've already AB tested with our higher traffic clients that get, you know, hundreds of thousands of visitors to millions of visitors. This is all in the absence of not having sufficient data to actually AB test. If you do have sufficient traffic, you can use an AB testing calculator like this one online to determine how long to run the test based on certain variables in your business. Now as you start testing you'll quickly start to pick up on, you know, winning tests and losing tests and basically understanding what works and what doesn't work. And the beautiful thing about this is you can quickly start to develop a snowball effect where it starts to pick up momentum over time. There's been so many instances where we've got a winning test for a client and we just kept doubling down on it. Like we helped this client here generate $3 million in incremental revenue just through CRO and compounding results. And we also helped this e-commerce client more than double their conversion rate through CRO alone and finally let them scale profitably.
So now you have Alex Hermozi's complete framework for building high converting landing pages. But knowing the strategy is one thing, executing it is another. There are always four proven steps that we use at our agency whenever we're building a million dollar landing page for our clients over and over again. And if you click here to go to the next video you can watch me talk through that exact four-step process. You can then combine that with Alex Hermozi's framework to build a landing page that will scale your business fast. I'll see you in the next one.