Landing Page & Opt-In Hook from The Foundation

swiped by Mike Schauer from ran 2013-2015 (Now)

The Foundation is a six month online program for starting a software business from nothing…without an idea, coding skills, or funding. The program has been...View More

Landing Page & Opt-In Hook from The Foundation

Key Takeaways

  • If they had the same landing page since 2012, I probably wouldn't have given their copy as much value. However, if you go through their history, it's clear that they test on a continuous basis. When you notice testing is going on, that's when you can better infer that their decisions are strategic. Yours should be as well. Test, test, test.
  • Try using your video cover as an area to put a subhead or more compelling copy. That's what they do in the examples above. Treat it like an image on the page. It should serve a purpose.
  • Although the opt-in is driven by a "dangerous" hook, remember that the sale always moves towards a solution that will solve the person's problems. You don't linger on the "dangerous" stuff. You use it to grab attention, assess what to avoid & than point out what direction is better (your product, your content, your newsletter etc.)
  • One of my favorite takeaways was how they refined their message/USP over the years. Pay attention to how they got more specific, cut the fat and became more concise.

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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