Hot Tip #01 is to utilize your customer testimonials by highlighting features and answering doubts.

So often I see Landing Pages packed with testimonials providing very little value to the visitor. Let's compare two testimonials. The first is by a customer, Gavin Jenkins:

"I’m a huge fan of the brand, so I’m glad I could finally sample their product."
Gavin Jenkins

Note how Gavin’s testimonial is generic, offering superficial information to the potential customer reading it. This second testimonial is also by a customer, Kim Davis — but note the difference:

"So glad I could finally experience their superb quality myself and I was quite impressed by the thoughtful packaging of such a delicate item."
Kim Davis

See how Kim’s testimonial highlighted a product feature while also answering a potential doubt? The feature being the build quality and the potential doubt being if postage would damage the item.

Round up all of your customer testimonials and select only the choice few adding value for your Landing Page visitor.

Hot Tip #02 is to showcase testimonials from similar demographics to your potential customers.

If you are selling enterprise-level support software, it's wise to curate testimonials from customers who work for enterprise-sized businesses.

Put yourself in your Landing Page visitor's shoes and imagine the concerns of an enterprise customer. They'll be wary of moving a huge amount of staff over to new support software due to the high stakes involved.

They'll also want to know other enterprise businesses took this risk and made this transition successfully.

Using Hot Tip #01 as a guide, I’ve hand-picked this excellent testimonial by enterprise customer, Dave Lewis:

"Our team just loves how easy to use the software is and support response time improved by 22% in month one."
Dave Lewis

Glowing feedback, right? Now, let's take it a step further by highlighting who he works for alongside his name. In this case, Dave is the VP of Customer Relations at Starbucks, which adds significant weight to the testimonial as its backed by an enterprise-sized business:

"Our team just loves how easy to use the software is and support response time improved by 22% in month one."
Dave Lewis - Starbucks VP Customer Relations

Hot Tip #09 is to set a single objective.

An effective Landing Page should only have one objective, not many.

🚫 Sell our eBook + promote our job board

✅ Sell our eBook

The beauty of a Landing Page is the single canvas to persuade the visitor to do one thing.

Hot Tip #12 is to use your footer area for pre-sale support.

If your visitor has not committed by the end of the scroll, they still have doubts. Insert your FAQs, along with your support details:

Root UI Kit

Ackee

Mouseless

This area could be the difference between a visitor and a customer.

Hot Tip #13 is to highlight your Unique Selling Proposition (USP) among your features.

A grid/list of 12 features can be overwhelming for a visitor who is learning about your product/service for the first time.

Begin with your highlighted USPs:

Emphasize the benefits of choosing you over the competition.

Hot Tip #14 is to offer more pricing tiers.

Aim to tier up with more features and benefits versus tiering down by stripping your core offering.

“Give people who would be happy to pay you more money, the opportunity to pay you more money.” ~ Adam Wathan, Refactoring UI (source)

Hot Tip #16 is to embed your forms to try capture leads immediately.

🚫 [Click here to Sign Up]

✅ (Enter your email) + [Sign Up]

Notion

Intercom on Onboarding

Linear

Remember, with every page load your conversion rate drops, so try capture leads as soon as possible.

There are two ways to experience horror.

The first is to rent a gory R-rated film.

The second is to watch someone interact with your Landing Page. Truly horrifying, but the learnings are worth the trauma.

Hot Tip #18 is to sit with someone from your target market and study what it takes for them to convert.

Hot Tip #20 is to highlight a testimonial from an opinion leader who is well known to your target audience.

Take a walk with me...

You are looking for an icon pack for your next project. You discover these great looking "ZenIcons" — but the abundance of icons out there casts doubt on the $49 price tag.

Scrolling past the first icon preview you arrive at this featured testimonial:

"With 9 different weights, Zen Icons are my go-to icons for all my side projects."
Klaudia Schneider - Spotify Product Designer

Now you think to yourself: "No way! That's Klaudia, the designer at Spotify I'm following on Twitter. She's so talented and has great taste. These ZenIcons must be best-in-class for her to endorse them."

This form of social proof is the game-changing Joker card in your Landing Page deck.

Hot Tip #24 is to create haste.

Consider offering a discount or a gift within a diminishing timeframe to encourage a quicker purchase. Call it FOMO if you will.

The Hot Tips Ebook pre-order went live with a $30 saving for 30hrs only - to create haste:

⏳ Note how I positioned the 30hr countdown timer right under the CTA button, along with an additional 60% saving reminder.

Hot Tip #27 is to step into your visitor's shoes.

📱 Load your Landing Page on mobile
💬 Read the text aloud
👆 Use the navigation
💳 Checkout successfully

Doing the above will expose conversion friction points in your Landing Page.

Once confident, see Hot Tip #18.

Hot Tip #32 is to offer an annual discount.

Offering a saving for a 12-month commitment can really help boost cash flow for your SaaS.

Note how Unbounce has a Monthly/Annual switcher with a crystal clear “Save 10%” badge on the annual tab:

Also, note how the tiered pricing changes as you switch:

Avoid doing anything too fancy with your pricing switcher. Rather aim for legibility and a stable experience that’s been tested on mobile thoroughly.

Hot Tip #35 is to put your name on it.

A common concern among Landing Page visitors is how well a product or service is supported.

If I commit, will I get help?
Who actually built this?
Are they continuously improving it?

Play

Olmo

Linear

Taking ownership eases fears and shows confidence. Be proud of what you’ve created.

Hot Tip #39 is to place copy before images on mobile.

Having a legible responsive design is great, but are you ordering your content for a seamless scrolling experience on mobile?

✅ Intro copy before main image
✅ Feature copy before demo image

Landing Page images without context are difficult to decipher:

P.S. Don’t be afraid to hide images (or text) that add nothing to the mobile experience.

Hot Tip #40 is to offer a free teaser.

⏳ 14 day free trial of your SaaS
📖 2 of the 14 eBook chapters
📦 80 icons from the full library
📱 1 of 10 mobile wallpapers

Teasers are great ways for visitors to experience more without having to pay upfront.

Hot Tip #46 is to remove obstacles in the way of demoing your product.

Carrd allows a full website build before asking for an email address.

You are confident your SaaS offering will satisfy your potential customer. Why not get visitors to experience it as soon as possible?

Hot Tip #47 is to lower the risk to commit.

✅ Free trial
✅ No credit card needed
✅ 2 years warranty
✅ 24/7 support
✅ 30-day money-back guarantee

Note how Squarespace includes two of the above right next to their CTA button:

Squarespace

Your Landing Page visitor is more likely to commit knowing they will be taken care of post-purchase.

If you discovered your Landing Page for the first time today - would you feel confident signing up?

Hot Tip #50 is to suggest a pricing option.

Sure, some Landing Page visitors are price-conscious, but a good portion of them don’t want to spend time investigating. They are convinced by your pitch and simply want to know the option suggested will offer the best value.

Lee Robinson says this hugely impacted his course sales. Note how he simply highlights a tier with green:

Refactoring UI enlarges a tier:

And how cute is this on-brand border by Google:

Hot Tip #51 is to increase demand by limiting supply.

The Headlime site has a limited number of $129 lifetime pricing spots available. Once sold out the price goes up:

Founder Danny said it worked wonders for the launch, with both the limited $49 and $89 lifetime pricing specials selling out quickly.

The same goes for limiting time. So consider adding a notice near the CTA button reminding the price is only discounted for the remainder of June.

And lastly consider limiting physical quantities. Experiment by displaying a visible count of stock remaining.

Hot Tip #52 is to add social proof.

Think of social proof as herd mentality. We tend to follow bigger herds vs. smaller herds. We are influenced by higher ratings vs. lower ratings. If everyone else is doing it, it must be the best and safest bet.

Strengthen your social proof by including:

⭐️ Customer Ratings
💬 Testimonials
🏆 Service Awards
✍️ Critic Reviews
🥇 Industry Rankings
🍏 Client Logos
📰 Press Features

What would you need to integrate into your Landing Page for your visitor to believe you are the obvious best choice?

Hot Tip #55 is to align your marketing and Landing Page narratives.

A Google Ad for freelance time-tracking software that takes you to a page offering time-tracking for teams is confusing. Consider this advertisement:

Which intro headline do you think resonated more with the visitor?

🚫 Voted the world’s most innovative time-tracking software for teams.

✅ Optimize your freelance hours with automated time-tracking software.

It is vital we don’t lose our visitors upon arrival. Spend some time reviewing your marketing copy and where it takes their expectations.

Hot Tip #58 is to minimize the options.

Do you really need:

📊 5 different pricing plans?
📝 7 required fields in your enquiry form?
🎨 16 different product color choices?

"The time it takes to make a decision increases with the number and complexity of choices." - Hicks Law

Hot Tip #62 is to include a support email address within your error messages.

If your Landing Page payment integration offers message customization, include a support email address for when a problem persists:

🚫

✅

This can potentially convert dozens of disgruntled visitors into happy customers.

Hot Tip #65 is to offer a demo down-sell.

Phone calls aren't for everyone. If your Landing Page suggests hopping on a call to secure a high-end sale, offer an alternative info package download.

📦 "Don't want to jump on a call? Download our buyer's guide"

Kevin Mead shared the above did wonder for additional revenue.

Offering a beautifully presented alternative, to digest in their own time, is a courteous play your high-end customer will appreciate.

Hot Tip #66 is to open non-essential links in a new tab.

Set links to documentation, support, privacy, and demos to open a new browser tab, keeping the primary Landing Page within a tab's reach.

Hot Tip #72 is to reassure your visitors during the checkout process.

Nerves are high. Settle them with these small reminders, strategically positioned near the checkout form:

⭐️ The average customer star rating
🍏 A small stack of well-known client logos
💳 A payment-related FAQ
💬 A short but comforting testimonial

Also, try to include anything that adds transparency to the experience. This can alleviate any lingering doubts the visitor may have.

Note how LearnUX reassures by showing you exactly how the payment will appear on your statement — including the renewal date differences between tiers:

If checkout customization isn’t possible in your Landing Page, the above would still apply to the area around your pricing table or final CTA button.

Hot Tip #75 is to boost confidence with payment method logos.

We’ve come a long way with online transaction confidence, but some demographics are more hesitant than others.

An SSL certificate for your Landing Page is non-negotiable.

You can further improve your visitor confidence by adding all accepted payment methods near your pricing tables, main CTA buttons, and Landing Page footer. All three are not too much.

Hot Tip #79 is to remove inactive social media accounts.

Launching your Landing Page with social media icons linking to new profiles with low followers is perfectly fine.

Linking to social accounts last updated 3 years ago gives the impression the product or service is either poorly supported or even abandoned.

This tip is particularly important for subscription pricing Landing Pages, where the potential customer is in a deeper research phase before the big commitment.

Hot Tip #82 is to prove you are established.

The Harvest invoice software LP includes these 4 strong figures:

🗓 Founded in 2006
🔋 Powering 50,000 businesses
⏰ 400 million hours tracked
💰 $13 billion paid invoices

Years in the game with revenue/customer/operating stats thrown in is a powerful combo to reduce a sign-up risk decision.

Hot Tip #83 is to strategically position testimonials.

We’ve discussed curating testimonials to provide the most value to your Landing Page visitor. But where do we put them?

Start by positioning your best testimonial — preferably from an opinion leader in your industry — above the fold. This will strengthen your intro pitch and lower bounce rates. Now position other testimonials relevant to the Landing Page topic.

Example: If you are showcasing a specific product feature, try to position a testimonial mentioning that feature alongside it.

Note how the CleanShot X screen capture tool is talking about the ease of saving, copying, dragging, dropping, and then just below it a customer testimonial suggests the tool is like a Swiss Army knife:

Finally, position a testimonial near checkout that mentions value for money or overall satisfaction.

Hot Tip #85 is to show them how it works.

The first question most SaaS Landing Page visitors ask is How much is it?. This should always be answered with full transparency, no tricks.

And the second? I’d argue it’s to show them the exact steps needed to go from sign up to smooth sailing. Invest some time here. Use numbered lists. The more visual it is, the better.

TelMD

Logoswift

Clerksy

Crafting Emails

If you can show the Landing Page visitor just how easy it is to get started, they’re more likely to give it a try.

Hot Tip #86 is to include an explainer video.

Well-thought-out explainer videos can help improve conversions for complex products or services.

⏳ Keep it under 30 seconds (longer can work, but only if brilliant)
💬 Use subtitles
👆 Don't forget the CTA at the end

Conversely, a rushed explainer video without a budget or refined script will hurt your brand and Landing Page conversions.

Hot Tip #88 is to consider a lifetime pricing option for your SaaS service.

If your running costs are very low and you have minimal support demands, consider a once-off pricing option for your subscription.

Danny from Headlime said this pricing strategy significantly boosted short-term cash flow, which he immediately reinvested into his core offering.

Hot Tip #93 is to emphasize the value.

A "$79 Design Systems Course worth $249" doesn't offer much appeal, other than a monetary saving of $170.

What if your $79 Design Systems Course included a design systems blueprint for Figma/Sketch/Photoshop (saving you 10hrs) and a year's access to a private design community?

🚫 You save $170
✅ You get learning, assets, time-saving, and access.

"Price is what you pay; value is what you get."

- Warren Buffett

Hot Tip #97 is to reinvest your profits back into your Landing Page.

Once your Landing Page is converting, and you're pleased with your solo optimization efforts, it's time for the specialists to step in.

There are many areas to outsource, but the first I'd recommend is copywriting. Let a copywriter be the officiator that marries your Landing Page tone and your target audience with linguistic flair.

Next would be your imagery. Commission a photoshoot of your product or service in action. We no longer want imagery that's merely good enough, we are looking for imagery that tells a compelling story on its own.

Your mascot illustration, constructed from an illustration kit, can now be designed to include your brand subtleties and visual cues.

Repeat the above throughout your Landing Page and before you know it you'll have a spectacular canvas for your offering.

Hot Tip #100 is don’t forget the why.

Sure, your product/service looks great but why is this part of your life’s journey?

📖 This is why I wrote the book
🖌 This is why I design logos
🎓 This is why I teach Spanish

An offering positioned within a compelling story is easier to understand and support.

“My name is Alice and I wrote this mobile accessibility guide after years of watching my visually impaired mother struggle on her phone. I’m hoping this guide will encourage others to create interfaces that cater to people from all walks of life.”

Gal Shir

When you share why you care, others start caring too.

Firstly, a big thanks to you.

Because of your investment in the book I can reinvest the earnings into making even better content. Next up for me is a series of Landing Page online courses.

Secondly, a massive thanks to my dear friend Manu. Without this guy my work online would resemble something alike Yahoo! GeoCities. Make sure to check our his unique blog he writes from a secluded corner of Italy.

And lastly, to Steve Schoger, Adam Wathan and Wes Bos for the Hot Tips format on Twitter.

These "Hot Tips" were meant to lead up to my online courses but they organically turned into this book and I'm glad it did.

What a fun chapter of my life - thanks for being a part of it!

- Rob