Stop ignoring your landing page

Updated On: November 22, 2019

Today, we’re building a business as big as Intercom. Plus, marketing master Dave Gerhardt drops a private podcast. And we’re optimizing landing pages for the long run. 



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Intercom means big business

Intercom is undeniably huge. They’ve got more than $80 million in ARR and 100,000+ active monthly customers. 

Intercom has changed how support fundamentally works, making serious strides in customer messaging and automation.

But our focus today isn’t on the impact of Intercom. It’s on the how.

How do they show value in their messaging? 
How do they get so much traffic to their website?
How do they solidify their positioning?
How do they convert visitors?

In Intercom’s “Six Strategies to Convert Customers to Their Website,” Sumit Hegde discusses what this user-messaging tech giant did to become so insanely successful.

In it, they cover a lot of ground, breaking down the strategies that Intercom leverages, like:

  • Identifying what your customers actually want
  • Its audience segmentation approach
  • Use-case personalization
  • And snagging your competitor’s traffic

At its core, the message here is about the customer. And we know customers matter more than ever. They bring us back to the core of what we’re building. 

Because without customer research, you’re simply building the wrong product.

If you ask any luminary of Silicon Valley for the one lesson that matters, most will espouse the importance of focusing on the customer. Paul Graham, Gail Goodman, Steve Blank, Mary Meeker… all of them advocate for the customer.  Yet, no one’s really following their sage advice.

Executives indicate that 7 out of 10 of their organizations are speaking to less than 10 prospects or customers in a non-sales research capacity per month and this doesn’t get better with company size.

We’re in a world where we’ve literally been given the answer to success—understanding our customer—not always agreeing, but at least understanding. For the most part we’ve turned our noses up at the notion of actually talking to the people that are ultimately paying us.

So resources like Intercom’s are crucial to read, digest, implement, and read again.

If customers don’t rule everything around you, I’d argue you’re doing it wrong.


Landing pages that work

A landing page is a web page purposefully crafted to convert visitors into leads or customers. But, you already knew that. So today, Drift’s Shanelle Mullin is solving your landing page problems.

She begins with one of her favorite marketing quotes, from Peep Laja of Conversion XL

“Other people’s A/B tests are other people’s solutions to other people’s problems. Your website has specific problems, not generic problems.”

This, Shanelle says, has framed how she approaches conversion rate optimization, especially in the landing page realm. Other people’s landing pages are other people’s solutions to other people’s problems. There’s no sense in copying their messaging, design, or calls to action.

Avoid turning to a competitor for direction. Instead, turn to your own problems through conversion research.

Shanelle’s got the guide to solving your specific and contextual landing page problems. She offers best practices and a literal step by step on how to implement, like defining your value prop and messaging, designing an intuitive user experience, and running experiments.

"The most costly mistake I see is building custom pages and modules when a template could get you 90% of the way there, or repeatedly building different pages for different campaigns when you could templatize things and create design changes based on either the universal or the specific page depending on which needs to be done. Luckily, most landing page builders have eliminated this type of redundancy, which allows marketers to focus on more important and meaningful aspects of landing page optimization, like strategy and creative." – Alex Birkett, HubSpot

Landing page optimization tools have made it incredibly easy to create landing pages in seconds. But that convenience doesn’t negate the fact that you have to develop a strategy and, well, actually do the optimizing.


Dave Gerhardt for the podcast win

And for more in Drift land, former CMO Dave Gerhardt drops a podcast called The A List. 

It’s a business podcast that hits on topics from “Three Books I’m Reading Right Now” to “Marketing Bucket Budgets.” But apparently, it’s ultra exclusive. 

He’s offering three tiers of this bad boy… 

  • $10 for access to the private podcast and direct messaging to Dave himself
  • $30 for access to the pod, plus his private blog and a monthly livestream Q&A
  • $1,500 (yes, you read that right) for a monthly, private one on one, and a 60-minute consulting session—aka one hour of Dave on your marketing team each month

Ah, subscribing to humans… pretty genius.


Subscription Sapien: Gail Goodman

Today’s Subscription Sapien is Gail Goodman, former president and CEO of Constant Contact, a leader in online marketing tools for small businesses, who grew the organization from pre-revenue startup to publicly traded company. We’ll dig into Gail’s impressively extensive resume, her lessons on alignment and a customer-first motto, and why she claims: founders can’t scale.

And that’s a wrap for your November 22 subscription news. Recruit your teammates into the subscription know: to sign up for episodes on the daily.

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