Too often, launches are pushed at the moment of Go Live, while the success of a launch is (for 80%) determined by its pre-launch strategy. This PDF, including 15 takeaways for conversion rate optimization of your landing page, will help you define a solid pre-launch plan for your product launch. Conversion rate optimization is one of the most underrated pillars of growth hacking / digital marketing, and lends a lot of its tricks from user behavior psychology, behavioral economics & nudging. Want to chat about growth hacking & growth marketing? Follow me on LinkedIn: www.linkedin.com/in/nickvinckier

1. TAKEAWAYS
FROM A 5-TIME WORLD CHAMPION’s
15+
PRODUCT LAUNCH & LANDING PAGE
@nickvinckier

2. + Using very known ‘brands’ in the CrossFit community
Mat Fraser is the (recently retired) 5-time back-to-back CrossFit world
champion and just launched his training program HWPO.
His motto throughout his entire career has been HWPO, short for Hard
Work Pays Off.
The HWPO abbreviation leads to great hashtag opportunities, while
having a retired world-champion launching a product will lead to a ton of
registrations.
Integrate Star Quality & Authority in your landing page/product launch.
Name your product in Recognizable way, while optimizing for
‘Shareability’, like ‘HWPO by Mat Fraser’.
- Call to action is below the mobile fold
On mobile phones, the Call To Action (CTA) won’t be seen above the fold.
Undoubtedly, this will have a negative impact on the Click Through Rate
(CTR).
Ensure a CTA button is shown above the (mobile) fold
@nickvinckier

3. + Explainer video, positioned very high on the landing page
The retired world champion explains the program himself and why you
should be interested. Mat answers the #1 concern in the video (will the
workouts be OK for non-elite athletes?), while giving more details about
the training schedule you will buy into.
Videos are easier to watch than reading endless amounts of text
Integrate a video to show the program is actually real. Still a lot of people
think the Internet will steal your money. The fact Mat is talking, shows his
personal involvement and that it’s not merely a program designed by
someone else, with his name slapped on it to boost sales.
The picture of Mat Fraser, showing his golden Metcon shoe (incl. HWPO
shirt) adds even more Star Power. Great addition!
- CTA button’s thunder is stolen by the background
In my opinion, the background is stealing the thunder of the CTA button
too much. We don’t have insights but I assume the CTR would be higher
with a plain background.
Ensure your CTA button stands out to generate higher CTR
Personally, I would have positioned the video & CTA button above the
mobile fold.
@nickvinckier

4. + Motivational & informational piece of text incorporated
Very well positioned and written piece of copy, after we saw the first
portion of content below the fold (the video and first CTA button).
The text combines motivational copy with enough information to motivate
& convince people to sign up.
Good landing pages combine 3 elements:
- Entertainment elements: the audience should feel excited about the
offer
- Communication elements: the audience needs to receive all the info
needed to complete the purchase decision
- Transaction elements: the audience needs to be able to convert once
they are convinced (e.g. CTA buttons)
@nickvinckier

5. + Making up an expensive word just works ;-)
It may sound weird, or even like a joke, but this actually works very well.
Abbreviations, acronyms, … create stickiness in the memory of the
audience.
“I never heard about the PSM Method, but it must be something
professional because it sounds professional”.
This tactic is often used in research, book writing and consulting, and
also in sports programming.
Examples?
The “Blue Ocean Strategy”, SWOT, the 4 P’s by Kotler and YOLO.
And admit, it just sounds much sexier and sophisticated LOL ;-)
@nickvinckier

6. + Tackle the main concern of your customer head-first
By now, it is clear that the #1 concern in the audience’s mind is: I will
never be able to train as hard as the 5-time world champion, this is not
for me.
Mat and his team are smart in putting in all effort to explain that the
program is for everyone: beginners to elites.
The acronym ‘PSM’ needs to add more certainty ;-)
Understand what potentially the biggest blocker for your audience will be
and reduce the uncertainty as much as possible. LISTEN to early
feedback and update your landing page quickly to reduce barriers as
much as possible.
(Pro tip: visit competitor’s websites to copy what they do well and
plow through the comments on their social media to understand
which questions their audience is asking them.)
@nickvinckier

7. + Create FOMO (Fear Of Missing Out)
Very smart of the team to mention: ‘The Only Way You Can Get
Coached by Mat’. This creates huge FOMO amongst the audience and
adds uniqueness to the offer: nowhere else you’ll find this.
Create urgency and FOMO to increase CTR
Personally, I would have used this in the headline or title, above the fold.
FOMO is one of the strongest ways to nudge people.
+ Showing an aspirational picture of the result
What’s more aspirational than seeing one of the biggest stars in the
industry you love, performing one of the hardest lifts in the sport?
The picture screams: You can become like me and do what I do when
you sign up.
Show the audience visually the perks of what they are signing up for.
Illustrate the savings they will make, the profit you’ll generate for them,
the weight they will lose. ‘Showing’ works better than ‘Telling’!
@nickvinckier

8. - Lack of CTA’s through the page
By now, I would’ve added - at least - 1 (preferably 2) CTA button(s), to
increase the likelihood of people clicking to Sign Up.
There’s too many screens without a Call To Action.
Remember: entertain, inform, transact.
Increase the likelihood of click through, by adding more CTA buttons.
+ Tackle the main concern of your customer head-first
Another example of how Mat and his team are tackling the potential
Blockers to Buy.
@nickvinckier

9. + Pre-launch determines the success of the actual Launch
This screen shows why the man is a 5-time champion: he is leaving
nothing to chance by having a solid ‘pre-launch’ plan.
Too often, launches are pushed at the moment of Go Live, while the
success of a launch is (for 80%) determined by its pre-launch strategy.
The HWPO program launches only in April, but you can already pre-
register now.
This way, the company can measure the appetite, tweak the offering,
and even plan resources based on the forecasted cashflow.
Not only can you register before Go Live, you will also get “EXCLUSIVE
ACCESS TO 3 LIVE ZOOM CALL WITH MAT”. What an amazing perk!
Only if you pre-register now ;-)
Golden rule: Define a solid pre-launch plan (incl. traffic driving towards
your page) with strong pre-registration/early-bird benefits.
@nickvinckier

10. + Repeat the catch phrase to increase recognizability
One of the strongest forms of communities are Tribes or Cults.
Ideally, you want to create such a strong sense of belonging with your
audience to generate a lock in for a lifetime.
One trait of a successful cult is having words no one outside the group
understands.
CrossFit itself has become very known for this with words like Amraps,
Emoms, HSPU, thrusters, The Open, etc.
So it’s smart to see Mat Fraser pushing “HWPO” and “PSM”.
Develop your own tone of voice, including catch phrases and vocabulary
@nickvinckier

11. + Offer people exclusive access to ‘secrets’
Fraser is known for his engineering-like approach of programming for
himself.
This approach made him unbeatable for the last 5 years, and he created
tons of secrecy around his training regime.
While other elites share details of their training, or even sell their
programming during their active careers, Mat has never revealed
anything.
Now that he will uncover these secrets, his team and Mat are making
sure the audience knows that they’ll get access to the “hidden
treasure”. What a sweet deal, right.
Create secrecy around your solution and ensure that customers who buy
into your program feel like they are part of a selection of Chosen Few.
Tell me, who doesn’t like to be the only one who gets to know a secret of
their best friend….
@nickvinckier

12. + Tackle the main concern of your customer head-first
Another example of how Mat and his team are tackling the potential Blockers to Buy.
@nickvinckier

13. + Pre-launch determines the success of the actual Launch
Another screen on the landing page highlighting the pre-registration
perks the audience gets when signing in, only now.
- The CTA button again is not ‘popping’ enough against the
background
Apart from the lack of sufficient buttons, I’d advise to reduce the
background noise to make the CTA button stand out better.
+ Using the word “ME” on a CTA button
Research shows that users like ‘ownership’ in their purchase
journey.
It’s always a good idea to integrate ‘ME’ and ‘MY’ in your call to actions.
> Sign Me Up will work better than Sign Up.
@nickvinckier

14. + Summarize everything for your audience
Offer an easy recap for the customer, similar to the last step in the
checkout on a web shop: “this is what you’ll buy”.
Personally, I would have worked with bullet points to reinforce the feeling
of abundance of benefits when signing up.
+ Using wording like “TEAM” to create social proof & cult status
By using the phrase “Join the Team”, Mat creates a sense of belonging.
We are all like sheep and this plays right into our herd-mentality!
It would be even better if Mat can add a number, once they go live, to
show how many people already signed up: “Join +5000 other athletes
across the world”
This will create a feeling of FOMO, social proof & urgency.
Finally, I’d recommend to integrate some reviews & testimonials to add
even more social proof. The feedback could be generated by people
(just like you) who have “beta-tested” the programming so far and enjoy.
If you can, always show testimonials & reviews to boost social proof.
@nickvinckier

15. + Brilliant way to end the landing page: FAQ’s
Not only do they reduce the Blockers to Buy with an elaborate section
for FAQ’s, the team of Hybrid Performance Training will also reduce the
contacts to their customer service.
Customers who find answers themselves, will buy quicker and will less
likely reach out to the support team, which reduces the overall cost of
operations.
All of this also improves the SEO ranking of the page (longer landing
pages, more text, easily indexable by Google, etc.)
@nickvinckier

16. @nickvinckier
Hope you
enjoyed this!
My name is Nick Vinckier, Head of Growth of
Chalhoub Group in Dubai and obsessed with
growth marketing and (Cross)fitness :-)
If you enjoyed this piece, don’t hesitate to
share it with anyone who can learn from it.
If you’re wondering how you can return
the favor for this free e-book?
Please endorse me for Digital Marketing,
Growth Hacking & (my newly added Skill)
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Thanks a million 😚
Cheers,
Nick

17. TAKEAWAYS
FROM A 5-TIME WORLD CHAMPION’s
15+
PRODUCT LAUNCH & LANDING PAGE
@nickvinckier