Landing Page Playbook
The Wrong Landing Page
Is Killing Your Conversions.
Most brands bleed ad spend sending the wrong page to the wrong audience. Here's the exact match for every traffic type.
The most expensive mistake in paid media isn't bad creative, it's a page mismatch. Cold traffic hitting a product page. Warm traffic bouncing off a squeeze page. The mismatch silently destroys CVR while ad spend compounds the damage.
This guide maps every landing page type to the audience it was built for, with real examples from brands getting it right.
Traffic Temperature → Page Type Map
❄️
Cold Traffic
No trust. No context. Needs education first.
Squeeze Page
Advertorial / Listicle
Quiz Funnel
◑
Warm Traffic
Aware. Engaged. Needs the full argument.
Sales Page
Landing Page
🔥
Hot Traffic
Ready to buy. Just needs friction removed.
Product Page
Checkout Optimised
❌ Wrong match = wasted spend | ✅ Right match = compounding CVR
1
Squeeze Page
Captures the lead. Starts the relationship. Asks for nothing but an email.
❄ Cold
What it does: Lowest-commitment page in the funnel. You're asking for an email, not a purchase. The sequence does the selling once trust is built.
What's on it
- One headline, what they're getting
- 2–3 bullets on the value
- One form field (email only)
- One CTA button
- Remove the navigation bar
Best for
- Top of funnel lead generation
- Driving cold traffic into an email sequence
- Pre-launch audience building
- Free lead magnets, guides, checklists, webinars
Best funnel path
Ad
→
Squeeze Page
→
Email Sequence
→
Sales Page
→
Checkout
What to do to make it convert:
- Lead magnet must solve a specific, urgent problem, not a vague one. "Lose weight" fails. "3 foods killing your sleep after 40" works.
- Remove the navigation bar entirely. Every exit point kills conversions on a squeeze page.
- Add 2–3 testimonials about the lead magnet itself below the fold, not generic brand reviews.
- Test your CTA copy. "Send me the guide" consistently outperforms "Submit" or "Sign up."
2
Presell Page (Advertorial / Listicle)
The warm-up act. Builds belief before the visitor ever sees a price.
❄ Cold
What it does: Sits between the ad and the offer. Earns trust before asking for anything. By the time they reach the offer, they're already half-sold.
Advertorial
Reads like a personal story or editorial article. Feels native, doesn't look like an ad. Best for Facebook, TikTok, and native placements where the audience is in browse mode.
Listicle
Reads like "Top 5 Reasons…" Easy to skim. Embeds the product naturally within the list. Best for audiences that scan rather than read.
What it must do: Address all 5 buyer beliefs (trust, relevance, urgency, value, risk). Educate without hard selling. End with a natural transition into the offer, not a jarring pitch.
Best funnel path
Ad
→
Advertorial / Listicle
→
Product or Sales Page
→
Checkout
What to do to launch your first presell:
- Identify your coldest traffic source and pull its current CVR. That's your baseline.
- Write the presell from the perspective of a skeptical customer who converted, not the brand.
- Match the tone, aesthetic, and language to where the ad is running. Native feel = more trust.
- A/B test: presell → product page vs. direct to product page. Run both simultaneously.
- Measure CAC at the funnel level, not just the individual page. The presell lifts everything downstream.
3
Quiz Funnel
Segments the visitor, makes them feel understood, delivers a personalised recommendation.
❄ Cold
What it does: Creates personalisation at scale, every visitor feels the recommendation was built for them. The highest-engagement cold traffic format available.
What's on it
- 3–7 multiple choice questions
- A loading / results screen
- Personalised results page
- Offer framed around their answers
Best for
- Products with multiple use cases
- Beauty, health, supplements, coaching
- Funnels with high drop-off
- Cold traffic that needs to feel seen
Best funnel path
Ad
→
Quiz
→
Results Page
→
Product Page
→
Checkout
What to do to build it:
- Identify the 2–3 customer types your product serves. Each gets a unique results page.
- Write questions that surface which type they are. Keep it under 5 questions, more than 7 and drop-off spikes.
- Build a unique results page for each customer type. The offer must feel tailored to their answers.
- Frame the CTA using their profile: "Based on your answers, here's what we recommend."
- If building a list, collect email before showing results: "Where should we send your full results?"
- A/B test quiz entry vs. your standard landing page. Measure CVR and CAC at the funnel level.
4
Sales Page
The full argument. Takes a visitor from unconvinced to converted, all on one page.
◑ Warm
What it does: Gives warm traffic the complete argument to say yes. Every section moves them one step closer to purchase.
Long-form
- Warm traffic needing the full argument
- Offers $100 and above
- Courses, coaching, high-ticket DTC
- Products that require explanation
Short-form
- Warm retargeting traffic
- Simple offers needing a nudge
- Post-email sequence traffic
- Pre-sold visitors from a presell
The structure that converts: Hook → Problem agitation → Solution introduction → Unique mechanism → Proof + social validation → Offer + value stack → Objection handling → Guarantee → CTA
Best funnel path
Ad
→
Sales Page
→
Checkout
What to do to build it effectively:
- Start with the hook. If the first line doesn't stop them, nothing else matters. Write it last, after the rest of the page is done.
- Write the objection section last. List every single reason someone wouldn't buy, then answer each one directly, confident, not defensive.
- Place a CTA after every major section, not just at the bottom. Some visitors are ready early.
- Read it out loud before publishing. If it sounds like a brochure or a product spec sheet, rewrite it.
Not sure which landing page your traffic actually needs?
We optimize stores from $1M to $50M+ per year. Get the exact fixes we use to 2 to 4x conversion rates.
5
Product Page
The closing page. Transactional. Built for people already sold, they just need to choose you.
🔥 Hot
What it does: Hot traffic almost bought, they just need friction removed. Every extra step, every unanswered question is costing you a sale.
What's on it
- Product images or video
- Outcome-focused headline
- Reviews visible above the fold
- Price, variants, add to cart
- Guarantee + trust signals
Never use for
- Cold traffic, no context, no trust
- Broad prospecting campaigns
- New audiences with no brand awareness
- High-ticket offers needing education
Best funnel path
Retargeting Ad
→
Product Page
→
Checkout
What to do to optimise it:
- Rewrite your headline to sell the outcome, not the product name. "Wake up energised" beats "Daily Supplement Formula."
- Move reviews above the fold. Most brands hide social proof, hot traffic needs to see it immediately.
- Count every tap between landing and completing the purchase on mobile. Remove every unnecessary step.
- Add a guarantee that removes all risk from the decision. Name it, frame it, make it impossible to miss.
Quick Reference
Use this table to match your traffic source to the right page type at a glance.
| Page Type | Traffic Temp | Primary Job | When to Use |
|---|---|---|---|
| Squeeze Page | ❄ Cold | Capture the lead. Start the relationship. | Building a list before selling. Pre-launch. Lead magnet campaigns. |
| Advertorial / Listicle | ❄ Cold | Build trust and belief before the offer. | Any cold paid traffic where CAC is above breakeven. |
| Quiz Funnel | ❄ Cold | Personalise at scale. Segment before selling. | Products with multiple customer types. High drop-off funnels. |
| Sales Page | ◑ Warm | Deliver the full argument. Overcome objections. | Post-presell, post-email, retargeting engaged visitors. |
| Product Page | 🔥 Hot | Close the sale. Remove all friction. | Cart abandonment retargeting. Bottom-of-funnel campaigns. |
The one rule: match the page to where the visitor is mentally, not just where they sit in your funnel. Get the match right and CAC follows.
Who You'd Be Working With
Kam Hossieny
- Former Strategy Consultant at Deloitte (4 years)
- Built and scaled a 7-figure brand
- Scaled Solvexmedia from 2 employees to 20+ in 4 years
- Grew from 1 client to 400+ clients
Real Client Results
$1,338,625
incremental annual revenue for one brand. 14 winning tests out of 22. Same ad spend.
"Out of 22 A/B tests, 14 were significant wins, generating $1,338,625 in incremental annual revenue without increasing ad spend."
Mark P. · MUMS, The Swedish Candy Co.
★★★★★
Real Dashboards. Real Conversion Rates.
2X CVR
in the first two weeks
"Kam and Solvex are magical when it comes to increasing conversions."
Shayne Rubio
★★★★★
5%+ CVR
on every Solvex page
"They build the highest converting landing pages. We haven't seen a conversion rate below 5% on a Solvex page."
Jay Vintimilla
Griddle Buddy USA
★★★★★
+40% CVR
confusing offer turned into a story that sells
"They took our confusing offer and turned it into a story that prints sales. These guys understand CRO like nobody else."
Fonzie
DYC International
★★★★★
What CRO does to a real store's numbers
| Metric | Before (Control) | After CRO + A/B Testing |
|---|---|---|
| Monthly Ad Spend | $30,000 | $30,000 |
| Monthly Sessions | 22,500 | 22,500 |
| Conversion Rate | 1.21% | 2.48% (+105%) |
| Average Order Value | $74 | $78 |
| Revenue Per Visitor | $0.90 | $1.93 |
| Cost Per Acquisition | $102 | $49 (52% lower) |
| Monthly Revenue | $20,250 | $43,425 |
| Annualized Impact | — | +$277,000 |
Same spend. Same traffic. Over 2x the revenue.
Pages We've Built
Want Us To Do This
To Your Store?
To Your Store?
We optimize stores from $1M to $50M+ per year. On the call we go through your store live, show you exactly where you're losing sales, and tell you what we would fix first. If we can't help, we tell you that too.
- 400+ brands optimized
- +105% CVR on the same ad spend
- $1.3M+ added for one client
Spots are limited. We only take on a few brands per month.