Happy Sunday!
If you’re reading this, I hope you’ve got a beverage in one hand, your phone in the other, and you’re ready to search for a nugget to improve your funnel in today’s newsletter. So much of the work I’ve been doing the last couple weeks has been strategizing and organizing funnels for Q1 2026, so I’ve been thinking about what specifically makes a difference, and wanted to share that with you today. But, before we get into that…
Vendor of the Week
Roku — The pioneer in TV streaming has a 4-step list to crush BFCM.
If you’ve ever wondered what performance marketing looks like on a 65-inch screen, Roku is it. Roku is quietly becoming one of the most underrated growth channels for brands right now, and it gets even better with their latest ad units built for Shopify.
They’re called Action Ads and they don’t just create “awareness”. These ad units convert. Think: customer sees your product on TV… scans a QR code or clicks directly with their remote… lands on your Shopify store… buys. All tracked. All measurable. For the viewer, all from their remote. For you, all inside the Roku Ads Manager.
If you’re running BFCM offers (tips here!) and not testing CTV (at least to retarget even) you’re leaving dollars and opportunity on the table. Roku’s already powering campaigns for brands you know and buy from, and their team made it extremely simple to get started, even if you’ve never bought ads before.
Learn more about Roku’s Ads Manager and how their network can supercharge performance for you.
Limited Supply
This past week I sat down with Gulshan Kumar, one of the co-founders of Path Water, and now, Swishables. After recently meeting, then investing in, Gulshan, I was fascinated with how he thinks about building for the white space. By the end of the episode you’ll be able to formulate your own “White Space” idea.
Listen to the episode on Apple, Spotify or YouTube. Just search “Limited Supply” and click my face with the blue background!
37 Landing Page Tips Compressed into 9 Actionable Tips
Today’s newsletter is straight to the point and meant to make you some money. If you need help building pages for the new year, hire my team to do it for you. Otherwise, let’s get into it. This is what you need to focus on with your landing pages. Obviously, yes, the basics. But layer these 9 things on top, and you will 2-3x conversion rate. Here we go.
Segmented Pages for Specific Audiences. One-size-fits-all pages are buzz kills… do you want the same thing everyone else got too? No one does. Create dedicated landing pages for each major audience or angle. Example: The messaging that hooks a sleep-deprived new mom is different from what fires up a 22-year-old gym goer. By segmenting (even if it’s just duplicating your LP with tweaked headlines, images, and benefits), each visitor feels “Wow, this is made for me.” More relevance = higher conversion. Why send everyone down the same path when you can put them on the express lane that speaks to their unique needs?
No Escape Navigation. Treat your landing page like a high-converting mall kiosk, not a full “store” website. That means stripping out the top nav and any unnecessary links that let people wander off. Every extra link (Home, About Us, random product categories) is an invitation to lose the user to another page, and one that isn’t conversion-oriented, either. Keep the journey linear and focused. The only clickable options should either answer a burning question or lead the user closer toward checkout. No detours, no leaks in the funnel. It’s the express train to checkout.
Sticky CTAs. Design for the (right) thumb, it’s 85-90% of the population. On mobile, always have a persistent CTA button visible once a user scrolls past the hero section. Most of your traffic is on phones, so don’t make shoppers scroll back up looking for the CTA. A sticky footer bar with the product name, price, and a bold CTA can boost impulse taps. We’ve seen this simple tweak lift mobile conversion rates – it keeps the checkout just one thumb-press away at all times.
Answer Questions Before They’re Asked. If customers frequently ask your support team “Does this come with X?” or “How do I use Y?”, that’s an obvious sign to address it on the landing page. Take your top FAQs and objections and bake them into your content (don’t hide them in a tiny FAQ dropdown no one reads). For example, if you sell a supplement and everyone asks if it’s vegan or how long until results, put that info prominently in the copy or as an infographic. By the time a visitor reaches the bottom, they should have zero unanswered questions or hesitations. Plus, remember only half the people will even get past the first scroll. You want to make every site visitor feel extremely confident in what they’re about to purchase.
Micro-Commitments & Opt-In. Get your visitor to say a small “yes” before the big “YES.” Interactive elements like a quick quiz (“Find your perfect bundle in 3 clicks”) or a build-your-own-bundle step can work wonders. Another easy place to do this is your email opt-in; don’t just ask for the email, ask a question first. It engages the user… instead of passively reading, they’re actively clicking and investing effort. This “foot-in-the-door” tactic makes the eventual purchase feel easier.
Exit-Intent Rescue Offer. I rarely see this get activated (last time I saw it was on Immi’s site) Don’t let them leave without a fight. If a visitor drags their mouse toward the close tab button or shows exit intent, trigger a last-second hook. This could be a special discount, a helpful prompt, or an offer to keep them in your ecosystem. The idea is to catch the maybe-later customer and give them a reason to stay or return. You’d be surprised how many almost-buyers you can save with a thoughtful exit popup. We’re not begging, we’re extending a friendly last offer to show we can deliver on our promise.
Founder’s Note & Guarantee. Put a face and name behind the promise. A short, sincere note from the founder can humanize the page and build trust at scale. It could be a few lines near the bottom or make it a full section of its own, talking about the founding story. Include a small founder photo or signature for authenticity. It’s like someone shaking your hand and giving you a personal guarantee. It's harder to doubt a product when the person who built it is looking you in the eye saying, “I stake my name on your satisfaction.”
Badges and Endorsements. It’s bigger, better, meatier social proof. If your product is certified, awarded, or expert-approved, shout it out. Trust marks/badges are conversion steroids — they instantly communicate legitimacy. Same goes for any noteworthy endorsements (for ex., “Used by pro athletes”, “Recommended by 9/10 dentists”, a quote from an expert in your field, etc.). Place them repeatedly throughout the page and near key decision points (CTAs + wherever you see scrolls stopping). They function as silent salespeople, whispering your thing is real and works.
Big Swing A/B Tests. You already know to ABT (always be testing), but make sure you test meaningful swings. Don’t stop at button colors. Test completely different angles or layouts when you can. Try a bold new headline that focuses on a different pain point or swap the hero image with something radical (product-only vs. lifestyle-in-action). The biggest wins always come from big changes. If you find a whole new angle that resonates, you might double your conversion rate overnight. And if a wild test flops, who cares? Never assume your current LP is as good as it gets. The best teams treat a landing page as a living, evolving asset. Continuous iteration is the secret weapon. 1% improvements add up over time.
Everything I think about with landing pages ends up coming back and laddering up to these 9 constant things. If you have funnels going for the holiday season, try to sprinkle something from this email and see if it improves your performance. What else would you add? Reply and share it with me on this email.
That's all for this week
I hope you picked up at least one nugget from today’s newsletter to take into this week’s work week. If there is only one thing you can do, I would say it would be to duplicate your pages, and try to make angle-specific URLs/customer journeys. It’s what your future customers want, and it’s what Facebook’s algorithm wants too.
It’s Sunday night, so I hope you’re planning to get 9 hours of sleep going into the new week (I know I will be!). I’m working on a new brand launch piece that I am excited to share as well as a long-form piece of clipping… we’ll see which one gets finished first.
Have a great upcoming week, I’ll see you next Sunday!