Every business needs a website, and every website needs a landing page. These are universal truths. Where things become fuzzy is when you try to understand what makes a landing page good versus just good enough. The difference between having a landing page that is optimized versus one that just works could be huge: we’re talking more conversions, higher LTV, and, ultimately, more money headed toward your bottom line. So then why are brands still neglecting their landing pages? And what can they do to make them better?

I asked those exact questions to Raphel Paulin-Daigle, the founder and CEO of SplitBase, which is helping companies like L’Oreal, Diff Eyewear and more scale their websites in meaningful ways that impact their bottom line. Raphael walked me through some of the biggest mistakes companies are making when it comes to their websites, including the severe lack of patience most brands have for testing and failure. But, as Raphael explains, it’s in the experiments and failures that you learn the most. Tune in for all the insights and get ready to start running A/B tests once this episode is over! 

Main Takeaways:

• Math in the Real World: Turns out that statistics class you took in school is important in real life. When it comes to testing, you need to understand and adhere to solid statistical models. This means having patience, getting large sample sizes, and running tests for longer than it takes to build up a reliable data set, rather than just get some quick results that could lead to biases in your numbers.
• Sweet Simplicity: Asking the basic questions, like “what do you love about this product?” is one of the best, but often-overlooked, ways to get customer feedback that will actually make a difference in marketing copy and product design. Customer feedback is critical, but gathering it has become overly complicated. Break it down to its simplest form and go from there.
• Don’t Trust Your Gut: The biggest mistake most brands make is believing that they know their customers based solely on anecdotal evidence and internal brainstorming. Your gut instinct about customer personas are usually built on cliches and supposed known factors, which ultimately makes those personas useless. You have to have a more analytical approach that combines both qualitative and quantitative data in order to come up with customer profiles that can be useful to the business objectives.

For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length.

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For a full transcript of this interview, click here.