Our best-performing landing page was written by a customer, not our team.
We ranked landing pages by signup conversion over 12 months. The top page converted at 23.1%. It was not on our domain. It was a customer's blog post explaining how they used our product to solve a specific problem.
Signups attributed: 3,400. Our best official landing page: 1,100 signups at 14.2%.
The customer page had no design, no CTA above the fold, and no product screenshots until halfway down. It had a real workflow, real numbers, and a real person's name. It read like a person explaining something to a peer, because it was.
We tried to hire the customer to write more. They declined. We tried to replicate the format internally. It did not work.
The authenticity was not a format. It was the fact that the writer had nothing to sell.
What is your best-converting asset, and did you make it or did a user make it without you?
Replies
Did you ever figure out why your internal version of the same format fell flat. Was it the tone or was it just that readers could tell it was marketing.
We tried hiring our power users to write too and got the same no. I think people protect their credibility. Have you considered just amplifying their posts instead of trying to own them.