Your ideal customer is actively looking for what you offer. They Google your solution, clicked on your ad, and just got to your landing page.
But something’s stopping them from converting, and it’s got nothing to do with the length of your headline or whether the model in your photo is looking at your product.
While you’ve been following cosmetic “best practices” to tune up your landing page, you’ve been ignoring the most critical factor in conversion rate optimization: your ideal customer. Let’s look at what went wrong, and how to turn it around.