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There's a little bit of truth here, in that just ripping off someone else's successful design (of almost anything, not just landing pages) and applying it to yo
by ryanwaggoner 6y ago
There's a little bit of truth here, in that just ripping off someone else's successful design (of almost anything, not just landing pages) and applying it to your own situation is unlikely to get you the same results.
However, I think the author could have fleshed out a little more the fine line between stealing without insight and using as a starting point or learning guide for your own process. There's a very long history in copywriting of keeping a "swipe file" of headlines, ad copy, etc. that have performed well to learn from and use as inspiration.
- inovica 6y agoI agree. Using something as a basis isn't a bad idea and I have benefitted from this over the years. You DO need to understand what you are doing and not just blindly copy, but having a starting point is often very useful
- davidivadavid 6y agoThis. I wrote a whole book based on that premise, and as a practicing copywriter/landing page designer, reusing/remixing elements of a growing swipefile is a huge part of a the workflow. Obviously, none of that replaces actual testing, and it's useful to be able to separate the two (idea generation / validation). If there was an official list of best practices that always works, things would be easier. It's important to note most products don't ever reach the stage where they can test and reach statistically significant conclusions. In that scenario, building landing pages by learning from the best is more about improving your messaging, your sales pitch, and so on, than about scientifically improving your conversion rate. But you must take things one step at a time.