Full transcript & breakdown
A cold page is the wrong page for warm traffic
Cold landing pages spend their first two screens explaining what you do. Retargeted visitors already have that context, so those screens are pure friction. Build a separate page for warm traffic that opens with proof and the action.
What to put above the fold
One outcome-focused headline, one credibility element (numbers, logos, or a specific result), and the form. Everything else moves below. In our tests this pattern lifts conversion rate 20–40% on retargeting traffic with no change in spend.
Testing safely
Split by audience, not by traffic percentage, so cold visitors never see the warm page. Run to a decision on conversions, not on clicks.
