Your Landing Page Needs Work | Bathroom Break #70 🚽

Summary

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The Marketing Millennials — Bathroom Break #70: "Your Landing Page Needs Work" 🚽

Date: August 25, 2025
Host: Daniel Murray
Guests: Jay Schwedelson (co-host), Ari Murray (Chief Growth Officer, Char Brands; Founder, Go To Millions newsletter)

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Episode Overview

This quick-hitting "Bathroom Break" installment focuses on actionable advice for improving landing pages, with a special emphasis on mobile design, form best practices, and leveraging personalization—like birthdays. Co-host Jay Schwedelson and Daniel Murray welcome Ari Murray, an expert marketer behind major celebrity and DTC brands, who delivers practical and up-to-date wisdom for marketers looking to lift their landing page outcomes.

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Key Discussion Points & Insights

1. Mobile-First Landing Page Design

• Ari’s #1 Rule: Design for mobile from the start, not as an afterthought.
  • “So many times… it’s so beyond clear that they had a really good idea and they just don’t understand their page breaks and what people can consume on their phones. And everyone’s on their phone. It’s the first screen.” (Ari, 01:36)
  • Every screen, even layouts in Google Docs, should consider mobile character counts and breaks.
  • Big mistake: Placing important CTAs below the mobile fold.
  • “I like, wince when a CTA is below the fold. It makes me sick.” (Ari, 01:52)

2. Forms and Pop-Ups: Usability & Conversion

• Full Screen Takeovers:
  • On mobile, full-screen forms or pop-ups currently work best for engagement and clarity.
  • Semi-transparent or partial overlay forms often lead to poor conversions.
  • “A little small pop up on mobile… It doesn’t work the way it should. Especially when there’s really good popup builders and form builders.” (Ari, 02:29)
• Form Length:
  • Shorter is better. Only lengthen forms if business need dictates.
  • For more info: use two-step forms (collect basics first, then gather secondary info).
  • “If you do need to ask a lot of questions: a two-step form, or at least you collect the information and then they submit, and then you can get more later.” (Ari, 02:36)
• When to Use Two-Step Forms:
  • Collecting specific info like birthdays for offers, segmenting funnel stages, or for compliance (like SMS opt-ins).
  • “If you are wanting to do something like collect birthdays… do like a two-step form where it’s like I collect birthdays and… if you’re trying to get people in certain situations… you’re gonna have step forms of like where are they in the funnel...” (Daniel, 03:10)
  • “To get the phone number, we need a second step. So email first, then phone number… but not on the same form.” (Ari, 03:47)

3. Personalization with Birthdays (and Half-Birthdays!)

• Birthday/Half-Birthday Campaigns:
  • Personalized messages and offers create brand moments (e.g., Chipotle’s free drink on your half-birthday).
  • “Chipotle does, and I really like it, and I always use the credit. They give you a free drink on your half birthday. I think it’s a nice touch.” (Ari, 05:39)
  • “It just adds an extra layer of personalization in your email marketing, your paid marketing, any part of your… would.” (Daniel, 05:55)
• Data Collection:
  • One extra form field (birthday, zodiac, etc.) can fuel multiple marketing campaigns and enhancing segmentation.
  • Use birthday information for offers, gifts with purchase, and customized content.

4. Widget Management: Don’t Let Add-Ons Block Performance

• Be Ruthless with Widgets:
  • Essential compliance elements (cookie banners, email pop-ups) are necessary, but too many widgets (refer-a-friend, chat) can block important actions like purchases or form submissions.
  • “Your landing page is supposed to drive a purchase or supposed to drive some high intent action that is expensive to capture… We always forget we have to add those on, and then they block your buttons and it freaks me out. So watch your widget.” (Ari, 08:06)
• Final Call:
  • “Watch your widgets” is Ari’s top practical parting tip. Don’t let non-essential tools interfere with high-value user actions.

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Notable Quotes & Memorable Moments

• On mobile-first design:
  • “It’s really important to design in situ… Even when you’re making a skeleton, even in a Google Doc, you need to remember your character counts and need to understand your breaks.” (Ari, 01:42)
• On form strategy:
  • “Of course the shorter the form the best. And if you do need to ask a lot of questions a two step form…” (Ari, 02:34)
• On widget overload:
  • “Do you also need to have a refer a friend widget on the side that blocks your cart? The required widgets are there… but we always forget we have to add those on and then they block your buttons and it freaks me out.” (Ari, 08:06)
• Humorous personal moment:
  • “She celebrates half birthday but it’s not.” (Daniel, 04:20)
  • Their playful discussion on half birthdays, gifting, and favorite cakes lightens the episode and demonstrates the kind of personal touches that land in marketing as well.

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Timestamps for Key Segments

• 00:58 — Ari joins, mobile-first design essentials
• 01:35–02:12 — Importance of mobile, avoiding CTAs below the fold
• 02:24–03:47 — Forms, full-screen pop-ups, two-step forms
• 04:14–05:15 — Personal stories, birthday-centered marketing
• 05:39–06:20 — Should brands use birthday/half-birthday emails? Implementation tips
• 08:05–08:38 — Parting advice: beware widget overload and protect conversion paths

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Closing Actions and Resources

• Ari’s Newsletter:
  • Go To Millions (gotomillions.co) — for deeper marketing insights
• Final Takeaway:
  • Revisit your landing page today with “mobile-first” and “widget discipline” in mind.
  • “Watch your widgets!” (Ari, 08:38)
• Hosts’ Podcasts & Socials:
  • Daniel Murray: The Marketing Millennials (listen, subscribe, join the community on LinkedIn & Instagram)
  • Jay Schwedelson: Do This, Not That podcast for marketers

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This episode delivers a brisk, valuable masterclass on landing page optimization—blending practical advice, data-driven tactics, and relatable dialogue that makes the learning both accessible and actionable.

Transcript

[A]

Welcome to a new special series called the Bathroom break. That extra 10 minutes you either have to listen to marking tips or use the bathroom. Or both. But I don't recommend both. But that's your choice.

[B]

This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwedelson from the do this, not that podcast and subjectline.com each episode in the series, we are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. This is a very special episode of the Bathroom Break. I'm Jay Schwedelson from Do this. Not that. Not only do we have Daniel Murray from the Marking Millennials, but we have the most important guest we've ever had. Also the only guest we've ever had, Ari Murray. Daniel's far better half the person behind Go to Millions. She's amazing. I cannot believe Ari is here. Thanks for being here, Ari.

[C]

You know, I just came in here to get a glass of water and look what they've made me do. So nice to meet you all. Big fan of the series. Love, Jay. Daniel's cool and happy to. Happy to be here and they said it's quick.

[A]

So, yeah, before, before we get in this episode, let's just hype Ari up a little bit. Like, Ari has worked with some of the biggest celebrity brands out there. She's the chief Growth officer at Char Brands, which launches some of the corporate the coolest brands on the Internet. So we've got a real expert here. And today we're going to talk about landing pages. Ari. So let's kick it off. Like, what is your number one tip that someone should do on a landing page?

[C]

I think the best thing to do is just to design for mobile. I think so many times you land on any page and it's so beyond clear that they had a really good idea and they just don't understand their page breaks and what people can consume on their phones. And everyone's on their phone. It's the first screen. And I think that it's really important to design in situ. Even when you're making a skeleton, even in a Google Doc, you need to remember your character counts and need to understand your breaks. So I like, wince when a CTA is below the fold. It makes me sick.

[B]

Do you ever, like, look at, okay, it should only be a horizontal form, a vertical form. It's only be this many fields. Like, are there things that Are like table stakes. Like you can never do this or you have to do this.

[C]

I think it's really case by case. I will say for me a popup or a form that works best is full screen right now. I think when there's an opacity there and you can see behind and it takes over. But I think a little small pop up on mobile or a little small form on mobile for whatever your industry, it doesn't work the way it should. Especially when there's really good pop up builders and form builders. So of course the shorter the form the best. And if you do need to ask a lot of questions a two step form or at least you collect the information and then they submit and then you can get more later. That works well, but very case by case. But I really prefer a full screen takeover.

[B]

When do you know to go to a two step form?

[C]

I think that's a good question. Dana, what would you say?

[A]

I would say a two step form like if you are wanting to do something like collect birthdays. So like if you want to do like offers like birthday offers or half birthday offers or something like that, I would do like a two step form where it's like I collect birthdays and not another two step form idea is like if you're trying to get people in certain situations like let's say you're pregnant and you're like. Or you're having a baby or have a baby, like you're gonna have like step forms of like where are they in the funnel so that you can target them with different ads. So you could do that as your first step and then have a pop email capture after.

[C]

Yeah, and I mean to be compliant too for D2C to get the phone number we need a second step. So email first, then phone number or phone number first, then email but not on the same form.

[B]

All right, I want to see which one of you know know each other better just based on something Daniel just said. And whoever gets it right first is, is the winner and is actually the person in the relationship that's the goat. Okay, so you brought up birthdays and stuff. I want to know who what is the other person's half birth date?

[C]

Oh, May 12th.

[B]

That's his.

[C]

Yeah.

[B]

Wow, that was wild.

[A]

She celebrates half birthday but it's not.

[B]

September because that's wild how fast you knew that.

[C]

But I know it because it's also our dating anniversary and he asked me to be his girlfriend at like 11:59 on May 12 and he almost waited. So in case we Broke up. It wasn't a memory on his, like, birthday. I swear. I swear. You were looking at the clock.

[A]

Oh, my goodness. She's. That's a claim her September 30th. But her birthday is in our family. Birthdays are huge. So we do birthday, month, kickoff, birthday week, kickoff birthday eve, and then birthday and then half birthday.

[B]

What? What is it? Wait.

[C]

It's true. And the worst thing he does on my birthday every year, It'll be like 9pm and he'd be like, I'm done. I did it. I don't have to do for 30th.

[A]

Like, a whole month.

[C]

No. I am disgusting.

[B]

Wait, do you get a gift on birthday eve?

[C]

Not gift. It's like, you just get, like, special treatment. Like, there's like, usually, like, a donut.

[B]

Okay.

[C]

Usually recognition.

[B]

It's a recognition of, like, treated.

[C]

Treated well.

[B]

Okay, and so back to our marketing tips. Do you think that if you're a brand, you should be sending out birthday emails and half birthday emails?

[C]

Yes, Chipotle does, and I really like it, and I always use the credit. They give you a free drink on your half birthday.

[B]

Wow.

[C]

And I think it's a nice touch. I don't think it's gonna save your business, but we have to send so many emails all the time that say nothing. So might as well capture.

[A]

I mean, give them something. One extra field, like, let's say birthday. You can do, like, zodiac sign things. You could do birthday offers. You can do like a birthday gift with purchase. Like, there's so many things that you can add just by capturing one extra field from someone. So it just adds an extra layer of personalization in your email market and your paid marketing and any part of your. Would.

[B]

Would you say it's really romantic if Daniel came home on your quarter birthday and said a happy quarter birthday out of nowhere?

[C]

I think it's too far even for me. Okay, but do you guys all know that Jay's favorite cake is a coconut cake?

[B]

That's true.

[C]

And that's also my favorite cake.

[B]

That's why we're awesome.

[A]

That's right.

[B]

100%. Daniel, what's your favorite cake?

[A]

Oh, that's a. That's a. That's a good question. Oh, sweet Lady Jane. La. It's a. It's a berry cake. It's so good. Oh, my God. Sweet Lady Jane in la. Like, I crave that cake.

[B]

All right, one final question. So is Daniel's birthday as big of a deal in your home as your birthday is in the home?

[C]

To me, it is but he doesn't participate or allow for the same level. So I try to take him on a trip because he doesn't like, he's like boring. Like he won't let me get him fun things. But I, I try really hard. His birthday's on the 12th and so there's less time and he is sort of like a poor sport about it, I would say.

[B]

Come on, step it up. Daniel, what's wrong with you, man?

[C]

It is my joy.

[A]

No, Ari's birthday is the most important birthday in this household and that's final.

[C]

Does Ally care about her birthday?

[B]

Oh yeah. She cares way more than I do about my birthday. So in our house she's like, we should go somewhere, should do something. It's a significant event and it's my birthday. I'm like, I don't care. Call up Eddie Murphy. It's his birthday also on April 3rd. I don't care. Who's your celebrity? Who's your celebrity birthday?

[C]

Celine Dion.

[B]

Oh, that's nice. How about you?

[A]

Anne Hathaway.

[C]

Oh, that's a good one.

[B]

Amazing. Well, Eddie Murphy.

[A]

Murphy.

[B]

That's not bad. I like the nutty Professor. You know, he's my guy. Well, we covered a lot in this episode. Are any parting words for the bathroom Greek fans that are out there?

[C]

I think we should watch our widgets for landing pages. Like certain widgets are compliance requirements. Like you need to have a cookie banner, you need to have. You want to have your email capture in your pop up but do you also need to have a refer a friend widget on the side that blocks your cart? And I think your landing page is supposed to drive a purchase or supposed to drive some high intent action that is expensive to capture. The required widgets are there and needed but we always forget we have to add those on and then they block your buttons and it freaks me out. So watch your widget.

[B]

I love that. Watch your widgets. All right, real deal. Call to action everybody. You always ignore the end of this episode but now you're going to go and track down our Ari. Where do we go to? Go to Millions is Ari's newsletter. How do we find it? How do we subscribe?

[C]

Go G o t o millions. I'm not going to spell it because it's a big word.co and I'd really appreciate to see you there and thanks guys. This was, you know, I'm still thirsty so I will get my glass of water and see myself out. But nice to meet you all.

[B]

Well, you're coming back. You have no choice and go to go to Millions co Register for the newsletter. Easily the best newsletter on the planet. Way better than Daniel's. And we'll see you at the next one. Daniel, come on, man. I gotta get back to work. Get out of there. All right, while he's still in there. This is Jay. Check out my podcast, do this, not that, for Marketers. Each week we share really quick tips on stuff that can improve your marketing and hope you give it a try. Oh, here's Daniel. He's finally out.

[A]

Back from my bathroom break, this is Daniel. Go follow the Market Millennials podcast, but also tune into this series. It's once a week, the Bathroom Break. We talk about marking tips that we just spew out. And it could be anything from email subject line to any marketing tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out.

[B]

Later.