Stop Redesigning Your Landing Page. Do This Instead

Your landing page isn't converting the way you want it to. So what's the fix?

If you've spent any time in the CRO trenches, you've probably heard the same advice on repeat: redesign the hero section, rebuild the funnel from scratch, rethink the entire page.

It sounds thorough. It's usually the wrong first move.

Most landing pages don't need a teardown. They need a handful of targeted, low-lift tests, run in the right order.

But "right order" is exactly where most operators get stuck.

Without a system for prioritizing what to test first, teams end up chasing whatever idea got mentioned at the last mastermind, or they stall out second-guessing which lever will actually move the needle.

Even seasoned operators often can't tell the difference between a quick win with a big impact and a heavy lift that promises the same result. That distinction alone is worth an entire episode.

This is part one of a two-part CRO Quick Wins Playbook.

Kira Hug sits down with Sohail Chatur, Performance Manager at TNT, to break down the ICE framework the team uses internally to score and prioritize every test by Impact, Confidence, and Ease, then walks through five specific levers — starting in the hero section and moving below the fold — that are worth pulling before you touch anything else on the page.

The other five levers, including the VSL thumbnail lever covered here, get a deeper second round in part two, be ready!

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