7 Landing Page Principles Behind 6M Orders Ft. Abdurahim Shodmonov of Primal Queen

Full conversation and audience Q&A

So first of all, I've never done a talk ever in my life, but I've attended a lot of conferences. So first I wanna start by saying this, all the information you'll learn today from the speakers is not as important as the people sitting next to you. So that's how I wanted to start my talk because my co-founder of Primal Queen, his name is Chucky Shelby, and we met exactly like where you g- how you guys were sitting in a conference table about five, six years ago.

And the only reason Primal Queen is here today is because we met at a conference table and we got... exchanged numbers, we stayed in touch, we got super close, we helped each other without expecting value from the other or anything in return, and that's how genuine relationship came about. So today, I wanna talk about how we built a landing page that has spent over $100 million, and that's just not a fake number to say.

We really spent 100 million on a single landing page. So I'll break down all the stuff, but before that, a little bit about me In 2014, I moved to US with my family from Uzbekistan, small country in Central Asia, not Pakistan, Uzbekistan. Then in 2017, I started flipping shoes on eBay because I was one of those kids that I had Skechers.

So everybody around me was wearing Jordans, Yeezys, so I was like, "I need one of those." And I, I couldn't ask for my parents. They couldn't afford it for me. So one day I came across Yeezys. I bought two pairs with the money I worked somewhere else, flipped them for five, six hundred bucks, and I kept the other one for like 10 years, and I threw them away yesterday.

I could afford it. 2018, I started dropshipping. So when-- After the eBay, I realized there was a limit. The limit was the fact that I could not scale traffic. I was dependent on eBay's traffic to come and buy the products I was selling. So I started dropshipping from 2019-- '18 to 2019. Then I would just pump up a product, sell it seasonally, and then scratch and repeat again, and it got boring, and it was very unsustainable.

So that's when I realized I wanted to build a brand that I could sell one day. Brand with real customers, repeated customers that love the brand and product. So that's when in 2020 I launched my first brand called Organixx Nature. The first product was sea moss way before sea moss really blew up. and over time I had a warehouse.

I did my own, own fulfillment and everything. It was a headache. Never advise anybody to run their own 3PL. It's the worst decision. You either sell the product or you make it. Pick one. So when I started Organixx Nature, I crewed my-- recruited my family, and around that time I used to start, I started attending masterminds and different events, where I wanted to network, learn from people, and that, that's when I met Chucky.

But so Organixx Nature, I ran it until last year, and I sold it to focus fully on Primal Queen. And then in November of 2023, we launched Primal Queen with Chucky and his wife, Shelby. so and it's been hell of a ride. And so enough about me. Now I wanna get to the value part of this con-- speak. The first rule in marketing, you can't outspend a page that doesn't convert So today you will learn seven principles on how to build a high converting landing page from the brand that we have over probably over a hundred million sessions at this point and six million orders.

I didn't even know about this. Shout out to Igor for helping me set up this deck, and they're the one who tracked down the orders. So... And I'll show you real examples of A/B tests that we have done, what worked and what didn't work, so you can apply it tomorrow. Principle one, add continuity and a headline.

And you guys probably know a lot about this, but some people still don't. If you talk about weight loss on a creative, and then you send them to a landing page that, that has a general headline of whatever, and the user is like, they're turned off because sixty, seventy percent of the people will drop off after you reading, after reading your headline.

So you pretty much have three seconds to make sure that they're here for exactly what they clicked for. So that is super, super important. Headline testing is probably your second biggest lever in a landing page, and I'll talk about the, the number one lever later on. So always be A/B testing your sub and main headlines, and I'll show you guys an example of one that we did about a few months ago.

So this was our control. We have a... At the top, we have a subheadline, "Attention: Eighty-two percent of women suffer from imbalanced hormones and low energy." The main headline, "Here's why B. fourgan superfoods are the secret to balancing hormones and all-day energy." This was our control. And then on the other side, I took this headline.

We had a lot of ideas on what to test. I threw it in AI, and I was like... And I was brainstorming. In five minutes, I came up with that subheadline and headline, and we tested it. What we changed? Removed the attention part, subheadline, "Stop settling." Very... How do you say it? it stops the scroll. For low energy hormone-- "Stop settling for low energy, hormonal chaos, and feeling like a stranger in your own body.

Discover the ancient secret that helped our ancestors thrive, now formulated specifically for the mo-modern woman." What, what are the results? Thirteen percent higher conversion rate, fifteen percent revenue per visitor. Profit per visitor, fifteen percent higher. AOV is the same because we didn't change the offer.

But think about that. We didn't change anything else. The only thing was changed was the headline, and that alone boosted the conversion rate thirteen percent. Even if you didn't do anything else on the landing page, if you maximize an A/B test that the, the hero section and the top section, you will see improvements, guaranteed.

Principle number two, urgency elements. And again, we go back to I come from a little bit of a direct response marketing, so there might be a mix of brands and direct response and whatnot, but at this stage, the playing field has been equalized. You either match what these guys are running or you're gonna be left behind.

So fear number one, losing the deal. How can you create an offer with a deadline? And our offer deadline, we have highlighted it in multiple times and even the hero section, you see it at the top. Labor Day sale ends in six days. Labor Day sale, get first month free. We highlight it again there. Fear number two, losing the product.

How can you show limited stock availability? So we have that here. September has a high risk of selling out and X amount of purchases made today, and that's, that, that was a real number that we kind of pulled dynamically, but now we kind of made it ra-randomized based on the average orders. then losing the moment.

We added ships today. Whenever you order it, Amazon has this, they use the same thing. It's basically the excitement. It's better... Ships today is better and more, mor- like motivating not from not knowing when or when they will get the product or when it will ship out. So this is a good one. Principle number three, less is more.

Simplifying the offer. A lot of people offer different many buy boxes and different buying, options. What happens is you, you, you create a decision fatigue for the customers. Imagine you ever walked into a ice cream and they have twenty flavors. Now you're wasting time and picking four or five, trying it out, versus if they had five, you would have already made a decision much sooner, faster and, and made a decision faster.

So this is an example. Here we have buy two, get one free, quarterly subscription, and then we have one month auto-ship and save, so monthly subscription. So we tested this against adding another option which was one-time purchase. So not even hiding it, right? It's just, yes, if you want to purchase it one time, go ahead, be my guest.

So now we have three buy boxes. Buy two, get one free, monthly subscription and a one-time purchase. You would think giving an opt-- giving another option of buying one time for customers, the conversion rate would increase. Instead of people thinking, "Oh, I just want to try it once without a subscription."

Okay, let's take a look at the data. Two option versus three option layout. The OG buy box is basically the control is our two buy boxes, which is the quarterly and a monthly subscription. As you can see, we tested it against three, two, one and one, two, three. So we changed the orders of which offer to show first.

Across all three, the control beat the other options, and the conclusion is that less is more, and you don't have to offer more. And even the abandoned cart rate dropped from 67% to 60%. But again, the main things we're focused on, the conversion rate 20%, revenue per visitor 15%, by removing, not even offering one time purchase

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Link in the show description. Now back to your replay. Another very much missed real estate on the landing page is your images. If you guys-- A lot of you guys probably sell on Amazon, and the Amazon sellers know this. Everybody optimizes their image buy box. That's just a must. You can't do that. But for somehow, DTC, it's forgotten.

So how do we structure it at Primal Queen? The context behind is that most shoppers skip the landing page and go straight to the buy box. So like I said earlier in the beginning, sixty, seventy percent of the people drop off or they, they, they click on the CTA and go straight to the buy box just to see what the price is.

They skipped all that landing page, all the information that, that you were trying to sell them. They skip all of that. So what you wanna do is each image should be a summary of one section of your landing page. So how does that look like? Other than the hero image, here's Primal Queen's hero, I mean, images, image buy box.

How do you take it? Take one capsule with e-each meal, two times a day. How do I take it? We answer that question. Six beef organs for optimal health, what it is and what it does. Why females need beef organs. Again, it's reinforcing what we're selling on the images. The story, our ancestors thrived before big pharma and processed foods.

The founder story, Shelby. Responsibly sourced, and then few reviews. So again, all I'm doing is taking sections of my landing page and putting them in an image so that when they do go into the buy box, they're just scrolling the images. Even if you don't read a single section of my landing page and you just go here, you will know everything about the product without ever reading-- having to read anything else on the landing page.

So this is very important Principle number six, the gift stack, pricing strategy, and the bonuses. So price is the best lever to test. So I kind of put headline as the number two above the fold. The number one lever you have is the price. Even a price of a dollar, two dollars, three dollar change can make a massive impact on your conversion.

And here's a test. This was, way back. We did a fifty-eight dollar, price point, forty-four on thirty-nine. And thirty-nine dollars had fifty perc- fifty-four percent more higher conversion rate than fifty-eight, compared to the baseline. Twenty-five percent revenue per visitor more. And the volume of customers we got was also much higher.

I don't have this data here. But the winning price is the one that maximizes revenue per visitor as well as number of new customers that you acquire. And the second part of that is how do you create value beyond price with free gifts? This is probably the most part about what Promo Queen is known for is the gift strategy and gift stack and how we created it.

A lot of people try to replicate it by throwing shitty gift offers like e-book, whatever. Nobody gives a freak about your e-book. That's just the truth. So, like, take that and throw it in an email. Don't even show it. It might even hurt you, the fact that you're trying to give them a free e-book. If it's an e-book, why is it I'm supposed to pay for it?

Like, you're not selling information. Maybe Grant Cardone can sell you an e-book, but not the consumer people that are buying products. So you have to be very intentional. The reason this worked, I'll break it down There's a book called Talk Triggers. So actually from one of the events that I've been to, flying back home, I listened to that whole book in like three, four hours, and this is the book that inspired the c- the how to come up with free gifts, and it's a very popular book, Talk Triggers.

You should listen. So why we picked a glass jar. First, unit economics of our strategy was that we're gonna go subscription first. So that ma- that meant how do we create a repeatable habit of people taking the product? And the jar is one of those things that helped us because the jar is a real jar with a bamboo glass, lid that stays in the kitchen countertop, on top of it, not inside the cabinets.

The women do not-- They hide their supplements. They are always keeping it in the kitchen cabinets. And what happens now? You don't open that cabinet today, and you forget about it. The jar, it's very cute, and it's something that you're proud to put it on the kitchen countertop and not hide it. It's not plastic.

It's not a bad quality product where... So what happens is women are-- every day you go into the kitchen, you remember, and you see Promucin again and again, and it helps you. And the second part of that is the fact that refillable. Women just love cute shit, so we made it cute. So you, you, you have your subscription.

We ship the jar on your first order, then you get the refill bags. Cheaper for us to refill it, ship it monthly. We send the jar only once. So the jar is a daily reminder that sits on the kitchen countertop. The second piece of that is the keychain briefcase In our Facebook group, we have over, over 60,000 women, and it's open, you can join.

But keychain is the one that is the most popular because everybody instantly, when they get it, they put it right on their, car keychain. So guess what again? They're constantly carrying over their keychains everywhere they go. It helps us to m- to r- like, remind them about Primal Queen one more time. So it's that constant, on top of mind, for them.

Then we have the myste- mystery gift. We all have that, the gambling inside of us. Many of us are gamblers, but on meta ads. But people just love surprises and, you know, something that's not expected. So we have that mystery gift, which is just a bracelet. Then we have free shipping obviously, which removes the purchasing barrier.

But so-- But that's how you actually create a value gift. So think about it. These type of prod-- these gift stacks, what are they doing? It's reinforcing to take the product consistently. It's helping them remember about the brand, about the product, and it's very useful. They use the jar every day. They, they use-- they have the keychain at all times, and they put a pill if they're traveling, going for a dinner, whatever.

It's actually useful. So don't give them shit they're not gonna use. Give them stuff that they will use and h- will help them remoun- remember about your brand Another part, very important, and this is the easy lever. Everybody here is a founder, or at least most of the people, but yet when you go to their website, their brand page, there's nothing to be found about the story.

Why? It's not so hard. Y- you have to connect with people first before they connect with the product. And Shelby, which is a co-founder of the brand, this is where we tell her story of what she went through and how this resonates with the other women that are going through, or they may be going through a similar situation, so that you resonate with the woman, with the founder first before the product itself.

So this is a very important one. And principle number seven, sticky CTA. I've tested this across a lot of brands. Every time it wins. Because simple reason, when you're in middle of a scroll and you're convinced that you wanna buy this product, but you're not-- you don't have the CTA button, so you keep scrolling, scrolling, and there's three more sections you have to scroll to be able to find it.

A lot of people will just bounce. So what you wanna al- have is sticky CTA button that's always around. So no matter where they're at at the landing page, they can always click with the, with their thumb and get to the buy box offer. And you wanna make sure the CTA is on the right side because people scroll with their right hand mostly and with their thumb.

So that's why you wanna place it on the right side. And then reinforce what the offer is. Anniversary sale, get one month free. So it's just reinforcing it and always having it dynamically available no matter where they are at the landing page Another big one is timeline benefits. This kind of applies if you have a s- s- supplement or whatever that you can attach a timeline.

This is one of the underrated things because this builds retention and sets expectations before the purchase ever happens. So a lot of the times we talk about retention and what to do, but that conversation only comes about post-purchase. Well, you really should be thinking about it before they even buy the product.

How can you build the landing page and how can you tell the story in a way that it sets the right expectations that this is not a magic pill? This, you have to be consistent to take it for a long time, and this is what we reinforce with our timeline benefits. Without a timeline benefits, they buy it w- once, two weeks, they're taking it, and they're like, "Why the hell isn't this working?"

And they cancel the subscription. Versus when we have a timeline like this, we're kinda setting some expectations, and we're showing a timeline until 12 months. And this kinda just reinforces it that, hey, this is not something I take for three days. It's not caffeine. It's not a Advil. It doesn't work instantly.

So that helps them stay through the product and stay and, and the stickiness of the retention

The conclusion is that there is no one secret about landing pages. You have to constantly be optimizing and testing, and that's really the edge. Primal Queen landing page, 70% of it is kind of the same since we launched it, but it was because we already had so much experience of landing pages and testing it and testing different things to be able to come up with this landing page.

So again, just to reinforce, test your offers, simplify the choice, and remove friction One last rule. Again, you can't outspend a page that doesn't convert. Basic thing is write like people read. Long copy should start always on the left. This is the most basic rule of copywriting. You do not write like this.

Nobody reads it like this. This is for poems. This is for headlines. This is for, like, four or five words. Long copy should always be starting from the left because the eye comes back to the same exact line to look for the next word or next sentence. That's how people read. That's how a page gets finished, and that's how a sales page is written.

So only poems can be written like this. That's it. I hope you guys enjoyed it. Only poems. Where do I- You stay. Stay there. You s- you, you stay there. Oh, you want me here? I'm staying? Only poems can be written like this. What a bar. What an absolute bar. first off, thank you. Thank you for sharing with us. I know this is not a thing that you do or want to do, but you got some serious sauce on that shit.

I, I appreciate you. So I, I have to ask this question. It's a big one 'cause the first question here was like, "Hey, do I like... How much ad to page congruency do I need to do?" Because where I believe this gets to, where I believe how cracked out from a level of performance marketing that we can continue to get to, is I think it's persona.

I think it's angle, persona, offer, ad, asset type, page. I think you can continue to make this more and more dramatic, like this offer to this demographic from this ad. How deep are you trying to line up your ad to the offer to the page? I am not, because a lot of people are w-w... You have limited resources.

Good-- I'm lucky to have really good team and development agencies and designers that we can crank up these, but a lot of times it, it's a cost. It's a lot of cost. So what you wanna focus is only your top one to two, three angles. You don't need to do this with 10 different headlines. Just focus, take your top three different angles, and then work your way backwards.

You don't need to pick 10 things. Just go through your ads library, see what's converting the best, pick the top three topics or angles that are selling, and split them in three, and that's where you start. You don't have to be like, "Oh, this is too much work. I have 10 different ways of selling a product."

Well, then just pick two or three, and that's how you start. Feel that. The first question, did you start with a product concept first or a target persona first? With Primal Queen? With Primal Queen, we started with a product concept because at the time we just saw that there was movement happening where better for you movement as well as the death-- like the spiral decline of, what is the name?

Beyond Meat. So we just realized that people are realizing Beyond Meat, fake meat, and all this fake bullshit is not good for you. And that was a macro movement we saw that, okay, people are just gonna start realizing also a lot of the supplements that we take, eighty, ninety percent of them, you piss them out because it doesn't absorb in your body.

So that's where the idea of beef organs came about because it is whole nutrients. We're just putting them in a capsule, but it's ninety percent absorbable. So that was kinda the first step of Primal Queen was understanding what product to sell, then work it from there Thank you. How honest are your claims?

Like scarcity around stock running out, are you ever actually running out of stock? Yes, we are, but not anymore as much. But we used to. Once our CFO dialed in, we stopped running out of stock. But at some point we were... Then the landing page was working so well, we're like, "Fuck it, let it run." Allegedly.

Allegedly. Allegedly. Allegedly. Allegedly. This is recorded. We still run out. This- We still run out. That's a real thing. Allegedly. Okay. Top three Shopify apps that helped you the most in building and A/B testing your website. I think this is an important question 'cause there's just so many AI tools of like, "Just use Claude."

top three Shopify apps? Well, we use Intelligems for A/B testing, so that's the first thing. Then we just have, web development and, and, and designers and copywriters. Sure. So it's not really an app. Okay. Where are you building most of these pages in? we have-- We've kinda designed them on Figma and then have them hard-coded.

Shout out to Igor Vasta, so. Igor's a good dude. What is the number one thing that helped you guys scale from eight to nine figures? Great question. Knowing your numbers so well that you could wake me up and I'll tell you all about it. But CFO is the number one thing you should hire, and that's what really helps you from eight to nine figures without burning cash or understanding where, you know...

Understanding your numbers. CFO is the one that can help you. Founders and operators, it's hard for them to understand, so CFO is really the answer. But you still need to be a cracked marketer- Sure ... to solve some of this. Yeah, yeah. Where would you put the ranking? Like, you need the CFO to come in and clean up the shit of the growth and marketing, but you can get in a lot of shit with growth and marketing.

For sure. You could do one or the either, but both works. But if you want it to be, you know, as fast growth as you want- wanted to, you've got to do with the CFO. Otherwise, at some point you will run out of stock, you will have issues. Even with CFO, we had stock issues, but over time they get solved because there's also supply chain side of things.

I think someone pretty triggered, they're like, "Yo, you said e-books don't work to give us a free gift. Can't the e-book help your customers with your product?" Be honest, when was the last time you opened an e-book? Who's reading e-books in this room? You're lying to yourself if you said yes. Exactly. If you, if you were reading e-books in this room, I'm gonna refund you, and you can kindly leave.

Okay, come, come. I have a lot of e-books to sell to you. how important is site speed? Where do you build... No, I've already asked that. well, we, everything is hard-coded, so yeah, site speed is very important. but it's basically coded into the website, onto Shopify. What did your first product validation test actually look like?

Budget, channel, and the signal that told you, "Go all in." So you know what's funny? We spent 15 months from the first idea of pro- selling beef organs to the first sale, and I think that was just a ballsy move. We spent... We just-- Me and Chucky decided we each have a brand, we have nothing to lose, let's just go all in.

The best brand that we can build. And so a lot of the things you see, like seventy percent of the landing page, the branding, and everything took so long because every single design, every single concept, we took so long to decide. We surveyed so much. Even the packaging, we went through like twenty, thirty designs, and we surveyed it.

A lot of people think it's candy, it's this and that, but the data showed us that this is the way to stand out in the market. So... Hell yeah. Are you changing just like headline or are you changing other parts of the website, like the bees, ingredients, et cetera? Not as much the other sections. Like ingredients and all that is just the basic, like what else can you do?

The biggest needle movers, I'm focused on that. Like I'm not focused on the color of my CTA button or all that basic stuff. It's just what, what is the needle mover? It's the headline, it's the offer, it's the price, it's the buy box, and how you... Wh- wh- what is it that you're selling that they should buy today versus tomorrow?

I feel you. I'm gonna give you these last three. Top tips for increasing LTV and decreasing churn. Top tips for increasing LTV. Like I said, one of the things to increase LTV is the expectations. Before they even buy, how can you put the right expectation that this is not a fast result product, whatever that you're selling, and setting that ahead of time.

And then it's constant education. Every month we send them updates after their shipments, "Hey, you're doing great. This is what you should be expecting. If you're not, please reach out and talk to us." So keeping in touch with customer, but overall it's really before they even buy the product, you kind of b- you know, set, s- set it up, so.

Last question. What does the current team look like? Are you lean? Are you building? What's exciting for you next? I would say our, our team is still pretty lean. Twenty, twenty-five people full time. we have a lot of contractors, agencies that we work with. but we're very selective, you know, try to get good people, but it's hard.

It's hard. If you wanna work for Primal Queen, come talk to me. AB, thank you very much, brother. Thank you, brother. Appreciate you.