Today I’m speaking with Nicholas Scalice, of Earnworthy and Landing Page School. Nicholas is an absolute expert when it comes to landing page optimization, and gives us all of the juicy goods in this episode.   To put it in perspective: if you have a page that generates $100,000 in a year, and you increase the conversion rate of that page by 20% (very achievable), then you will make $20,000 more that year. And that 20% increase could be done with some very minor tweaks - it’s powerful. It’s certainly something you should be thinking about before you go spilling money into paid traffic to an unoptimized page.   In this episode we discuss:   What a landing page is, and how it differs from a “standard” page The core elements of a landing page (and how to optimize them) The biggest mistakes Nicholas sees people making with landing pages Examples of a campaign where you would want to use a landing page, over just using a standard page from your website The kind of results you would expect from optimizing a landing page for your goal Specific tools that make it easier to create landing pages How the “money” in landing page optimization is in the testing - not the initial design The “FOAM” framework in landing page optimization   Resources mentioned:   Growth Marketing Toolbox (Nicholas’ podcast) Landing Page School (Nicholas’ training site) Earnworthy (Nicholas’ agency)