7 lessons learned from roasting the LemonSqueezy landing page
Learn 7 landing page conversion tips that you can then apply to your startup.
Jan 10, 2023
What the eff is LemonSqueezy?
Lemon Squeezy is a tool that helps creators build and sell their products online in a single place.
That means that creators don't have to jump back and forth between multiple tools, but rather focus on creating and putting their business on autopilot while they do what they do best. That is, creating stuff.
So that's the main value proposition of Lemon Squeezy.
You can compare it to alternatives like Gumroad. At least that's how it positions itself - as a Gumroad alternative. In fact, when Gumroad changed its pricing model a few weeks back, LemonSqueezy came around and said that, hey, we're not going to charge any transaction fees.
They also successfully helped users migrate from Gumroad to their platform in a very classy and elegant way.
With that background out of the way, let's get into the 7 lessons I’ve learned from the LemonSqueezy landing page.
Lesson #1: Make your headline inclusive and use words that speak to your customers
The current headline says: “Payment, taxes, and subscription for software companies”.
Right off the bat, the language seems confining.
This is because Lemon Squeezy is not specifically used just by software companies. It's used by creators. It's used by people who create courses, authors, entrepreneurs, e-commerce businesses - you name it.
When prospects look at the landing page for the first time, they are probably not going to get the idea that LemonSqueezy might be for them.
Which means high bounce rates.
So if I were Lemon Squeezy, I would change the headline to make it more inclusive.
When using a main headline on your landing page, use inclusive language that includes all of the different personas you’re trying to target.
Lesson #2: Talk about your product’s benefit in your headlines.
If you see the headline, it’s got 6 words in there. Three of those are just features. So that's 50% features.
Now, that's something that you don't want to do. Instead, what you want to do is convert those features into benefits.
So you want to say that okay, you can enable payments, you can enable taxes, you can enable subscriptions. But what does it mean for your business?
It means that the monotony of the business or the hassle of running a day-to-day business is just taken care of. It's all on autopilot.
So all you have to do is just create more stuff and promote that. While the rest of the backend (read menial) work like analytics, subscription management, receiving payments, collecting taxes and are all taken care of.
So that's the primary value proposition of Lemon Squeezy. It's not just simply saying that - we help you do payments, taxes, and subscriptions.
So make sure that you start showing the benefits your product creates for your users.
Lesson #3: Start your headlines with a verb aka action words
We can see here that the headline here doesn't start with a verb. It starts with a noun. It says payments, taxes, and subscriptions.
Instead, start with a verb aka action word.
This makes the users action-biased and helps them visualize when they’re reading what the product can do for them and what they can do with the product.
Lesson #4: Show how your product will take users from their pain state to their dream state.
The sub-headline says you can focus more on revenue and less headache. But is that the primary value proposition?
Even if it is, it's entering the conversation at the wrong time.
What the subheadline can do instead is show what is Lemon Squeezy.
Lemon Squeezy is a tool that automates the boring parts of your business so you can do what you do best: build stuff.
They can go a step further and say that Lemon Squeezy handles your tax compliances, your marketing, your payments, and all those kinds of stuff.
There is a particular syntax that works for this, and it's usually one to two sentences.
The first sentence can be lemon squeezy is XYZ tool. And the second sentence is about how the XYZ tool can help you attain ABC benefits using DFG features.
This ties nicely into the benefit-heavy headline we’d come up with earlier.
Lesson #5: Show “why” you’re the chosen one to solve the user’s particular problem.
Let's look at the next part, “why LemonSqueezy”. I like this part a lot because it flows from what Lemon Squeezy is into why it exists.
Showing users why your product exists is a good exercise in positioning. It’s an existential question but one that’s important. The reason any product exists is that there’s a problem with the status quo. And your product is trying to change that equation.
In this case, LemonSqueezy transitions nicely from the above-the-fold to the why us section. Executed very nicely.
Lesson #6: Give a TLDR of features in a neat UI/UX layout
When we scroll down, we find there are six features that enter the equation. Now, all of these are very features heavy and it's a good thing: it gives a TLDR of all the features that a platform offers.
And the UX/UI is super clean here because each of those features corresponds to a particular screenshot that shows off the platform.
This is definitely very well-executed. While showing off your features, make it easy for users to digest while giving them the gist of what the feature is about.
Lesson #7: Show users the after-effects of using your product
In the following sections, the page says “Launch your secure e-commerce website and start selling software, subscriptions and digital downloads anywhere in minutes. Utilize no code checkout links without worrying about design, mobile optimization, or payment integration”
They're doing something right. But the headline could be better.
They're starting with a verb, which is good, but “to create the perfect buying experience for your customers” doesn't quite cut it.
Ideally, they should go above and beyond to explain what would that perfect buying experience mean not only for their customers but also for them. Let's take an example.
They can say something like:
“increase your MRR by x percent by creating a squeaky clean checkout experience”
They can make the argument that if they have a clean, clear checkout experience, then Lemon Squeezy customers will have a greater MRR or a greater share of the revenue.
The existing copy isn’t hitting them right where it should.
One of the main pain points of creators is making more revenue. And if Lemon Squeezy can show them that they are helping them make more money by creating a seamless checkout experience and show them how that seamless checkout experience translates to more revenue, then that would showcase the Benefit better.
So the lesson here is that you have to think about the after-effects of using a particular platform.
There is a feature x and there's a benefit y. Start to see that, okay, what happens if my customers begin to see the effects of Benefit Y? What is the dream state? What is happening because of that particular benefit?
So you move from that pain point to the benefit and into the dream state. And here, in this case, they should have propagated that dream state more and then tie that idea into how the benefit and the features interact with each other.
Conclusion + TLDR:
Make your headline inclusive and use words that speak to your customers
Talk about your product’s benefit in your headlines.
Start your headlines with a verb aka action words
Show how your product will take users from their pain state to their dream state.
Show “why” you’re the chosen one to solve the user’s particular problem
Give a TLDR of features in a neat UI/UX layout
Show users the after-effects of using your product
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