The single most important metric on your landing page (it's not conversion rate)
Conversion rate matters, but time-to-value is what separates good pages from great ones.
Everyone obsesses over conversion rate, but I think time-to-value is more revealing. How long does it take a new visitor to understand what your product does and why they should care? If it's more than 7 seconds, you're losing them.
We analyzed 50 landing pages and found that pages with a clear value proposition in the headline (not the subheadline) had 40% higher engagement. They also had lower bounce rates. The fix is simple: state your unique value in 8 words or less in the hero headline. Save the explanation for the subheadline.
Our templates enforce this structure. The headline slot is limited to 8 words, and the subheadline gets up to 20. It's a small constraint that forces clarity. If you're redesigning your page, start with the headline. Make it so specific that a competitor couldn't use it.