Some recent work for our clients @BottomlessLabs 👀

TEST YOUR HEADLINES.

8 CRO red flags that brands still mess up: 🚩 Too many upsells 🚩 No clear site funnel 🚩 Copy reads like a PhD thesis 🚩 Slow load speeds 🚩 Competing CTAs everywhere 🚩 Hidden bad reviews 🚩 Terrible pop-up timing 🚩 Sections don't flow together Simple fixes, big impact.

Having 5-star reviews hurts your conversion rate more than it helps. Well, kind of. Customers aren't focused on reading 5-star reviews, they want honest reviews, real ones that help them better understand how the product will work for them. Bookmark this to understand what

Stop following these outdated landing page "rules": ❌ Page length determines performance ❌ Word-for-word ad matching ❌ Unique Landing page for every ad ❌ Design over substance ❌ Convert or die mentality Less is more, and sometimes education beats conversion.

Your landing page isn't an art project. It's a decision-making environment. The customer's mental energy is finite. Spend it on things that build confidence, not things that create new decisions. Follow @NicoMuoio for more breakdowns on when each landing page type actually

We test pages that look "messy" but convert because they give the brain what it needs: → Proof that other people bought this → Clear understanding of what they get → Confidence that it'll work. All that takes space. And that's fine.

There are exceptions, of course. Sometimes a cluttered page IS overwhelming, and sometimes minimal works great. The key is understanding what type of mental work your customer needs to feel confident in buying. Not what looks pretty in your design review.

Those super clean, minimal pages everyone loves often suck at converting. They're missing the productive cognitive load: ❌No social proof ❌No benefit stacking ❌No reason to believe. Clean doesn’t mean it’ll convert.

Destructive cognitive load killers to avoid are: → Overly complex upsells → Too many pricing tiers → Bundles where the value math isn't obvious → Cross-sells that make them think "Should I get that instead?" Your brain freezes and ends up leaving.

There's productive cognitive load vs. destructive cognitive load. Productive = reviews, social proof, benefits. Stuff that helps them say yes. Destructive = making them redecide what they came to do. Most brands create the destructive kind without even realizing it.

Decision fatigue is real. Your brain literally gets tired and defaults to... nothing after a while. In simple terms: Too many decisions = no action. Even if everything on your page is amazing.

We had a client testing an upsell that was GENUINELY a great deal…yet conversion tanked Because customers had to rethink their original purchase: "Wait, should I get the upgrade too?" The psychology lesson here changed how I think about upsells: 🧵

The "Click Intent" framework that changed everything 🧩 → Discovery Intent = Educational landing pages → Research Intent = Comparison focused pages → Purchase Intent = Streamlined buy flow → Retargeting Intent = Offer-heavy pages Match the page to the click. Not rocket

Stop blaming your ads when your site is the problem Your customers spend: → 6 seconds with your ad → 10 minutes on your site Yet you spend 90% of your budget optimizing the 6 seconds. Make it make sense.

No better feeling than stealing a cool slack emoji from a new client I’m collecting these obscure emojis and gifs like infinity stones and my team 100% hates it

Your CRO audit is probably looking at the wrong metrics. Conversion rate and traffic don't tell the whole story. While everyone else guesses, we use real customer intel:

CRO without prioritization is just expensive guessing. The ICE framework that ends the chaos:

Manual research is how you fall behind in 2025. AI research is the way to go:

Cold traffic doesn't want to be sold to. They want to be educated. That's why listicles work when everything else fails. 1. WHAT IS A LISTICLE PAGE? Think: "5 Reasons Why You Need This Product" It's literally a list of unique selling propositions or value props - just

I've noticed that the best converting pages for cold traffic don't look like landing pages at all. They look like blog posts or reviews. Anything except ads. Bookmark this breakdown: