ConversionWise
@oliverkenyonThe Affiliate
Landing Page
Playbook.
Oliver Kenyon
ConversionWise@oliverkenyonFrom chef to clicks
Oliver Kenyon
Affiliate marketing helped me leave the kitchen.
Built and sold the world’s largest free affiliate community.
Co-founded ConversionWise in 2013.
4,000+ brands.
8,000+ landing pages.
8,000+ landing pages.
★★★★★Highest-rated CRO and landing page agency on Trustpilot.
PhotoDrop a photo here
ConversionWise@oliverkenyonYour next landing
page is on me.
Step 1Take a picture of this talk.
Step 2Share it on social media.
Step 3Tag @oliverkenyon.
Winner selected within 24 hours.
Page 1Drop a landing page here
Page 2Drop a landing page here
Page 3Drop a landing page here
$3,000Worth $3,000 · 100% free
ConversionWise@oliverkenyonPlease get my
good side.
The landing page needs fewer revisions.
ConversionWise@oliverkenyonWhat separates a lazy affiliate
from a super affiliate?
ConversionWise@oliverkenyonThe lazy affiliate model
is simple.
Ads
Merchant offer page
ConversionWise@oliverkenyonThe super affiliate model
is far more profitable.
Ads
Matched landing page
Merchant offer page
ConversionWise@oliverkenyonAI changed
how traffic gets
distributed.
Platforms now identify nuanced intent clusters and personas before the click even happens.
ConversionWise@oliverkenyonOne product.
Multiple opportunities.
ConversionWise@oliverkenyonProductDrop a product image here
Our example:
a sleep supplement.
Restwell Night. A sleep supplement. Illustrative.
ConversionWise@oliverkenyonYou can’t change the destination.
You can change how they arrive.
ConversionWise@oliverkenyonThe landing page is your
biggest opportunity.
Your ad
Your landing page
Huge opportunity.
Merchant offer
ConversionWise@oliverkenyonThree inputs shape your landing page.
Persona
Who are we speaking to?
Angle
What will resonate?
Awareness
What do they already know?
Your landing page
ConversionWise@oliverkenyonThe building blocks.
Personas
Busy professional
Shift worker
Frequent traveller
Parent of young children
Older adult
Angles
Difficulty switching off
Interrupted sleep
More morning energy
Doubts after trying alternatives
Value for money
Awareness
Unaware
Problem aware
Solution aware
Product aware
Most aware
Top of funnelUnaware / Problem awareMiddle of funnelSolution aware / Product awareBottom of funnelMost aware
ConversionWise@oliverkenyonThe old way of optimising
your landing pages.
ConversionWise@oliverkenyonThe old way.
Different people. One generic page.
Personas
Angles
Awareness
Generic pageDrop a screenshot here
Merchant offer
ConversionWise@oliverkenyonThe new way of optimising
your landing pages.
ConversionWise@oliverkenyonThe new way.
Example 1.
PersonaBusy parent, tired by 3pm
AngleDesire: more energy
AwarenessUnawareTop of funnel
Native ad
Page 1Drop a screenshot here
Merchant offer
ConversionWise@oliverkenyonThe new way.
Example 2.
PersonaHas tried supplements before
AngleObjection: “they don’t work”
AwarenessSolution awareMiddle of funnel
Meta social ad
Page 2Drop a screenshot here
Merchant offer
ConversionWise@oliverkenyonThe new way.
Example 3.
PersonaNearly decided, wants reassurance
AngleRisk: “what if it doesn’t work?”
AwarenessMost awareBottom of funnel
Pop-up ad
Page 3Drop a screenshot here
Merchant offer
ConversionWise@oliverkenyonLet’s look at what pages
are working right now for affiliates.
ConversionWise@oliverkenyon📸
Which page should you use?
| Page type | Persona / situation | Angle | Awareness | When to use it |
|---|---|---|---|---|
| Advertorial | Busy parent, tired by 3pm | More energy | Unaware | Build interest through a story before introducing the offer. |
| Listicle | Has tried supplements before | “They don’t work” | Solution aware | Give clear, scannable reasons to reconsider. |
| Comparison page | Careful buyer weighing brands | Value for money | Product aware | Show how the options differ on what matters to them. |
| Quiz funnel | Struggles to sleep, unsure why | Their biggest sleep challenge | Problem aware | Help them identify their needs and find a relevant next step. |
| Focused pre‑sell | Nearly decided, wants reassurance | “What if it doesn’t work?” | Most aware | Resolve the final objection before sending them to the offer. |
Starting points to test, not fixed rules.
ConversionWise@oliverkenyonFormat 1 of 5
Advertorial.
PersonaBusy parent, tired by 3pm
AngleDesire: more energy
AwarenessUnaware
When to use itBuild interest through a story before introducing the offer.
Illustrative
AdvertorialDrop a screenshot here
ConversionWise@oliverkenyonScreenshotDrop an image here
Real-world example
BOOM! by Cindy Joseph
Advertorial
+$20,699
Additional monthly revenue
ConversionWise@oliverkenyonFormat 2 of 5
Listicle.
PersonaHas tried supplements before
AngleObjection: “they don’t work”
AwarenessSolution aware
When to use itGive clear, scannable reasons to reconsider.
Illustrative
ListicleDrop a screenshot here
ConversionWise@oliverkenyonScreenshotDrop an image here
Real-world example
Litehouse Lighting
Direct-response listicle
+10.04%
Conversion rate
Observed test uplift; results not conclusive.
ConversionWise@oliverkenyonFormat 3 of 5
Comparison page.
PersonaCareful buyer weighing brands
AngleValue: what you get for the money
AwarenessProduct aware
When to use itShow how the options differ on what matters to them.
Illustrative
Comparison pageDrop a screenshot here
ConversionWise@oliverkenyonScreenshotDrop an image here
Real-world example
2PackBag
Comparison page
+15.81%
Revenue per visitor
Observed test uplift; 99% probability of beating control.
ConversionWise@oliverkenyonFormat 4 of 5
Quiz funnel.
PersonaStruggles to sleep, unsure why
AngleProblem: their biggest sleep challenge
AwarenessProblem aware
When to use itHelp them identify their needs and find a relevant next step.
Illustrative
Quiz funnelDrop a screenshot here
ConversionWise@oliverkenyonScreenshotDrop an image here
Real-world example
OrthoFlexx
Quiz funnel
+21%
Product discovery
Observed test uplift; results not conclusive.
ConversionWise@oliverkenyonFormat 5 of 5
Focused pre-sell.
PersonaNearly decided, wants reassurance
AngleRisk: “what if it doesn’t work for me?”
AwarenessMost aware
When to use itResolve the final objection before sending them to the offer.
Illustrative
Focused pre-sellDrop a screenshot here
ConversionWise@oliverkenyonScreenshotDrop an image here
Real-world example
Petsmont
Direct-response sales page
+33%
Average order value
ConversionWise@oliverkenyonYour first screen
has a job to do.
ConversionWise@oliverkenyonWhat goes on
the first screen.
1Clear value proposition
2Benefit-driven bullets
3Relevant social proof
4Trust and credibility
5One clear CTA
★★★★★
1
2
3
4
5
ConversionWise@oliverkenyonHere's what that looks like
1Sharper headline
2Clearer benefits
3Relevant proof
4Clearer trust
5More specific CTA
Before
BeforeDrop the original first screen here
After
AfterDrop the improved first screen here
ConversionWise@oliverkenyonFollow the Affiliate Landing Page Playbook
to become the next super affiliate.
ConversionWise@oliverkenyonFree landing page roasts
Got questions?
Come find us.
Bring your landing page.
Let’s find opportunities to improve it.
Hall 2 · Stand H2-2182
Our standDrop an image here
ConversionWise@oliverkenyonConversionWiseThank you
so much.
Oliver KenyonConversionWise
oliver@conversionwise.com
oliver@conversionwise.com
QR codeDrop a QR code here.
Download the playbook
ags.conversionwise.com