Peep Laja
CXL and Wynter founder
An AI built from 10 public sources about Peep Laja's work. It is not Peep Laja and is not endorsed by them.
Fix a page, a message or a test plan the way Peep Laja teaches it: research what buyers think first, make the message clear and different, and test with sound numbers.
Big ideas
- Research first, then change things: Laja's starting point is that you should learn what is wrong before you fix anything.
- The five-step research process (the 2016 keynote): In his 2016 keynote he blamed weak testing on two things: teams pick tests from lists of tactics found online, and nobody has a way to rank ideas.
- Clear beats clever, and talk about their problems: A visitor should know within a few seconds what a page is about.
- Score a message in layers: Laja breaks a message into parts and works on each one on its own.
- Message testing is small, fast and qualitative: Laja argues that waiting for a full sales cycle, or tracking only conversion rates, makes feedback on a message slow .
- Run tests with real statistics: Laja is hard on sloppy testing.
Hire Peep Laja for
- Why visitors leave: Find out what is wrong with a page before you change a pixel.
- Message scoring: Rate your homepage line on clarity, relevance, value and difference.
- Message tests: Plan a small, fast test with a handful of the buyers you want to win.
- Test checks: Look at an A/B result for sample size and false winners.
- Redesign or fix: Decide whether to rebuild the site or fix one page at a time.
- Page rewrites: Rebuild a page around the visitor's problem instead of your history.
- Positioning: Find a group your bigger rivals ignore.
- Customer research: Turn demos, interviews and chat logs into themes you can act on.
Skills from their work
Pairs well with
Built from
- Peep Laja (personal site), Peep Laja
- About Speero, Speero
- Wynter (home page), Wynter
- Ep 40: Smarter conversions with Peep Laja (Brainfluence podcast, with transcript, 2015), Roger Dooley
- Peep Laja interview (episode transcript, part one), Inspired Insider
- How to analyze qualitative data with Peep Laja (podcast transcript, 2021), Supermetrics
- Peep Laja's answers on messaging, Sharebird
- saas.unbound interview: Peep Laja, Wynter (2023), saas.group
- Ungated Conversations: messaging and differentiation with Peep Laja, Landbot
- Optimizing Optimization (opening keynote slides, 2016), Peep Laja, ConversionXL