Interview with Eden Bidani on "How to craft landing pages that read good and convert good"

Eden, tell me more about you – how did you end up doing what you're doing today?

I never imagined I'd end up here where I am today. I actually studied anthropology and sociology, so marketing wasn’t my original plan. But both fields are about understanding people, which is often missing in marketing.

I got into this field through a sales job during my studies and realized that empathy and listening to customers made me much more effective, both in sales and marketing.

What is your talk about?

My talk is about a framework for crafting landing pages that actually convert. So many people get stuck on the words, and while copy is a huge part of conversion, it’s not the only thing.

Often, when people want to optimize their website, they think just changing the words will be enough, but there are usually big gaps in the information people need to make a decision.

My framework is designed to help you identify what sections and content you need on a landing page, so you can build a complete, authentic experience—whether you’re writing it yourself or using AI to help.

What’s the key message that you want to get across?

The key message is that there are certain elements and sections you need to cover on a landing page, but exactly which ones depend on your audience’s level of awareness and how saturated the market is.

The main thing is to make sure you have enough of the right information to support your visitor’s decision-making process. You want anyone who lands on your page to quickly find what they need to feel confident about converting.

Why is this important?

It’s critical because, as marketers or product people, we know everything about our product or service—it’s our whole world. But for our customers, it’s just a tiny part of their day. We often struggle to see things from their perspective, and that can create a disconnect.

Having a framework helps keep us focused on what the customer actually needs to know, not just what we want to say. That’s how you build trust and empower people to make decisions.

What are some common pitfalls you see?

One of the biggest pitfalls is not talking to the right person. For example, you might design a landing page for a high-level executive, but in reality, it’s someone lower down who’s doing the research and filling out the form.

Another common issue is not providing enough information—or the right kind of information. Sometimes pages are all fluff and no substance, or they talk too much about the problem and not enough about the solution.

And there’s this myth that people don’t read online, but the truth is, people don’t read boring or irrelevant content. If your content is engaging and answers their questions, they will read it.

What should people do instead?

The two things I always come back to are talking to customers and doing user testing.

Regular customer interviews are invaluable—they help you understand how people use your product and the language they use to describe it.

User testing, like 5-second tests or recorded walkthroughs, shows you how real users interpret and interact with your page.

Combining these approaches helps you create content that’s relevant and engaging, and it helps you spot and fix any issues in the user experience.

How do you see the future of CRO?

I think CRO is going to become much more embedded between product and marketing, especially in product marketing. That’s where you’re working on messaging, product development, and user needs all at once.

Ideally, CRO would be part of the strategic leadership in a company, maybe with the Chief Strategy Officer or Chief Business Officer, so that experimentation and optimization are aligned with the overall direction of the business. The biggest barrier is often getting leadership buy-in, but if we can get CRO embedded at that level, it can have a huge impact.

Don’t miss Eden’s session at CJAM 2025 on October 23rd!

Seats are limited and going fast, secure your ticket today to be part of the event.