--- title: Test Ride Landing Page & Campaign Strategy type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-10-31-weekly-call-w-ben-98470888.md tags: - crazy-lennys - landing-pages - google-ads - claude - ai-workflow - cro - html - campaign-strategy - start-stop-continue layer: 2 client_source: Crazy Lenny's E-Bikes industry_context: ecommerce transferable: false --- # Test Ride Landing Page & Campaign Strategy ## Overview During a weekly coaching call on 2026-04-05, Mark Hope demoed a Claude-powered workflow for Crazy Lenny's e-bike store in Madison, WI. Starting from a single objective — drive in-store foot traffic — the session produced a complete HTML landing page, a thank-you page, a full Google Ads campaign strategy, and a Start/Stop/Continue analysis against live campaign data. Total elapsed time: under 45 minutes. **Attendees:** Ben San Fratello, Mark Hope **Related meeting:** [[meetings/2026-04-05-weekly-call-ben-ai-workflow-landing-pages]] **Client:** [[clients/current/crazy-lennys/index]] --- ## Primary Conversion > **"Schedule a Test Ride"** Chosen because it is a low-commitment, high-value offer that guarantees a warm lead in the store. Once someone shows up for a test ride, the sales team has a captive, interested prospect. Supporting CTAs considered but deprioritized: Get Directions, Check Store Hours, Reserve Your E-Bike. --- ## Workflow: Step by Step ### Step 1 — Define the Objective Before touching a landing page or campaign, identify the single most important conversion for the business. For Crazy Lenny's: they don't sell online. The only thing that matters is **foot traffic**. Every campaign and every landing page should funnel toward that. > *"Begin with the end." — Stephen Covey, cited by Ben during the call* ### Step 2 — Generate the Landing Page (HTML) **Tool:** Claude (preferred over ChatGPT for web browsing and HTML generation) **Prompt pattern:** 1. Provide the client URL so Claude can browse the site and gather real context. 2. Describe the business and traffic source. 3. Ask Claude to recommend the primary CTA (optional — can be specified directly). 4. Confirm the page structure before building. 5. Say explicitly: **"Build the page using HTML."** **Resulting page structure included:** - Hero with CTA button ("Schedule Your Free Test Ride") - Friction reducers ("Takes 30 seconds to book, no purchase required") - Social proof — real testimonials pulled from the Crazy Lenny's website and Yelp - Selection preview with bike category links - Urgency/scarcity block ("This Weekend's Test Ride Schedule — 3 slots remaining") - How It Works (Book → Meet Expert → Hit the Road) - FAQ - Sticky mobile footer CTA **Refinements made in-session:** - `"Use only real testimonials from the website."` — Claude pulled reviews mentioning Evan (store manager) by name - `"Move the 'What Madison Riders Say' section above the 'Test Ride Our Largest Collection' section."` — Claude rewrote the relevant HTML block - `"Make the CTA button purple."` — Claude updated the CSS including hover state **Key insight:** Specify everything you want in the *initial* prompt. Post-hoc edits work but are slower because Claude must re-parse the full HTML. ### Step 3 — Generate the Thank-You Page **Prompt:** `"Now create a thank you page for the test ride confirmation."` **Resulting page included:** - Appointment confirmation block (date, time, duration, confirmation number) - "What Happens Next" checklist (check email → arrive → meet expert → test ride) - Map embed placeholder - "What to Bring" checklist (driver's license, comfortable clothing) - Helpful resource links - Professional footer ### Step 4 — Generate the Google Ads Campaign Strategy **Prompt:** `"Given this landing page with this CTA, what Google Ads campaigns should we run to send traffic to it?"` **Output included:** | Campaign | Focus | Budget % | |---|---|---| | 1. Branded | Crazy Lenny's brand terms | ~20% | | 2. E-Bike Purchase Intent | "e-bikes for sale Madison," "best e-bike dealer" | ~25% | | 3. Test Ride Focus | Searches for test rides | ~40% | | 4. E-Bike Categories | Specific bike types | ~10% | | 5. Competitor Conquesting | Competitor brand terms | ~5% | Also generated: - 15 headlines + descriptions (ready to paste into Google Ads) - Ad extensions - Negative keyword list - URL structure and UTM parameter recommendations ### Step 5 — Start/Stop/Continue Analysis **Prompt:** `"Compare these recommendations to the current campaign data [uploaded Excel export from Google Ads] and tell us what to Start, Stop, and Continue."` Claude parsed the Excel file, ran analysis, and returned: **Continue (scale these):** - *Local Store Visits Push* — CPA: $1.86, 224 conversions. Best performer. Increase budget aggressively. - *[High-performing branded campaign]* — 4.36 CPA, 19% conversion rate. Keep and expand. **Stop (pause immediately):** - *Retargeting Display Campaign* — 565 clicks, **0 conversions**. No justification to continue spend. **Start (new campaigns based on coverage gaps):** - *Test Ride Focus* campaign — not currently running; directly supports the new landing page - *Competitor Conquesting* campaign — not currently running; low-cost brand awareness play **Revised budget recommendation:** Increase from ~$70/day to ~$120/day, reallocated per the table above. --- ## Handoff Plan | Artifact | Recipient | Action | |---|---|---| | Landing page HTML + thank-you page HTML | Melissa (design) / Gilbert (dev) | Build and deploy | | Campaign strategy + ad copy | Gilbert | Implement new structure in Google Ads | | Start/Stop/Continue analysis | Carly (account manager) | Review with client; get buy-in on budget increase | | Landing page preview link (Claude artifact URL) | Carly | Share with client for feedback before build | **Recommended handoff format:** Paste HTML into a Google Doc (not raw into Slack — it's too long). Share the Claude artifact publish link for the visual preview. --- ## Action Items - [ ] Send Crazy Lenny's landing page + thank-you page artifacts and campaign recommendations to Carly and Gilbert; cc Melissa; request build — **@Ben San Fratello** - [ ] Draft Exterior Renovations landing page (CTA: "Get a Free Estimate") in Claude using same workflow; send to Melissa for build — **@Ben San Fratello** --- ## Prompting Tips Captured - **Give Claude the URL first.** It will browse the site (and Yelp, ZoomInfo, etc.) to gather real context. Optionally follow up with `"Tell me about this business"` to verify it understood before proceeding. - **Specify data sources upfront.** Say `"use only real testimonials"` in the original prompt, not after the fact. - **Upload brand guides.** If a brand guide exists, attach it so Claude uses correct fonts, colors, and tone from the start. - **Iterate in-platform.** Give direct, specific commands to reshape the page without leaving Claude. - **Structure analysis requests.** Use "Start, Stop, Continue" framing to prevent Claude from going off on tangents. - **HTML > other formats.** Requesting HTML produces a functional wireframe that designers can paste directly into Figma or a browser. Other formats produce visual mockups that are harder to work with downstream. --- ## AI Tool Notes | Tool | Best For | |---|---| | **Claude** | HTML generation, web browsing, structured analysis, campaign strategy | | **ChatGPT** | Conversational Q&A; weaker at code and web research | | **Perplexity** | Fact-finding with citations | | **Gemini** | Google ecosystem tasks (Gmail, Google Ads context) | See also: [[knowledge/ai-tools/tool-selection-guide]] --- ## Related - [[clients/current/crazy-lennys/index]] - [[knowledge/workflows/claude-landing-page-html-workflow]] - [[knowledge/frameworks/start-stop-continue]] - [[knowledge/frameworks/begin-with-the-end-cta-first]] - [[meetings/2026-04-05-weekly-call-ben-ai-workflow-landing-pages]]