'Us vs. them' framing for industry disruptors

Idea byKasper DolkMaison Commerce

Commentary byLiftArchiveOur analysis, not theirs

If your product disrupts an industry, frame the page as 'Us vs. them', e.g. natural dog food vs conventional.

Who ran it

Kasper Dolk (@kasper_dolk) shared this idea on X. The numbers and screenshots are theirs.

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Similar tests

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+$156,000/month

Competitor comparison table and benefit-led copy tested on a diagram software landing page

Landing pageComparison charts & tables@oliverkenyon

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+259.7% revenue (2.5x), no extra marketing spend

Long-form LP flow: header, why, featured review, offer, reviews, how, comparison

Landing pageReviews & star ratings@kasper_dolk

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Cost comparison card: 'Hiring a team' itemised total vs your monthly price

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Landing page section order: headline, social proof, problem, benefits, offer, comparison

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Comparison: provocative headline, green for you, red for others

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Section listing why alternatives don't work, using your USPs

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