All plays
When to use it
When a landing page splits content across multi-column grids or side-by-side blocks the eye can read in any order.
How to run it
Restructure the page as a single top-to-bottom column, one idea per screen, ending in the CTA.
Why it works
Make the offer instantly understood
One column fixes the order of the argument, so visitors can't skip steps. GoodUI lists the one-column layout as its first evidence-backed pattern because it leads readers along one path to one next step.
Source: GoodUI pattern: one-column layout