How to create and optimize high converting landing pages

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Information about How to create and optimize high converting landing pages
Marketing

Published on March 10, 2014

Author: dunkhippo33

Source: slideshare.net

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How to create and optimize highconverting landing pages

Who are we? • Elizabeth Yin o Co-founder LaunchBit, customer acquisition platform for SaaS companies o ex Google marketer o BSEE Stanford o MBA MIT Sloan

Who are we? ● Oli Gardner ○ Co-founder and Creative Director at Unbounce, the Landing Page Builder for Marketers

Today’s talk is on ... ● Best practices for creating high-converting landing pages ○ Essential elements of a landing page ○ Split testing landing pages

You use Twitter ads...

Or maybe Google ads...

Or LaunchBit’s email newsletter ads...

How do you maximize your conversions with your ad dollars? Thursday, January 16th, 2014

almost all marketers ARE DOING 2 SIMPLE THINGS WRONG

MISTAKE #1 OFFERING TOO MUCH CHOICE

MISTAKE #2 BREAKING AD-TO-PAGE CONNECTIONS

IN 20 MINUTES you’ll have 2 SIMPLE SOLUTIONS to fix those mistakes

CONVERSION is all about ATTENTION

YOUR {AD} captures ATTENTION

YOUR {HEADLINE} holds ATTENTION

YOUR {DESIGN} focuses ATTENTION

FIXING MISTAKE #1 TOO MUCH CHOICE

Even with champagne, this is overwhelming.

ATTENTION RATIO is the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one).

What grabs your attention here?

How about now?

A TYPICAL HOMEPAGE (Based on Virgin Mobile USA) Count the links Attention Ratio 57:1

A CAMPAIGN-SPECIFIC DEDICATED LANDING PAGE 1 call-to-action Attention Ratio 1:1

AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP

FIXING MISTAKE #2 BROKEN CONNECTIONS

CONVERSION COUPLING is the bond that exists between the source of a click and the ensuing landing experience.

CONVERSION COUPLING is comprised of one or more of: 1. Message Match 2. Design Match 3. Conversation Momentum

MESSAGE MATCH Matching the copy of your ad to the headline of your landing page. Easy right? Apparently not.

AD

LANDING PAGE Generic brand-driven messaging

BRAND CENTRAL STATION

let’s try that again

AD

Exact match with the headline of the ad. Bravo

THERE’S HOPE FOR MARKETING YET

DESIGN MATCH Matching the design of your display ad to ‘visual aspects’ of the design on your landing page. This is even easier.

THE AD

THE LANDING PAGE

let’s try that again

THE AD* *from Facebook

THE LANDING PAGE

CONVERSATION MOMENTUM Matching the style and context of the conversation* that begins at the source of your click with that of your landing page. *Which most often comes into play when linking to a landing page from a blog post or email.

THE CLICK SOURCE The Smart Marketer’s Landing Page Conversion Course

THE LANDING PAGE* 1 1 Super generic headline *we sometimes get it wrong too

let’s try that again

THE CLICK SOURCE The Smart Marketer’s Landing Page Conversion Course

THE LANDING PAGE* 1 2 1 Co-branding 2 Contextual welcome 3 Author reinforcement 3 CONVERSION LIFT 33% *full of contextual references

THAT’S A TIGHTLY COUPLED CONVERSATION!

2 BIG PROBLEMS 2 SIMPLE SOLUTIONS 1. Attention Ratio 2. Conversion Coupling

Is it worth split testing? Thursday, January 16th, 2014

There are lots of elements you can split test

But should you split test all permutations? Image credit: b2bsecrets.tumblr.com

Split testing takes time

Here’s a scenario Without testing Visitors per month: 2,000 Conversion rate: 20% => 400 sign-ups With testing Visitors per month: 2,000 Conversion rate: 20% + 5% improvement => 400 sign-ups + an extra 20

Is your time worth the additional leads? ● ● ● 3 hours of work Is 3 hours worth your 20 more sign-ups? How much do you value a sign-up? ● LaunchBit customers typically value a signup at $10-30 => $200-$600 for 3 hours of time ● Is that worth it? ●

Furthermore, most split tests yield nothing... ● Only 1 in 8 split tests yield results (AppSumo) ● Is 3 hours * 8 split tests = 24 hours worth your 20 more sign-ups?

Evaluate and repeat

Questions? @launchbit Elizabeth Yin elizabeth [at] launchbit [dot] com @oligardner Oli Gardner oli.unbounce.com

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