Lay of the Landing Page: A 101 Intro to LPO, CRO & A/B Testing

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This deck covers important landing page basics like attention ratio, message match and key elements. Including a walk-through of some examples of landing pages to see which ones converted best and why so that you can run better, more efficient campaigns and get the most out of your marketing spend.

Presented by Liesl Barrell at MTL+ECOMMERCE
May 14, 2014

Published in: Marketing, Technology, Business

Lay of the Landing Page: A 101 Intro to LPO, CRO & A/B Testing

  1. 1. Presented by Liesl Barrell MTL + ECOMMERCE May 14, 2014 at Auberge Saint-Gabriel An Introduction to LPs …with a little help from Disney. #MTLecom @unbounce @lieslbarrell LAY OF THE LANDING PAGE
  2. 2. TOC #MTLecom @unbounce @lieslbarrell • Who am I? • What are Landing Pages (LPs)? • Why are LPs so important for marketing? • Strategy and things to think about • **A/B Lightning Round** • Resources • Q&A
  3. 3. WHO AM I?
  4. 4. DIGITAL MARKETER #MTLecom @unbounce @lieslbarrell BIO #BizDev at @Unbounce Organizer at @MTLgirlgeeks Extroverted Expat #Agency vet CONTACT Tweet with: @lieslbarrell Write to: liesl@unbounce.com Connect on: ca.linkedin.com/in/lieslbarrell
  5. 5. #MTLecom @unbounce @lieslbarrell ECOMMERCE CLIENTS I’VE WORKED WITH
  6. 6. WHAT ARE LANDING PAGES?
  7. 7. LET’S BE LITERAL FOR A SEC #MTLecom @unbounce @lieslbarrell
  8. 8. LET’S BE LITERAL FOR A SEC #MTLecom @unbounce @lieslbarrell Planes can take off and land in a variety of circumstances, but it’s easier to direct traffic and for a pilot to focus on the descent with a landing strip. Wouldn’t it be cool to help your customers focus, too?
  9. 9. 1. CLICKTHROUGH THE TWO TYPES OF LANDING PAGES #MTLecom @unbounce @lieslbarrell 2. LEAD GENERATION
  10. 10. 1. CLICKTHROUGH #MTLecom @unbounce @lieslbarrell 1. No global navigation to tie it to your primary website. Limiting the options available to your visitors helps to guide them toward your one intended conversion goal — a purchase. 2. No links other than your CTA. These distract your visitors and potentially lead them away from your conversion goal. 3. It matches the message of the marketing material that you’re distributing, and there are multiple iterations to match different messages. This makes each page more relevant to marketing leads. 4. Your landing page may include a few additional persuasive elements to convince the customer to convert. A click-through landing page will resemble your product page, with a few important differences:
  11. 11. CLICKTHROUGH EXAMPLES #MTLecom @unbounce @lieslbarrell
  12. 12. 2. LEAD GEN #MTLecom @unbounce @lieslbarrell 1. Contest/Sweepstakes Entry 2. Event Registration 3. Consultation for Professional Services 4. Discount Coupon/Voucher 5. Customer Survey/Poll 6. Free Trial/Estimate 7. Physical Gift (via Direct Mail) 8. A Guide, Ebook or Whitepaper 9. Notification of a Future Product Launch 10. Webinar Registration Lead gen pages are used to capture user data (e.g. name, email address & fav colour). The sole purpose of the page is to collect information that will allow you to connect with the prospect and market to them at a later time. There are many things you could offer a prospect in exchange for submitting their info in the form. A few examples:
  13. 13. LEAD GEN EXAMPLES #MTLecom @unbounce @lieslbarrell
  14. 14. WHY LANDING PAGES?
  15. 15. THE PARADOX OF CHOICE #MTLecom @unbounce @lieslbarrell In 2000 a jam tasting stall at a supermarket was set up to allow shoppers to sample different flavours of jam available for purchase. The test compared the impact of varying the number of choices… Source: The Ultimate Guide to Conversion-Centered Design
  16. 16. DECISION FATIGUE IS REAL, FOLKS #MTLecom @unbounce @lieslbarrell “You’ll see I only wear gray or blue suits. I’m trying to pare down decisions. I don’t want to make decisions about what I’m eating or wearing, because I have too many other decisions to make.” Take it from the POTUS… Be kind to your customers! Reduce their decision to a simple, binary Y/N Source: Fast Company – Always Wear the Same Suit
  17. 17. ATTENTION RATIO
  18. 18. ATTENTION RATIO #MTLecom @unbounce @lieslbarrell 57 : 1 1 : 1 HOME PAGE LANDING PAGE
  19. 19. THE PARADOX OF CHOICE #MTLecom @unbounce @lieslbarrell MANY : 1 1 : 1
  20. 20. THE IMPORTANCE OF MESSAGE MATCH
  21. 21. WHAT IS MESSAGE MATCH? #MTLecom @unbounce @lieslbarrell Message match is matching the heading of your landing page with the headline of the ad or piece of marketing your visitor clicked. The hard part is to write a compelling headline in the first place. After that, the secret is to use a dedicated and focused landing page for your marketing, so message match is possible. Benefits of message match: 1. A Better Customer Experience 2. Paid Marketing Efficiencies
  22. 22. MATCH GAME #MTLecom @unbounce @lieslbarrell Source: The Smart Guide to Ecommerce Landing Pages
  23. 23. PRACTICAL REASONS WHY LPs ARE YOUR FAIRY GODMOTHER #MTLecom @unbounce @lieslbarrell 1. Be nimble, be quick. When you’re well set up with a landing page solution, it’s really easy to launch a campaign. Like, ridiculously easy. 2. A/B, baby, yeah! No more arguing over whether the button should be blue or red: testing will set you free. And it’ll improve your ROI to boot! 3. Insights o’clock So much easier to measure or compare how different channels are performing and optimize spend when they each have a dedicated LP.
  24. 24. STRATEGY
  25. 25. KNOW YOUR CUSTOMERS #MTLecom @unbounce @lieslbarrell 1. Audit your actual database In the world of ecommerce we’re uniquely positioned to have all our customers’ data. That’s a huge benefit, use it! Make sure your sample size is varied & large enough to glean important information. 2. Define personas Not general or theoretical ones, not borrowed from retail: actual personas based on real customer data. 3. Plot out your customer lifecycle Develop stages in the decision journey that help you answer these questions. How, when, why do your different personas buy from you? Which come back? Which have higher AOV? What does an activated brand ambassador look like for you and how can you grow more of them?
  26. 26. BEFORE YOU BUILD OUT YOUR CAMPAIGN #MTLecom @unbounce @lieslbarrell 1. What is the Campaign Goal? • Product Sales • Category Sales • Lead Gen 2. What channels will you be using? • Social • Email • PPC • … 3. What personas will you be targeting? • And how do they correlate to your channels? 4. Should there be device-specific messaging or responsive? 5. What can be tested? • There is ALWAYS something to test. WHAT DOES YOUR CAMPAIGN MAP LOOK LIKE?
  27. 27. 1. Your Unique Selling Proposition (USP) • The main headline • A supporting headline 2. The Hero Shot • Image or video showing context of use 3. The Benefits of Your Offering • A bulleted list summary of benefits 4. Trust Indicators • Social proof, testimonials, reviews, certification 5. A Single Conversion Goal • With a strong call-to-action THE FIVE ELEMENTS OF A SUCCESSFUL LP #MTLecom @unbounce @lieslbarrell
  28. 28. THE ELEMENTS IN ECOMMERCE ACTION #MTLecom @unbounce @lieslbarrell Source: The Smart Guide to Ecommerce Landing Pages
  29. 29. WHILE YOU RUN YOUR CAMPAIGN #MTLecom @unbounce @lieslbarrell Source: The Ultimate Guide to A/B Testing
  30. 30. THE CIRCLE OF (LPO) LIFE
  31. 31. LANDING PAGE OPTIMIZATION PROCESS #MTLecom @unbounce @lieslbarrell Source: The Smart Guide to Ecommerce Landing Pages
  32. 32. OK, LET’S HAVE SOME FUN!
  33. 33. WHICH VERSION WON? #MTLecom @unbounce @lieslbarrell Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages
  34. 34. WHICH VERSION WON? #MTLecom @unbounce @lieslbarrell Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages +23%
  35. 35. WHICH VERSION WON? #MTLecom @unbounce @lieslbarrell Source: The Ultimate Guide to A/B Testing
  36. 36. WHICH VERSION WON? #MTLecom @unbounce @lieslbarrell +216% Source: The Ultimate Guide to A/B Testing
  37. 37. WHICH VERSION WON? #MTLecom @unbounce @lieslbarrell Source: The Ultimate Guide to A/B Testing
  38. 38. WHICH VERSION WON? #MTLecom @unbounce @lieslbarrell Source: The Ultimate Guide to A/B Testing +21%
  39. 39. RECAP
  40. 40. WHAT WE COVERED #MTLecom @unbounce @lieslbarrell • Who am I? >> Liesl. • What are Landing Pages (LPs)? >> Your fairy godmother. • Why are LPs important for marketing? >> Decisions are hard, make it easy & match it up. • Strategy and things to think about >> Know your customers. • **A/B Lightning Round** >> Wasn’t that fun? • Resources >> Comin’ right up… • Q&A >> Your turn!
  41. 41. STEP 1: LPO - STEP 2: CRO - STEP 3: PROFIT! $$$
  42. 42. RESOURCES #MTLecom @unbounce @lieslbarrell SMART MARKETER’S COURSE & ECOMMERCE GUIDE UNBOUNCE BLOG
  43. 43. RESOURCES #MTLecom @unbounce @lieslbarrell MORE EBOOKS THAN YOU CAN SHAKE A STICK AT! [Pssst…CLICK THE IMAGES ABOVE TO DOWNLOAD]
  44. 44. RESOURCES #MTLecom @unbounce @lieslbarrell MAY 28: ANOTHER TALK! REGISTER @ montrealgirlgeeks.com
  45. 45. try.unbounce.com/with-mtlecommerce
  46. 46. Presented by Liesl Barrell MTL + ECOMMERCE May 14, 2014 at Auberge Saint-Gabriel #MTLecom @unbounce @lieslbarrell THANKS! QUESTIONS? …with a little help from Disney. Lay of the Landing Page: An Introduction to LPs

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