#KeepMarketingFun @unbounce @lieslbarrell
ONCE UPON A LANDING PAGE…
…with a little help from Disney.
Presented by Liesl Ba...
TOC
• The space we’re covering today
• Who am I?
• What are Landing Pages (LPs)?
• Why are LPs so important for marketing?...
THE SPACE WE’RE COVERING TODAY
Loyalty
Advocacy
Awareness
Engagement
Conversion
#KeepMarketingFun @unbounce @lieslbarrell
WHO AM I?
DIGITAL MARKETER
BIO
#BizDev at @Unbounce
Organizer at @MTLgirlgeeks
Extroverted Expat
#AgencyVet
CONTACT
Tweet with: @lie...
SOME CLIENTS I’VE WORKED WITH
#KeepMarketingFun @unbounce @lieslbarrell
WHAT ARE LANDING PAGES?
LET’S BE LITERAL FOR A SEC
#KeepMarketingFun @unbounce @lieslbarrell
LET’S BE LITERAL FOR A SEC
Planes can take off and land in a variety of
circumstances, but it’s easier to direct traffic a...
1. CLICKTHROUGH
THE TWO TYPES OF LANDING PAGES
2. LEAD GENERATION
#KeepMarketingFun @unbounce @lieslbarrell
1. CLICKTHROUGH
1. No global navigation to tie it to your primary website.
Limiting the options available to your visitors...
CLICKTHROUGH EXAMPLES
#KeepMarketingFun @unbounce @lieslbarrell
2. LEAD GEN
1. Contest/Sweepstakes Entry
2. Event Registration
3. Teacher’s Kit/Guide
4. Corporate/Bulk Discount
5. Consul...
LEAD GEN EXAMPLES
#KeepMarketingFun @unbounce @lieslbarrell
WHY LANDING PAGES?
THE PARADOX OF CHOICE
In 2000 a jam tasting stall at a supermarket was set up to allow shoppers to sample different flavou...
DECISION FATIGUE IS REAL, FOLKS
“You’ll see I only wear gray or blue suits. I’m trying to
pare down decisions. I don’t wan...
ATTENTION RATIO
ATTENTION RATIO
57 : 1 1 : 1
HOME PAGE LANDING PAGE
#KeepMarketingFun @unbounce @lieslbarrell
THE PARADOX OF CHOICE
MANY : 1 1 : 1
#KeepMarketingFun @unbounce @lieslbarrell
THE IMPORTANCE OF MESSAGE MATCH
WHAT IS MESSAGE MATCH?
Message match is matching the heading of your landing page with the headline of the ad or piece
of ...
MATCH GAME
Source: The Smart Guide to Ecommerce Landing Pages
#KeepMarketingFun @unbounce @lieslbarrell
PRACTICAL REASONS WHY LPs ARE YOUR FAIRY
GODMOTHER
1. Be nimble, be quick.
When you’re well set up with a landing page sol...
STRATEGY
KNOW YOUR AUDIENCE
1. Audit your actual database
In the world of online marketing we’re uniquely positioned to
have all ou...
BEFORE YOU BUILD OUT YOUR CAMPAIGN
1. What is the Campaign Goal?
• Lead Generation
• Product Sales
• Ticket Sales
• Subscr...
1. Your Unique Selling Proposition (USP)
• The main headline
• A supporting headline
2. The Hero Shot
• Image or video sho...
THE ELEMENTS IN ACTION
Source: The Smart Guide to Ecommerce Landing Pages
#KeepMarketingFun @unbounce @lieslbarrell
WHILE YOU RUN YOUR CAMPAIGN
Source: The Ultimate Guide to A/B Testing
#KeepMarketingFun @unbounce @lieslbarrell
THE CIRCLE OF (LPO) LIFE
LANDING PAGE OPTIMIZATION PROCESS
Source: The Smart Guide to Ecommerce Landing Pages
#KeepMarketingFun @unbounce @lieslbar...
HERE ARE A FEW EXAMPLES IN THE WILD
AWESOME EXAMPLES
#KeepMarketingFun @unbounce @lieslbarrell
AWESOME EXAMPLES
Source: MY DAMN BOOK
#KeepMarketingFun @unbounce @lieslbarrell
AWESOME EXAMPLES
Hat Tip/Credit: Hunter Boyle
#KeepMarketingFun @unbounce @lieslbarrell
OK, LET’S HAVE SOME FUN!
WHICH VERSION WON?
Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages
#KeepMarketingFun @unbounce @lieslba...
WHICH VERSION WON?
Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages
+23%
#KeepMarketingFun @unbounce @li...
WHICH VERSION WON?
#KeepMarketingFun @unbounce @lieslbarrell
WHICH VERSION WON?
+13%
#KeepMarketingFun @unbounce @lieslbarrell
WHICH VERSION WON?
Source: The Ultimate Guide to A/B Testing
#KeepMarketingFun @unbounce @lieslbarrell
WHICH VERSION WON?
+216%
Source: The Ultimate Guide to A/B Testing
#KeepMarketingFun @unbounce @lieslbarrell
WHICH VERSION WON?
#KeepMarketingFun @unbounce @lieslbarrell
WHICH VERSION WON?
+32%
#KeepMarketingFun @unbounce @lieslbarrell
WHICH VERSION WON?
Source: The Ultimate Guide to A/B Testing
#KeepMarketingFun @unbounce @lieslbarrell
WHICH VERSION WON?
Source: The Ultimate Guide to A/B Testing
+21%
#KeepMarketingFun @unbounce @lieslbarrell
RECAP
WHAT WE COVERED
• What did we cover? The bottom of the funnel (conversion).
• Who am I? >> Liesl.
• What are Landing Pages...
STEP 1: LPO - STEP 2: CRO - STEP 3: PROFIT! $$$
RESOURCES
GLOSSARY
• CTA = Call-to-action
• CRO = Conversion Rate Optimization
• LPO = Landing Page Optimization
• KPI = K...
RESOURCES
SMART MARKETER’S COURSE & ECOMMERCE GUIDE UNBOUNCE BLOG
#KeepMarketingFun @unbounce @lieslbarrell
RESOURCES
MORE EBOOKS THAN YOU CAN SHAKE A STICK AT!
[Pssst…CLICK THE IMAGES ABOVE TO DOWNLOAD]
#KeepMarketingFun @unbounc...
RESOURCES
THE MOST ENTERTAINING GUIDE TO LANDING PAGE OPTIMIZATION
@ MOZ
#KeepMarketingFun @unbounce @lieslbarrell
try.unbounce.com/to-keep-marketing-fun
[Pssst… You get a special discount for coming to this event!]
THANKS! QUESTIONS?
…with a little help from Disney.
Once Upon a Landing Page…
Presented by Liesl Barrell
KEEP MARKETING FU...
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Once Upon a Landing Page

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Intro to landing pages for improved conversion rates & better marketing experiences.

Includes updates to "Lay of the Landing" & "Converting Your Crowd" previously published on Slideshare.

Presented by Liesl Barrell
Keep Marketing Fun
June 19, 2014 at Brendan & Brendan

Published in: Marketing, Technology, Business
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  • How many of you are using PPC?
    How many are using LPs?
    Has anyone in here ever directed PPC traffic to their HP?
  • What are Landing Pages (LPs)?
    – The two types of LPs
    Why Are LPs Important?
    - Attention Ratio
    - Message Match
    Strategy
    Building a Campaign
    The 5 Key Elements for an LP
    How to measure during your campaign
    The LPO Process
    Which Test Won
    Resources
    Q&A

  • What I learned about the group! Stretching a dime
  • An experiment conducted by Unbounce in 2013 supports this. We compared the conversation rate by changing the

    number of upcoming demo sessions customers could register to attend. The original landing page had four options

    presented as shown in the first screenshot. This was tested against a page that had three options.

    The result? A 78 per cent conversion lift for the landing page with three options.

    As you can see, there is a clear benefit in reducing the number of options available to your prospective

    customers, which is why landing pages — with their single conversion goal — are so effective at

    communicating a marketing concept.

    OBAMA & DECISION FATIIGUE
  • NEVER DRIVE TRAFFIC (PAID OR CAMPAIGN) TO A HP, especially from trad!!! E.g. YES flyer

    HP BASED ON VIRGIN MOBILE USA

    IF YOU’RE GOING TO DRIVE TRAFFIC SOMEWHERE, YOU BETTER BE READY TO DIRECT IT!

    WEBSITE IS INFORMATIONAL, AUTHORITATIVE, NEUTRAL | LP IS PROMOTIONAL/PERSUASIVE
  • If you point your ad at your website’s homepage, you’re doing it wrong. Your homepage’s headline is generally used to communicate the unique selling proposition for your brand in general, not speak to specific segments from specific channels about a specific product.
  • If you point your ad at your website’s homepage, you’re doing it wrong. Your homepage’s headline is generally used to communicate the unique selling proposition for your brand in general, not speak to specific segments from specific channels about a specific product.

    DTR!!!
  • What are Landing Pages (LPs)?
    – The two types of LPs
    Why Are LPs Important?
    - Attention Ratio
    - Message Match
    Strategy
    Building a Campaign
    The 5 Key Elements for an LP
    How to measure during your campaign
    The LPO Process
    Which Test Won
    Resources
    Q&A

  • What are Landing Pages (LPs)?
    – The two types of LPs
    Why Are LPs Important?
    - Attention Ratio
    - Message Match
    Strategy
    Building a Campaign
    The 5 Key Elements for an LP
    How to measure during your campaign
    The LPO Process
    Which Test Won
    Resources
    Q&A

  • CLEAN TESTING: Simple – 1 thing, e.g. CTA copy or Hero or CTA Colour
  • 5. NEVER SUBMIT!!!
  • CLEAN TESTING: Simple – 1 thing, e.g. CTA copy or Hero or CTA Colour
  • NEVER SUBMIT!!
  • NEVER SUBMIT!!
  • NEVER SUBMIT!!
  • What are Landing Pages (LPs)?
    – The two types of LPs
    Why Are LPs Important?
    - Attention Ratio
    - Message Match
    Strategy
    Building a Campaign
    The 5 Key Elements for an LP
    How to measure during your campaign
    The LPO Process
    Which Test Won
    Resources
    Q&A

  • Once Upon a Landing Page

    1. 1. #KeepMarketingFun @unbounce @lieslbarrell ONCE UPON A LANDING PAGE… …with a little help from Disney. Presented by Liesl Barrell Keep Marketing Fun June 19, 2014 at Brendan & Brendan
    2. 2. TOC • The space we’re covering today • 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 #KeepMarketingFun @unbounce @lieslbarrell
    3. 3. THE SPACE WE’RE COVERING TODAY Loyalty Advocacy Awareness Engagement Conversion #KeepMarketingFun @unbounce @lieslbarrell
    4. 4. WHO AM I?
    5. 5. DIGITAL MARKETER BIO #BizDev at @Unbounce Organizer at @MTLgirlgeeks Extroverted Expat #AgencyVet CONTACT Tweet with: @lieslbarrell Write to: liesl@unbounce.com Connect on: ca.linkedin.com/in/lieslbarrell #KeepMarketingFun @unbounce @lieslbarrell
    6. 6. SOME CLIENTS I’VE WORKED WITH #KeepMarketingFun @unbounce @lieslbarrell
    7. 7. WHAT ARE LANDING PAGES?
    8. 8. LET’S BE LITERAL FOR A SEC #KeepMarketingFun @unbounce @lieslbarrell
    9. 9. LET’S BE LITERAL FOR A SEC 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 audience focus, too? #KeepMarketingFun @unbounce @lieslbarrell
    10. 10. 1. CLICKTHROUGH THE TWO TYPES OF LANDING PAGES 2. LEAD GENERATION #KeepMarketingFun @unbounce @lieslbarrell
    11. 11. 1. CLICKTHROUGH 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: e.g. Add to Cart Buy Tickets Subscribe Donate Buy Merch #KeepMarketingFun @unbounce @lieslbarrell
    12. 12. CLICKTHROUGH EXAMPLES #KeepMarketingFun @unbounce @lieslbarrell
    13. 13. 2. LEAD GEN 1. Contest/Sweepstakes Entry 2. Event Registration 3. Teacher’s Kit/Guide 4. Corporate/Bulk Discount 5. Consultation for Professional Services 6. Discount Coupon/Voucher 7. Customer Survey/Poll 8. Free Trial/Estimate 9. Physical Gift (via Direct Mail) 10. Ebook or Whitepaper 11. Notification of a Future Product Launch 12. 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: #KeepMarketingFun @unbounce @lieslbarrell
    14. 14. LEAD GEN EXAMPLES #KeepMarketingFun @unbounce @lieslbarrell
    15. 15. WHY LANDING PAGES?
    16. 16. THE PARADOX OF CHOICE 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 #KeepMarketingFun @unbounce @lieslbarrell
    17. 17. DECISION FATIGUE IS REAL, FOLKS “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 audience! Reduce their decision to a simple, binary Y/N Source: Fast Company – Always Wear the Same Suit #KeepMarketingFun @unbounce @lieslbarrell
    18. 18. ATTENTION RATIO
    19. 19. ATTENTION RATIO 57 : 1 1 : 1 HOME PAGE LANDING PAGE #KeepMarketingFun @unbounce @lieslbarrell
    20. 20. THE PARADOX OF CHOICE MANY : 1 1 : 1 #KeepMarketingFun @unbounce @lieslbarrell
    21. 21. THE IMPORTANCE OF MESSAGE MATCH
    22. 22. WHAT IS MESSAGE MATCH? 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 Experience for your Audience 2. Paid Marketing Efficiencies #KeepMarketingFun @unbounce @lieslbarrell
    23. 23. MATCH GAME Source: The Smart Guide to Ecommerce Landing Pages #KeepMarketingFun @unbounce @lieslbarrell
    24. 24. PRACTICAL REASONS WHY LPs ARE YOUR FAIRY GODMOTHER 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. And you’re not locked into your existing website design. 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. #KeepMarketingFun @unbounce @lieslbarrell
    25. 25. STRATEGY
    26. 26. KNOW YOUR AUDIENCE 1. Audit your actual database In the world of online marketing we’re uniquely positioned to have all our customer 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 some arcane concepts: actual personas based on real 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 come to you? Which come back? What does an activated brand ambassador look like for you and how can you grow more of them? #KeepMarketingFun @unbounce @lieslbarrell
    27. 27. BEFORE YOU BUILD OUT YOUR CAMPAIGN 1. What is the Campaign Goal? • Lead Generation • Product Sales • Ticket Sales • Subscriptions • Donations 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? #KeepMarketingFun @unbounce @lieslbarrell
    28. 28. 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 #KeepMarketingFun @unbounce @lieslbarrell
    29. 29. THE ELEMENTS IN ACTION Source: The Smart Guide to Ecommerce Landing Pages #KeepMarketingFun @unbounce @lieslbarrell
    30. 30. WHILE YOU RUN YOUR CAMPAIGN Source: The Ultimate Guide to A/B Testing #KeepMarketingFun @unbounce @lieslbarrell
    31. 31. THE CIRCLE OF (LPO) LIFE
    32. 32. LANDING PAGE OPTIMIZATION PROCESS Source: The Smart Guide to Ecommerce Landing Pages #KeepMarketingFun @unbounce @lieslbarrell
    33. 33. HERE ARE A FEW EXAMPLES IN THE WILD
    34. 34. AWESOME EXAMPLES #KeepMarketingFun @unbounce @lieslbarrell
    35. 35. AWESOME EXAMPLES Source: MY DAMN BOOK #KeepMarketingFun @unbounce @lieslbarrell
    36. 36. AWESOME EXAMPLES Hat Tip/Credit: Hunter Boyle #KeepMarketingFun @unbounce @lieslbarrell
    37. 37. OK, LET’S HAVE SOME FUN!
    38. 38. WHICH VERSION WON? Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages #KeepMarketingFun @unbounce @lieslbarrell
    39. 39. WHICH VERSION WON? Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages +23% #KeepMarketingFun @unbounce @lieslbarrell
    40. 40. WHICH VERSION WON? #KeepMarketingFun @unbounce @lieslbarrell
    41. 41. WHICH VERSION WON? +13% #KeepMarketingFun @unbounce @lieslbarrell
    42. 42. WHICH VERSION WON? Source: The Ultimate Guide to A/B Testing #KeepMarketingFun @unbounce @lieslbarrell
    43. 43. WHICH VERSION WON? +216% Source: The Ultimate Guide to A/B Testing #KeepMarketingFun @unbounce @lieslbarrell
    44. 44. WHICH VERSION WON? #KeepMarketingFun @unbounce @lieslbarrell
    45. 45. WHICH VERSION WON? +32% #KeepMarketingFun @unbounce @lieslbarrell
    46. 46. WHICH VERSION WON? Source: The Ultimate Guide to A/B Testing #KeepMarketingFun @unbounce @lieslbarrell
    47. 47. WHICH VERSION WON? Source: The Ultimate Guide to A/B Testing +21% #KeepMarketingFun @unbounce @lieslbarrell
    48. 48. RECAP
    49. 49. WHAT WE COVERED • What did we cover? The bottom of the funnel (conversion). • 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! #KeepMarketingFun @unbounce @lieslbarrell
    50. 50. STEP 1: LPO - STEP 2: CRO - STEP 3: PROFIT! $$$
    51. 51. RESOURCES GLOSSARY • CTA = Call-to-action • CRO = Conversion Rate Optimization • LPO = Landing Page Optimization • KPI = Key Performance Indicator (an important measurable goal) • UTM = Urchin Tracking Module (just remember it’s important for analytics) • Home Page ≠ A good place to drive traffic :( • Landing Page = The best place to send traffic :) #KeepMarketingFun @unbounce @lieslbarrell
    52. 52. RESOURCES SMART MARKETER’S COURSE & ECOMMERCE GUIDE UNBOUNCE BLOG #KeepMarketingFun @unbounce @lieslbarrell
    53. 53. RESOURCES MORE EBOOKS THAN YOU CAN SHAKE A STICK AT! [Pssst…CLICK THE IMAGES ABOVE TO DOWNLOAD] #KeepMarketingFun @unbounce @lieslbarrell
    54. 54. RESOURCES THE MOST ENTERTAINING GUIDE TO LANDING PAGE OPTIMIZATION @ MOZ #KeepMarketingFun @unbounce @lieslbarrell
    55. 55. try.unbounce.com/to-keep-marketing-fun [Pssst… You get a special discount for coming to this event!]
    56. 56. THANKS! QUESTIONS? …with a little help from Disney. Once Upon a Landing Page… Presented by Liesl Barrell KEEP MARKETING FUN June 19, 2014 at Brendan & Brendan #KeepMarketingFun @unbounce @lieslbarrell
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