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Once Upon a Landing Page

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

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

  • Transcript

    • 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. 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. THE SPACE WE’RE COVERING TODAY Loyalty Advocacy Awareness Engagement Conversion #KeepMarketingFun @unbounce @lieslbarrell
    • 4. WHO AM I?
    • 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. SOME CLIENTS I’VE WORKED WITH #KeepMarketingFun @unbounce @lieslbarrell
    • 7. WHAT ARE LANDING PAGES?
    • 8. LET’S BE LITERAL FOR A SEC #KeepMarketingFun @unbounce @lieslbarrell
    • 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. 1. CLICKTHROUGH THE TWO TYPES OF LANDING PAGES 2. LEAD GENERATION #KeepMarketingFun @unbounce @lieslbarrell
    • 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. CLICKTHROUGH EXAMPLES #KeepMarketingFun @unbounce @lieslbarrell
    • 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. LEAD GEN EXAMPLES #KeepMarketingFun @unbounce @lieslbarrell
    • 15. WHY LANDING PAGES?
    • 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. 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. ATTENTION RATIO
    • 19. ATTENTION RATIO 57 : 1 1 : 1 HOME PAGE LANDING PAGE #KeepMarketingFun @unbounce @lieslbarrell
    • 20. THE PARADOX OF CHOICE MANY : 1 1 : 1 #KeepMarketingFun @unbounce @lieslbarrell
    • 21. THE IMPORTANCE OF MESSAGE MATCH
    • 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. MATCH GAME Source: The Smart Guide to Ecommerce Landing Pages #KeepMarketingFun @unbounce @lieslbarrell
    • 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. STRATEGY
    • 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. 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. 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. THE ELEMENTS IN ACTION Source: The Smart Guide to Ecommerce Landing Pages #KeepMarketingFun @unbounce @lieslbarrell
    • 30. WHILE YOU RUN YOUR CAMPAIGN Source: The Ultimate Guide to A/B Testing #KeepMarketingFun @unbounce @lieslbarrell
    • 31. THE CIRCLE OF (LPO) LIFE
    • 32. LANDING PAGE OPTIMIZATION PROCESS Source: The Smart Guide to Ecommerce Landing Pages #KeepMarketingFun @unbounce @lieslbarrell
    • 33. HERE ARE A FEW EXAMPLES IN THE WILD
    • 34. AWESOME EXAMPLES #KeepMarketingFun @unbounce @lieslbarrell
    • 35. AWESOME EXAMPLES Source: MY DAMN BOOK #KeepMarketingFun @unbounce @lieslbarrell
    • 36. AWESOME EXAMPLES Hat Tip/Credit: Hunter Boyle #KeepMarketingFun @unbounce @lieslbarrell
    • 37. OK, LET’S HAVE SOME FUN!
    • 38. WHICH VERSION WON? Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages #KeepMarketingFun @unbounce @lieslbarrell
    • 39. WHICH VERSION WON? Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages +23% #KeepMarketingFun @unbounce @lieslbarrell
    • 40. WHICH VERSION WON? #KeepMarketingFun @unbounce @lieslbarrell
    • 41. WHICH VERSION WON? +13% #KeepMarketingFun @unbounce @lieslbarrell
    • 42. WHICH VERSION WON? Source: The Ultimate Guide to A/B Testing #KeepMarketingFun @unbounce @lieslbarrell
    • 43. WHICH VERSION WON? +216% Source: The Ultimate Guide to A/B Testing #KeepMarketingFun @unbounce @lieslbarrell
    • 44. WHICH VERSION WON? #KeepMarketingFun @unbounce @lieslbarrell
    • 45. WHICH VERSION WON? +32% #KeepMarketingFun @unbounce @lieslbarrell
    • 46. WHICH VERSION WON? Source: The Ultimate Guide to A/B Testing #KeepMarketingFun @unbounce @lieslbarrell
    • 47. WHICH VERSION WON? Source: The Ultimate Guide to A/B Testing +21% #KeepMarketingFun @unbounce @lieslbarrell
    • 48. RECAP
    • 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. STEP 1: LPO - STEP 2: CRO - STEP 3: PROFIT! $$$
    • 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. RESOURCES SMART MARKETER’S COURSE & ECOMMERCE GUIDE UNBOUNCE BLOG #KeepMarketingFun @unbounce @lieslbarrell
    • 53. RESOURCES MORE EBOOKS THAN YOU CAN SHAKE A STICK AT! [Pssst…CLICK THE IMAGES ABOVE TO DOWNLOAD] #KeepMarketingFun @unbounce @lieslbarrell
    • 54. RESOURCES THE MOST ENTERTAINING GUIDE TO LANDING PAGE OPTIMIZATION @ MOZ #KeepMarketingFun @unbounce @lieslbarrell
    • 55. try.unbounce.com/to-keep-marketing-fun [Pssst… You get a special discount for coming to this event!]
    • 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