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...
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...
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 (whic...
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 e...
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 tha...
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 c...
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...
Is your time worth the additional leads?

●
●
●

3 hours of work
Is 3 hours worth your 20 more sign-ups?
How much do you v...
Furthermore, most split tests yield nothing...

●

Only 1 in 8 split tests yield results
(AppSumo)

●

Is 3 hours * 8 spli...
Evaluate and repeat
Questions?

@launchbit
Elizabeth Yin
elizabeth [at] launchbit [dot] com

@oligardner
Oli Gardner
oli.unbounce.com
How to create and optimize high converting landing pages
How to create and optimize high converting landing pages
How to create and optimize high converting landing pages
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How to create and optimize high converting landing pages

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How to create and optimize high converting landing pages

  1. 1. How to create and optimize highconverting landing pages
  2. 2. 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
  3. 3. Who are we? ● Oli Gardner ○ Co-founder and Creative Director at Unbounce, the Landing Page Builder for Marketers
  4. 4. Today’s talk is on ... ● Best practices for creating high-converting landing pages ○ Essential elements of a landing page ○ Split testing landing pages
  5. 5. You use Twitter ads...
  6. 6. Or maybe Google ads...
  7. 7. Or LaunchBit’s email newsletter ads...
  8. 8. How do you maximize your conversions with your ad dollars? Thursday, January 16th, 2014
  9. 9. almost all marketers ARE DOING 2 SIMPLE THINGS WRONG
  10. 10. MISTAKE #1 OFFERING TOO MUCH CHOICE
  11. 11. MISTAKE #2 BREAKING AD-TO-PAGE CONNECTIONS
  12. 12. IN 20 MINUTES you’ll have 2 SIMPLE SOLUTIONS to fix those mistakes
  13. 13. CONVERSION is all about ATTENTION
  14. 14. YOUR {AD} captures ATTENTION
  15. 15. YOUR {HEADLINE} holds ATTENTION
  16. 16. YOUR {DESIGN} focuses ATTENTION
  17. 17. FIXING MISTAKE #1 TOO MUCH CHOICE
  18. 18. Even with champagne, this is overwhelming.
  19. 19. ATTENTION RATIO is the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one).
  20. 20. What grabs your attention here?
  21. 21. How about now?
  22. 22. A TYPICAL HOMEPAGE (Based on Virgin Mobile USA) Count the links Attention Ratio 57:1
  23. 23. A CAMPAIGN-SPECIFIC DEDICATED LANDING PAGE 1 call-to-action Attention Ratio 1:1
  24. 24. AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
  25. 25. FIXING MISTAKE #2 BROKEN CONNECTIONS
  26. 26. CONVERSION COUPLING is the bond that exists between the source of a click and the ensuing landing experience.
  27. 27. CONVERSION COUPLING is comprised of one or more of: 1. Message Match 2. Design Match 3. Conversation Momentum
  28. 28. MESSAGE MATCH Matching the copy of your ad to the headline of your landing page. Easy right? Apparently not.
  29. 29. AD
  30. 30. LANDING PAGE Generic brand-driven messaging
  31. 31. BRAND CENTRAL STATION
  32. 32. let’s try that again
  33. 33. AD
  34. 34. Exact match with the headline of the ad. Bravo
  35. 35. THERE’S HOPE FOR MARKETING YET
  36. 36. DESIGN MATCH Matching the design of your display ad to ‘visual aspects’ of the design on your landing page. This is even easier.
  37. 37. THE AD
  38. 38. THE LANDING PAGE
  39. 39. let’s try that again
  40. 40. THE AD* *from Facebook
  41. 41. THE LANDING PAGE
  42. 42. 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.
  43. 43. THE CLICK SOURCE The Smart Marketer’s Landing Page Conversion Course
  44. 44. THE LANDING PAGE* 1 1 Super generic headline *we sometimes get it wrong too
  45. 45. let’s try that again
  46. 46. THE CLICK SOURCE The Smart Marketer’s Landing Page Conversion Course
  47. 47. THE LANDING PAGE* 1 2 1 Co-branding 2 Contextual welcome 3 Author reinforcement 3 CONVERSION LIFT 33% *full of contextual references
  48. 48. THAT’S A TIGHTLY COUPLED CONVERSATION!
  49. 49. 2 BIG PROBLEMS 2 SIMPLE SOLUTIONS 1. Attention Ratio 2. Conversion Coupling
  50. 50. Is it worth split testing? Thursday, January 16th, 2014
  51. 51. There are lots of elements you can split test
  52. 52. But should you split test all permutations? Image credit: b2bsecrets.tumblr.com
  53. 53. Split testing takes time
  54. 54. 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
  55. 55. 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? ●
  56. 56. 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?
  57. 57. Evaluate and repeat
  58. 58. Questions? @launchbit Elizabeth Yin elizabeth [at] launchbit [dot] com @oligardner Oli Gardner oli.unbounce.com

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