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 How to create and optimize high converting landing pages Presentation Transcript

  • 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