How to create and optimize high-
converting landing pages
Who are we?
● Elizabeth Yin
o Co-founder LaunchBit, customer
acquisition platform for SaaS companies
o ex Google marketer
...
● Oli Gardner
○ Co-founder and Creative Director at
Unbounce, the Landing Page Builder for
Marketers
Who are we?
● Best practices for creating high-converting
landing pages
○ Essential elements of a landing page
○ Split testing landing...
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
ARE DOING
2 SIMPLE THINGS
WRONG
almost all marketers
#1
OFFERING
TOO MUCH
CHOICE
MISTAKE
#2
BREAKING
AD-TO-PAGE
CONNECTIONS
MISTAKE
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
is the ratio of interactive elements
(links) on the page, to the number of
campaign conversion goals (which is
a...
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
is the bond that exists between the
source of a click and the ensuing
landing experience.
COUPLING
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
Generic
brand-driven
messaging
LANDING PAGE
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
*we sometimes get it
wrong too
THE LANDING PAGE*
1
1
Super generic
headline
let’s try that
again
THE CLICK SOURCE
The Smart Marketer’s Landing Page Conversion Course
THE LANDING PAGE*
1
2
3
1
2
3
Co-branding
Contextual
welcome
Author
reinforcement
*full of contextual references
CONVERSIO...
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 val...
Furthermore, most split tests yield nothing...
● Only 1 in 8 split tests yield results
(AppSumo)
● Is 3 hours * 8 split te...
Evaluate and repeat
@launchbit
Elizabeth Yin
elizabeth [at] launchbit [dot] com
@oligardner
Oli Gardner
oli.unbounce.com
Questions?
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
Upcoming SlideShare
Loading in …5
×

How to create and optimize high converting landing pages

279 views

Published on

Are you running a b2b marketing campaign? If so, you should have a properly set up b2b landing page that appeals to your prospects and entices them to sign up for your next eBook, or white paper, or whatever offer you have that helps move more traffic into or down your marketing funnel.

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
279
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

  • That might sound harsh
    But sadly it’s true.
    The good news, fixing it is super easy
  • If you can master the two concepts I’m going to share, you’ll be way ahead of most other marketers
  • Successful marketing is all about your ability to leverage attention
  • You want to focus people’s attention on your campaigns, and remove all other distractions


  • Let’s look at the attention path

  • On your campaign goal

  • Problem #1 - overwhelming people with too many options
  • Toothpaste trance
    Point to one and say “That’s your campaign”
    Everything else is a distraction!
  • You should be aiming for an experience where there’s only one toothpaste choice available - the one you’re promoting in your campaign
  • Your homepage is BCT - that’s where you want to put that general value proposition
  • Your homepage is BCT - that’s where you want to put that general value proposition
  • Headline
    Length of call-to-action
    Colors
    Bullets

  • How to create and optimize high converting landing pages

    1. 1. How to create and optimize high- converting 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. ● Oli Gardner ○ Co-founder and Creative Director at Unbounce, the Landing Page Builder for Marketers Who are we?
    4. 4. ● Best practices for creating high-converting landing pages ○ Essential elements of a landing page ○ Split testing landing pages Today’s talk is on ...
    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. ARE DOING 2 SIMPLE THINGS WRONG almost all marketers
    10. 10. #1 OFFERING TOO MUCH CHOICE MISTAKE
    11. 11. #2 BREAKING AD-TO-PAGE CONNECTIONS MISTAKE
    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 is the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one). RATIO
    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 is the bond that exists between the source of a click and the ensuing landing experience. COUPLING
    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. Generic brand-driven messaging LANDING PAGE
    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. *we sometimes get it wrong too THE LANDING PAGE* 1 1 Super generic headline
    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 3 1 2 3 Co-branding Contextual welcome Author reinforcement *full of contextual references CONVERSION LIFT 33%
    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 sign- up 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. @launchbit Elizabeth Yin elizabeth [at] launchbit [dot] com @oligardner Oli Gardner oli.unbounce.com Questions?

    ×