5 Growth Hacks for Converting the Right Customers with Your Landing Page

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In this Unwebinar, Sean Ellis will give you five ways that you can create lasting growth by converting visitors who turn into long-term customers and advocates. Landing page optimization isn't just …

In this Unwebinar, Sean Ellis will give you five ways that you can create lasting growth by converting visitors who turn into long-term customers and advocates. Landing page optimization isn't just about converting traffic, it's about attracting lasting customers with a promise that stays true to the value of your product - that's where real growth comes from.


You'll learn:

-If you are attracting the right customers to your landing pages
-How to create and test promise statements that resonate with visitors
-How to use ads to calibrate landing page tests
-How to create lasting growth by converting visitors who become customers AND promoters of your brand and product
-Other shortcuts that will unlock long-term growth for your business

More in: Marketing
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  • 1. Sean Ellis CEO Qualaroo Thank you for joining us! We’ll be starting in just a few minutes #unwebinar @unbounce @SeanEllis Ryan Engley Unbounce Director of Customer Success 5 Growth Hacks for Converting the Right Customers with Your Landing Page In the meantime… Check out Unbounce’s first Call To Action Conference http://www.calltoactionconf.com/
  • 2. Webinar recording and slides will be emailed by the end of the week
  • 3. try.unbounce.com/for-long-term-growth
  • 4. Update me
  • 5. See how Unbounce can help you quickly build and publish targeted landing pages (without having to code) Stick around after the webinar
  • 6. #unwebinar @unbounce @SeanEllis Ryan Engley Unbounce Director of Customer Success @ryan_engley JOIN OUR CHAT ON TWITTER
  • 7. #unwebinar @unbounce @SeanEllis JOIN OUR CHAT ON TWITTER Sean Ellis CEO Qualaroo @SeanEllis
  • 8. 5 Growth Hacks for Converting the Right Customers with Your Landing Page
  • 9. #unwebinar @unbounce @SeanEllis Hack #1 — Maximize Intent Momentum Intent is the most powerful force available to marketers Ask visitors what they want Desire – Friction = Conversion Rate
  • 10. #unwebinar @unbounce @SeanEllis Customers Hold the Keys to Growth Ask them what they want. Ask what stopped them.
  • 11. #unwebinar @unbounce @SeanEllis Your Language Might Not Be Your Customer’s Language
  • 12. #unwebinar @unbounce @SeanEllis Your Language Might Not Be Your Customer’s Language
  • 13. #unwebinar @unbounce @SeanEllis Your Language Might Not Be Your Customer’s Language
  • 14. #unwebinar @unbounce @SeanEllis Your Language Might Not Be Your Customer’s Language
  • 15. #unwebinar @unbounce @SeanEllis Hack #2 — Fast Forward Getting the Right Conversions • Start with deep understanding of your must have experience • Test hooks and calls to action in ads to speed validation • Test ad winners in landing pages to find wins faster
  • 16. #unwebinar @unbounce @SeanEllis Crowdsource Your Copy • Why did they seek your solution? • What alternatives did they consider? • How are they using the product? • What is the key benefit? • When recommending, how would they describe? Image Source: MailChimp
  • 17. #unwebinar @unbounce @SeanEllis Test Landing Page Performance w/ Ad Combos First • Landing pages are made of four components: Hook, Promise & Description • Sending 1000’s of visits to landing pages to test variants can be expensive • Instead test hook, promise, & description variants in ads first • Build landing pages based on top performers
  • 18. #unwebinar @unbounce @SeanEllis Test Landing Page Performance w/ Ad Combos First + 75% CTR + 43% CTR Source: Bryan Eisenberg
  • 19. #unwebinar @unbounce @SeanEllis Test Landing Page Performance w/ Ad Combos First + 444% CPI Source: Bryan Eisenberg
  • 20. #unwebinar @unbounce @SeanEllis Turn Best Performers into Landing Page Winners Source: Oli Gardner Bonus: Message Match maintains search scent
  • 21. #unwebinar @unbounce @SeanEllis Hack #3 — Test the Right Conversions • Page level conversions don’t guarantee improvement in ultimate conversions. • Must go beyond surface to determine if tests are driving real results. • Use Unbounce’s tracking script on ultimate conversion step to determine real winners.
  • 22. #unwebinar @unbounce @SeanEllis Track What Really Matters http://support.unbounce.com/entries/334187-External- conversion-tracking
  • 23. #unwebinar @unbounce @SeanEllis Look at Ultimate Conversions
  • 24. #unwebinar @unbounce @SeanEllis Look at Ultimate Conversions http://blog.teamtreehouse.com/product-analytics-101
  • 25. #unwebinar @unbounce @SeanEllis Hack #4 —Max Quality Score to Improve ROI on Growth Programs Source: Larry Kim, WordStream
  • 26. #unwebinar @unbounce @SeanEllis How? Beat the Expected CTR for Your Ad Position. Source: Larry Kim, WordStream
  • 27. #unwebinar @unbounce @SeanEllis Measure Current Page Optimization with Page Grader
  • 28. #unwebinar @unbounce @SeanEllis Improve Relevance with Dynamic Text Replacement
  • 29. #unwebinar @unbounce @SeanEllis Message Match Improves Relevance & Quality Score
  • 30. #unwebinar @unbounce @SeanEllis Recap: Things That Improve Quality Score • Landing page keyword match to search query: “Message Match” • High click through rate on ads relative to ad position • Account history—cut poor performers
  • 31. #unwebinar @unbounce @SeanEllis Hack #5 — Get Post-Conversion Conversions • Take advantage of the good will of your visitor to get a secondary conversion. • Use principle of consistency and likeability to drive email list building, social media following and more. • Ask for an easier follow-up conversion after the primary conversion is complete.
  • 32. #unwebinar @unbounce @SeanEllis Unbounce Uses the Post-Conversion Conversion Hack
  • 33. #unwebinar @unbounce @SeanEllis Unbounce Uses the Post-Conversion Conversion Hack
  • 34. qualaroo.com
  • 35. try.unbounce.com/for-long-term-growth/
  • 36. Why use Unbounce to build your landing pages?
  • 37. Increase your conversion rates with targeted pages & A/B testing You’ll get better results from your campaigns
  • 38. Quit waiting weeks for your developers Building pages with Unbounce is fast
  • 39. Build, publish and optimize without having to wait for developers or designers You maintain control of your campaigns