[Webinar] The 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

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Peep Laja, Founder of the CRO agency Markitekt will present the lesser known mistakes that are killing your landing page conversions. Peep uncovers landing page mistakes you're probably making, but might not be even aware of!

Above all, he'll explain how to fix those mistakes and increase conversions.

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[Webinar] The 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)

  1. 1. Thank you for joining us! We'll be starting in just a few minutes About the Hosts 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) Peep Laja Peep Laja makes websites sell. He's the founder of Markitekt and runs a popular conversion blog ConversionXL. He's originally from Estonia, and his name is actually pronounced 'Pep Laya'. Ryan Engley Ryan is our Director of Customer Success who along with his team, helps Unbounce customers boost their conversion rates. He is our resident webinar host and consummate office vegan.
  2. 2. About Unbounce
  3. 3. Build, publish & A/B test landing pages without I.T. Increase the ROI of your marketing campaigns
  4. 4. Director of Customer Success Ryan Engley Unbounce @ryan_engley Join our chat on Twitter 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
  5. 5. Founder Peep Laja ConversionXL / Markitekt @peeplaja Join our chat on Twitter 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
  6. 6. Recording and slides will be emailed this week Join our chat on Twitter 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
  7. 7. We'll talk about... …landing page mistakes you're making that you're probably not even aware of 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
  8. 8. The 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
  9. 9. #1 You don't have a proper value proposition 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
  10. 10. A value proposition is a promise of value to be delivered. It's the primary reason a prospect should buy from you.
  11. 11. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
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  14. 14. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) To communicate your value proposition: • Have a unique, benefit-oriented headline • Include a specific sub-headline or up to 2 lines of text • 3 bullet points with benefits
  15. 15. #2 You're using cheesy stock photos 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
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  21. 21. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) Instead of using cheesy stock photos: • Take your own pictures • Use your own employees whenever possible • Use forward-looking, smiling people. No closed positions.
  22. 22. #3 You lack credibility 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
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  27. 27. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) To project credibility: • Answer the question according to whom ? • Back up every claim • Avoid superlatives. Be specific.
  28. 28. #4 You don't follow the customer's thought sequence 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
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  33. 33. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) To follow the customer's thought process: • Think about the conversation in the mind of the customer. Then join it. • Determine how much information they need. Give it to them. • Break long forms into logical, relevant steps
  34. 34. #5 There's no scent 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
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  39. 39. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) Leave a strong scent for your customers by: • Making sure that the pre-click and post-click messages match • Using identical wording (dynamic text if possible) • Optimizing for clarity
  40. 40. #6 You're using exclamation marks!!! AND ALL CAPS!!! 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
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  44. 44. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) Just say no to exclamation points and all caps. • Imagine you can only spend 10 exclamation marks during your whole life. • Exclamation marks don't make your offer more attractive, but they do show that you don't know what you're doing • ALL CAPS leads to slower reading & comprehension
  45. 45. #7 It looks like my grandma designed it 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
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  50. 50. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) To design a professional-looking landing page: • Remember – first impressions are 94% about design • Crappy design = lower trust & higher friction • Stay away from Flash, image sliders and blinking stuff • Use Persuasive Design • http://conversionxl.com/5-principles-of-persuasive-web-design/
  51. 51. #7 It's not optimized for mobile devices 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
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  54. 54. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) Increase mobile conversions by offering a mobile optimized design. • Responsive design is the leading technique • Mobile is also a mindset. Is your offer attractive to people who are waiting in line, walking, in a bar, etc.?
  55. 55. #8 You have too much or too little copy 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
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  59. 59. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) Use only the copy you need. Keep in mind: • The more expensive and/or complicated the offer, the more copy you need •  Free offer doesn't need much text • B=MAT (Behavior = Motivation x Ability x Trigger)
  60. 60. #9 You focus on social media sharing 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
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  63. 63. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) Keep your visitors focused on converting by: • Having only 1 most wanted action on your landing page • Using social media for social proof, not virality
  64. 64. #10 Your call to action is not compelling 10 Ways You're Screwing Up Your Landing Page (And What To Do About It)
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  68. 68. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) Create compelling Call To Actions by: • Finishing the sentence I want to… • Avoiding click fear – make it clear what your visitor will get • Adding urgency and/or benefits into the CTA
  69. 69. why.unbounce.com/for-optimizing-landing-pages
  70. 70. 10 Ways You're Screwing Up Your Landing Page (And What To Do About It) Get Peep's new book. Drive more conversions from your website. • http://conversionxl.com/unbounce

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