The 3 Mistakes 98% of Marketers Are Making
(and how to fix them)

Thank you for joining us!
We’ll be starting in just a few...
Recording and slides will be emailed

by the end of the week
try.unbounce.com/avoid-lp-mistakes
Stick around afterwards
See how Unbounce can help you
quickly build and publish targeted
landing pages 

(without having t...
Ryan Engley
Unbounce Director of
Customer Success

@ryan_engley
JOIN OUR
CHAT
ON
TWITTER

#unwebinar @unbounce @oligardner
Oli Gardner

Unbounce Co-Founder
& Creative Director
!

@oligardner
JOIN OUR
CHAT
ON
TWITTER

#unwebinar @unbounce @oligar...
READY?
#unwebinar @unbounce @oligardner
IN 60 MINUTES!
you’ll be a!

BETTER
MARKETER
#unwebinar @unbounce @oligardner
WHY?
#unwebinar @unbounce @oligardner
98% OF
MARKETERS
ARE MAKING
3 MISTAKES
#unwebinar @unbounce @oligardner
1

OFFERING TOO
MUCH CHOICE

#unwebinar @unbounce @oligardner
2

BREAKING !
AD-TO-PAGE
CONNECTIONS

#unwebinar @unbounce @oligardner
3

NOT DESIGNING
FOR CONVERSION

#unwebinar @unbounce @oligardner
CONVERSION!
is all about!

ATTENTION
#unwebinar @unbounce @oligardner
YOUR {AD}!
captures!
ATTENTION

#unwebinar @unbounce @oligardner
YOUR {HEADLINE}!
holds!
ATTENTION

#unwebinar @unbounce @oligardner
YOUR {DESIGN}!
focuses!
ATTENTION

#unwebinar @unbounce @oligardner
FIXING!
MISTAKE #1
TOO MUCH!
CHOICE
#unwebinar @unbounce @oligardner
ATTENTION RATIO
is defined as the ratio of interactive
elements (links) on the page, to the
number of campaign conversion g...
Even with booze in hand, the
selection is overwhelming
What grabs your
attention here?
How about now?
A TYPICAL HOMEPAGE!
(Based on Virgin Mobile USA)

Count the links (leaks)
Attention Ratio 57:1
#pinthetailonthedonkey
#unw...
A CAMPAIGN-SPECIFIC
DEDICATED LANDING
PAGE

1 call-to-action
Attention Ratio 1:1
#amazeballs
#unwebinar @unbounce @oligard...
AS ATTENTION RATIO
GOES DOWN, !
CONVERSION RATES
GO UP
#unwebinar @unbounce @oligardner
think about that
FIXING!
MISTAKE #2
BROKEN!
CONNECTIONS
#unwebinar @unbounce @oligardner
CONVERSION COUPLING
is defined as 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

#unwebinar ...
MESSAGE MATCH
Matching the copy of your ad to the
headline of your landing page.
Easy right?
Of course it is. Unless you’r...
A fictitious company…

GETITDONE.com
Project management without
deadlines.

#unwebinar @unbounce @oligardner
Project Management Software Without Deadlines!
getitdone.com/whenever
Remove the fear of deadlines from your projects, and...
Get More Projects Done
With Less Management
Form header

Your offer details and a
bullet list of benefits.
!

1.
2.
3.

Lor...
Project Management Software Without Deadlines!
getitdone.com/whenever
Remove the fear of deadlines from your projects, and...
Project Management Software
Without Deadlines

An exact match with the
headline on the ad.
!

Bravo.

Form header

Your of...
MESSAGE MATCH
Let’s see how it looks in the real
world… (live)

#unwebinar @unbounce @oligardner
Note to self
This is where you switch
to the browser :)

#unwebinar @unbounce @oligardner
Note to self 2
This is where you come back
after that showcase of horrific
marketing

#unwebinar @unbounce @oligardner
DESIGN MATCH
Matching the design of your display ad
to ‘aspects’ of the design on your
landing page.
This is even easier.
...
THE AD*

*from Facebook

#unwebinar @unbounce @oligardner
THE LANDING PAGE*

*may cause bleeding from the eyes

#unwebinar @unbounce @oligardner
Let’s try that again

#unwebinar @unbounce @oligardner
THE AD*

*from Facebook

#unwebinar @unbounce @oligardner
THE LANDING PAGE*

*may make you hug
random strangers

#unwebinar @unbounce @oligardner
THAT’S GREAT!
DESIGN MATCH!!
Footnote: It does have message match issues.

#unwebinar @unbounce @oligardner
I HOPE
THEY’RE
ALL THAT
GOOD!!
CONVERSATION MOMENTUM
Matching the style and context of the
conversation* that begins at the source
of your click with tha...
think of it like
a love-drunk boyfriend* who finishes
your sentences for you

*or girlfriend

#unwebinar @unbounce @oligard...
whatever you say
is what I was about
to say anyway
THE CLICK SOURCE!
The Smart Marketers Landing Page Conversion Course
THE LANDING PAGE*
1

1

Super generic headline

*we used to get it
wrong too

#unwebinar @unbounce @oligardner
DISRESPECTING!
THE CLICK
Losing interest as soon as you get the click.
Abandoning your visitors.
LAME.
Let’s try that again.!
Again.

#unwebinar @unbounce @oligardner
THE CLICK SOURCE!
The Smart Marketers Landing Page Conversion Course
THE LANDING PAGE*
1

1

3

2

Contextual welcome

3

2

Co-branding

Author reinforcement

Conversion
Lift 33%

*Full of c...
THAT’S BEAUTIFUL!
CONVERSATION!
MOMENTUM!!
You can feel the love right?

#unwebinar @unbounce @oligardner
MUCH
RESPECT, YO
pee break
not really
FIXING!
MISTAKE #3
DESIGNS THAT!
LACK CCD*
*CONVERSION CENTERED DESIGN

#unwebinar @unbounce @oligardner
CONVERSION!
CENTERED!
DESIGN
Designing a landing page - and every
element on that page - with a
relentless focus on conver...
CCD!
IN 3 MINUTES

#unwebinar @unbounce @oligardner
CCD!
is also about!

ATTENTION
#unwebinar @unbounce @oligardner
ENCAPSULATION!
frames!
ATTENTION

#unwebinar @unbounce @oligardner
ENCAPSULATION CREATES
A WINDOW ON YOUR
LANDING PAGE, WHERE
YOUR CTA IS THE VIEW
IT KEEPS
YOUR EYES IN
THE MIDDLE.
WHERE IT
COUNTS
ON THIS PAGE,
YOUR FORM IS
THE CTA!
!

WRAP IT UP.

#unwebinar @unbounce @oligardner
DIRECTIONAL CUES!
direct!
ATTENTION

#unwebinar @unbounce @oligardner
DIRECTIONAL CUES!
KEEP YOUR EYES
ON THE ROAD!
OR THAT POT OF
GOLD >>
DIRECTIONAL
CUES!
provide!

CLARITY!
OF INTENT >>
A perfectly un-subtle
directional cue

#unwebinar @unbounce @oligardner
CONTRAST!
draws!
ATTENTION

#unwebinar @unbounce @oligardner
CONTRAST plus !
bonus encapsulation
BACK HERE
AGAIN!
!

MAKE YOUR!
CTA DESIGN!
SHOUT!
#unwebinar @unbounce @oligardner
i’m out of time
ANY QUESTIONS?
try.unbounce.com/avoid-lp-mistakes
Why Unbounce?
it’s for marketers
Better Results
build from a selection of 

high converting templates
Publish Faster
quit waiting weeks for developers
Optimize for Conversion
A/B test to improve your campaigns
The 3 Landing Page Mistakes That 98% of Marketers are Making (and how to fix them)
The 3 Landing Page Mistakes That 98% of Marketers are Making (and how to fix them)
The 3 Landing Page Mistakes That 98% of Marketers are Making (and how to fix them)
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The 3 Landing Page Mistakes That 98% of Marketers are Making (and how to fix them)

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Let's fix your landing page mistakes!

Unbounce Co-Founder Oli Gardner will show you exactly what marketers are doing wrong.

And more importantly, you'll learn the 3 ridiculously simple principles that will fix your landing pages, and increase your conversion rates.

You'll learn why...
- The Attention Ratio on your page is killing conversions
- Your page layout ruins its readability and adds confusion
- Poor Conversion Coupling is making your visitors run away

Published in: Business
3 Comments
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Notes
  • You say offering more than one choice (to subscribe) on a landing page is being greedy? I hate it when I go somewhere to get information and I land on a Landing page which only offers me the choice of signing up or...nothing. It annoys me intensely. I regard this tactic as blatant manipulation which disrespects the visitor.

    Do they think I clicked on a link because I wanted to sign up to a newsletter? Of course I didn't - or to buy a product as soon as I arrive? Of course not.

    This tactic might get you (forced) subscribers, but I wouldn't be one of them. I am not going to be manipulated by anyone to do something that THEY want me to do, rather than what I want to do.
       Reply 
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  • I couldn't disagree more. While there was some valuable content, Oli Gardner came across as a teenager who found himself very amusing and, apparently, talented, although one could not discern that from his running, self-laudatory commentary. I have listened to a number of webinars from Unbounce and other company's that were very valuable and very well presented. This was by far the worst thing I've ever sat through. MW
       Reply 
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  • Brilliantly presented and easy to understand. Thanks
    H~
       Reply 
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The 3 Landing Page Mistakes That 98% of Marketers are Making (and how to fix them)

  1. 1. The 3 Mistakes 98% of Marketers Are Making (and how to fix them) Thank you for joining us! We’ll be starting in just a few minutes Ryan Engley Unbounce Director of Customer Success #unwebinar @unbounce @oligardner Oli Gardner Unbounce Co-Founder & Creative Director
  2. 2. Recording and slides will be emailed
 by the end of the week
  3. 3. try.unbounce.com/avoid-lp-mistakes
  4. 4. Stick around afterwards See how Unbounce can help you quickly build and publish targeted landing pages 
 (without having to code)
  5. 5. Ryan Engley Unbounce Director of Customer Success @ryan_engley JOIN OUR CHAT ON TWITTER #unwebinar @unbounce @oligardner
  6. 6. Oli Gardner Unbounce Co-Founder & Creative Director ! @oligardner JOIN OUR CHAT ON TWITTER #unwebinar @unbounce @oligardner
  7. 7. READY? #unwebinar @unbounce @oligardner
  8. 8. IN 60 MINUTES! you’ll be a! BETTER MARKETER #unwebinar @unbounce @oligardner
  9. 9. WHY? #unwebinar @unbounce @oligardner
  10. 10. 98% OF MARKETERS ARE MAKING 3 MISTAKES #unwebinar @unbounce @oligardner
  11. 11. 1 OFFERING TOO MUCH CHOICE #unwebinar @unbounce @oligardner
  12. 12. 2 BREAKING ! AD-TO-PAGE CONNECTIONS #unwebinar @unbounce @oligardner
  13. 13. 3 NOT DESIGNING FOR CONVERSION #unwebinar @unbounce @oligardner
  14. 14. CONVERSION! is all about! ATTENTION #unwebinar @unbounce @oligardner
  15. 15. YOUR {AD}! captures! ATTENTION #unwebinar @unbounce @oligardner
  16. 16. YOUR {HEADLINE}! holds! ATTENTION #unwebinar @unbounce @oligardner
  17. 17. YOUR {DESIGN}! focuses! ATTENTION #unwebinar @unbounce @oligardner
  18. 18. FIXING! MISTAKE #1 TOO MUCH! CHOICE #unwebinar @unbounce @oligardner
  19. 19. ATTENTION RATIO is defined as the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one). #unwebinar @unbounce @oligardner
  20. 20. Even with booze in hand, the selection is overwhelming
  21. 21. What grabs your attention here?
  22. 22. How about now?
  23. 23. A TYPICAL HOMEPAGE! (Based on Virgin Mobile USA) Count the links (leaks) Attention Ratio 57:1 #pinthetailonthedonkey #unwebinar @unbounce @oligardner
  24. 24. A CAMPAIGN-SPECIFIC DEDICATED LANDING PAGE 1 call-to-action Attention Ratio 1:1 #amazeballs #unwebinar @unbounce @oligardner
  25. 25. AS ATTENTION RATIO GOES DOWN, ! CONVERSION RATES GO UP #unwebinar @unbounce @oligardner
  26. 26. think about that
  27. 27. FIXING! MISTAKE #2 BROKEN! CONNECTIONS #unwebinar @unbounce @oligardner
  28. 28. CONVERSION COUPLING is defined as the bond that exists between the source of a click and the ensuing landing experience. #unwebinar @unbounce @oligardner
  29. 29. CONVERSION COUPLING is comprised of one or more of: 1. Message Match 2. Design Match 3. Conversation Momentum #unwebinar @unbounce @oligardner
  30. 30. MESSAGE MATCH Matching the copy of your ad to the headline of your landing page. Easy right? Of course it is. Unless you’re lazy or brain dead. #unwebinar @unbounce @oligardner
  31. 31. A fictitious company… GETITDONE.com Project management without deadlines. #unwebinar @unbounce @oligardner
  32. 32. Project Management Software Without Deadlines! getitdone.com/whenever Remove the fear of deadlines from your projects, and start delivering as late as you want to. Deadlines are dead. What should you see on the landing page? #unwebinar @unbounce @oligardner
  33. 33. Get More Projects Done With Less Management Form header Your offer details and a bullet list of benefits. ! 1. 2. 3. Lorem Ipsum Otherum Call to Action Social proof #unwebinar @unbounce @oligardner Generic brand-driven messaging. ! Suitable for a homepage.
  34. 34. Project Management Software Without Deadlines! getitdone.com/whenever Remove the fear of deadlines from your projects, and start delivering as late as you want to. Deadlines are dead. #unwebinar @unbounce @oligardner
  35. 35. Project Management Software Without Deadlines An exact match with the headline on the ad. ! Bravo. Form header Your offer details and a bullet list of benefits. ! 1. 2. 3. Lorem Ipsum Otherum Call to Action Social proof #unwebinar @unbounce @oligardner
  36. 36. MESSAGE MATCH Let’s see how it looks in the real world… (live) #unwebinar @unbounce @oligardner
  37. 37. Note to self This is where you switch to the browser :) #unwebinar @unbounce @oligardner
  38. 38. Note to self 2 This is where you come back after that showcase of horrific marketing #unwebinar @unbounce @oligardner
  39. 39. DESIGN MATCH Matching the design of your display ad to ‘aspects’ of the design on your landing page. This is even easier. #unwebinar @unbounce @oligardner
  40. 40. THE AD* *from Facebook #unwebinar @unbounce @oligardner
  41. 41. THE LANDING PAGE* *may cause bleeding from the eyes #unwebinar @unbounce @oligardner
  42. 42. Let’s try that again #unwebinar @unbounce @oligardner
  43. 43. THE AD* *from Facebook #unwebinar @unbounce @oligardner
  44. 44. THE LANDING PAGE* *may make you hug random strangers #unwebinar @unbounce @oligardner
  45. 45. THAT’S GREAT! DESIGN MATCH!! Footnote: It does have message match issues. #unwebinar @unbounce @oligardner
  46. 46. I HOPE THEY’RE ALL THAT GOOD!!
  47. 47. 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. #unwebinar @unbounce @oligardner
  48. 48. think of it like a love-drunk boyfriend* who finishes your sentences for you *or girlfriend #unwebinar @unbounce @oligardner
  49. 49. whatever you say is what I was about to say anyway
  50. 50. THE CLICK SOURCE! The Smart Marketers Landing Page Conversion Course
  51. 51. THE LANDING PAGE* 1 1 Super generic headline *we used to get it wrong too #unwebinar @unbounce @oligardner
  52. 52. DISRESPECTING! THE CLICK Losing interest as soon as you get the click. Abandoning your visitors. LAME.
  53. 53. Let’s try that again.! Again. #unwebinar @unbounce @oligardner
  54. 54. THE CLICK SOURCE! The Smart Marketers Landing Page Conversion Course
  55. 55. THE LANDING PAGE* 1 1 3 2 Contextual welcome 3 2 Co-branding Author reinforcement Conversion Lift 33% *Full of contextual references #unwebinar @unbounce @oligardner
  56. 56. THAT’S BEAUTIFUL! CONVERSATION! MOMENTUM!! You can feel the love right? #unwebinar @unbounce @oligardner
  57. 57. MUCH RESPECT, YO
  58. 58. pee break
  59. 59. not really
  60. 60. FIXING! MISTAKE #3 DESIGNS THAT! LACK CCD* *CONVERSION CENTERED DESIGN #unwebinar @unbounce @oligardner
  61. 61. CONVERSION! CENTERED! DESIGN Designing a landing page - and every element on that page - with a relentless focus on conversion*. *not yourself #unwebinar @unbounce @oligardner
  62. 62. CCD! IN 3 MINUTES #unwebinar @unbounce @oligardner
  63. 63. CCD! is also about! ATTENTION #unwebinar @unbounce @oligardner
  64. 64. ENCAPSULATION! frames! ATTENTION #unwebinar @unbounce @oligardner
  65. 65. ENCAPSULATION CREATES A WINDOW ON YOUR LANDING PAGE, WHERE YOUR CTA IS THE VIEW
  66. 66. IT KEEPS YOUR EYES IN THE MIDDLE. WHERE IT COUNTS
  67. 67. ON THIS PAGE, YOUR FORM IS THE CTA! ! WRAP IT UP. #unwebinar @unbounce @oligardner
  68. 68. DIRECTIONAL CUES! direct! ATTENTION #unwebinar @unbounce @oligardner
  69. 69. DIRECTIONAL CUES! KEEP YOUR EYES ON THE ROAD!
  70. 70. OR THAT POT OF GOLD >>
  71. 71. DIRECTIONAL CUES! provide! CLARITY! OF INTENT >>
  72. 72. A perfectly un-subtle directional cue #unwebinar @unbounce @oligardner
  73. 73. CONTRAST! draws! ATTENTION #unwebinar @unbounce @oligardner
  74. 74. CONTRAST plus ! bonus encapsulation
  75. 75. BACK HERE AGAIN! ! MAKE YOUR! CTA DESIGN! SHOUT! #unwebinar @unbounce @oligardner
  76. 76. i’m out of time
  77. 77. ANY QUESTIONS?
  78. 78. try.unbounce.com/avoid-lp-mistakes
  79. 79. Why Unbounce?
  80. 80. it’s for marketers
  81. 81. Better Results build from a selection of 
 high converting templates
  82. 82. Publish Faster quit waiting weeks for developers
  83. 83. Optimize for Conversion A/B test to improve your campaigns
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