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Converting Your Crowd for Culture Days, National Arts Congress

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Intro to landing pages for improved conversion in arts & culture organizations.

Includes updates to "Lay of the Landing" previously published on Slideshare.

Presented by Liesl Barrell
Culture Days National Arts Congress
May 23, 2014

Published in: Marketing, Business, Technology
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Converting Your Crowd for Culture Days, National Arts Congress

  1. 1. Presented by Liesl Barrell CULTURE DAYS – NATIONAL ARTS CONGRESS May 23, 2014 at Winnipeg Art Gallery #CultureDays @unbounce @lieslbarrell CONVERTING YOUR CROWD …with a little help from Disney.
  2. 2. TOC #CultureDays @unbounce @lieslbarrell • What we’re covering today • Who am I? • What are Landing Pages (LPs)? • Why are LPs so important for marketing? • Strategy and things to think about • **A/B Lightning Round** • Resources • Q&A
  3. 3. WHAT WE’RE COVERING TODAY #CultureDays @unbounce @lieslbarrell Loyalty Advocacy Awareness Engagement Conversion Word of Mouth
  4. 4. WHAT WE’RE COVERING TODAY #CultureDays @unbounce @lieslbarrell Loyalty Advocacy Awareness Engagement Conversion
  5. 5. WHO AM I?
  6. 6. DIGITAL MARKETER #CultureDays @unbounce @lieslbarrell BIO #BizDev at @Unbounce Organizer at @MTLgirlgeeks Extroverted Expat #Agency, #Arts & #Theatre Vet CONTACT Tweet with: @lieslbarrell Write to: liesl@unbounce.com Connect on: ca.linkedin.com/in/lieslbarrell
  7. 7. #CultureDays @unbounce @lieslbarrell ARTS, ORGs, MEDIA & NON-PROFIT CLIENTS I’VE WORKED WITH MONTREAL
  8. 8. WHAT ARE LANDING PAGES?
  9. 9. LET’S BE LITERAL FOR A SEC #CultureDays @unbounce @lieslbarrell
  10. 10. LET’S BE LITERAL FOR A SEC #CultureDays @unbounce @lieslbarrell Planes can take off and land in a variety of circumstances, but it’s easier to direct traffic and for a pilot to focus on the descent with a landing strip. Wouldn’t it be cool to help your audience focus, too?
  11. 11. 1. CLICKTHROUGH THE TWO TYPES OF LANDING PAGES #CultureDays @unbounce @lieslbarrell 2. LEAD GENERATION
  12. 12. 1. CLICKTHROUGH #CultureDays @unbounce @lieslbarrell 1. No global navigation to tie it to your primary website. Limiting the options available to your visitors helps to guide them toward your one intended conversion goal — a purchase. 2. No links other than your CTA. These distract your visitors and potentially lead them away from your conversion goal. 3. It matches the message of the marketing material that you’re distributing, and there are multiple iterations to match different messages. This makes each page more relevant to marketing leads. 4. Your landing page may include a few additional persuasive elements to convince the customer to convert. A click-through landing page will resemble your product page, with a few important differences: e.g. Buy Tickets Subscribe Donate Buy Merch
  13. 13. CLICKTHROUGH EXAMPLES #CultureDays @unbounce @lieslbarrell
  14. 14. 2. LEAD GEN #CultureDays @unbounce @lieslbarrell 1. Contest/Sweepstakes Entry 2. Event Registration 3. Teacher’s Kit/Guide 4. Corporate/Bulk Discount 5. Consultation for Professional Services 6. Discount Coupon/Voucher 7. Customer Survey/Poll 8. Free Trial/Estimate 9. Physical Gift (via Direct Mail) 10. Ebook or Whitepaper 11. Notification of a Future Product Launch 12. Webinar Registration Lead gen pages are used to capture user data (e.g. name, email address & fav colour). The sole purpose of the page is to collect information that will allow you to connect with the prospect and market to them at a later time. There are many things you could offer a prospect in exchange for submitting their info in the form. A few examples:
  15. 15. LEAD GEN EXAMPLES #CultureDays @unbounce @lieslbarrell
  16. 16. WHY LANDING PAGES?
  17. 17. THE PARADOX OF CHOICE #CultureDays @unbounce @lieslbarrell In 2000 a jam tasting stall at a supermarket was set up to allow shoppers to sample different flavours of jam available for purchase. The test compared the impact of varying the number of choices… Source: The Ultimate Guide to Conversion-Centered Design
  18. 18. DECISION FATIGUE IS REAL, FOLKS #CultureDays @unbounce @lieslbarrell “You’ll see I only wear gray or blue suits. I’m trying to pare down decisions. I don’t want to make decisions about what I’m eating or wearing, because I have too many other decisions to make.” Take it from the POTUS… Be kind to your audience! Reduce their decision to a simple, binary Y/N Source: Fast Company – Always Wear the Same Suit
  19. 19. ATTENTION RATIO
  20. 20. ATTENTION RATIO #CultureDays @unbounce @lieslbarrell 57 : 1 1 : 1 HOME PAGE LANDING PAGE
  21. 21. THE PARADOX OF CHOICE #CultureDays @unbounce @lieslbarrell MANY : 1 1 : 1
  22. 22. THE IMPORTANCE OF MESSAGE MATCH
  23. 23. WHAT IS MESSAGE MATCH? #CultureDays @unbounce @lieslbarrell Message match is matching the heading of your landing page with the headline of the ad or piece of marketing your visitor clicked. The hard part is to write a compelling headline in the first place. After that, the secret is to use a dedicated and focused landing page for your marketing, so message match is possible. Benefits of message match: 1. A Better Experience for your Audience 2. Paid Marketing Efficiencies
  24. 24. MATCH GAME #CultureDays @unbounce @lieslbarrell Source: The Smart Guide to Ecommerce Landing Pages
  25. 25. PRACTICAL REASONS WHY LPs ARE YOUR FAIRY GODMOTHER #CultureDays @unbounce @lieslbarrell 1. Be nimble, be quick. When you’re well set up with a landing page solution, it’s really easy to launch a campaign. Like, ridiculously easy. And you’re not locked into your existing designs. 2. A/B, baby, yeah! No more arguing over whether the button should be blue or red: testing will set you free. And it’ll improve your ROI to boot! 3. Insights o’clock So much easier to measure or compare how different channels are performing and optimize spend when they each have a dedicated LP.
  26. 26. STRATEGY
  27. 27. MAP YOUR AUDIENCE Press Artists Sponsors Donors Single-Ticket Purchasers Subscribers General Public What does your entire audience look like? How do different groups relate to one another? Can you visualize it in an effective way? #CultureDays @unbounce @lieslbarrell
  28. 28. KNOW YOUR AUDIENCE #CultureDays @unbounce @lieslbarrell 1. Audit your actual database In the world of online marketing we’re uniquely positioned to have all our customer data. That’s a huge benefit, use it! Make sure your sample size is varied & large enough to glean important information. 2. Define personas Not general or theoretical ones, not borrowed from some arcane concepts: actual personas based on real data. 3. Plot out your customer lifecycle Develop stages in the decision journey that help you answer these questions. How, when, why do your different personas come to you? Which come back? What does an activated brand ambassador look like for you and how can you grow more of them?
  29. 29. BEFORE YOU BUILD OUT YOUR CAMPAIGN #CultureDays @unbounce @lieslbarrell 1. What is the Campaign Goal? • Ticket Sales • Subscription Sales • Donations • Lead Generation 2. What channels will you be using? • Social • Email • PPC • … 3. What personas will you be targeting? • And how do they correlate to your channels? 4. Should there be device-specific messaging or responsive? 5. What can be tested? • There is ALWAYS something to test. WHAT DOES YOUR CAMPAIGN MAP LOOK LIKE?
  30. 30. 1. Your Unique Selling Proposition (USP) • The main headline • A supporting headline 2. The Hero Shot • Image or video showing context of use 3. The Benefits of Your Offering • A bulleted list summary of benefits 4. Trust Indicators • Social proof, testimonials, reviews, certification 5. A Single Conversion Goal • With a strong call-to-action THE FIVE ELEMENTS OF A SUCCESSFUL LP #CultureDays @unbounce @lieslbarrell
  31. 31. THE ELEMENTS IN ACTION #CultureDays @unbounce @lieslbarrell Source: The Smart Guide to Ecommerce Landing Pages
  32. 32. WHILE YOU RUN YOUR CAMPAIGN #CultureDays @unbounce @lieslbarrell Source: The Ultimate Guide to A/B Testing
  33. 33. THE CIRCLE OF (LPO) LIFE
  34. 34. LANDING PAGE OPTIMIZATION PROCESS #CultureDays @unbounce @lieslbarrell Source: The Smart Guide to Ecommerce Landing Pages
  35. 35. HERE ARE A FEW EXAMPLES IN THE WILD
  36. 36. AWESOME EXAMPLES #CultureDays @unbounce @lieslbarrell
  37. 37. AWESOME EXAMPLES #CultureDays @unbounce @lieslbarrell
  38. 38. AWESOME EXAMPLES #CultureDays @unbounce @lieslbarrell Source: MY DAMN BOOK
  39. 39. AWESOME EXAMPLES #CultureDays @unbounce @lieslbarrell Hat Tip/Credit: Hunter Boyle
  40. 40. OK, LET’S HAVE SOME FUN!
  41. 41. WHICH VERSION WON? #CultureDays @unbounce @lieslbarrell Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages
  42. 42. WHICH VERSION WON? #CultureDays @unbounce @lieslbarrell Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages +23%
  43. 43. WHICH VERSION WON? #MTLecom @unbounce @lieslbarrell
  44. 44. WHICH VERSION WON? #MTLecom @unbounce @lieslbarrell +13%
  45. 45. WHICH VERSION WON? #CultureDays @unbounce @lieslbarrell Source: The Ultimate Guide to A/B Testing
  46. 46. WHICH VERSION WON? #CultureDays @unbounce @lieslbarrell +216% Source: The Ultimate Guide to A/B Testing
  47. 47. WHICH VERSION WON? #MTLecom @unbounce @lieslbarrell
  48. 48. WHICH VERSION WON? #MTLecom @unbounce @lieslbarrell +32%
  49. 49. WHICH VERSION WON? #CultureDays @unbounce @lieslbarrell Source: The Ultimate Guide to A/B Testing
  50. 50. WHICH VERSION WON? #CultureDays @unbounce @lieslbarrell Source: The Ultimate Guide to A/B Testing +21%
  51. 51. RECAP
  52. 52. WHAT WE COVERED #CultureDays @unbounce @lieslbarrell • What did we cover? The bottom of the funnel (conversion). • Who am I? >> Liesl. • What are Landing Pages (LPs)? >> Your fairy godmother. • Why are LPs important for marketing? >> Decisions are hard, make it easy & match it up. • Strategy and things to think about >> Know your customers. • **A/B Lightning Round** >> Wasn’t that fun? • Resources >> Comin’ right up… • Q&A >> Your turn!
  53. 53. STEP 1: LPO - STEP 2: CRO - STEP 3: PROFIT! $$$
  54. 54. RESOURCES #CultureDays @unbounce @lieslbarrell GLOSSARY • CTA = Call-to-action • CRO = Conversion Rate Optimization • LPO = Landing Page Optimization • KPI = Key Performance Indicator (an important measurable goal) • UTM = Urchin Tracking Module (just remember it’s important for analytics) • Home Page ≠ A good place to drive traffic • Landing Page = The best place to send traffic :)
  55. 55. RESOURCES #CultureDays @unbounce @lieslbarrell SMART MARKETER’S COURSE & ECOMMERCE GUIDE UNBOUNCE BLOG
  56. 56. RESOURCES #CultureDays @unbounce @lieslbarrell MORE EBOOKS THAN YOU CAN SHAKE A STICK AT! [Pssst…CLICK THE IMAGES ABOVE TO DOWNLOAD]
  57. 57. RESOURCES #CultureDays @unbounce @lieslbarrell THE MOST ENTERTAINING GUIDE TO LANDING PAGE OPTIMIZATION @ MOZ
  58. 58. try.unbounce.com/with-culturedays [Pssst… You get a special discount for being part of Culture Days]
  59. 59. #CultureDays @unbounce @lieslbarrell THANKS! QUESTIONS? …with a little help from Disney. Converting Your Crowd Presented by Liesl Barrell CULTURE DAYS – NATIONAL ARTS CONGRESS May 23, 2014 at Winnipeg Art Gallery

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