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How to Design Email Landing Pages That Convert

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No matter how great your emails are, you're losing potential customers if you send traffic to landing pages that aren't optimized. A great landing page can make the difference between a successful email marketing campaign and a wasteful one.

In this actionable webinar, you’ll learn the elements of a high-converting landing page, allowing you to deliver delightful campaign experiences.

Published in: Technology
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How to Design Email Landing Pages That Convert

  1. 1. How to Design Email Landing Pages That Convert BROUGHT TO YOU BY +
  2. 2. EMAIL MARKETERS ARE DISRESPECTING OUR TIME AND CLICKS
  3. 3. averageit’s not good enough yet it’s an epidemic in most online advertising. that’s why I’m here at #emaillp to share how to take your marketing campaigns from average to exceptional. businesses acquire customers. brands acquire fans followers partners & peers. conversion is not enough. we need to add the elixir of delight to every conversion experience. to convert and delight we need genuine love for our customers. delight is now the default, not the exception. the simple truth is that most landing pages do not deliver on the promise made prior to the click. they disrespect our visitors time and clicks and are an abuse of advertising. when was the last time you invited someone to a wine party and served only beer? if you have 30 products and your ads for one of them send me to the whole collection, why do I have to then re-search through your site despite having clicked on an ad that promised exactly what I’d searched for?
  4. 4. how do we fix this?
  5. 5. the 7 principles of conversion-centered designDELIGHT friction
  6. 6. the 7 principles of conversion-centered designDELIGHT friction attention
  7. 7. the 7 principles of conversion-centered designDELIGHT friction attention context
  8. 8. the 7 principles of conversion-centered designDELIGHT friction attention context clarity
  9. 9. the 7 principles of conversion-centered designDELIGHT friction attention context clarity congruence
  10. 10. the 7 principles of conversion-centered designDELIGHT friction attention context clarity congruence credibility
  11. 11. the 7 principles of conversion-centered designDELIGHT friction attention context clarity congruence credibility closing
  12. 12. the 7 principles of conversion-centered designDELIGHT friction attention context clarity congruence credibility closing continuance
  13. 13. the 7 principles of conversion-centered designDELIGHT friction
  14. 14. the 7 principles of conversion-centered designDELIGHT friction
  15. 15. the 7 principles of conversion-centered designDELIGHT friction
  16. 16. #1 ATTENTIONUSING ATTENTION-DRIVEN DESIGN TO APPLY FOCUS TO YOUR CONVERSION GOAL
  17. 17. ATTENTION RATIO 86:1IN THE EMAIL!
  18. 18. ATTENTION RATIO 130:1INCLUDING THE EMAIL INTERFACE
  19. 19. the 7 principles of conversion-centered designDELIGHT friction
  20. 20. PROXIMITY DISTRACTION DISTRACTION DISTRACTION DISTRACTION DISTRACTION DISTRACTION ANOMALY AFFORDANCE ALIGNMENT CoNsIsTeNcY CONTINUATION…… CONTRAST DIRECTION >> DOMINANCE ENCAPSULATION HIGHLIGHTING INTERRUPTION MOTION NESTING NESTING NESTING NESTING NESTING NESTING PERSPECTIVE REPETITION REPETITION REPETITION SIZE CONTACT W H I T E S P A C E OVERLAPPING SYMMETRY SYMMETRY GROUPINGGROUPING GROUPINGGROUPING GROUPINGGROUPING GROUPINGGROUPING DISTRACTION 23 PRINCIPLES OF ATTENTION-DRIVEN DESIGN
  21. 21. understanding A.D.D. principles makes design more fun and more effective because it creates a common design vocabulary
  22. 22. a d d attention driven design distraction principle #1
  23. 23. best 24hr plumbers in Edinburgh Plumber Edinburgh www.patrickmunroedinburgh.co.uk/ 0131 610 0113 From Repairs To Installations, Call Us For A Competitive Quote Today.
  24. 24. HP IP LP
  25. 25. What service does this company offer? 30% got it right
  26. 26. What service does this company offer? 40% got it right
  27. 27. What service does this company offer? 80% got it right
  28. 28. the 7 principles of conversion-centered designDELIGHT friction
  29. 29. the nsamcwadlp principle Never. Start. A. Marketing. Campaign. Without. A. Dedicated. Landing. Page. #EmailLP @oligardner
  30. 30. 1 13.80% 2 11.74% 3 10.32% 4 8.63% 5 9.17% 6 8.70% 7 7.62% 8 9.58% 9 6.86% 10 5.86% Conversion Rate vs. Number of Links on the Page CONVERSION RATE Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy # OF LINKS average # of links is 4.39
  31. 31. 1 13.80% 2 11.74% 3 10.32% 4 8.63% 5 9.17% 6 8.70% 7 7.62% 8 9.58% 9 6.86% 10 5.86% CONVERSION RATE Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy # OF LINKS 7,923 businesses doing “average“ marketing could increase conversions by 50% by removing 3 links
  32. 32. distraction is the enemy of conversion As your landing page Attention Ratio goes down (closer to 1:1) your conversion rates go up. #EmailLP @oligardner
  33. 33. pretty simple, right?
  34. 34. 1 13.80% 2 11.74% 3 10.32% 4 8.63% 5 9.17% 6 8.70% 7 7.62% 8 9.58% 9 6.86% 10 5.86% Conversion Rate vs. Number of Links on the Page CONVERSION RATE Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy # OF LINKS average # of links is 4.39
  35. 35. 1 13.80% CONVERSION RATE Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy # OF LINKS Conversion Rate vs. Number of Links on the Page
  36. 36. Download the A.D.D. ebook now bitly.com/add-ebook
  37. 37. #2 CONTEXTDESIGNING POST-CLICK EXPERIENCES THAT SPEAK DIRECTLY TO THE DESIRES, EXPECTATIONS, AND DATA ESTABLISHED PRIOR TO THE CLICK.
  38. 38. EVERY inbound channel has A different level of context ADWORDS FACEBOOK REMARKETING LEADEMAIL TWITTER ORGANIC CUSTOMEREMAIL
  39. 39. the first rule of headlines have a freaking headline!
  40. 40. the 7 principles of conversion-centered designDELIGHT friction
  41. 41. Excellent Message & Design Match
  42. 42. But did you see the form?
  43. 43. But did you see the form?
  44. 44. Click Me Now Inline field labels are bad because… __ tabbing sometimes hides context __ multi-tasking distractions __ hidden context makes it impossible to double check work before submit
  45. 45. http://mds.is/float-label-pattern/
  46. 46. #3 CLARITYCOMMUNICATING YOUR UNIQUE CAMPAIGN PROPOSITION ON A LEVEL WHERE THE QUESTION “WHAT IS THIS PAGE ABOUT?” DELIVERS
  47. 47. THE secret to the clarity of your value proposition lies in the INFORMATION HIERARCHY of your page headlines
  48. 48. Definitely not your Everyday Product Demo See How HubSpot Can Help You Grow Traffic, Leads and Sales
  49. 49. What does your headline and subhead say about what you do? Find out with a 5-second test
  50. 50. What does the product do? 0% got it right
  51. 51. WAIT…WHAT…NOW?
  52. 52. the 7 principles of conversion-centered designDELIGHT friction
  53. 53. Definitely not your Everyday Product Demo See How We Can Help You Grow Traffic, Leads and Sales See How We Can Help You Grow Traffic, Leads and Sales Definitely not your Everyday Product Demo flip the headline and subhead
  54. 54. What does the product do?
  55. 55. What does the product do?
  56. 56. What does the product do?
  57. 57. What does the product do?
  58. 58. What does the product do? 60% got it right
  59. 59. CONVERSION RATE TIME0% 60% CONVERSION LIFT OF INFINITY
  60. 60. the 7 principles of conversion-centered designDELIGHT friction
  61. 61. FLIP YOUR HEADLINES Reverse the order of your headline and subhead to uncover extra clarity in your value proposition. #EmailLP @oligardner
  62. 62. #4 CONGRUENCEALIGNING EVERY ELEMENT ON YOUR LANDING PAGE WITH – AND ONLY WITH – YOUR CAMPAIGN GOAL
  63. 63. Page Element Content Score Headline Subhead Hero shot Intro Bullets Bullets Form header Testimonial Form fields Why Privacy statement Call-to-Action TOTAL 0/24
  64. 64. Page Element Content Score Headline Ocean of data instantly become security intelligence Subhead Whitepaper download: the next generation firewall is here Hero shot Photo of a man holding some paper which is obscured Intro Watchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices. Bullets Blazing fast throughput Bullets Advanced networking features Form header Download your whitepaper! Complete the required fields Testimonial It’s about the product not the value in the whitepaper Form fields Country, province/state, phone number Why About the product, not the form goal which is whitepaper Privacy statement sell, nasty, spam Call-to-Action Get my offer TOTAL 0/24
  65. 65. campaign goal download a white paper
  66. 66. Page Element Content Score Headline Ocean of data instantly become security intelligence Subhead Whitepaper download: the next generation firewall is here Hero shot Photo of a man holding some paper which is obscured Intro Watchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices. Bullets Blazing fast throughput Bullets Advanced networking features Form header Download your whitepaper! Complete the required fields Testimonial It’s about the product not the value in the whitepaper Form fields Country, province/state, phone number Why About the product, not the form goal which is whitepaper Privacy statement sell, nasty, spam Call-to-Action Get my offer TOTAL 0/24
  67. 67. Page Element Content Score Headline Ocean of data instantly become security intelligence 0 Subhead Whitepaper download: the next generation firewall is here 1 Hero shot Photo of a man holding some paper which is obscured 1 Intro Watchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices. 0 Bullets Blazing fast throughput 0 Bullets Advanced networking features 0 Form header Download your whitepaper! Complete the required fields 1 Testimonial It’s about the product not the value in the whitepaper 0 Form fields Country, province/state, phone number 0 Why About the product, not the form goal which is whitepaper 0 Privacy statement sell, nasty, spam 0 Call-to-Action Get my offer 0 TOTAL 3/24
  68. 68. the 7 principles of conversion-centered designDELIGHT friction
  69. 69. -14% people starting the course
  70. 70. the 7 principles of conversion-centered designDELIGHT friction
  71. 71. Congruence = proximity + relevance
  72. 72. Congruence = proximity + relevance
  73. 73. #5 CREDIBILITY DEMONSTRATING AUTHENTIC AND VERIFIABLE TRUST SIGNALS
  74. 74. Nobody is holding a camera. They are all women. Is it for me? Where is the evidence of their success?
  75. 75. THE success of your social proof lies in your ability to demonstrate the transformative effect of the user journey created by your product or service
  76. 76. Testimonial from https://rwd.aiux.co/
  77. 77. trust seal lost by -12%
  78. 78. a d d proximity attention driven design principle #4
  79. 79. Credibility = proximity + believability
  80. 80. my face lost by -14% .
  81. 81. people don’t believe in free anymore
  82. 82. vsFree no mention of free 9.24% 10.79% +16.8% data from analyzing call to action copy from 20,000 unbounce customer landing pages
  83. 83. vsGet Started Get Started for Free 33.39% 31.81% -4%
  84. 84. Download the free ebook now bitly.com/add-ebook
  85. 85. the 7 principles of conversion-centered designDELIGHT friction attention context clarity congruence credibility ? ?
  86. 86. Scott Stratten - “QR Codes Kill Kittens”
  87. 87. …?
  88. 88. the first rule of calls to action have a freaking call to action!
  89. 89. #6 CLOSINGCALL TO ACTION DESIGN AND COPY
  90. 90. a d d affordance attention driven design principle #2
  91. 91. Source: Gary Larson
  92. 92. Button Button Button Button Link button button-esque rectangle grrr ghost buttons just a word
  93. 93. +600% clicking non-buttons
  94. 94. vsMy Your 12.76% 8.85% -45% data from analyzing call to action copy from 20,000 unbounce customer landing pages
  95. 95. vsClick no mention of click 15.51% 10.51% -48% data from analyzing call to action copy from 20,000 unbounce customer landing pages
  96. 96. vsClick Click here 15.51% 17.49% +12.8% data from analyzing call to action copy from 20,000 unbounce customer landing pages
  97. 97. vsDownload Download Now 12.01% 13.06% +8.7% data from analyzing call to action copy from 20,000 unbounce customer landing pages
  98. 98. vsGet Started Get Started Now 7.78% 9.35% +20.2% data from analyzing call to action copy from 20,000 unbounce customer landing pages
  99. 99. GAS
  100. 100. G.A.S.
  101. 101. G.A.S.giving. A. sh*t.
  102. 102. @oligardner #EmailLP design for ideal Don’t design to acquire any old customers. Design to acquire your ideal customers.
  103. 103. Email Address START THE COURSE NOW 41% 65% +59% +15%Your Best Email Address START THE COURSE NOW Work Email Address START THE COURSE NOW Business Email Address START THE COURSE NOW 47% 50% +22%
  104. 104. 1 17% 2 15.11% 3 11.61% 4 7.18% 5 7.82% 6 7.61% 7 7.58% 8 9.87% 9 10.75% 10 14.69% Conversion Rate vs. Number of Form Fields CONVERSION RATE Data pulled from Unbounce landing page database # OF FORM FIELDS
  105. 105. 1 17% 2 15.11% 3 11.61% 4 7.18% 5 7.82% 6 7.61% 7 7.58% 8 9.87% 9 10.75% 10 14.69% CONVERSION RATE Data pulled from Unbounce landing page database # OF FORM FIELDS if you’re going to have 4 form fields, you should test the business impact of having 7
  106. 106. #7 CONTINUANCEAMPLIFYING CONVERSION OPPORTUNITIES USING POST-CONVERSION MARKETING & MOMENTUM LOOPS
  107. 107. 12% conversion rate
  108. 108. delightfulto acquire, fans, followers, partners, & peers, think beyond the conversion. designing for ideal is the baseline of delight. disappoint one to delight one thousand. bury yourself in feedback to rebel against your own creations. design in reaction to the forceful rejection of your mistakes. to understand our customer’s pains, we must be willingly hurt by their feedback. humility is being humbled by the stumbling of our family’s actions. delight is the default, not the exception. delight is your one and only campaign goal. your ads are a promise built on the integrity of your brand. commit to your promises. ”clicks are people” (wil reynolds). each click deserves the respect of your time, your budget, and the belief that with each click you are creating value. the burden of responsibility lies with us, not our customers. chase delight in your intentions, copy, and design. excellence isn’t accidental it’s a purposeful and personal act.
  109. 109. Preview your emails…and landing pages with Litmus Try Litmus free for 14 days! Visit: litmus.com/coupon/LANDINGPAGES
  110. 110. Build, publish & A/B test landing pages without I.T. The mobile responsive landing page builder for professional marketers unbounce.com/litmus-webinar Get 50% off Unbounce for 3 months After your 30-day free trial
  111. 111. Thank you! Questions? Submit questions via the Q&A panel @oligardner - @meladorri +

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