The starting point of a marketing campaign revolves around your ability to define a point of differentiation. What is it about your product or service that sets it apart from the competition? You need to communicate this in a succinct way on your landing page. Try to break down your offering to its most basic level, to describe the specific benefit your customers will get by choosing your product/service.
The adage “a picture is worth a thousand words” is especially true in the short attention span world of the landing page. The hero shot is the visual representation of your offer and can help people to gain a better understanding of what it is or what it looks like. For maximum effect it should show context of use . This means showing rather than telling how it will be used by a customer.
It’s important to strike a balance here and not get into so much detail that your landing page feels like it’s full of text. Write a brief one paragraph summary and 3-5 bullet points for clarity. Come back to this section many times and edit the copy to remove any bloated or unnecessary verbiage.
Other examples of social proof are: Customer testimonials Social signals – how well received is your offering on public networks? A count of how many customers you have Trust seals to establish security of information Awards from reputable organizations Customer reviews – which are very powerful when prospects are comparison shopping
In the UK and USA, mobile can be as much as 50-65% of a sites traffic in 2016. Making sure your pages and the experience you’re proving is optimized. This isn’t an option anymore. It’s basic table steak and a must for every brand large and small. Not being mobile ready says your brand’s isn’t thinking about the future. Also, tablet traffic has been plateaued the last few year.. so it shouldn’t be as much of a focus.
Connect your advertising to the landing page that a customer or lead lands on. To many banners and LPs don’t show continuity.
A good example of message match is our Digital Agency Day campaign.
Building A High Converting Landing Page & How To A/B Test It
●Your Landing Page
1. Visual represent your offer
2. Gets your customer to place themselves
in your scenario
3. Can be a photo or video
The Hero Shot
The right picture is truly worth a
thousand words. Make the right first
The benefits describes the problem
your course will solve. Features
help you tell potential customers
what this course will do for them.
Keep features to 3 - 5 bullet points. Don’t
want to overwhelm your audience.
In very rare cases... mobile does not make
up the majority of traffic that a site receives.
When it does...
How do you capitalize on that?
Mobile Is The Default
Mobile isn’t an option. It’s a must in 2016.
However, tablets should be less of a
How do you capitalize on that -
● In science, a hypothesis is an idea or
explanation that you then test through
study and experimentation.
● What do you think will happen?
● ...ok to be wrong.
What To A/B Test?
Know what the end looks like:
● Once a test is live. Netflix starts
tracking success metrics:
Streaming Hours AND Retention
○ Increased sales
○ Increased VOV
○ More downloads
○ Better lead
● Let data lead the way… no HIPPO
or loudest person in the room.
● Sample size
○ Size of Opportunity
● Confidence level: 95%?
● Control vs non-control group
● Changing a button or colours
○ Can you, sure? Should you?
● Small changes VS large changes
● Radical different designs helps
drive faster change as you can see
A/B Tests 201
● Create better experiences for your
2.3 % VS 8.7%
● Be data informed; not gut or personal
○ Netflix = Hours of play & retention
○ Unbounce = customer signups
● Don’t test to much at once. Dirty data
A/B Testing Tips