How to create and optimize high converting landing pages

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How to create and optimize high converting landing pages

  1. 1. How to create and optimize highconverting landing pages
  2. 2. Who are we? • Elizabeth Yin o Co-founder LaunchBit, customer acquisition platform for SaaS companies o ex Google marketer o BSEE Stanford o MBA MIT Sloan
  3. 3. Who are we? ● Oli Gardner ○ Co-founder and Creative Director at Unbounce, the Landing Page Builder for Marketers
  4. 4. Today’s talk is on ... ● Best practices for creating high-converting landing pages ○ Essential elements of a landing page ○ Split testing landing pages
  5. 5. You use Twitter ads...
  6. 6. Or maybe Google ads...
  7. 7. Or LaunchBit’s email newsletter ads...
  8. 8. How do you maximize your conversions with your ad dollars? Thursday, January 16th, 2014
  9. 9. almost all marketers ARE DOING 2 SIMPLE THINGS WRONG
  10. 10. MISTAKE #1 OFFERING TOO MUCH CHOICE
  11. 11. MISTAKE #2 BREAKING AD-TO-PAGE CONNECTIONS
  12. 12. IN 20 MINUTES you’ll have 2 SIMPLE SOLUTIONS to fix those mistakes
  13. 13. CONVERSION is all about ATTENTION
  14. 14. YOUR {AD} captures ATTENTION
  15. 15. YOUR {HEADLINE} holds ATTENTION
  16. 16. YOUR {DESIGN} focuses ATTENTION
  17. 17. FIXING MISTAKE #1 TOO MUCH CHOICE
  18. 18. Even with champagne, this is overwhelming.
  19. 19. ATTENTION RATIO is the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one).
  20. 20. What grabs your attention here?
  21. 21. How about now?
  22. 22. A TYPICAL HOMEPAGE (Based on Virgin Mobile USA) Count the links Attention Ratio 57:1
  23. 23. A CAMPAIGN-SPECIFIC DEDICATED LANDING PAGE 1 call-to-action Attention Ratio 1:1
  24. 24. AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
  25. 25. FIXING MISTAKE #2 BROKEN CONNECTIONS
  26. 26. CONVERSION COUPLING is the bond that exists between the source of a click and the ensuing landing experience.
  27. 27. CONVERSION COUPLING is comprised of one or more of: 1. Message Match 2. Design Match 3. Conversation Momentum
  28. 28. MESSAGE MATCH Matching the copy of your ad to the headline of your landing page. Easy right? Apparently not.
  29. 29. AD
  30. 30. LANDING PAGE Generic brand-driven messaging
  31. 31. BRAND CENTRAL STATION
  32. 32. let’s try that again
  33. 33. AD
  34. 34. Exact match with the headline of the ad. Bravo
  35. 35. THERE’S HOPE FOR MARKETING YET
  36. 36. DESIGN MATCH Matching the design of your display ad to ‘visual aspects’ of the design on your landing page. This is even easier.
  37. 37. THE AD
  38. 38. THE LANDING PAGE
  39. 39. let’s try that again
  40. 40. THE AD* *from Facebook
  41. 41. THE LANDING PAGE
  42. 42. 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.
  43. 43. THE CLICK SOURCE The Smart Marketer’s Landing Page Conversion Course
  44. 44. THE LANDING PAGE* 1 1 Super generic headline *we sometimes get it wrong too
  45. 45. let’s try that again
  46. 46. THE CLICK SOURCE The Smart Marketer’s Landing Page Conversion Course
  47. 47. THE LANDING PAGE* 1 2 1 Co-branding 2 Contextual welcome 3 Author reinforcement 3 CONVERSION LIFT 33% *full of contextual references
  48. 48. THAT’S A TIGHTLY COUPLED CONVERSATION!
  49. 49. 2 BIG PROBLEMS 2 SIMPLE SOLUTIONS 1. Attention Ratio 2. Conversion Coupling
  50. 50. Is it worth split testing? Thursday, January 16th, 2014
  51. 51. There are lots of elements you can split test
  52. 52. But should you split test all permutations? Image credit: b2bsecrets.tumblr.com
  53. 53. Split testing takes time
  54. 54. Here’s a scenario Without testing Visitors per month: 2,000 Conversion rate: 20% => 400 sign-ups With testing Visitors per month: 2,000 Conversion rate: 20% + 5% improvement => 400 sign-ups + an extra 20
  55. 55. Is your time worth the additional leads? ● ● ● 3 hours of work Is 3 hours worth your 20 more sign-ups? How much do you value a sign-up? ● LaunchBit customers typically value a signup at $10-30 => $200-$600 for 3 hours of time ● Is that worth it? ●
  56. 56. Furthermore, most split tests yield nothing... ● Only 1 in 8 split tests yield results (AppSumo) ● Is 3 hours * 8 split tests = 24 hours worth your 20 more sign-ups?
  57. 57. Evaluate and repeat
  58. 58. Questions? @launchbit Elizabeth Yin elizabeth [at] launchbit [dot] com @oligardner Oli Gardner oli.unbounce.com

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