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Conversion Optimization Beyond The Landing Page - Unwebinar

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Once you’ve designed, tested and published your landing page, it can be tempting to sit back and wait for your conversion rates to climb. But if you’re only concentrating on your page, you’re losing out on potential conversions by neglecting the rest of your marketing funnel.

In this Unwebinar, Mack Fogelson, Founder and CEO of Mack Web, will teach you how to provide a consistent user experience that doesn’t stop at your landing page. From your website and blog, to social and email, you’ll learn why the best campaigns provide delightful experience across all marketing channels.

Published in: Marketing

Conversion Optimization Beyond The Landing Page - Unwebinar

  1. 1. Conversion Optimization Beyond the Landing Page
  2. 2. I’m a big fan of people being 
 exactly who they are. We Bought a Zoo @mackfogelson | @unbounce #unwebinar
  3. 3. http://blog.mass.gov/consumer/shopping-101/shopping-101-bait-switch/ Your customers have expectations to be met. 
 Conversion shouldn’t be a game of bait and switch. @mackfogelson | @unbounce #unwebinar
  4. 4. And conversion goes a whole lot deeper than optimizing a landing page. http://levinsonenglishclass.blogspot.com/2011/04/iceberg-effect.html @mackfogelson | @unbounce #unwebinar
  5. 5. You’ve got to use an integrated approach that not only promotes but improves the business. https://www.pinterest.com/pin/123567583495578394/ @mackfogelson | @unbounce #unwebinar
  6. 6. Earn your audience before, during, and after
 the conversion and everyone wins. https://ununsplash.imgix.net/46/unsplash_52c319226cefb_1.JPG?q=75&fm=jpg&s=72d1a0318ab967123bb38fc959042808 @mackfogelson | @unbounce #unwebinar
  7. 7. I’m a lead I submit
 a form I interact website social blog offline mobile THE PATH TO CONVERSION @mackfogelson | @unbounce #unwebinar
  8. 8. Start Finish THE REAL PATH TO CONVERSION @mackfogelson | @unbounce #unwebinar
  9. 9. Create a cohesive and genuine experience at every possible place your customers will be. http://chrisguillebeau.com/how-to-go-everywhere/ @mackfogelson | @unbounce #unwebinar
  10. 10. Your company doesn’t have to be perfect, but you must be real, authentic, transparent, and above all, human. @mackfogelson | @unbounce #unwebinar
  11. 11. Insert Section Title Here: Let’s Talk About Marketing We’ve got 3 important conversion 
 things to chat about today. @mackfogelson | @unbounce #unwebinar
  12. 12. CONVERSION STARTS AT YOUR CORE 01 @mackfogelson | @unbounce #unwebinar
  13. 13. CONVERSION IS PART OF A FULLY INTEGRATED EXPERIENCE 02 @mackfogelson | @unbounce #unwebinar
  14. 14. CONVERSION IS MEASURED BEYOND THE FORM SUBMISSION 03 @mackfogelson | @unbounce #unwebinar
  15. 15. @mackfogelson | @unbounce #unwebinar http://thefreshexchangeblog.com/2013/11/circles-2013-talk-business/
  16. 16. CONVERSION STARTS AT YOUR CORE 01 @mackfogelson | @unbounce #unwebinar
  17. 17. What is your meaning beyond money? http://www.briansolis.com/2014/03/disrupt-disrupted-now-entering-disruption-revolution/? utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+briansolis+ %28Brian+Solis%29 @mackfogelson | @unbounce #unwebinar
  18. 18. TOMS Shoes put shoes on people’s feet. Their meaning beyond money is giving back and improving lives. @mackfogelson | @unbounce #unwebinar
  19. 19. GoldieBlox pioneers for girls. Their meaning beyond money is helping girls develop an affinity for engineering. @mackfogelson | @unbounce #unwebinar
  20. 20. Patagonia leads a social & environmental cause. Their meaning beyond money is leaving a smaller footprint. @mackfogelson | @unbounce #unwebinar
  21. 21. Being transparent makes you human. This is what connects people to your brand and helps build your community. @mackfogelson | @unbounce #unwebinar
  22. 22. Insert Section Title Here: Let’s Talk About Marketing How about we take a look at an example of one company’s journey. @mackfogelson | @unbounce #unwebinar
  23. 23. This is Traveling Vineyard. 
 They do a little bit more than sell wine. @mackfogelson | @unbounce #unwebinar
  24. 24. Their experience across channels didn’t always match their insides. @mackfogelson | @unbounce #unwebinar
  25. 25. This is an old landing page that doesn’t convey authenticity or their core meaning. @mackfogelson | @unbounce #unwebinar
  26. 26. There was a lot more to do than optimize 
 a landing page to improve conversion. @mackfogelson | @unbounce #unwebinar
  27. 27. Insert Section Title Here: Let’s Talk About Marketing Their company doesn’t just sell wine. Their company changes women’s lives. @mackfogelson | @unbounce #unwebinar
  28. 28. For Traveling Vineyard, this meant telling the story of real women beyond their landing pages. @mackfogelson | @unbounce #unwebinar
  29. 29. CORE MEANING DRIVES MARKETING GOALS @mackfogelson | @unbounce #unwebinar
  30. 30. CORE MEANING DRIVES MARKETING GOALS GOALS DETERMINE STRATEGY 
 THAT DRIVES TACTICS @mackfogelson | @unbounce #unwebinar
  31. 31. CORE MEANING DRIVES MARKETING GOALS TACTICS WORK TOWARD THE COMPANY YOU WANT 
 TO BECOME GOALS DETERMINE STRATEGY 
 THAT DRIVES TACTICS @mackfogelson | @unbounce #unwebinar
  32. 32. Insert Section Title Here: Let’s Talk About Marketing Being authentic is what connects people to your brand. @mackfogelson | @unbounce #unwebinar
  33. 33. By focusing on your 
 meaning beyond money, 
 people become your momentum. @mackfogelson | @unbounce #unwebinar
  34. 34. CONVERSION IS PART OF A FULLY INTEGRATED EXPERIENCE 02 @mackfogelson | @unbounce #unwebinar
  35. 35. Insert Section Title Here: Let’s Talk About Marketing We took 5 integrated steps 
 to increase conversion. @mackfogelson | @unbounce #unwebinar
  36. 36. 01 - We built three persona landing pages. @mackfogelson | @unbounce #unwebinar
  37. 37. We identified and prioritized the top 3 persona groups. @mackfogelson | @unbounce #unwebinar
  38. 38. To start, we targeted Stay-at-Home Moms, Pathfinders, and Achievers. @mackfogelson | @unbounce #unwebinar
  39. 39. We selected Kirby. A real stay-at-home mom from their community. @mackfogelson | @unbounce #unwebinar
  40. 40. We built a landing page about Kirby with lots of stuff on it. On purpose. @mackfogelson | @unbounce #unwebinar
  41. 41. First we introduced Kirby as a Wine Guide. 
 An inspirational quote that revealed her personality. @mackfogelson | @unbounce #unwebinar
  42. 42. We used select photos from her family life to show Kirby’s personal side. @mackfogelson | @unbounce #unwebinar
  43. 43. We embedded a video about Kirby explaining the difference Traveling Vineyard made in her life. @mackfogelson | @unbounce #unwebinar
  44. 44. We shared how Kirby balances being a mom 
 and running a business. @mackfogelson | @unbounce #unwebinar
  45. 45. We shared Kirby’s transparency about how this can be scary, but not to let fear get in the way. @mackfogelson | @unbounce #unwebinar
  46. 46. We placed a call to action to become a Wine Guide 
 so that they could take the plunge. @mackfogelson | @unbounce #unwebinar
  47. 47. Insert Section Title Here: Let’s Talk About Marketing But wait, there’s more. This was just the landing page. @mackfogelson | @unbounce #unwebinar
  48. 48. @mackfogelson | @unbounce #unwebinar 02 - We drove traffic to landing pages with blog posts.
  49. 49. We created a blog post that answered more questions stay-at-home moms may have. @mackfogelson | @unbounce #unwebinar
  50. 50. 1:1 outreach shaped the content on 
 Kirby’s blog post. @mackfogelson | @unbounce #unwebinar
  51. 51. @mackfogelson | @unbounce #unwebinar 03 - We spread the word with email marketing.
  52. 52. Email marketing drove traffic to Kirby’s post on the blog. @mackfogelson | @unbounce #unwebinar
  53. 53. @mackfogelson | @unbounce #unwebinar 03 - We built awareness (and community) with social media.
  54. 54. We used quotes from the Wine Guides to add authenticity. @mackfogelson | @unbounce #unwebinar
  55. 55. Fostering these relationships continues to drive awareness. @mackfogelson | @unbounce #unwebinar
  56. 56. We used paid efforts to amplify reach on Facebook. @mackfogelson | @unbounce #unwebinar
  57. 57. @mackfogelson | @unbounce #unwebinar 04 - We continued to leverage momentum 
 with automated email.
  58. 58. Auto-reply emails 
 also continue the conversation after 
 the conversion. @mackfogelson | @unbounce #unwebinar
  59. 59. And set the expectation of what will happen next. @mackfogelson | @unbounce #unwebinar
  60. 60. Focus on providing a cohesive experience that’s connected to your meaning beyond money. @mackfogelson | @unbounce #unwebinar
  61. 61. Insert Section Title Here: Let’s Talk About Marketing We did all of this work 
 over the course of one year. @mackfogelson | @unbounce #unwebinar
  62. 62. @mackfogelson | @unbounce #unwebinar CONVERSION IS MEASURED BEYOND THE FORM SUBMISSION 03
  63. 63. 0 200 400 600 800 March 2013 - February 2014 March 2014 - February 2015 Landing page live @mackfogelson | @unbounce #unwebinar Lead form submissions 57% increase avg. yr/yr 123% increase aug-feb
  64. 64. 0 10000 20000 30000 40000 March 2013 - February 2014 March 2013 - February 2015 @morys @unbounce #unwebinar 71% increase avg. yr/yr @mackfogelson | @unbounce #unwebinar Increase in sessions
  65. 65. @mackfogelson | @unbounce #unwebinar Increase in sessions 0 20 40 60 80 100 March - February year/year New Visitors Returning Visitors 57% 88%
  66. 66. 0 10 20 30 40 50 Wine Party List Click Rate Open Rate 10% .04% 0 10 20 30 40 50 Organic/Authentic List Click Rate Open Rate 15% 42% @mackfogelson | @unbounce #unwebinar Email List Behaviors
  67. 67. 0 1750 3500 5250 7000 March 2013 - Feb 2014 March 2014 - February 2015 Social Media Referral Traffic Organic + Paid @mackfogelson | @unbounce #unwebinar 130% increase avg. yr/yr
  68. 68. 0 800 1600 2400 3200 4000 Landing Page Kirby Christi Debbie 0 1000 2000 3000 4000 5000 Blog Posts Kirby Christi Debbie @mackfogelson | @unbounce #unwebinar Persona Validation
  69. 69. All of your efforts as a whole are contributing to the success of the company. https://ununsplash.imgix.net/photo-1420802532821-8a885e88e95c?q=75&fm=jpg&s=c6716ead39858b5664f48fa583236f42 @mackfogelson | @unbounce #unwebinar
  70. 70. Insert Section Title Here: Let’s Talk About Marketing OK, kids, let’s recap all the stuff you need to remember. @mackfogelson | @unbounce #unwebinar
  71. 71. The entire integrated, cross-channel experience you build influences conversions. @mackfogelson | @unbounce #unwebinar https://unsplash.imgix.net/25/delicate.jpg?q=75&fm=jpg&s=222ced745d58ea74b747151b781253fb
  72. 72. Your marketing goals should come from your core meaning and drive strategy and tactics. @mackfogelson | @unbounce #unwebinar https://unsplash.com/davidmarcu
  73. 73. Being authentic, transparent, and human allows people to connect to your brand. https://unsplash.imgix.net/photo-1420819725583-a94fb85c0704?q=75&fm=jpg&s=38e5a50062aa028336f0c41c9a1bdc54 @mackfogelson | @unbounce #unwebinar
  74. 74. Get the Link Bundle https://bitly.com/bundles/mackwebsolutions/d Connect With Us http://mackwebsolutions.com/connect/ @mackfogelson | @unbounce #unwebinar

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