Conversion Optimization Beyond The Landing Page - Unwebinar

Conversion Optimization
Beyond the Landing Page

I’m a big fan of people being  
exactly who they are.
We Bought a Zoo
@mackfogelson | @unbounce #unwebinar

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.

And conversion goes a whole lot deeper
than optimizing a landing page.
http://levinsonenglishclass.blogspot.com/2011/04/iceberg-effect.html

You’ve got to use an
integrated approach
that not only promotes
but improves the
business.
https://www.pinterest.com/pin/123567583495578394/

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

I’m a lead
I submit 
a form
I interact
website
social
blog
ofﬂine
mobile
THE PATH TO CONVERSION

Start Finish
THE REAL PATH TO CONVERSION

Create a cohesive and genuine experience at every
possible place your customers will be.
http://chrisguillebeau.com/how-to-go-everywhere/

Your company doesn’t have to be
perfect, but you must be real, authentic,
transparent, and above all, human.

Insert Section Title Here:
Let’s Talk About Marketing
We’ve got 3 important conversion  
things to chat about today.

CONVERSION STARTS
AT YOUR CORE
01 @mackfogelson | @unbounce #unwebinar

CONVERSION IS PART OF
A FULLY INTEGRATED
EXPERIENCE

CONVERSION IS
MEASURED BEYOND
THE FORM SUBMISSION

http://thefreshexchangeblog.com/2013/11/circles-2013-talk-business/

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

TOMS Shoes put shoes on people’s feet. Their meaning
beyond money is giving back and improving lives.

GoldieBlox pioneers for girls. Their meaning beyond
money is helping girls develop an affinity for engineering.

Patagonia leads a social & environmental cause. Their
meaning beyond money is leaving a smaller footprint.

Being transparent makes you human.
This is what connects people to your
brand and helps build your community.

How about we take a look at an
example of one company’s journey.

This is Traveling Vineyard.  
They do a little bit more than sell wine.

Their experience across channels didn’t
always match their insides.

This is an old landing page that doesn’t convey
authenticity or their core meaning.

There was a lot more to do than optimize  
a landing page to improve conversion.

Their company doesn’t just sell wine.
Their company changes women’s lives.

For Traveling Vineyard,
this meant telling the
story of real women
beyond their landing
pages.

CORE
MEANING
DRIVES
MARKETING
GOALS

CORE
MEANING
DRIVES
MARKETING
GOALS
GOALS
DETERMINE
STRATEGY  
THAT DRIVES
TACTICS

CORE
MEANING
DRIVES
MARKETING
GOALS
TACTICS
WORK TOWARD
THE COMPANY
YOU WANT  
TO BECOME
GOALS
DETERMINE
STRATEGY  
THAT DRIVES
TACTICS

Being authentic is what connects
people to your brand.

By focusing on your  
meaning beyond money,  
people become your momentum.

We took 5 integrated steps  
to increase conversion.

01 - We built three persona landing pages.

We identified and
prioritized the top 3
persona groups.

To start, we targeted Stay-at-Home Moms,
Pathfinders, and Achievers.

We selected Kirby.
A real stay-at-home
mom from their
community.

We built a landing
page about Kirby with
lots of stuff on it.
On purpose.

First we introduced Kirby as a Wine Guide.  
An inspirational quote that revealed her personality.

We used select photos from her family life
to show Kirby’s personal side.

We embedded a video about Kirby explaining the
difference Traveling Vineyard made in her life.

We shared how Kirby balances being a mom  
and running a business.

We shared Kirby’s transparency about how this can be
scary, but not to let fear get in the way.

We placed a call to action to become a Wine Guide  
so that they could take the plunge.

But wait, there’s more.
This was just the landing page.

02 - We drove traffic to landing pages
with blog posts.

We created a blog post that answered more questions
stay-at-home moms may have.

1:1 outreach shaped
the content on  
Kirby’s blog post.

03 - We spread the word with email marketing.

Email marketing drove
traffic to Kirby’s post
on the blog.

03 - We built awareness
(and community) with social media.

We used quotes from
the Wine Guides to
add authenticity.

Fostering these
relationships continues
to drive awareness.

We used paid efforts
to amplify reach on
Facebook.

04 - We continued to leverage momentum  
with automated email.

Auto-reply emails  
also continue the
conversation after  
the conversion.

And set the
expectation of what
will happen next.

Focus on providing a cohesive
experience that’s connected to your
meaning beyond money.

We did all of this work  
over the course of one year.

CONVERSION IS
MEASURED BEYOND
THE FORM SUBMISSION
03

0
200
400
600
800
March 2013 - February 2014 March 2014 - February 2015
Landing page live
Lead form submissions 57%
increase
avg. yr/yr
123%
increase
aug-feb

0
10000
20000
30000
40000
March 2013 - February 2014 March 2013 - February 2015
@morys @unbounce #unwebinar
71%
increase
avg. yr/yr
Increase in sessions

Increase in sessions
0
20
40
60
80
100
March - February year/year
New Visitors Returning Visitors
57%
88%

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%
Email List Behaviors

0
1750
3500
5250
7000
March 2013 - Feb 2014 March 2014 - February 2015
Social Media Referral Traffic
Organic + Paid
130%
increase
avg. yr/yr

0
800
1600
2400
3200
4000
Landing Page
Kirby Christi Debbie
0
1000
2000
3000
4000
5000
Blog Posts
Kirby Christi Debbie
Persona Validation

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

OK, kids, let’s recap
all the stuff you need to remember.

The entire integrated, cross-channel
experience you build influences conversions.
https://unsplash.imgix.net/25/delicate.jpg?q=75&fm=jpg&s=222ced745d58ea74b747151b781253fb

Your marketing goals should come from your
core meaning and drive strategy and tactics.
https://unsplash.com/davidmarcu

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

Get the Link Bundle
https://bitly.com/bundles/mackwebsolutions/d
Connect With Us
http://mackwebsolutions.com/connect/

Conversion Optimization Beyond The Landing Page - Unwebinar

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