Lay of the Landing Page: A 101 Intro to LPO, CRO & A/B Testing

Presented by Liesl Barrell
MTL + ECOMMERCE
May 14, 2014 at Auberge Saint-Gabriel
An Introduction to LPs
…with a little help from Disney.
#MTLecom @unbounce @lieslbarrell
LAY OF THE LANDING PAGE

TOC
• Who am I?
• What are Landing Pages (LPs)?
• Why are LPs so important for marketing?
• Strategy and things to think about
• **A/B Lightning Round**
• Resources
• Q&A

DIGITAL MARKETER
BIO
#BizDev at @Unbounce
Organizer at @MTLgirlgeeks
Extroverted Expat
#Agency vet
CONTACT
Tweet with: @lieslbarrell
Write to: liesl@unbounce.com
Connect on: ca.linkedin.com/in/lieslbarrell

ECOMMERCE CLIENTS I’VE WORKED WITH

LET’S BE LITERAL FOR A SEC

LET’S BE LITERAL FOR A SEC
Planes can take off and land in a variety of
circumstances, but it’s easier to direct traffic and for a
pilot to focus on the descent with a landing strip.
Wouldn’t it be cool to help your customers focus, too?

1. CLICKTHROUGH
THE TWO TYPES OF LANDING PAGES
2. LEAD GENERATION

1. CLICKTHROUGH
1. No global navigation to tie it to your primary website.
Limiting the options available to your visitors helps to
guide them toward your one intended conversion goal
— a purchase.
2. No links other than your CTA.
These distract your visitors and potentially lead them
away from your conversion goal.
3. It matches the message of the marketing material that
you’re distributing, and there are multiple iterations to
match different messages.
This makes each page more relevant to marketing
leads.
4. Your landing page may include a few additional
persuasive elements to convince the customer to
convert.
A click-through landing page will resemble your product page, with a few important differences:

CLICKTHROUGH EXAMPLES

2. LEAD GEN
1. Contest/Sweepstakes Entry
2. Event Registration
3. Consultation for Professional Services
4. Discount Coupon/Voucher
5. Customer Survey/Poll
6. Free Trial/Estimate
7. Physical Gift (via Direct Mail)
8. A Guide, Ebook or Whitepaper
9. Notification of a Future Product Launch
10. Webinar Registration
Lead gen pages are used to capture user data (e.g. name, email address & fav colour). The sole purpose
of the page is to collect information that will allow you to connect with the prospect and market to them at a
later time. There are many things you could offer a prospect in exchange for submitting their info in the
form. A few examples:

LEAD GEN EXAMPLES

THE PARADOX OF CHOICE
In 2000 a jam tasting stall at a supermarket was set up to allow shoppers to sample different flavours of
jam available for purchase. The test compared the impact of varying the number of choices…
Source: The Ultimate Guide to Conversion-Centered Design

DECISION FATIGUE IS REAL, FOLKS
“You’ll see I only wear gray or blue suits. I’m trying to
pare down decisions. I don’t want to make decisions
about what I’m eating or wearing, because I have too
many other decisions to make.”
Take it from the POTUS…
Be kind to your customers!
Reduce their decision to a simple, binary Y/N
Source: Fast Company – Always Wear the Same Suit

ATTENTION RATIO
57 : 1 1 : 1
HOME PAGE LANDING PAGE

THE PARADOX OF CHOICE
MANY : 1 1 : 1

THE IMPORTANCE OF MESSAGE MATCH

WHAT IS MESSAGE MATCH?
Message match is matching the heading of your landing page with the headline of the ad or piece
of marketing your visitor clicked.
The hard part is to write a compelling headline in the first place. After that, the secret is to use a
dedicated and focused landing page for your marketing, so message match is possible.
Benefits of message match:
1. A Better Customer Experience
2. Paid Marketing Efficiencies

MATCH GAME
Source: The Smart Guide to Ecommerce Landing Pages

PRACTICAL REASONS WHY LPs ARE YOUR FAIRY
GODMOTHER
1. Be nimble, be quick.
When you’re well set up with a landing page solution,
it’s really easy to launch a campaign. Like,
ridiculously easy.
2. A/B, baby, yeah!
No more arguing over whether the button should be
blue or red: testing will set you free. And it’ll improve
your ROI to boot!
3. Insights o’clock
So much easier to measure or compare how different
channels are performing and optimize spend when
they each have a dedicated LP.

KNOW YOUR CUSTOMERS
1. Audit your actual database
In the world of ecommerce we’re uniquely positioned to
have all our customers’ data. That’s a huge benefit, use it!
Make sure your sample size is varied & large enough to
glean important information.
2. Define personas
Not general or theoretical ones, not borrowed from retail:
actual personas based on real customer data.
3. Plot out your customer lifecycle
Develop stages in the decision journey that help you answer
these questions. How, when, why do your different personas
buy from you? Which come back? Which have higher AOV?
What does an activated brand ambassador look like for you
and how can you grow more of them?

BEFORE YOU BUILD OUT YOUR CAMPAIGN
1. What is the Campaign Goal?
• Product Sales
• Category Sales
• Lead Gen
2. What channels will you be using?
• Social
• Email
• PPC
• …
3. What personas will you be targeting?
• And how do they correlate to your channels?
4. Should there be device-specific messaging or
responsive?
5. What can be tested?
• There is ALWAYS something to test.
WHAT DOES YOUR CAMPAIGN MAP LOOK LIKE?

1. Your Unique Selling Proposition (USP)
• The main headline
• A supporting headline
2. The Hero Shot
• Image or video showing context of use
3. The Benefits of Your Offering
• A bulleted list summary of benefits
4. Trust Indicators
• Social proof, testimonials, reviews, certification
5. A Single Conversion Goal
• With a strong call-to-action
THE FIVE ELEMENTS OF A SUCCESSFUL LP

THE ELEMENTS IN ECOMMERCE ACTION

WHILE YOU RUN YOUR CAMPAIGN
Source: The Ultimate Guide to A/B Testing

LANDING PAGE OPTIMIZATION PROCESS

WHICH VERSION WON?
Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages

WHICH VERSION WON?
Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages
+23%

WHICH VERSION WON?

WHICH VERSION WON?
+216%

WHICH VERSION WON?
+21%

WHAT WE COVERED
• Who am I? >> Liesl.
• What are Landing Pages (LPs)? >> Your fairy godmother.
• Why are LPs important for marketing? >> Decisions are hard, make it easy & match it up.
• Strategy and things to think about >> Know your customers.
• **A/B Lightning Round** >> Wasn’t that fun?
• Resources >> Comin’ right up…
• Q&A >> Your turn!

STEP 1: LPO - STEP 2: CRO - STEP 3: PROFIT! $$$

RESOURCES
SMART MARKETER’S COURSE & ECOMMERCE GUIDE UNBOUNCE BLOG

RESOURCES
MORE EBOOKS THAN YOU CAN SHAKE A STICK AT!
[Pssst…CLICK THE IMAGES ABOVE TO DOWNLOAD]

RESOURCES
MAY 28: ANOTHER TALK! REGISTER @ montrealgirlgeeks.com

try.unbounce.com/with-mtlecommerce

Presented by Liesl Barrell
MTL + ECOMMERCE
May 14, 2014 at Auberge Saint-Gabriel
THANKS! QUESTIONS?
…with a little help from Disney.
Lay of the Landing Page:
An Introduction to LPs

Lay of the Landing Page: A 101 Intro to LPO, CRO & A/B Testing

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