Are you trying to get users to DO something on your site? Whether it’s sign-up, buy, download, donate: if you have a goal you NEED landing pages! This talk covers important basics like what landing pages are and why/when to use them, attention ratio, message match and key persuasive elements. Includes a walk-through of examples of our premium interactive landing page templates and case studies to see what converts best and why. Run better, more efficient, and just plain cooler campaigns, plus get the most out of your marketing time and dollars! PRESENTED AT WORDCAMP MONTREAL, JULY 24, 2016 By: Liesl Barrell & Mohamed Hamad

1. ONCE UPON A LANDING PAGE…
…with a little help from Disney.
Presented by Mohamed Hamad & Liesl Barrell
WordCamp MTL (July 17, 2016)

2. TOC
• The space we’re covering today
• Who are we?
• What are Landing Pages (LPs)?
• Why are LPs so important for marketing?
• Strategy and things to think about
• Tools & Setup
• Awesome Examples
• **A/B Lightning Round**
• Resources
• Q&A
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3. THE SPACE WE’RE COVERING TODAY
Loyalty
Advocacy
Awareness
Engagement
Conversion
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4. WHO ARE WE?

5. BIO
Co-Founder & President @ThirdWunder
#UserExperience & #Development
CONTACT
Tweet to @MohamedHamad
Write to Mohamed@ThirdWunder.com
Connect https://ca.linkedin.com/in/mohamedhamad
Mohamed Hamad
@ThirdWunder #WCMTL

6. BIO
Co-Founder & CEO @ThirdWunder
#Marketing, #Content & #SocialMedia
#MTLGG Organizer
CONTACT
Tweet to @LieslBarrell
Write to Liesl@ThirdWunder.com
Connect https://ca.linkedin.com/in/lieslbarrell
Liesl Barrell
@ThirdWunder #WCMTL

7. WHAT ARE LANDING PAGES?

8. LET’S BE LITERAL FOR A SEC
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9. 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 audience focus, too?
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10. 1. CLICKTHROUGH
THE TWO TYPES OF LANDING PAGES
2. LEAD GENERATION
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11. 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:
e.g.
Add to Cart
Buy Tickets
Subscribe
Donate
Buy Merch
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12. 1. CLICKTHROUGH EXAMPLES
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13. 2. LEAD GEN
1. Contest/Sweepstakes Entry
2. Event Registration
3. Teacher’s Kit/Guide
4. Corporate/Bulk Discount
5. Consultation for Professional Services
6. Discount Coupon/Voucher
7. Customer Survey/Poll
8. Free Trial/Estimate
9. Physical Gift (via Direct Mail)
10. Ebook or Whitepaper
11. Notification of a Future Product Launch
12. 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:
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14. 2. LEAD GEN EXAMPLE
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15. WHY LANDING PAGES?

16. 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 audience!
Reduce their decision to a simple, binary Y/N
Source: Fast Company – Always Wear the Same Suit
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17. 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
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18. ATTENTION RATIO

19. ATTENTION RATIO
57 : 1 1 : 1
HOME PAGE LANDING PAGE
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20. THE PARADOX OF CHOICE
MANY : 1 1 : 1
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21. THE IMPORTANCE OF MESSAGE MATCH

22. 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 Experience for your Audience
2. Paid Marketing Efficiencies
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23. MATCH GAME
Source: The Smart Guide to Ecommerce Landing Pages
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24. 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. And you’re not locked into your
existing website design.
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.
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25. STRATEGY

26. MAP YOUR AUDIENCE
Press
Artists
Sponsors
Donors
Single-Ticket
Purchasers
Subscribers
General Public
What does your entire
audience look like?
How do different groups relate
to one another?
Can you visualize it in an
effective way?
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27. KNOW YOUR AUDIENCE
1. Audit your actual database
In the world of online marketing we’re uniquely positioned to
have all our customer 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 some
arcane concepts: actual personas based on real 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
come to you? Which come back? What does an activated
brand ambassador look like for you and how can you grow
more of them?
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28. BEFORE YOU BUILD OUT YOUR CAMPAIGN
1. What is the Campaign Goal?
• Lead Generation
• Product Sales
• Ticket Sales
• Subscriptions
• Donations
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?
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29. 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
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30. THE ELEMENTS IN ACTION
Source: The Smart Guide to Ecommerce Landing Pages
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31. WHILE YOU RUN YOUR CAMPAIGN
Source: The Ultimate Guide to A/B Testing
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32. THE CIRCLE OF (LPO) LIFE

33. UTM Tracking
When you share your LP link in an email
campaign, on social, or anywhere else
online, add UTM parameters using
Google’s URL Builder other built-in tools.
MEASUREMENT
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34. Reporting
That way you can better track the efficacy
of each medium and campaign.
Over time you’ll be able to see deeper
insights into how people get to your site,
what they do, and which channels are
performing the best for you.
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MEASUREMENT

35. LANDING PAGE OPTIMIZATION PROCESS
Source: The Smart Guide to Ecommerce Landing Pages
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36. TOOLS & SETUP

37. INBOUND TOOLS
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WordPress
Inbound Now Suite
• CTAs
• Leads
• Landing Pages
CoSchedule
Buffer
MailChimp
SEO Yoast

38. THE FLOW
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CTA
Landing
Page
LEAD

39. CALLS TO ACTION (CTAs)

40. CTAs
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With the Inbound Now CTAs
plugin you can create custom
responsive calls to action for blog
posts, pages, landing pages and
track their performance across
instances.

41. A/B TESTS
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Because CTAs are tracked
sitewide, it makes it easier to
run meaningful A/B Tests.
Inbound Now has a
marketplace for CTA templates
which you can customize and
style, or you can develop your
own like we’ve done to the left.
VS

42. LEAD GENERATION
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Using CTAs, you can
develop customized
templates to gather
users’ info or redirect
to another URL (e.g.
campaign Landing
Page or Contact Us
page).

43. CTAs
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You can couple Inbound Now’s
CTAs together with their Leads
plugin to tailor what CTAs people
see across your site based on
where they converted or what
segment they’re in.

44. LANDING PAGES

45. Inbound Now’s Landing Page plug-in helps you create
repurposeable landing pages that also work with the CTA plugin
so you can send visitors to a landing page and track originating
CTA variation.
LANDING PAGES
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46. @ThirdWunder #WCMTL
Using the Inbound Now Suite
makes it easy to see a landing page
performance statistics right in the
edit view, including the conversion
rates on any CTAs associated with
it..
The CTA plugin lets you associated
any CTAs you’ve created to a
landing page, allowing you to
customize messaging according to
your content.
LANDING PAGES

47. LEADS

48. LEADS
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Capturing Leads using a
Customer Relationship
Management (CRM) solution or
Email Marketing System (EMS)
is a crucial part of inbound
strategy.
It allows us to build relationships
and personalize content like
newsletters for specific groups or
segments.

49. @ThirdWunder #WCMTL
The Inbound Now Leads plugin
is a little different from those tools.
It allows us to customize content
so that visitors who’ve converted
on your pages see what they need
to see and your WordPress site
morphs to their interests.
LEADS

50. @ThirdWunder #WCMTL
You can manage leads and
create lists that help display
customized content (e.g.
specific Calls-to-Action) to
different groups based on lists
or actions.
Their experience is
personalized so they have a
better time on your website!
LEADS

51. @ThirdWunder #WCMTL
That helps users understand
how your site works with data.
LEADS

52. AWESOME EXAMPLES

53. AWESOME EXAMPLES
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54. AWESOME EXAMPLES
Source: MY DAMN BOOK
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55. AWESOME EXAMPLES
Hat Tip/Credit: Hunter Boyle
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56. OK, LET’S HAVE SOME FUN!

57. WHICH VERSION WON?
Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages
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58. WHICH VERSION WON?
Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages
+23%
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59. WHICH VERSION WON?
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60. WHICH VERSION WON?
+13%
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61. WHICH VERSION WON?
Source: The Ultimate Guide to A/B Testing
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62. WHICH VERSION WON?
+216%
Source: The Ultimate Guide to A/B Testing
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63. WHICH VERSION WON?
Source: The Ultimate Guide to A/B Testing
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64. WHICH VERSION WON?
Source: The Ultimate Guide to A/B Testing
+21%
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65. RECAP

66. WHAT WE COVERED
• What did we cover? The bottom of the funnel (conversion).
• Who are we? >> Third Wunder.
• 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!
@ThirdWunder #WCMTL

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

68. RESOURCES
GLOSSARY
• CTA = Call-to-action
• CRO = Conversion Rate Optimization
• LPO = Landing Page Optimization
• KPI = Key Performance Indicator (an important measurable goal)
• UTM = Urchin Tracking Module (just remember it’s important for analytics)
• Home Page ≠ A good place to drive traffic :(
• Landing Page = The best place to send traffic :)
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69. RESOURCES
MORE EBOOKS THAN YOU CAN SHAKE A STICK AT!
[Pssst…CLICK THE IMAGES ABOVE TO DOWNLOAD]
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70. Tools We Use
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Inbound Now Suite: http://www.inboundnow.com/
• CTAs
• Leads
• Landing Pages
CoSchedule: http://coschedule.com/
Buffer: https://buffer.com/
MailChimp: http://mailchimp.com/
SEO Yoast: https://yoast.com/wordpress/plugins/seo/

71. THANKS! QUESTIONS?

72. Mohamed Hamad
Tweet to @MohamedHamad
Write to Mohamed@ThirdWunder.com
Connect https://ca.linkedin.com/in/mohamedhamad
Liesl Barrell
Tweet to @LieslBarrell
Write to Liesl@ThirdWunder.com
Connect https://ca.linkedin.com/in/lieslbarrell
Q & A
@ThirdWunder #WCMTL