More Traffic, More Conversions: How To Build Great Landing Pages

Samantha Kerr | Hanapin Marketing @OliGardner | Unbounce
More Traffic, More Conversions:
How To Build Great Landing Pages

AGENDA
What components will help you build a
successful landing page?
● Main Headline or Value Proposition
● Features/Benefits
● Hero Image
● Social Proof
● Conversion Goal

What components will help you build
a successful landing page?

Main
Headline
What’s the solution you’re offering?
Ensure them they’re in the right place.
Be clear and limit ambiguity.

Main Headline or Value Proposition
● What’s the solution you’re offering?
○ Science and art projects for ages 0-16+. (Toddlers included)
○ Lack of clarity on if this is a subscription service

● Ensure them they’re in the right place.
○ These headlines do not reinforce the user’s initial search: “subscription boxes for toddlers”

● Be clear and limit ambiguity

Benefits
Highlight selling points & motivating
factors
How will your product or service make
the user’s life better?
What makes you different?

Benefits
● Highlight selling points or motivating factors
○ Selling points: every age (includes toddlers) and interest, ships in 2 days, you can pause or cancel at
anytime
○ Motivation: Free month with a 6+ month subscription

Benefits
● Identify how it will it make their life better or easier
○ You don’t have to do any work! It’s convenient.
● What makes you different?

Benefits
● Highlight motivating factors
○ You’ll save up to 50% off retail prices
● What makes you different?
○ They’ll donate to a child in need with every box delivered!

Benefits
● Identify how it will make their life better or easier
○ Bond with your littles!

Benefits
● Highlight selling points or motivating factors
○ Motivation: $25 off your first 2 weeks (urgency: for a limited time)
○ Selling points: freshly made and pediatric dietitian-approved
● Identify how it will it make their life better or easier
○ Ready in 3 minutes or less!

Hero Image
Does your image portray the product or
service clearly?
Is your hero image distracting from the
main goal?

Hero Image
● Does your image portray the product or service clearly?
○ Subscription box for toddlers?

Hero Image

Hero Image
○ Subscription box?

Social Proof
Testimonials or reviews
Trust markers or client logos
Security badges or certifications
Success metrics
Customer success stories

Social Proof
● Testimonials or reviews

Social Proof
● Trust markers

Social Proof
● Success metrics: # of crates sent to customers
● Customer success stories and testimonials

Social Proof
● Customer success stories and testimonials

Conversion
Goal
A single conversion goal will minimize
distractions and eliminate the paradox of
choice
It becomes easier to to focus your
landing page content around a single
conversion goal

Conversion Goal
● It becomes easier to to focus your landing page content around a
single conversion goal
○ “Get It” CTA: 5 buttons, single conversion goal
○ Checkout at the bottom of the page

Conversion Goal
● A single conversion goal will minimize distractions and eliminate
the paradox of choice

Conversion Goal
● A single conversion goal will minimize distractions and
eliminate the paradox of choice

Create a Plan of Action

5 Ways You Can Improve
Your Landing Page Performance
Oli Gardner, Unbounce

Distraction
Understanding the impact extra landing
page links have on conversion rates.
And knowing the difference between
good and bad links.#1

ATTENTION RATIO 82:1
The ratio of the number of things you can do on a landing page,
to the number of things you intend a visitor to do. A ratio of, or
close to, 1:1 can have a positive impact on conversion rates.

1:1
13.80%
2:1
11.74%
3:1
10.32%
4:1
8.63%
5:1
9.17%
6:1
8.70%
7:1
7.62%
8:1
9.58%
9:1
6.86%
10:1
5.86%
Conversion Rate vs Attention Ratio
CONVERSION 
RATE
Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy
ATTENTION 
RATIO

Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates

ATTENTION RATIO >5:1
CONVERSION RATE = 10.5%

ATTENTION RATIO - 2:1 TO 4:1

ATTENTION RATIO - 1:1

Transformational
Social Proof
How to craft an authentic and
persuasive customer testimonial.#2

THE SUCCESS OF YOUR SOCIAL PROOF LIES IN YOUR ABILITY TO DEMONSTRATE
THE TRANSFORMATIVE EFFECT
OF THE USER JOURNEY CREATED BY YOUR PRODUCT OR SERVICE
— @oligardner

“Before taking Megan’s course my photography was decent but not very
special. But after lesson 2 on exposure, my understanding of how light
works, using ND grad filters, and how to accurately capture light means
that I’m no longer freaking out at sunset trying to balance the sky and
foreground. The number of great shots I get is about 3x higher.”
— Cathy Stancil Photography
Before After
Holding a camera: authentic image. Specificity
Transformative images
Watch a video on
how I use ND
grad filters now
Transformative video
Transformative text

Powerful Hero Images
Your landing page’s main visual
element can help or hinder the clarity of
your value proposition.
#3

What product do you think this company sells?

Uncover clarity problems
by running a 5 second test
Using usabilityhub.com, your laptop, or
a printout on a piece of paper.

6%answeredbusinessloans

meeting a guy?
doctor
consultation
a talk show
not sure
not sure
not sure
not sure
viagra
something
about old
men

+500%

A GREAT HERO SHOT
DEMONSTRATES
CONTEXT OF USE

recipes, for cooking
food from the sea

Measuring &
Improving Clarity
The importance of information
hierarchy, immediacy, and readability on
conversion with The Clarity Equation.
#4

it’s not about 5 seconds, or
6 seconds, or
7 seconds, or
8 seconds

it’s not about our attention span.
THE LENGTH OFv

it’s not about our attention span.
it’s about how our lack of attention
changes how we use technology.
THE LENGTH OFv

webinar software GO
Google.com
THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T

PAID AD #1
PAID AD #2
PAID AD #3
Google.com

PAID AD #1
PAID AD #2
PAID AD #3
Google.com Competitor #1

PAID AD #2
PAID AD #3
PAID AD #1
Competitor #2Google.com Competitor #1

Competitor #3Competitor #2
PAID AD #2
PAID AD #3
PAID AD #1
Google.com Competitor #1

I asked 25 test participants:
“What product does this
company sell?”
Competitor #3Competitor #2Competitor #1Google.com

8% GOT IT RIGHT
“WEBINAR SOFTWARE”

Competitor #3Competitor #2Google.com

12% GOT IT RIGHT
Competitor #3Competitor #2Google.com

44% GOT IT RIGHT
Competitor #3Google.com

TRIAL PRESENT+
Powerful Webinars Made Easy

Trial Present+
POWERFUL WEBINARS MADE EASY

Trial Present+
68% GOT IT RIGHT

Trial Present+
INFORMATION HIERARCHY 
Use the headline flip experiment to
see if you can increase clarity.

WE MAKE IT EASY TO GROW YOUR BUSINESS
It’s easier than you think to create professional emails that keep your customers coming back.

Immediacy Matters 
The clarity of your value proposition is a key factor in
the likelihood of your visitors choosing you over a
competitor.

Information Hierarchy 
Flip your headlines: Reverse the order of your
headline and subhead to uncover extra clarity in your
value proposition.

QA - The Forgotten
Element of Campaigns
Having a solid QA process is the
second most important part of running
marketing campaigns.
#5

Thank You!

More Traffic, More Conversions: How To Build Great Landing Pages

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