The document discusses a webinar about the 3 mistakes that 98% of marketers are making with their landing pages. The 3 mistakes are: 1) offering too much choice on landing pages, 2) breaking the connection between advertisements and landing pages, and 3) not designing landing pages for conversion. The webinar teaches how to fix these mistakes by focusing landing page design on gaining users' attention and driving conversion through techniques like reducing choices, ensuring message and design consistency between ads and pages, and using encapsulation, directional cues and contrast to guide users to the call-to-action.

2. The 3 Mistakes 98% of Marketers Are Making
(and how to fix them)
Thank you for joining us!
We’ll be starting in just a few minutes
Ryan Engley
Unbounce Director of
Customer Success
#unwebinar @unbounce @oligardner
Oli Gardner
Unbounce Co-Founder
& Creative Director

3. Recording and slides will be emailed
by the end of the week

4. try.unbounce.com/avoid-lp-mistakes

6. Stick around afterwards
See how Unbounce can help you
quickly build and publish targeted
landing pages
(without having to code)

7. Ryan Engley
Unbounce Director of
Customer Success
@ryan_engley
JOIN OUR
CHAT
ON
TWITTER
#unwebinar @unbounce @oligardner

8. Oli Gardner
Unbounce Co-Founder
& Creative Director
!
@oligardner
JOIN OUR
CHAT
ON
TWITTER
#unwebinar @unbounce @oligardner

9. READY?
#unwebinar @unbounce @oligardner

10. IN 60 MINUTES!
you’ll be a!
BETTER
MARKETER
#unwebinar @unbounce @oligardner

11. WHY?
#unwebinar @unbounce @oligardner

12. 98% OF
MARKETERS
ARE MAKING
3 MISTAKES
#unwebinar @unbounce @oligardner

13. 1
OFFERING TOO
MUCH CHOICE
#unwebinar @unbounce @oligardner

14. 2
BREAKING !
AD-TO-PAGE
CONNECTIONS
#unwebinar @unbounce @oligardner

15. 3
NOT DESIGNING
FOR CONVERSION
#unwebinar @unbounce @oligardner

16. CONVERSION!
is all about!
ATTENTION
#unwebinar @unbounce @oligardner

17. YOUR {AD}!
captures!
ATTENTION
#unwebinar @unbounce @oligardner

18. YOUR {HEADLINE}!
holds!
ATTENTION
#unwebinar @unbounce @oligardner

19. YOUR {DESIGN}!
focuses!
ATTENTION
#unwebinar @unbounce @oligardner

20. FIXING!
MISTAKE #1
TOO MUCH!
CHOICE
#unwebinar @unbounce @oligardner

21. ATTENTION RATIO
is defined as the ratio of interactive
elements (links) on the page, to the
number of campaign conversion goals
(which is always one).
#unwebinar @unbounce @oligardner

22. Even with booze in hand, the
selection is overwhelming

23. What grabs your
attention here?

24. How about now?

25. A TYPICAL HOMEPAGE!
(Based on Virgin Mobile USA)
Count the links (leaks)
Attention Ratio 57:1
#pinthetailonthedonkey
#unwebinar @unbounce @oligardner

26. A CAMPAIGN-SPECIFIC
DEDICATED LANDING
PAGE
1 call-to-action
Attention Ratio 1:1
#amazeballs
#unwebinar @unbounce @oligardner

27. AS ATTENTION RATIO
GOES DOWN, !
CONVERSION RATES
GO UP
#unwebinar @unbounce @oligardner

28. think about that

29. FIXING!
MISTAKE #2
BROKEN!
CONNECTIONS
#unwebinar @unbounce @oligardner

30. CONVERSION COUPLING
is defined as the bond that exists
between the source of a click and the
ensuing landing experience.
#unwebinar @unbounce @oligardner

32. CONVERSION COUPLING
is comprised of one or more of:
1. Message Match
2. Design Match
3. Conversation Momentum
#unwebinar @unbounce @oligardner

33. MESSAGE MATCH
Matching the copy of your ad to the
headline of your landing page.
Easy right?
Of course it is. Unless you’re lazy or
brain dead.
#unwebinar @unbounce @oligardner

34. A fictitious company…
GETITDONE.com
Project management without
deadlines.
#unwebinar @unbounce @oligardner

35. Project Management Software Without Deadlines!
getitdone.com/whenever
Remove the fear of deadlines from your projects, and start
delivering as late as you want to. Deadlines are dead.
What should you see on the landing page?
#unwebinar @unbounce @oligardner

36. Get More Projects Done
With Less Management
Form header
Your offer details and a
bullet list of benefits.
!
1.
2.
3.
Lorem
Ipsum
Otherum
Call to Action
Social proof
#unwebinar @unbounce @oligardner
Generic brand-driven messaging.
!
Suitable for a homepage.

37. Project Management Software Without Deadlines!
getitdone.com/whenever
Remove the fear of deadlines from your projects, and start
delivering as late as you want to. Deadlines are dead.
#unwebinar @unbounce @oligardner

38. Project Management Software
Without Deadlines
An exact match with the
headline on the ad.
!
Bravo.
Form header
Your offer details and a
bullet list of benefits.
!
1.
2.
3.
Lorem
Ipsum
Otherum
Call to Action
Social proof
#unwebinar @unbounce @oligardner

39. MESSAGE MATCH
Let’s see how it looks in the real
world… (live)
#unwebinar @unbounce @oligardner

40. Note to self
This is where you switch
to the browser :)
#unwebinar @unbounce @oligardner

41. Note to self 2
This is where you come back
after that showcase of horrific
marketing
#unwebinar @unbounce @oligardner

42. DESIGN MATCH
Matching the design of your display ad
to ‘aspects’ of the design on your
landing page.
This is even easier.
#unwebinar @unbounce @oligardner

43. THE AD*
*from Facebook
#unwebinar @unbounce @oligardner

44. THE LANDING PAGE*
*may cause bleeding from the eyes
#unwebinar @unbounce @oligardner

45. Let’s try that again
#unwebinar @unbounce @oligardner

46. THE AD*
*from Facebook
#unwebinar @unbounce @oligardner

47. THE LANDING PAGE*
*may make you hug
random strangers
#unwebinar @unbounce @oligardner

48. THAT’S GREAT!
DESIGN MATCH!!
Footnote: It does have message match issues.
#unwebinar @unbounce @oligardner

49. I HOPE
THEY’RE
ALL THAT
GOOD!!

50. CONVERSATION MOMENTUM
Matching the style and context of the
conversation* that begins at the source
of your click with that of your landing
page.
*Which most often comes into play when linking to
a landing page from a blog post or email.
#unwebinar @unbounce @oligardner

51. think of it like
a love-drunk boyfriend* who finishes
your sentences for you
*or girlfriend
#unwebinar @unbounce @oligardner

52. whatever you say
is what I was about
to say anyway

53. THE CLICK SOURCE!
The Smart Marketers Landing Page Conversion Course

54. THE LANDING PAGE*
1
1
Super generic headline
*we used to get it
wrong too
#unwebinar @unbounce @oligardner

55. DISRESPECTING!
THE CLICK
Losing interest as soon as you get the click.
Abandoning your visitors.
LAME.

56. Let’s try that again.!
Again.
#unwebinar @unbounce @oligardner

57. THE CLICK SOURCE!
The Smart Marketers Landing Page Conversion Course

58. THE LANDING PAGE*
1
1
3
2
Contextual welcome
3
2
Co-branding
Author reinforcement
Conversion
Lift 33%
*Full of contextual references
#unwebinar @unbounce @oligardner

59. THAT’S BEAUTIFUL!
CONVERSATION!
MOMENTUM!!
You can feel the love right?
#unwebinar @unbounce @oligardner

60. MUCH
RESPECT, YO

61. pee break

62. not really

63. FIXING!
MISTAKE #3
DESIGNS THAT!
LACK CCD*
*CONVERSION CENTERED DESIGN
#unwebinar @unbounce @oligardner

64. CONVERSION!
CENTERED!
DESIGN
Designing a landing page - and every
element on that page - with a
relentless focus on conversion*.
*not yourself
#unwebinar @unbounce @oligardner

65. CCD!
IN 3 MINUTES
#unwebinar @unbounce @oligardner

66. CCD!
is also about!
ATTENTION
#unwebinar @unbounce @oligardner

67. ENCAPSULATION!
frames!
ATTENTION
#unwebinar @unbounce @oligardner

68. ENCAPSULATION CREATES
A WINDOW ON YOUR
LANDING PAGE, WHERE
YOUR CTA IS THE VIEW

69. IT KEEPS
YOUR EYES IN
THE MIDDLE.
WHERE IT
COUNTS

70. ON THIS PAGE,
YOUR FORM IS
THE CTA!
!
WRAP IT UP.
#unwebinar @unbounce @oligardner

71. DIRECTIONAL CUES!
direct!
ATTENTION
#unwebinar @unbounce @oligardner

72. DIRECTIONAL CUES!
KEEP YOUR EYES
ON THE ROAD!

73. OR THAT POT OF
GOLD >>

74. DIRECTIONAL
CUES!
provide!
CLARITY!
OF INTENT >>

75. A perfectly un-subtle
directional cue
#unwebinar @unbounce @oligardner

76. CONTRAST!
draws!
ATTENTION
#unwebinar @unbounce @oligardner

77. CONTRAST plus !
bonus encapsulation

78. BACK HERE
AGAIN!
!
MAKE YOUR!
CTA DESIGN!
SHOUT!
#unwebinar @unbounce @oligardner

79. i’m out of time

80. ANY QUESTIONS?

81. try.unbounce.com/avoid-lp-mistakes

82. Why Unbounce?

83. it’s for marketers

84. Better Results
build from a selection of
high converting templates

85. Publish Faster
quit waiting weeks for developers

86. Optimize for Conversion
A/B test to improve your campaigns