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The Why & How of Selling Landing Pages for Digital Agencies

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The Why & How of Selling Landing Pages for Digital Agencies

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Andrew Miller, co-founder of Workshop Digital, transformed a one-off experiment with landing pages into one of his agency's most profitable service offerings.

In this presentation, he'll teach you the do's and don'ts of selling landing pages and how you can use them to help your clients overcome the "conversion plateau" WITHOUT spending money on more traffic.

This Slideshare presentation is adapted from Andrew's Unwebinar, How to Win Business & Boost Client ROI With Landing Pages: http://unbounce.com/win-business-with-landing-pages/

Andrew Miller, co-founder of Workshop Digital, transformed a one-off experiment with landing pages into one of his agency's most profitable service offerings.

In this presentation, he'll teach you the do's and don'ts of selling landing pages and how you can use them to help your clients overcome the "conversion plateau" WITHOUT spending money on more traffic.

This Slideshare presentation is adapted from Andrew's Unwebinar, How to Win Business & Boost Client ROI With Landing Pages: http://unbounce.com/win-business-with-landing-pages/

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The Why & How of Selling Landing Pages for Digital Agencies

  1. 1. Andrew Miller The Why & How of Selling Landing Pages for Digital Agencies A Slideshare presentation based on Andrew’s Unwebinar, How to Win Business & Boost Client ROI with Landing Pages
  2. 2. I’m Andrew Miller. I’m the founder of Workshop Digital, a digital agency in Richmond, Virginia. Just a few of our clients:
  3. 3. Our team is 22 people strong. But it used to be 1 person strong.
  4. 4. (that person was me) such strong much power
  5. 5. Five years ago, while I was alone at Workshop Digital, I realized the world of pay-per-click marketing was drastically changing. I called this change ...
  6. 6. PPC’S INTRACTABLE PROBLEM in·trac·ta·ble adjective hard to control or deal with.
  7. 7. (it’s actually four problems)
  8. 8. 01 Increasing Complexity Layered targeting options, granular bidding strategies, and default campaign settings favor more experienced PPC campaign managers.
  9. 9. 02Rising Cost-Per-Click Google and Bing say that cost-per-click is falling across the board. That might be technically true, but …
  10. 10. As more advertisers pour into AdWords & Bing, we’re seeing cost-per-click increase as competition for top positions increases. ------
  11. 11. This becomes unsustainable when you’ re forced to pay $X per click but you only make $X per acquisition.
  12. 12. 03Automation & Scale There are now many advanced PPC management platforms that help advertisers scale campaigns and automate mundane daily tasks.
  13. 13. Sounds great, right?
  14. 14. Except most PPC marketers don’t have the volume of data necessary to leverage the full power of these services. They don’t do much to help smaller advertisers that are competing for clicks against larger rivals.
  15. 15. 04Savvy Competition Enterprise-level corporations and lead aggregators are getting smarter with their campaign strategies to focus on individual geographies.
  16. 16. We’re no longer just competing with the guy across town. We’re competing against large brands with big budgets and automated teams.
  17. 17. All of this means that optimizing your PPC campaigns alone can only take you so far in terms of conversion rate or cost-per-acquisition goals.
  18. 18. You’ll inevitably hit the “conversion plateau”.
  19. 19. So that’s PPC’s intractable problem. What’s the solution?
  20. 20. I realized we could be the best in the world at pay-per-click ...
  21. 21. But if we can’t convert more visitors to customers, we’re fighting a losing battle for our clients.
  22. 22. By designing a landing page experience that’s catered to each PPC campaign, I increased conversions without increasing traffic.
  23. 23. First obstacle: I’m a numbers guy. I suck at design.
  24. 24. This was the first page I cobbled together in Unbounce, using a built-in template, assets from the client’s existing site, and a boring stock photo. It won’t win any design awards. reminder: this is from 2011 →
  25. 25. Within one month, conversions were 66% higher than what they were getting on their site. A very happy client, and a very exciting moment for Workshop Digital.
  26. 26. You can optimize for conversions, too. But your clients have to be on board. And they often aren’t:
  27. 27. “I don’t have a conversion problem. I have a traffic problem.”
  28. 28. Clients often think that increasing traffic will lead to increased leads and revenue. That isn’t necessarily untrue.
  29. 29. But more traffic costs more money.
  30. 30. Converting more of your existing traffic, on the other hand, is free. And it’s easy to show a client just how big the gains could be with …
  31. 31. THE COST-PER-LEAD CALCULATOR bit.ly/cplcalculator This calculator makes it easy for clients to understand the value of conversion rate optimization.
  32. 32. The Landing Page Workflow for Agencies Spoiler: It’s a lot like web design.
  33. 33. Analysts and designer review client input, campaign objectives, and competitive analysis to develop testing strategies. Planning Wireframe Design / Coding Launch! Designer and analyst collaborate on page layout and CTA placement. Designer builds page template(s) in Unbounce for client review. Analyst hooks up integrations and analytics on each landing page, creates test variants, launches, and takes over A/B testing implementation. Landing Page Workflow
  34. 34. Getting client sign-off during the wireframe phase can prevent a lot of subjective back-and- forth later. CTA The wireframe explains what the page says, where each element will go, and how it functions. Headline 1 Benefits Headline
  35. 35. The design merely fulfills the wireframe’s promise. Landing pages may not jive with your client’s existing website and branding, so explain up-front that design experimentation is required to achieve their goals.
  36. 36. The Value of Selling Landing Page Services
  37. 37. We haven’t found many use cases where landing pages don’t help. They’re a natural extension of PPC services and let us position ourselves as a longer-term, strategic partner.
  38. 38. Recurring Revenue A predictable source of income from a stable client base. Universal Applications We’ve used LP’s to sell concert tickets, private school admissions, cars, houses, SaaS products, and more. Client Retention Happy clients stay longer and refer more work through word of mouth, testimonials, and case studies. Unlimited Potential Nobody converts 100% of visitors, but we can try! (Nearly)
  39. 39. A monthly fee-based pricing model is as good for our clients as it is for us. Our revenue stream is more predictable, and so is the output of work that our client expects.
  40. 40. Recurring Revenue Predictable Workload Longer-Term Planning Value-Based Pricing Inconsistent Revenue Unpredictable Demand Scales Well Hard To Differentiate From Web Design Monthly Fee vs. Hourly Rate
  41. 41. It’s crucial to communicate the value of a a long-term, 6-to- 12-month plan. Not a 6-to-12-hour project.
  42. 42. My experiment with Unbounce landing pages helped kick off the cycle of growth that brought our team from 1 to 22.
  43. 43. Landing Page Resources for Agencies Sales Asset Deck Download PDF Download PDF ● Powerpoint ● Keynote ● Google Slides
  44. 44. www.WorkshopDigital.com/unbounce-partner Trusted by some of the country’s leading brands. Customized, measurable PPC, SEO & CRO strategies for exceptional brands (and like-minded partners).
  45. 45. visit unbounce.com/agencies to learn more Use Unbounce landing pages to drive better results for your clients. And make them happier. And keep them around longer. And offer a profitable new service. And make your agency more efficient. And make more money.

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