how to create and optimize high converting landing pages
DESCRIPTION
Are you running a b2b marketing campaign? If so, you should have a properly set up b2b landing page that appeals to your prospects and entices them to sign up for your next eBook, or white paper, or whatever offer you have that helps move more traffic into or down your marketing funnel.TRANSCRIPT
How to create and optimize high-converting landing pages
Who are we?
● Elizabeth Yino Co-founder LaunchBit, customer
acquisition platform for SaaS companieso ex Google marketero BSEE Stanfordo MBA MIT Sloan
● Oli Gardner○ Co-founder and Creative Director at
Unbounce, the Landing Page Builder for Marketers
Who are we?
● Best practices for creating high-converting landing pages
○ Essential elements of a landing page○ Split testing landing pages
Today’s talk is on ...
You use Twitter ads...
Or maybe Google ads...
Or LaunchBit’s email newsletter ads...
How do you maximize your conversions with your ad dollars?
Thursday, January 16th, 2014
ARE DOING2 SIMPLE
THINGS WRONG
almost all marketers
#1
OFFERING TOO MUCH CHOICE
MISTAKE
#2
BREAKINGAD-TO-PAGECONNECTIONS
MISTAKE
IN 20 MINUTESyou’ll have
2 SIMPLE SOLUTIONS
to fix those mistakes
CONVERSIONis all about
ATTENTION
YOUR {AD}captures
ATTENTION
YOUR {HEADLINE}holds
ATTENTION
YOUR {DESIGN}focuses
ATTENTION
FIXING MISTAKE #1
TOO MUCH CHOICE
Even with champagne, this is overwhelming.
ATTENTION
is the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one).
RATIO
What grabs your attention here?
How about now?
A TYPICAL HOMEPAGE(Based on Virgin Mobile USA)
Count the links
AttentionRatio 57:
1
A CAMPAIGN-SPECIFIC DEDICATED LANDING PAGE
1 call-to-action
AttentionRatio 1:1
AS ATTENTION RATIOGOES DOWN,
CONVERSION RATESGO UP
FIXING MISTAKE #2
BROKEN CONNECTIONS
CONVERSIONis the bond that exists between the source of a click and the ensuing landing experience.
COUPLING
CONVERSION COUPLINGis comprised of one or more of:
1.Message Match2.Design Match3.Conversation Momentum
MESSAGE MATCHMatching the copy of your ad to the headline of your landing page.
Easy right?
Apparently not.
AD
Genericbrand-drivenmessaging
LANDING PAGE
BRAND CENTRAL STATION
let’s try that again
AD
Exact match with the headline of the ad.
Bravo
THERE’S HOPE FOR MARKETING YET
DESIGN MATCHMatching the design of your display ad to ‘visual aspects’ of the design on your landing page.
This is even easier.
THE AD
THE LANDING PAGE
let’s try that again
THE AD*
*from Facebook
THE LANDING PAGE
CONVERSATION MOMENTUMMatching 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.
THE CLICK SOURCEThe Smart Marketer’s Landing Page Conversion Course
*we sometimes get it wrong too
THE LANDING PAGE*
11
Super generic headline
let’s try that again
THE CLICK SOURCEThe Smart Marketer’s Landing Page Conversion Course
THE LANDING PAGE*
1
2
3
1
2
3
Co-branding
Contextual welcome
Author reinforcement
*full of contextual references
CONVERSION LIFT 33%
THAT’S A TIGHTLY COUPLED
CONVERSATION!
2 BIG PROBLEMS2 SIMPLE SOLUTIONS
1. Attention Ratio2. Conversion Coupling
Is it worth split testing?
Thursday, January 16th, 2014
There are lots of elements you can split test
But should you split test all permutations?
Image credit: b2bsecrets.tumblr.com
Split testing takes time
Here’s a scenario
Without testingVisitors per month: 2,000Conversion rate: 20%=> 400 sign-ups
With testingVisitors per month: 2,000Conversion rate: 20% + 5% improvement=> 400 sign-ups + an extra 20
Is your time worth the additional leads?
● 3 hours of work● Is 3 hours worth your 20 more sign-ups?● How much do you value a sign-up?
● LaunchBit customers typically value a sign-up at $10-30
● => $200-$600 for 3 hours of time
● Is that worth it?
Furthermore, most split tests yield nothing...
● Only 1 in 8 split tests yield results (AppSumo)
● Is 3 hours * 8 split tests = 24 hours worth your 20 more sign-ups?
Evaluate and repeat
@launchbitElizabeth Yinelizabeth [at] launchbit [dot] com
@oligardnerOli Gardner oli.unbounce.com
Questions?