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?