Building A High Converting Landing Page & How To A/B Test It
-
Upload
duane-brown -
Category
Marketing
-
view
533 -
download
0
Transcript of Building A High Converting Landing Page & How To A/B Test It
1. Visual represent your offer2. Gets your customer to place themselves
in your scenario3. Can be a photo or video
The Hero Shot
The right picture is truly worth a thousand words. Make the right first impression.
@DuaneBrown @unbounce
The benefits describes the problem your course will solve. Features help you tell potential customers what this course will do for them.
FeaturesAndBenefits
Keep features to 3 - 5 bullet points. Don’t want to overwhelm your audience.
@DuaneBrown @unbounce
Social Proof● Customer testimony● Third party review● Number of customers● Industry awards● Mentions on Twitter/FB● Major brand partners
Don’t distract your customers from completing the one goal you really want them to do.
Attention Ratio
One Goal. One Action. One Goal To RuleThem All.
@DuaneBrown @unbounce
In very rare cases... mobile does not make up the majority of traffic that a site receives. When it does...
How do you capitalize on that?
Mobile Is The Default
Mobile isn’t an option. It’s a must in 2016. However, tablets should be less of a focus.
@DuaneBrown @unbounce
How do you capitalize on that - Hypothesis:
● In science, a hypothesis is an idea or explanation that you then test through study and experimentation.
● What do you think will happen?
● ...ok to be wrong.
What To A/B Test?
@DuaneBrown @unbounce
Know what the end looks like:
● Once a test is live. Netflix starts tracking success metrics:
Streaming Hours AND Retention
○ Increased sales○ Increased VOV○ More downloads○ Better lead
● Let data lead the way… no HIPPOor loudest person in the room.
Define Success
@DuaneBrown @unbounce
● Sample size○ Size of Opportunity
● Confidence level: 95%?
● Control vs non-control group
Opportunity
@DuaneBrown @unbounce
● Changing a button or colours○ Can you, sure? Should you?
● Small changes VS large changes
● Radical different designs helps drive faster change as you can see what works
A/B Tests 201
@DuaneBrown @unbounce
● Be data informed; not gut or personal opinion.○ Netflix = Hours of play & retention○ Unbounce = customer signups
● Don’t test to much at once. Dirty data
Netflix: https://channels.theinnovationenterprise.com/presentations/quasi-experimentation-at-netflix-beyond-a-b-testing
www.slideshare.net/xamat/netflix-recommendations-beyond-the-5-stars
A/B Testing Tips
@DuaneBrown @unbounce