How to Create Emotionally Engaging Landing Pages
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Transcript of How to Create Emotionally Engaging Landing Pages
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Talia WolfFounder & CEOConversioner
Thank you for joining us!We’ll be starting in just a few minutes.
Ryan EngleyDirector of Customer Success
Unbounce
@TaliaGw @unbounce #unwebinar
How to Increase Conversions Using Emotional Triggers
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Webinar slides and recording will be emailed by the end of the week
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try.unbounce.com/for-emotional-marketing
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@ryan_engley @unbounce #unwebinar
Join our chat on Twitter
Ryan Engley
Director of Customer SuccessUnbounce
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@TaliaGw @unbounce #unwebinar
Join our chat on Twitter
Talia Wolf
Founder & CEOConversioner@TaliaGw
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HOW TO INCREASE CONVERSIONS USING
EMOTIONAL TARGETING
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NUMBERS AND STATISTICS
01
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@TaliaGw @unbounce #unwebinar
63% of marketers optimize based on intuition
Marketingsherpa
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@TaliaGw @unbounce #unwebinar
Poor A/B testing methodologies are costing
online retailers up to $13bn a year in lost revenue
Econsultancy
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@TaliaGw @unbounce #unwebinar
40% of visitors abandon a website that takes longer than 3
seconds to load
Adobe
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THE EMOTIONAL SIDE OF THINGS
02
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We buy better versions of ourselves
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Marketing isn’t a battle of products it’s a battle of
perceptions
Jack Trout
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Testing methodologies
03
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@TaliaGw @unbounce #unwebinar
• Why did it work better?• What should I test next?
Testing Elements
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Testing Strategies
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Original landing page
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Variation
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The Funnel
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Testing Elements Results
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Testing Strategies Real Results
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LANDING PAGE STRATEGY ANALYSIS
04
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@TaliaGw @unbounce #unwebinar
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Match Landing Page:
• Strategy: Best Platform
• Psychological Triggers: None
• Optimization tips:- Use trust elements to empower
strategy- Have people look at CTA for attention- Great CTA- Make it about the customer – How
many satisfied customers? Prove it.- Stock images – Big no.
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@TaliaGw @unbounce #unwebinar
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Zoosk Landing Page:• Strategy: Sophistication.
• Psychological Triggers: - You’re smarter than others- Technology– dependable, data
driven, proven, tested, works.
• Color: Blue for royal, trust, authority, intelligence
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Optimization Tips:• Highlight one call to action (different
color)• Move login area to corner right• Use the images better• Add trust elements
Zoosk Landing Page:
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@TaliaGw @unbounce #unwebinar
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@TaliaGw @unbounce #unwebinar
Beautiful People Landing Page:
• Strategy: Exclusivity. • Psychological Triggers: - You’re beautiful – you deserve better- Lust- Happiness, playful - Mysterious • Color: Black for mystery, power,
control.
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@TaliaGw @unbounce #unwebinar
Beautiful People Landing Page:
Optimization Tips:• One call to action• Minimize the login area• Change copy according to strategy• No need to repeat your name twice• Emphasis the CTA you want people
to use
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@TaliaGw @unbounce #unwebinar
Q. What emotional triggers do you think Tinder is going for?
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Case Studies
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@TaliaGw @unbounce #unwebinar
Original
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ResearchEmotional Strategy:• Trust• Romance• Personal• Reliable• Variety• Simplicity
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Variation24% increase in signups
48% increase in paying customers
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Variation 238% increase in signups
304% increase in paying customers
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The Changes• Design & Colors
• Messaging
• Call to Action
• User Interface
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Original
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Variation
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Variation 2
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Mobile Variation
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• Test strategies not elements• It’s about the customer, not the product
Takeaways:
quote
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try.unbounce.com/for-emotional-marketing
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