How to create and optimize high converting landing pages
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The document provides tips on creating high-converting landing pages. It discusses two common mistakes marketers make: offering too much choice on landing pages, and breaking the connection between advertisements and landing pages. To fix these mistakes, it recommends focusing landing pages on a single call-to-action, and maintaining message, design, and conversational momentum between ads and pages. Split testing is recommended, but the document cautions that most tests do not yield improved results, so the time spent testing must be evaluated against the potential gains.
![Questions?
@launchbit
Elizabeth Yin
elizabeth [at] launchbit [dot] com
@oligardner
Oli Gardner
oli.unbounce.com](https://image.slidesharecdn.com/howtocreateandoptimizehigh-convertinglandingpages-140309221708-phpapp02/85/How-to-create-and-optimize-high-converting-landing-pages-61-320.jpg)
How to create and optimize high converting landing pages
- 1. How to create and optimize highconverting landing pages
- 2. Who are we? • Elizabeth Yin o Co-founder LaunchBit, customer acquisition platform for SaaS companies o ex Google marketer o BSEE Stanford o MBA MIT Sloan
- 3. Who are we? ● Oli Gardner ○ Co-founder and Creative Director at Unbounce, the Landing Page Builder for Marketers
- 4. Today’s talk is on ... ● Best practices for creating high-converting landing pages ○ Essential elements of a landing page ○ Split testing landing pages
- 5. You use Twitter ads...
- 6. Or maybe Google ads...
- 7. Or LaunchBit’s email newsletter ads...
- 8. How do you maximize your conversions with your ad dollars? Thursday, January 16th, 2014
- 9. almost all marketers ARE DOING 2 SIMPLE THINGS WRONG
- 12. IN 20 MINUTES you’ll have 2 SIMPLE SOLUTIONS to fix those mistakes
- 19. Even with champagne, this is overwhelming.
- 20. ATTENTION RATIO is the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one).
- 21. What grabs your attention here?
- 22. How about now?
- 23. A TYPICAL HOMEPAGE (Based on Virgin Mobile USA) Count the links Attention Ratio 57:1
- 24. A CAMPAIGN-SPECIFIC DEDICATED LANDING PAGE 1 call-to-action Attention Ratio 1:1
- 25. AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
- 27. CONVERSION COUPLING is the bond that exists between the source of a click and the ensuing landing experience.
- 29. CONVERSION COUPLING is comprised of one or more of: 1. Message Match 2. Design Match 3. Conversation Momentum
- 30. MESSAGE MATCH Matching the copy of your ad to the headline of your landing page. Easy right? Apparently not.
- 31. AD
- 35. AD
- 36. Exact match with the headline of the ad. Bravo
- 38. DESIGN MATCH Matching the design of your display ad to ‘visual aspects’ of the design on your landing page. This is even easier.
- 39. THE AD
- 40. THE LANDING PAGE
- 43. THE LANDING PAGE
- 45. CONVERSATION MOMENTUM Matching 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.
- 46. THE CLICK SOURCE The Smart Marketer’s Landing Page Conversion Course
- 47. THE LANDING PAGE* 1 1 Super generic headline *we sometimes get it wrong too
- 49. THE CLICK SOURCE The Smart Marketer’s Landing Page Conversion Course
- 50. THE LANDING PAGE* 1 2 1 Co-branding 2 Contextual welcome 3 Author reinforcement 3 CONVERSION LIFT 33% *full of contextual references
- 52. 2 BIG PROBLEMS 2 SIMPLE SOLUTIONS 1. Attention Ratio 2. Conversion Coupling
- 53. Is it worth split testing? Thursday, January 16th, 2014
- 54. There are lots of elements you can split test
- 55. But should you split test all permutations? Image credit: b2bsecrets.tumblr.com
- 56. Split testing takes time
- 57. Here’s a scenario Without testing Visitors per month: 2,000 Conversion rate: 20% => 400 sign-ups With testing Visitors per month: 2,000 Conversion rate: 20% + 5% improvement => 400 sign-ups + an extra 20
- 58. 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 signup at $10-30 => $200-$600 for 3 hours of time ● Is that worth it? ●
- 59. 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?
- 61. Questions? @launchbit Elizabeth Yin elizabeth [at] launchbit [dot] com @oligardner Oli Gardner oli.unbounce.com