More Traffic, More Conversions: How To Build Great Landing Pages
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The document outlines essential components for creating effective landing pages, such as clear value propositions, benefits, hero images, testimonials, and a focused conversion goal. It emphasizes the importance of minimizing distractions with a strong attention ratio and the use of persuasive social proof. Additionally, the document highlights the critical role of information hierarchy and clarity of messaging to improve conversion rates.
More Traffic, More Conversions: How To Build Great Landing Pages
- 1. Samantha Kerr | Hanapin Marketing @OliGardner | Unbounce More Traffic, More Conversions: How To Build Great Landing Pages
- 2. AGENDA What components will help you build a successful landing page? ● Main Headline or Value Proposition ● Features/Benefits ● Hero Image ● Social Proof ● Conversion Goal
- 3. What components will help you build a successful landing page? Samantha Kerr | Hanapin Marketing @OliGardner | Unbounce
- 4. Main Headline What’s the solution you’re offering? Ensure them they’re in the right place. Be clear and limit ambiguity.
- 5. Main Headline or Value Proposition ● What’s the solution you’re offering? ○ Science and art projects for ages 0-16+. (Toddlers included) ○ Lack of clarity on if this is a subscription service
- 6. Main Headline or Value Proposition ● Ensure them they’re in the right place. ○ These headlines do not reinforce the user’s initial search: “subscription boxes for toddlers”
- 7. Main Headline or Value Proposition ● Be clear and limit ambiguity
- 8. Main Headline or Value Proposition ● Be clear and limit ambiguity
- 9. Main Headline or Value Proposition ● Be clear and limit ambiguity
- 10. Benefits Highlight selling points & motivating factors How will your product or service make the user’s life better? What makes you different?
- 11. Benefits ● Highlight selling points or motivating factors ○ Selling points: every age (includes toddlers) and interest, ships in 2 days, you can pause or cancel at anytime ○ Motivation: Free month with a 6+ month subscription
- 12. Benefits ● Identify how it will it make their life better or easier ○ You don’t have to do any work! It’s convenient. ● What makes you different?
- 13. Benefits ● Highlight motivating factors ○ You’ll save up to 50% off retail prices ● What makes you different? ○ They’ll donate to a child in need with every box delivered!
- 14. Benefits ● Identify how it will make their life better or easier ○ Bond with your littles!
- 15. Benefits ● Highlight selling points or motivating factors ○ Motivation: $25 off your first 2 weeks (urgency: for a limited time) ○ Selling points: freshly made and pediatric dietitian-approved ● Identify how it will it make their life better or easier ○ Ready in 3 minutes or less!
- 16. Hero Image Does your image portray the product or service clearly? Is your hero image distracting from the main goal?
- 17. Hero Image ● Does your image portray the product or service clearly? ○ Subscription box for toddlers?
- 18. Hero Image ● Does your image portray the product or service clearly?
- 19. Hero Image ● Does your image portray the product or service clearly? ○ Subscription box?
- 20. Hero Image ● Does your image portray the product or service clearly?
- 21. Social Proof Testimonials or reviews Trust markers or client logos Security badges or certifications Success metrics Customer success stories
- 22. Social Proof ● Testimonials or reviews
- 23. Social Proof ● Testimonials or reviews
- 24. Social Proof ● Testimonials or reviews
- 25. Social Proof ● Trust markers
- 26. Social Proof ● Success metrics: # of crates sent to customers ● Customer success stories and testimonials
- 27. Social Proof ● Customer success stories and testimonials
- 28. Conversion Goal A single conversion goal will minimize distractions and eliminate the paradox of choice It becomes easier to to focus your landing page content around a single conversion goal
- 29. Conversion Goal ● It becomes easier to to focus your landing page content around a single conversion goal ○ “Get It” CTA: 5 buttons, single conversion goal ○ Checkout at the bottom of the page
- 30. Conversion Goal ● A single conversion goal will minimize distractions and eliminate the paradox of choice
- 31. Conversion Goal ● A single conversion goal will minimize distractions and eliminate the paradox of choice
- 32. Create a Plan of Action Samantha Kerr | Hanapin Marketing @OliGardner | Unbounce
- 34. 5 Ways You Can Improve Your Landing Page Performance Oli Gardner, Unbounce Samantha Kerr | Hanapin Marketing @OliGardner | Unbounce
- 35. Distraction Understanding the impact extra landing page links have on conversion rates. And knowing the difference between good and bad links.#1
- 37. Horror Vacui
- 41. ATTENTION RATIO 82:1 The ratio of the number of things you can do on a landing page, to the number of things you intend a visitor to do. A ratio of, or close to, 1:1 can have a positive impact on conversion rates.
- 42. 1:1 13.80% 2:1 11.74% 3:1 10.32% 4:1 8.63% 5:1 9.17% 6:1 8.70% 7:1 7.62% 8:1 9.58% 9:1 6.86% 10:1 5.86% Conversion Rate vs Attention Ratio CONVERSION RATE Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy ATTENTION RATIO
- 44. Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates
- 45. ATTENTION RATIO >5:1 CONVERSION RATE = 10.5% Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates
- 46. ATTENTION RATIO - 2:1 TO 4:1 CONVERSION RATE = 11.9% Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates
- 47. Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates ATTENTION RATIO - 1:1 CONVERSION RATE = 13.5%
- 48. Transformational Social Proof How to craft an authentic and persuasive customer testimonial.#2
- 55. Not holding a camera
- 56. THE SUCCESS OF YOUR SOCIAL PROOF LIES IN YOUR ABILITY TO DEMONSTRATE THE TRANSFORMATIVE EFFECT OF THE USER JOURNEY CREATED BY YOUR PRODUCT OR SERVICE — @oligardner
- 57. “Before taking Megan’s course my photography was decent but not very special. But after lesson 2 on exposure, my understanding of how light works, using ND grad filters, and how to accurately capture light means that I’m no longer freaking out at sunset trying to balance the sky and foreground. The number of great shots I get is about 3x higher.” — Cathy Stancil Photography Before After Holding a camera: authentic image. Specificity Transformative images Watch a video on how I use ND grad filters now Transformative video Transformative text
- 59. Powerful Hero Images Your landing page’s main visual element can help or hinder the clarity of your value proposition. #3
- 64. USED 640 TIMES
- 65. USED 910 TIMES
- 66. USED 2,070 TIMES
- 67. USED 3,489 TIMES
- 68. USED 3,489 TIMES
- 70. What product do you think this company sells?
- 71. What product do you think this company sells? Uncover clarity problems by running a 5 second test Using usabilityhub.com, your laptop, or a printout on a piece of paper.
- 72. What product do you think this company sells? What product do you think this company sells?
- 73. What product do you think this company sells? What product do you think this company sells? 6%answeredbusinessloans
- 74. What product do you think this company sells?
- 75. meeting a guy? doctor consultation a talk show not sure not sure not sure not sure viagra something about old men
- 76. What product do you think this company sells?
- 77. What product do you think this company sells? What product do you think this company sells? 36%answeredbusinessloans
- 78. What product do you think this company sells? What product do you think this company sells? 33%answeredbusinessloans +500%
- 79. Sorry Larry
- 80. A GREAT HERO SHOT DEMONSTRATES CONTEXT OF USE
- 82. WHITE BOX WITH BLUE STRAPS
- 83. food from the sea
- 84. recipes, for cooking food from the sea
- 85. Measuring & Improving Clarity The importance of information hierarchy, immediacy, and readability on conversion with The Clarity Equation. #4
- 87. it’s not about 5 seconds, or 6 seconds, or 7 seconds, or 8 seconds
- 88. it’s not about our attention span. THE LENGTH OFv
- 89. it’s not about our attention span. it’s about how our lack of attention changes how we use technology. THE LENGTH OFv
- 90. webinar software GO Google.com THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T
- 91. PAID AD #1 PAID AD #2 PAID AD #3 Google.com THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T
- 92. PAID AD #1 PAID AD #2 PAID AD #3 THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T Google.com Competitor #1
- 93. PAID AD #2 PAID AD #3 PAID AD #1 Competitor #2Google.com Competitor #1 THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T
- 94. Competitor #3Competitor #2 PAID AD #2 PAID AD #3 PAID AD #1 Google.com Competitor #1 THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T
- 95. I asked 25 test participants: “What product does this company sell?” Competitor #3Competitor #2Competitor #1Google.com
- 96. Competitor #3Competitor #2Competitor #1Google.com
- 97. Competitor #3Competitor #2Competitor #1Google.com
- 98. 8% GOT IT RIGHT “WEBINAR SOFTWARE” Competitor #3Competitor #2Competitor #1Google.com
- 101. 12% GOT IT RIGHT Competitor #3Competitor #2Google.com
- 104. 44% GOT IT RIGHT Competitor #3Google.com
- 105. TRIAL PRESENT+ Powerful Webinars Made Easy Competitor #3Google.com
- 106. Trial Present+ POWERFUL WEBINARS MADE EASY Competitor #3Google.com
- 107. Trial Present+ POWERFUL WEBINARS MADE EASY 68% GOT IT RIGHT Competitor #3Google.com
- 108. Trial Present+ POWERFUL WEBINARS MADE EASY Competitor #3Google.com INFORMATION HIERARCHY Use the headline flip experiment to see if you can increase clarity.
- 110. WE MAKE IT EASY TO GROW YOUR BUSINESS It’s easier than you think to create professional emails that keep your customers coming back.
- 111. What does the product do?
- 112. What does the product do?
- 113. What does the product do?
- 114. Immediacy Matters The clarity of your value proposition is a key factor in the likelihood of your visitors choosing you over a competitor.
- 115. Information Hierarchy Flip your headlines: Reverse the order of your headline and subhead to uncover extra clarity in your value proposition.
- 116. QA - The Forgotten Element of Campaigns Having a solid QA process is the second most important part of running marketing campaigns. #5
- 117. bit.ly/og-lpa
- 119. bit.ly/og-lpa
- 120. Thank You! Samantha Kerr | Hanapin Marketing @OliGardner | Unbounce