Lay of the Landing Page: A 101 Intro to LPO, CRO & A/B Testing

Presented by Liesl BarrellMTL + ECOMMERCEMay 14, 2014 at Auberge Saint-Gabriel

An Introduction to LPs…with a little help from Disney.

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LAY OF THE LANDING PAGE

TOC

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• Who am I?

• What are Landing Pages (LPs)?

• Why are LPs so important for marketing?

• Strategy and things to think about

• **A/B Lightning Round**

• Resources

• Q&A

WHO AM I?

DIGITAL MARKETER

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BIO

#BizDev at @Unbounce

Organizer at @MTLgirlgeeks

Extroverted Expat

#Agency vet

CONTACT

Tweet with: @lieslbarrell

Write to: liesl@unbounce.com

Connect on: ca.linkedin.com/in/lieslbarrell

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ECOMMERCE CLIENTS I’VE WORKED WITH

WHAT ARE LANDING PAGES?

LET’S BE LITERAL FOR A SEC

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LET’S BE LITERAL FOR A SEC

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Planes can take off and land in a variety of circumstances, but it’s easier to direct traffic and for a pilot to focus on the descent with a landing strip.

Wouldn’t it be cool to help your customers focus, too?

1. CLICKTHROUGH

THE TWO TYPES OF LANDING PAGES

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2. LEAD GENERATION

1. CLICKTHROUGH

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1. No global navigation to tie it to your primary website. Limiting the options available to your visitors helps to

guide them toward your one intended conversion goal — a purchase.

2. No links other than your CTA. These distract your visitors and potentially lead them

away from your conversion goal.

3. It matches the message of the marketing material that you’re distributing, and there are multiple iterations to match different messages.

This makes each page more relevant to marketing leads.

4. Your landing page may include a few additional persuasive elements to convince the customer to convert.

A click-through landing page will resemble your product page, with a few important differences:

CLICKTHROUGH EXAMPLES

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2. LEAD GEN

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1. Contest/Sweepstakes Entry 2. Event Registration 3. Consultation for Professional Services 4. Discount Coupon/Voucher 5. Customer Survey/Poll 6. Free Trial/Estimate7. Physical Gift (via Direct Mail) 8. A Guide, Ebook or Whitepaper 9. Notification of a Future Product Launch 10. Webinar Registration

Lead gen pages are used to capture user data (e.g. name, email address & fav colour). The sole purpose of the page is to collect information that will allow you to connect with the prospect and market to them at a later time. There are many things you could offer a prospect in exchange for submitting their info in the form. A few examples:

LEAD GEN EXAMPLES

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WHY LANDING PAGES?

THE PARADOX OF CHOICE

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In 2000 a jam tasting stall at a supermarket was set up to allow shoppers to sample different flavours of jam available for purchase. The test compared the impact of varying the number of choices…

Source: The Ultimate Guide to Conversion-Centered Design

DECISION FATIGUE IS REAL, FOLKS

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“You’ll see I only wear gray or blue suits. I’m trying to pare down decisions. I don’t want to make decisions about what I’m eating or wearing, because I have too many other decisions to make.”

Take it from the POTUS… Be kind to your customers! Reduce their decision to a simple, binary Y/N

Source: Fast Company – Always Wear the Same Suit

ATTENTION RATIO

ATTENTION RATIO

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57 : 1 1 : 1

HOME PAGE LANDING PAGE

THE PARADOX OF CHOICE

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MANY : 1 1 : 1

THE IMPORTANCE OF MESSAGE MATCH

WHAT IS MESSAGE MATCH?

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Message match is matching the heading of your landing page with the headline of the ad or piece of marketing your visitor clicked.

The hard part is to write a compelling headline in the first place. After that, the secret is to use a dedicated and focused landing page for your marketing, so message match is possible.

Benefits of message match:

1. A Better Customer Experience2. Paid Marketing Efficiencies

MATCH GAME

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Source: The Smart Guide to Ecommerce Landing Pages

PRACTICAL REASONS WHY LPs ARE YOUR FAIRY GODMOTHER

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1. Be nimble, be quick.

When you’re well set up with a landing page solution,

it’s really easy to launch a campaign. Like,

ridiculously easy.

2. A/B, baby, yeah!

No more arguing over whether the button should be

blue or red: testing will set you free. And it’ll improve

your ROI to boot!

3. Insights o’clock

So much easier to measure or compare how different

channels are performing and optimize spend when

they each have a dedicated LP.

STRATEGY

KNOW YOUR CUSTOMERS

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1. Audit your actual databaseIn the world of ecommerce we’re uniquely positioned to

have all our customers’ data. That’s a huge benefit, use it!

Make sure your sample size is varied & large enough to

glean important information.

2. Define personasNot general or theoretical ones, not borrowed from retail:

actual personas based on real customer data.

3. Plot out your customer lifecycleDevelop stages in the decision journey that help you answer

these questions. How, when, why do your different personas

buy from you? Which come back? Which have higher AOV?

What does an activated brand ambassador look like for you

and how can you grow more of them?

BEFORE YOU BUILD OUT YOUR CAMPAIGN

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1. What is the Campaign Goal? • Product Sales• Category Sales• Lead Gen

2. What channels will you be using?• Social• Email• PPC• …

3. What personas will you be targeting?• And how do they correlate to your channels?

4. Should there be device-specific messaging or responsive?

5. What can be tested?• There is ALWAYS something to test.

WHAT DOES YOUR CAMPAIGN MAP LOOK LIKE?

1. Your Unique Selling Proposition (USP)• The main headline• A supporting headline

2. The Hero Shot • Image or video showing context of use

3. The Benefits of Your Offering• A bulleted list summary of benefits

4. Trust Indicators• Social proof, testimonials, reviews, certification

5. A Single Conversion Goal • With a strong call-to-action

THE FIVE ELEMENTS OF A SUCCESSFUL LP

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THE ELEMENTS IN ECOMMERCE ACTION

#MTLecom @unbounce @lieslbarrellSource: The Smart Guide to Ecommerce Landing Pages

WHILE YOU RUN YOUR CAMPAIGN

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Source: The Ultimate Guide to A/B Testing

THE CIRCLE OF (LPO) LIFE

LANDING PAGE OPTIMIZATION PROCESS

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Source: The Smart Guide to Ecommerce Landing Pages

OK, LET’S HAVE SOME FUN!

WHICH VERSION WON?

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Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages

WHICH VERSION WON?

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Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages

+23%

WHICH VERSION WON?

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Source: The Ultimate Guide to A/B Testing

WHICH VERSION WON?

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+216%Source: The Ultimate Guide to A/B Testing

WHICH VERSION WON?

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Source: The Ultimate Guide to A/B Testing

WHICH VERSION WON?

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Source: The Ultimate Guide to A/B Testing

+21%

RECAP

WHAT WE COVERED

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• Who am I? >> Liesl.

• What are Landing Pages (LPs)? >> Your fairy godmother.

• Why are LPs important for marketing? >> Decisions are hard, make it easy & match it up.

• Strategy and things to think about >> Know your customers.

• **A/B Lightning Round** >> Wasn’t that fun?

• Resources >> Comin’ right up…

• Q&A >> Your turn!

STEP 1: LPO - STEP 2: CRO - STEP 3: PROFIT! $$$

RESOURCES

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SMART MARKETER’S COURSE & ECOMMERCE GUIDE UNBOUNCE BLOG

RESOURCES

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MORE EBOOKS THAN YOU CAN SHAKE A STICK AT! [Pssst…CLICK THE IMAGES ABOVE TO DOWNLOAD]

RESOURCES

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MAY 28: ANOTHER TALK! REGISTER @ montrealgirlgeeks.com

try.unbounce.com/with-mtlecommerce

Presented by Liesl BarrellMTL + ECOMMERCEMay 14, 2014 at Auberge Saint-Gabriel

#MTLecom @unbounce @lieslbarrell

THANKS! QUESTIONS?

…with a little help from Disney.

Lay of the Landing Page:An Introduction to LPs