Oli Gardner Unbounce Co-Founder & Creative Director

Thank you for joining us!We’ll be starting in just a few minutes

#unwebinar @unbounce @oligardner

Ryan Engley Unbounce Director of

Customer Success

The 3 Mistakes 98% of Marketers Are Making (and how to fix them)

Recording and slides will be emailedby the end of the week

try.unbounce.com/avoid-lp-mistakes

See how Unbounce can help you quickly build and publish targeted landing pages (without having to code)

Stick around afterwards

#unwebinar @unbounce @oligardner

Ryan Engley Unbounce Director of Customer Success

@ryan_engley

JOIN OUR CHAT

ON TWITTER

#unwebinar @unbounce @oligardner

JOIN OUR CHAT

ON TWITTER

Oli Gardner Unbounce Co-Founder & Creative Director !

@oligardner

READY?

#unwebinar @unbounce @oligardner

IN 60 MINUTES!you’ll be a!

BETTER MARKETER

#unwebinar @unbounce @oligardner

WHY?

#unwebinar @unbounce @oligardner

98% OF MARKETERS

#unwebinar @unbounce @oligardner

ARE MAKING 3 MISTAKES

1

#unwebinar @unbounce @oligardner

OFFERING TOO MUCH CHOICE

2

#unwebinar @unbounce @oligardner

BREAKING !AD-TO-PAGE CONNECTIONS

3

#unwebinar @unbounce @oligardner

NOT DESIGNING FOR CONVERSION

CONVERSION!is all about!

ATTENTION#unwebinar @unbounce @oligardner

YOUR {AD}!captures!ATTENTION

#unwebinar @unbounce @oligardner

YOUR {HEADLINE}!holds!ATTENTION

#unwebinar @unbounce @oligardner

YOUR {DESIGN}!focuses!ATTENTION

#unwebinar @unbounce @oligardner

FIXING!MISTAKE #1

#unwebinar @unbounce @oligardner

TOO MUCH!CHOICE

ATTENTION RATIOis defined as the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one).

#unwebinar @unbounce @oligardner

Even with booze in hand, the selection is overwhelming

What grabs your attention here?

How about now?

A TYPICAL HOMEPAGE!(Based on Virgin Mobile USA)

Count the links (leaks)

Attention Ratio

#unwebinar @unbounce @oligardner

57:1

#pinthetailonthedonkey

A CAMPAIGN-SPECIFIC DEDICATED LANDING PAGE

1 call-to-action

Attention Ratio 1:1

#unwebinar @unbounce @oligardner

#amazeballs

AS ATTENTION RATIO GOES DOWN, !CONVERSION RATES GO UP

#unwebinar @unbounce @oligardner

think about that

FIXING!MISTAKE #2

#unwebinar @unbounce @oligardner

BROKEN!CONNECTIONS

CONVERSION COUPLINGis defined as the bond that exists between the source of a click and the ensuing landing experience.

#unwebinar @unbounce @oligardner

CONVERSION COUPLINGis comprised of one or more of: 1. Message Match 2. Design Match 3. Conversation Momentum

#unwebinar @unbounce @oligardner

Matching the copy of your ad to the headline of your landing page. Easy right? Of course it is. Unless you’re lazy or brain dead.

#unwebinar @unbounce @oligardner

MESSAGE MATCH

#unwebinar @unbounce @oligardner

GETITDONE.comProject management without deadlines.

A fictitious company…

Project Management Software Without Deadlines!getitdone.com/whenever Remove the fear of deadlines from your projects, and start delivering as late as you want to. Deadlines are dead.

#unwebinar @unbounce @oligardner

What should you see on the landing page?

#unwebinar @unbounce @oligardner

Social proof

Call to Action

Get More Projects Done With Less Management

Your offer details and a bullet list of benefits. !1. Lorem 2. Ipsum 3. Otherum

Form header

Generic brand-driven messaging. !Suitable for a homepage.

Project Management Software Without Deadlines!getitdone.com/whenever Remove the fear of deadlines from your projects, and start delivering as late as you want to. Deadlines are dead.

#unwebinar @unbounce @oligardner

#unwebinar @unbounce @oligardner

An exact match with the headline on the ad. !Bravo.

Social proof

Call to Action

Project Management Software Without Deadlines

Your offer details and a bullet list of benefits. !1. Lorem 2. Ipsum 3. Otherum

Form header

Let’s see how it looks in the real world… (live)

#unwebinar @unbounce @oligardner

MESSAGE MATCH

This is where you switch to the browser :)

#unwebinar @unbounce @oligardner

Note to self

This is where you come back after that showcase of horrific marketing

#unwebinar @unbounce @oligardner

Note to self 2

Matching the design of your display ad to ‘aspects’ of the design on your landing page. This is even easier.

#unwebinar @unbounce @oligardner

DESIGN MATCH

*from Facebook

#unwebinar @unbounce @oligardner

THE AD*

*may cause bleeding from the eyes

#unwebinar @unbounce @oligardner

THE LANDING PAGE*

#unwebinar @unbounce @oligardner

Let’s try that again

*from Facebook

#unwebinar @unbounce @oligardner

THE AD*

*may make you hug random strangers

#unwebinar @unbounce @oligardner

THE LANDING PAGE*

#unwebinar @unbounce @oligardner

THAT’S GREAT!DESIGN MATCH!!Footnote: It does have message match issues.

I HOPE THEY’RE ALL THAT GOOD!!

Matching the style and context of the conversation* that begins at the source of your click with that of your landing page.

#unwebinar @unbounce @oligardner

CONVERSATION MOMENTUM

*Which most often comes into play when linking to a landing page from a blog post or email.

a love-drunk boyfriend* who finishes your sentences for you

#unwebinar @unbounce @oligardner

think of it like

*or girlfriend

whatever you say is what I was about

to say anyway

THE CLICK SOURCE!The Smart Marketers Landing Page Conversion Course

#unwebinar @unbounce @oligardner

THE LANDING PAGE*

*we used to get it wrong too

1 1 Super generic headline

DISRESPECTING!THE CLICKLosing interest as soon as you get the click. Abandoning your visitors. LAME.

#unwebinar @unbounce @oligardner

Let’s try that again.!Again.

THE CLICK SOURCE!The Smart Marketers Landing Page Conversion Course

Co-branding11

2Contextual welcome2

Author reinforcement3

3 Conversion Lift 33%

*Full of contextual references

#unwebinar @unbounce @oligardner

THE LANDING PAGE*

#unwebinar @unbounce @oligardner

THAT’S BEAUTIFUL!CONVERSATION!

MOMENTUM!!You can feel the love right?

MUCH RESPECT, YO

pee break

not really

FIXING!MISTAKE #3

#unwebinar @unbounce @oligardner

DESIGNS THAT!LACK CCD*

*CONVERSION CENTERED DESIGN

Designing a landing page - and every element on that page - with a relentless focus on conversion*.

#unwebinar @unbounce @oligardner

CONVERSION!CENTERED!DESIGN

*not yourself

#unwebinar @unbounce @oligardner

CCD!IN 3 MINUTES

CCD!is also about!

ATTENTION#unwebinar @unbounce @oligardner

ENCAPSULATION!frames!ATTENTION

#unwebinar @unbounce @oligardner

ENCAPSULATION CREATES A WINDOW ON YOUR LANDING PAGE, WHERE YOUR CTA IS THE VIEW

IT KEEPS YOUR EYES IN THE MIDDLE.

WHERE IT COUNTS

#unwebinar @unbounce @oligardner

ON THIS PAGE, YOUR FORM IS THE CTA!!

WRAP IT UP.

DIRECTIONAL CUES!direct!ATTENTION

#unwebinar @unbounce @oligardner

DIRECTIONAL CUES!KEEP YOUR EYES ON THE ROAD!

OR THAT POT OF GOLD >>

DIRECTIONAL CUES!provide!CLARITY!OF INTENT >>

#unwebinar @unbounce @oligardner

A perfectly un-subtle directional cue

CONTRAST!draws!ATTENTION

#unwebinar @unbounce @oligardner

CONTRAST plus !bonus encapsulation

#unwebinar @unbounce @oligardner

BACK HERE AGAIN!!

MAKE YOUR!CTA DESIGN!SHOUT!

i’m out of time

ANY QUESTIONS?

try.unbounce.com/avoid-lp-mistakes

Why Unbounce?

it’s for marketers

build from a selection of high converting templates

Better Results

quit waiting weeks for developers

Publish Faster

A/B test to improve your campaigns

Optimize for Conversion