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Intro to landing pages for improved conversion in arts & culture organizations. Includes updates to "Lay of the Landing" previously published on Slideshare. Presented by Liesl Barrell Culture Days National Arts Congress May 23, 2014
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Presented by Liesl BarrellCULTURE DAYS – NATIONAL ARTS CONGRESS
May 23, 2014 at Winnipeg Art Gallery
#CultureDays @unbounce @lieslbarrell
CONVERTING YOUR CROWD…with a little help from Disney.
TOC
#CultureDays @unbounce @lieslbarrell
• What we’re covering today
• 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
WHAT WE’RE COVERING TODAY
#CultureDays @unbounce @lieslbarrell
Loyalty
Advocacy
Awareness
Engagement
Conversion
Word of Mouth
WHAT WE’RE COVERING TODAY
#CultureDays @unbounce @lieslbarrell
Loyalty
Advocacy
Awareness
Engagement
Conversion
WHO AM I?
DIGITAL MARKETER
#CultureDays @unbounce @lieslbarrell
BIO
#BizDev at @Unbounce
Organizer at @MTLgirlgeeks
Extroverted Expat
#Agency, #Arts & #Theatre Vet
CONTACT
Tweet with: @lieslbarrell
Write to: [email protected]
Connect on: ca.linkedin.com/in/lieslbarrell
#CultureDays @unbounce @lieslbarrell
ARTS, ORGs, MEDIA & NON-PROFIT CLIENTS I’VE WORKED WITH
MONTREAL
WHAT ARE LANDING PAGES?
LET’S BE LITERAL FOR A SEC
#CultureDays @unbounce @lieslbarrell
LET’S BE LITERAL FOR A SEC
#CultureDays @unbounce @lieslbarrell
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 audience 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:
e.g. Buy TicketsSubscribe
DonateBuy Merch
CLICKTHROUGH EXAMPLES
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2. LEAD GEN
#CultureDays @unbounce @lieslbarrell
1. Contest/Sweepstakes Entry 2. Event Registration 3. Teacher’s Kit/Guide4. Corporate/Bulk Discount5. Consultation for Professional Services 6. Discount Coupon/Voucher 7. Customer Survey/Poll 8. Free Trial/Estimate9. Physical Gift (via Direct Mail) 10. Ebook or Whitepaper 11. Notification of a Future Product Launch 12. 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
#CultureDays @unbounce @lieslbarrell
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 audience! 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?
#CultureDays @unbounce @lieslbarrell
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 Experience for your Audience2. 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. And you’re not locked into your
existing designs.
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
MAP YOUR AUDIENCE
Press
Artists
Sponsors
Donors
Single-Ticket Purchasers
Subscribers
General Public
What does your entire audience look like? How do different groups relate to one another?Can you visualize it in an effective way?
#CultureDays @unbounce @lieslbarrell
KNOW YOUR AUDIENCE
#CultureDays @unbounce @lieslbarrell
1. Audit your actual databaseIn the world of online marketing we’re uniquely positioned to
have all our customer 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 some
arcane concepts: actual personas based on real 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
come to you? Which come back? 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? • Ticket Sales• Subscription Sales• Donations• Lead Generation
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 ACTION
#CultureDays @unbounce @lieslbarrellSource: The Smart Guide to Ecommerce Landing Pages
WHILE YOU RUN YOUR CAMPAIGN
#CultureDays @unbounce @lieslbarrell
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
HERE ARE A FEW EXAMPLES IN THE WILD
AWESOME EXAMPLES
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AWESOME EXAMPLES
#CultureDays @unbounce @lieslbarrell
AWESOME EXAMPLES
#CultureDays @unbounce @lieslbarrell
Hat Tip/Credit: Hunter Boyle
OK, LET’S HAVE SOME FUN!
WHICH VERSION WON?
#CultureDays @unbounce @lieslbarrell
Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages
WHICH VERSION WON?
#CultureDays @unbounce @lieslbarrell
Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages
+23%
WHICH VERSION WON?
#MTLecom @unbounce @lieslbarrell
WHICH VERSION WON?
#MTLecom @unbounce @lieslbarrell
+13%
WHICH VERSION WON?
#CultureDays @unbounce @lieslbarrell
Source: The Ultimate Guide to A/B Testing
WHICH VERSION WON?
#CultureDays @unbounce @lieslbarrell
+216%Source: The Ultimate Guide to A/B Testing
WHICH VERSION WON?
#MTLecom @unbounce @lieslbarrell
WHICH VERSION WON?
#MTLecom @unbounce @lieslbarrell
+32%
WHICH VERSION WON?
#CultureDays @unbounce @lieslbarrell
Source: The Ultimate Guide to A/B Testing
WHICH VERSION WON?
#CultureDays @unbounce @lieslbarrell
Source: The Ultimate Guide to A/B Testing
+21%
RECAP
WHAT WE COVERED
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• What did we cover? The bottom of the funnel (conversion).
• 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
#CultureDays @unbounce @lieslbarrell
GLOSSARY
• CTA = Call-to-action
• CRO = Conversion Rate Optimization
• LPO = Landing Page Optimization
• KPI = Key Performance Indicator (an important measurable goal)
• UTM = Urchin Tracking Module (just remember it’s important for analytics)
• Home Page ≠ A good place to drive traffic
• Landing Page = The best place to send traffic :)
RESOURCES
#CultureDays @unbounce @lieslbarrell
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
#CultureDays @unbounce @lieslbarrell
THE MOST ENTERTAINING GUIDE TO LANDING PAGE OPTIMIZATION@ MOZ
try.unbounce.com/with-culturedays[Pssst… You get a special discount for being part of Culture Days]
#CultureDays @unbounce @lieslbarrell
THANKS! QUESTIONS?
…with a little help from Disney.Converting Your Crowd
Presented by Liesl BarrellCULTURE DAYS – NATIONAL ARTS CONGRESSMay 23, 2014 at Winnipeg Art Gallery