Once Upon a Landing Page

#KeepMarketingFun @unbounce @lieslbarrell
ONCE UPON A LANDING PAGE…
…with a little help from Disney.
Presented by Liesl Barrell
Keep Marketing Fun
June 19, 2014 at Brendan & Brendan

TOC
• The space 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

THE SPACE WE’RE COVERING TODAY
Loyalty
Advocacy
Awareness
Engagement
Conversion

DIGITAL MARKETER
BIO
#BizDev at @Unbounce
Organizer at @MTLgirlgeeks
Extroverted Expat
#AgencyVet
CONTACT
Tweet with: @lieslbarrell
Write to: liesl@unbounce.com
Connect on: ca.linkedin.com/in/lieslbarrell

SOME CLIENTS I’VE WORKED WITH

LET’S BE LITERAL FOR A SEC

LET’S BE LITERAL FOR A SEC
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
2. LEAD GENERATION

1. CLICKTHROUGH
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.
Add to Cart
Buy Tickets
Subscribe
Donate
Buy Merch

CLICKTHROUGH EXAMPLES

2. LEAD GEN
1. Contest/Sweepstakes Entry
2. Event Registration
3. Teacher’s Kit/Guide
4. Corporate/Bulk Discount
5. Consultation for Professional Services
6. Discount Coupon/Voucher
7. Customer Survey/Poll
8. Free Trial/Estimate
9. 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

THE PARADOX OF CHOICE
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
“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
57 : 1 1 : 1
HOME PAGE LANDING PAGE

THE PARADOX OF CHOICE
MANY : 1 1 : 1

THE IMPORTANCE OF MESSAGE MATCH

WHAT IS MESSAGE MATCH?
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 Audience
2. Paid Marketing Efficiencies

MATCH GAME
Source: The Smart Guide to Ecommerce Landing Pages

PRACTICAL REASONS WHY LPs ARE YOUR FAIRY
GODMOTHER
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 website design.
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.

KNOW YOUR AUDIENCE
1. Audit your actual database
In 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 personas
Not general or theoretical ones, not borrowed from some
arcane concepts: actual personas based on real data.
3. Plot out your customer lifecycle
Develop 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
1. What is the Campaign Goal?
• Lead Generation
• Product Sales
• Ticket Sales
• Subscriptions
• Donations
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

THE ELEMENTS IN ACTION

WHILE YOU RUN YOUR CAMPAIGN
Source: The Ultimate Guide to A/B Testing

LANDING PAGE OPTIMIZATION PROCESS

HERE ARE A FEW EXAMPLES IN THE WILD

AWESOME EXAMPLES

AWESOME EXAMPLES
Source: MY DAMN BOOK

AWESOME EXAMPLES
Hat Tip/Credit: Hunter Boyle

WHICH VERSION WON?
Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages

WHICH VERSION WON?
Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages
+23%

WHICH VERSION WON?

WHICH VERSION WON?
+13%

WHICH VERSION WON?

WHICH VERSION WON?
+216%

WHICH VERSION WON?
+32%

WHICH VERSION WON?
+21%

WHAT WE COVERED
• 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
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
SMART MARKETER’S COURSE & ECOMMERCE GUIDE UNBOUNCE BLOG

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

RESOURCES
THE MOST ENTERTAINING GUIDE TO LANDING PAGE OPTIMIZATION
@ MOZ

try.unbounce.com/to-keep-marketing-fun
[Pssst… You get a special discount for coming to this event!]

THANKS! QUESTIONS?
…with a little help from Disney.
Once Upon a Landing Page…
Presented by Liesl Barrell
KEEP MARKETING FUN
June 19, 2014 at Brendan & Brendan

Once Upon a Landing Page

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