Conversions vs. impressions The Blueprint for the Perfect Landing Page

1. Conversions vs.
Impressions
The Blueprint for the Perfect Landing Page

2. John D. Saunders
John D. Saunders is a Digital
Marketing Strategist and
Founder of 5Four Digital with
8+ years experience in
building brands online.
● I’ve worked with brands
to create marketing
campaigns that drive
consistent sales and
conversions.
● Launched an online
course with more than
1,900 active students
● Created, scaled and
sold 3 ecommerce
businesses.
● Dad, husband, traveler
and hot sauce
connoisseur!

3. The Breakdown
1. Impressions Ain’t S***
2. Uncover Your WHY (the goal!)
3. The Landing Page Blueprint
4. Case Studies
5. Q&A
6. Free Goodies!
7. Fin!

4. Im·pres·sion
imˈpreSHən
Impression, sometimes called a view or an ad view, is a term that
refers to the point in which an ad is viewed once by a visitor, or
displayed once on a web page.

5. STOP Counting Impressions!
● A 3-second “look” at a video on
Facebook counts as a “view”

6. STOP Counting Impressions!
● A 3-second “look” at a video on
Facebook counts as a “view”
● Spending a few seconds on a
webpage counts as a “visitor”

7. STOP Counting Impressions!
● A 3-second “look” at a video on
Facebook counts as a “view”
● Spending a few seconds on a
webpage counts as a “visitor”
● An impression is simply a view
of your ad. It could be a banner
ad, video ad, or text-ad. One
view = one impression.
Focus on metrics that equate to a
sale/sign up/opt-in!

8. Uncovering Your WHY
You need a reason to launch your campaign and a driving force to
measure your success. Choose wisely...

9. Uncover Your Why! (KPIs)
Focus on a Few Key Metrics, Rather
Than a Slew of Data Points

10. Uncover Your Why! (KPIs)
Focus on a Few Key Metrics, Rather
Than a Slew of Data Points
● Sales Growth

11. Uncover Your Why! (KPIs)
Focus on a Few Key Metrics, Rather
Than a Slew of Data Points
● Sales Growth
● Increased Leads

12. Uncover Your Why! (KPIs)
Focus on a Few Key Metrics, Rather
Than a Slew of Data Points
● Sales Growth
● Increased Leads
● LTV Lifetime Value

13. Uncover Your Why! (KPIs)
Focus on a Few Key Metrics, Rather
Than a Slew of Data Points
● Sales Growth
● Increased Leads
● LTV Lifetime Value
● COCA Cost of Customer
Acquisition

14. Uncover Your Why! (KPIs)
Focus on a Few Key Metrics, Rather
Than a Slew of Data Points
● Sales Growth
● Increased Leads
● LTV Lifetime Value
● COCA Cost of Customer
Acquisition
● Traffic to Lead Ratio

15. Uncover Your Why! (KPIs)
Focus on a Few Key Metrics, Rather
Than a Slew of Data Points
● Sales Growth
● Increased Leads
● LTV Lifetime Value
● COCA Cost of Customer
Acquisition
● Traffic to Lead Ratio
● Landing Page Conversions
KPIs are quantifiable measurements or data
points used to gauge your company’s
performance relative to some goal.

16. Landing Page Types
Got your KPIs? Now, it’s time to make MAGIC.

17. ClickFunnels
Create PROVEN
Sales Funnels.
Amazing
Community
Expensive

18. ClickFunnels
Create PROVEN
Sales Funnels.
Amazing
Community
Expensive
Instapage
Create Beautiful
Designs in Minutes
Great Integrations
On Tap
No Payment
Gateway

19. ClickFunnels
Create PROVEN
Sales Funnels.
Amazing
Community
Expensive
Instapage
Create Beautiful
Designs in Minutes
Great Integrations
On Tap
No Payment
Gateway
Custom
Complete Control
Over Design
Unlimited add-ons,
edits
Requires a Skilled
Developer

20. The Recipe
These are the items NEEDED for a
successful page:
Amazing Headline
● Clear and concise
● Relevant to CTA
● Talks About BENEFITS!

21. The Recipe
These are the items NEEDED for a
successful page:
Urgency
● Create FOMO by:
○ Adding a countdown
timer
○ Stressing the fact that it
will “sell out” or “reach
capacity”

22. The Recipe
These are the items NEEDED for a
successful page:
USP (Unique Selling Proposition)
● Is there an image showcasing
your product?
● Can you showcase the
e-book cover or download?

23. The Recipe
These are the items NEEDED for a
successful page:
Branding
● Is it easy to view your brand
identity?
○ Logo
○ Colors
○ Fonts

24. The Recipe
These are the items NEEDED for a
successful page:
CTA or Call-to-Action
● Is your CTA button obvious?
● Does the CTA button color
contrast and stand out from
the rest of the page?
● This is CRUCIAL!

25. The Recipe
These are the items NEEDED for a
successful page:
Responsive Design
● Does your site look great on
mobile?
● Can you easily see the
content on ALL devices?

26. The Recipe
These are the items NEEDED for a
successful page:
Your Form
● Keep your form simple!
● Be sure to grab all the info you
need!
● Is it easy to find?
● Is it easy to complete?

27. The Recipe
These are the items NEEDED for a
successful page:
Testimonials / Social Proof
● Include at least 3 authentic
reviews of your business or
product
● Display prominently

28. The Recipe
These are the items NEEDED for a
successful page:
Privacy Policy
● Create a Privacy Policy as
you’re collecting user data
● Need one? Use our HERE

29. The Recipe
These are the items NEEDED for a
successful page:
Facebook Pixel
● The Facebook Pixel is a code
snippet which allows you to
track users visiting your
page. You can use this data
to:
○ Track and target
○ Create Lookalike
Audiences
○ 6 month’s of historical data

30. The Recipe
These are the items NEEDED for a
successful page:
Conversion Tracking
● Install Google Analytics and
setup conversion tracking to
see how many users are
converting to make informed
decisions about your
campaign.

31. The Recipe
These are the items NEEDED for a
successful page:
Thank You Page
● Don’t forget to include a TY
page
○ Be sure it has a link to
your main website
○ Include share link
○ Include social links

32. Pics or it Didn’t Happen
Recent Case Studies...

33. 1
+
2
=
Facebook Ad Lead Capture
Added to
Email Funnel
3

34. +
Value-Based
Email Sequence
Facebook Ad Lead Capture
Webinar
Sign Up
4
5
6

35. +
Attends Webinar
7
=
Online Course
Landing Page
8
9

36. Any Questions?
Ask away!

37. Goodies
Download Presentation - bit.ly/conversions5four
Free #BlogActionGuide - bit.ly/blogactionguide
Marketing Automation Course - bit.ly/MAAcourse
JohnDSaunders.co
5four.com