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UNBOUNCE
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Table of Contents
In this guide Ill walk you through the process of building, testing and optimizing your landing pages. Youll also get to
see a critique of 10 landing pages and learn how to convince a skeptical boss or client of the value of Landing Page
Optimization (LPO).
Chapter 1
Chapter 3
Chapter 2
Appendix
CHAPTER 1
3. Benefit Statement(s)
2. Hero Shot
Weve all heard the phrase a picture is worth
a thousand words. Well to have an effective
landing page, you need to add some powerful
imagery or video that shows off your product/
service.
Do: Create an original photo or video demo
4. Form
This only appears on lead capture type pages (as
well discuss below). Visually you want to make
it as clear as possible. You can do this by using
encapsulation (surround it with a colored box),
and contrast to isolate it from the rest of the
page. To entice someone to complete your form
you need to match the perceived effort involved
in completing it (the length and personal nature
of the form and its questions), with the size of
the prize (the item you offer in return, such as a
discount, an ebook or a webinar registration).
6. Trust Indicators
People need to trust you in order to buy your
wares. A trust indicator shows that someone
else has benefited from using your product and
is vouching for its quality. Examples are client
testimonials, social widgets, press appearance
logos, customer logos or a stream of positive
tweets about you.
5. Call-To-Action (CTA)
Your call-to-action is the intended conversion
goal of your page. As such, your CTA should be
the only thing to do on your landing page. Dont
B2B Tip
If your goal is to get people to register for a
webinar, show the registration count as a form
of social proof. This will play on peoples herd
mentality, making them want to sign up too.
7. Post-Conversion Page
Strike while the iron is hot. Youll want to take
advantage of your newly happy lead or customer
and get them to do something else after the
conversion. Now is a great time to ask them to
sign up for your newsletter, or buying something
else at a discount.
In Fact, from now on, each link that doesnt lead to your conversion goal should be considered a conversion leak.
Homepage vs. landing page
Observe a comparison of a Campaign Monitor homepage versus a landing page.The difference in the number of links is
41 (homepage) to 1 (landing page).
Thats WHY you should use landing pages.
Not everyone is a believer though. Ive heard way too often that stakeholders, such as senior management, your boss
or clients, either dont get the concept or think it will be too costly to incorporate into their marketing budget. If youve
ever experienced this, jump down to Appendix A - Convincing Stakeholders on the Value of LPO where there are 5
techniques to convince even the most skeptical people.
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CHAPTER 2
3 Drive Trac
Create a Hypothesis 5
To Your Page
4 Get Feedback
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http://unbounce.com/category/landing-pageexamples/click-through/
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Team Workflow
There are two ways for your team members to work together:
1. The traditional linear offline approach: Here each team member does their piece of work, creates a deliverable
and passes it to the next person in the line. At the end of the process, the final page design is handed to a
development team to construct the HTML version and push it live.
Reports
GRRRRR!
<>
CLIENT
YOU
UX
COPY
DESIGN
COMP
DEV
LANDING PAGE
Approval?
You can see from the diagram, that conversion reports are created by IT to be passed back to the campaign manager to
discuss with stakeholders prior to making decisions on how the team should proceed with testing.
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UX
COLLABORATIVE ENVIRONMENT
CLIENT
VERSION A
COPY
REPORTS
DESIGN
OPTIMIZER
VERSION B
YOU
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LANDING PAGE
CLICK
CONVERT
You want to take advantage of the magic moment after they say, Yes, I like you by adding secondary actions on
your confirmation page.
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Step 3:
Drive Traffic to Your Page
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Content Marketing
social currency for people to get your ebook.
Now, when someone wants your ebook, they
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Step 4:
Gather Feedback for a Test
INBOUND TRAFFIC
Drive customers to your landing page
from PPC, email, social media & banners
REPLACE PAGE
User Feedback
Easily create
landing page to
promote your
marketing campaigns,
product/service
and new business
- without IT or a
web developer.
PAGE A
PAGE B
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On-page surveys
Adding a survey tool like Qualaroo (formerly
KISSinsights) to your landing page enables your
visitors to tell you whats wrong with your page
and marketing message.
Live chat
Talking to your users right at the point of
conversion lets you hear what is preventing them
from converting. It also gives you the opportunity
to turn a fence sitter into a customer. Live chat
provider Olark says that:
When you talk to a new user, they are 3x
more likely to return than a user that wasnt
engaged.
Live chat decreases shopping cart
abandonment by 15%.
Users you chat with spend 40% more time on
your site.
The 5-second test
This is typically a headline test to see if your core
value proposition has the clarity to educate a
visitor on the purpose of your page.
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6 FT
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Usability testing
Usability testing is probably what youve heard
the most about, and it can often lead to the
best insights about whats wrong with your
landing page. More commonly used for online
product or ecommerce full funnel flow to show
the interaction within a set process. Well take
the ecommerce angle that uses a click-through
landing page that leads to a shopping cart and
on to the checkout.
How to run the test
You only need 5-7 participants before you start to
see the same results come out of your test. Each
participant is given a set of tasks to complete,
and an observer sits and takes notes as they try
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Example Hypothesis
To give you an idea of what a hypothesis looks like, consider an experiment performed where the digital currency to
obtain an ebook was to tweet about it.
Qualaroo was added to the landing page to gather survey insight into why some people werent converting (as the
conversion rate was lower than expected). The survey results showed:
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After creating a challenger page to test against the champion, the results were as follows:
The conversion rate of the initial page was 25%
The conversion rate of the new challenger page was 33%
This produced a conversion lift of 32%
By doing the research, creating a hypothesis based on the feedback, you are able to make informed decisions about
how to optimize your page.
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conversion goal.
Hero shot: Try a variation of your main photo
preferably showing your product or service
being used in context.
Button design: Use design principles to
accentuate the appearance of your CTA
(contrast, whitespace, size). Above all, try
making it stand out more.
Button color: Green for go, blue for links,
orange or red for an emotional reaction.
Form length: For lead capture and other
form usage, you will want to minimize the
amount of elds that visitors are required to
complete. However, if you have a particularly
strong need for data, try running an A|B|C|D|E
test with varying amounts of information
gathering. This way you can make an
informed decision about what abandonment
rate is acceptable when weighed against the
extra data produced.
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CHAPTER 3
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5. SlideDeck Pro
Whats good
The title: Great at describing the demographic
designers. Its clear if you are a designer, youre in the
right place.
Descriptive CTA: The button describes what youll get
and how much it costs you.
Demo: They have a great modal demo of what a
SlideDeck is to show you in context what you are
buying BIG plus points.
Features: The page breaks down the feature set really
simply
Customers: An impressive set of customer logos
completes the evidence that they are good at what
they do.
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5. SlideDeck Pro
Things to change or test
Whats a slider?: The best slider, but is it a mini burger
or a Javascript thingymajig? You decide? The lightbox
demo is shown below.
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Whats good
Focused on the benefits: By leading with the vacation
prize they are tapping into peoples desires right away.
The branding is so powerful in this case that it can be
safely relegated to the bottom of the page.
Branding: Oprahs brand is her selling point, her face is
on everything associated with her and here she evokes
the feeling of being on vacation to entice her loyal
following to win a little piece of the Oprah lifestyle.
Sweepstakes are a very popular lead gen mechanism,
and here they are using the free prize giveaway as an
add-on to a no risk magazine subscription.
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Appendix A
You say to your boss or client that you want to do some optimization work to
improve your marketing campaigns.
They give you a cautious glance and ask you to create a proposal on how youre
qualified and why this will help (here we go, *sigh*).
What you dont see are the wheels in their brain churning, thinking What the hell is
Landing Page Optimization?
So, how do you convince someone less-than-knowledgeable that LPO is worth the time and cost investment? Its all
about dollars and cents, so you need to show how LPO can increase your bottom line.
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An example
If you have a marketing budget of $1,000/month dedicated to driving traffic to your site, you may observe the following
scenario. Note: these numbers are based on some average Google AdWords pay-per-click stats.
Traffic
Budget
Conversion
Investment
Visitors
Conversion
Rate
New
Customers
$1,000
$0
$1
1,000
2%
20
$50
Traffic
Budget
Conversion
Investment
Visitors
Conversion
Rate
New
Customers
$2,000
$0
$1
2,000
2%
40
$50
Notice how the cost of acquiring a customer remains the same and your budget stretches in a predictable manner.
This is why many companies just thrown more money at their marketing. More cash = more customers. Its predictable,
but its lazy.
Now were going to take some of the budget and spend it on optimization. Remember that your goal should be to
reduce the cost of acquiring a new customer.
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Month
Total
Budget
Traffic
Budget
Conversion
Investment
Cost per
Click (CPC)
Visitors
Conversion
Rate
New
Customers
Cost Per
Acquisition (CPA)
$1,000
$900
$100
$1
900
2.5%
22.5
$44.44
$2,000
$1,800
$200
$1
1,800
2.75%
49.5
$40.40
$2,000
$1,800
$0
$1
2,000
2.75%
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$36.36
What this shows us is that as we increase the investment in conversion optimization, our traffic spend decreases
resulting in fewer visitors, but the improved conversion rate more than makes up for this by bringing in more customers
and ultimately reducing the cost per acquisition (CPA).
By month 3, the effect of pausing the conversion investment produces a further drop in CPA.
Why? Because an optimized page will continue to produce the new conversion results obtained in month 2 into
month 4 and 5. Eventually you will see your conversion rates plateau, this can be due to audience saturation, or a
change in how Google calculates its paid search positions (affecting your CPC).
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Create a Hypothesis
A/B Test Your Hypothesis
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UNBOUNCE
www.unbounce.com