5 growth hacks for converting the right customers with your landing page
DESCRIPTION
In this Unwebinar, Sean Ellis will give you five ways that you can create lasting growth by converting visitors who turn into long-term customers and advocates. Landing page optimization isn't just about converting traffic, it's about attracting lasting customers with a promise that stays true to the value of your product - that's where real growth comes from. You'll learn: -If you are attracting the right customers to your landing pages -How to create and test promise statements that resonate with visitors -How to use ads to calibrate landing page tests -How to create lasting growth by converting visitors who become customers AND promoters of your brand and product -Other shortcuts that will unlock long-term growth for your businessTRANSCRIPT
Sean EllisCEO
Qualaroo
Thank you for joining us!We’ll be starting in just a few minutes
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Ryan EngleyUnbounce Director of
Customer Success
5 Growth Hacks for Converting the Right Customers with Your Landing Page
In the meantime…
Check out Unbounce’s firstCall To Action Conference
http://www.calltoactionconf.com/
See how Unbounce can help you quickly build and publish targeted landing pages (without having to code)
Stick around after the webinar
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Ryan EngleyUnbounce Director of Customer Success
@ryan_engley
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Hack #1 — Maximize Intent Momentum
Intent is the most powerful force available to marketers
Ask visitors what they want
Desire – Friction = Conversion Rate
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Customers Hold the Keys to Growth
Ask them what they want. Ask what stopped them.
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Hack #2 — Fast Forward Getting the Right Conversions
• Start with deep understanding of your must have experience
• Test hooks and calls to action in ads to speed validation
• Test ad winners in landing pages to find wins faster
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Crowdsource Your Copy
• Why did they seek your solution?
• What alternatives did they consider?
• How are they using the product?
• What is the key benefit?
• When recommending, how would they describe?
Image Source: MailChimp
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Test Landing Page Performance w/ Ad Combos First
• Landing pages are made of four components: Hook, Promise & Description
• Sending 1000’s of visits to landing pages to test variants can be expensive
• Instead test hook, promise, & description variants in ads first
• Build landing pages based on top performers
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Test Landing Page Performance w/ Ad Combos First
+ 75% CTR
+ 43% CTR
Source: Bryan Eisenberg
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Test Landing Page Performance w/ Ad Combos First
+ 444% CPI
Source: Bryan Eisenberg
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Turn Best Performers into Landing Page Winners
Source: Oli Gardner
Bonus: Message Match maintains
search scent
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Hack #3 — Test the Right Conversions
• Page level conversions don’t guarantee improvement in ultimate conversions.
• Must go beyond surface to determine if tests are driving real results.
• Use Unbounce’s tracking script on ultimate conversion step to determine real winners.
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Track What Really Matters
http://support.unbounce.com/entries/334187-External-conversion-tracking
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Look at Ultimate Conversions
http://blog.teamtreehouse.com/product-analytics-101
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Hack #4 —Max Quality Score to Improve ROI on Growth Programs
Source: Larry Kim, WordStream
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How? Beat the Expected CTR for Your Ad Position.
Source: Larry Kim, WordStream
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Recap: Things That Improve Quality Score
• Landing page keyword match to search query: “Message Match”
• High click through rate on ads relative to ad position
• Account history—cut poor performers
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Hack #5 — Get Post-Conversion Conversions
• Take advantage of the good will of your visitor to get a secondary conversion.
• Use principle of consistency and likeability to drive email list building, social media following and more.
• Ask for an easier follow-up conversion after the primary conversion is complete.
Increase your conversion rates with targeted pages & A/B testing
You’ll get better results from your campaigns