unbounce landingpage guide

7/30/2019 Unbounce Landingpage Guide

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A

The Ultimate GuideTo Landing PageOptimization

UNBOUNCEwww.unbounce.com


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Whats in the ebook? What is Unbounce?

This guide will teach you everything you need to

know about Landing Page Optimization (LPO),

including examples, workow and more:

What is Landing Page Optimization?

Find out why you should be optimizing

The Landing Page Optimation Process

7 steps to create & optimize a landing page

Landing Page Examples

Critiqued For Conversion By Oli Gardner

Convincing Stakeholders

Getting buy-in by showing the value o LPO

Unbounce is the DIY Landing Page platorm or

Marketers. Build high converting landing pages

or your PPC, email, banner and social media

campaigns.

Build & Publish Landing Pages In Minutes

Use our powerul editor to re-create your design

rom scratch, or use one o our templates or a

head start.

1-Click A/B Testing For Optimization

Need to solve an argument with your boss?

Stop relying on assumptions and set up a test

experiment.

Simple Analytics To Track Campaigns

Our stats are powerul yet simple. Its all about

clicks, conversions and how well your campaign

is perorming.

START YOUR FREE 30 DAY TRIALShare this document.
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Table o Contents

Chapter 1 Chapter 3

Chapter 2

What is Landing Page Optimization?

What is a Landing Page?

Why should you use Landing Pages?

Landing Page Examples

Appendix

Convincing Stakeholders the Value o LPOThe Landing Page Optimization Process

Step 1: Dene Your Goals

Step 2: Build Your First Page

Who Builds Your Page?

Team Workow Build a Post-Conversion Page

(incl. 6 action ideas)

Step 3: Drive Trac to Your Page

Step 4: Gather Feedback or a Test

Step 5: Create a Hypothesis rom Your New Data

Step 6: A/B Test Your Landing Page

In this guide Ill walk you through the process o building, testing and optimizing your landing pages. Youll also get to

see a critique o 10 landing pages and learn how to convince a skeptical boss or client o the value o Landing Page

Optimization (LPO).


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What is Landing Page Optimization (LPO)?CHAPTER 1

Do any o these resonate with you?

The bounce rate on critical pages is higher than Id like.

My PPC campaigns are ineective.

My boss complains about industry average conversion rates being higher than what I am achieving.

This is where LPO comes in. In its simplest orm, Landing Page Optimization is using inormed qualitative and

quantitative inormation to create a hypothesis or a new version o your page to test and ultimately, come up with a

new optimized page.

Throughout this guide well uncover techniques youll need to know to optimize your landing pages without seeking

outside help. This includes some great methods or gathering data about how your users interact with your pages.

This helps you gain behavioral insights, which you can use to drive your A/B test experiments.

Beore we get too ar down the optimization path, lets take a quick saunter down Landing Page Lane so we understand

what were trying to optimize.


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What Is A Landing Page?In the purest sense, a landing page is any web page

that a visitor can arrive at or land on. However,

when discussing landing pages within the realm o

marketing and advertising, its preerable to reer

to a landing page as being a standalone web page

distinct rom your main website, that has been

designed with a single ocused objective in mind.

The main reason or a landing page having a single

ocused objective is to limit the options available

to your visitors, helping to guide them toward your

intended conversion goal. So ditch your websites

global navigation and take a look at the anatomy o

a well-constructed landing page:


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Landing pages are typicallybroken down into the ollowing7 elements:

1. HeadlineThe sole purpose o your page headline is to

communicate your core value proposition. It

should describe exactly what your oering is in a

sharp, to-the-point sentence. Its usually the rst

thing people will see on your page. Your headline

is also incredibly important or paid advertising

quality scores (such as Google AdWords).

I you nd yoursel with a headline thats too

long, then consider adding a smaller sub-header,

which can add a little more detail, and keep the

headline an appropriate length.

2. Hero ShotWeve all heard the phrase a picture is worth

a thousand words. Well to have an eectivelanding page, you need to add some powerul

imagery or video that shows o your product/

service.

Do: Create an original photo or video demo

Do: Show your product being used - to show

context o use

Do: Consider getting a proessional service to

produce a video or you to increase conversions

Dont: Use stock imagery as youll diminish the

trust in your page and look unoriginal

3. Benet Statement(s)The style with which you write to your pagevisitors about your product or service should be

in the orm o how it will benet them or their

business, not simply a list o eatures. Benets

should be in the orm o bullet points to make

them easy to read. Consider the dierence

between these two statements:

Bad (eature based)

Our powerul new battery

Better (benet based)

Our new battery means youll need to charge

your phone less oten


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The second resonates with a target users needs

by tackling a real pain point, in this case, phone

batteries that lose their charge too quickly.

Limit the number o benets to between 3 and 7

or easy scanability.

4. FormThis 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 rom the rest o the

page. To entice someone to complete your orm

you need to match the perceived eort involved

in completing it (the length and personal nature

o the orm and its questions), with the size o

the prize (the item you oer in return, such as a

discount, an ebook or a webinar registration).

5. Call-To-Action (CTA)Your call-to-action is the intended conversion

goal o your page. As such, your CTA should be

the only thing to do on your landing page. Dont

add extra links that cause leaks away rom your

conversion event. When writing your CTA, nish

the sentence I want to. For example i the

goal is to download an ebook, you would write,

I want to download the ebook and as such,

your CTA would be Download the ebook.

You also want to draw attention to the button

using design principles such as contrast,

whitespace, and the ot-debated choice o color.

6. Trust IndicatorsPeople need to trust you in order to buy your

wares. A trust indicator shows that someone

else has beneted rom using your product and

is vouching or its quality. Examples are client

testimonials, social widgets, press appearance

logos, customer logos or a stream o positive

tweets about you.


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Imagine walking by a restaurant that had only

one couple eating in it, and next door there was

a line-up outside. Which would you choose?Its the same with landing pages. The more you

can convince people that you are worth sticking

around or, the more conversions youll get.

B2B Tip

I your goal is to get people to register or a

webinar, show the registration count as a orm

o social proo. This will play on peoples herd

mentality, making them want to sign up too.

7. Post-Conversion PageStrike while the iron is hot. Youll want to take

advantage o your newly happy lead or customer

and get them to do something else ater the

conversion. Now is a great time to ask them to

sign up or your newsletter, or buying something

else at a discount.

Use your conrmation pages (the page that

shows ater your visitor downloads your eBook,

or the page ater a purchase in an ecommerceow), to house the extra bits and bobs that you

otherwise might be tempted to include on your

landing page.


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Why Should You Use Landing Pages?

The short answer is because they help increase your conversion rates.

Targeted promotion or product specic landing pages are ocused on a single objective, and are designed to match the

intent o the ad or marketing collateral your visitors clicked to reach your page.

Consider what happens when you send trac to your homepage

Most homepages are designed with a general purpose in mind - to speak to your overall brand, product and corporate

values, and are typically loaded with links and navigation to other areas o your site.

Every link on your page that doesnt represent your businesses

conversion goal is a distraction that will dilute your message and

reduce your conversion rate.


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In Fact, rom now on, each link that doesnt lead to your conversion goal should be considered a conversion leak.

Homepage vs. landing page

Observe a comparison o a Campaign Monitor homepage versus a landing page.The dierence in the number o 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 oten 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. I youve

ever experienced this, jump down to Appendix A - Convincing Stakeholders on the Value o LPO where there are 5

techniques to convince even the most skeptical people.
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The Landing Page Optimization ProcessCHAPTER 2

A

Build Your First Page2

Define Goals1

Drive Traffic3

To Your Page

Get Feedback4

Create a Hypothesis 5

A/B Test Your Hypothesis 6


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Step 1: Dene Your GoalsYou should never start building a page without knowing who you are building it or and what you hope to get out o it.

Are you trying to gather leads?

Are you selling a product?

Are you asking people to register or a webinar?

All o these goals require very dierent content. For instance, selling a product might require a video or photo gallery

showcasing the product being used, and a simple button that carries you through to a shopping cart process.

Once you know what your goals are, you can choose an appropriate type o landing page, o which there are 2 main

candidates; Click-Through, and Lead Generation (also reerred to as Lead Gen or Lead Capture pages).


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Click-Through Landing Pages

Click-through landing pages (as the name

implies) has the goal o persuading the visitor to

click through to another page. Typically used in

ecommerce unnels, they describe a product or

oer in sufcient detail, in order to warm up a

visitor to the point where they are closer to making a

purchasing decision.

All too oten trafc is directed at shopping cart or

registration pages. Failure to adequately inorm

your visitors about your product or oering beore

visiting these pages will lead to poor conversion.

An ad typically wont provide sufcient inormation

or someone to make a purchasing decision; this is

where the click-through page comes in.

Now that your visitor has been educated about the

value o your product, its ok to send them to yourshopping cart or registration page. Conversions will

be much higher, as they have been warmed up

by the details you provided on your click-through

landing page.

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examples/click-through/
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Lead Generation Landing Pages

Lead gen pages are used to capture user data, such

as a name and email address. The sole purpose o

the page is to collect inormation that will allow you

to market to, and connect with, the prospect at a

later date. As such, a lead capture page will contain

a orm along with a description o what youll get in

return or submitting your personal data.

There are many uses or lead gen landing pages,

some example uses and/or items given to the user in

exchange or personal data are:

Ebook or whitepaper

Webinar registration

Consultation or proessional services

Discount coupon/voucher

Contest entry

Free trial Notication o a uture product launch


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The length o your orm and the level o personal

data requested can have a direct impact on

conversion. Try to ask or the absolute minimum

amount o inormation that will enable you to

market to your prospects eectively. For instance,

dont ask or a phone or ax number i you only need

to contact them via email.

Digital Currency:Getting What You WantWhat do you want rom your visitors; Is your goal to

collect leads or make your page go viral via socialmedia? The ormer requires a orm to collect email

addresses, and the latter (in the case o Twitter)

would require someone to tweet to get your ebook

(or whatever youre giving away).

A good example o this can be seen on the landing

page or The Ultimate Guide to A/B Testing, which

gives visitors the option o which currency methodthey would like to use, an email or a tweet. You

may even have experienced this method o digital

currency exchange to get this guide.

Step 2: Build Your First Page

Your goals helped you decide on the type o page

you need to build. Now is when you start placing the

elements you learned about in the Landing PageAnatomy section above to create your rst design.

Who Builds Your Page?Oten a single individual creates the page, but or

the most eective workow, you would have several

team members working together to ensure each

page element is created by someone with the most

expertise.

The ollowing list o roles/tasks breaks it down

nicely:

Marketing or Creative Director: In charge o

making sure the business goals are well dened,

usually in the orm o a creative brie. Also works

with the designer to maintain brand consistency.
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Campaign Manager: Responsible or running the

campaign rom start to nish, including driving

trafc to the page via email marketing, social

media and paid advertising.

Inormation Architect: Creates the blueprint o

the page containing the required elements that

meet the business goals.

Designer: Using the blueprint as a guide, the

designer creates a proessional and branded

page and uses the principles o Conversion

Centered Design to ensure that attributes like

contrast, whitespace and directional cues are

used to ocus the attention o the viewer on the

conversion goal.

Copywriter: The copywriter is responsible or

writing persuasive copy that makes the purpose

o the page very clear, and provides enough

inormation to convince someone to make the

choice to click your call-to-action.

Optimizer: Its their responsibility to take any

eedback gathered rom the rst run o the page

and then make it convert better with A/B testing.


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You can see rom 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.

Team WorkowThere are two ways or your team members to work together:

1. The traditional linear oine approach: Here each team member does their piece o work, creates a deliverableand passes it to the next person in the line. At the end o the process, the nal page design is handed to a

development team to construct the HTML version and push it live.

UX1 COPY2 DESIGN3 COMP4 DEV5 LANDING PAGE6YOU

GRRRRR!

CLIENT

Approval?

Reports


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2. The collaborative multi-user cloud approach:

Here a team works together in a multi-user

environment, where they can collaborate to create

the page in a single place. This is acilitated by the

use o a cloud-based creation tool that bypasses the

IT development phase.

This time, conversion data is immediately available

or the entire team to see, allowing testing and

optimization to proceed much more quickly.

Note: this approach is made possible by online toolssuch as Unbounce.

Once your page is created, its time to start driving

trafc to your page, right? Wrong.

VERSION A

CLIENT

YOU

REPORTS

COLLABORATIVEENVIRONMENT

UX

COPY

DESIGN

OPTIMIZER
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You want to take advantage o the magic moment ater they say, Yes, I like you by adding secondary actions on

your conrmation page.

Build a Post-Conversion PageA critical part o building your rst page is remembering what happens ater people complete your conversion goal

and progress down your unnel. The rst stop ater your page is called the conrmation page and should always be

considered when creating your rst page. Why? Because its an opportunity or you to get new prospects to complete apost-conversion action.

6 post-conversion action ideas or your conrmation pageAt this stage its all about exceeding expectations. You have a ew precious seconds to direct your new lead. Here are sixideas that you can use:

LANDING PAGE

CLICK

WHAT HAPPENS NEXT??CONVERT


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1. Ask or them or a social ollow: This is a airly

low risk action or someone to take and can

place their ears in ront o your digital mouth or

a long while to come hopeully to draw them

back when they hear about new things you are

doing.

2. Ask or a social share: Encourage people to

share their experience on their avorite social

network using a service like FriendBuy.

3. Invite them to a webinar: I you can get

someone to attend a webinar you are eectively

establishing a higher level o contact they

will get a chance to see/hear you and ask you

questions. This establishes you as a thought

leader, elevating trust and condence in what

you or your product has to oer.

4. Ask them to subscribe to your newsletter:

Newsletters provide you with permission to

continue the conversation via email, keeping you

in their stream o consciousness or an extended

period o time.

An alternative is to ask them to subscribe to a

series o emails based on a specic, pre-dened

progressive story arc known as drip or

autoresponder campaign.

This can be used to send tips to new customersthroughout their on-boarding process (or an

online product/service), which can be a big actor

in maintain retention and reducing churn.
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An example drip campaign is ProBloggers 31

Days to a Better Blog. The expectation and

benet is set right away you will receive an

email every day or a month and by the end o

it your blog will be better. The purpose o this is

three-old: to educate, to bring people back toyour website (through links in your emails), and

to establish your expertise, leading to word-o-

mouth reerrals.

5. Give them a discount code: This ones simple.

Give someone a coupon to get a discount on

another purchase and youll get people coming

back or more.

6. Send them to an important what to do next

page: Many people enjoy a guided experience.

Tell them what to do, and theyll oten do it. Use

a single link or this and send them to a Greatest

Hits or Top 10 page that shows o the very best

content and inormation you have to oer.

To do now: Take a look at your conrmation

pages and add secondary conversion actions so

the page is doing some extra marketing legwork

on your behal.

Step 3:Drive Trac to Your PageThis is a question that everyone asks - How do

I drive trafc to my landing page? The answer

depends on whether youre just starting out or

whether youre an established business.

Starting out: For instant results, youll likely

need to start with paid advertising in the orm

o Pay-Per-Click (such as Google AdWords)

and/or banner ads.

Established businesses: I youre at this stage,

you likely have an established list o leads

or email marketing, and a decent social

ollowing (on your blog, Twitter, Facebook,

Google+) to couple with your paid advertising

(PPC).
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Content MarketingProducing educational and entertaining content (in

the orm o blog posts, inographics, ebooks etc.)

will naturally draw attention to you and start the

process o building your reputation as someone to

pay attention to.

Guest blogging can also be very useul. It takes

some credibility to get on the big sites, but start

small and build a portolio o great content with

your name on it. Dont orget to use a targeted

landing page to direct readers rom your guest post.

I you write an ebook (it doesnt need to take orever,

at Unbounce, we wrote one in 24hrs) then you can

leverage social network eects to spread the word.

The process is like this:

1. Create your ebook ull o valuable content.

2. Build a landing page with an image o the

ebook on it, describe the contents o whatsinside and provide a preview o the best part

o the book, to let people know how good it

is.

3. Use PayWithATweet to use tweets as your

social currency or people to get your ebook.

Now, when someone wants your ebook, they

have to tweet about it to download it (the

tweet contains a link back to your landing

page), exposing your landing page to thenetwork o everyone who downloads it. This

can produce a viral eect as momentum

builds.

So now that you know how to drive trafc to your

landing pages, its time to start gathering eedback

rom your visitors to gain insight as to why they are

not converting.
http://try.unbounce.com/for-landing-page-optimization/http://www.paywithatweet.com/http://www.paywithatweet.com/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/


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Step 4:Gather Feedback or a TestOne o the most important pieces o the process is

gathering data, so youre not relying on subjective

opinion when it comes to deciding what to test.

User FeedbackGathering user eedback is one o the most powerul

things a marketer can do when orming a hypothesis

to test new ideas (which well cover later in the

optimization process).

To show how it works, consider the diagram

opposite, which shows the eedback/

optimization/testing loop in action.

Methods or gathering user eedback include:

INBOUND TRAFFIC

PAGE B

Drive customers to your landing page

from PPC, email, social media & banners

Incorporate

feedback into

an A/B Test.

Gather poin-of-conversion feedback

from your visitors via surveys and live chat.

REPLACE PAGE

with your new &

improved version

to maximize future

conversions.Easily create

landing page to

promote your

marketing campaigns,

product/service

and new business

- without IT or a

web developer.


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On-page surveys

Adding a survey tool like Qualaroo (ormerly

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 o

conversion lets you hear what is preventing them

rom converting. It also gives you the opportunity

to turn a ence 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 i your core

value proposition has the clarity to educate a

visitor on the purpose o your page.

How to run the test

Sit a person in ront o a blank computer screen,

then show your landing page to them or 5 seconds,

then take the page away and ask:

What was the page about?
http://try.unbounce.com/for-landing-page-optimization/https://qualaroo.com/http://www.olark.com/http://www.olark.com/https://qualaroo.com/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/


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I your headline is clear and concise enough then

theyll be able to explain the pages purpose. I they

cant tell you what the page is about, you should

revisit your headline until its clear enough that

people can tell you the purpose o the page right

away.

The 6t test

This is a test you can perorm yoursel, or have

others do or you. Its purpose is to test the

design and layout o your page, so that the most

important elements are the most dominant on

the page. Typically these elements will be the

headline and CTA.

How to run the test

Pin a printout o your landing page on the wall,

stand 6t away rom it, and simply look at the

page.

What stands out to you?

Is the headline big enough to really jump rom

the page, is it clear where the CTA is and does it

have enough contrast & whitespace to be easily

distinguishable rom other page elements?

I not then you have a design issue and you need to

simpliy the page and consider making the headline

bigger.

6

FT


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Usability testing

Usability testing is probably what youve heard

the most about, and it can oten lead to the

best insights about whats wrong with your

landing page. More commonly used or onlineproduct or ecommerce ull unnel ow 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 beore you start to

see the same results come out o your test. Each

participant is given a set o tasks to complete,

and an observer sits and takes notes as they try

to complete the tasks - oten timing them to

see how long it takes. Participants are asked to

verbalize their thoughts as they complete the

tasks to give you insight into their thinking.

At the end o the sessions youll have witnessed

the pain points that exist in your unnel, giving

you precious data on which areas to optimize or

a more usable experience. And dont orget torecord the sessions on video so you can show

them to stakeholders at a later date.

Want to learn more? Here is a more detailed

explanation o usability testing.

I you work in a company, you can ask customer

support. These are the people on the ront lines

and tend to hear more o the problems with your

page/site than anyone else.
http://try.unbounce.com/for-landing-page-optimization/http://www.webcredible.co.uk/user-friendly-resources/web-usability/usability-testing.shtmlhttp://www.webcredible.co.uk/user-friendly-resources/web-usability/usability-testing.shtmlhttp://www.webcredible.co.uk/user-friendly-resources/web-usability/usability-testing.shtmlhttp://www.webcredible.co.uk/user-friendly-resources/web-usability/usability-testing.shtmlhttps://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/


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Step 5: Create a Hypothesis rom Your New DataThis is where you come up with ideas or new Challenger pages based on the eedback you just gathered. Challenger

pages are what you test against your original page, known as the Champion.

Collect data using the above exercises and youll have the basis or creating your hypothesis or a new A/B test. Use the

inormation to conceptualize a new landing page design, messaging, and CTA placement.

Once you have a solid idea o where you might be going wrong, or some great insight into which areas are conusing

visitors and need improvement, you are ready to develop your hypothesis.

Example HypothesisTo give you an idea o what a hypothesis looks like, consider an experiment perormed 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:

Some people dont have a Twitter account

Some people werent willing to have a business tweet go out on their personal Twitter account

Some people werent willing to pay with a tweet without seeing a preview o the ebook to validate its quality

Some people wanted to pay with an email instead o a tweet
http://try.unbounce.com/for-landing-page-optimization/http://unbounce.com/social-media/how-i-created-a-viral-ebook-landing-page-for-8-using-themeforest-paywithatweet-kissinsights-and-unbounce/http://unbounce.com/social-media/how-i-created-a-viral-ebook-landing-page-for-8-using-themeforest-paywithatweet-kissinsights-and-unbounce/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/


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By adding an alternate option or obtaining the ebook (email) and

showing a preview o a portion o the ebook, we will increase

conversions (downloads) o the ebook.

Given these details, the ollowing hypothesis was ormed:

Ater creating a challenger page to test against the champion, the results were as ollows:

The conversion rate o the initial page was 25% The conversion rate o the new challenger page was 33%

This produced a conversion lit o 32%

By doing the research, creating a hypothesis based on the eedback, you are able to make inormed decisions about

how to optimize your page.


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Step 6: A/B Test YourLanding PageI you dont know what you are testing then

collecting data is pretty pointless, this is why you

created a hypothesis in step 5.

A/B testing is both an art and a science. Its also very

unpredictable. Most people think they know what

the result o a test will be, but like death and taxes,

one thing thats certain is that youll be surprised

by your A/B test. The more tests you run and themore eedback you gather, the less likely you are to

suer rom boardroom conjecture and marketing

guesswork.

For an A/B test to be meaningul and insightul

you should ollow these rules to keep your

insights and data clean:

The original cannot have content edits

during the test

All variations should have one hypothesis to

test against the original

Trafc distributions should stay proportional

The dierent variations and content that go into the

test is up to you, which one works the best (whether

you like it or not) is up to your visitors.

What to Test - The Standard Candidates

The main headline: Which typically contains

a succinct rendering o your product/oer/

service core value proposition.


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The call to action (CTA): typically the text

on the button that represents your pages

conversion goal.

Hero shot: Try a variation o your main photo

preerably showing your product or service

being used in context.

Button design: Use design principles to

accentuate the appearance o your CTA

(contrast, whitespace, size). Above all, try

making it stand out more.

Button color: Green or go, blue or links,

orange or red or an emotional reaction.

Form length: For lead capture and other

orm usage, you will want to minimize the

amount o elds that visitors are required to

complete. However, i you have a particularly

strong need or data, try running an A|B|C|D|E

test with varying amounts o inormation

gathering. This way you can make an

inormed decision about what abandonmentrate is acceptable when weighed against the

extra data produced.

Long copy vs. short copy: Oten shorter

is better, but or certain products detail is

important in the decision making process.

Test it and see.

Now what? Now its time to loop back to step 3 to

start driving more trafc to your newly created test

to see which page perorms the best. There are a

ew criteria you need to watch out or beore you

can determine which page is winning:

Run the test or at least one week, to cover

daily uctuations in access to your page.

On average you will want to have about 500

unique visitors see each variant in your test.

Dont stop the test until the statistical

signicance (also reerred to as condence)

has surpassed the 90% mark. Statistical

signicance reers to the probability that the

conversion rate o your challenger page(s)diers rom the champion page or reasons

other than chance alone.


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Landing Page Examples Critiqued by Oli GardnerCHAPTER 3

One o the best ways to understand landing pages is to look at some examples (both good and bad) and think about

what you like about them, and what you would change or test. Below are 10 examples or you to learn rom.

One nal thing: never stop testing.

Want to learn more? Download the Ultimate Guide to A/B Testing
http://try.unbounce.com/for-landing-page-optimization/http://get.unbounce.com/the-ultimate-guide-to-ab-testing/http://get.unbounce.com/the-ultimate-guide-to-ab-testing/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/


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Whats good

Design o eBook image shows proessionalism: Byhaving a nicely designed cover, you show that time and

eort went into its creation (as opposed to a boring

plain white cover).

Simple bullets break down why you would want the

eBook: The headline or the bullets Youll learn really

sets the tone that its useul. Listing what you will get

out o reading it (as opposed to whats in it) is a much

stronger benets driven approach.

Clear denition in headline o what youll get:

Sometimes its nice with an eBook to know its not

War and Peace. By limiting this to 10 tips, they stand a

good chance o increased conversions by providing an

easy to consume resource. While long eBooks can be

authoritative, they oten go unread.

1. Monetate Ebook Lead Gen Landing Page


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Things to change or test

Social sharing location: People are more inclinedto share something right ater they actually get it. So

we suggest placing the social sharing buttons on the

orm conrmation page. This also has the benet o

removing distractions rom the main page.

Preview: People react well to the psychology o try-

beore-you-buy, so adding a preview o the eBook

(rst chapter or a ew choice pages) would help people

know what they are exchanging their personal data or.

1. Monetate Ebook Lead Gen Landing Page


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Whats good

Its sexy: Predictable response? Yes, absolutely. Thatsthe whole point.

Validation: They jump right into showing o the

amous publications that have eatured their company.

From a design perspective, the grey monotone

prevents a mishmash o color creating any visual

distraction rom the call to action (CTA).

Value propositions: The main content on the page

answers two simple questions: What is it? and Why

should I care?

Testimonials: The second is one o the unniest Ive

read. Socks as a Service genius.

Removal o doubt: The subtext below the CTA lowers

the perceived risk, which can improve the click-

through-rate (CTR).

2. Manpacks Seduction Oriented Design


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Tagline: To make it more immediately clear what thepurpose o the page is, Id add a succinct tagline beside

the logo.

Main title (core value proposition): There are a

couple o ways to use a headline: A) use a very clear

statement o what you are oering to enable an

understanding o the purpose o your page, or B)

entice your visitor to want to keep reading by using

a seductive headline. Theyve gone with B here,

presumably in an attempt to catch your attention and

increase curiosity (or to push a particular button). For a

test, Id try approach A and make it really clear rom the

get go what Manpacks is (this would work really well

with the tagline to help pass a ve second test).

2. Manpacks Seduction Oriented Design


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Whats good

Experience: It immediately makes me want to goon holiday and stay in a pimp hotel. The pillows are

literally selling me sotly.

Price: Travel is very much about price, and they get

that out o the way right o the bat, so you can move

on to the nder details ater understanding i you can

aord it or not. #smrt

Endorsement: The Trip Advisor certicate o

excellence lets you know that a recognized authority

has validated the company.

3. Golden Sands Vacations


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The orm header: Apply now? For what? Its unclearwhat youre applying or I thought it was a booking

site, but apparently I have to apply or something. Make

it clear why people are lling out your orm.

Primary value proposition: Theres no clear statement

o what the page is or or what youll get. Id try moving

the hotel logos rom the top and adding in a strong

statement that claries your oer.

Testimonials: The testimonials shown are anonymous

which reduces their impact (as they could have been

made up). Always ask permission to use a testimonial

and include the name o the person providing it or

extra trust points.

Exclusive: There is a mention o an exclusive preview

invitation, but it doesnt explain what youre being

invited to. Id also make this stand out more i its an

important selling point perhaps using some visual

cues to draw the viewers eye.

3. Golden Sands Vacations


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Whats good

It looks awesome!: Yeah, I know ugly pages convertgreat too, but the design here makes me want to stare

at it and nd out what theyre all about.

Visual chunking: The page is broken up very well

vertically, aiding the consumption o inormation.

4. GreenLighted Coming Soon Page


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What is it?: I get a rough sense o what the purpose othe company is, but I wouldnt mind a more detailed

description. To prevent the extra copy cluttering the

page, it could be opened in a lightbox. Better yet, add

a video explaining what it is, how it works and why you

should register.

Whos it or?: Make it clearer what the demographic o

intended customers is. I I dont think/know its or me I

wont sign up.

Post conversion social sharing: Theres value in being

able to check out the company in its social channels

especially when its new. However, it would be worth

trying to move them to the orm conrmation page, so

that youre asking someone whos already interested in

your company to share your story.

4. GreenLighted Coming Soon Page


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Whats good

The title: Great at describing the demographic designers. Its clear i 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 o what a

SlideDeck is to show you in context what you are

buying BIG plus points.

Features: The page breaks down the eature set really

simply

Customers: An impressive set o customer logos

completes the evidence that they are good at what

they do.

5. SlideDeck Pro


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Whats a slider?: The best slider, but is it a mini burgeror a Javascript thingymajig? You decide? The lightbox

demo is shown below.

5. SlideDeck Pro


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Its Oprah. This stu will generally sell itsel, but its not all

good. Read on.

Whats good

Focused on the benets: By leading with the vacation

prize they are tapping into peoples desires right away.

The branding is so powerul in this case that it can be

saely relegated to the bottom o the page.

Branding: Oprahs brand is her selling point, her ace ison everything associated with her and here she evokes

the eeling o being on vacation to entice her loyal

ollowing to win a little piece o the Oprah liestyle.

Sweepstakes are a very popular lead gen mechanism,

and here they are using the ree prize giveaway as an

add-on to a no risk magazine subscription.

6. Oprah sweepstakes for lead gen


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The privacy policy and rules links open up newwindows which is a bit messy. A better solution is

to use a modal lightbox like the UPS example above.

You can see what Im talking about on one o the

Unbounce contest landing pages (click the contest

rules link near the bottom to see the modal window).

It pains me to repeat the same thing over and over,

but the call to action on your buttons is REALLY

IMPORTANT. Any doubt in the visitors mind as to what

will happen can lead to little leaks in condence. Spell

it out clearly so people know what to expect. Here it

could use a double lined CTA that starts with a primary

rst line: Enter the contest, then a second line and

start your trial subscription.

6. Oprah sweepstakes for lead gen


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Check out the ull length page.

This is the modern apple-esque equivalent o the old-school long sales letter landing page.

Youve probably seen the less trustworthy ones beore,

where the writer uses reams o ultra persuasive copy to

convince you that, despite being an average Joe, they

have managed to build an online internet business that

prints money.

While it borrows the concept o a long page that piles

on the eatures until youre ready to buy, thats where the

comparison ends.

This is a very good landing page.

7. CameraPlus the ultimate long product salespage
http://try.unbounce.com/for-landing-page-optimization/http://campl.us/http://campl.us/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/


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Whats good

The design matches the desires and expectations othe buyer. The target customer already has an iPhone,

so they are used to seeing beautiul design with apps

placed in context with their intended use.

Context o use: This is an IMPORTANT concept. The

primary iPhone image plays a video showing the app

being used. This is pretty much all you need to be

sold on the apps cool actor. You can then explorethe big eature list below to reinorce your purchasing

decision.

The price and call to action to buy the app are nicely

positioned above the old, leaving you to explore the

page knowing how to interact when you are ready.

7. CameraPlus the ultimate long product sales page


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Whats good

Celebrity endorsement: Including celebrityphotographer Lisa Bettany who or the record

(and gossip actor) is dating Mashable ounder Pete

Cashmore is a clever device to help convince visitors

that its worth buying. Proessional photographers

that just want a cool app or their phone will nd this

convincing.

Proo o concept: The photo gallery at the end capsit o nicely by showing that you can take great photos

with this app.

The Reviews beneath the phone are highlighted in red,

making them the most important visual aspect o

the rst screen. While I would normally recommend

the CTA get this level o attention, it really pushes you

towards what is oten the swing vote in a purchase

what other people say.



47/58



Id be really interested to A/B test a short version othe page, letting the video do the selling instead o 10

pages o scrolling content.



48/58


Tips

Why doesnt it show a comparison photo o someonebald and someone with glowing locks? I dont really

care about your palm tree and lovely ofce. We know

youre wealthy! Youre a doctor Probably shouldve

used some o that cash to hire a designer. Or at least

some glasses.

Hire a designer. Stat Your business is clearly worth it

in a monetary sense, so present yoursel accordinglyon the web. And please show some beore and ater

examples o hair replacement. We may not believe you,

but we certainly expect it.

8. Guaranteed to make your eyes bleed


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Whats Wrong Here?

This is just a massive PPC ail! They are payingto advertise used cars and when you arrive

at the destination page there are no results.

#wasteomoneyail

This is just dumb. I you dont know that you have

something in stock, dont pay to advertise it!

9. These are not the droids youre looking for


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Whats Wrong Here?

This page isnt bad the landing experience is bad. Why?I searched google or weight loss. I know there are

tablets or that, but not usually the 9-inch electronic

variety. And the bunny aint gonna save you this time

TELUS.

Stop bidding on irrelevant keywords..

10. Who eats electronics to lose weight?


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Convincing Stakeholders the Value o LPOAppendix A

By now you know why you should be optimizing your landing pages and you know who should be involved and the

process. But youre getting resistance rom above to make it happen.

Imagine this common scenario:

So, how do you convince someone less-than-knowledgeable that LPO is worth the time and cost investment? Its all

about dollars and cents, soyou need to show how LPO can increase your bottom line.

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

qualifed and why this will help (here we go, *sigh*).

What you dont see are the wheels in their brain churning, thinkingWhat the hell is

Landing Page Optimization?


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5 Techniques to help You Convince a Skeptical Boss or Client

Technique 1: Show some real lie examplesThere are dozens o case studies showing positive changes in conversion rates through A/B testing. Here are two real-

lie examples demonstrating how simple changes in language and design dramatically boosted signups and conversion

rates.

Case Study #1

GetResponse achieved a 158% increase in Free Trial signups testing CTAs

Case Study #2

WikiJob increased sales by 34% simply by incorporating testimonials on their page.

The best part about this test? It didnt require any major design or copywriting changes.
http://try.unbounce.com/for-landing-page-optimization/http://visualwebsiteoptimizer.com/split-testing-blog/a-b-testing-free-trial-button/http://visualwebsiteoptimizer.com/split-testing-blog/customer-testimonials-increase-sales/http://visualwebsiteoptimizer.com/split-testing-blog/customer-testimonials-increase-sales/http://visualwebsiteoptimizer.com/split-testing-blog/a-b-testing-free-trial-button/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/


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Technique 2: Explain the ROI o landingpage optimization

LPO isnt as much budget-dependent as it is

creativity-dependent. This section is all about

getting buy-in to ex your creative muscles without

spending additional money. Its time to resort to the

classic marketing acronym - ROI.

Showing your stake

unbounce landingpage guide

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