1.How to create and optimize highconverting landing pages

2. Who are we? Elizabeth Yin o Co-founder LaunchBit, customer acquisition platform for SaaS companies o ex Google marketer o BSEE Stanford o MBA MIT Sloan 3. Who are we?Oli Gardner Co-founder and Creative Director at Unbounce, the Landing Page Builder for Marketers 4. Todays talk is on ... Best practices for creating high-converting landing pages Essential elements of a landing page Split testing landing pages 5. You use Twitter ads... 6. Or maybe Google ads... 7. Or LaunchBits email newsletter ads... 8. How do you maximize your conversions with your ad dollars? Thursday, January 16th, 2014 9. almost all marketersARE DOING 2 SIMPLE THINGS WRONG 10. MISTAKE#1OFFERING TOO MUCH CHOICE 11. MISTAKE#2BREAKING AD-TO-PAGE CONNECTIONS 12. IN 20 MINUTES youll have2 SIMPLE SOLUTIONS to fix those mistakes 13. CONVERSION is all aboutATTENTION 14. YOUR {AD} capturesATTENTION 15. YOUR {HEADLINE} holdsATTENTION 16. YOUR {DESIGN} focusesATTENTION 17. FIXING MISTAKE #1 TOO MUCH CHOICE 18. Even with champagne, this is overwhelming. 19. ATTENTION RATIO is the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one). 20. What grabs your attention here? 21. How about now? 22. A TYPICAL HOMEPAGE (Based on Virgin Mobile USA)Count the links Attention Ratio57:1 23. A CAMPAIGN-SPECIFIC DEDICATED LANDING PAGE1 call-to-action Attention Ratio1:1 24. AS ATTENTION RATIO GOES DOWN,CONVERSION RATES GO UP 25. FIXING MISTAKE #2 BROKEN CONNECTIONS 26. CONVERSION COUPLING is the bond that exists between the source of a click and the ensuing landing experience. 27. CONVERSION COUPLING is comprised of one or more of: 1. Message Match 2. Design Match 3. Conversation Momentum 28. MESSAGE MATCH Matching the copy of your ad to the headline of your landing page. Easy right? Apparently not. 29. AD 30. LANDING PAGE Generic brand-driven messaging 31. BRAND CENTRAL STATION 32. lets try that again 33. AD 34. Exact match with the headline of the ad. Bravo 35. THERES HOPE FOR MARKETING YET 36. DESIGN MATCH Matching the design of your display ad to visual aspects of the design on your landing page. This is even easier. 37. THE AD 38. THE LANDING PAGE 39. lets try that again 40. THE AD**from Facebook 41. THE LANDING PAGE 42. CONVERSATION MOMENTUM Matching the style and context of the conversation* that begins at the source of your click with that of your landing page.*Which most often comes into play when linking to a landing page from a blog post or email. 43. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course 44. THE LANDING PAGE* 1 1Super generic headline*we sometimes get it wrong too 45. lets try that again 46. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course 47. THE LANDING PAGE*1 21Co-branding2Contextual welcome3Author reinforcement3CONVERSION LIFT 33%*full of contextual references 48. THATS A TIGHTLY COUPLED CONVERSATION! 49. 2 BIG PROBLEMS 2 SIMPLE SOLUTIONS1. Attention Ratio 2. Conversion Coupling 50. Is it worth split testing?Thursday, January 16th, 2014 51. There are lots of elements you can split test 52. But should you split test all permutations?Image credit: b2bsecrets.tumblr.com 53. Split testing takes time 54. Heres a scenario Without testing Visitors per month: 2,000 Conversion rate: 20% => 400 sign-ups With testing Visitors per month: 2,000 Conversion rate: 20% + 5% improvement => 400 sign-ups + an extra 20 55. Is your time worth the additional leads? 3 hours of work Is 3 hours worth your 20 more sign-ups? How much do you value a sign-up?LaunchBit customers typically value a signup at $10-30 => $200-$600 for 3 hours of timeIs that worth it? 56. Furthermore, most split tests yield nothing...Only 1 in 8 split tests yield results (AppSumo)Is 3 hours * 8 split tests = 24 hours worth your 20 more sign-ups? 57. Evaluate and repeat 58. Questions?@launchbit Elizabeth Yin elizabeth [at] launchbit [dot] com@oligardner Oli Gardner oli.unbounce.com