how to create emotionally engaging landing pages
TRANSCRIPT
Talia WolfFounder & CEOConversioner
Thank you for joining us!We’ll be starting in just a few minutes.
Ryan EngleyDirector of Customer Success
Unbounce
@TaliaGw @unbounce #unwebinar
How to Increase Conversions Using Emotional Triggers
Webinar slides and recording will be emailed by the end of the week
try.unbounce.com/for-emotional-marketing
@ryan_engley @unbounce #unwebinar
Join our chat on Twitter
Ryan Engley
Director of Customer SuccessUnbounce
@TaliaGw @unbounce #unwebinar
Join our chat on Twitter
Talia Wolf
Founder & CEOConversioner@TaliaGw
HOW TO INCREASE CONVERSIONS USING
EMOTIONAL TARGETING
NUMBERS AND STATISTICS
01
@TaliaGw @unbounce #unwebinar
63% of marketers optimize based on intuition
Marketingsherpa
Tweet this
@TaliaGw @unbounce #unwebinar
Poor A/B testing methodologies are costing
online retailers up to $13bn a year in lost revenue
Econsultancy
Tweet this
@TaliaGw @unbounce #unwebinar
40% of visitors abandon a website that takes longer than 3
seconds to load
Adobe
Tweet this
THE EMOTIONAL SIDE OF THINGS
02
@TaliaGw @unbounce #unwebinar
We buy better versions of ourselves
Marketing isn’t a battle of products it’s a battle of
perceptions
Jack Trout
@TaliaGw @unbounce #unwebinar
Testing methodologies
03
@TaliaGw @unbounce #unwebinar
• Why did it work better?• What should I test next?
Testing Elements
@TaliaGw @unbounce #unwebinar
Testing Strategies
Original landing page
Variation
The Funnel
Testing Elements Results
Testing Strategies Real Results
LANDING PAGE STRATEGY ANALYSIS
04
@TaliaGw @unbounce #unwebinar
@TaliaGw @unbounce #unwebinar
Match Landing Page:
• Strategy: Best Platform
• Psychological Triggers: None
• Optimization tips:- Use trust elements to empower
strategy- Have people look at CTA for attention- Great CTA- Make it about the customer – How
many satisfied customers? Prove it.- Stock images – Big no.
@TaliaGw @unbounce #unwebinar
@TaliaGw @unbounce #unwebinar
Zoosk Landing Page:• Strategy: Sophistication.
• Psychological Triggers: - You’re smarter than others- Technology– dependable, data
driven, proven, tested, works.
• Color: Blue for royal, trust, authority, intelligence
@TaliaGw @unbounce #unwebinar
Optimization Tips:• Highlight one call to action (different
color)• Move login area to corner right• Use the images better• Add trust elements
Zoosk Landing Page:
@TaliaGw @unbounce #unwebinar
@TaliaGw @unbounce #unwebinar
Beautiful People Landing Page:
• Strategy: Exclusivity. • Psychological Triggers: - You’re beautiful – you deserve better- Lust- Happiness, playful - Mysterious • Color: Black for mystery, power,
control.
@TaliaGw @unbounce #unwebinar
Beautiful People Landing Page:
Optimization Tips:• One call to action• Minimize the login area• Change copy according to strategy• No need to repeat your name twice• Emphasis the CTA you want people
to use
@TaliaGw @unbounce #unwebinar
Q. What emotional triggers do you think Tinder is going for?
Case Studies
@TaliaGw @unbounce #unwebinar
Original
@TaliaGw @unbounce #unwebinar
ResearchEmotional Strategy:• Trust• Romance• Personal• Reliable• Variety• Simplicity
@TaliaGw @unbounce #unwebinar
Variation24% increase in signups
48% increase in paying customers
@TaliaGw @unbounce #unwebinar
Variation 238% increase in signups
304% increase in paying customers
@TaliaGw @unbounce #unwebinar
The Changes• Design & Colors
• Messaging
• Call to Action
• User Interface
@TaliaGw @unbounce #unwebinar
Original
@TaliaGw @unbounce #unwebinar
Variation
@TaliaGw @unbounce #unwebinar
Variation 2
@TaliaGw @unbounce #unwebinar
Mobile Variation
@TaliaGw @unbounce #unwebinar
• Test strategies not elements• It’s about the customer, not the product
Takeaways:
quote
try.unbounce.com/for-emotional-marketing