Oli Gardner Unbounce Co-Founder & Creative Director
Thank you for joining us!We’ll be starting in just a few minutes
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Ryan Engley Unbounce Director of
Customer Success
The 3 Mistakes 98% of Marketers Are Making (and how to fix them)
Recording and slides will be emailedby the end of the week
See how Unbounce can help you quickly build and publish targeted landing pages (without having to code)
Stick around afterwards
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Ryan Engley Unbounce Director of Customer Success
@ryan_engley
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Oli Gardner Unbounce Co-Founder & Creative Director !
@oligardner
READY?
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IN 60 MINUTES!you’ll be a!
BETTER MARKETER
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WHY?
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98% OF MARKETERS
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ARE MAKING 3 MISTAKES
1
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OFFERING TOO MUCH CHOICE
2
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BREAKING !AD-TO-PAGE CONNECTIONS
3
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NOT DESIGNING FOR CONVERSION
CONVERSION!is all about!
ATTENTION#unwebinar @unbounce @oligardner
YOUR {AD}!captures!ATTENTION
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YOUR {HEADLINE}!holds!ATTENTION
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YOUR {DESIGN}!focuses!ATTENTION
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FIXING!MISTAKE #1
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TOO MUCH!CHOICE
ATTENTION RATIOis defined as the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one).
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Even with booze in hand, the selection is overwhelming
What grabs your attention here?
How about now?
A TYPICAL HOMEPAGE!(Based on Virgin Mobile USA)
Count the links (leaks)
Attention Ratio
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57:1
#pinthetailonthedonkey
A CAMPAIGN-SPECIFIC DEDICATED LANDING PAGE
1 call-to-action
Attention Ratio 1:1
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#amazeballs
AS ATTENTION RATIO GOES DOWN, !CONVERSION RATES GO UP
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think about that
FIXING!MISTAKE #2
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BROKEN!CONNECTIONS
CONVERSION COUPLINGis defined as the bond that exists between the source of a click and the ensuing landing experience.
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CONVERSION COUPLINGis comprised of one or more of: 1. Message Match 2. Design Match 3. Conversation Momentum
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Matching the copy of your ad to the headline of your landing page. Easy right? Of course it is. Unless you’re lazy or brain dead.
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MESSAGE MATCH
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GETITDONE.comProject management without deadlines.
A fictitious company…
Project Management Software Without Deadlines!getitdone.com/whenever Remove the fear of deadlines from your projects, and start delivering as late as you want to. Deadlines are dead.
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What should you see on the landing page?
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Social proof
Call to Action
Get More Projects Done With Less Management
Your offer details and a bullet list of benefits. !1. Lorem 2. Ipsum 3. Otherum
Form header
Generic brand-driven messaging. !Suitable for a homepage.
Project Management Software Without Deadlines!getitdone.com/whenever Remove the fear of deadlines from your projects, and start delivering as late as you want to. Deadlines are dead.
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An exact match with the headline on the ad. !Bravo.
Social proof
Call to Action
Project Management Software Without Deadlines
Your offer details and a bullet list of benefits. !1. Lorem 2. Ipsum 3. Otherum
Form header
Let’s see how it looks in the real world… (live)
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MESSAGE MATCH
This is where you switch to the browser :)
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Note to self
This is where you come back after that showcase of horrific marketing
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Note to self 2
Matching the design of your display ad to ‘aspects’ of the design on your landing page. This is even easier.
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DESIGN MATCH
*from Facebook
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THE AD*
*may cause bleeding from the eyes
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THE LANDING PAGE*
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Let’s try that again
*from Facebook
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THE AD*
*may make you hug random strangers
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THE LANDING PAGE*
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THAT’S GREAT!DESIGN MATCH!!Footnote: It does have message match issues.
I HOPE THEY’RE ALL THAT GOOD!!
Matching the style and context of the conversation* that begins at the source of your click with that of your landing page.
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CONVERSATION MOMENTUM
*Which most often comes into play when linking to a landing page from a blog post or email.
a love-drunk boyfriend* who finishes your sentences for you
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think of it like
*or girlfriend
whatever you say is what I was about
to say anyway
THE CLICK SOURCE!The Smart Marketers Landing Page Conversion Course
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THE LANDING PAGE*
*we used to get it wrong too
1 1 Super generic headline
DISRESPECTING!THE CLICKLosing interest as soon as you get the click. Abandoning your visitors. LAME.
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Let’s try that again.!Again.
THE CLICK SOURCE!The Smart Marketers Landing Page Conversion Course
Co-branding11
2Contextual welcome2
Author reinforcement3
3 Conversion Lift 33%
*Full of contextual references
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THE LANDING PAGE*
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THAT’S BEAUTIFUL!CONVERSATION!
MOMENTUM!!You can feel the love right?
MUCH RESPECT, YO
pee break
not really
FIXING!MISTAKE #3
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DESIGNS THAT!LACK CCD*
*CONVERSION CENTERED DESIGN
Designing a landing page - and every element on that page - with a relentless focus on conversion*.
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CONVERSION!CENTERED!DESIGN
*not yourself
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CCD!IN 3 MINUTES
CCD!is also about!
ATTENTION#unwebinar @unbounce @oligardner
ENCAPSULATION!frames!ATTENTION
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ENCAPSULATION CREATES A WINDOW ON YOUR LANDING PAGE, WHERE YOUR CTA IS THE VIEW
IT KEEPS YOUR EYES IN THE MIDDLE.
WHERE IT COUNTS
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ON THIS PAGE, YOUR FORM IS THE CTA!!
WRAP IT UP.
DIRECTIONAL CUES!direct!ATTENTION
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DIRECTIONAL CUES!KEEP YOUR EYES ON THE ROAD!
OR THAT POT OF GOLD >>
DIRECTIONAL CUES!provide!CLARITY!OF INTENT >>
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A perfectly un-subtle directional cue
CONTRAST!draws!ATTENTION
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CONTRAST plus !bonus encapsulation
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BACK HERE AGAIN!!
MAKE YOUR!CTA DESIGN!SHOUT!
i’m out of time
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