View
873
Download
2
Category
Preview:
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 business
Citation preview
Sean EllisCEO
Qualaroo
Thank you for joining us!We’ll be starting in just a few minutes
#unwebinar @unbounce @SeanEllis
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
#unwebinar @unbounce @SeanEllis
Ryan EngleyUnbounce Director of Customer Success
@ryan_engley
JOIN OUR CHAT
ON TWITTER
#unwebinar @unbounce @SeanEllis
Hack #1 — Maximize Intent Momentum
Intent is the most powerful force available to marketers
Ask visitors what they want
Desire – Friction = Conversion Rate
#unwebinar @unbounce @SeanEllis
Customers Hold the Keys to Growth
Ask them what they want. Ask what stopped them.
#unwebinar @unbounce @SeanEllis
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
#unwebinar @unbounce @SeanEllis
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
#unwebinar @unbounce @SeanEllis
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
#unwebinar @unbounce @SeanEllis
Test Landing Page Performance w/ Ad Combos First
+ 75% CTR
+ 43% CTR
Source: Bryan Eisenberg
#unwebinar @unbounce @SeanEllis
Test Landing Page Performance w/ Ad Combos First
+ 444% CPI
Source: Bryan Eisenberg
#unwebinar @unbounce @SeanEllis
Turn Best Performers into Landing Page Winners
Source: Oli Gardner
Bonus: Message Match maintains
search scent
#unwebinar @unbounce @SeanEllis
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.
#unwebinar @unbounce @SeanEllis
Track What Really Matters
http://support.unbounce.com/entries/334187-External-conversion-tracking
#unwebinar @unbounce @SeanEllis
Look at Ultimate Conversions
http://blog.teamtreehouse.com/product-analytics-101
#unwebinar @unbounce @SeanEllis
Hack #4 —Max Quality Score to Improve ROI on Growth Programs
Source: Larry Kim, WordStream
#unwebinar @unbounce @SeanEllis
How? Beat the Expected CTR for Your Ad Position.
Source: Larry Kim, WordStream
#unwebinar @unbounce @SeanEllis
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
#unwebinar @unbounce @SeanEllis
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
Recommended