[Webinar] The Anatomy of a High-Converting Mobile Landing Page

Bryan Eisenberg

author of

Call To Action

Thank you for joining us!We’ll be starting in just a few minutes.

Ryan Engley

Unbounce Director of

Customer Success

@thegrok @unbounce #unwebinar

The Anatomy of a High-Converting Mobile Landing Page

Webinar recording and slides

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Ryan Engley

Director of Customer Success@Ryan_Engley

Bryan Eisenberg

Author of Call To Action@thegrok

@thegrok @unbounce #unwebinar

Join our chat on Twitter

The Anatomy of a

High-Converting

Mobile Landing Page

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok

All purpose flour

Water

Yeast

Salt

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok

Type to enter text

@thegrok @unbounce #unwebinar

Who Gets to Make

Business Decisions?

The answer shouldn’t

surprise you.

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25@thegrok @unbounce #unwebinar

Don’t Write An Ad…

Your Landing Page

Can’t Cash

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© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok

20

Keywords Don’t Fail to Convert...You Do! Tweet

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Because Bing Ads' quality score is

established after the fact, it isn't used

directly to determine your bid and your

ad rank. We generate quality score to

help advertisers identify improvement

opportunities.

John Gagnon

19

No problem No problem No problem

Poor No YesPoor Poor

Quality Score 1 to 5 QS=6 QS=7 to 10

Landing Page

UXLanding Page

Relevance

Keyword

Relevance

Your KW CTR >

Marketplace Avg.

CTR

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Many people think that landing page

relevance is between your keyword and

your landing page. It's actually based on

the search query your keywords trigger.

Ping Jen

Economics of

Quality Score

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Where is the

Landing Page

Opportunity?

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First Map Stage Then

the Scenario Narrative

Stage Action

Early/Awareness ?

Mid/Consideration -

Preference

?

Late/Purchase Setup an Account

Post-Lead Launch

Campaign/Consumpti

on

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Keywords, Questions, and the Buying Cycle

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© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok

Desktop browsing is a

full course dinner;

mobile browsing

is like snacking!

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But What Are

The Ingredients?

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10 Main Landing Page Sections

Logo

Headline

• Text

• Graphical

Offer

Descriptive copy

• Bullet/block

• List of key features

• List of key benefits

Product/Service Presentation

• Product image

• Tours

• Screen shots

• Life-style images

Calls to action

• Links

• Buttons

• Forms

Confidence Building

• Testimonials

• Examples of users

• 3rd Party validators

Contact Information

Link to more information

Template elements

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Breaking Down Sections

Logo

Call to Action

Headline

Product presentation

Confidence building

Offer

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Logo

Call to Action

Headline

Product presentation

Links to More Information

Offer

Template elements

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Logo

Call to Action

Headline

Offer

Product presentation

Links to More Information

Confidenc

e building

Template elements

Confidence

building

Call to Action

Links to

More

Information

Confidence

building

Contact Info

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Logo

Headline

Offer/Descriptive

Copy

Links to More

Information

Confidence building

Template

elements/

Navigation

Call to Action

Contact Info

Product

presentation

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Offer/Descriptive

CopyLogo

Headline

Links to More

InformationConfidence building

Template elements/

Navigation

Call to Action

Contact Info

Product

presentation

Template elements/

Navigation

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Logo

Headline

Links to More

InformationConfidence building

Template elements/

Navigation

Call to Action

Contact Info

Product presentation

Template elements/

Navigation

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The Visible Anatomy

5 Dimensions:

1. Relevance

2. Quality

3. Location

4. Proximity

5. Prominence

Logo

Call to Action

Headline

Offer

Product

presentation

Links to More Information

Confidenc

e building

Template elements

Confidence

building

Call to Action

Links to

More

Information

Confidence

building

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10 Main Landing Page Sections

LogoHeadline

• Text• Graphical

OfferDescriptive copy

• Bullet/block• List of key features• List of key benefits

Product/Service Presentation • Product image• Tours• Screen shots• Life-style images

Calls to action• Links• Buttons• Forms

Confidence Building• Testimonials• Examples of users• 3rd Party validators

Contact Information

Link to more information

Template elements

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The Conversion Trinity

Relevance Value CTA

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© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData

bryan@bryaneisenberg.com

Bryan Jeffrey@TheGrok @JeffreyGroks

Blog www.BryanEisenberg.comwww.BuyerLegends.com

@thegrok @unbounce #unwebinarSome images provided by Shutterstock

try.unbounce.com/for-mobile-landing-pages