Sean EllisCEO
Qualaroo
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Ryan EngleyUnbounce Director of
Customer Success
5 Growth Hacks for Converting the Right Customers with Your Landing Page
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See how Unbounce can help you quickly build and publish targeted landing pages (without having to code)
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Ryan EngleyUnbounce Director of Customer Success
@ryan_engley
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Hack #1 — Maximize Intent Momentum
Intent is the most powerful force available to marketers
Ask visitors what they want
Desire – Friction = Conversion Rate
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Customers Hold the Keys to Growth
Ask them what they want. Ask what stopped them.
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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
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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
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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
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Test Landing Page Performance w/ Ad Combos First
+ 75% CTR
+ 43% CTR
Source: Bryan Eisenberg
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Test Landing Page Performance w/ Ad Combos First
+ 444% CPI
Source: Bryan Eisenberg
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Turn Best Performers into Landing Page Winners
Source: Oli Gardner
Bonus: Message Match maintains
search scent
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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.
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Track What Really Matters
http://support.unbounce.com/entries/334187-External-conversion-tracking
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Look at Ultimate Conversions
http://blog.teamtreehouse.com/product-analytics-101
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Hack #4 —Max Quality Score to Improve ROI on Growth Programs
Source: Larry Kim, WordStream
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How? Beat the Expected CTR for Your Ad Position.
Source: Larry Kim, WordStream
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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
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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