Conversion Optimization Beyond The Landing Page - Unwebinar

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  • Conversion Optimization Beyond the Landing Page

  • Im a big fan of people being exactly who they are.

    We Bought a Zoo

    @mackfogelson | @unbounce #unwebinar

  • http://blog.mass.gov/consumer/shopping-101/shopping-101-bait-switch/

    Your customers have expectations to be met. Conversion shouldnt be a game of bait and switch.

    @mackfogelson | @unbounce #unwebinar

  • And conversion goes a whole lot deeper than optimizing a landing page.

    http://levinsonenglishclass.blogspot.com/2011/04/iceberg-effect.html

    @mackfogelson | @unbounce #unwebinar

  • Youve got to use an integrated approach that not only promotes but improves the business.

    https://www.pinterest.com/pin/123567583495578394/

    @mackfogelson | @unbounce #unwebinar

  • Earn your audience before, during, and after the conversion and everyone wins.

    https://ununsplash.imgix.net/46/unsplash_52c319226cefb_1.JPG?q=75&fm=jpg&s=72d1a0318ab967123bb38fc959042808

    @mackfogelson | @unbounce #unwebinar

  • Im a leadI submit a form

    I interact

    website

    social

    blog

    offline

    mobile

    THE PATH TO CONVERSION

    @mackfogelson | @unbounce #unwebinar

  • Start Finish

    THE REAL PATH TO CONVERSION

    @mackfogelson | @unbounce #unwebinar

  • Create a cohesive and genuine experience at every possible place your customers will be.

    http://chrisguillebeau.com/how-to-go-everywhere/

    @mackfogelson | @unbounce #unwebinar

  • Your company doesnt have to be perfect, but you must be real, authentic,

    transparent, and above all, human.

    @mackfogelson | @unbounce #unwebinar

  • Insert Section Title Here: Lets Talk About Marketing

    Weve got 3 important conversion things to chat about today.

    @mackfogelson | @unbounce #unwebinar

  • CONVERSION STARTS AT YOUR CORE

    01@mackfogelson | @unbounce #unwebinar

  • CONVERSION IS PART OF A FULLY INTEGRATED EXPERIENCE

    02@mackfogelson | @unbounce #unwebinar

  • CONVERSION IS MEASURED BEYOND THE FORM SUBMISSION

    03@mackfogelson | @unbounce #unwebinar

  • @mackfogelson | @unbounce #unwebinar

    http://thefreshexchangeblog.com/2013/11/circles-2013-talk-business/

  • CONVERSION STARTS AT YOUR CORE

    01@mackfogelson | @unbounce #unwebinar

  • What is your meaning beyond money?

    http://www.briansolis.com/2014/03/disrupt-disrupted-now-entering-disruption-revolution/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+briansolis+

    %28Brian+Solis%29

    @mackfogelson | @unbounce #unwebinar

  • TOMS Shoes put shoes on peoples feet. Their meaning beyond money is giving back and improving lives.

    @mackfogelson | @unbounce #unwebinar

  • GoldieBlox pioneers for girls. Their meaning beyond money is helping girls develop an affinity for engineering.

    @mackfogelson | @unbounce #unwebinar

  • Patagonia leads a social & environmental cause. Their meaning beyond money is leaving a smaller footprint.

    @mackfogelson | @unbounce #unwebinar

  • Being transparent makes you human. This is what connects people to your

    brand and helps build your community.

    @mackfogelson | @unbounce #unwebinar

  • Insert Section Title Here: Lets Talk About Marketing

    How about we take a look at an example of one companys journey.

    @mackfogelson | @unbounce #unwebinar

  • This is Traveling Vineyard. They do a little bit more than sell wine.

    @mackfogelson | @unbounce #unwebinar

  • Their experience across channels didnt always match their insides.

    @mackfogelson | @unbounce #unwebinar

  • This is an old landing page that doesnt convey authenticity or their core meaning.

    @mackfogelson | @unbounce #unwebinar

  • There was a lot more to do than optimize a landing page to improve conversion.

    @mackfogelson | @unbounce #unwebinar

  • Insert Section Title Here: Lets Talk About Marketing

    Their company doesnt just sell wine. Their company changes womens lives.

    @mackfogelson | @unbounce #unwebinar

  • For Traveling Vineyard, this meant telling the story of real women beyond their landing pages.

    @mackfogelson | @unbounce #unwebinar

  • CORE MEANING

    DRIVES MARKETING

    GOALS

    @mackfogelson | @unbounce #unwebinar

  • CORE MEANING

    DRIVES MARKETING

    GOALS

    GOALS DETERMINE

    STRATEGY THAT DRIVES

    TACTICS

    @mackfogelson | @unbounce #unwebinar

  • CORE MEANING

    DRIVES MARKETING

    GOALS

    TACTICS WORK TOWARD THE COMPANY

    YOU WANT TO BECOME

    GOALS DETERMINE

    STRATEGY THAT DRIVES

    TACTICS

    @mackfogelson | @unbounce #unwebinar

  • Insert Section Title Here: Lets Talk About Marketing

    Being authentic is what connects people to your brand.

    @mackfogelson | @unbounce #unwebinar

  • By focusing on your meaning beyond money,

    people become your momentum.

    @mackfogelson | @unbounce #unwebinar

  • CONVERSION IS PART OF A FULLY INTEGRATED EXPERIENCE

    02@mackfogelson | @unbounce #unwebinar

  • Insert Section Title Here: Lets Talk About MarketingWe took 5 integrated steps

    to increase conversion.

    @mackfogelson | @unbounce #unwebinar

  • 01 - We built three persona landing pages.

    @mackfogelson | @unbounce #unwebinar

  • We identified and prioritized the top 3 persona groups.

    @mackfogelson | @unbounce #unwebinar

  • To start, we targeted Stay-at-Home Moms, Pathfinders, and Achievers.

    @mackfogelson | @unbounce #unwebinar

  • We selected Kirby. A real stay-at-home mom from their community.

    @mackfogelson | @unbounce #unwebinar

  • We built a landing page about Kirby with lots of stuff on it. On purpose.

    @mackfogelson | @unbounce #unwebinar

  • First we introduced Kirby as a Wine Guide. An inspirational quote that revealed her personality.

    @mackfogelson | @unbounce #unwebinar

  • We used select photos from her family life to show Kirbys personal side.

    @mackfogelson | @unbounce #unwebinar

  • We embedded a video about Kirby explaining the difference Traveling Vineyard made in her life.

    @mackfogelson | @unbounce #unwebinar

  • We shared how Kirby balances being a mom and running a business.

    @mackfogelson | @unbounce #unwebinar

  • We shared Kirbys transparency about how this can be scary, but not to let fear get in the way.

    @mackfogelson | @unbounce #unwebinar

  • We placed a call to action to become a Wine Guide so that they could take the plunge.

    @mackfogelson | @unbounce #unwebinar

  • Insert Section Title Here: Lets Talk About Marketing

    But wait, theres more. This was just the landing page.

    @mackfogelson | @unbounce #unwebinar

  • @mackfogelson | @unbounce #unwebinar

    02 - We drove traffic to landing pages with blog posts.

  • We created a blog post that answered more questions stay-at-home moms may have.

    @mackfogelson | @unbounce #unwebinar

  • 1:1 outreach shaped the content on Kirbys blog post.

    @mackfogelson | @unbounce #unwebinar

  • @mackfogelson | @unbounce #unwebinar

    03 - We spread the word with email marketing.

  • Email marketing drove traffic to Kirbys post on the blog.

    @mackfogelson | @unbounce #unwebinar

  • @mackfogelson | @unbounce #unwebinar

    03 - We built awareness (and community) with social media.

  • We used quotes from the Wine Guides to add authenticity.

    @mackfogelson | @unbounce #unwebinar

  • Fostering these relationships continues to drive awareness.

    @mackfogelson | @unbounce #unwebinar

  • We used paid efforts to amplify reach on Facebook.

    @mackfogelson | @unbounce #unwebinar

  • @mackfogelson | @unbounce #unwebinar

    04 - We continued to leverage momentum with automated email.

  • Auto-reply emails also continue the conversation after the conversion.

    @mackfogelson | @unbounce #unwebinar

  • And set the expectation of what will happen next.

    @mackfogelson | @unbounce #unwebinar

  • Focus on providing a cohesive experience thats connected to your

    meaning beyond money.

    @mackfogelson | @unbounce #unwebinar

  • Insert Section Title Here: Lets Talk About Marketing

    We did all of this work over the course of one year.

    @mackfogelson | @unbounce #unwebinar

  • @mackfogelson | @unbounce #unwebinar

    CONVERSION IS MEASURED BEYOND THE FORM SUBMISSION

    03

  • 0200

    400

    600

    800

    March 2013 - February 2014 March 2014 - February 2015

    Landing page live

    @mackfogelson | @unbounce #unwebinar

    Lead form submissions 57% increase avg. yr/yr

    123% increase aug-feb

  • 010000

    20000

    30000

    40000

    March 2013 - February 2014 March 2013 - February 2015

    @morys @unbounce #unwebinar

    71% increase avg. yr/yr

    @mackfogelson |