Conversion Optimization Beyond The Landing Page - Unwebinar

Conversion Optimization Beyond the Landing Page

I’m 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 shouldn’t be a game of bait and switch.


https://www.pinterest.com/pin/551972498052380256/

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

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


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

You’ve got to use an integrated approach that not only promotes but improves the business.




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


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

I’m a leadI submit a form

I interact

website

social

blog

offline

mobile

THE PATH TO CONVERSION


Start Finish

THE REAL PATH TO CONVERSION


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

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


https://www.youtube.com/watch?v=WgBYlmgeddk

Your company doesn’t have to be perfect, but you must be real, authentic,

transparent, and above all, human.


Insert Section Title Here: Let’s Talk About Marketing

We’ve got 3 important conversion things to chat about today.


CONVERSION STARTS AT YOUR CORE

01@mackfogelson | @unbounce #unwebinar

CONVERSION IS PART OF A FULLY INTEGRATED EXPERIENCE


CONVERSION IS MEASURED BEYOND THE FORM SUBMISSION



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

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

CONVERSION STARTS AT YOUR CORE


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


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

TOMS Shoes put shoes on people’s feet. Their meaning beyond money is giving back and improving lives.


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


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


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

brand and helps build your community.



How about we take a look at an example of one company’s journey.


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


Their experience across channels didn’t always match their insides.


This is an old landing page that doesn’t convey authenticity or their core meaning.


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



Their company doesn’t just sell wine. Their company changes women’s lives.


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


CORE MEANING

DRIVES MARKETING

GOALS


CORE MEANING

DRIVES MARKETING

GOALS

GOALS DETERMINE

STRATEGY THAT DRIVES

TACTICS


CORE MEANING

DRIVES MARKETING

GOALS

TACTICS WORK TOWARD THE COMPANY

YOU WANT TO BECOME

GOALS DETERMINE

STRATEGY THAT DRIVES

TACTICS



Being authentic is what connects people to your brand.


By focusing on your meaning beyond money,

people become your momentum.


CONVERSION IS PART OF A FULLY INTEGRATED EXPERIENCE


Insert Section Title Here: Let’s Talk About MarketingWe took 5 integrated steps

to increase conversion.


01 - We built three persona landing pages.


We identified and prioritized the top 3 persona groups.


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


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


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


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


We used select photos from her family life to show Kirby’s personal side.


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


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


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


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



But wait, there’s more. This was just the landing page.



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.


1:1 outreach shaped the content on Kirby’s blog post.



03 - We spread the word with email marketing.

Email marketing drove traffic to Kirby’s post on the blog.



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

We used quotes from the Wine Guides to add authenticity.


Fostering these relationships continues to drive awareness.


We used paid efforts to amplify reach on Facebook.



04 - We continued to leverage momentum with automated email.

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


And set the expectation of what will happen next.


Focus on providing a cohesive experience that’s connected to your

meaning beyond money.



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



CONVERSION IS MEASURED BEYOND THE FORM SUBMISSION

03

0

200

400

600

800

March 2013 - February 2014 March 2014 - February 2015

Landing page live


Lead form submissions 57% increase avg. yr/yr

123% increase aug-feb

0

10000

20000

30000

40000

March 2013 - February 2014 March 2013 - February 2015

@morys @unbounce #unwebinar

71% increase avg. yr/yr


Increase in sessions


Increase in sessions

0

20

40

60

80

100

March - February year/yearNew Visitors Returning Visitors

57%

88%

0

10

20

30

40

50

Wine Party ListClick Rate Open Rate

10%.04%0

10

20

30

40

50

Organic/Authentic ListClick Rate Open Rate

15%

42%


Email List Behaviors

0

1750

3500

5250

7000

March 2013 - Feb 2014 March 2014 - February 2015

Social Media Referral Traffic

Organic + Paid


130% increase avg. yr/yr

0

800

1600

2400

3200

4000

Landing PageKirby Christi Debbie

0

1000

2000

3000

4000

5000

Blog PostsKirby Christi Debbie


Persona Validation

All of your efforts as a whole are contributing to the success of the company.

https://ununsplash.imgix.net/photo-1420802532821-8a885e88e95c?q=75&fm=jpg&s=c6716ead39858b5664f48fa583236f42



OK, kids, let’s recap all the stuff you need to remember.


The entire integrated, cross-channel experience you build influences conversions.


https://unsplash.imgix.net/25/delicate.jpg?q=75&fm=jpg&s=222ced745d58ea74b747151b781253fb

Your marketing goals should come from your core meaning and drive strategy and tactics.


https://unsplash.com/davidmarcu

Being authentic, transparent, and human allows people to connect to your brand.

https://unsplash.imgix.net/photo-1420819725583-a94fb85c0704?q=75&fm=jpg&s=38e5a50062aa028336f0c41c9a1bdc54


Get the Link Bundle https://bitly.com/bundles/mackwebsolutions/d

Connect With Us http://mackwebsolutions.com/connect/
