This

1. How to create and optimize highconverting landing pages

2. Who are we?
• Elizabeth Yin
o Co-founder LaunchBit, customer
acquisition platform for SaaS companies
o ex Google marketer
o BSEE Stanford
o MBA MIT Sloan

3. Who are we?
●
Oli Gardner
○ Co-founder and Creative Director at
Unbounce, the Landing Page Builder for
Marketers

4. Today’s talk is on ...
● Best practices for creating high-converting
landing pages
○ Essential elements of a landing page
○ Split testing landing pages

5. You use Twitter ads...

6. Or maybe Google ads...

7. Or LaunchBit’s email newsletter ads...

8. How do you maximize your
conversions with your ad dollars?
Thursday, January 16th, 2014

9. almost all marketers
ARE DOING
2 SIMPLE THINGS
WRONG

10. MISTAKE
#1
OFFERING
TOO MUCH
CHOICE

11. MISTAKE
#2
BREAKING
AD-TO-PAGE
CONNECTIONS

12. IN 20 MINUTES
you’ll have
2 SIMPLE SOLUTIONS
to fix those mistakes

13. CONVERSION
is all about
ATTENTION

15. YOUR {AD}
captures
ATTENTION

16. YOUR {HEADLINE}
holds
ATTENTION

17. YOUR {DESIGN}
focuses
ATTENTION

18. FIXING
MISTAKE #1
TOO MUCH
CHOICE

19. Even with champagne,
this is overwhelming.

20. ATTENTION
RATIO
is the ratio of interactive elements
(links) on the page, to the number of
campaign conversion goals (which is
always one).

21. What grabs your
attention here?

22. How about now?

23. A TYPICAL HOMEPAGE
(Based on Virgin Mobile USA)
Count the links
Attention
Ratio
57:1

24. A CAMPAIGN-SPECIFIC
DEDICATED LANDING
PAGE
1 call-to-action
Attention
Ratio
1:1

25. AS ATTENTION RATIO
GOES DOWN,
CONVERSION RATES
GO UP

26. FIXING
MISTAKE #2
BROKEN
CONNECTIONS

27. CONVERSION
COUPLING
is the bond that exists between the
source of a click and the ensuing
landing experience.

29. CONVERSION COUPLING
is comprised of one or more of:
1. Message Match
2. Design Match
3. Conversation Momentum

30. MESSAGE MATCH
Matching the copy of your ad to the
headline of your landing page.
Easy right?
Apparently not.

31. AD

32. LANDING PAGE
Generic
brand-driven
messaging

33. BRAND CENTRAL STATION

34. let’s try that
again

35. AD

36. Exact match
with the headline
of the ad.
Bravo

37. THERE’S
HOPE FOR
MARKETING
YET

38. DESIGN MATCH
Matching the design of your display ad
to ‘visual aspects’ of the design on
your landing page.
This is even easier.

39. THE AD

40. THE LANDING PAGE

41. let’s try that
again

42. THE AD*
*from Facebook

43. THE LANDING PAGE

45. CONVERSATION MOMENTUM
Matching the style and context of the
conversation* that begins at the source
of your click with that of your landing
page.
*Which most often comes into play when linking to
a landing page from a blog post or email.

46. THE CLICK SOURCE
The Smart Marketer’s Landing Page Conversion Course

47. THE LANDING PAGE*
1
1
Super generic
headline
*we sometimes get it
wrong too

48. let’s try that
again

49. THE CLICK SOURCE
The Smart Marketer’s Landing Page Conversion Course

50. THE LANDING PAGE*
1
2
1
Co-branding
2
Contextual
welcome
3
Author
reinforcement
3
CONVERSION LIFT 33%
*full of contextual references

51. THAT’S A
TIGHTLY
COUPLED
CONVERSATION!

52. 2 BIG PROBLEMS
2 SIMPLE SOLUTIONS
1. Attention Ratio
2. Conversion Coupling

53. Is it worth split testing?
Thursday, January 16th, 2014

54. There are lots of elements you can split test

55. But should you split test all permutations?
Image credit: b2bsecrets.tumblr.com

56. Split testing takes time

57. Here’s a scenario
Without testing
Visitors per month: 2,000
Conversion rate: 20%
=> 400 sign-ups
With testing
Visitors per month: 2,000
Conversion rate: 20% + 5%
improvement
=> 400 sign-ups + an extra 20

58. Is your time worth the additional leads?
●
●
●
3 hours of work
Is 3 hours worth your 20 more sign-ups?
How much do you value a sign-up?
●
LaunchBit customers typically value a signup at $10-30
=> $200-$600 for 3 hours of time
●
Is that worth it?
●

59. Furthermore, most split tests yield nothing...
●
Only 1 in 8 split tests yield results
(AppSumo)
●
Is 3 hours * 8 split tests = 24 hours worth
your 20 more sign-ups?

60. Evaluate and repeat

61. Questions?
@launchbit
Elizabeth Yin
elizabeth [at] launchbit [dot] com
@oligardner
Oli Gardner
oli.unbounce.com