This document summarizes a webinar about growth hacks for converting customers using landing pages. It discusses testing landing page components in ads first to validate performance before building full pages. It also recommends tracking ultimate goals beyond just page conversions, improving quality score to boost ROI, and getting post-conversion conversions through follow up asks. The webinar provided tips on understanding customer intent, language, and journeys to improve conversion rates without waiting for developers.

2. Sean Ellis
CEO
Qualaroo
Thank you for joining us!
We’ll be starting in just a few minutes
#unwebinar @unbounce @SeanEllis
Ryan Engley
Unbounce Director of
Customer Success
5 Growth Hacks for Converting the Right Customers with Your Landing Page
In the meantime…
Check out Unbounce’s first
Call To Action Conference
http://www.calltoactionconf.com/

3. Webinar recording and slides will be
emailed by the end of the week

4. try.unbounce.com/for-long-term-growth

5. Update me

6. See how Unbounce can help you quickly
build and publish targeted landing pages
(without having to code)
Stick around after
the webinar

7. #unwebinar @unbounce @SeanEllis
Ryan Engley
Unbounce Director of
Customer Success
@ryan_engley
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8. #unwebinar @unbounce @SeanEllis
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Sean Ellis
CEO
Qualaroo
@SeanEllis

9. 5 Growth Hacks for Converting the Right
Customers with Your Landing Page

10. #unwebinar @unbounce @SeanEllis
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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Your Language Might Not Be Your Customer’s Language

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Your Language Might Not Be Your Customer’s Language

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Your Language Might Not Be Your Customer’s Language

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Your Language Might Not Be Your Customer’s Language

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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

17. #unwebinar @unbounce @SeanEllis
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

18. #unwebinar @unbounce @SeanEllis
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

19. #unwebinar @unbounce @SeanEllis
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

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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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Measure Current Page Optimization with Page Grader

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Improve Relevance with Dynamic Text Replacement

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Message Match Improves Relevance & Quality Score

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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

32. #unwebinar @unbounce @SeanEllis
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.

33. #unwebinar @unbounce @SeanEllis
Unbounce Uses the Post-Conversion Conversion Hack

34. #unwebinar @unbounce @SeanEllis
Unbounce Uses the Post-Conversion Conversion Hack

35. qualaroo.com

36. try.unbounce.com/for-long-term-growth/

37. Why use Unbounce
to build your landing pages?

38. Increase your conversion rates
with targeted pages & A/B testing
You’ll get better results
from your campaigns

39. Quit waiting weeks for your developers
Building pages
with Unbounce is fast

40. Build, publish and optimize
without having to wait for developers or designers
You maintain control
of your campaigns