This eBook is written by Oli Gardner, co-founder of unbounce.com Unbounce is the DIY Landing Page platform for Marketers. Unbounce can help marketers with building high-converting landing pages and a/b testing these pages. This ebook is a guide that helps readers through the process of building, testing and optimizing your landing pages. I will break down the steps and give a short summary on each step, later on I will show an example that is used in the eBook, and give my opinion of: The Ultimate Guide to Landing Page Optimization
‘’Landing Page Optimization (LPO) is using informed qualitative and quantitative information to create a hypothesis for a new version of your page to test and ultimately, come up with a new ‘’optimized’’ page’’ (unbounce, 2014).
In the world of marketing and advertising, a landing page refers to a standalone web page distinct from your main website, that has been designed with a single focused objective in mind. By having a single objective you limit the number of options for your visitors and guide them towards your intended goals. Landing pages helps you increase your conversion rate. While a home page focusses more on the ‘’entrance’’ of your website. It helps your visitors orientate the page (quickly), how to get around, and what the result of their visit is. This eBook only focusses on the landing page.
For a better understanding of how landing pages look like and work, the eBook describes different elements of landing pages. Landing pages are typically broken down into the following elements:
Usually it is the first thing people see so it should communicate your cole value proposition. It should describe what you are offering. Try to avoid a headline that is too long and consider an sub-headline with more details if necessary.
- Hero Shot
For an effective landing page it is wise to have some images or videos. These can be an original photos or a video demo, your own product being used, or a video produced by professional to increase conversions.
- Benefit Statement(s)
This statement should be about your product or service and how it benefits your customers as instead a list of features. By using bullet points it makes them easier to read and they should tackle a real point so that the customer can related. For easy scan ability, it is wise to limit the amount of benefits between 3 and 7 points.
To entice someone to complete your form you need to match the perceived effort involved in completing it(the length and personal nature of the form and it’s questions), with the ‘size of the prize’ (the item you offer in return, such as a discount, an ebook or a webinar registration).
- Call-To-Action (CTA)
Your CTA should be the only thing to do on your landing page. It is the intended conversion goal of your page. Avoid adding extra links that take away the focus of your CTA.
- Trust Indicators
Client testimonials, press appearance logos etc shows that someone else has benefit from your products or services. Therefore people are more likely to trust your products and its quality.
- Post-Conversion Page
Use confirmation pages to ask your customers to do something else after the (first) conversion. Conformation pages are pages that you see after you purchased something or downloaded something.
Now that readers are aware of the different elements of landing pages, they can start with the process of building the ‘ultimate’ landing page. The elements described before are usually the elements you need to pay extra attention to when building your landing page. The Landing Optimization Process:
- Define your goals
Once you have defined your goal you can choose an appropriate landing page. There are 2 main landing pages: click-through and lead-generation. Click-through pages are often used in ecommerce funnels. The goal is to persuade the visitor to click through to another page. You want to ‘’warm up’’ visitors as they go through your click-through landing page by providing information on your product or service.
Lead generation pages are used to gather data from your visitors. The purpose is to collect information that will allow you to market to, and connect with, the prospect at a later date. The most common ways are sign up for newsletter, contest entry, free trial, free download, and consultation for professional services. Try to ask for a minimum of personal data to increase your conversion like name and email address.
- Build your first page
By having a team work together on the landing page you ensure that each element is created with expertise. The team consists of your marketing or creative director, campaign manager, information architect, designer, copywriter, and optimizer.
When building your first page it is smart to think about what happens when people complete your conversion goal and progress down the funnel. The first stop is the confirmation page. This is important because it has the opportunity for a post-conversion goal. There are 6 main ideas for your confirmation page: ask for a social follow, ask for social share, invited them to a webinar, ask to subscribe to newsletter, give a discount code, and send them to a ‘what to do next’ page.
- Drive traffic to your page
If you are a starting business, you will likely need to start with paid advertising in the form of Pay-Per-Click and/or banner ads. For an established business you will likely have an established list of leads for email marketing, and a decent social following to couple with your paid advertising. Besides, a good content marketing strategy is always useful.
- Gather feedback for a test
Possible feedback gathering methods are on-page surveys, live chat, the 5 second test (show someone your landing page for 5 seconds, take it away and ask them what it is about), the 6f test (print out your landing page, place it on the wall, stand 6f away and look at what stands out), or usability testing.
- Create a hypothesis from your new data
Based upon your feedback you now create the ‘Challenger’ page, the page you test against your original page, also known as the ‘Champion’. With this information you can create a new landing page design, messaging, and CTA placement.
- A/B test your landing page
With the A/B testing you test your different versions of the landing page, the original and the new version you created earlier. For good insights with your A/B testing, the original page cannot have content edits during the test, you should test one hypothesis against the original, and traffic distributions should stay proportional. Mostly you test the following things: main headline, CTA, hero shot, button design (of your CTA), form length, and long copy vs short copy. When you are ready to test the page you have to create traffic for the results. There are a few criteria for running the test: 1. run the test at least one week, 2. on average you will wan to have about 500 unique visitors, and 3. don’t stop until the conversion rate of your challenger page differs from the champion page for reasons other than chance alone.
The guide gives multiple examples at the end of the book. Each example list what is good or bad about the page and what could be changed or tested. I will give one quick example that is described in the eBook.
What is good about the page?
– Design of eBook image shows professionalism:
By having a nicely designed cover, you show that time and effort went into its creation (as opposed to a boring white cover).
– Simple bullets break down why you would want the eBook:
The headline is for the bullets ‘’You’ll learn’’ really sets the tone that it’s useful. Listing what you will get out of reading it (as opposed to what’s in it) is a much stronger benefits driven approach
– Clear definition in headline of what you will get:
Sometimes it’s nice with an eBook to know it’s not war and peace. By limiting this to 10 tips, they stand a easy consume resource. While long eBooks can be authoritative, they often go unread.
Things to change or test:
– Social sharing location:
People are more inclined to share something right after they actually get it. So we suggest placing the social sharing buttons on the form confirmation page. This also has the benefit of removing distractions from the main page
People react well to the psychology of try-before-you-buy, so adding a preview of the eBook (first chapter of a few choice pages) would help people know what they are exchanging their personal data for.
Before reading I did not much know about landing pages, yet alone about creating the ultimate landing page. This eBook or guide gives lots of insights in the world of landing pages. It is well written, easy to go through and the guide can be useful for anyone. It does not matter if you have experience with landing pages or not at all. The guide begins with explaining the important parts or elements of a landing page. So you start getting the idea of what is important and what to look for in a landing page. Once that is covered, the eBook begin with the actual process. It is a clear process however it does not go into much detail. And if you are not familiar with building landing pages or, this can be a bit confusion because there is not a lot of information.
This is probably due to the fact the writer of this eBook is co-founder of unbounce, a company that specialises in landing pages. Unbounce offers services and software for creating your ultimate landing page. They have easy to use software that it doesn’t take a lot of time, have standardised templates for any campaign, the option to connect to other marketing tools, and actually can a/b test your page.
Nevertheless, this is a practical guide that can benefit every marketer or student marketer. So I do recommend reading this eBook when you have the chance and especially if you are having problem with your landing page and conversion goals. It gives you a clear insight in what is important, especially the elements.