Don't make your customers cry by promising and not delivering.
Message match is the ability for your destination or “landing” page to match the content and messaging of the upstream ad you arrive from. Good message match is the foundation of conversion optimization and helps to ensure a smooth experience for your customers.
Aaaaaaaand here’s an example of how to get it horribly wrong…
While checking my email the other day I spotted a sponsored ad at the top of my Gmail inbox.
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Let your customers through.
An Axiom, outside the realm of logic or mathematics, is (to quote Wikipedia) an established principle of some field. Today, I would like to propose the creation of a new ideal, a new axiom, in the field of Conversion Marketing.
An ideal is something to strive for. A goal – perhaps lofty – that one aspires to achieve in their work or life.
When it comes to conversion, it pays dividends to reduce the barriers to entry for your potential customers. A free flowing traverse of your online sales funnel; from ad, to landing page, to conversion action is the ultimate goal. And it stands to reason that you will have a greater conversion rate with a low barrier to entry.
That’s the traditional thinking on the subject – mainly from a usability or interaction design perspective.
Low No Barrier to Entry
I’m suggesting that in order to achieve a low barrier to entry, we need to aim for NO barrier to entry.
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Tags: Conversion Marketing, Landing Page Design
The A to Z of Landing Pages
So you want to get into landing pages hey? Great idea. They can help create more focused marketing campaigns, improve measurability and increase the return on your marketing spend.
If you’re new to the idea of using a landing page for your marketing campaigns, I’ve whipped up a quick A to Z to explain some of the terminology, jargon and theory surrounding their use.
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Tags: landing pages
By splitting your budget between traffic and optimization you can find your cost per acquisition sweet spot.
Here’s a little injection of cool with your morning coffee.
Not only is spending a portion of your marketing budget on landing pages beneficial to your bottom line, there’s a way to predict how much you should be spending to optimize your Cost Per Acquisition (CPA).
And today I’ll share that with you.
Unbounce CEO Rick Perreault is actually the architect of this particular theorem, I’m just taking credit for it by writing the blog post.
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Tags: Conversion Marketing, CPA, economics
You have to work on your landing pages to maintain a healthy conversion rate.
Today we come to the end of the 7 Days to a Better Landing Page series, and I’m going to leave you with a series of exercises you can use to keep the momentum going after you launch a landing page.
If you are in the business of creating marketing campaigns, I’m hoping you are using landing pages focus your paid traffic. And hopefully, you’ve also employed some of the tactics and strategies we’ve discussed on the Unbounce blog to enhance it’s performance.
Using a landing page puts you ahead of the game
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Tags: Conversion Marketing, Landing Page Design, Landing Page Optimization
Any online marketing campaign is a candidate for the use of a landing page. On Day 6 of our 7 Days to a Better Landing Page series, I’ll explain the benefits you can expect to see by incorporating a landing page into your marketing process.
Here are the 7 reasons why landing pages make your eMarketing more effective:
Note: For the purposes of this list we are talking about standalone landing pages, which are separate pages that aren’t part of the regular website architecture (i.e. they are only reached via external advertising (email, PPC etc.) – not internal site links or navigation.
1. Increased Conversions by Default
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Tags: Conversion Marketing, Landing Page Optimization, landing pages
How awesome or lame is your landing page? There's no hiding from the Conversion Marketing Scorecard.
Let’s start with a simple statement: Most Landing Pages Suck More Than You Think!
Following the principles of denial, the first step in recovery is admitting that you have a problem. If you followed my last post about the 4 Truths of Conversion Marketing, you’ll know that there is a fair amount of psychology involved in delivering the best landing page experiences.
To make things easier, I’ve created an interactive scorecard that walks you through the “4 Truths” and allows you to apply them to your existing landing pages in a simple checklist format.
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Tags: Conversion Marketing, conversion rate, Landing Page Design, Landing Page Optimization, landing pages
If you can understand the 4 fundamental aspects of visitor behavior you can design for better conversions.
In an earlier post, I likened customer interaction with your landing page to a dance between 2 parties. The primary point of that article was to understand the questions and barriers facing your potential customers, and to unlock a strategy for dealing with these issues.
Key to this process was understanding what your customer is thinking during their visit. We learned that there are 4 primary questions to be considered:
- What is this?
- How can it help me?
- Why should I trust you?
- How do I participate?
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Tags: A|B testing, Conversion Marketing, conversion rate, Landing Page Design, landing pages
Conversion marketing is a conversation or dance between you and your customers.
The Marketing Dance is the back and forth between marketer and customer. It is a conversation between 2 consenting adults with what we would hope is a common goal.
How you perform in these precious few moments of intimacy, will determine whether the song plays out as Stairway to Heaven – an 8 minute epic journey that builds to a crescendo of immeasurable grandeur, followed by the perfect date – or that awkward moment of silence where one party politely declines the untoward advances of the other.
The Start of the Dance
The dance begins with the request. The marketer bows gently, takes the customer’s hand and asks “may I have this dance?” Or more typically, BUY THIS NOW!!!!
It’s easy to produce a disconnect at this crucial time, and usually it’s the fault of the clumsy marketer who hasn’t thought carefully enough about the feelings of their intended partner.
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In today's lesson we'll prove how landing pages can increase your return on marketing spend. (Image: Zazzle T-shirts)
Landing pages are a focused and customized sales pitch, specifically designed to get your visitor to take an action.
As an extension of your upstream advertising (paid search and banners), they have the ability to increase your conversions rates from between 2X-10X compared to the effectiveness of a campaign that doesn’t use them.
In this article, we’ll share some insight into the simple economics of landing page use and answer the question: “Why Should I use a landing page?”
Why You Should Use Landing Pages
There are several simple answers to this question, the most obvious of which is that it can increase your conversion rate. But how, and by how much?
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Tags: 101, Conversion Marketing, economics, landing pages
