In the spirit of failed New Year’s resolutions, I’m writing this post 11 days after the fact. We all do a miserable job of living up to our personal commitments, so I figured a few new business goals might be in order to get your marketing campaigns off the proverbial couch and into the gym.
It's time to whip that 2009 marketing stomach into fighting shape!
As an added incentive, I’ve decided to get you to sign a completely non-binding contract with yourself.
In the second of our landing page makeovers, I’m going to look at a landing page designed to sell a book called “Matrix Reimprinting: Using EFT”.
In our first makeover (aimed at providing some advice to small businesses), I used the Conversion Marketing Scorecard to analyze a landing page for a Phoenix language school.
Here is the landing page for the Matrix Reimprinting Book.
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.
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.
We're sad to see you leave our landing page. Please click here to be redirected in an infinite loop to the same page.
It’s day 5 of the 7 Days to a Better Landing Page series. And today I’m gong to focus on some of the things NOT to do on a landing page.
I’ve already covered this topic in depth in an earlier post – Marketing FAIL – 7 Newbie Landing Page Mistakes, so I’m going to do a quick recap on that before expanding on the subject.
There are 2 primary types of offensive behavior that will make your customers hightail it from your landing page. There’s the honest type of mistake – where you’ve unwittingly incorporated some usability issues into your design. And there’s the cheap spammy behavior that people use in the hopes of making a quick buck.
I’ve seen talented marketers do both, usually through some misguided notion that the campaign is all that matters. Wrong.
Learn the basics and implement them to see improved conversion rates on your landing pages.
If landing pages didn’t exist and you were designing one for the very first time, what ingredients would you need to make your new creation a success?
On day 1 of our 7 Days to a Better Landing Page series, we’re going to take look at the anatomy of a landing page, and we’ll define the building blocks of a successful online marketing campaign.
The purpose of this first post is to define the types of content that you should consider for your landing pages. As we progress through the week we’ll build on this foundation piece by piece.
So grab some paper and a pen and sketch out a page for your next campaign as we step through the 7 elements. You’ll be surprised at how quickly you can create a basic page outline using this technique.
Our gallery of landing page templates show the elements applied to some different landing page layouts.
7 days with 7 grandiose statements in each. Awesome.
To paraphrase Mary Poppins, “a spoonful of landing page sugar helps the bounce rate go down”.
Over the next 7 days (starting Monday), we’ll be rockin’ an un-boring short course in Landing Page Theory and you’ll be making more money from your internet marketing campaigns – guaranteed. In fact, I’m so confident that this series will improve your conversion rate, that I’ll refund the entire $0 that you aren’t paying for this free course if you’re not entirely satisfied.
Here at Unbounce University we get all steamy over the idea of higher conversion rates (true story), and for ‘one week only’ I’ll be donning the leather elbowed sweater to bring you 49 nuggets of wisdom/fact/supposition/superstition/falsehood in our action packed 7 Days to a Better Landing Page series.
Which test tube has the magic elixir in it? A, B or C?
Whoa there, easy Tiger! Why would you say such a thing? Well, first of all let me qualify that statement.
Both forms of testing have their individual merits and can be used for different situations. A/B is quick and simple and can tell you which page works better for your target audience. Multivariate can test a multitude of options and variants to come up with the absolute peak performer out of hundreds of potential landing page element combination’s. (However, there are certain restrictions that mean that Multivariate (MVT) isn’t even statistically viable until you have masses of traffic).
Note: if you’re unsure of the differences between A/B Testing & Multivariate Testing you should read this post on the differences for clarity.
And the truth shall set your landing pages free! (photo credit - The Truth Group)
Simply put, A|B split testing isn’t a silver bullet or a panacea for improved conversion rate on your landing pages.
What it is, is an opportunity. A mechanism by which you can begin to understand the behavior of your customers and start to build upon that knowledge over time by testing and tweaking your campaign’s effectiveness.
Testing is exciting. It allows you to see which copy, imagery and page layouts create the desired emotional response in your target demographic.
These micro brand hints can be fed back into how you speak to customers on the phone, they can allow informed design decisions to be enacted on your website, and they can put more money in your pocket.
You might be asking what this has to do with landing pages. Conversion, practice, testing? Surely that's obvious. (Image wiki commons)
You have a landing page. Just sitting there, staring at you with a level of conversion reminiscent of the Pittsburgh Steelers’ kicker Jeff Reed in Sunday’s game against the Chicago Bears.
Your creative team, or self-indulgent entrepreneurial mind got you within what you assumed was winning range with a brilliant idea and a killer design. Then for some reason it just doesn’t work! What’s wrong with your landing page? Should you take it down and cancel the campaign? Should the Steelers dump Reed? No, of course not. Chill out for a second.
Just because one small part of your team or idea or page or plan isn’t functioning temporarily isn’t reason for dismissal.
So what to do?
Stand back and follow some basic first principles before bringing in the backup.
Download our free white papers and reports for some bedtime conversion optimization reading.
Read our opinionated guide to landing page conversion.
Using Twitter to enhance, promote and measure your landing page campaigns.
A collection of articles about landing page fundamentals.
