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The Ultimate GuideTo Landing PageOptimization
UNBOUNCEwww.unbounce.com
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Whats in the ebook? What is Unbounce?
This guide will teach you everything you need to
know about Landing Page Optimization (LPO),
including examples, workow and more:
What is Landing Page Optimization?
Find out why you should be optimizing
The Landing Page Optimation Process
7 steps to create & optimize a landing page
Landing Page Examples
Critiqued For Conversion By Oli Gardner
Convincing Stakeholders
Getting buy-in by showing the value o LPO
Unbounce is the DIY Landing Page platorm or
Marketers. Build high converting landing pages
or your PPC, email, banner and social media
campaigns.
Build & Publish Landing Pages In Minutes
Use our powerul editor to re-create your design
rom scratch, or use one o our templates or a
head start.
1-Click A/B Testing For Optimization
Need to solve an argument with your boss?
Stop relying on assumptions and set up a test
experiment.
Simple Analytics To Track Campaigns
Our stats are powerul yet simple. Its all about
clicks, conversions and how well your campaign
is perorming.
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Table o Contents
Chapter 1 Chapter 3
Chapter 2
What is Landing Page Optimization?
What is a Landing Page?
Why should you use Landing Pages?
Landing Page Examples
Appendix
Convincing Stakeholders the Value o LPOThe Landing Page Optimization Process
Step 1: Dene Your Goals
Step 2: Build Your First Page
Who Builds Your Page?
Team Workow Build a Post-Conversion Page
(incl. 6 action ideas)
Step 3: Drive Trac to Your Page
Step 4: Gather Feedback or a Test
Step 5: Create a Hypothesis rom Your New Data
Step 6: A/B Test Your Landing Page
In this guide Ill walk you through the process o building, testing and optimizing your landing pages. Youll also get to
see a critique o 10 landing pages and learn how to convince a skeptical boss or client o the value o Landing Page
Optimization (LPO).
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What is Landing Page Optimization (LPO)?CHAPTER 1
Do any o these resonate with you?
The bounce rate on critical pages is higher than Id like.
My PPC campaigns are ineective.
My boss complains about industry average conversion rates being higher than what I am achieving.
This is where LPO comes in. In its simplest orm, Landing Page Optimization is using inormed qualitative and
quantitative inormation to create a hypothesis or a new version o your page to test and ultimately, come up with a
new optimized page.
Throughout this guide well uncover techniques youll need to know to optimize your landing pages without seeking
outside help. This includes some great methods or gathering data about how your users interact with your pages.
This helps you gain behavioral insights, which you can use to drive your A/B test experiments.
Beore we get too ar down the optimization path, lets take a quick saunter down Landing Page Lane so we understand
what were trying to optimize.
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What Is A Landing Page?In the purest sense, a landing page is any web page
that a visitor can arrive at or land on. However,
when discussing landing pages within the realm o
marketing and advertising, its preerable to reer
to a landing page as being a standalone web page
distinct rom your main website, that has been
designed with a single ocused objective in mind.
The main reason or a landing page having a single
ocused objective is to limit the options available
to your visitors, helping to guide them toward your
intended conversion goal. So ditch your websites
global navigation and take a look at the anatomy o
a well-constructed landing page:
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Landing pages are typicallybroken down into the ollowing7 elements:
1. HeadlineThe sole purpose o your page headline is to
communicate your core value proposition. It
should describe exactly what your oering is in a
sharp, to-the-point sentence. Its usually the rst
thing people will see on your page. Your headline
is also incredibly important or paid advertising
quality scores (such as Google AdWords).
I you nd yoursel with a headline thats too
long, then consider adding a smaller sub-header,
which can add a little more detail, and keep the
headline an appropriate length.
2. Hero ShotWeve all heard the phrase a picture is worth
a thousand words. Well to have an eectivelanding page, you need to add some powerul
imagery or video that shows o your product/
service.
Do: Create an original photo or video demo
Do: Show your product being used - to show
context o use
Do: Consider getting a proessional service to
produce a video or you to increase conversions
Dont: Use stock imagery as youll diminish the
trust in your page and look unoriginal
3. Benet Statement(s)The style with which you write to your pagevisitors about your product or service should be
in the orm o how it will benet them or their
business, not simply a list o eatures. Benets
should be in the orm o bullet points to make
them easy to read. Consider the dierence
between these two statements:
Bad (eature based)
Our powerul new battery
Better (benet based)
Our new battery means youll need to charge
your phone less oten
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The second resonates with a target users needs
by tackling a real pain point, in this case, phone
batteries that lose their charge too quickly.
Limit the number o benets to between 3 and 7
or easy scanability.
4. FormThis only appears on lead capture type pages (as
well discuss below). Visually you want to make
it as clear as possible. You can do this by using
encapsulation (surround it with a colored box),and contrast to isolate it rom the rest o the
page. To entice someone to complete your orm
you need to match the perceived eort involved
in completing it (the length and personal nature
o the orm and its questions), with the size o
the prize (the item you oer in return, such as a
discount, an ebook or a webinar registration).
5. Call-To-Action (CTA)Your call-to-action is the intended conversion
goal o your page. As such, your CTA should be
the only thing to do on your landing page. Dont
add extra links that cause leaks away rom your
conversion event. When writing your CTA, nish
the sentence I want to. For example i the
goal is to download an ebook, you would write,
I want to download the ebook and as such,
your CTA would be Download the ebook.
You also want to draw attention to the button
using design principles such as contrast,
whitespace, and the ot-debated choice o color.
6. Trust IndicatorsPeople need to trust you in order to buy your
wares. A trust indicator shows that someone
else has beneted rom using your product and
is vouching or its quality. Examples are client
testimonials, social widgets, press appearance
logos, customer logos or a stream o positive
tweets about you.
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Imagine walking by a restaurant that had only
one couple eating in it, and next door there was
a line-up outside. Which would you choose?Its the same with landing pages. The more you
can convince people that you are worth sticking
around or, the more conversions youll get.
B2B Tip
I your goal is to get people to register or a
webinar, show the registration count as a orm
o social proo. This will play on peoples herd
mentality, making them want to sign up too.
7. Post-Conversion PageStrike while the iron is hot. Youll want to take
advantage o your newly happy lead or customer
and get them to do something else ater the
conversion. Now is a great time to ask them to
sign up or your newsletter, or buying something
else at a discount.
Use your conrmation pages (the page that
shows ater your visitor downloads your eBook,
or the page ater a purchase in an ecommerceow), to house the extra bits and bobs that you
otherwise might be tempted to include on your
landing page.
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Why Should You Use Landing Pages?
The short answer is because they help increase your conversion rates.
Targeted promotion or product specic landing pages are ocused on a single objective, and are designed to match the
intent o the ad or marketing collateral your visitors clicked to reach your page.
Consider what happens when you send trac to your homepage
Most homepages are designed with a general purpose in mind - to speak to your overall brand, product and corporate
values, and are typically loaded with links and navigation to other areas o your site.
Every link on your page that doesnt represent your businesses
conversion goal is a distraction that will dilute your message and
reduce your conversion rate.
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In Fact, rom now on, each link that doesnt lead to your conversion goal should be considered a conversion leak.
Homepage vs. landing page
Observe a comparison o a Campaign Monitor homepage versus a landing page.The dierence in the number o links is
41 (homepage) to 1 (landing page).
Thats WHY you should use landing pages.
Not everyone is a believer though. Ive heard way too oten that stakeholders, such as senior management, your boss
or clients, either dont get the concept or think it will be too costly to incorporate into their marketing budget. I youve
ever experienced this, jump down to Appendix A - Convincing Stakeholders on the Value o LPO where there are 5
techniques to convince even the most skeptical people.
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The Landing Page Optimization ProcessCHAPTER 2
A
Build Your First Page2
Define Goals1
Drive Traffic3
To Your Page
Get Feedback4
Create a Hypothesis 5
A/B Test Your Hypothesis 6
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Step 1: Dene Your GoalsYou should never start building a page without knowing who you are building it or and what you hope to get out o it.
Are you trying to gather leads?
Are you selling a product?
Are you asking people to register or a webinar?
All o these goals require very dierent content. For instance, selling a product might require a video or photo gallery
showcasing the product being used, and a simple button that carries you through to a shopping cart process.
Once you know what your goals are, you can choose an appropriate type o landing page, o which there are 2 main
candidates; Click-Through, and Lead Generation (also reerred to as Lead Gen or Lead Capture pages).
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Click-Through Landing Pages
Click-through landing pages (as the name
implies) has the goal o persuading the visitor to
click through to another page. Typically used in
ecommerce unnels, they describe a product or
oer in sufcient detail, in order to warm up a
visitor to the point where they are closer to making a
purchasing decision.
All too oten trafc is directed at shopping cart or
registration pages. Failure to adequately inorm
your visitors about your product or oering beore
visiting these pages will lead to poor conversion.
An ad typically wont provide sufcient inormation
or someone to make a purchasing decision; this is
where the click-through page comes in.
Now that your visitor has been educated about the
value o your product, its ok to send them to yourshopping cart or registration page. Conversions will
be much higher, as they have been warmed up
by the details you provided on your click-through
landing page.
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Lead Generation Landing Pages
Lead gen pages are used to capture user data, such
as a name and email address. The sole purpose o
the page is to collect inormation that will allow you
to market to, and connect with, the prospect at a
later date. As such, a lead capture page will contain
a orm along with a description o what youll get in
return or submitting your personal data.
There are many uses or lead gen landing pages,
some example uses and/or items given to the user in
exchange or personal data are:
Ebook or whitepaper
Webinar registration
Consultation or proessional services
Discount coupon/voucher
Contest entry
Free trial Notication o a uture product launch
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The length o your orm and the level o personal
data requested can have a direct impact on
conversion. Try to ask or the absolute minimum
amount o inormation that will enable you to
market to your prospects eectively. For instance,
dont ask or a phone or ax number i you only need
to contact them via email.
Digital Currency:Getting What You WantWhat do you want rom your visitors; Is your goal to
collect leads or make your page go viral via socialmedia? The ormer requires a orm to collect email
addresses, and the latter (in the case o Twitter)
would require someone to tweet to get your ebook
(or whatever youre giving away).
A good example o this can be seen on the landing
page or The Ultimate Guide to A/B Testing, which
gives visitors the option o which currency methodthey would like to use, an email or a tweet. You
may even have experienced this method o digital
currency exchange to get this guide.
Step 2: Build Your First Page
Your goals helped you decide on the type o page
you need to build. Now is when you start placing the
elements you learned about in the Landing PageAnatomy section above to create your rst design.
Who Builds Your Page?Oten a single individual creates the page, but or
the most eective workow, you would have several
team members working together to ensure each
page element is created by someone with the most
expertise.
The ollowing list o roles/tasks breaks it down
nicely:
Marketing or Creative Director: In charge o
making sure the business goals are well dened,
usually in the orm o a creative brie. Also works
with the designer to maintain brand consistency.
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Campaign Manager: Responsible or running the
campaign rom start to nish, including driving
trafc to the page via email marketing, social
media and paid advertising.
Inormation Architect: Creates the blueprint o
the page containing the required elements that
meet the business goals.
Designer: Using the blueprint as a guide, the
designer creates a proessional and branded
page and uses the principles o Conversion
Centered Design to ensure that attributes like
contrast, whitespace and directional cues are
used to ocus the attention o the viewer on the
conversion goal.
Copywriter: The copywriter is responsible or
writing persuasive copy that makes the purpose
o the page very clear, and provides enough
inormation to convince someone to make the
choice to click your call-to-action.
Optimizer: Its their responsibility to take any
eedback gathered rom the rst run o the page
and then make it convert better with A/B testing.
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You can see rom the diagram, that conversion reports are created by IT to be passed back to the campaign manager to
discuss with stakeholders prior to making decisions on how the team should proceed with testing.
Team WorkowThere are two ways or your team members to work together:
1. The traditional linear oine approach: Here each team member does their piece o work, creates a deliverableand passes it to the next person in the line. At the end o the process, the nal page design is handed to a
development team to construct the HTML version and push it live.
UX1 COPY2 DESIGN3 COMP4 DEV5 LANDING PAGE6YOU
GRRRRR!
CLIENT
Approval?
Reports
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2. The collaborative multi-user cloud approach:
Here a team works together in a multi-user
environment, where they can collaborate to create
the page in a single place. This is acilitated by the
use o a cloud-based creation tool that bypasses the
IT development phase.
This time, conversion data is immediately available
or the entire team to see, allowing testing and
optimization to proceed much more quickly.
Note: this approach is made possible by online toolssuch as Unbounce.
Once your page is created, its time to start driving
trafc to your page, right? Wrong.
VERSION A
CLIENT
YOU
REPORTS
COLLABORATIVEENVIRONMENT
UX
COPY
DESIGN
OPTIMIZER
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You want to take advantage o the magic moment ater they say, Yes, I like you by adding secondary actions on
your conrmation page.
Build a Post-Conversion PageA critical part o building your rst page is remembering what happens ater people complete your conversion goal
and progress down your unnel. The rst stop ater your page is called the conrmation page and should always be
considered when creating your rst page. Why? Because its an opportunity or you to get new prospects to complete apost-conversion action.
6 post-conversion action ideas or your conrmation pageAt this stage its all about exceeding expectations. You have a ew precious seconds to direct your new lead. Here are sixideas that you can use:
LANDING PAGE
CLICK
WHAT HAPPENS NEXT??CONVERT
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1. Ask or them or a social ollow: This is a airly
low risk action or someone to take and can
place their ears in ront o your digital mouth or
a long while to come hopeully to draw them
back when they hear about new things you are
doing.
2. Ask or a social share: Encourage people to
share their experience on their avorite social
network using a service like FriendBuy.
3. Invite them to a webinar: I you can get
someone to attend a webinar you are eectively
establishing a higher level o contact they
will get a chance to see/hear you and ask you
questions. This establishes you as a thought
leader, elevating trust and condence in what
you or your product has to oer.
4. Ask them to subscribe to your newsletter:
Newsletters provide you with permission to
continue the conversation via email, keeping you
in their stream o consciousness or an extended
period o time.
An alternative is to ask them to subscribe to a
series o emails based on a specic, pre-dened
progressive story arc known as drip or
autoresponder campaign.
This can be used to send tips to new customersthroughout their on-boarding process (or an
online product/service), which can be a big actor
in maintain retention and reducing churn.
http://try.unbounce.com/for-landing-page-optimization/http://www.friendbuy.com/http://www.friendbuy.com/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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An example drip campaign is ProBloggers 31
Days to a Better Blog. The expectation and
benet is set right away you will receive an
email every day or a month and by the end o
it your blog will be better. The purpose o this is
three-old: to educate, to bring people back toyour website (through links in your emails), and
to establish your expertise, leading to word-o-
mouth reerrals.
5. Give them a discount code: This ones simple.
Give someone a coupon to get a discount on
another purchase and youll get people coming
back or more.
6. Send them to an important what to do next
page: Many people enjoy a guided experience.
Tell them what to do, and theyll oten do it. Use
a single link or this and send them to a Greatest
Hits or Top 10 page that shows o the very best
content and inormation you have to oer.
To do now: Take a look at your conrmation
pages and add secondary conversion actions so
the page is doing some extra marketing legwork
on your behal.
Step 3:Drive Trac to Your PageThis is a question that everyone asks - How do
I drive trafc to my landing page? The answer
depends on whether youre just starting out or
whether youre an established business.
Starting out: For instant results, youll likely
need to start with paid advertising in the orm
o Pay-Per-Click (such as Google AdWords)
and/or banner ads.
Established businesses: I youre at this stage,
you likely have an established list o leads
or email marketing, and a decent social
ollowing (on your blog, Twitter, Facebook,
Google+) to couple with your paid advertising
(PPC).
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Content MarketingProducing educational and entertaining content (in
the orm o blog posts, inographics, ebooks etc.)
will naturally draw attention to you and start the
process o building your reputation as someone to
pay attention to.
Guest blogging can also be very useul. It takes
some credibility to get on the big sites, but start
small and build a portolio o great content with
your name on it. Dont orget to use a targeted
landing page to direct readers rom your guest post.
I you write an ebook (it doesnt need to take orever,
at Unbounce, we wrote one in 24hrs) then you can
leverage social network eects to spread the word.
The process is like this:
1. Create your ebook ull o valuable content.
2. Build a landing page with an image o the
ebook on it, describe the contents o whatsinside and provide a preview o the best part
o the book, to let people know how good it
is.
3. Use PayWithATweet to use tweets as your
social currency or people to get your ebook.
Now, when someone wants your ebook, they
have to tweet about it to download it (the
tweet contains a link back to your landing
page), exposing your landing page to thenetwork o everyone who downloads it. This
can produce a viral eect as momentum
builds.
So now that you know how to drive trafc to your
landing pages, its time to start gathering eedback
rom your visitors to gain insight as to why they are
not converting.
http://try.unbounce.com/for-landing-page-optimization/http://www.paywithatweet.com/http://www.paywithatweet.com/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Step 4:Gather Feedback or a TestOne o the most important pieces o the process is
gathering data, so youre not relying on subjective
opinion when it comes to deciding what to test.
User FeedbackGathering user eedback is one o the most powerul
things a marketer can do when orming a hypothesis
to test new ideas (which well cover later in the
optimization process).
To show how it works, consider the diagram
opposite, which shows the eedback/
optimization/testing loop in action.
Methods or gathering user eedback include:
INBOUND TRAFFIC
PAGE B
Drive customers to your landing page
from PPC, email, social media & banners
Incorporate
feedback into
an A/B Test.
Gather poin-of-conversion feedback
from your visitors via surveys and live chat.
REPLACE PAGE
with your new &
improved version
to maximize future
conversions.Easily create
landing page to
promote your
marketing campaigns,
product/service
and new business
- without IT or a
web developer.
http://try.unbounce.com/for-landing-page-optimization/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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On-page surveys
Adding a survey tool like Qualaroo (ormerly
KISSinsights) to your landing page enables your
visitors to tell you whats wrong with your page
and marketing message.
Live chat
Talking to your users right at the point o
conversion lets you hear what is preventing them
rom converting. It also gives you the opportunity
to turn a ence sitter into a customer. Live chat
provider Olark says that:
When you talk to a new user, they are 3x
more likely to return than a user that wasnt
engaged.
Live chat decreases shopping cart
abandonment by 15%.
Users you chat with spend 40% more time on
your site.
The 5-second test
This is typically a headline test to see i your core
value proposition has the clarity to educate a
visitor on the purpose o your page.
How to run the test
Sit a person in ront o a blank computer screen,
then show your landing page to them or 5 seconds,
then take the page away and ask:
What was the page about?
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I your headline is clear and concise enough then
theyll be able to explain the pages purpose. I they
cant tell you what the page is about, you should
revisit your headline until its clear enough that
people can tell you the purpose o the page right
away.
The 6t test
This is a test you can perorm yoursel, or have
others do or you. Its purpose is to test the
design and layout o your page, so that the most
important elements are the most dominant on
the page. Typically these elements will be the
headline and CTA.
How to run the test
Pin a printout o your landing page on the wall,
stand 6t away rom it, and simply look at the
page.
What stands out to you?
Is the headline big enough to really jump rom
the page, is it clear where the CTA is and does it
have enough contrast & whitespace to be easily
distinguishable rom other page elements?
I not then you have a design issue and you need to
simpliy the page and consider making the headline
bigger.
6
FT
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Usability testing
Usability testing is probably what youve heard
the most about, and it can oten lead to the
best insights about whats wrong with your
landing page. More commonly used or onlineproduct or ecommerce ull unnel ow to show
the interaction within a set process. Well take
the ecommerce angle that uses a click-through
landing page that leads to a shopping cart and
on to the checkout.
How to run the test
You only need 5-7 participants beore you start to
see the same results come out o your test. Each
participant is given a set o tasks to complete,
and an observer sits and takes notes as they try
to complete the tasks - oten timing them to
see how long it takes. Participants are asked to
verbalize their thoughts as they complete the
tasks to give you insight into their thinking.
At the end o the sessions youll have witnessed
the pain points that exist in your unnel, giving
you precious data on which areas to optimize or
a more usable experience. And dont orget torecord the sessions on video so you can show
them to stakeholders at a later date.
Want to learn more? Here is a more detailed
explanation o usability testing.
I you work in a company, you can ask customer
support. These are the people on the ront lines
and tend to hear more o the problems with your
page/site than anyone else.
http://try.unbounce.com/for-landing-page-optimization/http://www.webcredible.co.uk/user-friendly-resources/web-usability/usability-testing.shtmlhttp://www.webcredible.co.uk/user-friendly-resources/web-usability/usability-testing.shtmlhttp://www.webcredible.co.uk/user-friendly-resources/web-usability/usability-testing.shtmlhttp://www.webcredible.co.uk/user-friendly-resources/web-usability/usability-testing.shtmlhttps://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Step 5: Create a Hypothesis rom Your New DataThis is where you come up with ideas or new Challenger pages based on the eedback you just gathered. Challenger
pages are what you test against your original page, known as the Champion.
Collect data using the above exercises and youll have the basis or creating your hypothesis or a new A/B test. Use the
inormation to conceptualize a new landing page design, messaging, and CTA placement.
Once you have a solid idea o where you might be going wrong, or some great insight into which areas are conusing
visitors and need improvement, you are ready to develop your hypothesis.
Example HypothesisTo give you an idea o what a hypothesis looks like, consider an experiment perormed where the digital currency to
obtain an ebook was to tweet about it.
Qualaroo was added to the landing page to gather survey insight into why some people werent converting (as the
conversion rate was lower than expected). The survey results showed:
Some people dont have a Twitter account
Some people werent willing to have a business tweet go out on their personal Twitter account
Some people werent willing to pay with a tweet without seeing a preview o the ebook to validate its quality
Some people wanted to pay with an email instead o a tweet
http://try.unbounce.com/for-landing-page-optimization/http://unbounce.com/social-media/how-i-created-a-viral-ebook-landing-page-for-8-using-themeforest-paywithatweet-kissinsights-and-unbounce/http://unbounce.com/social-media/how-i-created-a-viral-ebook-landing-page-for-8-using-themeforest-paywithatweet-kissinsights-and-unbounce/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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By adding an alternate option or obtaining the ebook (email) and
showing a preview o a portion o the ebook, we will increase
conversions (downloads) o the ebook.
Given these details, the ollowing hypothesis was ormed:
Ater creating a challenger page to test against the champion, the results were as ollows:
The conversion rate o the initial page was 25% The conversion rate o the new challenger page was 33%
This produced a conversion lit o 32%
By doing the research, creating a hypothesis based on the eedback, you are able to make inormed decisions about
how to optimize your page.
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Step 6: A/B Test YourLanding PageI you dont know what you are testing then
collecting data is pretty pointless, this is why you
created a hypothesis in step 5.
A/B testing is both an art and a science. Its also very
unpredictable. Most people think they know what
the result o a test will be, but like death and taxes,
one thing thats certain is that youll be surprised
by your A/B test. The more tests you run and themore eedback you gather, the less likely you are to
suer rom boardroom conjecture and marketing
guesswork.
For an A/B test to be meaningul and insightul
you should ollow these rules to keep your
insights and data clean:
The original cannot have content edits
during the test
All variations should have one hypothesis to
test against the original
Trafc distributions should stay proportional
The dierent variations and content that go into the
test is up to you, which one works the best (whether
you like it or not) is up to your visitors.
What to Test - The Standard Candidates
The main headline: Which typically contains
a succinct rendering o your product/oer/
service core value proposition.
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The call to action (CTA): typically the text
on the button that represents your pages
conversion goal.
Hero shot: Try a variation o your main photo
preerably showing your product or service
being used in context.
Button design: Use design principles to
accentuate the appearance o your CTA
(contrast, whitespace, size). Above all, try
making it stand out more.
Button color: Green or go, blue or links,
orange or red or an emotional reaction.
Form length: For lead capture and other
orm usage, you will want to minimize the
amount o elds that visitors are required to
complete. However, i you have a particularly
strong need or data, try running an A|B|C|D|E
test with varying amounts o inormation
gathering. This way you can make an
inormed decision about what abandonmentrate is acceptable when weighed against the
extra data produced.
Long copy vs. short copy: Oten shorter
is better, but or certain products detail is
important in the decision making process.
Test it and see.
Now what? Now its time to loop back to step 3 to
start driving more trafc to your newly created test
to see which page perorms the best. There are a
ew criteria you need to watch out or beore you
can determine which page is winning:
Run the test or at least one week, to cover
daily uctuations in access to your page.
On average you will want to have about 500
unique visitors see each variant in your test.
Dont stop the test until the statistical
signicance (also reerred to as condence)
has surpassed the 90% mark. Statistical
signicance reers to the probability that the
conversion rate o your challenger page(s)diers rom the champion page or reasons
other than chance alone.
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Landing Page Examples Critiqued by Oli GardnerCHAPTER 3
One o the best ways to understand landing pages is to look at some examples (both good and bad) and think about
what you like about them, and what you would change or test. Below are 10 examples or you to learn rom.
One nal thing: never stop testing.
Want to learn more? Download the Ultimate Guide to A/B Testing
http://try.unbounce.com/for-landing-page-optimization/http://get.unbounce.com/the-ultimate-guide-to-ab-testing/http://get.unbounce.com/the-ultimate-guide-to-ab-testing/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Whats good
Design o eBook image shows proessionalism: Byhaving a nicely designed cover, you show that time and
eort went into its creation (as opposed to a boring
plain white cover).
Simple bullets break down why you would want the
eBook: The headline or the bullets Youll learn really
sets the tone that its useul. Listing what you will get
out o reading it (as opposed to whats in it) is a much
stronger benets driven approach.
Clear denition in headline o what youll get:
Sometimes its nice with an eBook to know its not
War and Peace. By limiting this to 10 tips, they stand a
good chance o increased conversions by providing an
easy to consume resource. While long eBooks can be
authoritative, they oten go unread.
1. Monetate Ebook Lead Gen Landing Page
http://try.unbounce.com/for-landing-page-optimization/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Things to change or test
Social sharing location: People are more inclinedto share something right ater they actually get it. So
we suggest placing the social sharing buttons on the
orm conrmation page. This also has the benet o
removing distractions rom the main page.
Preview: People react well to the psychology o try-
beore-you-buy, so adding a preview o the eBook
(rst chapter or a ew choice pages) would help people
know what they are exchanging their personal data or.
1. Monetate Ebook Lead Gen Landing Page
http://try.unbounce.com/for-landing-page-optimization/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Whats good
Its sexy: Predictable response? Yes, absolutely. Thatsthe whole point.
Validation: They jump right into showing o the
amous publications that have eatured their company.
From a design perspective, the grey monotone
prevents a mishmash o color creating any visual
distraction rom the call to action (CTA).
Value propositions: The main content on the page
answers two simple questions: What is it? and Why
should I care?
Testimonials: The second is one o the unniest Ive
read. Socks as a Service genius.
Removal o doubt: The subtext below the CTA lowers
the perceived risk, which can improve the click-
through-rate (CTR).
2. Manpacks Seduction Oriented Design
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Things to change or test
Tagline: To make it more immediately clear what thepurpose o the page is, Id add a succinct tagline beside
the logo.
Main title (core value proposition): There are a
couple o ways to use a headline: A) use a very clear
statement o what you are oering to enable an
understanding o the purpose o your page, or B)
entice your visitor to want to keep reading by using
a seductive headline. Theyve gone with B here,
presumably in an attempt to catch your attention and
increase curiosity (or to push a particular button). For a
test, Id try approach A and make it really clear rom the
get go what Manpacks is (this would work really well
with the tagline to help pass a ve second test).
2. Manpacks Seduction Oriented Design
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Whats good
Experience: It immediately makes me want to goon holiday and stay in a pimp hotel. The pillows are
literally selling me sotly.
Price: Travel is very much about price, and they get
that out o the way right o the bat, so you can move
on to the nder details ater understanding i you can
aord it or not. #smrt
Endorsement: The Trip Advisor certicate o
excellence lets you know that a recognized authority
has validated the company.
3. Golden Sands Vacations
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Things to change or test
The orm header: Apply now? For what? Its unclearwhat youre applying or I thought it was a booking
site, but apparently I have to apply or something. Make
it clear why people are lling out your orm.
Primary value proposition: Theres no clear statement
o what the page is or or what youll get. Id try moving
the hotel logos rom the top and adding in a strong
statement that claries your oer.
Testimonials: The testimonials shown are anonymous
which reduces their impact (as they could have been
made up). Always ask permission to use a testimonial
and include the name o the person providing it or
extra trust points.
Exclusive: There is a mention o an exclusive preview
invitation, but it doesnt explain what youre being
invited to. Id also make this stand out more i its an
important selling point perhaps using some visual
cues to draw the viewers eye.
3. Golden Sands Vacations
http://try.unbounce.com/for-landing-page-optimization/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Whats good
It looks awesome!: Yeah, I know ugly pages convertgreat too, but the design here makes me want to stare
at it and nd out what theyre all about.
Visual chunking: The page is broken up very well
vertically, aiding the consumption o inormation.
4. GreenLighted Coming Soon Page
http://try.unbounce.com/for-landing-page-optimization/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Things to change or test
What is it?: I get a rough sense o what the purpose othe company is, but I wouldnt mind a more detailed
description. To prevent the extra copy cluttering the
page, it could be opened in a lightbox. Better yet, add
a video explaining what it is, how it works and why you
should register.
Whos it or?: Make it clearer what the demographic o
intended customers is. I I dont think/know its or me I
wont sign up.
Post conversion social sharing: Theres value in being
able to check out the company in its social channels
especially when its new. However, it would be worth
trying to move them to the orm conrmation page, so
that youre asking someone whos already interested in
your company to share your story.
4. GreenLighted Coming Soon Page
http://try.unbounce.com/for-landing-page-optimization/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Whats good
The title: Great at describing the demographic designers. Its clear i you are a designer, youre in the
right place.
Descriptive CTA: The button describes what youll get
and how much it costs you.
Demo: They have a great modal demo o what a
SlideDeck is to show you in context what you are
buying BIG plus points.
Features: The page breaks down the eature set really
simply
Customers: An impressive set o customer logos
completes the evidence that they are good at what
they do.
5. SlideDeck Pro
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Things to change or test
Whats a slider?: The best slider, but is it a mini burgeror a Javascript thingymajig? You decide? The lightbox
demo is shown below.
5. SlideDeck Pro
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Its Oprah. This stu will generally sell itsel, but its not all
good. Read on.
Whats good
Focused on the benets: By leading with the vacation
prize they are tapping into peoples desires right away.
The branding is so powerul in this case that it can be
saely relegated to the bottom o the page.
Branding: Oprahs brand is her selling point, her ace ison everything associated with her and here she evokes
the eeling o being on vacation to entice her loyal
ollowing to win a little piece o the Oprah liestyle.
Sweepstakes are a very popular lead gen mechanism,
and here they are using the ree prize giveaway as an
add-on to a no risk magazine subscription.
6. Oprah sweepstakes for lead gen
http://try.unbounce.com/for-landing-page-optimization/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Things to change or test
The privacy policy and rules links open up newwindows which is a bit messy. A better solution is
to use a modal lightbox like the UPS example above.
You can see what Im talking about on one o the
Unbounce contest landing pages (click the contest
rules link near the bottom to see the modal window).
It pains me to repeat the same thing over and over,
but the call to action on your buttons is REALLY
IMPORTANT. Any doubt in the visitors mind as to what
will happen can lead to little leaks in condence. Spell
it out clearly so people know what to expect. Here it
could use a double lined CTA that starts with a primary
rst line: Enter the contest, then a second line and
start your trial subscription.
6. Oprah sweepstakes for lead gen
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Check out the ull length page.
This is the modern apple-esque equivalent o the old-school long sales letter landing page.
Youve probably seen the less trustworthy ones beore,
where the writer uses reams o ultra persuasive copy to
convince you that, despite being an average Joe, they
have managed to build an online internet business that
prints money.
While it borrows the concept o a long page that piles
on the eatures until youre ready to buy, thats where the
comparison ends.
This is a very good landing page.
7. CameraPlus the ultimate long product salespage
http://try.unbounce.com/for-landing-page-optimization/http://campl.us/http://campl.us/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Whats good
The design matches the desires and expectations othe buyer. The target customer already has an iPhone,
so they are used to seeing beautiul design with apps
placed in context with their intended use.
Context o use: This is an IMPORTANT concept. The
primary iPhone image plays a video showing the app
being used. This is pretty much all you need to be
sold on the apps cool actor. You can then explorethe big eature list below to reinorce your purchasing
decision.
The price and call to action to buy the app are nicely
positioned above the old, leaving you to explore the
page knowing how to interact when you are ready.
7. CameraPlus the ultimate long product sales page
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Whats good
Celebrity endorsement: Including celebrityphotographer Lisa Bettany who or the record
(and gossip actor) is dating Mashable ounder Pete
Cashmore is a clever device to help convince visitors
that its worth buying. Proessional photographers
that just want a cool app or their phone will nd this
convincing.
Proo o concept: The photo gallery at the end capsit o nicely by showing that you can take great photos
with this app.
The Reviews beneath the phone are highlighted in red,
making them the most important visual aspect o
the rst screen. While I would normally recommend
the CTA get this level o attention, it really pushes you
towards what is oten the swing vote in a purchase
what other people say.
7. CameraPlus the ultimate long product sales page
http://try.unbounce.com/for-landing-page-optimization/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Things to change or test
Id be really interested to A/B test a short version othe page, letting the video do the selling instead o 10
pages o scrolling content.
7. CameraPlus the ultimate long product sales page
http://try.unbounce.com/for-landing-page-optimization/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Tips
Why doesnt it show a comparison photo o someonebald and someone with glowing locks? I dont really
care about your palm tree and lovely ofce. We know
youre wealthy! Youre a doctor Probably shouldve
used some o that cash to hire a designer. Or at least
some glasses.
Hire a designer. Stat Your business is clearly worth it
in a monetary sense, so present yoursel accordinglyon the web. And please show some beore and ater
examples o hair replacement. We may not believe you,
but we certainly expect it.
8. Guaranteed to make your eyes bleed
http://try.unbounce.com/for-landing-page-optimization/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Whats Wrong Here?
This is just a massive PPC ail! They are payingto advertise used cars and when you arrive
at the destination page there are no results.
#wasteomoneyail
This is just dumb. I you dont know that you have
something in stock, dont pay to advertise it!
9. These are not the droids youre looking for
http://try.unbounce.com/for-landing-page-optimization/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Whats Wrong Here?
This page isnt bad the landing experience is bad. Why?I searched google or weight loss. I know there are
tablets or that, but not usually the 9-inch electronic
variety. And the bunny aint gonna save you this time
TELUS.
Stop bidding on irrelevant keywords..
10. Who eats electronics to lose weight?
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Convincing Stakeholders the Value o LPOAppendix A
By now you know why you should be optimizing your landing pages and you know who should be involved and the
process. But youre getting resistance rom above to make it happen.
Imagine this common scenario:
So, how do you convince someone less-than-knowledgeable that LPO is worth the time and cost investment? Its all
about dollars and cents, soyou need to show how LPO can increase your bottom line.
You say to your boss or client that you want to do some optimization work to
improve your marketing campaigns.
They give you a cautious glance and ask you to create a proposal on how youre
qualifed and why this will help (here we go, *sigh*).
What you dont see are the wheels in their brain churning, thinkingWhat the hell is
Landing Page Optimization?
http://try.unbounce.com/for-landing-page-optimization/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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5 Techniques to help You Convince a Skeptical Boss or Client
Technique 1: Show some real lie examplesThere are dozens o case studies showing positive changes in conversion rates through A/B testing. Here are two real-
lie examples demonstrating how simple changes in language and design dramatically boosted signups and conversion
rates.
Case Study #1
GetResponse achieved a 158% increase in Free Trial signups testing CTAs
Case Study #2
WikiJob increased sales by 34% simply by incorporating testimonials on their page.
The best part about this test? It didnt require any major design or copywriting changes.
http://try.unbounce.com/for-landing-page-optimization/http://visualwebsiteoptimizer.com/split-testing-blog/a-b-testing-free-trial-button/http://visualwebsiteoptimizer.com/split-testing-blog/customer-testimonials-increase-sales/http://visualwebsiteoptimizer.com/split-testing-blog/customer-testimonials-increase-sales/http://visualwebsiteoptimizer.com/split-testing-blog/a-b-testing-free-trial-button/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Fbit.ly/Ultimate-LPOhttp://www.linkedin.com/shareArticle?mini=true&url=http://bit.ly/Ultimate-LPO&title=The%20Ultimate%20Guide%20to%20Landing%20Page%20Optimization&summary=Get%20this%20free%20guide%20and%20start%20optimizing%20your%20pages%20like%20the%20pros.&source=http://bit.ly/Ultimate-LPOhttps://twitter.com/intent/tweet?source=webclient&text=I%27m+reading+the+%22The+Ultimate+Guide+to+Landing+Page+Optimization%22+-+a+free+%23LPO+guide+by+%40Unbounce+-+http%3A%2F%2Fbit.ly%2FUltimate-LPOhttp://try.unbounce.com/for-landing-page-optimization/ -
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Technique 2: Explain the ROI o landingpage optimization
LPO isnt as much budget-dependent as it is
creativity-dependent. This section is all about
getting buy-in to ex your creative muscles without
spending additional money. Its time to resort to the
classic marketing acronym - ROI.
Showing your stake