This deck covers important landing page basics like attention ratio, message match and key elements. Including a walk-through of some examples of landing pages to see which ones converted best and why so that you can run better, more efficient campaigns and get the most out of your marketing spend. Presented by Liesl Barrell at MTL+ECOMMERCE May 14, 2014

1. Presented by Liesl Barrell
MTL + ECOMMERCE
May 14, 2014 at Auberge Saint-Gabriel
An Introduction to LPs
…with a little help from Disney.
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LAY OF THE LANDING PAGE

2. TOC
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• Who am I?
• What are Landing Pages (LPs)?
• Why are LPs so important for marketing?
• Strategy and things to think about
• **A/B Lightning Round**
• Resources
• Q&A

3. WHO AM I?

4. DIGITAL MARKETER
#MTLecom @unbounce @lieslbarrell
BIO
#BizDev at @Unbounce
Organizer at @MTLgirlgeeks
Extroverted Expat
#Agency vet
CONTACT
Tweet with: @lieslbarrell
Write to: liesl@unbounce.com
Connect on: ca.linkedin.com/in/lieslbarrell

5. #MTLecom @unbounce @lieslbarrell
ECOMMERCE CLIENTS I’VE WORKED WITH

6. WHAT ARE LANDING PAGES?

7. LET’S BE LITERAL FOR A SEC
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8. LET’S BE LITERAL FOR A SEC
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Planes can take off and land in a variety of
circumstances, but it’s easier to direct traffic and for a
pilot to focus on the descent with a landing strip.
Wouldn’t it be cool to help your customers focus, too?

9. 1. CLICKTHROUGH
THE TWO TYPES OF LANDING PAGES
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2. LEAD GENERATION

10. 1. CLICKTHROUGH
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1. No global navigation to tie it to your primary website.
Limiting the options available to your visitors helps to
guide them toward your one intended conversion goal
— a purchase.
2. No links other than your CTA.
These distract your visitors and potentially lead them
away from your conversion goal.
3. It matches the message of the marketing material that
you’re distributing, and there are multiple iterations to
match different messages.
This makes each page more relevant to marketing
leads.
4. Your landing page may include a few additional
persuasive elements to convince the customer to
convert.
A click-through landing page will resemble your product page, with a few important differences:

11. CLICKTHROUGH EXAMPLES
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12. 2. LEAD GEN
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1. Contest/Sweepstakes Entry
2. Event Registration
3. Consultation for Professional Services
4. Discount Coupon/Voucher
5. Customer Survey/Poll
6. Free Trial/Estimate
7. Physical Gift (via Direct Mail)
8. A Guide, Ebook or Whitepaper
9. Notification of a Future Product Launch
10. Webinar Registration
Lead gen pages are used to capture user data (e.g. name, email address & fav colour). The sole purpose
of the page is to collect information that will allow you to connect with the prospect and market to them at a
later time. There are many things you could offer a prospect in exchange for submitting their info in the
form. A few examples:

13. LEAD GEN EXAMPLES
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14. WHY LANDING PAGES?

15. THE PARADOX OF CHOICE
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In 2000 a jam tasting stall at a supermarket was set up to allow shoppers to sample different flavours of
jam available for purchase. The test compared the impact of varying the number of choices…
Source: The Ultimate Guide to Conversion-Centered Design

16. DECISION FATIGUE IS REAL, FOLKS
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“You’ll see I only wear gray or blue suits. I’m trying to
pare down decisions. I don’t want to make decisions
about what I’m eating or wearing, because I have too
many other decisions to make.”
Take it from the POTUS…
Be kind to your customers!
Reduce their decision to a simple, binary Y/N
Source: Fast Company – Always Wear the Same Suit

17. ATTENTION RATIO

18. ATTENTION RATIO
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57 : 1 1 : 1
HOME PAGE LANDING PAGE

19. THE PARADOX OF CHOICE
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MANY : 1 1 : 1

20. THE IMPORTANCE OF MESSAGE MATCH

21. WHAT IS MESSAGE MATCH?
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Message match is matching the heading of your landing page with the headline of the ad or piece
of marketing your visitor clicked.
The hard part is to write a compelling headline in the first place. After that, the secret is to use a
dedicated and focused landing page for your marketing, so message match is possible.
Benefits of message match:
1. A Better Customer Experience
2. Paid Marketing Efficiencies

22. MATCH GAME
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Source: The Smart Guide to Ecommerce Landing Pages

23. PRACTICAL REASONS WHY LPs ARE YOUR FAIRY
GODMOTHER
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1. Be nimble, be quick.
When you’re well set up with a landing page solution,
it’s really easy to launch a campaign. Like,
ridiculously easy.
2. A/B, baby, yeah!
No more arguing over whether the button should be
blue or red: testing will set you free. And it’ll improve
your ROI to boot!
3. Insights o’clock
So much easier to measure or compare how different
channels are performing and optimize spend when
they each have a dedicated LP.

24. STRATEGY

25. KNOW YOUR CUSTOMERS
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1. Audit your actual database
In the world of ecommerce we’re uniquely positioned to
have all our customers’ data. That’s a huge benefit, use it!
Make sure your sample size is varied & large enough to
glean important information.
2. Define personas
Not general or theoretical ones, not borrowed from retail:
actual personas based on real customer data.
3. Plot out your customer lifecycle
Develop stages in the decision journey that help you answer
these questions. How, when, why do your different personas
buy from you? Which come back? Which have higher AOV?
What does an activated brand ambassador look like for you
and how can you grow more of them?

26. BEFORE YOU BUILD OUT YOUR CAMPAIGN
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1. What is the Campaign Goal?
• Product Sales
• Category Sales
• Lead Gen
2. What channels will you be using?
• Social
• Email
• PPC
• …
3. What personas will you be targeting?
• And how do they correlate to your channels?
4. Should there be device-specific messaging or
responsive?
5. What can be tested?
• There is ALWAYS something to test.
WHAT DOES YOUR CAMPAIGN MAP LOOK LIKE?

27. 1. Your Unique Selling Proposition (USP)
• The main headline
• A supporting headline
2. The Hero Shot
• Image or video showing context of use
3. The Benefits of Your Offering
• A bulleted list summary of benefits
4. Trust Indicators
• Social proof, testimonials, reviews, certification
5. A Single Conversion Goal
• With a strong call-to-action
THE FIVE ELEMENTS OF A SUCCESSFUL LP
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28. THE ELEMENTS IN ECOMMERCE ACTION
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Source: The Smart Guide to Ecommerce Landing Pages

29. WHILE YOU RUN YOUR CAMPAIGN
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Source: The Ultimate Guide to A/B Testing

30. THE CIRCLE OF (LPO) LIFE

31. LANDING PAGE OPTIMIZATION PROCESS
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Source: The Smart Guide to Ecommerce Landing Pages

32. OK, LET’S HAVE SOME FUN!

33. WHICH VERSION WON?
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Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages

34. WHICH VERSION WON?
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Source: 7 Quick & Dirty Ways to Supercharge Your PPC Landing Pages
+23%

35. WHICH VERSION WON?
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Source: The Ultimate Guide to A/B Testing

36. WHICH VERSION WON?
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+216%
Source: The Ultimate Guide to A/B Testing

37. WHICH VERSION WON?
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Source: The Ultimate Guide to A/B Testing

38. WHICH VERSION WON?
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Source: The Ultimate Guide to A/B Testing
+21%

39. RECAP

40. WHAT WE COVERED
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• Who am I? >> Liesl.
• What are Landing Pages (LPs)? >> Your fairy godmother.
• Why are LPs important for marketing? >> Decisions are hard, make it easy & match it up.
• Strategy and things to think about >> Know your customers.
• **A/B Lightning Round** >> Wasn’t that fun?
• Resources >> Comin’ right up…
• Q&A >> Your turn!

41. STEP 1: LPO - STEP 2: CRO - STEP 3: PROFIT! $$$

42. RESOURCES
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SMART MARKETER’S COURSE & ECOMMERCE GUIDE UNBOUNCE BLOG

43. RESOURCES
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MORE EBOOKS THAN YOU CAN SHAKE A STICK AT!
[Pssst…CLICK THE IMAGES ABOVE TO DOWNLOAD]

44. RESOURCES
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MAY 28: ANOTHER TALK! REGISTER @ montrealgirlgeeks.com

45. try.unbounce.com/with-mtlecommerce

46. Presented by Liesl Barrell
MTL + ECOMMERCE
May 14, 2014 at Auberge Saint-Gabriel
#MTLecom @unbounce @lieslbarrell
THANKS! QUESTIONS?
…with a little help from Disney.
Lay of the Landing Page:
An Introduction to LPs