The document discusses a webinar about the 3 mistakes that 98% of marketers are making with their landing pages. The 3 mistakes are: 1) offering too much choice on landing pages, 2) breaking the connection between advertisements and landing pages, and 3) not designing landing pages for conversion. The webinar teaches how to fix these mistakes by focusing landing page design on gaining users' attention and driving conversion through techniques like reducing choices, ensuring message and design consistency between ads and pages, and using encapsulation, directional cues and contrast to guide users to the call-to-action.
The 3 Landing Page Mistakes That 98% of Marketers are Making (and how to fix them)
1.
2. The 3 Mistakes 98% of Marketers Are Making
(and how to fix them)
Thank you for joining us!
We’ll be starting in just a few minutes
Ryan Engley
Unbounce Director of
Customer Success
#unwebinar @unbounce @oligardner
Oli Gardner
Unbounce Co-Founder
& Creative Director
21. ATTENTION RATIO
is defined as the ratio of interactive
elements (links) on the page, to the
number of campaign conversion goals
(which is always one).
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25. A TYPICAL HOMEPAGE!
(Based on Virgin Mobile USA)
Count the links (leaks)
Attention Ratio 57:1
#pinthetailonthedonkey
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30. CONVERSION COUPLING
is defined as the bond that exists
between the source of a click and the
ensuing landing experience.
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31.
32. CONVERSION COUPLING
is comprised of one or more of:
1. Message Match
2. Design Match
3. Conversation Momentum
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33. MESSAGE MATCH
Matching the copy of your ad to the
headline of your landing page.
Easy right?
Of course it is. Unless you’re lazy or
brain dead.
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35. Project Management Software Without Deadlines!
getitdone.com/whenever
Remove the fear of deadlines from your projects, and start
delivering as late as you want to. Deadlines are dead.
What should you see on the landing page?
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36. Get More Projects Done
With Less Management
Form header
Your offer details and a
bullet list of benefits.
!
1.
2.
3.
Lorem
Ipsum
Otherum
Call to Action
Social proof
#unwebinar @unbounce @oligardner
Generic brand-driven messaging.
!
Suitable for a homepage.
37. Project Management Software Without Deadlines!
getitdone.com/whenever
Remove the fear of deadlines from your projects, and start
delivering as late as you want to. Deadlines are dead.
#unwebinar @unbounce @oligardner
38. Project Management Software
Without Deadlines
An exact match with the
headline on the ad.
!
Bravo.
Form header
Your offer details and a
bullet list of benefits.
!
1.
2.
3.
Lorem
Ipsum
Otherum
Call to Action
Social proof
#unwebinar @unbounce @oligardner
39. MESSAGE MATCH
Let’s see how it looks in the real
world… (live)
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40. Note to self
This is where you switch
to the browser :)
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41. Note to self 2
This is where you come back
after that showcase of horrific
marketing
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42. DESIGN MATCH
Matching the design of your display ad
to ‘aspects’ of the design on your
landing page.
This is even easier.
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50. CONVERSATION MOMENTUM
Matching the style and context of the
conversation* that begins at the source
of your click with that of your landing
page.
*Which most often comes into play when linking to
a landing page from a blog post or email.
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51. think of it like
a love-drunk boyfriend* who finishes
your sentences for you
*or girlfriend
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