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Dan McGaw - KISSmetrics -
@danielmcgaw ! Dan is the Director of Marketing at KISSmetrics, where he get’s the opportunity to help the best marketers in the world measure their marketing and business eﬀorts. Prior to KISSmetrics, Dan was VP of growth at Code School, where he helped the company grow to over 500k users and $400k+ in monthly revenue. Oli Garnder - Unbounce - @oligardner ! As Creative Director (and inventor of the name Unbounce), Oli lives on a 30 whiteboard, pushing brand direction, wire framing conversion experiences, and developing marketing theories for conversion rate optimization. He’s the author of Unbounce's "big content" and has a perverse obsession with telling bad landing pages they suck.
User Centered Design is… Designing
ﬂow, interaction, wayﬁnding and navigation to create usable systems and products. Creating an experience where a visitor knows: 1. Where they are 2. Where they can go next 3. How to go back to a previous state This is not ideal for maximum conversions.
Footer Call to Action Your
oﬀer details and a bullet list of beneﬁts. ! 1. Lorem 2. Ipsum 3. Otherum Your oﬀer details and a bullet list of beneﬁts. ! 1. Lorem 2. Ipsum 3. Otherum Your oﬀer details and a bullet list of beneﬁts. ! 1. Lorem 2. Ipsum 3. Otherum Call to Action Call to Action Call to Action Get More Projects Done With Less Management Doesn’t match. ! Perhaps this is a homepage headline.
Social proof Call to Action
Project Management Software Without Deadlines Your offer details and a bullet list of beneﬁts. ! 1. Lorem 2. Ipsum 3. Otherum Form header An exact match with the headline on the ad. ! Bravo.
The solution: Context of use
Pick from over 80 templates In the Unbounce template library Edit and publish your landing page Inside the Unbounce page builder
The result? +45% Lift in
New Trial Starts EPIC TEST WIN!!! 120 extra per month = 1,440 / year Average lifetime value of a customer = $706 Total impact on lifetime revenue, over the course of a year: $1,016,640
…matching the style and context
of the conversation* established prior to a click upon arrival on the landing page. Conversation Context *Which most often comes into play when linking to a landing page from a blog post, online course or email.
Contextual Design Takeaways If you
start a conversation with your visitors, make sure you ﬁnish it. Use imagery and video to demonstrate how your oﬀering will actually be used, in a context that is relatable by your prospects.
Homepage long vs. short A/B
test The results of the A/B test were inconclusive, so we were faced with making a choice between the two. Looking at KISSmetrics funnel report, we were able to determine that customers from the long version achieved “activated” status 24% more often than those form the short version.
Content Alignment Does your page
tell a story? Do this… Write down all of the copy for your page in a single column. Read it out loud as you walk around the room. As soon as something sounds wrong, rewrite or remove. The goal is to remove any incongruent messaging.
Content Hierarchy Message before brand
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. Project Management Software Without Deadlines Project Management Software Without Deadlines No Yes
New CTA increased click-throughs to
the pricing page by +80%. Looking further down the funnel with KISSmetrics, we uncovered surprising results. Our ideal customer acquisition KPI ($99 plan) decreased by -22%. Hooray! Not so fast.
IT ALL COMES BACK TO
CONTEXT ! The source of traﬃc was an email list with people familiar with the Unbounce brand. Therefore, one can assume they require less credibility and more clarity. It might be a diﬀerent result for cold prospects. Credibility reduced conversions by -6% CLARITY VS. CREDIBILITY A/B test results
Pro Credibility Tip Ask people
to trust you. Research* has shown that by simply asking people to trust you, trust indicators rise. “You can trust us to do the job for you.” Auto service ﬁrm customer ratings: Fair price +7% Caring +11% Fair treatment +20% Quality + 30% Competency + 33% *Journal of advertising 35, no.4 (Winter 2006):101-112
Conversion Centered Design Lessons What
have we learned? 1. Every marketing campaign needs a dedicated landing page 2. As Attention Ratio goes down, conversion rates go up 3. Coupling your landing page headline and images to your ads creates a better experience and results in higher conversions 4. Context is king, and maintaining conversation momentum leads to big wins 5. Incongruent writing can kill your conversion rates 6. Focus on message before brand 7. Always ask for a second conversion on your conﬁrmation pages 8. Dig deeper into your KISSmetrics analytics to verify test results and performance