It s Great to Meet You!

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Abigayle Barker
5 years ago
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2 It s Great to Meet You! Princess Cornelio Marketing Educator, Tia Kelly Customer Success Manager, Michael Aagaard Senior Conversion Optimizer, Join the discussion! community.unbounce.com

3 The Customer Success team

4 How to Get in Touch Join the discussion! community.unbounce.com

5 Where We re Headed Today 5 elements that you need in your landing pages Constructive feedback on 10 landing pages Resources to help you master the art of landing pages Q&A

6 5 elements that you need in your landing pages 01

7 The 5 must-have core elements of a landing page TAKEAWAY: Make sure that your landing page includes these 5 elements.

8 Constructive feedback on 10 landing pages 02

9 Choice Overseas Homes Lead Gen Landing Page What s good: Design - Great imagery, hero shot and testimonials/ badges are real & relatable. Uses an arrow as a directional cue. Exit overlay allows for one last chance to increase conversions. Headline - Explains clearly what the page is about. Copy - Explains exactly what s inside when someone gives up their information. Social Proof - Company logos provide credibility. CTA - Nice contrast with background so it stands out. Confirmation Page - Uses Hotjar to get additional insight from successful visitors.

Things to change or test: Choice Overseas Homes Lead Gen Landing Page Design - Make it mobile-friendly. Try re-thinking information hierarchy. Try enabling SSL to gain credibility.

10 Things to change or test: Choice Overseas Homes Lead Gen Landing Page Design - Make it mobile-friendly. Try re-thinking information hierarchy. Try enabling SSL to gain credibility. Headline - Use font color that s easier to read on image background. Make the sub-headline more succinct and less wordy. Hero Shot - Make the video more clear as you get the impression that the host should be Paul Melvin. Copy - Dry using DTR with DKI (if using AdWords) to increase message match. Privacy Policy - Open in a lightbox instead of having it open in a different tab. CTA - Try keeping the CTA look consistent throughout the page.

11 FactBox Clickthrough Landing Page What s good: Design - Simple and clean, straight path. Great brand match. Headline - Clear value proposition. Hero Shot - Explainer video is short but comprehensive. Copy - Lean, relevant copy. Bullet points address common problems lawyers face. Social Proof - Short, believable testimonials that address real issues.

FactBox Clickthrough Landing Page Things to change or test: Design - Mobile version needs to optimized. Hero image is blurry and lacks relevance. Try enabling SSL to gain credibility.

12 FactBox Clickthrough Landing Page Things to change or test: Design - Mobile version needs to optimized. Hero image is blurry and lacks relevance. Try enabling SSL to gain credibility. Try adding visual cues to your CTA so it stands out more. Copy - Be more clear (e.g., Are the listed prices including the 15% off already?). Take advantage of some of the selling points in the video and include it as copy as well (e.g., increase billable hours, never lose your work again, etc.). Social Proof - Try to find quotes that highlight the benefits you re trying to emphasize. Also emphasize the point over the title. CTA - Stay consistent with your copy because 4 different CTAs take you to the same place.

13 Grobo Lead Gen Landing Page What s good: Design - Clean layout, scrolling CTA works well. Nice use of colours. Exit overlay gives additional chance for conversions. Hero Shot - Great visualization of the product. Copy - To the point so it makes it very easy to understand what the LP is about.

Grobo Lead Gen Landing Page Things to change or test: Design - Try having one goal per page only. See if the the social sharing buttons are actually getting clicked.

14 Grobo Lead Gen Landing Page Things to change or test: Design - Try having one goal per page only. See if the the social sharing buttons are actually getting clicked. If yes, try moving them to the confirmation page. Copy - Go into more detail. How is this different from other similar products? Emphasize that this is a Coming Soon product. Try including pricing info as well. Social Proof - Can you prove that your product works? Use customer testimonials or show logos of companies that have vouched for it. Form - Be more clear what the visitor will receive by filling it out (e.g., Exclusive updates is not what I m expecting. What if I want to buy it?). CTA - Change the Save My Plants copy. Most people who arrive on this page are probably thinking of how to grow their plants more effectively and not save them.

15 Mracek Real Estate Lead Gen Landing Page What s good: Design - Not much clutter, one path to read straight down the page. Copy - Personal and clear about what you ll deliver. Social Proof - Relevant quotes that emphasize how Kristyna has helped people. Form - Encapsulation and layout make it stand out. Credible form asks for relevant info. CTA - Large and visible.

16 Mracek Real Estate Lead Gen Landing Page Things to change or test: Design - Change the look of the subheads so they don t look like buttons. Open the Privacy Policy in a lightbox instead of a separate tab. Adjust the headshot so it fits better in the frame. Headline - Use title caps instead of all caps. Make the sub-headline more clear. Copy - Consider going for more of a You get angle, rather than Here s what I ll give you. Form headline is difficult to understand. Social Proof - Make the testimonials stand out more instead of having them fade into the background. Form - Correct the time range (e.g., 12am should be 12pm). Make form fields stand out with white background colour. Make the form headline more clear. CTA - Never Submit! Try completing the sentence I want to (e.g., Find My Townhouse). Confirmation Page - Don t waste an opportunity to convert a hot lead again. Is there any other action you want them to do (e.g., Follow you on social, etc.)?

17 Paula M. Gould Lead Gen Landing Page What s good: Design - Doesn t go overboard with gimmicks or too many elements. Headline - Focuses on a benefit. Hero Shot - Images are professional, colorful and speak to the quality of work that will be provided. Copy - Answers important questions I might have, like how much will it cost? How long will it take? Form - Encapsulation and good contrast with the background make it stand out.

Paula M. Gould Lead Gen Landing Page Things to change or test: Headline - Formatting gives it a lower placing on the visual hierarchy. Increase font size and place it more centrally on the page.

18 Paula M. Gould Lead Gen Landing Page Things to change or test: Headline - Formatting gives it a lower placing on the visual hierarchy. Increase font size and place it more centrally on the page. Hero Shot - Try making the head shots more opaque or smaller as they re very intense and takes the focus away from the photos to the people themselves. You don t have to give up *all* the imagery in the mobile version. Copy - Add more details - discuss where you re located and how long you ve been taking photos. Social Proof - Let us hear from happy clients. CTA - Could elaborate a bit more (e.g., Book a Session with Paula, etc.).

19 Waht Lead Gen Landing Page What s good: Design - Clean, linear, visible logo, easy to follow. Headline - Very legible. Hero Shot - Relevant and acts as a directional cue to the CTA. Copy - Concise and benefit-oriented. Social Proof - Testimonial and company logos help to build credibility. CTA - Great colour contrast so it stands out.

Waht Lead Gen Landing Page Things to change or test: Design - Make it mobile-friendly. Have only one goal and remove leaks (e.g., social sharing buttons).

20 Waht Lead Gen Landing Page Things to change or test: Design - Make it mobile-friendly. Have only one goal and remove leaks (e.g., social sharing buttons). Headline - Be more clear by clarifying that this is about Airbnb. Copy - Be more clear on what the offering is and how it works. Is this about the bookings or getting the educational piece? Social Proof - Use quotes from external sources that are more credible than a quote from the founder. Social shares make it look like it s not very popular so try removing them or adding them to the confirmation page. Form - Be careful with in-field labels. Use text beside or above the form labels in addition to the in-field labels. CTA - Top CTA is premature. Takes you straight to a form without giving you the necessary background. Confirmation Page - Explain how to confirm your to avoid confusion.

21 Advient Lead Gen Landing Page What s good: Design - Mobile-friendly, visible logo. Includes all 5 quintessential elements of a landing page. Social Proof - Testimonials provide credibility. CTA - Great contrast with background.

22 Things to change or test: Advient Lead Gen Landing Page Design - Make it easier to scan by having a clearer eye path and hierarchy of information. Use all the elements of the landing page to tell one cohesive story. Only have one goal (e.g., fill out the form) per landing page so users know what to do next. Use directional cues to the form. Hero Shot - Use more relevant and consistent images. Avoid stock photos whenever possible. Copy - Make it flow to tell one story of an offering instead of fragmented bits of various offerings and statements. Instead of using Let us, We will, and We are, use language along the lines of Here s what we re going to do for you or here s what you re going to get by working on the Get angle (e.g., Get this, Get that ). This will help show the value of your offering. Social Proof - Make them more credible with more detailed credentials (e.g., job titles, Twitter handles). Form - Encapsulate it so it stands out more. Shorten the number of choices.

23 Diamond Concierge Service Lead Gen Landing Page What s good: Design - Clean, easy to follow, visible logo. Enticing visuals. Chat widget is a nice addition to keep users on page instead of clicking elsewhere for more information. Hero Shot - Clear explainer video. Social Proof - Testimonial and partner logos build credibility. Form - Copy tells you what to expect when you provide your number and click on the CTA.

24 Diamond Concierge Service Lead Gen Landing Page Things to change or test: Design - Remove leaks, use only one goal. Logo should match the one on the website. Also, use photos of real employees. Karen is a stock photo. Headline - Be more benefit-oriented like the sub-headline. Copy - Explain why people from this company are qualified to find the clients dream jewelry. Also highlight the main USPs so they re easier to find (e.g., save time, be on budget, worldly/universal selection of jewelry). Social Proof - Use other credentials (e.g., twitter handle, job title) in testimonial to build trust. Form - Use encapsulation to make it stand out. Copy is a bit misleading. After filling out this mini-form, visitor clicks to another form which is quite long. Make it known right away that they re clicking to another form/entering a funnel so they know what to expect and don t get a surprise. CTA - Use visual cues to CTA.

25 TS Fitness Lead Gen Landing Page What s good: Design - On-brand, easy to navigate, visible logo. Hero Shot - Relevant images used in Featured Classes. Social Proof - Testimonial helps to build credibility. Form - Encapsulation makes it stand out. CTA - Great contrast with the background so it stands out.

26 TS Fitness Lead Gen Landing Page Things to change or test: Design - Make sure it s mobile-friendly. Remove leaks (e.g., link to Yelp). Headline - Create a benefit-oriented headline that matches the ad that was clicked. Current one isn t too clear. Hero Shot - Video could be more relevant and relatable (e.g., show customers working out, classes in motion, the gym). You could also try showing where in NYC your studio is located with a map. Copy - Make it more benefit-oriented (e.g., Train at your own time) instead of feature-oriented (e.g., we assess for stability ). Social Proof - Add Yelp testimonials directly on the page instead of linking out. CTA - Try completing the sentence I want to in the CTA copy to be more relevant to your visitor.

27 Excelio Lead Gen Landing Page What s good: Design - Simple, visible logo. Headline - Clear. Hero Shot - Relevant. Social Proof - Company logos where courses come from give credibility. CTA - Great colour contrast so it stands out. Confirmation Page - Social sharing widgets to get a l il extra love. E: support@unbounce.com T:

Excelio Lead Gen Landing Page Things to change or test: Design - Make it mobile-friendly. Include the other elements of a landing page so it doesn t look like just a form. Copy - Add more copy (e.g., What kind of courses?

28 Excelio Lead Gen Landing Page Things to change or test: Design - Make it mobile-friendly. Include the other elements of a landing page so it doesn t look like just a form. Copy - Add more copy (e.g., What kind of courses? How does it work? Explain what makes the best online courses). Provide more benefit-oriented information so that your visitor is more willing to give you their personal information. Social Proof - Add testimonials from previous customers to build credibility. CTA - Try making it bigger and add visual cues so it stands out more. Complete the CTA copy with I want to and make sure that it completes the story of what you mention in the headline as well as show the visitor what will happen next. E: support@unbounce.com T:

29 Resources to help you master the art of landing pages 03

30 Useful resources A 50-Point Checklist For Creating The Ultimate Landing Page: The Smart Marketer s Landing Page Conversion Course: The Ultimate Guide to Landing Page Optimization ebook: Examples of landing pages: Other landing page critiques: community.unbounce.com,

31 Thank You! Questions? Princess Cornelio Marketing Tia Kelly Customer Success Michael Aagaard Senior Conversion Join the discussion! community.unbounce.com

Critique My Page: Landing Page Optimization Lessons from 10 Unbounce Customer Pages

Critique My Page: Landing Page Optimization Lessons from 10 Unbounce Customer Pages It s Great to Meet You! Princess Cornelio Marketing Educator Unbounce @daprincesita Tia Kelly Customer Success Manager