Building A High Converting Landing Page & How To A/B Test It

Agenda

●Your Landing Page●Message Match●A/B Testing

USP = Unique Selling Proposition

01

USP =UniqueSellingProposition

Hero Shot

02

1. Visual represent your offer2. Gets your customer to place themselves

in your scenario3. Can be a photo or video

The Hero Shot

The right picture is truly worth a thousand words. Make the right first impression.

@DuaneBrown @unbounce

FAB

03

The benefits describes the problem your course will solve. Features help you tell potential customers what this course will do for them.

FeaturesAndBenefits

Keep features to 3 - 5 bullet points. Don’t want to overwhelm your audience.

@DuaneBrown @unbounce

Social Proof

04

Social Proof● Customer testimony● Third party review● Number of customers● Industry awards● Mentions on Twitter/FB● Major brand partners

Attention Ratio

05

Don’t distract your customers from completing the one goal you really want them to do.

Attention Ratio

One Goal. One Action. One Goal To RuleThem All.

@DuaneBrown @unbounce

Think Mobile

06

In very rare cases... mobile does not make up the majority of traffic that a site receives. When it does...

How do you capitalize on that?

Mobile Is The Default

Mobile isn’t an option. It’s a must in 2016. However, tablets should be less of a focus.

@DuaneBrown @unbounce

Message Match

Message Match

Message Match

A/B Testing

How do you capitalize on that - Hypothesis:

● In science, a hypothesis is an idea or explanation that you then test through study and experimentation.

● What do you think will happen?

● ...ok to be wrong.

What To A/B Test?

@DuaneBrown @unbounce

Know what the end looks like:

● Once a test is live. Netflix starts tracking success metrics:

Streaming Hours AND Retention

○ Increased sales○ Increased VOV○ More downloads○ Better lead

● Let data lead the way… no HIPPOor loudest person in the room.

Define Success

@DuaneBrown @unbounce

● Sample size○ Size of Opportunity

● Confidence level: 95%?

● Control vs non-control group

Opportunity

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● Changing a button or colours○ Can you, sure? Should you?

● Small changes VS large changes

● Radical different designs helps drive faster change as you can see what works

A/B Tests 201

@DuaneBrown @unbounce

● Create better experiences for your customers

Better Experiences

@DuaneBrown @unbounce

@DuaneBrown @unbounce

Old Design

New Design

Conversion Rate2.3 % VS 8.7%

● Be data informed; not gut or personal opinion.○ Netflix = Hours of play & retention○ Unbounce = customer signups

● Don’t test to much at once. Dirty data

Netflix: https://channels.theinnovationenterprise.com/presentations/quasi-experimentation-at-netflix-beyond-a-b-testing

www.slideshare.net/xamat/netflix-recommendations-beyond-the-5-stars

A/B Testing Tips

@DuaneBrown @unbounce

The End