Sean EllisCEO

Qualaroo

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Ryan EngleyUnbounce Director of

Customer Success

5 Growth Hacks for Converting the Right Customers with Your Landing Page

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Ryan EngleyUnbounce Director of Customer Success

@ryan_engley

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Sean EllisCEOQualaroo

@SeanEllis

5 Growth Hacks for Converting the Right Customers with Your Landing Page

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Hack #1 — Maximize Intent Momentum

Intent is the most powerful force available to marketers

Ask visitors what they want

Desire – Friction = Conversion Rate

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Customers Hold the Keys to Growth

Ask them what they want. Ask what stopped them.

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Your Language Might Not Be Your Customer’s Language

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Your Language Might Not Be Your Customer’s Language

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Your Language Might Not Be Your Customer’s Language

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Your Language Might Not Be Your Customer’s Language

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Hack #2 — Fast Forward Getting the Right Conversions

• Start with deep understanding of your must have experience

• Test hooks and calls to action in ads to speed validation

• Test ad winners in landing pages to find wins faster

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Crowdsource Your Copy

• Why did they seek your solution?

• What alternatives did they consider?

• How are they using the product?

• What is the key benefit?

• When recommending, how would they describe?

Image Source: MailChimp

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Test Landing Page Performance w/ Ad Combos First

• Landing pages are made of four components: Hook, Promise & Description

• Sending 1000’s of visits to landing pages to test variants can be expensive

• Instead test hook, promise, & description variants in ads first

• Build landing pages based on top performers

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Test Landing Page Performance w/ Ad Combos First

+ 75% CTR

+ 43% CTR

Source: Bryan Eisenberg

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Test Landing Page Performance w/ Ad Combos First

+ 444% CPI

Source: Bryan Eisenberg

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Turn Best Performers into Landing Page Winners

Source: Oli Gardner

Bonus: Message Match maintains

search scent

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Hack #3 — Test the Right Conversions

• Page level conversions don’t guarantee improvement in ultimate conversions.

• Must go beyond surface to determine if tests are driving real results.

• Use Unbounce’s tracking script on ultimate conversion step to determine real winners.

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Track What Really Matters

http://support.unbounce.com/entries/334187-External-conversion-tracking

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Look at Ultimate Conversions

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Look at Ultimate Conversions

http://blog.teamtreehouse.com/product-analytics-101

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Hack #4 —Max Quality Score to Improve ROI on Growth Programs

Source: Larry Kim, WordStream

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How? Beat the Expected CTR for Your Ad Position.

Source: Larry Kim, WordStream

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Measure Current Page Optimization with Page Grader

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Improve Relevance with Dynamic Text Replacement

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Message Match Improves Relevance & Quality Score

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Recap: Things That Improve Quality Score

• Landing page keyword match to search query: “Message Match”

• High click through rate on ads relative to ad position

• Account history—cut poor performers

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Hack #5 — Get Post-Conversion Conversions

• Take advantage of the good will of your visitor to get a secondary conversion.

• Use principle of consistency and likeability to drive email list building, social media following and more.

• Ask for an easier follow-up conversion after the primary conversion is complete.

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Unbounce Uses the Post-Conversion Conversion Hack

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Unbounce Uses the Post-Conversion Conversion Hack

qualaroo.com

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