Taking to a Brazilian entrepreneur the other day, he showed me a very interesting online marketing tool. It ‘s called UNBOUNCE, a self-serve platform that assists marketers and entrepreneurs to build, publish and test landing pages without nerd knowledge required (jk coders…#ienvyyou) or the IT department getting involved.
Let’s start from the beginning. What is a Landing Page? It is a standalone webpage that is designed to help users to focus on a single objective. It appears as a result of clicking on a SEO search or online advertisement, and should have no distractions such as navigation tied to main website, many buttons or messages. Instead, it should focus the visitor’s attention in 1 message and 1 button, having the purpose to direct the viewer toward a conversion goal (fill-out a form, register in a service).
In a vimeo, the Unbounce co-founder Oli Gardner and the creative creator explain that 98% of marketers incur on 3 mistakes when making a landing page: 1) Offering too much choice, 2) Breaking ad-to-page connections, and 3) Not designing for conversion (watch the vimeo here: http://vimeo.com/87117818 ). They highlight that “CONVERSION is all about ATTENTION”.
The Attention Ratio is the number of links on a page to the number of campaign conversion goals (always ONE). In general, homepages have a ratio of 57:1. The goal of an online marketing campaign is to get users to complete 1 ACTION. In a page with 57 links, you cannot predict what the user is going to do. As attention ratio goes down, conversion rates go up!!
So, if a page is offering too much choice, the user will often get distracted with the links, and may not complete the expected action! Solution: a landing page that is dedicated to your campaign. It has a 1 call-to-action and an attention ration of 1:1. A webpage is a great instrument for the user to discover about the company, products or services, but might not be the best tool for an online marketing campaign.
In the issue 2, one important concept to consider is Conversion Coupling, which is the bond that exists between the source of a click and the landing experience that happens after clicking. Basically the message, design, and style of your ad must match the landing page. You don’t want to lose your visitors interest confusing them. The landing pages can fulfill the breaking connections issue, helping you get 33% more conversion.
Finally, the issue 3 – pages that are not Conversion Centered Designed (CCD). There are 7 principles of the CCD (http://pt.slideshare.net/unbounce/ccd-ebook). I’m not gonna go through all those, but the point here is that using persuasive design and psychological triggers helps guiding the visitor toward completing a certain goal, and so, increase the conversion ratio.
Inbounce was created to help people diminish there mistakes and increase their conversion rate when doing an online campaign. It also helps the marketing team focusing on creating, publishing and testing their campaigns. No need of HTML knowledge (easy templates to edit) and without waiting long for the busy IT guys to code a page, reducing even the time-to-market.
There are other landing page platforms – Formstack, Lander, Livepages, Pagewiz, Optimizely – but I definitely recommend UNBOUNCE, easy to use, and 1 month free trial. If you haven’t, check it out their page: http://unbounce.com