Mobile Landing Page Examples That Seriously Set the Bar

Mobile Landing Page Examples

We’ve all had frustrating experiences browsing the web on our phones: load times that seem to carry on forever; pages that are cluttered and difficult to navigate; long, rambling blocks of text that make it tough to understand what you’re even looking at.

Well, at Unbounce, we’re putting our foot down. We’re tired of junky mobile landing pages. We want to celebrate the pages that do mobile right, with easy-to-follow copy, super-sleek designs, and crazy-fast load times. And since it’s our blog, that’s what we’re going to do.

But before diving into the incredible, Unbounce-built examples, we’ll cover some tips for how to knock your next mobile landing page outta the park.

Mobile Landing Page Best Practices

(“Duh, I know how to make killer mobile pages. Show me the examples!”)

Mobile landing pages aren’t so different from their desktop counterparts, and standard best practices still apply. However, there are some additional considerations for on-the-go visitors, and it’s why you should really be building separate landing pages for mobile (or, at the bare minimum, ensuring that your page is mobile-responsive).

Here are some sure-fire ways to build great mobile landing pages:

  • Be concise in your written copy
    Brevity might be the soul of wit, but it’s also the soul of mobile landing pages. (My high school literature teacher weeps.) Consider how visitors are going to be engaging with your content. Distill the information on your page to just the essentials, and make it easy for visitors to skim: bullet points, short sentences, obscure acronyms, ASOASF. (No, not ASOIAF, ya nerd.)
  • Nail the content above the fold
    Above the fold content is crucial on any landing page, but it’s especially important for converting mobile users. We have a terrible attention span when we’re on our phones: we spend less time on sites than when we’re on desktop, and bounce rates are way higher. That means your content needs to hook visitors the moment they hit your page.
  • Keep your design super simple
    This isn’t to say you can’t include awesome graphics or a catchy explainer video (although you need to be careful—more on that below). Rather, you want visitors to move naturally through your page without getting lost or overwhelmed. Use a single column layout, and strive to maintain a 1:1 attention ratio. If you’re using a lead gen form, keep the number of fields to a minimum and make sure visitors can autofill.

What does “attention ratio” mean? Attention ratio is the ratio of links on a landing page to the number of conversion goals. Since every campaign has one goal, the corresponding landing page should only have one call to action.

  • Make use of sticky bars
    Landing pages are all about getting visitors to convert—but on smaller screens, it can be harder to draw their attention to the action you want them to take. Sticky bars can help keep your call to action (CTA) top-of-mind (or top-of-screen) by having it subtly follow your visitors as they scroll through your page.
  • Be sure everything loads lightning-fast
    Quick load times are essential to converting with mobile landing pages. The bounce rate for mobile visitors gets crazy high after loading for just a few seconds—and considering most of the world is still browsing on 3G connections, any poorly-optimized images or videos on your page could be slashing your conversion rates. Keep things light.

Ready to boost your page speed?

Get Unbounce’s landing page speed checklist and follow our step-by-step guide to improve your load times in a single afternoon.

Best Mobile Landing Page Examples

1. Western Rise

Mobile Landing Page Example: Western Rise

Image courtesy of Western Rise. (Click image to see the full page.)

Social media is a massive driver for ecommerce. Something like 54% of people active on social use the platforms to research products, and roughly a quarter click a promoted post in any given month. But driving conversions from social platforms requires a coherent, uniform experience—from the moment someone clicks an ad on their timeline to when they’re trying to remember their PayPal password at checkout. (Was it ‘12345’, or just ‘password’?)

Will Watters, Co-Founder and Creative Director at functional clothier Western Rise, described how the company turns mobile visitors into handsomely-dressed customers.

With a lot of our current traffic coming from Instagram, it’s imperative for us to have a seamless experience for our customers to learn more about the product.

We specifically chose to build this with Unbounce because we see that a potential customer can click or swipe to arrive at the landing page and learn about the product in detail without having to click through multiple pages.

Best Mobile Landing Page Takeaways:

  • Maintain a unified experience from beginning to end. When you’re building a seamless social-to-storefront experience, you don’t want prospects jumping out of that pipeline. All of the information a visitor needs to make a purchase decision is right here on the page, so there’s no need to bounce and look for more details. Reinforcing that, every CTA on this landing page leads visitors to the same spot on Western Rise online store.
  • If you’ve got an attractive product, show it off. People don’t buy clothing unless they believe it looks good. (The obvious exception being foam clogs—what’s the psychology behind that?) Western Rise includes bold photography to highlight their clothing in the context of use, demonstrating fit and function that would be great to show off on your social timeline.
  • Optimize those images (seriously). This is an image-heavy page, which can be problematic for load times on mobile. Not here: Western Rise gets an impressive page speed grade from Google, which is like getting a thumbs up from Beyoncé or a backslap from Jeff Goldblum.

Bonus: Western Rise uses a popup on the linked store page to promote a giveaway contest and capture leads. (Hey, if they’re not gonna buy, you can at least try to snag their email address.)

2. Glints

Mobile Landing Page Example: Glints

Image courtesy of Glints. (Click image to see the full page.)

Marketers sometimes have a way of over-complicating things. (Who, us?) They’ll use a paragraph where a sentence will do. They’ll build an explainer video when all prospects want to see is a screenshot. On mobile, simplicity wins.

This landing page from talent recruitment platform Glints is an excellent example of how to do mobile right. The brand uses strong content above the fold that immediately communicates what the service is and why we should care: the copy is concise but descriptive, and there’s lots of white space that lets things breathe. It’s not longwinded or excessive—it’s compact and effective.

Best Mobile Landing Page Takeaways:

  • Keep things straightforward. You don’t need to drown your visitors in content, as Glints demonstrates here. The company pares its copy down to just the essentials, then arranges the page in a way that doesn’t give visitors a claustrophobic panic attack.
  • Use a hero image that reinforces your headline. Glints does a lot of messaging work above the fold. The top headline instantly identifies the target audience, which is backed up by the hero image. The supporting copy speaks to the promise of finding a dream career. Then, the second heading quickly shows off some of the significant brands hiring through the platform.
  • Multiple CTAs all go to the same place. An attention ratio of 1:1 is ideal, but you can include additional calls to action if they all point in the same direction. Glints does that here, each with variant copy that prompts the visitor to convert. If the content above the fold doesn’t do it, maybe the logo spread of brands on the platform or the expanded benefits will.

3. Promo

Mobile Landing Page Example: Promo

Image courtesy of Promo. (Click image to see the full page.)

Promo are experts at using videos to drive conversions on their landing pages (as we highlighted in this post on high-converting pages). And they ought to be: the easy-to-use platform lets customers quickly build videos for sponsored social media posts. Promo not using videos in their marketing would be like Superman not using the power of flight in his marketing. (It’s a bird, it’s a plane? Ah, you’re too young.)

But video content can be a big problem for mobile visitors. Deployed carelessly, it can dramatically increase a landing page’s weight and create grueling on-the-go load times. Poor page speed can cancel out any conversions you hoped to gain by including a video in the first place.

Yael Miriam Klass, Promo’s Content Lead, described how the company uses video on mobile landing pages without sacrificing the overall experience:

The best way to grab attention and keep visitors on your mobile landing for more than half a second is with a simple video. Simplicity is key because it needs to load quickly or you’ve lost them.

Best Mobile Landing Page Takeaways:

  • Create a lightweight experience. It’s not clear from just looking at the mobile version of this landing page, but Promo has done a lot to slim the content down from desktop. The full-sized page features an auto-play video in place of the hero shot and dynamic buttons overlaid on the sample videos. Instead, the mobile version uses static images that only play video once a visitor has interacted with them.
  • Get the most from the space above the fold. The headline conveys Promo’s unique selling proposition for this targetted segment—that is, easily creating videos for social media. Coupled with a clickable explainer video and prominent call to action, Promo makes the most of the available real estate to deliver a wicked first impression above the fold.
  • Build credibility with trusted brand logos. Promo includes Facebook and Instagram partner badges above the fold to immediately affirm that they’re trusted by major social media platforms—an important point when you’re trying to win with a social media use case. The page also features a spread of client brand logos and individual customer testimonials, further establishing credibility.

4. Country Chic Paint

Mobile Landing Page Example: Country Chic Paint

Image courtesy of Country Chic Paint. (Click image to see the full page.)

Emotional marketing is a great tool regardless of medium, but it’s especially useful on mobile. People tend to participate most in social media on their phones, and they’re already being emotionally primed by videos of dogs cuddling with ducks, or whatever you people are into these days.

This landing page from Country Chic Paint—built by Webistry—includes an emotional element that makes it more likely to resonate with mobile visitors.

Best Mobile Landing Page Takeaways:

  • Use sticky bars to keep your CTA in view. Country Chic keeps their call to action prominently displayed throughout the landing page by using a sticky bar, making it easy for visitors to convert the minute they’ve made the purchase decision.
  • Reinforce your offer with a compelling cause. In addition to the sticky bar, this page features a number of inline CTAs that continue to prompt visitors as they read through Country Chic’s bulleted product differentiators: the low environmental impact, the company’s paint recycling program, and their charitable initiatives. Plus, we know this is supporting a great cause, and it’s a compelling reason to buy.
  • Show visitors what your product or service looks like in action. Country Chic does a terrific job of picturing their product in the context of use. Rather than just showing off the paints included with the kit, the company demonstrates how they actually look on a piece of reclaimed furniture and other craft projects.

5. ClaimCompass

Mobile Landing Page Example: ClaimCompass

Image courtesy of ClaimCompass. (Click image to see the full page.)

Making your offer clear is key to winning conversions on mobile. That can be tough when you’ve got a complicated product or service that needs some ‘splainin’—especially when it seems too good to be true.

ClaimCompass was also featured in our high-converting landing page examples post, where Alex Sumin, the company’s Co-Founder and CMO, described the difficulty of getting people to buy into the promise of free cash. That hasn’t slowed Alex down, though: in addition to turning one of every three visitors into conversions, this Unbounce-built landing page does a great job of distilling a complex regulatory measure into the tangible benefits for consumers.

When you look at the mobile experience from a contextual point of view, then not only are we limited by the real estate on the device, but also by the environment in which that content is consumed.

I think it’s important to acknowledge the micro-moments in which these mobile interactions occur and consider how they’ll impact our objectives, whether it’s content consumption, conversions, or other.

Best Mobile Landing Page Takeaways:

  • Break complex ideas into understandable benefits. Free money sounds like a simple enough offer, but ClaimCompass is dealing with a ton of jargonistic legal and regulatory considerations. The company does an excellent job of grabbing visitor attention with brief copy above the fold, then quickly banging out the key benefits of the service with bullet points just below.
  • Provide avenues to learn more (when appropriate). High-level explanations and benefit statements aren’t going to be enough to convince everyone. This page provides lots of secondary information that expands on the offer and outlines the ClaimCompass process, plus links to an in-depth blog post that gets into all of the nitty-gritty.
  • Turn positive press and reviews into trust. Yeah, ‘no-strings cash’ sounds like fiction, but ClaimCompass builds credibility and trust by associating itself with the major news outlets its been featured in, highlighting the average customer review score, and pulling real testimonials straight from Facebook.

Bonus: The hero image speaks to anyone who has ever been on a delayed flight. Her face is my face. Her pain is my pain.

6. Helix

Mobile Landing Page Example: Helix

Image courtesy of Helix. (Click image to see the full page.)

Sleep is pretty popular these days, but archaeological evidence suggests that humans have actually been sleeping for thousands of years. Wild stuff.

Mattress company Helix capitalizes on sleep-mania with this landing page that really showcases what’s possible on mobile. Despite including a ton of information, this page never feels overwhelming thanks to some awesome design decisions that make each section feel fresh with a new visual style. What elevates the page to the next level, though, is Helix’s use of relevant testimonials and its smart lead generation tool.

Best Mobile Landing Page Takeaways:

  • Make your landing page beautiful. This is a great-looking landing page, and it shows that you can build a visually-engaging experience for small screens. Each section seems to have its own texture—whether it’s unique iconography, eye-catching graphs, or the stylish video—and encourages visitors to keep scrolling.
  • Provide social proof that speaks to your use case. Helix highlights customer testimonials from couples with different sleeping preferences, which is the audience this page is targeting. For example: “This mattress literally saved our marriage.” As a firm-mattress-lover currently stranded on 4 inches of memory foam, please send help.
  • Generate leads by providing value. The landing page call to action drives visitors to Helix’s Sleep Quiz, which—after collecting their email address—asks prospects a series of questions to help them find their perfect mattress type. There’s value there, and it makes for a rich lead generation tool.

7. Boostability

Mobile Landing Page Example: Boostability

Image courtesy of Boostability. (Click image to see the full page.)

Lead generation still typically comes down to filling out a form, which can make it a little tricky on mobile. Visitors aren’t eager to tap out all of their personal details on a small screen. And speaking from experience, people struggle to thumb-spell even simple words correctly. Good luck adding jimbo@gnail.cob to your email list.

If you’re going to use a lead gen form on your mobile landing page, you’d better make sure it’s autofill-enabled. That’s what the team at Boostability did, and—lo and behold—they’re currently rocking a conversion rate well above industry average.

Best Mobile Landing Page Takeaways:

  • Be sure your form isn’t blocking conversions. Lead generation forms can be a barrier to conversion on phones, but that isn’t the case on this page. Boostability includes its short, autofill-enabled form above the fold, allowing visitors to easily register for their free website analysis.
  • Show visitors what conversion gets them. Below the form, Boostability gives more details on what the website analysis actually includes, complete with screenshots from inside the product. This helps visitors understand what they’ll be getting when they give Boostability their personal details.
  • Lots of content isn’t an excuse for a cluttered page. There’s a ton of information on this landing page, and Boostability manages to condense it all in a small space without making anything feel crowded. That’s because they’ve stuck to a single column that features loads of white space.

Not sure how your landing page performs on mobile? Run a test with the Unbounce Landing Page Analyzer, which ranks your page against nine specific performance categories including mobile responsiveness.

8. Good Eggs

Mobile Landing Page Example: Good Eggs

Image courtesy of Good Eggs. (Click image to see the full page.)

Pitching your product or service to mobile visitors is tricky. People probably aren’t sitting down to read everything you’ve got to say. They’re usually on the move, half-glimpsing at their phone as wait in line for coffee or meander blindly into traffic. Even after you’ve got them on your page, you need to work hard to keep their attention.

That’s not the only challenge Good Eggs faced with this landing page. Grocery delivery is an increasingly crowded space, and the company needs to differentiate itself from its competitors. That means having an opportunity to explain why this service is different.

Heidi Hirvonen, Marketing Manager at Good Eggs, explained how the company builds landing pages that keep mobile visitors engaged:

We know that Good Eggs customers are incredibly busy—trying to optimize every moment in their lives—and looking for creative solutions to save time without compromising on their standards or values.

Unsurprisingly, about 50% of our traffic is mobile, which makes it vital for us to design mobile-friendly experiences for every step in the customer journey, from our marketplace, to our emails, to our Unbounce landing pages.

Best Mobile Landing Page Takeaways:

  • Demand attention with compelling imagery. Good Eggs does a great job of breaking up their landing page copy with stylish photography, prompting visitors to pause just long enough to read about some of the company’s competitive differentiators. That’s especially important when you need to stand out in a crowded space.
  • Make your offer immediately clear. This landing page is built around an offer promoting one of the brands of ice cream that Good Eggs carries, and everything above the fold reinforces that: the delicious hero-shot of the ice cream; the copy outlining the discount for the ice cream; the prompt to claim the ice cream. Give me the ice cream.

9. Ace

Mobile Landing Page Example: Ace

Image courtesy of Ace. (Click image to see the full page.)

Sometimes, a landing page is about more than just getting visitors to understand the tangible features and benefits of your offer. You might want to convey a feeling—make them understand what it’s like to have taken the plunge and experienced transformative results. When it works, it’s powerful.

Ace is a test preparation company that helps aspiring students with their Test of English as a Foreign Language (TOEFL) exam, which can make or break their academic and professional goals. Harnessing that emotional element to drive conversions, Ace’s landing page—built by DMR—evokes a sense of aspiration that encourages prospects to dream big.

Best Mobile Landing Page Takeaways:

  • Connect with visitors on an emotional level. Rather than hitting visitors with a screenshot from the test platform or some grinning stock model, Ace uses the hero image and headline on this landing page to speak to the aspirational nature of their service. Education unlocks all kinds of new opportunities, and Ace concisely captures that above the fold.
  • Back up big promises with proof. Ace includes a ton of detailed testimonials from students that have found success on the platform, which is vital for a service that pledges life-changing results.
  • Maintain visitor attention with eye-catching visuals. The copy on this landing page is broken out into digestible bullets, each paired with colorful, eye-catching icons. That helps Ace keep visitors’ attention without being overwhelming.

10. GoBoat

Mobile Landing Page Example: GoBoat

Image courtesy of GoBoat. (Click image to see the full page.)

Like Ace in the previous example, GoBoat goes light on the description of its boat rental service and instead focuses on the experience of seeing Copenhagen from the water—how it feels. Sure, there’s less pirate imagery than we’d like for a company that says we can “be [our] own captain,” but GoBoat includes a ton of beautiful photographs that have already got me planning a summer trip to Denmark.

Best Mobile Landing Page Takeaways:

  • Make sure visitors immediately understand the benefit. GoBoat succeeds in conveying the most essential information above the fold while also making clear the primary benefit: piloting the boat yourself. And while the company chose to exclude the auto-play video from the desktop version of this page, the static hero shot does a great job of capturing the experience that GoBoat is offering.
  • Speak to the experience you’re offering. Most people aren’t renting with GoBoat to live out some childhood freebooter fantasy (shame)—they’re doing it to experience the beautiful sights of Copenhagen. The company plays to that with this landing page, giving lots of real estate to shots of the city’s most famous landmarks. Meanwhile, the page is concise in its copy and uses bullets to quickly address standard questions.

Looking for more landing page inspiration? Check out these other Unbounce resources and start building beautiful pages that crush your conversion goals:

  1. Create high-converting landing pages in 30 minutes: Free Video Crash Course from Unbounce and Skillshare
  2. Effective landing pages that look great, too: The Best Landing Page Examples You Gotta Save for Your Swipe File
  3. Calculate your landing page performance: The Unbounce Landing Page Analyzer

Original Article

Your Shortcut to Lightning-Fast Speeds. AMP Landing Pages Come to Unbounce.

In 2019, more than half of all web pages will be loaded on smartphones. This means more prospects than ever before will connect to your business while on the go.

But it also means more of ‘em will connect while hurrying between appointments—or while fighting for a seat on public transit, or while struggling with spotty Wi-Fi at the local Starbucks. So they’ll have much less patience for your slow-loading web pages, no matter what you’re offering. (In fact, Google tells us that 53% of your potential mobile conversions are gone after the first three seconds of waiting. That ain’t long.)

Surely, then, you want to speed up your load times. Otherwise, you’ll end up spending money driving traffic to landing pages that are never even seen and don’t convert.

Exporo, an innovative real estate crowdfunding platform based out of Germany, jumped on the speed wagon early. They knew mobile speeds impacted their conversions, and they were very interested in using Accelerated Mobile Pages (AMP) to create engaging, faster-loading experiences. Backed by Google, AMP pages load in less than half a second—85% quicker than normal pages—so they’re a solid option for anyone looking for mobile performance.

In practice, though, the framework’s restrictive code seemed like a pain. Many companies like Exporo quickly realize that coding AMP pages from scratch isn’t going to be as efficient as they need—and will take up developer resources they can’t spare. We don’t blame ’em one bit for holding out: implementing AMP can be pretty tough.

According to Marcel Heymuth, Exporo’s Senior Performance Marketing Manager, being able to create AMP-ready experiences with Unbounce changed their mind:

Fast mobile pages are essential for good user experience, so when Unbounce announced that they were offering AMP we were thrilled! Now all of our landing page specialists can
build AMP pages quickly and easily without having to resort to IT resources!

If, like Exporo, you’ve been waiting for AMP to become more accessible and easier to test, consider this post to be your starting pistol. Because at Unbounce we’ve been working hard to make creating AMP landing pages as simple as possible. (Bang!)

Now you can easily drag and drop together AMP experiences

After a successful beta run, we’re excited to announce AMP landing pages are officially available on Premium or Enterprise Unbounce plans. Like, right now.

Using the drag-and-drop builder, you can now create near-instant experiences that dramatically shorten the time it takes for visitors to see your content. AMP landing pages can improve conversion rates (faster loads means less frustrated visitors), increase your Quality Scores in Google Ads, and ensure you’re not spending money on traffic that doesn’t see your content.

Not an Unbounce customer? Take the builder for a spin—and start creating AMP landing pages—with a 14-day free trial.

Say goodbye to complicated

We’re not gonna lie—while AMP has clear benefits, hand-coding AMP landing pages from scratch can be a pain in the butt. (I’d use stronger language here, but my mom’s a reader.) The AMP framework limits your HTML and JavaScript to only the essentials, and Google’s AMP Cache requires validation before it will ever serve up your pages. Ironically, this slows you down when you create these fast pages.

As Joe Savitch, Marketing Services Manager at Altos, puts it:

AMP is a powerful markup language… but it is also VERY precise. One validation error and poof… your page is worthless. In Unbounce you can focus on building a high-converting landing page, not learning a new markup language.

Given how many marketers told us they were hesitant to try AMP because of these technical hurdles, we wanted to make it easier. Whether or not you have a crack team of web developers behind you, Unbounce helps you get your marketing campaign AMP-ready sooner.

Now you needn’t wait for a developer to start creating AMP landing pages. You can fire up the builder and drag something together all by your lonesome. It’s not a bad way to secure better results. And there are some other benefits to doing it in Unbounce:

Customize as much, or as little, as you want

Unbounce features ready-to-go templates that let you create an AMP-validated landing page in minutes. If you’re already using Unbounce, you can even copy and paste page sections or elements from existing landing pages.

If you want to get fancy about it, though, you can also always add AMP-compatible HTML, CSS, or JavaScript. While the point of AMP is to be restrictive, we recognize that there are still scripts you’ll want to include or experiment with—which is why we didn’t set limits on what you can do with your AMP pages. If you can validate the page you want, then go ahead.

(But you probably shouldn’t go crazy here. These pages are intended to be simple so they load fast.)

A handy Zapier workaround

Some third-party integration scripts are not currently AMP compatible—we wish they were, frankly. If we could get every part of your marketing stack aboard the AMP train tomorrow, we would.

But our 1000+ integrations with Zapier provide a nice workaround. Using zaps, you can send leads from your built-in-Unbounce AMP pages to apps and tools like Mailchimp, Hubspot, Marketo, Campaign Monitor, and tons of others. In other words, you can ensure seamless lead management from your campaigns.

And Zapier also lets you add analytics and tracking to your AMP landing pages, which is much trickier if you’re coding these pages from scratch.

How to get started with AMP landing pages

If you’re an Unbounce customer, chances are good you know the drag-and-drop builder. (If not, start a free trial to check it out.) Once you’re in, creating your first AMP landing page is not a heck of a lot different than creating a standard landing page, popup, or sticky bar.

1. Select AMP in the Unbounce Builder

You can find AMP in the side panel. Select it, then click “Create New” to get started.

2. Choose a Template

Pick a ready-to-use template that you’ll customize to fit your brand. Or if you’ve got something entirely new in mind—you are no mere marketer, you’re an artiste, we feel ya—go for it. Just click “Start from Scratch” for a blank page.

3. Drag and Drop Together Your AMP Page

Add images, text, lead gen forms, and other elements to your AMP page using the simple drag-and-drop editor. Any images you add will be automatically optimized for performance.

4. Validate with Google

Once your page is ready, click the “Validate” button to check with Google that your landing page meets all the standards required by the AMP framework. Then publish.

Create Your AMP landing pages now

It’s 2019 and delivering the fastest possible page speeds is not optional. Your prospective customers are fresh out of patience, and Google is putting more and more pressure on marketers to get faster as a result. Though Accelerated Mobile Pages aren’t a magic bullet, for most us they’re an opportunity to get ahead of the pack. Create smoother, faster, more engaging landing pages for mobile devices.

But the proof is in the pudding, as they say, so why not see for yourself? If you’re on a Premium or Enterprise plan with Unbounce, AMP is available to you right now. (No, seriously. Check the builder. We think you’ll love it.)

And if you’ve yet to give AMP try, let alone with Unbounce, don’t be shy. We highly encourage you to start a free trial and drag and drop together your first AMP landing page. You can recreate an existing destination URL for one of your ad campaigns, for example, and compare the difference over the next month. Let us know what you think!

Additional Resources

Original Article

How To Choose the Right Ad Platform for Your Business

How To Choose the Best Ad Platforms for Your Business

When you’re just starting out, it can be a struggle to find simple advice about where you should be advertising your business online.

The digital marketing world can be noisy, after all, and everyone has an opinion. Your friend tells you that Google Ads is just too expensive. The blogs all say Facebook is for old people. You’re hearing from others that you simply must be on Instagram. And LinkedIn is dying, right? (Everybody knows it, right?)

So how do you know where you should be advertising for your business and your demographic?

When it comes down to it, there are three questions you need to ask yourself: What’s your audience? What type of product are you selling? And what are your marketing resources?

With these considerations in mind, let’s take a quick spin through four major ad platforms to see which one is right for you.

Google Ads (formerly AdWords)

Google Ads are those pesky paid listings you probably wish didn’t appear in your Google search. You’ll typically see three to four ads at the top and bottom of the organic listings.

Demographics

Essentially, “everyone” uses Google. When 90% of searcher in North America, 94% in Europe, and 93% worldwide are using Google, you don’t need to worry about whether or not your demographic is represented.

Your Product

Google Ads is an excellent platform for when consumers are actively looking for your product or your brand. For instance, if you’re a popular retailer, like Nordstrom, or you fulfill a common need, like plumbing services, people head to Google first to search, research, validate, and then purchase.

A screenshot of the Google ad platform.
People who use Google are actively looking for something (like plumbing services).

Consumers searching in Google have high purchase intent. They’re either researching because they’re considering a purchase now or in the near future—or they’re in active “buy mode.” That’s why Google Ads operates at a higher cost per click: conversion rates are often higher than other social platforms.

Your Marketing Resources

Google Ads is reasonably easy to set up if your marketing resources are limited. If you stick to the search network and avoid display and YouTube ads, you won’t need design work, videos for ads, or elaborate copywriting. The ads are short and just require some creative messaging. However, using landing pages instead of websites can increase your conversion rates dramatically and ultimately increase your ROI.

EDITOR’S NOTE. Building landing pages from scratch can be a further drain on your resources. Using Unbounce’s drag-and-drop builder, you can do it yourself in an afternoon, without a developer.

Facebook Ads

Once upon a time, running ads on Facebook was all the rage, but they’ve lost a little love over the last few years. (There’s still incredible opportunity in the platform, however.) You’ll see these ads about every five posts in your feed and in stories, articles, the marketplace, messenger, and other locations.

Demographics

Some say “old” people use Facebook and the younger generations don’t. But, statistically, that’s just not true. What is true is that, while all age ranges are represented, Facebook is the one platform where the older generations are heavily represented. Here are the facts:

  • 68% of Americans use Facebook.
  • 35% of Facebook’s audience is under 25.
  • 41% of Americans 65+ use Facebook.

Facebook is excellent for all age groups. But if your product sells to people over 45, it’s the best social platform.

Your Product

If your product or service doesn’t enjoy strong brand awareness, Facebook is an excellent way to create exposure. Facebook allows you to introduce your product over time, build brand recognition, establish social credibility (through comments and likes), and ultimately win conversions.

For example, I may have difficulty finding MasterClass if I’m searching for “how to grow my business.” But they’re able to introduce the brand to me via Facebook, knowing I’m a business owner through my profile and activity.

A screenshot of the Facebook ad platform.
Facebook can educate and expose people to your brand long before they’re ready to buy.

Purchase Intent

People using Facebook generally don’t intend to buy while they’re on the platform. They have low purchase intent compared to someone searching on Google. As I suggested above, that creates an incredible opportunity for you to educate, introduce your brand, and be an option when they are ready to purchase. The lower cost per click on Facebook also helps offset the lower purchase intent.

Your Marketing Resources

Facebook relies heavily on visuals and content messaging. To be successful, you’ll need compelling ad copy, sharp graphics, engaging video, and a clean, high-converting landing page. It’s relatively easy to create Facebook ads, but optimizing them for conversion requires many assets and variables (accurate audience targeting, conversion-optimized landing pages, etc.) all working in concert.

Instagram Ads

Instagram doesn’t have nearly the placement options that Facebook enjoys. You can place ads in people’s feed or in their stories. However, the organic, visual nature of the platform makes it a perfect spot to highlight the beauty of your brand.

Demographics

Instagram has 500 million users of which 80% live outside the U.S. The platform caters to a younger demographic obsessed with sharing their lives and “stories” every day. Here are a few of the defining qualities of the Instagram base:

  • 35% of Americans use Instagram.
  • 59% of these people are under 30.
  • 72% of teens use Instagram every day.
  • 39% are women and 30% are men.
  • 35% of all people on Instagram are millennials.

Your Product

Products that are visual or represent an aspirational lifestyle do quite well on Instagram. It’s more challenging to sell professional service or B2B products unless you’re developing extremely creative, compelling stories through video or images. In the B2B world, we typically use Instagram for re-targeting and less for first-touch.

Purchase Intent

Similar to Facebook, people on Instagram don’t have high purchase intent like they do on Google. It’s difficult to convert someone to a buyer when they’re sitting on the couch catching up with their friends’ lives. However, compelling ads will drive your brand forward when the consumer is ready to buy.

Your Marketing Resources

Also similar to Facebook, Instagram requires energy in the marketing department. I might argue the copywriting isn’t as important as it is in Facebook ads because of the focus on visuals. However, the visuals must be on-point and compelling video is essential in stories. You’ll need some design and video support for the platform.

You can see Zillow used high-quality photography in the example below. The ad also included an image slideshow with animated text to create a visually compelling experience.

A screenshot of a Zillow ad on Instagram.
High-quality photos and animated text maximize visual appeal to this ad by Zillow.

LinkedIn Ads

If your business is in the B2B space rather than B2C, LinkedIn should be your first spot for posting content and paid advertising. LinkedIn is far from dying. Microsoft bought the company in 2016 for $26.2 billion and has slowly turned the ship around while making drastic improvements to its advertising platform. In two years, LinkedIn has added 123 million members (compared to just 9 million additions on the Twitter network).

Demographics

The professional social network doesn’t boast 2 billion users like Facebook, but with over 590 million professional members, it’s a goldmine for your B2B marketing efforts:

  • 50% of Americans with a college degree use LinkedIn.
  • 45% of users are in upper management.
  • 87 million millennials are on LinkedIn.
  • 80% of B2B leads are generated on LinkedIn.

Your Product

If you sell services or products to businesses, LinkedIn is the best place to be spending your time. CPAs, lawyers, professional service companies, and their decision makers are on the platform regularly. The entry-level staff that you might target in Instagram or Facebook are generally not on the platform. And when they are, it might be to look for a job, not your product.

Purchase Intent

Just like Facebook and Instagram, it’s a place where you can drive awareness if people have never heard of you. Sponsored content places your product right in the newsfeed and InMail ads send messages right to their inbox.

The nature of buying expensive B2B services means that the platform is used to build credibility and open a conversation. It’s unlikely someone will complete a credit card form for your $10,000 consulting services, but they may learn to trust you enough to call and open a conversation.

A screenshot of the LinkedIn platform.
B2B services (like CRMs) frequently use Linkedin as their primary ad platform.

Your Marketing Resources

LinkedIn falls in the middle of the pack when it comes to visuals and marketing resources. For sponsored content, you’ll be using a nice graphic or short video to deliver your message. Since the audience is more professional, I’d lean toward something more polished than what I’d put on Facebook or Instagram.

The InMail messages require strong copywriting and messaging along with an accompanying graphic, but you benefit from more leniency than a platform that’s 100% visual, like Instagram.

Wanna share these insights with a friend? Click here to share this post on Twitter.

Which platform is right for you?

As you can see, it depends on your product, audience, and marketing resources.

The best ad platforms for your business
No need to squint. Click the image above for a larger version.

In sum, if your customers are actively seeking your services or product and ready to buy, Google Ads is a good starting point and doesn’t require any creative resources. Alternatively, if you are introducing your brand to your customer and have compelling creative to show off, Facebook and Instagram are a perfect start. And for B2B offerings, LinkedIn is your best bet.

Though understanding the nature of each platform is important, these guidelines are just the tip of the iceberg.

The next step in your paid media strategy is to design a campaign allowing the different platforms to work together. One might be responsible for driving visitors to your site, for instance, and the rest nurture them for days, weeks, or months. (Editor’s Note. Keep your eyes peeled for a follow-up post by Adam on this very subject. )

What platform is generating the best results for your business? Let me know in the comments below.

Looking to boost your PPC ad results even further?Original Article

More For Your Clients, More For You: The Best Way to Give Your Agency an Edge This Year

The agency life ain’t easy. There’s constant competition to acquire new clients and new agencies are poppin’ up every day.

You know your agency delivers and that your team is stacked with experts. You know your clients will be happy they chose you because you’ve got a great track record. But, you also know every agency out there is saying the exact. same. thing.

It helps to have something extra in your proverbial utility belt—something to offer outside your stellar services that sets your agency apart. Something like The Unbounce Partner Program, which gives you several of those somethings. In fact, you may need a bigger belt. And a bigger wallet.

Skip the details and see for yourself. Sign up to join the Unbounce Partner Program.

A referral program designed for agencies and marketers, the just-launched Unbounce Partner Program gives you 20% of the monthly recurring revenue (or 25% of the total annual revenue) for every client you help discover Unbounce. It was inspired by those who’ve been referring Unbounce unofficially for years—and who we wanted to give thanks to on top of the returns that were naturally occurring.

Agencies teaming up with Unbounce, in particular, have seen advantages over their competitors in two ways.

First, by creating landing pages for their clients that get higher conversion rates time and time again. Customized landing pages are a proven way to improve the performance of paid advertising, email, and lead generation campaigns. The results speak for themselves, clients listen, and more often than not, the agency that provided all that R for their I becomes the go-to choice for future services.

“Once [clients] hear that we can go out and buy the same clicks anyone else can, there’s nothing proprietary about that, but we can leverage the PPC experience with landing page testing….That’s when clients start to understand ‘OK, this is a company worth working with’. If only for that differentiator.” – Andrew Miller, Co-Founder of Workshop Digital

And second, agencies add to the power of their own expertise by combining it with ours. We’ve been toiling away in the marketing industry for ten human years, 70 dog years, or approximately 378 marketing years (we all know how fast that shizz moves) and have become the top choice for conversion platforms by doing our homework and testing for what works.

We back you with the tools to pull off the results your clients will get excited about, as well as tons of learning resources to stay ahead of the game. Whether it’s demystifying GDPR, choosing Accelerated Mobile Pages, explaining the wild world of Google’s rules, or figuring out makes a page as optimized as possible, we’ve got you covered.

Becoming an Unbounce Partner is a way to underline these benefits, weave in a couple more, and add to your cash flow on top of it all. Without further ado, here are some of the ways you can use the Unbounce Partner Program to grow your agency and make your clients really, really happy.

Offer Landing Page Services with Inarguable ROI

It’s no small potatoes to put your word behind a product—putting yours behind Unbounce means making a promise to your clients that it’ll help their business. At over 500 million conversions clocked in by our customers, you can rest assured that promise will be kept.

“In some cases, we saw conversion increases of over 70%, just by switching a client’s landing page over to Unbounce. Because Unbounce allows us to test and iterate more rapidly, we’re able to increase our speed of testing which is a win for everyone involved.” – Nicholas Scalice, Founder of Earnworthy and Unbounce Partner

And, it’s easy to start offering these services. Any member of your team can create slick, on-brand landing pages, popups, and sticky bars using drag-and-drop functionality and a huge variety of templates that can be customized to your (client’s) heart’s content. Under the hood, you’ve got Unbounce Speed Boost for fast-loading pages on desktop and mobile, super-granular audience targeting, dynamic text replacement, and more features that create a better and higher-converting visitor experience.

In other words, we make sure your word delivers.

Easy Campaign Management (for all) and Ongoing Profit (for You)

Multiple client sub-accounts have always made for easy campaign organization and collaboration. Before the Partner Program was born, agencies using Unbounce would typically add clients into their own account. As an Unbounce Partner, a simple switcheroo—giving your clients their own accounts and having your team members added as users in theirs—allows for the same campaign management and collaborative freedom while bringing in that sweet, sweet referral cash to boot.

“We’ve been using an agency account for years, often charging clients a usage fee to use our agency account. The Partner Program is great because it gets clients to use their own accounts that earn us a referral fee, which can really add up over time. And our commissions increase if they opt into larger packages.” – Patrick Schrodt, Founder of Titan PPC and Unbounce Partner

If you and your client end up going separate ways, a silver lining remains in the form of lifetime Partner Program earnings. As long as they remain an Unbounce customer, you keep getting paid.

Discounts Your Clients Will Love

Who doesn’t love getting something awesome for less money? Joining the Partner Program gives you access to exclusive discounts you can pay forward to your clients. Discounts they literally can’t get anywhere else (and by literally, we mean literally).

Every client you refer to Unbounce gets 20% off their first three paid months on top of the 30-day free trial. Or, 25% in total off of an annual plan if that’s more their speed. Between your agency’s super team growing their business and serious savings on Unbounce’s conversion power, you’ll be primed for a good ol’ fashioned money fight. We all know that’s what you really do in those pitch meetings.

“We typically see a 2-3x increase in conversion rates with Unbounce. I can’t imagine building a client’s account without Unbounce these days. Especially for anything lead gen. Titan has been growing year over year and a lot of that has to do with client retention. These clients are sticking around because they are converting like mad.”
Patrick Schrodt, Founder of Titan PPC and Unbounce Partner

Brand Alignment and Promo Power

When two rights come together, they can make a damn right. You’ve got a killer team who knows their stuff and a portfolio to prove it. And as mentioned above, Unbounce has a decade of experience in conversion marketing and pudding full of proof that our product works. An official partnership is an instant way to bolster the reputation you’ve worked hard to earn, and strengthen the relationships with your clients over time as you continue to give them results worth celebrating.

As a Partner, you’ll also get co-branded sales enablement materials and templates that will highlight your agency as you promote your partnership to bring in that extra revenue. It’s a partnership, after all—we’re determined to get you as much out of it as we can.

So, want to partner up? Learn more about the program for agencies here or email partners@unbounce.com with any questions you have, be they burning or lukewarm.

Original Article

Sloppy PPC Landing Pages Hurt Your Ad Spend. Here’s How To Fix ‘Em.

Sloppy PPC Landing Pages Hurt Your Ad Spend. Here's How to Fix 'Em.

Median conversion rates hover between 3-6%, according to the Conversion Benchmark Report. But the best?

Anywhere between 12-27%. That’s two to five times the median.

If you’re reading this, chances are that you’re stuck somewhere in the depressingly-low single digits. Most are.

You’ve got the right keywords, your Ad Groups are on point, and your landing pages nail the essentials. So why are conversions and costs not budging?

The problem is that while ‘best practices’ can be helpful, they’re not enough. You need to rethink how those PPC landing pages are organized, who they’re targeting, and what customers need from them at different points in time.

Here are three places to get you started moving up into that double-digit club where you belong.

1. Funnel Segmentation

PPC landing pages arguably have the biggest impact on campaign ROI—just not for the reasons you think. It isn’t just the cheesy, tool-generated headlines that are stopping you from converting. It’s the lack of funnel segmentation in your campaigns.

In a perfect world, your PPC campaigns look like this:

Multiple stages of your funnel
+ Multiple offers for each stage of the funnel
+ Multiple keyword variations + ads for each offer
= Dozens and dozens of landing pages

And yet, you probably don’t have dozens and dozens of landing pages. You’re probably rocking one landing page. Potentially five. Rarely, ten.

Because: work. I get it.

But you don’t need another lecture about TOFU, MOFU, and BOFU. You need to start differentiating campaign offers with pages for each one.

Check out Jon Loomer’s 15 Facebook ad campaigns, for instance. He’s got awareness-based content campaigns at the top, lead gen nurturing ones in the middle, and revenue-producing sales offers at the bottom. Each with a different offer and associated landing page:

Jon Loomer's 15 Facebook ad campaigns

Loomer’s 15 campaigns cover the whole funnel (image via Jon Loomer)

He’s even got different offers for different segments in the same funnel stage. Beginners get one page, while power users get another. This is an excellent example of how it should work, but where do you start?

How Directive Consulting built a funnel

Here’s a common way this plays out. Brady Cramm, Director of PPC at Directive Consulting, had trouble driving results from LinkedIn display ads at first. That’s because up until recently, LinkedIn’s advertising options were a nightmare.

Targeting was a significant part of this problem. LinkedIn tempts advertisers to laser-target an audience based on job title or role. But the audience sizes often weren’t large enough based on the poor click-through rates. As a result, it used to be brain surgery to manifest a few clicks a day. And your chances at turning those into any meaningful lead count was minuscule.

Thankfully, there’s been significant improvements since then.

Brady now uses LinkedIn ads to drive eBook downloads and views. But they’re beginning to move away from gated content in favor of tracking pixels on different pages.

For example, you can drop the LinkedIn Insights Pixel on your site. You don’t even have to be running ads to use it:

LinkedIn: Campaign Manager

The Pixel can be targeted towards specific pages, like your guide, eBook landing page, or ad offer. Once you get over 300 visitors to that page, you can tap into their matched audiences.

As Brady points out, “you can see what job titles, industries, and functions are on each page. You can see that you’re getting VPs of marketing and then create a tailored campaign specifically for them.”

And that’s the killer targeting he now looks for:

LinkedIn Insights Pixel demographics lets you figure out who’s visiting. (image source)

Here’s an example of how it all comes together. Brady’s company, Directive, has a popular post about B2B marketing ideas. They rank high on the popular search query. And as a result, they net a ton of traffic.

The LinkedIn Insight Pixel here helps them figure out exactly who’s visiting (and why).

Then they can turn around and create a Facebook lookalike audience based on the people who’ve visited that page from search:

Facebook: Lookalike Audience

It doesn’t stop there. Once someone becomes a lead or provides their information, custom audiences can be spun up on both on LinkedIn with Matched Audiences…

LinkedIn: Matched Audiences

… or Facebook with Custom Audiences:

Facebook: Custom Audiences

But Brady’s strategy doesn’t stop there. “There are a lot of PPC opportunities outside Google Ads,” he says.

For instance, Directive also uses Quora ads to promote an opt-in eBook. The book’s topic dealt with “B2B marketing demand gen,” so he targeted “B2B demand gen” topics in Quora. Makes sense. (And the Quora listing is written like content, so it blends in and gets a better response rate.)

Third-party directories are also huge for B2B.

Think about the typical customer journey for a second. The very first step is for someone to realize they have a problem. When that happens, they start looking for information around that particular issue. After gathering enough research and evidence, the next step is to begin transitioning into potential solutions.

Most competitive markets have different affiliate-based sites that aggregate, rank, and suggest possible solutions. Local businesses have Yelp. Travel has TripAdvisor.

And B2B has Capterra.

Capterra lists companies within specific verticals, like “construction marketing software.” Options are then ranked based on a number of criteria, like the number or quality of reviews.

But you can also pay to be listed at the top too. It’s a PPC bidding war. Potential customers look up related software alternatives, and you pay to be listed in the top five to get the most interest:

Using Capterra for B2B promotion

Brady elaborates on the benefits of using Capterra:

“I see those as highest Sales Qualified Leads (SQLs) at lowest costs. In consumer’s eyes, they see our client ranking as top three [blank] software company. And then from there, you can audit the competition’s landing pages, improving the messaging and CTAs to outperform them.”

Managing ad spend across campaigns

Beyond this basic setup, Directive uses Shape.io to manage budget and ad spend across many different concurrent campaigns in places like Google, LinkedIn, Facebook, or Capterra:
Using Shape to manage budgetsThey work with a lot of large accounts that frequently start and stop campaigns based on iterative performance. That can be a managerial nightmare. It’s incredibly time-consuming to babysit campaign performance to the required level of granularity. And the risk of missing something and overspending is high.

Shape lets Directive set up predefined targets with caps for multiple campaigns under each client that make it tailor-made for scaling agency accounts. Brady agrees:

They offer a cool, all-in-one visualization of all channels. It includes budget trend, predicted spend based on real-time performance, how increases or decreases will affect performance, and also an autopilot feature to catch trend lines to not overspend.

2. Message Match

Now, if you’re following Jon Loomer or Directive Consulting’s example, you’ve got funnel segmentation. You’re treating landing pages like content mapping, aligning unique pages with each different offer, segment, or audience, within each stage. You have SKAGS or other tightly-controlled ad groups.

The next step is to align messaging for each page to (1) who’s visiting, (2) why they’re visiting, or (3) where they’re visiting from. Why?

Better message match
=
better Quality/Relevance Scores
=
lower Cost Per Leads

That’s where Dynamic Text Replacement comes into play, a handy little off-the-shelf feature in the Unbounce Builder to help you personalize PPC landing page content. It’d be challenging to do this hundreds or even thousands of times, but dynamic text replacement solves this (almost) overnight.

Dynamic Text Replacement (DTR)

Inside the Unbounce Builder, you can highlight a content section, like the headline. Head over to the “Properties” tab, and click on “Dynamic Text Replacement.”

Next, you can set the parameter and default text to show visitors as a backup plan. It’s all pretty straightforward.

Dynamic Text Replacement

And we’re still just scratching the surface here.

ShipBob is making a killing by optimizing message match across all campaigns. Chief Marketing Officer, Casey Armstrong, reported that they’ve been able to scale their ad spend over 60% quarter-over-quarter while keeping ROI the same:

At ShipBob, we hyper-focus on customization from ad to landing page to on-boarding experience. We’re launching some exciting new on-boarding elements shortly, so today we can focus on the ad-to-landing page experience. We use Unbounce and run a script to create dynamic header and copy changes throughout the page. We mirror our ad campaigns and ad groups to each landing page, as we run over 1,000 campaigns and over 100,000 groups.

So, for example, you Google “Shopify Order Fulfillment” and see this exact-match ad:

You click it, and then land on a page that exclusively focuses on “Shopify order fulfillment”:

ShipBob landing page

EDITOR’S NOTE. Dynamic Text Replacement can greatly simplify the steps involved in ensuring message match. You can read more about how DTR works in Unbounce here.

Google Ads IF Functions

Google Ads IF functions are another game changer for message match because now you can pair it with DTR to customize ad and page, automatically.

For example, you can use RLSA audiences or even device type to customize ad text on the fly, even going so far as to change the offer for each. Take this example from Samantha Drane of CPC Strategy:

The way we use our mobile device is different than the way we search on desktop. Mobile is more ‘in the moment’–maybe you’re going somewhere or looking for something near you, but desktop is considered more of a research tool.

Here’s how it works out:

Comparing AdWords and Google Search

Targeted Templates

You can create page templates for each segment, too. So that in addition to copy, other page elements can be customized, like an attorney-looking dude that pops up when you search for “attorneys”:

While a doctor-looking dude comes up for “doctors”:

(Note: These examples are both dudes because the targeting was primarily dude-specific.)

In fact, laser-targeting each landing page like this to every single keyword you’re bidding on might be the lowest-of-low-hanging-PPC fruit. Obsessive message match in this last example decreased cost per converted click from $482.41 to $147.65 while increasing the conversion rate from 4.08% to 12.76%.

Before:

Cost before messaging match

After:

Cost after message match

Multiply those cost changes against a $30,000/month budget (which this was), and you’re talking about hundreds of more leads for tens of thousands less.

3. Offer Messaging

Google Ads can trick you.

Nowhere else can you get sales-ready leads with such precision and accuracy. No other platform—online or off—delivers people to your door with wallet in hand.

That’s why the same old boring “Free Quote” landing page works OK on Google Ads but absolutely bombs on pretty much every other channel out there. Don’t fall for that trap.

The final ingredient separating double-digit landing pages from sub 1-2% is amplifying the offers you’re using to draw people near (three billion in ad spend analyzed can’t be wrong.)

It’s about moving away from a direct hard sale:

Hard sale: "Request Disability Insurance Quotes"

To one that focuses on the end result that your customers receive:

Focus on end results: "Protect your income."
Except, how do you balance message match (who they are, where they’re coming from, etc.) with more persuasive copy that gets them to convert?

Luckily, Joanna Wiebe’s got the trick to balancing the two with her 10/90 messaging hierarchy layout:

Joanna Wiebe's 10/90 Messaging Hierarchy

10% message matching, 90% convincing (image via Copy Hackers)

Customize the top ten percent for message match, and the bottom 90 percent for persuasion.

EDITOR’S NOTE. Read more about the message hierarchy here. And pick up your free copy of Joanna’s Conversion Marketer’s Guide to Landing Page Copywriting.

Trimming your word count

When you’re trying to be persuasive, it’s easy to forget that you still need to be as concise as possible. The Conversion Benchmark Report states that pages with fewer words (less than 100) convert 50% better.

So how can you possibly persuade, while ruthlessly cutting word count?

Wistia recommends split testing with video placements: “Put your video to the test by making two different versions of the page and seeing which one drives more conversions, the one with or without the video,” according to Venngage’s guide on lead gen. Then you can even split test different types of videos or demos.

Split testing pages, not necessarily A/B testing, is a recurring theme. For instance, you can split test different types of offers for the same campaign. No matter if it’s a quote request, free assessment, webinar, or interactive calculator, like the one we created for Podia:

For Directive Consulting, on the other hand, software demo videos work really. They’ll often do on-demand or evergreen ones (as opposed to scheduled ones), so prospects can view the video at their own convenience. Here’s a perfect example:

Software Demo Videos

Extras like this help a lot in a competitive environment, like Google Ads or Capterra, where the same person might click on the first ten companies to compare them all within a few minutes.

“Convenience can provide a big lift,” says Brady.

Brady focuses next on ad copy, but not just for message match in this case. Page elements, like teaser bullets, quickly summarize the main outcomes and benefits (not features) a prospect might get.

This is also one of the most common mistakes he sees on most B2B landing pages.

It’s so important to get that outside perspective. There’s a poison in many B2B companies, where everyone uses their own language around the office. They all understand it. But nobody (outside of the company) knows what they’re saying when they bring it to the web.

So not this:

🤔

But that:

Coconstruct

🤗

Device targeting

Last but not least, device targeting can make or break your campaign’s offer messaging.

Landing pages need to be treated differently if they’re on mobile versus desktop. One time, a Directive client had their form below the fold on mobile devices. The page was responsive, but the mobile layout wasn’t ideal, forcing the form out of sight and out of mind:

The solution was obvious: “We swapped [the form] to the top and conversions went through the roof.”

And Brady also decided to segment paid campaigns only for mobile or desktop. Not both: “Mobile traffic was sharing and clicking, which is good. But they weren’t staying very long, consuming it, or opting-in.”

Users exhibit different behavior on mobile versus desktop. Brand awareness campaigns or content promotion might work well on social, but lead gen campaigns are often better reserved for desktop. We’ve confirmed this across several promoted content tests on Facebook.

My company spent $984.69 on one content campaign and found that the three primarily-mobile placements (Audience Network, Messenger, and Instagram) significantly outperformed desktop and right column placements for top-of-the-funnel traffic.

Top-of-Funnel Traffic

In this case, it makes no sense to continue spending anything on desktop placements. You might as well drive as many cheap clicks as possible, so you can later retarget them with better offers on desktop when there’s a better chance they’ll convert.

Here’s how the math breaks down after shifting more ad budget to the mobile-based placements:

That’s nearly 2,000% more clicks for the same spend. And we were able to repeat this trend again and again and again.

2000% more clicks

So the campaign success wasn’t just indicative of a single headline or button or any other variable on your PPC landing pages.

Rather, we learned that campaign success more often comes from aligning everything from the funnel segmentation, with message match, and offer messaging across each placement.

Conclusion

Button color has basically zero impact on your PPC campaign performance. Yes, landing pages should have certain elements. Yes, they should be convincing and professional.

But what separates a >10%+ converting landing pages from a <2% one isn’t just what’s on the page.

  • It has to do with your funnel segmentation and how you’re delivering offers to people on different platforms and different times.
  • It has to do with message match at scale so that each combination of ad and landing page aligns perfectly.
  • And it has to do with how you’re testing page offers to better match what people want.

So while ‘best practices’ are a good starting place, true landing page success doesn’t come down to any single variable but how all of these puzzle pieces fit together in the end.

Looking to boost your PPC ad results even further?Original Article

Increase Your Landing Page Speed (By Stealing Our Homework)

Increase Landing Page Speed

If you’ve read Unbounce’s 2019 Page Speed Report (and you really should), then you already know why speed is so important this year. Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile load times in its search rankings. To be successful in 2019, we—marketers—need to be thinking fast. But are we?

To find out, we polled almost 400 marketers on their attitudes around page speed and asked what (if anything) they were doing to get faster.

Unbounce 2019 Page Speed Report - Graph 1

Just 56% of marketers are happy with their mobile load times, according to the 2019 Page Speed Report.

Almost three of every four respondents said they had taken steps to improve their page speeds over the last year, and that’s pretty good. Alarmingly, though, only half of marketers we surveyed are satisfied with their load times on mobile.

So most marketers are trying to get faster, but many aren’t where they want to be. Which begs the question: what are people doing to speed up their landing page load times?

Computer, enhance!
Unbounce 2019 Page Speed Report - Graph 2

Only 39% of marketers have bothered to find out how fast their pages are actually loading. Not great.

Here, we start to see why marketers are somewhat pessimistic about their page speed progress. Just over half have optimized their landing page images—ostensibly one of the simplest ways to speed up your load times—and even fewer have done any of the real technical-sounding things they need to get faster. (I mean, fair, they sound pretty boring to us, too.)

Here’s a doozy, though: just one in three marketers have run a website speed test to find out whether their load times are impacting their conversions. That’s the easiest one!

And hey, we get it. Marketers are being asked to do more than ever before, often with fewer resources. If you’re a small team (or a single person, the smallest of the teams), you might feel you don’t have the time or expertise to meaningfully improve your page speed.

But I’ve gone and done the hard work for you—me, a film school graduate who, until recently, believed that his Apple computer was impervious to viruses. (Hoo boy, it is not.) I’ve spent hours talking to Unbounce developers, reading how-to guides, and generally just bombarding my brain with the most dull, technical page speed information I could get ahold of. (Apologies to said developers.) And if I can get my head around it, there’s no excuse for the rest of you.

Below, I’ve simplified some of the most effective ways to increase your landing page loading times in a guide. For each fix, I’ve indicated the technical difficulty and the estimated time it’ll take, so you know exactly what you’re getting yourself in to. Use the table of contents below to jump to what’s relevant to you, or go ahead and do it all in order.

Jump to a Landing Page Speed Fix

How to Check Your Landing Page Speed

Improve Your Landing Page Speed: Easy Fixes

Improve Your Landing Page Speed: Intermediate Fixes

Improve Your Landing Page Speed: Hard Fixes

Ready to boost your page speed?

Get Unbounce’s landing page speed checklist and follow our step-by-step guide to improve your load times in a single afternoon.

Final note: If you’ve built your page with Unbounce, you can skip a lot of this stuff—we make many speed fixes on the back-end automatically. In this post, look for the ‘Building Pages in Unbounce?‘ callout boxes to see if a given fix is something you need to implement.

Look for these callout boxes throughout this post to get Unbounce-specific tips and learn how we automatically optimize your landing pages to make them load super fast.

How to Check Your Landing Page Speed

First things first.

Before you throw on your hard hat and start hitting things with a hammer (both figuratively and literally), it’s important to have some idea of what’s working—and what’s not—on your landing page. That means running a speed audit.

It’s important to point out that, regardless of which speed test you use, you don’t want to get too hung up on your score. Achieving a perfect score is not always technically possible (and it might not even be desirable). Instead, use your results as a general guideline to improve page speed and implement the fixes that make sense for you.

Okay—let’s test them pages.

Run a Google Speed Test

Difficulty: Easy / Estimated Time: 5 Minutes

There are a bunch of great tools for testing your page speed, but why not start with the big dog itself? Google’s PageSpeed Insights is an awesome way to do a quick performance check-up with at-a-glance recommendations. (Ryan Engley, Unbounce’s VP of Product Marketing, explains how to interpret and act on your PageSpeed Insights results in this must-read blog post.) Then there’s Lighthouse, a newer tool from Google that provides a comprehensive analysis of your how your page presents to end users.

You’ll also want to run your page through Google’s Test My Site tool, which will check your speed from a mobile perspective.

Google PageSpeed Insights - Results

Clicking on individual results in PageSpeed Insights will reveal your problematic page elements.

Running a Google speed test should only take a couple of minutes, and the results will help you identify some of the top opportunities to boost your landing page load times.

Try the Unbounce Landing Page Analyzer

Difficulty: Easy / Estimated Time: 5 Minutes

Running a speed test with Google should be your top priority, but PageSpeed Insights doesn’t give results tailored to landing pages. For that, you’ll want to run your page through the Unbounce Landing Page Analyzer, which not only provides feedback on page performance but includes a bunch of advice on creating more effective campaigns and kicking your conversions into overdrive.

Unbounce Landing Page Analyzer - Results

Unbounce’s Landing Page Analyzer provides feedback on page speed, but also actionable advice on things like SEO, message match, and mobile-friendliness.
Building Pages in Unbounce? Then you’ll definitely want to give our Landing Page Analyzer a shot. Get best-practice recommendations for conversion optimization and see how your landing pages stack up against others in your industry.

Increase Landing Page Speed - Easy Fixes

Improve Your Landing Page Speed: Easy Fixes

With your results from both Google and Unbounce, you’ll be well-equipped to move onto the actual work of making your page perform better. It’s time to pick up that hammer.

These fixes should be simple enough for anyone to tackle, regardless of their technical expertise.

Reduce Your Page Content

Difficulty: Easy / Estimated Time: 15 Minutes

We’ve marked this as an easy opportunity to increase your page speed, but it probably won’t feel like that when you start thinking about which elements on your page you can junk. Marketers love big hero shots, beautiful supporting imagery, and fun, animated explainer videos. But how much of that content is actually helping you drive conversions?

Visual content accounts for a huge portion of the size of an average web page—images account for over 20% of web page weight, as pointed out by Kinsta—and each element creates an HTTP request. That’s when your visitor’s browser pings your web server to request the files that make up the elements of your page. Too many calls can be a serious drag on your load time, so one of the simplest ways to improve your page speed is cutting down the number of elements you include.

Look at each piece of content on your page critically, then ask yourself: “Does this spark joy?” “Does this increase conversions?” If you don’t think there are pieces you can toss, try running an A/B test with a slimmed-down version of the page. The results might surprise you.

Bottom line: stick to the fundamentals of good landing page design and try to keep the number of elements (and thus HTTP requests) to a minimum.

Building Pages in Unbounce? We recommend that you keep things pretty lean, but we’d never remove content from your landing page. (Must resist… desire… to do best practices…) This is one optimization that you’ll have to tackle on your own.

Optimize Your Images

Difficulty: Easy / Estimated Time: 30 Minutes

Once you’ve trimmed some elements from your page, you’ll want to optimize the content that made the cut. Poor image optimization is the most common reason for slow page loads, especially for mobile visitors. Fortunately, it’s also one of the easiest issues to fix.

These are some quick tips for shrinking your images and improving your page speed. The goal here should be getting images at least under 800kb, but the smaller we can make them, the better.

Resize your images

It’s easy to chuck a larger image onto your page and rely on your content management system (CMS) to compress it to the appropriate size, but it’ll still be loading at least some of those extra pixels on the back end, and your visitors are going to feel it in the load. When you add an image, make sure it’s the same dimensions that your page will be rendering it.*

*This doesn’t necessarily apply to Unbounce’s retina image support—read up on that here.

Choose the right file type

Most people don’t think too much about the format of the image they’re uploading, but it can have a dramatic effect on page performance. The file types you’re probably most familiar with are JPEG and PNG—and, yes, there are differences.

JPEG is a ‘lossy’ format, which means it’ll lose some data during compression. That typically gives you a smaller file, but it can come at the expense of visual fidelity. Generally, images with significant color variation (say, photographs) perform better as JPEGs, and any dip in quality can usually go undetected.

PNG is ‘lossless,’ so the image’s appearance won’t change when resized, but it tends to make for larger files if there’s significant color variation. PNG is ideal for simple images with defined shapes, like those with text. Saving PNGs in 8-bit (rather than 24-bit, which has a broader color palette) can help shave off some extra bites.

Here are some optimization tips for JPEG and PNG (and GIF, that villain) from Google itself.

Use compression tools

Before your weigh-in, it’s good to run images through a final round of compression. There are plenty of image compression tools on WordPress, as well as some free, standalone ones like TinyPNG. These shrinky gizmos offer a simple way to cut down your image sizes without braving the cursed labyrinth that is Adobe’s export settings. (Hey, I’m a words guy.)

Your takeaways here are:

  1. Ensure your image dimensions match how they’ll actually be displayed
  2. Use JPEG when a slight dip in visual fidelity isn’t the end of the world (like photography), but PNG when it is (images with text and sharp lines)
  3. Compress images to keep the file size as tiny as possible

If you want to take a deeper dive into image optimization, we recommend that you check out this post from Search Engine Land, which goes into detail on making images smaller while keeping them beautiful.

Building Pages in Unbounce? We’ve got you covered. Unbounce’s Auto Image Optimizer shrinks your images as soon as they’re uploaded so you can focus on making the best landing page possible.

Host Your Videos Elsewhere

Difficulty: Easy / Estimated Time: 30 Minutes

Why carry something yourself when you can make someone else carry it for you? That’s my motto for landing pages and life, and it’s why I’m no longer welcome on Unbounce’s company hiking trips.

Hosting videos on your own domain can be great for SEO purposes, but that’s not usually our goal with landing pages. We want everything to load in a flash and give our visitors the best chance to convert. Depending on your hosting solution, though, your videos might be slowing down your page speed, suffering from playback issues, and taking up an uncomfortable amount of server space.

Done properly, transferring videos to a third-party platform can shed some extra load time and help your pages render faster. Consider moving video content to Wistia, YouTube, or Vimeo, then using a light embed technique so that your videos only load heavier playback elements when your visitors actually click on them.

Building Pages in Unbounce? As a disclaimer: Using light embed codes with Unbounce (or any custom code, for that matter) will require some technical knowledge to implement and could, in rare cases, cause issues. Check out this Unbounce community post for more information.

Audit Your Hosting Solution

Difficulty: Easy / Estimated Time: 30 Minutes

Loading speed isn’t just determined by what’s on your landing page. Your web host also has a major influence in how quickly your page rolls out to potential customers.

There are three common models for web hosting:

  • Shared hosting
    Generally the most affordable solution, shared hosting is when your website is hosted alongside other sites on a single web server. Everyone draws from common resources (like storage space and processing power), which means—you guessed it—you need to share.
  • Virtual private server (VPS) hosting
    This is essentially a mix of both shared and dedicated hosting. With VPS, your website still shares server space with others, but you’ll have dedicated resources that no one else can dip into. The result is more power and flexibility, but it tends to come with a higher price tag.
  • Dedicated hosting
    For those who’ve had a traumatic roommate experience (who hasn’t?), dedicated hosting means your website has the server all to itself. More resources, no sharing. That’s great if you’re heavy on digital content and get a ton of traffic, but dedicated hosting is also the most expensive option and requires the technical know-how to set up and maintain your server.

Low-volume websites can generally get by with the cost-effective shared solution, but once your traffic starts to rise, you might not be getting enough juice from your web host to deliver content quickly—and that’s when load times start to suffer. (Give this post from Search Engine Journal a read for a more comprehensive explanation.)

It’s also important to note that the whereabouts of your web server can have a significant impact on your page speed. If you’re not using a content delivery network (CDN; more on this below), you’ll want to make sure that traffic from foreign countries isn’t encountering too much latency.

Think your hosting solution might be impacting your page speed? Run your site through a server speed test like this one from Bitcatcha, and use WebPageTest or Pingdom to see how your quickly your landing page loads in other countries. Depending on the results, you might decide it’s time to upgrade your hosting plan (or change web hosts altogether).

Building Pages in Unbounce? You don’t have to worry about this one—Unbounce’s global hosting solution boasts 99.95% uptime and ensures that your landing pages always have the necessary resources to load super fast.

Implement a CDN

Difficulty: Easy / Estimated Time: 30 Minutes

When your landing page gets a visitor, their web browser pings your server to get the content necessary to build out the page. Simple, right? Everyone downloads your website information from the same place, regardless of their location around the world. Well, that’s usually fine if the visitor is in or close to the country that your web server is located, but when they’re halfway around the globe, chances are they’re going to encounter some latency.

To avoid that, you should look into deploying a CDN, which caches your website across a network of data centers and proxy servers all over the planet. Say your own server is in the United States and someone from Lithuania is trying to visit your landing page. Instead of downloading your content from across the Atlantic, that visitor can pull a cached version from a server nearby.

Setting your website up with a CDN is pretty straightforward and—depending on your traffic—generally affordable. Here’s a list of some popular CDN providers from Mashable.

Building Pages in Unbounce? We’ve got five global data centers supporting the Unbounce CDN, which means your landing pages will load in a flash regardless of where they’re being accessed from.

Increase Landing Page Speed - Intermediate Fixes

Improve Your Landing Page Speed: Intermediate Fixes

These next speed fixes are a little trickier, but they should be manageable for marketers with a little technical know-how. Still, a mistake here could mean actual damage to your landing page.

Our recommendation? Do some research, make a backup, and—if you can—consult briefly with a developer on your team. It never hurts to have an experienced colleague to turn to if you get in over your head.

Building Pages in Unbounce? We talk a lot about WordPress through this next section. If you’re using our plugin to publish Unbounce landing pages to a WordPress domain, some of these recommended speed fixes can actually cause technical issues. Don’t hesitate to reach out to us for clarification if you’re ever unsure.

Minify HTML, CSS, and JS

Difficulty: Intermediate / Estimated Time: 15 Minutes

All those lines of HTML, CSS, and JS code that make up your landing page? They’re packed with spaces, line breaks, and other bits of formatting that make it more legible and easier for us to interpret, but each makes your load time just an eensy bit slower—and the web browsers your visitors are using to render your page don’t particularly need them.

With minification, the goal is to cut out all of that extra junk and condense your code so that browsers can read it faster. Here’s an example snippet of Javascript code from Wikipedia:

var array = [];
for (var i = 0; i < 20; i++) {
array[i] = i;
}

After minifying, that code would look something like this:

for(var a=[i=0];++i<20;a[i]=i);

There are plenty of free online tools that will do this for your landing page, like Minify Code, as well as a bunch of WordPress plugins. Be sure to check out this post from Elegant Themes, which is an awesome resource that dives into the many options at your disposal.

Building Pages in Unbounce? Do we minify? We practically invented minifying. (Editor’s note: We did not.) Unbounce compresses all of your code automatically, making your landing page as slim as can be. No coding your pages from scratch and no minifying that code in the background? We’re making this too easy for you.

Enable Browser Caching

Difficulty: Intermediate / Estimated Time: 15 Minutes

The goal with any landing page should be getting prospects to convert the first time they visit, but the reality is that not everyone will. Sometimes, visitors will need some time to think about it: they’ll bounce, do more research, check out some competitors, then come back to your original offer. Browser caching ensures that when they return, your page will load even faster—and that’ll make them more likely to convert.

Not sure if you’ve already got caching enabled? Before you start, run a quick caching check using a tool like this one from GiftOfSpeed.

If your site is built on WordPress, enabling caching is as easy as adding a plugin.* (WordPress is almost too easy, huh?) Check out this list of caching plugins, most of which include quick instructions for getting set up.

*If you’re publishing Unbounce pages to a WordPress domain, these caching recommendations could create big problems. Check with us first.

For those not on WordPress, enabling browser caching on your own is pretty simple if you’re willing to get your hands dirty. For example, on Apache web servers, it comes down to inserting a little bit of code into the .htaccess file on your web host or server:
<IfModule mod_expires.c>
ExpiresActive On
ExpiresByType image/jpg “access 1 year”
ExpiresByType image/jpeg “access 1 year”
ExpiresByType image/gif “access 1 year”
ExpiresByType image/png “access 1 year”
ExpiresByType text/css “access 1 month”
ExpiresByType text/html “access 1 month”
ExpiresByType application/pdf “access 1 month”
ExpiresByType text/x-javascript “access 1 month”
ExpiresByType application/x-shockwave-flash “access 1 month”
ExpiresByType image/x-icon “access 1 year”
ExpiresDefault “access 1 month”
</IfModule>

This article from Varvy provides a great how-to, as does this one from WinningWP (which discusses enabling browser caching from a WordPress perspective but is applicable more broadly).

If all of this makes you nervous, there’s likely a simpler method for you to set up browser caching. Most web hosts will enable caching for you if you ask. Depending on your hosting solution, it might be as easy as making a phone call. (Although, now that I think about it, that might be more daunting for some of us.)

Building Pages in Unbounce? Seven-day browser caching is enabled on all Unbounce-built landing pages, so this is a speed fix you can comfortably skip. Maybe use this free time to treat yourself to some self-care? You’ve earned it.

Set Up GZIP Compression

Difficulty: Intermediate / Estimated Time: 15 Minutes

When a visitor reaches your landing page, their browser pings your web server to request the files that make up the page and the server transmits them back. Naturally, that process moves faster if the information being sent is compressed to be as small as possible. Here’s where GZIP compression comes in.

(You’ll want to check to see if GZIP compression is already enabled before you get started.)

As with browser caching, the difficulty of setting up GZIP compression is going to be determined by how your website was built. If you use WordPress, you’re in luck: many WordPress plugins will enable GZIP compression for you almost automatically. If you don’t use WordPress, well, we’re headed back into your server.

This article from GTmetrix provides a quick overview of the importance of GZIP compression and how to enable it. With Apache web servers, you’ll need to add this chunk of code to your .htaccess file.
<IfModule mod_deflate.c>
# Compress HTML, CSS, JavaScript, Text, XML and fonts
AddOutputFilterByType DEFLATE application/javascript
AddOutputFilterByType DEFLATE application/rss+xml
AddOutputFilterByType DEFLATE application/vnd.ms-fontobject
AddOutputFilterByType DEFLATE application/x-font
AddOutputFilterByType DEFLATE application/x-font-opentype
AddOutputFilterByType DEFLATE application/x-font-otf
AddOutputFilterByType DEFLATE application/x-font-truetype
AddOutputFilterByType DEFLATE application/x-font-ttf
AddOutputFilterByType DEFLATE application/x-javascript
AddOutputFilterByType DEFLATE application/xhtml+xml
AddOutputFilterByType DEFLATE application/xml
AddOutputFilterByType DEFLATE font/opentype
AddOutputFilterByType DEFLATE font/otf
AddOutputFilterByType DEFLATE font/ttf
AddOutputFilterByType DEFLATE image/svg+xml
AddOutputFilterByType DEFLATE image/x-icon
AddOutputFilterByType DEFLATE text/css
AddOutputFilterByType DEFLATE text/html
AddOutputFilterByType DEFLATE text/javascript
AddOutputFilterByType DEFLATE text/plain
AddOutputFilterByType DEFLATE text/xml

# Remove browser bugs (only needed for really old browsers)
BrowserMatch ^Mozilla/4 gzip-only-text/html
BrowserMatch ^Mozilla/4.0[678] no-gzip
BrowserMatch bMSIE !no-gzip !gzip-only-text/html
Header append Vary User-Agent
</IfModule>

And again, if this is beyond your comfort zone, your web host will probably help you set up GZIP compression if you ask nicely.

Building Pages in Unbounce? You don’t have to ask us nicely, because we’ve already done it. All Unbounce landing pages are automatically compressed during data transfer. (But be nice to us anyway, alright?)

Kill Needless Scripts and Plugins

Difficulty: Intermediate / Estimated Time: 30 Minutes

WordPress is wonderful in its simplicity. As we’ve seen throughout this article, page speed fixes that might require a front-end developer on a static website can often be achieved by simply installing a WordPress plugin. Want to enable browser caching? Boom, W3 Total Cache.* Need to minify your scripts? Pow, Autoptomize.* Developer, shmeveloper.

But because it’s so easy to add functionality through plugins, WordPress websites have a habit of collecting a lot of them—along with all the of the bits and bites of code that make them work. Those add up.

Take a look at the scripts and plugins you’ve added to your website and decide whether they’re essential to your visitor experience. If they’re not, junking them could help cut some extra seconds off of your load time. (And guess what? There’s a plugin for that.) You can also disable plugins one at a time, then retest your page speed to determine which ones are problematic.

*If you’re publishing Unbounce pages to a WordPress domain, these plugins in particular might start a fire.

Building Pages in Unbounce? This is more of WordPress fix, but it also applies to Unbounce customers that have inserted a bunch of custom scripts onto their landing pages. Learn how the Unbounce Script Manager helps you keep things tidy.

Convert Images to Sprites

Difficulty: Intermediate / Estimated Time: 30 Minutes

If your landing page includes a series of similar-sized images (say, for a client logo bar), you can shorten your load time by combining them into an image sprite, then use CSS to display specific chunks of that sprite at a time. This post from WebFX provides a great step-by-step guide for creating CSS sprites.

Joining smaller images into a larger file might seem counterintuitive, but again, the idea here is to reduce the number of HTTP requests on your page and ultimately make it faster. Each individual image requires its own call—combining images into a single CSS sprite means your page only needs to make one.

Building Pages in Unbounce? We don’t build CSS sprites for you, but you can certainly use them on your Unbounce-built landing pages. Check out our documentation on custom JS and CSS with Unbounce.

Increase Landing Page Speed - Hard Fixes

Improve Your Landing Page Speed: Hard Fixes

We’re into the scary stuff now.

These are fixes you should absolutely not attempt unless you know what you’re doing or you’ve consulted extensively with a front-end developer. (We even had one of the Unbounce devs fact-check this article, and we’ve never felt smaller.) Proceed with caution.

Remove Render-Blocking JS and CSS

Difficulty: Hard / Estimated Time: 45 Minutes

Those CSS and JS scripts that make your landing page beautiful and enable cool, dynamic functionality? They could be one of the major reasons that your page is loading so slowly. (Bad news for my flashing, neon visitor counter.)

When a web browser runs into CSS or JS in the head of your document, it’ll wait to download and process that content before continuing to render your page’s HTML. That might sound like a good thing from a user experience perspective—after all, we want people to see our landing page as it was intended—but it actually means that visitors can be left waiting on a blank screen while everything loads in the background.

To avoid this, we need to implement techniques for preventing render-blocking CSS and JS on our landing page. (Refer back to your Google PageSpeed Insights results to check if any scripts are slowing down your page load.)

Google PageSpeed Insights - Render-Blocking

Reduce render-blocking CSS

There are a couple of ways that we can neutralize render-blocking CSS. One option is to defer all CSS until after the HTML has loaded. That’ll certainly improve page speed, but it will also present non-styled content when the visitor first reaches our page. Not ideal.

The other, more preferable option is to defer most style rules until the HTML has been rendered, but inline the CSS necessary to correctly display content above the fold within the HTML. That way, visitors will see the properly-styled content as soon as they hit the page while the rest will load out of view. Pretty sneaky. This is a great tutorial using a real-life example from codeburst.io.

Another page speed opportunity for you here is combining your CSS files. By moving your style rules from several files to just one (or maybe two, tops), you can reduce the number of times that visitors need to ping your web server and improve your landing page load time. Here’s a good resource from GiftOfSpeed on combining and compressing you CSS scripts.

Eliminate render-blocking JS

Like CSS, JS scripts can prevent your landing page from rendering as quickly as you might like. We can avoid that by deploying the defer and async attributes. The former tells the browser to wait until your HTML is rendered before it begins pulling in JS scripts, while the latter asks that JS be downloaded simultaneously without interrupting the HTML download.

An important note is that not all JS scripts are equal: some are critical to the rendering of your page and need to be addressed right out of the gate, so they’ll have to stay at the top. Dareboost does a good job of explaining how to distinguish between critical and non-critical JS, as well as how to implement deferred and asynchronous loading.

Building Pages in Unbounce? Unbounce optimizes for most Google PageSpeed Insights recommendations, including the removal of render-blocking elements. That means you can skip this one.

Start Hand-Coding with AMP

Difficulty: Very Hard / Estimated Time: ∞ Hours

Alright, “∞ hours” is an overstatement, but implementing AMP is no small task. Developed by Google, the AMP project is an entirely new framework with which to build your web pages. The goal? Dramatically improve page speed, especially for mobile users.

AMP is made up of three core components: AMP HTML, AMP JS, and AMP Cache. That means you’ll need to learn new markup, as well as understand the framework well enough to get your landing pages validated and make sure they actually work.

We won’t get into the nitty-gritty of building with AMP here, but the AMP website has a bunch of resources (including tutorials) to help you get started.

Building Pages in Unbounce? No hand-coding AMP pages for you—Unbounce makes it easy to drag and drop together AMP experiences. Choose one of our AMP-optimized templates, load your content, get validated, and start publishing lightning-fast landing pages right away.

Improving your landing page speed can sound intimidating, but even small tweaks will make a big difference for your load times. Tackle the easy stuff first, then move onto more challenging fixes as you get comfortable. And above all, keep testing: seeing your improved speed results after each undertaking will give you the confidence and motivation to move forward.

Or, you know, just build with Unbounce. We automatically handle most of the speed fixes listed (or at least makes them super easy), which saves a ton of time. That means you can focus on what matters: getting more conversions and improving ROI.

Want to get faster? Here’s some more awesome Unbounce content that speaks to the importance of page speed and provides actionable strategies for how to address it:

  1. What page speed means for your conversion and bounce rates: 7 Page Speed Stats Every Marketer Should Know
  2. Why AMP is so important (and how to start using it): Get Near-Instant Mobile Loads with AMP Landing Pages
  3. How page speed became one of the biggest opportunities for marketers: 2019 Is the Year of Page Speed

Original Article

The Sneaky Tactic Ecommerce Brands Use to Attract More Customers

The Sneaky Tactic Ecommerce Brands Use to Attract More Customers

Have you ever seen that video of the kid trying to collect water in a wire bucket?

It’s pretty hilarious:

A toddler tries to catch water in a wire bucket

Problem is, it’s also painfully reminiscent of a lot of marketers’ strategy.

Sure, they’re working hard and hustling. But the processes, funnels, and journeys they use create more leaks than that kid’s bucket. And when each leak is losing you thousands in potential revenue, it’s something that needs your attention.

Check most funnel visualizations and you’ll see something similar to the example below: a massive loss of customers at every stage.

A leaky marketing funnel
A pretty standard example of a funnel (via ConversionXL)

In the above example, a grand total of 1.66% of users completed a reservation.

This isn’t a standalone case either. Leaky funnels like this one are everywhere, and most marketers aren’t doing enough to fix them.

One of the major problems is that people are too aggressive with their funnels. They’re pushing the wrong product at the wrong time—to the right people.

Fortunately, there’s an easy fix, which comes down to attracting people with low threat sales before up-selling them to your main money-making products.

I’m going to run you through a sneaky little tactic that big brands—like Marvel and Ben and Jerry’s—use to drastically increase their conversion rates. And then we’re going to look at how you can leverage the success of those initial sales to fill your upsell funnel and double down on your success.

Social Commerce Streamlines the Buyer’s Journey

Social media has quickly become one of the best ways to engage and attract new customers. But you’ve got to ask yourself, why are people on Instagram, Facebook, or Twitter to begin with?

Most of the time, if we’re being honest, it’s to waste time or avoid boredom. People check out what their friends and colleagues are saying. They lose themselves watching funny videos of dogs, or maybe to get ideas for new workouts.

Very rarely do people head to social just to shop, which is why the average conversion rate is so low compared to other referral sources:

Data based on $1 billion in sales over Black Friday and Cyber Monday 2017 (via Smart Insights)

Social media users have low purchase intent. They’re looking for a distraction, not a new widget. Sure, you might pique their interest with a well-optimized social media post, but that desire wanes with every step they take:

The leaky buyer's journey
This is a highly unscientific graph based on the general trends we’ve seen with users of jumper. This one is just for illustrative purposes only.

To increase conversions, you’ve got to push for the sale while purchase desire is high. And the best way to do this is to remove unnecessary steps.

How?

With a two-step checkout that takes users immediately from seeing something they want to actually buying it. This is what social commerce allows you to do.

Social commerce allows brands to sell products directly through their social media channels. It turns the posts and ads you’re already running into automated checkouts so your users can buy your products directly from their Facebook feed, your Instagram stories, or your latest tweets. A person engages with a post of a product they want, and then they’re then able to buy it through an automated chat.

Social commerce has helped brands like Marvel, who implemented the strategy when promoting Infinity War and Ant-Man and the Wasp, achieve a 58% conversion rate.

For instance, Marvel added an automated checkout bot to posts on their social channels. The posts would include something like: “comment #Ant-Man below to buy your tickets!”. And when someone commented, an automated chatbot like the one below would kick in to help users find the cinema and showtime that best fit.

Below is the actual sequence used for Ant-Man and the Wasp in Singapore:

Marvel's social commerce campaign

Allowing users to purchase tickets directly within the social network they were actively engaged with is a sure fire way to increase your sales and conversions.

The above Marvel campaign is proof of the concept as the simple social commerce strategy helped them achieve the below:

  • It allowed Marvel to achieve a 58% conversion rate in a single campaign, rising to 68% when retargeting was taken into account.
  • It also generated 18X as many comments as the next best campaign which massively increased reach.

It’s one of the best ways for brands to increase their sales. And honestly, I think it’s going to play an increasingly important role in the coming years.

But here’s the thing. It’s far from perfect…

Social Commerce Is Not a Replacement for All Marketing

The stats above make social commerce seem almost too good to be true, right?

I’m a huge proponent of social commerce. I can count more than one client over the years who operate solely in this space. But I’m not going to say it’s the perfect solution for every brand out there.

It’s the perfect solution for low-cost impulse buys like cinema tickets or ice cream. But it’s not a great solution for high ticket items.

If you’re selling $10,000 TVs, for example, then it’s not going to be a good solution for you. How many people spend that much on an impulse? How many people are scrolling through their social feeds, see a $10k item and say “go on then, I’ll treat myself.” (Very few, if any at all.)

If you check the average order value for social commerce, in fact, they all fall below $100 (most below $50):

Average ecomm order value for social channels
Widely shared data about the average order value from social (via Big Commerce)

People don’t intend to shop on social, so they’re not going to spend vast amounts of cash.

Don’t despair if you are selling high ticket items, though. I’m going to run you through a couple of ideas that will help you turn the customers you attract through those low-cost impulse buys into repeat customers.

EDITOR’S NOTE. Interested in capitalizing on social media as a source of inbound traffic? You can read through Unbounce’s library of social media learning here.

Using Social Commerce For High-Ticket Sales

To get your social commerce high-ticket funnel up and running you’re going to need a few things:

  1. A low price product that’s related to the high ticket item (more on this soon)
  2. A social commerce solution (like jumper)
  3. Some way to collect, store, and segment contact details (a good CRM)
  4. A reengagement channel (email with landing pages from Unbounce)

If you’ve got all of these then you’re ready to continue.

The long and short of this is you’re going to use social commerce to sell a low-cost product, something that would be a logical impulse buy but is still related to the main product you’re trying to sell.

You then collect the user’s details and add them into a relevant upsell funnel through your email service. And the emails point back to a personalized landing page which sells the high-ticket item most relevant to their initial purchase.

This is what it looks like:

Basic Social Commerce Upsell Funnel

Depending on the price disparity, you can do this in one leap—or take some time to really nurture the user to get them there.

To provide an example, here’s how Ben and Jerry’s moved 5,000 free product samples in three days before upselling paid products:

How Ben & Jerry's used social commerce to upsell

They didn’t overcomplicate things and kept the whole process super simple.

But I hear what you’re saying: Moving a user from a free product to a $5-10 purchase (for ice cream, no less) isn’t difficult, nor is it representative of your brand’s products.

You’re right. It’s not. But the process is the same.

Let’s imagine you run a store targeting audiophiles and you’re trying to shift a $5,000 sound system. Your social commerce strategy could be shifting a $75 paid or in earbuds that provide superior sound. For those that purchase, you could then upsell those people on a $150 pair of noise-canceling headphones. Then a $500 set of speakers or $1,000 turntable.

With each upsell, you’re not just making more money, but qualifying the user while leading them toward the end goal.

The great thing here is that you’re never going to leave empty-handed. At the very least everyone in this funnel has paid for the $75 earbuds. If you really wanted, you could even sell them the $5,000 system piecemeal.

That’s what social commerce is great at—sorting the wheat from the chaff. You’re not just attracting “audiophiles” or whatever, but “audiophiles who will buy things from you.”

So let’s get into the details of how to set this up for yourself.

Step 1. Product Identification

Before you start looking into how to set up this funnel, you’re going to need to find the right product pairings. For the initial offer you need something that is:

  1. not too expensive (ideally in the ~$50 range)
  2. extremely relevant to the high ticket item you’re pushing
  3. likely to sell well on social (highly visual marketing is a must)

You’ll also need to look at the high ticket item.

A lot of people will pick a low-cost item that’s an accessory to the high ticket item. For example, for an iPhone Xs people would sell something like the case. It’s a great cross-sell, but if someone is buying the case then they already have the phone. So a couple of better options for an iPhone Xs might be:

  • Cases for an iPhone 6, 7, and 8 (sell the Xs as an upgrade)
  • A printer for iPhone 7 (promote the Xs on the merit of its superior camera)

You get the idea right.

These kind of items are within the acceptable price range for impulse buys. They also give you an idea of the kind of needs the user has which makes retargeting and upselling much easier. And they’re related to the end product.

Once you’ve figured out your pairings, it’s time to move onto the next step.

Step 2. Set Up Your Social Commerce Campaign

Using a social commerce solution, you can now get your campaign set up.

For instance, if you head to jumper.ai (here comes the shameless plug…) you’ll be able to sign up for a free account.

After filling in all of those business and bank details (so you can get paid!) head to the “add product” menu item on the left. Fill out your product details, pricing, variations, and other relevant information.

jumper's social commerce product screen

Once you’ve done that click “save” and follow the link to the “manage products” page.

Find the product you want to share and click the little tag icon. You’ll be allowed to choose the network you want to share through. Click the one you want and you’ll see a page like the one below:

Sharing on social networks

You can either go with the default text or customize it. Whatever your choice, as soon as you’re ready, hit share to send it out to that social network. Just like that, your social commerce post is live. An automated chatbot will take the user through the purchase process and collect their details and payment.

Step 3. Capture User Contact and Purchase Details

If you’re running your store on something like Shopify or WooCommerce, there are native integrations to carry the user’s information across.

If not, no worries. You can simply set up a Zap to copy the user’s details over to your ESP. I’d recommend copying over their contact details and relevant product information so you can get them into the right funnel.

Then it’s on to the fun upsell stuff.

Step 4. Email Marketing to Nurture Customers

Social commerce is great for those initial contacts and to help with the transactional stuff.

But it’s not great at nurturing relationships.

Most people engage on their mobile (with its small screen) and, thanks to the chat medium, want very short correspondence.

If you’re looking to nurture your users then email is still going to be the best method. After you’ve got the thanks out of the way you’re going to want to start increasing the user’s desire for that higher priced item.

It’s gonna take some testing your part, but I’d recommend starting by helping them get the most out of their current product purchase.

For example, if we look at the iPhone 7 printer above then I’d send emails in the below order:

  • A short series on the products key features
  • A short series on how to take better pics with an iPhone 7
  • Intersperse some news pieces or features of the Xs throughout to put it on their radar
  • Start with some sales emails that promote the Xs as the ideal solution to the pain points this segment is having

Here’s the thing with this stage: you’re not gonna get it right on your first go. You’re going to have to play around with the content of the emails and the timeline to make users feel comfortable with the price jump.

You could also try things like throwing in an incentive to push the sale:

An incentive email complements social commerce

Just remember that with email marketing value and relevance are key.

Step 5. Create Personalized Landing Pages

Once you get to those sales emails though, you’re going need to send the users somewhere.

Let’s say you’re pushing the iPhone Xs. And let’s imagine that you’ve got three buckets of users who opt-in to your lower-priced lead gen products:

  • First Bucket: Shutterbugs
  • Second Bucket: Audiophiles
  • Third Bucket: Annoying people who boast about having the latest iPhone

You could create separate landing pages for each and every group. It wouldn’t be a bad way to go, but it’ll also take a ton of time. And the more bucket segments you have, the more difficult completing this task becomes.

This is where Unbounce’s Dynamic Text Replacement (DTR) will help out. Dynamic Text Replacement allows you to edit certain elements of a landing page to be more relevant to the prospect.

For example, switch the headline so users who come from link A see variant A and those from link B see variant B:

Dynamic Text Replacement in action
DTR allows you to change key elements without creating new pages (via KlientBoost)

It’s an easy way to increase the relevancy of your landing pages.

In the iPhone example, you could create one general landing page that details the major benefits of the phone, but then switch key elements to appeal to each demographic. It cuts down on your time so you can roll out more campaigns, but it keeps the relevancy high and the messaging in line with your sales angle.

EDITOR’S NOTE. Dynamic Text Replacement can also be used with search keywords to enhance message match in your PPC campaigns. You can read about applying DTR to your Unbounce landing pages here.

A Sneaky Bonus to Further Grow Conversions

You’ve read 2403 of my words. And that deserves praise because, well, they’re words from some guy in his home office. I like you.

So, to offer a little thanks, I’m gonna let you in on a secret. (Don’t tell anyone this I shared though. It’s only for the determined readers like you.)

The customers who work their way through this funnel were initially engaged by a social checkout. Offering the same method of checking out on the landing page should make it easier for these users to convert because:

  1. It’s a method they’re comfortable engaging with.
  2. They have experience in chat led conversions.
  3. The tool should remember their details so they can check out in a few clicks.
  4. It’s something you can easily achieve through a handy chat bubble that triggers when the user clicks the buy now button.

Overload the Top of Your Funnel with Social Commerce

Social commerce, conversational commerce, and chatbots are the three current hot topics in digital marketing. A lot of the advice out there will tell you they are the perfect solution to every problem.

But they’re not. While they will help solve a bunch of issues within your business, they’re not ideal for high ticket item sales.

The transactional, conversational solution they provide is incredible for small impulse buys. But if you want to sell something that costs a little more you’ve got to get creative. Merchants and marketers need to understand that social commerce is not a replacement for the channels you’re currently using. It’s an addition to your low-cost product sales and top of funnel strategy.

Understand that, and you’re well on the way to increasing your ecommerce store’s revenue.

Original Article