Landing page software hit the internet around 2011

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Landing page software hit the internet around 2011 , mainly used for Google Ads campaigns. This WordStream study found that the top 10% of landing pages converted 3x-5x high er than converting pages. Having the ability to rapidly create custom landing pages with forms, images and funnels is really game-changing.
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INSTAPAGE
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LEAD PAGES
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UNBOUNCE
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MAIN ELEMENTS OF LANDING PAGES Chapter 2.5
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MAIN ELEMENTS OF A LANDING PAGE The incentive, or ‘unique selling point’ (USP) is the reason why visitors convert. This should always be displayed above the fold.
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ABOVE THE FOLD The main or ‘hero’ image Headline describing the incentive Supporting headline to reinforce the USP Form box requesting details such as first name and email address Call-to-action (CTA) button Summary of the benefits of the USP
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BELOW THE FOLD Reinforcement or closing statements that support the main headline and/or USP Detailed benefits statements further reinforcing the USP Description of features in more detail Customer testimonials A description of the user’s problem(s) and how the USP solves it/them Social proof, such as Facebook reviews or Instagram followers Guarantees or free trials Bonuses Pricing Repeated CTAs High profile customers or partners, often shown as logos Reasons to act now and/or offer expiry time & date
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ABOVE & BELOW THE FOLD EXAMPLE
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ABOVE & BELOW THE FOLD EXAMPLE
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IN-CLASS ACTIVITY: ABOVE & BELOW THE FOLD Open a social media network that you use personally, such as Facebook. Scroll through the newsfeed until you find a ‘Sponsored’ post (i.e. a paid advertisement). Click on the link of the sponsored post. What elements of the landing page are above the fold?
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IN-CLASS ACTIVITY: CREATE A LANDING PAGE Go to and create a trial account For your favourite clothing brand or restaurant, create a landing page with the objective to collect email addresses. Publish your page as a Demo Page
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MEASUREMENT & A/B TESTING Chapter 2.6
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MEASURING: IS IT WORKING?
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TRAFFIC Number of visitors to your website (users) OR Number of visits to your website (sessions) 2 visitors 5 visits
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TRAFFIC SOURCE
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CONVERSION RATE The number of people who visit your website or store or call you, who actually do a predefined marketing action such as purchase, request information etc. Conversion rate = (Number of actions / visitors) x 100% Scenario: 100,000 visitors to your website 4,593 sales during that same month Conversion rate = (4,593 / 100,000) x 100% = 4.59%
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COST PER CONVERSION How much does it cost to generate 1 conversion? Cost per Conversion = $ for website visitors / conversions Scenario: 100,000 visitors to your website 4,593 sales during that same month $25,000 was spent on advertising for website traffic Cost per Conversion = $25,000/ 4,593 = $5.44 Is this cost per conversion profitable?
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FORM ABANDONMENT The number of people wo start filling in a form but don’t complete
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A/B TESTING Testing different elements of the (landing) page to see which element results in the highest conversion.
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