[webinar] the anatomy of a high-converting mobile landing page
TRANSCRIPT
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Bryan Eisenberg
author of
Call To Action
Thank you for joining us!We’ll be starting in just a few minutes.
Ryan Engley
Unbounce Director of
Customer Success
@thegrok @unbounce #unwebinar
The Anatomy of a High-Converting Mobile Landing Page
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Webinar recording and slides
will be emailed by the end of
the week
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Stick around after
the UnwebinarSee how Unbounce can help you quickly
build and publish targeted landing pages
(without having to code)
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@Ryan_Engley @unbounce #unwebinar
Join our chat on Twitter
Ryan Engley
Director of Customer Success@Ryan_Engley
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Bryan Eisenberg
Author of Call To Action@thegrok
@thegrok @unbounce #unwebinar
Join our chat on Twitter
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The Anatomy of a
High-Converting
Mobile Landing Page
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© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
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© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
All purpose flour
Water
Yeast
Salt
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© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
Type to enter text
@thegrok @unbounce #unwebinar
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Who Gets to Make
Business Decisions?
The answer shouldn’t
surprise you.
@thegrok @unbounce #unwebinar
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25@thegrok @unbounce #unwebinar
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Don’t Write An Ad…
Your Landing Page
Can’t Cash
@thegrok @unbounce #unwebinar
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© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
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20
Keywords Don’t Fail to Convert...You Do! Tweet
@thegrok @unbounce #unwebinar
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@thegrok @unbounce #unwebinar
Because Bing Ads' quality score is
established after the fact, it isn't used
directly to determine your bid and your
ad rank. We generate quality score to
help advertisers identify improvement
opportunities.
John Gagnon
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19
No problem No problem No problem
Poor No YesPoor Poor
Quality Score 1 to 5 QS=6 QS=7 to 10
Landing Page
UXLanding Page
Relevance
Keyword
Relevance
Your KW CTR >
Marketplace Avg.
CTR
@thegrok @unbounce #unwebinar
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@thegrok @unbounce #unwebinar
Many people think that landing page
relevance is between your keyword and
your landing page. It's actually based on
the search query your keywords trigger.
Ping Jen
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Economics of
Quality Score
@thegrok @unbounce #unwebinar
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Where is the
Landing Page
Opportunity?
@thegrok @unbounce #unwebinar
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First Map Stage Then
the Scenario Narrative
Stage Action
Early/Awareness ?
Mid/Consideration -
Preference
?
Late/Purchase Setup an Account
Post-Lead Launch
Campaign/Consumpti
on
@thegrok @unbounce #unwebinar
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Keywords, Questions, and the Buying Cycle
@thegrok @unbounce #unwebinar
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© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
Desktop browsing is a
full course dinner;
mobile browsing
is like snacking!
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@thegrok @unbounce #unwebinar@thegrok @unbounce #unwebinar
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@thegrok @unbounce #unwebinar@thegrok @unbounce #unwebinar
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@thegrok @unbounce #unwebinar@thegrok @unbounce #unwebinar
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But What Are
The Ingredients?
@thegrok @unbounce #unwebinar
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10 Main Landing Page Sections
Logo
Headline
• Text
• Graphical
Offer
Descriptive copy
• Bullet/block
• List of key features
• List of key benefits
Product/Service Presentation
• Product image
• Tours
• Screen shots
• Life-style images
Calls to action
• Links
• Buttons
• Forms
Confidence Building
• Testimonials
• Examples of users
• 3rd Party validators
Contact Information
Link to more information
Template elements
@thegrok @unbounce #unwebinar
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Breaking Down Sections
Logo
Call to Action
Headline
Product presentation
Confidence building
Offer
@thegrok @unbounce #unwebinar
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Logo
Call to Action
Headline
Product presentation
Links to More Information
Offer
Template elements
@thegrok @unbounce #unwebinar
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Logo
Call to Action
Headline
Offer
Product presentation
Links to More Information
Confidenc
e building
Template elements
Confidence
building
Call to Action
Links to
More
Information
Confidence
building
Contact Info
@thegrok @unbounce #unwebinar
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Logo
Headline
Offer/Descriptive
Copy
Links to More
Information
Confidence building
Template
elements/
Navigation
Call to Action
Contact Info
Product
presentation
@thegrok @unbounce #unwebinar
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Offer/Descriptive
CopyLogo
Headline
Links to More
InformationConfidence building
Template elements/
Navigation
Call to Action
Contact Info
Product
presentation
Template elements/
Navigation
@thegrok @unbounce #unwebinar
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Logo
Headline
Links to More
InformationConfidence building
Template elements/
Navigation
Call to Action
Contact Info
Product presentation
Template elements/
Navigation
@thegrok @unbounce #unwebinar
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The Visible Anatomy
5 Dimensions:
1. Relevance
2. Quality
3. Location
4. Proximity
5. Prominence
Logo
Call to Action
Headline
Offer
Product
presentation
Links to More Information
Confidenc
e building
Template elements
Confidence
building
Call to Action
Links to
More
Information
Confidence
building
@thegrok @unbounce #unwebinar
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10 Main Landing Page Sections
LogoHeadline
• Text• Graphical
OfferDescriptive copy
• Bullet/block• List of key features• List of key benefits
Product/Service Presentation • Product image• Tours• Screen shots• Life-style images
Calls to action• Links• Buttons• Forms
Confidence Building• Testimonials• Examples of users• 3rd Party validators
Contact Information
Link to more information
Template elements
@thegrok @unbounce #unwebinar
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The Conversion Trinity
Relevance Value CTA
@thegrok @unbounce #unwebinar
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@thegrok @unbounce #unwebinar
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© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
Bryan Jeffrey@TheGrok @JeffreyGroks
Blog www.BryanEisenberg.comwww.BuyerLegends.com
@thegrok @unbounce #unwebinarSome images provided by Shutterstock
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