This post is all about showcasing awesome landing pages, to give you some inspiration for your next design. Note: All of these landing pages were built using the Unbounce Landing Page Platform – huzzah! Validation: They jump right into showing off the famous publications that have featured their company.
Removal of doubt: The subtext below the CTA lowers the perceived risk, which can improve the click-through-rate (CTR). The example below shows an alternate page they created, presumably to speak to a different segment or create a different emotional trigger.
Clear value proposition: The headline is very simple and leaves no doubt about the purpose of the page and the product. Highlighted testimonial: The brushed highlight of the testimonial gives it a bit of extra design zing and prevents the page from feeling too text heavy.
Context of use: Their choice of imagery lets you know that the product can produce mobile-ready polls. Validation: Like the example above, they provide a strong sense of trust by including a set of logos. Remove the footer navigation: Any extraneous navigation on a landing page can lead your visitors down the wrong path.
Price: Travel is very much about price, and they get that out of the way right off the bat, so you can move on to the finder details after unerstanding if you can afford it or not.
Testimonials: The testimonials shown are anonymous which reduces their impact (as they could have been made up). Use of video: There are two videos that help build an honest and open dialog with visitors right off the bat. Visual chunking: The page is broken up very well vertically, aiding the consumption of information.
Content chunking: Like the previous example, the page is broken down vertically in a way that makes it easy to digest. Strong clarity in the value proposition: The headline is simple and inviting and the secondary block of content and CTA explain in simple terms that you can create a free site.
Major endorsements: Having testimonials from big names like Zappos and top business author Daniel Pink gives you instant credibility. Privacy policy: You should always include a privacy policy when asking for an email address. Social proof: The decent sized Facebook following lends credibility to their appeal and the fact that they understand how to build a following which is what they are selling.
Honesty: It tells you the cost, so you can weigh up the potential value associated with extending your brand reach. Clear contact method: The big phone number increases the trust factors by letting you know there are real people to deal with.
How are the logos connected: Are they just hotel names to help you understand the point of the page? Repetition of CTA: Being a long page they are using the smart practice of repeating the CTA throughout. Teaser: The low price with free shipping placed next to the CTA is a nice way to encourage a click-through. Eating your own dog food: The offering here is all about design, and what better way to sell yourself than with a beautiful design. Directional cues: The use of arrows guides people through how they should interact with your page. Emphasis: Startup Weekend clearly got the memo that bold is a good way to draw attention to important information. Function: About the eBook has a concise description of what the book contains, now the visitor knows what they are going to get. Trust and Action: I would also test putting the major media logos directly before asking for the action.
Sharing: Test a secondary call to send this page to a friend, or share on Twitter or Facebook, instead of just following (more action oriented than passive). Tell them and tell them again: The page opens and closes with the same challenge (16 second sign-up). Benefits: I was most of the way through the page before I could answer the questions about why I would want this. Make Two Pages: Differentiate the action Free audit and Paid Plan into separate landing pages so you can segment the traffic from channels like PPC. Ever had an argument about infographics, and whether they’re only valid if they have stats and percentages? If something is FREE, why am I filling out a form about “my biggest marketing challenge” for this freebie?
If you have 5 paragraphs of text and no images, you’re either really dull or you like to appeal to dull people.
But I swear I’m going to add pictures to my previous blog posts by the end of the month. If I could tattoo #2 on the forehead of every marketer, we might finally learn the FREE != 20 question,19 are required, forms from hell lesson. Like many business owners I speak to, you may think they charge more because people are more likely to buy from you if you’re in a top position.
Well, this isn’t quite accurate – and the subtle misunderstanding can seriously hamper your ability to run a profitable AdWords campaign.
In other words, an ad in top position will generate more clicks but won’t generate more conversions per click. If your average CPC for this keyword is $2, then you’ll get $30 profit for every $100 you spend.
Now, let’s say your objective is to break even on AdWords spend to acquire a new customer, knowing that you should be able to follow up via email to generate repeat purchases. This means that for the 50 clicks it takes to get you one conversion, you can only afford to pay $30. If you adjust your max CPC for that keyword to $0.60, you’ll hit your target of breaking even for each new customer you acquire through AdWords.

The difference is that by the time you get the 50 clicks you will have broken even on your ad spend instead of losing $70. In some cases, however, you may find that reducing your bid will lower your position so much that you don’t get any clicks at all. This seems pretty simple, but deciding what value to assign to each conversion is a subtle and critical decision.
In both eCommerce and SaaS businesses, there is a tendency to use a variant of average revenue per user to calculate the lifetime customer value because it is the simplest to calculate but, in both cases, cohort analysis can be more effective. A detailed discussion of calculating lifetime customer value is beyond the scope of this article, but there are lots of great articles on the subject. It’s difficult to make accurate predictions of lifetime customer value and decisions about bid adjustment without plenty of sample data, so you should expect that your conversion values will become more accurate over time.
The key is to always put effort into knowing your lifetime customer values and attributing conversion values as accurately as you can, given the data you have available at the time. So why would anyone ever bid more on AdWords to get the top position if they can get the same clicks that convert at the same rate by paying less money?
The answer is that, for any given search term, there are only so many clicks that Google can sell you and the lion’s share of those clicks go to ads in the top position. If your business has a higher lifetime customer value (or a more accurately calculated lifetime customer value) and you know that you can pay more while staying profitable, the opportunity cost of not buying the most clicks you can afford exceeds the money you would save by getting your clicks more cheaply. A business that knows exactly how much they can bid on each keyword in their campaign while remaining profitable commands a huge and sustainable competitive advantage.
For this reason, accurately calculating your lifetime customer value is something you should be keenly invested in. You might even find that if you calculate your lifetime customer value accurately, a campaign you thought was unprofitable was in fact profitable!
If you’ve followed the advice in my previous article and have your spending targeted into ad groups with one ad and one exact match keyword, you can use Google’s Conversion Optimizer to set “cost per acquisition” or CPA bids. However, if you’ve put the effort into knowing the different conversion values for each of your keywords, you’ll have a different target CPA for each ad group anyway, so setting the max CPC bid is going to be the same amount of work.
I don’t know whether it’s because I’m a masochist or an automatonophobe but I always prefer to do my bid adjustments manually. That way you’ll have a better feel for what should be happening and will be able to see how well Google’s automated bid adjustments are performing in comparison. Especially at the very low volumes that many of us can afford when we first start spending on PPC advertising, a more tactical approach is needed – and that’s where bid optimization comes in.
And while it’s true that when you adjust your bids and lower your position on the page you will miss out on sales, the sales you do make will at least be profitable. This way, you can then work on optimizing the rest of your sales funnel without losing sleep over how much cash you’re hemorrhaging on AdWords. Iain Dooley runs a full service digital marketing agency called Decal Marketing, which specializes in AdWords training. Right Ad copy, keywords and targeting is the secret sauce of AdWords… thanks for shoring the info. In the example above about “ladies shoes” operating at a net $70 loss on a 2% conversion rate, how do you factor that in when bidding for target volume and ROI at a department level such as the entire Ladies Shoes department? Hey James, if it wasn’t a matter of more accurately calculating lifetime customer value (ie. I love how much effort you put in sounding like a real person who puts out valuable information with details that make sense and matter. Another tip I can add to this is to make sure that you connect your Google analytics account to your adwords account. Well written article that explains the concept of the Adwords balancing act – nice share! The actual calculation is the bid price x the click-through-rate (CTR) x an adjustment for quality score.
Ignoring quality score (which will be the same for any ad position) if you lower your bid, you lower your position but also the CTR as the #1 slot usually gets the highest CTR. The best tactic is usually to start off bidding high, then work hard on testing ad copy and landing page quality score. If you don’t have much budget then limit your campaign to certain parts of the day or week when either your conversions are higher, or there is less competition. This is just an example but in many cases you won’t expect to make a profit on your ad spend from the first sale. I see your point about lifetime customer value but I really think that is just delaying business failure out x number of years until they run out of money and realize that they were doing everything wrong.
The real truth is that PPC only works for low competition high value niches and organic SEO always delivers more net profit than PPC. I then have 3 shared negative keyword lists: general exclusions, phrase match and exact match.
So, if I set the CPA bid on $50 and of course it convert at $50, I will have a 100% of return. But now, If I decided to spend $30 per CPA, I will have MORE return on investment but LESS sales.
Which is the balance on it that I have to pay per CPA to get more profits at the end of the day? I don?t care how much spend, much or less, but what I obviously want to know if what CPA do I have to set to get more earning at the end of the day. I know that there is a limit on quantity to clicks that I can get from Adwords for a specific Search Campaign. From a design perspective, the grey monotone prevents a mishmash of colour creating any visual distraction from the call to action (CTA).
They’ve gone with B here, presumably in an attempt to catch your attention and increase curiosity (or to push a particular button). And it’s nicely backed up by a well written explanation of some of the core benefits directly below. Always ask permission to use a testimonial and include the name of the person providing it for extra trust points.
They have the same message and the same color to let you know which areas to pay attention to.

First you get to hear from the company and then they use real video testimonials from clients – much more effective than written quotes. Yeah, I know ugly pages convert great too, but the design here makes me want to stare at it and find out what they’re all about. I get a rough sense of what the purpose of the company is, but I wouldn’t mind a more detailed description. They aid getting you back to the top (as it’s a long page) with the classic ^top links at the end of each section. Here they repeat the CTA (the yellow button) in 3 of the sections to keep enticing you to sign up (this is smart as you don’t know which piece of content will trigger the sign-up response and having a CTA right there will aid conversions. Especially when doing Google AdWords as they can sometimes ban your account if you don’t have one.
The big bold headline tells you right away that you’re getting a free trial, helping to increase the no-risk factor.
This will also help with being able to assess the time, number of fans (what demographic they are) and value that you’ll get for your spend. When offering a video solution, you should really be using a video to demonstrate what your product is about. The white background with orange headers and black body text stands out easily and the action is easy to see. If you are giving something for free people don’t necessarily think about how much it would cost them to buy the thing you are giving. That makes the eBook more important than the authors, but still offers up the authors as a trust factor at the action point.
Try making Create Video the Right Way more about how to connect to the people watching, or what feelings the non-profit needs to produce.
Instead of three rows make the second row two columns: one with function, one with benefits.
Showing the visitor you are trustworthy and legitimate before asking them to do anything is a good way to maximize your response rate. Usually I avoid second calls, but this is an appropriate use of social out links to let the person decide how they want the notification to come.
I have a lot of respect for companies that begin their journey with a conscious desire to provide excellence through multiple channels (design, UX, usability) – all of which ultimately lead to conversion.
Even though this is a tool built on a more robust software let this page get people into the free version and use other pages to upgrade the user.
If you can’t answer this question you should seriously consider that bar job I just mentioned. Well first, you need 2 bulbs, to test which one is brighter, then you need an engineer to turn them on for you, then you have to ask IT for a report.
Conversion Optimizer is most useful for adjusting bids across Google’s Display Network but can also be a great way to automatically adjust bids in your search campaigns.
But at the very least, look at analyzing your bids manually before switching over to CPA bids. They can manage your campaigns or teach you how to find and dominate an AdWords niche for your business in just 3 hours. I am currently running a small budget PPC campaign and keep getting calls from Google saying I am missing out on xxx share of clicks due to low bids etc. The more data you give Google to calculate your CPA bids, the better it will perform, thanks for the comment. Also tighten up your campaign by only bidding on exact matches of your desired keywords, cutting out mobile devices (especially if you dan’t have mobile optimised landing pages). If those businesses know that they can acquire a customer for $X that is worth a total of $3X profit to them over the next 12 months, and that they have the capital to cover the cost of acquisition until they get payback, then they will adjust their bids accordingly.
This would help from a reporting angle (letting you gauge the needs of your prospects in a simpler manner). Aside from that, I just think it’s awesome that the Cheezburger family is using Unbounce. Non-profits in particular rely on emotional and human connections, if you are trying to speak to them you should have some human benefits attached.
Try showing characters using the appropriate devices, or acting out things related to using the product. To really understand if you have the ability to be awesome, write some guest posts and see how other audiences react to your ideas. Alternatively, you can change the value for each conversion; on an eCommerce website, you might set the conversion value to be the total transaction value for a sale. But my monthly budget gets spent in full and I am happy that we might not be first for each search.
If your customers only buy from you once, then you will be outbid by competitors who can break even or even lose a bit on the initial customer acquisition because they know customers buy from them repeatedly, they know how much each customer is worth and therefore how much they can safely spend to acquire them. Point being, as a marketer, you should always be measuring your campaigns, and your client will expect the same. Being in the Real Estate industry I know that people looking do not just auto click the top result on Google and go nowhere else. The phrase match negative keyword list is for phrase match keywords that I have added to their own ad group in the phrase match campaign. There’s enough s**t out there already, so keep your Twitter trigger finger under control for the good stuff. The exact match negative keyword list is for exact match keywords I have added to my exact match campaign in their own ad group. I want to stand out, and so my poor baby is in the process of suffering until I nail down exactly which direction I want to go in.

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