You don’t have to be Hemingway to write landing page copy that will resonate with your prospects.
And while landing pages are online and print ads are, well, print, many of the same principles still apply.
Your first job when creating landing page copy is to provide Return on Time Invested, or ROTI. That’s the core principle of great landing page copy: As the customer, I have limited time. The client, a publisher with 1 million+ website visitors per month was concerned that 4,500 subscribers was too low and might drive away potential subscribers. If you wrote your headline, subhead, image caption or first paragraph on a blank sheet of paper and handed it to a stranger on the street, would they understand it? Ian Lurie is the founder and CEO of Portent, an internet marketing and technology company he started in 1995. My partner and I stumbled over here coming from a different web page and thought I might check things out. Some visitors to my websites may think that I offer free stuff without any particular plan. You’ll have to consider the size of your room and your budget when looking for sofas in Provo, Utah. In fact, to expertise Italy at its best possible, it’s best to make your reservations far upfront in the event you plan on visiting Italy within the midst of the excessive season. Time is our scarcest resource, yet we spend so much of it doing things that are unproductive -- usually without meaning to. While it's true we're being pulled into more directions than ever before these days, it's not just the internet and our bosses and our coworkers holding us back from making the most of our time. Once you get over that hump of just starting already, there's good news: We feel naturally compelled to finish a task once we've already started, thanks to the Zeigarnik Effect. After working at high intensity for more than 90 minutes, writes Schwartz, we begin relying on stress hormones for energy. So instead of artificially overriding periods of low alertness with caffeine, sugary foods, and stress hormones, you can better manage your time at work by respecting the human need for rhythmic pulses of rest and renewal. Rest periods get a bad rap in today's working world, but it turns out they are integral to high productivity over long periods.
For example, let's say you have a bad habit of checking your Twitter feed at least once every hour and it's cutting into your productivity time.
For example, Schwartz makes a habit of immediately writing down new tasks he needs to accomplish and new ideas that occur to him, whether it's on Evernote or on a scrap of paper nearby.
As Schwartz says, it's not that you're lacking discipline -- it's that you don't have a ritual. To be an effective online marketer, every page of your website needs to be well written, elegantly designed, purposeful and part of the big picture plan. I want to be clear about what I’m calling a landing page because it’s entirely true a visitor could “land” on just about any page you publish. The landing page is meant to collect basic information, which almost always includes an email address. While many of the smart, but general, copywriting tactics will apply, a landing page is a different beast. An important thing to keep in mind when writing a landing page is the dynamic at play and, of course, the mindset of the visitor. This is not an SEO lesson, but rather a plea to connect the visitor’s expectation to the first line they read on your landing page.
One more thing… If you can be specific, be specific. Value statements are more credible when you can promise specific benefits such as the amount of time or money that will be saved. Simply stated, use the word “you.” Don’t refer to your visitor as a job title or generic seeker of a resolution to a problem. Plan to show the “prize” and write a caption that summarizes the entire landing page in one sentence.
You don’t want to veer off into a detailed case study, but a helpful conversion tactic is to include a brief testimonial. Copyblogger gives a good lesson for “sealing the deal” with your landing page here. And I picked up some ideas for my article from this post by Verster. Landing page leader, Unbounce, is a great resource for more information about creating effective landing pages and testing tactics to improve conversion. Ion Interactive is another authority in the field.
It’s about understanding that real people are responsible for every click on your landing page.
Here are four psychological triggers that will help you write landing page copy that motivates your prospects to take action. There’s a reason that casting villains has been a common marketing and advertising tactic for many years. Decades ago, sociologist George Simmel argued that we create common enemies because it unites us with groups of people we believe to be like us. Have you seen any advertisements featuring annoying co-workers, boring jobs or mean bosses? Relating to prospects’ pain in your marketing campaigns can also help you call attention to the benefits that your product or service brings.
In other words, painting a vivid picture of an enemy not only helps you relate to prospects – it’s also an effective way to show them how you can help absolve them of their pain. Explaining what distinguishes you from the competition can be challenging – but describing a common enemy can be an easier way to write landing page copy that resonates.
They hook visitors by creating an enemy out of soul-crushing meetings (who hasn’t sat through one of those?). And once they’ve connected with visitors through a mutual hatred of boring meetings, they offer up their app as the solution. Ask yourself, “What is the antithesis of my brand values?” If you’ve successfully created brand values that align with the interests of your prospects, then the antithesis can serve as a powerful catalyst for inspiring action.
College student participants were asking to read an article by an advanced math student, which included a bio with the birthday of the author.
After reading this article, participants were given a math problem that is impossible to solve. This study goes to show that a sense of community or mutual interest (no matter how arbitrary) can be a powerful motivating force. Naturally, a writing-focused community of thousands of smart online marketers is an appealing picture for anyone who fancies themselves a serious content marketer. One of the best ways to build community is with a unique point of view or compelling vision. Many psychological studies demonstrate and explore our natural desire for instant gratification – take for example the iconic Stanford marshmallow experiment in which children are offered one marshmallow immediately, or two marshmallows if they can wait 15 minutes. Studies such as the Stanford marshmallow experiment seek to explore our desire for instant gratification.
One of the powerful forces behind these urges is the pleasure principle: our innate drive to gratify all our needs and wants. Because we’re hardwired in this way, teasing prospects with instant gratification is a powerful way to inspire them to take action.
Their landing page does a great job of speaking to prospects’ desire for instant gratification. Phrases like “Ideas need momentum” and “The quickest way to… “ are likely to resonate with visitors who have a great idea that they know can really take off. If you think you’ve got the next great idea (maybe the next “Ship Your Enemies Glitter”?) and need a hand to get it off the ground, you’re likely to click that CTA. Leverage trigger words that scream instant gratification; use words like “instantly,” “immediately” and “fast” on your landing page. As humans, we relate to and engage with marketing campaigns that tell stories that compel us.
When Joshua Glen and Rob Walker ran a social experiment in which they auctioned thrift store items on eBay, they commissioned authors to write short stories for the item description. If you’re wondering how your SaaS landing page could possibly incorporate storytelling, take a page from Visual Website Optimizer’s playbook. The page is fun, quirky and keeps you engaged and scrolling all the way to the opt-in form at the bottom.
Provoke an emotional response by ensuring that the story is told by someone your audience can relate to.
Remind prospects of their pain points so they get a clear idea of how their pain can be solved with your product or service. Though these psychological triggers paint a portrait of human nature in general, they’re to be taken with a grain of salt.
The human mind is complex – and all the psychological studies in the world can’t predict our sometimes irrational behavior. It’s important to research your unique audience and understand which triggers resonate with them.
Vinay Koshy is the Founder of Sproutworth, a content marketing and conversion optimization blog. An interactive landing page is an interesting idea – and that eBay example is really impressive! Good case study is the very important for the readers because they always like to read something real facts and tested case studies also. Ever stumble around searching for your glasses, only to discover two minutes later that they’re right there on your nose? As Casey Ark, owner of Plato Web Design explains, there’s a reason that landing page optimization articles can sound repetitive — it’s ‘cause people make so many of the same mistakes, again and again. Why even some of the most successful companies aren’t immune to common landing page slipups. Stephanie Saretsky: If you have a low conversion rate, looking for advice on landing page optimization can seem a little overwhelming. Dan Levy: You start off your posts with kind of a scary statement, which is that many of the world’s most aesthetically beautiful landing pages fail miserably when it comes to conversion. But there is absolutely a way to have that intersection between really attractive and really effective. And what we’re looking for is that little wow moment that happens when somebody hits the page. So if you’re trying to create that kind of want in somebody, you’re dead in the water if you can’t actually show them your real product. Dan Levy: We talked about this in other podcast episodes — how copywriters, when they’re writing their “about” page copy for example, sometimes they just get too far into the weeds because the obvious stuff to them is just like, yeah, like, of course people need to be using landing pages for their campaigns. Dan Levy: So yeah, I mean, this stuff, again, it seems kind of obvious when you point it out.
And really, when you come in with that assumption, it kills ya immediately because when people (even your trusted brand advocates) are seeing copy like that from you — where it’s sort of vague and you’re kind of mentioning what you do — a lot of time they don’t know what you’re talking about and they’re too embarrassed to ask. Dan Levy: Do you have, like, a go-to tactic for developing copy that keeps customers’ mindset in mind, even when you’re really close to the product yourself? And then take all those bullet points, and take another two or three minutes and tailor them so that you can tell them exactly to your mother pretty much verbatim. But really you don’t have to get that deep into the product in most instances, certainly not deep enough that you ever need to include real paragraph texts to any serious degree. Dan Levy: Yeah, you share an interesting tip for keeping your landing page copy down to a minimum which involves writing the copy before even looking at the landing page template.
Dan Levy: Yeah, I guess it goes back to what we were saying at the beginning, where so often – you know, this happens a lot when you’re in an agency or working with a creative team. Dan Levy: – that ran into a problem with friction when they tried to segment users on their landing page.
Casey Ark: Basically, they’ve got this initial landing page that shows – they don’t actually have anything on the landing page except these two buttons that say, “Are you shopping for men’s perfume?” or “Are you shopping for women’s perfume?” You click one of the buttons, and then you get the selection there. Dan Levy: So I mean, if you are marketing to multiple segments like they were, how do you speak to them individually without weighing them down with having to make that choice themselves? Casey Ark: Basically, it’s relatively easy to take care of something like that, especially if you’re using AdWords or Facebook or something like that where you can kind of manipulate the keywords that you’re using. Dan Levy: It sounds so simple, but again, something that so many marketers just aren’t doing. Dan Levy: We talk a lot on this podcast about the importance of testing stuff like headlines and call to action button copy.
So ultimately, when you’re looking at a landing page, you should be basically looking at it as if you were designing a TV commercial for your product. And what I mean by that practically is if you’re selling a car, I don’t care so much about the photo that you’re using of the car. Dan Levy: Yeah, it’s almost, like, awesome when people are testing and doing those more advanced stuff. It’s easy to tell that something isn’t quite right — your poor conversion rate screams it loud and clear. Oli Gardner, our resident landing page expert, will focus on one page per episode and help show where you might be leaking conversions. Just send us your landing page along with the ads and emails that sent people there so that Oli can evaluate your page in the context of the larger marketing campaign. Do your homework before you run your social media marketing campaigns and you’ll save a lot of time and effort in the long run. In this post, I’m going to cover four questions that cut to the core of social media analytics. To find out, you’ll want to look at total conversions (goal completions) by social network, and determine which social networks are contributing to conversions on your site or landing pages. The social network conversion report shows which network drove goal completions on your website. This report is great for a quick analysis of which social networks are driving the most valuable actions on your website. To get a bird’s-eye view of conversions over time, click through on the network to view a timeline of conversion by date.
Conversions by network is important, but we’d also like to get more details on which specific posts are driving conversions. What’s in it: This report looks at links that were tagged individually with the URL builder parameters, along with a ton of associated engagement and conversion metrics. On a different note, a high percentage of return visits could be a sign that your distribution channel isn’t reaching new audiences.
Goal conversions: Like with our first report, you can also see which posts drove goal completions on your website or landing pages.
Similarly, different types of content (tactical blog posts, quizzes, infographics, giveaways) perform differently on different social networks. For example, my data tells me that video posts on Facebook drive a ton of traffic and long visits.

These questions will help you understand the best time and the type of content that performs the best. For networks without built-in analytics, you need to get creative and find means of keeping your own data.
For seven days, I checked my target subreddits and recorded how many people were online at three different times. After deploying this method, I was able to time up my delivery to get maximum views on my content – that one post drove 1,691 visits. Your reach becomes exponential if people are motivated to read your articles then share them from their own social media accounts.
This report gives you the opportunity to see who is sharing your content, allowing you to jump in on the conversation. Since you’re now tagging all your outbound links with UTM codes (you are, right?), the remaining social traffic will come from inbound links (i.e.
What type of content (images, hashtags, infographics, videos, links, etc) performs the best. Or maybe you heard I just wrote an ebook on Attention-Driven Design and wanna chat about how data and design can work together.
I’ll be answering questions live right here today (September 25th) at 1 – 3 PM EST (10 AM – 12 PM PST).
On the surface, that data-driven approach doesn’t quite square with the notoriously soft science of content marketing. Over the past few months, Effin Amazing planned and executed an ambitious content strategy for one of its clients aimed at filling their marketing funnel with qualified leads and nurturing those leads into customers. I’m going to take you through this campaign step-by-step and, in the process, teach you how you can run one just like it. It wasn’t long ago that the Apple App Store (and eventually Google’s Android market, Google Play) was the wild west of the ecommerce world.
Then, in 2014, an intoxicatingly simple game out of Vietnam, starring a small flapping yellow bird, became an overnight sensation, reportedly earning its developers $50k a day before they suddenly pulled it off the market. These days the mobile app market is a far more crowded space, with more than 60 thousand new apps and 12 thousand new games published every month.
The Flappy Bird effect also meant that Chupa Mobile, which launched in 2011 as a marketplace for buying and selling source code, needed to distinguish itself from the shady copycats that Apple and Google had begun to crack down on.
Educating the expanding market was crucial for Chupa, and this meant creating credible content that informed both potential developers and entrepreneurs on how to navigate this lucrative but increasingly competitive landscape. That’s when Paolo got in touch with Dan McGaw, who he’d met years earlier and had recently left KISSmetrics to start Effin Amazing.
Effin Amazing’s mission would be to help Chupa refine their messaging and create a comprehensive content strategy aimed at generating new leads and eventually nurturing them into customers.
The second is what they called “appreneurs” – entrepreneurs and companies seeking an easy, affordable way to tap into the piping hot industry and rise above the noise.
With their new blogging strategy, Daniel says they were able to grow Chupa’s blog traffic by 35% in less than two months.
Now that more “appreneurs” were reading the Chupa blog, the Effin Amazing team needed a conversion carrot – an incentive for them to fork over their emails so that they could be nurtured further down their marketing funnel. The solution was to create an ebook about what the agency identified as one of the most popular topics for this segment, App Store Optimization (or ASO). They included a call to action leading to the landing page at the bottom of relevant blog posts and soon, the ebook was generating dozens of leads a day, with the landing page converting at 44% right off the bat. Bolstered by the success of that first guide, they decided to create a second one aimed at developers.
Mark, who is an Effin Amazing co-founder as well as a designer, admits the agency could have continued building Chupa’s landing pages for them and bundling it into their fees, but says that wouldn’t be aligned with their mission to help their clients achieve long-term sustainable growth. From Chupa’s perspective, empowering Melissa to build landing pages for content marketing campaigns herself frees up Chupa’s own developers to focus on other projects, like developing mobile app templates for customers. Before using Unbounce, Chupa would code their landing pages on WordPress, which often took a full week of work, according to Paolo.
PRO TIP: With Unbounce’s new WordPress integration, you can publish a landing page built in Unbounce onto your existing WordPress domain with the click of a button.
Empowering their client to build landing pages on their own had another benefit for Daniel and the Effin Amazing team: It allowed them to move on to the next step in the campaign. Okay, so let’s say I’m an eager “appreneur” who reads Chupa’s blog post, clicks through to the landing page and downloads the guide. Once someone enters their email into the form on the landing page and downloads the guide, they’re placed on a list in MailChimp, which integrates with Unbounce. It’s easy to dismiss the value of a single blog post or a term as broad and ill-defined as “content strategy.” But as this story shows, every piece of that strategy – from a fun, brand awareness-building blog post, to an educational ebook, to the landing pages and marketing emails that do the content’s dirty work — plays a key role in the ultimate conversion.
By empowering their client with both the tactics and the tools to carry them out on their own, Effin Amazing created not just a successful campaign but a whole new marketing strategy that can transform their business. In the end, combining content creation with lead gen landing pages and email marketing automation allowed a growing agency to expand its service offering, while providing extra value to its client at no additional cost. I’ll be answering questions live right here on Friday, September 25th at 1 – 3 PM EST (10 AM – 12 PM PST). We bet you could make it even better — and we’d like to bring you to our Call to Action Conference 2016 as thanks. We want you to take the landing page template we’ve created for the ebook and tweak it however you’d like; whatever you think will result in an awesome conversion uplift.
Our 2015 conference just wrapped up (to rave reviews), but we’re already pretty pumped up for next year and we hope you are, too. Whether you couldn’t make it this year, or loved it so much that you can’t wait to return, we’d like to make it little easier by giving you a free ticket to Call to Action 2016, along with $500 to get you there.
This is the challenge marketers are faced with everyday and that Unbounce co-founder Oli Gardner tackles head on in his brand new 68-page masterpiece, Attention-Driven Design: 23 Visual Principles For Designing More Persuasive Landing Pages. Oli has been touring the world for the last 18 months, spreading the gospel about how to design amazing marketing experiences that both delight and convert.
The winner would be sent to Unbounce’s Call To Action Conference in Vancouver this September 13th – 15th. We were blown away by the amount of thought, creativity, effort, love and landing page expertise that went into these pages. In this post we’ll recognize the winners, their pages, their chops — along with some insights from the judges. On top of an action movie trailer that grabs your attention right off the bat, Andrea’s page has a strong headline, clever call to action and strong testimonials to really seal the deal. We’e putting a ton of effort into this year’s Call to Action Conference, but Andrea looks like she’s putting even more effort into attending! Knowing how much work goes into launching even a simple marketing campaign, I can appreciate the effort Andrea put into her submission. The variant with the directional cues resulted in a 5.2% conversion lift over her original page without them.
At first glance, Syed’s page had a clean visual aesthetic – but it was his video parody of “People Say I Eat Too Many Chocolate Bars” that really got us.
The judges also loved how he used an attention-grabbing picture of himself as a directional cue that focuses the eye on the call to action button. Syed was another clever contest who retargeted us on Facebook – but he took things a step further by including additional incentive to fill out the lead gen form. But it wasn’t all just fun and games – his landing page did its job by converting at a healthy 16.96%. Part of the reason choosing a winner was so difficult was that we had so many awesome submissions.
When I started out in marketing in nineteen hrmpmubmmmumble, I did some copywriting for one-page print and direct mail pieces.
When those little buttons that let you tweet, share and pin a particular piece of content show lots of other folks sharing, you’re more likely to share, too. The higher up on the page it appears, the more important it is that your writing be clear without context. The knowledge you gain will get you out of checklist mode and into unique, effective copywriting mode.
SEO is all about loading up your page with lots of words and key words, and an AdWords landing page is all about solving the visitors problem with as much copy as necessary.
We tend to look at the copy writing altogether rather than separating out little chunks to figure out if anything is telling the story on it’s own. The sport has been played at Delmar Fieldhouse, a 5, 400-seat gym about the northwest part from the metropolis. How can we produce more by doing less? We look over at the person who seems to get it all done while still managing to have a life, and we ask ourselves: What does she know that I don't?
John Bargh, before we embark on big projects, our brains attempt to simulate real, productive work by focusing on small, mindless tasks to pass the time -- and, consequently, prevent us from getting anything done. The result: Our prefrontal cortex starts to shut down and we start losing our ability to think clearly and reflectively.
Because every time you have an urge and you do something about it, the reward you get from it (whether it's a tobacco high from smoking or the satisfaction of knowing you're at inbox zero) creates a neurological pathway in your brain.
You're having trouble simply stopping checking your Twitter feed -- it's something you barely notice yourself doing until fifteen minutes have ticked by.
And it keeps rolling around in the organizational psyche as well as the personal psyche, draining energy and creating incredible psychic residue.
Acts of self-control, like trying to remember to respond to Bill's email or ignoring distractions, leave us with decreasing willpower throughout the day. If you make habits like responding to emails right away and writing things down as soon as you can after they happen, you'll eliminate the fear of forgetting, and therefore, the burden of remembering.
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However, after your home page, nothing is more critical to your success than your landing page or pages. Unlike many of your website’s pages, a landing page is not about helping readers find what they want. Visits could come from pay-per-click ads, display ads, a search result listing, an internal link on your website, a link from another website, an email, and even a printed piece, ad, or commercial. The link the prospect just clicked was about something specific, so your headline should deliberately reiterate those words.
Do not give in to the temptation to cross-sell, upsell, or wander into related territory of any kind.
Unless you have a compelling reason to qualify the leads at this stage, make your form easy to find and fill out.
Studies prove generic words such as “submit” and “subscribe” perform poorly compared to short, directive value statements such as “Send me my free tips.” Kissmetrics offers some useful variations in this informative post. Are you leveraging any psychological triggers in your copywriting to motivate your prospects to take action? And more recent studies, such as “Interpersonal Chemistry Through Negativity: Bonding by Sharing Negative Attitudes About Others,” show that is may very well be true. Or how about all of those Apple advertisements that paint PC users as pocket protector-wearing nerds?
If your competitors are lacking in those areas, that resonates particularly well in the marketplace. Swipe their wording to use on your landing page to relate to prospects – and then offer up your solution to remedy the pain. Understanding this basic human need is important because it can be a motivating force in your landing page copy. For half of the participants, the author biography was set up with a birthday that was identical to that of the participant. Participants who shared a birthday with the author of the article worked longer on the impossible problem than participants who did not share a birthday. Consumers identify with others who think and act like them, especially if that group is associated with something aspirational and positive. If needed, use video to add more color and flair, as Unbounce did on their mobile responsive feature launch landing page. Read his latest blog posts, follow him on Twitter, or download his report of 5 advanced psychological hacks you can leverage to make your landing pages more persuasive.
Unbounce’s Content Strategist Dan Levy speaks to Casey Ark, owner of digital agency Plato, about the most common landing page mistakes that his agency finds, and how to go about fixing them.
Because when you think about it, if you’ve got a whole lot of center-aligned text that goes almost all the way across the screen, you’ve got a big background image, there’s no room to actually show your product or say a whole lot about your product. But if you’re focusing so much on the aesthetic of the thing, especially if you’re having huge background images and don’t really have the copy to back it up, I think that’s really what ends up hurting you so much. If you start looking at landing pages, anybody out there, you should start paying attention to whether or not they have the actual product shown.
Well, I mean, the second mistake you talk about is something related and that actually having your product on the page can maybe even help out with, which is not explaining what you do on the landing page. Basically, they look like they’re probably some sort of marketing company, and they’re running this kind of paid seminar. You’re like, it looks like it’s probably a company that has something to do with something? Because it’s easy to kind of get trapped in the mindset of wherever you’re working, if you’re working day in and day out. And you start talking about advanced optimization tactics when for most people, actually don’t really know what a landing page is and why they need it there.
Probably eight out of ten people I talk to every day, I still have to describe what a landing page is. I think part of it is just getting kinda trapped in the corporate culture and what we just talked about. But yet it’s hard to kind of understand what you should be showing online when you’re stuck inside that loop of working in a big company for that long. But yeah, typically, I tell people that you wanna lock yourself in a room for maybe two or three minutes with a piece of paper and a pen.
Remove every possible technical word that you can find inside that kinda first set of bullet points, and move them to the second set.
But the kind of extreme of this is to want to include, like, every single detail of your offer on your landing page.
It’s so easy to make that mistake too because when you sit down and you start trying to make a landing page, if you’re a small business owner, you probably think, “I either wanna list some things about my business, or maybe I wanna list absolutely everything just in case somebody’s gonna ask.” And that’s what happens so often. If you’re scrolling through the site and you wouldn’t naturally read it in the flow of scrolling, it probably won’t get read at all.
When you get stuck too deep into designing the page or worrying about the template or seeing how it looks, you kinda forget to look at the actual USP, the actual unique selling proposition. Well, we’ve all heard the adage that if you try to appeal to everyone, you’ll appeal to no one.

Instead of just buying for perfume, you’d wanna buy keywords for women’s perfume and probably men’s cologne separately.
And automatically – especially if you’re doing something that’s a paid click there – you really wanna know that anyway, whether you’re dealing with men or women, instantaneously. But you suggest that focusing too much on this stuff can actually lead to all these mistakes that we were just talking about. And if you spend too much time testing it, if you spend too much time worrying about the color of the button and the shape of the button and the font you’re using and all that stuff, and less about the whole picture about why your product’s significantly better, that’s where you can really start getting into some trouble. But if that’s taking your eye off really simple things, like having your product on the page and telling people what you do, then maybe there’s a problem there and you need to kind of take a step back and see the forest for the trees or however that expression goes.
He’ll even rebuild the page with his suggested changes, and show you how a few tweaks can make all the difference. If your submission is chosen, Oli will dedicate an entire episode to reconstructing your campaign.
The key to streamlining your social media marketing lies in your data and analytics – gaining insight into what works and then doing more of it. You’ve got to know which questions to ask, and how to find the right data from the right reports in a short amount of time.
With each question, I’ll show you the exact data sources and reports needed to get in and out with insights for your marketing team.
If your percentage of return visits is high, you want to be sure that engagement metrics are as well (low bounce rate, high time on site). If your campaigns are delivering fewer new visits as time goes on, it’s time to find new places to push your content or grow your existing community.
Traffic from social media is inherently disruptive – you’re pulling them away from a place where they enjoy spending time. Session Duration: Instead, look at bounce rate in conjunction with average session duration.
The following report will help you identify which type of posts (and which post formats) jibe well with users on a particular network. It’ll help you connect specific pieces of content with performance on social networks. Be sure to couple that information with data you dug up earlier, such as visits, time on site and conversions on your site or landing pages.
But as an example, let’s have a look at how to do this in Twitter, which has a killer analytics platform that tracks impressions and engagements from every tweet.
As an example, let’s look into tracking behavior on Reddit, which is notoriously difficult to crack because it has no analytics to consult.
When you click through to a subreddit, it tells you how many Redditors are currently online.
Plus, keeping tabs on who is talking about your content allows you to jump in and engage with new potential customers. This report only populates from Google’s partners (Facebook, Twitter, Pinterest are not included). I consult this report to quickly view comments or questions and respond with further insights. Use this information to optimize content distribution across social networks by understanding which pieces of your content are being shared organically. Sometimes content you promote doesn’t perform well – this data can help you determine whether using influencers to promote your content is worth the cost. That’s the question content marketers should be gut-checking themselves with every day, and that Effin Amazing was both uniquely qualified and an unlikely candidate to answer. In fact, some might place analytics and content on opposite side of the marketing spectrum. Savvy developers could launch successful apps easily, without the need to get a pesky marketer involved. What followed was a deluge of copycat games with names like Flappy Plane, Flappy Bee and Splashy Fish.
In addition to providing templates for developers to easily build mobile apps and games, they also matched up professional app designers and developers with entrepreneurs looking to break into the space.
The first is mobile app developers, who they had been targeting from the beginning and were already flocking to their marketplace.
Daniel worked with Chupa’s content strategist, Melissa Varela, to write the guide while Effin Amazing’s designer, Mark Bunker, whipped up a simple landing page for it using one of Unbounce’s lead gen landing page templates.
But this time, Daniel and Mark set up an Unbounce account for Chupa so that content strategist Melissa could build the landing page herself. If they do, they’re onboarded through a more product-focused email flow to hopefully become a paying customer. So far, Daniel says they can attribute thousands of dollars in sales directly to the guides, in addition to the hundreds of leads they’ve generated – and continue to generate. Indeed, 2.5% of apps published in the App Store already come from Chupa templates, according to Paulo, so the opportunity is enormous. Add some questions in the comments below and I’ll rock the answers for you on Friday. Whoever’s page drives the most downloads of the ebook will win a free trip to Vancouver for Call to Action Conference 2016.
We finally persuaded him to sit down and put his latest research, insights and hilarious ramblings into writing.
The grand prize was a trip to Vancouver: including the flight, hotel and two conference tickets. With little images of himself pointing to every call to action, he makes himself the directional cue and makes the CTA hard to avoid. When they click that PPC ad and head to your landing page, they’re spending time – you need to make it worthwhile. We’ve tested this and found that as the share count increases, the rate of sharing accelerates.
Use a post like this as a starting point, but understand you’re writing for people and you’re writing about your own unique products. In my industry, too many lawyers use their homepage or inner page as their PPC landing page, and it’s really hard to read through all the SEO muck. I also like how you add and explain the social proof to the list, it is a very useful tool to attract and to build the trust of the readers and as well to promote your landing pages. This means "periods of intense work followed by breaks, instead of diluting work time over the whole day. People say, 'Ia€™ll do that,' but they dona€™t write it down, and it goes into a black hole. If it’s an information asset, it’s useful to preview the contents in short and sweet passages. If your offer has helped a large number of customers or garnered recognition, go with these types of proof statements. If you’re going to send email (and you should), a singular email address field might suffice.
It makes sense that we all do our bit to keep the planet healthy for ourselves and those that come after us.
Not in a general sense, but just kinda what we think is a good website right now is a really specific thing. What we think is beautiful is mostly just kind of this abstract design thing, so that’s really, really restrictive. But first, I wanna talk about the first mistake that you tackle in your post, which is not actually showing your product on the landing page itself. Can you explain how a company called Marketing Genesis made this mistake on their page and how to fix it? And they have the landing page for what looks like it’s probably a paid seminar, but they don’t actually say expressly what it is. And there are a couple of times where they ask you to register, and you don’t know what you’re registering for.
If you’re the copywriter, you come in with a certain assumption that people might know what landing pages are or people might know what hardscaping is if you’re a landscaping company. And just write down bullet points that you’d wanna tell a startup investor if you only had that maybe 30-second or 45-second elevator pitch. When you get a couple people in kind of a small business team together, and you write down a list of what should be on the landing page, you end up with this massive list sometimes with really tiny nuanced things about the business. And basically, if you’re making a landing page, you can pretty much operate under the assumption that people aren’t gonna read a word of your paragraph text because they don’t have the time. And so many people actually never really get around to even understanding why their business is that significantly different from other people. But as long as you kinda have that general starting point and then craft the design around that, that helps a lot. You’re asking people to make a decision when they don’t necessarily need to be making a decision about something. You might lose 25 or 30 percent of people who just say, “Hey, I don’t feel like making this click.” And that’s just money lost. We wanna take all the work out of the customer’s hand so the customer’s never having to say, “I am a man. And then if somebody clicks on the men’s cologne ad, they should be going to a dedicated landing page that already has men’s cologne; it already has men’s perfume shown. As long as session duration is high, bounce rate is less relevant – it shows that your content was fully consumed but the visitor chose to return to the social network. This helps me understand which type of content to create and the most effective means of distributing it. If you were an entrepreneur who lacked coding skills, you could hire one of these developers relatively cheaply and watch your app rise to the top of the charts.
All it took was a two-minute screencast video to teach her to create the new page herself using the same template they’d used for the first guide. If not, they’re placed on the blog RSS list, since they’ve demonstrated interested in Chupa content (and might still convert down the line). His video goes over everything he’ll do to make sure the conference is amazing for attendees.
On the web, where I might see this in an e-mail, in a tweet or in some other snippet, it’s a mystery. But when you put in terms about writing a headline , sub headling, image or short paragraph then it made sense.. They don't rely on willpower -- they rely on habit and disciplined scheduling." Ericsson's study of elite violinists found they tend to follow 90-minute periods of hard work with 15-20 minute breaks. Figure out what satisfies you about that habit, and then replace it with something that will make you more productive. Keep the page brief (unless you have a very strong reason to do otherwise.) Those letter-stuffer type landing pages that drone on turn off most readers.
You might use icons or small images to steer the eye to the main points, a la a 1-2-3 list of most important points. At least I see tons and tons of them daily, where you look at it and you go, “That’s a beautiful page. But often it seems like when people focus so much on the design, they almost get, like, carried away or distracted. If you’re paying a couple grand to get a landing page done, if you’re not using Unbounce or something like that, lots of these people are really proud of it. And they say that it’s in San Diego, but you don’t even know what’s in San Diego, and they don’t say where in San Diego.
Again, if you’re a landscaping company, you might, like, decide to mention your payment plans or something. So again, that’s a situation where you really wanna sit down, write down a bullet point list of why you’re significantly better than your competitors or why your product really should be bought by customers, and focus on that first. Because what usually happens with people is they’ll start with a design, they won’t put the product in there always; they’ll just kinda have some general abstract tagline.
But if you’re focusing too much on that, it can hurt you, especially if you’re not absorbing the full understanding of what it is that you’re selling.
And just to put it in a little bit more quantitative terms, the difference between a really great landing page and a bad landing page, typically, is not one headline away from having a huge difference. HubSpot Co-Founder and CTO Dharmesh Shah said he likes to "'deconstruct' the large problem at hand into smaller, bite-sized chunks.
So when you try to extinguish a habit completely, you're actually trying to use willpower to destroy a neural pathway. They promote the development and use of wind and solar energy by purchasing green energy certificates to offset the power they use in their data centres and offices.
And it’s amazing how little people know about brands, even brands that they are interacting with a daily or bi-daily basis. You really never, ever, ever wanna make people make a decision, especially when you’re paying for clicks like they were. Use subheads and captions to state the value of your offer in a variety of places on the page so they can’t be missed.
You don’t wanna spend a couple grand on something that is conversion centric and doesn’t necessarily look great.
And the big reason why it matters and why it’s kind of that big mistake, which is what you asked, I can’t want what I can’t see. As long as you’ve got the general basics down, that’s probably more important long term than spending a whole lot of time worrying about individual color details or fonts or all that stuff. And just in general, fixing that is kind of – it’s relatively simple in that you just wanna describe what it is that you’re actually doing.
It’s going from a place where you don’t understand what they want to a place where you do understand what they want.
You realize it's become a habit for you to check Twitter right after you check your email because they're next to each other in your bookmark bar. And that’s really the difference between poor-converting landing pages and awesome-converting landing pages — when the customer hits that page, you’re not just describing the product in a way that would be favorable. But you can really improve it if you start to understand why people would go with you rather than other people. But that’s really restricting when it comes to actually making a solid converting landing page. Your CTAs are almost always better because you’ve focused on just the text without any accoutrements.

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