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Purpose, Integration, and Understanding: Conversion Optimization Beyond the Landing Page

By March 27, 2015Web Marketing

A Mack Web Webinar (Thanks, Unbounce)

Mack (and the rest of our dedicated team) was tickled pink – nay, fuschia – at the opportunity to create a webinar with the great folks over at Unbounce. We love their stuff on conversion. So we were excited to shed our particular wavelength of light on the subject, namely all of the ways to optimize the potential for conversion before and beyond just the landing page.

If you were among the brilliant (and potentially allergen-avoidant) people who signed up for the webinar, you know we had some technical difficulties. (We can neither confirm nor deny an encounter with a rip in the time-space continuum that sent our entire office back to the Dark Ages of 1994, well before the ascendance of Wi-Fi. That said, certain persons have been singing Can You Feel The Love Tonight for the last three days. Draw your own conclusions.)

But we’re back on track with some bonus treats. Unbounce has released the full recording of the webinar and, if you’ve got 45 minutes, you should definitely take a gander.

Since we couldn’t hold a live Q&A with the webinar, we did an Ask Mack Anything session on March 31st, instead. Check out that conversation on Twitter (all relevant tweets have been tagged with #UnwebinarAMA).

And, as is our custom, we also have, for your edification and perusal, the full deck here. It is, as per usual, a beauty with plenty of brains behind it.

And just in case you’re in a super big hurry, we’ve pulled out some key takeaways. Just for you. (Can you feel the love tonight?)

Key Takeaways

Customers connect and participate with you on many levels. They have high expectations. Don’t trick them into clicking a button.

Successful conversion doesn’t start with a beautiful landing page. It starts with building a better business from the inside out.

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If you’ve put in the work to improve your business as much as you promote it, conversion gets a lot easier.

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If you create a cohesive and genuine experience for your customers at every possible point of interaction – your landing pages, website, blog, social media, email, on the phone, at events, on the street – you’re presenting customers with something they can hold onto and believe in over the course of your entire relationship with them. (More on that in a minute.)

People notice and are drawn to companies that display and prove a meaning beyond money.

Before you can build that cohesive and genuine experience, you need to articulate the purpose and passion that sits at the heart of your business.

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That core can take any shape: a shoemaker that thinks everyone should have basic necessities, a toy company that believes girls can be scientists too, an outdoor gear supplier that promotes social and environmental responsibility, a direct selling company that yearns to change women’s lives.

Whatever that purpose, it’s going to drive all of your conversion efforts.

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Once you know why you get out of bed in the morning, it’s time to make sure that your outsides – the ways and means by which you interact with your customers – match your insides.

All of your efforts should work together to drive your customers to conversion.

We have a client. They just so happen to be a direct selling company that loves the wine they bottle but yearns to change the lives of the women who work with them. Our efforts to help them convert more leads into ‘Wine Guides’ did include a landing page upgrade.

We went from this – a generic, promotional page:

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To this – a profile of a real, live Wine Guide including her vital stats, her story, candid photos of her at work and play, video of how the company changed her life, and a call-to-action at the end:

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Actually, we built three of ‘em.

But that’s hardly all we did:

  • Before anything else, we identified and prioritized the top 3 persona groups to make sure we were targeting the right people.
  • Then we did the interviews and built the landing pages.
  • We created supplemental blog posts that drove traffic to the landing pages, fully supported by one-to-one outreach on social media.
  • We created targeted email marketing campaigns that drove traffic to the relevant blog posts.
  • We created a buzz on social media, fostering the relationships that our authentic posts attracted and amplifying our reach with paid efforts.
  • We set up an engaging and automated email response to follow up on all form submissions, continuing the conversation via inbox and telephone and clarifying the next steps.

All of this was to make the message clear:

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Landing pages are important to conversion, no doubt. But they don’t stand alone.

Done right, conversion takes time to pick up speed but becomes unstoppable.

Here’s the downside, the fine print, the hard truth to expect. All that stuff we did for the client?

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Conversion doesn’t happen overnight. But the efforts that come from the genuine core of your company are built for longevity, for relationships that endure. You want to be in your customers’ lives for a long time. If they believe in what you’re doing, they start doing the promotion and conversion work for you, becoming lifelong advocates of your brand.

A successful conversion experience will result in more than form submissions.

Which is not to say that lead form submissions aren’t important or can’t be achieved. In the year we worked on those integrated landing pages efforts, our lead form submissions went up by 57%.

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But we also saw a 71% increase in traffic to the site and the consequent brand awareness. We saw a significant rise in new visitors and a huge increase in returning traffic, indicating a reinvigoration of the existing Guides belief in the brand.

Email list subscribers increased and, more excitingly, the engagement of email recipients increased by 42%.

Traffic to the site from social media sources went up by 130%, giving us new insight into how to reach the audience.

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In fact, learning more about our audience was a huge win for this set of landing pages and the surrounding efforts.

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We targeted three types of leads: Stay-At-Home Parents (Kirby), Pathfinders (Christi), and Achievers (Debbie). The response to each landing page helped us understand which sections of the target audience were drawn by the landing pages and who was visiting the blog.

Which is to say that we came away from the landing page launch with not only an increase in conversions but a better understanding on how to get more as we move forward.

(Not to mention an increase in brand awareness, increased enthusiasm from potential brand evangelists, and tacit permission to keep persuading leads who haven’t quite committed yet.)

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Aren’t you sorry you missed it?

Like we said, you’ve definitely got a chance to learn more about the glories of a fully-optimized, fully-integrated conversion process. You can check out the recorded webinar, go through the whole deck above, or tune in to Ask Mack Anything.

Or, y’know, sign up for our email below. This isn’t the last time we’ll be talking about meaning beyond money or the best of all possible user experiences.

And maybe one of these days, we’ll even get permission to either confirm or deny the time-space thing. In the mean time: Hakuna Matata!