Conversion Optimization

Need to create and test landing pages quickly and easily?

Meet Unbounce.com. Unbounce is a new Vancouver startup company that’s aiming to make your life as a marketer much, much easier when it comes to setting up, tracking and testing landing pages.

If you’re new to the conversion optimization game, landing pages are pages on a site that are setup to provide a visitor with whatever it is they are specifically searching for. This is their primary purpose in regards to the visitor. For example, if I do a search for “garden hose”, and I click on a Google Adwords ad in the Google search results, I should be taken to a page that talks about garden hoses, not the company’s home page – the landing page is the specific page on the website that addresses the need I was hoping to fill.

From a marketers perspective, landing pages are also used to encourage a visitor to take an action like complete a form to contact a sales person, download a white paper, or make a purchase online. What ever the action ends up being, it should be the next step in your sales process. For example, a poor use of a landing page would be to link out to another website thereby sending a visitor away from your site. Instead, you might offer them some free information that they could exchange their email address for. In this way you’ve gained permission to send them something and can follow up with them.

If you’re using pay-per-click marketing (for example Google Adwords) as part of your online marketing strategy, you’ll also want to create specific landing pages to match each Ad Group you’ve setup in order to insure that each visitor who clicks on one of your ads is taken to a page that is relevant to the search term they typed in and the ad they clicked on.

The ideal landing page will accomplish all of these results:

• It will, first and foremost, satisfy the need that the visitor had in mind when they started their search
• It will contain content highly relevant and enticing to the user and will use a call to action to get them to do something that results in them taking the next step in the sales process with you.
• It will focus on and use the keywords that the user typed into a search engine to find you

So how do you create the ideal landing page?

That is exactly the question that Unbounce is seeking to answer. In a nutshell the company is working on a hosted solution that will enable marketers to quickly and easily setup, launch and test landing pages without having to get mired down in HTML files, code, and FTP software.

The company is getting very close to launching its flagship product and I had a chance to sit down with Rick Perreault from Unbounce to talk a little shop and find out what Unbounce’s plans are for the immediate future.

From what I learned I am very intrigued to try out the product once it goes live. Here’s a quick clip from Rick. I kinda dropped the whole video interview on him out of the blue so this is a quick clip. It’s become a habit of mine lately to ambush people during meetings with my Flip Mino HD and Rick was up to the challenge.

At the end of this week, we’ve decided to setup another meeting. I’ll be heading over to the Unbounce offices for some beer with my Flip Mino in hand. Will keep you posted on what I learn.

In the mean time, I came across this video by Tim Ash on landing page optimization. It’s a bit lengthy at 1:15 but there are sure to be some nuggets you can take to the bank within.

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