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I’m Oli Gardner, co-founder of Unbounce, The Landing Page Builder For Marketers << and Growth Hackers, and I’ve seen over 80,000 landing pages (ask me about that). I became a marketer the day we started Unbounce (previously: creative director, interaction designer, usability lead, wildlife photographer, web developer, pizza delivery driver, C programmer, beehive factory worker). I believe that everyone should be a writer. Now I primarily speak (and write) around our lovely little world about Conversion Centered Design << the goal of which is to create conversion experiences that delight and don’t suck. I live by three letters. G.A.S. Giving a shit. You really can Ask Me Anything. I’m an open book, and will share anything I can to help you accelerate your growth (personal or business). You should definitely follow me @oligardner and get your butt to Call To Action Conference.

  • MB

    Morgan Brown

    over 2 years ago #

    Hey @oli-gardner thanks so much for doing this AMA for us.

    Broad question to start: What do the best landing pages all have in common? Are there a few things that are "must have" in your book?

    • OG

      Oli Gardner

      over 2 years ago #

      My pleasure @morgan!

      There are some pretty fundamental elements that every landing page should start with to create a basic anatomy:

      1. Your unique campaign proposition - which explains in a succinct manner what the purpose of the page is about and why you should care. This is your headline and often a subhead to add clarity.
      2. A hero shot which is the primary image or video that shows (ideally) the context within which your produce or service is used (show don't tell).
      3. A series of benefit statements (bullet points or short paragraphs) that discuss how it will help a prospect be more successful.
      4. Some form of social proof to add some evidence and trust to the page - ideally in a format or from a person/company that is in alignment with the visitor's tribe.
      5. Your call to action. This would be a form and button for a lead gen page or just a button for an click through page (say for ecommerce). Tip: The button copy should complete the sentence "I want to _______".

      • AA

        Anuj Adhiya

        over 2 years ago #

        Thanks for doing this @oli-gardner
        As a follow up to @morganb's question - are there any patterns you see in terms of mistakes or things that people just keep missing to put on their landing pages?

        • OG

          Oli Gardner

          over 2 years ago #

          A big part of what's missing is context. Marketers very often start a conversation (with an ad or email) and then don't continue the conversation on the landing page.

          This can be as simple as message match – replicating the ads headline or call to action in the landing page headline.

          Or if you are arriving from an email, you need to continue the style and conversational tone on the page - otherwise people can wonder where the eff they are, and start clicking the back button instead of your CTA.

          • JS

            Jared Smith

            over 2 years ago #

            That's a really good point. Context switching can really confuse the customer/user. The same way someone switching a conversation from cars to planes mid sentence might make you think that person is nuts. Consistency makes the user feel safe and want to continue to the conversation. I'm really glad this was brought up. :)

            Thanks for doing the AMA @oli-gardner

            • OG

              Oli Gardner

              over 2 years ago #

              I like how you frame it "context switching". Stealing that :)

              • MB

                Morgan Brown

                over 2 years ago #

                Watch out @jsmith - @oli-gardner is the king of catchphrases! :)

              • JS

                Jared Smith

                over 2 years ago #

                I can't take credit for it. It's an engineering phase. We use it to mean switching between editor and browser or editor and command line. It basically slows your productivity down because it forces your brain to enter a new line of reasoning and thinking. This is a a major drain on productivity. Same way that switching the users context for them is derailing your conversion rate.

                I feel there is a blog post in there somewhere.

      • MB

        Morgan Brown

        over 2 years ago #

        Thanks Oli,

        Anything you've seen as must-have's for mobile landing pages that are different from desktop? Are there fundamental differences to account for?

        • OG

          Oli Gardner

          over 2 years ago #

          Be very careful when designing forms for mobile. If they are full width on a phone, it's incredibly hard to scroll past them as there's no solid ground to grab on a touch screen device.

          It's also important to try and present the relevant keyboard for fields to speed completion: such as the numeric keys for zipcode and phone number, and . and @ and .com for email or website.

          The same basic elements apply though.

          Always make phone numbers a click to call button.

  • DL

    Dylan La Com

    over 2 years ago #

    @oli-gardner great to have you on!

    The number of SaaS marketing tools has exploded over recent years. Can you share some tips on staying competitive and top-of-mind in the market?

    • OG

      Oli Gardner

      over 2 years ago #

      Partnerships. Find agencies that are using your software and work with ALL of them to become the tool of choice. The ripple down effect will have you on everyone's mind.

      Public speaking. Form alliances and friendships with the people out there discussing marketing. If you and your company are the ones they love you'll get exposure there.

      Give discounts to startups, especially SaaS startups. They might not be your ideal customer, but they will talk about you, hack your tool in interesting ways and then write about it on their blogs.

  • TF

    Tia Fomenoff

    over 2 years ago #

    Hey Oli! I have some questions that I know bits and pieces of the answers to from speaking with you, but I think will also benefit everyone here to read more about:

    1. I know Unbounce isn't the first startup you worked on. What came before it?
    2. You've also in the past explained how you became a marketer almost by necessity when Unbounce was in the pre-launch stages. Did all the other previous roles you listed come about on purpose or by accident?
    3. What is one thing you believed when you first started in marketing that you now realize is complete BS?

    • OG

      Oli Gardner

      over 2 years ago #

      Hey Tia!

      1. Back in 2000 – when I first moved to Canada – I worked for a startup called Bluezone (sounds like a porn company, but I promise it wasn't :). That actually where I met 4 of our 6 co-founders, including Rick Perreault, our CEO. Of course that was smack in the middle of the dotcom crash. Which sucked. To make it worse, everyone got laid off on 9/11. But instead of sulking and going on unemployment benefit, I reached out to 10 eco-tourism companies and told them their websites sucked and I'd design them a new one for free to get some portfolio work (which landed me my next job 8 months later). During those 8 months to support myself I delivered pizzas in a beat up old truck in North Vancouver. Was actually pretty fun.
      2. Aside from the marketing role, it was all on purpose, although not in any way planned. The usability role was the most interesting. I was working as an interaction designer, and saw a job posting go up for a usability team lead. I literally jumped out of my chair and ran through the building to my boss's boss, burst into his office - interrupting a meeting, and said "Take that job down, it's mine!" After 10 minutes of conversation he gave me the job. Then I had to go sheepishly back to my actual boss and explain the change.
      3. That's a tough one. Maybe that testing is easy.

  • HA

    Hannah Alvarez

    over 2 years ago #

    Hiya @oli-gardner! I've got a copywriting question for you.

    If I'm writing a headline for a really unique new product, is it better to:
    A) Go with a really clear, short phrase that people will immediately understand, even if it doesn't use keywords that people are already searching for? Or...
    B) Choose something more SEO-friendly, even if I have to use more words to explain what the product actually does?

    • OG

      Oli Gardner

      over 2 years ago #

      Both. Test it. :)

      For a campaign I'd probably suggest A as the level of attention might be less. For organic the intent can be greater, so B) might be a good option.

      But really testing it is the only way to learn.

      • HA

        Hannah Alvarez

        over 2 years ago #

        How did I know you were going to say that... ;)

        Thanks Oli!

        • OG

          Oli Gardner

          over 2 years ago #

          LOL. Clarity typically wins though. And you can consider a combined approach by setting up your headline and subhead to achieve both goals.

    • MB

      Morgan Brown

      over 2 years ago #

      Great question @hannahkalvarez !

  • PL

    Peep Laja

    over 2 years ago #

    You sure you've seen the most landing pages ever? There's this guy in Germany who's seen quite a bit

  • ET

    Everette Taylor

    over 2 years ago #

    Hey @oli-gardner - appreciate you doing this AMA.

    How do you go about prioritizing tests and experiments to run? And what is the metric that matters most to Unbounce if you're willing to say.

    • OG

      Oli Gardner

      over 2 years ago #

      There are a few ways to go about it.

      You can use the PIE framework which creates a table to combine the Potential, with the Importance and Ease.

      You can also use a sample size calculator to figure out how long your test is going to take to run and prioritize based around your timelines.

      The metrics that matter most to us are New Trial Starts (NTS) and digging deeper, an activated customer - which is someone who has published 2 pages, run x traffic to them and set up an integration with another tool. There are a couple more, and if we hit 3 out of 5 we consider them activated.

      We look at this through a cohort report in KISSmetrics.

  • AL

    Angelo Lirazan

    over 2 years ago #

    Hi and thanks for doing this AMA @oli-gardner ! I especially appreciate the three letters you live by. :)

    How did/do your past lives (previous jobs) play a role in your current success as a co-founder and CRO expert? Did they somehow lead you to some interesting epiphanies?

    • OG

      Oli Gardner

      over 2 years ago #

      I think my time running a usability team (for gambling giant Bodog.eu) and as an interaction designer is what set the stage. I've always been very opinionated, and getting into usability testing was the start of me becoming a data-informed person.

      As far as success as a co-founder and a marketer, it all stemmed from starting to write the day we started the company. I wrote ebooks, epic guest posts on Moz and 300 posts for our own blog. During that process you really become an authority - especially when you write primarily on a single topic :)

  • DH

    Dominic Hurst

    over 2 years ago #

    Hi Oli

    Any ideas, tips for getting greater senior management buy in to the importance of user research/ user testing.
    Cheers
    Dominic

  • SE

    Sean Ellis

    over 2 years ago #

    Hey Oli, you mentioned that you transitioned to marketing from design. Was it a difficult transition? Do you feel like your background as a creative designer gives you any advantages? If so, what are they?

    • OG

      Oli Gardner

      over 2 years ago #

      Hey Sean,
      I wouldn't say it was difficult. I love change, and I've been fortunate in my career to work in smart companies who value progress, so quite often I'd completely change my role every 6 months. That way I had to obsess over a new discipline and learn at double speed.

      The design aspect is incredibly valuable. Similar to writing, if you can write like a marketer in voice of customer, know how to use design principles to construct a meaningful and impactful website or landing page experience, and also know how to communicate to designers, you are at a big advantage.

      Similarly with my technical coding background - that lets me talk to coders and be able to have a halfway sensible discussion.

      It also means you are less reliant on others. As we grow that becomes a challenge as there are people whose job it is to be a designer, but when you are in a rapid growth phase at the start of a new company, it's incredibly valuable to be able to hack things together quickly yourself - just like not having to rely on I.T to build a landing page :)

  • OG

    Oli Gardner

    over 2 years ago #

    Hi everyone, I'm ducking out for an hour to do #CROChat" come join me as we talk about lead gen landing pages. Then I'll be back here to pick up any other questions.

  • PP

    Peter Paul

    over 2 years ago #

    thanks @oli-gardner . saas pages are really similar at the moment. have you seen a conversion advantage to be like everyone else or is there an advantage go different if any? how would you do it?

    • OG

      Oli Gardner

      over 2 years ago #

      SaaS is interesting. It's becoming mature as a business model, so there is a lot of copying out there - and probably for good reason. There is a train of thought that consistency will naturally make the converting experience easier by virtue of a familiar environment.

      Because of this maturity, I see the playing field levelling out a lot, where similar tools are building the same toolsets, so I feel like there's about to be an innovation spike where some companies do things that we'd not thought of before.

      KISSmetrics went very different on their last round of redesign, and that's had great success. It really comes down to understanding your customer and giving them what they need - not overwhelming them with choice.

  • LS

    Logan Stoneman

    over 2 years ago #

    Hey @oli-gardner thanks for joining! I've got a couple questions for you :)
    1. Can you elaborate more on why you think everyone should be a writer? Any specific type of writing? Public vs. Private?

    2. One of our past AMAs was with @ryanholiday, who shared the term "quake book" as a book that totally changes how one thinks about everything. What would your "quake book(s)" be & how did it change you?

    • OG

      Oli Gardner

      over 2 years ago #

      Great questions.

      1. Ass Ann Handley says in her latest (and awesome) book "Everybody Writes", everyone is a writer, whether they know it or not, or whether they are good at it or not. It's so fundamental as a business to be able to connect with your audience. And having in-house writing talent is core to that. We legitimately wouldn't be where we are today (as Unbounce) without my writing. The two biggest moments that accelerated our growth in the early days were our first technical tool integration with MailChimp, and a giant guest post I wrote for the Moz blog - which also happened to be a very meta 6-month course on how to become a marketer - which traced my own journey essentially as I wrote it. It smashed every record on their blog and has been translated into about 12 languages. It gave us a massive amount of exposure early on. It's a bit out of date now. It's also the best way to establish yourself as a #buzzwordalert thought leader.
      Public for sure. You must get out there. Don't be scared, be excited to share your knowledge, and know that your knowledge will grow exponentially if you put pen to paper.

      If you need a way to get started, I recommend writing 300 words - on absolutely anything - every morning before you do anything else. Do that for a month and you're already 10,000 words in. And there will be gold in there, or at least inspiration for what you should bring to the public.

      2. I'd say How To Deliver a TED Talk by Jeremey Donovan. It's the most influential book I've read. And a massive help when I started my journey as a public speaker last April.

      • OG

        Oli Gardner

        over 2 years ago #

        OMG. "As" Ann Handley says. Not ASS Ann Handley.

      • LS

        Logan Stoneman

        over 2 years ago #

        @oli-gardner awesome answers :) thanks for the book recommendations & the 300 word idea project. For public writing, what medium do you suggest to put one's raw ideas out there?

        • OG

          Oli Gardner

          over 2 years ago #

          A couple of places. Medium.com is good place to start as anyone can write there without barriers. There you can write about anything. Startups, your personal journey, fiction, a rant.

          But I would definitely write on your own blog (if you don't have one get one immediately). When people have the opportunity to question your opinions or theories, you are able to develop them into something stronger.

  • ES

    Elena S

    over 2 years ago #

    Hi Oli,

    An AMA and a Twitter chat in one day? #impressed

    I have two questions:

    1. Have you noticed any differences in the best practices for landing pages selling digital products (SaaS, info products) vs. physical products (bikes, food, etc.)?

    2. I'm from North Van - which pizza shop?

    Thanks in advance!

    • OG

      Oli Gardner

      over 2 years ago #

      Ha, awesome. It was a small one on Lonsdale and 17th I think. Can't remember what it was called now (independently owned).

      1. SaaS definitely flirts more with illustrations to communicate concepts - explainer videos, iconography, diagrammatic stuff, as opposed to the photography focused physical products.

      Aside from that the *principles* are the same, just different content. SaaS usually includes a pricing grid as opposed to a price.

      And physical products are more often "offers" in terms of time or quantity limited - so they use the psychology or urgency and scarcity (and reviews) more than the testimonial approach of SaaS.

  • AD

    Amanda Durepos

    over 2 years ago #

    Hey Oli, how do you keep track of how many landing pages you've seen?!

    • OG

      Oli Gardner

      over 2 years ago #

      One of the perks of being an Unbounce co-founder.

      Every month or so the folks in I.T. send me a folder full of screenshots of pages that have been published. Sometimes they send me 3,000, sometimes 5,000, last week they sent 50,000!

      It's an interesting activity flipping through them to try and spot trends.

      Sometimes my eyes bleed.

  • TW

    Tommy Walker

    over 2 years ago #

    Hey @oli-gardner! What can you tell us about the early days of Unbounce and gaining traction? Specifically, I'm interested in what was done to get the first 100 *retained* customers.

  • AV

    Andy Villegas

    over 2 years ago #

    Hi Oli, Thanks for doing this AMA.
    I am quite new in split-testing landing pages by standards. I was wondering if you have any tips on what elements to focus on when it comes to converting people.

    • OG

      Oli Gardner

      over 2 years ago #

      I'd start with trying to spot problems.
      Go to usabilityhub.com and run a 5-second test. And upload your landing page. You get to ask 20 people a question (it's cheap - or you can use it for free if you participate).
      Ask them, what is this page about?
      If you get a lot of people getting it wrong, you have a clarity problem and you need to work on how you communicate your value proposition.

      You can also ask the question: what do you think will happen when you click the call to action button. This will tell you if your CTA is confusing or if your form doesn't communicate effectively what the visitor will get.

      Those are some easy ways to start observing problems.

      From there you can form a hypothesis for what you should change for a test.

  • MF

    Murray Finlayson

    over 2 years ago #

    Hey Oli!

    You may recall we spoke briefly in Austin (when I discovered your mum teaches at my old school)?

    I totally understand the process for growth and conversion. Our frustration is that currently we only average 200 sales per month (allbeit the average transaction is around $215 - more than double most menswear sites). But this means we simply don't have the traffic volume yet to effectively follow the proper process of testing. It's kinda like being in a poverty trap!

    So the question is: what is the best process to get traffic up to levels where we can begin proper optimisation? How do we kick start the traffic? We could throw money at Adwords. But surely there are smarter alternatives?

  • NR

    Nadia Rozental

    over 2 years ago #

    Hey @oli-gardner! When and why did you become a pizza delivery guy?

    • OG

      Oli Gardner

      over 2 years ago #

      Gooood question. I answered Tia above.
      But it was after the 2001 dotcom crash.

      Ironically I'm allergic to cheese so there was no side benefit from the job.

  • NR

    Nadia Rozental

    over 2 years ago #

    How would you recommend people starting a business from scratch use landing pages and how can you be smart with design with little resources?

    • OG

      Oli Gardner

      over 2 years ago #

      When you're starting out, I'd place much more emphasis on copywriting than design. When you are starting a business and trying to find a place where you can be successful, your positioning, and the way you present that positioning should be your #1 priority.

      I like to get very meta with this.

      Go to the tallest building in your city that you can get into without an escort.

      Spend a couple of hours going up and down in the elevator.

      Introduce yourself quickly and explain your "elevator pitch" value proposition - what you do / your product does.

      Do this until you have people nodding at you, instead of scrunching up their faces in confusion.

      This will also help you stand in front of an investor and explain why they should Give. A. Shit.

  • HR

    Heri Rakotomalala

    over 2 years ago #

    What do you think of portal pages that are used as landing pages? Such as http://makeachamp.com/athletes/brazilian-jiu-jitsu?source=twt

    They are part of the user experience when using the site and we are actually advertising those pages for each sport

    Thanks @oli-gardner

  • LA

    Loren Appin

    over 2 years ago #

    Hey @oli-gardner - thanks for doing this!

    I was curious of your thoughts on article pages now becoming publishers' landing pages. The current mantra going around in the publishing world is that "the homepage is dead", since most visitors come to a specific page/article via social channels instead of the homepage.

    With that being said, what have you seen as the biggest driver in increasing pageviews/session? And if it is personalization, I'd love to know what you think of personalization (content per unique individual based off of previous actions) vs segmentation (content per specific attributes of a visitor).

    Thanks!

  • TW

    Tommy Walker

    over 2 years ago #

    Hey @oli-gardner! What can you tell us about the early days of Unbounce and gaining traction? Specifically, I'm interested in what was done to get the first 100 *retained* customers.

  • TW

    Tommy Walker

    over 2 years ago #

    Hey @oli-gardner! What can you tell us about the early days of Unbounce and gaining traction? Specifically, I'm interested in what was done to get the first 100 *retained* customers.

    • OG

      Oli Gardner

      over 2 years ago #

      Hey Tommy!
      The first ebook I wrote "101 Landing Page Optimization Tips" which was written in an all night writing fest, was used to gather leads until launch day, so we had around 1,200 warmish leads.

      Then it was all about the big guest posts to get exposure.

      In terms of the *retained* customers, We made two mistakes early on, the first was trying to be everything to everybody. We were listening to some large companies who wanted this feature and that feature. We started to accommodate but that quickly became a pain in the ass and slowed our growth.

      So we made the decision to build a very focused product that did one thing exceptionally well.

      The second was under valuing the product. Our $10 and $25 plans were bringing in folks who weren't professional marketers and they ate up all of our support time. As soon as we raised our minimum plan to $49 everything changed overnight.

      More revenue and better customers. That was the start of us building a customer base that wanted to stick around.

      • TM

        Tony Mariotti

        over 2 years ago #

        Thanks for all the kick ass responses, Oli. I locked on to your comment about a minimum price point. Higher prices = lower churn, lower support, more revenue. Almost exactly 2 years ago to this day, we raised our minimum from $25 to $99 and BOOM! Support tickets were down, churn went way, way down and our revenue popped significantly. In fact, it paid for our next two employees. At the time, there was some hand wringing going on but it was one of the most important things changed.

        • OG

          Oli Gardner

          over 2 years ago #

          That's great to hear tony. And hopefully our lessons can be passed on to future SaaS entrepreneurs.

  • MB

    Morgan Brown

    over 2 years ago #

    Thanks @oli-gardner one last one: What are your tips on how to use landing pages to drive growth?

    • OG

      Oli Gardner

      over 2 years ago #

      Use them for everything.

      If you're doing lean startup customer development, throw up ads on Facebook and Adwords to attract interest and qualify that on the landing page with a lead gen form.

      Host local events and use a landing page to capture the registrants.

      When writing guest blog posts, link your bio to a landing page to gather leads and drive signups for your product. For that, you really need to be conversational - "Hey, thanks for coming on over from that blog post, here are a couple more ways you can do the things I discussed using {insert product here}."

  • MK

    Marc Kennedy

    over 2 years ago #

    Hi Oli,
    You mention using video heros as an asset that can create context for a visitor. What tips do you have to create videos that do this job well and are not a distraction to conversions?

    • OG

      Oli Gardner

      over 2 years ago #

      Video is really tough. From my experience (which has been corroborated by fellow CROs), videos are sometimes played by only 10-12% of visitors. So putting your faith in a video is dangerous. At the very least you should be confident in the landing page communicating your value proposition without the video being there.

      The times when video is invaluable is when words can't really describe what it feel like to experience your app/software etc. Or when it's a testimonial. We got a 25% lift in NTS (new trial starts) using the testimonial video on our homepage compared to a text testimonial.
      A video is never really a distraction unless you use autoplay which is just a horrendous experience.

      I've run tests with autoplay vs. user directed. Yes you get more plays with autoplay, but you throw away so many quality people who just aren't willing to put up with it. My autoplay tests have always failed.

      Context of use is the primary objective of a video. Instead of a photo of "object" you show a video of said object being used, and the benefit that is realized from the usage.

  • NS

    New Svasti-Xuto

    over 2 years ago #

    Hi Oli,
    (I hope my blank display picture does not stop you from answer my question!)

    Just one bundled question :)

    Aside from SaaS or lead generation landing pages, what are some of the most successful product landing page you've seen/recalled with CTA of closing sales right away?

    I think this might be beneficial for product centric company.

    Thanks in advance?

    I th

  • RO

    Raf Ore

    over 2 years ago #

    Hey @oli-gardner I'm curious about this:

    1. When running a test, if you see no results after some time/decent sample size what do you recommend? Call it a failure? Keep it running? Try something new?

    2. Why use Unbounce over some of your competitors such as VWO, Optimizely?

    3. How do you work out the sample size required for a a/b test vs a multivariate test?

    4. When a test wins, say a banner vs no banner test, on a particular page what is your approach on rolling the win across other similar pages? Are you a believer in keeping everything consistent or having a unique page based on tests conducted on that specific page. E.g. say I have 10 products with similar pages and I run the same test on all of them. I tend to get some winners and some losers what would you recommend I do?

    • OG

      Oli Gardner

      over 2 years ago #

      Great questions.

      1. If there is no result, then you are forced into making a decision. And when I say no results, you have to dig as deep as you can to look at all of the factors that a test may have affected. It's not just the top level conversion.

      But if you're confident in your analytics and that the test is just a flatline, you should look at which variant (control or treatment) offers the most potential for subsequent tests. Sometimes a design can put you in a place where it's harder to move forward. Go back to your data, your research and see which variant will allow you to chase the same hypothesis in perhaps a more meaningful way.

      2. AMAZING QUESTION. Half of the world thinks that we are competitors - this is due to the fact that Unbounce lets you A/B pages.

      So here's the skinny
      ===============
      We are not competitors (aside from being friends with both companies).
      Optimizely and VWO are for A/B (or MVT) testing *existing* web pages - i.e. your website.
      Unbounce is for the creation and testing of *new* pages designed for your marketing campaigns.

      If you are a marketer, there is a very simple statement that sums it up....

      You. Need. Both.

      You should use Optimizely/VWO to make your website convert better, and you should use Unbounce to create a landing page dedicated to every marketing campaign.

      3. Optimizely have a great sample size calculator.

      4. If it's a template level page it's hard to not roll out the results to the whole level. It really depends on what type of test you ran. Did it give some kind of weight to copy that could be more persuasive for a particular product? If so, you're skewed when applying to multiples. That's a tough question. I'd actually recommend asking @peeplaja or Craig Sullivan on that one.

      • RO

        Raf Ore

        over 2 years ago #

        Thanks for taking the time to answer! Also, I've added you on linkedin if you don't mine. I think i have heap to learn from you haha.

        Hey @peeplaja any advice?

  • JQ

    Jason Quey

    over 2 years ago #

    If I recall Tim Ferriss had high regards for using Unbounce for people to gain initial interest in the Four Hour Work Week.

    Were you aware of this before the book launched and did it affect your business?

    • OG

      Oli Gardner

      over 2 years ago #

      Interesting question. And I'll be 100% transparent. Whenever Tim mentions Unbounce, it's awesome. Who wouldn't want that?

      The big problem is that it causes an artificial spike in our NTS (new trial starts), because the folks coming in aren't the professional marketers that we want as customers. I hope (and imagine) that there are many who do come through Tim's recommendations that are successful and enjoy and benefit from Unbounce, but it does introduce waves of whoaaaa!!!! and then massive churn.

      • OG

        Oli Gardner

        over 2 years ago #

        And to clarify. I'm hugely thankful when Tim recommends Unbounce. I guess it's actually just a sign that SaaS metrics need to be smarter to spot outliers and spikes when it comes to acquisition and churn.

      • JQ

        Jason Quey

        over 2 years ago #

        Makes sense. Have you thought about trying a simple plan almost catered to this audience (whether traffic coming from him or other similar audiences)?

        Thanks for taking the time to answer these questions!

        • OG

          Oli Gardner

          over 2 years ago #

          We used to have plans like that, but the support burden of folks who don't have marketing budgets (or much marketing experience) is cost prohibitive.

  • CJ

    Chris Johnson

    over 2 years ago #

    What's the biggest mistake people make with video?

    • OG

      Oli Gardner

      over 2 years ago #

      Assuming that people will actually watch it. In my experience only 10-15% will bother. So you need to make sure your landing page can communicate your value with the assumption that the video won't be played.

      • MF

        Murray Finlayson

        over 2 years ago #

        Oli, are you referring to ANY video clip, or just specifically on landing pages?

        We're currently beefing up content on pages profiling various third party brands (eg Gant, Nautica, etc) and plan to add some video clips (eg. brief bio of the brand, size and fit guide, etc).

        Are we wasting our time and money? I had read in several places that video is good for SEO, but also conversions?

        • OG

          Oli Gardner

          over 2 years ago #

          Any really, but it depends what the goal of the video is. Certain types (like a testimonial) will naturally only have a small open rate, but that's okay. It's more if your entire storyline is help within the video that you need to be careful.

          As with anything testing is the way to learn about your specific situation.

          Yes, def good for SEO, but you need to make sure you host in the right place. You probably don't want a YouTube version to be indexed higher or instead of one that's on your site.

          • MF

            Murray Finlayson

            over 2 years ago #

            Thanks heaps Oli.

            Point about hosting noted. We're about to switch over to Shopify, so I guess we will host there.

            The vids will basically re-iterate the content on the 'brand' pages: basic intro to the brand + guide to size and fit specifics for each brand. Simply there to supplement user experience and hopefully help with SEO.

  • EG

    Eddie Godshalk

    over 2 years ago #

    Question on how to test and get feedback as a scrappy stratup. My Elance copywriter did a long copy landing page - at http://unbouncepages.com/eddie-wizmaps/
    I showed this URL to 6 markets at a conference and my current website. All 6 suggested adding a video to the homepage of www.WizMaps.com and converting this to a short landing page and add an irrestible headline on the top.
    I suspect the shorter landing page with video will convert more. Target market is more B2B, real estate brokerages and professional investors.
    Any idea on how I can get this pretested? Or tested on the cheap once the 2nd landing page and video is done?

  • SS

    Stefan Smiljkovic

    almost 2 years ago #

    Great questions and answers!

  • SM

    Subodh Maharjan

    over 2 years ago #

    Thanks for doing this AMA, Oli.

    I would like to know a few things about designing landing pages. I have listed some questions below:

    1. Do we need to create the landing page in a completely different design from our original website? Can we change the color and font of the landing page to a different one as well?
    2. If we are just targeting our customers to fill up our enquiry form then:
    - Do we need to put other contents in the page or can we simply show the enquiry form in that landing page?
    - Do we need to display social proof, media proof, awards we got, testimonials, et al on every landing page?
    3. Do we need to create just one landing page at a time for the specific page and split test between control and new variation? OR can we create multiple new landing pages and test between control, variation 1, variation 2... ? Which will be more effective?
    4. Which will be more effective to create a landing page with:
    - Different landing page pages based on the resolution of the devices, or
    - Displaying the same landing page in different devices.
    5. Is it better to display a video of the business above the fold OR to display an enquiry form? Also, if we want to put a video in our landing page, which type of video will be more effective - an autoplay video OR one which the visitor has to click to play?
    6. Why is SEO not important for landing pages? What if we want to put up the landing page for a long time because we are getting lots of traffic and conversions from that page?
    7. Do we need navigation menus in our landing pages? What if we don't want our customers to go to other pages of the website, and simply read the whole thing and fill up the enquiry form?
    8. Which will be more effective?
    - Displaying long text contents in the page, or
    - Simply including one short video which will explain all of those text contents, along with some CTAs.
    9. Is there any landing page concept which will be effective for all type of businesses or all type of customers?
    10. In my research, I found some people stating that we may only have a maximum of 8 seconds to convince our visitors to stay on our page. So, how can we create quick and convincing value propositions?

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