I began using landing page software out of necessity. As digital marketers and entrepreneurs, we have to innovate to stay ahead of competitors. When I began my career, it was difficult to create quick and elegant landing pages capable of lead collection, a/b testing and precise design. Making great landing pages required engineering resources. But the playing field was level. Our competitors were all using pretty basic landing pages too. We were able to acquire leads profitably and all was well. Unbounce: Eh Landing Page Software When Unbounce (500 Startups) came around in 2011, I began seeing a few more compelling landing pages across the web. But still, the user interface was clunky and as a landing page generator it was flawed. It had few integrations and crappy designs. Plus, the price tag was high. Unbounce looked something like this back then. It was too complicated for its own good and the UI was scary. I abandoned Unbounce in favor of my own quick html/css changes in WordPress — also a suboptimal solution.
I don’t care what you’re selling or building on the internet, you need landing pages that convert visitors into subscribers, users and customers. To stay ahead of the competition in 2017’s hyper-competitive internet, your landing pages need to be engaging, catchy, creative and optimized. Fortunately, there’s software that makes this an easier feat than it sounds. When landing page software came about in 2011, building front-end website components — like landing pages and lead capture forms — got a lot easier. It put the power of creating webpages in the hands of marketers. No code or design background necessary. You could make a webpage look and perform exactly like you want and you can put the webpage on any website or blog for the world to find. At first, the only choice for landing pages was Unbounce. Instapage came about in 2012, followed by Leadpages and ClickFunnels. These remain the big four in landing page software. Whether you’re building pages to capture leads/signups or you’re showcasing a product offering, landing page software will help you do so faster and easier. In my opinion, Instapage is the software with the perfect combination of easy to use, complete functionality and useful integrations, but if you’re still weighing Unbounce, Leadpages or ClickFunnels, have a read.
At Intercom, we place a lot of time and resources on crafting beautiful, thoughtful landing pages. But they didn't always convert as well as they could have for paid traffic. Learn how we approached personalizing our landing pages for PPC campaigns, resulting in a 3X increase in our conversion rates.
Landing pages are the first page a new visitor lands on when visiting your website. Because they are the first things people see, landing pages play an important role in growth, particularly in user acquisition and user retention. These articles show you how to build high performing landing pages through A/B testing, improving landing page copy, and tips on how to optimize a landing page for conversions. This section includes case studies on how marketers have effectively improved the conversion rate of landing pages through A/B testing, collecting user feedback and more.
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