Tag Archives: estate

How to Create Ads For More Clicks in 2018

With Facebook making some serious changes in 2018, marketers are beginning to look toward other channels for generating attention. I truly believe we’ll see a shift from Facebook to SEM in the coming months. People will begin investing in SEO, link-building and – of course – AdWords. But PPC has always been a challenge. Competition continues to increase as new startups enter existing spaces. Not to mention the industry Goliath’s expanding their reach into new markets. We recently analyzed 30,000 PPC accounts to see what the highest performers all had in common. While the use of machine learning helped control parameters…

The post How to Create Ads For More Clicks in 2018 appeared first on The Daily Egg.

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How to Create Ads For More Clicks in 2018

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New to the Unbounce Builder: 10 Data-Backed, Industry-Specific Landing Page Templates

When Unbounce published our Conversion Benchmark Report, we wanted to empower marketers like us to take a more data-driven approach to optimizing their landing pages.

The report documents our findings after using machine learning to analyze the behavior of 74,551,421 visitors to 64,284 lead generation landing pages belonging to 10 of our most popular customer industries.

For each industry, the report summarizes average (and good and bad) conversion rates, and how certain variables — such as reading ease, page length and emotion — impact how likely a prospect is to convert.

Our hope was that these findings would help marketers make data-informed decisions when writing copy for their landing pages. But at Unbounce, we also like to eat our own dog food.

So when our design team was recently wireframing new landing page templates for the Unbounce builder, they looked to the report (and to commonalities between the 10 highest converting customer landing pages in each industry) to inform design decisions.

The result?

10 brand spankin’ new landing page templates for 10 of our most popular customer industries: Travel, Real Estate, Business Consulting, Business Services, Credit & Lending, Health, Higher Education, Home Improvement, Legal and Vocational Studies & Job Training.

Grab the report (which includes full benchmarks and copy recommendations for your industry) below, or keep reading for a sneak peek at five of our 10 new templates (check them all out here).

Download the Unbounce Conversion Benchmark Report (FREE)

Data-driven insights on average conversion rates per industry (+ expert copywriting advice)

By entering your email you expressly consent to receive other resources to help you improve your conversion rates.

Business Services: Harbor Template

The Unbounce Conversion Benchmark Report uses an Emotion Lexicon and Machine Learning to determine whether words associated with eight basic emotions (anger, anticipation, disgust, fear, joy, sadness, surprise and trust) affect overall conversion rates.

In the Business Services industry, Unbounce data scientists found that trust is an important emotion to convey. In fact, if more than 8% of your language implies trust, you could see some improvement in your conversion rates.

To complement trustworthy copy, Unbounce designers added a section to the Business Services Harbor Template to flaunt relevant trust seals and certifications, directly under the CTA. It also includes a pretty aesthetically pleasing optional video background:

And here’s one more data-backed copywriting tip for the road:

Be as concise as you can. Overall, Unbounce data scientists found that pages with fewer than 100 words convert 50% better than those with more than 500 words.

This chart from the Unbounce Conversion Benchmark Report shows how word count is related to conversion rates for the Business Services industry. On the x-axis we have word count — on the y-axis, conversion rate.

Business Consulting: Marconato Consulting Template

You’ll notice the landing page template below that Unbounce designers created is quite short.

That’s because Unbounce data scientists found that every additional 250 words on a Business Consulting industry landing page correlates with 20% lower conversion rates.

This chart from the Unbounce Conversion Benchmark Report shows how word count is related to conversion rates for the Business Consulting industry. On the x-axis we have word count — on the y-axis, conversion rate.

You’ll notice that the template is a lead generation page offering an incentive such as an ebook. Our designers made this decision because they found that the top 10 highest converting Business Consulting landing pages they analyzed offered content instead of simply inviting visitors to “get in touch.”

One more thing to keep in mind when writing copy for this template?

Using any words that might evoke feelings of disgust in your audience (words like “blame,” “cheat,” “collapse,” “disaster,” and “offend”) could be hurting your conversion rates.

This chart from the Unbounce Conversion Benchmark Report shows how the percentage of copy that evokes disgust is related to conversion rates for the Business consulting industry. On the x-axis we have the percentage of copy that uses words related to disgust — on the y-axis, conversion rate.

Real Estate: ALLHËR Template

When Unbounce designers analyzed the 10 highest converting customer landing pages in the Real Estate industry, they found (unsurprisingly) that the pages were chock full of imagery: beautiful hero shots of the interior and exterior of properties, maps, full-width photography backgrounds and floor plans.

They took a cue from this when creating the visually striking ALLHËR Template:

And just because we like ya, here’s a bonus tip to keep in mind when you’re writing copy for your Real Estate landing page:

Unbounce data scientists saw a slight negative trend for pages in the Real Estate industry using more fear-inducing terms.

This chart from the Unbounce Conversion Benchmark Report shows how the percentage of copy that evokes fear is related to conversion rates for the Real Estate industry. On the x-axis we have the percentage of copy that uses words related to fear — on the y-axis, conversion rate.

If more than half a percent of your copy evokes feelings of fear, you could be hurting your conversion rates.

Here are some words commonly associated with fear on Real Estate lead capture landing pages: highest, fire, problem, watch, change, confidence, mortgage, eviction, cash, risk… (See the full list in the Unbounce Conversion Benchmark Report.)

Travel: Wayfaring Template

For the Travel Industry, Unbounce designers once again created a template that is quite visually striking, with a video background that transports you:

The emphasis on imagery in this template isn’t only a design choice; Unbounce data scientists found that in the Travel industry, landing pages with clear and concise language tend to perform best.

The large images complement the minimal copy boxes, which encourage you to explain what you are offering as simply as possible.

And here’s one final bonus copywriting tip, pulled straight from the Conversion Benchmark Report:

When writing copy for the Travel industry, keep language positive. If even just 1% of page copy subconsciously reminds your visitors of feelings of anger or fear, you could be seeing up to 25% lower conversion rates. No one wants to be angry on their vacation!

This chart from the Unbounce Conversion Benchmark Report shows how the percentage of copy that evokes anger is related to conversion rates for the Travel industry. On the x-axis we have the percentage of copy that uses words related to anger — on the y-axis, conversion rate.

Here’s a selection of commonly used words associated with anger in Travel, pulled from the Emotion Lexicon: limited, tree, money, hot, desert, endless, challenge, treat, fee, feeling, rail, stone, bear, buffet, lynch, bang, cash, cross, despair, shooting.

Higher Education: McGillis University Template

The Unbounce Conversion Benchmark Report indicates that for the Higher Education industry, the highest converting lead generation landing pages are short and sweet.

On average, pages using 125 words or less have 15% higher conversion rates. With this in mind, Unbounce designers created a short but punchy McGillis University Template for the Higher Education industry:

Bonus data-backed tip to help you fill this template with high-converting copy:

Higher Education is one of the few industries where targeting college educated reading levels has similar landing page conversion rates to copy targeting 7th graders.

This chart from the Unbounce Conversion Benchmark Report shows how reading ease is related to conversion rates for the Higher Education industry. On the x-axis we have the Flesch Reading Ease scale — on the y-axis, conversion rate.

At the end of the day, when you’re writing copy for your Higher University landing page, don’t stress about reading levels too much — if you are communicating complicated concepts to a highly educated audience, it’s okay to use big words.

Let the data guide you

There you have it, five of the 10 data-backed templates that have just been launched in the Unbounce builder. Do you belong to an industry that wasn’t covered in this post? Check out all Unbounce templates here.

Once you’ve chosen the template you’d like to use to get started, read more data-backed copywriting tips for your industry in the Conversion Benchmark Report — and get a feel for what a “good” conversion rate is before you set that baby live!

Download the Unbounce Conversion Benchmark Report (FREE)

Data-driven insights on average conversion rates per industry (+ expert copywriting advice)

By entering your email you expressly consent to receive other resources to help you improve your conversion rates.

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New to the Unbounce Builder: 10 Data-Backed, Industry-Specific Landing Page Templates

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Testimonial Messaging A/B Test Increases Conversion Rate by 22%

This case study is Part 1 of a two-part series that comprises A/B tests conducted by Buildium, a property management software company, that is used to manage more than 600,000 residential units in 31 countries worldwide. The aim of these tests was to market their product to a wider range of property managers.

Background

Buildium‘s competitors have pigeonholed us by claiming we are only appropriate for small property managers (50 units or less)*. To combat this perception, we decided to change a few elements on our website through A/B testing different variations of our messaging.

Test Information
buildium_logo_small Company: Buildium Category: Real Estate Goal: Form Submission / Free Trial
Conversation Rate: 22%

We ran two separate A/B tests to see how we could improve the messaging on both the homepage and pricing page. The aim of these tests was to increase conversions by more effectively advertising the number of units that Buildium supports. In this case study, we’ll take a look at how improving our homepage testimonials improved our conversions.

Hypothesis

The test on the homepage was to see whether we could increase conversions by displaying testimonials from small, medium, and large property managers, communicating that our software works great no matter how many units you manage.

Test

The control on our website had a heading: “Proof, meet pudding. We can help you too”, with the subhead that read: “We have over 8000 happy customers across the world.”  This was followed by testimonials from our customers with no mention of the the customer’s unit size. This failed to bring out the fact that we’re serving customers ranging from small, medium to large property managers. This is what the control looked like:

Builium-Control-Testimonials

In an attempt to boost free trial sign-ups, we decided to test a new presentation of our testimonials that more clearly articulated the scalability of our product. Each testimonial displayed the company’s unit count for context, and the testimonial copy itself spoke to the specific benefits that Buildium provides to a company of that size. We also introduced a new headline (Whatever your size, Buildium is the perfect fit) to echo this messaging. Though we understand that the most statistically significant tests only change one element on the page, for the sake of this test we chose to introduce these three changes that all work together to form the new experience. We tested three variations of this new experience against the control, each with a different subhead. Here’re how the winning variation read:

Builium-Variation-Testimonials

 Results

For the home page, the winning variation was the one that specifically mentioned our ability to handle small, medium, and large companies. The new headline, testimonial copy and the addition of the unit count had a positive effect on conversions, as all of the new variations converted at a higher rate than the control. I believe that subhead of the variation above was the most successful because it set the expectation that the three testimonials below would be from companies of these three sizes. And since we followed this by mentioning the units of the property owners, we were successful in getting across the message that Buildium serves more than just small businesses. 

buildium-comparison

Our new marketing site has a trial form embedded directly at the bottom of the homepage, which means that we needed to track for two separate conversion goals: submitting the form, or clicking the CTA to go to free-trial. Below you will find the results for each goal, with the sum of the two used to calculate the total success of the variation.

buildium-table-1

Based on the VWO results, all of the variations had conversion rates higher than the control. This leads me to believe that regardless of the subhead, the addition of the new headline, testimonials, and unit count all created an experience that more effectively communicated the scalability of our product, attracting a wider range of customers.

Note*: In our industry, small property management companies generally manage up to 100 units, medium ones manage 100 to 600 units, and large ones manage more than 600 units. Our largest customer uses our software to manage over 7,000 units. There are also “extra-large” companies who might manage tens of thousands of units, but we do not market to these companies as they would be better suited with an enterprise solution.

The post Testimonial Messaging A/B Test Increases Conversion Rate by 22% appeared first on Visual Website Optimizer Blog.

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Testimonial Messaging A/B Test Increases Conversion Rate by 22%

The Case Against Vertical Navigation

In a recent article about unusable and superficial beer and alcohol websites, I made the claim that using left-hand vertical navigation is an out-of-date method in modern web design. In the comments, a few people wondered why I said this. I was surprised that it got any attention at all, because it was a brief comment in the article, and didn’t constitute a substantial part of the argument I had put forth.

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The Case Against Vertical Navigation

Captivating Winery Websites For Your Inspiration

From the Napa Wineries in California to the vineyards of Australia and France, the beautiful designs of these wine maker’s websites embody the spirit of the vine. Trends for winery websites have been leaning towards a dynamic Flash introduction, animation and beautiful graphics, which would give the best representation of the products for the target market.
While sites have gone in the direction of a more modern and contemporary approach with fresh and sleek designs, others have taken the more traditional route by captivating their users with the bold earthy Tuscan colors and impressive graphics and art.

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Captivating Winery Websites For Your Inspiration

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30 Beautiful Real Estate Websites

Real estate is a valuable and often expensive purchase. Copious research is done by home buyers before venturing out to acquire real estate. In this day and age, gathering information about a property is typically done online, and an effective and captivating website design can make or break a home sale.
In this showcase, we’ll explore some great designs of real estate websites. We’ll also discuss some commonalities between them to tease out current trends in real estate websites.

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30 Beautiful Real Estate Websites