Tag Archives: industry

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AMP: The Easiest Way to Build Lightning-Fast Mobile Pages is Almost Here

AMP is coming to the Unbounce Builder
If you run paid ads, chances are you have a mobile campaign or two (or two hundred) live right now. Whether we like it or not, most of us live tethered to our smartphones, relying on them to entertain us, keep us connected, and guide us to the nearest bike repair shop. And as such, behavior on mobile is shaping how marketers need to operate.

Over the last four years, we were inundated with messages declaring it was finally “the year of mobile”, so much so that it felt like our industry was crying wolf. Then in 2016, it finally happened: Mobile surpassed desktop in terms of both usage as well as Google search queries. Today, more than 60% of the world is accessing the internet through mobile devices, and that number is expected to climb.

Mobile surpasses desktop in October 2016

image via Tech Crunch.

The problem with this change? 2016 was two full years ago, and even though we were all warned to think mobile-first, advertisers forged ahead, bloating our responsive landing pages with massive high-res images, and animations. We were simply shrinking heavy content for small screen sizes. In turn, everyone’s mobile pages loaded turtle-slow (leaving visitors bouncing).

But we can’t ignore proper mobile experiences any more.

This year Google made pagespeed an official ranking factor for mobile search, introduced mobile speed score, and perhaps most important—they’re backing the Accelerated Mobile Pages open-source project: a means of developing web pages that load in (approximately) half a second! In short, the search giant’s putting their foot down and demanding a better, faster mobile web.

So how you can ensure your ads continue to appear in the SERP (considering load time is a factor)? And how can you give your landing pages a better shot to convert? Let’s walk through this need for speed together.

There’s still some lag

Unlike on social platforms, search advertisers have been a bit slow to jump onto the mobile bandwagon (no pun intended). Despite more searches happening on mobile, most advertisers are currently spending about an equal amount on desktop and mobile. In the 2018 State of Mobile report, Mary Meeker of Kleiner Perkins estimates that this gap represents about a seven billion dollar opportunity. In other words, the future is bright for mobile advertising and we’ll all likely adjust our spend accordingly very soon.

The question is, how will you prepare for this?

The shift to mobile advertising is underway

Image courtesy of slide 96 of the 2018 State of Mobile report.

It’s not about screen size, it’s about behavior

When mobile emerged as a hot topic, it was all about building mobile responsive, and then about building websites that were “mobile first.”

I distinctly remember being in the crowd at Unbounce’s first-ever Call to Action Conference back in 2014, when my marketing prayers were answered: Unbounce announced the ability to design mobile pages. But fast forward to today and we know that having a mobile version of your landing page is simply table stakes, as is splitting your campaign targeting by device.

Mobile responsive design was certainly a step forward, but now we can’t just reuse the same content across multiple devices.

To help illustrate why, just think about when you’re searching for something on your phone. You’re probably searching for something because you want it now. In the past two years alone, Google searches for “near me” (implying the intent to buy) have seen 500% growth.

When targeting these kinds of queries, you need to craft an experience that speaks to the searcher’s immediate need to find something locally—and fast. Every second your page lags, the more impatient the visitor.

Google Trends for search term "Near Me"

Looks like I’m not the only one looking for services “near me”. Image via Think With Google.

Personally, I have a bad habit of searching reviews and comparisons for an item while I’m in a store looking at the product in question. It’s hard to get me into a brick-and-mortar store in the first place, so you best believe I’m going to save myself a second trip, researching the best of the best, even in store aisles.

And I’m not alone: Between 2015-2017, the number of mobile searches including “best” on mobile increased by 80%, with consumers comparing products as simple as salt (likely right in the store or at point-of-purchase, like me):

image courtesy of Think With Google

Image courtesy of Think with Google.

Many of us shoppers are even completing the entire checkout process on-the-go. Last year, more than 40% of online purchases in the US were made on mobile during the months of November and October. So we’ve reached peak busy and are knocking out our Christmas shopping lists while we’re taking transit or waiting in line.

Why is this behavior so important?

Well, with so many using smartphones to search and browse on the go, slow-loading content is killing your potential conversions.

From a marketer’s perspective: for every second that a landing page takes to load, conversions drop by 12%—and 53% of smartphone users will abandon a page entirely if it takes more than three seconds to load.

These days, if your page isn’t anything but instant, visitors won’t stick around to convert, and you risk getting penalized by Google.

Maybe you’ve noticed the brand new Mobile Speed Score under the “landing page” tab in your account? This new column and ten-point score is another indication that Google is serious about mobile speed.

Example of Mobile Speed Score (image)

Have you been seeing any scores populate in your Mobile Speed Score column? Has it been helpful? Let us know in the comments!

Moreover, not all data connections are created equal

For those of us living in a metropolitan area, we spend a lot of our time jumping from our home wifi connections, to work, and back. For those times in between though, we’re in some kind of data limbo, with speeds ranging from 3G to LTE. A few times in my life, I’ve even gone to the dark place that is EDGE.

But what if I told you that 70% of the world is actually searching Google on a 3G connection or slower? Yup, you read that right. Even if you’re cruising on wifi or LTE, you might have potential customers living on the edge of data—or close to. On a 3G connection, the average mobile page takes a whopping 19 seconds to load, which means most of your visitors are abandoning your web pages before they’ve even seen them.

Curious how much traffic you’re actually losing to mobile pagespeed? Enter your landing page in this free Google tool to see the percentage.

So much for converting, hey!? You’ve paid for the ad click (sometimes quite handsomely, I might add), yet a portion of your visitors are leaving before they even see your content.

So it’s time to build faster landing pages somehow.

Not only will your visitors appreciate this, but Google will reward you. After all, they’re in the business of selling ads. As we mentioned, pagespeed is now factored into Landing Page Experience (one of the three core components of Quality Score). If you speed up your landing pages, you’ll see higher Quality Scores, an improved Ad Rank, and larger Search Impression Share (your ads will show more often).

You’ll basically give your landing pages a fighting chance to be seen and convert.

Faster mobile pages will produce a higher Google Ads Quality Score

AMPing up your pagespeed

Now, while you can implement a few manual fixes for faster landing pages—like compressing your images, reducing the amount of elements on your page, and even watching how many scripts are on there—even these methods produce diminishing returns at some point.

And this is where AMP can help.

If you haven’t heard of AMP (short for Accelerated Mobile Pages) it’s essentially a framework for coding simple, stripped down landing pages that load super fast (we’re talkin’ half-a-second-fast). It’s comprised of three elements: AMP HTML, AMP JS, and AMP Cache.

For us non-developers, AMP HTML is essentially a modified version of standard HTML, preventing us from creating pages that load slowly. Marketers can sometimes be guilty of designing beautiful pages with crisp, high-res images, parallax elements, and every tracking script under the sun. We love it, but that person looking for the closest place to fix their flat tire? Not so much.

AMP JS, on the other hand, ensures all of these elements load in an effective way. In my opinion, the third component, AMP Cache, is really AMP’s bread and butter. With AMP Cache, your landing page is cached by Google (or other third parties) so when a visitor requests your page from a platform like Google, it is served almost instantly. Which means the visitor isn’t stuck downloading every single image on their measly 3G connection before they can see your offer.

To implement AMP HTML and JS markup (to code a page from scratch), you’ll need to know a little bit more about web development, or know someone who does. AMP is only a few years old, and is an open-source project that is constantly being improved.

Every page on the framework also needs to pass through the AMP validator, which basically scans the page to make sure it adheres to all the requirements of AMP. If there are changes to the page that break validation, you might get stuck serving up your regular-ol’ too-slow mobile version.

Overall, it can become a burden on your development team if you’re constantly asking them to add a new AMP feature, keep pages validated, and build new ones for each campaign.

So we’re building AMP, the Unbounce way

I’ve always believed in keeping a strong relationship with the web developers at your company. They do amazing things and are typically working with a long backlog of website updates, some that you’ve probably requested yourself. And just like we don’t think you should be bugging developers for landing pages at all, we also want you to save them the headache of building AMP versions of all of your landing pages.

It’s been four years since I joined Unbounce’s mobile responsive beta at the Call to Action Conference, and later tomorrow I’ll be taking to the stage at CTAConf 2018 to share that we’ve entered closed beta for AMP in Unbounce. You’ll soon be able to create AMP landing pages in the same simple, pixel-perfect, drag and drop builder that you know and love. We hope you’re as excited as we are.

Build an AMP page in Unbounce in our beta

Get on the list: Unbounce’s AMP beta

If you’re ready to lower your bounce rates and stay BFF with your web devs, add your name to the early access list for the next phase of beta testing by following this link. You’ll be the very first to know as soon as we add spots or enter open beta, and you’ll be on your way to building lightning-fast mobile landing pages.

Are you as AMPed as we are? Let us know what you think about it in the comments!

More here – 

AMP: The Easiest Way to Build Lightning-Fast Mobile Pages is Almost Here

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Tripwire Marketing: Lure in More Customers With 12 Slam-Dunk Tripwire Ideas

tripwire marketing

You’re unhappy with your conversion rate. People just aren’t buying what you’re selling. The solution might lie in tripwire marketing. The term tripwire marketing might sound a little shady, like you’re trying to get one over on your customer. That’s not the case at all. Marketing and advertising experts have been using tripwire marketing for decades in one form or another, and it works just as well online as it does in brick-and-mortar sales. In fact, it’s even more effective because you can more easily stay in touch with the customer. What is tripwire marketing? And how does it work?…

The post Tripwire Marketing: Lure in More Customers With 12 Slam-Dunk Tripwire Ideas appeared first on The Daily Egg.

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Tripwire Marketing: Lure in More Customers With 12 Slam-Dunk Tripwire Ideas

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The Best Customer Acquisition Techniques You Need to Start Testing

customer-acquisition-9

Customer acquisition is all about convincing people to buy your products or service. That’s it. But it’s more complicated than you might think. You have to understand your customers’ buyers journeys and how they make the decision to buy (or to not buy). You might have heard that old adage about how much less expensive it is to retain customers than to acquire them. In fact, it’s about five times less expensive. That statistic sounds powerful, but it leaves an important element out of the equation. To retain customers, you first must acquire them. If you already have 10 million…

The post The Best Customer Acquisition Techniques You Need to Start Testing appeared first on The Daily Egg.

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The Best Customer Acquisition Techniques You Need to Start Testing

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A Complete Guide to High-Converting Lead Magnet

lead magnet ideas

Generating good lead magnet ideas can become a long process. Simply throwing together an e-book or whitepaper just because other businesses do it would be a mistake. High-converting lead magnet ideas offer so much value that your target audience can’t say no. The more you refine your lead magnet, the more qualified your leads become because you’re offering exactly what those leads need at the exact right time. Lead magnets can work for nearly all audiences, including those of B2B and B2C businesses. They’re powerful because they open the door to further communication between the business and the lead. But…

The post A Complete Guide to High-Converting Lead Magnet appeared first on The Daily Egg.

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A Complete Guide to High-Converting Lead Magnet

What Is The Best Advice You Have Ever Received? Our Community Speaks.

The beginning of a new year seems like a perfect time to think about what we web professionals do, why we do it, how we could do it better and even how we could have more fun doing it.
Like everyone, we learn lessons as we make our way through life and work. If we’re lucky, we pick up some good advice along the way, so we thought it might be useful to find out what kind of advice you all have found to be particularly valuable.

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What Is The Best Advice You Have Ever Received? Our Community Speaks.

How Do I Know If Venture Capital Fits My Business?

There is a popular image in the world of software which many young and inexperienced entrepreneurs are becoming infatuated with. It’s the idea that when you come up with an awesome idea, the highest peak to strive for — the ultimate goal — is getting in front of a venture capitalist and receiving a huge lump sum to propel your business to unimaginable heights and bring tremendous personal wealth. Well then, let’s explore what it really means to fund your business with equity capital.

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How Do I Know If Venture Capital Fits My Business?

The Evolution Of User Experience Design

(This is a sponsored post.) We’re fortunate enough to be working at an incredibly exciting time in our industry. Yes, the challenges are considerable, but the opportunities are – equally – transformational. It’s never been a more exciting time to work as a User Experience (UX) designer.
Great designers deliver wonderful, considered and memorable experiences. Doing that isn’t easy and – through this series of articles – I’ll provide a wealth of pointers to ensure you’re on the right track.

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The Evolution Of User Experience Design

How To Do Content Marketing Without Writing Blog Posts

Content marketing is all the rage right now. And for good reason. It’s the best way to bring in new organic traffic to your site. If you want a piece of the organic, SEO traffic pie, you need to be creating new content on a daily basis. Otherwise, you risk falling behind. There are currently millions of blog posts published daily. Meaning you are competing with potentially thousands of other businesses for the same traffic. But what if you don’t have to, want to, or need to blog? What if your business doesn’t make sense for blogging? It’s becoming a…

The post How To Do Content Marketing Without Writing Blog Posts appeared first on The Daily Egg.

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How To Do Content Marketing Without Writing Blog Posts

Get Custom Advice For Boosting Your Conversions With Unbounce’s New Landing Page Analyzer

Introducing: The Landing Page Grader, by Unbounce

As a savvy marketer, it’s our sincere hope you never start a campaign without a dedicated landing page for sending your paid traffic to. But — as you know — the job isn’t over once a landing page is created.

Your real opportunity is in understanding how your page performs.

Beyond tracking standard performance measures like conversions and landing page quality (LPQ), you’ve likely wondered about other factors like:

  • Is my landing page copy clear? Are there too many words? Too few?
  • Is my page faring well on mobile? Does it load fast enough?
  • Is this page just designed nicely, or is it also optimized for SEO?
  • Is this a good conversion rate for this type of page in my industry?

Ultimately you want to know whether you’ve got an especially high converting page, or if there’s anything specific you can improve. But it can be difficult to know what ‘good’ looks like, and you may not always have a second set of eyes to help you critique.

New: Try Unbounce’s Landing Page Analyzer

For years we’ve seen the need for a landing page audit tool or landing page grader of some sort, and so—after many months of development—we’re very pleased to unveil the Unbounce Landing Page Analyzer.

With this grader-style tool, you input your landing page URL (along with a few key details) and The Analyzer instantly delivers a comprehensive, personalized report with custom recommendations you can try today to increase your conversion rates.

Unlike other landing page reviews, The Analyzer is truly a deep dive into your performance.

Not only do you get a summary of how your page compares to others in your industry, but you also see important page performance insights including your landing page’s speed, load time, and page requests that may be slowing things down.

If The Analyzer discovers your images are too large (contributing to slow load time), your custom report will include compressed versions of all your images to replace quickly and get your page loading even faster.

Not your average landing page grader: The Analyzer compresses images for you

Pictured: you’ll get custom, compressed images as part of your page analysis.

In The Analyzer’s comprehensive report, you’ll see specifics across nine categories, and discover whether your landing page:

  • Conveys trust and security
  • Appears properly on social networks and mobile
  • Is designed in a way that’s especially high converting
  • Contains too many calls to action
  • Has an appropriate Flesch reading ease and sentiment for your industry,
  • and much, much more.

Looking for a landing page checker?

Evaluate your landing page to reveal rea, data-backed insights in minutes.

Wait, aren’t there other landing page graders out there?

Touche! There are other landing page analyzers/graders/calculators available, but we can confidently say Unbounce’s is the most sophisticated and comprehensive you’ll find. Ours is the only landing page analyzer on the market leveraging AI technology, and the endless amount of campaign research done by our customers and our in-house marketing team.

For the past eight years, we’ve been obsessed with the question “what’s a good conversion rate?”, and Unbounce’s internal research team has employed proprietary AI technology to analyze the behavior of over 75 million visitors to 65,000 landing pages with a goal of understanding what makes a customer convert.

We have more data than any other conversion platform to provide insights on what a high-performing landing page looks like, and The Analyzer leverages this insight.

Need a landing page checker? Check out the Landing Page Analyzer

The Analyzer’s data is sourced from Google Page Speed Insights, and our very own proprietary data broken down by industry.

Actionable feedback you can implement today

The best thing about this landing page review? You’ll discover instant improvements that might take you only minutes to fix.

The Wizard of Moz himself, Rand Fishkin ran the following product’s landing page from Moz.com through The Analyzer and had some great things to discover.

Rand wanted to run this page through for a landing page review

How’d this Moz page fare? Here are Rand’s initial thoughts:

“I’m glad to see we passed so many of the technical checks! I was a little nervous. [I] Realized that the page is missing testimonials or social proof. That’s a head-smacking moment.”

Rand may be a bit self-depreciating here, however. Moz’s page scored really well with a 75% overall:
The landing page grade for moz's page

Rand’s overall landing page grade.

Rand’s verdict on trying out The analyzer?

Rand Fishkin

“I’ve never seen a page analysis tool that’s focused on optimization. In my opinion, this can be hugely helpful for folks to quickly check that they’ve nailed the basics of landing page optimization and accessibility. I have no doubt tens of thousands of websites can get better just by applying this tool’s advice.”

What did we learn?

Interested in what The Analyzer could teach us about our in-house landing pages at Unbounce, we ran our recent event landing page for PPC Week through to see what we’d take away:

PPC week landing page

Pictured: The landing page for PPC week we input into the Landing Page Analyzer.

We learned the page converts very well for our industry (7.7%), and while the page loads pretty quickly (0.7 seconds), at 3.32MB it’s overweight and could be loading even quicker if we reduce it to less than 3MB:
our landing page evaluation for PPC week

Our PPC Week page’s overall grade. Note our message match and page speed could use some work.

What The Analyzer told us regarding page speed

Our PPC Week landing page is running a little slowly.

Fortunately, The Analyzer also provided us with some compressed images that will help us load up to 9% faster:

Some PPC week images we can replace

We also saw that our page title, meta description and H1 tags were helping our SEO visibility (which was important for this particular page).

All of these quick-to-change factors can improve this PPC Week page for us, but we’re most excited to see what you’ll discover about your own landing pages. Bonus, you don’t need an Unbounce-built page to try The Analyzer, either. Give it a try today and let us know what you think!

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Get Custom Advice For Boosting Your Conversions With Unbounce’s New Landing Page Analyzer

Data-Backed Advice for High-Converting Real Estate Landing Page Design [+ FREE TEMPLATE]

You’re designing a landing page for your Real Estate client, and you turn to “best practice” advice articles to help guide the way.

But there’s a nagging voice at the back of your mind:

Does this “best practice” advice apply indiscriminately to my industry? Does this author really know anything about my audience at all?

“Best practices” become “better practices” when they are industry-specific.

When our design team was recently wireframing new landing page templates for the Unbounce builder, they set out to create industry-specific templates that addressed this truth: different audiences belonging to different industries behave differently. They have different pains, different motivators and different disincentives.

Firm believers that data needs to inform design, our design team sourced their research in two key areas:

  1. Data from the Unbounce Conversion Benchmark Report: The report includes average conversion rates for 10 popular industries, as well as Machine Learning-powered recommendations around reading ease, page length, emotion and sentiment.
  2. High-converting customer landing pages: Our designers looked at the top 10 highest-converting Unbounce landing pages in those industries, and analyzed common design and copy elements across the pages.

Our design team then combined insight from these two key areas of research to build out content and design requirements for the best possible landing page template for each of the 10 industries.

One of these industries was Real Estate, and now we want to share their findings with you.

See a breakdown of their process for designing the Real Estate page template at the bottom of this post, or read on for their key findings about what converts in the Real Estate industry.

Which copy elements convert best in the Real Estate industry?

Word count

The data scientists and conversion rate optimizers who put together the Unbounce Conversion Benchmark Report found that for Real Estate lead capture landing pages, short n’ sweet is better: overall, they saw 33% lower conversion rates for longer landing pages.

This chart shows how the word count relates to conversion rates for the Real Estate vertical. On the x-axis we have word count — on the y-axis, conversion rate.

This was consistent with what the design team saw across high-converting Unbounce customer landing pages in Real Estate: pages were relatively short with concise, to-the-point copy.

Reading ease

The Unbounce Convert Benchmark Report also revealed that in the Real Estate vertical, prospects want simple and accessible language. The predicted conversion rate for a landing page written with 6th grade level language was nearly double that of a page written at the university level.

This chart shows how conversion rates trend with changes to reading ease for the Real Estate Industry. On the x-axis we have the Flesch Reading Ease score — on the y-axis, conversion rate.
According to the Unbounce Conversion Benchmark Report, 41.6% of marketers in the Real Estate industry have at least one page that converts at less than 1.3% (in the 25th percentile for this industry). Download the report here to see the full data story on Real Estate and get recommendations for copy, sentiment, page length and more for nine additional industries.

Fear-inducing language

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

While these emotions did not seem to dramatically correlate with conversion rate in the Real Estate vertical, fear-based language was the exception. We saw a slight negative trend for pages using more fear-inducing terms:

This chart shows how the percentage of copy that evokes fear is related to conversion rates for the Real Estate vertical. 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.

Calls to action

When our designers looked at the top 10 highest-converting Unbounce customer landing pages in the Real Estate vertical, they took a close look at the calls to action and found that:

  • Every page provided a detailed description of the offer
  • Almost all had a “request a call back” or “call us” option (other CTAs included “get more info,” “apply now” and “get the pricelist”)
  • Most did an excellent job of including button copy that reinforces what prospects get by submitting the form
If you use a “call us” CTA on your landing pages, make sure you try out our CallRail integration. This will help you track which calls are a result of your paid spend and landing pages!

Here are some examples of the forms and calls to action on some of our highest-converting Real Estate lead capture landing pages:

The usual suspects (benefits, social proof, UVP…)

Without much exception, the pages featured a lot of the copywriting elements that one would expect to see on any high-converting landing page (regardless of vertical):

  • Detailed benefits listed as bullet points
  • A tagline that reinforces the unique value proposition or speaks to a pain point:
  • And not surprisingly, testimonials. One page went above and beyond with a video testimonial:

Which design elements convert best in the Real Estate industry?

The highest-converting Real Estate landing pages included lots of imagery:

  • Beautiful hero shots of the interior and exterior of properties
  • Maps
  • Full-width photography backgrounds
  • Floor plans

Some examples:

Our designers also studied other design features as basic guidelines for the template they were then going to create.

While these specifics are meant to be taken with a grain of salt (you may already have brand colors and fonts!) they could serve as a good starting point if you’re starting completely from scratch and want to know what others are up to.

Many of the high-converting pages had:

  • San-serif fonts
  • Palettes of deep navy and forest green
  • Orange (contrasting) call to action buttons
The highest-converting landing pages in the Real Estate industry sit at 11.2%. If your Real Estate page converts at over 8.7%, you’re beating 90% of your competitors’ pages. See the breakdown of median and top conversion rates (and where you stand!) via the Unbounce Conversion Benchmark Report.

Behold, the template our designers created

After synthesizing all that research, our Senior Art Director Cesar Martínez took to his studio (okay, his desk), and drafted up this beautiful Real Estate landing page template:

Not only is the template beautiful, it was created by analyzing actual data: what makes for a high-performing landing page in the Real Estate industry via the Unbounce Benchmark Report and high-converting customer pages.

Footnote: The design process

Curious about the process our designers used to develop this data-backed Real Estate landing page template? Here are the steps they followed:

  1. For the 10 highest-converting customer landing pages, they analyzed all common elements (such as form, what type of information is collected, what type of offer, if there are any testimonials, etc). This allowed them to build their content requirements.
  2. They referred to the word count recommendations in the Unbounce Conversion Benchmark Report and designed for that word count limit.
  3. They referred to reading ease level recommendations for that specific industry from the Benchmark Report and shared the information with their copywriter.
  4. They sketched out a rough idea of their potential landing page template.
  5. They selected typography and colors relevant to the industry based on what was popular in the 10 examples.
  6. They named their imaginary company in the industry and sketched out some potential logos. They picked photography built out a moodboard.
  7. That helped them gather all the information they needed to build out their template!

See the article here: 

Data-Backed Advice for High-Converting Real Estate Landing Page Design [+ FREE TEMPLATE]