tag:blogger.com,1999:blog-53961160234679213852024-03-13T13:09:08.248-07:00Bertha StoverAnonymoushttp://www.blogger.com/profile/06006684945693526390noreply@blogger.comBlogger3125My least favorite thing to do in my professional career .. #garyvee #shorts<p></p><Img align="left" border="0" height="1" width="1" alt="" style="border:0;float:left;margin:0;padding:0;width:1px!important;height:1px!important;" hspace="0" src="https://feeds.feedblitz.com/~/i/874626329/0/bertha">
2024-03-28T21:20:02-00:002024-03-28T21:20:02-00:00yt:video:oCZZwUah7xkWhere Work Ethic ACTUALLY Comes From<p></p><Img align="left" border="0" height="1" width="1" alt="" style="border:0;float:left;margin:0;padding:0;width:1px!important;height:1px!important;" hspace="0" src="https://feeds.feedblitz.com/~/i/874555850/0/bertha">
2024-03-27T18:03:39-00:002024-03-27T18:03:39-00:00yt:video:dDth_n96NIwIf you're not happy yourself, you can't make anyone else happy<p></p><Img align="left" border="0" height="1" width="1" alt="" style="border:0;float:left;margin:0;padding:0;width:1px!important;height:1px!important;" hspace="0" src="https://feeds.feedblitz.com/~/i/874489406/0/bertha">
2024-03-26T16:00:12-00:002024-03-26T16:00:12-00:00yt:video:B6QafuefMDUHow to Raise Successful Kids l Podcast With Friends Ep.12<p></p><Img align="left" border="0" height="1" width="1" alt="" style="border:0;float:left;margin:0;padding:0;width:1px!important;height:1px!important;" hspace="0" src="https://feeds.feedblitz.com/~/i/874418099/0/bertha">
2024-03-25T16:07:55-00:002024-03-25T16:07:55-00:00yt:video:UBTq9aL2hvkWhere work ethic ACTUALLY comes from #garyvee #shorts<p></p><Img align="left" border="0" height="1" width="1" alt="" style="border:0;float:left;margin:0;padding:0;width:1px!important;height:1px!important;" hspace="0" src="https://feeds.feedblitz.com/~/i/874328696/0/bertha">
2024-03-24T15:00:54-00:002024-03-24T15:00:54-00:00yt:video:wsSRX-Afn54Bosses, business owners: for your company to win, this HAS to be your #1 priority #garyvee #shorts<p></p><Img align="left" border="0" height="1" width="1" alt="" style="border:0;float:left;margin:0;padding:0;width:1px!important;height:1px!important;" hspace="0" src="https://feeds.feedblitz.com/~/i/874243229/0/bertha">
2024-03-23T15:00:18-00:002024-03-23T15:00:18-00:00yt:video:F27O7qIlfaIThe time I passed on investing in @Uber TWICE .. and could've made $300 million #garyvee #shorts<p></p><Img align="left" border="0" height="1" width="1" alt="" style="border:0;float:left;margin:0;padding:0;width:1px!important;height:1px!important;" hspace="0" src="https://feeds.feedblitz.com/~/i/874191071/0/bertha">
2024-03-23T03:00:25-00:002024-03-23T03:00:25-00:00yt:video:TCKaIok-JzY32 CRO tools you need in your marketing stack
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<h1 class="pb-3 h2 ml-0">32 CRO tools you need in your marketing stack </h1>
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By <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/karine-bengualid/" class="font-size-13">Karine Bengualid</a>
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Updated on March 22, 2024 </p>
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16 min read </p>
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<p>Is marketing complete without conversion rate optimization? It <em>might</em> be marketing, but are you truly maximizing its potential? Conversion rate optimization (CRO) is crucial for marketing success. So embrace the trend, and get ready to equip yourself with the necessary CRO tools to leverage its benefits effectively.</p>
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<h3 class="pb-3 mb-1 h6 font-weight-bold source-sans-pro">TABLE OF CONTENTS</h3>
<ol class="ml-2 pl-1 pb-2">
<li class="py-1 font-size-14 font-weight-normal">
<a href="#what" class="font-size-14">
What is CRO? </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#why" class="font-size-14">
Why is CRO important? </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#tools" class="font-size-14">
What are CRO tools? </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#things" class="font-size-14">
Things to know (before jumping into CRO) </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#how" class="font-size-14">
How to choose the right CRO tool </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#types" class="font-size-14">
Types of CRO tools </a>
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<a href="#top" class="font-size-14">
Top CRO tools </a>
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<li class="pt-1 pb-0 font-size-14 font-weight-normal">
<a href="#go" class="font-size-14">
Go forth and optimize </a>
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<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Karine Bengualid</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Karine Bengualid is a freelance content writer over at <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.theletterk.ca/">Brought To You By the Letter K</a> with a teensy penchant for Sesame Street. She writes audience-specific stories to connect brands with their ideal customers. When she’s not saving the world from un-fun marketing or researching everything about the science of fun, she’s building her animal rescue, Maison Misha.</p>
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» More blog posts by
<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/karine-bengualid/">
Karine Bengualid </a>
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<p><span style="font-weight: 400;">What is marketing without conversion rate optimization? </span></p>
<p><span style="font-weight: 400;">One could argue it’s still marketing—but are you </span><i><span style="font-weight: 400;">really</span></i><span style="font-weight: 400;"> getting the most out of it? If you’ve caught up like the rest of us, you’d know that CRO (conversion rate optimization) is the next step for your marketing. And to use CRO to your benefit, you’re gonna need some CRO tools on your roster. </span></p>
<p><span style="font-weight: 400;">So to paraphrase Becca Kufrin, the former </span><i><span style="font-weight: 400;">Bachelorette</span></i><span style="font-weight: 400;">—and </span><i><span style="font-weight: 400;">underrated conversion rate optimization expert</span></i><span style="font-weight: 400;">—let’s do the damn thing.</span></p>
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<figure><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-77443" src="https://unbounce.com/photos/unnamed-4.gif" alt="The Bachelorette of CRO tools" width="400" height="237" /></figure>
<h2 id="what" class="wp-block-heading">What is CRO?</h2>
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<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization-ai/"><span style="font-weight: 400;">CRO (conversion rate optimization)</span></a><span style="font-weight: 400;"> is about increasing the number of leads you get and making your website more effective at <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/lead-generation/">turning visitors into valuable leads</a>. It’s about improving your results. It’s about convincing people to take action—whether it be </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/webinar-landing-page-examples/"><span style="font-weight: 400;">signing up for your webinar</span></a><span style="font-weight: 400;"> or </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/email-marketing/how-to-get-more-email-and-newsletter-signups-with-your-landing-page/"><span style="font-weight: 400;">newsletter</span></a><span style="font-weight: 400;">, creating an account, </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/app-landing-pages/"><span style="font-weight: 400;">downloading a mobile app</span></a><span style="font-weight: 400;">, or </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/product-landing-pages/"><span style="font-weight: 400;">buying your product</span></a><span style="font-weight: 400;"> or service. CRO helps you increase the number of people who take those actions (convert) based on analysis, testing, and feedback.</span></p>
<p><span style="font-weight: 400;">But let’s take a step back for a second. To know CRO (and eventually some CRO tools that can help you out) you need to know some concepts that are pretty directly tied to it. Let’s get into some of ‘em below.</span></p>
<h2 id="why" class="wp-block-heading">Why is CRO important?</h2>
<p><span style="font-weight: 400;">Imagine, if you will, your conversions right now sit at 10%—for every 10 visitors to your website, one of them makes a purchase. And let’s say that every sale is an average of $50. That means, for every 100 visitors to your site, you make $500. (</span><i><span style="font-weight: 400;">Cha-ching</span></i><span style="font-weight: 400;">.)</span></p>
<p><span style="font-weight: 400;">What if you could make a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/going-ab-testing-case-study/">small tweak that increased your conversions</a> from 10% to 20%? Now, for every 100 visitors, 20 of them are buying, resulting in $1000 in sales. (Well done!) Wouldn’t it be worth it?</span></p>
<p><span style="font-weight: 400;">That’s what CRO does: improve your ROI (return on investment). And there isn’t a single brand in the world that doesn’t want that. No, seriously. Can you think of one? We’ll wait…</span></p>
<p><span style="font-weight: 400;">Which leads us to our point: </span><i><span style="font-weight: 400;">there’s always room for improvement.</span></i><span style="font-weight: 400;"> No website or landing page is ever perfect, which means there’s something that can (and probably should) be tweaked to get you those clicks.</span></p>
<p><span style="font-weight: 400;">We live in a digital world which affords us marketers the luxury of </span><b>being able to </b><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/landing-page-testing/"><b>run tests and optimize for results</b></a><b> while campaigns are still in progress.</b><span style="font-weight: 400;"> You can be testing Facebook and Google ads while they’re running, or test different elements on your </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/product-landing-pages/"><span style="font-weight: 400;">product pages</span></a><span style="font-weight: 400;"> while conducting business as usual. Your sales don’t stop just because you’re optimizing—</span><i><span style="font-weight: 400;">in fact</span></i><span style="font-weight: 400;">, your sales continue and grow </span><i><span style="font-weight: 400;">because</span></i><span style="font-weight: 400;"> you’re optimizing.</span></p>
<p><span style="font-weight: 400;">CRO also helps to </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/5-ways-audience-research-helps-you-customize-your-landing-pages/"><span style="font-weight: 400;">target more of your ideal customers</span></a><span style="font-weight: 400;">, while lowering your customer acquisition cost (CAC). Because if you’re spending too much on finding the wrong types of customers, you’re wasting valuable resources: </span><i><span style="font-weight: 400;">time and money</span></i><span style="font-weight: 400;">. </span><b>Targeting and converting the best-fit customers means you can spend your resources on other parts of your work.</b></p>
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</section>
<h2 class="wp-block-heading" id="examples">Skip to the tools </h2>
<ol>
<li><a href="#example-kameleoon">Kameleoon</a></li>
<li><a href="#example-optimizely">Optimizely</a> </li>
<li><a href="#example-optimonk">Optimonk</a> </li>
<li><a href="#example-tasty">A/B Tasty</a> </li>
<li><a href="#example-heap">Heap</a> </li>
<li><a href="#example-adobeanalytics">Adobe Analytics</a> </li>
<li><a href="#example-mixpanel">Mixpanel</a></li>
<li><a href="#example-unbounce">Unbounce</a> </li>
<li><a href="#example-leadpages">Leadpages</a> </li>
<li><a href="#example-instapage">Instapage</a> </li>
<li><a href="#example-carrd">Carrd</a></li>
<li><a href="#example-optinmonster">OptinMonster</a></li>
<li><a href="#example-convertbox">ConvertBox</a> </li>
<li><a href="#example-hellobar">HelloBar</a> </li>
<li><a href="#example-ahrefs">Ahrefs</a> </li>
<li><a href="#example-semrush">SEMRush</a> </li>
<li><a href="#example-moz">Moz</a> </li>
<li><a href="#example-typeform">Typeform</a></li>
<li><a href="#example-surveymonkey">Survey Monkey</a> </li>
<li><a href="#example-airtable">Airtable</a></li>
<li><a href="#example-hotjar">Hotjar</a></li>
<li><a href="#example-crazyegg">Crazy Egg</a> </li>
<li><a href="#example-fullstory">FullStory</a></li>
<li><a href="#example-contentsquare">Contentsquare</a></li>
<li><a href="#example-kissmetrics">Kissmetrics</a></li>
<li><a href="#example-vwoinsights">VWO Insights</a></li>
<li><a href="#example-usertesting">UserTesting</a></li>
<li><a href="#example-five">Five Second Test by Lyssna</a></li>
<li><a href="#example-uservoice">UserVoice</a></li>
<li><a href="#example-google">GA4, formerly Google Analytics (for analytics)</a></li>
<li><a href="#example-forms">Google Forms (for surveys)</a> </li>
<li><a href="#example-search">Google Search Console (for SEO) </a></li>
</ol>
<h2 class="wp-block-heading" id="tools">What are CRO tools? </h2>
<p><em>“Why is someone abandoning their cart?”</em></p>
<p><em>“Why did someone unsubscribe from my newsletter?”</em></p>
<p><em>“Will a photo or video at the top of the page help or hinder my sales?”</em></p>
<p><em>“Are dog or cat memes more likely to get a click on my ads?”</em></p>
<p>These are just four out of billions of questions good CRO tools can help you answer. All CRO tools aim for one common goal: increasing conversions. Different tools provide the answers with different methods—with testing, analytics, surveys, and design.</p>
<p>CRO tools can help by doing one of two things: <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/content-marketing/landing-page-traffic-guide/"><strong>driving traffic to your site</strong></a> and<strong> increasing the actions taken </strong>(<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/signup-pages-that-convert/">signups</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/high-converting-sales-pages/">sales</a>, clicks). They help identify barriers to conversions, improve user experiences, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/a-b-testing/how-to-formulate-an-a-b-test-hypothesis/">test hypotheses</a>, gather feedback, and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/using-analytics-to-measure-your-landing-page-performance/">measure results</a>. </p>
<p>These days, most of the CRO tools on the market can be integrated with the tech stack you already have—CMS, CRM, social media, and more—so they can provide you with a more seamless optimization experience. </p>
<h2 class="wp-block-heading" id="things">Things to know (before jumping into CRO)</h2>
<p>If you’re pretty new to this CRO thing, some phrases will come up pretty consistently that you need to know about. Here are some of the most important ones to keep in mind,<em> glossary style</em>.</p>
<h3 class="wp-block-heading">Call to action (CTA)</h3>
<p>This is the holy grail of CRO—the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/cta-buttons-that-convert/">CTA button</a> you want the audience to click because that click translates into a conversion. Regardless of what you call that button (“buy now”, “sign up”, “download”), this is the ultimate <em>thing</em> you want people to do.</p>
<h3 class="wp-block-heading">Conversion or sales funnel</h3>
<p>In marketing, a funnel is taking someone through the customer journey—from visiting your website to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/email-marketing/how-to-get-more-email-and-newsletter-signups-with-your-landing-page/">signing up for your newsletter</a> and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/product-landing-pages/">purchasing a product</a>.</p>
<h3 class="wp-block-heading">A/B testing</h3>
<p>Red pill or blue pill—which one do you choose? Buy now or add to cart? Photos or videos? There are countless <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/">elements on your landing pages</a> that can make or break your conversions, and testing is really the best way to measure quantitatively which versions perform best. </p>
<h3 class="wp-block-heading">Multivariate testing (MVT)</h3>
<p>While <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/what-is-ab-testing/">A/B testing </a>only tests one element at a time, multivariate testing has you evaluating various combinations of different elements simultaneously. In A/B testing, you might only test the CTA. In multivariate testing, you have several combinations to test to find the combination that wins. Instead of just testing two versions of a landing page, you can create three or more variants and split your traffic across them. </p>
<p>The advantage of multivariate testing is that it allows you to examine the impact of multiple options. </p>
<h3 class="wp-block-heading">Split testing</h3>
<p>Sometimes used interchangeably with A/B testing, split testing usually refers to the method—a more extensive form of testing where larger changes are compared. Instead of a single element, you might compare 2 completely different webpage designs or user experiences.</p>
<h2 class="wp-block-heading" id="how">How to choose the right CRO tool</h2>
<p>
<br>With so many different options on the market, it might be hard to evaluate CRO tools and decide which ones will best serve your goals. And since not every business is the same, it’s hard to give a black-and-white answer to this question. So here are just a few considerations when shopping around.</p>
<p>Remember, you can always start small and then build a case to add more tools to your tool stack once you start seeing results.</p>
<p><strong>Here are some of the questions to consider when picking your CRO tools:</strong></p>
<ol>
<li>What are your goals?</li>
<li>What types of conversions do you want to optimize?</li>
<li>Does it integrate with your existing marketing stack? (CRM, CMS, EMS, automation software, social media, etc)</li>
<li>Is it simple to use, or do you need a specialist on your team?</li>
<li>Can different teams use it for their own purposes? (Marketers, researchers, designers, developers, etc)</li>
<li>Can it be customized and scaled to serve your business and industry better?</li>
<li>Can the data collected be organized to suit your business?</li>
<li>What type of training and post-purchase support is provided?</li>
</ol>
<h2 class="wp-block-heading" id="types">Types of CRO tools </h2>
<p>All CRO tools have a similar purpose in that they help you optimize, but they can all help in different ways by providing different insights. There are eight categories listed below, so you can choose to focus on one, some, or <em>even all</em>. </p>
<h3 class="wp-block-heading">A/B testing tools</h3>
<p>When it comes to CRO, experimentation is the name of the game—you want to try, test, and iterate when it comes to increasing conversions. And A/B testing is the best way to do that. <strong>A/B testing can help you unlock your marketing potential </strong>by helping you learn what your audience responds to, creating better user experiences, and allowing you to experiment confidently. </p>
<p>Already in for A/B testing? Check out <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/"><strong>Unbounce’s landing page A/B testing solution</strong></a> that helps you uncover your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/best-landing-page-examples/">best-performing landing page</a> on your own. </p>
<p>Note: More often than not, “A/B testing” is a catchall used to refer to both types of testing—A/B and multivariate testing. The main difference between the two is in the name: A/B pits two variations of the same page against each other. At the same time, multivariate means several elements are being tested on many pages. And the testing is to see which part(s) helps increase conversions.</p>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/2.5_VisualCTA_AB.jpg" alt="" width="2260" height="1217" /></a></div>
<h3 class="wp-block-heading">Analytics tools</h3>
<p>In addition to behavioral and product analytics solutions, which CRO teams use to ideate and evaluate the impact of their work, we also love tools that help CRO leaders leverage audience segments and KPIs stored in data platforms. <strong>CRO and getting value back from AI are easier and more impactful when it’s combined with data and analytics. </strong> </p>
<p>Looking under the (metaphorical) hood of your website and campaigns is important because it helps you understand trends. Qualitative data provides a full picture of the interactions visitors are having and these can help you make hypotheses based on those insights. From there, you can start testing your theories.</p>
<h3 class="wp-block-heading">Landing page tools</h3>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/whats-the-difference-between-a-landing-page-and-a-homepage/">Landing pages are different from the other pages on your site</a>—they’re specifically designed to have digital traffic redirected there from a specific campaign. They have a single purpose: to provide more information (based on the originating campaign—<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/email-marketing/">email</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/ppc/">ad</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/social-ads/">social media post</a>, etc) and drive conversion (sale or signup). </p>
<p>Landing page tools help you build landing pages that serve your different purposes. If you’re in the market to find the right landing page builder for you, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages-nb/?gad_source=1&gclid=Cj0KCQiAwvKtBhDrARIsAJj-kTioFD-9kYxifO7IjOGRzyOmBL_J-x_3BHFnsGZIpDaGmEIgSKsgbxEaAnH7EALw_wcB">we’ve got just what you need. </a></p>
<p>Want to know more about what a landing page is? <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/what-is-a-landing-page">Click here.</a></p>
<h3 class="wp-block-heading">Lead capture tools</h3>
<p>Collecting your visitors’ info is a critical step in building out your funnel—and it’s the first step. Once you have your customer’s info, it’s simpler to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/customer-journey-map/">understand their journey</a> and provide them with the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/buyers-journey/">right content at the <em>right stage of that journey</em></a>. You can capture leads in so many different ways—think <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/popups-and-sticky-bars/">popups</a>, quizzes, lightboxes, intent detection, and more. Lead capture tools help you create those lead captures. </p>
<h3 class="wp-block-heading">SEO tools</h3>
<p>You can further optimize your website using keywords, and SEO tools can show you how your competitors rank compared to you. Understanding what keywords—both short- and long-tail—competitors are using in search engines can help you rank better, or better yet, be one of the top results of search engines in the long run. SEO tools provide insights into your website’s performance through search engine results page (SERP) rankings, backlinks, keyword comparisons, and more.</p>
<h3 class="wp-block-heading">Survey tools</h3>
<p>When in doubt, <em>ask</em>. And who can provide better feedback than your actual customers or audience? Customer feedback and survey tools are important tools to ask for suggestions, find issues, build new features, and more. These tools can even provide invaluable key messaging and voice of customer data for your copywriters (and we really, really care about copywriters. <em>Ahem</em>.). </p>
<h3 class="wp-block-heading">User behavior tools </h3>
<p>User behavior is closely related to analytics in that it shows you how someone is behaving on your site, but more visually. Think heat maps. It’s a much more granular form of analytics. It is more about hypothesizing why someone is abandoning their cart (vs just the number of abandoned carts) if visitors are finding what they’re looking for and why visitors are leaving your landing page without converting. Think of it as the <em>Why</em> to the analytics tools’ <em>What</em>.</p>
<h3 class="wp-block-heading">User testing tools </h3>
<p>While user testing might at first sound like user behavior testing, it’s a different beast. User testing is all about <em>actually</em> getting users to try things out—beta <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/test-new-products-and-ideas/">testing new products</a>, pre-launching new features, UI and/or UX design and messaging, etc. These can be conducted live by video or by remote testing.</p>
<h2 class="wp-block-heading" id="top">Top CRO tools vouched for by marketing agencies and experts </h2>
<p>Now that we know more about conversion rate optimization and what it’s all about, let’s get to introducing these CRO tools. </p>
<h3 class="wp-block-heading">Best A/B testing tools for conversion rate optimization</h3>
<h4 class="wp-block-heading" id="example-kameleoon">1. Kameleoon </h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-11.27.51 AM.png" alt="Screenshot image of Kameleoon" class="wp-image-129459" style="width:1000px"/></figure></div>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.kameleoon.com/" target="_blank" rel="noreferrer noopener">Kameleoon</a> is an AI-powered personalization tool that lets teams test everything from web pages to product features. What’s more, they’re HIPAA, GDPR, and CCPA compliant, which means your customers’ data is safe and secure. This CRO tool gives each team the testing method they need while letting them collaborate on one unified platform, leveraging AI.</p>
<h4 class="wp-block-heading" id="example-optimizely">2. Optimizely</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-12.13.37 PM.png" alt="Screenshot image of Optimizely" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>This experimentation tool lets you test content, web pages, and features to generate insights that can help you in your experiments. It’s also a great tool for personalized ecommerce experiences. Optimizely is a CRO tool made for developers, leaders, and content creators. This all-in-one optimization platform can power your entire marketing lifecycle.</p>
<h4 class="wp-block-heading" id="example-optimonk">3. Optimonk</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-12.37.31 PM.png" alt="Screenshot image of Optimonk" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>If you have an ecommerce website (bonus points for a Shopify-powered site), then <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.optimonk.com/" target="_blank" rel="noreferrer noopener">OptiMonk</a> has the power to monetize your traffic through popups, personalization, and A/B testing. OptiMonk AI uses—you guessed it— artificial intelligence to test better headlines, better product descriptions and even provide personalized popups for your visitors. <em>And </em>there’s even a Shopify app you can use. </p>
<h4 class="wp-block-heading" id="example-tasty">4. A/B Tasty</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-2.46.40 PM.png" alt="Screenshot image of Optimizely" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>If you’re looking to improve your website, products, software, apps, and even the experiences your customers have with your brand, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.abtasty.com/" target="_blank" rel="noreferrer noopener">A/B Tasty </a>can help. By driving growth from end-to-end experiences, your customers (and visitors) will have a more seamless experience across all touchpoints.</p>
<h3 class="wp-block-heading">Best analytics tools for conversion rate optimization</h3>
<h4 class="wp-block-heading" id="example-heap">5. Heap</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-3.08.59 PM.png" alt="Screenshot image of Heap" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>Acquired by Contentsquare, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.heap.io/" target="_blank" rel="noreferrer noopener">Heap</a> is a product analytics tool that enables users to see key quantitative behavioral insights. You can get a better understanding of how your visitors interact with your website and app while making user-driven decisions. Heap captures all the data you’re used to with Google Analytics—pageviews, clicks, form submissions, transactions, and you don’t even need to create those pesky “events” as you do with GA4. </p>
<h4 class="wp-block-heading" id="example-adobeanalytics">6. Adobe Analytics</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-3.48.56 PM.png" alt="Screenshot image of Adobe Analytics" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>Targeting more of an enterprise crowd, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://business.adobe.com/in/products/analytics/adobe-analytics.html" target="_blank" rel="noreferrer noopener">Adobe Analytics</a> (formerly Omniture) combines web, marketing, and predictive analytics data to improve conversions and support your CRO tests. It’s great for tracking KPIs and other business goals, capturing data across several channels to get a full 360-degree picture, as well as integrating customer data from your preferred CRM to create user segments.</p>
<h4 class="wp-block-heading" id="example-mixpanel">7. Mixpanel</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-3.52.36 PM.png" alt="Screenshot image of Mixpanel" class="wp-image-129459" style="width:1000px"/></figure></div>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://mixpanel.com/" target="_blank" rel="noreferrer noopener">Mixpanel</a> helps you see exactly what your audience is doing on your site and where they drop off in your funnel. You also get insights into segments of your audience that aren’t performing up to snuff, track customer journeys, and more. This tool provides a complete overview of the analytics you need to make informed decisions based less on your gut and more on hard data.</p>
<h3 class="wp-block-heading">Landing page tools</h3>
<h4 class="wp-block-heading" id="example-unbounce">8. Unbounce</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-3.29.00 PM.png" alt="Screenshot image of Unbounce" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>Call us biased, but <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/">Unbounce</a> is one of the best landing page builders on this side of the web. This AI-powered optimization platform helps you build landing pages faster, as well as provides<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/"> an A/B testing solution that guarantees better results and conversions.</a> Unbounce doesn’t just use any generic GPT-style AI either—<strong>it uses billions of data to inform its</strong> <strong>recommendations and ensure you get the best results for your campaigns. </strong>From its state-of-the-art <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/classic-builder/">landing page builder</a> to AI-powered copywriting and optimization tools, Unbounce gives you everything you need for your CRO at your fingertips. Seriously, <em>what more could you want?</em></p>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/pricing/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/New_Pricing_2020_VisualCTA_UnlimitedLPPUSB.jpg" alt="" width="2260" height="1216" /></a></div>
<h4 class="wp-block-heading" id="example-leadpages">9. Leadpages</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-3.59.45 PM.png" alt="Screenshot image of Leadpages" class="wp-image-129459" style="width:1000px"/></figure></div>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.leadpages.com/" target="_blank" rel="noreferrer noopener">Leadpages</a> lets you build whole websites as well as landing pages, depending on your business needs. You can start with one of hundreds of templates, add your brand colors, and customize it to your needs. You’re also able to conduct A/B testing <em>and</em> build your whole funnel in one shot.</p>
<p>Wanna know why results-driven marketers choose Unbounce over Leadpages? Click <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/comparisons/unbounce-vs-leadpages">here</a> to find out.</p>
<h4 class="wp-block-heading" id="example-instapage">10. Instapage</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.00.05 PM.png" alt="Screenshot image of Instapage" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>With hundreds of layouts explicitly designed with conversions in mind, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://instapage.com/" target="_blank" rel="noreferrer noopener">Instapage</a> lets you create, test, optimize, and collaborate all from your dashboard. It’s pretty sweet (and seamless.)</p>
<p>See why businesses and agencies choose Unbounce over Instapage? Click <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/comparisons/unbounce-vs-instapage/">here</a> to find out. </p>
<h4 class="wp-block-heading" id="example-carrd">11. Carrd</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.00.17 PM.png" alt="Screenshot image of Carrd" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>Designed specifically for building single-page sites, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://carrd.co/" target="_blank" rel="noreferrer noopener">Carrd</a> describes itself as “simple, responsive, free.” (Though there is a paid tier as well.) There are dozens of templates to get you started, or if you’re feeling creative, you can start with a blank canvas and go from there. </p>
<h3 class="wp-block-heading">Lead capture tools</h3>
<h4 class="wp-block-heading" id="example-optinmonster">12. OptinMonster</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.00.28 PM.png" alt="Screenshot image of Instapage" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>Not all monsters are scary, it seems. Ever wonder how to capture more leads? <em>Well</em>, there are loads of ways, and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://optinmonster.com/" target="_blank" rel="noreferrer noopener">OptinMonster</a> has them teed up and ready for you to use (as well as hundreds of templates). So whether your goals are to reduce cart abandonment or grow your email list, there’s a lead capture built for that.</p>
<h4 class="wp-block-heading" id="example-convertbox">13. ConvertBox</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.00.39 PM.png" alt="Screenshot image of convertbox" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>So we know that pop-ups can help move visitors with more ease, but <em>not all</em> lead captures are built the same. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://convertbox.com/" target="_blank" rel="noreferrer noopener">ConvertBox </a>helps with providing segmentation surveys, customized messaging (you can add your customer’s name and a personalized video to pop-ups), and offers built just for them. </p>
<h4 class="wp-block-heading" id="example-hellobar">14. HelloBar</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.00.51 PM.png" alt="Screenshot image of hellobar" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>For each of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.hellobar.com/" target="_blank" rel="noreferrer noopener">HelloBar</a>’s lead-capture options, you can customize them with pre-built themes and make them on-brand with this tool’s visual editor. Oh, and the design assistant automatically detects your branding and matches it for you (but then you can further tweak it if necessary). </p>
<h3 class="wp-block-heading">Best SEO tools for conversion optimization</h3>
<h4 class="wp-block-heading" id="example-ahrefs">15. Ahrefs</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.01.05 PM.png" alt="Screenshot image of ahrefs" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>Everything you need for SEO optimization can be found in <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://ahrefs.com/" target="_blank" rel="noreferrer noopener">Ahrefs</a>—including finding the best keywords for your business (from a list of 475M ranked keywords), tracking your competitors’ top keywords and backlinks, and auditing your website for any possible SEO issues. <em>This is what SEO dreams are made of.</em></p>
<h4 class="wp-block-heading" id="example-semrush">16. SEMRush</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.01.16 PM.png" alt="Screenshot image of SEMRush" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>Another great SEO tool, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.semrush.com/" target="_blank" rel="noreferrer noopener">SEMRush</a>, has six keyword research tools to help you boost your traffic. Use seed keywords to thousands of combinations, find keyword gaps so you can create new campaigns, and start building keyword clusters. You can also conduct competitor analysis, on-page SEO reviews, focus on local SEO, and much, <em>much</em> more. </p>
<h4 class="wp-block-heading" id="example-instapage">17. Moz</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.01.36 PM.png" alt="Screenshot image of Moz" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>Creator of MozCon, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://moz.com/" target="_blank" rel="noreferrer noopener">Moz</a> offers many free tools to boost your SEO game, as well as paid tiers to go even further. But even with just the free tools, you can find out domain authority (DA) scores, discover the best keywords to drive traffic to your site, review your organic search competition (and crush ‘em), and there’s even a Chrome extension you can add so you can automatically get the sneaky deets on any website you visit. </p>
<h3 class="wp-block-heading">Best survey tools for conversion rate optimization</h3>
<h4 class="wp-block-heading" id="example-typeform">18. Typeform</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.01.48 PM.png" alt="Screenshot image of Typeform" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>If you’ve ever encountered a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.typeform.com/" target="_blank" rel="noreferrer noopener">Typeform</a> in the wild, you’ll know it feels effortless and seamless. Use it to build a survey where you can answer one question at a time and integrate it with your favorite apps like Zapier, Google Sheets, Slack, Hubspot, and more. You can also create quizzes, polls, and forms. </p>
<h4 class="wp-block-heading" id="example-surveymonkey">19. Survey Monkey</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.02.02 PM.png" alt="Screenshot image of Survey Monkey" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>We’re pretty sure <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.surveymonkey.com/" target="_blank" rel="noreferrer noopener">Survey Monkey</a> is one of the best-known survey tools out there, and its editor is easy and intuitive to use. Their free plan allows you to do almost everything a marketer might need. The premium plans allow you to go further with features like skip logic, 50,000 responses per year (and up), filter and analyze results based on your team’s needs, and more. </p>
<h4 class="wp-block-heading" id="example-airtable">20. Airtable</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.02.17 PM.png" alt="Screenshot image of Airtable" class="wp-image-129459" style="width:1000px"/></figure></div>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.airtable.com/" target="_blank" rel="noreferrer noopener">Airtable’s</a> best-kept secret is its ability to create forms and collect the data. This tool is unlike the others for that reason—because it’s best known as a “cloud collaboration, spreadsheet-database hybrid” tool, not a survey tool. Yet this is what makes it unique because it has most of the same functionality, <em>and</em> you can integrate your survey/form results with your other data and work. Win-win. (If you’re curious how to do this, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://blog.airtable.com/how-to-create-an-anonymous-survey-in-airtable/" target="_blank" rel="noreferrer noopener">check out this article.</a>)</p>
<h3 class="wp-block-heading">Best user behavior tools for conversion rate optimization</h3>
<h4 class="wp-block-heading" id="example-hotjar">21. Hotjar</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.02.37 PM.png" alt="Screenshot image of Hotjar" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>Best known for their heatmaps, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.hotjar.com/" target="_blank" rel="noreferrer noopener">Hotjar</a> is an industry leader in user behavior. But did you know there are different types of heatmaps (move, click, scroll, engagement zone, and rage click maps), each with their own ways of helping you improve your conversions? Cool! (Or <em>hot</em>?)</p>
<h4 class="wp-block-heading" id="example-crazyegg">22. Crazy Egg</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-06-at-10.50.28 AM.png" alt="Screenshot image of Crazy Egg" class="wp-image-129459" style="width:1000px"/></figure></div>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.crazyegg.com/" target="_blank" rel="noreferrer noopener">Crazy Egg</a> does a lot: heatmaps, recordings, surveys, A/B testing, traffic analysis, you name it. It’s one thing to know a visitor bounced on your page, but it’s another thing entirely to <em>see</em> what they did that made them <em>bounce</em>. And while you’re at it, you can even measure customer experience with a simple pop-up survey. </p>
<h4 class="wp-block-heading" id="example-fullstory">23. FullStory</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-06-at-10.50.41 AM.png" alt="Screenshot image of FullStory" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>Web, mobile, and even product analytics help you give your users what they want while increasing conversions. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.fullstory.com/" target="_blank" rel="noreferrer noopener">FullStory</a>’s auto-capture feature lets you see patterns, fix bugs, and gather insights. You can then transform this data into signals (what your users are telling you with their behavior), journeys (how your customers go from point A to point Z), and heatmaps (that show you instead of tell you). </p>
<h4 class="wp-block-heading" id="example-contentsquare">24. Contentsquare</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-05-at-3.56.24 PM.png" alt="Screenshot image of Contentsquare" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>With <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://contentsquare.com/" target="_blank" rel="noreferrer noopener">Contentsquare</a>, you can understand your customers better and optimize their user experience across all your platforms (web, mobile, and apps). It uses AI to show customer behaviors, feelings, and even intent throughout their customer journey. This all-in-one experience platform uses immersive analysis and AI-powered insights to increase engagement and conversions for customers.</p>
<h4 class="wp-block-heading" id="example-kissmetrics">25. Kissmetrics</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.03.31 PM.png" alt="Screenshot image of Kissmetrics" class="wp-image-129459" style="width:1000px"/></figure></div>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.kissmetrics.io/" target="_blank" rel="noreferrer noopener">Kissmetrics </a>lets you drive revenue growth by tracking what humans are doing when they visit your site and improving engagement with your site. This tool makes it simple to track behavior, find bottlenecks, and reduce customer churn. You get to gain deep insights from all your customer data with one easy-to-use dashboard. <em>Chef’s kiss</em>.</p>
<h4 class="wp-block-heading" id="example-vwoinsights">26. VWO Insights</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.03.48 PM.png" alt="Screenshot image of VWO Insights" class="wp-image-129459" style="width:1000px"/></figure></div>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://vwo.com/" target="_blank" rel="noreferrer noopener">VWO</a> is more than just behavior analytics, but this feature is quite robust. It provides analytics through session recordings, heatmaps, surveys, forms, funnels, and segments. In turn, it gives you a 360-degree qualitative analysis of your marketing to optimize every area of your digital footprint.</p>
<h3 class="wp-block-heading">Best user testing tools for conversion rate optimization</h3>
<h4 class="wp-block-heading" id="example-usertesting">27. UserTesting</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.04.08 PM.png" alt="Screenshot image of UserTesting" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>Unlike the other tools in this list, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.usertesting.com/" target="_blank" rel="noreferrer noopener">UserTesting</a> is a video-first platform, meaning you can <em>see and hear</em> real-life humans as they interact with your design, messaging, product, app, brand, and process. This tool has a network of contributors they tap into for testing, but you can also recruit your own testers. UserTesting provides solutions for digital, UX research, product, design, and marketing teams. </p>
<h4 class="wp-block-heading" id="example-five">28. Five Second Test by Lyssna</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.16.50 PM.png" alt="Screenshot image of Five Second Test by Lyssna" class="wp-image-129459" style="width:1000px"/></figure></div>
<p>This tool is based on one big idea: that first impressions matter. So what happens in those first five seconds when visitors experience your brand’s messaging and/or design? You can gather both qualitative <em>and</em> quantitative feedback from<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://fivesecondtest.com/" target="_blank" rel="noreferrer noopener"> Five Second Test</a> so you can ensure your message is clear and that your audience remembers you. </p>
<h4 class="wp-block-heading" id="example-uservoice">29. UserVoice</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.16.58 PM.png" alt="Screenshot image of UserVoice" class="wp-image-129459" style="width:1000px;height:auto"/></figure></div>
<p>If you’re building products, you need to get feedback in order to improve and give your customers what they need. And what better way than to engage your customers and collect their feedback? <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.uservoice.com/" target="_blank" rel="noreferrer noopener">UserVoice</a> calls itself “the world’s best product feedback tool” and the ultimate tool for product discovery. Transform your product’s future through real user feedback, guiding you to uncover problems worth solving and solutions worth building. Join us and start your discovery journey today.</p>
<h3 class="wp-block-heading">Bonus: Google optimization tools for conversion optimization</h3>
<p>Google tools fall under two categories:<em> love it or hate it</em>. There is no in-between. So for that reason, let’s give them a category all on their own. And there are three specifically that can help you optimize your conversions. </p>
<h4 class="wp-block-heading" id="example-google">30. GA4, formerly Google Analytics (for analytics): </h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.22.03 PM.png" alt="Screenshot image of Google Analytics" class="wp-image-129459" style="width:1000px;height:auto"/></figure></div>
<p>Probably the best-known analytics platform but also the most…<em>polarizing</em> (again, depending on which camp you belong to). You can set up GA4 with any website for free to review your website and advertising traffic. The insights you get can be invaluable when optimizing your campaigns.</p>
<h4 class="wp-block-heading" id="example-forms">31. Google Forms (for surveys)</h4>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-04-at-4.22.12 PM.png" alt="Screenshot image of Google Forms" class="wp-image-129459" style="width:1000px;height:auto"/></figure></div>
<p>With <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://docs.google.com/forms/u/0/" target="_blank" rel="noreferrer noopener">Google Forms</a>, you can create surveys, forms, and quizzes for free without special software (just the web). You’re also able to customize them to be on brand with your logo and colors, embed them on your site or emails, or share the link. Best of all, you can analyze your responses and export them into Google Sheets. How seamless.</p>
<h4 class="wp-block-heading" id="example-search">32. Google Search Console (for SEO)</h4>
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<p><iframe width="100%" style="border: 0; height: 315px;" src="https://think.unbounce.com/l/405592/2023-06-20/94z4v7" type="text/html" frameborder="0" allowtransparency="true" id="blog_subscribe"></iframe></p>
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<p>As with most of Google’s services, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://search.google.com/search-console/" target="_blank" rel="noopener">Search Console</a> is free to use and helps you figure out what’s what with your website within Google Search results. This is a cool tool because you can see what people are typing in Google to find your site so you can optimize for those keywords.</p>
<h2 id="go" class="wp-block-heading">Go forth and optimize</h2>
<p>With so many tools, it might feel overwhelming to get started with CRO. But it shouldn’t be. Consider this list of CRO tools your yellow brick road to better results. Because yes, <em>there is a tiny little wizard behind every website trying to optimize for best results.</em></p>
<p>If you’re jazzed for your CRO journey, but don’t know where to start, Unbounce can give you a helping hand. With Unbounce’s all-in-one conversion rate optimization platform, you can build, experiment, and optimize all in one place while maximizing your results.</p>
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<h6 class="post-category pt-1 mt-4 mb-3 text-uppercase">
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2024-03-20T16:06:27-00:002024-03-20T16:06:27-00:00yt:video:fOe7ngFx3p8How a three-word A/B test led to triple-digit conversion growth
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<h1 class="pb-3 h2 ml-0">How a three-word A/B test led to triple-digit conversion growth</h1>
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<p class="my-1 font-size-13">
By <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/paul-park/" class="font-size-13">Paul Park</a>
</p>
<p class="mx-3 my-auto"><span class="dot-seperator d-inline-block">.</span></p>
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Updated on March 20, 2024 </p>
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7 min read </p>
</div>
<div class="post-description mt-2 pt-1 pt-xl-5">
<div class="pt-3 mb-0 font-size-16 pt-xl-5 mt-1 mt-xl-2">
<h2>Case study</h2>
<p><strong>Customer name:</strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.going.com/" target="_blank" rel="noopener">Going</a>
<br>
<strong>Customer industry:</strong> Travel
<br>
<strong>Customer goal:</strong> A better way to gather data to understand customers’ needs and motivations.
<br>
<strong>Unbounce’s services:</strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/concierge/">Concierge plan</a> and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">A/B testing</a>
<br>
<strong>Results:</strong> <strong>104% increase</strong> in conversions, month-over-month</p>
</div>
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</section>
<section id="table_of_contents_block_c24e79a9fdd84ca0de876fc60afea7c5" class="table-of-contents justify-content-center mb-1 pt-md-1 ">
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<h3 class="pb-3 mb-1 h6 font-weight-bold source-sans-pro">TABLE OF CONTENTS</h3>
<ol class="ml-2 pl-1 pb-2">
<li class="py-1 font-size-14 font-weight-normal">
<a href="#going-forward" class="font-size-14">
Getting to know Going </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#struggle" class="font-size-14">
The struggle was real (before Unbounce) </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#perks" class="font-size-14">
The perks of a perfectly productive partnership </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#results" class="font-size-14">
How A/B testing three words led to 104% more conversions </a>
</li>
<li class="pt-1 pb-0 font-size-14 font-weight-normal">
<a href="#rewards" class="font-size-14">
Reaping the rewards </a>
</li>
</ol>
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<div class="pr-0 pt-2">
<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Paul Park</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Paul is a writer on Unbounce’s content team who lives and breathes storytelling. (It’s like oxygen but with better plotlines!) Ask him what he’s up to at any given moment and you’ll get answers ranging from folding paper dragons (y’know, origami) to catching up on the latest cool tech, and finding other ways to channel his inner geek.</p>
<p class="font-size-14">
» More blog posts by
<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/paul-park/">
Paul Park </a>
</p>
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<div class="col-md-7 post-content pt-1 pt-md-0 pl-xl-0 text-left">
<p>Steve Jobs and Steve Wozniak. Marie and Pierre Curie. John Lennon and Paul McCartney. Each of them were great on their own, but when they came together they became more than just the sum of their parts. These are cases where one plus one doesn’t equal two—it equals <em>pure awesomeness</em>.
<br>
<!-- wp:paragraph -->
<br>
That’s the power of a dynamic duo. By working together and combining strengths, collaborators can overcome challenges and achieve heights they had only previously dreamed of.
<br>
<!-- wp:paragraph -->
<br>
<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~Going.com" target="_blank" rel="noopener">Going</a>, a company of about 50 employees, is dedicated to helping people travel the world without breaking the bank. Like many (all?) marketers, they were struggling with issues that affected their ability to better understand their customers.
<br>
<!-- wp:paragraph -->
<br>
When Going signed up with Unbounce’s <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/concierge/">Concierge team</a>, they were able to overcome obstacles and tap into the power of a truly effective partnership. Going scored some <a href="#results">eyebrow-raising, fist-bump-worthy conversion results</a> and Unbounce gained a happy customer who was enthusiastic about sharing their great experience with the Concierge team and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">Unbounce’s A/B testing solution</a>.
<br>
<!-- wp:paragraph -->
<br>
Here’s how it all went down.
<br>
<!-- wp:paragraph --></p>
<div style="text-align: center;">
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<img decoding="async" class="wistia-thumb" src="https://embed-ssl.wistia.com/deliveries/942e643c50fdad48c61f2300c7cb7c93.jpg" /></p>
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</section>
<h2 class="wp-block-heading" id="going-forward">Going forward: getting to know Going</h2>
<p>Most people love to travel, but they don’t love dishing out more cash than they need to for flights. Going recognized that saving money on air travel is not only easy on the wallet, but it also gives travelers more freedom to explore wider travel possibilities. </p>
<p>When you sign up at <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.going.com/" target="_blank" rel="noreferrer noopener">Going.com</a>, you get access to a service that alerts you when really great flight deals are available at your local airport. Whether you are a solo traveler fueled by wanderlust, planning a family vacation, or looking to get the most out of your retirement, Going can help you broaden your travel horizons. </p>
<p><strong>But people can’t take advantage of stellar travel deals if they don’t know about them.</strong> Forrest Schaffer, Senior Manager of Growth, is dedicated to spreading the word about Going. A core part of his job is to better understand potential customers: what they’re looking for, what drives them to convert, and how Going can best communicate benefits to them. Personalization is crucial, because everybody travels differently.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="2673" height="2089" src="https://unbounce.com/photos/Forrest-portrait-blog.png" alt="Profile image of Forrest Schaffer, Senior Manager of Growth at Going.com" class="wp-image-129459" style="width:1000px" srcset="https://unbounce.com/photos/Forrest-portrait-blog.png 2673w, https://unbounce.com/photos/Forrest-portrait-blog-150x117.png 150w, https://unbounce.com/photos/Forrest-portrait-blog-320x250.png 320w, https://unbounce.com/photos/Forrest-portrait-blog-80x63.png 80w, https://unbounce.com/photos/Forrest-portrait-blog-768x600.png 768w, https://unbounce.com/photos/Forrest-portrait-blog-1536x1200.png 1536w, https://unbounce.com/photos/Forrest-portrait-blog-2048x1601.png 2048w, https://unbounce.com/photos/Forrest-portrait-blog-1000x782.png 1000w, https://unbounce.com/photos/Forrest-portrait-blog-650x508.png 650w, https://unbounce.com/photos/Forrest-portrait-blog-300x234.png 300w, https://unbounce.com/photos/Forrest-portrait-blog-160x125.png 160w" sizes="(max-width: 2673px) 100vw, 2673px" /></figure></div>
<p class="has-text-align-center"><em>Forrest Schaffer, Senior Manager of Growth at Going</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/">Landing pages</a> are essential to Going’s marketing strategy because they can test different ways to package their services. With Unbounce, Going can create as many variants as they want to see what’s working (or not working). “You need to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/why-should-i-use-landing-pages/">use a landing page</a> to ultimately win customers over,” Forrest says.</p>
<h2 class="wp-block-heading" id="struggle">The struggle was real (before Unbounce)</h2>
<p>Before he partnered with Unbounce, Forrest was wrestling with two main issues: scale and measurability.</p>
<ul>
<li><strong>Scale:</strong> Every time Forrest’s team wanted to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/landing-page-testing/">test an element on a landing page</a>, they’d need to create at least two pages per test. And since they manually ran a <em>ton</em> of tests that required tracking multiple URLs, this became a recipe for chaos—it was bloated, messy, and prone to errors that could derail their efforts.</li>
<li><strong>Measurability:</strong> They needed to track important metrics (like number of signups) through an even 50/50 split using different URLs, making it time consuming and difficult to ensure accuracy.</li>
</ul>
<p>What he didn’t know at the time was how easily those issues could be solved with the right technology. As Forrest’s team created a plan to move forward, they also searched for a solution that would work seamlessly with their current tech stack and allow them to move quickly, without requiring a lot of time and effort to get everything working properly.</p>
<p>These issues were interfering with how Forrest’s team gathered data, and that data was an essential part of how Going wanted to personalize their approach as they moved forward. By gaining a deeper understanding of their audience, Going could segment potential customers into distinct cohorts and then <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-copy/">craft content</a> that truly resonated with each group.</p>
<p>Forrest knew there had to be a better way to get there. And he found it with Unbounce.</p>
<h2 class="wp-block-heading" id="perks">The perks of a perfectly productive partnership</h2>
<p>Forrest was looking for a solution that could scale to any size, provide solid ROI, and integrate seamlessly with Going’s existing tools—and with <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/concierge/">Unbounce’s Concierge plan</a> he got exactly that.</p>
<p>Concierge plans provide hands-on, personalized support that’s perfect for <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/industry/agencies/">larger marketing teams and agencies</a>. By signing up for a Concierge plan, you’ll have access to the expertise of a dedicated team of CRO professionals and all the tools and resources you need to launch campaigns quickly, scale without compromise, and maximize your ROI.</p>
<h3 class="wp-block-heading">Hitting the ground running</h3>
<p>Working with the Concierge team was a game-changer. It all started with a kick-off meeting so the Concierge team could understand Going’s situation and needs. Then the Concierge specialists guided Forrest’s team through an onboarding process designed to give them everything they needed to get up to speed as quickly as possible.</p>
<p>Going appreciated how the Concierge team could help them handle large volumes of user signups while moving fast from the start. “It just made sense for us to go with a package where we could get the help that we need to be successful right out of the gate,” Forrest says. </p>
<p>The Concierge team was quick to tackle any questions and helped Going shape their program in a way that just clicked. <strong>From pushing data to the right channels with the proper tracking, to making sure the </strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://appmarket.unbounce.com/"><strong>many available integrations</strong></a><strong> played nice with their tech setup—the Concierge team got it all sorted out and running smoothly. </strong></p>
<p>With the Concierge team by their side, there was no need to submit a ticket for software developers to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/">build out landing pages</a> or create custom code. This enabled Forrest’s team to focus on the work that was directly under their control and move things along at their own pace.</p>
<p>Here’s one example of flawless execution: During the setup phase, the Going team needed a conversion script that would ensure all the data was being sent to the right places and tracked properly. Based on their past experiences, the Going team knew that this could be very complicated and it was often an ongoing battle to get it running smoothly. But to their amazement, the script the Concierge team provided just worked, right off the bat—thanks to the team’s technical expertise and the close attention they paid to Going’s needs.</p>
<p>Daniel Kim, Solutions Specialist at Unbounce, was part of the Concierge team that helped Forrest’s team get up and running. “We really tried our best to make sure that we onboarded Going in a way that best suits their needs and their experiences,” Daniel says. “We worked with them to put their knowledge and our knowledge together to make sure that their marketing campaigns were ready to go and set up for success.”</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="2672" height="2089" src="https://unbounce.com/photos/Daniel-portrait-blog.png" alt="Profile image of Daniel Kim" class="wp-image-129458" style="width:1000px" srcset="https://unbounce.com/photos/Daniel-portrait-blog.png 2672w, https://unbounce.com/photos/Daniel-portrait-blog-150x117.png 150w, https://unbounce.com/photos/Daniel-portrait-blog-320x250.png 320w, https://unbounce.com/photos/Daniel-portrait-blog-80x63.png 80w, https://unbounce.com/photos/Daniel-portrait-blog-768x600.png 768w, https://unbounce.com/photos/Daniel-portrait-blog-1536x1201.png 1536w, https://unbounce.com/photos/Daniel-portrait-blog-2048x1601.png 2048w, https://unbounce.com/photos/Daniel-portrait-blog-1000x782.png 1000w, https://unbounce.com/photos/Daniel-portrait-blog-650x508.png 650w, https://unbounce.com/photos/Daniel-portrait-blog-300x235.png 300w, https://unbounce.com/photos/Daniel-portrait-blog-160x125.png 160w" sizes="(max-width: 2672px) 100vw, 2672px" /></figure></div>
<p class="has-text-align-center"><em>Daniel Kim, Solutions Specialist at Unbounce</em></p>
<h3 class="wp-block-heading">In good hands</h3>
<p>After the initial setup Daniel passed the baton to Cecilia Drozdz, Customer Success Manager at Unbounce, to manage Going’s account moving forward. Cecilia was responsible for helping the Going team with <strong>training, implementation services, conversion optimization support, </strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://appmarket.unbounce.com/"><strong>integrations</strong></a><strong>, page audits, providing access to new features and tools</strong>, and more. </p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="2672" height="2089" src="https://unbounce.com/photos/Cece-portrait-blog.png" alt="Profile image of Cecilia Drozdz" class="wp-image-129457" style="width:1000px" srcset="https://unbounce.com/photos/Cece-portrait-blog.png 2672w, https://unbounce.com/photos/Cece-portrait-blog-150x117.png 150w, https://unbounce.com/photos/Cece-portrait-blog-320x250.png 320w, https://unbounce.com/photos/Cece-portrait-blog-80x63.png 80w, https://unbounce.com/photos/Cece-portrait-blog-768x600.png 768w, https://unbounce.com/photos/Cece-portrait-blog-1536x1201.png 1536w, https://unbounce.com/photos/Cece-portrait-blog-2048x1601.png 2048w, https://unbounce.com/photos/Cece-portrait-blog-1000x782.png 1000w, https://unbounce.com/photos/Cece-portrait-blog-650x508.png 650w, https://unbounce.com/photos/Cece-portrait-blog-300x235.png 300w, https://unbounce.com/photos/Cece-portrait-blog-160x125.png 160w" sizes="(max-width: 2672px) 100vw, 2672px" /></figure></div>
<p class="has-text-align-center"><em>Cecilia Drozdz, Customer Success Manager at Unbounce</em></p>
<p>“My role is to support my clients, first and foremost,” Cecilia says. “I make sure they’re taken care of so they get everything they need, which could mean anything from providing training to getting them started with an integration.”</p>
<p>When it comes to working with Forrest, Cecilia goes on to say, “We’re helping Going increase their landing pages conversions and, ultimately, their marketing ROI. They’re diversifying their pages for different ad platforms, developing many different types of landing pages that will cater to different audiences. I’m helping with all the strategy, the workflows, and the additional training that might come up.”</p>
<h2 class="wp-block-heading" id="results">How A/B testing three words led to 104% more conversions</h2>
<p>Using the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">A/B testing tool</a> in <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/">Unbounce’s landing page builder</a>, Forrest ran a simple A/B test that culminated in some pretty darned amazing results. </p>
<p>One key part of Going’s business model is giving potential customers a taste of what Going offers, so they can decide if they want to become a member. Going provides two free ways to try out their service:</p>
<ol>
<li>Sign up for the free plan with limited features.</li>
<li>Explore a free, two-week trial of one of the premium paid plans.</li>
</ol>
<p>The latter option allows customers to explore all of the great value Going offers, which ultimately benefits customers who are yearning for cheap flights and leads to more paid signups.</p>
<p>Going’s standard approach to this point was to ask visitors to sign up for the free, limited plan and hope they would eventually opt for a premium plan. However, Forrest had an inkling that if customers saw the full value of a premium plan for themselves, more of them would be likely to pay for it.</p>
<p>So Forrest explored this hypothesis through an <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://documentation.unbounce.com/hc/en-us/articles/203510234-How-to-Run-an-A-B-Test">A/B test</a>. On Going’s homepage, they tried out two different CTAs: “Sign up for free” vs. “Trial for free”, changing only three words.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1000" height="562" src="https://unbounce.com/photos/Going-AB-test-blog.gif" alt="Animated GIF showing the two CTAs that were tested by Going.com" class="wp-image-129460" style="width:1000px"/></figure></div>
<p class="has-text-align-center"><em>Who knew changing three words could make such a difference?</em></p>
<p>The result? Well, you’ve already seen a preview in the header above—they saw a<strong> massive increase in the trial start rate: 104% month-over-month. </strong></p>
<p>“This experiment, as small as it was, legitimately changed the way that we’re able to spend on media,” Forrest says. “<strong>Our conversion rate through paid channels is now higher than organic for the first time ever,</strong> so this was a massive win for our company.”</p>
<p>Forrest is also very happy with how easy it was to achieve these amazing results. “Unbounce did an incredible job at ensuring the traffic was split 50/50, and my favorite part was that we only had to use one URL. It relieved a lot of stress and reduced costs—so it’s the go-to solution, in my opinion.”</p>
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<p>The success of this test left Forrest excited about exploring even more opportunities to achieve skyrocketing results with Unbounce. “We’re really excited to start using Smart Traffic,” Forrest says, referring to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-traffic/">Unbounce’s AI-powered conversion optimization tool</a>. “It’s going to allow us to have evergreen landing pages that are built to convert users to our product. This enables us to constantly iterate and improve, and then fold that into our evergreen strategy, which is just fantastic.”</p>
<h2 id="rewards">Reaping the rewards</h2>
<p>From the quick, seamless start to the solution-oriented, hands-on support to the seamless interface of the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">A/B testing tool</a>, Forrest’s experience with Unbounce and the Concierge team has been a match made in marketing heaven.
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“The Concierge team has been fantastic,” Forrest says. “We’ve definitely seen improvements with our conversion rates as we’ve tested our landing pages, which has been massive for the business, of course. But I think some of the other hidden gems that folks won’t necessarily talk about are the time savings that Unbounce will give you.”
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2024-03-20T15:35:29-00:002024-03-20T15:35:29-00:00https://unbounce.com/?p=129445You can't make a million dollars without making a thousand dollars first #garyvee #shorts<p></p><Img align="left" border="0" height="1" width="1" alt="" style="border:0;float:left;margin:0;padding:0;width:1px!important;height:1px!important;" hspace="0" src="https://feeds.feedblitz.com/~/i/874012880/0/bertha">
2024-03-20T03:00:06-00:002024-03-20T03:00:06-00:00yt:video:EpvcYvWaw9wThe 16 best A/B testing tools and software alternatives to Google Optimize
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<h1 class="pb-3 h2 ml-0">The 16 best A/B testing tools and software alternatives to Google Optimize</h1>
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By <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/paul-park/" class="font-size-13">Paul Park</a>
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Updated on March 19, 2024 </p>
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<p>Does this sound familiar? You spend hours meticulously crafting a landing page for your campaign, perfecting every aspect of the copy, design, images, and page flow. Then you launch the page and wait for the conversions to come rolling in—and wait, and wait, while your analytics dashboard stays as quiet as a silent auction at a mime convention.</p>
<p>Your page obviously didn’t resonate with your audience, but why? What are they looking for?</p>
<p>This is where <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/what-is-ab-testing/">A/B testing</a> comes in. It lets you dig into what’s working (or not working) so you can make tweaks to your landing page and compare different versions so you can see which one performs better. It’s like having a bunch of tiny focus groups whispering sweet, data-driven insights in your ear.</p>
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<h3 class="pb-3 mb-1 h6 font-weight-bold source-sans-pro">TABLE OF CONTENTS</h3>
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<a href="#what-is-tool" class="font-size-14">
What is an A/B testing tool? </a>
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<a href="#why-you-need" class="font-size-14">
Why you need an A/B testing tool </a>
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<a href="#what-to-look-for" class="font-size-14">
What to look for in an A/B testing tool </a>
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<a href="#how-to-find" class="font-size-14">
How to find the best A/B testing tool for your needs </a>
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<a href="#best-tools" class="font-size-14">
The 16 best A/B testing tools </a>
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<a href="#get-most" class="font-size-14">
How you can get the most out of an A/B testing tool </a>
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When and why you should choose Unbounce </a>
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<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Paul Park</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Paul is a writer on Unbounce’s content team who lives and breathes storytelling. (It’s like oxygen but with better plotlines!) Ask him what he’s up to at any given moment and you’ll get answers ranging from folding paper dragons (y’know, origami) to catching up on the latest cool tech, and finding other ways to channel his inner geek.</p>
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» More blog posts by
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Paul Park </a>
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<p>Google Optimize was a popular tool for A/B testing that many marketers relied on—until September 2023, when it rode off into the digital sunset.
<br>
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<br>
Luckily, there are plenty of other great A/B testing tools that’ll provide the data-driven insights you need to maximize your conversions and hit your performance goals. This blog post will cover some of the most popular tools and help you figure out which one best fits your needs.
<br>
<!-- wp:paragraph -->
<br>
Google Optimize is dead. Long live the <strong>Google Optimize alternatives</strong>.</p>
<h2 id="what-is-tool">What is an A/B testing tool?</h2>
<p>Simply put, an A/B testing tool is software that transforms a sea of “what ifs” to “what works.” It allows you to focus a data-driven magnifying glass on a specific <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/">part of your landing page</a>, creating two variations where just that one part is different, then seeing which variant is more popular. It’s basically like running a controlled science experiment.
<br>
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<br>
Here are the basics of how you use an A/B testing tool:</p>
<h3>Step 1: Hypothesis</h3>
<p>Consider what you’d like to test to improve conversions—maybe a snazzier headline or a different button color. The tool should help you define clear goals and metrics to measure success.</p>
<h3>Step 2: Cloning for conversions</h3>
<p>Use the tool to duplicate your website or app, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://documentation.unbounce.com/hc/en-us/articles/360000288406-How-Do-I-Create-Edit-Promote-Delete-or-Duplicate-Variants">creating nearly identical twins</a>. One version stays the same while the other is the variation, with the element you’re testing being the only change.</p>
<h3>Step 3: Splitting traffic</h3>
<p>Now comes the fun part—splitting your flow of visitors into two separate streams. Half get the original, half get the variation, and the tool acts like a traffic cop, directing visitors to the right stream.</p>
<h3>Step 4: The data deluge</h3>
<p>While visitors interact with the two page variations the tool meticulously tracks their activity, gathering data like a squirrel stockpiles nuts.</p>
<h3>Step 5: The big reveal</h3>
<p>Once enough data is collected, the tool analyzes the data, comparing the performance of both variations and revealing the winner—the one that converted visitors better.</p>
<h3>Step 6: The victory lap (back to the starting line)</h3>
<p>Now that you’ve identified the winner, you can implement it. But don’t rest on your laurels—<strong>repeat the process so you can keep finding ways to increase conversions.</strong> Even if your new variation does worse than the original, you’ll still have gained valuable insights that can be applied to future experiments. An A/B testing framework is like a continuous learning loop, helping you optimize your page for maximum conversion magic.
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<br>
That’s a standard way to conduct an A/B test, but there are many others. Check out<strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/landing-page-testing/">this blog post</a> </strong>to learn more about the ins and outs of landing page testing.</p>
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<h2 class="wp-block-heading" id="why-you-need">Why you need an A/B testing tool</h2>
<p>You’ve got a very small workload, tons of free time, and no pressure at all to produce results, so why would you possibly need a tool to help you with A/B testing?</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="480" height="400" src="https://unbounce.com/photos/Youre-funny.gif" alt="Animated gif of man saying you're funny" class="wp-image-129659" style="width:1000px"/></figure></div>
<p>Okay, you can stop laughing now. You get our point—marketers these days are busier than ever, and are often asked to do more with fewer resources. So it’s a necessity to find tools that not only save you time and effort, but also get the results you (and your boss) are looking for.</p>
<p>A good A/B testing software can help you <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/landing-page-best-practices/">optimize conversions for landing pages</a>, websites, campaigns, emails, and more by providing the following benefits:</p>
<h3 class="wp-block-heading">Streamline processes</h3>
<p>Forget tedious setups and manual analysis. A/B testing tools can streamline the process, making it easier than ever to design, launch, and analyze tests. With drag-and-drop interfaces and automated reports, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">A/B testing software</a> can save you a lot of time and effort.</p>
<h3 class="wp-block-heading">Simplify data analysis</h3>
<p>Does data analysis make your brain hurt? Some A/B testing tools feature built-in analytics dashboards that present results in clear, actionable insights. No more squinting at spreadsheets—these tools make understanding user behavior as smooth as scrolling through your favorite social feed.</p>
<h3 class="wp-block-heading">Preserve SEO</h3>
<p>Making changes to your page can affect your search engine rankings, sometimes in unexpected ways. A/B testing tools often come with built-in SEO checks, which you can use to ensure your experiments don’t send your rankings plummeting. Most A/B testing tools also let you set up redirects and control which variations search engines see so you can test with confidence.</p>
<h3 class="wp-block-heading">Improve efficiency with automation</h3>
<p>A/B testing software can automate repetitive tasks, like sending traffic to different variations and triggering tests based on specific conditions. You’ll have more time for strategic planning because you’re spending less time in the prison cells of spreadsheets.</p>
<h3 class="wp-block-heading">Discover hidden gems</h3>
<p>Sometimes small changes can lead to big improvements. Since an A/B testing tool allows you to move quickly and control how much traffic you send to each variation, you can take chances and explore creative options with minimum risk.</p>
<h3 class="wp-block-heading">Open up A/B testing for all</h3>
<p>A/B testing is most powerful when it can easily be used on a regular basis by all team members, rather than just a few experts. Some A/B testing tools are accessible and user-friendly, making it easy to start small, scale as you grow, and unlock the power of data-driven marketing regardless of your experience level.</p>
<h2 class="wp-block-heading" id="what-to-look-for">What to look for in an A/B testing tool</h2>
<p>So how do you find the right A/B testing tool to fit your needs? Sadly, there aren’t any dating apps for software tools to help you get the right match (hmmm, there’s an interesting business idea…), but we’ve got the next best thing: a handy list of features to compare to your list of requirements.</p>
<h3 class="wp-block-heading">Types of available testing</h3>
<p>A/B tests are a great place to start, but there are more types of tests that can help you <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/101-landing-page-optimization-tips/">optimize your pages</a>. Look for a tool that supports split, multivariate, or even server-side testing if that’s your jam. </p>
<h3 class="wp-block-heading">Ease of use</h3>
<p>You could have the most powerful testing tool in the world, but if using the tool feels too complicated, you simply won’t use it. So while you’re searching for an A/B testing tool with the capabilities you need, make sure you also consider the size of your team, how fluent they are with technology, and how easily they’ll be able to use the tool.</p>
<h3 class="wp-block-heading">Minimal disruptions</h3>
<p>Nobody likes a sluggish website, or one that flickers because of split-second redirects. Choose a tool that minimizes impact on <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/increase-landing-page-speed/">page load time</a> and provides a seamless user experience, keeping your visitors happy and conversions flowing.</p>
<h3 class="wp-block-heading">Targeting</h3>
<p>Not all visitors to your page are alike. Opt for a tool with advanced targeting and segmentation capabilities, so you can personalize tests based on demographics, behavior, and other attributes. (Hey, we know a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-traffic/">tool that’s awesome at doing this</a>.)</p>
<h3 class="wp-block-heading">Data gathering and analysis</h3>
<p>Don’t base decisions on incomplete data. Make sure your tool provides reliable results that show you how well you’re progressing towards your goals. You’ll also want to get insightful analysis that can help you update your strategy.</p>
<h3 class="wp-block-heading">Unified solution</h3>
<p>Obviously you’ll want a tool that has the flexibility to meet all your needs, but if you choose a tool that doesn’t integrate with your current tech stack then you’re in for a pretty big headache. It’s also a good idea to future-proof your toolkit by looking for a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://documentation.unbounce.com/hc/en-us/categories/200231284-Integrating-with-Unbounce">tool that works with the most commonly-used integrations and platforms</a> like Google Analytics, Salesforce, HubSpot, Zapier, Stripe, Mailchimp, and others. </p>
<p>Remember, this list is just the starting point. Consider your specific needs, budget, and team’s technical expertise when making your choice.</p>
<h2 class="wp-block-heading" id="how-to-find">How to find the best A/B testing tool for you</h2>
<p>Bring any two marketers together and sooner or later this question will come up: What’s the best tool to help me do my job?</p>
<p>The simple (albeit unsatisfying) answer is: <em>It depends.</em></p>
<p><strong>There’s no single tool that’s the perfect fit for every single marketer or marketing team—instead, it’s best to take a close look at what you need, then match that against what tools are able to provide.</strong> Follow these steps and you’ll find a tool that fits you better than your favorite pair of jeans.</p>
<h3 class="wp-block-heading">Know thyself</h3>
<p>Take a moment and list what you need: What are your conversion goals? Do you need basic A/B testing capabilities, or are you looking for advanced experimentation options? Budget plays a part too—be realistic about what makes sense based on your approach to A/B testing, including the volume of traffic, number of tests, etc. Pricing models vary wildly, so consider monthly subscriptions (which tend to be cheaper when you pay yearly), pay-as-you-go options, and even free trials. </p>
<h3 class="wp-block-heading">Explore more data sources</h3>
<p>Don’t just settle for clicks and conversions. Look for tools that gather quantitative and qualitative data, painting a holistic picture of user behavior. Think heatmaps, session recordings, and surveys—the more insights, the better you can optimize.</p>
<h3 class="wp-block-heading">Look for tech compatibility</h3>
<p>Choose a tool that matches your team’s skill set and way of working. Some platforms are <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/">drag-and-drop</a> heaven while others require coding know-how, so look for one that empowers your team, instead of frustrating them.</p>
<h3 class="wp-block-heading">Get good customer service</h3>
<p>Even the best tools sometimes need a helping hand. Look for a platform with responsive and knowledgeable customer support, ready to answer your questions and guide you on your testing journey.</p>
<h3 class="wp-block-heading">Listen to the crowd</h3>
<p>Read what other marketers are saying (<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.g2.com/" target="_blank" rel="noreferrer noopener">G2 is a great source of reviews</a>), scour comparison charts, and don’t be afraid to ask for recommendations. Social proof is powerful, and it can help you avoid adopting a tool that ends up leaving a bad taste in your mouth. Also, our <a href="#best-tools">list of top tools below</a> will show you which tools are strong in the areas that matter most to you.</p>
<h3 class="wp-block-heading">Take a test drive</h3>
<p>Many A/B testing tools offer free trials, so take advantage of them. Put the platform through its paces, see if it integrates with your existing tools, and most importantly, make sure it feels like a good fit for your team. </p>
<h3 class="wp-block-heading">Keep security top of mind</h3>
<p>Protecting your data (and the data of your customers) is crucial. Choose a tool with robust security measures and compliance certifications to keep your information safe and sound. Remember, data breaches are no joke—prioritize security from the get-go.</p>
<h2 class="wp-block-heading" id="best-tools">16 of the best A/B testing tools out there</h2>
<p>Okay, now it’s time for the main event. Here’s an all-star lineup of popular A/B testing tools, along with the key details you need to decide which one is right for you.</p>
<ul>
<li><a href="#unbounce-tool">Unbounce</a></li>
<li><a href="#ab-tasty-tool">AB Tasty</a></li>
<li><a href="#optimizely-tool">Optimizely</a></li>
<li><a href="#vwo-tool">VWO</a></li>
<li><a href="#adobe-target-tool">Adobe Target</a></li>
<li><a href="#statsig-tool">Statsig</a></li>
<li><a href="#dynamic-yield-tool">Dynamic Yield</a></li>
<li><a href="#apptimize-tool">Apptimize</a></li>
<li><a href="#kameleoon-tool">Kameleoon</a></li>
<li><a href="#oracle-maxymiser-tool">Oracle Maxymiser</a></li>
<li><a href="#sitespect-tool">SiteSpect</a></li>
<li><a href="#convert-tool">Convert</a></li>
<li><a href="#omniconvert-tool">Omniconvert</a></li>
<li><a href="#crazy-egg-tool">Crazy Egg</a></li>
<li><a href="#convertize-tool">Convertize</a></li>
<li><a href="#zoho-pagesense-tool">Zoho PageSense</a></li>
</ul>
<h3 class="wp-block-heading" id="unbounce-tool">Unbounce: Landing page builder for teams of any size with built-in A/B testing tool</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1474" height="740" src="https://unbounce.com/photos/Unbounce-AB-testing-page-screenshot.png" alt="Screenshot for Unbounce A/B testing tool page" class="wp-image-129657" style="width:1000px" srcset="https://unbounce.com/photos/Unbounce-AB-testing-page-screenshot.png 1474w, https://unbounce.com/photos/Unbounce-AB-testing-page-screenshot-150x75.png 150w, https://unbounce.com/photos/Unbounce-AB-testing-page-screenshot-498x250.png 498w, https://unbounce.com/photos/Unbounce-AB-testing-page-screenshot-80x40.png 80w, https://unbounce.com/photos/Unbounce-AB-testing-page-screenshot-768x386.png 768w, https://unbounce.com/photos/Unbounce-AB-testing-page-screenshot-1000x502.png 1000w, https://unbounce.com/photos/Unbounce-AB-testing-page-screenshot-650x326.png 650w, https://unbounce.com/photos/Unbounce-AB-testing-page-screenshot-300x151.png 300w, https://unbounce.com/photos/Unbounce-AB-testing-page-screenshot-160x80.png 160w" sizes="(max-width: 1474px) 100vw, 1474px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of, well, us</em></p>
<p>Here at <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/">Unbounce</a>, we don’t really like to toot our own horn—<em>unless it benefits you</em>. We’ve been helping marketers build landing pages for a long time, so if you’re looking for a landing page builder with <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">built-in A/B testing</a> functionality, you’ve found it.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>A/B testing built-in: Test headlines, buttons, images, and more without coding</li>
<li>Versatile testing options: Natively integrated testing, multivariate testing, unlimited page variants, and more</li>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/">Drag-and-drop builder</a>: Build beautiful, responsive landing pages even if you’re not a designer or developer</li>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-templates/">Landing page templates</a>: Choose from a wide range of pre-designed templates to get started quickly</li>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-traffic/">AI conversion optimization</a>: Use AI to automatically direct visitors to the best-performing version of a page for that specific audience, maximizing ROI</li>
<li>Easy to use: The intuitive interface is great for all marketers, whether you’re a beginner or a tech-savvy veteran</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Small, medium, and large businesses</li>
<li>Users of any level of technical expertise</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>A/B testing plans start at $112/month (billed annually)</li>
<li>14-day free trial</li>
</ul>
<p><strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.g2.com/products/unbounce/reviews?utf8=%E2%9C%93&filters%5Bkeyphrases%5D=ab%20tests&order=highest_rated">Example G2 reviews:</a></strong></p>
<ul>
<li>“The A/B testing functionality is superb, with clear metrics on traffic weighting.”</li>
<li>“The reporting feature is great and love that A/B tests show confidence levels for you to end your tests.”</li>
</ul>
<h3 class="wp-block-heading" id="ab-tasty-tool">AB Tasty: AI-powered A/B testing for ecommerce and enterprise growth</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1474" height="831" src="https://unbounce.com/photos/AB-Tasty-homepage-screenshot.png" alt="Screenshot for AB Tasty webpage" class="wp-image-129641" style="width:1000px" srcset="https://unbounce.com/photos/AB-Tasty-homepage-screenshot.png 1474w, https://unbounce.com/photos/AB-Tasty-homepage-screenshot-150x85.png 150w, https://unbounce.com/photos/AB-Tasty-homepage-screenshot-443x250.png 443w, https://unbounce.com/photos/AB-Tasty-homepage-screenshot-80x45.png 80w, https://unbounce.com/photos/AB-Tasty-homepage-screenshot-768x433.png 768w, https://unbounce.com/photos/AB-Tasty-homepage-screenshot-1000x564.png 1000w, https://unbounce.com/photos/AB-Tasty-homepage-screenshot-650x366.png 650w, https://unbounce.com/photos/AB-Tasty-homepage-screenshot-300x169.png 300w, https://unbounce.com/photos/AB-Tasty-homepage-screenshot-160x90.png 160w" sizes="(max-width: 1474px) 100vw, 1474px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of AB Tasty</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.abtasty.com/" target="_blank" rel="noreferrer noopener">AB Tasty</a> is a robust A/B testing platform with a range of features and AI capabilities. It’s particularly suitable for enterprise ecommerce businesses seeking advanced optimization tools and personalized experiences. </p>
<p><strong>Key features:</strong></p>
<ul>
<li>Extensive feature set: A/B, split, multivariate, and multipage tests, as well as AI-powered targeting, drag-and-drop editor, advanced segmentation, and server-side testing</li>
<li>Visual editor: Intuitive interface simplifies test creation, even for non-technical users</li>
<li>Focus on e-commerce: Analyze ROI, gain insights into user behavior, and personalize experiences based on transactional and location data</li>
<li>Enterprise companies: Scalable platform with advanced features for complex testing scenarios</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
<li>Mobile apps</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Medium and large ecommerce and enterprise companies</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Pricing is available upon request</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“The ability to test different variations and quickly analyze results has significantly improved the efficacity of our team.”</li>
<li>“Easily define data layer events for tracked goals.”</li>
</ul>
<h3 class="wp-block-heading" id="optimizely-tool">Optimizely: Enterprise-grade A/B testing for power users</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1414" height="831" src="https://unbounce.com/photos/Optimizely-homepage-screenshot.png" alt="Screenshot for Optimizely webpage" class="wp-image-129653" style="width:1000px" srcset="https://unbounce.com/photos/Optimizely-homepage-screenshot.png 1414w, https://unbounce.com/photos/Optimizely-homepage-screenshot-150x88.png 150w, https://unbounce.com/photos/Optimizely-homepage-screenshot-425x250.png 425w, https://unbounce.com/photos/Optimizely-homepage-screenshot-80x47.png 80w, https://unbounce.com/photos/Optimizely-homepage-screenshot-768x451.png 768w, https://unbounce.com/photos/Optimizely-homepage-screenshot-1000x588.png 1000w, https://unbounce.com/photos/Optimizely-homepage-screenshot-650x382.png 650w, https://unbounce.com/photos/Optimizely-homepage-screenshot-300x176.png 300w, https://unbounce.com/photos/Optimizely-homepage-screenshot-160x94.png 160w" sizes="(max-width: 1414px) 100vw, 1414px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of Optimizely</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.optimizely.com/" target="_blank" rel="noreferrer noopener">Optimizely</a> is a powerful A/B testing platform built for enterprise-level businesses with high-traffic websites and complex testing needs. It offers a comprehensive suite of features, including web and feature experimentation, content management, and personalization.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>A/B testing options: Run unlimited concurrent A/B, multivariate, and multi-page experiments</li>
<li>Visual editor: Intuitive interface lets you build test variations without coding, using drag-and-drop tools and templates</li>
<li>Server-side testing: Test changes without impacting website performance</li>
<li>Personalization: Deliver personalized experiences to different user segments</li>
<li>Omnichannel experimentation: Optimize across websites, mobile apps, and other digital channels</li>
<li>Powerful reporting and analytics: Gain insights into your test results and track key metrics</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
<li>Mobile apps</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Medium and large enterprise companies with large websites and complex testing needs</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Pricing is available upon request</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“I like that they implemented new benefit functions for multivariate testing and web experimentation, plus the support is nice because when they solve problems it is done in a friendly way.”</li>
<li>“I like it for how easy it is to set up and the online data entry for optimization and testing.”</li>
</ul>
<h3 class="wp-block-heading" id="vwo-tool">VWO: Versatile A/B testing for companies of all sizes</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1474" height="831" src="https://unbounce.com/photos/VWO-homepage-screenshot.png" alt="Screenshot for VWO webpage" class="wp-image-129658" style="width:1000px" srcset="https://unbounce.com/photos/VWO-homepage-screenshot.png 1474w, https://unbounce.com/photos/VWO-homepage-screenshot-150x85.png 150w, https://unbounce.com/photos/VWO-homepage-screenshot-443x250.png 443w, https://unbounce.com/photos/VWO-homepage-screenshot-80x45.png 80w, https://unbounce.com/photos/VWO-homepage-screenshot-768x433.png 768w, https://unbounce.com/photos/VWO-homepage-screenshot-1000x564.png 1000w, https://unbounce.com/photos/VWO-homepage-screenshot-650x366.png 650w, https://unbounce.com/photos/VWO-homepage-screenshot-300x169.png 300w, https://unbounce.com/photos/VWO-homepage-screenshot-160x90.png 160w" sizes="(max-width: 1474px) 100vw, 1474px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of VWO </em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://vwo.com/" target="_blank" rel="noreferrer noopener">VWO</a> is a popular A/B testing platform with a wide range of features and pricing plans to cater to businesses of all sizes. It offers user-friendly tools for creating and running A/B tests, heatmaps, and personalization campaigns.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>A/B testing: Run A/B, multivariate, and split URL tests</li>
<li>Visual editor: Create test variations without coding</li>
<li>Server-side testing: Test changes without impacting website performance</li>
<li>Personalization: Deliver targeted experiences based on visitor segments</li>
<li>Heatmaps and session recordings: Gain insights into user behavior</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
<li>Mobile apps</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Small, medium, and large businesses</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Plans include free tier and free 30-day trial</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“The dashboard is clean and graphics are well explained.”</li>
<li>“Testing the campaigns are very easy and you can have the modifications tested while you are changing the configurations.”</li>
</ul>
<h3 class="wp-block-heading" id="adobe-target-tool">Adobe Target: AI-powered A/B testing for enterprise brands</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1420" height="506" src="https://unbounce.com/photos/Adobe-Target-homepage-screenshot.png" alt="Screenshot for Adobe Target webpage" class="wp-image-129644" style="width:1000px" srcset="https://unbounce.com/photos/Adobe-Target-homepage-screenshot.png 1420w, https://unbounce.com/photos/Adobe-Target-homepage-screenshot-150x53.png 150w, https://unbounce.com/photos/Adobe-Target-homepage-screenshot-560x200.png 560w, https://unbounce.com/photos/Adobe-Target-homepage-screenshot-80x29.png 80w, https://unbounce.com/photos/Adobe-Target-homepage-screenshot-768x274.png 768w, https://unbounce.com/photos/Adobe-Target-homepage-screenshot-1000x356.png 1000w, https://unbounce.com/photos/Adobe-Target-homepage-screenshot-650x232.png 650w, https://unbounce.com/photos/Adobe-Target-homepage-screenshot-300x107.png 300w, https://unbounce.com/photos/Adobe-Target-homepage-screenshot-160x57.png 160w" sizes="(max-width: 1420px) 100vw, 1420px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of Adobe Target</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://business.adobe.com/products/target/adobe-target.html" target="_blank" rel="noreferrer noopener">Adobe Target</a> is a powerful A/B testing and personalization platform for enterprise businesses. It offers advanced features like AI-powered personalization, omnichannel testing, and server-side testing to optimize the entire customer journey across web, mobile, and more.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>A/B testing and multivariate testing: Test images, copy, UI, and layout across platforms</li>
<li>Visual editor: Create test variations easily</li>
<li>Server-side and client-side testing: Test changes without impacting website performance</li>
<li>Omnichannel personalization: Deliver personalized experiences across channels</li>
<li>AI-powered automation: Automate testing and personalization tasks</li>
<li>Integrations: Integrates with Adobe Experience Cloud, Adobe Analytics, and other tools</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Medium to large enterprise businesses</li>
<li>Users with technical expertise</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Pricing is available upon request</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“The best part about it is that we can analyse our marketing efforts and dynamically adjust content and offers based on the users’ behaviour.”</li>
<li>“Real time data that’s easy to obtain and gain insights, endless number of ways to provide personalized online experiences.”</li>
</ul>
<h3 class="wp-block-heading" id="statsig-tool">Statsig: A/B testing for developers and product teams</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1435" height="872" src="https://unbounce.com/photos/Statsig-homepage-screenshot.png" alt="Screenshot for Statsig webpage" class="wp-image-129656" style="width:1000px" srcset="https://unbounce.com/photos/Statsig-homepage-screenshot.png 1435w, https://unbounce.com/photos/Statsig-homepage-screenshot-150x91.png 150w, https://unbounce.com/photos/Statsig-homepage-screenshot-411x250.png 411w, https://unbounce.com/photos/Statsig-homepage-screenshot-80x49.png 80w, https://unbounce.com/photos/Statsig-homepage-screenshot-768x467.png 768w, https://unbounce.com/photos/Statsig-homepage-screenshot-1000x608.png 1000w, https://unbounce.com/photos/Statsig-homepage-screenshot-650x395.png 650w, https://unbounce.com/photos/Statsig-homepage-screenshot-300x182.png 300w, https://unbounce.com/photos/Statsig-homepage-screenshot-160x97.png 160w, https://unbounce.com/photos/Statsig-homepage-screenshot-155x93.png 155w" sizes="(max-width: 1435px) 100vw, 1435px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of Statsig</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.statsig.com/" target="_blank" rel="noreferrer noopener">Statsig</a> is a platform designed for developers to accelerate product development and optimize feature management. It offers a suite of tools for A/B testing, feature flags, and data analysis, helping teams experiment with new features, measure their impact, and confidently roll them out.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>A/B testing: Run user-level and device-level experiments with multiple variants</li>
<li>Intuitive interface: Easy to use for both technical and non-technical users</li>
<li>Feature flags: Manage feature releases with control and rollbacks</li>
<li>Data analysis: Gain insights from experiments with pre-computed metrics and advanced analytics</li>
<li>Native data warehouse experimentation: No data exports needed—analyze experiment data directly in your warehouse</li>
<li>Open-source SDKs: Customizable and transparent code for integration</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Development and product teams</li>
<li>Organizations that run large-scale experiments</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Plans include free tier</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“Their Holdouts, A/B/N Experiments, Dynamic Configs & Targeting tools are all well designed & implemented so you can experiment & learn quickly.”</li>
<li>“Statsig offers console APIs, allowing for customization and integration with existing systems.”</li>
</ul>
<h3 class="wp-block-heading" id="dynamic-yield-tool">Dynamic Yield: Advanced omnichannel personalization solutions for enterprises</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1322" height="825" src="https://unbounce.com/photos/Dynamic-Yield-homepage-screenshot.png" alt="Screenshot for Dynamic Yield webpage" class="wp-image-129650" style="width:1000px" srcset="https://unbounce.com/photos/Dynamic-Yield-homepage-screenshot.png 1322w, https://unbounce.com/photos/Dynamic-Yield-homepage-screenshot-150x94.png 150w, https://unbounce.com/photos/Dynamic-Yield-homepage-screenshot-401x250.png 401w, https://unbounce.com/photos/Dynamic-Yield-homepage-screenshot-80x50.png 80w, https://unbounce.com/photos/Dynamic-Yield-homepage-screenshot-768x479.png 768w, https://unbounce.com/photos/Dynamic-Yield-homepage-screenshot-1000x624.png 1000w, https://unbounce.com/photos/Dynamic-Yield-homepage-screenshot-650x406.png 650w, https://unbounce.com/photos/Dynamic-Yield-homepage-screenshot-300x187.png 300w, https://unbounce.com/photos/Dynamic-Yield-homepage-screenshot-160x100.png 160w" sizes="(max-width: 1322px) 100vw, 1322px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of Dynamic Yield</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.dynamicyield.com/" target="_blank" rel="noreferrer noopener">Dynamic Yield</a> is a comprehensive platform offering both powerful personalization and advanced A/B testing capabilities. It caters to businesses seeking to transform digital customer experiences across various channels through tailored content, product recommendations, and dynamic offers.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>A/B testing: Client-side and server-side A/B testing for websites, apps, emails, and ads</li>
<li>Visual editor: Create test variations and personalize content without coding</li>
<li>Personalization: Predictive targeting, product recommendations, content tailoring, dynamic page restructuring across different channels (web, mobile, email, ads)</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
<li>Mobile apps</li>
<li>Email</li>
<li>Display ads</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Enterprise businesses</li>
<li>Users with technical expertise</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Pricing is available upon request</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“The new detailed statistics provide invaluable insights into the effectiveness of ongoing experiments and campaigns.”</li>
<li>“The Audience Manager feature in particular has been a big differentiator for us, because it allows us to scalably digest insights from across our traffic, understand different behaviors and preferences, and map that back to our strategies and campaigns.”</li>
</ul>
<h3 class="wp-block-heading" id="apptimize-tool">Apptimize: Mobile-focused A/B testing for cross-platform optimization</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1414" height="792" src="https://unbounce.com/photos/Apptimize-homepage-screenshot.png" alt="Screenshot for Apptimize webpage" class="wp-image-129645" style="width:1000px" srcset="https://unbounce.com/photos/Apptimize-homepage-screenshot.png 1414w, https://unbounce.com/photos/Apptimize-homepage-screenshot-150x84.png 150w, https://unbounce.com/photos/Apptimize-homepage-screenshot-446x250.png 446w, https://unbounce.com/photos/Apptimize-homepage-screenshot-80x45.png 80w, https://unbounce.com/photos/Apptimize-homepage-screenshot-768x430.png 768w, https://unbounce.com/photos/Apptimize-homepage-screenshot-1000x560.png 1000w, https://unbounce.com/photos/Apptimize-homepage-screenshot-650x364.png 650w, https://unbounce.com/photos/Apptimize-homepage-screenshot-300x168.png 300w, https://unbounce.com/photos/Apptimize-homepage-screenshot-160x90.png 160w" sizes="(max-width: 1414px) 100vw, 1414px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of Apptimize</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://apptimize.com/" target="_blank" rel="noreferrer noopener">Apptimize</a> is a platform specializing in mobile A/B testing and feature management, targeting businesses with mobile apps and a cross-channel presence. It helps optimize user experience, engagement, and revenue across mobile, web, and even in-store channels.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>A/B testing: Run A/B, multivariate, and split tests across iOS and Android apps</li>
<li>Visual editor: Create test variations without coding</li>
<li>Segmentation: Target specific user segments for precise testing</li>
<li>Code editor: Implement complex changes with custom code blocks</li>
<li>Dynamic variable testing: Experiment with app variables directly from the dashboard</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Mobile apps</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Businesses with a strong focus on mobile app optimization and cross-platform customer journeys</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Plans include free tier</li>
<li>Pricing is available upon request</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“Apptimize has many great functions including a reliable visual testing tool and a powerful programmatic editor with which you can build many testing driven product decisions.”</li>
<li>“Ramp tests up, turn tests off, turn tests on. Feature flags. It’s all there and they continue to invest and improve.”</li>
</ul>
<h3 class="wp-block-heading" id="kameleoon-tool">Kameleoon: Unified A/B testing and personalization for enterprise-level optimization</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1302" height="724" src="https://unbounce.com/photos/Kameleoon-homepage-screenshot.png" alt="Screenshot for Kameleoon webpage" class="wp-image-129651" style="width:1000px" srcset="https://unbounce.com/photos/Kameleoon-homepage-screenshot.png 1302w, https://unbounce.com/photos/Kameleoon-homepage-screenshot-150x83.png 150w, https://unbounce.com/photos/Kameleoon-homepage-screenshot-450x250.png 450w, https://unbounce.com/photos/Kameleoon-homepage-screenshot-80x44.png 80w, https://unbounce.com/photos/Kameleoon-homepage-screenshot-768x427.png 768w, https://unbounce.com/photos/Kameleoon-homepage-screenshot-1000x556.png 1000w, https://unbounce.com/photos/Kameleoon-homepage-screenshot-650x361.png 650w, https://unbounce.com/photos/Kameleoon-homepage-screenshot-300x167.png 300w, https://unbounce.com/photos/Kameleoon-homepage-screenshot-160x89.png 160w" sizes="(max-width: 1302px) 100vw, 1302px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of Kameleoon</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.kameleoon.com/" target="_blank" rel="noreferrer noopener">Kameleoon</a> is a powerful unified platform for A/B testing, feature experimentation, and AI-powered personalization. It caters to enterprise-level businesses seeking to optimize user experiences across web, mobile apps, and server-side features. Its focus on data-driven insights, advanced features, and integration flexibility makes it ideal for complex testing scenarios and personalized experiences.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>Web, full-stack, and feature experimentation: Run A/B tests across web, mobile, and server-side environments</li>
<li>Visual editor: Create test variations without coding</li>
<li>AI-driven personalization: Deliver tailored experiences based on visitor behavior and predictions</li>
<li>Advanced targeting: Target specific user segments for precise experimentation</li>
<li>Code editor: Implement complex changes for advanced testing</li>
<li>Predictive pre-test simulations: Estimate variant performance before launch</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
<li>Mobile apps</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Enterprise-level businesses</li>
<li>Users with technical expertise</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Pricing is available upon request</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“Their statistical reporting and tools make it easy to know what’s working.”</li>
<li>“I like the reactivity of the consulting and technical teams. They help me build the test roadmap and give accurate recommendations.”</li>
</ul>
<h3 class="wp-block-heading" id="oracle-maxymiser-tool">Oracle Maxymiser: Advanced website and mobile app optimization</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1474" height="831" src="https://unbounce.com/photos/Oracle-Maxymizer-homepage-screenshot.png" alt="Screenshot for Oracle Maxymiser webpage" class="wp-image-129654" style="width:1000px" srcset="https://unbounce.com/photos/Oracle-Maxymizer-homepage-screenshot.png 1474w, https://unbounce.com/photos/Oracle-Maxymizer-homepage-screenshot-150x85.png 150w, https://unbounce.com/photos/Oracle-Maxymizer-homepage-screenshot-443x250.png 443w, https://unbounce.com/photos/Oracle-Maxymizer-homepage-screenshot-80x45.png 80w, https://unbounce.com/photos/Oracle-Maxymizer-homepage-screenshot-768x433.png 768w, https://unbounce.com/photos/Oracle-Maxymizer-homepage-screenshot-1000x564.png 1000w, https://unbounce.com/photos/Oracle-Maxymizer-homepage-screenshot-650x366.png 650w, https://unbounce.com/photos/Oracle-Maxymizer-homepage-screenshot-300x169.png 300w, https://unbounce.com/photos/Oracle-Maxymizer-homepage-screenshot-160x90.png 160w" sizes="(max-width: 1474px) 100vw, 1474px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of Oracle Maxymiser</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.oracle.com/cx/marketing/personalization-testing/" target="_blank" rel="noreferrer noopener">Oracle Maxymiser</a> is a robust website and mobile app optimization tool offering advanced A/B testing, personalization, and real-time behavioral targeting. It caters to large enterprises seeking to optimize user experience, increase conversions, and personalize customer journeys. </p>
<p><strong>Key features:</strong></p>
<ul>
<li>A/B testing: Advanced A/B and multivariate testing for websites and mobile apps</li>
<li>Visual editor: Create test variations and design campaigns without coding</li>
<li>Real-time personalization: Deliver personalized content and recommendations based on visitor behavior</li>
<li>Behavioral targeting: Target specific visitor segments with relevant messages and offers</li>
<li>Heatmaps and in-session data: Gain deeper insights into user behavior</li>
<li>Predictive analytics: Target visitors and set triggers for personalized experiences</li>
<li>Oracle ecosystem: Integration with other Oracle products and data sources makes it ideal for organizations already invested in the Oracle platform</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
<li>Mobile apps</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Enterprise businesses</li>
<li>Organizations already using Oracle products</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Pricing is available upon request</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“Setting up A/B tests was straight-forward and good levels of customer service.”</li>
<li>“It allows us to view how much traffic we have, what tactics, ads and designs work best, and generally helps us visualize our data.”</li>
</ul>
<h3 class="wp-block-heading" id="sitespect-tool">SiteSpect: Powerful A/B testing and optimization for tech-savvy teams</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1474" height="754" src="https://unbounce.com/photos/SiteSpect-homepage-screenshot.png" alt="Screenshot for Sitespect webpage" class="wp-image-129655" style="width:1000px" srcset="https://unbounce.com/photos/SiteSpect-homepage-screenshot.png 1474w, https://unbounce.com/photos/SiteSpect-homepage-screenshot-150x77.png 150w, https://unbounce.com/photos/SiteSpect-homepage-screenshot-489x250.png 489w, https://unbounce.com/photos/SiteSpect-homepage-screenshot-80x41.png 80w, https://unbounce.com/photos/SiteSpect-homepage-screenshot-768x393.png 768w, https://unbounce.com/photos/SiteSpect-homepage-screenshot-1000x512.png 1000w, https://unbounce.com/photos/SiteSpect-homepage-screenshot-650x332.png 650w, https://unbounce.com/photos/SiteSpect-homepage-screenshot-300x153.png 300w, https://unbounce.com/photos/SiteSpect-homepage-screenshot-160x82.png 160w" sizes="(max-width: 1474px) 100vw, 1474px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of SiteSpect</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.sitespect.com/" target="_blank" rel="noreferrer noopener">SiteSpect</a> is an advanced A/B testing and optimization platform with a strong focus on server-side testing and scalability. Ideal for technically savvy organizations seeking deep data insights, high performance, and secure testing, it offers comprehensive features for A/B testing, personalization, rollouts, and AI-powered recommendations.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>A/B and multivariate testing: Run A/B, multivariate, and server-side tests</li>
<li>Visual editor: Create test variations without coding</li>
<li>Server-side testing: Test changes without impacting user experience</li>
<li>Personalization: Deliver personalized experiences based on user data</li>
<li>Feature rollouts: Manage and control feature releases without code changes</li>
<li>AI-powered recommendations: Recommend products based on user behavior</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Organizations with complex testing needs and dedicated technical resources</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Pricing is available upon request</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“Sitespect has very powerful tools that help make targeting specific users or pages for your tests.”</li>
<li>“I am able to segment my data quickly and efficiently with very little effort. I am also able to easily export the raw datasets for more complex analyses.”</li>
</ul>
<h3 class="wp-block-heading" id="convert-tool">Convert: User-friendly A/B testing for growth and optimization</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1414" height="831" src="https://unbounce.com/photos/Convert-homepage-screenshot.png" alt="Screenshot for Convert webpage" class="wp-image-129647" style="width:1000px" srcset="https://unbounce.com/photos/Convert-homepage-screenshot.png 1414w, https://unbounce.com/photos/Convert-homepage-screenshot-150x88.png 150w, https://unbounce.com/photos/Convert-homepage-screenshot-425x250.png 425w, https://unbounce.com/photos/Convert-homepage-screenshot-80x47.png 80w, https://unbounce.com/photos/Convert-homepage-screenshot-768x451.png 768w, https://unbounce.com/photos/Convert-homepage-screenshot-1000x588.png 1000w, https://unbounce.com/photos/Convert-homepage-screenshot-650x382.png 650w, https://unbounce.com/photos/Convert-homepage-screenshot-300x176.png 300w, https://unbounce.com/photos/Convert-homepage-screenshot-160x94.png 160w" sizes="(max-width: 1414px) 100vw, 1414px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of Convert</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.convert.com/" target="_blank" rel="noreferrer noopener">Convert</a> is a powerful and user-friendly A/B testing tool that excels in conversion optimization and offers a wide range of features. Its intuitive drag-and-drop builder makes it easy even for non-technical users, while the advanced code editor caters to complex needs.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>A/B testing: A/B, split, multivariate, and multipage testing</li>
<li>Visual editor: Drag-and-drop interface for easy test creation</li>
<li>Segmentation: 40+ audience segments for targeted testing</li>
<li>Code editor: Allows you to do complex experiments</li>
<li>Reporting: In-depth reports with CRO, ROI, AOV, and result significance</li>
<li>SmartInsert: Ensures flicker-free client-side testing</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Small to medium businesses</li>
<li>Agencies and CRO experts</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Basic plan starts at $349/month (billed annually)</li>
<li>15-day free trial available</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“Incredibly quick tool providing tons of performance and flickerless A/B testing, all packed in an intuitive UI.”</li>
<li>“I loved the flexibility they provide while creating complex experiences like the experiences life cycle events.”</li>
</ul>
<h3 class="wp-block-heading" id="omniconvert-tool">Omniconvert: A/B testing and optimization for ecommerce</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1371" height="648" src="https://unbounce.com/photos/Omniconvert-homepage-screenshot.png" alt="Screenshot for Omniconvert webpage" class="wp-image-129652" style="width:1000px" srcset="https://unbounce.com/photos/Omniconvert-homepage-screenshot.png 1371w, https://unbounce.com/photos/Omniconvert-homepage-screenshot-150x71.png 150w, https://unbounce.com/photos/Omniconvert-homepage-screenshot-529x250.png 529w, https://unbounce.com/photos/Omniconvert-homepage-screenshot-80x38.png 80w, https://unbounce.com/photos/Omniconvert-homepage-screenshot-768x363.png 768w, https://unbounce.com/photos/Omniconvert-homepage-screenshot-1000x473.png 1000w, https://unbounce.com/photos/Omniconvert-homepage-screenshot-650x307.png 650w, https://unbounce.com/photos/Omniconvert-homepage-screenshot-300x142.png 300w, https://unbounce.com/photos/Omniconvert-homepage-screenshot-160x76.png 160w" sizes="(max-width: 1371px) 100vw, 1371px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of Omniconvert</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.omniconvert.com/" target="_blank" rel="noreferrer noopener">Omniconvert</a> is an all-in-one customer intelligence platform with a strong focus on ecommerce. It helps businesses understand, segment, convert, and retain customers. Its user-friendly interface and visual editor make it suitable for both technical and non-technical users.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>Data gathering: A/B testing, split URL testing, and surveys</li>
<li>Choose your own editor: Visual editor and code editor for test creation</li>
<li>Personalization options: Including pop-ups, recommendations, and more</li>
<li>Customer segments: 40+ segmentation parameters</li>
<li>Advanced analytics: With Bayesian and Frequentist algorithms</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Medium to large ecommerce businesses</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Free trial available</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“The tool touches on many aspects we care about when analysing and optimising the interface and the many paths the leads take before turning into customers.”</li>
<li>“The range of functions is huge. From A/B tests to marketing popups to surveys, everything is possible.”</li>
</ul>
<h3 class="wp-block-heading" id="crazy-egg-tool">Crazy Egg: A/B testing and heatmaps for small businesses</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1474" height="831" src="https://unbounce.com/photos/Crazy-Egg-homepage-screenshot.png" alt="Screenshot for Crazy Egg webpage" class="wp-image-129649" style="width:1000px" srcset="https://unbounce.com/photos/Crazy-Egg-homepage-screenshot.png 1474w, https://unbounce.com/photos/Crazy-Egg-homepage-screenshot-150x85.png 150w, https://unbounce.com/photos/Crazy-Egg-homepage-screenshot-443x250.png 443w, https://unbounce.com/photos/Crazy-Egg-homepage-screenshot-80x45.png 80w, https://unbounce.com/photos/Crazy-Egg-homepage-screenshot-768x433.png 768w, https://unbounce.com/photos/Crazy-Egg-homepage-screenshot-1000x564.png 1000w, https://unbounce.com/photos/Crazy-Egg-homepage-screenshot-650x366.png 650w, https://unbounce.com/photos/Crazy-Egg-homepage-screenshot-300x169.png 300w, https://unbounce.com/photos/Crazy-Egg-homepage-screenshot-160x90.png 160w" sizes="(max-width: 1474px) 100vw, 1474px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of Crazy Egg</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.crazyegg.com/">Crazy E</a><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.crazyegg.com/" target="_blank" rel="noreferrer noopener">g</a><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.crazyegg.com/">g</a> is a web optimization platform that offers A/B testing alongside other features like heatmaps, session recordings, and clickstream data. It’s known for its user-friendly interface, visual insights, and affordable pricing. While it doesn’t have the most advanced features, it’s ideal for small businesses seeking to understand user behavior, optimize website layouts, and improve conversions.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>Testing tools: A/B testing and split testing</li>
<li>Visual editor: Easily create test variations, no coding required</li>
<li>Other ways to gather data: Heatmaps, session recordings, and clickstream data</li>
<li>In-depth reports: With Confetti Report and Clickmaps</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Small businesses with limited budgets and technical expertise</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Plans start at $49/month (billed annually)</li>
<li>30-day free trial available on all plans</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“Crazy Egg is very easy to use and we can visualize the activity of the visitors to our website.”</li>
<li>“Can also take recordings of actual user experiences on the site, which is very helpful for identifying errors.”</li>
</ul>
<h3 class="wp-block-heading" id="convertize-tool">Convertize: User-friendly A/B testing with personalization</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1668" height="749" src="https://unbounce.com/photos/Convertize-homepage-screenshot.png" alt="Screenshot for Convertize webpage" class="wp-image-129648" style="width:1000px" srcset="https://unbounce.com/photos/Convertize-homepage-screenshot.png 1668w, https://unbounce.com/photos/Convertize-homepage-screenshot-150x67.png 150w, https://unbounce.com/photos/Convertize-homepage-screenshot-557x250.png 557w, https://unbounce.com/photos/Convertize-homepage-screenshot-80x36.png 80w, https://unbounce.com/photos/Convertize-homepage-screenshot-768x345.png 768w, https://unbounce.com/photos/Convertize-homepage-screenshot-1536x690.png 1536w, https://unbounce.com/photos/Convertize-homepage-screenshot-1000x449.png 1000w, https://unbounce.com/photos/Convertize-homepage-screenshot-650x292.png 650w, https://unbounce.com/photos/Convertize-homepage-screenshot-300x135.png 300w, https://unbounce.com/photos/Convertize-homepage-screenshot-160x72.png 160w" sizes="(max-width: 1668px) 100vw, 1668px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of Convertize</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.convertize.io/" target="_blank" rel="noreferrer noopener">Convertize</a> is an A/B testing tool offering a user-friendly interface and smart features like Autopilot for traffic management and Hybrid Statistics for reliable results. It emphasizes easy experimentation with no coding required and personalization options for improved engagement.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>A/B testing: Launch A/B tests in minutes, and the library of 150 A/B testing ideas makes it easy to get a running start</li>
<li>Visual editor: Drag-and-drop interface simplifies the process of creating page variations</li>
<li>Personalization options: Including nudges, social proofs, FOMO messages</li>
<li>Autopilot: For traffic management and conversion maximization</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Small to medium businesses looking for a user-friendly tool</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Plans start at $49/month (billed annually)</li>
<li>14-day free trial available</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“Convertize is easy to use, everything is clear there even if you’re not experienced in marketing and using tools.”</li>
<li>“Except for placing one line of code on your website, you can do everything without a web developer or IT support.”</li>
</ul>
<h3 class="wp-block-heading" id="zoho-pagesense-tool">Zoho PageSense: Budget-friendly A/B testing and personalization</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1474" height="809" src="https://unbounce.com/photos/Zoho-PageSense-homepage-screenshot.png" alt="Screenshot for Zoho PageSense webpage" class="wp-image-129660" style="width:1000px" srcset="https://unbounce.com/photos/Zoho-PageSense-homepage-screenshot.png 1474w, https://unbounce.com/photos/Zoho-PageSense-homepage-screenshot-150x82.png 150w, https://unbounce.com/photos/Zoho-PageSense-homepage-screenshot-456x250.png 456w, https://unbounce.com/photos/Zoho-PageSense-homepage-screenshot-80x44.png 80w, https://unbounce.com/photos/Zoho-PageSense-homepage-screenshot-768x422.png 768w, https://unbounce.com/photos/Zoho-PageSense-homepage-screenshot-1000x549.png 1000w, https://unbounce.com/photos/Zoho-PageSense-homepage-screenshot-650x357.png 650w, https://unbounce.com/photos/Zoho-PageSense-homepage-screenshot-300x165.png 300w, https://unbounce.com/photos/Zoho-PageSense-homepage-screenshot-160x88.png 160w" sizes="(max-width: 1474px) 100vw, 1474px" /></figure></div>
<p class="has-text-align-center"><em>Image courtesy of Zoho PageSense</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.zoho.com/pagesense/" target="_blank" rel="noreferrer noopener">Zoho PageSense</a> is an affordable A/B testing and optimization platform with a strong focus on user-friendliness. It offers a visual editor for creating variations, advanced targeting options, and heatmaps for deeper insights.</p>
<p><strong>Key features:</strong></p>
<ul>
<li>A/B testing: Run A/B tests and split URL tests</li>
<li>Visual editor: For easy variation creation</li>
<li>Personalization: Advanced segmentation options</li>
<li>Data gathering: Heatmaps and session recordings</li>
<li>Quick insights: Real-time analytics and reporting</li>
<li>Push notifications: Based on visitor behavior</li>
<li>Zoho platform: Integrates with other Zoho products</li>
</ul>
<p><strong>What you can A/B test:</strong></p>
<ul>
<li>Landing pages and web pages</li>
</ul>
<p><strong>This tool is best for:</strong></p>
<ul>
<li>Small and medium businesses</li>
<li>Zoho platform users</li>
</ul>
<p><strong>Pricing:</strong></p>
<ul>
<li>Plans start at $12/month (billed annually)</li>
<li>15-day free trial available</li>
</ul>
<p><strong>Example G2 reviews:</strong></p>
<ul>
<li>“Zoho Pagesense has features that allow me to monitor exactly what a person is viewing when they’re coming on this page.”</li>
<li>“A very good tool to track website performance and understand the user’s engagement with our web pages.”</li>
</ul>
<h2 class="wp-block-heading" id="get-most">How can you get the most out of your A/B testing tool?</h2>
<p>After you’ve chosen the right A/B testing tool for your organization, you need to build an environment where you can explore the tool’s full potential. <strong>That’s why it’s crucial to embed testing into your marketing DNA and make it part of your culture.</strong></p>
<p>Creating a test-first culture means transitioning from “I think” to “I know” by letting data drive decisions. It’s about challenging every assumption, whether you’re testing a popup, CTA, hero image, product description, page design, or even your overall value proposition.</p>
<p>Some marketers might look at A/B testing as an obstacle that slows them down, but <strong>the reality is that A/B testing can actually help you move faster in the long run.</strong> With decisions driven by data you can advance towards better results with confidence, rather than having to back up and fix issues caused by hunch-based assumptions.</p>
<p>By building a culture of testing and experimentation, you and your team can embark on a journey of constant improvement, growth, and high fives from your boss. Not sure how to get there? You can start by asking yourself (and your team) these questions:</p>
<p><strong>How do you make decisions?</strong></p>
<p>Do your decisions lean more on data or personal opinions? It’s time to evaluate any potential biases. Ensure that data plays a significant role in your decision-making, as relying purely on opinions and assumptions can lead you down some pretty tricky (and potentially hazardous) paths.</p>
<p><strong>How do you feel about testing?</strong></p>
<p>Does it spark interest or reluctance? Investigate these attitudes—perhaps there’s a belief that testing is too expensive or complex and assess if those beliefs are actually true.</p>
<p><strong>How do you react to novel and creative ideas?</strong></p>
<p>When someone presents an intriguing and maybe even risky idea, is there room to experiment or are you pushed towards the tried and true? Consider if a cautious approach is hindering your performance, especially in sectors where competition is fierce.</p>
<p><strong>How frequently do you use testing?</strong></p>
<p>Is testing woven into your daily tasks, or is it more of an afterthought? If testing isn’t deliberately woven into your routine, it probably doesn’t happen as often as it should. Think about how testing can become a natural part of your processes, so it becomes the default rather than a disruption.</p>
<p>By embedding A/B testing into your culture, you not only optimize your landing pages but also empower your team to embrace experimentation, drive creativity, and leverage insights to steer your marketing strategies toward success.</p>
<h2 class="wp-block-heading" id="choose-unbounce">When and why should you choose Unbounce’s A/B testing tool?</h2>
<p>Since you’re a smart marketer who understands the value of landing pages, you’ll also see how valuable it is to select a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/">landing page builder </a>that has multiple features built right in. The Unbounce builder is intuitive and easy to use, with an <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-copy/">AI-powered copy generator </a>and hundreds of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-templates/">beautifully designed templates</a> to choose from to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://documentation.unbounce.com/hc/en-us/categories/4405847211668-Getting-Started-with-Unbounce">get you started</a>. After you’ve launched your pages, you can use the built-in analytics to track their performance and see what’s working and what needs improvement.</p>
<p>On top of all that there’s the built-in A/B testing feature, which allows you to set up and execute A/B tests in just minutes. <strong>You can tweak, test, and triumph with just a few clicks, all within the same tool that helped you build those gorgeous landing pages.</strong> It’s like having your cake and eating it too, but in this case, the cake is your landing pages, and eating it is watching your conversion rates soar.</p>
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<h2>Time to start testing</h2>
<p>We get it—when you’re swamped with a heavy workload, multiple simultaneous projects, and timelines that seem to be getting tighter all the time, the last thing you want to do is add even more onto your plate.
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To learn more about how you can A/B test without the stress, check out our <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/a-b-testing-ebook/">comprehensive a/b testing ebook</a>. You also might enjoy this <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://learn.unbounce.com/ab-testing-webinar-recording/">webinar</a>, which explores how to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/landing-page-testing/">master landing page A/B testing</a> for higher conversions.
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2024-03-19T03:00:01-00:002024-03-19T03:00:01-00:00yt:video:1SaUmbqMtmAAre you getting the most out of landing page testing? Here’s the best way to get results
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<h1 class="pb-3 h2 ml-0">Are you getting the most out of landing page testing? Here’s the best way to get results</h1>
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By <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/paul-park/" class="font-size-13">Paul Park</a>
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<p>Has this ever happened to you?</p>
<p>You’re working on a landing page for a new marketing campaign and you’re trying to figure out how to bump up conversions and increase sales. Then Bob from Accounting wanders by and points at the headline, saying, “I’ve got a hunch you should change that. Trust me—my hunches are never wrong.” And he walks off, looking for other opportunities to share his “can’t-miss” pieces of wisdom.</p>
<p>Tempting, isn’t it? Just go with Bob’s hunch, make the change, and cross your fingers that it’ll get you the results you’re looking for. It’d be easy, but the easiest solution isn’t always best for conversions.</p>
<p>There’s a better way. This blog post will show you tips and processes for effective, systematic landing page testing, which will reveal the path to higher conversions and results so good that Bob will start listening to your hunches.</p>
<p>Let’s dive in.</p>
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<h3 class="pb-3 mb-1 h6 font-weight-bold source-sans-pro">TABLE OF CONTENTS</h3>
<ol class="ml-2 pl-1 pb-2">
<li class="py-1 font-size-14 font-weight-normal">
<a href="#what-is-testing" class="font-size-14">
What is landing page testing? </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#why-important" class="font-size-14">
Why is it important to test landing pages? </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#types-of-lp" class="font-size-14">
Types of landing page testing </a>
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<a href="#how-to-create" class="font-size-14">
How to create a landing page testing strategy </a>
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<a href="#18-things" class="font-size-14">
18 things to test on your landing pages </a>
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<a href="#different-channels" class="font-size-14">
Landing page testing for different marketing channels </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#best-tools" class="font-size-14">
Best landing page testing tools and software </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#using-unbounce" class="font-size-14">
How to do landing page A/B testing using Unbounce </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#mistakes-to-avoid" class="font-size-14">
Landing page testing mistakes to avoid </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#5-essential-rules" class="font-size-14">
The 5 essential rules of landing page testing </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#metrics-and-kpis" class="font-size-14">
Metrics and KPIs to analyze landing page testing success </a>
</li>
<li class="pt-1 pb-0 font-size-14 font-weight-normal">
<a href="#lp-examples" class="font-size-14">
Landing page testing examples </a>
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<div class="pr-0 pt-2">
<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Paul Park</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Paul is a writer on Unbounce’s content team who lives and breathes storytelling. (It’s like oxygen but with better plotlines!) Ask him what he’s up to at any given moment and you’ll get answers ranging from folding paper dragons (y’know, origami) to catching up on the latest cool tech, and finding other ways to channel his inner geek.</p>
<p class="font-size-14">
» More blog posts by
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Paul Park </a>
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<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Johnathan Dane</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Johnathan Dane is the founder of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://klientboost.com/">KlientBoost</a>, a California-based PPC agency that’s on a mission to grow companies. He’s been interviewed by Google and has a German Shorthaired Pointer named Tanner. Connect with him on <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://twitter.com/johnathandane">Twitter</a>.</p>
<p class="font-size-14">
» More blog posts by
<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/johnathan-dane/">
Johnathan Dane </a>
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<h2 id="what-is-testing">What is landing page testing?</h2>
<p>Imagine your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/what-is-a-landing-page/">landing page</a> is a stage play and each element (copy, images, layout, etc.) is a performer. Landing page testing is like crafting different versions of the play to see who gets a standing ovation and who gets the hook, all determined by the audience’s reactions.
<br>
<!-- wp:paragraph -->
<br>
<strong>Through a series of controlled experiments, landing page testing helps you shine the spotlight on what works best, turning your page into a crowd-pleaser.</strong></p>
<h2 id="why-important">Why is it important to test landing pages?</h2>
<p>Have you ever tried to solve a jigsaw puzzle in the dark? (Which sounds like a weird thing to try, but hey, you do you.) Guessing what works on your landing page can feel a bit like that.
<br>
<!-- wp:paragraph -->
<br>
A far better approach is to shine a light on your landing page puzzle and see the full picture. Here’s how testing can get you there.</p>
<figure class="wp-block-image aligncenter size-full is-resized"><img decoding="async" width="480" height="366" class="wp-image-127751" style="width: 1000px;" src="https://unbounce.com/photos/Lisa-Simpson-test.gif" alt="Animated gif of Lisa Simpson saying "I think we should do a test"" /></figure>
<h3>Discover the unseen</h3>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/test-new-products-and-ideas/">Testing lets you see if your ideas actually fit together</a> in the real world. <strong>It’s about moving beyond educated guesses to uncovering the actual impact of your choices, ensuring that your vision for the landing page aligns with reality</strong>.
<br>
<!-- wp:paragraph -->
<br>
You’ll learn whether your original ideas actually resonate with your audience, helping you <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/how-to-create-a-landing-page/">create a landing page</a> that truly fits their needs and interests.</p>
</div>
</div>
</div>
</section>
<h3 class="wp-block-heading">Understand your audience better</h3>
<p>By testing a landing page and finding ways to improve it, you’ll also gain insights that can be applied across your entire business. You’ll gain a deeper understanding of what makes your audience tick, so <strong>you can better align your content, products, and services with their preferences and create a more cohesive and engaging experience overall.</strong></p>
<h3 class="wp-block-heading">Minimize risk</h3>
<p>Testing your landing page can be a low risk, high impact exercise. Even if you <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">test a landing page variation</a> that doesn’t score well with your audience, all you have to do is change it back to the original form and use that knowledge to move forward in a different direction. <strong>It’s about making informed tweaks with the confidence that a single test won’t derail your entire strategy.</strong></p>
<h3 class="wp-block-heading">Better engagement and results</h3>
<p>High <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/high-bounce-rates/">bounce rates </a>are like guests leaving a party early—it means your visitors didn’t find what they were looking for (or what they expected). By testing different elements of your landing page, you can find out <a target="_blank" rel="noopener noreferrer" href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://optinmonster.com/how-to-engage-website-visitors/">what keeps your visitors engaged and interested</a>. This leads to a more captivating page that encourages visitors to stick around, explore, and ultimately take the actions you desire—yay, higher conversions and better ROI!</p>
<h3 class="wp-block-heading">Unearth hidden issues</h3>
<p>Sometimes, your landing page might have issues you aren’t even aware of. <strong>Regular testing acts as a diagnostic tool, revealing problems that might be affecting user experience or conversion rates.</strong> Identifying and addressing these issues early can save a lot of trouble down the line, ensuring your page operates at its best.</p>
<h3 class="wp-block-heading">Optimize without overhauling</h3>
<p>Testing your landing page is about making smart, targeted improvements, not starting from scratch every time. It’s the art of fine-tuning: making small, data-driven adjustments that collectively <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/101-landing-page-optimization-tips/">enhance the performance of your page.</a> This approach is both efficient and effective, allowing for continuous refinement without the need for a complete redesign.</p>
<h2 class="wp-block-heading" id="types-of-lp">What are the types of landing page testing?</h2>
<p>Now that you’ve been convinced that landing page testing is totally a good thing, let’s shift to how you can start the process. Here’s a quick rundown on the main types of landing page testing.</p>
<h3 class="wp-block-heading">A/B testing</h3>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/what-is-ab-testing/">A/B testing</a> is the marketing world’s version of a head-to-head matchup with the objective of gaining clarity through comparison. You take two versions of your landing page—Version A (the control) and Version B (the variation)—and change only one element across the two pages. It could be anything from a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/formulas-for-landing-page-headlines-with-examples/">headline change</a>, a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/improve-landing-page-imagery/">different image</a>, or a new call-to-action <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/color-theory-and-conversion/">color</a>. Visitors are randomly shown one of these versions, and their interactions with the page—clicks, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/signup-pages-that-convert/">sign-ups</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/product-landing-pages/">purchases</a>—are measured and analyzed.</p>
<p><strong>By isolating one change, you get a crystal-clear picture of how that specific element influences visitor behavior.</strong> It’s like conducting an experiment where you’re changing one variable at a time to see the effect. This simplicity is what makes A/B testing a favorite, especially for straightforward or smaller-scale changes. It’s perfect for honing in on specific elements to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization-ai/">optimize conversions</a> and improve user experience.</p>
<p>You may have heard the term “split testing”, which is a form of A/B testing that involves larger types of variables. Instead of small elements like a headline or icon, split testing refers to examining the effects of meatier elements like the design of an entire page or a complete user experience.</p>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/2.5_VisualCTA_AB.jpg" alt="" width="2260" height="1217" /></a></div>
<h3 class="wp-block-heading">Multivariate testing</h3>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-glossary/definition/multivariate-testing/">Multivariate testing</a> takes the concept of A/B testing and takes it up a notch. Instead of just testing two versions of a landing page, you can create three or more variants and split your traffic across them. </p>
<p>The advantage of multivariate testing is that it allows you to examine the impact of multiple options. Say you wanted to try out three different headlines—just create a multivariate test with three landing page variations where the headline is the only change across all three pages. After you’ve run enough traffic through these variations the winning headline will reveal itself.</p>
<h3 class="wp-block-heading"> Traffic optimization</h3>
<p>A/B and multivariate testing help you figure out which content to put in front of a particular audience, but you also need to optimize your traffic to get the right people to the right page.</p>
<p>That’s what Unbounce’s Smart Traffic is all about. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-traffic/" target="_blank" rel="noreferrer noopener">Smart Traffic is an AI-powered traffic optimization tool</a> that uses artificial intelligence to analyze each visitor’s attributes, such as their device, location, browser, and more. </p>
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<p>Once Smart Traffic gathers enough data (from as few as 50 visits), it directs visitors to the variant of your page where they have the highest likelihood of converting. This intelligent routing can lead to an impressive average increase of 30% in sales and sign-ups, kicking your conversion goals into high gear with minimal wait time and effort.</p>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-traffic/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/smart-traffic-blog-visual-cta.jpg" alt="" width="2260" height="1216" /></a></div>
<h2 class="wp-block-heading" id="how-to-create">How to create an effective landing page testing strategy</h2>
<p>Developing a useful and productive landing page testing strategy is like being a detective with a knack for <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/online-marketing/what-is-digital-marketing/">digital marketing </a>(now <em>there’s</em> an idea for a new TV show!). Here’s how you can solve the mystery of what makes your visitors click.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="495" height="536" src="https://unbounce.com/photos/Greatest-unsolved-mysteries.png" alt="A visual meme listing four of the world's greatest unsolved mysteries, and one of them is "what makes your visitors click"" class="wp-image-127749" style="width:1000px" srcset="https://unbounce.com/photos/Greatest-unsolved-mysteries.png 495w, https://unbounce.com/photos/Greatest-unsolved-mysteries-139x150.png 139w, https://unbounce.com/photos/Greatest-unsolved-mysteries-231x250.png 231w, https://unbounce.com/photos/Greatest-unsolved-mysteries-74x80.png 74w, https://unbounce.com/photos/Greatest-unsolved-mysteries-300x325.png 300w, https://unbounce.com/photos/Greatest-unsolved-mysteries-148x160.png 148w" sizes="(max-width: 495px) 100vw, 495px" /></figure></div>
<h3 class="wp-block-heading">Hypothesize which changes will have the greatest impact</h3>
<p>Start by playing the role of a data sleuth. Look at your existing data to craft theories about what changes might improve performance, then prioritize these based on potential impact and how easy it would be to implement them. It’s like picking which case to solve first based on the clues at hand. </p>
<p>When you’re collecting your data, tools like surveys, heatmaps, and session recordings can help you get an accurate picture of your page’s current performance.</p>
<h3 class="wp-block-heading">Research and identify areas for improvement</h3>
<p>Establish your baseline—where are you now? <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/using-analytics-to-measure-your-landing-page-performance/">Dive into your current landing page’s performance</a> to understand what’s working and what’s not. After all, you can’t know what improvement looks like if you don’t know where you started.</p>
<h3 class="wp-block-heading">Set well-defined, measurable conversion goals</h3>
<p>What does success look like for you? Define clear, measurable goals so you’ll have a target (or targets) to aim at. These are your key performance indicators (KPIs)—whether they’re <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/signup-pages-that-convert/">sign-ups</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-template/content-download/">downloads</a>, or <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/high-converting-sales-pages/">sales</a>. They should be relevant and significant to your business objectives.</p>
<h3 class="wp-block-heading">Choose the right testing tools</h3>
<p>Equip yourself with the <a href="#best-tools">right tools for the job</a>. There are numerous landing page testing tools out there, each offering a variety of options including A/B testing, multivariate testing, and more. Pick one that suits your needs and budget. (We think our own <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/" target="_blank" rel="noreferrer noopener">Unbounce builder tools</a>, which have <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">A/B testing built right in</a>, are the cat’s meow. And just because we’re biased doesn’t mean we’re wrong. <img src="https://s.w.org/images/core/emoji/14.0.0/72x72/1f60b.png" alt="😋" class="wp-smiley" style="height: 1em; max-height: 1em;" />)</p>
<p class="has-text-align-center"><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/"><strong>See how landing page A/B testing works with Unbounce -></strong></a></p>
<h3 class="wp-block-heading">Identify variables and create variations</h3>
<p>Decide which elements of your landing page you want to test, such as <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/formulas-for-landing-page-headlines-with-examples/">headlines</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/improve-landing-page-imagery/">images</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/cta-buttons-that-convert/">CTA buttons</a>, etc. (We cover this in more depth <a href="#18-things">below</a>.) Then, create the variations. For instance, if you’re testing headlines, write several different versions so you can pick the best ones to test.</p>
<h3 class="wp-block-heading">Calculate time and traffic requirements</h3>
<p>Before launching your test, estimate how long it needs to run and the amount of traffic required to get statistically significant results. (A <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.evanmiller.org/ab-testing/sample-size.html" target="_blank" rel="noreferrer noopener">sample size calculator</a> can help you figure this out.) This is an important step because if you don’t get sufficient data, you might end up with skewed results that could lead you in the wrong direction.</p>
<h3 class="wp-block-heading">Analyze results and deploy a winner</h3>
<p>After your test is complete, analyze the results. Which version won? Deploy the winning version on your live landing page, then start thinking about the next thing you want to test.</p>
<h3 class="wp-block-heading">Document learnings from the tests</h3>
<p>Whether your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/a-b-testing/how-to-formulate-an-a-b-test-hypothesis/">hypothesis</a> was proven or not, there’s gold in <s>them thar hills</s> the results. Document what worked, what didn’t, and why. Even “failed” tests teach you something about your audience. These learnings are invaluable not only for future tests but also for broader strategies across different landing pages and other marketing initiatives.</p>
<p>Remember, effective landing page testing isn’t just about running tests—it’s about learning from them, iterating, and continually enhancing your visitor’s experience to achieve your business goals.</p>
<h2 class="wp-block-heading" id="18-things">18 things to test on your landing pages</h2>
<p>Here’s a rundown of the most common components you can tweak and test to fine-tune your page to perfection.</p>
<h3 class="wp-block-heading">1. Copy (headlines, subheaders, body copy)</h3>
<p>This is your chance to play wordsmith. Test different headlines, subheaders, and body copy to see which combination tells your story most effectively and resonates with your audience.</p>
<h3 class="wp-block-heading">2. CTA (copy, button design, color)</h3>
<p>Your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/call-to-action-examples/">call to action</a> is the all-important nudge that invites the page visitor to take action. Experiment with different phrases, sizes, colors, and positions to find the most click-worthy combination.</p>
<h3 class="wp-block-heading">3. Images</h3>
<p>Is a picture worth a thousand clicks? You won’t know until you test it. Try out different <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/improve-landing-page-imagery/">images</a> to see which one captures attention and complements your message best.</p>
<h3 class="wp-block-heading">4. Banners</h3>
<p>These are your billboards. Try different designs, messages, and placements to see which banners make your visitors stop, stare, and hopefully click.</p>
<h3 class="wp-block-heading">5. Look and feel (design, colors, icons)</h3>
<p>The aesthetic appeal of your page plays a huge role. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-design/color-palettes-2022/">Play around with color schemes</a> and icons to find a look that not only pleases the eye but also boosts conversions.</p>
<h3 class="wp-block-heading">6. Forms</h3>
<p>Test different layouts (like the Breadcrumb Technique, <a href="#breadcrumb">which we explain below</a>), field numbers, and types to discover what makes your visitors more willing to fill them out.</p>
<h3 class="wp-block-heading">7. Countdown timers</h3>
<p>When done right, creating a sense of urgency can <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization-ai/">enhance conversion rates</a>. Test different timer styles and durations to see which ones light a fire under your visitors.</p>
<h3 class="wp-block-heading">8. Social proof/testimonials</h3>
<p>Nothing <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/social-proof/">builds trus</a>t like a good word from others. Experiment with different types, placements, and formats of testimonials to find the most persuasive mix.</p>
<h3 class="wp-block-heading">9. Trust badges/certifications</h3>
<p>These are your stamps of approval. Test different badges and their placements to see which ones reassure your visitors the most.</p>
<h3 class="wp-block-heading">10. Tables and charts</h3>
<p>Data can be a powerful persuader. Try different ways of presenting data through tables or charts to see which formats are most effective.</p>
<h3 class="wp-block-heading">11. Page flows</h3>
<p>The journey through your page should be smooth. Test different sequences of content and calls-to-action to find the most natural and effective flow.</p>
<h3 class="wp-block-heading">12. Page layouts</h3>
<p>The <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/">structure of your page</a> can make or break the user experience. Experiment with different layouts to find the one that guides visitors seamlessly towards conversion.</p>
<h3 class="wp-block-heading">13. New elements (e.g., <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/popups-and-sticky-bars/" target="_blank" rel="noreferrer noopener">popups, sticky bars</a>)</h3>
<p>These can be attention-grabbers. Test different types, timings, and contents to see which ones add value without being intrusive.</p>
<h3 class="wp-block-heading">14. Value proposition and unique selling proposition</h3>
<p>Clearly communicate what sets you apart. Test different ways of presenting your value and unique selling points to see which messages resonate the most.</p>
<h3 class="wp-block-heading">15. Product positioning</h3>
<p>How you position your product can influence perception. Experiment with different positioning strategies to see which one aligns best with your audience’s needs.</p>
<h3 class="wp-block-heading">16. Campaign concepts</h3>
<p>Don’t hesitate to test larger pieces of your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/creative-advertising/">marketing campaign</a>. By testing different campaign concepts you’ll see which narratives or themes strike a chord with your audience.</p>
<h3 class="wp-block-heading">17. Offers/pricing</h3>
<p>The right offer or price point can be a game-changer. Experiment with different pricing structures, discounts, or bundles to identify what your audience finds most appealing.</p>
<h3 class="wp-block-heading">18. Audience</h3>
<p>Explore different <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/5-ways-audience-research-helps-you-customize-your-landing-pages/">audience segments</a> to make sure you’re talking to the people who will be the most interested in what you’re offering. </p>
<h2 class="wp-block-heading" id="different-channels">Landing page testing for different marketing channels</h2>
<p>Each marketing channel that’s part of your campaign—<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/social-ads/">social media</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/email-marketing/">email</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/ppc/">PPC</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/landing-page-seo/">organic search</a>, or others—has its unique audience with specific preferences and behaviors. <strong>By conducting landing page tests for each channel, you’ll uncover the best way to tailor your content for each audience.</strong></p>
<p>This not only maximizes your campaign’s effectiveness but also ensures that you’re not serving steak to a vegetarian—in other words, you’re aligning your message perfectly with the expectations and desires of your audience. It’s a crucial step in fine-tuning your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/conversion-funnel/">marketing strategy</a> to resonate with your audience, enhance user experience, and ultimately, boost conversions.</p>
<h3 class="wp-block-heading">Social media</h3>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/social-ads/">Social media</a> is like a hip, buzz-worthy café where trends are the daily specials. When testing landing pages here, think of what’s trending: emojis, memes, or pop culture references? </p>
<p>Use A/B testing like a social media poll: Test different calls to action or promotional offers to see what gets your audience hitting the CTA button faster than a cat video goes viral.</p>
<h3 class="wp-block-heading">Email</h3>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/email-marketing/">Email</a> is like sending a personalized invitation to your exclusive party (aka your landing page). It’s all about relevance and connection. </p>
<p>Test different <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/email-marketing/eye-catching-email-subject-lines/">subject lines</a>, email designs, and especially the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/call-to-action-examples/">CTA that leads to your landing page</a>. Does a friendly nudge work better than a bold proclamation? Only one way to find out.</p>
<h3 class="wp-block-heading">PPC</h3>
<p>Think of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/ppc/">pay-per-click campaigns</a> as a science lab. Each ad and landing page combo is an experiment where precision and relevance are key. </p>
<p>Tinker with your headlines, ad copy, and landing page elements, and make sure your landing page’s message matches your ad’s promise so your visitors don’t get a nasty surprise when they land on the page.</p>
<h3 class="wp-block-heading">Organic search</h3>
<p>Organic search is like setting up a stall at a farmer’s market: You need to be visible and attractive to passersby (searchers), offering exactly what they’re looking for. </p>
<p>Test your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/landing-page-seo/">organic SEO strategy</a> by tweaking your landing page’s content to be more informative, keyword-rich, and aligned with what your audience is searching for. Think fresh, organic content that search engines will love to showcase.</p>
<h3 class="wp-block-heading">Multi-channel</h3>
<p>Don’t forget, sometimes a mix is better than a single ingredient. Test how your landing pages perform across different channels, and maybe you’ll discover that your email audience loves what your PPC folks ignore.</p>
<p>Cross-channel testing can reveal surprising synergies and opportunities. It’s like discovering that chocolate and chili peppers, while odd bedfellows, make a mean mole sauce.</p>
<h2 class="wp-block-heading" id="best-tools">Best landing page testing tools and software</h2>
<p>The next step on your journey towards landing page testing nirvana is to choose a tool. But how do you decide which is the best tool?</p>
<p>To find the most useful answer, try modifying that question to: “Which is the best tool <em>for your needs</em>?” There’s no one tool that will be the “best” for every marketer and every situation. Instead, it’s far better to identify your top priorities, then match that list against the features offered by the tools available on the market and see which is the closest fit.</p>
<p>As you were reading through the sections above, hopefully you put together a checklist of what you want to test and how you want to do it. If you haven’t, feel free to do it now—we’ll wait. <em>*whistling aimlessly*</em></p>
<p>Ready? Okay, now let’s review some of the most popular A/B testing tools currently available and what they offer.</p>
<ul>
<li><a href="#unbounce">Unbounce</a></li>
<li><a href="#google-analytics">Google Analytics</a></li>
<li><a href="#microsoft-clarity">Microsoft Clarity</a></li>
<li><a href="#qualaroo">Qualaroo</a></li>
<li><a href="#hotjar">Hotjar</a></li>
<li><a href="#vwo">VWO</a></li>
<li><a href="#optimizely">Optimizely</a></li>
<li><a href="#instapage">Instapage</a></li>
<li><a href="#leadpages">Leadpages</a></li>
</ul>
<h3 class="wp-block-heading" id="unbounce">Unbounce</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1345" height="736" src="https://unbounce.com/photos/Unbounce-homepage-screenshot.png" alt="Screenshot of the Unbounce webpage" class="wp-image-127760" style="width:1000px" srcset="https://unbounce.com/photos/Unbounce-homepage-screenshot.png 1345w, https://unbounce.com/photos/Unbounce-homepage-screenshot-150x82.png 150w, https://unbounce.com/photos/Unbounce-homepage-screenshot-457x250.png 457w, https://unbounce.com/photos/Unbounce-homepage-screenshot-80x44.png 80w, https://unbounce.com/photos/Unbounce-homepage-screenshot-768x420.png 768w, https://unbounce.com/photos/Unbounce-homepage-screenshot-1000x547.png 1000w, https://unbounce.com/photos/Unbounce-homepage-screenshot-650x356.png 650w, https://unbounce.com/photos/Unbounce-homepage-screenshot-300x164.png 300w, https://unbounce.com/photos/Unbounce-homepage-screenshot-160x88.png 160w" sizes="(max-width: 1345px) 100vw, 1345px" /></figure></div>
<p><em>Image courtesy of, well, us</em></p>
<p>We’d be remiss if we didn’t include our own Unbounce landing page testing solution to this list. You can easily design build and test landing pages without the need for a background in coding or design, and our <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-traffic/" target="_blank" rel="noreferrer noopener">AI-powered Smart Traffic</a> can magically (well, it <em>feels</em> like magic) optimize your page traffic and boost conversions by an average of 30%.</p>
<p><strong>Features:</strong></p>
<ul>
<li>Easy A/B testing and multivariate testing is included in the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/">landing page builder platform</a> (and you can learn all about <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">Unbounce’s A/B testing solutions here</a>)</li>
<li>Access to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-traffic/">AI traffic optimization</a> that directly sends visitors to the page variant where they’re most likely to convert</li>
<li>Choose between two landing page builders for <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/classic-builder/" target="_blank" rel="noreferrer noopener">pixel-perfect design freedom</a> or <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-builder/" target="_blank" rel="noreferrer noopener">AI-powered, high-speed page creation</a></li>
</ul>
<p></p>
<h3 class="wp-block-heading" id="google-analytics">Google Analytics</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1647" height="783" src="https://unbounce.com/photos/Google-Analytics-screenshot-1.png" alt="Screenshot of the Google Analytics webpage" class="wp-image-127755" style="width:1000px" srcset="https://unbounce.com/photos/Google-Analytics-screenshot-1.png 1647w, https://unbounce.com/photos/Google-Analytics-screenshot-1-150x71.png 150w, https://unbounce.com/photos/Google-Analytics-screenshot-1-526x250.png 526w, https://unbounce.com/photos/Google-Analytics-screenshot-1-80x38.png 80w, https://unbounce.com/photos/Google-Analytics-screenshot-1-768x365.png 768w, https://unbounce.com/photos/Google-Analytics-screenshot-1-1536x730.png 1536w, https://unbounce.com/photos/Google-Analytics-screenshot-1-1000x475.png 1000w, https://unbounce.com/photos/Google-Analytics-screenshot-1-650x309.png 650w, https://unbounce.com/photos/Google-Analytics-screenshot-1-300x143.png 300w, https://unbounce.com/photos/Google-Analytics-screenshot-1-160x76.png 160w" sizes="(max-width: 1647px) 100vw, 1647px" /></figure></div>
<p><em>Image courtesy of Google Analytics</em></p>
<p>This isn’t technically a testing tool, but it’s still completely essential. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://marketingplatform.google.com/about/analytics/" target="_blank" rel="noreferrer noopener">Google Analytics</a> is crucial for understanding overall website traffic and user behavior. While it’s not specific to landing page testing, its insights into user demographics, behavior flow, and conversion metrics make it an indispensable part of any testing toolkit. </p>
<p><strong>Features:</strong></p>
<ul>
<li>Provides essential analytics for your landing page so you can see how it’s currently performing</li>
<li>Compare conversion rates of similar landing pages</li>
<li>Create custom reports</li>
</ul>
<h3 class="wp-block-heading" id="microsoft-clarity">Microsoft Clarity</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1372" height="754" src="https://unbounce.com/photos/Microsoft-Clarity-screenshot.png" alt="Screenshot of the Microsoft Clarity webpage" class="wp-image-127752" style="width:1000px" srcset="https://unbounce.com/photos/Microsoft-Clarity-screenshot.png 1372w, https://unbounce.com/photos/Microsoft-Clarity-screenshot-150x82.png 150w, https://unbounce.com/photos/Microsoft-Clarity-screenshot-455x250.png 455w, https://unbounce.com/photos/Microsoft-Clarity-screenshot-80x44.png 80w, https://unbounce.com/photos/Microsoft-Clarity-screenshot-768x422.png 768w, https://unbounce.com/photos/Microsoft-Clarity-screenshot-1000x550.png 1000w, https://unbounce.com/photos/Microsoft-Clarity-screenshot-650x357.png 650w, https://unbounce.com/photos/Microsoft-Clarity-screenshot-300x165.png 300w, https://unbounce.com/photos/Microsoft-Clarity-screenshot-160x88.png 160w" sizes="(max-width: 1372px) 100vw, 1372px" /></figure></div>
<p><em>Image courtesy of Microsoft</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://clarity.microsoft.com/" target="_blank" rel="noreferrer noopener">Microsoft Clarity</a> is a free analytics tool that provides website managers with insights into user behavior. For landing page testing, it’s invaluable as it allows you to visually understand how users interact with your pages, identifying elements that draw attention or cause confusion. </p>
<p><strong>Features:</strong></p>
<ul>
<li>Heatmaps, session recordings, dashboards</li>
<li>Connects with Google Analytics for more insights</li>
<li>Integrates with most of the popular applications</li>
</ul>
<h3 class="wp-block-heading" id="qualaroo">Qualaroo</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1295" height="791" src="https://unbounce.com/photos/Qualaroo-screenshot.png" alt="Screenshot of the Qualaroo webpage" class="wp-image-127757" style="width:1000px" srcset="https://unbounce.com/photos/Qualaroo-screenshot.png 1295w, https://unbounce.com/photos/Qualaroo-screenshot-150x92.png 150w, https://unbounce.com/photos/Qualaroo-screenshot-409x250.png 409w, https://unbounce.com/photos/Qualaroo-screenshot-80x49.png 80w, https://unbounce.com/photos/Qualaroo-screenshot-768x469.png 768w, https://unbounce.com/photos/Qualaroo-screenshot-1000x611.png 1000w, https://unbounce.com/photos/Qualaroo-screenshot-650x397.png 650w, https://unbounce.com/photos/Qualaroo-screenshot-300x183.png 300w, https://unbounce.com/photos/Qualaroo-screenshot-160x98.png 160w" sizes="(max-width: 1295px) 100vw, 1295px" /></figure></div>
<p><em>Image courtesy of Qualaroo</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://qualaroo.com/" target="_blank" rel="noreferrer noopener">Qualaroo</a> helps marketers understand the “why” behind user behavior through targeted surveys and feedback. It offers a unique angle to landing page optimization, delving into the qualitative aspects of user experience to complement traditional analytics.</p>
<p><strong>Features:</strong></p>
<ul>
<li>Pop-up “Nudge” surveys provide valuable customer insights quickly and generate contextual feedback on variations during test</li>
<li>Gather real-time insights from users</li>
</ul>
<h3 class="wp-block-heading" id="hotjar">Hotjar</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1484" height="643" src="https://unbounce.com/photos/Hotjar-screenshot.png" alt="Screenshot of the Hotjar webpage" class="wp-image-127756" style="width:1000px" srcset="https://unbounce.com/photos/Hotjar-screenshot.png 1484w, https://unbounce.com/photos/Hotjar-screenshot-150x65.png 150w, https://unbounce.com/photos/Hotjar-screenshot-560x243.png 560w, https://unbounce.com/photos/Hotjar-screenshot-80x35.png 80w, https://unbounce.com/photos/Hotjar-screenshot-768x333.png 768w, https://unbounce.com/photos/Hotjar-screenshot-1000x433.png 1000w, https://unbounce.com/photos/Hotjar-screenshot-650x282.png 650w, https://unbounce.com/photos/Hotjar-screenshot-300x130.png 300w, https://unbounce.com/photos/Hotjar-screenshot-160x69.png 160w" sizes="(max-width: 1484px) 100vw, 1484px" /></figure></div>
<p><em>Image courtesy of Hotjar</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.hotjar.com/" target="_blank" rel="noreferrer noopener">Hotjar</a> uncovers the mysteries of user behavior with heatmaps, session replays, and feedback polls. It’s invaluable for visual insights, allowing you to see through the eyes of your users and make informed improvements.</p>
<p><strong>Features:</strong></p>
<ul>
<li>Testing tools include heatmaps, recordings, surveys, interviews, and more</li>
<li>Create dashboards for different situations, websites, and campaigns</li>
<li>Integrates with many popular applications, including Google Analytics, Unbounce, and Zapier</li>
</ul>
<h3 class="wp-block-heading" id="vwo">VWO (Visual Website Optimizer)</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1285" height="729" src="https://unbounce.com/photos/VWO-screenshot.png" alt="Screenshot of the VWO webpage" class="wp-image-127763" style="width:1000px" srcset="https://unbounce.com/photos/VWO-screenshot.png 1285w, https://unbounce.com/photos/VWO-screenshot-150x85.png 150w, https://unbounce.com/photos/VWO-screenshot-441x250.png 441w, https://unbounce.com/photos/VWO-screenshot-80x45.png 80w, https://unbounce.com/photos/VWO-screenshot-768x436.png 768w, https://unbounce.com/photos/VWO-screenshot-1000x567.png 1000w, https://unbounce.com/photos/VWO-screenshot-650x369.png 650w, https://unbounce.com/photos/VWO-screenshot-300x170.png 300w, https://unbounce.com/photos/VWO-screenshot-160x91.png 160w" sizes="(max-width: 1285px) 100vw, 1285px" /></figure></div>
<p><em>Image courtesy of VWO</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://vwo.com/" target="_blank" rel="noreferrer noopener">VWO</a> describes themselves as a “comprehensive experimentation platform,” and they’ve got the chops to prove it. They offer multiple testing tools and the ability to dig deep into the code so you can tweak pages to your heart’s content.</p>
<p><strong>Features:</strong></p>
<ul>
<li>Tools include A/B (split) testing, multivariate testing, heatmaps, surveys, experience personalization, and session recordings</li>
<li>Deep analysis of user behavior</li>
<li>Advanced code editor</li>
</ul>
<h3 class="wp-block-heading" id="optimizely">Optimizely</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1473" height="628" src="https://unbounce.com/photos/Optimizely-screenshot-1.png" alt="Screenshot of the Optimizely webpage" class="wp-image-127762" style="width:1000px" srcset="https://unbounce.com/photos/Optimizely-screenshot-1.png 1473w, https://unbounce.com/photos/Optimizely-screenshot-1-150x64.png 150w, https://unbounce.com/photos/Optimizely-screenshot-1-560x239.png 560w, https://unbounce.com/photos/Optimizely-screenshot-1-80x34.png 80w, https://unbounce.com/photos/Optimizely-screenshot-1-768x327.png 768w, https://unbounce.com/photos/Optimizely-screenshot-1-386x165.png 386w, https://unbounce.com/photos/Optimizely-screenshot-1-1000x426.png 1000w, https://unbounce.com/photos/Optimizely-screenshot-1-650x277.png 650w, https://unbounce.com/photos/Optimizely-screenshot-1-300x128.png 300w, https://unbounce.com/photos/Optimizely-screenshot-1-762x326.png 762w, https://unbounce.com/photos/Optimizely-screenshot-1-160x68.png 160w" sizes="(max-width: 1473px) 100vw, 1473px" /></figure></div>
<p><em>Image courtesy of Optimizely</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.optimizely.com/" target="_blank" rel="noreferrer noopener">Optimizely</a> offers robust solutions for enterprises of all sizes. With its powerful analytics and experimentation capabilities, it’s like having a research lab at your fingertips.</p>
<p><strong>Features:</strong></p>
<ul>
<li>A/B testing and multivariate testing</li>
<li>Stats Accelerator can distribute traffic automatically, based on user behavior</li>
<li>Content management system and content marketing platform</li>
</ul>
<h3 class="wp-block-heading" id="instapage">Instapage</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1226" height="603" src="https://unbounce.com/photos/Instapage-screenshot.png" alt="Screenshot of the Instapage webpage" class="wp-image-127759" style="width:1000px" srcset="https://unbounce.com/photos/Instapage-screenshot.png 1226w, https://unbounce.com/photos/Instapage-screenshot-150x74.png 150w, https://unbounce.com/photos/Instapage-screenshot-508x250.png 508w, https://unbounce.com/photos/Instapage-screenshot-80x39.png 80w, https://unbounce.com/photos/Instapage-screenshot-768x378.png 768w, https://unbounce.com/photos/Instapage-screenshot-1000x492.png 1000w, https://unbounce.com/photos/Instapage-screenshot-650x320.png 650w, https://unbounce.com/photos/Instapage-screenshot-300x148.png 300w, https://unbounce.com/photos/Instapage-screenshot-364x178.png 364w, https://unbounce.com/photos/Instapage-screenshot-160x79.png 160w" sizes="(max-width: 1226px) 100vw, 1226px" /></figure></div>
<p><em>Image courtesy of Instapage</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://instapage.com/" target="_blank" rel="noreferrer noopener">Instapage</a> offers a robust platform focused on personalization and post-click optimization. It’s a hit for teams aiming for high-conversion landing pages, with features like AdMap and collaboration tools enhancing its blueprint for success.</p>
<p><strong>Features:</strong></p>
<ul>
<li>Optimize landing pages with data-backed insights from in-app A/B testing, behavior analytics, and reporting</li>
<li>AI content generator</li>
<li>AdMap connects ads to relevant landing pages and visualizes the full customer journey</li>
</ul>
<h3 class="wp-block-heading" id="leadpages">Leadpages</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1453" height="687" src="https://unbounce.com/photos/Leadpages-screenshot.png" alt="Screenshot of the Leadpages webpage" class="wp-image-127758" style="width:1000px" srcset="https://unbounce.com/photos/Leadpages-screenshot.png 1453w, https://unbounce.com/photos/Leadpages-screenshot-150x71.png 150w, https://unbounce.com/photos/Leadpages-screenshot-529x250.png 529w, https://unbounce.com/photos/Leadpages-screenshot-80x38.png 80w, https://unbounce.com/photos/Leadpages-screenshot-768x363.png 768w, https://unbounce.com/photos/Leadpages-screenshot-1000x473.png 1000w, https://unbounce.com/photos/Leadpages-screenshot-650x307.png 650w, https://unbounce.com/photos/Leadpages-screenshot-300x142.png 300w, https://unbounce.com/photos/Leadpages-screenshot-160x76.png 160w" sizes="(max-width: 1453px) 100vw, 1453px" /></figure></div>
<p><em>Image courtesy of Leadpages</em></p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.leadpages.com/" target="_blank" rel="noreferrer noopener">Leadpages</a> is ideal for small businesses and solo entrepreneurs. It simplifies the process of building and testing effective landing pages with a range of easy-to-use templates and straightforward A/B testing capabilities, making it a practical, no-frills solution.</p>
<p><strong>Features:</strong></p>
<ul>
<li>Set up A/B tests in just a few minutes</li>
<li>User-friendly landing page interface</li>
<li>Large collection of pre-designed templates</li>
</ul>
<h2 class="wp-block-heading" id="using-unbounce">How to do landing page A/B testing using Unbounce</h2>
<p>Let’s dive a bit deeper into how you can <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">run A/B tests with Unbounce</a>. You can read through a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://documentation.unbounce.com/hc/en-us/articles/203510234-How-to-Run-an-A-B-Test" target="_blank" rel="noreferrer noopener">detailed step-by-step guide</a>, or just browse through this brief summary:</p>
<ol>
<li>On the <strong>Page Overview</strong> screen, scroll down to the <strong>Page Traffic Mode</strong> section and select <strong>A/B Test</strong>.</li>
<li>Create a new variant of your current page.</li>
<li>Set the variant weight, which dictates how much traffic goes to each variant. You can select 50/50 to split it evenly or maybe 70/30 if you want to focus more attention on one variant.</li>
<li>After you’ve got sufficient data you’ll see which variant has emerged as the winner. Feel free to funnel all of your traffic to that variant, and consider running more A/B tests to further optimize your page.</li>
</ol>
<p>It’s just that easy.</p>
<p class="has-text-align-center"><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/"><strong>See how landing page A/B testing works with Unbounce -></strong></a></p>
<h2 class="wp-block-heading" id="mistakes-to-avoid">Landing page testing mistakes to avoid</h2>
<p>By now you’ve got a pretty good idea of how landing page testing should work. But it’s easy to slip up and make mistakes that might skew your results and end up wasting valuable time and money. Here are some common mistakes to avoid.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="480" height="480" src="https://unbounce.com/photos/Mistake.gif" alt="Animated gif showing a young woman smacking her forehead in frustration" class="wp-image-127750" style="width:1000px"/></figure></div>
<h3 class="wp-block-heading">Poor insights</h3>
<p>Too many landing pages don’t collect data via heatmaps, session recordings, form analytics, or conversion tracking. This leads to ill-informed hypotheses about what to test. </p>
<h3 class="wp-block-heading">Poor hypotheses</h3>
<p>Because marketers then misdiagnose the problem, their proposed solution also fails. Or worse, they rush to test arbitrary variables like button color, without a real hypothesis to begin with.</p>
<h3 class="wp-block-heading">Testing multiple variables at the same time</h3>
<p>Trying to test everything at once is like juggling while riding a unicycle—it’s complicated and risky. Focus on one variable at a time for clear, actionable insights.</p>
<h3 class="wp-block-heading">Changing variables in the middle of a test</h3>
<p>Altering elements during a test is like changing the rules of a game while it’s being played. Stick to your original setup to ensure the integrity of your test results.</p>
<h3 class="wp-block-heading">Testing the wrong page</h3>
<p>Don’t waste your efforts on a page that doesn’t impact your conversion goals. Ensure you’re testing pages that are critical to your customer’s journey and overall marketing objectives.</p>
<h3 class="wp-block-heading">Not including past results in your testing</h3>
<p>If you ignore the history of your A/B testing you’re overlooking some valuable data. Past results can guide your hypotheses and help you make more informed decisions in your current tests.</p>
<h3 class="wp-block-heading">Not enough traffic</h3>
<p>You need volume to reach statistical significance (multivariate tests need even more volume than A/B tests), and like we mentioned before, a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.evanmiller.org/ab-testing/sample-size.html" target="_blank" rel="noreferrer noopener">sample size calculator</a> can help you figure out how much data you’ll need.</p>
<h3 class="wp-block-heading">Not enough time</h3>
<p>You also can’t run an A/B test for one week and expect reliable results. Volume takes time, and time takes money—money (and patience) that many don’t have.</p>
<p>Now that you know the basics that will help you avoid a testing faux pas, let’s dive into some rules that’ll help you get the maximum impact from landing page testing.</p>
<h2 class="wp-block-heading" id="5-essential-rules">The 5 essential rules of landing page testing</h2>
<p>Our friend Johnathan Dane at <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.klientboost.com/" target="_blank" rel="noreferrer noopener">KlientBoost</a> provided these five indispensable rules, based on their extensive experience with landing page testing. You should definitely keep these in mind, but only if you want to, y’know, <em>get awesome landing page results.</em></p>
<ol>
<li>Traffic conversion intent must follow call-to-action (CTA) intent.</li>
<li>Focus aggressively on the offer itself.</li>
<li>Use the <a href="#breadcrumb" target="_blank" rel="noreferrer noopener">Breadcrumb Technique</a> on your forms.</li>
<li>Don’t stop at the “Thank You” page. </li>
<li>Go all-in on AI traffic optimization</li>
</ol>
<p>Let’s explore each.</p>
<h3 class="wp-block-heading">1. Traffic conversion intent must follow call-to-action intent</h3>
<p>Conversion intent refers to how likely your ideal customer is to convert. </p>
<p><strong>Low intent (“cold traffic”)</strong> = Visitors who may not know the brand, who only want to gather information, and who haven’t expressed an intent to convert. </p>
<p><strong>High intent (“hot traffic”)</strong> = Visitors who most likely know the brand, who want to buy right now, and who will convert on all CTAs.</p>
<p>Let’s use a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/best-b2b-landing-page-examples/">B2B SaaS example</a>. </p>
<p>A high-intent visitor is someone who visits a landing page on their own via a direct visit, branded paid search ad, retargeting ad, or organic search, and converts on a “book a demo” CTA. </p>
<p>A low-intent visitor is someone who visits a landing page via a display ad, an informational Google search, or a native audience on Facebook, and has no intent to convert. </p>
<p><strong>If your CTA doesn’t match your visitor’s conversion intent, it doesn’t matter what you split test on your landing page—it won’t work.</strong> For example, if you’re asking cold display traffic to convert on your “book a demo” CTA, it doesn’t matter what your headline says or hero graphic looks like—they’re unlikely to convert. </p>
<p>And here’s the kicker: Even if a conversion <em>does </em>happen, it’s extremely unlikely that that conversion will actually lead to a sale.</p>
<p><em>Why?</em> Because <strong>the higher the intent of the visitor, the more momentum there is</strong> throughout the marketing and sales funnel. <em>This </em>is what ultimately leads to a sale.</p>
<p>When it comes to intent, different channels signal different intent levels. So step one of landing page testing is to ensure your traffic and CTAs align with one another. At KlientBoost, they call this the Ice Cube and Volcano Scale:</p>
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<p>For example, someone who’s passively scrolling LinkedIn (who isn’t part of any custom audience) clearly has a different intent than someone who searches for “Gusto HR software demo” on Google. </p>
<p>That’s because on social you can target native audiences <em>and</em> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/retargeting-ads/">retargeting audiences</a>, and it’s not an intent channel like <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/ppc/">paid search</a> is. That’s why many LinkedIn paid campaigns fail when there’s an attempt to drive bottom-of-funnel (BOFU) conversions on a native LinkedIn audience.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1114" height="848" src="https://unbounce.com/photos/landing-page-testing-0.png" alt="How to Do Landing Page Testing Right" class="wp-image-112549" style="width:1000px" srcset="https://unbounce.com/photos/landing-page-testing-0.png 1114w, https://unbounce.com/photos/landing-page-testing-0-150x114.png 150w, https://unbounce.com/photos/landing-page-testing-0-328x250.png 328w, https://unbounce.com/photos/landing-page-testing-0-80x61.png 80w, https://unbounce.com/photos/landing-page-testing-0-768x585.png 768w, https://unbounce.com/photos/landing-page-testing-0-1000x761.png 1000w, https://unbounce.com/photos/landing-page-testing-0-650x495.png 650w, https://unbounce.com/photos/landing-page-testing-0-300x228.png 300w, https://unbounce.com/photos/landing-page-testing-0-160x122.png 160w" sizes="(max-width: 1114px) 100vw, 1114px" /></figure></div>
<p>You can’t run a “book a demo” ad to a group of Instagramers who have never heard of you, haven’t signaled intent, or are part of a specific audience with intent (like Lookalikes on Facebook/Instagram) to buy and expect a landing page A/B test to save the day. </p>
<p>Not gonna happen. </p>
<p><strong>When channel, CTA, and intent are in harmony, only then will an A/B test produce more meaningful results.</strong> To do that, you must first bucket your traffic into conversion intent categories. </p>
<p>For example, in Google, divvy up your branded, competitor, generic, and informational keywords into different campaigns. In Facebook, separate your custom, lookalike, and saved audiences into different ad sets. Then, route traffic to CTAs based on intent accordingly. </p>
<p>This will be your first, biggest foundational landing page win. Oh, and don’t forget—if you suffer from <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://klientboost.com/google/iceberg-effect/" target="_blank" rel="noreferrer noopener">The Iceberg Effect</a>, your traffic splits won’t matter.</p>
<p>If you’re not excluding audiences from each other on social, then you’ll have Venn diagram overlaps that can hurt you (one way to avoid this is to exclude custom audiences from your lookalike audiences).</p>
<p>Same with paid search: Make sure your search terms actually match your keywords.</p>
<h3 class="wp-block-heading">2. Focus aggressively on how the offer is presented</h3>
<p>The good folks at KlientBoost have run countless tests where they’ve removed everything below the fold. They’ve purposely and randomly chosen copy for headlines and subheadlines. Time and time again, they found that visitors immediately focus on the CTA and how it’s worded.</p>
<p><strong>Increase motivation with CTA copy</strong></p>
<p>Oftentimes, you don’t need to change your offer or conversion goal to increase conversions. You just need to create motivation by changing your CTA copy to something your visitors find more compelling. </p>
<p>For example, KlientBoost experimented with five different CTAs and headline/subheadline variations for their marketing plan offer:</p>
<ul>
<li>Get free trial </li>
<li>Get free audit</li>
<li>Get free proposal </li>
<li>Get free marketing plan </li>
<li>Start my pricing calculation</li>
</ul>
<p>Nothing about the offer changed—only the headline/subheadline and CTA copy. Well, that <em>and</em> conversion rates progressively increased with each iteration of the CTA copy.</p>
<p><strong>Version 1: 14-day free trial</strong></p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1600" height="879" src="https://unbounce.com/photos/landing-page-testing-4.png" alt="How to Do Landing Page Testing Right" class="wp-image-112545" style="width:1000px" srcset="https://unbounce.com/photos/landing-page-testing-4.png 1600w, https://unbounce.com/photos/landing-page-testing-4-150x82.png 150w, https://unbounce.com/photos/landing-page-testing-4-455x250.png 455w, https://unbounce.com/photos/landing-page-testing-4-80x44.png 80w, https://unbounce.com/photos/landing-page-testing-4-768x422.png 768w, https://unbounce.com/photos/landing-page-testing-4-1536x844.png 1536w, https://unbounce.com/photos/landing-page-testing-4-1000x549.png 1000w, https://unbounce.com/photos/landing-page-testing-4-650x357.png 650w, https://unbounce.com/photos/landing-page-testing-4-300x165.png 300w, https://unbounce.com/photos/landing-page-testing-4-160x88.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure></div>
<p class="has-text-align-center"><em>Circa 2015</em></p>
<p><strong>Version 2: Get free proposal</strong></p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1600" height="879" src="https://unbounce.com/photos/landing-page-testing-1.png" alt="How to Do Landing Page Testing Right" class="wp-image-112548" style="width:1000px" srcset="https://unbounce.com/photos/landing-page-testing-1.png 1600w, https://unbounce.com/photos/landing-page-testing-1-150x82.png 150w, https://unbounce.com/photos/landing-page-testing-1-455x250.png 455w, https://unbounce.com/photos/landing-page-testing-1-80x44.png 80w, https://unbounce.com/photos/landing-page-testing-1-768x422.png 768w, https://unbounce.com/photos/landing-page-testing-1-1536x844.png 1536w, https://unbounce.com/photos/landing-page-testing-1-1000x549.png 1000w, https://unbounce.com/photos/landing-page-testing-1-650x357.png 650w, https://unbounce.com/photos/landing-page-testing-1-300x165.png 300w, https://unbounce.com/photos/landing-page-testing-1-160x88.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure></div>
<p class="has-text-align-center"><em>KlientBoost free proposal messaging</em></p>
<p><strong>Version 3: Free marketing plan</strong></p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1600" height="879" src="https://unbounce.com/photos/landing-page-testing-2.png" alt="How to Do Landing Page Testing Right" class="wp-image-112547" style="width:1000px" srcset="https://unbounce.com/photos/landing-page-testing-2.png 1600w, https://unbounce.com/photos/landing-page-testing-2-150x82.png 150w, https://unbounce.com/photos/landing-page-testing-2-455x250.png 455w, https://unbounce.com/photos/landing-page-testing-2-80x44.png 80w, https://unbounce.com/photos/landing-page-testing-2-768x422.png 768w, https://unbounce.com/photos/landing-page-testing-2-1536x844.png 1536w, https://unbounce.com/photos/landing-page-testing-2-1000x549.png 1000w, https://unbounce.com/photos/landing-page-testing-2-650x357.png 650w, https://unbounce.com/photos/landing-page-testing-2-300x165.png 300w, https://unbounce.com/photos/landing-page-testing-2-160x88.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure></div>
<p class="has-text-align-center"><em>KlientBoost free marketing plan messaging</em></p>
<p><strong>Version 4: Pricing calculation</strong></p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1600" height="879" src="https://unbounce.com/photos/landing-page-testing-2-1.png" alt="How to Do Landing Page Testing Right" class="wp-image-112551" style="width:1000px" srcset="https://unbounce.com/photos/landing-page-testing-2-1.png 1600w, https://unbounce.com/photos/landing-page-testing-2-1-150x82.png 150w, https://unbounce.com/photos/landing-page-testing-2-1-455x250.png 455w, https://unbounce.com/photos/landing-page-testing-2-1-80x44.png 80w, https://unbounce.com/photos/landing-page-testing-2-1-768x422.png 768w, https://unbounce.com/photos/landing-page-testing-2-1-1536x844.png 1536w, https://unbounce.com/photos/landing-page-testing-2-1-1000x549.png 1000w, https://unbounce.com/photos/landing-page-testing-2-1-650x357.png 650w, https://unbounce.com/photos/landing-page-testing-2-1-300x165.png 300w, https://unbounce.com/photos/landing-page-testing-2-1-160x88.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure></div>
<p class="has-text-align-center"><em>KlientBoost pricing calculation messaging</em></p>
<p>All four versions, while expressed differently, all ultimately lead to the same conversion goal: a consultation with the sales team. </p>
<p>By testing different headlines and CTAs, they were able to build motivation and, as a result, increase conversion rates without ever changing the offer. </p>
<p><strong>Why do they swear by CTA copy?</strong> Low effort, high impact. <em>Simple. </em></p>
<p>Here’s another example: Let’s say we’re dealing with personal injury lawyers: 99% of them use “Free Consultation” as their main CTA. If they’d switch their CTA to “See If I Have a Case” or “See What My Case Is Worth,” then they’ll get higher conversion rates while STILL having a consultation.</p>
<p><strong>The magic trick here is to marry the main questions/objections your visitors have</strong>, and turn that into a CTA that promises answers.</p>
<h3 class="wp-block-heading" id="breadcrumb">3. Use the Breadcrumb Technique on your forms</h3>
<p>You may have heard otherwise, but fewer fields do not automatically equal higher conversion rates. (It depends on a number of factors, really.)</p>
<p>For lead capture landing pages, forms can make or break conversions. But more importantly, <em>the first impression your visitors have of your form’s fields </em>will make or break conversions.</p>
<p>Form layout, number of fields, field labels, field order, placeholder text, button copy, radio button vs. drop down—the list of testable features never ends. But every form split test should prioritize one experiment above all: <strong>Adding multiple form steps while changing the order of the fields.</strong></p>
<p>A form using the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://klientboost.com/cro/breadcrumb-technique/" target="_blank" rel="noreferrer noopener">Breadcrumb Technique</a> separates form fields into <em>at least</em> two progressive stages rather than placing them all on one single form. For example, KlientBoost’s “<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://klientboost.com/marketing-plan" target="_blank" rel="noreferrer noopener">free marketing plan</a>” form includes four forms with multiple fields (pictured below). </p>
<p>While a standard form might show all fields in a single column, a multi-step form breaks up six fields into four very digestible stages. Visitors don’t see Step Two until they complete Step One, and so on.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1600" height="934" src="https://unbounce.com/photos/landing-page-testing-3.jpeg" alt="How to Do Landing Page Testing Right" class="wp-image-112546" style="width:1000px" srcset="https://unbounce.com/photos/landing-page-testing-3.jpeg 1600w, https://unbounce.com/photos/landing-page-testing-3-150x88.jpeg 150w, https://unbounce.com/photos/landing-page-testing-3-428x250.jpeg 428w, https://unbounce.com/photos/landing-page-testing-3-80x47.jpeg 80w, https://unbounce.com/photos/landing-page-testing-3-768x448.jpeg 768w, https://unbounce.com/photos/landing-page-testing-3-1536x897.jpeg 1536w, https://unbounce.com/photos/landing-page-testing-3-1000x584.jpeg 1000w, https://unbounce.com/photos/landing-page-testing-3-650x379.jpeg 650w, https://unbounce.com/photos/landing-page-testing-3-300x175.jpeg 300w, https://unbounce.com/photos/landing-page-testing-3-160x93.jpeg 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure></div>
<p class="has-text-align-center"><em>KlientBoost multi-step form (four steps, six fields)</em></p>
<p>Why multiple steps? Three reasons:</p>
<ul>
<li>Compliance psychology</li>
<li>Lead quality </li>
<li>Results</li>
</ul>
<p>This is the Breadcrumb Technique, aka the method of persuading people to commit to your request by getting them to commit to a smaller request first.</p>
<div id="" class="section section-html" >
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<div style="text-align: center;"><iframe loading="lazy" width="560" height="315" src="https://www.youtube.com/embed/zF2FLIcQg_8?si=ScTvbKT6dV173N9v" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="allowfullscreen"></iframe></div>
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<p>Behavioral psychologists like Robert Cialdini call it the “Consistency Principle of Persuasion.” In layman’s terms, <strong>when people actively commit to something, they’re much more likely to complete it.</strong> Simple. </p>
<p>A multi-step form leverages this principle of psychology by placing your most threatening form fields last (contact information) and your least threatening form fields first. By asking non-threatening, non-intrusive questions first, you make it easy for prospects to actively commit to your form. And once they commit, they’re more likely to complete it.</p>
<p>Let’s look at another example from Lytx, one of our clients. </p>
<p>Notice how the first two steps of the form ask softball questions and the last two steps ask for personal information (email, phone, name).</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1600" height="934" src="https://unbounce.com/photos/landing-page-testing-5.jpeg" alt="How to Do Landing Page Testing Right" class="wp-image-112544" style="width:1000px" srcset="https://unbounce.com/photos/landing-page-testing-5.jpeg 1600w, https://unbounce.com/photos/landing-page-testing-5-150x88.jpeg 150w, https://unbounce.com/photos/landing-page-testing-5-428x250.jpeg 428w, https://unbounce.com/photos/landing-page-testing-5-80x47.jpeg 80w, https://unbounce.com/photos/landing-page-testing-5-768x448.jpeg 768w, https://unbounce.com/photos/landing-page-testing-5-1536x897.jpeg 1536w, https://unbounce.com/photos/landing-page-testing-5-1000x584.jpeg 1000w, https://unbounce.com/photos/landing-page-testing-5-650x379.jpeg 650w, https://unbounce.com/photos/landing-page-testing-5-300x175.jpeg 300w, https://unbounce.com/photos/landing-page-testing-5-160x93.jpeg 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure></div>
<p class="has-text-align-center"><em>Lytx multi-step form (four steps)</em></p>
<p>Bottom line: Multi-step forms increase conversions. Like,<em> by a lot. </em></p>
<p>For example, by converting Lytx’s form from one step to multiple steps (and asking for name, phone, and email during the last step), KlientBoost increased the conversion rate from 1% to 20%, increased lead volume from six to 135, and decreased CPA by 95%. Dang.</p>
<h3 class="wp-block-heading">4. Don’t stop at the “Thank You” page</h3>
<p>Raise your hand if you’ve filled out a landing page form and received the following confirmation message:</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1600" height="879" src="https://unbounce.com/photos/landing-page-testing-6.png" alt="How to Do Landing Page Testing Right" class="wp-image-112542" style="width:1000px" srcset="https://unbounce.com/photos/landing-page-testing-6.png 1600w, https://unbounce.com/photos/landing-page-testing-6-150x82.png 150w, https://unbounce.com/photos/landing-page-testing-6-455x250.png 455w, https://unbounce.com/photos/landing-page-testing-6-80x44.png 80w, https://unbounce.com/photos/landing-page-testing-6-768x422.png 768w, https://unbounce.com/photos/landing-page-testing-6-1536x844.png 1536w, https://unbounce.com/photos/landing-page-testing-6-1000x549.png 1000w, https://unbounce.com/photos/landing-page-testing-6-650x357.png 650w, https://unbounce.com/photos/landing-page-testing-6-300x165.png 300w, https://unbounce.com/photos/landing-page-testing-6-160x88.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure></div>
<p class="has-text-align-center"><em>DemandScience’s demo confirmation page</em></p>
<p>*<strong>All hands go up*</strong></p>
<p>Now juxtapose that with ChiliPiper’s confirmation page:</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1600" height="879" src="https://unbounce.com/photos/landing-page-testing-7.png" alt="How to Do Landing Page Testing Right" class="wp-image-112541" style="width:1000px" srcset="https://unbounce.com/photos/landing-page-testing-7.png 1600w, https://unbounce.com/photos/landing-page-testing-7-150x82.png 150w, https://unbounce.com/photos/landing-page-testing-7-455x250.png 455w, https://unbounce.com/photos/landing-page-testing-7-80x44.png 80w, https://unbounce.com/photos/landing-page-testing-7-768x422.png 768w, https://unbounce.com/photos/landing-page-testing-7-1536x844.png 1536w, https://unbounce.com/photos/landing-page-testing-7-1000x549.png 1000w, https://unbounce.com/photos/landing-page-testing-7-650x357.png 650w, https://unbounce.com/photos/landing-page-testing-7-300x165.png 300w, https://unbounce.com/photos/landing-page-testing-7-160x88.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure></div>
<p class="has-text-align-center"><em>ChiliPiper’s confirmation page</em></p>
<p>DemandScience (like nearly everyone else) kills conversion momentum by making you wait for a sales rep to follow up. And for what?<em> </em>To go back and forth via email to schedule a demo anyways?</p>
<p>Like ChiliPiper does with their calendar, <strong>use your thank you/confirmation page to move prospects to the next step</strong> in the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/conversion-funnel/">conversion funnel </a>(and closer to revenue) quicker. </p>
<p>“But what about lead qualifying/scoring?”</p>
<p>In rule #1 ( regarding conversion intent), we talked about how the only sources of traffic who encounter your “demo” request offer (or the “high intent” equivalent of your industry) are those who are ready to buy anyway. No scoring needed—move them to “qualified” immediately. </p>
<p>Note: The <em>next </em>step toward revenue doesn’t necessarily mean a massive PDF download or resource guide. In fact, in most cases, it doesn’t. The point of this step is to test the efficiency of your funnel. </p>
<p>When high-intent buyers convert on your CTA, <strong>make the process as frictionless as possible.</strong> You already know the data surrounding the ability to close a lead with more time that goes by.</p>
<p>Here are some things you can try out:</p>
<ul>
<li>Have a <strong>calendar widget</strong> on your thank you page and hire an extra sales development rep (SDR) to source which leads are high-quality or not. You’ll have people who aren’t qualified today, but will be qualified six months from now. Give everyone the white glove experience.</li>
<li>If you can’t do that, <strong>tell people which email address or phone number will reach out</strong> to them. In the world of spam or robo-calls, you’ll get ghosted even by people who converted—this will alleviate that.</li>
<li><strong>Tell people <em>when</em> they can expect to hear from you.</strong> “In the next 24 hours,” “next 30 minutes,” etc. Give them that explicit heads-up.</li>
</ul>
<p>You spent this much time and effort to get the conversion, so don’t screw up the momentum of the deal because of your un-optimized thank you/confirmation page. Do better.</p>
<h3 class="wp-block-heading">5. Go all-in on AI traffic optimization</h3>
<p>Now that your landing page testing fundamentals are stronger than ever, it’s time we call in help from our AI friends.</p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-traffic/" target="_blank" rel="noreferrer noopener">Smart Traffic</a> is Unbounce’s AI-powered algorithm that matches visitors to the variant they’re most likely to convert on. </p>
<p>Unlike traditional A/B testing, Smart Traffic doesn’t crown a single variant as the champion. Instead, it analyzes how distinct groups of people convert differently on several variants. Smart Traffic then funnels each respective group to the variant they’re most likely to convert on. </p>
<p>AI traffic optimization is a great next step (after A/B testing) to take your conversions to the next level by matching the right visitors to the right page. </p>
<p>Smart Traffic converts quicker with as few as 50 visitors, lets you test multiple variants at the same time, and works with multiple traffic sources at once. Plus, it does all the analysis for you. </p>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-traffic/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/smart-traffic-blog-visual-cta.jpg" alt="" width="2260" height="1216" /></a></div>
<h2 class="wp-block-heading" id="metrics-and-kpis">Metrics and KPIs to analyze landing page testing success</h2>
<p>A few times (okay, <em>a lot</em> of times) throughout this post we’ve mentioned how important it is to track data and measure the impact of your landing page testing. If you’re not sure where to start measuring, we’re happy to lend a helping hand (or paw) with this list of commonly-used metrics.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="400" height="310" src="https://unbounce.com/photos/Measure-with-dog.gif" alt="Animated gif of a dog helping a man use a measuring tape" class="wp-image-127753" style="width:1000px"/></figure></div>
<h3 class="wp-block-heading">Average time on page</h3>
<p>This is like measuring how long someone browses in a store—it indicates how engaging your content is. A longer time on page often suggests that visitors find your page relevant and interesting.</p>
<h3 class="wp-block-heading">Bounce rate</h3>
<p>This is the percentage of visitors who land on your page and leave without interacting further. A high <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/high-bounce-rates/">bounce rate</a> might mean your page isn’t resonating with your audience or isn’t what they expected.</p>
<h3 class="wp-block-heading">Form abandonment rate</h3>
<p>How many people start filling out a form but don’t finish it? It helps identify issues in the form itself—maybe it’s too intrusive or not user-friendly.</p>
<h3 class="wp-block-heading">Conversion rate</h3>
<p>This <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/average-conversion-rates-landing-pages/">measures the percentage of visitors who complete the desired action</a>, be it signing up, downloading, or making a purchase. It’s the ultimate measure of your landing page’s effectiveness.</p>
<h3 class="wp-block-heading">Click-through rate (CTR)</h3>
<p>It measures how many visitors clicked on a call to action or a link on your landing page. High CTR indicates compelling content or offers.</p>
<h3 class="wp-block-heading">Page views/unique page views</h3>
<p>This tracks how many times your landing page was viewed. Unique views filter out multiple views by the same user, offering a clearer picture of your audience size.</p>
<h3 class="wp-block-heading">Lead generation metrics</h3>
<p>For pages with a goal of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/lead-generation/10-creative-lead-gen-examples-sourced-from-marketing-legends/">gathering leads</a>, tracking the number and quality of leads generated is crucial. It shows not just how many people are interested, but how many are potential customers.</p>
<h3 class="wp-block-heading">Traffic sources</h3>
<p>Understanding where your visitors are coming from (social media, email links, organic search, etc.) can help you tailor your content and strategies to your audience’s preferences and behaviors.</p>
<h2 class="wp-block-heading" id="lp-examples">Landing page testing examples</h2>
<p>You’re probably familiar with the saying, “the proof is in the pudding” (mmmm, pudding…), which basically means you have to try something out before you know if it’s any good. Well, here are some examples of organizations that have done exactly that by using testing to optimize their pages, and have some pretty <s>tasty pudding</s> darned good results to show for it.</p>
<h3 class="wp-block-heading">Penn Foster: 202% increase in conversions</h3>
<p>Scranton-based online college, Penn Foster, faced a challenge with their underperforming paid advertising campaigns. In a strategic move, they developed a new landing page, emphasizing pertinent information and clear call to action buttons. </p>
<p>Their goal was twofold: to boost conversion rates and to improve the long-term value of their leads. The results were impressive: <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://vwo.com/success-stories/penn-foster/" target="_blank" rel="noreferrer noopener"><strong>a staggering 202% surge in click-to-lead conversions</strong></a>, accompanied by a significant uptick in the click-to-enrollment rate.</p>
<h3 class="wp-block-heading">Pluimen.nl: 19% increase in revenue</h3>
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<p><iframe width="100%" style="border: 0; height: 315px;" src="https://think.unbounce.com/l/405592/2023-06-20/94z4v7" type="text/html" frameborder="0" allowtransparency="true" id="blog_subscribe"></iframe></p>
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<p>Pluimen.nl, a Netherlands-based company specializing in gift vouchers redeemable for a variety of experiences such as sauna sessions, dining, and more, aimed to boost conversions and revenue on their landing page.
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Their strategy was to enhance user engagement and reduce bounce rates by simplifying the page, specifically by reducing the number of calls to action and links. They introduced a redesigned landing page, featuring just a single call to action and fewer links. This approach led to a notable <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://vwo.com/success-stories/pluimen/" target="_blank"><strong>8.5% drop in bounce rates and an impressive 19% rise in revenue</strong></a>.</p>
<h3>Digital NRG: 133% increase in conversions</h3>
<p>Digital NRG, a digital marketing agency in Bristol, UK, ran a conversion optimization campaign for a couple of their clients. By experimenting with CTA button placement and running some tests, they ended up <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://vwo.com/success-stories/digital-nrg/" target="_blank"><strong>boosting a page’s conversion rate by over 133%</strong></a>.</p>
<h2>To test or not to test: there is no question</h2>
<p>At the end of this landing page testing odyssey, it should be blindingly obvious that there really is no question about whether or not you should be testing your landing pages. Instead, the only question worth considering is: When should you start? (Psst—the correct answer is “right away”.)</p>
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<h1 class="pb-3 h2 ml-0">The definitive Google Ads audit guide (with an interactive checklist)</h1>
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<p>Is your Google Ads account not meeting expectations, leaving you puzzled about where to improve? You’re not alone. Discover how scheduling regular PPC audits, akin to routine car maintenance, can optimize your Google Ads performance and prevent future issues.</p>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#what" class="font-size-14">
What is a Google Ads account audit? </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#why" class="font-size-14">
Why you need to perform a Google Ads account audit </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#how" class="font-size-14">
How to do a Google PPC Ads audit </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#checklist" class="font-size-14">
Your Google Ads account audit checklist </a>
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<a href="#tools" class="font-size-14">
Tools to help perform your Google Ads account audit </a>
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<a href="#audit" class="font-size-14">
Don’t wait, audit </a>
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<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Jennifer Pepper</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Jennifer Pepper is the former Director of Content Marketing at Unbounce. One day she wants to direct the ads you skip on YouTube. Follow her on Twitter <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://twitter.com/pepperswrite">@PeppersWrite</a>.</p>
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<p><span style="font-weight: 400;">Ever get the feeling that your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/google-ads-basics/">Google Ads account</a> should be performing better, but you don’t know how? You’re not alone—a lot of advertisers spend </span><i><span style="font-weight: 400;">so</span></i><span style="font-weight: 400;"> much time tweaking the knobs and dials that </span><b>they neglect to step back and look at the Google Ads account as a whole. </b><span style="font-weight: 400;">Their tunnel vision prevents them from seeing mistakes as well as money-making opportunities.</span></p>
<p><span style="font-weight: 400;">Well, we’re here to make sure that doesn’t happen to you. So pull up your calendar </span><i><span style="font-weight: 400;">right now </span></i><span style="font-weight: 400;">and schedule time every few months to do a PPC audit on your account. And make it easy—schedule it for when you get your car’s oil changed or when you change the air filters in your vents. Just like those are preventative measures to ensure better performance of your car or heating/cooling system (</span><i><span style="font-weight: 400;">we know about cars, you know</span></i><span style="font-weight: 400;">), </span><b>regular Google Ads audits will ensure better account performance before it gets into trouble. </b></p>
<p><span style="font-weight: 400;">There are six basic components to a Google Ads audit. But instead of listing them, we’ve decided to provide a handy checklist to make you think </span><i><span style="font-weight: 400;">big picture PPC</span></i><span style="font-weight: 400;">.</span></p>
<p><span style="font-weight: 400;">Before we get into it, let’s get clear on some key concepts around Google Ads account audits.</span></p>
<h2 id="what" class="wp-block-heading">What is a Google Ads account audit?</h2>
<p><b>A Google Ads audit is a thorough review of your existing pay-per-click (PPC) campaigns.</b><span style="font-weight: 400;"> It’s all about diving into your Google Ads account with a detailed eye. It’s about looking at settings, structure, and data to find what’s working, what’s not, and make improvements to the performance of your ads. Think of it as giving your campaigns a tune-up to ensure they’re performing their absolute best. Embrace the audit, and watch your ads </span><i><span style="font-weight: 400;">soar</span></i><span style="font-weight: 400;">.</span></p>
<p><span style="font-weight: 400;">These PPC audits include a thorough analysis of all elements related to the campaigns you’ve run over a given period. This includes an assessment of your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/ppc-keyword-research/">keywords</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/write-best-google-ads-copy/">ad copy</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc-landing-pages-for-adwords/">landing pages</a>, conversion tracking code setup, remarketing codes, and budget management.</span><b> The goal is to uncover potential issues and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/ppc/">improve the overall PPC performance of your ads</a>.</b><span style="font-weight: 400;"> And you </span><i><span style="font-weight: 400;">should</span></i><span style="font-weight: 400;"> want that.</span></p>
<p><i><span style="font-weight: 400;">Psst</span></i><span style="font-weight: 400;">. If you’re feelin’ kinda lost about Google Ads in the first place, forget about </span><i><span style="font-weight: 400;">audits</span></i><span style="font-weight: 400;">, you can learn </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/google-ads-basics/"><span style="font-weight: 400;">the basics of Google Ads</span></a><span style="font-weight: 400;"> here before continuing with this article. We’re talkin’ from the most basic concepts to setting up your first ever Google Ads.</span></p>
<h2 id="why" class="wp-block-heading">Why you need to perform a Google Ads account audit</h2>
<p><span style="font-weight: 400;">You’re probably thinking there must be a good reason to immerse yourself in the sea of data, campaign configurations, and ad assets, right? The answer is a resolute </span><i><span style="font-weight: 400;">yes</span></i><span style="font-weight: 400;">. Google Ads PPC audits can offer many notable benefits. So what are we waiting for? Let’s delve into the primary ones.</span></p>
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<h3 class="wp-block-heading">Avoiding wasted ad spend </h3>
<p>Regardless of your level of expertise in social and search advertising, there’s always space for enhancement. A PPC audit is your ally in identifying where you’re <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/3-ways-you-waste-ad-budget/">overspending without reaping the benefits of ROI</a>. It also serves as a compass, pinpointing the root cause of any inefficiencies.</p>
<p>No matter how much of a hotshot you think you are in social and search advertising, there’s always room for a little razzle-dazzle. <strong>A Google Ads account audit is like having your own personal ad sleuth uncovering <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/beyond-ppc-best-practices/">where you’re throwing cash down the drain</a> without getting that sweet ROI in return.</strong> It’s like shining a spotlight on the culprits behind lackluster performance.</p>
<p>Take, for instance, your ad copy. You might discover that your ad copy is stale and failing to captivate audiences, and chances are it’s not exactly…<em>setting hearts aflutter</em>. (Here’s<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/write-best-google-ads-copy/"> a guide on good Google Ads copywriting</a> to fix that, or try our <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/google-ads-generator/">AI Ad copywriting tool</a> to start creating high-converting ads.) Or you realize that your targeting is off-base, or your chosen search terms are ineffective. Fear not, though, because a top-notch PPC audit will sniff out these problems faster than a bloodhound on a scent, allowing you to swoop in, save the day, <em>and</em> get your hard-earned cash.</p>
<h3 class="wp-block-heading">Enhancing your targeting game</h3>
<p>Ah, <em>targeting</em>. It can feel like trying to hit a moving target with a rubber band sometimes. Sure, PPC Google Ads might seem like a shortcut to selling more, but mastering targeting? That’s a slow dance, friends.</p>
<p>Here’s where auditing your campaigns can come in and change the game. You peek under the hood, check out who’s digging your ads, and <em>voila</em>, you’ve got yourself some primo data for future campaigns. It’s like laying down a solid foundation for your PPC ads. </p>
<p>With enough data under your belt, your decisions become as sharp as a tack, and that ROI? It’s bound to skyrocket faster than a SpaceX launch.</p>
<h3 class="wp-block-heading">Unearthing fresh keyword goldmines</h3>
<p>When you give your existing campaigns a once-over, odds are you’ll <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/ppc-keyword-research/">stumble upon shiny new keyword treasures</a> primed for future use. This rings especially true if you’ve amassed a treasure trove of data on buyer habits and the typical customer journey.</p>
<p>Think of it like discovering hidden gems—whether they’re related keywords or those elusive long-tail wonders. Armed with this data, you’re like a trendsetter, always one step ahead of what people are actually searching for. After all, just because “eyebrow glitter” was all the rage in 2003 doesn’t mean it’s still lighting up the search bars in 2024. (As much as we would have liked that.)</p>
<h3 class="wp-block-heading">Beating the (keyword) competition </h3>
<p>PPC audits are your secret weapon for outmaneuvering the competition. A top-notch Google Ads account audit wouldn’t be complete without <strong>diving into <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/quick-ways-to-make-your-google-ads-stand-out-from-the-competition/">competitive analysis</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/ppc-keyword-research/">uncovering the keywords</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/creative-advertising/">ad campaigns</a>, and targeting tactics your rivals are deploying. </strong>With this intel in your back pocket, you’re poised to fine-tune your existing <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/online-marketing/successful-marketing-campaigns-step-by-step/">marketing campaigns</a> and craft new ones that <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/20-conversion-optimization-tips-for-zooming-past-your-competition/">leave the competition<em> eating your digital dust</em></a>.</p>
<h3 class="wp-block-heading">Uncover practical insights</h3>
<p>By meticulously scrutinizing every aspect of your Google Ads framework, you gain a comprehensive view of all your campaigns, unveiling minor insights with significant potential for improvement. You’re practically <em>a</em> <em>digital marketing critic</em>. At the same time, you can discover new approaches and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/7-best-ppc-agency-software-to-optimize-your-workflows/">use automated tools to enhance your PPC campaigns</a>, streamlining and optimizing account management for a faster route to success. </p>
<h2 class="wp-block-heading" id="how">How to do a Google PPC Ads audit</h2>
<p>Embarking on a PPC audit might seem like scaling Mount Everest if you’re a newbie—or even if you’ve tackled it before but there’s room for improvement. <em>Fear not</em>. The following checklist is your trusty guide, ensuring you’re covering all the bases in auditing the crucial elements, paving the way for maximizing your results.</p>
<h3 class="wp-block-heading">1. Review your account setup and tracking</h3>
<p>First things first, you need to review your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/google-ads-basics/">account setup and tracking</a> to make sure you’re set up for success. How, you ask? Take a good look at your tracking URLs, conversions, goals, UTM parameters, and other tracking elements. You can also go the extra mile and see to it that your website tracking is functioning smoothly, and that all data is being recorded accurately. </p>
<p>The aim of this review process is to make sure that your conversion tags are triggering correctly, that all your data is being comprehensively captured, and to explore alternative methods for capturing any data that may currently be slippin’ through the cracks.</p>
<h3 class="wp-block-heading">2. Review GA4 audiences (and make the switch to GA4 if you haven’t already)</h3>
<p>If you didn’t already know, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://support.google.com/analytics/answer/10089681?hl=en" target="_blank" rel="noreferrer noopener">Google Analytics 4 (GA4) is Google’s new measurement solution</a>, and it replaced Universal Analytics all the way back in the summer of 2023 (time flies!) Many Google Ads accounts are still using Universal Analytics without knowing, and you don’t wanna be one of ‘em.</p>
<p>To be able to audit your Google Ads properly, you’ll need to make the switch to Google Analytics 4 (if you haven’t already.) GA4 gives you the most comprehensive view of your audience.</p>
<p>After you’ve created and linked your GA4 account to your Google Ads, you can use the platform to auto-generate audiences <em>or </em>recreate existing audience data you had on Universal Analytics in GA4. Boom.</p>
<h3 class="wp-block-heading">3. Hunt down any absent account and campaign information</h3>
<p>Before we get too far ahead, it’s important to do a high-level review of your campaigns and ad sets, too. Use Google Ads’ own <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://ads.google.com/intl/en_ca/home/resources/articles/how-to-setup-google-ads-a-checklist/" target="_blank" rel="noreferrer noopener">checklist</a> to review your account and to find the missing gaps. Have you remembered to pick all of the keywords you needed? Do you have all of the details of your budget? Do you know what devices you’d want to show up on? That kind of thing. </p>
<h3 class="wp-block-heading">4. Review your Google Ad account’s targeting settings</h3>
<p>You could have ad copy so enticing it makes Shakespeare jealous and designs so eye-catching they give Picasso a run for his money—<strong>but if your PPC ads aren’t hitting the mark with targeting, they’re just spinning their digital wheels.</strong> Take a gander at your audience settings and ask yourself: Is your audience vibing with your message and product, and is that coming through on your PPC Google Ads?</p>
<p>As you evaluate this <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/strategies-to-scale-your-local-ppc-campaigns/">PPC ad targeting strategy,</a> it’s time for a little soul-searching. Are you honing in on the right crowds? Do these audiences pack enough punch to fuel your campaigns? Are you wielding <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/negative-keywords/">negative keywords</a> or placements to dodge those irrelevant search term pitfalls? And hey, is your current customer base the crowd you’re chasing after—and is that a match made in marketing heaven or a recipe for digital disaster? </p>
<h3 class="wp-block-heading">5. Review your Ad groups </h3>
<p>An <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://support.google.com/google-ads/answer/6298?hl=en#:~:text=An%20ad%20group%20contains%20one,or%20service%20types%20you%20offer." target="_blank" rel="noreferrer noopener">ad group</a> consists of one or more ads targeting similar audiences. Within each campaign, you’ll find one or more ad groups. <em>Fun</em>! You can use ad groups to categorize your ads based on a unified theme. For instance, consider organizing ad groups according to the various types of products or services you provide.</p>
<p>After determining your ad groups, you should take the time to carefully review them, making sure they’re organized in a way that makes sense and reflects the messages you want to get across. This attention to detail isn’t <em>just</em> about cleaning up your data; it’s about strategically optimizing your advertising approach to drive better results.<strong> By ensuring that your ad groups are well-structured and aligned with your objectives, you’re setting yourself up for success in your PPC campaigns.</strong></p>
<p>At this stage, it’s time to address several key questions to ensure the effectiveness of your ad groups and campaigns. </p>
<ol>
<li>Whether the ad groups are structured in a logical and organized manner. </li>
<li>Whether the ads within each group target different buyer personas or stages of the customer journey.</li>
<li>If the headlines align with your messaging and product or service goals. </li>
<li>How the messages conveyed in each ad group complement and reinforce those of other ad groups.</li>
<li>Explore the potential to further segment your ads based on demographics, interests, or other relevant factors. </li>
<li>Check if any adjustments are needed to your ad copy or design to enhance conversion rates. </li>
</ol>
<p>By tackling these queries head-on, you’ll be sharpening your PPC campaigns like a skilled chef slicing through butter—ensuring they <em>sizzle</em> with maximum impact. Yum.</p>
<h3 class="wp-block-heading">6. Review your ad format and campaign type</h3>
<p>Various campaign types and ad formats excel in different roles. For instance, while video campaigns shine in boosting brand awareness, they might not be the ideal choice for driving conversions. Remember, <strong>your delivery method is just as crucial as your message and targeting when it comes to campaign success.</strong> You’ve gotta consider if your ad format matches your goals, or if you could be using any other ad types—like native ads or dynamic display campaigns—to better reach your goals. Using the right format and campaign type is really what it’s all about at this stage.</p>
<h3 class="wp-block-heading">7. Review your keywords</h3>
<p>What are your PPC ads without the right keywords? Your keywords should be <em>tightly</em> intertwined with your ads and the narrative you want to convey. This alignment not only enhances the relevance of your ads and targeting but also boosts your Quality Score and keeps your CPC (cost-per-click) in check. So it’s <em>paramount</em> that your keywords and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/negative-keywords/">negative keywords</a> list (aka keywords that let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers) align seamlessly with your industry, target audience, product offerings, and overarching business objectives.</p>
<p>When figuring out your keywords, some things to consider are: </p>
<ol>
<li>If any of your ads should have irrelevant keywords that need to be removed.</li>
<li>If you’re targeting the keywords you need and if you need to add new ones. </li>
<li>If your keywords are updated.</li>
<li>If there are any tangential keywords you could target to capture more leads.</li>
</ol>
<h3 class="wp-block-heading">8. Review your Quality Score </h3>
<p>Your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/how-landing-pages-impact-quality-score/">Google Ads Quality Score</a> serves as a litmus test for your ad performance, gauging factors like relevance and click-through rate. So aim high, because a stellar score translates to lower costs-per-click and prime ad placement. At this stage, it’s time to take a peek at each campaign’s Quality Score status. </p>
<p>Are any ads lagging behind with low scores? It’s time to roll up your sleeves and give them a makeover for better performance. Do your ads and keywords tell a cohesive story? Are you using enough landing pages for each campaign or ad group, and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/optimize-your-landing-page-for-ppc/">are they optimized for CRO</a>? Do your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc-landing-pages-for-adwords/">PPC landing pages</a> sync up with the ad message, keywords, and targeting? Do your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/write-best-google-ads-copy/">ad copy</a> and targeting harmonize with the campaign’s message? These are the questions you should be asking yourself in this step.</p>
<h3 class="wp-block-heading">9. Review your click-through rate and conversion rate </h3>
<p>You’ve gotta remember that the ultimate goal of any Google Ads audit is <strong>to capture as much engagement as humanly possible.</strong> You may accumulate a billion impressions for your ads, but they will hold little value if there’s no engagement. So, what’s the solution? <em>Your click-through rate (CTR) and conversion rate are the answer.</em> <strong>They serve as pivotal metrics for assessing the effectiveness of your campaigns.</strong> So delve into your Google Analytics/Ads data to review how your audience interacts (and converts). You can check for metrics like how many clicks your ads are getting, if your CTAs are clear, and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/average-conversion-rates-landing-pages/">what the average PPC conversion rate</a> of your campaigns is.</p>
<p>Here are a few definitions you might’ve missed in these past few steps, too. (We’ve got you covered.)</p>
<p><strong>Click-through rate (CTR):</strong> CTR is the percentage of individuals who click on your ad upon first seeing it. Google favors ads that boast high relevance and CTR, so it’s key to have this metric in mind. Enhancing this metric looks like fine-tuning your ad copy, imagery, CTA, and overall brand experience to resonate with your audience.</p>
<p><strong>Cost-per-click (CPC): </strong>CPC is the percentage that represents the average cost of a click on your ad.<strong> </strong>Google will rate your site poorly if you provide users with outdated or subpar content, which results in a huge increase in your CPC. You wanna <em>lower </em>this percentage as much as you can, and a good way of doing that is to enhance and update your ad format and landing pages.</p>
<p><strong>Quality Score: </strong>Essentially<strong>, </strong>Google dishes out scores to your keywords based on how slick your ads and landing pages are. To ace this game, make sure your ad copy, keywords, and landing pages are all in cahoots with each other and as close as they can get to what users are searching for. Your landing page should be a smooth operator, giving users a great time and lookin’ sharp on mobile screens.</p>
<h3 class="wp-block-heading">10. Review your landing pages </h3>
<p>You might be thinking, “<em>Typical Unbounce, going on again about landing pages,</em>” but hear us out. Landing pages might be external to Google Ads, but to say that they have a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/beyond-ppc-best-practices/">huge impact on your Google Ads performance</a> is a massive understatement. It’s safe to say that not reviewing your landing pages and making sure they’re firing off on all cylinders would be a huge oversight. There’s much to learn about <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/how-to-create-a-landing-page/">how to create landing pages </a>and how to make them thrive, but here are a few key pointers to get them working in your (and your PPC ad’s) favor. </p>
<h4 class="wp-block-heading">A well-crafted CTA</h4>
<p>Your small but mighty <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/call-to-action-examples/">CTA (call to action) button</a> is the MVP on your landing page—put simply, it’s what you want visitors to do. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/cta-buttons-that-convert/">Learning how to get your call to action right is important,</a> and can be a make-it-or-break-it moment for your landing page (and Google Ads.) <strong>Making your CTAs specific yet simple </strong>(think “Learn More” or “Get Started”) and cohesive with the rest of your page is one of the ways forward.</p>
<h4 class="wp-block-heading">A compelling headline</h4>
<p>Word on the street is you’ve about 15 seconds to grab a visitor’s attention on a landing page—which means the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/formulas-for-landing-page-headlines-with-examples/">headline is pretttyyy important</a>. Make sure it’s memorable, clear, and solves the problem your visitors care about most. Then, make sure it’s aligned with the rest of your campaign ads. If you’re second-guessing your copywriting prowess right about now, our<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-sc-template/"> landing page copy generator </a>is here to help save the day. </p>
<h4 class="wp-block-heading">A form that <em>works</em></h4>
<p>You might think this should be a given, but you’d be surprised by the amount of times forms become the downfall of landing pages and Google Ads. So go ahead and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/types-of-forms/">check those forms</a> and make sure they’re firing off correctly. You should even go the extra mile and create a<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/thank-you-pages/"> thank you page </a>for the folks who fill out your form. This page should contain a conversion tracking code that keeps you in the know.</p>
<p>These are just some of the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/">elements of a landing page</a> to keep track of for your Google Ads account audit. Deciding whether to increase or decrease the number of landing pages you have running based on their performance and checking the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/how-landing-pages-impact-quality-score/">Quality Score</a> of the ads linking to your landing pages are among other things to keep in mind.</p>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/ppc/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/blog-visual-cta-generic-ppc-yellow.jpg" alt="Landing pages with PPC" width="2260" height="1216" /></a></div>
<h3 class="wp-block-heading">11. Review your bids (and your budget)</h3>
<p>Bids are the maximum amount you’re willing to pay when someone clicks on your ad. With Google Ads, you pay when a visitor clicks on your ad to visit your site or call you. Needless to say, it’s a pretty important negotiation to make. <strong>To make the correct call on your bids, you’ve </strong><strong><em>got</em></strong><strong> to have a handle on your budget.</strong> <em>It’s all connected</em>. The good news is that you can go back and review your previous bids and adjust them accordingly based on your conversions, the budget you’re working with, and more. </p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/blog-campaign-strategy-automated-ad-bidding/">Are you using the right bidding strategy</a>? Are there any campaigns you should be spending more or less money on? This is precisely the time to figure all of that out. </p>
<p>P.S. If getting more bang for your PPC ad bucks is on your mind right now, you should take a look at our <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/ppc/">Smart Traffic feature</a>, which helps you earn more revenue from every ad dollar you spend.</p>
<h3 class="wp-block-heading">12. Review your branded search campaigns</h3>
<p>Once <em>most</em> steps are out of the way, it’s time to take a look at your branded search campaigns. A branded search campaign focuses on keywords that are (you got it) all about your brand. <strong>These campaigns kick in when someone hits up Google specifically looking for your brand or company, whether they include a product name or not. </strong>Essentially, branded keywords are all about your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/seo-vs-ppc/">paid search and SEO strategies</a> coming together. </p>
<p>To conduct a proper review of your branded search campaigns on your Google Ads account audit, you’ve got to pay close attention to these key factors: </p>
<h4 class="wp-block-heading">Check to see if you’re cannibalizing your own search campaign</h4>
<p>This is, unfortunately, more possible than you might think. If you have duplicated search terms that are targeting <em>both</em> your general campaigns and your branded campaigns, that could be bad news. You’d be competing against yourself while hurting your results in the process. You can access this information by reviewing your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://support.google.com/google-ads/answer/2472708?hl=en" target="_blank" rel="noreferrer noopener">Search Terms Report </a>on your Google Ads account. <em>Problem solved</em>.</p>
<h4 class="wp-block-heading">Take advantage of misspelled brand searches</h4>
<p>There are many folks out there who will misspell your brand’s name while searching it up (trust us, we’ve gotten our fair share of “Unbonce”). The smart thing to do is to include those misspelled brand searches in your bids as you go because there are always new ways people can misspell things. So make sure that you cover all your bases by including any pertinent misspellings in your campaigns. This way, you’ll cast a wider net and reach as many potential customers as possible.</p>
<h3 class="wp-block-heading">13. <s>Stalk,</s><em> </em>ahem, <em>review</em> your competitors </h3>
<p>Yup, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/quick-ways-to-make-your-google-ads-stand-out-from-the-competition/">competitor analysis is still relevant</a>, even during your Google Ads account audit. Who are you competing against? How are you comparing? Are you overlapping in your keyword searches? How are their ads doing against yours? These are all important questions to consider and good data to take advantage of as you continue to test ads. Google Ads can be another form of social media stalking, who knew?</p>
<h3 class="wp-block-heading">14. Review performance based on channel and device</h3>
<p>At the risk of sounding like boomers, we have to say that<em> no one uses the internet the same</em>. You can <em>hope </em>that your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/retargeting-ads/">audience reaches your PPC ads</a> in a certain way, or by using a certain keyword, or through a certain channel, or on a certain device—but the reality is that there are quite literally infinite ways of getting there. So it’s safe to say to say that it’s worth a bit of investigation. </p>
<p>You might find that your mobile campaigns are performing better than your web campaigns. <em>This is valuable information</em>. How you end up using it ultimately depends on you, but it could be like investing in your mobile ads more with a higher budget to maximize those mobile conversions.</p>
<p>Ultimately, <strong>the conversion type you end up focusing on in your paid search endeavors hinges on your customers’ preferred purchasing habits.</strong> If the bulk of your conversions stem from one device over another, give priority to that device for conversions, and utilize the other for top-of-the-funnel targeting and gathering information.</p>
<h3 class="wp-block-heading">15. Review location targeting </h3>
<p><strong>Location targeting settings play a crucial role in campaign success. </strong>And it shouldn’t be overlooked in your Google Ads account audit. <strong>Targeting the right locations can significantly impact the number of clicks and conversions your campaigns generate.</strong><strong><em> </em></strong>Think of it as choosing the perfect spot for your lemonade stand. Get it right, and you’ll have a line around the block. </p>
<p>It can seem like a small factor, but it’s important to find out whether your location extension targeting settings are aiding or impeding campaign performance. So consider if there are any potential clicks or conversions missed by not targeting specific locations, or if there are any locations that are just not clicking (ahem) with your ads. And then adjust accordingly.</p>
<h3 class="wp-block-heading">16. Review your optimization plan</h3>
<p>Finally,<em> there is no finally</em>. There’s no real endgame when it comes to optimization—it’s an ongoing journey fueled by adaptation and evolution. Based on the steps mentioned above, it’s time to craft a dynamic optimization plan tailored to your Google Ads account to get the best results.</p>
<p>But the journey doesn’t stop there—it’s all about staying nimble and continuously reassessing your strategies. Agility is the name ‘o the game—adapting to new trends, and seizing opportunities as they arise. <em>Welcome to digital marketing.</em></p>
<h2 class="wp-block-heading" id="checklist">Your Google Ads account audit checklist</h2>
<p>Now that you know the steps to get your Google Ads account to where it needs to be, why not make it official with a checklist you can tick off? Let’s get into it. </p>
<p>Note: If the checklist item doesn’t apply to you, check the box anyway. Because why not? <em>It’s fun, okay?</em></p>
<h3 class="wp-block-heading">1. Do you audit your campaign settings?</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-22-at-8.30.22 AM.png" alt="Screenshot image of Google Ads account" class="wp-image-129459" style="width:1000px"/></figure></div>
<ol>
<li>Do your campaigns have a logical, descriptive naming convention based on common themes?</li>
<li>Do you have a campaign dedicated to branded terms?</li>
<li>Do you have a campaign dedicated to remarketing?I </li>
<li>Did you make sure all lists are collecting visitors?</li>
<li>Did you make sure you have a unique list dedicated to each major abandonment activity?</li>
</ol>
<p>Make sure you don’t have campaigns set to both search and display because the two networks require different bid prices, and the user intent is different. Visitors coming from the search network are actively looking for what you offer, whereas visitors in the display network are doing something else when they see your ad. Within the display network, check on the following:</p>
<ol start="6">
<li>Do you have any automatic placements that need to be changed to managed?</li>
<li>Do you see any poorly performing placements that should be excluded?</li>
<li>Have you included various <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://support.google.com/adwordspolicy/answer/176108?hl=en" target="_blank" rel="noreferrer noopener">banner sizes</a>, and are you using both image as well as text ads?</li>
<li>Are your location targets correct, with no strange or contradictory overlaps?</li>
<li>Did you double-check that your daily budget is appropriate?</li>
<li>Have you set up <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://support.google.com/adwords/answer/2375499?hl=en" target="_blank" rel="noreferrer noopener">ad extensions</a>?</li>
<li>Did you set your ad rotation to rotate indefinitely? If you set it to optimize, Google automatically shows the ad that gets more clicks–although that might not be the ad that gets the most conversions or revenue. More clicks get Google more revenue, so naturally, that’s what they want to optimize for. But you want to test to see which ad makes <em>you</em> more money, not which one makes Google more money. (Sorry, Google.)</li>
</ol>
<p><strong>Score: </strong>0/12</p>
<h3 class="wp-block-heading">2. Do you audit your ad groups?</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-22-at-8.34.46 AM.png" alt="Screenshot image of Google Ads account" class="wp-image-129459" style="width:1000px"/></figure></div>
<ol>
<li>If your campaigns are named appropriately based on common themes, are your ad groups named to reflect more targeted themes or subcategories?</li>
<li>Do you limit the keywords in each ad group to no more than 20 so you can keep them targeted to tightly-knit themes with matching ad copy? (<em>You should.</em>)</li>
<li>Do you use negative keywords at the ad group level to avoid overlap and maintain consistency from keyword to ad to landing page? For example, if you have one ad group about gloves and another about scarves, make “gloves” a negative in the scarves ad group, and vice versa. </li>
</ol>
<p><strong>Score:</strong> 0/3</p>
<h3 class="wp-block-heading">3. Do you audit your ads?</h3>
<ol>
<li>You should always be running two different ads in each ad group and doing <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/what-is-ab-testing/">A/B testing </a>to see which one performs better.</li>
<li>Make sure your ads follow all of the advertising guidelines.</li>
<li>Check for correct spelling and grammar.</li>
<li>Look for any ads that have been disapproved and get them approved.</li>
<li>Make sure your ads have a compelling message and a strong CTA.</li>
<li>Check that ads are going to the best landing page and that the destination URL is correct.</li>
<li>Check that there is cohesiveness between the ads and landing pages.</li>
</ol>
<p><strong>Score:</strong> 0/7</p>
<h3 class="wp-block-heading">3. Do you audit your keywords?</h3>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-22-at-8.46.23 AM.png" alt="Screenshot image of Growth Minded Marketing" class="wp-image-129459" style="width:1000px"/><figcaption class="wp-element-caption"><em>Image courtesy of </em><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://growthmindedmarketing.com">Growth Minded Marketing</a>.</figcaption></figure></div>
<ol>
<li>Do you have the appropriate match types configured? If you have too many broad-match keywords, you can save money and get more targeted traffic by including more modified broad, phrase, and exact-match keywords.</li>
<li>Sort by impressions and sort by spend to see if you have any keywords that are costing you more money than they’re making.</li>
<li>Do you see any keywords that need to be paused or bid down?</li>
<li>Do you look at the search terms report for any keywords that should be added as positives or negatives?</li>
<li>Do you set up your negative keywords properly for the appropriate ad group level, campaign level, and account level?</li>
<li>Has the quality score dropped on any keywords?</li>
<li>Have you bid on brand misspellings?</li>
</ol>
<p><strong>Score:</strong> 0/7</p>
<h2 class="wp-block-heading">5. Do you audit your landing pages?</h2>
<ol>
<li>Make sure your landing pages match the keyword and ad.</li>
<li>Do your landing pages look professional and follow <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/101-landing-page-optimization-tips/">best practices</a>?</li>
<li>Do you have a systematic process for identifying and prioritizing conversion obstacles, then <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">running A/B tests to fix them</a>?</li>
<li>Have you created unique landing pages for different devices?</li>
<li>Have you crafted a simple and concise <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/cta-buttons-that-convert/">CTA</a>?</li>
<li>Have you crafted a catchy <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/formulas-for-landing-page-headlines-with-examples/">headline</a>?</li>
<li>If there is a form, is it working properly?</li>
<li>Are you sending folks to a thank you page with conversion tracking once they submit the form?</li>
</ol>
<p><strong>Score:</strong> 0/8</p>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/2.5_VisualCTA_AB.jpg" alt="" width="2260" height="1217" /></a></div>
<h2 class="wp-block-heading">6. Do you analyze your metrics?</h2>
<p>The eight steps above are all to prepare you for the final and most important step: analyzing the metrics so you can make data-driven decisions. Here are a few things to look for:</p>
<ol>
<li>First and foremost, is your Google Ads account linked with GA4, and do you have your goals configured?</li>
<li>Look for trends. It’s a red flag to see the CPA (cost-per-acquisition) creeping up or Quality Scores sliding down over time.</li>
<li>Do you set your date range to compare apples to apples? Do this, especially if seasonality affects your business. For example, if Christmas is your big selling season, compare the data from the previous year’s Christmas season. Don’t compare <em>Christmas</em> to <em>summer</em>.</li>
<li>Do you look for gems and lemons?</li>
<li>Do you adjust your budget accordingly based on under-performing and highly-performing segments of geography, time of day, day of week, and device?</li>
</ol>
<p><strong>Score:</strong> 0/5</p>
<p><strong>Your grand total score:</strong> 0/42</p>
<p>You can use this list as your official template for your Google Ads account audit, checking items off as you go along. No one and no campaign is perfect (<em>allegedly</em>), but ideally, you wanna be hitting a few checkmarks in each step, if not all. </p>
<p>Make the time to check these six areas of your Google Ads account a few times a year, and keep it running like a well-oiled machine. After all, you do that for your car, <em>and it doesn’t have the revenue-generating potential that your Google Ads account does</em>.</p>
<h2 class="wp-block-heading" id="tools">Tools to help perform your Google Ads account audit</h2>
<p>So are you expected to do all of this optimizin’ and auditin’ on your own? <em>Of course not</em>. Turns out, there are some pretty great tools around that can simplify your Google Ads account audit for you. They can help you organize your data, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/using-analytics-to-measure-your-landing-page-performance/">analyze your metrics</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/landing-page-seo/">improve organic traffic</a>, and more. Let’s get into some of ‘em.</p>
<h3 class="wp-block-heading">1. Google Analytics</h3>
<figure class="wp-block-image aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-22-at-9.04.42 AM.png" alt="Screenshot image of Google Analytics
" class="wp-image-129459" style="width:1000px"/></figure>
<p>Well, <em>duh</em>. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://analytics.google.com/analytics/web/" target="_blank" rel="noreferrer noopener">Google Analytics</a> offers both paid and free versions to assist advertisers in fine-tuning their successful Google Ads campaigns. It consolidates and organizes all your data in one central location, allowing you to analyze metrics and pinpoint areas within your ad groups that require enhancement. Make sure you get moved over to GA4 if it doesn’t automatically take you there by connecting with an assistant.</p>
<h3 class="wp-block-heading">2. SEMRush</h3>
<figure class="wp-block-image aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-22-at-9.05.01 AM.png" alt="Screenshot image of SEMRush
" class="wp-image-129459" style="width:1000px"/></figure>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.semrush.com" target="_blank" rel="noreferrer noopener">SEMrush</a> does <em>a lot</em>. And helping you out with your Google Ads audit is no exception. It provides a range of resources, like the SEM Toolkit, which allows you to monitor a website’s visibility progress over a defined period. It also helps identify the keywords the site may be ranking for on the SERPs and its page rank for those specific keywords. Some of the other features of their PPC auditing tool are recommendations to improve organic traffic and comparison of page performance against the competition.</p>
<h3 class="wp-block-heading">3. Wordstream</h3>
<figure class="wp-block-image aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-22-at-9.05.10 AM.png" alt="Screenshot image of Wordstream
" class="wp-image-129459" style="width:1000px"/></figure>
<p><em>In under a minute</em>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.wordstream.com/" target="_blank" rel="noreferrer noopener">Wordstream’</a>s free Google Ads audit tool conducts a thorough audit or analysis of your Google Ads account. It offers insights into your ad campaign’s performance compared to competitors while providing valuable hints to swiftly boost your CTRs <em>and</em> your conversion rate.</p>
<h3 class="wp-block-heading">4. Opteo</h3>
<figure class="wp-block-image aligncenter size-full is-resized"><img decoding="async" src="https://unbounce.com/photos/Screenshot-2024-03-22-at-9.05.40 AM.png" alt="Screenshot image of Opteo
" class="wp-image-129459" style="width:1000px"/></figure>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://opteo.com/" target="_blank" rel="noreferrer noopener">Opteo</a>, a dynamic PPC audit tool tailored for Google Ads, empowers you with data-driven suggestions and insights to elevate your campaign’s effectiveness. Its customizable reporting feature allows you to infuse your brand’s color palette and logo, facilitating seamless sharing with both colleagues and clients.</p>
<p>Ease of use is <em>key</em> with this tool. You can easily integrate your Google Ads account to kickstart the audit process. Plus, you’ll receive an Opteo scorecard based on your PPC audits, providing a comprehensive overview of your campaign or ad group’s performance and pinpointing areas ripe for improvement. <em>Impressive</em>.</p>
<h3>5. Unbounce</h3>
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<p><span style="font-weight: 400;">We know what you’re thinking, does </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~unbounce.com"><span style="font-weight: 400;">Unbounce</span></a><span style="font-weight: 400;"> have a Google Ads audit tool too? Since </span><i><span style="font-weight: 400;">when</span></i><span style="font-weight: 400;">? </span></p>
<p><span style="font-weight: 400;">Here’s the thing. You’ve got to “pay to play” to get your Google Ads in top positions. But these valuable clicks need to lead to the right, most relevant places to pay off. And Unbounce’s feature, </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/ppc/"><span style="font-weight: 400;">Smart Traffic</span></a><span style="font-weight: 400;">, helps you build tailored landing pages to match </span><i><span style="font-weight: 400;">every</span></i><span style="font-weight: 400;"> ad group. With this easy-to-use tool, the content of your landing pages gets to match your ads </span><i><span style="font-weight: 400;">exactly</span></i><span style="font-weight: 400;">, earning you better Quality Scores from Google and lowering your cost-per-click.
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Testing your PPC landing pages can get a whole lot easier too with Unbounce’s <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">A/B testing tool. </a></span>With no designer, developer, or deep pockets required, you can uncover your best-performing PPC landing page easily and efficiently.</p>
<p><span style="font-weight: 400;">That’s right, Unbounce </span><i><span style="font-weight: 400;">also</span></i><span style="font-weight: 400;"> helps your PPC ads get served up more often and boosts your conversion rates by showing visitors the exact offers they’re searching for.</span></p>
<h2 id="audit" class="wp-block-heading">Don’t wait, <em>audit</em></h2>
<p><span style="font-weight: 400;">When crafting advertising campaigns for your business or website, doing a Google Ads account audit should be on your mind at some point in the process. From creating a well-defined bidding strategy that targets relevant keywords to picking locations that target the right visitors,</span><b> PPC audits streamline the path to achieving desired results.</b><span style="font-weight: 400;"> The insights gleaned from these reports serve as the cornerstone for running successful Google Ads campaigns.</span></p>
<p><span style="font-weight: 400;">The thing is, you can start auditing your Google Ads account at any stage. More than anything, it’s</span><b> developing that optimization and experimentation mindset that will set you up for the most success. </b><span style="font-weight: 400;">If you want more bang for your PPC bucks, </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/ppc/"><span style="font-weight: 400;">we have a place you can start</span></a><span style="font-weight: 400;">.</span></p>
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2024-03-14T21:22:12-00:002024-03-14T21:22:12-00:00yt:video:W2CgAsiE9kMWhat is a conversion funnel and how can you optimize it?
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<h1 class="pb-3 h2 ml-0">What is a conversion funnel and how can you optimize it?</h1>
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By <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/paul-park/" class="font-size-13">Paul Park</a>
and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/melaniefoundation/" class="font-size-13">Melanie Deziel</a>
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<p>Ever used a funnel while baking?</p>
<p>That cone-shaped thingamajig may seem excessive when you’re just pouring some liquids from one container to another, but it plays an important role.</p>
<p>A funnel directs things where you want them to go, and not somewhere else (like all over the counter, or the floor, or your sweater). Funnels guide flow.</p>
<p>A conversion funnel is the same idea but applied to your marketing strategy. <strong>Conversion funnels help you lead consumers through the buying journey</strong>, to make sure they land exactly where you want them to. Of course, the end goal is to convert them. (Or, you know, it should be.)</p>
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<h3 class="pb-3 mb-1 h6 font-weight-bold source-sans-pro">TABLE OF CONTENTS</h3>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#what-is-cf" class="font-size-14">
What is a conversion funnel? </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#what-is-difference" class="font-size-14">
What’s the difference between a conversion funnel and a customer journey? </a>
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<a href="#3-levels" class="font-size-14">
What are the 3 levels of a conversion funnel? </a>
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<a href="#5-stages" class="font-size-14">
What are the 5 stages of a conversion funnel? </a>
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<a href="#why-is-cf-important" class="font-size-14">
Why is a conversion funnel important for marketing? </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#how-to-analyze-cf" class="font-size-14">
How to analyze your conversion funnel’s performance </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#how-to-optimize-cf" class="font-size-14">
How to optimize results for your conversion funnel </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#best-tools" class="font-size-14">
The best tools for conversion funnel optimization </a>
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<li class="pt-1 pb-0 font-size-14 font-weight-normal">
<a href="#how-to-overcome-challenges" class="font-size-14">
How to overcome challenges with conversion funnel optimization </a>
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<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Paul Park</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Paul is a writer on Unbounce’s content team who lives and breathes storytelling. (It’s like oxygen but with better plotlines!) Ask him what he’s up to at any given moment and you’ll get answers ranging from folding paper dragons (y’know, origami) to catching up on the latest cool tech, and finding other ways to channel his inner geek.</p>
<p class="font-size-14">
» More blog posts by
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Paul Park </a>
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<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Melanie Deziel</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Melanie is the Director of Content at <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://foundationinc.co/">Foundation Marketing</a>, where she oversees content ideation and creation for B2B brands and Foundation itself. She’s an author, a speaker, and a big-time coffee drinker. All posts are proofread by a very fluffy feline named Luna.</p>
<p class="font-size-14">
» More blog posts by
<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/melaniefoundation/">
Melanie Deziel </a>
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<p>The conversion funnel isn’t only for purchases or physical products, though. The “transaction” at the end of the funnel could be someone subscribing to your newsletter, making a purchase, or signing up for a free trial.
<br>
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<br>
When you implement and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/optimize/">optimize</a> your conversion funnel, you’ll experience a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/lead-generation/">boost in lead generation</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization-ai/">conversion rates</a>, and profits. So, how do you build a well-defined, optimized funnel to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/how-to-create-the-ultimate-lead-capture-page/">capture leads</a>, nurture them, and get ’em to convert?
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Let’s dive in.</p>
<h2 id="what-is-cf">What is a conversion funnel?</h2>
<p>A conversion funnel (which is sometimes called a “sales funnel” or “<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-glossary/definition/marketing-funnel/">marketing funnel</a>”) is a step-by-step process that helps you visualize your prospects’ <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/buyers-journey/">buying journey</a>, so you can lead them towards making a purchase.
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A well-optimized conversion funnel isn’t a one-off attempt to guide a user from one place to another. It’s a holistic approach that strategically ties your marketing and sales activities into one streamlined system for the audience to move through.
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At each stage of the funnel, there’s content serving as guideposts for how the audience can move forward: blog posts, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/what-is-a-landing-page/">landing pages</a>, videos, emails, infographics, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/social-ads/">social ads</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/ppc/">PPC campaigns</a>, and more.
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With a well-constructed conversion funnel, all of your marketing and sales activities combine to attract prospects, nurture qualified leads, and then convert them into paying customers.
<br>
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Ideally, some of those customers who convert at the bottom of the funnel become brand evangelists. And since a whopping <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://blog.hubspot.com/blog/tabid/6307/bid/30239/71-More-Likely-to-Purchase-Based-on-Social-Media-Referrals-Infographic.aspx" target="_blank" rel="noopener">90% of prospects</a> trust suggestions from family and friends, those brand evangelists can have a huge impact on filling the top of the funnel.
<br>
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<br>
Once those new prospects land at the top of the funnel, you repeat the “attract, nurture, and convert” process. It’s the circle of life. <em>(*starts singing Lion King intro*)</em></p>
<h2 id="what-is-difference">What’s the difference between a conversion funnel and a customer journey?</h2>
<p>If you’re not already familiar with conversion funnels, you might be wondering how it’s different from a concept called “<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/customer-journey-map/">customer journey</a>”. After all, they both map out how customers interact with you and your product or service, but there’s a distinct difference in the scope of what they focus on.
<br>
<!-- wp:paragraph -->
<br>
Think of it this way: one’s a grand, sprawling epic while the other is a gripping short story. (Read on to find out which one is which!) Both are essential reads in the library of understanding customer engagement.</p>
</div>
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</section>
<h3 class="wp-block-heading">Customer journey: the big picture</h3>
<p>The customer journey is your epic saga. This journey is a panoramic view of a customer’s experience, tracing their path from initial curiosity sparked by an ad or word-of-mouth, through the twists and turns of research and comparison, leading up to the climactic decision to purchase or engage, and beyond, into the realm of loyalty and advocacy. </p>
<p>The customer journey encompasses it all, providing a holistic view that captures the essence of the customer-brand relationship in its entirety.</p>
<h3 class="wp-block-heading">Conversion funnel: the path to conversion</h3>
<p>Then, there’s the conversion funnel—a tightly plotted short story that focuses on the narrative’s path towards a singular goal: conversion. This funnel is a marketer’s storyboard, plotting out the critical scenes that guide a potential customer from the opening scene (awareness) through rising action (interest and desire), and finally, to the big, climactic ending (action). </p>
<p><strong>The conversion funnel distills the vast epic of the customer journey into a focused narrative, aiming to maximize efficiency and effectiveness in guiding the customer to the treasure trove of conversion.</strong></p>
<p>This focused framework helps you, the marketer, pinpoint exactly where your audience is within the story and how to keep them engaged until they reach the end. It’s about crafting each part of the tale so it not only captivates but also gently guides the reader—er, customer—towards taking action. That could be a purchase, a subscription, or any form of engagement.</p>
<p>So, while the conversion funnel offers a laser-focused guide on navigating through to conversion, the customer journey provides the rich, detailed backdrop that gives every interaction depth and meaning. </p>
<p>Understanding the nuances between the two allows you to craft not just effective strategies, but meaningful narratives that resonate with your audience on a deeper level. After all, in the grand library of customer engagement, it’s the stories that stay with us, guiding us back to the brands we love time and again.</p>
<h2 class="wp-block-heading" id="3-levels">What are the 3 levels of a conversion funnel?</h2>
<p>Apart from <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/content-marketing/landing-page-traffic-guide/">driving traffic</a> and boosting conversions, the sales funnel creates “aha” moments for your prospects: a point in your prospect’s buying journey when they exclaim, <em>“OMG! This is what I’ve been looking for!”</em></p>
<p>But getting prospects to notice your brand or engage long enough to experience an “aha” moment is no easy task. The average prospect checks out multiple content pieces across various websites before moving to the next stage of their journey. <strong>So your mission—should you choose to accept it—is to create content for each of the three stages of the conversion funnel</strong>. </p>
<p>You want to guide your audience from awareness, interest, and consideration all the way to intent and purchase. In other words, you want to appeal to your customers no matter which stage of the funnel they’re moving through.</p>
<h3 class="wp-block-heading">1. Top of funnel (TOFU) </h3>
<p>This is the spot where every buyer starts. Here, buyers just became aware of their problem, and they’re actively seeking a solution. They use informational queries like, “What do I wear to ski?” or “How do you stay warm while skiing?”</p>
<p>If you approach these individuals with a hard sell at this stage, you’ll get an outright rejection. They just aren’t ready to purchase yet. </p>
<p>To get their attention, <strong>you need to offer them value by listening to and answering their questions</strong>. </p>
<p>Use <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/copywriting/top-of-funnel-copywriting/">irresistible copy</a> in your content pieces to answer the questions a potential buyer has at this stage. These pieces can include:</p>
<ul>
<li><strong>blog posts</strong></li>
<li><strong>articles</strong></li>
<li><strong>ads</strong></li>
<li><strong>landing pages</strong></li>
<li><strong>social media posts</strong></li>
<li><strong>checklists</strong></li>
</ul>
<p>Your goal for this stage is to build trust and position your brand as an authority. Educate, entertain, and inspire your audience as you answer questions related to the problem your product is designed to solve. That way, when they’re ready to buy, your brand pops up in their minds first before your competitors. </p>
<h3 class="wp-block-heading">2. Middle of funnel (MOFU) </h3>
<p>If you’re lucky, some of that top-of-funnel content will win you ongoing interest. Those who have their interest piqued may decide to exchange their contact info for a downloadable resource. This is where you turn visitors into leads. </p>
<p>The goal of this phase is to <strong>reinforce trust, nurture leads, and monitor purchase intent</strong>. </p>
<p>At this stage, your leads are considering whether or not to become paying customers. They’re gathering more information about your solutions. (And you’re trying to gather information about them as well.)</p>
<p>The best way to nurture leads here is to speak directly to them. Focus your efforts on creating personalized content, offers, and email campaigns, based on the leads’ specific needs, challenges, and personalities. This may involve creating multiple variants to speak to different <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/demographic-segmentation/">demographic</a> or <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/psychographic-segmentation/">psychographic segments</a>.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1396" height="1332" src="https://unbounce.com/photos/Segmenting-by-Demographic-or-Psychographic-Elements.png" alt="A diagram showing different demographics" class="wp-image-110444" style="width:1000px" srcset="https://unbounce.com/photos/Segmenting-by-Demographic-or-Psychographic-Elements.png 1396w, https://unbounce.com/photos/Segmenting-by-Demographic-or-Psychographic-Elements-150x143.png 150w, https://unbounce.com/photos/Segmenting-by-Demographic-or-Psychographic-Elements-262x250.png 262w, https://unbounce.com/photos/Segmenting-by-Demographic-or-Psychographic-Elements-80x76.png 80w, https://unbounce.com/photos/Segmenting-by-Demographic-or-Psychographic-Elements-768x733.png 768w, https://unbounce.com/photos/Segmenting-by-Demographic-or-Psychographic-Elements-1000x954.png 1000w, https://unbounce.com/photos/Segmenting-by-Demographic-or-Psychographic-Elements-650x620.png 650w, https://unbounce.com/photos/Segmenting-by-Demographic-or-Psychographic-Elements-300x286.png 300w, https://unbounce.com/photos/Segmenting-by-Demographic-or-Psychographic-Elements-160x153.png 160w" sizes="(max-width: 1396px) 100vw, 1396px" /></figure></div>
<p>Content types in this phase often include:</p>
<ul>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/email-marketing/">email campaigns</a>, </li>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/how-to-do-a-webinar/">webinars, </a></li>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/how-to-do-a-webinar/">in-person events</a>, </li>
<li>case studies, and </li>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/social-proof/">social proof</a> like testimonials and reviews. </li>
</ul>
<p>Since you know your leads are considering options at this stage, you can give them a little push using product reviews and product comparisons. The goal is to provide detailed information to help guide the audience through their consideration process.</p>
<h3 class="wp-block-heading">3. Bottom of funnel (BOFU)<strong> </strong></h3>
<p>Assuming you made a compelling case for your product with your MOFU content, this final stage is where the lead (hopefully) decides to purchase. </p>
<p>To help this process along, you’ll want to <strong>apply some sense of urgency to your:</strong></p>
<ul>
<li><strong>reminder email, </strong></li>
<li><strong>promotional offers, and </strong></li>
<li><strong>retargeting ads</strong>. </li>
</ul>
<p>As in the middle of the funnel, any tactic you decide to adopt at this stage should be tailored to your prospect’s unique needs and buying behavior. </p>
<p>This stage can be pretty emotional for your prospect. (Committing to purchase can be a big and stressful decision!) Ensure your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-copy/">sales copy </a>speaks directly to their key pain points. Make a passionate case for your product. </p>
<p>Understanding the nuances of each stage within the conversion funnel allows you to tailor your strategies effectively, ensuring that each course of the customer’s journey is as delightful and fulfilling as the next. By catering to the specific needs and preferences at each level, you can guide your audience from casual awareness to committed decisions, making every step of the journey a memorable part of the overall experience.</p>
<h2 class="wp-block-heading" id="5-stages">What are the 5 stages of a conversion funnel?</h2>
<p>Now let’s shift our focus to the different stages that each customer will journey through as they explore your product or service.</p>
<p>The standard <strong>AIDA (Action, Interest, Desire, Action)</strong> model for the stages of a conversion funnel identifies four stages, but there’s a fifth stage that’s also extremely important if you want your customers to come back regularly (which of course you do). Here’s how it all works:</p>
<h3 class="wp-block-heading">Awareness</h3>
<p>The first stage in the customer’s journey is all about awakening the senses. The awareness stage is where potential customers catch the first whiff of your brand’s aroma, piquing their curiosity and drawing them closer to the feast that awaits.</p>
<ul>
<li><strong>Identify traffic sources:</strong> Understand where your guests are coming from—be it social media, search engines, or word-of-mouth—to tailor your approach effectively.</li>
<li><strong>Spread the word:</strong> Use ads, customer stories, and visually appealing content across platforms like Instagram and Facebook to generate buzz around your brand.</li>
<li><strong>Measure success:</strong> Keep an eye on growth in traffic and engagement rates to see how well the seeds are taking root.</li>
</ul>
<h3 class="wp-block-heading">Interest</h3>
<p>Next we move to the interest stage, where the flavors of your brand start to unfold, enticing leads to linger and explore what’s on offer. Here, the goal is to deepen their curiosity, transforming casual browsers into captivated audience members.</p>
<ul>
<li><strong>Engage with compelling content:</strong> Offer valuable insights, how-to guides, and engaging stories that resonate with your audience’s needs and desires.</li>
<li><strong>Keep it appealing:</strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-centered-design/">Design</a> your website and content to be visually attractive and easy to navigate, ensuring a pleasant browsing experience.</li>
<li><strong>Track metrics:</strong> Gauge interest by examining metrics like time on site and page views.</li>
</ul>
<h3 class="wp-block-heading">Desire</h3>
<p>The desire stage is where tastes are refined and preferences are formed. It’s here that potential customers start to truly envision themselves enjoying what you have to offer, driven by the perceived value and satisfaction your brand promises.</p>
<ul>
<li><strong>Highlight the benefits:</strong> Emphasize how your products or services can improve lives, spotlighting the unique value proposition only you offer. Focus on the emotional and practical benefits of your product or service.</li>
<li><strong>Nurture with precision:</strong> Use targeted campaigns and personalized content to make your leads feel special, showing them exactly how your brand fits into their lives. This way you’ll keep them engaged and moving towards conversion.</li>
</ul>
<h3 class="wp-block-heading">Action</h3>
<p>The action stage is where decisions are made and commitments are sealed. Here, your potential customers are ready to take the plunge, motivated by the irresistible proposition your brand presents.</p>
<ul>
<li><strong>Make it irresistible:</strong> Offer clear, compelling <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/call-to-action-examples/">calls to action</a> (CTAs) that guide leads toward making a purchase or signing up.</li>
<li><strong>Upsell and cross-sell:</strong> Present additional value through related products or services that complement their initial interest, enhancing the overall experience. </li>
<li><strong>Optimize performance:</strong> Analyze conversion rates and basket sizes so you’ll know where to make adjustments and how to find ways to improve.</li>
</ul>
<h3 class="wp-block-heading">Re-engage</h3>
<p>The re-engagement (or loyalty) stage acts as an encore, encouraging satisfied customers to return for more. This loyalty stage is crucial for sustaining your brand’s appeal, turning one-time patrons into lifelong fans.</p>
<ul>
<li><strong>Cultivate loyalty:</strong> Implement loyalty programs and regular engagement strategies to keep your brand top-of-mind and increase customer lifetime value (CLV).</li>
<li><strong>Personalize the journey:</strong> Tailor experiences and offers based on past interactions, ensuring each touchpoint feels uniquely designed for them.</li>
<li><strong>Rekindle interest:</strong> Some customers may bypass initial funnel stages, requiring tailored strategies to reignite their interest and desire swiftly.</li>
</ul>
<p>Each stage of the conversion funnel serves a pivotal role in guiding potential customers from initial awareness to loyal advocacy, crafting a journey that’s as fulfilling as it is profitable. By understanding and catering to the nuances of each stage, brands can craft experiences that not only convert but also delight and inspire enduring loyalty.</p>
<h2 class="wp-block-heading" id="why-is-cf-important">Why is a conversion funnel important for marketing?</h2>
<p>Just like the baking funnel we mentioned at the beginning of this post, a conversion funnel is an essential tool to help you reach your goals. It’s like a GPS for your marketing, <strong>a navigational tool that’ll help guide you through the often-complicated landscape of customer behavior and eventually reach the destination of increased effectiveness and efficiency.</strong></p>
<p>Here are the main ways a conversion funnel can improve your marketing efforts:</p>
<h3 class="wp-block-heading">Enhance marketing effectiveness</h3>
<p>The conversion funnel isn’t just a model—it’s a blueprint for success. It helps marketing teams understand where to focus their efforts, ensuring that every dollar spent, every ad placed, and every content piece published is tailored to guide potential customers closer to making a purchase.</p>
<h3 class="wp-block-heading">Illustrate the customer journey</h3>
<p>Like a map in the hands of a seasoned explorer, the conversion funnel reveals the path your customers take through your digital landscape. This visualization is critical, shedding light on how visitors navigate your site or store, and highlighting the moments that matter most on their journey from awareness to action.</p>
<h3 class="wp-block-heading">Identify stages of drop-off</h3>
<p>Recognizing where potential customers exit the funnel is like finding where the leaks are in a boat—you can’t fix what you don’t know. By pinpointing these critical junctures, businesses can address and rectify issues, whether they occur at the top of the funnel due to landing page inefficiencies or near the bottom due to checkout complexities.</p>
<h3 class="wp-block-heading">Optimize conversion rates</h3>
<p>Understanding the intricacies of the conversion funnel allows for strategic interventions that bolster your brand’s conversion rate. Whether it’s refining your website’s user experience or tweaking product descriptions to better capture the value proposition, the insights garnered from funnel analysis are invaluable.</p>
<h3 class="wp-block-heading">Provide insights into customer behavior</h3>
<p>Beyond its navigational prowess, the conversion funnel serves as a lens through which patterns in customer behavior come into focus. This data-driven insight informs marketing strategies, allowing you to craft messages and offers that resonate deeply with your audience, driving both immediate sales and long-term revenue growth.</p>
<h3 class="wp-block-heading">Elevate customer experience</h3>
<p>By dissecting the customer journey, you can create more engaging, seamless experiences that not only increase the likelihood of conversion but also foster loyalty and advocacy. A smooth, enjoyable journey through the funnel is a key component in building a base of satisfied, returning customers.</p>
<h3 class="wp-block-heading">Enable marketing automation</h3>
<p>The structured nature of the conversion funnel lends itself to automation, allowing you to efficiently guide customers through their buying journey with minimal manual intervention. This not only saves time and resources but also ensures consistent, personalized engagement with potential customers at every stage.</p>
<p>In the realm of digital marketing, the conversion funnel isn’t just important—it’s essential. In a landscape where attention is fleeting and competition is fierce, the conversion funnel provides the clarity and direction needed to navigate the path to conversion success.</p>
<h2 class="wp-block-heading" id="how-to-analyze-cf">How to analyze your conversion funnel’s performance</h2>
<p>Now that we’ve convinced you about how important it is to keep improving your conversion funnel, let’s dive into how you can accomplish that.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="537" height="601" src="https://unbounce.com/photos/Diving-into-the-pool-of-analysis.gif" alt="Animated gif of a child diving into a pool marked "diving into a pool of analysis"" class="wp-image-130508" style="width:1000px"/></figure></div>
<h3 class="wp-block-heading">Important metrics</h3>
<p>First, let’s start with some metrics that will reveal the secrets of your funnel’s inner workings:</p>
<h4 class="wp-block-heading">Cost per acquisition (CPA)</h4>
<p>Think of CPA as the price tag on each shiny new customer you reel in. It’s the bounty you pay for the pleasure of their company. The goal? To make sure the revenue far outweighs the cost over time. Keep your CPA lower than your Customer Lifetime Value and you’re sitting pretty.</p>
<h4 class="wp-block-heading">Customer lifetime value (LTV)</h4>
<p>Customer Lifetime Value is a measure of the revenue a single customer can provide throughout the entire time they’re your customer. This isn’t about one-off purchases—it’s about the revenue a customer contributes over time. Nurture them from their first step into your funnel, and watch the LTV soar high above the CPA clouds.</p>
<h4 class="wp-block-heading">Conversion rate</h4>
<p>This is the percentage of visitors who actually do what you’d like them to do—convert. The higher the conversion rate at the bottom of the funnel, the more successful you are.</p>
<p>Side note: You might be wondering, “So how do I know what qualifies as a ‘good’ funnel conversion rate?” There’s no single answer to that question because each industry has its own standard, but our <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-benchmark-report/">Conversion Benchmark Report</a> can provide some super useful insights for your industry.</p>
<h4 class="wp-block-heading">Click-through rate (CTR)</h4>
<p>Here we measure the allure of your product’s or service’s appeal—the emails that beckon travelers further into your funnel. A high CTR signals compelling content that entices clicks and engagement, leading them closer to conversion.</p>
<h4 class="wp-block-heading">Engagement rate</h4>
<p>How captivated are your visitors by the wonders of your product or service? Do they explore with the eagerness of a child in a candy store, or do they glance and flee? Metrics like session duration, bounce rate, and social interactions paint a picture of how deeply visitors are drawn into your world.</p>
<h4 class="wp-block-heading">Average order value (AOV)</h4>
<p>Seize the opportunity to increase the value you gain from each transaction. AOV is your guide to understanding how much cash customers are willing to part with at each purchase, offering clues on upselling and cross-selling your offerings.</p>
<h3 class="wp-block-heading">Gathering data and insights</h3>
<p>With those metrics in mind, here are some techniques to help you get the info you need to figure out the best path forward.</p>
<ul>
<li>Define the customer journey, mapping every twist, turn, and challenge along the path.</li>
<li>Track conversion events to capture moments of truth and decision.</li>
<li>Employ heatmaps and session recordings to uncover hidden obstacles and opportunities for engagement.</li>
<li>Segment your audience for tailored treasures that resonate with each unique visitor.</li>
<li>Visualize data with funnel analysis tools, turning insights into actions that lead to untold wealth in conversions.</li>
</ul>
<h2 class="wp-block-heading" id="how-to-optimize-cf">How to optimize results for your conversion funnel</h2>
<p>A conversion funnel can help <strong>keep your audience where you want them to be</strong>, throughout each stage of their journey. These types of funnels work best if you implement them mindfully and look for opportunities to optimize them regularly for maximum CRO (conversion rate optimization) </p>
<p>Earlier in this post we explained the three main levels of a conversion funnel: TOFU, MOFU, and BOFU. With that model in mind let’s take a closer look at how you can improve your traffic flows at each level.</p>
<h3 class="wp-block-heading">TOFU optimization strategies</h3>
<p>At the top of the funnel, it’s all about casting a wide net to capture as much fish—er, customer attention—as possible. The goal? To make them aware of the awesome brand voyage they could embark on with you.</p>
<h4 class="wp-block-heading">Analyze traffic flows</h4>
<p>First, look at how traffic flows through the funnel for opportunities hidden in your web traffic patterns. You can use <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://support.google.com/analytics/answer/2520139" target="_blank" rel="noreferrer noopener">Google’s Goal Flow</a> tool to investigate questions like these:</p>
<ul>
<li>Do users enter my funnel at the first step, or are they jumping in somewhere in the middle?</li>
<li>Are there a lot of unexpected exits from a step in the middle of the funnel?</li>
<li>Is there a place where traffic loops back?</li>
<li>Does one segment of traffic act differently than other segments? Is it converting more or less often?</li>
</ul>
<h4 class="wp-block-heading">Review your inbound campaigns</h4>
<p>Next, take a look at the email campaigns that are a part of your audience’s buyer journey: onboarding sequences, promotions, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/thank-you-pages/">thank you pages</a>, and more. By looking at the open rates, click rates, and unsubscribe rates—and comparing them to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://mailchimp.com/resources/email-marketing-benchmarks/" target="_blank" rel="noreferrer noopener">email benchmarks</a>—you may identify high-performing emails you can build upon or low-performing emails that could use some TLC. </p>
<p>You can do the same for other tools you use to drive traffic and attract customers:</p>
<ul>
<li>Look at any available social data to determine which posts and activities tend to generate high engagement, click-through, and conversion. </li>
<li>Examine the performance of any <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/">PPC campaigns </a>to optimize for more conversions. </li>
<li>Review any lead magnets or <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/content-marketing/later-case-study-gated-landing-pages/">gated content</a> to see which are associated with the highest conversion rates.</li>
</ul>
<h4 class="wp-block-heading">Know your audience</h4>
<p>Start broad but refine your focus by creating detailed personas. This ensures you’re not just shouting into the void but calling out to those who are truly interested.</p>
<h4 class="wp-block-heading">Optimize your landing pages</h4>
<p>You also want to carefully audit your landing pages, since they play a vital role in your conversion funnel’s effectiveness. <strong>Not only do your landing pages <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/how-landing-pages-impact-quality-score/">impact your quality score</a> across any PPC campaigns, but they’re also often your audience’s final stop between consideration and purchase.</strong> </p>
<p>A problematic landing page may not get folks over the finish line to make a purchase, but it also might be an obstacle for someone who was <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/why-your-landing-page-didnt-convert/">otherwise ready to buy</a>. </p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/101-landing-page-optimization-tips/">Look for opportunities to optimize</a> the copy, calls to action, buttons, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/design/branding-cartoon-illustration-design-trend/">illustrations</a>, photos, and other elements on your landing pages. (If you’re not sure what a good conversion rate is for a landing page, check out our <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-benchmark-report/">Conversion Benchmark Report</a>.)</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="1000" height="654" src="https://unbounce.com/photos/Conversion-Rate-By-Traffic-Channel-Conversion-Benchmark-Report.png" alt="Chart showing the conversion rates by different traffic channels" class="wp-image-110446" style="width:1000px" srcset="https://unbounce.com/photos/Conversion-Rate-By-Traffic-Channel-Conversion-Benchmark-Report.png 1000w, https://unbounce.com/photos/Conversion-Rate-By-Traffic-Channel-Conversion-Benchmark-Report-150x98.png 150w, https://unbounce.com/photos/Conversion-Rate-By-Traffic-Channel-Conversion-Benchmark-Report-382x250.png 382w, https://unbounce.com/photos/Conversion-Rate-By-Traffic-Channel-Conversion-Benchmark-Report-80x52.png 80w, https://unbounce.com/photos/Conversion-Rate-By-Traffic-Channel-Conversion-Benchmark-Report-768x502.png 768w, https://unbounce.com/photos/Conversion-Rate-By-Traffic-Channel-Conversion-Benchmark-Report-650x425.png 650w, https://unbounce.com/photos/Conversion-Rate-By-Traffic-Channel-Conversion-Benchmark-Report-300x196.png 300w, https://unbounce.com/photos/Conversion-Rate-By-Traffic-Channel-Conversion-Benchmark-Report-160x105.png 160w" sizes="(max-width: 1000px) 100vw, 1000px" /></figure></div>
<h3 class="wp-block-heading">MOFU optimization strategies</h3>
<p>In the middle of the funnel, your potential customers are on board, navigating through your offerings. It’s your job to ensure smooth sailing and keep them engaged.</p>
<h4 class="wp-block-heading">Illuminate the path</h4>
<p>Make your pages inviting and easy to navigate. Follow <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-centered-design/">good UI and UX practices</a> to create clear signposts and use effective <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/cta-buttons-that-convert/">CTAs</a> to prevent visitors from straying off the path to conversion.</p>
<h4 class="wp-block-heading">Tell your story</h4>
<p>Provide a rich tapestry of stories (y’know, content) that delve deeper into the lore of your offerings. Use videos, FAQs, and insightful articles to answer questions and build trust.</p>
<h4 class="wp-block-heading">Capture interest</h4>
<p>Employ newsletter sign-ups and discounts as lures to keep potential customers hooked and coming back for more.</p>
<h3 class="wp-block-heading">BOFU optimization strategies</h3>
<p>It’s at the bottom of the funnel where decisions are made, and leads transform into customers.</p>
<h4 class="wp-block-heading">Reduce checkout friction</h4>
<p>Simplify the payment process and address common issues that lead to abandoned carts. (<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/email-marketing-br/abandoned-shopping-carts-win-your-customers-back-with-these-great-follow-up-emails/">Abandoned cart emails</a> are a great tool for luring customers back in.)</p>
<h4 class="wp-block-heading">Enhance product pages</h4>
<p>Make sure your offerings are irresistible, with engaging descriptions, videos, and images.</p>
<h4 class="wp-block-heading">Tailor your communication</h4>
<p>Use BOFU-specific emails and ads to nudge your prospects toward that final, conversion-clinching step.</p>
<h2 class="wp-block-heading" id="best-tools">The best tools for conversion funnel optimization</h2>
<p>Now that you know how to make your conversion funnel the best it can possibly be, let’s talk about the tools that’ll help you do the job.</p>
<h3 class="wp-block-heading">Landing page optimization tool</h3>
<ul>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/"><strong>Unbounce</strong></a><strong>: </strong>We might be a <em>teeensy</em> bit biased, but Unbounce is your one-stop shop for creating <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/high-converting-landing-pages/">high-converting landing pages</a>. Drag-and-drop your way to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-templates/">stunning designs</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-copy/">craft compelling copy</a>, and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-traffic/">use AI to automatically optimize for conversion</a>. It’s like having a landing page conversion superpower at your fingertips.</li>
</ul>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/pricing/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/New_Pricing_2020_VisualCTA_UnlimitedLPPUSB.jpg" alt="" width="2260" height="1216" /></a></div>
<h3 class="wp-block-heading">Copywriting tool</h3>
<ul>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-copy/"><strong>Smart Copy</strong></a><strong>:</strong> Sometimes, even the most marketing-savvy wordsmiths get stuck. (Or so we hear, anyway. It never, <em>ever</em> happens to us.) Smart Copy is your AI writing sidekick, sparking inspiration and helping you craft clear, concise, and persuasive conversion-focused copy that compels visitors to take action.</li>
</ul>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-copy/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/large-SC-Visual-CTA-1.jpg" alt="" width="1000" height="537" /></a></div>
<h3 class="wp-block-heading">A/B testing tools</h3>
<ul>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/"><strong>Unbounce (for landing pages, popups, and sticky bars)</strong></a><strong>:</strong> We mentioned Unbounce for creating landing pages, but we’ve got a pretty darned <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">good testing solution</a> too. You can A/B test different elements of your landing pages to see which versions convert the best.</li>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://vwo.com/" target="_blank" rel="noreferrer noopener"><strong>VWO (for website testing)</strong></a><strong>:</strong> With VWO you can optimize your entire website for maximum conversion potential.</li>
<li><strong>Other A/B testing tools:</strong> For even more testing options, consider tools like <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.sitespect.com/" target="_blank" rel="noreferrer noopener">SiteSpect</a> or <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.optimizely.com/" target="_blank" rel="noreferrer noopener">Optimizely</a>. (You can also check out <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/a-b-testing/best-tools/">our blog post that explores 16 A/B testing tools</a>.) It’s all about finding the A/B testing platform that best suits your needs.</li>
</ul>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/2.5_VisualCTA_AB.jpg" alt="" width="2260" height="1217" /></a></div>
<h3 class="wp-block-heading">Heatmap tools</h3>
<ul>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.hotjar.com/" target="_blank" rel="noreferrer noopener"><strong>Hotjar</strong></a><strong>:</strong> Ever wished you could see exactly how visitors interact with your website? Hotjar makes it possible with heatmaps, recordings, and forms analysis. See where users click, scroll, and drop off, giving you valuable insights to improve your conversion funnel.</li>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://clarity.microsoft.com/" target="_blank" rel="noreferrer noopener"><strong>Microsoft Clarity</strong></a><strong>:</strong> Similar to Hotjar, Microsoft Clarity offers session recordings and heatmaps, but with the added bonus of AI-powered insights to help you understand user behavior on a deeper level.</li>
</ul>
<h3 class="wp-block-heading">Data analysis tools</h3>
<ul>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://marketingplatform.google.com/about/analytics/" target="_blank" rel="noreferrer noopener"><strong>Google Analytics 4 (GA4)</strong></a><strong>:</strong> The king of website analytics, GA4 provides a comprehensive view of your website traffic and user behavior. Track conversions, analyze user journeys, and identify areas for improvement with this powerful data analytics tool.</li>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://userpilot.com/" target="_blank" rel="noreferrer noopener"><strong>Userpilot</strong></a><strong>, </strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.fullstory.com/" target="_blank" rel="noreferrer noopener"><strong>Fullstory</strong></a><strong>, </strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://mixpanel.com/home/" target="_blank" rel="noreferrer noopener"><strong>Mixpanel</strong></a><strong>, </strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://amplitude.com/" target="_blank" rel="noreferrer noopener"><strong>Amplitude</strong></a><strong>, </strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.pendo.io/" target="_blank" rel="noreferrer noopener"><strong>Pendo</strong></a><strong>, </strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.heap.io/" target="_blank" rel="noreferrer noopener"><strong>Heap</strong></a><strong>:</strong> Each of these tools offers unique functionalities for analyzing user behavior and optimizing your funnel. Research and choose the one that best complements your needs and tech stack.</li>
</ul>
<h2 class="wp-block-heading" id="how-to-overcome-challenges">How to overcome challenges with conversion funnel optimization</h2>
<p>The road to conversion success isn’t always smooth sailing—even the most meticulously crafted sales funnel can face some not-so-fun challenges. We’re here to equip you with the knowledge and tools to navigate these obstacles and optimize your funnel like a pro. Let’s look at how you can tackle some of the most common conversion challenges.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="400" height="225" src="https://unbounce.com/photos/Challenge-accepted.gif" alt="Animated gif of a man saying challenge accepted" class="wp-image-130507" style="width:1000px"/></figure></div>
<h3 class="wp-block-heading">Misalignment </h3>
<p><strong>The problem:</strong> Imagine your sales and marketing teams are working on different islands. Inconsistent messaging, missed opportunities, and wasted resources become unwelcome guests at your conversion party.</p>
<p><strong>The fix: </strong>Establish clear goals, roles, and expectations for both teams. Foster a feedback loop where insights, data, and best practices are shared regularly. This way, everyone’s rowing in the same direction towards your conversion destination.</p>
<h3 class="wp-block-heading">Low conversions</h3>
<p><strong>The problem:</strong> Disappointingly low conversion rates at each stage of your funnel? This could indicate a misdefined target audience, an uninspiring value proposition, or dull, unengaging content.</p>
<p><strong>The fix:</strong> Market research is your friend. Customer segmentation and persona development will help you understand your ideal customers’ pain points, needs, and desires. Craft a unique selling proposition that screams the benefits of your product or service, and create content that addresses your customers’ questions, concerns, and motivations.</p>
<h3 class="wp-block-heading">High churn</h3>
<p><strong>The problem:</strong> High customer churn rates can leave you feeling like you’re constantly filling a leaky bucket. This might mean your retention strategies are weak, or your product/service isn’t delivering on its promises.</p>
<p><strong>The fix:</strong> Measure and monitor your customer satisfaction, feedback, and loyalty metrics. Identify the reasons for churn and dissatisfaction. Implement retention and loyalty programs that offer value, support, and incentives to keep your customers happy and coming back for more.</p>
<h3 class="wp-block-heading">Resource restrictions</h3>
<p><strong>The problem: </strong>Limited resources can feel like a constant battle. Your reach, impact, and scalability might be suffering, hindering your overall performance.</p>
<p><strong>The fix:</strong> Prioritize and optimize your resource allocation. Focus on impactful and cost-effective activities and channels. Don’t be afraid to leverage automation, outsourcing, and partnerships to streamline processes, reduce workload, and expand your capabilities.</p>
<h3 class="wp-block-heading">Rapid market changes</h3>
<p><strong>The problem: </strong>The market, customer behavior, and competition are always changing and evolving. This can leave your strategies outdated and ineffective, jeopardizing your competitive edge and growth.</p>
<p><strong>The fix: </strong>Stay updated and informed on the latest trends, insights, and best practices in your industry. Be an agile marketer, constantly testing, measuring, and optimizing your sales and marketing tactics.</p>
<h3 class="wp-block-heading">Skill gaps</h3>
<p><strong>The problem:</strong> Skill gaps in your sales and marketing team can stifle your quality, creativity, and innovation. This ultimately limits your potential and results.</p>
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<p><strong>The fix:</strong> Assess and identify strengths, weaknesses, and needs within your team. Provide the necessary training, coaching, and mentoring. Attract and retain top talent, fostering a culture of learning, collaboration, and excellence. Don’t be afraid to embrace A/B testing as a way to explore creative new options (<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/a-b-testing-ebook/">it’s easier than you might think</a>).</p>
<p>Remember, conversion optimization is a continuous journey. By acknowledging these challenges and implementing the right strategies, you’ll be well on your way to building a thriving sales funnel that converts like a champ.</p>
<h2 id="get-smart">Better conversion funnel = more clicks = greater success</h2>
<p>You’re now equipped with the knowledge and strategies to transform your funnel from a leaky pipe into a conversion powerhouse. But remember, the journey to conversion domination is an ongoing quest, and you don’t have to go it alone.</p>
<p>With <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/">easy-to-use and flexible landing page creation</a>, tons of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-templates/">conversion-optimized templates</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">built-in A/B testing</a>, and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-traffic/">automatic AI-powered conversion optimization</a>, Unbounce is here to guide you along the path to more clicks, higher conversions, and a thriving business.</p>
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<p class="text-left mt-4 mb-0 font-weight-normal">Get actionable insights, expert advice, and practical tips that can help you create high-converting landing pages, improve your PPC campaigns, and grow your business online.</p>
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2024-03-13T21:00:17-00:002024-03-13T21:00:17-00:00yt:video:WzWpXF0rJf8How to write effective Google Ads copy for PPC (with best practices and examples)
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<h1 class="pb-3 h2 ml-0">How to write effective Google Ads copy for PPC (with best practices and examples)</h1>
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By <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/michelle-morgan/" class="font-size-13">Michelle Morgan</a>
and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/banafshe-salehi/" class="font-size-13">Banafshe Salehi</a>
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<p class="mx-3 my-auto"><span class="dot-seperator d-inline-block">.</span></p>
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Updated on March 13, 2024 </p>
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18 min read </p>
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<p>Crafting impactful Google Ads copy for PPC (pay-per-click) demands a blend of art and science. With limited characters on search engine results pages (SERPs), each word’s gotta leave a lasting impression. In this blog, we’ll explore how to master this balance for maximum PPC success.</p>
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<a href="#what" class="font-size-14">
What do we mean by Google Ads copy, anyway? </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#how" class="font-size-14">
How do you write copy for Google Ads? </a>
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<a href="#key" class="font-size-14">
What are the best practices for writing Google Ads? </a>
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What are some examples of great Google Ads copy? </a>
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How do we make it all work? </a>
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<a href="#mistakes" class="font-size-14">
PPC ad copy mistakes to avoid </a>
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<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Michelle Morgan</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Michelle Morgan is the Director of Client Services at <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~www.clixmarketing.com/">Clix Marketing</a>. She has honed her PPC skills over the past 8 years in both in-house and agency roles, managing accounts in many different industries and markets. Her passions are around audience targeting and cross-channel dynamics between search and social. She’s a regular industry speaker at events like Pubcon, SMX, HeroConf, and others.In 2018, Michelle won “SEM Speaker of the Year” at the Search Engine Land Awards. She’s also a contributor to Search Engine Journal, Social Media Examiner, WordStream, AdStage, and more. Follow Michelle on <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://twitter.com/michellemsem">Twitter</a> and connect on <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.linkedin.com/in/michellemsem/">LinkedIn</a>.</p>
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» More blog posts by
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<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Banafshe Salehi</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Banafshe is a writer and creator who loves long walks on the beach (kidding?). When she’s not selling you on her puns or her pop-culture analogies, she can be found at the busiest intersection in her city with her headphones. Which are totally not falling apart.</p>
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» More blog posts by
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<p><span style="font-weight: 400;">Crafting strong Google Ads copy for PPC (pay-per-click) isn’t hard—but to do it right, you’ve gotta combine art and science. You only have a small number of characters on search engine results pages (SERPs), so you need to make ’em count.</span></p>
<p><span style="font-weight: 400;">When writing copy for ads on Google, </span><b>it’s important to think about the experience your visitor is having—from query, to ad copy, to landing page.</b></p>
<p><span style="font-weight: 400;">If there’s a hiccup along the way or they feel like they might be going down the wrong path, they’ll hit the back button. Worse, they might conduct another search and find another company ready to meet their needs. Additionally, as much as we would like it to, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/ppc/">no ad can convert a prospect without a strong accompanying landing page</a>.</span></p>
<p><span style="font-weight: 400;">“Whoa, slow down Unbounce. How exactly do I get started on Google Ads?” No sweat—check out our </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/google-ads-basics/"><span style="font-weight: 400;">guide to Google Ads basics</span></a><span style="font-weight: 400;"> and learn how to launch your first campaign. </span></p>
<h2 id="what" class="wp-block-heading">What is Google Ads copy?</h2>
<p><span style="font-weight: 400;"><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://ads.google.com/home/" target="_blank" rel="noopener">Google Ads</a> is Google’s (aptly named) online advertising platform. It’s responsible for a bunch of the ads you see online—at the top of your Google search results, on Google Maps, and across lots of the websites you visit through display advertising. Google Ads operates on a PPC model, where you pay ’em a bit of money every time somebody clicks on your ad. </span></p>
<p><span style="font-weight: 400;">There are lots of benefits to </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/google-ads-basics/"><span style="font-weight: 400;">advertising on Google</span></a><span style="font-weight: 400;">. The search giant has </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.oberlo.com/blog/google-search-statistics" target="_blank" rel="noopener"><span style="font-weight: 400;">more than 90% market share</span></a><span style="font-weight: 400;"> and is the most popular engine by a country mile—so you know your ads are gonna get eyeballs. Google Ads also lets you get super targeted with your advertising. You can choose to show your ads to people based on their <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/demographic-segmentation/">demographics</a> (age, gender), their search history, and even how they’ve interacted with your brand in the past. </span></p>
<p><span style="font-weight: 400;">But getting your ads in front of people is one thing—getting ’em to click is another. That’s why you need persuasive, eye-catching Google Ads copy.</span></p>
<h2 id="how" class="wp-block-heading">How do you write copy for Google Ads?</h2>
<p><span style="font-weight: 400;">There are different types of Google Ads (search, display), but you’ll almost always need copy for these components:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><b>Headline.</b><span style="font-weight: 400;"> Your headline is the most critical part of your ad text since people will likely read it before anything else. Some Google Ads have just one headline, while others might have two or three. A good strategy is to include words your target audience likely used in their Google search. And—as always—make sure you’re communicating your </span><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/copywriting/value-proposition/"><span style="font-weight: 400;">unique value proposition</span></a><span style="font-weight: 400;">.</span></li>
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</section>
<ul>
<li><strong>Display URL</strong>. Your display URL is the web address that appears on your ad, which gives your potential customers an idea of where they’ll arrive after they click. That said, the actual URL of your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/what-is-a-landing-page/">landing page</a> can be more specific. For example, you might have a display URL of unbounce.com, whereas the true destination of the ad could be unbounce.com/product/landing-pages/.
<br></li>
<li><strong>Description.</strong> This is where you can get into more detail about the product or service you’re advertising. Additionally, it’s a good idea to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/call-to-action-examples/">include a call to action</a>—something you want the people clicking your Google ad to do. Think “Shop X product now” or “Get Y benefit” to help folks understand what to expect next.</li>
</ul>
<p>You can see examples of all three of these components in the example below:</p>
<div class="wp-block-image is-resized">
<figure class="aligncenter size-full"><img decoding="async" width="617" height="180" src="https://unbounce.com/photos/Google_Ads_Copy_Unbounce_Example.png" alt="Example of Google Ads copy from Unbounce" class="wp-image-118503" srcset="https://unbounce.com/photos/Google_Ads_Copy_Unbounce_Example.png 617w, https://unbounce.com/photos/Google_Ads_Copy_Unbounce_Example-150x44.png 150w, https://unbounce.com/photos/Google_Ads_Copy_Unbounce_Example-560x163.png 560w, https://unbounce.com/photos/Google_Ads_Copy_Unbounce_Example-80x23.png 80w, https://unbounce.com/photos/Google_Ads_Copy_Unbounce_Example-300x88.png 300w, https://unbounce.com/photos/Google_Ads_Copy_Unbounce_Example-160x47.png 160w" sizes="(max-width: 617px) 100vw, 617px" /></figure></div>
<p>The messaging used in your Google ad copy doesn’t need to follow a rigid formula. If anything, SERPs are getting overcrowded with the same type of bland messaging for all ad slots. That’s an opportunity for you to stand out from the crowd.</p>
<p>It’s important you <strong>test some different approaches to Google Ads copy</strong> to know which performs best with your target audience. Here’s a quick rundown of the major types of ad copy approaches:</p>
<ul>
<li><strong>Features: </strong>This is about highlighting the physical or tangible aspects of your product or service. If you’re selling mattresses, maybe one key feature is “memory foam.”</li>
<li><strong>Benefits:</strong> Here, you call out the positive outcomes the visitor will have from the product or service. In the case of mattresses, that might be a “more restful sleep.”</li>
<li><strong>Problem: </strong>Focus on the actual issue at hand to relate to the problem the visitor is trying to solve. For example, “tired of awful sleeps?”</li>
<li><strong>Testimonials:</strong> This is when you use the words of your existing customers to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/social-proof/">leverage social proof</a>. Great mattress? “I’ve never slept better.”</li>
<li><strong>Reviews: </strong>These are third-party reviews of the product or service, not from customers directly. Emphasize your trust signals, like Google review scores or badges from review sites.</li>
<li><strong>Prequalifying:</strong> A technique for weeding out people who might not be a good fit for your service before they click. Say, “luxury mattresses” to signal a higher price.</li>
</ul>
<p>Once you’ve tested what works best, mirror that on your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc-landing-pages-for-adwords/">PPC landing page</a> to create a seamless, compelling buyer journey.
<br>Looking for a secret weapon to help craft powerful ad copy? Meet the Smart Copy <strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/google-ads-generator/">Google ad generator</a>.</strong> <em>Writing your own Google copy? Pah—that’s for the birds.</em></p>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-copy/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/large-SC-Visual-CTA-1.jpg" alt="" width="1000" height="537" /></a></div>
<h2 class="wp-block-heading" id="key">What are some key Google Ads copy best practices?</h2>
<p>“What makes a good Google ad?” Humankind has been debating this question for decades, if not millennia.</p>
<p>Is it about being concise? Catchy? Direct? Maybe all of the above?</p>
<p>There’s no one-size-fits-all approach to writing Google Ads (just like there’s no single way to write any ad)—but following some best practices will help make you more successful. With that in mind, below are eight tips for writing the best ad copy for Google Ads:</p>
<h3 class="wp-block-heading">1. Use keywords that match what people are searching for</h3>
<p>One of the key recommendations for writing strong Google Ads copy is to<strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/ppc-keyword-research/">include keywords that mirror the searcher’s query</a>.</strong> By parroting back phrases similar to what they searched for, you can tell them that they’re in the right place.</p>
<h4 class="wp-block-heading">Keywords in ad copy</h4>
<p>In the real world, if you order something from a coffee shop, you expect them to call out exactly what you ordered when it’s ready. If you order an Americano and the barista yells out “Coffee!”, they’re technically correct. But it’s not immediately clear to you that it’s your coffee or someone else’s.</p>
<p>Adding keywords to Google ad copy is fairly simple—but it’s important to make sure the keywords are being used well. Don’t just stuff in as many as you can. An ad that’s saturated with keywords probably doesn’t convey the right message, and could actually be worse than an ad with no keywords. It’s more important to accurately articulate what you’re selling.</p>
<p>Keyword placement in ads can also play a large role. We highly recommend you test keyword placement within your ads to see what works best. Sometimes it’s best in the first headline. Sometimes in headline two. And sometimes it’s best used in a sentence in a description. <strong>You won’t know until you test.</strong></p>
<h4 class="wp-block-heading">Keywords on landing pages</h4>
<p>Using search keywords in the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/formulas-for-landing-page-headlines-with-examples/">headlines</a> and text at the top of a landing page tells the visitor, “You’re in the right place. We have what you’re looking for.” (“This is your caffè Americano,” if you will.)</p>
<p>Unfortunately, swapping text on landing pages isn’t quite as easy as doing it in ad copy. If your landing pages need to be hardcoded, then logic might suggest that you need to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/how-to-create-a-landing-page/">create a new landing page</a> for each different keyword phrase you’re targeting. In our opinion, though, unless you’re <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/content-marketing/landing-page-traffic-guide/">driving extremely high traffic</a> through those pages, this isn’t necessary.</p>
<p>Instead, choose some common phrases—likely the most highly searched variants of your keywords—and turn them into headlines. Ideally, the number of pages you’ll need to create will go down depending on the number of keyword phrases you have in your account.</p>
<p>Let’s take an example: Say we’re advertising scheduling software for hourly employees.</p>
<p>A basic headline could be “Employee Scheduling Software,” which reflects a typical search query—easy and to the point. But the page that uses this headline could easily be used for queries that are close to, but not exactly, that phrase: scheduling employees, tools for employee scheduling, schedule hourly employees, and so on.</p>
<p><strong>Try to write headlines that can work for multiple phrases to limit the number of pages you need to make.</strong> And do this while also getting as close as possible to the initial search query.</p>
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<h3 class="wp-block-heading">2. Match the specificity of your potential customers</h3>
<p>Every time a person conducts a Google search, their query holds a degree of specificity. <strong>It’s important that you reflect their demonstrated intent as best as possible.</strong></p>
<p>Let’s get into some copy examples. Here are some tips for how you could adjust your copy based on differing degrees of specificity:</p>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="922" height="500" src="https://unbounce.com/photos/query-examples.png" alt="Query and copy match examples of Google Ads" class="wp-image-75899" srcset="https://unbounce.com/photos/query-examples.png 922w, https://unbounce.com/photos/query-examples-80x43.png 80w, https://unbounce.com/photos/query-examples-150x81.png 150w, https://unbounce.com/photos/query-examples-768x416.png 768w, https://unbounce.com/photos/query-examples-461x250.png 461w, https://unbounce.com/photos/query-examples-650x352.png 650w, https://unbounce.com/photos/query-examples-300x163.png 300w, https://unbounce.com/photos/query-examples-160x87.png 160w" sizes="(max-width: 922px) 100vw, 922px" /></figure></div>
<p>The only piece of copy that’s changed is the first headline—but it creates a much tighter theme with the query and lets your visitors know they’re in the right place.</p>
<p>The same principle holds with the display URL. One of the keys to conversion rate optimization is giving your prospects what they expect. <strong>Every element of your ad should indicate that folks are on the right path—including the display URL.</strong> Continuing the shoe example above, here are potential pages that you would want to direct people to:</p>
<ul>
<li>“shoes”: www.example.com</li>
<li>“womens shoes”: www.example.com/women</li>
<li>“womens nike shoes”: www.example.com/women/nike</li>
</ul>
<p>Obviously, these aren’t real web pages, but the display URLs closely match the query. Each time we add a word—from “shoes” to “women’s shoes” and from “women’s shoes” to “women’s nike shoes”—we learn more about their needs and can match that with a more specific landing page.</p>
<p><strong>Each time somebody searches, they’re telling you what they want. </strong>Listen to them and deliver results with as much specificity as you can.</p>
<h3 class="wp-block-heading">3. Use assets (formerly “ad extensions”) like wild</h3>
<p>Assets (previously called “ad extensions”) are pretty much exactly what they sound like: additional pieces of functionality you can include with your Google ad. These give you extra opportunities to persuade potential customers through copy.</p>
<p>There are lots of different kinds of assets at our disposal. Each has its use and purpose, and we’re not going to go into detail on each one. The ones that lend themselves to nearly every business are sitelinks, callouts, and structured snippets.</p>
<h4 class="wp-block-heading">Sitelink assets</h4>
<p>Sitelinks are simply additional text and links that can show up with ad copy. Ideally, you should leverage these to add supporting information to the primary ad copy in the ad group. These are essentially functioning as in-site navigation, but directly in the SERPs.</p>
<div class="wp-block-image">
<figure class="aligncenter"><img decoding="async" width="1212" height="466" src="https://unbounce.com/photos/nike-SERP.png" alt="search results showing Nike's Google Ads copy examples" class="wp-image-75884" srcset="https://unbounce.com/photos/nike-SERP.png 1212w, https://unbounce.com/photos/nike-SERP-80x31.png 80w, https://unbounce.com/photos/nike-SERP-150x58.png 150w, https://unbounce.com/photos/nike-SERP-768x295.png 768w, https://unbounce.com/photos/nike-SERP-560x215.png 560w, https://unbounce.com/photos/nike-SERP-1000x384.png 1000w, https://unbounce.com/photos/nike-SERP-650x250.png 650w, https://unbounce.com/photos/nike-SERP-300x115.png 300w, https://unbounce.com/photos/nike-SERP-160x62.png 160w" sizes="(max-width: 1212px) 100vw, 1212px" /></figure></div>
<h4 class="wp-block-heading">Callout assets</h4>
<p>Callouts are even easier than sitelinks. These are simply a line of text, no longer than 25 characters.</p>
<div class="wp-block-image">
<figure class="aligncenter"><img decoding="async" width="826" height="288" src="https://unbounce.com/photos/callout-example.png" alt="Callout Extension" class="wp-image-75889" srcset="https://unbounce.com/photos/callout-example.png 826w, https://unbounce.com/photos/callout-example-80x28.png 80w, https://unbounce.com/photos/callout-example-150x52.png 150w, https://unbounce.com/photos/callout-example-768x268.png 768w, https://unbounce.com/photos/callout-example-560x195.png 560w, https://unbounce.com/photos/callout-example-650x227.png 650w, https://unbounce.com/photos/callout-example-300x105.png 300w, https://unbounce.com/photos/callout-example-160x56.png 160w" sizes="(max-width: 826px) 100vw, 826px" /></figure></div>
<p>This text can be used for just about anything that helps support the ad. Similar to sitelinks, however, it’s best if this text is complimentary and doesn’t repeat what’s in the original ad. These can be a quick list of features, benefits, or more information (like “Free Shipping”) if it didn’t fit in the ad text.</p>
<h4 class="wp-block-heading">Structured snippet assets</h4>
<p>Lastly, structured snippets let you create a list within an ad extension. Simply pick the header you want to start the list, then add in values below with 25 characters each.</p>
<div class="wp-block-image">
<figure class="aligncenter"><img decoding="async" width="710" height="492" src="https://unbounce.com/photos/structured-snippets.png" alt="Structured Snippets" class="wp-image-75915" srcset="https://unbounce.com/photos/structured-snippets.png 710w, https://unbounce.com/photos/structured-snippets-80x55.png 80w, https://unbounce.com/photos/structured-snippets-150x104.png 150w, https://unbounce.com/photos/structured-snippets-361x250.png 361w, https://unbounce.com/photos/structured-snippets-650x450.png 650w, https://unbounce.com/photos/structured-snippets-300x208.png 300w, https://unbounce.com/photos/structured-snippets-160x111.png 160w" sizes="(max-width: 710px) 100vw, 710px" /></figure></div>
<p>There are a number of other assets that can be added to any Google Ads campaign. More often than not, it’s best to have as many asset types in place as possible so any of them can be called up at any point.</p>
<p>However, there is a caveat. <strong>Don’t forget about the main reason for the ad. </strong>Sometimes one asset can be throttled and another type will be shown more often, potentially causing performance to drop. Keep this in mind when setting up assets in Google. Have as full coverage as you can, but don’t sacrifice performance for ad real estate.</p>
<h3 class="wp-block-heading">4. Leverage dynamic features to customize copy</h3>
<p>In addition to assets, there are other features you can use to ensure that your Google Ads are as impressive as possible. Below is a screenshot of the three dynamic ad features offered on the Google Ads platform. You can trigger this dropdown by typing in a { into the ad creation screen.</p>
<div class="wp-block-image">
<figure class="aligncenter"><img decoding="async" width="534" height="466" src="https://unbounce.com/photos/dynamic-ad-features.png" alt="Dynamic Ad Features in Google Ads" class="wp-image-75990" srcset="https://unbounce.com/photos/dynamic-ad-features.png 534w, https://unbounce.com/photos/dynamic-ad-features-80x70.png 80w, https://unbounce.com/photos/dynamic-ad-features-150x131.png 150w, https://unbounce.com/photos/dynamic-ad-features-286x250.png 286w, https://unbounce.com/photos/dynamic-ad-features-300x262.png 300w, https://unbounce.com/photos/dynamic-ad-features-160x140.png 160w" sizes="(max-width: 534px) 100vw, 534px" /></figure></div>
<h4 class="wp-block-heading">Keyword insertion</h4>
<p>Keyword insertion is the most basic version of dynamic Google ads and is best used if your campaign structure isn’t strongly segmented. Keyword insertion lets you substitute a search keyword in place of the default text in your ad copy. However, the text with the keyword will not be used if the combination of the text is too long. Take a look at the example below:</p>
<div class="wp-block-image">
<figure class="aligncenter"><img decoding="async" width="604" height="674" src="https://unbounce.com/photos/keyword-insertion.png" alt="Keyword Insertion in Google Ads" class="wp-image-75904" srcset="https://unbounce.com/photos/keyword-insertion.png 604w, https://unbounce.com/photos/keyword-insertion-72x80.png 72w, https://unbounce.com/photos/keyword-insertion-134x150.png 134w, https://unbounce.com/photos/keyword-insertion-224x250.png 224w, https://unbounce.com/photos/keyword-insertion-300x335.png 300w, https://unbounce.com/photos/keyword-insertion-143x160.png 143w" sizes="(max-width: 604px) 100vw, 604px" /></figure></div>
<p>Here, we added “Women’s Shoes” as the placeholder text. If the keyword that triggers this ad is fewer than 13 characters long, then that keyword text will be added in place of “Women’s Shoes.”</p>
<p>For instance, if the keyword was “Tennis Shoes,” the headline will now read “Great Prices on Tennis Shoes.” But if the keyword is too long, like “women’s running shoes,” then the headline will read “Great Prices on Women’s Shoes” because the placeholder text will stay.</p>
<p><em>If you build your page with Unbounce, you can also use </em><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://documentation.unbounce.com/hc/en-us/articles/203661004-Working-with-Dynamic-Text-Replacement"><em>Dynamic Text Replacement (DTR)</em></a><em> to help you match your landing page copy to your ads, saving you bundles of time and crankin’ up your conversions.</em></p>
<h4 class="wp-block-heading">IF functions</h4>
<p>This dynamic ad feature lets advertisers create “if, then” statements within Google Ads copy based on a user’s device or the audience they belong to.</p>
<div class="wp-block-image">
<figure class="aligncenter"><img decoding="async" width="1288" height="642" src="https://unbounce.com/photos/if-functions.png" alt="IF Functions in Google Ads" class="wp-image-75909" srcset="https://unbounce.com/photos/if-functions.png 1288w, https://unbounce.com/photos/if-functions-80x40.png 80w, https://unbounce.com/photos/if-functions-150x75.png 150w, https://unbounce.com/photos/if-functions-768x383.png 768w, https://unbounce.com/photos/if-functions-502x250.png 502w, https://unbounce.com/photos/if-functions-386x192.png 386w, https://unbounce.com/photos/if-functions-1000x498.png 1000w, https://unbounce.com/photos/if-functions-650x324.png 650w, https://unbounce.com/photos/if-functions-300x150.png 300w, https://unbounce.com/photos/if-functions-160x80.png 160w" sizes="(max-width: 1288px) 100vw, 1288px" /></figure></div>
<p>Using powerful IF functions is simpler than it seems.</p>
<p>IF functions can be amazingly powerful if you have different calls to action for folks on mobile devices and people on desktop, or if you wanna offer discounts to users within specific audiences.</p>
<p>If you leverage IF functions to create a different call to action or make a new offer depending on your audience, it’s essential to make sure it’s reflected in the copy on your landing page. Don’t tease a 20% discount in the ad copy, then not offer it once somebody gets to the landing page.</p>
<h4 class="wp-block-heading">Countdowns</h4>
<p>Lastly, countdowns can be an amazing way to create urgency in ad copy without needing manual ad shifts for each day, hour, or minute until the offer expires. All you have to do is fill out the builder widget and Google will do the rest.</p>
<div class="wp-block-image">
<figure class="aligncenter"><img decoding="async" width="1036" height="672" src="https://unbounce.com/photos/countdown.png" alt="Countdown feature" class="wp-image-75894" srcset="https://unbounce.com/photos/countdown.png 1036w, https://unbounce.com/photos/countdown-80x52.png 80w, https://unbounce.com/photos/countdown-150x97.png 150w, https://unbounce.com/photos/countdown-768x498.png 768w, https://unbounce.com/photos/countdown-385x250.png 385w, https://unbounce.com/photos/countdown-1000x649.png 1000w, https://unbounce.com/photos/countdown-650x422.png 650w, https://unbounce.com/photos/countdown-300x195.png 300w, https://unbounce.com/photos/countdown-160x104.png 160w" sizes="(max-width: 1036px) 100vw, 1036px" /></figure></div>
<p>With countdowns, it’s imperative that the time in the ad copy and the time on site match up as closely as possible. Pay attention to time zones to be sure the offer isn’t ending too early or running too late in the ads. Each of these could cause performance changes or bad brand association depending on the error made.</p>
<h3 class="wp-block-heading">5. Always—always!—include a call to action</h3>
<p>When it comes down to it, we’re running ads because <strong>we want the visitor to take a specific action.</strong> For some, that might be making a purchase. For others, it might mean filling out a lead form. No matter the action, it’s important to either use that phrasing in your copy or help them understand what comes next.</p>
<p><strong>Using a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/call-to-action-examples/">call to action</a> in Google ad copy helps frame the visitor experience. </strong>It can operate similarly to the prequalifying ad copy mentioned in the next section. Once they understand what you want them to do, it can help weed out people who aren’t interested. This practice helps save you the cost of the click.</p>
<p>Once a visitor has had their expectations set with the ad copy, they should click through to a landing page that mirrors that same call to action. If you’ve asked them to “Buy Now” in your copy, they should be given the opportunity to buy on the landing page. If you’ve only asked them to “Learn More” in your copy, then be sure the landing page houses the information they need to decide whether to make a purchase down the road.</p>
<h3 class="wp-block-heading">6. Follow through on the promises you’re making</h3>
<p>This is important: <strong>Your landing page should deliver on what your Google ad promises.</strong></p>
<p>Ad copy and landing pages need to work together. No matter what you say in your Google ad copy, it’s important that the message and offer follow through to the landing page for a cohesive experience.</p>
<p>When this connection breaks down, it could look something like this: A prospective customer conducts a search and clicks on an ad that says “20% off”—only to get to the landing page and find out the offer is expired. Or, worse, there’s no mention of it whatsoever. That’s frustrating.</p>
<p>It’s important to get the visitor thinking about the call to action at the ad copy stage. If that call to action isn’t on the landing page, then those precious characters in the Google copy—as well as the price you paid for the click—were wasted. Your visitors are no longer primed to complete the action you asked ’em to.</p>
<h2 class="wp-block-heading" id="examples">Examples of good Google Ads copy</h2>
<p>Alright—enough theory. Let’s talk <em>application</em>. Here are a few examples of Google Ads from brands that have got it locked in:</p>
<h3 class="wp-block-heading">Google Ads example: Glossier</h3>
<div class="wp-block-image is-resized">
<figure class="aligncenter size-full"><img decoding="async" width="1464" height="972" src="https://unbounce.com/photos/Google_Ads_Copy_Glossier_Example.png" alt="Example of effective Google Ads copy from Glossier" class="wp-image-118504" srcset="https://unbounce.com/photos/Google_Ads_Copy_Glossier_Example.png 1464w, https://unbounce.com/photos/Google_Ads_Copy_Glossier_Example-150x100.png 150w, https://unbounce.com/photos/Google_Ads_Copy_Glossier_Example-377x250.png 377w, https://unbounce.com/photos/Google_Ads_Copy_Glossier_Example-80x53.png 80w, https://unbounce.com/photos/Google_Ads_Copy_Glossier_Example-768x510.png 768w, https://unbounce.com/photos/Google_Ads_Copy_Glossier_Example-1000x664.png 1000w, https://unbounce.com/photos/Google_Ads_Copy_Glossier_Example-650x432.png 650w, https://unbounce.com/photos/Google_Ads_Copy_Glossier_Example-300x199.png 300w, https://unbounce.com/photos/Google_Ads_Copy_Glossier_Example-160x106.png 160w" sizes="(max-width: 1464px) 100vw, 1464px" /></figure></div>
<p><strong>Product: </strong>Makeup</p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.glossier.com/">Glossier</a> sure knows what they’re doing when it comes to Google Ads—and (presumably) when it comes to this makeup stuff, too.</p>
<p>Their copy in this ad speaks to “accessible luxury products,” which allows them to address two crowds simultaneously: people who want luxury makeup products, and folks who might <em>wanna</em> try something luxurious but are concerned about price. Glossier emphasizes the “accessibility” of their products and the fact they’re inspired by “real people,” while also using sitelink assets to discreetly highlight all of the ways they’re more affordable than you might think.</p>
<p>Pretty smart.</p>
<h3 class="wp-block-heading">Google Ads example: VanMoof</h3>
<div class="wp-block-image is-resized">
<figure class="aligncenter size-full"><img decoding="async" width="1646" height="824" src="https://unbounce.com/photos/Google_Ads_Copy_VanMoof_Example.png" alt="Example of Google Ads copy from VanMoof" class="wp-image-118505" srcset="https://unbounce.com/photos/Google_Ads_Copy_VanMoof_Example.png 1646w, https://unbounce.com/photos/Google_Ads_Copy_VanMoof_Example-150x75.png 150w, https://unbounce.com/photos/Google_Ads_Copy_VanMoof_Example-499x250.png 499w, https://unbounce.com/photos/Google_Ads_Copy_VanMoof_Example-80x40.png 80w, https://unbounce.com/photos/Google_Ads_Copy_VanMoof_Example-768x384.png 768w, https://unbounce.com/photos/Google_Ads_Copy_VanMoof_Example-1536x769.png 1536w, https://unbounce.com/photos/Google_Ads_Copy_VanMoof_Example-1000x501.png 1000w, https://unbounce.com/photos/Google_Ads_Copy_VanMoof_Example-650x325.png 650w, https://unbounce.com/photos/Google_Ads_Copy_VanMoof_Example-300x150.png 300w, https://unbounce.com/photos/Google_Ads_Copy_VanMoof_Example-160x80.png 160w" sizes="(max-width: 1646px) 100vw, 1646px" /></figure></div>
<p><strong>Product: </strong>Bicycles</p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.vanmoof.com/en">VanMoof</a> doesn’t just create city-proof electric bikes—they also write some pretty dandy Google Ads.</p>
<p>This is an upscale product, and VanMoof knows they need to reflect that in their ad copy. This example shows ’em speaking to their elevated features: One block of text talks about “next-gen electronic bikes” with “high-tech smart features.” Another mentions “automatic electronic gear shifting” and “anti-theft tech.”</p>
<p>These sorts of phrases signal to Google users <em>who the product is for</em>—folks who care about quality and are willing to pay for it.</p>
<h2 class="wp-block-heading">Elevate your copywriting, from first click to conversion</h2>
<p>Like we said, writing copy for Google Ads is a combination of art and science. <strong>If great copy were purely algorithmic, everyone would be rich by now.</strong></p>
<p>Follow as many of the best practices above as you can, but don’t forget the reason we’re here: <em>potential customers</em>. <strong>We’re always talking to people. </strong>The final thing you should do before launching any new Google Ads campaign is give your copy a gut-check:</p>
<ul>
<li><em>Does this offer sound appealing?</em></li>
<li><em>Is this just a bunch of keywords?</em></li>
<li><em>Would I click on this?</em></li>
</ul>
<p><strong>That extends to your landing page, too. </strong>When you know how to write compelling, grabby, persuasive content for your whole campaign—that’s when selling your product or service gets a whole lot easier.</p>
<h2 class="wp-block-heading" id="mistakes">Common PPC ad copy mistakes to avoid</h2>
<p>If you’re a rational, “left-brained” PPC professional, then writing ad copy likely isn’t your forte. If you’re more of a creative type, then writing great ads is probably easier for you, but unfortunately, what you think is great ad copy<em> doesn’t matter.</em></p>
<p><strong>What does matter is the </strong><strong><em>data</em></strong>. The biggest problem when it comes to ad copy testing is that there is so much (sometimes conflicting) advice on how to do it right. There are tons of scripts and tools to automate the ad copy testing process, but if you don’t understand how they work, you’re probably not getting great results.</p>
<p>So with all of the information we’ve learned about so far (and good examples to back ‘em up) behind us, let’s consolidate everything into a tangible list of <strong>mistakes to</strong> <strong>avoid while writing your PPC ad copy. </strong>You could be following lotsa’ best practices, but Google Ads mistakes can really put you in the negatives. So let’s set ourselves up for success by avoiding the following pitfalls.</p>
<h3 class="wp-block-heading">1. Avoid choice fatigue</h3>
<p>Searchers don’t read through search results pages thoroughly. They scan.</p>
<p><strong>When your headlines look exactly the same as several competitors, </strong>the searcher must stop and analyze your ad in order to identify the differences. <strong>This means that similar headlines won’t earn clicks.</strong></p>
<p>If you’re familiar with <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.neurosciencemarketing.com/blog/home" target="_blank" rel="noreferrer noopener">neuromarketing</a>, you know this is a form of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~www.neurosciencemarketing.com/blog/" target="_blank" rel="noreferrer noopener">choice fatigue</a>. Your potential customer has too many choices and can’t easily identify why they should choose your ad. </p>
<p>As Roger Dooley puts it:</p>
<p>“Sales-killing choices are those that appear very similar and offer the consumer no shortcuts in making a decision.”</p>
<p>The best practice is to <strong>always use the search term in the headline.</strong> </p>
<p><strong>Dynamic keyword insertion is great for quickly creating relevant copy on a large scale, but it’s hardly a well-kept secret. </strong>It works great in many cases, but when too many advertisers are using it on the same search query, it causes choice fatigue.</p>
<p>If you’re using dynamic keyword insertion, do some manual searches for the queries driving those ad impressions and see what your competitors are up to. Start with the high-impression DKI ads that have a low click-through rate (CTR), and make sure you aren’t creating choice fatigue.</p>
<p>If you see lots of ads with the same or very similar headlines,<strong> write new custom ads to test.</strong></p>
<h3 class="wp-block-heading">2. Don’t make empty promises</h3>
<p><strong>The best ad copy headlines have offers or promises that can be fulfilled.</strong></p>
<p>PPC ads that offer promises that aren’t fulfilled on the landing page may earn more clicks but they won’t convert very well. </p>
<p>We have to respect the consumer in order to win their trust instead of using smoke and mirror tactics just to earn their click. When you accurately represent your offer in your ad copy, qualified leads click through to your landing page, and there are no nasty surprises. Everyone wins.</p>
<p>Our favorite old-school marketing blogger, Brian Clark of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://copyblogger.com/" target="_blank" rel="noreferrer noopener">Copyblogger</a>, explains that making vague promises can turn people off:</p>
<p>“Advertisements that proclaim, ‘satisfaction guaranteed’ are fairly common–and that’s the problem. The statement can come across as just another hollow promise, because it often is.”</p>
<h3 class="wp-block-heading">3. Don’t forget to aggregate stats</h3>
<p>Whether you run large or small campaigns, you need to aggregate stats but for different reasons. </p>
<p>What does aggregating stats mean, you ask? Aggregating data just means combining individual-level data and stats. This could mean combining your stats from different ad groups or similar. </p>
<p>If you have small accounts, you should aggregate so you can speed up the process of reaching statistical significance. If you have large accounts, you need to aggregate stats so you can derive actionable insight from low-volume ad groups.</p>
<h3 class="wp-block-heading">4. Don’t forget about segmenting results</h3>
<p>Don’t lump stats together for campaigns that are targeted differently. For example, locally targeted campaigns may perform differently than <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://support.google.com/google-ads/answer/1722043?hl=en#zippy=%2Chow-to-reach-audiences-in-entire-countries" target="_blank" rel="noreferrer noopener">nationally targeted campaigns</a>. Accordingly, the ad copy that works for local campaigns may not be best for national campaigns.
<br>
<br>If you are going to aggregate stats to reach statistical significance more quickly, then you have to understand the performance differences in your targeting. <strong>If you don’t, you’ll choose winning ads that are actually losers in a different segment.</strong></p>
<p>When it comes to mobile vs desktop segmentation, you shouldn’t aggregate stats together for mobile ads with desktop ads. Always handle mobile ads and desktop ads separately, <em>even</em> <em>if</em> you only use a different display URL (such as m.domain.com/keyword). If you’re not segmenting mobile and desktop, your results could be misleading.</p>
<h3 class="wp-block-heading">5. Don’t use wrong sample sizes</h3>
<p>There is so much information around statistical significance in ad copy testing, yet plenty of folks still stop running tests before they’ve had a chance to show meaningful results. Very often,<strong> this is because people get the sample size of their test wrong.</strong></p>
<p>It’s important to determine the correct sample size for your ad copy tests, like how many visitors you’ll need in order to have a conclusive<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/"> A/B test</a>. The bottom line when it comes to statistical significance is that you need to understand how to define your hypothesis and your minimum sample size correctly.</p>
<h3 class="wp-block-heading">6. Avoid watching the wrong metric</h3>
<p>Many people watch their click-through rate to determine which variation is best, but that logic is faulty. Every impression has the chance to become a conversion, so we like to use impressions for sample size, and our rationale is simple:</p>
<p><strong>You can’t actually buy more clicks or conversions, but you can buy more impression share. And buying more impressions is the goal for ads that are performing well based on any metric.</strong></p>
<h3 class="wp-block-heading">7. Stop judging ads on CTR (click-through rate)</h3>
<p>When you choose winning ads based on the click-through rate metric, you could be earning more clicks <em>but failing to convert them</em>.</p>
<p>CPI (consumer price index) and PPI (producer price index) aren’t standard metrics built into Google Analytics, but they aren’t that hard to create and are definitely worthwhile. Here’s <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://support.google.com/analytics/answer/3191589?hl=en#zippy=%2Cin-this-article" target="_blank" rel="noreferrer noopener">more on data import</a>.</p>
<p>Change the metrics you judge your ad copy on and you will make more informed decisions and drive more profit. <em>Boom</em>.</p>
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<h3>8. Don’t forget to pre-qualify leads</h3>
<p>If you’re advertising in a price-competitive industry or you have a premium or higher-priced product, you should always pre-qualify clicks by disclosing prices up-front.</p>
<p><!-- /wp:paragraph --> <!-- wp:paragraph --></p>
<p>Much like making empty promises that aren’t fulfilled on your landing pages, unexpectedly high product prices can be disappointing for leads. Check out this quote from the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.cmu.edu/homepage/practical/2007/winter/spending-til-it-hurts.shtml" target="_blank" rel="noopener">Pain of Paying study</a>, conducted by Carnegie Mellon, Stanford, and MIT:</p>
<p><!-- /wp:paragraph --> <!-- wp:paragraph --></p>
<p>“The sections of the brain associated with pain processing are activated when prices are too high.” – George Loewenstein, Carnegie Mellon</p>
<p><!-- /wp:paragraph --> <!-- wp:paragraph --></p>
<p>We’ve heard tons of smaller advertisers complain about the quality of the leads they get from Google Ads. The last thing you want to do is pay for clicks from people who don’t want to pay your price.</p>
<p><!-- /wp:paragraph --> <!-- wp:paragraph --></p>
<p>If you’re worried about hurting CTR and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/how-landing-pages-impact-quality-score/" target="_blank" rel="noopener">Quality Score</a> by using this strategy, then consider running an ad copy test only on your broadest, worst-performing ad groups.</p>
<p><!-- /wp:paragraph --> <!-- wp:paragraph --></p>
<p>These ads pre-qualify their leads by disclosing prices before the click. That way, <em>there are no nasty surprises.</em></p>
<p><!-- /wp:paragraph --> <!-- wp:heading --></p>
<h2 id="work" class="wp-block-heading">Making it all work</h2>
<p>If you want to beat your competitors at the PPC ad copy game, then you need to look beyond the “best practices” that everyone is using. <strong>You also need to look out for the cautionary tales and avoid the pitfalls. </strong></p>
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2024-03-12T21:00:07-00:002024-03-12T21:00:07-00:00yt:video:F-gLEMsBXbEFrom pixels to profits: How to sell digital products online
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<h1 class="pb-3 h2 ml-0">From pixels to profits: How to sell digital products online</h1>
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By <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/paul-park/" class="font-size-13">Paul Park</a>
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Updated on March 12, 2024 </p>
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19 min read </p>
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<p>Imagine you have a product that turns into a money-making machine once you start selling it. Customers come rolling in, realize how amazing your product is, and start throwing money at you—while you lean back in your chair and watch the revenue pour in.</p>
<p>Sound like a fantasy? Nope, you can make this into a rock-solid reality by selling digital products online.</p>
<p>In this blog post, we’ll unpack the secrets to getting your digital product online and into the hands (or ears, or brains) of your customers. From <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/how-to-create-a-landing-page/">creating irresistible landing pages</a> that convert like crazy to building buzz around your product through <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/social-ads/">social media</a>, we’ve got you covered. So strap on your (metaphorical) oxygen tank and join us as we dive into the digital depths together, where success awaits those brave enough to take the plunge.</p>
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<h3 class="pb-3 mb-1 h6 font-weight-bold source-sans-pro">TABLE OF CONTENTS</h3>
<ol class="ml-2 pl-1 pb-2">
<li class="py-1 font-size-14 font-weight-normal">
<a href="#what-are-dp" class="font-size-14">
What are digital products? </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#dp-versus-pp" class="font-size-14">
Digital products vs. physical products </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#benefits" class="font-size-14">
The benefits of selling digital products over physical products </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#most-profitable" class="font-size-14">
The most profitable digital product ideas and examples </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#how-to-create" class="font-size-14">
How to create the best digital products to sell online, step by step </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#where-to-sell" class="font-size-14">
Where to sell digital products </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#best-platforms" class="font-size-14">
The best platforms to create and market digital products </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#strategies" class="font-size-14">
Marketing and promotion strategies to supercharge your sales </a>
</li>
<li class="pt-1 pb-0 font-size-14 font-weight-normal">
<a href="#integrations" class="font-size-14">
8 Unbounce integrations to help you sell digital products </a>
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<div class="pr-0 pt-2">
<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Paul Park</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Paul is a writer on Unbounce’s content team who lives and breathes storytelling. (It’s like oxygen but with better plotlines!) Ask him what he’s up to at any given moment and you’ll get answers ranging from folding paper dragons (y’know, origami) to catching up on the latest cool tech, and finding other ways to channel his inner geek.</p>
<p class="font-size-14">
» More blog posts by
<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/paul-park/">
Paul Park </a>
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<div class="col-md-7 post-content pt-1 pt-md-0 pl-xl-0 text-left">
<h2 id="what-are-dp">What are digital products?</h2>
<p>Okay, let’s start with brass tacks: Basically, a digital product is something that only exists in digital form, so you need a computer (laptop, desktop, smartphone, tablet, or even a smart TV) to access and use it.</p>
<p><!-- wp:paragraph --></p>
<p>The beauty of digital products lies in their boundlessness. <strong>You can create once and sell a million times</strong>—no inventory, no restocking, and certainly no frantic trips to the post office. Selling digital products is like owning a golden goose, except it’s less messy and won’t try to bite you.</p>
<h2 id="dp-versus-pp">Digital products vs. physical products: What’s the difference?</h2>
<p>At first glance, the difference between physical products and digital products is pretty obvious. Physical products are the goods you can touch, feel, and stack on your shelf until the cat decides they’re her new bed. Digital products, on the other hand, are goods or services that are made up of the binary building blocks of ones and zeros, coming to us through our device screens and speakers.</p>
<p><!-- wp:paragraph --></p>
<p>When you look at it from the <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/industry/ecommerce/">ecommerce</a> angle, there’s another fundamental difference between these two types of products. Selling physical products involves a whole host of responsibilities including inventory management, shipping, handling, and the occasional wrestling match with bubble wrap. Contrast this with digital products, which can give customers wisdom, entertainment, and utility without ever weighing down a single shelf.</p>
<p><!-- wp:paragraph --></p>
<p>Plus, there’s the immediate gratification effect: Customers can purchase a digital product within just a few seconds (wearing only PJs), while the fastest way to buy a physical product requires you to put on some pants (or not, we won’t judge) and drive to the nearest store.</p>
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<figure class="aligncenter size-full is-resized"><img decoding="async" width="480" height="480" src="https://unbounce.com/photos/Put-some-pants-on.gif" alt="Animated GIF of a man saying he'll put some pants on" class="wp-image-130278" style="width:1000px"/></figure></div>
<h2 class="wp-block-heading" id="benefits">Benefits of selling digital products over physical products</h2>
<p>The explosive growth of digital product ecommerce shows no signs of slowing. In fact, the digital ecommerce market is <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.statista.com/outlook/dmo/fintech/digital-payments/digital-commerce/worldwide" target="_blank" rel="noreferrer noopener">projected to reach $10.3 trillion USD</a> (yes, trillion with a “T”) by 2028. That’s a pretty darned big pie, and here’s why selling digital products can help you get your slice:</p>
<h3 class="wp-block-heading">Popularity and ease of distribution</h3>
<p>One of the reasons why digital products are soaring in popularity is because of how easy it is to distribute them. The internet is a boundless marketplace where your creations can <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/industry/ecommerce/">reach customers across the globe</a> without the messiness of physical boundaries or shipping logistics.</p>
<h3 class="wp-block-heading">Passive income potential</h3>
<p>Whip up your digital masterpiece once and watch it sell while you eat, play, or binge-watch your favorite series. This is the dream for anyone looking to turn their passion into a perpetual paycheck—like creatives, thinkers, and doers who want to make a mark (and lots of dollars) without the hassle of clocking in.</p>
<h3 class="wp-block-heading">Low overhead, sky-high profit margins</h3>
<p>Forget about the nightmare of stocking inventory or the logistics of shipping. Digital products mean you can keep your feet up while your overhead stays low. More of your sales get to hang out in your pocket, thanks to the absence of those pesky recurring costs.</p>
<h3 class="wp-block-heading">Automation and flexibility</h3>
<p>The digital sales process can often be fully automated, from order processing to delivery, freeing up valuable time and resources. Flexibility is the name of the game—you can tweak, transform, and tailor your offerings without breaking a sweat.</p>
<h3 class="wp-block-heading">E-learning’s growing popularity</h3>
<p>The global e-learning market was <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.linkedin.com/pulse/1754-cagr-global-e-learning-market-size-share-expand-surpass-/" target="_blank" rel="noreferrer noopener">estimated</a> to be worth $210.1 billion USD in 2021 and is projected to reach $848.12 billion USD by 2030, so the demand for digital educational content isn’t just growing—it’s <em>exploding</em>. Jump on this bandwagon, and you could be teaching the world more than just a thing or two. It’s a prime opportunity for those looking to spread knowledge, influence, and, yes, make some coin while they’re at it.</p>
<h3 class="wp-block-heading">Wide reach and market expansion</h3>
<p>Digital breaks down borders, opening up a world where your next customer could be from anywhere. You can tap into markets you never dreamed of, reaching those who need what you’ve got, no matter where they are. This global reach opens up new markets and customer segments, especially for niche products or specialized knowledge.</p>
<h2 class="wp-block-heading" id="most-profitable">The most profitable digital product ideas and examples</h2>
<p>At this point you’re probably chomping at the bit, ready to start making a digital product and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/industry/ecommerce/">getting it in front of online customers</a>. But what are the best digital product to sell? Here are some digital product examples to get you started:</p>
<h3 class="wp-block-heading">Online courses and tutorials</h3>
<p>Become the digital guru you were meant to be. From knitting to neurology, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/online-course/">share your expertise through online courses and tutorials</a> and watch your followers multiply. If your brain is a treasure trove, then it’s time to share the wealth.</p>
<h3 class="wp-block-heading">Ebooks and guides</h3>
<p>Pen a page-turning <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/ebook-landing-page-examples/">ebook</a> thriller, a guide to urban beekeeping, or a cookbook with the delicious recipes your grandma brought over from the old country. In the digital library, every shelf is an opportunity.</p>
<h3 class="wp-block-heading">Digital templates</h3>
<p>Be the hero who saves hours of someone’s life with your meticulously designed spreadsheet templates, social media kits, or wedding invites.</p>
<h3 class="wp-block-heading">Premium content libraries</h3>
<p>If you’re a constant fountain of ideas and insights, consider curating a vault of your best work—videos, articles, podcasts—and guard the key behind a paywall. (Check out our <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/resources/">content library</a> if you’d like to see an example.)</p>
<h3 class="wp-block-heading">Product photography, stock images, and videos</h3>
<p>Capture the world in your lens and sell your vision. This is perfect for those who see the extraordinary in the everyday.</p>
<h3 class="wp-block-heading">Music, visual art, and entertainment</h3>
<p>Art comes in many forms, from illustrations to music to stand-up comedy routines. Post your digital creations online and give customers a chance to show their appreciation by tossing some digital cash your way.</p>
<h3 class="wp-block-heading">Digital services</h3>
<p>Whether you’re into <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-templates/consulting/">consulting</a>, coaching, or critiquing, you can sell your time and brainpower without leaving your living room.</p>
<h3 class="wp-block-heading">Printable digital products</h3>
<p>From bullet journal templates to party planning kits, create printables that add color and organization to everyday life.</p>
<h3 class="wp-block-heading">Digital memberships</h3>
<p>Build a club of like-minded individuals. Whether it’s for fitness enthusiasts or bubble tea lovers, everyone wants to belong.</p>
<h3 class="wp-block-heading">Fonts and design assets</h3>
<p>Do you love creating fonts, icons, and mockups that make designers’ eyes light up? Your creative assets could be the cornerstone of someone else’s project.</p>
<h3 class="wp-block-heading">Software and mobile apps</h3>
<p>Use software to solve a problem, create an entertaining game, or just make life easier, and you’ve got a money-making winner.</p>
<h3 class="wp-block-heading">E-learning courses and webinars</h3>
<p>Teach someone to fish, and you’ll feed them for a lifetime. Teach someone to fish online, and you’ll have a customer for life.</p>
<h3 class="wp-block-heading">Social media paid subscriptions and newsletter subscriptions</h3>
<p>Convert your followers into a loyal, paying audience with a stream of content they can’t resist.</p>
<h2 class="wp-block-heading" id="how-to-create">How to create the best digital products to sell online, step by step</h2>
<p>Now that you’ve chosen what <em>type</em> of product you want to sell, you can start the process of actually <em>creating</em> the product itself. Here are some steps you can follow.</p>
<h3 class="wp-block-heading">1. Brainstorm and research</h3>
<p>Who are you creating this product for? Understanding their needs, wants, and pain points is crucial to crafting something they’ll love and pay for. Focus on the benefits your product will provide, and how your product will make your customers’ lives better.</p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/5-ways-audience-research-helps-you-customize-your-landing-pages/">Research is a key part</a> of this process. There are a bunch of ways to gather the data you need, including:</p>
<ul>
<li>Divine into the bustling marketplaces of ideas like Reddit subreddits, Facebook Groups, and industry-specific forums. Here, you can uncover unmet needs, gauge interest in potential products, and get a pulse on consumer sentiments.</li>
<li>Following trends on social platforms like X (formerly Twitter), Instagram, and LinkedIn to discover treasure troves of real-time market trends and consumer preferences. Use hashtags, follow influencers, and engage in conversations to get insights into what your potential customers desire.</li>
<li>Understanding your audience by gathering demographic data from tools like <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://marketingplatform.google.com/about/analytics/" target="_blank" rel="noreferrer noopener">Google Analytics</a> and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.facebook.com/business/insights/tools/audience-insights" target="_blank" rel="noreferrer noopener">Facebook Insights</a>. They’ll help you find valuable information on the age, gender, location, and interests of your potential customers.</li>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/social-proof/">Leveraging reviews and testimonials</a> by searching for reviews on similar products. Websites like <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.amazon.com/" target="_blank" rel="noreferrer noopener">Amazon</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.trustpilot.com/" target="_blank" rel="noreferrer noopener">Trustpilot</a>, and niche-specific forums can offer customer pain points, wish lists, and the types of language people use to show their <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/copywriting/build-empathy-into-your-landing-pages/">emotions</a>.</li>
</ul>
<h3 class="wp-block-heading">2. Analyze the competition</h3>
<p>While it would be nice if you were the only one <em>in the entire world</em> who was selling your type of digital product, it’s probably not likely. (Sigh.) But that’s okay—peeking at your competitors can provide insights that can be helpful to you, just like this:</p>
<ul>
<li>Check out competitor websites to understand their offerings, marketing strategies, and customer feedback. What are they doing well? Where do they fall short? This insight can help you differentiate your product.</li>
<li>Monitor social media presence so you can analyze their engagement, content strategy, and customer interactions on social media platforms. It will give you clues on how to craft a more compelling social media presence for your brand.</li>
</ul>
<h3 class="wp-block-heading">3. Validate your product idea</h3>
<p>Before you dive deeper into the sea of digital commerce, ensure there’s a demand for your treasure: </p>
<ul>
<li>Use <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://trends.google.com/trends/" target="_blank" rel="noreferrer noopener">Google Trends</a> and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://ads.google.com/intl/en_ca/home/tools/keyword-planner/" target="_blank" rel="noreferrer noopener">Google Keyword Planner</a> to discover the search volume and trends for keywords related to your product. High interest might indicate a hungry market.</li>
<li>Conduct online surveys and polls through tools like <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.surveymonkey.com/" target="_blank" rel="noreferrer noopener">SurveyMonkey</a> and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://docs.google.com/forms/" target="_blank" rel="noreferrer noopener">Google Forms</a> to help you directly gather consumer insights and validate your product idea. Engage with your target audience through social media or email lists to get responses.</li>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/landing-page-testing/">Landing page A/B testing</a> can help you <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/test-new-products-and-ideas/">validate your product’s worthiness</a> through data, rather than gut feelings (which could just be the cottage cheese you ate for lunch). Simply <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/how-to-create-a-landing-page/">set up a landing page</a> (<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/">we know a really great builder for doing this</a>) and conduct some <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">A/B tests</a> to see what works well and what doesn’t.</li>
</ul>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/2.5_VisualCTA_AB.jpg" alt="" width="2260" height="1217" /></a></div>
<h3 class="wp-block-heading">4. Make a good product</h3>
<p>With validation under your belt, it’s time to bring your digital product to life. Focus on quality, value, and user experience—in other words, make a product that’s so good you’d want to buy it for yourself. Here’s how:</p>
<ul>
<li>Use the right tools and platforms that suit your product type. For courses, consider platforms like <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://teachable.com/" target="_blank" rel="noreferrer noopener">Teachable</a> or <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.udemy.com/" target="_blank" rel="noreferrer noopener">Udemy</a>. For ebooks, familiarize yourself with formatting tools like <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.literatureandlatte.com/scrivener/overview" target="_blank" rel="noreferrer noopener">Scrivener</a>. Whatever product you’re creating, there’s a tool (or suite of tools) that’ll help you get the job done.</li>
<li>Pay attention to design and usability. For software products, consider hiring a professional designer or developer if needed. By investing time, effort, and money into creating the best product you can, you’ll reap the rewards later.</li>
</ul>
<h3 class="wp-block-heading">5. Test the waters</h3>
<p>Before fully launching your digital product, consider a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-templates/coming-soon/">soft launch or pre-sale campaign</a> using platforms like <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://gumroad.com/" target="_blank" rel="noreferrer noopener">Gumroad</a> or <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.kickstarter.com/" target="_blank" rel="noreferrer noopener">Kickstarter</a>. This approach allows you to:</p>
<ul>
<li>Gather early feedback, which you can use to tweak your product or <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/guide-to-launching-a-marketing-campaign/">marketing strategy</a>.</li>
<li>Build a community of early adopters, and engaging with these customers can help create buzz and word-of-mouth referrals.</li>
</ul>
<h2 class="wp-block-heading" id="where-to-sell">Where to sell digital products </h2>
<p>Wouldn’t it be great if you could make a single social media post showcasing your new product, and then watch a tidal wave of profit come rolling in? (This is literally our Social Media Manager’s favorite fantasy.)</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="250" height="188" src="https://unbounce.com/photos/Scrooge-Mcduck-money.gif" alt="Animated GIF of Scrooge McDuck lying on a pool of money" class="wp-image-130279" style="width:1000px"/></figure></div>
<p>Sadly, achieving success in the real world requires a <em>teensy </em>bit more effort. You need to figure out which channels and platforms to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/product-landing-pages/">promote your product</a>, and how best to use each one. Luckily for you, we’ve got some tips to get you started.</p>
<h3 class="wp-block-heading">Choose the right channel(s)</h3>
<p>The three main channels for getting your digital product out into the world are self-created online stores, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/social-ads/">social media</a>, and digital marketplaces. Consider each of their features, strengths, and weaknesses to help you choose which one (or ones) you’ll use to hawk your digital wares.</p>
<ul>
<li><strong>Self-created online stores: </strong>Using an ecommerce platform like Shopify to create your online store puts you in the captain’s chair. You’ll have full control over branding and customer experience, but it can take time and effort to build and drive traffic. (<em>Psst,</em> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/industry/ecommerce/">landing pages are super effective selling tools</a>.)</li>
<li><strong>Social media:</strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/social-ads/">Promoting your digital products via social media</a> lets you tap into the bustling online market squares that are visited by people across the world. Social media can give you direct engagement with your audience, but it can also be highly competitive and requires constant content creation.</li>
<li><strong>Digital marketplaces:</strong> Platforms within your niche, like <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.amazon.com/" target="_blank" rel="noreferrer noopener">Amazon</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.etsy.com/" target="_blank" rel="noreferrer noopener">Etsy</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.udemy.com/" target="_blank" rel="noreferrer noopener">Udemy</a>, or <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.skillshare.com/" target="_blank" rel="noreferrer noopener">Skillshare</a>, offer an enormous pool of potential customers, but you’ll also get a lot of competition and commission fees that can go as high as 50% per sale. </li>
</ul>
<p>We’ll do a deeper dive into the best platforms below, or you can <a href="#best-platforms"><strong>jump down there now</strong></a>.</p>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ecommerce-lookbook/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/LookBook-Blog-Visual-CTA_1.png" alt="" width="1000" height="538" /></a></div>
<h3 class="wp-block-heading">Compare fees and finances</h3>
<p>It’s true that you need to spend (some) money to make money, but you’ve gotta do it in a way that makes sense. Compare the pricing structures of different platforms: some charge monthly fees, while others take a percentage of your sales. Choose a model that aligns with your budget and projected sales volume.</p>
<h3 class="wp-block-heading">Look for ease of use</h3>
<p>Are you tech-savvy or a tech newbie? Choose a platform with an interface that aligns with your level of tech knowledge and makes uploading your product, managing sales, and interacting with customers a breeze. Don’t get bogged down in complex features you don’t need.</p>
<h3 class="wp-block-heading">Create a brand match</h3>
<p>If you’re creating an online store it should be an extension of your brand. Does the platform offer customization options that let you personalize your storefront and align it with your brand aesthetic?</p>
<h2 class="wp-block-heading" id="best-platforms">The best platforms to create and market digital products</h2>
<p>Now let’s explore some of the most popular digital marketplace platforms. Some specialize in ebooks and courses, while others offer a broader range of digital products. Make a list of essential features you need, like subscription management, email marketing integration, or built-in analytics, and choose a platform that ticks all the boxes.</p>
<p>Here are some of the more popular digital product platforms and what they do well:</p>
<h4 class="wp-block-heading">Unbounce</h4>
<ul>
<li>What it is: <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/">Unbounce</a> is a powerful and user-friendly platform (if we do say so ourselves) for creating, publishing, testing, and optimizing high-converting landing pages. </li>
<li><strong>Why it’s popular:</strong> It’s equipped with a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/">drag-and-drop builder</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-templates/">a vast array of templates</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">A/B testing capabilities</a>, plenty of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://appmarket.unbounce.com/">integrations</a> to add functionality to your pages, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/smart-copy/">AI copywriting</a>, and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/popups-and-sticky-bars/">popups and sticky bars</a>. These features allow you to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/how-to-create-a-landing-page/">craft landing pages</a> that are dedicated to showing off your product’s benefits and helping you <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/high-converting-sales-pages/">maximize sales</a>. The flexibility to test and tweak pages on the fly ensures that digital products can be marketed more effectively, leading to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/industry/ecommerce/">higher sales and engagement</a>.</li>
</ul>
<div class="blog-cta-image-section" data-ga=""><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/pricing/" target="_blank" data-campaign=""><img decoding="async" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" data-src="https://unbounce.com/photos/New_Pricing_2020_VisualCTA_UnlimitedLPPUSB.jpg" alt="" width="2260" height="1216" /></a></div>
<h4 class="wp-block-heading">Shopify</h4>
<ul>
<li><strong>What it is:</strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.shopify.com/" target="_blank" rel="noreferrer noopener">Shopify</a> is the bustling marketplace of the digital world, a one-stop shop where you can create your own online store. </li>
<li><strong>Why it’s popular:</strong> Shopify shines with its user-friendly interface, extensive customization options through themes and apps, and robust ecommerce features. It’s perfect for sellers who want to establish a brand and have full control over their store’s look and feel.</li>
</ul>
<h4 class="wp-block-heading">Etsy</h4>
<ul>
<li><strong>What it is:</strong> Imagine a vast bazaar, teeming with creativity and one-of-a-kind finds. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.etsy.com/" target="_blank" rel="noreferrer noopener">Etsy</a> is the go-to platform for unique, handmade, or vintage items, but it also warmly welcomes digital products like printables, graphics, and templates.</li>
<li><strong>Why it’s popular:</strong> Its community-driven marketplace is perfect for creators looking for an audience that appreciates the artistry and uniqueness of digital creations.</li>
</ul>
<h4 class="wp-block-heading">Gumroad</h4>
<ul>
<li><strong>What it is:</strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://gumroad.com/" target="_blank" rel="noreferrer noopener">Gumroad</a> is like a friendly neighborhood market for creators. It simplifies the process of selling digital products, from ebooks to software, with a straightforward setup.</li>
<li><strong>Why it’s popular:</strong> With Gumroad, you can sell directly to your audience through a link, bypassing the need for a storefront. It’s favored for its ease of use and creator-friendly features, including analytics, flexible pricing options, and built-in marketing tools.</li>
</ul>
<h4 class="wp-block-heading">Udemy</h4>
<ul>
<li><strong>What it is:</strong> Picture a vast library where knowledge is the currency. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.udemy.com/" target="_blank" rel="noreferrer noopener">Udemy</a> is a leading online learning platform where experts can sell courses on a wide range of subjects.</li>
<li><strong>Why it’s popular:</strong> It offers a massive audience of learners, easy-to-use course creation tools, and a revenue-sharing model. It’s ideal for educators and experts looking to monetize their skills and knowledge.</li>
</ul>
<h4 class="wp-block-heading">Skillshare</h4>
<ul>
<li><strong>What it is:</strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.skillshare.com/" target="_blank" rel="noreferrer noopener">Skillshare</a> operates on the philosophy that everyone has something to learn and something to teach. It’s a community-centric platform focused on creative education.</li>
<li><strong>Why it’s popular: </strong>Instructors can earn money through royalty pools based on the number of minutes watched in their classes, making it an attractive option for creatives and educators in design, photography, writing, and more.</li>
</ul>
<h4 class="wp-block-heading">Amazon Kindle Direct Publishing</h4>
<ul>
<li><strong>What it is:</strong> Imagine your written words on the digital shelves of the largest bookstore in the world. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://kdp.amazon.com/en_US/" target="_blank" rel="noreferrer noopener">Kindle Direct Publishing</a> allows authors to self-publish their ebooks directly to Amazon’s Kindle Store.</li>
<li><strong>Why it’s popular:</strong> It offers access to a massive audience, competitive royalties, and the option to offer books for free or at low cost to increase readership. Plus, it’s integrated with Amazon, making your books easily discoverable to millions of readers.</li>
</ul>
<h4 class="wp-block-heading">Thinkific </h4>
<ul>
<li><strong>What it is:</strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.thinkific.com/" target="_blank" rel="noreferrer noopener">Thinkific</a> is like a university in the cloud, where you’re the professor. It’s a platform that allows you to create, market, and sell your own online courses.</li>
<li><strong>Why it’s popular: </strong>With its focus on education and professional development, Thinkific provides robust tools for course creation, including video hosting, quizzes, and student management. It’s great for educators and trainers looking to expand their reach online.</li>
</ul>
<h4 class="wp-block-heading">Sellfy</h4>
<ul>
<li><strong>What it is: </strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://sellfy.com/" target="_blank" rel="noreferrer noopener">Sellfy</a> is a straightforward ecommerce platform designed specifically for creators looking to sell digital products, physical goods, and subscriptions all from one storefront.</li>
<li><strong>Why it’s popular:</strong> It’s beloved for its simplicity and ease of use, allowing sellers to set up a store in minutes, coupled with powerful features such as built-in email marketing tools and embeddable buy buttons.</li>
</ul>
<h4 class="wp-block-heading">Podia</h4>
<ul>
<li><strong>What it is:</strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.podia.com/" target="_blank" rel="noreferrer noopener">Podia</a> serves as a versatile online platform that enables creators to sell digital products, memberships, and online courses, all under the banner of their own brand.</li>
<li><strong>Why it’s popular:</strong> It’s an all-in-one solution for selling digital products, memberships, and online courses. Podia offers features for building a community around your brand, including email marketing, messaging, and webinars—no wonder it’s a popular choice among educators and creators.</li>
</ul>
<h4 class="wp-block-heading">Teachable</h4>
<ul>
<li><strong>What it is:</strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://teachable.com/" target="_blank" rel="noreferrer noopener">Teachable</a> is a comprehensive platform dedicated to helping instructors create and sell highly customizable online courses and coaching services.</li>
<li><strong>Why it’s popular: </strong>Its popularity stems from its robust course creation tools, allowing for a wide range of content types, and its ability to handle everything from payment processing to affiliate programs, making course management a breeze.</li>
</ul>
<h4 class="wp-block-heading">Creative Market</h4>
<ul>
<li><strong>What it is:</strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://creativemarket.com/" target="_blank" rel="noreferrer noopener">Creative Market</a> is a platform for graphic designers, artists, and creatives to sell their designs and templates, ranging from fonts and graphics to themes and templates.</li>
<li><strong>Why it’s popular:</strong> It attracts a large, design-focused audience and offers creators a hassle-free way to sell their work, thanks to its marketplace model that handles marketing and transactions for them.</li>
</ul>
<h4 class="wp-block-heading">Envato Market</h4>
<ul>
<li>What it is: <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.envato.com/" target="_blank" rel="noreferrer noopener">Envato Market</a> encompasses a suite of marketplaces for creative digital assets, including video, audio, graphics, and web templates, offering a comprehensive source for all creative needs.</li>
<li>Why it’s popular: It provides a one-stop shop for digital assets, supported by a community of millions of users and creators, making it easy for buyers to find almost any type of digital product they need.</li>
</ul>
<h4 class="wp-block-heading">ThemeForest</h4>
<ul>
<li><strong>What it is: </strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://themeforest.net/" target="_blank" rel="noreferrer noopener">ThemeForest</a> is part of the Envato Market family, specializing in website themes and templates for a variety of platforms, including WordPress, Shopify, and HTML.</li>
<li><strong>Why it’s popular: </strong>It’s the go-to destination for web developers and businesses looking for high-quality, customizable website templates, offering a vast selection and a vibrant community of creators.</li>
</ul>
<h4 class="wp-block-heading">E-Junkie</h4>
<ul>
<li><strong>What it is: </strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.e-junkie.com/" target="_blank" rel="noreferrer noopener">E-Junkie</a> is an online selling platform that provides a simple way to sell digital downloads and tangible goods on your website or blog without requiring a lot of technical knowledge.</li>
<li><strong>Why it’s popular:</strong> It’s favored for its ease of integration with websites and its minimalistic approach to ecommerce, offering basic yet effective tools for small sellers and entrepreneurs.</li>
</ul>
<h4 class="wp-block-heading">SendOwl</h4>
<ul>
<li><strong>What it is:</strong> <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.sendowl.com/" target="_blank" rel="noreferrer noopener">SendOwl</a> is a platform designed to make selling digital products, subscriptions, and memberships easy, with a focus on direct sales through your own channels.</li>
<li><strong>Why it’s popular:</strong> Its appeal lies in its simplicity and the variety of features it offers, including quick setup, various payment options, and powerful tools like affiliate marketing and drip content functionality.</li>
</ul>
<h2 class="wp-block-heading" id="strategies">Marketing and promotion strategies to supercharge your digital product sales</h2>
<p>Okay, so you’ve got your digital product ready and you know what channel you’re going to use to sell it. But just putting your product online doesn’t mean it’s instantly going to fly off the digital shelves. Here are some strategies you can use to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/industry/ecommerce/">boost your sales</a> and scale your online business to dizzying heights.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="485" height="381" src="https://unbounce.com/photos/Successful-marketers-dizzying-heights.png" alt="Meme image of successful marketers reaching dizzying heights" class="wp-image-130280" style="width:1000px" srcset="https://unbounce.com/photos/Successful-marketers-dizzying-heights.png 485w, https://unbounce.com/photos/Successful-marketers-dizzying-heights-150x118.png 150w, https://unbounce.com/photos/Successful-marketers-dizzying-heights-318x250.png 318w, https://unbounce.com/photos/Successful-marketers-dizzying-heights-80x63.png 80w, https://unbounce.com/photos/Successful-marketers-dizzying-heights-300x236.png 300w, https://unbounce.com/photos/Successful-marketers-dizzying-heights-160x126.png 160w" sizes="(max-width: 485px) 100vw, 485px" /></figure></div>
<h3 class="wp-block-heading">Promote a free lead magnet</h3>
<p>Tempt your audience with a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/lead-generation/lead-magnet-examples/">lead magnet</a>, which basically means offering a taste of your product for free. Whether it’s a chapter of your ebook, a small segment of your course, or a watermarked example of your design skills, let this beacon guide them to the value your product will provide.</p>
<h3 class="wp-block-heading">Start an affiliate program</h3>
<p>Connect with a crew of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/ecommerce-strategy-affiliate-marketing-tips/">affiliate marketers</a> to spread the word about your digital product. They’ll be your scouts, expanding your reach in exchange for a share of the rewards.</p>
<h3 class="wp-block-heading">Collect preorders</h3>
<p>It’s been said that anticipation heightens pleasure, but it can also heighten sales. Offering preorders can gauge interest and secure sales before your product even launches.</p>
<h3 class="wp-block-heading">Offer a money-back guarantee</h3>
<p>This is your seal of trust. It reassures customers that their purchase is risk-free, increasing their confidence to buy.</p>
<h3 class="wp-block-heading">Use good usability and design</h3>
<p>The shopping experience you offer can be just as important as the awesomeness of your product. Make sure your online store is easy to navigate, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-centered-design/">visually appealing</a>, and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/checkout-process/">optimized for a seamless checkout process</a>.</p>
<h3 class="wp-block-heading">Master SEO and keyword optimization</h3>
<p>Effective <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/landing-page-seo/">SEO (search engine optimization)</a> is the key to bringing more potential customers to your site. Use targeted keywords to help increase visibility on search engine results pages so more people can beat a path to your digital door.</p>
<h3 class="wp-block-heading">Leverage social proof and customer reviews</h3>
<p>As inherently social animals, we humans pay a lot of attention to the opinions of others. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/social-proof/">Reviews and testimonials</a> are powerful endorsements that can sway potential buyers.</p>
<h3 class="wp-block-heading">Excel in customer support</h3>
<p>Be responsive and helpful with customers (or potential customers) who reach out to you. Addressing inquiries and support tickets promptly can turn doubters into loyal customers.</p>
<h3 class="wp-block-heading">Automate and delegate</h3>
<p>Automate repetitive tasks and seek outside help for complex endeavors, so you’re free to steer the ship and focus on what you do best.</p>
<h3 class="wp-block-heading">Expand your product range</h3>
<p>Posting products that are new or updated can attract attention, just like how fast food chains will sporadically introduce new additions to their menu. By creating new products or making updates to your current ones, you’ll be able to bring more moths to your digital flame.</p>
<h3 class="wp-block-heading">Explore innovative promotions</h3>
<p>Continually seek new ways to market your product. Whether through emerging <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/social-ads/">social platforms</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/ppc/">paid ads</a> or innovative <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/email-marketing/">email marketing tactics</a>, keep your strategies fresh and evolving.</p>
<h3 class="wp-block-heading">Embrace analytics</h3>
<p>Tools like <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://analytics.google.com/analytics/web/" target="_blank" rel="noreferrer noopener">Google Analytics</a> and CRM systems will provide the data you need to understand where you are and where you need to go. They’ll also help you see when things aren’t working, which gives you the opportunity to try new strategies.</p>
<h3 class="wp-block-heading">Network with peers</h3>
<p>Connect with fellow digital product creators and contribute to communities. Being generous and supportive of others can often result in good vibes coming back your way. </p>
<h3 class="wp-block-heading">Invest in email marketing and social media influencer marketing</h3>
<p>These can be super effective tools in your marketing toolkit. A <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/email-marketing-br/abandoned-shopping-carts-win-your-customers-back-with-these-great-follow-up-emails/">well-crafted email campaign</a> or a shoutout from a social media influencer can blast your product into the spotlight. Just imagine your product going viral… (Okay, you can wipe that silly grin off your face now.)</p>
<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img decoding="async" width="500" height="357" src="https://unbounce.com/photos/Going-viral.gif" alt="Animated GIF of Jimmy Fallon saying something is going viral" class="wp-image-130274" style="width:1000px"/></figure></div>
<h2 class="wp-block-heading" id="integrations">8 integrations to help you sell digital products using Unbounce</h2>
<p>Here at Unbounce, we’re dedicated to helping marketers easily <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/how-to-create-a-landing-page/">create</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">test</a>, and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/101-landing-page-optimization-tips/">optimize landing pages</a> to increase conversions. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/landing-pages/">Unbounce’s landing page builder</a> platform is a powerfully effective way to shine a spotlight on your product and make people want to hammer the “Buy now” button.</p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://appmarket.unbounce.com/">Integrations</a> are like the secret spices in the recipe for online selling success—they enhance the flavor of your digital product offerings and ensure your marketing efforts work more efficiently and effectively. When it comes to selling digital products through Unbounce, integrations are not just useful—they’re transformative. Here are some examples:</p>
<h3 class="wp-block-heading">Google Analytics</h3>
<p>The <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://appmarket.unbounce.com/integrations/google-analytics">Google Analytics</a> integration for Unbounce allows you to seamlessly track visitor behavior, traffic sources, and conversion rates on your Unbounce landing pages. By embedding Google Analytics into your pages, you gain access to a wealth of data about how users interact with your content.</p>
<h3 class="wp-block-heading">Salesforce</h3>
<p>Automatically sync leads captured on your Unbounce landing pages with <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://appmarket.unbounce.com/integrations/salesforce">Salesforce</a>, ensuring efficient lead management and follow-up for higher conversion rates and personalized customer journeys.</p>
<h3 class="wp-block-heading">Zapier</h3>
<p>Connect Unbounce with thousands of apps via <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://appmarket.unbounce.com/integrations/zapier">Zapier</a>, automating workflows like adding new leads to email campaigns or CRM systems, saving time and enhancing the efficiency of your sales process.</p>
<h3 class="wp-block-heading">Klaviyo</h3>
<p>Integrate with <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://appmarket.unbounce.com/integrations/klaviyo">Klaviyo</a> to automatically add leads from Unbounce to your email marketing lists, allowing for targeted follow-ups, personalized offers, and nurture campaigns to boost sales.</p>
<h3 class="wp-block-heading">Hotjar</h3>
<p>Use <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://appmarket.unbounce.com/integrations/hotjar">Hotjar</a> to understand how visitors interact with your Unbounce landing pages through heatmaps, session recordings, and feedback polls, gaining insights to optimize page design and user experience.</p>
<h3 class="wp-block-heading">ActiveCampaign</h3>
<p>Connect <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://appmarket.unbounce.com/integrations/active-campaign">ActiveCampaign</a> to manage leads captured on Unbounce pages, enabling automated email marketing campaigns, segmentation, and lead scoring to nurture leads into customers.</p>
<h3 class="wp-block-heading">Outgrow</h3>
<p>Embed <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://appmarket.unbounce.com/integrations/outgrow">Outgrow’s</a> interactive content like quizzes, polls, and calculators into Unbounce landing pages to engage visitors, gather leads, and personalize follow-ups based on user responses.</p>
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<h3>Keap (formerly Infusionsoft)</h3>
<p>Integrate <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://appmarket.unbounce.com/integrations/infusionsoft">Keap</a> to streamline lead management and automate marketing tasks. This ensures that leads captured through Unbounce landing pages are nurtured with personalized emails and follow-ups, driving sales and customer loyalty.</p>
<h2>Start selling your digital products now</h2>
<p>Embarking on the journey to sell digital products online is an exciting adventure, filled with possibilities and opportunities at every turn. As we’ve navigated through the essential steps and strategies—from ideating and creating your digital product to choosing the perfect online platform and leveraging powerful marketing tactics—it’s clear that success in this digital realm requires a blend of creativity, strategy, and technology.
<br>
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Remember, the digital marketplace is ever-evolving, with new tools and platforms emerging to enhance your selling experience. By staying adaptable, continuously optimizing your offerings, and engaging with your customers, you can increase conversions and ensure your digital products find their audience.</p>
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2024-03-12T03:00:08-00:002024-03-12T03:00:08-00:00yt:video:J_nz6hbNSZk8 winning real estate landing page examples (+ free templates)
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<h1 class="pb-3 h2 ml-0">8 winning real estate landing page examples (+ free templates)</h1>
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By <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/emily-bauer/" class="font-size-13">Emily Bauer</a>
and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/josh-gallant/" class="font-size-13">Josh Gallant</a>
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<p class="my-1 font-size-13">
Updated on March 11, 2024 </p>
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21 min read </p>
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<p>Real estate is all about people. Agents need to learn about each individual client to find them the perfect property.</p>
<p><strong>Real estate marketing is no different.</strong></p>
<p>You need to show up with the right message for the right person at the right time.</p>
<p>Sure, that might sound like a tall order—especially when you don’t know exactly who is visiting your website or browsing your listings.</p>
<p>But that, my friend, is the beauty of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/what-is-a-landing-page/">landing pages</a>.</p>
<p><strong>By creating targeted real estate landing pages for specific audiences, you can present the right message to the right people at exactly the right time.</strong></p>
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<h3 class="pb-3 mb-1 h6 font-weight-bold source-sans-pro">TABLE OF CONTENTS</h3>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#what" class="font-size-14">
What is a real estate landing page? </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#why" class="font-size-14">
Why do you need landing pages in real estate? </a>
</li>
<li class="py-1 font-size-14 font-weight-normal">
<a href="#types" class="font-size-14">
What are the different types of real estate landing pages? </a>
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<a href="#elements" class="font-size-14">
What elements do high-converting real estate landing pages have? </a>
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<li class="py-1 font-size-14 font-weight-normal">
<a href="#examples" class="font-size-14">
8 high-converting real estate landing page examples </a>
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<li class="pt-1 pb-0 font-size-14 font-weight-normal">
<a href="#how-to" class="font-size-14">
How to create high-converting landing pages with Unbounce </a>
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<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Emily Bauer</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Emily is a freelance writer and content marketer from Toronto. She helps tech companies and startups develop awesome content for their blogs, websites, and social media. When she’s not writing or thinking about writing, Emily can be found chilling on her yoga mat, loitering in bookstores, or exploring the city with her super cute (and super spoiled) corgi, Wilbert.</p>
<p class="font-size-14">
» More blog posts by
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Emily Bauer </a>
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<h4 class="mb-0 font-weight-bold font-size-20 source-sans-pro">Josh Gallant</h4>
<p class="pt-1 mb-0 mt-1 font-size-14">Josh is the founder of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://backstageseo.com" target="_blank" rel="noreferrer noopener">Backstage SEO</a>, an organic growth firm that helps SaaS companies capture demand. He’s a self-proclaimed spreadsheet nerd by day, volunteer soccer coach on weekends, and wannabe fantasy football expert every fall.</p>
<p class="font-size-14">
» More blog posts by
<a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/author/josh-gallant/">
Josh Gallant </a>
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<div class="col-md-7 post-content pt-1 pt-md-0 pl-xl-0 text-left">
<p>When someone clicks on one of your ads, finds you through Google, or clicks on a social media post, they’re telling you they’re interested in your offer and giving you some insight into what they’re currently thinking about.</p>
<p><!-- wp:paragraph --></p>
<p><em>(After all, what you said in the ad or social post resonated enough to get their attention and convinced them to click.)</em></p>
<p><!-- wp:paragraph --></p>
<p>All you need to do next is show ‘em more of what resonated with a dedicated real estate landing page—and we’re going to show you exactly how to do it (or skip to the end if you want to start building).</p>
<p><!-- wp:paragraph --></p>
<p>Here’s what we’ll cover:</p>
<p><!-- wp:paragraph --></p>
<ul>
<li><a href="#what">What is a real estate landing page?</a></li>
<li><a href="#why">Why do you need landing pages?</a></li>
<li><a href="#types">What are the different types of landing pages?</a></li>
<li><a href="#elements">What elements do the best landing pages have?</a></li>
<li><a href="#examples">8 examples of high-performing landing pages</a></li>
<li><a href="#how-to">How to create your own landing pages</a></li>
</ul>
<p><!-- wp:paragraph --></p>
<p><strong>Wanna get straight to the examples?</strong></p>
<p><!-- wp:paragraph --></p>
<p><a href="#examples">Skip to the first one</a> and find a little inspiration for your next real estate landing page.</p>
<p><!-- wp:paragraph --></p>
<h2 id="what">What is a real estate landing page?</h2>
<p><!-- wp:paragraph --></p>
<p>A real estate landing page is a dedicated web page built around one specific conversion goal. A landing page is separate from the rest of your website and leads can only access it by clicking on an ad or email link.</p>
<p><!-- wp:paragraph --></p>
<p>Whether you’re looking to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/lead-generation/">drum up leads</a>, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/how-to-build-an-email-list/">build your mailing list</a>, or schedule bookings, real estate landing pages are the best place to send someone who clicks on your ad.</p>
<p><em>“Why’s that, team?”</em></p>
<p><!-- wp:paragraph --></p>
<p>Well, because unlike your website or a generic property listing, a real estate landing page is built specifically to match your ad and drive conversions with a relevant call to action (CTA).</p>
<p><!-- wp:paragraph --></p>
<p><strong>Landing pages help you <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/lead-generation/">turn visitors into leads</a>, and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/industry/professional-services/">leads into customers</a>.</strong></p>
<p><!-- wp:heading --></p>
<h2 id="why" class="wp-block-heading">Why do you need landing pages in real estate?</h2>
<p><!-- /wp:heading --> <!-- wp:paragraph --></p>
<p>If you don’t have real estate landing pages yet, you’re missing out on a whole bunch of benefits. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/how-to-create-a-landing-page/">Creating a conversion-oriented landing page</a> will help you:</p>
<p><!-- /wp:paragraph --></p>
</div>
</div>
</div>
</section>
<h3 class="wp-block-heading">Maximize your impact on targeted traffic</h3>
<p>When it comes to driving conversions, a<em> </em><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/whats-the-difference-between-a-landing-page-and-a-homepage/">landing page is more effective than a basic page on your website</a>.</p>
<p>Think about it:</p>
<p>If someone clicks on an ad for a Manhattan loft and it takes them to your home page, they might feel like you didn’t deliver on your promise—so they bounce.</p>
<p>But if the ad takes them to a <strong><em>dedicated landing page</em></strong> built entirely around booking a private showing of that exact loft, you’ll keep their attention and increase your odds of closing the deal.</p>
<h3 class="wp-block-heading">Build and grow your email list</h3>
<p>With a simple <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/types-of-forms/">lead generation form</a> and enticing offer, you’ll <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/campaign-strategy/how-to-build-an-email-list/">gather more contact information</a> that’ll make it easier to follow-up and <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/solutions/use-case/lead-generation/">nurture leads into clients</a>.</p>
<h3 class="wp-block-heading">Showcase properties in depth</h3>
<p>Highlight specific aspects of new builds, rental units, or your real estate services that speak to a specific audience. Since landing pages are highly targeted and built around one CTA, you can focus on the details that appeal most to a targeted group of visitors.</p>
<h3 class="wp-block-heading">Create a sense of urgency</h3>
<p>There’s nothing like an exclusive sneak peek at upcoming listings or early access to pre-construction floor plans to get potential clients excited.</p>
<p>Use real estate landing pages to present a time-sensitive offer that wouldn’t make sense to feature on your homepage—all without updating your website.</p>
<h3 class="wp-block-heading">Accurately measure campaign results.</h3>
<p>On a general listing site, you can’t tell how effective your ads are because you don’t have access to those metrics.</p>
<p>With a <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/ppc/optimize-your-landing-page-for-ppc/">dedicated landing page</a>, on the other hand, you’ll see <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://documentation.unbounce.com/hc/en-us/articles/115005751566-How-do-I-track-referral-sources-for-my-campaigns?_ga=2.77146005.1461154378.1710779327-505981779.1682720373&_gac=1.46319317.1708718648.CjwKCAiA44OtBhAOEiwAj4gpOa3JP4bUeT70Ly0DRd4OLlARszyMSySRT0wGn2GGSl-PsIhp3rjBLRoCmlAQAvD_BwE&_gl=1%2A1avemp9%2A_gcl_aw%2AR0NMLjE3MDg3MTg2NDguQ2p3S0NBaUE0NE90QmhBT0Vpd0FqNGdwT2EzSlA0YlVlVDcwTHkwRFJkNE9MbEFSc3p5TVN5U1JUMHdHbjJHR1NsLVBzSWhwM3JqQkxSb0NtbEFRQXZEX0J3RQ..%2A_gcl_au%2AMTg4MjI5ODczMy4xNzA2NTg1MDI0LjIyMzgyOTA5MC4xNzA5NzY1MTA5LjE3MDk3NjUxMDg.%2A_ga%2ANTA1OTgxNzc5LjE2ODI3MjAzNzM.%2A_ga_JHGNGKNMZM%2AMTcxMDc4NDk3My4yMjAuMS4xNzEwNzg2MzEzLjYwLjAuMA..%2A_ga_8GFBJRYYE1%2AMTcxMDc4NDk3My4xNi4xLjE3MTA3ODYzMTMuMC4wLjA.">where your traffic is coming from</a> and what percentage is converting—so you’ll know exactly how well your ads are performing and can focus on the most effective channels.</p>
<p><strong>Recommended Reading: </strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/using-analytics-to-measure-your-landing-page-performance/">Using analytics to measure your landing page performance</a></p>
<h2 class="wp-block-heading" id="types">What are the different types of real estate landing pages?</h2>
<p>There are a ton of use cases for landing pages in real estate. If you have something to offer potential clients—congrats, you’ve got yourself a use case for a landing page.</p>
<p>Here are six of the most common:</p>
<h3 class="wp-block-heading">Home search landing pages</h3>
<p>Potential <em>buyers </em>are looking for help finding a home.</p>
<p>They’ve decided they want to buy (or at least explore the option) and are now trying to find an agent that can help them. A home search landing page is the perfect place to talk about how you help buyers find the right home, what the process looks like, etc.</p>
<h3 class="wp-block-heading">“Sell my home” landing pages</h3>
<p>Potential <em>sellers </em>are looking for help selling their home.</p>
<p>Virtually the same as home search pages, just the opposite side of the coin. You can create landing pages that speak to the questions these potential sellers are likely asking like how long it usually takes to sell, what your process looks like, and how much their home is worth (more on that below).</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1999" height="1209" src="https://unbounce.com/photos/image13-2.png" alt="" class="wp-image-130638" srcset="https://unbounce.com/photos/image13-2.png 1999w, https://unbounce.com/photos/image13-2-150x91.png 150w, https://unbounce.com/photos/image13-2-413x250.png 413w, https://unbounce.com/photos/image13-2-80x48.png 80w, https://unbounce.com/photos/image13-2-768x464.png 768w, https://unbounce.com/photos/image13-2-1536x929.png 1536w, https://unbounce.com/photos/image13-2-1000x605.png 1000w, https://unbounce.com/photos/image13-2-650x393.png 650w, https://unbounce.com/photos/image13-2-300x181.png 300w, https://unbounce.com/photos/image13-2-160x97.png 160w, https://unbounce.com/photos/image13-2-155x93.png 155w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure>
<h3 class="wp-block-heading">Home valuation landing pages</h3>
<p>One of the first things a potential seller likely does is try to estimate <em>how much their home is worth. </em>Even if a home owner isn’t keen to sell right now, an instant home valuation that spits out a nice looking number can be quite the persuasion technique.</p>
<p>Some of the best real estate landing pages out there are leading with a simple home valuation calculator as the main “offer” on the page. It’s a great way to generate real estate leads while collecting a handful of key data points (like their address) up front.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="962" src="https://unbounce.com/photos/image-26.png" alt="" class="wp-image-130639" srcset="https://unbounce.com/photos/image-26.png 1600w, https://unbounce.com/photos/image-26-150x90.png 150w, https://unbounce.com/photos/image-26-416x250.png 416w, https://unbounce.com/photos/image-26-80x48.png 80w, https://unbounce.com/photos/image-26-768x462.png 768w, https://unbounce.com/photos/image-26-1536x924.png 1536w, https://unbounce.com/photos/image-26-1000x601.png 1000w, https://unbounce.com/photos/image-26-650x391.png 650w, https://unbounce.com/photos/image-26-300x180.png 300w, https://unbounce.com/photos/image-26-160x96.png 160w, https://unbounce.com/photos/image-26-700x420.png 700w, https://unbounce.com/photos/image-26-520x312.png 520w, https://unbounce.com/photos/image-26-155x93.png 155w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<h3 class="wp-block-heading">House listing landing pages</h3>
<p>Easily the most common page type on the internet in all of real estate.</p>
<p>These are your traditional listing pages. On the surface, you may not think of a listing page as a stereotypical “landing page” like the others in this list, but when you strip it down to just the bones, each listing page is <em>focused</em>.</p>
<p><strong>One page focused exclusively on one property.</strong></p>
<p>The primary calls to action on the page are typically about booking a showing, with all of the supporting content and context about the property and the market for prospective buyers nudging visitors toward that action.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="966" src="https://unbounce.com/photos/image-27.png" alt="" class="wp-image-130640" srcset="https://unbounce.com/photos/image-27.png 1600w, https://unbounce.com/photos/image-27-150x91.png 150w, https://unbounce.com/photos/image-27-414x250.png 414w, https://unbounce.com/photos/image-27-80x48.png 80w, https://unbounce.com/photos/image-27-768x464.png 768w, https://unbounce.com/photos/image-27-1536x927.png 1536w, https://unbounce.com/photos/image-27-1000x604.png 1000w, https://unbounce.com/photos/image-27-650x392.png 650w, https://unbounce.com/photos/image-27-300x181.png 300w, https://unbounce.com/photos/image-27-160x97.png 160w, https://unbounce.com/photos/image-27-155x93.png 155w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<h3 class="wp-block-heading">Appointment booking landing page</h3>
<p>The landing page types above are fairly specific, but for any business (real estate included), your “contact us” page is one of the most important pages you can publish.</p>
<p>Here’s the kicker though:</p>
<p><strong>It doesn’t need to take the shape of a boring, old school “contact us” page.</strong></p>
<p>Potential clients don’t want to contact you just to say hello—they want something from you (and that’s totally okay). By creating a more detailed “<em>book an appointment” </em>landing page, you can provide some context up front on what you’re able to help with <em>and </em>give them space to share what they’re looking for from you.</p>
<h3 class="wp-block-heading">Free resource landing pages</h3>
<p>Finally, we have your typical “free resource download” landing pages.</p>
<p>These aren’t real estate exclusive like some of the others, but they can still be just as valuable. The premise for a free resource landing page is simple:</p>
<ol>
<li>You have a free resource to give away</li>
<li>You create a landing page with a lead capture form</li>
<li>A visitors provides some contact info to download it</li>
<li>You send them the resource</li>
</ol>
<p>The resource can be pretty much anything—guides, calculators, free tools, recorded videos, virtual tours, etc. Whatever you’re giving away, you can tailor your landing page to “sell” exactly that.</p>
<figure class="wp-block-image size-full"><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://moneyguy.com/resource/home-buying-checklist/" target="_blank" rel="noreferrer noopener"><img decoding="async" width="1600" height="1086" src="https://unbounce.com/photos/image-28.png" alt="" class="wp-image-130641" srcset="https://unbounce.com/photos/image-28.png 1600w, https://unbounce.com/photos/image-28-150x102.png 150w, https://unbounce.com/photos/image-28-368x250.png 368w, https://unbounce.com/photos/image-28-80x54.png 80w, https://unbounce.com/photos/image-28-768x521.png 768w, https://unbounce.com/photos/image-28-1536x1043.png 1536w, https://unbounce.com/photos/image-28-1000x679.png 1000w, https://unbounce.com/photos/image-28-650x441.png 650w, https://unbounce.com/photos/image-28-300x204.png 300w, https://unbounce.com/photos/image-28-160x109.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></a></figure>
<h2 class="wp-block-heading" id="elements">What elements do high-converting real estate landing pages have?</h2>
<p>All landing pages need to communicate a unique value proposition that’s closely aligned with the campaign assets driving visitors to your landing page (emails, social ads, etc.), but there are so many more things you can do to optimize for conversion.</p>
<p>Let’s dig into <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/">the anatomy of a great landing page</a>:</p>
<h3 class="wp-block-heading">1. A compelling “above the fold” section</h3>
<p>When you load any page on the internet, whatever you see on your screen <em>before you’ve scrolled </em>is the “above the fold” section. In this case, the “fold” refers to the bottom of what’s visible on screen.</p>
<p><strong>Nailing this section is the most important part of the entire process.</strong></p>
<p>If your content above the fold is weak, visitors won’t give you the time of day to keep trying. You failed to peak their interest, now they’re smashing the back button.</p>
<p>Think of it like this:</p>
<p>If you send an email campaign and the subject line is uninspiring, <em>it doesn’t matter how good </em>the rest of the email is—nobody is going to open it to find out.</p>
<h3 class="wp-block-heading">2. A strong, catchy headline</h3>
<p>So how do you nail your above the fold section?</p>
<p><strong>It starts with your headline.</strong></p>
<p>This should be the most prominent text on-screen when your page loads. There’s <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/formulas-for-landing-page-headlines-with-examples/">an art and a science to writing great headlines</a>, but the simplest way to think about it is this:</p>
<p>Your <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-examples/formulas-for-landing-page-headlines-with-examples/">landing page headline</a> should pique the visitor’s curiosity and give them a clear idea of what you—and your landing page—have to offer.</p>
<h3 class="wp-block-heading">3. Creative copy with clear language and benefits</h3>
<p>Getting <em>clever</em> with your copy can help if executed well, but it’s important to avoid sacrificing <em>clarity for cleverness</em>.</p>
<p>By using clear, plain language to describe a listing, for example, you’re making it easy to understand your offer, setting expectations, and earning the trust of your leads. This is key when providing details like cost, location, and square footage.</p>
<h3 class="wp-block-heading">4. A transparent and compelling offer</h3>
<p>If your offer is compelling, visitors are going to be a lot more likely to take the desired action regardless of which elements do or do not exist on the page. Obviously combining a compelling offer with an <em>optimized landing page </em>is the ideal scenario here, but nailing the offer itself is key.</p>
<p>Keep in mind though—yes, you want clients to get excited about a property or your services, but it’s just as important to be <em>transparent</em> with your offer. Be careful not to fall into the trap of over-promising or using shady marketing tactics in the pursuit of the almighty conversion.</p>
<h3 class="wp-block-heading">5. A single call to action</h3>
<p>The one thing every landing page needs is a <strong>call to action (CTA).</strong></p>
<p>You have to tell visitors what to do next.</p>
<ul>
<li>Is there a form to submit?</li>
<li>A button to click?</li>
<li>A phone number to call?</li>
</ul>
<p>Your CTA should always support your overarching conversion goal for the page, so start by thinking about what you want to achieve with a particular campaign.</p>
<p>For instance, if your main goal is to generate new leads within a specific house-hunting budget, your CTA might ask visitors to answer a few questions about their down payment (and request their contact information).</p>
<p>Or, if you’re looking to book more appointments, you might encourage leads to select a time slot from your calendar and submit their phone number.</p>
<p>Whatever the case, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/call-to-action-examples/">craft a single call to action</a> that supports your conversion goal.</p>
<h3 class="wp-block-heading">6. High-impact visuals or videos</h3>
<p>Real estate is all about <em>selling a vision</em>—so give your visitors something to feast their eyes on. Use visual content to show visitors what you have to offer.</p>
<p>Include lots of appealing <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/improve-landing-page-imagery/">images</a>, like professional photos of properties, videos and virtual walkthroughs, and even GIFs (perhaps to showcase a panoramic view or preview your real estate tech).</p>
<h3 class="wp-block-heading">7. Genuine social proof</h3>
<p>Who better to convince leads to work with you than your already-satisfied clients?</p>
<p>In fact, including online <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/social-proof/">reviews on your landing pages</a> can raise conversion rates <strong><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://irp-cdn.multiscreensite.com/00a8b24b/files/uploaded/Spiegel_Online%20Review_eBook_Jun2017_Pv2.pdf" target="_blank" rel="noreferrer noopener">by as much as 270%</a></strong> according to Northwestern University’s Spiegel Research Center.</p>
<p>Use genuine reviews and client testimonials to highlight your reputation and build credibility. Reputation and trust are everything, especially in the real estate industry. Showcase the positive outcomes you’ve helped your clients earn in the past.</p>
<h2 class="wp-block-heading" id="examples">8 high-converting real estate landing page examples</h2>
<p>Now that you know the basics behind creating a higher-performing real estate landing page, let’s get into some examples that show these principles in action.</p>
<h3 class="wp-block-heading">1. Opendoor: Sell your home</h3>
<p>Our first example is from <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://sell.opendoor.com" target="_blank" rel="noreferrer noopener">Opendoor</a> with a landing page for selling your home.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="916" src="https://unbounce.com/photos/image-29.png" alt="" class="wp-image-130643" srcset="https://unbounce.com/photos/image-29.png 1600w, https://unbounce.com/photos/image-29-150x86.png 150w, https://unbounce.com/photos/image-29-437x250.png 437w, https://unbounce.com/photos/image-29-80x46.png 80w, https://unbounce.com/photos/image-29-768x440.png 768w, https://unbounce.com/photos/image-29-1536x879.png 1536w, https://unbounce.com/photos/image-29-1000x573.png 1000w, https://unbounce.com/photos/image-29-650x372.png 650w, https://unbounce.com/photos/image-29-300x172.png 300w, https://unbounce.com/photos/image-29-160x92.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<p>The main call-to-action they’re pushing above the fold is to enter your address to get a free offer from Opendoor. They’ve also used reputable logos and reviews early on in the page as well to build credibility right away.</p>
<p>As you scroll down, the page has sections for:</p>
<ul>
<li>How the selling process works</li>
<li>Social proof to back up their credibility</li>
<li>FAQs about the process</li>
</ul>
<figure class="wp-block-image size-full"><img decoding="async" width="1999" height="1205" src="https://unbounce.com/photos/image24.png" alt="" class="wp-image-130659" srcset="https://unbounce.com/photos/image24.png 1999w, https://unbounce.com/photos/image24-150x90.png 150w, https://unbounce.com/photos/image24-415x250.png 415w, https://unbounce.com/photos/image24-80x48.png 80w, https://unbounce.com/photos/image24-768x463.png 768w, https://unbounce.com/photos/image24-1536x926.png 1536w, https://unbounce.com/photos/image24-1000x603.png 1000w, https://unbounce.com/photos/image24-650x392.png 650w, https://unbounce.com/photos/image24-300x181.png 300w, https://unbounce.com/photos/image24-160x96.png 160w, https://unbounce.com/photos/image24-520x312.png 520w, https://unbounce.com/photos/image24-155x93.png 155w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure>
<p>One of the main ways they’re driving visitors to this page as well is through Google Ads. For example, when you look up “how much is my home worth” in Google, this Opendoor landing page shows up.</p>
<p>Because they’re targeting searchers who are actively looking for what the value of their home could be, they’re able to structure the landing page to align nicely with that question.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="516" src="https://unbounce.com/photos/image-30.png" alt="" class="wp-image-130644" srcset="https://unbounce.com/photos/image-30.png 1600w, https://unbounce.com/photos/image-30-150x48.png 150w, https://unbounce.com/photos/image-30-560x181.png 560w, https://unbounce.com/photos/image-30-80x26.png 80w, https://unbounce.com/photos/image-30-768x248.png 768w, https://unbounce.com/photos/image-30-1536x495.png 1536w, https://unbounce.com/photos/image-30-1000x323.png 1000w, https://unbounce.com/photos/image-30-650x210.png 650w, https://unbounce.com/photos/image-30-300x97.png 300w, https://unbounce.com/photos/image-30-160x52.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<h4 class="wp-block-heading">What you can learn from this landing page example</h4>
<p>Two big takeaways from this Opendoor example:</p>
<ul>
<li><strong>Social proof: </strong>Especially in real estate, trust is everything. For many home buyers or sellers, they’re preparing to make one of the biggest transactions of their lives. Opendoor is using logos, real reviews, and offer volumes as credibility stamps.</li>
<li><strong>Keep it simple: </strong>The page isn’t cluttered with copy and clashing ideas. It’s solely focused on getting a real offer and selling your home through Opendoor.</li>
</ul>
<h3 class="wp-block-heading">2. RedFin: Sell your home</h3>
<p>Our second example is a similar type of page—selling your home—this time from <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.redfin.com/sell-a-home/address" target="_blank" rel="noreferrer noopener">RedFin</a>.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1999" height="1209" src="https://unbounce.com/photos/image13-2.png" alt="" class="wp-image-130638" srcset="https://unbounce.com/photos/image13-2.png 1999w, https://unbounce.com/photos/image13-2-150x91.png 150w, https://unbounce.com/photos/image13-2-413x250.png 413w, https://unbounce.com/photos/image13-2-80x48.png 80w, https://unbounce.com/photos/image13-2-768x464.png 768w, https://unbounce.com/photos/image13-2-1536x929.png 1536w, https://unbounce.com/photos/image13-2-1000x605.png 1000w, https://unbounce.com/photos/image13-2-650x393.png 650w, https://unbounce.com/photos/image13-2-300x181.png 300w, https://unbounce.com/photos/image13-2-160x97.png 160w, https://unbounce.com/photos/image13-2-155x93.png 155w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure>
<p>Above the fold, they’re keeping it simple with a clean heading, simple subheading and one primary action—typing in your address.</p>
<p>They’re using <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/visual-hierarchy/">visual hierarchy</a> to draw your eyes to the main heading where they’re leading with their main value proposition—selling your house for “top dollar” while saving on fees. From there, they naturally carry you down to the red button.</p>
<p>When you scroll, they have an interactive calculator to see how much you could save as a seller by using Redfin:</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="731" src="https://unbounce.com/photos/image-36.png" alt="" class="wp-image-130645" srcset="https://unbounce.com/photos/image-36.png 1600w, https://unbounce.com/photos/image-36-150x69.png 150w, https://unbounce.com/photos/image-36-547x250.png 547w, https://unbounce.com/photos/image-36-80x37.png 80w, https://unbounce.com/photos/image-36-768x351.png 768w, https://unbounce.com/photos/image-36-1536x702.png 1536w, https://unbounce.com/photos/image-36-1000x457.png 1000w, https://unbounce.com/photos/image-36-650x297.png 650w, https://unbounce.com/photos/image-36-300x137.png 300w, https://unbounce.com/photos/image-36-160x73.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<p>Then underneath the calculator, they have a simple comparison chart to illustrate how they’re different from a traditional agent.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="930" src="https://unbounce.com/photos/image-38.png" alt="" class="wp-image-130647" srcset="https://unbounce.com/photos/image-38.png 1600w, https://unbounce.com/photos/image-38-150x87.png 150w, https://unbounce.com/photos/image-38-430x250.png 430w, https://unbounce.com/photos/image-38-80x47.png 80w, https://unbounce.com/photos/image-38-768x446.png 768w, https://unbounce.com/photos/image-38-1536x893.png 1536w, https://unbounce.com/photos/image-38-1000x581.png 1000w, https://unbounce.com/photos/image-38-650x378.png 650w, https://unbounce.com/photos/image-38-300x174.png 300w, https://unbounce.com/photos/image-38-160x93.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<p>We’d love to see one more high-contrast call-to-action section at the bottom of the page that restates the primary value proposition from the above the fold section, but it’s clear they opted for the minimalist approach.</p>
<h4 class="wp-block-heading">What you can learn from this landing page example</h4>
<p>One big takeaway from this Redfin example:</p>
<ul>
<li><strong>Choose a message and stick to it: </strong>The entire page is focused on how sellers can save on fees if they choose Redfin rather than a traditional agent. By focusing entirely on that one theme, they don’t fall into the trap of “watering down” their message by adding a ton of less relevant secondary benefits.</li>
</ul>
<h3 class="wp-block-heading">3. Redfin: House listing page</h3>
<p>Another example from Redfin that’ll feel more traditional for real estate agents are their <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.redfin.com/CA/San-Clemente/2625-Canto-Rompeolas-92673/home/5904239" target="_blank" rel="noreferrer noopener">individual property listing pages</a>.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="966" src="https://unbounce.com/photos/image-27.png" alt="" class="wp-image-130640" srcset="https://unbounce.com/photos/image-27.png 1600w, https://unbounce.com/photos/image-27-150x91.png 150w, https://unbounce.com/photos/image-27-414x250.png 414w, https://unbounce.com/photos/image-27-80x48.png 80w, https://unbounce.com/photos/image-27-768x464.png 768w, https://unbounce.com/photos/image-27-1536x927.png 1536w, https://unbounce.com/photos/image-27-1000x604.png 1000w, https://unbounce.com/photos/image-27-650x392.png 650w, https://unbounce.com/photos/image-27-300x181.png 300w, https://unbounce.com/photos/image-27-160x97.png 160w, https://unbounce.com/photos/image-27-155x93.png 155w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<p>Yes the structure is less traditional than what you may picture when you think “landing page” but the core premise of a landing page is still present:</p>
<p><strong>One page focused on one call to action.</strong></p>
<p>In this case, it’s getting the visitor to enquire about the property.</p>
<p>There’s more supporting content and information than their “sell your home” page, which means more bells and whistles on the page too, but the most prominent button above the fold is still the red “Request showing” CTA button on the right side.</p>
<p>As you scroll, the main CTA becomes “sticky” to keep it visible at all times:</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="953" src="https://unbounce.com/photos/image-39.png" alt="" class="wp-image-130648" srcset="https://unbounce.com/photos/image-39.png 1600w, https://unbounce.com/photos/image-39-150x89.png 150w, https://unbounce.com/photos/image-39-420x250.png 420w, https://unbounce.com/photos/image-39-80x48.png 80w, https://unbounce.com/photos/image-39-768x457.png 768w, https://unbounce.com/photos/image-39-1536x915.png 1536w, https://unbounce.com/photos/image-39-1000x596.png 1000w, https://unbounce.com/photos/image-39-650x387.png 650w, https://unbounce.com/photos/image-39-300x179.png 300w, https://unbounce.com/photos/image-39-160x95.png 160w, https://unbounce.com/photos/image-39-155x93.png 155w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<p>The page itself is fairly long since they speak to all of the granular details of the property, the neighborhood, local comps, average sale prices, and more. But the spotlight is still focused on the one action—request a showing.</p>
<p>One piece we’re big fans of is the interactive payment calculator. Yes, most real estate listing pages have some version of this, but Redfin’s is simple and well-designed.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1999" height="1191" src="https://unbounce.com/photos/image19.png" alt="" class="wp-image-130661" srcset="https://unbounce.com/photos/image19.png 1999w, https://unbounce.com/photos/image19-150x89.png 150w, https://unbounce.com/photos/image19-420x250.png 420w, https://unbounce.com/photos/image19-80x48.png 80w, https://unbounce.com/photos/image19-768x458.png 768w, https://unbounce.com/photos/image19-1536x915.png 1536w, https://unbounce.com/photos/image19-1000x596.png 1000w, https://unbounce.com/photos/image19-650x387.png 650w, https://unbounce.com/photos/image19-300x179.png 300w, https://unbounce.com/photos/image19-160x95.png 160w, https://unbounce.com/photos/image19-155x93.png 155w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure>
<p>Looking at Redfin’s active Facebook and Instagram ads as well, they have hundreds of campaigns active that all drive traffic to these listing pages with a similar call to action—come see the property.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="966" src="https://unbounce.com/photos/image-40.png" alt="" class="wp-image-130650" srcset="https://unbounce.com/photos/image-40.png 1600w, https://unbounce.com/photos/image-40-150x91.png 150w, https://unbounce.com/photos/image-40-414x250.png 414w, https://unbounce.com/photos/image-40-80x48.png 80w, https://unbounce.com/photos/image-40-768x464.png 768w, https://unbounce.com/photos/image-40-1536x927.png 1536w, https://unbounce.com/photos/image-40-1000x604.png 1000w, https://unbounce.com/photos/image-40-650x392.png 650w, https://unbounce.com/photos/image-40-300x181.png 300w, https://unbounce.com/photos/image-40-160x97.png 160w, https://unbounce.com/photos/image-40-155x93.png 155w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<h4 class="wp-block-heading">What you can learn from this landing page example</h4>
<p>One big takeaway from us here:</p>
<ul>
<li><strong>More content doesn’t have to mean more complexity: </strong>These listing pages have a ton of content on them, but they’re still able to keep the “request showing” CTA front and center throughout. It would’ve been easy to create individual calls to action for every single sub-section of the page, but they didn’t fall into the trap.</li>
</ul>
<h3 class="wp-block-heading">4. HomeLight: Home value estimator</h3>
<p>The next example is also a home value estimate-focused page from <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.homelight.com/home-value-estimator" target="_blank" rel="noreferrer noopener">HomeLight</a>.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="962" src="https://unbounce.com/photos/image-45.png" alt="" class="wp-image-130654" srcset="https://unbounce.com/photos/image-45.png 1600w, https://unbounce.com/photos/image-45-150x90.png 150w, https://unbounce.com/photos/image-45-416x250.png 416w, https://unbounce.com/photos/image-45-80x48.png 80w, https://unbounce.com/photos/image-45-768x462.png 768w, https://unbounce.com/photos/image-45-1536x924.png 1536w, https://unbounce.com/photos/image-45-1000x601.png 1000w, https://unbounce.com/photos/image-45-650x391.png 650w, https://unbounce.com/photos/image-45-300x180.png 300w, https://unbounce.com/photos/image-45-160x96.png 160w, https://unbounce.com/photos/image-45-700x420.png 700w, https://unbounce.com/photos/image-45-520x312.png 520w, https://unbounce.com/photos/image-45-155x93.png 155w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<p>Sticking with the trend here—they’re keeping it simple above the fold.</p>
<ul>
<li>One main heading</li>
<li>One main CTA</li>
<li>One big photo of a home</li>
</ul>
<p>We’re big fans of the subtle touches here too.</p>
<p>First, they’re using the small subtext under the form field to set expectations for the visitor that they’ll get their estimate <strong>in under 2 minutes.</strong></p>
<p>It may seem small, but we’ve all filled out a form at some point only to land in a ghost town for hours (sometimes days) on end without getting the “payoff” that was promised. They’re addressing that mini hesitation right away, which decreases the friction for the visitor.</p>
<p>Second, they have a rotating “notification” in the bottom right corner that shows recently sold homes. Also a small touch, but a good one for adding an extra bit of social proof. Just make sure the data is real if you plan to use a similar tactic.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="1321" src="https://unbounce.com/photos/image-44.png" alt="" class="wp-image-130653" srcset="https://unbounce.com/photos/image-44.png 1600w, https://unbounce.com/photos/image-44-150x124.png 150w, https://unbounce.com/photos/image-44-303x250.png 303w, https://unbounce.com/photos/image-44-80x66.png 80w, https://unbounce.com/photos/image-44-768x634.png 768w, https://unbounce.com/photos/image-44-1536x1268.png 1536w, https://unbounce.com/photos/image-44-1000x826.png 1000w, https://unbounce.com/photos/image-44-650x537.png 650w, https://unbounce.com/photos/image-44-300x248.png 300w, https://unbounce.com/photos/image-44-160x132.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<p>As you scroll, the page hits on how the process works and what next steps you should expect. They’re also showing a screenshot of what the report itself looks like, which we always love to see on a landing page.</p>
<p>Want to up the perceived value of what you’re offering?</p>
<p><strong>Show them what it looks like.</strong></p>
<p>Simple and effective, and it’ll only take you an extra two minutes to add.</p>
<p>Underneath those sections they’re including FAQs, reviews and testimonials, and a phone number for those that’d prefer to call. All pretty standard sections, and for good reason.</p>
<p>Then at the bottom of the page, they added the high-contrast CTA we was hoping to see on the first Redfin page:</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1999" height="541" src="https://unbounce.com/photos/image30.png" alt="" class="wp-image-130662" srcset="https://unbounce.com/photos/image30.png 1999w, https://unbounce.com/photos/image30-150x41.png 150w, https://unbounce.com/photos/image30-560x152.png 560w, https://unbounce.com/photos/image30-80x22.png 80w, https://unbounce.com/photos/image30-768x208.png 768w, https://unbounce.com/photos/image30-1536x416.png 1536w, https://unbounce.com/photos/image30-1000x271.png 1000w, https://unbounce.com/photos/image30-650x176.png 650w, https://unbounce.com/photos/image30-300x81.png 300w, https://unbounce.com/photos/image30-160x43.png 160w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure>
<p>Nothing complex, just a final pathway toward the desired action.</p>
<h4 class="wp-block-heading">What you can learn from this landing page example</h4>
<p>Overall, this page is solid. One big thing to call out in particular:</p>
<ul>
<li><strong>Setting “post-conversion” expectations: </strong>They’re telling visitors what’s going to happen after they take the action the page is pushing them toward. It may feel small, but letting the visitor know what to expect <em>immediately after </em>they fill out the form can increase the likelihood of them actually taking the action. We naturally like instant gratification and want that estimate <em>right away</em>. HomeLight makes it clear that’s exactly what will happen.</li>
</ul>
<h3 class="wp-block-heading">5. Luxury Apartments Chicago: Apartments for rent</h3>
<p>Another approach that’ll be a great fit for apartment owners or real estate developers is the <strong>property landing page </strong>concept.</p>
<p>This specific example is from <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.luxurychicagoapartments.com/properties/218sd/" target="_blank" rel="noreferrer noopener">Luxury Apartments Chicago</a>.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1999" height="1209" src="https://unbounce.com/photos/image5-8.png" alt="" class="wp-image-130663" srcset="https://unbounce.com/photos/image5-8.png 1999w, https://unbounce.com/photos/image5-8-150x91.png 150w, https://unbounce.com/photos/image5-8-413x250.png 413w, https://unbounce.com/photos/image5-8-80x48.png 80w, https://unbounce.com/photos/image5-8-768x464.png 768w, https://unbounce.com/photos/image5-8-1536x929.png 1536w, https://unbounce.com/photos/image5-8-1000x605.png 1000w, https://unbounce.com/photos/image5-8-650x393.png 650w, https://unbounce.com/photos/image5-8-300x181.png 300w, https://unbounce.com/photos/image5-8-160x97.png 160w, https://unbounce.com/photos/image5-8-155x93.png 155w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure>
<p>Above the fold, it’s all about the property itself.</p>
<ul>
<li>Photos of the building and amenities</li>
<li>Price ranges for each unit type</li>
<li>The property name and address</li>
<li>A CTA to reach out about availability</li>
</ul>
<p>They do have two different CTA buttons visible which can lead to some confusion. Even though both calls to action ultimately lead to the same destination (an embedded TypeForm to get in touch), the CTA button text being different can cause visitors to hesitate on which action they should be taking.</p>
<p>Scrolling down, they’re highlighting unit features <em>and </em>building features.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1999" height="1310" src="https://unbounce.com/photos/image2-10.png" alt="" class="wp-image-130664" srcset="https://unbounce.com/photos/image2-10.png 1999w, https://unbounce.com/photos/image2-10-150x98.png 150w, https://unbounce.com/photos/image2-10-381x250.png 381w, https://unbounce.com/photos/image2-10-80x52.png 80w, https://unbounce.com/photos/image2-10-768x503.png 768w, https://unbounce.com/photos/image2-10-1536x1007.png 1536w, https://unbounce.com/photos/image2-10-1000x655.png 1000w, https://unbounce.com/photos/image2-10-650x426.png 650w, https://unbounce.com/photos/image2-10-300x197.png 300w, https://unbounce.com/photos/image2-10-160x105.png 160w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure>
<p>We’re huge fans of the <strong>icons</strong> as well, especially below the fold.</p>
<p>As visitors scroll a page, it’s normal for them to skim the page using a few <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.nngroup.com/articles/text-scanning-patterns-eyetracking/#:~:text=Summary%3A%20Eyetracking%20research%20shows%20that,page%3B%20instead%2C%20they%20scan." target="_blank" rel="noreferrer noopener">common text scanning techniques like the F-pattern</a>.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1384" height="1161" src="https://unbounce.com/photos/image10-6.png" alt="" class="wp-image-130665" srcset="https://unbounce.com/photos/image10-6.png 1384w, https://unbounce.com/photos/image10-6-150x126.png 150w, https://unbounce.com/photos/image10-6-298x250.png 298w, https://unbounce.com/photos/image10-6-80x67.png 80w, https://unbounce.com/photos/image10-6-768x644.png 768w, https://unbounce.com/photos/image10-6-1000x839.png 1000w, https://unbounce.com/photos/image10-6-650x545.png 650w, https://unbounce.com/photos/image10-6-300x252.png 300w, https://unbounce.com/photos/image10-6-160x134.png 160w" sizes="(max-width: 1384px) 100vw, 1384px" /></figure>
<p>These icons create something for their scanning eye to lock on to—like the images of the cat or dog if they own a pet. Or the bike if they own a bike and were worried about where to store it.</p>
<p>At the bottom of the page they also talk up the neighborhood with a map to show it’s close to downtown, an example weekend schedule, and a secondary CTA to explore the neighborhood further. Creating simple neighborhood guides are a great way to nudge visitors even closer toward reaching out.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1999" height="1202" src="https://unbounce.com/photos/image4-9.png" alt="" class="wp-image-130666" srcset="https://unbounce.com/photos/image4-9.png 1999w, https://unbounce.com/photos/image4-9-150x90.png 150w, https://unbounce.com/photos/image4-9-416x250.png 416w, https://unbounce.com/photos/image4-9-80x48.png 80w, https://unbounce.com/photos/image4-9-768x462.png 768w, https://unbounce.com/photos/image4-9-1536x924.png 1536w, https://unbounce.com/photos/image4-9-1000x601.png 1000w, https://unbounce.com/photos/image4-9-650x391.png 650w, https://unbounce.com/photos/image4-9-300x180.png 300w, https://unbounce.com/photos/image4-9-160x96.png 160w, https://unbounce.com/photos/image4-9-700x420.png 700w, https://unbounce.com/photos/image4-9-520x312.png 520w, https://unbounce.com/photos/image4-9-155x93.png 155w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure>
<h4 class="wp-block-heading">What you can learn from this landing page example</h4>
<p>Two primary takeaways from this page:</p>
<ul>
<li><strong>Build your pages with “skimmers” in mind: </strong>Use visual “anchors” like icons, bolded headings, images, and high-contrast colors to give visitors something for their eye to subconsciously lock onto.</li>
<li><strong>Keep your primary CTA consistent: </strong>Using multiple buttons to reach the same destination throughout the page is a good thing, but make sure those buttons don’t confuse visitors. For example, if the “Get started” button said “Get in touch” or “Contact us” to align with the first CTA above the fold, there’d be zero confusion here. Instead, it just introduces a tiny amount of extra friction.</li>
</ul>
<h3 class="wp-block-heading">6. Sundae: Sell your home</h3>
<p>The next example from <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://sundae.com/get-offer/">Sundae</a> is promoting their “sell as-is” service.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1999" height="1209" src="https://unbounce.com/photos/image28.png" alt="" class="wp-image-130667" srcset="https://unbounce.com/photos/image28.png 1999w, https://unbounce.com/photos/image28-150x91.png 150w, https://unbounce.com/photos/image28-413x250.png 413w, https://unbounce.com/photos/image28-80x48.png 80w, https://unbounce.com/photos/image28-768x464.png 768w, https://unbounce.com/photos/image28-1536x929.png 1536w, https://unbounce.com/photos/image28-1000x605.png 1000w, https://unbounce.com/photos/image28-650x393.png 650w, https://unbounce.com/photos/image28-300x181.png 300w, https://unbounce.com/photos/image28-160x97.png 160w, https://unbounce.com/photos/image28-155x93.png 155w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure>
<p>Above the fold, they do a great job of making “the main thing” as clear as possible—sell your home quickly, for a good price, without needing to do any repairs or updates yourself.</p>
<ul>
<li>The primary heading is short and punchy</li>
<li>The secondary heading relays the same message but with more depth</li>
</ul>
<p>Scrolling down, the next section talks about their “Sundae Promise” that just keeps the same themes going. Sell as-is. Sell for a good price. Sell on your time.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1999" height="896" src="https://unbounce.com/photos/image27.png" alt="" class="wp-image-130668" srcset="https://unbounce.com/photos/image27.png 1999w, https://unbounce.com/photos/image27-150x67.png 150w, https://unbounce.com/photos/image27-558x250.png 558w, https://unbounce.com/photos/image27-80x36.png 80w, https://unbounce.com/photos/image27-768x344.png 768w, https://unbounce.com/photos/image27-1536x688.png 1536w, https://unbounce.com/photos/image27-1000x448.png 1000w, https://unbounce.com/photos/image27-650x291.png 650w, https://unbounce.com/photos/image27-300x134.png 300w, https://unbounce.com/photos/image27-160x72.png 160w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure>
<p>From there, they share some reviews. There’s two things we love about how they’re approaching this section:</p>
<p><strong>1. Big photos and faces</strong></p>
<p>Including some form of social proof on a landing page is a must—won’t be any arguments there. But it isn’t always <em>the actual words </em>that do the talking. Sometimes visitors just want to see<em> real pictures</em> of <em>real people</em> on the page. Building on the idea of creating “anchor points” for skimmers, photos like these are another great way to do it.</p>
<p><strong>2. Pulling out a snippet of the quote</strong></p>
<p>Most testimonials follow <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.investopedia.com/terms/1/80-20-rule.asp" target="_blank" rel="noreferrer noopener">the 80/20 principle</a>, where 20% of the “output” drives 80% of the impact. In this case, that means 20% <em>of the quote</em> drives 80% of the impact.</p>
<p>For example, in the first review—the most impactful section of the quote is that it “took the burden of selling off” the home owners. So why not <em>extract </em>that line, bold it, and make it stand out the most? You can still include the full quote underneath too.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1999" height="1069" src="https://unbounce.com/photos/image15.png" alt="" class="wp-image-130669" srcset="https://unbounce.com/photos/image15.png 1999w, https://unbounce.com/photos/image15-150x80.png 150w, https://unbounce.com/photos/image15-467x250.png 467w, https://unbounce.com/photos/image15-80x43.png 80w, https://unbounce.com/photos/image15-768x411.png 768w, https://unbounce.com/photos/image15-1536x821.png 1536w, https://unbounce.com/photos/image15-1000x535.png 1000w, https://unbounce.com/photos/image15-650x348.png 650w, https://unbounce.com/photos/image15-300x160.png 300w, https://unbounce.com/photos/image15-160x86.png 160w" sizes="(max-width: 1999px) 100vw, 1999px" /></figure>
<h4 class="wp-block-heading">What you can learn from this landing page example</h4>
<p>Lots of nice small details here, but our big takeaways are these:</p>
<ul>
<li><strong>Make the main thing the main thing: </strong>This landing page does a great job of staying focused on their main value proposition—a simplified process for selling a home. They aren’t introducing dozens of semi-related benefits or ideas along the way.</li>
<li><strong>The 80/20 principle, applied to testimonials: </strong>Just because you have a review that’s 200 words long doesn’t mean you <em>must </em>only use the entire thing verbatim. As long as you’re not extracting snippets wildly out of context, pull out the 5-10 words that pack the most punch and make them skim-friendly.</li>
</ul>
<h3 class="wp-block-heading">7. Flyhomes: Buy before you sell</h3>
<p>Next is a landing page from <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.flyhomes.com/buy-before-you-sell" target="_blank" rel="noreferrer noopener">Flyhomes</a> focused on buying before you sell.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="967" src="https://unbounce.com/photos/image-46.png" alt="" class="wp-image-130671" srcset="https://unbounce.com/photos/image-46.png 1600w, https://unbounce.com/photos/image-46-150x91.png 150w, https://unbounce.com/photos/image-46-414x250.png 414w, https://unbounce.com/photos/image-46-80x48.png 80w, https://unbounce.com/photos/image-46-768x464.png 768w, https://unbounce.com/photos/image-46-1536x928.png 1536w, https://unbounce.com/photos/image-46-1000x604.png 1000w, https://unbounce.com/photos/image-46-650x393.png 650w, https://unbounce.com/photos/image-46-300x181.png 300w, https://unbounce.com/photos/image-46-160x97.png 160w, https://unbounce.com/photos/image-46-155x93.png 155w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<p>There’s a lot of positives with this page. The Flyhomes team did a fantastic job!</p>
<p>First things first, their above the fold section is <em>clean and clear</em>.</p>
<ul>
<li>Bright photo of a happy family to create positive emotions</li>
<li>A crystal clear heading to communicate what the page is about</li>
<li>A two-line subheading that expands on the idea</li>
<li>Social proof above the fold in the form of big logos, sales volume and an A+ rating</li>
<li>One straightforward call to action</li>
</ul>
<p>As you scroll down the page, the copy keeps up the momentum.</p>
<p>The next section hits on the common pain points visitors are likely up against, and digs into the primary value propositions for what they’re offering—eliminating multiple moves, improving buying power, and selling for a healthy price.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1512" height="1598" src="https://unbounce.com/photos/image-47.png" alt="" class="wp-image-130672" style="object-fit:cover" srcset="https://unbounce.com/photos/image-47.png 1512w, https://unbounce.com/photos/image-47-142x150.png 142w, https://unbounce.com/photos/image-47-237x250.png 237w, https://unbounce.com/photos/image-47-76x80.png 76w, https://unbounce.com/photos/image-47-768x812.png 768w, https://unbounce.com/photos/image-47-1453x1536.png 1453w, https://unbounce.com/photos/image-47-1000x1057.png 1000w, https://unbounce.com/photos/image-47-650x687.png 650w, https://unbounce.com/photos/image-47-300x317.png 300w, https://unbounce.com/photos/image-47-151x160.png 151w" sizes="(max-width: 1512px) 100vw, 1512px" /></figure>
<p>Then they’re simplifying the process down into <em>three basic steps</em>.</p>
<p>For complex services or products (like real estate can be), we love this approach. Potential clients are likely already feeling overwhelmed to some extent, trying to plan for the move, sort out their finances, find a new home, fix up their current home—the list goes on.</p>
<p><strong>Here, Flyhomes simplifies the entire thing on the surface.</strong></p>
<ol>
<li>Plan your budget</li>
<li>Buy your home</li>
<li>Move in, <em>then </em>sell</li>
</ol>
<figure class="wp-block-image size-full"><img decoding="async" width="1507" height="1600" src="https://unbounce.com/photos/image-48.png" alt="" class="wp-image-130674" srcset="https://unbounce.com/photos/image-48.png 1507w, https://unbounce.com/photos/image-48-141x150.png 141w, https://unbounce.com/photos/image-48-235x250.png 235w, https://unbounce.com/photos/image-48-75x80.png 75w, https://unbounce.com/photos/image-48-768x815.png 768w, https://unbounce.com/photos/image-48-1447x1536.png 1447w, https://unbounce.com/photos/image-48-1000x1062.png 1000w, https://unbounce.com/photos/image-48-650x690.png 650w, https://unbounce.com/photos/image-48-300x319.png 300w, https://unbounce.com/photos/image-48-151x160.png 151w" sizes="(max-width: 1507px) 100vw, 1507px" /></figure>
<p>Finally, they’re using a <strong>video testimonial </strong>(along with text-based reviews) to lean into the storytelling and human side of the entire real estate and selling process.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1550" height="1156" src="https://unbounce.com/photos/image-49.png" alt="" class="wp-image-130675" srcset="https://unbounce.com/photos/image-49.png 1550w, https://unbounce.com/photos/image-49-150x112.png 150w, https://unbounce.com/photos/image-49-335x250.png 335w, https://unbounce.com/photos/image-49-80x60.png 80w, https://unbounce.com/photos/image-49-768x573.png 768w, https://unbounce.com/photos/image-49-1536x1146.png 1536w, https://unbounce.com/photos/image-49-1000x746.png 1000w, https://unbounce.com/photos/image-49-650x485.png 650w, https://unbounce.com/photos/image-49-300x224.png 300w, https://unbounce.com/photos/image-49-160x119.png 160w" sizes="(max-width: 1550px) 100vw, 1550px" /></figure>
<h4 class="wp-block-heading">What you can learn from this landing page example</h4>
<p>Overall, this landing page is excellent. Here are the big takeaways:</p>
<ul>
<li><strong>Lay out the process in simple terms: </strong>Buying or selling a house is complex, as you well know. There’s a ton of moving pieces and it’s easy for buyers or sellers to get overwhelmed. Use your landing page to manage that overwhelm and show visitors how you’re able to simplify the entire thing for them.</li>
<li><strong>Collect video testimonials: </strong>Yes, keep asking for written testimonials. But for some clients that you know were over the moon with the outcomes you helped them achieve, why not ask for quick video testimonials? You don’t have to work with a video production studio every time either. A simple “iPhone front camera” video where a couple or family tells a story can be just as (if not more) impactful.</li>
</ul>
<h3 class="wp-block-heading">8. Zillow: Find a local agent</h3>
<p>The next example comes from a heavy-hitter in the real estate space, <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://www.zillow.com/z/c/agent-confirmation/" target="_blank" rel="noreferrer noopener">Zillow</a>. This page is focused on the benefits of working with a local agent.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="967" src="https://unbounce.com/photos/image-50.png" alt="" class="wp-image-130676" srcset="https://unbounce.com/photos/image-50.png 1600w, https://unbounce.com/photos/image-50-150x91.png 150w, https://unbounce.com/photos/image-50-414x250.png 414w, https://unbounce.com/photos/image-50-80x48.png 80w, https://unbounce.com/photos/image-50-768x464.png 768w, https://unbounce.com/photos/image-50-1536x928.png 1536w, https://unbounce.com/photos/image-50-1000x604.png 1000w, https://unbounce.com/photos/image-50-650x393.png 650w, https://unbounce.com/photos/image-50-300x181.png 300w, https://unbounce.com/photos/image-50-160x97.png 160w, https://unbounce.com/photos/image-50-155x93.png 155w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<p>Overall, Zillow’s keeping the page short and simple.</p>
<p>Above the fold, they have all of the core elements you’d expect—a big headline with more detailed copy and a high-contrast button underneath.</p>
<p><strong>A positive start.</strong></p>
<p>As you scroll, things do start to veer from the main focus—finding a local agent—a little bit. The next section has three cards that each link out to articles. Each are helpful resources in a vacuum, but because they’re using the same button formatting as the main call to action above the fold, Zillow’s risking “watering down” the page itself.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="1456" src="https://unbounce.com/photos/image-54.png" alt="" class="wp-image-130677" srcset="https://unbounce.com/photos/image-54.png 1600w, https://unbounce.com/photos/image-54-150x137.png 150w, https://unbounce.com/photos/image-54-275x250.png 275w, https://unbounce.com/photos/image-54-80x73.png 80w, https://unbounce.com/photos/image-54-768x699.png 768w, https://unbounce.com/photos/image-54-1536x1398.png 1536w, https://unbounce.com/photos/image-54-1000x910.png 1000w, https://unbounce.com/photos/image-54-650x592.png 650w, https://unbounce.com/photos/image-54-300x273.png 300w, https://unbounce.com/photos/image-54-160x146.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<p>Compare this structure to the example earlier from Sundae, who did a great job of keeping the main thing the main thing.</p>
<p>Knowing the authority and credibility Zillow as a brand has in the real estate industry, we’d also love to see more social proof. They could replicate the approach Flyhomes took above the fold by leaning into their sales volume numbers and potentially showcasing some of the five star reviews we’d assume they have.</p>
<h4 class="wp-block-heading">What you can learn from this landing page example</h4>
<p>It’s always interesting to look at what the giants are doing. In this case, two big takeaways:</p>
<ul>
<li><strong>Simple isn’t a bad thing: </strong>Landing pages don’t always need to be 3000+ word novels to convert. You can start small and simple and experiment with more over time.</li>
<li><strong>Play to your strengths: </strong>Zillow already has a massive amount of brand recognition and credibility in the real estate industry. We would’ve loved to see them lean in even further on this. If you think you have an edge somewhere—lean in. Big social following? Show it. Good at video content? Add a video. Lean in.</li>
</ul>
<h2 class="wp-block-heading" id="how-to">How to create high-converting landing pages with Unbounce</h2>
<p>Creating your own real estate landing pages doesn’t have to be as complex as it may seem. You can actually manage the entire process directly within Unbounce.</p>
<p>Here’s how to get started:</p>
<p><strong>1. Sign up for a free trial</strong></p>
<p>You can <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/pricing/">start a free 14-day trial</a> with Unbounce in minutes. You’ll be inside the platform, ready to <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/how-to-create-a-landing-page/">build your first custom landing page</a> before your morning coffee gets cold.</p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="925" src="https://unbounce.com/photos/image-55.png" alt="" class="wp-image-130678" srcset="https://unbounce.com/photos/image-55.png 1600w, https://unbounce.com/photos/image-55-150x87.png 150w, https://unbounce.com/photos/image-55-432x250.png 432w, https://unbounce.com/photos/image-55-80x46.png 80w, https://unbounce.com/photos/image-55-768x444.png 768w, https://unbounce.com/photos/image-55-1536x888.png 1536w, https://unbounce.com/photos/image-55-1000x578.png 1000w, https://unbounce.com/photos/image-55-650x376.png 650w, https://unbounce.com/photos/image-55-300x173.png 300w, https://unbounce.com/photos/image-55-160x93.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<p><strong>2. Start with a pre-built real estate landing page template</strong></p>
<p>Unbounce users have built up a collection of hundreds of proven landing page templates for you to start with, including dozens of real estate-specific pages.</p>
<p>Skip the blank page paralysis and start with a customizable landing page template.</p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-page-templates/real-estate/">Browse real estate landing page templates.</a></p>
<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="1080" src="https://unbounce.com/photos/image-56.png" alt="" class="wp-image-130679" srcset="https://unbounce.com/photos/image-56.png 1600w, https://unbounce.com/photos/image-56-150x101.png 150w, https://unbounce.com/photos/image-56-370x250.png 370w, https://unbounce.com/photos/image-56-80x54.png 80w, https://unbounce.com/photos/image-56-768x518.png 768w, https://unbounce.com/photos/image-56-1536x1037.png 1536w, https://unbounce.com/photos/image-56-1000x675.png 1000w, https://unbounce.com/photos/image-56-650x439.png 650w, https://unbounce.com/photos/image-56-300x203.png 300w, https://unbounce.com/photos/image-56-160x108.png 160w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>
<p><strong>3. Customize the page to fit your brand and value propositions</strong></p>
<p>Now time to put everything you’ve learned from this guide into practice. Work on the main headline, the visuals, your call to action, the social proof—all of it.</p>
<p><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/how-to-choose-customize-templates/">Make the page your own</a> (but make it easy with templates)!</p>
<p><strong>4. Build an A/B test variant and hit publish</strong></p>
<p>One element of <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/101-landing-page-optimization-tips/">landing page optimization</a> we didn’t hit on in-depth here is <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/product/ab-testing-tool/">A/B testing</a>.</p>
<p>To over-simplify the concept, A/B testing is when you create two different <em>variations </em>of the same page to see which version performs the best. <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/landing-pages/landing-page-testing/">You can test</a> headlines, color schemes, calls to action, page structure—anything.</p>
<p>In Unbounce, you can <a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://documentation.unbounce.com/hc/en-us/articles/203510234-How-to-Run-an-A-B-Test">spin up an A/B test in minutes</a>. Before you go live with your new landing page, create as many variations as you want to test out elements on the page. It’s super easy to do and could result in a nice bump in conversions.</p>
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<p><strong>5. Add links to your new page from your website and ad campaigns</strong></p>
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<p>Once your landing page is published, weave it into your marketing efforts.</p>
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<p>If you’ve reached this point, you’re already taking <em>massive</em> steps in the right direction to get more real estate leads, book more showings or appointments, and get more results.</p>
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<p><strong>So why not go even further?</strong></p>
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<p>Here’s some of our best to dig into next:</p>
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<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization-ai/">The AI guide to conversion rate optimization (CRO)</a><!-- /wp:list-item --> <!-- wp:list-item --></li>
<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/conversion-rate-optimization/call-to-action-examples/">15 irresistible call to action examples that’ll get results</a><!-- /wp:list-item --> <!-- wp:list-item --></li>
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<li><a href="http://feeds.feedblitz.com/~/t/0/0/bertha/~https://unbounce.com/lead-generation/10-creative-lead-gen-examples-sourced-from-marketing-legends/">10 Creative Lead Gen Examples Sourced from Marketing Legends</a></li>
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2024-03-02T18:22:36-00:002024-03-02T18:22:36-00:00yt:video:yiBhRDsT5twThis Is The Only Way To Achieve Your Goals<p></p><Img align="left" border="0" height="1" width="1" alt="" style="border:0;float:left;margin:0;padding:0;width:1px!important;height:1px!important;" hspace="0" src="https://feeds.feedblitz.com/~/i/872909360/0/bertha">
2024-03-02T18:00:11-00:002024-03-02T18:00:11-00:00yt:video:N0poNr6MvBIhttp://ryanandersenonline.blogspot.com/2015/09/the-5-deadly-online-marketing-sins-you.htmltag:blogger.com,1999:blog-5396116023467921385.post-17179647238821172462015-09-29T15:51:00.001-07:002015-09-29T15:51:22.678-07:00The 5 Deadly Online Marketing Sins You Need to AvoidRead More Here: The 5 Deadly Online Marketing Sins You Need to Avoid
Here’s the 5 Deadly Online Marketing Sins You Need to Avoid Have you noticed a decline in your online sales lately? Do you think there’s something wrong with your online...