I’ve had the pleasure of using Unbounce.com recently to create landing pages for a client to increase leads for their business. Here are my thoughts and experiences while using it for those that haven’t yet…
After you sign up and enter you credit card details etc. (they give you a free 30-day trial to start off with, which is nice) it is very easy to find a template to use for the base of your page:
You can then start amending the template to make a truly bespoke page of your own. You can either choose to stick to the layout provided by the template simply changing logos, images, text, etc. or you can move sections of the page about and even add in more sections to create your own version.
Unbounce makes it really simple to add in forms, boxes, text and buttons, then place them exactly where you want them on the page. It’s also got a mobile option too – you can edit the page so it looks great not only on desktop, but also on mobile devices, which is really great because it’s becoming more and more important to have a mobile friendly site!
There’s the option to add in custom HTML too, so you can include a Google Maps reference, for instance, or embed videos – all things that can help increase a page’s conversion rate.
The platform also makes it really easy to create multiple versions of a page and weight them so that a chosen percentage of people arriving at the URL see each variation. In my client’s case, we chose to duplicate our original version and then make small amends so we could see which of those small changes had a positive impact on conversion rate. If you change too many elements at once, it can be unclear which made the positive (or negative) impact.
The forms you can insert on to the page are a pleasure to use too: Select the fields you need, then choose whether or not they are mandatory. You then will need to edit the pop up shown upon completing the form so it resembles the edits you’ve made to the template and continues the customer journey (make sure you remember to do that!).
That pop up is a strong place to do any post conversion marketing. For example you could provide a link to your Facebook page so the user can also ‘like’ you on Facebook, or include a video they can watch for more information about the company.
Tracking user behaviour is really easy as you can place Javascript on the page, like Google Analytics or your AdWords conversion code. You’ll not only see enquiries/leads within the Unbounce platform itself, but if you were sending traffic to the page via AdWords advertising, you can track the lead down to the ad and keyword used before it was completed (another thing not to forget to do!).
There is one thing that is slightly annoying about Unbounce though, and that is that you cannot delete individual leads that come through. We tested our form a couple of times before it went live properly and Unbounce themselves even tested it during a critique of a couple of the variations, but we were unable to delete those from the stats in order to see the true conversion rate of each variant.
It’s worth noting that the page placed on a subdomain, rather than under an active root domain – only a slight annoyance. Other than those two things, I was very pleased working with Unbounce.com. Have you used the service or a similar one? What did you think?
For tips on how to increase conversion rates see our other related posts.
