Of course, there’s something to cover first: What is Unbounce?
Unbounce is the leading – and our favorite – third-party software for building landing pages, popups and sticky bars. Basically, it lets you do the stuff you need to do to increase conversion rate without messing with WordPress templates or coding by hand.
We use Unbounce mostly for enterprise B2B landing pages, but it’s also a great tool for eCommerce sellers, subscription software providers and local businesses.
The best part? It’s basically all drag and drop. You’ll do a little work with JavaScript and CSS (more on that later), but if you have rudimentary web skills, you can build in Unbounce.
With that out of the way, let’s get started.
If you haven’t yet subscribed to Unbounce, now is the time to do it. Pricing starts at $79/month. If you’ve ever struggled to build custom landing pages in your CMS, you know how much of a bargain that is.
(Plus you can get 20-25% off and two free weeks with our Unbounce coupon link. Just click the “Start My 14-Day Free Trial” button to get going.)
Basically, Unbounce is an awesome tool for making purpose-built landing pages. We use it constantly for Google Search ads, display ads, sponsored placements, direct buys and even conference apps.
The biggest advantages of Unbounce vs. hard-coding landing pages or building them in your CMS are:
You can even use it to enhance CRO on your core website with popups and sticky bars.
In all, it’s pretty cool.
The first thing you want to do in Unbounce is get your domain set up. This will allow the builder to launch pages with proper branding, rather than a generic domain. (They use unbouncepages.com.)
If you use WordPress, it’s super easy to connect your domain to Unbounce. It’s literally just a WordPress plugin. Add the plugin to your site, click Add a Domain within Unbounce and run through the short wizard.
(The one thing to watch out for is whether you’re using www or not in the wizard. This will throw an error, and there won’t be much explanation of it. Be sure to match what your site typically uses.)
If you don’t use WordPress, you’ll want to create a subdomain for Unbounce. This is usually something like go.yourwebsite.com or lp.yourwebsite.com. Keep it simple and short.
From there, you’ll click Add a Domain within Unbounce and enter your subdomain. It will give you CNAME instructions, which need to be entered in your DNS. Again, pretty simple.
(If you don’t know the acronyms in the last paragraph, hand the CNAME instructions to someone who does. You’ll thank us later.)
Unbounce is a drag-and-drop landing page tool. That means you have a ton of freedom.
But with great freedom comes great responsibility.
To stay organized in Unbounce, you should:
The beauty of Unbounce is how darn easy it makes it to build landing pages. There are three ways to get started.
First, you’re going to click “Create New” here in the header:
From here, you have a few options.
Now, we’re not going to go through all the minutia of building Unbounce landing pages here. But we do want to give you some specific tips that we’ve learned (sometimes the hard way) over the years.
Unbounce is rightly famous for its testing and optimization capabilities. Here’s what you need to know about maximizing conversions to get the most out of your landing pages.
It’s common for new Unbounce users to get started with three, four, five or more variants on a landing page. After all, Unbounce makes it really easy to save variants.
Don’t do this.
Instead, start with a single 50-50 A/B test on a core element of your page. This could be your:
It’s not a button color or something small. Unless your traffic is massive (10,000/month or more), you’re not going to get anything meaningful here.
Before rolling out a new variant or retiring a challenger, check your Confidence Level. This is basically a P value; it’s the measurement of the chance that your results are different than pure chance. A higher Confidence Level means that you should be more, well, confident in acting.
How are you driving traffic to your page? Google Ads? Display ads? A link from content on your website?
Think about what the user would expect from the page. Are you aligned? If your ad is about a white paper and you’re asking for someone to fill out a consultation form, for instance, you’re not aligned. This is a classic thing that’s overlooked – and the first thing to check if your conversion rate isn’t up to snuff.
What you’re giving a user in exchange for that sweet, sweet form completion matters. A ton.
A white paper or a guide is a low-commitment conversion. If it’s high-value, you might see quite a few. Meanwhile, asking someone to talk to a salesperson for half an hour is a much larger commitment. That means a lower CR. If you’re not getting enough leads, offer more and ask less.
This is a very common question among folks who are just getting started with Unbounce.
The answer: There is no standard “good” conversion rate.
The amount of users who will fill out a form or click a button varies dramatically based on the traffic driver, the offer and the audience.
We’ve seen cases where 0.5% is cause for celebration. We’ve cried in our beers about 10% conversion rates.
Your mileage may – and will – vary.
Here’s what you need to take from this guide:
If you use this link, you’ll get two weeks free, then 20-25% off your Unbounce subscription. It’s a pretty darn good deal.
We’ve got you covered. We’re an Unbounce Partner Agency with a dozen folks trained in the system. Heck, we’re power users ourselves. If you need templates built or just a hand getting started, we’re here. Give us a call at 610-421-8601 x122, or fill out our contact form.
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