Marketing Tips
Illustration by Richard Downs

Marketing Tips

with Justin Seeley and Brad Batesole

Video: Using Unbounce to build and A/B test landing pages

- Hi, and welcome to another episode of weekly marketing tips. I'm Brad Batesole, and this week I'd like to talk about using Unbounce to build and A/B test effective landing pages. If you've watched some of my other content, I'm sure you've learned by now that I am a landing page evangelist. I probably talk about landing pages every day and it's because they're incredibly important in online marketing. If you're doing any type of lead generation or sales online, your landing page can make the difference between success and failure.
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  1. 5m 28s
    1. Using Unbounce to build and A/B test landing pages NEW
      5m 28s
  2. 43s
    1. Welcome: Handoff
      43s
  3. 17m 15s
    1. Using Facebook offers
      6m 41s
    2. Google's mobile-friendly search label
      4m 31s
    3. Creating a pop-up offer with WordPress
      6m 3s
  4. 13m 19s
    1. Using Peek to provide usability testing
      2m 58s
    2. Prequalifying traffic when running pay-per click ads
      2m 11s
    3. Marketing the cost of your service with customers
      3m 20s
    4. Using surveys to guide business decisions
      4m 50s
  5. 1m 36s
    1. Handing off the series to Brad
      43s
    2. Welcome to the series
      53s
  6. 5m 47s
    1. Tracking your Twitter analytics
      3m 26s
    2. How to properly reply to someone on Twitter
      2m 21s
  7. 7m 15s
    1. Using the new Pinterest messaging system
      2m 15s
    2. How to create Rich Pins on Pinterest
      5m 0s
  8. 10m 59s
    1. Five ways to improve your WordPress blog
      6m 19s
    2. Growing your email list with a WordPress blog
      4m 40s
  9. 12m 23s
    1. How to get your tweets noticed
      6m 57s
    2. Adding Twitter card functionality to your blog
      5m 26s
  10. 10m 2s
    1. How to create a more engaging Instagram profile
      2m 14s
    2. The do’s and don’ts of Instagram marketing
      7m 48s
  11. 7m 29s
    1. Exploring the redesigned Facebook Page layout
      2m 39s
    2. Exploring the new Facebook Save feature
      4m 50s
  12. 11m 27s
    1. Customizing your profiles 101
      7m 22s
    2. Exploring the benefits of premium accounts
      4m 5s
  13. 11m 8s
    1. How to create custom audiences on Facebook
      5m 5s
    2. How to improve your reach without using ads
      6m 3s
  14. 7m 17s
    1. How to use hashtags in Twitter search
      3m 40s
    2. How to make a refined search on Twitter
      3m 37s
  15. 13m 40s
    1. What is CASL?
      7m 9s
    2. Five Ways to prepare your business for CASL
      6m 31s
  16. 7m 23s
    1. Creating content for LinkedIn
      3m 43s
    2. Using the LinkedIn publishing platform
      3m 40s
  17. 6m 26s
    1. Using Snapchat to engage customers
      2m 56s
    2. Six second story telling with Vine
      3m 30s
  18. 6m 13s
    1. Five ways to deal with negative comments
      2m 33s
    2. Creating a community around caring
      3m 40s
  19. 9m 51s
    1. Five Apps for social media management
      4m 53s
    2. How to reach your audience on mobile
      4m 58s
  20. 6m 3s
    1. Using Hootsuite to cross post your content
      2m 50s
    2. Scheduling posts with Hootsuite
      3m 13s
  21. 6m 49s
    1. 5 Ways to use Instagram for business
      3m 9s
    2. How to run a contest using Instagram
      3m 40s
  22. 7m 30s
    1. Creating a URL shortener with Bitly Pro
      2m 34s
    2. Five Ways to track your social media efforts
      4m 56s
  23. 5m 33s
    1. How to setup your Vine profile URL
      2m 28s
    2. Tips & tricks for better Vine videos
      3m 5s
  24. 10m 34s
    1. How to write better blog posts
      5m 59s
    2. Ten ideas for your next blog post
      4m 35s
  25. 7m 44s
    1. How to set your YouTube Channel URL
      2m 34s
    2. How to use tags effectively on YouTube
      5m 10s
  26. 12m 32s
    1. How to create a Pinterest business account
      4m 16s
    2. Five ways to use Pinterest for your business
      8m 16s
  27. 12m 44s
    1. How to run a contest on Facebook
      7m 30s
    2. How to use your Facebook Insights data effectively
      5m 14s
  28. 7m 2s
    1. How to claim your Google+ vanity URL
      2m 49s
    2. How to use hashtags on Facebook, Twitter, and Google+
      4m 13s
  29. 15m 15s
    1. How to grow your email list with Twitter
      7m 21s
    2. How to run a contest on Twitter
      7m 54s

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Watch the Online Video Course Marketing Tips
4h 17m Appropriate for all Jan 08, 2014 Updated Feb 25, 2015

Viewers: in countries Watching now:

Become more productive and boost the impact of your marketing efforts with Brad Batesole's weekly marketing tips on everything from social media to digital advertising to techniques and tools. Every week you'll find a new and immediately actionable tip to help you build your community, track engagement, measure analytics, generate brand awareness, or help you accomplish other marketing goals. In addition to sharing from his bank of experience, Brad will answer questions submitted by lynda.com members. Send your question directly to him via brad@lynda.com and you might just see it in a future episode! Tune in every week to keep your marketing efforts fresh.

Subject:
Marketing
Authors:
Justin Seeley Brad Batesole

Using Unbounce to build and A/B test landing pages

- Hi, and welcome to another episode of weekly marketing tips. I'm Brad Batesole, and this week I'd like to talk about using Unbounce to build and A/B test effective landing pages. If you've watched some of my other content, I'm sure you've learned by now that I am a landing page evangelist. I probably talk about landing pages every day and it's because they're incredibly important in online marketing. If you're doing any type of lead generation or sales online, your landing page can make the difference between success and failure.

Now, one pitfall to landing pages is they're a challenge to create. We're not always certain what will resonate best with our audience, so as marketers, we make some educated guesses to arrive at what we think will work. But we don't stop there. We then iterate on that landing page, making tweaks to headlines, images, and even the form itself. This method of A/B testing landing pages is how you separate yourself from the rest of the pack. It's how you fully understand your audience and it's an absolute if you're looking to increase your sales.

Because landing pages typically take time with the designer and the developer they're cumbersome to change. But the current marketing landscape demands fast iterations and quick tests, and fortunately there's a tool for that. Unbounce.com takes a lot of the guesswork out of landing pages. Now, I'm in no way affiliated with Unbounce, but what these guys have build is truly incredible for marketers and business owners alike. What's great is that Unbounce starts you off with a handful of templates that you can quickly customize. They're mobile-friendly and you'll use a drag and drop interface to customize them.

There's no need to understand programming, and it's okay if you don't have a keen sense of design. Here's a couple of examples of the landing pages that they have available. So you can see right away that you can add in an image, modify the colors, and create a quick form to drive your traffic where you want it. Now what's also great is that the platform has built-in A/B testing, so you can simply try a new variation of your landing page and let Unbounce handle that traffic distribution.

They even have reports that will then show you the outcome of your test. Now, before we dig into actually using the platform, I do wanna point out that Unbounce is a paid service. You'll start out with a 30-day free trial, and then beyond that they have a couple plan options which you can review. Their starting price is $49 a month at the time that I recorded this video, but I did find a few coupons with a quick Google search, so shop around for a deal. Now, $49 a month might sound expensive, but honestly, I see this as a great value. If you're going to hire a designer and a developer you'll easily spend more than $600, which is what it costs for a year of their basic plan.

And, let's be honest, you're probably not going to build out your own A/B testing functionality and all of these easy editing features that come out of the box with Unbounce. Okay, so if you do decide that you're ready to jump into the landing page A/B testing world you can choose Start my 30-day trial here. Now, I've already gone ahead and set up an account, so I'm going to log in and I'll show you the tool. So when you first log in this is where you'll appear and this is sort of your dashboard, which will show you the pages that you've created. Now, we haven't created any yet, so to do that we'll choose Create New Page here in the upper left-hand corner.

Now, the first thing you'll need to do is choose your template. And they've got a lot of great options here, so review them and pick the one that best matches your brand. Now remember, you'll be able to customize it a little bit, so it doesn't have to be perfect. If you wanna preview one, simply double-click on it. I'll close the preview, and let's go ahead and select that option and then let's give it a name. Use a descriptive name, because as you make your test you'll want to be able to know which page is which.

And then I'll choose Save & Start Editing here in the bottom right-hand corner. At this point, Unbounce is going to load their page builder, and this lets us see the page in progress and begin to modify all of the elements. Now, at any time in page builder, you can simply select an element and it's going to bring up the properties here on the right-hand side. And if I double-click into here, I'll bring up the text options, which let me modify the text very easily. You'll notice that this is sort of a what you see is what you get editor, meaning that I can select some text, and if I like, increase the size.

I'll close that out, and you can drag it around and position it however you'd like. Here on the left-hand side are all of the widgets available to you. So if you want to add additional text, an image, or a button, you can simply drag and drop into the interface. It also accepts keyboard shortcuts, so I can hit Delete and the button will disappear. Take time to familiarize yourself with the interface and play around. You can always undo your work, or you can imply build a sandbox environment and play with the tool to learn it better. Unbounce also has a ton of wonderful tutorials to learn how to use their tool better, and you can do that in the Support option and then choosing the User Guide.

Now, one last thing I'd like to point out is I'm editing Variant A, and if I click the dropdown here, that's how we'll create a duplicate of Variant A to begin our A/B tests. Thanks for checking in this week. As always, I'd love to hear from you. So if you have a question you'd like to see answered, send it to me via brad@lynda.com and you might just see it in a future episode.

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