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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 firstname.lastname@example.org and you might just see it in a future episode! Tune in every week to keep your marketing efforts fresh.
- 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 email@example.com and you might just see it in a future episode.
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