Whatever you are trying to sell online, no doubt presenting it via a landing page is a better marketing tactic than sending visitors to your website’s home page.
You want people to take action and convert as soon as they learn more about your offer.
A landing page does just that — and more.
Successful marketers, business owners, and bloggers are finding higher conversions with landing pages.
According to a Wordstream report, the average conversion rate of a landing page 2.35%. Of this portion, the top 25% converts at 5.31% and up.
There’s just one problem: marketers and business owners don’t know how to test landing pages to optimize conversion. Split testing or creating several variations of a landing page is considered to be too technical for most marketers.
Not all marketers and business owners have knowledge in tracking and coding a landing page.
The demand for a user-friendly tool for building landing pages was born.
One such tool is Unbounce. Unbounce is a software that helps the user create and customize landing pages, perform a split test, and track campaign performance.
Let’s take a closer look at Unbounce’s features and how it compares to other tools.
One of the core benefits of using Unbounce is the ability to build professional and high-converting landing pages within minutes, not hours. You don’t have to be a developer to use the landing page builder in Unbounce.
To create a landing page, first signup for Unbounce. Then click on Pages and click on create a new page on the dashboard.
On the next screen, you’ll see the many templates you can use. You can also start with a blank page.
Once you select a design, you can now edit it in builder mode. Most elements on the landing page can be clicked on and written directly.
On the left pane, you’ll see different elements that you can add. The Section icon adds entire areas of the page.
The Text, Image, Shape, Box, and other buttons can be dragged and dropped into a section of the page.
When you click on an element in the landing page, its properties and other settings show up at the right pane.
For instance, if you click on a text box in the landing page, the right pane will give you the properties of those elements such as font, size, and color.
The drag-and-drop builder works excellent in building a landing page in seconds. If you don’t want to fiddle too much with the controls, there are a lot of templates to choose from.
Type your code in the box and click Save Code.
Optimizing pages for conversion
Unbounce not only makes it easy to build a landing page, but they also want pages to convert. That’s why most of its features are created so users can increase the chances of conversions.
After creating a landing page with Unbounce, the work does not stop there. You need to create other variations of your landing page to test which one gets most conversions.
To do this, you simply click on Variant on the top bar where your original landing page is.
There should be an option to “Create Duplicate of Variant A.” Click on this, and you’ll be directed to a new landing page builder where you can edit it as you see fit.
When all page variants are done, you can then decide how much traffic you want to send each one. On the landing page overview, you can adjust the percentage of traffic for each page.
Another way to optimize for the conversion is to check how the landing page looks like on mobile.
To do this, click on the Mobile tab on the bottom. You can make the needed adjustments using the same drag-and-drop functionality. Make sure that the toggle for Mobile is on.
Connecting a custom domain to your landing page is essential to build trust with your audience. Go to Domains and click the button that says “Create Domain.”
If you’re running WordPress, all you need to do is install the Unbounce plugin, and you should be able to “transfer” your landing pages to your website without making changes to the code.
A feature called Popups, Sticky Bars, and AMP is also designed to increase conversions.
Popups appear with different triggers like length of time on page, referral URL, cookie, and/or location.
Sticky bars, on the other hand, are fixed bars on top of the header that is always visible even when scrolling up and down a page.
A new addition is Accelerated Mobile Pages or AMP.
Despite this benefit, there are some caveats in using AMP. These are:
- No support for global scripts.
- No support for AB testing.
- No support for variants.
- No support for external conversion tracking.
- No preview. To preview, please publish your page to unbouncepages.com before using your own domain.
- No republishing from within the AMP builder. You must republish from the overview screen.
- Button background images will not show.
- Background color overlays and gradient backgrounds will not show.
- Horizontal form fields are not available. Form fields may only be stacked vertically.
- Popups and sticky bars will not work with AMP.
- Dynamic Text Replacement is not available for AMP pages.
If you need the features mentioned above, then it’s best to go with building regular landing pages.
There are three ways you can integrate Unbounce with other software and tools: Native Integrations, Zapier, and Webhooks.
If you don’t have coding skills, the first two options are the way to go.
However, the list of apps that have native integration with Unbounce is short. These apps are:
- Campaign Monitor
- Constant Contact
- ConvertKit (with Zapier)
For all other apps, you can check if Zapier is an option. For the integration to work, you need to have a paid Zapier account.
For advanced users and developers, using a WebHook is possible with Unbounce. WebHooks are usually used to push email data into a server such as a CRM.
The Form Submit WebHook function in Unbounce is a way to send a push notification to a server when someone submits a form on an Unbounce page. There is a detailed guide on Unbounce for further information on how to create and deploy WebHooks.
If you use Facebook ads, you need to connect your Facebook pixel to your landing page. If you don’t have a Facebook pixel set up, you need to do this first.
Type Facebook pixel on the Name field and set the Placement to Head. Click Save Code. Now all your pages can be tracked when using Facebook ads.
Tracking and Analytics
Unbounce makes it possible to track a page’s performance. Each page you create will have its own set of reports alongside it, so you know what is working with your audience.
You can apply IP filters, so it does not count your visits to your pages. Click Settings on the left panel and go to IP Filters. Click the button Add a new IP Filter.
Your IP address will be detected and is automatically filled in the next page. You can also add more IP addresses, but you will have to add this manually.
You can view your page stats in Overview. The metrics tracked are:
Unique Visitors: number of new visitors that comes to your landing page gets counted once, regardless of how many times they go back to your landing page.
Views: number of times all visitors come to your landing page.
Conversion: the ultimate goal of your campaign (e.g., submitting a form, signing up, downloading a piece of content, etc.). Counts an individual’s submission-only once, regardless of how many times they submit.
Conversion rate: the percentage of people who complete your campaign goal.
Unbounce has three plans that can be paid annually or month-to-month. The Essential plan costs $99/month or $79/month if paid annually. The Premium plan is $199/month or $159/month if paid annually. The Enterprise plan is $499/month or $399/month if paid annually.
There is a 14-day trial for the Essential and Premium plans. All plans include access to the Drag and Drop Builder, high converting templates, Popups and Sticky Bars, and necessary integrations.
The Essential plan does not include Marketo and Salesforce Integrations.
Unbounce vs. other landing page builders
The answer: Unbounce’s page builder is arguably the most flexible among all builders. You can customize any element to the last detail. There is simply no other builder that offers what Unbounce has.
If you want to go beyond creating pages and explore different testing versions — this includes separate copy and visuals — then you need Unbounce to achieve this goal.
Unbounce is a great landing page builder for anyone looking to increase conversions. It’s relatively easy to use and has all the features needed for optimized pages.
With the Unbounce landing page builder, you are in full control of your page’s design and content.
With added features for optimal speed and security, Unbounce can be a powerful marketing tool that can help your business close more sales.