Launching a new product or service via the web is no easy task in today’s fast-paced market. There’s plenty of competition and many variables involved in determining whether yours will be a success or failure. One of the metrics marketers use to determine how well their promotional web pages are doing is called bounce rate – the percentage of single-page visits or visits in which a user left your site from the landing page (the higher the rate, the less effective your page is).
Unbounce is an app built to tackle these challenges and then some. With Unbounce, you can create great-looking landing pages with ease, test them for effectiveness in lead generation and publish them to kickstart your business too. There are a lot of great ideas behind this app and they’re well-implemented too – but will they help you turn out a winner of a landing page? Let’s build one ourselves and find out.
Unbounce consists of a WYSIWYG landing page creator, A/B testing tool, lead collector and page publisher all in one. With this app, marketers of all levels of experience with the web can set up a landing page that describes what their product/service is all about, explains how users can get it and collects leads as needed. The various functions present in Unbounce are easy to learn to use together and work extremely well. There are also plenty of templates, a great support section and lots of guides and tips on building pages to help you along the way.
To begin using Unbounce, you can choose one of the paid plans which differ in the number of unique visitors and custom domains that you can receive. These plans also come with free subscriptions to KISSmetrics, Olark & HelloBar to boost your marketing efforts. There’s also a free plan you can use without entering credit card details to try out the app. Once you’ve signed up, you can start building your first landing page by selecting a template to suit your needs.
Creating a landing page
There are many templates available for all kinds of products and services, with design variations – choose from iPhone/Android app pages, Click-through pages with product shots or videos, Lead generation pages (suitable for products that are coming soon), and even a page to introduce an individual as a business consultant.
After selecting a template and naming it, you’ll be greeted by a WYSIWYG webpage editor with the template you chose in place. To try Unbounce out, I decided to create a page for an Android music player app. I added screenshots, video, descriptive text and information about the company and its employees. The page editor is very easy to use and functions like a desktop app – you can select multiple items at once, drag them around and align them using the intelligent grid lines that pop up when you’re close to them. You can even add videos and widgets for social media or for grabbing and displaying feeds from external sources.
Editing an item is as simple as double-clicking it. There’s a sidebar on the right with additional information and options for each element. You can style fonts, colors and even use fullscreen background images to make your pages pop. There’s also a form creator that you can use to collect leads (such as an email address for subscribing to a newsletter or a full registration form for a detailed database). Once you’re done, you can save and preview the page you’ve created.
A/B testing with Unbounce
After you’ve created a page, you can see if it’s effective enough at generating leads by testing it against another page with some differences in the elements, such as placement or messages. E.g. for the Andoird app page, I created one version with a screenshot and short blurb of the app above the fold, while another version featured a demo video of the app above the fold. When you’ve created all the variations of pages you want to test with, set each as the main page for a certain amount of time and see how many leads each generates (from an easy-to-read graph of leads that Unbounce generates).
Unbounce allows you to collect leads using their form creation tool. Simply select a form type (email newsletter sign-up, registration form, etc.), edit the various fields and place it on your page. You can then connect Unbounce to a 3rd party app for managing leads, registering with an email marketing service or for viewing analytics. Unbounce supports plenty of apps out of the box, including Speak2Leads, Google Analytics, MailChimp, AWeber, Constant Contact and ActiveCampaign. It also has a feature called Webhook that allows you to send data from Unbounce into your app of choice if it’s not already supported. You can even choose to receive email notifications from lead generation pages. Or, view the leads from within the app and download the list as a CSV file.
Unbounce also allows you to set goals to easily understand how well your page is doing. You can define a goal as something that happens on your page, such as a certain link being clicked or a form being filled. These goals can be tracked externally too.
Publishing pages with Unbounce
After you’ve tested your page for efficiency in lead generation, you can launch it from within Unbounce by using its publishing tools. While previewing the page, it has a URL on Unbounce’s domain, but you can easily set a custom domain of your choice to actually go live with your landing page. There are also options to easily manage these custom domains, which come in handy if you’re working with pages for multiple products or markets. You can check out the page I’ve created here.
The wonderful team behind Unbounce is working on some great new features for the app which are slowly being tested and rolled out. You can try the betas of these features from the Unbounce Labs section, which include Page groups (organize your various landing pages), Field mapping (to better suit your database structures), mobile templates (for iPhone/Android), RapLeaf (view social demographic data of your leads) and Tidy HTML (automated HTML cleanup for when you add custom HTML to your pages).
Unbounce is a brilliant app that will make marketers’ lives a whole lot easier. It’s very thoughtfully built, is easy to use and every feature works great. All the site copy (especially the help and support sections) is very well-written, which is important for an app like this which targets users of various levels of familiarity with these tasks. If you’re launching a product/service, you could save yourself a lot of trouble, time and effort by building a page with Unbounce instead of doing so from scratch. The pricing is very reasonable too. If you’re still not convinced, try the free plan and see how you feel – the sight of your product on its own shiny landing page will probably make your mind up for you!