Landing Page Conversion Workshop Series: Optimize For Impact

Working Webinar Series

Landing Page Optimization

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Series Overview

"Never start a marketing campaign without a dedicated landing page."

Oli Gardner, co-founder of Unbounce and founder of Outline, has lived by this mantra since 2009. Yet he still sees the same fundamental mistakes being made today that were used over 15 years ago.

By reverse-engineering thousands of landing pages, Oli discovered what separates the great sites from the outright terrible. Now he's revealing a series of foundational principles and processes that you can use to improve the impact and conversion rates of your marketing campaigns.

Don't let confusion kill conversion. Bring clarity and simplicity to your landing pages and watch your conversion rates soar.

Sessions

Session 1

Arrival

November 20

1:00pm ET | 10:00am PT

A great landing page quickly captures your visitor's attention, demonstrating relevance and value. Reduce your bounce rate by simplifying and clarifying your pages.

In session 1, you will:

  • Draw a line separating your campaign-specific landing pages and your website
  • Use conversion-centered-design principles to maximize visitor attention and minimize distracting elements
  • Learn how to define and measure the clarity of your value proposition

Avoid the conversion killers on your pages. By practicing these fundamental conversion rules, you can make sure your landing pages create an optimal first impression.

Session 2

Exploration

December 4

1:00pm ET | 10:00am PT

After crafting an exceptional Arrival experience, the role of your landing page moves to the Exploration phase. Make sure their on-site interactions motivate them to take action.

In session 2, you will:

  • Learn the importance of information hierarchy
  • Understand how and when to use navigation elements
  • Use design principles to clearly guide your visitors' journey

This session will deepen your understanding of the structural characteristics of a landing page, how they impact your visitors, and how your visitors interact with the page.

Session 3

Conversion

December 11

1:00pm ET | 10:00am PT

It's time to focus on the moment of Conversion! Understand which factors in the landing page experience contribute to getting the click, lead, or customer—and which factors might be working against you.

In session 3, you will:

  • Learn how micrometrics help you understand visitor behavior
  • Use some B2B lead generation techniques to get more of the right leads
  • Explore conversion data to discover the nuanced implications of call to action copy

Is focusing only on conversion rates a bad idea? This session will give you new ways to think about your landing pages and a fresh perspective on what conversion really means.

Session 4

Optimization

December 18

1:00pm ET | 10:00am PT

Optimizing your page to increase conversion rates is often pushed aside as being too complicated. But with a well-defined, repeatable process, you can greatly increase your chances of success.

In session 4, you will:

  • Understand the difference between optimization and testing
  • Determine which tools and testing approaches are right for you
  • See where AI best fits into optimization

This session brings together everything from sessions 1–3 and adds a process for conversion research and hypothesis development, giving you a much higher chance to improve your campaign conversion rates.

Headshot of Oli Gardner

Meet Oli

Founder | Outline

Obsessed with identifying & reversing bad marketing practices, Oli saw over 100,000 landing pages as co-founder of Unbounce. His work reshaped our understanding of what makes a landing page convert, using data-informed copywriting, design, and UX.

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