You’ve built the perfect landing page. Your headline is simultaneously descriptive and urgent. You’ve got a hero image of someone holding your product, weeping with joy. Your explainer video becomes a surprise hit at Cannes (though it’s controversially snubbed by the Academy). Your testimonials include Beyoncé and Tom Hanks, and you have to shrink the New York Times just to fit Disney into your “as seen in” logo spread.
Dream on, right? There’s no such thing as a perfect landing page because there’s no such thing as a page that converts every visitor. One person thinks your headline is condescending. Another doesn’t see themselves in your hero image. Everyone loves Beyoncé, but plenty think the live-action remake of The Lion King was a cash grab. Your page doesn’t speak to each person uniquely, so they bounce.
That’s why Unbounce created Smart Traffic, an AI-powered conversion tool that automatically routes each visitor to the landing page where our
robot algorithm says they’re most likely to convert. Unlike A/B testing (which is all about creating landing page variants and choosing the one that performs best), Smart Traffic lets you create as many variants as you need to appeal to each type of visitor.
Bottom line: Smart Traffic helps you capture more of those leads you’re missing out on.
Sounds great, right? (Biased opinion: It is.) The only catch is that Smart Traffic needs somewhere to send traffic to—ideally, you wanna start with between three to five landing page variants. Coming up with that many different versions of the same page can be tough. What the heck are you even supposed to… you know, variate?
We’ve always said that the most effective landing page structure includes five core elements. Below, we’ve got ideas for how you can use variants to optimize each one of them, plus examples of brands that are already doing it right: – Read more