A while ago, Oli Gardner came to Learn Inbound in Dublin (great event here) to speak about landing pages. You know, he's the founder of Unbounce so he sure knows a lot about them. He and his team gathered quantitative data from about 50,000 Unbounce landing pages and did a lot of conversion experiments. That amassed to about 1,000,000 little pieces of data on the perfect landing page (or Frankenpage), some of which I want to show you today. 

You see, a lot of my partners and customers at HubSpot ask about how to create the perfect landing page or how to optimise existing ones for better conversion. This blog post solves exactly that. 

Taking a step back, for those of you who don't know what a landing page is, it's basically a page on your website with a very clear offering that is of interest to your website visitors (ebook, template, consultation etc) and a form that they need to fill in order to avail that offer. It's an exchange of value - you give them something, they give you their contact details in return. You can see some examples on the HubSpot Academy by clicking on Landing Page. 

Let's get to the data now!  

What Makes Up The Perfect Landing Page

It's almost Halloween and pretty much everyone is talking or writing about it.

So I thought some newsjacking wouldn't be such a bad idea. (If you don't know what newsjacking is, take a look at this extensive piece.)

I also know that you love facts and infographics so I think you'll like today's post.

Now, Halloween is a scary time not just because of zombies but because we realise that the year is almost over. That's particularly worrying for marketers and agency people who are looking at both closing the year successfully with clients but also setting a thoughtful plan for the next year. 

Creating such a plan, though, requires research and informed decisions. 

The way we make informed decisions is by analysing the data, looking for trends and figuring out what the future of marketing might hold. 

That also includes not being scared to try new things and retire things that don't work. 

It's been a little over a year since I started writing about Inbound PR and introduced the concept. 

Now that the idea has spread and seems to be gaining popularity, it's time to put a framework around it. 

Today, I want to introduce you to the Inbound PR Methodology that visualises how Inbound PR relates to inbound marketing and how it differs from it. It captures how Inbound PR is all about targeted and relevant content being measured throughout the way to make smart and purposeful decisions. 

Before we dig into the specifics of the new framework, I'd like to go over a few things around modern PR. 

The best thing about my job is the team that I work with. I'm surrounded by super intelligent and knowledgeable people who come from various backgrounds and inspire me to be better and learn every day. 

So when I started writing more about the agency business I thought I should be using this fantastic resource that I see every day - the experiences, tips and advice of my colleagues from HubSpot's EMEA Agency Consultants team. 

Every year HubSpot runs a pretty serious research into the state of inbound marketing. This year is no exception but we also added sales not just marketing as a research topic. 

The major finding in our 8th annual survey is not just that things are changing, they always do (and they better), but that things are changing at an insanely rapid pace. And most importantly we think that they are changing in the right direction. 

In five years only, marketing and the way we do business are going to be completely different. Why? Because the world is adopting inbound. It's becoming more authentic and less interruptive. 

As Brian Halligan says, 

Inbound means transforming how we do business to be more helpful, more human, more empathetic. It ... is about matching the way you market and sell with the way people actually want to shop and buy.

So it's not just about marketing, it's about everything we do as a business that needs to be is 100% customer-focused rather than marketer or seller-focused.