Skip to main content

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.


Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.


HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free Assessment: How does your sales & marketing measure up?


Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Erica Dube

By Erica Dube

Mar 31, 2016


Lead Generation Email Marketing
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Lead Generation  |   Email Marketing

ConversionXL Live: How to Get Landing Page & Email Conversions like GetResponse

Erica Dube

By Erica Dube

Mar 31, 2016

ConversionXL Live: How to Get Landing Page & Email Conversions like GetResponse

conversionxl-live-how-to-get-landing-page-email-conversions-like-getresponse-featuredYesterday, we kicked off the ConversionXL Live Conference in Austin,TX with a pre-conference workshop hosted by GetResponse.

Ada Wizmur and Michael Leszczynski hosted a four-hour presentation filled with real-life examples, step-by-step optimization advice, and tons of actionable tips for improving conversions on your landing pages and emails.

The entire presentation was extremely valuable for any industry marketer so I couldn’t wait to share some of what I learned. Here are a few key takeaways from the talk.

Defining Your Landing Page Process

1. Start with the defining the goal of your landing page

This is the mistake many marketers make when assigned a project from upper management. Clarification of the webpage goal is critical to optimizing, testing, and reporting on results. Whether your goal is signups for a trial, sales, registrants for a webinar, social shares, or even just unique visitors - this needs to be defined up front.

2. Identify your target audience

Who is your landing page for? Ada Wizmur had some great tips here on how to better optimize landing pages depending on your target audience (or buyer persona). For example, if the page is targeted towards females you may want to use colors and fonts that are relatable to women like pinks, yellows, and light purple.

3. Copy

When it comes to copy on a landing page, clarity and consistency is key. Ensure that you are using the same messaging that brought the user to this page originally (i.e. from email or a call-to-action). Keeping the imagery, design, and copy consistent with what the visitor viewed before reaching the page ensures that they feel confident they on the right path.

GetResponse provided a ton of examples they tested on copy ambiguity. Every time, the company found the winner of these tests included copy that told visitors exactly to expect. They said overly what the product or offering was rather than using buzzwords or flashy headlines just to grab the viewer’s attention.

4. Wireframing & Design

As a marketer, it’s critical at this stage that you provide the direction for the landing page to the designer.

Where you want the form on the page, what the image should represent to the visitor, and what colors to use throughout the page are all examples of key pieces of direction for design.

Some useful tips I learned from Ada and Michael about landing page design were about controlling the visitor’s focus.

For instance, adding icons that represent words and help the visitor find key items that are important to them about the product quickly is a great way to use design to convert.

Also, having a color behind the form so it stands out against a white or light background, helps draw the visitor’s attention to the conversion point. Furthermore, you want to ensure your design has areas for important trust factors like social proof and shares.

Email Tests for Better Conversion

The workshop was broken into two parts, so we bounced back and forth on email and landing pages throughout. There were several big takeaways from the GetResponse team on testing your email marketing efforts as well.

Subject Line Testing

What to test, how to test, and what they found that works -- these were all topics Ada and Michael covered during this portion of the workshop. Here’s what I learned:

Test Length

Your subject line is the first thing recipients see in their inbox. Marketers tend to have a bias about subject lines and think “the shorter, the better,” but every audience is different and it’s hard to really know this will work for your email list unless you test!

Length is an important a/b testing opportunity. Some ways to test length include adding in the frequency of the email (i.e. “Monthly Newsletter from IMPACT with Marketing Tips and Tricks”) as well as adding in a summary of the email content instead of a specific headline of what’s inside the email.

Using the Word “Free”

There have been many experiments and studies on the use of the word“free” in email subject lines and how it will affect SPAM ratings and deliverability.

At GetResponse, they encourage marketers to test before they assume how “free” will affect their email results.

They have found that utilizing the word in subject lines actually has not resulted in a high SPAM rate, but again, every audience is different.


This one is simple, but I have to admit, it’s not a test that I have thought of in the past.

Your audience may react differently to an email in a sentence structure than they would to one in all caps, some caps, etc.

This is an easy to execute, but powerful test but remember --  test it against the same headline copy so you are limiting the variables.

Email Conversion Best Practices

Below are a few critical “do’s” and “dont’s” recommended by the GetResponse team to improve conversions on your emails.

  • Don’t use “everyone” in your headline or greeting.. Your recipients want to feel as though the email is personalized to them and they aren’t just another contact on your list.

  • Do use a testimonial in your email to show credibility and social proof, but be sure to use a REAL one with a photo and name. If you can’t include one of these elements, make sure the testimonial is descriptive enough to provide value to the reader.

  • Don’t use aggressive colors within your email design. The example we viewed had a black background, red headlines, and dark purple paragraph font. This type of color use is not only hard to read, but really aggressive towards the reader. There are other ways to grab their attention!

  • Do use images, especially when marketing an event. People want to see what to expect and visual cues are the best way to provide that. Remember, however, stay away from cheesy stock photos and use photos that represent people like your reader.

  • Don’t use screenshots unless you can read them clearly. Sure, it’s easy to screenshot a webpage instead of writing out the content, but how is this going to look to the reader? Make sure you send yourself a test email and put yourself in their shoes.

  • Do give them a reason to “share.” Many emails just throw in “please share” or “share here” at the end of an email. Sharing icons are critical to getting better results but it’s important to give the recipient a REASON to do so. What’s the benefit? Why is this valuable? Who should they share it with?

In addition to what I’ve shared here, GetResponse’s workshop at ConversionXL Live contained so much more valuable information that I couldn’t cram it all into this one piece.

In Part 2, I’ll recap my takeaways from this portion of the workshop including psychological triggers relating to email and landing page copy and some real tips that relate to each of those triggers, and how marketers can put them into action! Stay tuned!

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Should You Still Gate Your Content in 2024?

October 5, 2023
John Becker John Becker

Demand Generation vs. Lead Generation: What’s the Difference?

April 10, 2023
Kristen Harold Kristen Harold

35 Landing Page Examples to Inspire Yours

January 26, 2023
Ramona Sukhraj Ramona Sukhraj

Here's Why You Keep Getting Garbage Inbound Marketing Leads

December 19, 2022
Jessica Palmeri Jessica Palmeri

How To Grow Your Email List: 13 Savvy Tips To Try in 2023

November 22, 2022
Ramona Sukhraj Ramona Sukhraj

Increase Landing Page Conversion Rates With These 3 Simple, Powerful Hacks

June 2, 2022
Hannah Woods Hannah Woods

20 Tips for Optimizing Your Business Blog Articles for Conversions

April 21, 2022
Jen Barrell Jen Barrell

How To Make Each Lead Capture Form a Conversion Powerhouse

April 8, 2022
Carolyn Edgecomb Carolyn Edgecomb

The Selling 7: 5 Best Landing Page Video Examples

December 23, 2021
Zach Basner Zach Basner

Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)

June 21, 2021
Kathleen Booth Kathleen Booth

What is the Content Marketing Funnel and How Does It Work?

June 2, 2021
Kimberly Marshall Kimberly Marshall

What is Lead Nurturing?

May 28, 2021
Kimberly Marshall Kimberly Marshall

88 compelling words and phrases to prompt website visitors into action [Infographic]

April 24, 2021
Kaitlyn Petro Kaitlyn Petro

What is Conversion Rate Optimization? (Definition, Examples, and Tips)

March 31, 2021
Jolie Higazi Jolie Higazi

What is a good average landing page conversion rate?

March 12, 2021
Christine Austin Christine Austin

Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads

March 11, 2021
Karisa Hamdi Karisa Hamdi

6 Reasons You're Not Generating Leads With Your Blog Content

November 9, 2020
Justine Timoteo Thomas Justine Timoteo Thomas

9 keys to building an effective landing page [Infographic]

October 3, 2020
Steve Polito Steve Polito

5 effective strategies for decreasing bounce rates on a blog article

August 25, 2020
Kevin Phillips Kevin Phillips

7 savvy tips to boost conversions in your retail e-commerce store

July 17, 2020
Pratik Dholakiya Pratik Dholakiya

Why Your “Read More” CTA May Be A Conversion Killer (& 12 Better Options)

March 5, 2020
Ramona Sukhraj Ramona Sukhraj

6 most common lead generation website problems (and how to fix them)

January 28, 2020
Jen Barrell Jen Barrell

Facebook ads help: Why are my ads not converting?

January 20, 2020
Rachel Palmateer Rachel Palmateer

11 Best Examples of Lead Generation Website Designs

January 20, 2020
Justine Timoteo Thomas Justine Timoteo Thomas

Top 9 proven lead generation ideas you need to try in 2020

December 3, 2019
Ali Parmelee Ali Parmelee