Oli Gardner Argues Why Your Next Campaign Needs Unbounce

Oli is the Co-Founder of Unbounce, a landing page software company based in Vancouver, BC. Oli started his career 23 years ago as a back-end developer, along with other endeavors in back and front end web, interaction design, usability, creative director and when Unbounce was created he became a marketer.

Unbounce is a landing page and conversion intelligence platform, with landing pages at their core. A landing page is a marketing campaign specific webpage, so if you're running an ad campaign and you need a destination, you can dedicate a landing page just for the campaign's traffic as opposed to your regular website. Having a dedicated landing page ensures that visitors will do what you are hoping they will do rather than wander around on your site. The main difference between a website and a landing page is that your website should be solely dedicated to organic traffic or overarching brand campaigns, whereas your landing page should have a specific purpose or reason for users to go there.

Another tool that Unbounce offers is smart traffic, which gives you another option to test out if your page is working compared to A B Testing which takes a lot of traffic and time. With smart traffic, you create a series of variants and it will automatically send people to the place they are most likely to convert and use their algorithms to determine the time of day, location, and device to figure out the best option in as little as 50 visitors. “It's taking the things you know as a marketer, and wrapping this layer of things we could never figure out on top of that so you get the best possible experience.”

Being a Canadian company has been great because it's been a slow approach to growth. They recently raised 53 million dollars during the COVID-19 recession which has helped them realize their worth and know where they want to go. People have been discovering Unbounce through their advertising but the need for landing pages as of late has grown because the world is going virtual. As the world changes, their customer profiles are changing too. This virus has caused all of us to innovate in every aspect of our lives, “we can look to the positive changes occurring, as entrepreneurs we have such a place to play in that.”

Want to try out Unbounce for your next campaign? Visit their site.

Written by Juliana Bermudez