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I GIVE A SH!T
@OliGardner #mnsummit
ABOUT YOUR CONVERSION RATES
I HAD A
IDEA
BRILLIANT
Landing Page
Bio ipsum, this link is giving
me so much love back to
unbounce.com for an epic
term yo!

Real
Name
My name?
PAGE
LANDING PAGE
not my best idea
OF LANDING
EXPERIENCES
98%
SUCK
marketers are
DISRESPECTING
the click
how do we fix this?
by delivering
delightful
landing experiences
is this next page a
delightful
experience?
worst landing page ever
millions of clicks
END IN BAD
EXPERIENCES
every day
how do we
delight and convert?
CONVERSION
CENTERED
DESIGN
is better
than
Red
Button
Green
Button
CCD is not…
is better
thanCTA
CTA
CCD is not…
is better
than
CTA
CTA
CCD is not…
A SET OF 7 PROVEN
DESIGN PATTERNS
THAT INCREASE
CONVERSIONS
CCD is
ATTENTION
#1
CONTEXT
#2
CLARITY
#3
CONGRUENCE
#4
CREDIBILITY
#5
CLOSING
#6
CONTINUANCE
#7
let’s look at some
“marketing”
B2BLANDING
EXPERIENCES
project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage...
130 LINKS
competing for attention
with our campaign goal
Attention
Ratio!
130:1
ATTENTION RATIO
…the ratio of interactive elements
(links) on the page, to the number
of campaign conversion goals
(which ...
what if the ad went to a
dedicated landing page?
Attention
Ratio!
1:1
delightful!
Attention Ratio 9:1 Attention Ratio 1:1
conversion lift
+78%
6 options24 options
10x people
bought jam
Source: S.S. Iyengar and M. R. Leper 2000
AS ATTENTION RATIO
GOES DOWN,
CONVERSION RATES
GO UP
landing pages
ask a yes/no question
project management software for teams
Business Tools for Teams
www.google.com/apps/business
Get email, calendar, docs & mo...
WTF GOOGLE!
you broke the scent trail
…designing post-click experiences that take into
account the environment and style of
communication that existed before th...
let’s click another ad
free help desk software
The #1 Free Helpdesk Tool!!
www.freshdesk.com/
Ticketing, kbase, forums & more.
Signup for a free ...
Strong scent due!
to great message!
match
project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage...
your homepage
IS NOT
DESIGNED
for campaign traffic
BRAND CENTRAL STATION
B2CLANDING
EXPERIENCES
next day flower delivery
Next Day Flower Deliveries UK!
www.iflorist.co.uk/NextDayFlowers
Get 10% Off A Beautiful Range Of
F...
ZERO
mention of
next day delivery
award for
SHITTIEST
LANDING
EXPERIENCE
perhaps
we must respect every aspect
of the search request
a real life example
NEVER START A
MARKETING
CAMPAIGN
without a
dedicated landing page
also known as the
NSAMCWADLP
principle
ATTENTION
RATIO
163:1
ATTENTION
RATIO
163:1
IMAGE SLIDER
LOAD TIME
26 SECONDS
ATTENTION
RATIO
163:1
IMAGE SLIDER
LOAD TIME
26 SECONDS
ZERO MENTION
OF LANDING PAGES
oh, and btw
8%
OF MEN ARE
COLOR BLIND
…matching the style and context of the
conversation* established prior to a click,
with the experience that follows.
CONVE...
THE CLICK SOURCE

The Smart Marketers Landing Page Conversion Course
*I get it
wrong too
1
1 Super
generic
headline
THE LANDING PAGE*
Let’s try that again
THE CLICK SOURCE

The Smart Marketers Landing Page Conversion Course
Co-branding1
1
2
Contextual
welcome
2
Author
reinforcement
3
3
THE LANDING PAGE
that’s beautiful
conversation context!
take a look at this landing page
first impressions?
BULLSHIT
DETECTOR
the
close your eyes
…the ability to quickly and clearly
communicate the purpose of your page to
an impatient visitor.
CLARITY
CCD principle #3
ATTENTION-DRIVEN
DESIGN
ILLUMINATES OUR FAILINGS
AS COPYWRITERS
clarity is great
unless you’re
being clear about the
wrong things
SPAM
GIMMICKS
UNSOLICITED
NASTY
3RD PARTY
SELL
why are you saying
that to me?
CTAS
ARE SENSITIVE
Source: Michael Aagard, ContentVerve.com
Get more done.
No Gimmicks, no credit card.
removing “gimmicks” resulted in a
conversion lift of 25%
if you give me
CAUSE
TO PAUSE
I might not convert
YOU’RE GOING THE WRONG WAY
…the art of aligning every element on your
page so they work in concert to produce a
single cohesive message that speaks t...
Page Element Content Score
Headline
Subhead
Hero shot
Intro
Bullets
Form header!
Form fields
Testimonial
Learn more
Why
Pri...
Page Element Content Score
Headline Ocean of data instantly become security intelligence
Subhead Whitepaper download: the ...
campaign goal
download a whitepaper
Page Element Content Score
Headline Ocean of data instantly become security intelligence
Subhead Whitepaper download: the ...
Page Element Content Score
Headline Ocean of data instantly become security intelligence 0
Subhead Whitepaper download: th...
congruence also
relates to trust
silence is better
than bullshit
…leveraging authentic trust signals,
transparency and verifiable social
commentary to increase conversions.
CREDIBILITY
CCD...
some ways to use
testimonials
video vs. text
video version
conversion lift of 25%
clarity vs. credibility
social proof is
MEANINGLESS*
TRUST SIGNALS
are the most subjective element
on your landing page
FOCUSED
CONTEXTUAL
CLEAR
ALIGNED
BELIEVABLE
?
THERE’S NO F#@KING WAY
I’M USING THIS SLIDE
we need to
understand the
motivation
what is
the number 1 question
asked during webinars?
“Are you going to send
out a recording
afterwards?”
the safety net statement
add some urgency
vs.
+9.4%
so what’s next?
please sir, I’d like some more
…designing experiences that leverage
post-conversion opportunities or recycle
traffic to your page extending the lifetime o...
2,500 webinar registrants
40% completed the post-
conversion action
1,100 new blog subscribers
just for asking
are we done?
no
what does a
delightful landing page
look like?
delightful!
SHARE. RENT. TRADE.
THIRD PARTIES.
you’re welcome salesforce
please remember
NSAMCWADLP
CTAS
ARE SENSITIVE
silence is better
than bullshit
testyourmonials
that’s how to make
delightful
marketing experiences
let’s make marketing
delightful
thank you
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates
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MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates

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Discover how to use Conversion Centered Design to build high-converting landing pages, increase lead gen conversions and how contextual design will improve your content marketing & PPC campaigns.

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Transcript of "MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates"

  1. 1. I GIVE A SH!T @OliGardner #mnsummit ABOUT YOUR CONVERSION RATES
  2. 2. I HAD A IDEA BRILLIANT
  3. 3. Landing Page Bio ipsum, this link is giving me so much love back to unbounce.com for an epic term yo! Real Name
  4. 4. My name? PAGE LANDING PAGE
  5. 5. not my best idea
  6. 6. OF LANDING EXPERIENCES 98% SUCK
  7. 7. marketers are DISRESPECTING the click
  8. 8. how do we fix this?
  9. 9. by delivering delightful landing experiences
  10. 10. is this next page a delightful experience?
  11. 11. worst landing page ever
  12. 12. millions of clicks END IN BAD EXPERIENCES every day
  13. 13. how do we delight and convert?
  14. 14. CONVERSION CENTERED DESIGN
  15. 15. is better than Red Button Green Button CCD is not…
  16. 16. is better thanCTA CTA CCD is not…
  17. 17. is better than CTA CTA CCD is not…
  18. 18. A SET OF 7 PROVEN DESIGN PATTERNS THAT INCREASE CONVERSIONS CCD is
  19. 19. ATTENTION #1
  20. 20. CONTEXT #2
  21. 21. CLARITY #3
  22. 22. CONGRUENCE #4
  23. 23. CREDIBILITY #5
  24. 24. CLOSING #6
  25. 25. CONTINUANCE #7
  26. 26. let’s look at some “marketing”
  27. 27. B2BLANDING EXPERIENCES
  28. 28. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
  29. 29. 130 LINKS competing for attention with our campaign goal
  30. 30. Attention Ratio! 130:1
  31. 31. ATTENTION RATIO …the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one). CCD principle #1
  32. 32. what if the ad went to a dedicated landing page?
  33. 33. Attention Ratio! 1:1
  34. 34. delightful!
  35. 35. Attention Ratio 9:1 Attention Ratio 1:1
  36. 36. conversion lift +78%
  37. 37. 6 options24 options 10x people bought jam Source: S.S. Iyengar and M. R. Leper 2000
  38. 38. AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
  39. 39. landing pages ask a yes/no question
  40. 40. project management software for teams Business Tools for Teams www.google.com/apps/business Get email, calendar, docs & more built for team productivity.
  41. 41. WTF GOOGLE! you broke the scent trail
  42. 42. …designing post-click experiences that take into account the environment and style of communication that existed before the click. CONVERSION CONTEXT CCD principle #2
  43. 43. let’s click another ad
  44. 44. free help desk software The #1 Free Helpdesk Tool!! www.freshdesk.com/ Ticketing, kbase, forums & more. Signup for a free 30-day trial,now!
  45. 45. Strong scent due! to great message! match
  46. 46. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
  47. 47. your homepage IS NOT DESIGNED for campaign traffic
  48. 48. BRAND CENTRAL STATION
  49. 49. B2CLANDING EXPERIENCES
  50. 50. next day flower delivery Next Day Flower Deliveries UK! www.iflorist.co.uk/NextDayFlowers Get 10% Off A Beautiful Range Of Flowers Arranged By Local Florists
  51. 51. ZERO mention of next day delivery
  52. 52. award for SHITTIEST LANDING EXPERIENCE perhaps
  53. 53. we must respect every aspect of the search request
  54. 54. a real life example
  55. 55. NEVER START A MARKETING CAMPAIGN without a dedicated landing page
  56. 56. also known as the NSAMCWADLP principle
  57. 57. ATTENTION RATIO 163:1
  58. 58. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS
  59. 59. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS ZERO MENTION OF LANDING PAGES
  60. 60. oh, and btw
  61. 61. 8% OF MEN ARE COLOR BLIND
  62. 62. …matching the style and context of the conversation* established prior to a click, with the experience that follows. CONVERSATION CONTEXT *Which most often comes into play when linking to a landing page from an article, blog post, online course or email. CCD principle #2a
  63. 63. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
  64. 64. *I get it wrong too 1 1 Super generic headline THE LANDING PAGE*
  65. 65. Let’s try that again
  66. 66. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
  67. 67. Co-branding1 1 2 Contextual welcome 2 Author reinforcement 3 3 THE LANDING PAGE
  68. 68. that’s beautiful conversation context!
  69. 69. take a look at this landing page
  70. 70. first impressions?
  71. 71. BULLSHIT DETECTOR the
  72. 72. close your eyes
  73. 73. …the ability to quickly and clearly communicate the purpose of your page to an impatient visitor. CLARITY CCD principle #3
  74. 74. ATTENTION-DRIVEN DESIGN ILLUMINATES OUR FAILINGS AS COPYWRITERS
  75. 75. clarity is great
  76. 76. unless you’re being clear about the wrong things
  77. 77. SPAM
  78. 78. GIMMICKS
  79. 79. UNSOLICITED
  80. 80. NASTY
  81. 81. 3RD PARTY
  82. 82. SELL
  83. 83. why are you saying that to me?
  84. 84. CTAS ARE SENSITIVE
  85. 85. Source: Michael Aagard, ContentVerve.com
  86. 86. Get more done. No Gimmicks, no credit card. removing “gimmicks” resulted in a conversion lift of 25%
  87. 87. if you give me CAUSE TO PAUSE I might not convert
  88. 88. YOU’RE GOING THE WRONG WAY
  89. 89. …the art of aligning every element on your page so they work in concert to produce a single cohesive message that speaks to - and only to - the goal of your campaign. CONGRUENCE CCD principle #4
  90. 90. Page Element Content Score Headline Subhead Hero shot Intro Bullets Form header! Form fields Testimonial Learn more Why Privacy statement Call-to-Action TOTAL 0/24
  91. 91. Page Element Content Score Headline Ocean of data instantly become security intelligence Subhead Whitepaper download: the next generation firewall is here Hero shot Photo of a man holding some paper which is obscured Intro Watchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices. Bullets Blazing fast throughput Form header! Download your whitepaper! Complete the required fields Form fields Country, province/state, phone number Testimonial It’s about the product not the value in the whitepaper Learn more Again, it’s about the product Why About the product, not the form goal which is whitepaper Privacy statement sell, nasty, spam Call-to-Action Get my offer TOTAL 0/24
  92. 92. campaign goal download a whitepaper
  93. 93. Page Element Content Score Headline Ocean of data instantly become security intelligence Subhead Whitepaper download: the next generation firewall is here Hero shot Photo of a man holding some paper which is obscured Intro Watchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices. Bullets Blazing fast throughput Form header! Download your whitepaper! Complete the required fields Form fields Country, province/state, phone number Testimonial It’s about the product not the value in the whitepaper Learn more Again, it’s about the product Why About the product, not the form goal which is whitepaper Privacy statement sell, nasty, spam Call-to-Action Get my offer TOTAL 0/24
  94. 94. Page Element Content Score Headline Ocean of data instantly become security intelligence 0 Subhead Whitepaper download: the next generation firewall is here 1 Hero shot Photo of a man holding some paper which is obscured 1 Intro Watchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices. 0 Bullets Blazing fast throughput 0 Form header! Download your whitepaper! Complete the required fields 1 Form fields Country, province/state, phone number 0 Testimonial It’s about the product not the value in the whitepaper 0 Learn more Again, it’s about the product 0 Why About the product, not the form goal which is whitepaper 0 Privacy statement sell, nasty, spam 0 Call-to-Action Get my offer 0 TOTAL 3/24
  95. 95. congruence also relates to trust
  96. 96. silence is better than bullshit
  97. 97. …leveraging authentic trust signals, transparency and verifiable social commentary to increase conversions. CREDIBILITY CCD principle #5
  98. 98. some ways to use testimonials
  99. 99. video vs. text video version conversion lift of 25%
  100. 100. clarity vs. credibility
  101. 101. social proof is MEANINGLESS*
  102. 102. TRUST SIGNALS are the most subjective element on your landing page
  103. 103. FOCUSED
  104. 104. CONTEXTUAL
  105. 105. CLEAR
  106. 106. ALIGNED
  107. 107. BELIEVABLE
  108. 108. ?
  109. 109. THERE’S NO F#@KING WAY I’M USING THIS SLIDE
  110. 110. we need to understand the motivation
  111. 111. what is the number 1 question asked during webinars?
  112. 112. “Are you going to send out a recording afterwards?”
  113. 113. the safety net statement
  114. 114. add some urgency vs. +9.4%
  115. 115. so what’s next?
  116. 116. please sir, I’d like some more
  117. 117. …designing experiences that leverage post-conversion opportunities or recycle traffic to your page extending the lifetime of your campaign. CONTINUANCE CCD principle #7
  118. 118. 2,500 webinar registrants 40% completed the post- conversion action 1,100 new blog subscribers just for asking
  119. 119. are we done?
  120. 120. no
  121. 121. what does a delightful landing page look like?
  122. 122. delightful!
  123. 123. SHARE. RENT. TRADE. THIRD PARTIES.
  124. 124. you’re welcome salesforce
  125. 125. please remember
  126. 126. NSAMCWADLP
  127. 127. CTAS ARE SENSITIVE
  128. 128. silence is better than bullshit
  129. 129. testyourmonials
  130. 130. that’s how to make delightful marketing experiences
  131. 131. let’s make marketing delightful
  132. 132. thank you
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