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.

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

  • 1. I GIVE A SH!T @OliGardner #mnsummit ABOUT YOUR CONVERSION RATES
  • 2. I HAD A IDEA BRILLIANT
  • 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. My name? PAGE LANDING PAGE
  • 5. not my best idea
  • 6. OF LANDING EXPERIENCES 98% SUCK
  • 7. marketers are DISRESPECTING the click
  • 8. how do we fix this?
  • 9. by delivering delightful landing experiences
  • 10. is this next page a delightful experience?
  • 11. worst landing page ever
  • 12. millions of clicks END IN BAD EXPERIENCES every day
  • 13. how do we delight and convert?
  • 14. CONVERSION CENTERED DESIGN
  • 15. is better than Red Button Green Button CCD is not…
  • 16. is better thanCTA CTA CCD is not…
  • 17. is better than CTA CTA CCD is not…
  • 18. A SET OF 7 PROVEN DESIGN PATTERNS THAT INCREASE CONVERSIONS CCD is
  • 19. ATTENTION #1
  • 20. CONTEXT #2
  • 21. CLARITY #3
  • 22. CONGRUENCE #4
  • 23. CREDIBILITY #5
  • 24. CLOSING #6
  • 25. CONTINUANCE #7
  • 26. let’s look at some “marketing”
  • 27. B2BLANDING EXPERIENCES
  • 28. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
  • 29. 130 LINKS competing for attention with our campaign goal
  • 30. Attention Ratio! 130:1
  • 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. what if the ad went to a dedicated landing page?
  • 33. Attention Ratio! 1:1
  • 34. delightful!
  • 35. Attention Ratio 9:1 Attention Ratio 1:1
  • 36. conversion lift +78%
  • 37. 6 options24 options 10x people bought jam Source: S.S. Iyengar and M. R. Leper 2000
  • 38. AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
  • 39. landing pages ask a yes/no question
  • 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. WTF GOOGLE! you broke the scent trail
  • 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. let’s click another ad
  • 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. Strong scent due! to great message! match
  • 46. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
  • 47. your homepage IS NOT DESIGNED for campaign traffic
  • 48. BRAND CENTRAL STATION
  • 49. B2CLANDING EXPERIENCES
  • 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. ZERO mention of next day delivery
  • 52. award for SHITTIEST LANDING EXPERIENCE perhaps
  • 53. we must respect every aspect of the search request
  • 54. a real life example
  • 55. NEVER START A MARKETING CAMPAIGN without a dedicated landing page
  • 56. also known as the NSAMCWADLP principle
  • 57. ATTENTION RATIO 163:1
  • 58. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS
  • 59. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS ZERO MENTION OF LANDING PAGES
  • 60. oh, and btw
  • 61. 8% OF MEN ARE COLOR BLIND
  • 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. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
  • 64. *I get it wrong too 1 1 Super generic headline THE LANDING PAGE*
  • 65. Let’s try that again
  • 66. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
  • 67. Co-branding1 1 2 Contextual welcome 2 Author reinforcement 3 3 THE LANDING PAGE
  • 68. that’s beautiful conversation context!
  • 69. take a look at this landing page
  • 70. first impressions?
  • 71. BULLSHIT DETECTOR the
  • 72. close your eyes
  • 73. …the ability to quickly and clearly communicate the purpose of your page to an impatient visitor. CLARITY CCD principle #3
  • 74. ATTENTION-DRIVEN DESIGN ILLUMINATES OUR FAILINGS AS COPYWRITERS
  • 75. clarity is great
  • 76. unless you’re being clear about the wrong things
  • 77. SPAM
  • 78. GIMMICKS
  • 79. UNSOLICITED
  • 80. NASTY
  • 81. 3RD PARTY
  • 82. SELL
  • 83. why are you saying that to me?
  • 84. CTAS ARE SENSITIVE
  • 85. Source: Michael Aagard, ContentVerve.com
  • 86. Get more done. No Gimmicks, no credit card. removing “gimmicks” resulted in a conversion lift of 25%
  • 87. if you give me CAUSE TO PAUSE I might not convert
  • 88. YOU’RE GOING THE WRONG WAY
  • 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. 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. 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. campaign goal download a whitepaper
  • 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. 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. congruence also relates to trust
  • 96. silence is better than bullshit
  • 97. …leveraging authentic trust signals, transparency and verifiable social commentary to increase conversions. CREDIBILITY CCD principle #5
  • 98. some ways to use testimonials
  • 99. video vs. text video version conversion lift of 25%
  • 100. clarity vs. credibility
  • 101. social proof is MEANINGLESS*
  • 102. TRUST SIGNALS are the most subjective element on your landing page
  • 103. FOCUSED
  • 104. CONTEXTUAL
  • 105. CLEAR
  • 106. ALIGNED
  • 107. BELIEVABLE
  • 108. ?
  • 109. THERE’S NO F#@KING WAY I’M USING THIS SLIDE
  • 110. we need to understand the motivation
  • 111. what is the number 1 question asked during webinars?
  • 112. “Are you going to send out a recording afterwards?”
  • 113. the safety net statement
  • 114. add some urgency vs. +9.4%
  • 115. so what’s next?
  • 116. please sir, I’d like some more
  • 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. 2,500 webinar registrants 40% completed the post- conversion action 1,100 new blog subscribers just for asking
  • 119. are we done?
  • 120. no
  • 121. what does a delightful landing page look like?
  • 122. delightful!
  • 123. SHARE. RENT. TRADE. THIRD PARTIES.
  • 124. you’re welcome salesforce
  • 125. please remember
  • 126. NSAMCWADLP
  • 127. CTAS ARE SENSITIVE
  • 128. silence is better than bullshit
  • 129. testyourmonials
  • 130. that’s how to make delightful marketing experiences
  • 131. let’s make marketing delightful
  • 132. thank you