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Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
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Oli Gardner SMD Warsaw 2014 - Advanced Landing Page Optimization With Conversion Centered Design

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Landing pages are an essential part of every marketing campaign, yet most marketers are still doing it wrong. Learn how to use Conversion Centered Design to build landing experiences that convert more …

Landing pages are an essential part of every marketing campaign, yet most marketers are still doing it wrong. Learn how to use Conversion Centered Design to build landing experiences that convert more prospects into customers and gain a big competitive advantage. This session will give you actionable insights for increasing the conversion rate of your PPC campaigns, and how to design high-converting lead gen pages.

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  • 1. I GIVE A SH!T @OliGardner #smdwarsaw! 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 than! CTA 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. let’s look at some “marketing”
  • 20. B2B LANDING EXPERIENCES
  • 21. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
  • 22. 130 LINKS competing for attention with our campaign goal
  • 23. Attention Ratio! 130:1!
  • 24. 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
  • 25. “Hey honey, can you text me a photo of the toothpaste we use?”
  • 26. what if the ad went to a dedicated landing page?
  • 27. Attention Ratio! 1:1!
  • 28. delightful!
  • 29. 1:1!6:1! 3.71%! 5.28%!+42.3%!
  • 30. conversion lift +78%
  • 31. 6 options 24 options 10x people bought jam Source: S.S. Iyengar and M. R. Leper 2000
  • 32. AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
  • 33. landing pages ask a yes/no question
  • 34. don’t make me think
  • 35. project management software for teams Business Tools for Teams www.google.com/apps/business Get email, calendar, docs & more built for team productivity.
  • 36. WTF GOOGLE!! you broke the scent trail
  • 37. …the bond that exists between the pre-click experience and the corresponding post-click landing experience. Consists of Message Match & Design Match CONVERSION COUPLING CCD principle #2
  • 38. let’s click another ad
  • 39. free help desk software! The #1 Free Helpdesk Tool!! www.freshdesk.com/! Ticketing, kbase, forums & more. ! Signup for a free 30-day trial,now!!
  • 40. Great! Message! Match!
  • 41. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
  • 42. A Facebook Ad
  • 43. The Landing Page
  • 44. Let’s try that again
  • 45. A Facebook Ad
  • 46. The Landing Page
  • 47. your homepage IS NOT DESIGNED for campaign traffic
  • 48. BRAND CENTRAL STATION
  • 49. strong message match can improve your quality score
  • 50. B2C LANDING EXPERIENCES
  • 51. 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!
  • 52. ZERO mention of next day delivery
  • 53. award for SHITTIEST! LANDING! EXPERIENCE! perhaps
  • 54. a real life example
  • 55. NEVER START A MARKETING CAMPAIGN without a dedicated landing page
  • 56. also known as the NSAMCWADLP! principle
  • 57. take a look at this landing page
  • 58. first impressions?
  • 59. THE BULLSHIT! DETECTOR!
  • 60. close your eyes
  • 61. …the ability to quickly and clearly communicate the purpose of your page to an impatient visitor. CLARITY CCD principle #3 NO BULLSHIT. NO ACRONYMS. DON’T MAKE ME THINK.
  • 62. ATTENTION-DRIVEN DESIGN ILLUMINATES OUR FAILINGS AS COPYWRITERS
  • 63. clarity is great
  • 64. unless you’re being clear about the wrong things
  • 65. SPAM
  • 66. GIMMICKS
  • 67. UNSOLICITED
  • 68. NASTY
  • 69. 3RD PARTY
  • 70. SELL
  • 71. STOP WORDS
  • 72. YOU’RE GOING THE WRONG WAY
  • 73. …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
  • 74. CTAS ARE SENSITIVE
  • 75. Source: Michael Aagard, ContentVerve.com
  • 76. Get more done. No Gimmicks, no credit card. removing “gimmicks” resulted in a conversion lift of 25%
  • 77. A methodology for landing page content alignment
  • 78. 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!
  • 79. 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!
  • 80. campaign goal download a whitepaper
  • 81. 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!
  • 82. 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!
  • 83. if your visitors need to work they won’t convert
  • 84. context helps
  • 85. ATTENTION RATIO 163:1
  • 86. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS
  • 87. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS ZERO MENTION OF LANDING PAGES
  • 88. oh, and btw
  • 89. 8% OF MEN ARE COLOR BLIND
  • 90. …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 #5a
  • 91. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
  • 92. *I get it wrong too 1 1 Super generic headline THE LANDING PAGE*
  • 93. Losing interest as soon as you get the click. Abandoning your visitors. LAME. DISRESPECTING the click
  • 94. Let’s try that again
  • 95. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
  • 96. Co-branding!1 1 2 Contextual welcome! 2 Author reinforcement! 3 3 THE LANDING PAGE
  • 97. that’s beautiful conversation context!
  • 98. A RESEARCH QUESTION What do you think of our templates?
  • 99. A: How much are they? C: Can I use in Wordpress? B: Where can I download? D: NONE OF THE ABOVE
  • 100. The context was missing
  • 101. …an experience that demonstrates how your offering will be used in the context of your customer’s environment. CONTEXT OF USE CCD principle #5b
  • 102. +45% lift in new trial starts
  • 103. context also relates to trust
  • 104. silence is better than bullshit
  • 105. …leveraging authentic trust signals, transparency and verifiable social commentary to increase conversions. CREDIBILITY CCD principle #6
  • 106. how to use testimonials
  • 107. video vs. text video version conversion lift of 25%
  • 108. clarity vs. credibility
  • 109. social proof is MEANINGLESS!* *I’m kidding. Don’t tweet that!
  • 110. “My wife calls me monkey man… My arms seem to be about 2 inches longer than whoever most off-the-rack shirts are tailored for…” — anonymous
  • 111. TRUST SIGNALS are the most subjective element on your landing page
  • 112. testimonials
  • 113. A/B testimonials
  • 114. focused. matched. clear. aligned. contextual. credible. DONE!
  • 115. PLEASE SIR, I WANT SOME MORE
  • 116. That’s all?
  • 117. what should we ask for?
  • 118. blog - subscribe newsletter - sign up conference - register event - register hangouts on air - get link ecommerce - buy this product - demo ebook - download contest - enter consultancy - request contact product - sign up
  • 119. …designing experiences that leverage post- conversion conversion opportunities. CONTINUANCE CCD principle #7
  • 120. 2,500 webinar registrants 40% completed the post- conversion action 1,100 new blog subscribers just for asking
  • 121. how not to do it
  • 122. example demo registration campaign
  • 123. what does a delightful landing page look like?
  • 124. please remember
  • 125. When it comes to conversion stay away from peacocks and toothpaste!!
  • 126. NSAMCWADLP
  • 127. people have built-in BULLSHIT! DETECTORS
  • 128. CTAS ARE SENSITIVE
  • 129. silence is better than bullshit
  • 130. testyourmonials!
  • 131. CONVERSIONCENTEREDDESIGN that’s
  • 132. thank you try.unbounce.com/warsaw