I GIVE A SH!T 
@OliGardner #smdwarsaw!
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
than!
CTA	

CTA	

CCD is not…
is better
than!
CTA	

CTA	

CCD is not…
A SET OF 7 PROVEN
DESIGN PATTERNS
THAT INCREASE
CONVERSIONS
CCD is
let’s look at some
“marketing”
B2B
LANDING
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 ...
“Hey honey, can you text me a
photo of the toothpaste we use?”
what if the ad went to a
dedicated landing page?
Attention
Ratio!
1:1!
delightful!
1:1!6:1!
3.71%! 5.28%!+42.3%!
conversion lift
+78%
6 options
24 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
don’t make me think
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
…the bond that exists between the pre-click
experience and the corresponding post-click
landing experience.
Consists of Me...
let’s click another ad
free help desk software!
The #1 Free Helpdesk Tool!!
www.freshdesk.com/!
Ticketing, kbase, forums & more. !
Signup for a f...
Great!
Message!
Match!
project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage...
A Facebook Ad
The
Landing
Page
Let’s try that again
A Facebook Ad
The
Landing
Page
your homepage
IS NOT
DESIGNED
for campaign traffic
BRAND CENTRAL STATION
strong message match can
improve your quality score
B2C
LANDING
EXPERIENCES
next day flower delivery!
Next Day Flower Deliveries UK!
www.iflorist.co.uk/NextDayFlowers!
Get 10% Off A Beautiful Range Of...
ZERO
mention of
next day delivery
award for
SHITTIEST!
LANDING!
EXPERIENCE!
perhaps
a real life example
NEVER START A
MARKETING
CAMPAIGN
without a
dedicated landing page
also known as the 
NSAMCWADLP!
principle
take a look at this landing page
first impressions?
THE
BULLSHIT!
DETECTOR!
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
STOP
WORDS
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...
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%
A methodology for landing page content alignment
Page Element! Content! Score!
Headline!
Subhead!
Hero shot!
Intro!
Bullets!
Form header!
!
Form fields!
Testimonial!
Learn ...
Page Element! Content! Score!
Headline! Ocean of data instantly become security intelligence
Subhead! Whitepaper download:...
campaign goal
download a whitepaper
Page Element! Content! Score!
Headline! Ocean of data instantly become security intelligence
Subhead! Whitepaper download:...
Page Element! Content! Score!
Headline! Ocean of data instantly become security intelligence
 0!
Subhead! Whitepaper downl...
if your visitors need to work
they won’t convert
context helps
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*
Losing interest as soon as you get the click.
Abandoning your visitors.
LAME.
DISRESPECTING
the click
Let’s try that again
THE CLICK SOURCE
The Smart Marketers Landing Page Conversion Course
Co-branding!1	

1	

2	

Contextual
welcome!
2	

Author
reinforcement!
3	

3	

THE LANDING PAGE
that’s beautiful
conversation context!
A RESEARCH QUESTION
What do
you think
of our
templates?
A: How much are they?
C: Can I use in Wordpress?
B: Where can I download?
D: NONE OF THE ABOVE
The context was missing
…an experience that demonstrates how
your offering will be used in the context of
your customer’s environment.
CONTEXT OF ...
+45% lift
in new trial starts
context also
relates to trust
silence is better
than bullshit
…leveraging authentic trust signals,
transparency and verifiable social
commentary to increase conversions.
CREDIBILITY
CCD...
how to use testimonials
video vs. text
video version
conversion lift of 25%
clarity vs. credibility
social proof is
MEANINGLESS!*
*I’m kidding. Don’t tweet that!
“My wife calls me monkey man… My
arms seem to be about 2 inches
longer than whoever most off-the-rack
shirts are tailored ...
TRUST SIGNALS
are the most subjective element
on your landing page
testimonials
A/B testimonials
focused.
matched.
clear.
aligned. 
contextual. 
credible.
DONE!
PLEASE SIR, I WANT SOME MORE
That’s all?
what should we ask for?
blog - subscribe
newsletter - sign up
conference - register
event - register
hangouts on air - get link
ecommerce - buy th...
…designing experiences that leverage post-
conversion conversion opportunities.
CONTINUANCE
CCD principle #7
2,500 webinar registrants
40% completed the post-
conversion action
1,100 new blog subscribers
just for asking
how not to do it
example
demo 
registration
campaign
what does a
delightful landing page
look like?
please remember
When it comes to
conversion stay away
from peacocks and
toothpaste!!
NSAMCWADLP
people have built-in
BULLSHIT!
DETECTORS
CTAS
ARE SENSITIVE
silence is better
than bullshit
testyourmonials!
CONVERSIONCENTEREDDESIGN
that’s
thank you
try.unbounce.com/warsaw
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
Oli Gardner  SMD Warsaw 2014  - Advanced Landing Page Optimization With Conversion Centered Design
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 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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Oli Gardner SMD Warsaw 2014 - Advanced Landing Page Optimization With Conversion Centered Design

  1. 1. I GIVE A SH!T @OliGardner #smdwarsaw! 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 than! CTA 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. let’s look at some “marketing”
  20. 20. B2B LANDING EXPERIENCES
  21. 21. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
  22. 22. 130 LINKS competing for attention with our campaign goal
  23. 23. Attention Ratio! 130:1!
  24. 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. 25. “Hey honey, can you text me a photo of the toothpaste we use?”
  26. 26. what if the ad went to a dedicated landing page?
  27. 27. Attention Ratio! 1:1!
  28. 28. delightful!
  29. 29. 1:1!6:1! 3.71%! 5.28%!+42.3%!
  30. 30. conversion lift +78%
  31. 31. 6 options 24 options 10x people bought jam Source: S.S. Iyengar and M. R. Leper 2000
  32. 32. AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
  33. 33. landing pages ask a yes/no question
  34. 34. don’t make me think
  35. 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. 36. WTF GOOGLE!! you broke the scent trail
  37. 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. 38. let’s click another ad
  39. 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. 40. Great! Message! Match!
  41. 41. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
  42. 42. A Facebook Ad
  43. 43. The Landing Page
  44. 44. Let’s try that again
  45. 45. A Facebook Ad
  46. 46. The Landing Page
  47. 47. your homepage IS NOT DESIGNED for campaign traffic
  48. 48. BRAND CENTRAL STATION
  49. 49. strong message match can improve your quality score
  50. 50. B2C LANDING EXPERIENCES
  51. 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. 52. ZERO mention of next day delivery
  53. 53. award for SHITTIEST! LANDING! EXPERIENCE! perhaps
  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. take a look at this landing page
  58. 58. first impressions?
  59. 59. THE BULLSHIT! DETECTOR!
  60. 60. close your eyes
  61. 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. 62. ATTENTION-DRIVEN DESIGN ILLUMINATES OUR FAILINGS AS COPYWRITERS
  63. 63. clarity is great
  64. 64. unless you’re being clear about the wrong things
  65. 65. SPAM
  66. 66. GIMMICKS
  67. 67. UNSOLICITED
  68. 68. NASTY
  69. 69. 3RD PARTY
  70. 70. SELL
  71. 71. STOP WORDS
  72. 72. YOU’RE GOING THE WRONG WAY
  73. 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. 74. CTAS ARE SENSITIVE
  75. 75. Source: Michael Aagard, ContentVerve.com
  76. 76. Get more done. No Gimmicks, no credit card. removing “gimmicks” resulted in a conversion lift of 25%
  77. 77. A methodology for landing page content alignment
  78. 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. 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. 80. campaign goal download a whitepaper
  81. 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. 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. 83. if your visitors need to work they won’t convert
  84. 84. context helps
  85. 85. ATTENTION RATIO 163:1
  86. 86. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS
  87. 87. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS ZERO MENTION OF LANDING PAGES
  88. 88. oh, and btw
  89. 89. 8% OF MEN ARE COLOR BLIND
  90. 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. 91. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
  92. 92. *I get it wrong too 1 1 Super generic headline THE LANDING PAGE*
  93. 93. Losing interest as soon as you get the click. Abandoning your visitors. LAME. DISRESPECTING the click
  94. 94. Let’s try that again
  95. 95. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
  96. 96. Co-branding!1 1 2 Contextual welcome! 2 Author reinforcement! 3 3 THE LANDING PAGE
  97. 97. that’s beautiful conversation context!
  98. 98. A RESEARCH QUESTION What do you think of our templates?
  99. 99. A: How much are they? C: Can I use in Wordpress? B: Where can I download? D: NONE OF THE ABOVE
  100. 100. The context was missing
  101. 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. 102. +45% lift in new trial starts
  103. 103. context also relates to trust
  104. 104. silence is better than bullshit
  105. 105. …leveraging authentic trust signals, transparency and verifiable social commentary to increase conversions. CREDIBILITY CCD principle #6
  106. 106. how to use testimonials
  107. 107. video vs. text video version conversion lift of 25%
  108. 108. clarity vs. credibility
  109. 109. social proof is MEANINGLESS!* *I’m kidding. Don’t tweet that!
  110. 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. 111. TRUST SIGNALS are the most subjective element on your landing page
  112. 112. testimonials
  113. 113. A/B testimonials
  114. 114. focused. matched. clear. aligned. contextual. credible. DONE!
  115. 115. PLEASE SIR, I WANT SOME MORE
  116. 116. That’s all?
  117. 117. what should we ask for?
  118. 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. 119. …designing experiences that leverage post- conversion conversion opportunities. CONTINUANCE CCD principle #7
  120. 120. 2,500 webinar registrants 40% completed the post- conversion action 1,100 new blog subscribers just for asking
  121. 121. how not to do it
  122. 122. example demo registration campaign
  123. 123. what does a delightful landing page look like?
  124. 124. please remember
  125. 125. When it comes to conversion stay away from peacocks and toothpaste!!
  126. 126. NSAMCWADLP
  127. 127. people have built-in BULLSHIT! DETECTORS
  128. 128. CTAS ARE SENSITIVE
  129. 129. silence is better than bullshit
  130. 130. testyourmonials!
  131. 131. CONVERSIONCENTEREDDESIGN that’s
  132. 132. thank you try.unbounce.com/warsaw
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