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.
30. 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
31. “Hey honey, can you text me a
photo of the toothpaste we use?”
32.
33.
34. what if the ad went to a
dedicated landing page?
44. project management software for teams
Business Tools for Teams
www.google.com/apps/business
Get email, calendar, docs & more
built for team productivity.
47. …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
65. 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!
78. …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.
91. …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
98. 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!
100. 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!
101. 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!
112. …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
149. 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