How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]

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98% of landing experiences from PPC ads are bad. Learn how to create delightful and high-converting landing pages using Conversion Centered Design. …

98% of landing experiences from PPC ads are bad. Learn how to create delightful and high-converting landing pages using Conversion Centered Design.

Slide deck is from Hero Conference 2014.

More in: Design , Marketing , Technology
  • Full Name Full Name Comment goes here.
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  • Why is that woman drinking wine in the toothpaste aisle?

    Also, love the presentation.
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  • Great advice! You really took in consideration the user experience. Kudos to you and the team that broke this down so clearly.
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  • Your slide deck was a good experience. Thank you for bringing attention to some major flaws. I will be looking for theses conversion killers everywhere I click now, especially when I am building my own landing pages.
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  • @AaronKirscht Oh, Aaron. Always causin' a raucous. Blah, blah content strategy blah, blah. Don't you have some Red Hot Shop copy to write? By the way, what kind of conversion did that shit get :)

    Love you, Babe. How's life?
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  • @DavidMelamed There's always exceptions to every rule. I agree that Congruence is key. In fact Congruence is CCD Principle #4 :)

    It all depends on the level of commitment to a certain item. Some things need more consideration and exploration than others, although I'd contend that anything can be addressed on a landing page. Sometimes with a nav that scrolls down a single long page can elicit the same extra value/trust.

    woohoo for Unbounce! :)
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Transcript

  • 1. I GIVE A SH!T ! ABOUT YOUR CONVERSION RATES @OliGardner
  • 2. OF LANDING EXPERIENCES 98% SUCK
  • 3. marketers are DISRESPECTING! the ad click
  • 4. millions of searches END IN BAD EXPERIENCES! every day
  • 5. how do we fix this?
  • 6. by delivering delightful landing experiences
  • 7. is this next page a delightful experience?
  • 8. YOU FOUND IT! ! Yes I did. ! By searching for worst landing page ever
  • 9. the solution is…
  • 10. CONVERSION CENTERED DESIGN USING
  • 11. A SET OF 7 PROVEN DESIGN PATTERNS! THAT INCREASE CONVERSIONS CCD is
  • 12. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
  • 13. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
  • 14. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
  • 15. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
  • 16. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
  • 17. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
  • 18. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
  • 19. let’s look at some example B2B searches and PPC landing experiences
  • 20. project management software for teams Project Mgmt Software! quickbase.intuit.com/ Be Instantly Productive With 200+ Customizable Templates. Try free!
  • 21. this homepage HAS 80 LINKS! competing for attention with our campaign goal
  • 22. Attention Ratio! 80:1
  • 23. 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
  • 24. Your campaign is lost amidst! the Toothpaste Trance
  • 25. “Hey honey, can you text me a photo of the toothpaste we use?”
  • 26. The likelihood of someone finding what you want them to find is slim.
  • 27. what if the ad went to a landing page?
  • 28. Attention Ratio! 1:1
  • 29. delightful!
  • 30. so easy to fix IT’S STUPID
  • 31. Attention Ratio A/B test case study
  • 32. 6:1
  • 33. 1:16:1
  • 34. 1:16:1 3.71%
  • 35. 1:16:1 3.71% 5.28% +42.3%
  • 36. AS ATTENTION RATIO GOES DOWN, ! CONVERSION RATES GO UP
  • 37. let’s click another ad this one’s from Google they should know how to do it right. Right?
  • 38. project management software for teams Business Tools for Teams! www.google.com/apps/business Get email, calendar, docs & more built for team productivity.
  • 39. oh dear WTF GOOGLE!! that’s nothing to do with what I searched for
  • 40. …the bond that exists between the pre- click experience and the corresponding post-click landing experience. ! (Message Match & Design Match) CONVERSION COUPLING CCD principle #2
  • 41. let’s click another ad and look at how closely the landing page headline matches the ad
  • 42. project management software for teams Simple Project Management! www.smartsheet.com/ 2,000,000 people tried Smartsheet®. Nothing to install. Try it free!
  • 43. Perfect! Message! Match
  • 44. THE TOPHER GRACE EFFECT
  • 45. how about B2C?
  • 46. 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
  • 47. zero mention of next day delivery
  • 48. award for SHITTIEST! LANDING! EXPERIENCE perhaps
  • 49. every marketing campaign needs a dedicated landing page
  • 50. let’s make our landing experiences delightful
  • 51. follow me on Twitter @oligardner