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I GIVE A SH!T !
ABOUT YOUR CONVERSION RATES
@OliGardner
OF LANDING
EXPERIENCES
98%
SUCK
marketers are
DISRESPECTING!
the ad click
millions of searches
END IN BAD
EXPERIENCES!
every day
how do we fix this?
by delivering
delightful
landing experiences
is this next page
a delightful
experience?
YOU FOUND IT!
!
Yes I did.
!
By searching for
worst landing
page ever
the solution is…
CONVERSION
CENTERED
DESIGN
USING
A SET OF 7 PROVEN
DESIGN PATTERNS!
THAT INCREASE
CONVERSIONS
CCD is
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
let’s look at some
example B2B searches
and PPC landing
experiences
project management software for teams
Project Mgmt Software!
quickbase.intuit.com/
Be Instantly Productive With 200+
Custo...
this homepage
HAS 80 LINKS!
competing for attention
with our campaign goal
Attention
Ratio!
80:1
ATTENTION RATIO
…the ratio of interactive elements
(links) on the page, to the number
of campaign conversion goals
(which ...
Your campaign is lost amidst!
the Toothpaste Trance
“Hey honey, can you text me a
photo of the toothpaste we use?”
The likelihood of someone finding
what you want them to find is slim.
what if the ad went to a
landing page?
Attention
Ratio!
1:1
delightful!
so easy to fix
IT’S STUPID
Attention Ratio
A/B test case study
6:1
1:16:1
1:16:1
3.71%
1:16:1
3.71% 5.28% +42.3%
AS ATTENTION RATIO
GOES DOWN, !
CONVERSION RATES
GO UP
let’s click another ad
this one’s from Google
they should know how to do it right.
Right?
project management software for teams
Business Tools for Teams!
www.google.com/apps/business
Get email, calendar, docs & m...
oh dear
WTF GOOGLE!!
that’s nothing to do with
what I searched for
…the bond that exists between the pre-
click experience and the corresponding
post-click landing experience.
!
(Message Ma...
let’s click another ad
and look at how closely the landing page
headline matches the ad
project management software for teams
Simple Project Management!
www.smartsheet.com/
2,000,000 people tried Smartsheet®.
N...
Perfect!
Message!
Match
THE TOPHER GRACE EFFECT
how about B2C?
next day flower delivery
Next Day Flower Deliveries UK!
www.iflorist.co.uk/NextDayFlowers
Get 10% Off A Beautiful Range Of
F...
zero mention of
next day delivery
award for
SHITTIEST!
LANDING!
EXPERIENCE
perhaps
every marketing
campaign needs a
dedicated
landing page
let’s make our
landing experiences
delightful
follow me on Twitter
@oligardner
How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]
How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]
How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]
How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]
How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]
How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]
How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]
How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]
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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.

Slide deck is from Hero Conference 2014.

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

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