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.
12. A SET OF 7 PROVEN
DESIGN PATTERNS!
THAT INCREASE
CONVERSIONS
CCD is
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. 1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
20. let’s look at some
example B2B searches
and PPC landing
experiences
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26. 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
41. let’s click another ad
this one’s from Google
they should know how to do it right.
Right?
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45. …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
46. let’s click another ad
and look at how closely the landing page
headline matches the ad
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