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THE LANDING PAGE MANIFESTO@OliGardner #searchlove
I LOVE BEING MARKETED TO
I LOVE BEING MARKETED TO SAID NO ONE
I LOVE BEING MARKETED TO SAID NO ONE EVER-JESS3
thou shalt not http://www.pixelmator.com/tutorials/effects/vintage-photo-look-in-pixelmator/ do the bad shit
thou shalt http://www.wallpaperscastle.com/ london-illustration-desktop- wallpaper.html do the good shit
thou shalt not FOLLOW the wikipedia DESIGN guidelines #1
project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage...
ATTENTION RATIO THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO THE NUMBER OF THINGS YOU SHOULD BE DOING.
ATTENTION RATIO THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO THE NUMBER OF THINGS YOU SHOULD BE DOING. FOR MARKETING ...
what if the ad went to a dedicated landing page?
attention ratio 10:1 attention ratio 1:1
WHEN ATTENTION RATIO GOES DOWN, ! CONVERSION RATES GO UP
worst landing page ever
thou shalt #2 leave your stank on everything you touch
ATTENTION RATIO 163:1
ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS
OUT OF 1,569 WORDS ZERO MENTION OF LANDING PAGES
8% OF MEN ARE COLOUR BLIND
CONTEXT IS LIKE VELCRO THE MORE YOU HAVE, THE MORE YOU CAN HOLD ON TO
thou shalt not speak in tongues like a Scottish drunk #3
take a look at this landing page
close your eyes
btw, you’re not alone
I asked 20 people “what is this page about?”
W D-40 automation app? CLOUD-BASED CRM WTF?
what do they actually do?
iDontKnow
IF 20 PEOPLE THINK YOU’RE FULL OF SHIT YOU PROBABLY ARE
http://www.fanpop.com/clubs/disney-princess/images/36571769/title/walt-disney-fan-art-queen-elsa-photo
***********************************
PASSWORDS MUST CONTAIN AT LEAST SIX CHARACTERS
MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO
WHAT DO YOU THINK THIS PAGE IS ABOUT? WHAT DO YOU EXPECT TO HAPPEN IF YOU CLICK ON THE CALL TO ACTION (BUTTON)? DID YOU TH...
WHAT DO YOU THINK THIS PAGE IS ABOUT? WHAT DO YOU EXPECT TO HAPPEN IF YOU CLICK ON THE CALL TO ACTION (BUTTON)? DID YOU TH...
WHAT DO YOU THINK THIS PAGE IS ABOUT? WHAT DO YOU EXPECT TO HAPPEN IF YOU CLICK ON THE CALL TO ACTION (BUTTON)? DID YOU TH...
WHAT DO YOU THINK THIS PAGE IS ABOUT? WHAT DO YOU EXPECT TO HAPPEN IF YOU CLICK ON THE CALL TO ACTION (BUTTON)? DID YOU TH...
thou shalt #4 embrace friction
DON’T DESIGN EXPERIENCES TO ACQUIRE CUSTOMERS
DESIGN EXPERIENCES TO ACQUIRE YOUR IDEAL CUSTOMERS
thou shalt not MENTION GLUE IN THE PRESENCE OF HORSES #5
THAT’S MICHAEL AAGAARD DOING THE ALS ICE BUCKET CHALLENGE
THAT’S MICHAEL AAGAARD DOING THE ALS ICE BUCKET CHALLENGE
SPAM
UNSOLICITED
NASTY
3RD PARTY
SELL
STOP WORDS
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%
thou shalt #6 tip cows in the right direction
GO WORDS
what’s the number 1 question asked during webinars?
are you going to send a recording afterwards?
use a safety net statement
once and done?
thou shalt not invite your friends to dinner if they’re assholes #7
silence is better than bullshit
some ways to increase conversions with trust signals
video vs. textvideo won by 25%
my face won by 64%
credibility lost by 6%
SOCIAL PROOF IS BULLSHIT
SOCIAL PROOF CAN BE BULLSHIT
testyourmonials TM
thou shalt #8 be captain obvious
DESIGN rules
design RULES
WE’RE HITTING ABOVE THE HEAD RIGHT?
thou shalt not WRITE irrelevant call-to-action copy #9
YOUR CALL TO ACTION SHOULD COMPLETE THE SENTENCE I WANT TO _________
I WANT TO BREAK FREE
I WANT TO HOLD YOUR HAND
I WANT TO MARRY PRINCE HARRY
I WANT TO SUBMIT
thou shalt #10 NSAMCWADLP
thank you! @oligardner
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
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Searchlove London | Oli Gardner, 'The Landing Page Manifesto'

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In the only landing page session you’ll need to attend this year, Oli will deliver the 10 commandments of high-converting landing pages. You’ll see how to use contextual design and the psychology of conversion to build search marketing experiences that elevate your brand as well as your conversion rates. Watch as Oli tears bad experiences into a bloody mess before reconstructing them with a little conversion love.

Published in: Marketing
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  • Yes I'd love to see hear the audio when it's available. I followed @distilled (took me to a Slideshare page?) so I hope that's all I need to do to get the update.
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Searchlove London | Oli Gardner, 'The Landing Page Manifesto'

  1. THE LANDING PAGE MANIFESTO@OliGardner #searchlove
  2. I LOVE BEING MARKETED TO
  3. I LOVE BEING MARKETED TO SAID NO ONE
  4. I LOVE BEING MARKETED TO SAID NO ONE EVER-JESS3
  5. thou shalt not http://www.pixelmator.com/tutorials/effects/vintage-photo-look-in-pixelmator/ do the bad shit
  6. thou shalt http://www.wallpaperscastle.com/ london-illustration-desktop- wallpaper.html do the good shit
  7. thou shalt not FOLLOW the wikipedia DESIGN guidelines #1
  8. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
  9. ATTENTION RATIO THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO THE NUMBER OF THINGS YOU SHOULD BE DOING.
  10. ATTENTION RATIO THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO THE NUMBER OF THINGS YOU SHOULD BE DOING. FOR MARKETING CAMPAIGNS THE ATTENTION RATIO SHOULD BE 1:1
  11. what if the ad went to a dedicated landing page?
  12. attention ratio 10:1 attention ratio 1:1
  13. WHEN ATTENTION RATIO GOES DOWN, ! CONVERSION RATES GO UP
  14. worst landing page ever
  15. thou shalt #2 leave your stank on everything you touch
  16. ATTENTION RATIO 163:1
  17. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS
  18. OUT OF 1,569 WORDS ZERO MENTION OF LANDING PAGES
  19. 8% OF MEN ARE COLOUR BLIND
  20. CONTEXT IS LIKE VELCRO THE MORE YOU HAVE, THE MORE YOU CAN HOLD ON TO
  21. thou shalt not speak in tongues like a Scottish drunk #3
  22. take a look at this landing page
  23. close your eyes
  24. btw, you’re not alone
  25. I asked 20 people “what is this page about?”
  26. W D-40 automation app? CLOUD-BASED CRM WTF?
  27. what do they actually do?
  28. iDontKnow
  29. IF 20 PEOPLE THINK YOU’RE FULL OF SHIT YOU PROBABLY ARE
  30. http://www.fanpop.com/clubs/disney-princess/images/36571769/title/walt-disney-fan-art-queen-elsa-photo
  31. ***********************************
  32. PASSWORDS MUST CONTAIN AT LEAST SIX CHARACTERS
  33. MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO
  34. WHAT DO YOU THINK THIS PAGE IS ABOUT? WHAT DO YOU EXPECT TO HAPPEN IF YOU CLICK ON THE CALL TO ACTION (BUTTON)? DID YOU THINK THIS PAGE LOOKED TRUSTWORTHY?
  35. WHAT DO YOU THINK THIS PAGE IS ABOUT? WHAT DO YOU EXPECT TO HAPPEN IF YOU CLICK ON THE CALL TO ACTION (BUTTON)? DID YOU THINK THIS PAGE LOOKED TRUSTWORTHY?
  36. WHAT DO YOU THINK THIS PAGE IS ABOUT? WHAT DO YOU EXPECT TO HAPPEN IF YOU CLICK ON THE CALL TO ACTION (BUTTON)? DID YOU THINK THIS PAGE LOOKED TRUSTWORTHY?
  37. WHAT DO YOU THINK THIS PAGE IS ABOUT? WHAT DO YOU EXPECT TO HAPPEN IF YOU CLICK ON THE CALL TO ACTION (BUTTON)? DID YOU THINK THIS PAGE LOOKED TRUSTWORTHY?
  38. thou shalt #4 embrace friction
  39. DON’T DESIGN EXPERIENCES TO ACQUIRE CUSTOMERS
  40. DESIGN EXPERIENCES TO ACQUIRE YOUR IDEAL CUSTOMERS
  41. thou shalt not MENTION GLUE IN THE PRESENCE OF HORSES #5
  42. THAT’S MICHAEL AAGAARD DOING THE ALS ICE BUCKET CHALLENGE
  43. THAT’S MICHAEL AAGAARD DOING THE ALS ICE BUCKET CHALLENGE
  44. SPAM
  45. UNSOLICITED
  46. NASTY
  47. 3RD PARTY
  48. SELL
  49. STOP WORDS
  50. CTAS ARE SENSITIVE
  51. Source: Michael Aagard, ContentVerve.com
  52. Get more done. No Gimmicks, no credit card. removing “gimmicks” resulted in a conversion lift of 25%
  53. thou shalt #6 tip cows in the right direction
  54. GO WORDS
  55. what’s the number 1 question asked during webinars?
  56. are you going to send a recording afterwards?
  57. use a safety net statement
  58. once and done?
  59. thou shalt not invite your friends to dinner if they’re assholes #7
  60. silence is better than bullshit
  61. some ways to increase conversions with trust signals
  62. video vs. textvideo won by 25%
  63. my face won by 64%
  64. credibility lost by 6%
  65. SOCIAL PROOF IS BULLSHIT
  66. SOCIAL PROOF CAN BE BULLSHIT
  67. testyourmonials TM
  68. thou shalt #8 be captain obvious
  69. DESIGN rules
  70. design RULES
  71. WE’RE HITTING ABOVE THE HEAD RIGHT?
  72. thou shalt not WRITE irrelevant call-to-action copy #9
  73. YOUR CALL TO ACTION SHOULD COMPLETE THE SENTENCE I WANT TO _________
  74. I WANT TO BREAK FREE
  75. I WANT TO HOLD YOUR HAND
  76. I WANT TO MARRY PRINCE HARRY
  77. I WANT TO SUBMIT
  78. thou shalt #10 NSAMCWADLP
  79. thank you! @oligardner

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