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 & Launch with JIRA.

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 CAMPAIGNS THE ATTENTION RATIO SHOULD BE 1:1

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 THINK THIS PAGE LOOKED TRUSTWORTHY?

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?

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?

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?

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