Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Frankenpage: Using 1,000,000 Little Pieces of Data + Design to Reverse Engineer the Perfect Landing Page

5,988 views

Published on

Oli Gardner - The Inbounder Global Conference 2018

Published in: Marketing
  • If you want a girl to "chase" you, then you have to use the right "bait". We discovered 4 specific things that FORCE a girl to chase after you and try to win YOU over. copy and visiting...  http://t.cn/AiurDrZp
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Sex in your area is here: www.bit.ly/sexinarea
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dating for everyone is here: www.bit.ly/2AJerkH
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Sex in your area for one night is there tinyurl.com/hotsexinarea Copy and paste link in your browser to visit a site)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Girls for sex are waiting for you https://bit.ly/2TQ8UAY
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Frankenpage: Using 1,000,000 Little Pieces of Data + Design to Reverse Engineer the Perfect Landing Page

  1. 1. frankenpage @oligardner #theinbounder using 1,000,000 little pieces of data + design to reverse engineer the perfect landing page
  2. 2. frankenpage @oligardner #theinbounder using 1,000,000 little pieces of data + design to reverse engineer the perfect landing page
  3. 3. data design @oligardner #theinbounder
  4. 4. design matters
  5. 5. design creates joy
  6. 6. design reduces confusion
  7. 7. data-informed design
  8. 8. data-informed design accelerates delight @oligardner #theinbounder
  9. 9. ughnng grbugg frrarn
  10. 10. i have rubber skin
  11. 11. you need to do better
  12. 12. video height form distance from top is free a good word? persuasion video width primary headline l a b e l c o p y a. d. d. number of times the word ‘because’ is used on the page button CTA copy # of form fields the subhead flip click px # of fields my vs. your % click here long vs. short v i d e o e n g a g e m e n t inline labels i n f l u e n c e manipulation ghost buttons sliders download vs download now trust delight average c t a design for ideal persuasion
  13. 13. video height form distance from top is free a good word? persuasion video width primary headline l a b e l c o p y a. d. d. number of times the word ‘because’ is used on the page button CTA copy # of form fields the subhead flip click px # of fields my vs. your % click here long vs. short v i d e o e n g a g e m e n t inline labels i n f l u e n c e manipulation ghost buttons sliders download vs download now trust delight average c t a design for ideal persuasion
  14. 14. the anatomy of a frankenpage Image credit: Peter Zoppi (zopfx.com) - used with permission part one
  15. 15. Frank
  16. 16. Frankworld’s best looking monster
  17. 17. #1 MARKETING PLATFORM TM TM MARKETING SOFTWARE FUEL YOUR BRAND!
  18. 18. MARKET DOMINATION AWARD WINNING MARKETING SOFTWARE
  19. 19. MARKETING SOFTWARE MARKETING INNOVATION TECHNOLOGY! #1 MARKETING PLATFORM TM
  20. 20. 5,381!! TM
  21. 21. they are not unique
  22. 22. SLIDES, TOOLS & NOTES ARE HERE bit.ly/og-dal
  23. 23. UNIQUE VALUE PROPOSITIONS frankenpage > anatomy > Value proposition @OliGardner #theinbounder
  24. 24. clarityis the most important aspect of the conversion equation
  25. 25. @oligardner #theinbounder bit.ly/og-mad THE CLARITY EQUATION ( 1/( (2*ATFL+BTFL) - 2*(ALL+AAL+AMCTA+ALBL+ADL) - (BLL+BAAL+BMCTA+BLBL+BDL)) ) + (TCIS / TPC*2) + (( (RE/ 100) + (1 - HSAC/HSWC) + ( (CR<=7) ? CR/10 : 0.7+(0.0214*(CR-7)); + HBV?0:1; ) /2) + ((RWC/TWC + HNC?1:0 ) /2) + ((1/1+|16-FS|) + (1/1+(|685-PW|/100)) + (1/1+|ILH-LH|) / 3) ) /5) + (((IGS/TPC*2+LGS/TPC*2)/2)*5 + (IB?1:0;) + (II? (IFB?1:0;):1;) / 7) + (WITTS/(TPC*2)) + (VES/RES) + (HWC/WC) Clarity = ATFL = Above The Fold Links AATFL = Acceptable ATFL CIS = CTA Isolation Score RS = Readability Score AC = Acronym Count WC = Word Count CR = Contrast Ratio MRFR = Motion Reading Facility Score FS = Font Size LH = Line Height LW = Line Width IGS = Isolated Graphic Score LGS = Labelled Graphic Score WTFIT = WTF Is That 5-Sec Test LST = Labelling Test Score VES = Visible Enumerable Specs RES = Required Enumerable Specs HWC = Hyperbolic Word Count
  26. 26. Readability = Distraction = Expectation = Immediacy = Specificity = VES/RES Visual Identification = Hyperbole = HWC/TWC THE CLARITY EQUATION 1/( (2*ATFL+BTFL) - 2*(ALL+AAL+AMCTAL+ALBL+ADL) - (BLL+BAAL+BMCTA+BLBL+BDL) ) ((IGS/TPC*2+LGS/TPC*2)/2)*5 + (IB?1:0;) + (II?(IFB?1:0;):1;) / 7 TCIS / TPC*2 ( (RE/100) + (1 - HSAC/HSWC) + ( (CR<=7) ? CR/10 : 0.7+(0.0214*(CR-7)); + HBV?0:1; ) /2) + ((3*(RWC/TWC) + HNC?1:0 ) /4) + ((1/1+|16-FS|) + (1/1+(|685- PW|/100)) + (1/1+|ILH-LH|) / 3) ) /5 WITTS/(TPC*2)
  27. 27. Readability = Distraction = Expectation = Immediacy = Specificity = VES/RES Visual Identification = Hyperbole = HWC/TWC THE CLARITY EQUATION 1/( (2*ATFL+BTFL) - 2*(ALL+AAL+AMCTAL+ALBL+ADL) - (BLL+BAAL+BMCTA+BLBL+BDL) ) ((IGS/TPC*2+LGS/TPC*2)/2)*5 + (IB?1:0;) + (II?(IFB?1:0;):1;) / 7 TCIS / TPC*2 ( (RE/100) + (1 - HSAC/HSWC) + ( (CR<=7) ? CR/10 : 0.7+(0.0214*(CR-7)); + HBV?0:1; ) /2) + ((3*(RWC/TWC) + HNC?1:0 ) /4) + ((1/1+|16-FS|) + (1/1+(|685- PW|/100)) + (1/1+|ILH-LH|) / 3) ) /5 WITTS/(TPC*2) D
  28. 28. Readability = Distraction = Expectation = Immediacy = Specificity = VES/RES Visual Identification = Hyperbole = HWC/TWC THE CLARITY EQUATION 1/( (2*ATFL+BTFL) - 2*(ALL+AAL+AMCTAL+ALBL+ADL) - (BLL+BAAL+BMCTA+BLBL+BDL) ) ((IGS/TPC*2+LGS/TPC*2)/2)*5 + (IB?1:0;) + (II?(IFB?1:0;):1;) / 7 TCIS / TPC*2 ( (RE/100) + (1 - HSAC/HSWC) + ( (CR<=7) ? CR/10 : 0.7+(0.0214*(CR-7)); + HBV?0:1; ) /2) + ((3*(RWC/TWC) + HNC?1:0 ) /4) + ((1/1+|16-FS|) + (1/1+(|685- PW|/100)) + (1/1+|ILH-LH|) / 3) ) /5 WITTS/(TPC*2) E
  29. 29. Readability = Distraction = Expectation = Immediacy = Specificity = VES/RES Visual Identification = Hyperbole = HWC/TWC THE CLARITY EQUATION 1/( (2*ATFL+BTFL) - 2*(ALL+AAL+AMCTAL+ALBL+ADL) - (BLL+BAAL+BMCTA+BLBL+BDL) ) ((IGS/TPC*2+LGS/TPC*2)/2)*5 + (IB?1:0;) + (II?(IFB?1:0;):1;) / 7 TCIS / TPC*2 ( (RE/100) + (1 - HSAC/HSWC) + ( (CR<=7) ? CR/10 : 0.7+(0.0214*(CR-7)); + HBV?0:1; ) /2) + ((3*(RWC/TWC) + HNC?1:0 ) /4) + ((1/1+|16-FS|) + (1/1+(|685- PW|/100)) + (1/1+|ILH-LH|) / 3) ) /5 WITTS/(TPC*2) R
  30. 30. Readability = Distraction = Expectation = Immediacy = Specificity = VES/RES Visual Identification = Hyperbole = HWC/TWC THE CLARITY EQUATION 1/( (2*ATFL+BTFL) - 2*(ALL+AAL+AMCTAL+ALBL+ADL) - (BLL+BAAL+BMCTA+BLBL+BDL) ) ((IGS/TPC*2+LGS/TPC*2)/2)*5 + (IB?1:0;) + (II?(IFB?1:0;):1;) / 7 TCIS / TPC*2 ( (RE/100) + (1 - HSAC/HSWC) + ( (CR<=7) ? CR/10 : 0.7+(0.0214*(CR-7)); + HBV?0:1; ) /2) + ((3*(RWC/TWC) + HNC?1:0 ) /4) + ((1/1+|16-FS|) + (1/1+(|685- PW|/100)) + (1/1+|ILH-LH|) / 3) ) /5 WITTS/(TPC*2) V
  31. 31. Readability = Distraction = Expectation = Immediacy = Specificity = VES/RES Visual Identification = Hyperbole = HWC/TWC THE CLARITY EQUATION 1/( (2*ATFL+BTFL) - 2*(ALL+AAL+AMCTAL+ALBL+ADL) - (BLL+BAAL+BMCTA+BLBL+BDL) ) ((IGS/TPC*2+LGS/TPC*2)/2)*5 + (IB?1:0;) + (II?(IFB?1:0;):1;) / 7 TCIS / TPC*2 ( (RE/100) + (1 - HSAC/HSWC) + ( (CR<=7) ? CR/10 : 0.7+(0.0214*(CR-7)); + HBV?0:1; ) /2) + ((3*(RWC/TWC) + HNC?1:0 ) /4) + ((1/1+|16-FS|) + (1/1+(|685- PW|/100)) + (1/1+|ILH-LH|) / 3) ) /5 WITTS/(TPC*2)I
  32. 32. Readability = Distraction = Expectation = Immediacy = Specificity = VES/RES Visual Identification = Hyperbole = HWC/TWC THE CLARITY EQUATION 1/( (2*ATFL+BTFL) - 2*(ALL+AAL+AMCTAL+ALBL+ADL) - (BLL+BAAL+BMCTA+BLBL+BDL) ) ((IGS/TPC*2+LGS/TPC*2)/2)*5 + (IB?1:0;) + (II?(IFB?1:0;):1;) / 7 TCIS / TPC*2 ( (RE/100) + (1 - HSAC/HSWC) + ( (CR<=7) ? CR/10 : 0.7+(0.0214*(CR-7)); + HBV?0:1; ) /2) + ((3*(RWC/TWC) + HNC?1:0 ) /4) + ((1/1+|16-FS|) + (1/1+(|685- PW|/100)) + (1/1+|ILH-LH|) / 3) ) /5 WITTS/(TPC*2) S
  33. 33. Readability = Distraction = Expectation = Immediacy = Specificity = VES/RES Visual Identification = Hyperbole = HWC/TWC THE CLARITY EQUATION 1/( (2*ATFL+BTFL) - 2*(ALL+AAL+AMCTAL+ALBL+ADL) - (BLL+BAAL+BMCTA+BLBL+BDL) ) ((IGS/TPC*2+LGS/TPC*2)/2)*5 + (IB?1:0;) + (II?(IFB?1:0;):1;) / 7 TCIS / TPC*2 ( (RE/100) + (1 - HSAC/HSWC) + ( (CR<=7) ? CR/10 : 0.7+(0.0214*(CR-7)); + HBV?0:1; ) /2) + ((3*(RWC/TWC) + HNC?1:0 ) /4) + ((1/1+|16-FS|) + (1/1+(|685- PW|/100)) + (1/1+|ILH-LH|) / 3) ) /5 WITTS/(TPC*2) H
  34. 34. Readability = Distraction = Expectation = Immediacy = Specificity = VES/RES Visual Identification = Hyperbole = HWC/TWC THE CLARITY EQUATION 1/( (2*ATFL+BTFL) - 2*(ALL+AAL+AMCTAL+ALBL+ADL) - (BLL+BAAL+BMCTA+BLBL+BDL) ) ((IGS/TPC*2+LGS/TPC*2)/2)*5 + (IB?1:0;) + (II?(IFB?1:0;):1;) / 7 TCIS / TPC*2 ( (RE/100) + (1 - HSAC/HSWC) + ( (CR<=7) ? CR/10 : 0.7+(0.0214*(CR-7)); + HBV?0:1; ) /2) + ((3*(RWC/TWC) + HNC?1:0 ) /4) + ((1/1+|16-FS|) + (1/1+(|685- PW|/100)) + (1/1+|ILH-LH|) / 3) ) /5 WITTS/(TPC*2) D E R V I S H
  35. 35. .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 THE CLARITY EQUATION D E R V I S H
  36. 36. .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H THE CLARITY EQUATION D E R V I S H
  37. 37. .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H THE CLARITY EQUATION D E R V I S H Readability Problem
  38. 38. .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H THE CLARITY EQUATION Readability Problem Immediacy Problem D E R V I S H
  39. 39. .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H THE CLARITY EQUATION Readability Problem Immediacy Problem D E R V I S H Hyperbole Problem
  40. 40. @oligardner #theinbounder bit.ly/og-mad You’ll find a link to the interactive Clarity Equation calculator at bit.ly/og-mad THE CLARITY EQUATION
  41. 41. @oligardner #theinbounder #truthbomb it’s not about our attention span. THE LENGTH OF v
  42. 42. @oligardner #theinbounder #truthbomb it’s not about our attention span. it’s about how our lack of attention changes how we use technology. THE LENGTH OF v
  43. 43. THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T webinar software GO Google.com
  44. 44. PAID AD #1 PAID AD #2 PAID AD #3 PAID AD #4 Google.com THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T
  45. 45. PAID AD #1 Competitor #1 PAID AD #2 PAID AD #3 PAID AD #4 Google.com THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T
  46. 46. Competitor #2 PAID AD #2 PAID AD #3 PAID AD #4 PAID AD #1 Google.com Competitor #1 THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T
  47. 47. Competitor #3Competitor #2 PAID AD #2 PAID AD #3 PAID AD #4 PAID AD #1 Google.com Competitor #1 THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T
  48. 48. PAID AD #2 PAID AD #4 PAID AD #1 You PAID AD #3 Competitor #3Competitor #2Google.com Competitor #1 THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T
  49. 49. Competitor #3 YouCompetitor #2Competitor #1Google.com
  50. 50. @oligardner #theinbounder bit.ly/og-mad Immediacy Can people understand your value proposition within the first few seconds?
  51. 51. Competitor #3 YouCompetitor #2Competitor #1Google.com Use a Five Second Test to Measure First Impressions & Find Clarity Problems
  52. 52. Competitor #3 YouCompetitor #2Competitor #1Google.com I asked 25 test participants: “What product does this company sell?”
  53. 53. Competitor #3 YouCompetitor #2Competitor #1Google.com
  54. 54. Competitor #3 YouCompetitor #2Competitor #1Google.com
  55. 55. Competitor #3 YouCompetitor #2Competitor #1Google.com 8% GOT IT RIGHT “WEBINAR SOFTWARE”
  56. 56. Competitor #3 YouCompetitor #2Google.com
  57. 57. Competitor #3 YouGoogle.com Competitor #2
  58. 58. Competitor #3 YouGoogle.com Competitor #2 44% GOT IT RIGHT
  59. 59. Competitor #3 YouGoogle.com Competitor #2
  60. 60. Competitor #3 YouGoogle.com Competitor #2 12% GOT IT RIGHT
  61. 61. Competitor #3 YouGoogle.com
  62. 62. YouCompetitor #3Google.com
  63. 63. Google.com YouCompetitor #3 44% GOT IT RIGHT
  64. 64. YouGoogle.com Competitor #3 TRIAL PRESENT+ Powerful Webinars Made Easy
  65. 65. Google.com YouCompetitor #3 Trial Present+ POWERFUL WEBINARS MADE EASY
  66. 66. YouGoogle.com Competitor #3 Trial Present+ POWERFUL WEBINARS MADE EASY 68% GOT IT RIGHT
  67. 67. INFORMATION HIERARCHY flip your headlines Reverse the order of your headline and subhead to increase the immediacy of your value proposition clarity. @oligardner #theinbounder
  68. 68. Google.com YouCompetitor #3
  69. 69. Competitor #3 YouGoogle.com 8% GOT IT RIGHT
  70. 70. @oligardner #theinbounder bit.ly/og-mad THE CLARITY EQUATION .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H 0.08
  71. 71. Google.com YouCompetitor #3
  72. 72. Competitor #3 YouGoogle.com
  73. 73. Competitor #3 YouGoogle.com 54% GOT IT RIGHT
  74. 74. @oligardner #theinbounder bit.ly/og-mad THE CLARITY EQUATION .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H 0.54
  75. 75. @oligardner #theinbounder bit.ly/og-mad Distraction Every interactive element or option can be a distraction that prevents people from achieving their goal.
  76. 76. Competitor #3 YouGoogle.com
  77. 77. Competitor #3 YouGoogle.com
  78. 78. Competitor #3 YouGoogle.com 66% GOT IT RIGHT ATTENTION RATIO OF 1:1
  79. 79. @oligardner #theinbounder bit.ly/og-mad THE CLARITY EQUATION .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H 8:1 = 0.125
  80. 80. @oligardner #theinbounder bit.ly/og-mad THE CLARITY EQUATION .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H 0.661
  81. 81. 1:1 13.80% 2:1 11.74% 3:1 10.32% 4:1 8.63% 5:1 9.17% 6:1 8.70% 7:1 7.62% 8:1 9.58% 9:1 6.86% 10:1 5.86% Conversion Rate vs Attention Ratio CONVERSION RATE Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy ATTENTION RATIO
  82. 82. Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates bit.ly/rate-my-page
  83. 83. Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates ATTENTION RATIO OF 5:1 OR HIGHER CONVERSION RATE = 10.5%
  84. 84. Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates ATTENTION RATIO OF 2:1 TO 4:1 CONVERSION RATE = 11.9%
  85. 85. Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates ATTENTION RATIO OF 1:1 CONVERSION RATE = 13.5%
  86. 86. @oligardner #theinbounder distraction is the enemy of conversion As your landing page Attention Ratio goes down (closer to 1:1) your conversion rates go up.
  87. 87. bit.ly/rate-my-page
  88. 88. RESULTS FROM THE FIRST 18,986 LANDING PAGES ANALYZED
  89. 89. 16%
 are driving social traffic with 
 (no open graph 84%
 had images that need compression
 (14% save > 1MB) 20%
 of pages were not secured with SSL
 (54% had forms!) RESULTS FROM THE FIRST 18,986 LANDING PAGES ANALYZED
  90. 90. 16%
 are driving social traffic with 
 (no open graph 20%
 of pages were not secured with SSL
 (54% had forms!) 84%
 had images that need compression
 (14% save > 1MB) RESULTS FROM THE FIRST 18,986 LANDING PAGES ANALYZED
  91. 91. 16%
 are driving social traffic with 
 (no open graph 20%
 of pages were not secured with SSL
 (54% had forms!) 84%
 had images that need compression
 (14% save > 1MB) RESULTS FROM THE FIRST 18,986 LANDING PAGES ANALYZED
  92. 92. @oligardner #theinbounder bit.ly/og-mad Visual Identification When viewed in isolation, can people tell what the image means? Or what the purpose of your product/ service is?
  93. 93. What product do you think this company sells?
  94. 94. What product do you think this company sells? What product do you think this company sells?
  95. 95. What product do you think this company sells? What product do you think this company sells? 6%answeredbusinessloans
  96. 96. What product do you think this company sells?
  97. 97. meeting a guy? doctor consultation a talk show not sure not sure not sure not sure viagra something about old men
  98. 98. What product do you think this company sells?
  99. 99. What product do you think this company sells? What product do you think this company sells? 36%answeredbusinessloans
  100. 100. What product do you think this company sells? What product do you think this company sells? 33%answeredbusinessloans +500%
  101. 101. Sorry Larry
  102. 102. here’s how to fix visual clarity problems
  103. 103. @oligardner #theinbounder bit.ly/og-mad With Caption Embeddable Business Intelligence Reports & Dashboards Without Caption 5 Second Visual Identification Test “What do you think this software does?” 0% 60%
  104. 104. @oligardner #theinbounder bit.ly/og-mad THE CLARITY EQUATION .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H 0.6
  105. 105. bit.ly/og-mad
  106. 106. bit.ly/og-mad
  107. 107. Hero shots & photos of people looking at things frankenpage > anatomy > the hero shot @OliGardner #theinbounder
  108. 108. 8% 5 second test 22% what level? ( Masters ) what course? ( communication management )
  109. 109. design 23 principles of Attention-Driven Design AFFORDANCE ALIGNMENT ANOMALY CONSISTENCY contact CONTINUATION CONTRAST DIRECTION DISTRACTION DOMINANCE ENCAPSULATION GROUPING HIGHLIGHTING INTERRUPTION MOTION NESTING OVERLAPPING PERSPECTIVE PROXIMITY REPETITION SIZE SYMMETRY WHITESPACE
  110. 110. design 23 principles of Attention-Driven Design AFFORDANCE ALIGNMENT ANOMALY CONSISTENCY contact CONTINUATION CONTRAST DIRECTION DISTRACTION DOMINANCE ENCAPSULATION GROUPING HIGHLIGHTING INTERRUPTION MOTION NESTING OVERLAPPING PERSPECTIVE PROXIMITY REPETITION SIZE SYMMETRY WHITESPACE
  111. 111. attention driven design principle #8 direction
  112. 112. Eye contact 8% Staring at headline 16% 5 second test Eye contact 22% Staring at headline 26% what level? ( Masters ) what course? ( communication management )
  113. 113. Eye contact 22% Staring at headline 26% With directional cue 44% Eye contact 8% Staring at headline 16% 5 second test With directional cue 30% what level? ( Masters ) what course? ( communication management )
  114. 114. attention driven design principle #8a (mis)direction
  115. 115. 33% WENT THE WRONG WAY
  116. 116. 3rd Floor 320-328 329-337 33% still WENT THE WRONG WAY
  117. 117. attention driven design principle #4 principle #7 principle #11 principle #21 whitespace + contrast + grouping + interruption
  118. 118. 3rd Floor 320-328 329-337 Grouping Contrast Whitespace
  119. 119. only 8% WENT THE WRONG WAY 3rd Floor 320-328 329-337
  120. 120. 3rd Floor 320-328 329-337 Interruption
  121. 121. 3rd Floor 320-328 329-337 everybody went the right way
  122. 122. when you can identify a design problem you can use A.D.D. principles to solve it
  123. 123. Download the A.D.D. ebook bit.ly/og-mad
  124. 124. Only 30% WENT THE right WAY
  125. 125. 20% then Went the wrong WAY at the second sign
  126. 126. designing a high-converting Lead gen form frankenpage > anatomy > forms @OliGardner #theinbounder
  127. 127. how manY form fields should I use?
  128. 128. 1 17% 2 15.11% 3 11.61% 4 7.18% 5 7.82% 6 7.61% 7 7.58% 8 9.87% 9 10.75% 10 14.69% Conversion Rate vs. Number of Form Fields CONVERSION RATE # OF FORM FIELDS Data mined from the Unbounce landing page database
  129. 129. 1 17% 2 15.11% 3 11.61% 4 7.18% 5 7.82% 6 7.61% 7 7.58% 8 9.87% 9 10.75% 10 14.69% CONVERSION RATE # OF FORM FIELDS if you’re going to have 4 form fields, you should test the business impact of having 7 Data mined from the Unbounce landing page database
  130. 130. 1 17% 2 15.11% 3 11.61% 4 7.18% 5 7.82% 6 7.61% 7 7.58% 8 9.87% 9 10.75% 10 14.69% CONVERSION RATE # OF FORM FIELDS however, extreme motivation will take people through even the longest forms Data mined from the Unbounce landing page database
  131. 131. is it safe for him to be below the fold?
  132. 132. Conversion Rate vs. Form Distance (250px blocks) From Top of Page Data mined from Unbounce landing page data 1 0-250px 5.12% 2 251-500px 9.64% 3 501-750px 11.78% 4 751-1000px 9.52% 5 1001-1500px 8.07% 6 1501-2000px 7% CONVERSION RATEzone 2 zone 3 zone 4 zone 5 zone 6 7 2001-2500px 6.08% ZONE zone 1 best form distance from top is zone 3 666px
  133. 133. encourage hunting Moving your call-to-action down the page can encourage people to explore and see more of your content. @oligardner #theinbounder
  134. 134. Email Address START THE COURSE NOW 41% 65% +59% +15%Your Best Email Address START THE COURSE NOW Work Email Address START THE COURSE NOW Business Email Address START THE COURSE NOW 47% 50% +22%
  135. 135. part two designing for AHA MOMENTS you are not what I expected
  136. 136. @oligardner #theinbounder
  137. 137. AHA #1 - LP beats HP for PPC
  138. 138. AHA #1 - LP beats HP for PPC AHA #2 - DTR increases QS
  139. 139. AHA #1 - LP beats HP for PPC AHA #2 - DTR increases QS AHA #3 - Cut n Paste Rocks!
  140. 140. AHA #1 - LP beats HP for PPC AHA #2 - DTR increases QS AHA #3 - Cut n Paste Rocks! AHA #4 - Mobile Responsive
  141. 141. AHA #1 - LP beats HP for PPC AHA #2 - DTR increases QS AHA #3 - Cut n Paste Rocks! AHA #4 - Mobile Responsive AHA #5 - Zapier Integration
  142. 142. @oligardner #theinbounder Q R A
  143. 143. @oligardner #theinbounder Q R A QUESTIONS: What questions do you have, that when answered could help you create an experience targeted at that AHA moment?
  144. 144. @oligardner #theinbounder Q R A REWARDS: What could you give away to encourage an answer to those questions? QUESTIONS: What questions do you have, that when answered could help you create an experience targeted at that AHA moment?
  145. 145. @oligardner #theinbounder Q R A REWARDS: What could you give away to encourage an answer to those questions? ACCELERANTS: How can you use the answers to create experiences which reduce the time-to-aha? QUESTIONS: What questions do you have, that when answered could help you create an experience targeted at that AHA moment?
  146. 146. @oligardner #theinbounder Choose a Content Object to Gather Required Context
  147. 147. @oligardner #theinbounder QUESTION: What industry category is your business in? Q R A
  148. 148. @oligardner #theinbounder QUESTION: What industry category is your business in? REWARD: Industry-specific Conversion Benchmark Report Data. Q R A
  149. 149. @oligardner #theinbounder Q R A QUESTION: What industry category is your business in? REWARD: Industry-specific Conversion Benchmark Report Data. ACCELERANT: Industry-specific landing page template in videos.
  150. 150. @oligardner #theinbounder Choose a Content Object to Gather Required Context
  151. 151. @oligardner #theinbounder Custom Data Attributes - Adds Context and Meaning
  152. 152. @oligardner #theinbounder Enriched Context - Industry Cookie
  153. 153. Create Content that Amplifies the Context
  154. 154. part three persuasion
  155. 155. what’s THE most persuasive word in the english language?
  156. 156. 19 25.28% 13 19.28% Average Conversion Rate by Occurrences of the Word “Because” 0 10.69% 1 7.30% 3 6.64% Conversion Rate Data pulled from Unbounce database - low sample size used for humour only 2 7.30% 4 5.62%
  157. 157. how persuasive is the word free?
  158. 158. vs Freeno mention of free 10.79% 9.24% -14.3% Data mined from the Unbounce landing page database
  159. 159. vsGet Started Get Started For Free 33.65% 31.42% -6% Data mined from the Unbounce landing page database
  160. 160. the anatomy of a frankenpage part four
  161. 161. video design & engagement frankenpage > anatomy > video @OliGardner #theinbounder
  162. 162. Academics 67% Who should you trust to be in your video? Government 37% CEOs 43% Our Tribes 62% Technical Experts 66% TRUST Stats taken from Captivology - Ben Parr
  163. 163. what about the size of the video player?
  164. 164. Data courtesy of Wistia 540px 400px
  165. 165. Data courtesy of Wistia above the fold
  166. 166. Start 38% 0-10% 36% 11-20% 43% 21-30% 48% 31-40% 27% 41-50% 32% 51-60% 26% 61-70% 47% 71-80% 29% 81-90% 41% 91-100% 19% Turnstile conversion rate by % through video* End 7% CONVERSION RATE *Required field data courtesy of Wistia. Non-required fields convert at approximately 4x lower. Required turnstile leads to 50% increase in engagement. % through video 0% 10% 20% 30% 40% 50% Optimal placement is 20-30% or 60-70% into the video
  167. 167. social proof frankenpage > anatomy > social proof @OliGardner #theinbounder
  168. 168. be careful what you put inside “quotation marks”
  169. 169. THE success of your social proof lies in your ability to demonstrate the transformative effect of the user journey created by your product OR service
  170. 170. “Before taking Megan’s course my photography was decent but not very special. But after lesson 2 on exposure, my understanding of how light works, using ND grad filters, and how to accurately capture light means that I’m no longer freaking out at sunset trying to balance the sky and foreground. The number of great shots I get is about 3x higher.” — Cathy Stancil Photography Before After Holding a camera: authentic image. Specificity Transformative images Transformative text
  171. 171. @oligardner #theinbounder bit.ly/og-mad (RWC/WC + TTV/TP + 1/RS)/3 + ITNTMS?1:0; + ((N? 1:0 + R?1:0 + C?1:0 + D?1:0 + P?1:0)/5 + HL?(HLL? 1:0;):LSC;)/2 + PTF?1:0 + HWC/WC + 1/SII + ((OOT + COT + RTT)/3 + (HTI*5 + HTV*4 + HTW*3)/12 ))/2 + 1/COUI + 1/RI + WTFII + IB?1:0;)/ 11 * 100 Social = Proof RWC = Readable Word Count WC = Word Count TTV = Total Testimonial Views TPV = Total Page Views HL = Has a Link HLL = Has Lightbox Link PTF = Proximal To Feature NRCDP = Name, Role, Company, Date, Publication THE TESTIMONIAL EQUATION HWC = Hyperbolic Word Count SII = Stock Image Index OOT = Object Of Transformation COT = Cause Of Transformation RTT = Respons To Transformation HTI = Has Transformational Images HTV = Has Transformational Video HTW = Has Transformational Text COUI = Context Of Use Index WTFII = What The Fuck Is It? IB = Identifiable Brand LSC = Lower the Score Coefficient ITNTMS = Is The Numerical Transformation Magnitude Shown
  172. 172. The Testimonial Equation Customer Interview Script bit.ly/og-MAD
  173. 173. calls to action (CTAs) frankenpage > anatomy > CTA @OliGardner #theinbounder
  174. 174. Scott Stratten @unmarketing QR Codes Kill Kittens
  175. 175. WTF?
  176. 176. …?
  177. 177. the first rule of CTAs have a F#CK!NG CTA!
  178. 178. but I don’t know what my CTA should say
  179. 179. vsMy Your 12.76% 8.85% -45% *Data mined from the Unbounce landing page database
  180. 180. vsDownload Download Now 12.01% 13.06% +8.7% *Data mined from the Unbounce landing page database
  181. 181. vs ClickNo mention of click 10.51% 15.51% +48% *Data mined from the Unbounce landing page database
  182. 182. vsClick Click Here 15.51% 17.49% +12.8% *Data mined from the Unbounce landing page database
  183. 183. Wistia Annotations vs Wistia CTAs vs Unbounce Forms CTA ANNOTATION FULL-SCREEN CTAs vs vs My vs Your Click vs Click Here Now Click +390% No Click +270% Click Here Click +16.8% No Click +61% Click Here Click +66.4% No Click +48% Click Here My +60%Your My +40.4% Your +44.2% +21.4% No Now Now +35.4%No Now Now +20.2% No Now Now My Your !!! 1 ! No ! +54% 1 ! No ! +38%
  184. 184. it’s time to build the ultimate lead generation frankenpage
  185. 185. it’s time to build the ultimate lead generation frankenpage
  186. 186. Frankworld’s best looking monster
  187. 187. Frankworld’s best looking monster This is the Headline
  188. 188. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity
  189. 189. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity
  190. 190. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity call to action This is the intro paragraph that describes the main features of the product.
  191. 191. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity call to action This is the intro paragraph that describes the main features of the product.
  192. 192. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity call to action This is the intro paragraph that describes the main features of the product.
  193. 193. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity call to action This is the intro paragraph that describes the main features of the product.
  194. 194. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity call to action 540px This is the intro paragraph that describes the main features of the product.
  195. 195. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity call to action 540px 400px This is the intro paragraph that describes the main features of the product.
  196. 196. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity call to action 540px 400px This is a caption that people will read This is the intro paragraph that describes the main features of the product.
  197. 197. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity call to action 540px 400px This is a caption that people will read CTA 25% This is the intro paragraph that describes the main features of the product.
  198. 198. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity call to action 540px 400px This is a caption that people will read CTA 25% THE FOLD This is the intro paragraph that describes the main features of the product.
  199. 199. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity 540px 400px This is a caption that people will read CTA 25% SUBMIT Field Label Field Label Field Label Email Address THE FOLD This is the intro paragraph that describes the main features of the product.
  200. 200. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity 540px 400px This is a caption that people will read CTA 25% THE FOLD This is the intro paragraph that describes the main features of the product. Field Label Field Label Field Label Field Label Field Label Field Label Email Address
  201. 201. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity 540px 400px This is a caption that people will read CTA 25% THE FOLD Field Label Field Label Field Label Email Address 666px This is the intro paragraph that describes the main features of the product.
  202. 202. This is a caption that people will read THE FOLD SUBMIT Field Label Field Label Field Label Field Label Field Label Field Label Email Address What our customers are saying Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him.
  203. 203. This is a caption that people will read THE FOLD SUBMIT Field Label Field Label Field Label Field Label Field Label Field Label Business Email Address What our customers are saying Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him.
  204. 204. This is a caption that people will read THE FOLD SUBMIT Field Label Field Label Field Label Field Label Field Label Field Label Business Email Address What our customers are saying Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him.
  205. 205. This is a caption that people will read THE FOLD SUBMIT Field Label Field Label Field Label Field Label Field Label Field Label Business Email Address transformational testimonials Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him.
  206. 206. This is a caption that people will read THE FOLD SUBMIT Field Label Field Label Field Label Field Label Field Label Field Label Business Email Address transformational & SPECIFIC testimonials Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him.
  207. 207. This is a caption that people will read THE FOLD submit Field Label Field Label Field Label Field Label Field Label Field Label Business Email Address transformational & SPECIFIC testimonials Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him.
  208. 208. This is a caption that people will read THE FOLD Click here to download my thing now! Field Label Field Label Field Label Field Label Field Label Field Label Business Email Address Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him. Frank is the best person in the world and he changed my life so many times and I love him. transformational & SPECIFIC testimonials
  209. 209. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity 540px 400px This is a caption that people will read CTA 25% THE FOLD Field Label Field Label Field Label Business Email Address 666px This is the intro paragraph that describes the main features of the product.
  210. 210. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity This is the intro paragraph that describes the main features of the product. 540px 400px This is a caption that people will read CTA 25% THE FOLD Field Label Field Label Field Label Business Email Address 666px
  211. 211. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity This is the intro paragraph that describes the main features of the product. 540px 400px This is a caption that people will read CTA 25% THE FOLD Field Label Field Label Field Label Business Email Address 666px
  212. 212. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity This is the intro paragraph that describes the main features of the product. 540px 400px This is a caption that people will read CTA 25% THE FOLD Field Label Field Label Field Label Business Email Address 666px
  213. 213. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity This is the intro paragraph that describes the main features of the product. 540px 400px This is a caption that people will read CTA 25% THE FOLD Field Label Field Label Field Label Business Email Address 666px
  214. 214. Frankworld’s best looking monster This is the Headline This is the subhead with all the clarity This is the intro paragraph that describes the main features of the product. 540px 400px This is a caption that people will read CTA 25% THE FOLD Field Label Field Label Field Label Business Email Address 666px BECAUSE BECAUSE BECAUSEBECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BEC BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE AUSE BECAU
  215. 215. thank you! bit.ly/og-mad @oligardner

×