IOli Gardner, Co-founder of Unbounce How to Design High- Converting Lead Gen
Unbounce Co-Founder Oli Gardner has seen more landing pages than anyone on the planet. He speaks internationally about Conversion Centered Design.
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 it should be 1:1
Attention ratio 10:1 attention ratio 1:1 +31% lift in ebook downloads
AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
THE ANATOMY OF A HIGH-CONVERTING LEAD GEN FORM
1 FORM HEADLINE Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
2 1 FORM HEADLINE SUBHEAD The subhead can be used to add a clarifying description of what the offer is, this is the ﬁrst part of “Why” I should care about your offer.
3 BENEFITS BULLETS The beneﬁts extend the “Why” in an easy to read format. 2 1 FORM HEADLINE SUBHEAD
4 A FORM (DUH) 3 BENEFITS BULLETS
5 CALL TO ACTION 4 A FORM (DUH) 3 BENEFITS BULLETS
THE TRUTH AND FICTION ABOUT LEAD FORM FRICTION
Where does the asterisk go?
But I wasn’t invited! Should I still give you my email address?
How are you going to call me without a phone number ﬁeld?
Looks like an opt-in box. I don’t want to opt in to not being a robot.
CAPTCHAs kill conversions
APOLOGETIC DESIGN ! WHEN TRADITIONAL UX RULES NEED TO BE BROKEN
User control and freedom Users often choose system functions by mistake and will need a clearly marked "emergency exit".
For Good UX Dominant button should be on the right.
When thinking about conversion this is a NEGATIVE CALL TO ACTION
When thinking about conversion you should REMOVE IT ENTIRELY
-14% people starting the course
STOP WORDS & CONVERSION ANXIETY
HOW TO REDUCE CONVERSION ANXIETY
Remove the anxiety of a potential auto-tweet.
Adds clarity, letting you know it won’t “mobile-ize” or break your website.
Reduces the “I can’t make that date/time” anxiety.
Explain the time involved, to reduce “effort” anxiety.
The Lead Gen conversion Checklist 10 landing page rules to live or die by
1 - ONE PAGE. ONE PURPOSE. PERIOD.
2 - design your form like nobody’s watching
3 - embrace a.d.d.
4 - fill out the form in your customers’ shoes
5 - don’t be scared of extra fields
6 - don’t be a selfish marketer say no to captchas
7 - chart your stop-and-go words
8 - mine customer testimonials to reduce anxiety
9 - a/b test your label alignment