How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]

•

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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.

Design Marketing Technology

I GIVE A SH!T !
ABOUT YOUR CONVERSION RATES
@OliGardner

marketers are
DISRESPECTING!
the ad click

millions of searches
END IN BAD
EXPERIENCES!
every day

by delivering
delightful
landing experiences

is this next page
a delightful
experience?

YOU FOUND IT!
!
Yes I did.
!
By searching for
worst landing
page ever

A SET OF 7 PROVEN
DESIGN PATTERNS!
THAT INCREASE
CONVERSIONS
CCD is

1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD

let’s look at some
example B2B searches
and PPC landing
experiences

project management software for teams
Project Mgmt Software!
quickbase.intuit.com/
Be Instantly Productive With 200+
Customizable Templates. Try free!

this homepage
HAS 80 LINKS!
competing for attention
with our campaign goal

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

Your campaign is lost amidst!
the Toothpaste Trance

“Hey honey, can you text me a
photo of the toothpaste we use?”

The likelihood of someone ﬁnding
what you want them to ﬁnd is slim.

AS ATTENTION RATIO
GOES DOWN, !
CONVERSION RATES
GO UP

let’s click another ad
this one’s from Google
they should know how to do it right.
Right?

project management software for teams
Business Tools for Teams!
www.google.com/apps/business
Get email, calendar, docs & more
built for team productivity.

oh dear
WTF GOOGLE!!
that’s nothing to do with
what I searched for

…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

let’s click another ad
and look at how closely the landing page
headline matches the ad

project management software for teams
Simple Project Management!
www.smartsheet.com/
2,000,000 people tried Smartsheet®.
Nothing to install. Try it free!

next day ﬂower delivery
Next Day Flower Deliveries UK!
www.iﬂorist.co.uk/NextDayFlowers
Get 10% Off A Beautiful Range Of
Flowers Arranged By Local Florists

award for
SHITTIEST!
LANDING!
EXPERIENCE
perhaps

every marketing
campaign needs a
dedicated
landing page

let’s make our
landing experiences
delightful

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7 PROVEN DESIGN PATTERNS YOU CAN USE TO INCREASE CONVERSIONS CCD is How is it different to User Centered Design? User Centered Design is. CCD Principle #1 ATTENTION RATIO Homepage ` Landing page 57:1 1:1 Homepage vs. Landing Page ATTENTION RATIO AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP Why use landing pages? Email marketing To all of the above QR code destinations Contests Surveys “Every marketing campaign needs a dedicated landing page”! CCD Principle #2 CONVERSION COUPLING Conversion Coupling is comprised of one or more of: 1. Message Match 2. Design Match Matching the copy of your ad to the headline of your landing page. Easy right? Your homepage is brand central station Quality Score goes up! Matching the design of your display ad to ‘aspects’ of the design on your landing page. This is even easier. Design Match A Facebook Ad The destination landing page That’s great design match CCD Principle #3 CONTEXTUAL DESIGN Contextual Design In Action What’s the experience on this page? Contextual Design Research Question: What do you think of our templates? The solution: Context of use Show me how I would use this The result? “High-converting landing pages create a conversation based on context”! *I get it wrong too. Super generic headline Disrespecting the click Losing interest as soon as you get the click. Abandoning your visitors. LAME. Let’s try that again The click source The Smart Marketers Landing Page Conversion Course Co-branding Great conversation momentum Contextual Design Takeaways Let’s talk CCD analytics for a second… Are we getting the right conversions? Lots of A/B tests flat line. What then? Sometimes TOP-OF- FUNNEL CONVERSION DATA ISN’T ENOUGH Homepage long vs. short A/B test Measure the whole funnel not just the top Measure their retention not just first conversion CCD Principle #4 CONGRUENT DESIGN Content Alignment Does your page tell a story? Incongruence Conversion killing copy Avoid mentioning negative suggestive words Spam CCD Principle #5 CLARITY White Space Designing for delight Too much me Not enough you Back to the analytics… Are my tests actually winning? Can you always trust your test results? “Improving” the clarity of a CTA Homepage call-to-action test >> CTA describes the desire-driven end goal New CTA increased click-throughs to the pricing page by +80%. CCD Principle #6 CREDIBILITY Testimonials: Text vs. Video vs. Video: +25% increase in new trial starts A/B test case study “Will visitors respond better to a short description of benefits vs. social proof where third party’s are describing those same benefits?” Clarity vs. Credibility IT ALL COMES BACK TO CONTEXT ! Pro Credibility Tip Ask people to trust you. CCD Principle #7 CONVERSION CONTINUANCE Please sir, I want some more Webinar registration page The confirmation page The result 2,500 Webinar registrants 1,100 New blog subscribers (40%)

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How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]

1. I GIVE A SH!T ! ABOUT YOUR CONVERSION RATES @OliGardner

2. OF LANDING EXPERIENCES 98% SUCK

3. marketers are DISRESPECTING! the ad click

4. millions of searches END IN BAD EXPERIENCES! every day

5. how do we ﬁx this?

6. by delivering delightful landing experiences

7. is this next page a delightful experience?

9. YOU FOUND IT! ! Yes I did. ! By searching for worst landing page ever

10. the solution is…

11. CONVERSION CENTERED DESIGN USING

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

21. project management software for teams Project Mgmt Software! quickbase.intuit.com/ Be Instantly Productive With 200+ Customizable Templates. Try free!

22.

23. this homepage HAS 80 LINKS! competing for attention with our campaign goal

24.

25. Attention Ratio! 80:1

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

27. Your campaign is lost amidst! the Toothpaste Trance

28. “Hey honey, can you text me a photo of the toothpaste we use?”

29. The likelihood of someone ﬁnding what you want them to ﬁnd is slim.

30. what if the ad went to a landing page?

31.

32. Attention Ratio! 1:1

33. delightful!

34. so easy to ﬁx IT’S STUPID

35. Attention Ratio A/B test case study

36. 6:1

37. 1:16:1

38. 1:16:1 3.71%

39. 1:16:1 3.71% 5.28% +42.3%

40. AS ATTENTION RATIO GOES DOWN, ! CONVERSION RATES GO UP

41. let’s click another ad this one’s from Google they should know how to do it right. Right?

42. project management software for teams Business Tools for Teams! www.google.com/apps/business Get email, calendar, docs & more built for team productivity.

43.

44. oh dear WTF GOOGLE!! that’s nothing to do with what I searched for

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

47. project management software for teams Simple Project Management! www.smartsheet.com/ 2,000,000 people tried Smartsheet®. Nothing to install. Try it free!

48.

49. Perfect! Message! Match

50. THE TOPHER GRACE EFFECT

51. how about B2C?

52. next day ﬂower delivery Next Day Flower Deliveries UK! www.iﬂorist.co.uk/NextDayFlowers Get 10% Off A Beautiful Range Of Flowers Arranged By Local Florists

53.

54. zero mention of next day delivery

55.

56. award for SHITTIEST! LANDING! EXPERIENCE perhaps

57. every marketing campaign needs a dedicated landing page

58. let’s make our landing experiences delightful

59. follow me on Twitter @oligardner

How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]

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