The document appears to be notes from Oli Gardner (@oligardner) exploring ways to measure and optimize clarity on webpages. It includes snippets of code and shorthand for various metrics like "ATFL" (Above The Fold Links). The goal is to develop a "Clarity Equation" to scientifically reverse engineer the perfect landing page by testing millions of data points related to design, wording, formatting and other factors that influence clarity and conversion rates.

1. frankenpage
@oligardner
#theinbounder
using 1,000,000 little
pieces of data + design
to reverse engineer the
perfect landing page

2. frankenpage
@oligardner
#theinbounder
using 1,000,000 little
pieces of data + design
to reverse engineer the
perfect landing page

3. data design
@oligardner #theinbounder

4. design matters

5. design creates joy

6. design reduces confusion

8. data-informed design

9. data-informed design
accelerates delight
@oligardner #theinbounder

12. ughnng
grbugg
frrarn

13. i have
rubber
skin

14. you need
to do
better

15. 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

16. 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

17. the anatomy
of a frankenpage
Image credit: Peter Zoppi (zopfx.com) - used with permission
part one

18. Frank

19. Frankworld’s best looking monster

20. #1 MARKETING PLATFORM TM
TM
MARKETING SOFTWARE
FUEL YOUR BRAND!

21. MARKET DOMINATION
AWARD WINNING
MARKETING SOFTWARE

22. MARKETING
SOFTWARE
MARKETING
INNOVATION
TECHNOLOGY!
#1 MARKETING PLATFORM TM

24. 5,381!!
TM

25. they are not unique

26. SLIDES, TOOLS & NOTES
ARE HERE
bit.ly/og-dal

27. UNIQUE VALUE
PROPOSITIONS
frankenpage > anatomy > Value proposition
@OliGardner #theinbounder

28. clarityis the most important aspect
of the conversion equation

30. @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

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)

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)
D

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)
E

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)
R

35. 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

36. 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

37. 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

38. 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

39. 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

40. .0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
THE CLARITY EQUATION
D E R V I S H

41. .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

42. .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

43. .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

44. .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

45. @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

48. @oligardner #theinbounder #truthbomb
it’s not about our attention span.
THE LENGTH OF
v

49. @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

50. THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T
webinar software GO
Google.com

51. PAID AD #1
PAID AD #2
PAID AD #3
PAID AD #4
Google.com
THIS IS HOW PEOPLE FIND YOUR BUSINESS… OR DON’T

52. 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

53. 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

54. 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

55. 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

56. Competitor #3 YouCompetitor #2Competitor #1Google.com

57. @oligardner
#theinbounder
bit.ly/og-mad
Immediacy
Can people understand your value
proposition within the first few
seconds?

58. Competitor #3 YouCompetitor #2Competitor #1Google.com
Use a Five Second Test to
Measure First Impressions
& Find Clarity Problems

59. Competitor #3 YouCompetitor #2Competitor #1Google.com
I asked 25 test
participants:
“What product does
this company sell?”

60. Competitor #3 YouCompetitor #2Competitor #1Google.com

61. Competitor #3 YouCompetitor #2Competitor #1Google.com

62. Competitor #3 YouCompetitor #2Competitor #1Google.com
8% GOT IT RIGHT
“WEBINAR SOFTWARE”

63. Competitor #3 YouCompetitor #2Google.com

64. Competitor #3 YouGoogle.com Competitor #2

65. Competitor #3 YouGoogle.com Competitor #2
44% GOT IT RIGHT

66. Competitor #3 YouGoogle.com Competitor #2

67. Competitor #3 YouGoogle.com Competitor #2
12% GOT IT RIGHT

68. Competitor #3 YouGoogle.com

69. YouCompetitor #3Google.com

70. Google.com YouCompetitor #3
44% GOT IT RIGHT

71. YouGoogle.com Competitor #3
TRIAL PRESENT+
Powerful Webinars Made Easy

72. Google.com YouCompetitor #3
Trial Present+
POWERFUL WEBINARS MADE EASY

73. YouGoogle.com Competitor #3
Trial Present+
POWERFUL WEBINARS MADE EASY
68% GOT IT RIGHT

74. INFORMATION HIERARCHY
flip your headlines
Reverse the order of your
headline and subhead to
increase the immediacy of
your value proposition clarity.
@oligardner #theinbounder

75. Google.com YouCompetitor #3

76. Competitor #3 YouGoogle.com
8% GOT IT RIGHT

77. @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

78. Google.com YouCompetitor #3

79. Competitor #3 YouGoogle.com

80. Competitor #3 YouGoogle.com
54% GOT IT RIGHT

81. @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

82. @oligardner
#theinbounder
bit.ly/og-mad
Distraction
Every interactive element or option
can be a distraction that prevents
people from achieving their goal.

83. Competitor #3 YouGoogle.com

84. Competitor #3 YouGoogle.com

85. Competitor #3 YouGoogle.com
66% GOT IT RIGHT
ATTENTION RATIO OF 1:1

86. @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

87. @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

88. 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

89. Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates
bit.ly/rate-my-page

90. 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%

91. 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%

92. 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%

93. @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.

94. bit.ly/rate-my-page

95. RESULTS FROM THE FIRST
18,986 LANDING PAGES ANALYZED

96. 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

98. 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

99. 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

103. @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?

104. What product do you think this company sells?

105. What product do you think this company sells?
What product do you think this company sells?

106. What product do you think this company sells?
What product do you think this company sells?
6%answeredbusinessloans

107. What product do you think this company sells?

108. meeting a guy?
doctor
consultation
a talk show
not sure
not sure
not sure
not sure
viagra
something
about old
men

109. What product do you think this company sells?

110. What product do you think this company sells?
What product do you think this company sells?
36%answeredbusinessloans

111. What product do you think this company sells?
What product do you think this company sells?
33%answeredbusinessloans
+500%

112. Sorry Larry

113. here’s how to fix
visual clarity problems

115. @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%

116. @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

117. bit.ly/og-mad

118. bit.ly/og-mad

119. Hero shots &
photos of people
looking at things
frankenpage > anatomy > the hero shot
@OliGardner #theinbounder

121. 8%
5 second test
22%
what level?
( Masters )
what course?
( communication management )

122. 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

123. 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

124. attention
driven
design
principle #8
direction

126. Eye contact
8%
Staring
at headline
16%
5 second test
Eye contact
22%
Staring
at headline
26%
what level?
( Masters )
what course?
( communication management )

129. 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 )

130. attention
driven
design
principle #8a
(mis)direction

132. 33%
WENT THE
WRONG
WAY

133. 3rd Floor
320-328
329-337
33% still
WENT THE
WRONG
WAY

134. attention
driven
design
principle #4
principle #7
principle #11
principle #21
whitespace + contrast +
grouping + interruption

135. 3rd Floor
320-328
329-337
Grouping
Contrast
Whitespace

136. only 8%
WENT THE
WRONG
WAY
3rd Floor
320-328
329-337

137. 3rd Floor
320-328 329-337
Interruption

138. 3rd Floor
320-328 329-337 everybody
went the
right way

139. when you can identify
a design problem
you can use
A.D.D. principles
to solve it

140. Download the
A.D.D. ebook
bit.ly/og-mad

142. Only 30%
WENT THE
right WAY

143. 20% then
Went the
wrong
WAY at the
second
sign

144. designing a
high-converting
Lead gen form
frankenpage > anatomy > forms
@OliGardner #theinbounder

145. how manY form
fields should I
use?

146. 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

147. 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

148. 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

149. is it safe
for him to
be below
the fold?

150. 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

151. encourage hunting
Moving your call-to-action
down the page can encourage
people to explore and see
more of your content.
@oligardner #theinbounder

153. 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%

155. part two
designing for AHA MOMENTS
you are not
what I expected

156. @oligardner #theinbounder

157. AHA #1 - LP beats HP for PPC

158. AHA #1 - LP beats HP for PPC
AHA #2 - DTR increases QS

159. AHA #1 - LP beats HP for PPC
AHA #2 - DTR increases QS
AHA #3 - Cut n Paste Rocks!

160. AHA #1 - LP beats HP for PPC
AHA #2 - DTR increases QS
AHA #3 - Cut n Paste Rocks!
AHA #4 - Mobile Responsive

161. 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

162. @oligardner #theinbounder
Q
R
A

163. @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?

164. @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?

165. @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?

166. @oligardner #theinbounder
Choose a Content Object
to Gather Required
Context

167. @oligardner #theinbounder
QUESTION: What industry category is your business in?
Q
R
A

168. @oligardner #theinbounder
QUESTION: What industry category is your business in?
REWARD: Industry-specific Conversion Benchmark Report Data.
Q
R
A

169. @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.

170. @oligardner #theinbounder
Choose a Content Object
to Gather Required
Context

171. @oligardner #theinbounder
Custom Data Attributes - Adds Context and Meaning

173. @oligardner #theinbounder
Enriched Context - Industry Cookie

174. Create
Content that
Amplifies
the Context

179. part three
persuasion

180. what’s THE most
persuasive word
in the english
language?

182. 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%

183. how
persuasive
is the word free?

184. vs Freeno mention of free
10.79% 9.24%
-14.3%
Data mined from the Unbounce
landing page database

185. vsGet Started Get Started
For Free
33.65% 31.42%
-6%
Data mined from the Unbounce
landing page database

186. the anatomy
of a frankenpage
part four

187. video design
& engagement
frankenpage > anatomy > video
@OliGardner #theinbounder

188. 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

189. what about the
size of the video player?

190. Data courtesy of Wistia
540px 400px

191. Data courtesy of Wistia
above the fold

192. 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

193. social proof
frankenpage > anatomy > social proof
@OliGardner #theinbounder

197. be careful what
you put inside
“quotation marks”

202. 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

203. “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

204. @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

205. The Testimonial
Equation Customer
Interview Script
bit.ly/og-MAD

206. calls to action
(CTAs)
frankenpage > anatomy > CTA
@OliGardner #theinbounder

224. Scott Stratten @unmarketing
QR Codes Kill Kittens

225. WTF?

226. …?

227. the first rule of CTAs
have a F#CK!NG
CTA!

228. but I don’t
know
what
my CTA
should
say

229. vsMy Your
12.76% 8.85%
-45%
*Data mined from the Unbounce
landing page database

230. vsDownload Download Now
12.01% 13.06%
+8.7%
*Data mined from the Unbounce
landing page database

231. vs ClickNo mention of click
10.51% 15.51%
+48%
*Data mined from the Unbounce
landing page database

232. vsClick Click Here
15.51% 17.49%
+12.8%
*Data mined from the Unbounce
landing page database

233. 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%

234. it’s time to
build the
ultimate
lead generation
frankenpage

235. it’s time to
build the
ultimate
lead generation
frankenpage

236. Frankworld’s best looking monster

237. Frankworld’s best looking monster
This is the Headline

238. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity

239. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity

240. 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.

241. 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.

242. 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.

243. 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.

244. 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.

245. 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.

246. 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.

247. 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.

248. 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.

249. 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.

250. 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

251. 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.

252. 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.

253. 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.

254. 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.

255. 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.

256. 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.

257. 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.

258. 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

259. 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.

260. 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

261. 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

262. 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

263. 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

264. 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

265. thank you!
bit.ly/og-mad
@oligardner