No matter how great your emails are, you're losing potential customers if you send traffic to landing pages that aren't optimized. A great landing page can make the difference between a successful email marketing campaign and a wasteful one. In this actionable webinar, you’ll learn the elements of a high-converting landing page, allowing you to deliver delightful campaign experiences.

1. How to Design Email
Landing Pages That Convert
BROUGHT TO YOU BY
+

5. EMAIL MARKETERS ARE
DISRESPECTING
OUR TIME AND CLICKS

6. averageit’s not good enough yet it’s an epidemic in most online advertising. that’s why I’m here at
#emaillp to share how to take your marketing campaigns from average to exceptional.
businesses acquire customers. brands acquire fans followers partners & peers. conversion is
not enough. we need to add the elixir of delight to every conversion experience. to convert and
delight we need genuine love for our customers. delight is now the default, not the exception.
the simple truth is that most landing pages do not deliver on the promise made prior to the
click. they disrespect our visitors time and clicks and are an abuse of advertising. when was
the last time you invited someone to a wine party and served only beer? if you have 30 products
and your ads for one of them send me to the whole collection, why do I have to then re-search
through your site despite having clicked on an ad that promised exactly what I’d searched for?

7. how do we fix this?

8. the 7 principles of conversion-centered designDELIGHT
friction

9. the 7 principles of conversion-centered designDELIGHT
friction
attention

10. the 7 principles of conversion-centered designDELIGHT
friction
attention
context

11. the 7 principles of conversion-centered designDELIGHT
friction
attention
context
clarity

12. the 7 principles of conversion-centered designDELIGHT
friction
attention
context
clarity
congruence

13. the 7 principles of conversion-centered designDELIGHT
friction
attention
context
clarity
congruence
credibility

14. the 7 principles of conversion-centered designDELIGHT
friction
attention
context
clarity
congruence
credibility
closing

15. the 7 principles of conversion-centered designDELIGHT
friction
attention
context
clarity
congruence
credibility
closing
continuance

16. the 7 principles of conversion-centered designDELIGHT
friction

17. the 7 principles of conversion-centered designDELIGHT
friction

18. the 7 principles of conversion-centered designDELIGHT
friction

19. #1
ATTENTIONUSING ATTENTION-DRIVEN DESIGN TO APPLY
FOCUS TO YOUR CONVERSION GOAL

27. ATTENTION RATIO
86:1IN THE EMAIL!

29. ATTENTION RATIO
130:1INCLUDING THE EMAIL INTERFACE

30. the 7 principles of conversion-centered designDELIGHT
friction

31. PROXIMITY
DISTRACTION
DISTRACTION
DISTRACTION
DISTRACTION
DISTRACTION
DISTRACTION
ANOMALY
AFFORDANCE
ALIGNMENT CoNsIsTeNcY
CONTINUATION……
CONTRAST
DIRECTION >>
DOMINANCE
ENCAPSULATION
HIGHLIGHTING
INTERRUPTION
MOTION
NESTING
NESTING
NESTING
NESTING
NESTING
NESTING
PERSPECTIVE
REPETITION
REPETITION
REPETITION
SIZE
CONTACT
W H I T E S P A C E
OVERLAPPING
SYMMETRY SYMMETRY
GROUPINGGROUPING
GROUPINGGROUPING
GROUPINGGROUPING
GROUPINGGROUPING
DISTRACTION
23 PRINCIPLES OF
ATTENTION-DRIVEN DESIGN

32. understanding A.D.D. principles
makes design more fun
and more effective
because it creates a
common design vocabulary

33. a
d
d
attention
driven
design
distraction
principle #1

34. best 24hr plumbers in Edinburgh
Plumber Edinburgh
www.patrickmunroedinburgh.co.uk/
0131 610 0113
From Repairs To Installations, Call
Us For A Competitive Quote Today.

37. HP
IP
LP

39. What service does this company offer?
30% got it right

42. What service does this company offer?
40% got it right

46. What service does this company offer?
80% got it right

47. the 7 principles of conversion-centered designDELIGHT
friction

48. the nsamcwadlp principle
Never. Start. A. Marketing.
Campaign. Without. A.
Dedicated. Landing. Page.
#EmailLP
@oligardner

49. 1
13.80%
2
11.74%
3
10.32%
4
8.63%
5
9.17%
6
8.70%
7
7.62%
8
9.58%
9
6.86%
10
5.86%
Conversion Rate vs. Number of Links on the Page
CONVERSION
RATE
Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy
# OF
LINKS
average # of links is 4.39

50. 1
13.80%
2
11.74%
3
10.32%
4
8.63%
5
9.17%
6
8.70%
7
7.62%
8
9.58%
9
6.86%
10
5.86%
CONVERSION
RATE
Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy
# OF
LINKS
7,923 businesses doing “average“
marketing could increase
conversions by 50%
by removing 3 links

51. distraction is the
enemy of conversion
As your landing page Attention Ratio
goes down (closer to 1:1) your
conversion rates go up.
#EmailLP
@oligardner

52. pretty simple, right?

53. 1
13.80%
2
11.74%
3
10.32%
4
8.63%
5
9.17%
6
8.70%
7
7.62%
8
9.58%
9
6.86%
10
5.86%
Conversion Rate vs. Number of Links on the Page
CONVERSION
RATE
Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy
# OF
LINKS
average # of links is 4.39

54. 1
13.80%
CONVERSION
RATE
Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy
# OF
LINKS
Conversion Rate vs. Number of Links on the Page

55. Download the
A.D.D. ebook now
bitly.com/add-ebook

56. #2
CONTEXTDESIGNING POST-CLICK EXPERIENCES THAT SPEAK DIRECTLY
TO THE DESIRES, EXPECTATIONS, AND DATA ESTABLISHED
PRIOR TO THE CLICK.

57. EVERY inbound channel has A different level of context
ADWORDS
FACEBOOK
REMARKETING
LEADEMAIL
TWITTER
ORGANIC
CUSTOMEREMAIL

63. the first rule of headlines
have a freaking
headline!

71. the 7 principles of conversion-centered designDELIGHT
friction

77. Excellent Message & Design Match

78. But did you see the form?

79. But did you see the form?

80. Click Me Now
Inline field labels
are bad
because…
__ tabbing sometimes hides context
__ multi-tasking distractions
__ hidden context makes it impossible
to double check work before submit

81. http://mds.is/float-label-pattern/

82. #3
CLARITYCOMMUNICATING YOUR UNIQUE CAMPAIGN PROPOSITION ON A
LEVEL WHERE THE QUESTION “WHAT IS THIS PAGE ABOUT?”
DELIVERS

83. THE secret to the
clarity of your value
proposition lies in the
INFORMATION HIERARCHY
of your page headlines

84. Definitely not your Everyday Product Demo
See How HubSpot Can Help You Grow Traffic, Leads and Sales

85. What does your headline and
subhead say about what you do?
Find out with a 5-second test

87. What does the product do?
0% got it right

88. WAIT…WHAT…NOW?

89. the 7 principles of conversion-centered designDELIGHT
friction

90. Definitely not your Everyday Product Demo
See How We Can Help You Grow Traffic, Leads and Sales
See How We Can Help You Grow Traffic, Leads and Sales
Definitely not your Everyday Product Demo
flip the headline
and subhead

91. What does the product do?

92. What does the product do?

93. What does the product do?

94. What does the product do?

95. What does the product do?
60% got it right

96. CONVERSION
RATE
TIME0%
60%
CONVERSION LIFT
OF INFINITY

97. the 7 principles of conversion-centered designDELIGHT
friction

98. FLIP YOUR HEADLINES
Reverse the order of your headline
and subhead to uncover extra
clarity in your value proposition.
#EmailLP
@oligardner

99. #4
CONGRUENCEALIGNING EVERY ELEMENT ON YOUR LANDING PAGE
WITH – AND ONLY WITH – YOUR CAMPAIGN GOAL

101. Page Element Content Score
Headline
Subhead
Hero shot
Intro
Bullets
Bullets
Form header
Testimonial
Form fields
Why
Privacy statement
Call-to-Action
TOTAL 0/24

102. Page Element Content Score
Headline Ocean of data instantly become security intelligence
Subhead Whitepaper download: the next generation firewall is here
Hero shot Photo of a man holding some paper which is obscured
Intro
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at affordable
prices.
Bullets Blazing fast throughput
Bullets Advanced networking features
Form header Download your whitepaper! Complete the required fields
Testimonial It’s about the product not the value in the whitepaper
Form fields Country, province/state, phone number
Why About the product, not the form goal which is whitepaper
Privacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0/24

103. campaign goal
download a white paper

104. Page Element Content Score
Headline Ocean of data instantly become security intelligence
Subhead Whitepaper download: the next generation firewall is here
Hero shot Photo of a man holding some paper which is obscured
Intro
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at affordable
prices.
Bullets Blazing fast throughput
Bullets Advanced networking features
Form header Download your whitepaper! Complete the required fields
Testimonial It’s about the product not the value in the whitepaper
Form fields Country, province/state, phone number
Why About the product, not the form goal which is whitepaper
Privacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0/24

105. Page Element Content Score
Headline Ocean of data instantly become security intelligence 0
Subhead Whitepaper download: the next generation firewall is here 1
Hero shot Photo of a man holding some paper which is obscured 1
Intro
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at affordable
prices.
0
Bullets Blazing fast throughput 0
Bullets Advanced networking features 0
Form header Download your whitepaper! Complete the required fields 1
Testimonial It’s about the product not the value in the whitepaper 0
Form fields Country, province/state, phone number 0
Why About the product, not the form goal which is whitepaper 0
Privacy statement sell, nasty, spam 0
Call-to-Action Get my offer 0
TOTAL 3/24

106. the 7 principles of conversion-centered designDELIGHT
friction

109. -14% people starting the course

110. the 7 principles of conversion-centered designDELIGHT
friction

112. Congruence = proximity + relevance

113. Congruence = proximity + relevance

114. #5
CREDIBILITY
DEMONSTRATING
AUTHENTIC AND VERIFIABLE TRUST SIGNALS

118. Nobody is holding a camera.
They are all women. Is it for me?
Where is the evidence of their success?

119. 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

120. Testimonial from https://rwd.aiux.co/

121. trust seal lost by -12%

122. a
d
d
proximity
attention
driven
design
principle #4

124. Credibility = proximity + believability

125. my face lost by -14% .

126. people don’t believe
in free anymore

127. vsFree no mention of free
9.24% 10.79%
+16.8%
data from analyzing
call to action copy
from 20,000 unbounce
customer landing pages

129. vsGet Started Get Started for Free
33.39% 31.81%
-4%

130. Download the
free ebook now
bitly.com/add-ebook

131. the 7 principles of conversion-centered designDELIGHT
friction
attention
context
clarity
congruence
credibility
? ?

145. Scott Stratten - “QR Codes Kill Kittens”

146. …?

147. the first rule of
calls to action
have a freaking
call to action!

148. #6
CLOSINGCALL TO ACTION DESIGN AND COPY

149. a
d
d
affordance
attention
driven
design
principle #2

150. Source: Gary Larson

151. Button Button Button
Button Link
button button-esque rectangle
grrr ghost buttons just a word

154. +600%
clicking non-buttons

155. vsMy Your
12.76% 8.85%
-45%
data from analyzing
call to action copy
from 20,000 unbounce
customer landing pages

156. vsClick no mention of click
15.51% 10.51%
-48%
data from analyzing
call to action copy
from 20,000 unbounce
customer landing pages

157. vsClick Click here
15.51% 17.49%
+12.8%
data from analyzing
call to action copy
from 20,000 unbounce
customer landing pages

158. vsDownload Download Now
12.01% 13.06%
+8.7%
data from analyzing
call to action copy
from 20,000 unbounce
customer landing pages

159. vsGet Started Get Started Now
7.78% 9.35%
+20.2%
data from analyzing
call to action copy
from 20,000 unbounce
customer landing pages

161. GAS

162. G.A.S.

163. G.A.S.giving. A. sh*t.

171. @oligardner
#EmailLP
design for ideal
Don’t design to acquire any old
customers. Design to acquire your
ideal customers.

173. 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%

174. 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
Data pulled from Unbounce landing page database
# OF
FORM
FIELDS

175. 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
Data pulled from Unbounce landing page database
# OF
FORM
FIELDS
if you’re going to have 4 form
fields, you should test the
business impact of having 7

176. #7
CONTINUANCEAMPLIFYING CONVERSION OPPORTUNITIES USING POST-CONVERSION
MARKETING & MOMENTUM LOOPS

182. 12% conversion rate

183. delightfulto acquire, fans, followers, partners, & peers, think beyond the conversion. designing for ideal
is the baseline of delight. disappoint one to delight one thousand. bury yourself in feedback to
rebel against your own creations. design in reaction to the forceful rejection of your mistakes.
to understand our customer’s pains, we must be willingly hurt by their feedback. humility is
being humbled by the stumbling of our family’s actions. delight is the default, not the exception.
delight is your one and only campaign goal. your ads are a promise built on the integrity of
your brand. commit to your promises. ”clicks are people” (wil reynolds). each click deserves
the respect of your time, your budget, and the belief that with each click you are creating
value. the burden of responsibility lies with us, not our customers. chase delight in your
intentions, copy, and design. excellence isn’t accidental it’s a purposeful and personal act.

186. Preview your emails…and
landing pages with Litmus
Try Litmus free for 14 days!
Visit: litmus.com/coupon/LANDINGPAGES

187. Build, publish & A/B test landing pages without I.T.
The mobile responsive landing page builder for professional marketers
unbounce.com/litmus-webinar
Get 50% off Unbounce for 3 months
After your 30-day free trial

188. Thank you!
Questions?
Submit questions via the Q&A panel
@oligardner - @meladorri
+