Theory. Principles. They’re essential to guide how we design our campaign experiences. But, if they aren’t backed up by data, our decision making powers are missing a critical piece of the conversion equation. In the only landing page session you’ll need to attend this century, Oli will share a series of conversion data stories that have never been seen publicly before. After mining through a million data points to uncover and dissect how conversion actually works, Oli will channel lightning bolts and body parts as he sews together the ultimate landing page.

1. using data
and design to
reverse engineer the
perfect landing page
frankenpage
@oligardner #mktfest

2. data design

3. 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

4. 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

5. the anatomy
of a frankenpage
Image credit: Peter Zoppi (zopfx.com)
part one

6. Frankworld’s best tasting monster
Do not link
Frank’s head
to anything

9. focus
frank,
focus!!

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

11. 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.

13. HP
IP
LP

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

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

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

23. Why did that
version work best?

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

26. 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

27. 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

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

29. pretty simple, right?

30. 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

31. 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

32. primary &
secondary
Headlines
frankenpage > anatomy > Value proposition
@OliGardner #mktfest

38. the first rule of headlines
have a f#ck!ng
headline

39. THE secret to the
clarity of your value
proposition lies in the
INFORMATION HIERARCHY
of your landing page copy

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

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

43. WAIT…WHAT…NOW?

44. i have ideas
but you won’t let me test #politics
should i go rouge? no.
then what do I do?
gather evidence.

45. the 5-minute
conversion research hack
you should all be using
Chrome Inspect Element
no-permission-required

49. Now you have qualitative
insights you can present to
project stakeholders, to get
buy in to start optimizing.

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

52. 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

53. What does the product do?

54. What does the product do?

55. What does the product do?

56. What does the product do?

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

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

59. flip your headlines
Reverse the order of your
headline and subhead to
uncover extra clarity in
your value proposition.
@oligardner #MKTFEST

61. Boy when you’re with me, I’ll give you a taste
Make you lick your butt crack every day
- Katy Perry

62. Sparing his wife from his warm sausage tea
- Queen

63. Hold me closer Tony Danza
- Elton John

64. Hold me close or tie me down sir
- Elton John

65. It doesn't make a difference
- Bon Jovi
if we're naked or not

66. How do I get you a loan
- Heart

67. It’s a death row hard-on two minutes too late
- Alanis Morissette

68. …?

69. - Alanis Morissette
It’s like ray-ee-aiiiiiiiiiiin

70. “They mis-
underestimated
me.”

71. voice of customer
To overcome clarity
problems. Ask your
customers to write
your headline for you.
@oligardner #MKTFEST

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

73. how manY form
fields should I
use?

74. 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

75. 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

76. how do you feel
about inline field
labels?

77. Click Me Now
Inline field labels
are bad
because…
__ tabbing sometimes hides next label
__ multi-tasking distractions
__ hard to double check before submit

78. http://codepen.io/zslabs/
pen/eNegqY

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

81. DO PEOPLE
EVEN SCROLL?
990px
6,633px
location of cta
WHY DID THEY
STOP AT THE
FOLD?

82. MAYBE THEY JUST
NEEDED AN
INCENTIVE TO
SCROLL…
9,963px
location of cta

83. Conversion Rate vs. Form Distance (250px blocks) From Top of Page
Data pulled from Unbounce landing page database
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 distance
from top is
zone 3 666px

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

85. CONVERSION RATE
VS. LENGTH OF PAGE

86. what the data suggests
we don’t see any evidence
of longer pages being
associated with higher
conversion rates

87. part two
designing for ideal
you are not
what I expected

89. GAS

90. G.A.S.

91. G.A.S.giving. A. shit.

99. http://www.fanpop.com/clubs/disney-princess/images/36571769/title/walt-disney-fan-art-queen-elsa-photo

100. ***********************************

101. PASSWORDS MUST CONTAIN
AT LEAST SIX CHARACTERS

102. MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO

104. 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%

105. part three
persuasion

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

108. 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 form Unbounce database - low sample size used for humour only
2
7.30%
4
5.62%

109. INFLUENCE
Reciprocity
Commitment
Social Proof
Liking
Authority
Scarcity
PERSUASION
Urgency
Framing
Anchoring
Exclusivity
Priming
Primacy
Recency
FOMO
MANIPULATION
Pos/Neg Reinforcement
Deception
Bait and Switch
Denial
Entrapment
Exaggeration
Lying
Good Cop/Bad Cop
Trojan Horse

113. Try Again
58%
Keep Going
16%
Good Cop / Bad Cop

114. Good Cop / Bad Cop
Give Up
30%
Keep Going
58%
+263%

115. can good cop/bad cop
popups be delightful?

117. the anatomy
of a frankenpage
(continued)
part four

118. carousel
design
& interaction
frankenpage > anatomy > the hero shot
@OliGardner #mktfest

119. Source: https://media-mediatemple.netdna-
ssl.com/wp-content/uploads/2015/01/04-
decay-all-opt.png

125. using photos
of people looking
at things
frankenpage > anatomy > the hero shot
@OliGardner #mktfest

126. Hero shot
A credible photo or video of a solution
that encompasses relevance, context,
value, and emotion, to support,
educate, or persuade a customer.
– Angie Schottmullerhttp://www.slideshare.net/aschottmuller/hero-shot-images-7-secrets-to-visuals-that-drive-sales

127. From a presentation by Angie Schottmuller
http://www.slideshare.net/aschottmuller/hero-shot-images-7-secrets-to-visuals-that-drive-sales

128. video design
& engagement
frankenpage > anatomy > video
@OliGardner #mktfest

129. Academics
& Experts
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

130. Data courtesy of Wistia

131. Would you watch this video?

132. How about now?
Unbounce co-founder passes out
critiquing landing pages while drunk!
0:08 seconds >>

133. caption your visuals
Captions under images/videos
are read on average 300%*
more than the body copy itself.
Make them so compelling you
can’t not watch the video.
@oligardner #MKTFEST
* https://blog.kissmetrics.com/shocking-truth-about-graphics/

134. Data courtesy of Wistia

135. Start
17%
0-10%
38%
11-20%
43%
21-30%27%
31-40%
29%
41-50%
18%
51-60%
15%
61-70%
19.5%
71-80%
19.8%
81-90%
18%
91-100%
15%
Turnstile conversion rate by % through video*
End
3%
CONVERSION
RATE
*Data courtesy of Wistia
%
through
video
0%
10%
20%
30%
40%
50%
Optimal placement is
14% into the video

136. call to action
copy & design
frankenpage > anatomy > CTA
@OliGardner #mktfest

150. Scott Stratten - QR Codes Kill Kittens

151. …?

152. …?

153. the first rule of CTAs
have a f#ck!ng
CTA

154. attention
driven
design
principle #2
affordance

155. Expertly Filmed
by Justin Rondeau

156. Source: Gary Larson

157. Button Button Button
Button
button button-esque rectangle

158. I F#CKING HATE
GHOST BUTTONS!

159. Button Button Button
Button
button button-esque rectangle
f#ck ghost buttons

160. Button Button Button
Button Link
button button-esque rectangle
f#ck ghost buttons just a word

163. +600%
clicking non-buttons

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

165. I’m so tired
of figuring
out if it’s
yours or
mine.

166. vsMy Your
12.76% 8.85%
-45%

167. vsClick No mention of click
15.51% 10.51%
-48%

168. vsClick Click Here
15.51% 17.49%
+12.8%

169. vsDownload Download Now
12.01% 13.06%
+8.7%

170. vsGet Started Get Started Now
7.78% 9.35%
+20.2%

171. what’s
the power
of free?
frankenpage > anatomy > price tag
@OliGardner #mktfest

172. vsFree no mention of free
9.24% 10.79%
+16.8%

174. vs
Start My Free
Course Now
Click Here to
Start My
Course Now
27.76% 31.42%
+13%

176. vsGet Started Get Started
For Free
33.65% 31.42%
-6%

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

179. Frankworld’s best tasting monster

180. Frankworld’s best tasting monster
This is the Headline

181. Frankworld’s best tasting monster
This is the Headline
This is the subhead with all the clarity

182. Frankworld’s best tasting monster
This is the Headline
This is the subhead with all the clarity

183. Frankworld’s best tasting monster
This is the Headline
This is the subhead with all the clarity

184. Frankworld’s best tasting monster
This is the Headline
This is the subhead with all the clarity
call to action

185. Frankworld’s best tasting monster
This is the Headline
This is the subhead with all the clarity
call to action

186. Frankworld’s best tasting 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.

187. Frankworld’s best tasting 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.

188. Frankworld’s best tasting 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.

189. Frankworld’s best tasting 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.

190. Frankworld’s best tasting 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. Frankworld’s best tasting 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. Frankworld’s best tasting 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.
540px

193. Frankworld’s best tasting 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.
540px
400px

194. Frankworld’s best tasting 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.
540px
400px
This is a caption that people will read

195. Frankworld’s best tasting 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.
540px
400px
This is a caption that people will read
CTA
14%

196. Frankworld’s best tasting 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.
540px
400px
This is a caption that people will read
CTA
14%
THE FOLD

197. Frankworld’s best tasting 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
14%
THE FOLD
SUBMIT
Field Label
Field Label
Field Label
Field Label

198. Frankworld’s best tasting 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
14%
THE FOLD
SUBMIT
Inline Field Label
Inline Field Label
Inline Field Label
Inline Field Label
Inline Field Label
Inline Field Label
Inline Field Label

199. Frankworld’s best tasting 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
14%
THE FOLD
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label

200. Frankworld’s best tasting 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
14%
THE FOLD
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label
Business Email Address

201. Frankworld’s best tasting 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
14%
THE FOLD
Field Label
Field Label
Field Label
Business Email Address
666px

202. 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.

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. This is a caption that people will read
THE FOLD
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label
Business Email Address
submit
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. This is a caption that people will read
THE FOLD
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label
Business Email Address
Click Here to
Download My Thing Now
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.

206. Frankworld’s best tasting 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
14%
THE FOLD
Field Label
Field Label
Field Label
Business Email Address
666px

207. Frankworld’s best tasting 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
14%
THE FOLD
Field Label
Field Label
Field Label
Business Email Address
666px

208. Frankworld’s best tasting 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
14%
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

209. thank you!
download Slides
bitly.com/frankenpage