The document discusses clarity in conversion optimization. It presents "The Clarity Equation", which is a formula that calculates a clarity score based on various factors like above the fold links, contrast ratio, readability, etc. It then shows some data visualizing how different call to action phrasings, annotations, and form placements can impact conversion rates. The document promotes using data and design principles to create optimized landing pages. It emphasizes strong conceptual visuals, frameworks and methodologies for conversion optimization.

1. The
Conversion
Equations
by @oligardner

2. The
Conversion
Equations
by @oligardner
original Custom photography & design

3. clarityis the most important aspect
of the conversion equation

4. clarityis the most important aspect
of the conversion equation
readable & tweetable
typographic slides

5. @oligardner
#YourEvent
bit.ly/og-??
THE CLARITY EQUATION
(1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/
WC) + (CR<=7) ? CR/10 : 0.7+(0.0214 *
(CR-7)); + RWC/WC + (FSC + PWC + LHC)/
3 ) / 5 + IGS+LGS/2 + WTFIT + VES/RES
+ HWC/WC)/7 * 100
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

6. @oligardner
#YourEvent
bit.ly/og-??
THE CLARITY EQUATION
(1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/
WC) + (CR<=7) ? CR/10 : 0.7+(0.0214 *
(CR-7)); + RWC/WC + (FSC + PWC + LHC)/
3 ) / 5 + IGS+LGS/2 + WTFIT + VES/RES
+ HWC/WC)/7 * 100
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
strong conceptual visuals

7. .0
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1.0
D E R V I S H
THE CLARITY EQUATION
Readability Problem
Immediacy Problem
D E R V I S H

8. .0
.1
.2
.3
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.6
.7
.8
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1.0
D E R V I S H
THE CLARITY EQUATION
Readability Problem
Immediacy Problem
D E R V I S H
frameworks, processes
& methodologies

9. 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%

10. 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%
data visualisation

11. Data courtesy
of the
unbounce
machine
learning
algorithm

12. Data courtesy
of the
unbounce
machine
learning
algorithm
original & exclusive data

13. technology
isn’t the
problem
we are
@oligardner #YourEvent

14. technology
isn’t the
problem
we are
@oligardner #YourEvent
meaningful & tweetable perspectives

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

16. using 1,000,000 little
pieces of data + design
to reverse engineer the
perfect landing page
frankenpage
@oligardner
strong thematic slide decks

18. detailed graphic design

19. Background image source: http://think0.deviantart.com/art/Scotland-Grungy-Flag-10919314
The
Four Corners
of Conversion
interaction
Psychology
designcopy
by @Oligardner

21. tailored & location-specific designs