This presentation was given at the Optimizely Experience Chicago by Oli Gardner, Co-Founder of Unbounce.

1. I GIVE A SH!T
@OliGardner - Unbounce
ABOUT CHICAGO’S CONVERSION RATES

2. I HAD A
IDEA
BRILLIANT

3. Landing Page
Bio ipsum, this link is giving
me so much love back to
unbounce.com for an epic
term yo!
Real
Name

4. My name?
PAGE
LANDING PAGE

5. OF LANDING
EXPERIENCES
98%
SUCK

6. OF LANDING
EXPERIENCES
97%
SUCK

7. marketers are
DISRESPECTING
the click

8. how do we fix this?

9. by delivering
delightful
landing experiences

10. is this next page a
delightful
experience?

13. worst landing page ever

14. millions of clicks
END IN BAD
EXPERIENCES
every day

15. how do we
delight and convert?

16. CONVERSION
CENTERED
DESIGN

17. is better
than
Red
Button
Green
Button
CCD is not…

18. is better
thanCTA
CTA
CCD is not…

19. is better
than
CTA
CTA
CCD is not…

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

21. ATTENTION
#1

22. CONTEXT
#2

23. CLARITY
#3

24. CONGRUENCE
#4

25. CREDIBILITY
#5

26. CLOSING
#6

27. CONTINUANCE
#7

28. let’s look at some
“marketing”

29. B2BLANDING
EXPERIENCES

30. project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage & Launch
with JIRA.

35. 130 LINKS
competing for attention
with our campaign goal

36. Attention
Ratio!
130:1

37. 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

46. what if the ad went to a
dedicated landing page?

48. Attention
Ratio!
1:1

49. delightful!

50. Attention Ratio 9:1 Attention Ratio 1:1

52. conversion lift
+78%

53. 6 options24 options
10x people
bought jam
Source: S.S. Iyengar and M. R. Leper 2000

54. AS ATTENTION RATIO
GOES DOWN,
CONVERSION RATES
GO UP

55. landing pages
ask a yes/no question

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

58. WTF GOOGLE!
you broke the scent trail

59. …designing a post-click experience that
matches the style of communication and the
expectations that were set prior to the click.
CONVERSION CONTEXT
CCD principle #2

60. let’s click another ad

61. free help desk software
The #1 Free Helpdesk Tool!!
www.freshdesk.com/
Ticketing, kbase, forums & more.
Signup for a free 30-day trial,now!

62. Strong scent due!
to great message!
match

64. project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage & Launch
with JIRA.

67. your homepage
IS NOT
DESIGNED
for campaign traffic

68. BRAND CENTRAL STATION

69. B2CLANDING
EXPERIENCES

70. 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

73. award for
SHITTIEST
LANDING
EXPERIENCE
perhaps

74. we must respect every aspect
of the search request

75. a real life example

76. NEVER START A
MARKETING
CAMPAIGN
without a
dedicated landing page

77. also known as the
NSAMCWADLP
principle

82. ATTENTION
RATIO
163:1

83. ATTENTION
RATIO
163:1
IMAGE SLIDER
LOAD TIME
26 SECONDS

84. ATTENTION
RATIO
163:1
IMAGE SLIDER
LOAD TIME
26 SECONDS
ZERO MENTION
OF LANDING PAGES

85. 8%
OF MEN ARE
COLOR BLIND

86. take a look at this landing page

90. first impressions?

91. BULLSHIT
DETECTOR
the

92. close your eyes

93. …the ability to quickly and clearly
communicate the purpose of your page to
an impatient visitor.
CLARITY
CCD principle #3

95. clarity is great

96. unless you’re
being clear about the
wrong things

97. SPAM

98. GIMMICKS

99. UNSOLICITED

100. NASTY

101. 3RD PARTY

102. SELL

103. CTAS
ARE SENSITIVE

104. why are you saying
that to me?

105. Source: Michael Aagard, ContentVerve.com

106. Get more done.
No Gimmicks, no credit card.
removing “gimmicks” resulted in a
conversion lift of 25%

107. YOU’RE GOING THE WRONG WAY

108. …aligning every element on your page to
work in concert, producing a single
cohesive message that speaks to - and
only to - your campaign goal.
CONGRUENCE
CCD principle #4

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

111. 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
Form header!
Download your whitepaper! Complete the required fields
Form fields Country, province/state, phone number
Testimonial It’s about the product not the value in the whitepaper
Learn more Again, it’s about the product
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

112. campaign goal
download a whitepaper

113. 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
Form header!
Download your whitepaper! Complete the required fields
Form fields Country, province/state, phone number
Testimonial It’s about the product not the value in the whitepaper
Learn more Again, it’s about the product
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

114. 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
Form header!
Download your whitepaper! Complete the required fields 1
Form fields Country, province/state, phone number 0
Testimonial It’s about the product not the value in the whitepaper 0
Learn more Again, it’s about the product 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

115. congruence also
relates to trust

118. silence is better
than bullshit

119. …leveraging authentic trust signals,
transparency and verifiable social
commentary to increase conversions.
CREDIBILITY
CCD principle #5

120. social proof is
MEANINGLESS
IF I DON’T BELIEVE YOU

122. TRUST SIGNALS
are the most subjective element
on your landing page

124. FOCUSED

125. CONTEXTUAL

126. CLEAR

127. ALIGNED

128. BELIEVABLE

129. ?

130. we need to
understand the
motivation to
convert
source: justinarte.com

131. what is
the number 1 question
asked during webinars?

132. “Are you going to send
out a recording
afterwards?”

133. the safety net statement
+15%

134. add some urgency
vs.
+9.4%

135. …applying psychological motivators to your
landing page at the point of conversion.
CLOSING
CCD principle #6

136. so what’s next Charles?

137. please sir, I’d like some more

141. …designing experiences that leverage
post-conversion opportunities to increase
commitment to your brand.
CONTINUANCE
CCD principle #7

143. 2,500 webinar registrants
40% completed the post-
conversion action
1,100 new blog subscribers
just for asking

144. what does a
delightful landing page
look like?

147. please remember

148. NSAMCWADLP

150. CTAS
ARE SENSITIVE

151. silence is better
than bullshit

152. testyourmonials

154. let’s make marketing
delightful

155. critique time!

156. who's page is this?

158. well Mike

159. the GOOD
NEWS

160. i like that
it’s about fundraising

161. YOURPAGE
the
news

162. there are 14 things
I DON’T LIKE

163. online fundraising
Online Fundraising
www.giveforward.com/OnlineFundraising
Raise Money for a Loved One in
Need. It’s Quick, Easy and Secure.

165. 1. Attention Ratio 70:1

166. 2. You forgot the word “online”
in the headline

167. 3. My goal is to raise money for
my loved one. No search pls.

169. 4. Gather the proof elements
together.

170. 5. Remove the breadcrumb.
That’s UCD.

171. 6. The first paragraph editorializes
about the Internet. Get to the point.

172. 7. The hero shot makes zero
sense visually and quotes
yourself.

173. 8. You ask me to read a 200
word blog post before getting to
“what everyone ought to know”

174. don’t use the word ought,
use the word needs

175. 9. Turn these statements into
expandable “on-demand”
information for more detail.

176. 10. Sidebar needs a title
to introduce what it is and
why I should care

177. 11. Unlink them or use a
lightbox so people aren’t
taken away.

178. 12. Conversion is all
about clarity. Bring this
part higher up.

179. 13. Remove the
resources. That’s UCD.

180. 14. Make sure your CTA’s
color is unique.

181. before/after

189. thank you