Oli Gardner has a talent of making the future, in all its machinations and i-Robot-esque imagery, seem like an interesting, smarter, more intuitive world than today. But before we started to chat about how the glass is clearly half full, Oli introduced four of most common (and very human) mistakes of CRO: testing opinions, not insights, testing the wrong things, stopping tests too early, and focusing on the surface level metrics versus lifetime value. Sayf shared this presentation at Seer's August 11th 2016 event, Connect Convert & Quantify. Full recap here: http://www.seerinteractive.com/blog/event-recap-connect-convert-quantify/ And more information can be found here: bit.ly/og-seer

1. The
Conversion
Equations
by @oligardner
#SeerCCQ

2. the future
of marketing
is conversion
automation

3. 3 most common CRO questions
1. What should I test?
2. In what order?
3. What is a good conversion
rate?

4. 4 most common mistakes
• testing opinions, not insights
• testing the wrong things
• stopping tests too early
• focusing on surface level
conversion metrics and not lifetime
value

5. machines will end this

6. Automated megavariateTM testing
of marketing interaction models

7. …connected to cohort
analysis for the highest
customer lifetime value

8. CTAs will be moved to more
optimal positions

9. hello oli,
i ran a scroll map analysis
on your latest blog post
only 1.6% of readers
reached the cta
i will slack you with
my recommendation

10. #crobo
#crobo
hello oli,
i ran a scroll map analysis on your latest
blog post
only 1.6% of readers make it as far as the
cta
i combined it with a semantic text
analysis
if you move the cta to beneath part 4 you
will increase click-through rate by 118%.
type yes to go live…

11. result?
CTR increased by 118%
#crobots

12. Video chapter links will appear where
the highest engagement spikes
occur

13. Forms will respond with a
delightful chuckle when you
enter 1@1.com as your
email address.

14. what should I test?

15. thank you for filling in the survey!

16. @oligardner
#SeerCCQ
bit.ly/og-seer
THE
CONVERSION
EQUATIONS
Heuristic
Analysis
Online Tools,
Checklists
& Calculators
Rapid
Experiments
Conversion
Research
Video Conversion &
Engagement Data
(from Wistia)
Academic
Studies
Conversion Data
(from Unbounce)
Other frameworks from
Industry Leaders

17. @oligardner
#SeerCCQ
bit.ly/og-seer
THE
CONVERSION
EQUATIONS
The Form
Equation
The Video
Equation
The Social Proof
Equation
The CTA
Equation
The
Popup
Equation
The Clarity
Equation
The Hero Shot
Equation

18. @oligardner
#SeerCCQ
bit.ly/og-seer
THE
CONVERSION
EQUATIONS
The Form
Equation
The Video
Equation
The Social Proof
Equation
The CTA
Equation
The
Popup
Equation
The Clarity
Equation
The Hero Shot
Equation

19. @oligardner
#SeerCCQ
bit.ly/og-seer
The conversion equations will show
you what to optimize and the
scores will tell you in
which order to do it

20. clarityis the most important aspect
of the conversion equation

21. @oligardner
#SeerCCQ
bit.ly/og-seer
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

22. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION

23. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
Link analyzer
usability hub unbounce

24. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
ask a friend CTA isolation worksheet
usability hub

25. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
Readability score
Contrast ratio calculator
typography golden ratio
unbounce

26. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
usability hub unbounce

27. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
usability hub unbounce UPWORK

28. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
enumerable specifics worksheet

29. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
the de-jargonator

30. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
D
E
R
V
I
S
H

31. .0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
THE CLARITY EQUATION
D E R V I S H

32. .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

33. .0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
THE CLARITY EQUATION
Readability Problem
D E R V I S H

34. .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

35. @oligardner
#SeerCCQ
bit.ly/og-seer
Let’s run through some examples
THE CLARITY EQUATION

36. @oligardner
#SeerCCQ
bit.ly/og-seer
Distraction
Oh Hi Wil

37. 29 Squirrels!

38. ebook! data sheet!
find out more about financials cloud!
quote!
case study!
calculator!
awards!
different cloud!
infographic!
procurement cloud
supply chain cloud!
please. choose. any. cloud.
financials cloud

39. @oligardner
#SeerCCQ
bit.ly/og-seer
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
1/29 = 0.03

40. what
do you want
me to do?!

41. pick one thing

44. @oligardner
#SeerCCQ
bit.ly/og-seer
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
1/1 = 1

48. @oligardner
#SeerCCQ
bit.ly/og-seer
Links that are okay
• Anchor nav
• Terms & Conditions
• Privacy Policy
• CTAs with the same goal/URL
• Lightbox content

49. @oligardner
#SeerCCQ
bit.ly/og-seer
Immediacy
Can people understand your value
proposition within 5 seconds?

51. @oligardner
#SeerCCQ
bit.ly/og-seer
5 Second Test
“What do you think this page was about?”
usability hub
0%answeredbusinessintelligence

52. @oligardner
#SeerCCQ
bit.ly/og-seer
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
0.06

55. @oligardner
#SeerCCQ
bit.ly/og-seer
5 Second Test
“What do you think this page was about?”
usability hub
42%answeredbusinessintelligence

56. @oligardner
#SeerCCQ
bit.ly/og-seer
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
0.42

57. @oligardner
#SeerCCQ
bit.ly/og-seer
just tell me what you do!
it might be really obvious, but clearly it’s lost on you because despite all your best efforts you still don’t

58. @oligardner
#SeerCCQ
bit.ly/og-seer
Hyperbole
Are you explaining what you do? Or
just saying how good you are at
doing it?

61. #1 MARKETING PLATFORM TM
TM
MARKETING SOFTWARE
FUEL YOUR BRAND!

62. MARKET DOMINATION
AWARD WINNING
MARKETING SOFTWARE

63. MARKETING
SOFTWARE
MARKETING
INNOVATION
TECHNOLOGY!

65. 3,874!!
TM

66. @oligardner
#SeerCCQ
bit.ly/og-seer
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
0

67. they are not unique

68. or maybe they are

69. there’s too much hype

71. NEW!

72. from the greatest
company ever
to bring you the most epic
landing pages

73. from the greatest
marketing software company ever
to bring you the most epic
landing pages

74. i present to you…

77. bit.ly/unjargon

78. the future of marketing
copy will be analyzed as you
type, and words that don’t
add clarity will have more
impactful alternatives
automatically suggested.

79. @oligardner
#SeerCCQ
bit.ly/og-seer
Readability
Is it easy to read? Is it even
possible to read? Is it enjoyable
to read? Is it fast to read?

80. @oligardner
#SeerCCQ
bit.ly/og-seer
(RS/100 + 1-(AC/WC) + (CR<=7) ?
CR/10 : 0.7+(0.0214*(CR-7)); +
RWC/WC + (FSC + PWC + LHC)/
3 ) / 5
Readability =
RS = Readability Score
AC = Acronym Count
WC = Word Count
CR = Contrast Ratio
RWC = Readable Word Count
FSC = Font Size Coefficient
PWC = Paragraph Width Coefficient
LHC = Line Height Coefficient

82. “I'm glad I saw this on a lazy Saturday
when I had time to immerse myself in
this lukewarm shower of digital hipster
parochialism seamlessly integrated with
slightly veiled sado-brogrammer
invective. — Joseph Bentzel

83. readability-score.com
I'm glad I saw this on a lazy
Saturday when I had time to
immerse myself in this lukewarm
shower of digital hipster
parochialism seamlessly
integrated with slightly veiled
sado-brogrammer invective.

84. @oligardner
#SeerCCQ
bit.ly/og-seer
Readability
Reading Ease
The Flesch-Kincaid reading ease
score measures how easy you copy
is to read. 0 is impossible, 100 is
perfect.
Readability score

86. Data courtesy
of the
unbounce
machine
learning
algorithm

87. @oligardner
#SeerCCQ
bit.ly/og-seer
Readability
Acronym Count
What ratio of words in your headline
are potentially unknown acronyms?

88. @oligardner
#SeerCCQ
bit.ly/og-seer

89. @oligardner
#SeerCCQ
bit.ly/og-seer

90. CFOS OPT FOR ORACLE ERP CLOUD

91. @oligardner
#SeerCCQ
bit.ly/og-seer
foolproof Accord,
cruel pest.

92. @oligardner
#SeerCCQ
bit.ly/og-seer
CFOS OPT FOR ORACLE ERP CLOUD
or
CFOs opt for Oracle ERP Cloud

93. Ruth’s chris
steakhouse

94. Shakiest rush
touchers

96. @oligardner
#SeerCCQ
bit.ly/og-seer
Readability
Contrast Ratio
The contrast between your headline
and the background behind it.
Contrast ratio calculator

97. @oligardner
#SeerCCQ
bit.ly/og-seer http://leaverou.github.io/contrast-ratio/
(CR<=7) ? CR/10 :
0.7+(0.0214*(CR-7));
= 0.84
WCAG
4:1 is AA
7:1 is AAA

98. http://shouldiuseacarousel.com/

99. @oligardner
#SeerCCQ
bit.ly/og-seer
Readability
Motion Reading
Facility Ratio
What percentage of the available text
can be read before it disappears

100. @oligardner
#SeerCCQ
bit.ly/og-seer
Readability
Motion Reading
Facility Ratio
I managed to read 10 out of 45 words.
RWC/WC = 10/45 = 0.22

101. @oligardner
#SeerCCQ
bit.ly/og-seer
Readability
Typographic
Golden Ratio
How close is your paragraph sizing
to the ideal for web readability?
typography golden ratio

102. @oligardner
#SeerCCQ
bit.ly/og-seer http://www.pearsonified.com/typography/
The ideal ratio for readable
web copy is a 16px font-
size, 25px line-height, and a
680px paragraph width

103. @oligardner
#SeerCCQ
bit.ly/og-seer
Font Size = 16px
Line Height = 23px
Paragraph width = 1150px
TGR = (1/(1+0) + 1/1+(465/100) +
1/1+29-26)/3 = (1+0.18+0.25)/3 = 0.48
(1/1+|16-FS| + 1/1+(|685-PW|/100) + 1/1+|ILH-LH|) /3

104. @oligardner
#SeerCCQ
bit.ly/og-seer
(RS/100 + 1-(AC/WC) + (CR<=7) ? CR/10 :
0.7+(0.0214*(CR-7)); + RWC/WC + (FSC +
PWC + LHC)/3 ) / 5
Readability =
= 0.48
(0.184 + 1-(2/6) + 0.7+(0.0214*(13.5-7)); +
10/45 + 0.48 / 5

105. @oligardner
#SeerCCQ
bit.ly/og-seer
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
0.48

106. @oligardner
#SeerCCQ
bit.ly/og-seer
Simple To-do list
• Turn off slider autoplay
• Simplify the copy
• Narrow the paragraph width
• Title-case the headline

107. @oligardner
#SeerCCQ
bit.ly/og-seer
(RS/100 + 1-(AC/WC) + (CR<=7) ? CR/10 :
0.7+(0.0214*(CR-7)); + RWC/WC + (FSC +
PWC + LHC)/3 ) / 5
Readability =
= 0.83
(0.65 + 1-(2/6) + 0.7+(0.0214*(13.5-7)); +
45/45 + (1+1+1)/3 / 5

108. @oligardner
#SeerCCQ
bit.ly/og-seer
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
0.83

109. @oligardner
#SeerCCQ
bit.ly/og-seer
Visual Identification
When viewed in isolation, can people
tell what the image means? Or what
the purpose of your product/
service is?

110. What product do you think this company sells?

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

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

113. What product do you think this company sells?

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

115. What product do you think this company sells?

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

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

118. Sorry Larry

119. here’s how to fix
visual clarity problems

121. @oligardner
#SeerCCQ
bit.ly/og-seer
With Caption
Embeddable Business
Intelligence Reports &
Dashboards
Without Caption
5 Second Visual Identification Test
“What do you think this software does?”
0% 60%
usability hub

122. @oligardner
#SeerCCQ
bit.ly/og-seer
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
0.6

124. @oligardner
#SeerCCQ
bit.ly/og-seer
Expectation
When viewed in isolation, does the
CTA describe the goal of the page?
What you will get when you click?

126. Dex Media | Local and Small Business Marketing
www.dexmedia.com/
Dex Media provides local businesses with powerful digital and print marketing
solutions. Get Started FREE with DexLnk Today!
Philadelphia marketing software

129. @oligardner
#SeerCCQ
bit.ly/og-seer
Get Started

130. @oligardner
#SeerCCQ
bit.ly/og-seer
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
0

131. @oligardner
#SeerCCQ
bit.ly/og-seer

132. @oligardner
#SeerCCQ
bit.ly/og-seer
Build a High-Converting
Landing Page Now

133. @oligardner
#SeerCCQ
bit.ly/og-seer

134. @oligardner
#SeerCCQ
bit.ly/og-seer
See Moz Products

135. @oligardner
#SeerCCQ
bit.ly/og-seer
THE CLARITY EQUATION
.0
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.7
.8
.9
1.0
D E R V I S H
1

136. what
_
the
machines do
the equation?
learningwould
to improve

137. alter the coefficients
0
1
hyperbolecontrast
ratio
immediacy
specificity
readabilityreading
facility
visual
id
distractionfear
sentiment

138. but they’ll need help to
understand how we react to
our analogue senses…

140. 33%
WENT THE
WRONG
WAY

141. 3rd Floor
320-328
329-337
33% still
WENT THE
WRONG
WAY

142. @oligardner
#SeerCCQ
bit.ly/og-seer
I have a
design problem!

143. @oligardner
#SeerCCQ
bit.ly/og-seer
Maybe I need a
little A.D.D.?

144. @oligardner
#SeerCCQ
bit.ly/og-seer
ATTENTION
DRIVEN
DESIGN
Grouping
Encapsulation
Affordance
Nesting
Whitespace
Motion
Contact
Contrast Interruption
Highlighting
Anomaly
Proximity
Dominance
Size
Consistency
RepetitionSymmetry
Overlapping
Alignment
Perspective
Distraction
Continuation
Direction

145. ATTENTION
DRIVEN
DESIGN
Grouping
Whitespace
Contrast Interruption

146. 3rd Floor
320-328
329-337
Grouping
Contrast
Whitespace

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

148. 3rd Floor
320-328 329-337Interruption

149. 3rd Floor
320-328 329-337 everybody
went the
right way

150. @oligardner
#SeerCCQ
bit.ly/og-seer
@oligardner #SeerCCQ #truthbomb
when you can identify
a design problem
you can use A.D.D. principles to solve it
A.D.D. = Attention-Driven Design

151. design matters

152. design creates joy

153. design reduces confusion

155. design should reduce
germs

160. design stops things from
being annoying

162. data-informed design

163. data-informed design
accelerates delight
@oligardner #SeerCCQ

164. what if
I’m not a designer

165. what if
I’m not a developer

166. how do i create mockups
for those tests?

167. @oligardner
#SeerCCQ
bit.ly/og-seer
The 3-Minute No-Permission-Required
Conversion Research Hack
You should all
be using javascript:document.body.contentEditabl
e='true'; document.designMode='on'; void 0

168. @oligardner
#SeerCCQ
bit.ly/og-seer javascript:document.body.contentEditable='true'; document.designMode='on'; void 0

169. @oligardner #SeerCCQ #truthbomb
find qualitative insights,
show stakeholders to get buy-in,
start making change.
Run 5-second tests without permission

170. by the way

171. +27%

172. @oligardner
#SeerCCQ
bit.ly/og-seer
Regular ol’ #SeerCCQ
+ Free Cheesesteaks
+ Free Eagles tickets
+ No mention of cheesesteaks
+ 118%
+ 27%
+ 157%
+ Free Rocky IV soundtrack (on vinyl) + 300%
+ Free date with Kevin Bacon + 113%
+ Free bacon - 18%

173. @oligardner
#SeerCCQ
bit.ly/og-seer
Regular ol’ #SeerCCQ
+ Free Cheesesteaks
+ Free Eagles tickets
+ No mention of cheesesteaks
+ 118%
+ 27%
+ 157%
+ Free Rocky IV soundtrack (on vinyl) + 300%
You’re welcome
+ Free date with Kevin Bacon + 113%
+ Free bacon - 18%
+ VIP access to the Liberty Bell + 425%

176. @oligardner
#SeerCCQ
bit.ly/og-seer
unbounce
UPWORK
For $25 you can get any web
page built in Unbounce by Upwork.
Then you can change anything
you want, and run UsabilityHub
experiments.
usability hub

190. Scott Stratten @unmarketing QR Codes Kill Kittens

191. WTF?

192. WTF?

193. @oligardner #SeerCCQ #truthbomb
the first rule of Ctas
have a f#cking cta!

195. Removed
internal
content
links
Removed
the side
nav

196. Added a
$#@%ing
CTA

197. 171.2% increase in
visits to the landing
page templates
page

198. @oligardner
#SeerCCQ
bit.ly/og-seer
Every website & landing page
has conversion opportunities,
and every conversion
opportunity needs a CTA.

207. Every website & landing page
has conversion opportunities,
and every conversion
opportunity needs a CTA.
targeted
timely
relevant
unique
delightful
appropriate
show-me-once
value-addED

210. @oligardner
#SeerCCQ
bit.ly/og-seer
THE VIDEO EQUATION
(((2*(VPP?1:0) + VSCR?1:0) / 3 ) + (VD[0,30]?0.114:0 + VD[31,60]?
0.221:0 + VD[61-120]?0.047:0 + VD[121-180]?0.065:0 + VD[181-300]?
0.072:0 + VD[300+]?0.065:0 ) + ( ( (AIE?0.958:0 + AICH?0.44:0 +
AIY?0.60:0)/3 + (ATOS[20,30]?0.374 + ATOS[60+]?0.146) )/2 + ( 1/1+|
540-VW| + 1/1+|400-VH| ) / 2 ) + ((ATS?1:0 + STS?1:0) /2 ) + ((PRR?
0.03:0 + MIR?0.17:0 + POR?0.11:0 + PIWU/PIW)/2 * ICTA?1.1795:1 ) +
((VAP?1:0) * (VV?1:0) ) + (( 1/1+|14%-TVD| + TR?0.26:0.06 ) / 2 ) +
( ( (1/CAP?1:0) * ( WITV/100 + VPPT) ) / 2 ) + (RV?0:1 ) + ((ATE?1:0 +
STE?1:0) /2 ) + (ATF?1:0 ) + ((1/!(DTI?1:0)) * (VPPT)) /13) * 100
Video =
VPP = Video Play Pause
VSCR = Video Scrub
VD = Video Duration
AEI = Annotation Includes Exclamation
AICH = Annotation Includes Click Here
AIY = Annotation Includes Your (not My)
TOS = Annotation Time On Screen
VW = Video Width
VH = Video Height
ATS = Asked To Share
STS = Shown To Share
PRR = Pre-Roll CTA
MIR = Mid-Roll CTA
POR = Post-Roll CTA
PIW = Positive Impact Words
PIWU = PIW Used
ICTA = Image CTA
VAP = Video Autoplay
VV = Video Visible
TVD = Turnstile Video Depth
TR = Turnstile Required
CAP = Caption Is Present
WITV = What Is This Video?
VPPT = Video Play Preference Test
RV = Related Videos
ATE = Asked To Embed
STE = Shown To Embed
ATF = Above The Fold
DTI = Default Thumbnail Image
Video is
Hard !!!

211. @oligardner
#SeerCCQ
bit.ly/og-seer
THE VIDEO EQUATION
Placement +
Size +
Sharing +
Thumbnail +
Epic Video = Subtitles +
Controls +
Autoplay +
Related Videos +
CTAs +
EmbeddingTurnstile Position +
Annotations +
Length +
Caption +
P.S.S.T.
S.C.A.R.C.E.
T.A.L.C.
P
S
S
T
T
A
L
C
S
C
A
R
C
E

212. @oligardner
#SeerCCQ
bit.ly/og-seer
Ezra ASK THE DATA! Oli

213. @oligardner
#SeerCCQ
bit.ly/og-seer
Which words influence the click-thru
rate of video CTAs?
3.9%
ASK THE DATA
1.0%
Annotations Full-screen CTAs
2.7%
Click
ClickHere
3.9%
9.5%
15.3%
Click
ClickHere
11.1%

214. @oligardner
#SeerCCQ
bit.ly/og-seer
Which words influence the click-thru
rate of video CTAs?
3.9%
ASK THE DATA
1.4%
Annotations Full-screen CTAs
1.5%
My
Your
2.4%
10.7%
13.2%
My
Your
9.4%

215. @oligardner
#SeerCCQ
bit.ly/og-seer
Which words influence the click-thru
rate of video CTAs?
3.9%
ASK THE DATA
Annotations Full-screen CTAs
1.4%
Now
Now
1.7%
11.1%
Now
Now
8.2%

216. @oligardner
#SeerCCQ
bit.ly/og-seer
Which words influence the click-thru
rate of video CTAs?
3.9%
ASK THE DATA
1.3%
Annotations Full-screen CTAs
2.0%
!
!!!
2.5%
11.6%
8.4%
!
!!!
5.8%

217. @oligardner
#SeerCCQ
bit.ly/og-seer
Which words influence the click-thru
rate of video CTAs?
1.3%
3.9%
ASK THE DATA
Annotations Full-screen CTAs
2.0%
!
!!!
2.5%
11.6%
8.4%
!
!!!
5.8%

218. 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%

219. the future of marketing
CTAs will have autocomplete
recommendations of more impactful
options, and the expected increase in
conversion.
+113%
+290%
+358%
View a demo
Click to view a demo
Click here to view a demo now
Click here to view a demo now!

220. @oligardner #SeerCCQ #truthbomb
every conversion
opportunity is unique

221. which is what makes us human

225. @oligardner
#SeerCCQ
bit.ly/og-seer
be careful what
you put inside
“quotation marks”

229. 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
@oligardner #SeerCCQ #truthbomb

230. @oligardner
#SeerCCQ
bit.ly/og-seer
(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

231. @oligardner
#SeerCCQ
bit.ly/og-seer
Readable
Enumerated
Verifiable
Proximal
Non-Hyperbolic
Authentic
Transformational
Social =
Proof
THE TESTIMONIAL EQUATION
Contextual
Relatable
Isolatable
BrandedR.E.V.
P.H.A.T.
C.R.I.B.
R
E
V
P
H
A
T
C
R
I
B

232. “The process was easy to
understand and the representative
walked me through it step by step.
There was no need to guess what
would be happening next; they
answered all the questions I had
without having to ask them! ”
– Juan Do
Great Company, Florida
Has a photo = no
Is it stock = n/a
Authentic Images = n/a
Readable = 1
Enumerable = 0
Verifiable = 0 (not linked or sourced)
Proximal = 0
Non-Hyperbolic = 1

233. Has a photo = no
Is it stock = n/a
Authentic Images = n/a
Readable = 1
Enumerable = 0
Verifiable = 0 (not linked or sourced)
Proximal = 0
Non-Hyperbolic = 1

234. “The process was easy to
understand and the representative
walked me through it step by step.
There was no need to guess what
would be happening next; they
answered all the questions I had
without having to ask them! ”
– Juan Do
Great Company, Florida
Has a photo = no
Is it stock = n/a
Authentic Images = n/a
Transformational images = no (0*5)
Transformational video = no (0*4)
Transformational text = no (0*3)
Transformative = 0/12
Total =
1+0+0+0+1+0+0+0+0+0
+0/11 * 100 = 18%
Social
Proof
Score = 18%
Readable = 1
Enumerable = 0
Verifiable = 0 (not linked or sourced)
Proximal = 0
Non-Hyperbolic = 1
Contextual = 0
Relatable = 0
Identifiable = 0
Branded = 0

235. Has a photo = yes
Is it stock = no (1)
Authentic Images = 1
Transformational images = no (0*5)
Transformational video = yes (1*4)
Transformational text = yes (1*3)
Transformative = 7/12Verifiable content = yes
Is it linked to? = no
Sourced = 0.5
Has a link = yes
Is it a lightbox = yes (1)
Linking = 1
Total =
1+1+0.75+1+1+1+7/12+0.5+
0.5+1+1/11 *100
Social
Proof
Score = 85%
Readable = 1
Enumerable = 1
Verifiable = 0.5+1/2 = 0.75
Contextual = 0.5
Relatable = 0.5
Identifiable = 1
Branded = 1
Proximal = 1
Non-Hyperbolic = 1

236. the future of marketing
automatic image source lookups will
determine if an image is stock, and
recommend a change.
and visual analysis will check for
unrealistically white teeth to do the
same

237. interview your testimonial givers to mine every element of
The social proof Equation
rather than a generic, watered down platitude
#SeerCCQ pro tip

238. @oligardner
#SeerCCQ
bit.ly/og-seer
The Testimonial Equation
Customer Interview
Script

239. “Before taking Peter Smith’s Landscape 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.”
— Deb Calder Photography
Before After
Holding a camera: authentic & relatable image.
Enumerated
Transformative images
Linking (Lightbox)
Watch video on
how to use ND
grads
Transformative video
Transformative text
Isolatable & Branded
Good Context of Use
No Hyperbole
Readable

240. @oligardner
#SeerCCQ
bit.ly/og-seer

241. liquid
menopause
formula
liquid
menopause
formula

242. @oligardner
#SeerCCQ
bit.ly/og-seer
DIGITAL AGENCY DAY

245. @oligardner
#SeerCCQ
bit.ly/og-seer
OH THE HUMANITY!!!!!
POPUPS SUCK!
DO NOT USE POPUPS!
POPUPS ARE EVIL!
NOBODY LIKES POPUPS!

246. bullsh!t

247. @oligardner
#SeerCCQ
bit.ly/og-seer
Anythingcan be
delightful

248. @oligardner
#SeerCCQ
bit.ly/og-seer
Emailscan be
delightful

249. @oligardner
#SeerCCQ
bit.ly/og-seer
bannerscan be
delightful

250. @oligardner
#SeerCCQ
bit.ly/og-seer
and popupscan be
delightful

251. @oligardner
#SeerCCQ
bit.ly/og-seer
AVERAGE EXIT-INTENT
POPUP CONVERSION RATES 2-3.5%
GOOD EXIT-INTENT
POPUP CONVERSION RATES 5%
EXCELLENT EXIT-INTENT
POPUP CONVERSION RATES 8%
THIS CAMPAIGN 19.03%
A SIMILAR ONE WE RAN
IN GERMANY?
26.86%

252. @oligardner
#SeerCCQ
bit.ly/og-seer
because it was
relevant

253. @oligardner
#SeerCCQ
bit.ly/og-seer
valuable
because it was

254. @oligardner
#SeerCCQ
bit.ly/og-seer
well timed
because it was

255. designed to delight
because it was

256. technology
isn’t the
problem
we are
@oligardner #SeerCCQ

257. machines
will learn
our value
systems
@oligardner #SeerCCQ

258. Thank you for putting up with me!
slides here >> bit.ly/og-seer