Oli Gardner: The Four Corners of Conversion — Understanding the Intersection of Copy, Design, Interaction and Psychology — #FullStack15

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

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5. interaction Psychology designcopy 1

6. THE COPYWRITERR e n t o n

7. COPY

8. THECOPYELEMENTS PRIMARY HEADLINE CLOSERS PRIVACY STATEMENTS NAVIGATION PRIMARY SUBHEAD ERROR MESSAGES IMAGE ANNOTATIONS FORM FIELD LABELS SECTION SUBHEADS FEATURES BENEFITS VIDEO ANNOTATIONS TESTIMONIALS CALLS TO ACTION FOOTER TAGLINES SUCCESS MESSAGES

9. INFORMATION HIERARCHY Photo: http://animal-kid.com/silverback-gorilla-muscles.html copy informs design not the other way round

10. Wasting Time With CRO? Run smarter tests, get results faster, and ﬁnd bigger wins with Qualaroo.

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

12. What do people think you do when they arrive on your page? Find out with a 5-second test

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

14. 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

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

16. flip your headline P R O T I P Reverse the order of your headline and subhead to uncover extra clarity. @oligardner #fullstack15

17. Scuse me while I kiss this guy - Jimi Hendrix

18. There’s a bathroom on the right - CCR

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

20. Hold me closer Tony Danza - Elton John

21. Hold me close and tie me down sir - Elton John

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

23. How do I get you a loan - Heart

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

25. COME ON OLI DON’T LEAVE US HANGING!

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

27. “They mis- underestimated me.”

28. VOICE OF CUSTOMER P R O T I P To overcome clarity problems. Ask your customers to write your headline for you. @oligardner #fullstack15

29. THE most persuasive word in the english language?

30. 11 16.97% Average Conversion Rate by Occurrences of the Word “Because” 0 10.86% 1 7.31% 4 4.4% 8 11.41% Conversion Rate Data pulled form Unbounce database - low sample size used for humour only

32. THE DESIGNERS P U D

33. DESIGN

34. 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 VISUALHIERARCHY W H I T E S P A C E OVERLAPPING SYMMETRY SYMMETRY GROUPINGGROUPING GROUPINGGROUPING GROUPINGGROUPING GROUPINGGROUPING 23 PRINCIPLES OF ATTENTION-DRIVEN DESIGN

35. DISTRACTION ATTENTION-DRIVEN DESIGN PRINCIPLE#1

36. ATTENTION RATIO 82:1

37. ATTENTION RATIO 82:1 the ratio of the number of things you can do on a page to the number of things you should be doing

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

42. why does that page work better?

43. the nsamcwadlp principle P R O T I P Never. Start. A. Marketing. Campaign. Without. A. Dedicated. Landing. Page. @oligardner #fullstack15

44. 1 13.94% 2 12.11% 3 10.56% 4 9.09% 5 9.42% 6 8.79% 7 8.27% 8 9.76% 9 7.56% 10 5.59% 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

45. distraction is the enemy of conversion P R O T I P As Attention Ratio goes down (closer to 1:1) conversion rates go up. @oligardner #fullstack15

46. ANOMALY ATTENTION-DRIVEN DESIGN PRINCIPLE#13

47. ALL I HAD TO SAY WAS THE WORD “SHIT”

48. PROXIMITY ATTENTION-DRIVEN DESIGN PRINCIPLE#4 ELEMENTS IN CLOSE PROXIMITY TO ONE ANOTHER ARE PERCEIVED TO HAVE A RELATIONSHIP

49. -14% people starting the course *TEST RESULTS FROM THE UNBOUNCE APP

50. ALWAYS TEST CLOSERS A winning smile, amirite?

51. ALWAYS TEST CLOSERS my face lost by -14%

52. protect your cTaP R O T I P Anything placed in close proximity to your call to action can be a threat to your conversion rates – and must be tested. @oligardner #fullstack15

54. INTERACTION

55. PAGEINTERACTIONS VIDEO POPUP SURVEYS CAROUSELS BUTTONS STICKY NAVIGATIONEXIT POPUPS NAVIGATION HELLOBAR ENTRY POPUPS CONFIRMATION PAGES FORM FIELDS MULTI-STEP FORMS BREADCRUMBS SCROLL CONTROL KEYBOARD SHORTCUTS SOCIAL SHARING SLIDESHOWS INTERACTIVEELEMENTS POINTSOFFRICTION VIDEO AUTOPLAY CAROUSEL AUTOPLAY AFFORDANCE ANCHOR NAVIGATION JUMPS OK/CANCEL EXIT BLOCKING FORM FIELDS REQUIRED FIELDS CAPTCHAS NON-APPLICABLE OPTIONS CAROUSEL NAVIGATION UNDERLINED TEXT

56. mr INTERACTionB E G B I E

57. - Oli gardner Q U O T E “Heat maps were created for the sole purpose of illuminating the horrible bullshit we expect our visitors to interact with.” @oligardner #fullstack15

58. INTERACTION TRENDS THAT SHOULD BE KILLED WITH FIRE* *and/or tested

59. 1. SCROLL “ASSIST”

60. 2. CAROUSELS

61. Source: http://erikrunyon.com/2013/01/carousel-stats/

62. Does Siemens have any special deals on washing machines? Source: http://www.nngroup.com/articles/auto-forwarding/

63. trend carefullyP R O T I P Theme designers are breaking the internet. Don’t implement new interaction models without watching how it impacts your visitors. @oligardner #fullstack15

64. INTERACTIONS SHOULD BE DELIGHTFUL

65. is this delightful?

67. THE PSYCHOLOGISTS I C K B O Y

68. PSYCHOLOGY

69. 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

70. 2 Interruption 1 Priming 3 Modal popup 6 Good cop/bad cop 5 Negativity bias 4 Urgency COPY DESIGN INTERACTION PSYCHOLOGY

71. can popups be delightful?

72. The Four Corners Applied to VIDEO

73. Would you watch this video?

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

75. Only 10-20% of people will actually watch your video VideoTruths1

76. Video Copy Captions Play instructions COPY

77. caption your visuals P R O T I P Captions under images/videos are read on average 300%* more than the body copy itself. Treat them like headlines and make them so compelling you’d want to read the rest of the page. @oligardner #fullstack15 *http://bit.ly/1KjOCmG

78. Your landing page copy should communicate your offer without the video being played VideoTruths2

79. Video Design Position on page Video size Poster frame Play button DESIGN

80. Data from Wistia

81. The fold still matters when it comes to video engagement VideoTruths3

82. Data from Wistia

83. Size matters. Approximately 540px by 400px is a good size. VideoTruths4

84. Video Interaction Autoplay Call to action position (time) INTERACTION

85. VideoTruths Turn autoplay on when linking from a video thumbnail. 5

86. Form CTA Conversion Rate by % Through Video Data from Wistia

87. VideoTruths Place lead gen forms 14% of the way into your video for optimal conversions 6

88. INTERACTION Video Psychology How much do you believe the person you’re listening to? PSYCHOLOGY

89. 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

90. Proximity2 3 Direction 4 Encapsulation 1 Caption 8 Length of video 6 Contrast 7 Rollover state 5 Context of use COPY DESIGN INTERACTION PSYCHOLOGY

91. The Four Corners Applied to FORMS

92. how many form fields should I use

93. 1 20.97% 2 18.84% 3 10.45% 4 7.20% 5 7.93% 6 7.41% 7 7.86% 8 10.21% 9 10.52% 10 13.11% Conversion Rate vs. Number of Form Fields CONVERSION RATE Data pulled from Unbounce landing page database # OF FORM FIELDS

94. add some fieldsP R O T I P If you’re going to use 4 form ﬁelds, you may as well try using 7. The person dealing with your leads will thank you. @oligardner #fullstack15

95. so, can friction be a good thing?

96. DESIGN FOR IDEAL P R O T I P Don’t design to acquire customers. Design to acquire your ideal customers. @oligardner #fullstack15

97. how can we apply this to marketing?

98. Form Copy Form headline Form ﬁeld labels Privacy statements Call to action COPY

99. form field labels

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

101. ***********************************

102. PASSWORDS MUST CONTAIN AT LEAST SIX CHARACTERS

103. MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO

104. Email Address START THE COURSE NOW Your Best Email Address START THE COURSE NOW Business Email Address START THE COURSE NOW 41% 47% 65% +59% +15%

105. call to action copy

106. Get Your Free Ebook

107. Get My Free Ebook

108. Your 8.4% Conversion Rate of CTAs Containing the Word… Free 8.45% My 11.48% Get 8.6% Click 12.82% CONVERSION RATE Data pulled from Unbounce landing page database +37% +49%

109. Form Design Containers Form ﬁelds Label alignment Button design Page position DESIGN

110. 0% 6.64% 10% 9.04 20% 11.23% 30% 14.9% 40% 17.87% 50% 13.23% 60% 9.7% 70% 11.25 80% 5.55% 90% 8.78% Conversion Rate vs. % Form Distance From Top of Page CONVERSION RATE Data pulled from Unbounce landing page database % DOWN THE PAGE

111. Form Interaction Captchas Inline ﬁeld labels Error/success messages INTERACTION

112. captchas

113. Forbidden?

114. Security Check Enter both words below, separated by a space. Can’t read the words below? Try different words or an audio captcha. Submit Cancel Sick of these? Verify your account. Text in the box: What’s this? Submit Submit Captchas are bad because they put your brand experience in the hands of a 3rd party

115. 6 It took me 85 seconds to enter that correctly. 2Y8

116. 8% OF MEN ARE COLOUR BLIND

117. can a captcha be delightful?

118. inline field labels

119. Click Me Now Inline ﬁeld labels are bad because… __ short-term memory __ tabbing hides next label __ multi-tasking distractions __ hard to double check before submit __ don’t get me started on mobile

120. THAT’S MICHAEL AAGAARD DOING THE ALS ICE BUCKET CHALLENGE

121. INTERACTION Form Psychology Trust & security Cognitive strain PSYCHOLOGY

122. COGNITIVESTRAIN PSYCHOLOGY INFLUENCINGFACTOR#11

123. no applicable options

124. STOP words

125. IF they’re about to buy P R O T I P Get out of their way and don’t interrupt their momentum with negative language. @oligardner #fullstack15

126. TRUST&SECURITY PSYCHOLOGY INFLUENCINGFACTOR#6

127. trust seal lost by -12%

128. creating an optimal form

129. FORM-FIRST DESIGN P R O T I P Improve clarity and reduce cognitive strain by designing your form as if it’s the only thing on the page. @oligardner #fullstack15

130. Only 3 consultations remaining this month Beneﬁts2 3 Label copy for ideal customer 4 Descriptive CTA 1 Form headline 7 Proximity 9 Top-aligned label alignment 6 Contrast 5 Encapsulation 10 Scarcity Click to Get My CRO Consultation Get a Free CRO Consultation Get a free 3hr consultation with a conversion specialist worth $1500. Business Email Address Your Marketing budget Full Name We will email you back within 24 hours 11 Expectations set COPY DESIGN INTERACTION PSYCHOLOGY 8 No captcha

131. what if we combined all the things?

132. This is the Headline

133. This is the Headline This is the subhead full of clarity

136. This is the Headline This is the subhead full of clarity 540px

137. This is the Headline This is the subhead full of clarity 540px 400px

138. This is the Headline This is the subhead full of clarity 540px 400px This is a caption that people will read

139. This is the Headline This is the subhead full of clarity 540px 400px CTA 14% This is a caption that people will read

140. This is the Headline This is the subhead full of clarity 540px 400px THE FOLD CTA 14% This is a caption that people will read

141. This is the Headline This is the subhead full of clarity 540px 400px SUBMIT CTA 14% THE FOLD This is a caption that people will read

142. This is the Headline This is the subhead full of clarity 540px 400px SUBMIT CTA 14% THE FOLD This is a caption that people will read

143. This is the Headline This is the subhead full of clarity 540px 400px CLICK TO GET MY EBOOK CTA 14% THE FOLD This is a caption that people will read

144. This is the Headline This is the subhead full of clarity 540px 400px CTA 14% THE FOLD This is a caption that people will read

145. This is the Headline This is the subhead full of clarity 540px 400px CTA 14% THE FOLD BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE This is a caption that people will read

146. Download a PDF of the four corners map bitly.com/4cornersmap

147. Near, far, wherever you are I believe that the hot dogs go on- Celine Dion. At a BBQ.

148. See you at the after party. @oligardner

Oli Gardner: The Four Corners of Conversion — Understanding the Intersection of Copy, Design, Interaction and Psychology — #FullStack15

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