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Oli Gardner — The Conversion Equation (Turing Festival 2016)

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Presentation by Oli Gardner, co-founder of Unbounce. Delivered at the Turing Festival in Edinburgh on Friday 19 August 2016.

Published in: Marketing
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Oli Gardner — The Conversion Equation (Turing Festival 2016)

  1. 1. The Conversion Equations by @oligardner #TuringFest
  2. 2. the future of marketing is conversion automation
  3. 3. we, the crobots, have been watching you try to optimize your marketing you’ve done an okay job but you keep f#cking it up
  4. 4. what are we doing wrong?
  5. 5. you test opinions, not insights
  6. 6. you test the wrong things
  7. 7. you stop tests too early
  8. 8. you focus on surface-level conversion metrics
  9. 9. and not lifetime value
  10. 10. it’s time to change_
  11. 11. let me tell you about the future_
  12. 12. the algorithm will analyze your unpublished page before it’s seen any traffic. View of the Unbounce landing page dashboard
  13. 13. low traffic sites and landing pages will no longer be an a/b testing bottleneck.
  14. 14. it knows because it’s analyzed 1 million pages, including 20,000 just like yours
  15. 15. it will perform cohort analysis to optimize your pages to acquire your ideal customers.
  16. 16. i will automatically analyze your click & scroll map data to uncover insights.
  17. 17. 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
  18. 18. yes!!!!!
  19. 19. it will forever remove the need to ask the question…
  20. 20. what should I test?
  21. 21. thank you for filling in the survey!
  22. 22. @oligardner #TuringFest bit.ly/og-tf 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
  23. 23. @oligardner #TuringFest bit.ly/og-tf 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
  24. 24. @oligardner #TuringFest bit.ly/og-tf 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
  25. 25. @oligardner #TuringFest bit.ly/og-tf The conversion equations will show you what to optimize and in which order to do it
  26. 26. clarityis the most important aspect of the conversion equation
  27. 27. @oligardner #TuringFest bit.ly/og-tf 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
  28. 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
  29. 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 Link analyzer usability hub unbounce
  30. 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 ask a friend CTA isolation worksheet usability hub
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 THE CLARITY EQUATION D E R V I S H
  38. 38. .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
  39. 39. .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
  40. 40. .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
  41. 41. @oligardner #TuringFest bit.ly/og-tf Let’s run through some examples THE CLARITY EQUATION
  42. 42. @oligardner #TuringFest bit.ly/og-tf Immediacy Can people understand your value proposition within 5 seconds?
  43. 43. @oligardner #TuringFest bit.ly/og-tf 5 Second Test “What do you think this page was about?” usability hub 6%answeredbusinessintelligence
  44. 44. @oligardner #TuringFest bit.ly/og-tf THE CLARITY EQUATION .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H 0.06
  45. 45. @oligardner #TuringFest bit.ly/og-tf 5 Second Test “What do you think this page was about?” usability hub 42%answeredbusinessintelligence
  46. 46. @oligardner #TuringFest bit.ly/og-tf THE CLARITY EQUATION .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H 0.42
  47. 47. @oligardner #TuringFest bit.ly/og-tf 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
  48. 48. @oligardner #TuringFest bit.ly/og-tf Readability Is it easy to read? Is it even possible to read? Is it enjoyable to read? Is it fast to read?
  49. 49. @oligardner #TuringFest bit.ly/og-tf (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
  50. 50. “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
  51. 51. 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.
  52. 52. @oligardner #TuringFest bit.ly/og-tf 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.com
  53. 53. Data courtesy of the unbounce machine learning algorithm
  54. 54. http://shouldiuseacarousel.com/
  55. 55. @oligardner #TuringFest bit.ly/og-tf Readability Motion Reading Facility Ratio What percentage of the available text can be read before it disappears
  56. 56. @oligardner #TuringFest bit.ly/og-tf Readability Motion Reading Facility Ratio I managed to read 10 out of 45 words. RWC/WC = 10/45 = 0.22
  57. 57. @oligardner #TuringFest bit.ly/og-tf (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
  58. 58. @oligardner #TuringFest bit.ly/og-tf THE CLARITY EQUATION .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H 0.48
  59. 59. @oligardner #TuringFest bit.ly/og-tf Simple To-do list • Turn off slider autoplay • Simplify the copy • Title-case the headline
  60. 60. @oligardner #TuringFest bit.ly/og-tf (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
  61. 61. @oligardner #TuringFest bit.ly/og-tf THE CLARITY EQUATION .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H 0.83
  62. 62. @oligardner #TuringFest bit.ly/og-tf Visual Identification When viewed in isolation, can people tell what the image means? Or what the purpose of your product/ service is?
  63. 63. What product do you think this company sells?
  64. 64. What product do you think this company sells? What product do you think this company sells?
  65. 65. What product do you think this company sells? What product do you think this company sells? 6%answeredbusinessloans
  66. 66. What product do you think this company sells?
  67. 67. meeting a guy? doctor consultation a talk show not sure not sure not sure not sure viagra something about old men
  68. 68. What product do you think this company sells?
  69. 69. What product do you think this company sells? What product do you think this company sells? 36%answeredbusinessloans
  70. 70. What product do you think this company sells? What product do you think this company sells? 33%answeredbusinessloans +500%
  71. 71. Sorry Larry
  72. 72. It was 229 yesterday
  73. 73. What product do you think this company sells? What product do you think this company sells?
  74. 74. What product do you think this company sells? What product do you think this company sells?0%answeredsmallbusinessmarketing
  75. 75. adding a caption & a cta would make this more useful
  76. 76. Book a trip to this exact spot - NOW!
  77. 77. Perfect Context of use
  78. 78. here’s how to fix visual clarity problems
  79. 79. @oligardner #TuringFest bit.ly/og-tf 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
  80. 80. @oligardner #TuringFest bit.ly/og-tf THE CLARITY EQUATION .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H 0.6
  81. 81. 33% WENT THE WRONG WAY
  82. 82. 3rd Floor 320-328 329-337 33% still WENT THE WRONG WAY
  83. 83. @oligardner #TuringFest bit.ly/og-tf I have a design problem!
  84. 84. @oligardner #TuringFest bit.ly/og-tf Maybe I need a little A.D.D.?
  85. 85. @oligardner #TuringFest bit.ly/og-tf 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
  86. 86. ATTENTION DRIVEN DESIGN Grouping Whitespace Contrast Interruption
  87. 87. 3rd Floor 320-328 329-337 Grouping Contrast Whitespace
  88. 88. only 8% WENT THE WRONG WAY 3rd Floor 320-328 329-337
  89. 89. 3rd Floor 320-328 329-337Interruption
  90. 90. 3rd Floor 320-328 329-337 everybody went the right way
  91. 91. @oligardner #TuringFest bit.ly/og-tf @oligardner #TuringFest #truthbomb when you can identify a design problem you can use A.D.D. principles to solve it A.D.D. = Attention-Driven Design
  92. 92. design matters
  93. 93. design creates joy
  94. 94. design reduces confusion
  95. 95. design should reduce germs
  96. 96. design speeds up repeatable tasks
  97. 97. data-informed design
  98. 98. data-informed design accelerates delight @oligardner #TuringFest
  99. 99. what if I’m not a designer
  100. 100. what if I’m not a developer
  101. 101. how do i create mockups for those tests?
  102. 102. @oligardner #TuringFest bit.ly/og-tf 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
  103. 103. @oligardner #TuringFest bit.ly/og-tf javascript:document.body.contentEditable='true'; document.designMode='on'; void 0
  104. 104. @oligardner #TuringFest #truthbomb find qualitative insights, show stakeholders to get buy-in, start making change. Run 5-second tests without permission
  105. 105. by the way
  106. 106. +27%
  107. 107. @oligardner #TuringFest bit.ly/og-tf + Free “How to headbutt a mugger” classes + Free Hearts tickets + Free a deep fried Mars bar - 26% + 27% - 44% + Free Hibs tickets + 108% + Free Scotch tasting + 78% + Free copy of Braveheart on VHS - 39% Regular ol’ #TuringFest + Free Haggis hunting + 113%
  108. 108. @oligardner #TuringFest bit.ly/og-tf + Free “How to headbutt a mugger” classes + Free Hearts tickets + Free a deep fried Mars bar - 26% + 27% - 44% + Free Hibs tickets + 108% + Free Scotch tasting + 78% + Free copy of Braveheart on VHS - 39% Regular ol’ #TuringFest + Free Haggis hunting + 113% You’re welcome
  109. 109. @oligardner #TuringFest bit.ly/og-tf 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
  110. 110. @oligardner #TuringFest bit.ly/og-tf sign up and I’ll send you the full clarity equation instruction guide.
  111. 111. @oligardner #TuringFest #truthbomb the first rule of Ctas have a f#cking cta!
  112. 112. Removed internal content links Removed the side nav
  113. 113. Added a $#@%ing CTA
  114. 114. 171.2% increase in visits to the landing page templates page
  115. 115. @oligardner #TuringFest bit.ly/og-tf Every website & landing page has conversion opportunities, and every conversion opportunity needs a CTA.
  116. 116. Sit down with a contractor with one simple instruction: “every time you see/hear something that’s important to you and would make your life easier, press pause, and tell me about it.” Do that with 5 people and you’ll have a massive amount of benefit-laden copy for your website, ads, and emails.
  117. 117. @oligardner #TuringFest bit.ly/og-tf 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 !!!
  118. 118. @oligardner #TuringFest bit.ly/og-tf 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
  119. 119. @oligardner #TuringFest bit.ly/og-tf Which words influence the click-thru rate of video CTAs? 3.9% video conversion data Annotations Full-screen CTAs 1.0% 2.7% Click ClickHere 3.9% 9.5% 15.3% Click ClickHere 11.1%
  120. 120. @oligardner #TuringFest bit.ly/og-tf Which words influence the click-thru rate of video CTAs? 3.9% ASK THE DATA Annotations Full-screen CTAs 1.4% 1.5% My Your 2.4% 10.7% 13.2% My Your 9.4%
  121. 121. @oligardner #TuringFest bit.ly/og-tf 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%
  122. 122. @oligardner #TuringFest bit.ly/og-tf Which words influence the click-thru rate of video CTAs? 3.9% ASK THE DATA Annotations Full-screen CTAs 2.0% ! !!! 2.5% 8.4% ! !!! 5.8% 11.6% No! 1.3% No!
  123. 123. 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%
  124. 124. 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!
  125. 125. @oligardner #TuringFest #truthbomb every conversion opportunity is unique
  126. 126. which is what makes us human
  127. 127. @oligardner #TuringFest bit.ly/og-tf be careful what you put inside “quotation marks”
  128. 128. “I must honestly thank you for all your assistance, you have personalised the whole experience that I have had with you and kept in touch by communicating with me on a regular basis, which other agencies have failed to do following initial registration with them, and I have appreciated this very much. I would have no hesitation in recommending you to others who may be looking to secure future employment.” Barbara, Glasgow
  129. 129. 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 #TuringFest
  130. 130. @oligardner #TuringFest bit.ly/og-tf (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
  131. 131. @oligardner #TuringFest bit.ly/og-tf 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
  132. 132. “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
  133. 133. “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 Isolatable = 0 Branded = 0
  134. 134. 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 Isolatable = 1 Branded = 1 Proximal = 1 Non-Hyperbolic = 1
  135. 135. interview your testimonial givers to mine every element of The social proof Equation rather than a generic, watered down platitude #TuringFest pro tip
  136. 136. @oligardner #TuringFest bit.ly/og-tf The Testimonial Equation Customer Interview Script
  137. 137. @oligardner #TuringFest bit.ly/og-tf
  138. 138. liquid menopause formula liquid menopause formula
  139. 139. @oligardner #TuringFest bit.ly/og-tf DIGITAL AGENCY DAY
  140. 140. @oligardner #TuringFest bit.ly/og-tf OH THE HUMANITY!!!!! POPUPS SUCK! DO NOT USE POPUPS! POPUPS ARE EVIL! NOBODY LIKES POPUPS!
  141. 141. bullsh!t
  142. 142. @oligardner #TuringFest bit.ly/og-tf Anythingcan be delightful
  143. 143. @oligardner #TuringFest bit.ly/og-tf Emailscan be delightful
  144. 144. @oligardner #TuringFest bit.ly/og-tf bannerscan be delightful
  145. 145. @oligardner #TuringFest bit.ly/og-tf and popupscan be delightful
  146. 146. @oligardner #TuringFest bit.ly/og-tf 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%
  147. 147. @oligardner #TuringFest bit.ly/og-tf because it was relevant
  148. 148. @oligardner #TuringFest bit.ly/og-tf valuable because it was
  149. 149. @oligardner #TuringFest bit.ly/og-tf well timed because it was
  150. 150. designed to delight because it was
  151. 151. technology isn’t the problem we are @oligardner #TuringFest
  152. 152. machines will learn our value systems @oligardner #TuringFest
  153. 153. Thank you for putting up with me! slides here >> bit.ly/og-tf

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