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Oli Gardner - Landing pages - Conversion Hotel 2015

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Slides of the keynote by Oli Garnder (CAN) at Conversion Hotel 2015, Texel, the Netherlands (#CH2015): "The Four Corners of Conversion – Understanding the Intersection of Copy, Design, Interaction & Psychology" http://conversionhotel.com

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Oli Gardner - Landing pages - Conversion Hotel 2015

  1. 1. @oligardner
  2. 2. best Amsterdam cheese tours Amsterdam Cheese Tours amsterdamcitytours.com/Cheese_Tour Experience Delicious Dutch Cheeses. Let Our Experts Be Your Guide! Ad
  3. 3. the simple truth is that most landing pages do not deliver on the promise made prior to the click. they disrespect our visitors time and clicks and are an abuse of advertising. when was the last time you invited someone to a wine party and served only beer? if you have 30 products and your ads for one of them send me to the whole collection, why do I have to then re-search through your site despite having clicked on an ad that promised exactly what I’d searched for? mediocreit’s not good enough and it’s an epidemic in online advertising. that’s why I’m here at #CH2015 to share how to take your marketing campaigns from average to exceptional. businesses acquire customers. brands acquire fans, followers, partners, & peers. conversions are not enough. we need to add the elixir of delight to every conversion experience. to convert and delight we need genuine empathy for our customers. delight should be the default, not the exception.
  4. 4. average the simple truth is that most landing pages do not deliver on the promise made prior to the click. they disrespect our visitors time and clicks and are an abuse of advertising. when was the last time you invited someone to a wine party and served only beer? if you have 30 products and your ads for one of them send me to the whole collection, why do I have to then re-search through your site despite having clicked on an ad that promised exactly what I’d searched for? it’s not good enough and it’s an epidemic in online advertising. that’s why I’m here at #CH2015 to share how to take your marketing campaigns from average to exceptional. businesses acquire customers. brands acquire fans, followers, partners, & peers. conversions are not enough. we need to add the elixir of delight to every conversion experience. to convert and delight we need genuine empathy for our customers. delight should be the default, not the exception.
  5. 5. that’s delightful
  6. 6. COPY
  7. 7. Wasting Time With CRO? Run smarter tests, get results faster, and find bigger wins with Qualaroo.
  8. 8. THE secret to the clarity of your value proposition lies in the INFORMATION HIERARCHY of your landing page copy
  9. 9. Definitely not your Everyday Product Demo See How HubSpot Can Help You Grow Traffic, Leads and Sales
  10. 10. What does your headline and subhead say about what you do? Find out with a 5-second test
  11. 11. What does the product do? 0% got it right
  12. 12. 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
  13. 13. What does the product do?
  14. 14. What does the product do?
  15. 15. What does the product do?
  16. 16. What does the product do?
  17. 17. What does the product do? 60% got it right
  18. 18. WE MAKE IT EASY TO GROW YOUR BUSINESS It’s easier than you think to create professional emails that keep your customers coming back.
  19. 19. What does the product do?
  20. 20. FLIP YOUR HEADLINES Reverse the order of your headline and subhead to uncover extra clarity in your value proposition. #CH2015 @oligardner
  21. 21. “They mis- underestimated me.”
  22. 22. voice of customer To overcome clarity problems. Ask your customers to write your headline for you. #CH2015 @oligardner
  23. 23. Build, publish & A/B test landing pages without I.T. The mobile responsive landing page builder for professional marketers unbounce.com/hotel Get 50% off Unbounce for 3 months After the 30-day free trial
  24. 24. DESIGN
  25. 25. 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 CONTACT W H I T E S P A C E OVERLAPPING SYMMETRY SYMMETRY GROUPINGGROUPING GROUPINGGROUPING GROUPINGGROUPING GROUPINGGROUPING DISTRACTION 23 PRINCIPLES OF ATTENTION-DRIVEN DESIGN
  26. 26. understanding A.D.D. principles makes design more fun and more effective by creating a common design vocabulary
  27. 27. DISTRACTION ATTENTION-DRIVEN DESIGN PRINCIPLE#1
  28. 28. best 24hr plumbers in Edinburgh Plumber Edinburgh www.patrickmunroedinburgh.co.uk/ 0131 610 0113 From Repairs To Installations, Call Us For A Competitive Quote Today.
  29. 29. HP IP LP
  30. 30. What service does this company offer? 30% got it right
  31. 31. What service does this company offer? 40% got it right
  32. 32. What service does this company offer? 80% got it right
  33. 33. why did that version of the page work better?
  34. 34. the nsamcwadlp principle Never. Start. A. Marketing. Campaign. Without. A. Dedicated. Landing. Page. @oligardner #CH2015
  35. 35. big data
  36. 36. decently sized data
  37. 37. 1 13.80% 2 11.74% 3 10.32% 4 8.63% 5 9.17% 6 8.70% 7 7.62% 8 9.58% 9 6.86% 10 5.86% 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 average # of links is 4.39
  38. 38. there are 7,923 companies in this sample who could increase their conversion rates by over 50% by removing 3 links from their landing pages. the bottom line
  39. 39. distraction is the enemy of conversion As your landing page Attention Ratio goes down (closer to 1:1) your conversion rates go up. #CH2015 @oligardner
  40. 40. ANOMALY ATTENTION-DRIVEN DESIGN PRINCIPLE#13
  41. 41. ALL I HAD TO SAY WAS THE WORD “SHIT”
  42. 42. AFFORDANCE ATTENTION-DRIVEN DESIGN PRINCIPLE#2
  43. 43. Expertly Filmed by Justin Rondeau
  44. 44. Source: Gary Larson
  45. 45. Button Button Button Button button button-esque rectangle
  46. 46. I FUCKING HATE GHOST BUTTONS!
  47. 47. Button Button Button Button button button-esque rectangle f#ck ghost buttons
  48. 48. Button Button Button Button Link button button-esque rectangle f#ck ghost buttons just a word
  49. 49. +600% clicking non-buttons
  50. 50. PROXIMITY ATTENTION-DRIVEN DESIGN PRINCIPLE#4 ELEMENTS IN CLOSE PROXIMITY TO ONE ANOTHER ARE PERCEIVED TO HAVE A RELATIONSHIP
  51. 51. -14% people starting the course *TEST RESULTS FROM THE UNBOUNCE APP
  52. 52. low effort lost by -17% *TEST RESULTS FROM THE UNBOUNCE APP
  53. 53. ALWAYS TEST CLOSERS A winning smile, amirite?
  54. 54. my face lost by -14% .
  55. 55. protect your CTA Anything placed in close proximity to your call to action can be a threat to your conversion rates – and must be tested. @oligardner #CH2015
  56. 56. CONTACT ATTENTION-DRIVEN DESIGN PRINCIPLE#23
  57. 57. Download the free ebook now bitly.com/add-ebook
  58. 58. INTERACTION
  59. 59. INTERACTIONMODELS carousel interaction model play slide navigation descriptors autoplay Prev/Next Navcurrent slide indicator Slide Chooser nav Pause Rollover pause mobile swipe slide call to action slide navigation descriptors >> clickmap
  60. 60. SCROLL JACKING
  61. 61. trend carefully Theme designers are breaking the internet. Don’t implement new interaction models without seeing how it impacts your visitors. #CH2015 @oligardner
  62. 62. Build, publish & A/B test landing pages without I.T. The mobile responsive landing page builder for professional marketers unbounce.com/hotel Get 50% off Unbounce for 3 months After the 30-day free trial
  63. 63. PSYCHOLOGY
  64. 64. what’s THE most persuasive word in the english language?
  65. 65. 19 25.28% 13 19.28% Average Conversion Rate by Occurrences of the Word “Because” 0 10.69% 1 7.30% 3 6.64% Conversion Rate Data pulled form Unbounce database - low sample size used for humour only 2 7.30% 4 5.62%
  66. 66. 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
  67. 67. Try Again 58% Keep Going 16% Good Cop / Bad Cop
  68. 68. Good Cop / Bad Cop Give Up 30% Keep Going 58% +263%
  69. 69. can good cop/bad cop popups be delightful?
  70. 70. Build, publish & A/B test landing pages without I.T. The mobile responsive landing page builder for professional marketers unbounce.com/hotel Get 50% off Unbounce for 3 months After the 30-day free trial
  71. 71. Build, publish & A/B test landing pages without I.T. The mobile responsive landing page builder for professional marketers unbounce.com/hotel Get 50% off Unbounce for 3 months After the 30-day free trial
  72. 72. The 4 Corners Applied to VIDEO
  73. 73. Would you watch this video?
  74. 74. How about now? Unbounce co-founder passes out critiquing landing pages while drunk! 0:08 seconds >>
  75. 75. caption your visuals Captions under images/videos are read on average 300%* more than the body copy itself. Make them so compelling you can’t not watch the video. * https://blog.kissmetrics.com/shocking-truth-about-graphics/ #CH2015 @oligardner
  76. 76. Data from Wistia
  77. 77. Data from Wistia
  78. 78. turnstile share video interaction model pauseautoplay play next step ctatimeline scrubbing annotations stopembed fullscreen mode timestamp jump
  79. 79. Form CTA Conversion Rate by % Through Video Data from Wistia
  80. 80. 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
  81. 81. @oligardner #CH2015 design for ideal Don’t design to acquire any old customers. Design to acquire your ideal customers.
  82. 82. The 4 Corners Applied to FORMS
  83. 83. how can we use a form to design for ideal?
  84. 84. http://www.fanpop.com/clubs/disney-princess/images/36571769/title/walt-disney-fan-art-queen-elsa-photo
  85. 85. ***********************************
  86. 86. PASSWORDS MUST CONTAIN AT LEAST SIX CHARACTERS
  87. 87. MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO
  88. 88. Email Address START THE COURSE NOW 41% 65% +59% +15%Your Best Email Address START THE COURSE NOW Work Email Address START THE COURSE NOW Business Email Address START THE COURSE NOW 47% 50% +22%
  89. 89. so, about that BUTTON COPY thing
  90. 90. vsFree no mention of free 9.24% 10.79% +16.8%
  91. 91. vsMy Your 12.76% 8.85% -45%
  92. 92. action words
  93. 93. vsClick no mention of click 15.51% 10.51% -48%
  94. 94. vsClick Click here 15.51% 17.49% +12.8%
  95. 95. urgency
  96. 96. vsDownload Download Now 12.01% 13.06% +8.7%
  97. 97. vsGet Started Get Started Now 7.78% 9.35% +20.2%
  98. 98. position on the page
  99. 99. Conversion Rate vs. Form Distance (250px blocks) From Top of Page Data pulled from Unbounce landing page database 1 0-250px 5.12% 2 251-500px 9.64% 3 501-750px 11.78% 4 751-1000px 9.52% 5 1001-1500px 8.07% 6 1501-2000px 7% CONVERSION RATEzone 2 zone 3 zone 4 zone 5 zone 6 7 2001-2500px 6.08% ZONE zone 1 ave distance from top is 666px zone 3
  100. 100. there are 1,569 companies in this sample who could increase conversion rates by moving the top of their form closer to 666px the bottom line and listening to heavy metal
  101. 101. inline field labels
  102. 102. Click Me Now Inline field labels are bad because… __ tabbing sometimes hides next label __ multi-tasking distractions __ hard to double check before submit __ don’t get me started on mobile
  103. 103. http://codepen.io/zslabs/ pen/eNegqY
  104. 104. how many form fields should I use?
  105. 105. 1 17% 2 15.11% 3 11.61% 4 7.18% 5 7.82% 6 7.61% 7 7.58% 8 9.87% 9 10.75% 10 14.69% Conversion Rate vs. Number of Form Fields CONVERSION RATE Data pulled from Unbounce landing page database # OF FORM FIELDS average # of fields is 4.5
  106. 106. vsSPAM no mention of spam 8.46% 10.41% +23% PAGE copy
  107. 107. trust
  108. 108. trust seal lost by -12%
  109. 109. get out of their way If people are about to buy, get out of their way and don’t interrupt their momentum with negative or suspicious language. #CH2015 @oligardner
  110. 110. Build, publish & A/B test landing pages without I.T. The mobile responsive landing page builder for professional marketers unbounce.com/hotel Get 50% off Unbounce for 3 months After the 30-day free trial
  111. 111. it’s time to build the ultimate lead generation frankenpage
  112. 112. video height form distance from top is free a good word? captchas video width primary headline l a b e l c o p y a. d. d. number of times the word ‘because’ is used on the page button CTA copy # of form fields subhead switch click px average # of fields my vs. your %
  113. 113. This is the Headline
  114. 114. This is the subhead which contains all of the clarity This is the Headline
  115. 115. This is the subhead which contains all of the clarity This is the Headline
  116. 116. This is the subhead which contains all of the clarity This is the Headline
  117. 117. This is the subhead which contains all of the clarity This is the Headline
  118. 118. 540px This is the subhead which contains all of the clarity This is the Headline
  119. 119. 400px 540px This is the subhead which contains all of the clarity This is the Headline
  120. 120. This is a caption that people will read 400px 540px This is the subhead which contains all of the clarity This is the Headline
  121. 121. This is a caption that people will read 400px 540px This is the subhead which contains all of the clarity This is the Headline CTA 14%
  122. 122. This is the subhead which contains all of the clarity This is the Headline This is a caption that people will read 400px 540px THE FOLD CTA 14%
  123. 123. THE FOLD SUBMIT Field Label Field Label This is the subhead which contains all of the clarity This is the Headline This is a caption that people will read 400px 540px Field Label Field Label CTA 14%
  124. 124. This is the subhead which contains all of the clarity This is the Headline This is a caption that people will read 400px 540px SUBMIT Inline Field Label Inline Field Label Inline Field Label Inline Field Label Inline Field Label Inline Field Label Inline Field Label THE FOLD CTA 14%
  125. 125. subhead which contains all of the clarity This is the Headline This is a caption that people will read 400px 540px THE FOLD SUBMIT Field Label Field Label Field Label Field Label Field Label Field Label Field Label CTA 14%
  126. 126. subhead which contains all of the clarity This is the Headline This is a caption that people will read 400px 540px THE FOLD SUBMIT Field Label Field Label Field Label Field Label Field Label Field Label Business Email Address CTA 14%
  127. 127. subhead which contains all of the clarity This is the Headline This is a caption that people will read 400px 540px THE FOLD Click Here to Download My Thing Now Field Label Field Label Field Label Field Label Field Label Field Label Business Email Address CTA 14%
  128. 128. subhead which contains all of the clarity This is the Headline This is a caption that people will read 400px 540px THE FOLD Field Label Field Label Business Email Address 666px CTA 14%
  129. 129. subhead which contains all of the clarity This is the Headline This is a caption that people will read 400px 540px THE FOLD Field Label Field Label Business Email Address 666px BECAUSE BECAUSE BECAUSEBECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSE BECAUSEBECAUSE AUSE BECA CTA 14%
  130. 130. Build, publish & A/B test landing pages without I.T. The mobile responsive landing page builder for professional marketers unbounce.com/hotel Get 50% off Unbounce for 3 months After the 30-day free trial

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