oli gardner smd warsaw 2014 - advanced landing page optimization with conversion centered design
Post on 21-Apr-2017
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I GIVE A SH!T
@OliGardner #smdwarsaw!
ABOUT YOUR CONVERSION RATES
I HAD A
IDEA BRILLIANT
Landing Page!Bio ipsum, this link is giving me so much love back to unbounce.com for an epic term yo!
Real Name
My name? PAGE LANDING PAGE
not my best idea
OF LANDING EXPERIENCES
98% SUCK
marketers are DISRESPECTING the click
how do we fix this?
by delivering delightful
landing experiences
is this next page a delightful
experience?
worst landing page ever!
millions of clicks END IN BAD EXPERIENCES every day
how do we delight and convert?
CONVERSION CENTERED DESIGN
is better than!
Red Button!
Green Button!
CCD is not…
is better than!
CTA
CTA
CCD is not…
is better than!
CTA
CTA
CCD is not…
A SET OF 7 PROVEN DESIGN PATTERNS THAT INCREASE CONVERSIONS
CCD is
let’s look at some “marketing”
B2B LANDING EXPERIENCES
project management software for teams
Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
130 LINKS competing for attention with our campaign goal
Attention Ratio!130:1!
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
“Hey honey, can you text me a photo of the toothpaste we use?”
what if the ad went to a dedicated landing page?
Attention Ratio!1:1!
delightful!
1:1!6:1!3.71%! 5.28%!+42.3%!
conversion lift +78%
6 options 24 options
10x people bought jam
Source: S.S. Iyengar and M. R. Leper 2000
AS ATTENTION RATIO
GOES DOWN, CONVERSION RATES GO UP
landing pages ask a yes/no question
don’t make me think
project management software for teams
Business Tools for Teams www.google.com/apps/business Get email, calendar, docs & more built for team productivity.
WTF GOOGLE!!you broke the scent trail
…the bond that exists between the pre-click experience and the corresponding post-click landing experience. Consists of Message Match & Design Match
CONVERSION COUPLING CCD principle #2
let’s click another ad
free help desk software!
The #1 Free Helpdesk Tool!!www.freshdesk.com/!Ticketing, kbase, forums & more. !Signup for a free 30-day trial,now!!
Great!Message!Match!
project management software for teams
Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
A Facebook Ad
The Landing Page
Let’s try that again
A Facebook Ad
The Landing Page
your homepage IS NOT DESIGNED for campaign traffic
BRAND CENTRAL STATION
strong message match can improve your quality score
B2C LANDING EXPERIENCES
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!
ZERO mention of next day delivery
award for SHITTIEST!LANDING!EXPERIENCE!perhaps
a real life example
NEVER START A MARKETING CAMPAIGN
without a dedicated landing page
also known as the NSAMCWADLP!
principle
take a look at this landing page
first impressions?
THE BULLSHIT!DETECTOR!
close your eyes
…the ability to quickly and clearly communicate the purpose of your page to an impatient visitor.
CLARITY CCD principle #3
NO BULLSHIT. NO ACRONYMS. DON’T MAKE ME THINK.
ATTENTION-DRIVEN
DESIGN ILLUMINATES OUR FAILINGS AS COPYWRITERS
clarity is great
unless you’re being clear about the
wrong things
SPAM
GIMMICKS
UNSOLICITED
NASTY
3RD PARTY
SELL
STOP WORDS
YOU’RE GOING THE WRONG WAY
…the art of aligning every element on your page so they work in concert to produce a single cohesive message that speaks to - and only to - the goal of your campaign.
CONGRUENCE CCD principle #4
CTAS ARE SENSITIVE
Source: Michael Aagard, ContentVerve.com
Get more done. No Gimmicks, no credit card. removing “gimmicks” resulted in a
conversion lift of 25%
A methodology for landing page content alignment
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!
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!
campaign goal download a whitepaper
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!
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!
if your visitors need to work they won’t convert
context helps
ATTENTION RATIO 163:1
ATTENTION RATIO 163:1
IMAGE SLIDER LOAD TIME 26 SECONDS
ATTENTION RATIO 163:1
IMAGE SLIDER LOAD TIME 26 SECONDS
ZERO MENTION OF LANDING PAGES
oh, and btw
8% OF MEN ARE COLOR BLIND
…matching the style and context of the conversation* established prior to a click, with the experience that follows.
CONVERSATION CONTEXT
*Which most often comes into play when linking to a landing page from an article, blog
post, online course or email.
CCD principle #5a
THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
*I get it wrong too
1 1 Super generic headline
THE LANDING PAGE*
Losing interest as soon as you get the click. Abandoning your visitors.
LAME.
DISRESPECTING the click
Let’s try that again
THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
Co-branding!1 1
2
Contextual welcome!
2
Author reinforcement!
3
3
THE LANDING PAGE
that’s beautiful conversation context!
A RESEARCH QUESTION
What do you think of our templates?
A: How much are they?
C: Can I use in Wordpress?
B: Where can I download?
D: NONE OF THE ABOVE
The context was missing
…an experience that demonstrates how your offering will be used in the context of your customer’s environment.
CONTEXT OF USE CCD principle #5b
+45% lift in new trial starts
context also relates to trust
silence is better than bullshit
…leveraging authentic trust signals, transparency and verifiable social commentary to increase conversions.
CREDIBILITY CCD principle #6
how to use testimonials
video vs. text video version
conversion lift of 25%
clarity vs. credibility
social proof is MEANINGLESS! *
*I’m kidding. Don’t tweet that!
“My wife calls me monkey man… My arms seem to be about 2 inches
longer than whoever most off-the-rack shirts are tailored for…”
— anonymous
TRUST SIGNALS are the most subjective element on your landing page
testimonials
A/B testimonials
focused. matched. clear. aligned. contextual. credible.
DONE!
PLEASE SIR, I WANT SOME MORE
That’s all?
what should we ask for?
blog - subscribe newsletter - sign up
conference - register event - register
hangouts on air - get link
ecommerce - buy this
product - demo
ebook - download
contest - enter consultancy - request contact
product - sign up
…designing experiences that leverage post-conversion conversion opportunities.
CONTINUANCE CCD principle #7
2,500 webinar registrants 40% completed the post-
conversion action 1,100 new blog subscribers
just for asking
how not to do it
example demo registration campaign
what does a delightful landing page
look like?
please remember
When it comes to conversion stay away from peacocks and
toothpaste!!
NSAMCWADLP
people have built-in BULLSHIT!DETECTORS
CTAS ARE SENSITIVE
silence is better than bullshit
testyourmonials!
CONVERSIONCENTEREDDESIGN that’s
thank you try.unbounce.com/warsaw
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