oli gardner smd warsaw 2014 - advanced landing page optimization with conversion centered design
TRANSCRIPT
Landing Page!Bio ipsum, this link is giving me so much love back to unbounce.com for an epic term yo!
Real Name
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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
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…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
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…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.
…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
Get more done. No Gimmicks, no credit card. removing “gimmicks” resulted in a
conversion lift of 25%
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!
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!
…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
Losing interest as soon as you get the click. Abandoning your visitors.
LAME.
DISRESPECTING the click
…an experience that demonstrates how your offering will be used in the context of your customer’s environment.
CONTEXT OF USE CCD principle #5b
…leveraging authentic trust signals, transparency and verifiable social commentary to increase conversions.
CREDIBILITY CCD principle #6
“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
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