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