optimizely experience chicago - oli gardner, unbounce
DESCRIPTION
This presentation was given at the Optimizely Experience Chicago by Oli Gardner, Co-Founder of Unbounce.TRANSCRIPT
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I GIVE A SH!T
@OliGardner - Unbounce
ABOUT CHICAGO’S CONVERSION RATES
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I HAD A
IDEABRILLIANT
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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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My name?
PAGE LANDING PAGE
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OF LANDING EXPERIENCES
98%SUCK
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OF LANDING EXPERIENCES
97%SUCK
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marketers are DISRESPECTING the click
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how do we fix this?
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by delivering delightful
landing experiences
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is this next page a delightful
experience?
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worst landing page ever
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millions of clicks END IN BAD EXPERIENCES every day
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how do we delight and convert?
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CONVERSION CENTERED DESIGN
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is better than
Red Button
Green Button
CCD is not…
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is better than
CTA
CTA
CCD is not…
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is better than
CTA
CTA
CCD is not…
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A SET OF 7 PROVEN DESIGN PATTERNS THAT INCREASE CONVERSIONS
CCD is
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ATTENTION#1
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CONTEXT#2
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CLARITY#3
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CONGRUENCE#4
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CREDIBILITY#5
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CLOSING#6
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CONTINUANCE#7
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let’s look at some “marketing”
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B2B LANDING EXPERIENCES
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project management software for teams
Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
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130 LINKS competing for attention with our campaign goal
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Attention Ratio!130:1
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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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what if the ad went to a dedicated landing page?
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Attention Ratio!1:1
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delightful!
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Attention Ratio 9:1 Attention Ratio 1:1
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conversion lift +78%
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6 options24 options
10x people bought jam
Source: S.S. Iyengar and M. R. Leper 2000
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AS ATTENTION RATIO GOES DOWN,
CONVERSION RATES GO UP
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landing pages ask a yes/no question
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project management software for teams
Business Tools for Teams www.google.com/apps/business Get email, calendar, docs & more built for team productivity.
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WTF GOOGLE!you broke the scent trail
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…designing a post-click experience that matches the style of communication and the expectations that were set prior to the click.
CONVERSION CONTEXTCCD principle #2
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let’s click another ad
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free help desk software
The #1 Free Helpdesk Tool!!www.freshdesk.com/ Ticketing, kbase, forums & more. Signup for a free 30-day trial,now!
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Strong scent due!to great message!match
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project management software for teams
Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
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your homepage
IS NOT DESIGNED for campaign traffic
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BRAND CENTRAL STATION
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B2C LANDING EXPERIENCES
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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
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award for SHITTIEST LANDING EXPERIENCE perhaps
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we must respect every aspect of the search request
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a real life example
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NEVER START A MARKETING CAMPAIGN
without a dedicated landing page
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also known as the NSAMCWADLP
principle
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ATTENTION
RATIO 163:1
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ATTENTION
RATIO 163:1
IMAGE SLIDER LOAD TIME 26 SECONDS
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ATTENTION
RATIO 163:1
IMAGE SLIDER LOAD TIME 26 SECONDS
ZERO MENTION OF LANDING PAGES
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8% OF MEN ARE COLOR BLIND
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take a look at this landing page
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first impressions?
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BULLSHIT DETECTORthe
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close your eyes
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…the ability to quickly and clearly communicate the purpose of your page to an impatient visitor.
CLARITYCCD principle #3
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clarity is great
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unless you’re being clear about the
wrong things
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SPAM
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GIMMICKS
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UNSOLICITED
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NASTY
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3RD PARTY
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SELL
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CTAS ARE SENSITIVE
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why are you saying that to me?
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Get more done. No Gimmicks, no credit card.removing “gimmicks” resulted in a
conversion lift of 25%
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YOU’RE GOING THE WRONG WAY
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…aligning every element on your page to work in concert, producing a single cohesive message that speaks to - and only to - your campaign goal.
CONGRUENCECCD principle #4
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Page Element Content Score
HeadlineSubheadHero shot
Intro
BulletsForm header!
Form fieldsTestimonialLearn more
WhyPrivacy statement
Call-to-Action
TOTAL 0/24
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Page Element Content Score
Headline Ocean of data instantly become security intelligenceSubhead Whitepaper download: the next generation firewall is hereHero shot Photo of a man holding some paper which is obscured
IntroWatchguard 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 throughputForm header! Download your whitepaper! Complete the required fields
Form fields Country, province/state, phone numberTestimonial It’s about the product not the value in the whitepaperLearn more Again, it’s about the product
Why About the product, not the form goal which is whitepaperPrivacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0/24
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campaign goal download a whitepaper
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Page Element Content Score
Headline Ocean of data instantly become security intelligenceSubhead Whitepaper download: the next generation firewall is hereHero shot Photo of a man holding some paper which is obscured
IntroWatchguard 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 throughputForm header! Download your whitepaper! Complete the required fields
Form fields Country, province/state, phone numberTestimonial It’s about the product not the value in the whitepaperLearn more Again, it’s about the product
Why About the product, not the form goal which is whitepaperPrivacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0/24
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Page Element Content Score
Headline Ocean of data instantly become security intelligence 0Subhead Whitepaper download: the next generation firewall is here 1Hero shot Photo of a man holding some paper which is obscured 1
IntroWatchguard 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 0Form header! Download your whitepaper! Complete the required fields 1
Form fields Country, province/state, phone number 0Testimonial It’s about the product not the value in the whitepaper 0Learn more Again, it’s about the product 0
Why About the product, not the form goal which is whitepaper 0Privacy statement sell, nasty, spam 0
Call-to-Action Get my offer 0
TOTAL 3/24
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congruence also relates to trust
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silence is better than bullshit
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…leveraging authentic trust signals, transparency and verifiable social commentary to increase conversions.
CREDIBILITYCCD principle #5
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social proof is MEANINGLESSIF I DON’T BELIEVE YOU
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TRUST SIGNALS are the most subjective element on your landing page
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FOCUSED
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CONTEXTUAL
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CLEAR
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ALIGNED
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BELIEVABLE
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?
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what is the number 1 question asked during webinars?
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“Are you going to send out a recording
afterwards?”
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the safety net statement
+15%
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add some urgency
vs.
+9.4%
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…applying psychological motivators to your landing page at the point of conversion.
CLOSINGCCD principle #6
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so what’s next Charles?
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please sir, I’d like some more
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…designing experiences that leverage post-conversion opportunities to increase commitment to your brand.
CONTINUANCECCD principle #7
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2,500 webinar registrants
40% completed the post-conversion action
1,100 new blog subscribers
just for asking
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what does a delightful landing page
look like?
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please remember
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NSAMCWADLP
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CTAS ARE SENSITIVE
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silence is better than bullshit
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testyourmonials
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let’s make marketing delightful
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critique time!
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who's page is this?
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well Mike
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the GOOD NEWS
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i like that it’s about fundraising
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YOUR PAGEthe
news
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there are 14 things I DON’T LIKE
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online fundraising
Online Fundraising www.giveforward.com/OnlineFundraising Raise Money for a Loved One in Need. It’s Quick, Easy and Secure.
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1. Attention Ratio 70:1
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2. You forgot the word “online” in the headline
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3. My goal is to raise money for my loved one. No search pls.
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4. Gather the proof elements together.
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5. Remove the breadcrumb. That’s UCD.
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6. The first paragraph editorializes about the Internet. Get to the point.
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7. The hero shot makes zero sense visually and quotes
yourself.
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8. You ask me to read a 200 word blog post before getting to “what everyone ought to know”
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don’t use the word ought, use the word needs
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9. Turn these statements into expandable “on-demand” information for more detail.
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10. Sidebar needs a title to introduce what it is and
why I should care
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11. Unlink them or use a lightbox so people aren’t
taken away.
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12. Conversion is all about clarity. Bring this
part higher up.
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13. Remove the resources. That’s UCD.
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14. Make sure your CTA’s color is unique.
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before/after
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thank you