mnsearch summit - session - oli gardner - i give a sh!t about your conversion rates

I GIVE A SH!T

@OliGardner #mnsummit

ABOUT YOUR CONVERSION RATES

I HAD A

IDEABRILLIANT

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

ATTENTION#1

CONTEXT#2

CLARITY#3

CONGRUENCE#4

CREDIBILITY#5

CLOSING#6

CONTINUANCE#7

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

what if the ad went to a dedicated landing page?

Attention Ratio!1:1

delightful!

Attention Ratio 9:1 Attention Ratio 1:1

conversion lift +78%

6 options24 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

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

…designing post-click experiences that take into account the environment and style of communication that existed before the click.

CONVERSION CONTEXTCCD 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!

Strong scent due!to great message!match

project management software for teams

Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.

your homepage

IS NOT DESIGNED for campaign traffic

BRAND CENTRAL STATION

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

we must respect every aspect of the search request

a real life example

NEVER START A MARKETING CAMPAIGN

without a dedicated landing page

also known as the NSAMCWADLP

principle

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 #2a

THE CLICK SOURCEThe Smart Marketers Landing Page Conversion Course

*I get it wrong too

1 1 Super generic headline

THE LANDING PAGE*

Let’s try that again

THE CLICK SOURCEThe Smart Marketers Landing Page Conversion Course

Co-branding11

2

Contextual welcome

2

Author reinforcement

3

3

THE LANDING PAGE

that’s beautiful conversation context!

take a look at this landing page

first impressions?

BULLSHIT DETECTORthe

close your eyes

…the ability to quickly and clearly communicate the purpose of your page to an impatient visitor.

CLARITYCCD principle #3

ATTENTION-DRIVEN

DESIGNILLUMINATES OUR FAILINGS AS COPYWRITERS

clarity is great

unless you’re being clear about the

wrong things

SPAM

GIMMICKS

UNSOLICITED

NASTY

3RD PARTY

SELL

why are you saying that to me?

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%

if you give me CAUSE TO PAUSE I might not convert

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.

CONGRUENCECCD principle #4

Page Element Content Score

HeadlineSubheadHero shot

Intro

BulletsForm header!

Form fieldsTestimonialLearn more

WhyPrivacy statement

Call-to-Action

TOTAL 0/24

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

campaign goal download a whitepaper

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

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

congruence also relates to trust

silence is better than bullshit

…leveraging authentic trust signals, transparency and verifiable social commentary to increase conversions.

CREDIBILITYCCD principle #5

some ways to use testimonials

video vs. textvideo version

conversion lift of 25%

clarity vs. credibility

social proof is MEANINGLESS*

TRUST SIGNALS are the most subjective element on your landing page

FOCUSED

CONTEXTUAL

CLEAR

ALIGNED

BELIEVABLE

?

THERE’S NO F#@KING WAY I’M USING THIS SLIDE

we need to understand the motivation

what is the number 1 question asked during webinars?

“Are you going to send out a recording

afterwards?”

the safety net statement

add some urgency

vs.

+9.4%

so what’s next?

please sir, I’d like some more

…designing experiences that leverage post-conversion opportunities or recycle traffic to your page extending the lifetime of your campaign.

CONTINUANCECCD principle #7

2,500 webinar registrants

40% completed the post-conversion action

1,100 new blog subscribers

just for asking

are we done?

no

what does a delightful landing page

look like?

delightful!

SHARE. RENT. TRADE. THIRD PARTIES.

you’re welcome salesforce

please remember

NSAMCWADLP

CTAS ARE SENSITIVE

silence is better than bullshit

testyourmonials

that’s how to make delightful

marketing experiences

let’s make marketing delightful

thank you