mnsearch summit - session - oli gardner - i give a sh!t about your conversion rates
DESCRIPTION
Discover how to use Conversion Centered Design to build high-converting landing pages, increase lead gen conversions and how contextual design will improve your content marketing & PPC campaigns.TRANSCRIPT
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