the conversion equations | #seerccq

The

Conversion Equationsby @oligardner

#SeerCCQ

the future of marketing

is conversion automation

3 most common CRO questions 1. What should I test? 2. In what order? 3. What is a good conversion

rate?

4 most common mistakes testing opinions, not insights testing the wrong things stopping tests too early focusing on surface level

conversion metrics and not lifetime value

machines will end this

Automated megavariateTM testing of marketing interaction models

connected to cohort analysis for the highest customer lifetime value

CTAs will be moved to more optimal positions

hello oli,

i ran a scroll map analysis on your latest blog post

only 1.6% of readers reached the cta

i will slack you with my recommendation

#crobo

#crobo

hello oli,

i ran a scroll map analysis on your latest blog post

only 1.6% of readers make it as far as the cta

i combined it with a semantic text analysis

if you move the cta to beneath part 4 you will increase click-through rate by 118%.

type yes to go live

result? CTR increased by 118% #crobots

Video chapter links will appear where the highest engagement spikes occur

Forms will respond with a delightful chuckle when you enter [email protected] as your email address.

mailto:[email protected]

what should I test?

thank you for filling in the survey!

@oligardner #SeerCCQ bit.ly/og-seer

THE

CONVERSION EQUATIONS

Heuristic Analysis

Online Tools, Checklists

& Calculators

Rapid Experiments

Conversion Research

Video Conversion & Engagement Data

(from Wistia)

Academic Studies

Conversion Data (from Unbounce)

Other frameworks from Industry Leaders


THE

CONVERSION EQUATIONS

The Form Equation

The Video Equation

The Social Proof Equation

The CTA Equation

The Popup

Equation

The Clarity Equation

The Hero Shot Equation


The conversion equations will show you what to optimize and the

scores will tell you in which order to do it

clarity is the most important aspect of the conversion equation


THE CLARITY EQUATION

(1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/WC) + (CR

Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS + (CR

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D E R V I S H

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D E R V I S H


D E R V I S H

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D E R V I S H


Readability Problem

D E R V I S H

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D E R V I S H


Readability Problem

Immediacy Problem

D E R V I S H


Lets run through some examples



DistractionOh Hi Wil

29 Squirrels!

ebook! data sheet!

find out more about financials cloud!

quote!

case study!

calculator!

awards!

different cloud!

infographic!

procurement cloudsupply chain cloud!

please. choose. any. cloud.

financials cloud



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D E R V I S H

1/29 = 0.03

what do you want me to do?!

pick one thing



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D E R V I S H

1/1 = 1


Links that are okay Anchor nav Terms & Conditions Privacy Policy CTAs with the same goal/URL Lightbox content


ImmediacyCan people understand your value

proposition within 5 seconds?


5 Second Test What do you think this page was about?

usability hub

0% answered business intelligence



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D E R V I S H

0.06


5 Second Test What do you think this page was about?

usability hub

42% answered business intelligence



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D E R V I S H

0.42


just tell me what you do!it might be really obvious, but clearly its lost on you because despite all your best efforts you still dont


HyperboleAre you explaining what you do? Or just saying how good you are at

doing it?

#1 MARKETING PLATFORM TMTM

MARKETING SOFTWARE

FUEL YOUR BRAND!

MARKET DOMINATION

AWARD WINNINGMARKETING SOFTWARE

MARKETING SOFTWARE

MARKETING INNOVATION

TECHNOLOGY!

3,874!!TM



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D E R V I S H

0

they are not unique

or maybe they are

theres too much hype

from the greatest company ever

to bring you the most epic landing pages

from the greatest marketing software company ever

to bring you the most epic landing pages

i present to you

bit.ly/unjargon


copy will be analyzed as you type, and words that dont add clarity will have more impactful alternatives automatically suggested.


ReadabilityIs it easy to read? Is it even

possible to read? Is it enjoyable to read? Is it fast to read?


(RS/100 + 1-(AC/WC) + (CR

I'm glad I saw this on a lazy Saturday when I had time to immerse myself in this lukewarm shower of digital hipster parochialism seamlessly integrated with slightly veiled sado-brogrammer invective.

Joseph Bentzel

readability-score.com

I'm glad I saw this on a lazy Saturday when I had time to immerse myself in this lukewarm shower of digital hipster parochialism seamlessly integrated with slightly veiled sado-brogrammer invective.


Readability

Reading Ease The Flesch-Kincaid reading ease score measures how easy you copy is to read. 0 is impossible, 100 is perfect.

Readability score

Data courtesy of the unbounce machine learning algorithm


Readability

Acronym Count What ratio of words in your headline are potentially unknown acronyms?

CFOS OPT FOR ORACLE ERP CLOUD


foolproof Accord,cruel pest.


CFOS OPT FOR ORACLE ERP CLOUDor

CFOs opt for Oracle ERP Cloud

Ruths chris steakhouse

Shakiest rush touchers


Readability

Contrast Ratio The contrast between your headline and the background behind it.

Contrast ratio calculator

@oligardner #SeerCCQ bit.ly/og-seer http://leaverou.github.io/contrast-ratio/

(CR

http://shouldiuseacarousel.com/


Readability

Motion Reading Facility Ratio What percentage of the available text can be read before it disappears


Readability

Motion Reading Facility Ratio I managed to read 10 out of 45 words. RWC/WC = 10/45 = 0.22


Readability

Typographic Golden Ratio How close is your paragraph sizing to the ideal for web readability?

typography golden ratio

@oligardner #SeerCCQ bit.ly/og-seer http://www.pearsonified.com/typography/

The ideal ratio for readable web copy is a 16px font-size, 25px line-height, and a 680px paragraph width


Font Size = 16px Line Height = 23px Paragraph width = 1150px

TGR = (1/(1+0) + 1/1+(465/100) + 1/1+29-26)/3 = (1+0.18+0.25)/3 = 0.48

(1/1+|16-FS| + 1/1+(|685-PW|/100) + 1/1+|ILH-LH|) /3


(RS/100 + 1-(AC/WC) + (CR



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D E R V I S H

0.48


Simple To-do list Turn off slider autoplay Simplify the copy Narrow the paragraph width Title-case the headline


(RS/100 + 1-(AC/WC) + (CR



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D E R V I S H

0.83


Visual IdentificationWhen viewed in isolation, can people tell what the image means? Or what

the purpose of your product/service is?

What product do you think this company sells?



6% answered business loans

meeting a guy?

doctor consultation

a talk show

not surenot sure

not sure

not sure

viagrasomething about old

men



36% answered business loans



33% answered business loans+500%

Sorry Larry

heres how to fix visual clarity problems


With Caption Embeddable Business

Intelligence Reports & Dashboards

Without Caption

5 Second Visual Identification Test What do you think this software does?

0% 60%

usability hub



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D E R V I S H

0.6


ExpectationWhen viewed in isolation, does the

CTA describe the goal of the page? What you will get when you click?

Dex Media | Local and Small Business Marketing

www.dexmedia.com/ Dex Media provides local businesses with powerful digital and print marketing solutions. Get Started FREE with DexLnk Today!

Philadelphia marketing software


Get Started



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D E R V I S H

0


Build a High-Converting Landing Page Now


See Moz Products



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D E R V I S H

1

what

_

themachines dothe equation?

learningwouldto improve

alter the coefficients

0

1

hyperbole

contrast ratio

immediacy

specificity

readability

reading facility

visual id

distraction

fear sentiment

but theyll need help to understand how we react to our analogue senses

33% WENT THE

WRONG WAY

3rd Floor

320-328

329-337

33% still WENT THE

WRONG WAY


I have a design problem!


Maybe I need a little A.D.D.?


ATTENTION DRIVEN DESIGN

Grouping

Encapsulation

Affordance

Nesting

Whitespace

Motion

Contact

Contrast Interruption

Highlighting

AnomalyProximity

Dominance

Size

Consistency

RepetitionSymmetry

Overlapping

Alignment

Perspective

Distraction

Continuation

Direction

ATTENTION DRIVEN DESIGN

Grouping

Whitespace

Contrast Interruption

3rd Floor

320-328

329-337Grouping

Contrast

Whitespace

only 8% WENT THE

WRONG WAY

3rd Floor

320-328

329-337

3rd Floor320-328 329-337Interruption

3rd Floor320-328 329-337 everybody

went the right way


@oligardner #SeerCCQ #truthbomb

when you can identify a design problem

you can use A.D.D. principles to solve it

A.D.D. = Attention-Driven Design

design matters

design creates joy

design reduces confusion

design should reduce germs

design stops things from being annoying

data-informed design

data-informed design accelerates delight

@oligardner #SeerCCQ

what if Im not a designer

what if Im not a developer

how do i create mockups for those tests?


The 3-Minute No-Permission-Required Conversion Research Hack

You should all be using

javascript:document.body.contentEditable='true'; document.designMode='on'; void 0

@oligardner #SeerCCQ bit.ly/og-seer javascript:document.body.contentEditable='true'; document.designMode='on'; void 0


find qualitative insights, show stakeholders to get buy-in, start making change.

Run 5-second tests without permission

by the way


Regular ol #SeerCCQ

+ Free Cheesesteaks

+ Free Eagles tickets

+ No mention of cheesesteaks

+ 118%

+ 27%

+ 157%

+ Free Rocky IV soundtrack (on vinyl) + 300%

+ Free date with Kevin Bacon + 113%

+ Free bacon - 18%


Regular ol #SeerCCQ

+ Free Cheesesteaks

+ Free Eagles tickets

+ No mention of cheesesteaks

+ 118%

+ 27%

+ 157%

+ Free Rocky IV soundtrack (on vinyl) + 300%

Youre welcome

+ Free date with Kevin Bacon + 113%

+ Free bacon - 18%

+ VIP access to the Liberty Bell + 425%


unbounce

UPWORK

For $25 you can get any web page built in Unbounce by Upwork.

Then you can change anything you want, and run UsabilityHub experiments.

usability hub

Scott Stratten @unmarketing QR Codes Kill Kittens


the first rule of Ctashave a f#cking cta!

Removed internal content

links

Removed the side

nav

Added a $#@%ing

CTA

171.2% increase in visits to the landing

page templates page


Every website & landing page has conversion opportunities,

and every conversion opportunity needs a CTA.

Every website & landing page has conversion opportunities,

and every conversion opportunity needs a CTA.targeted timely relevant

unique delightful appropriate show-me-once value-addED


THE VIDEO EQUATION

(((2*(VPP?1:0) + VSCR?1:0) / 3 ) + (VD[0,30]?0.114:0 + VD[31,60]?0.221:0 + VD[61-120]?0.047:0 + VD[121-180]?0.065:0 + VD[181-300]?0.072:0 + VD[300+]?0.065:0 ) + ( ( (AIE?0.958:0 + AICH?0.44:0 + AIY?0.60:0)/3 + (ATOS[20,30]?0.374 + ATOS[60+]?0.146) )/2 + ( 1/1+|540-VW| + 1/1+|400-VH| ) / 2 ) + ((ATS?1:0 + STS?1:0) /2 ) + ((PRR?0.03:0 + MIR?0.17:0 + POR?0.11:0 + PIWU/PIW)/2 * ICTA?1.1795:1 ) + ((VAP?1:0) * (VV?1:0) ) + (( 1/1+|14%-TVD| + TR?0.26:0.06 ) / 2 ) + ( ( (1/CAP?1:0) * ( WITV/100 + VPPT) ) / 2 ) + (RV?0:1 ) + ((ATE?1:0 + STE?1:0) /2 ) + (ATF?1:0 ) + ((1/!(DTI?1:0)) * (VPPT)) /13) * 100

Video =

VPP = Video Play Pause VSCR = Video Scrub VD = Video Duration AEI = Annotation Includes Exclamation AICH = Annotation Includes Click Here AIY = Annotation Includes Your (not My) TOS = Annotation Time On Screen VW = Video Width VH = Video Height

ATS = Asked To Share STS = Shown To Share PRR = Pre-Roll CTA MIR = Mid-Roll CTA POR = Post-Roll CTA PIW = Positive Impact Words PIWU = PIW Used ICTA = Image CTA VAP = Video Autoplay VV = Video Visible

TVD = Turnstile Video Depth TR = Turnstile Required CAP = Caption Is Present WITV = What Is This Video? VPPT = Video Play Preference Test RV = Related Videos ATE = Asked To Embed STE = Shown To Embed ATF = Above The Fold DTI = Default Thumbnail Image

Video is Hard !!!


THE VIDEO EQUATION

Placement + Size + Sharing + Thumbnail +

Epic Video = Subtitles + Controls + Autoplay + Related Videos + CTAs + EmbeddingTurnstile Position +

Annotations + Length + Caption +

P.S.S.T. S.C.A.R.C.E. T.A.L.C.

P S S T

T A L C

S C A R C E


Ezra ASK THE DATA! Oli


Which words influence the click-thru rate of video CTAs?

3.9%

ASK THE DATA

1.0%

Annotations Full-screen CTAs

2.7%

Click

Click

Here

3.9%

9.5%

15.3%

Click

Click

Here

11.1%



3.9%

ASK THE DATA

1.4%


1.5%

My Your

2.4%

10.7%

13.2%

My Your

9.4%



3.9%

ASK THE DATA


1.4%

Now

Now

1.7%

11.1%

Now

Now

8.2%



3.9%

ASK THE DATA

1.3%


2.0%

! !!!

2.5%

11.6%

8.4%

! !!!

5.8%



1.3%

3.9%

ASK THE DATA


2.0%

! !!!

2.5%

11.6%

8.4%

! !!!

5.8%

Wistia Annotations vs Wistia CTAs vs Unbounce Forms

CTA

ANNOTATION

FULL-SCREEN CTAs

vs

vs

My vs Your Click vs Click Here Now

Click

+390%

No Click

+270%

Click Here

Click

+16.8%

No Click

+61%

Click Here

Click

+66.4%

No Click

+48%

Click Here

My

+60%Your

My +40.4%

Your

+44.2%

+21.4%

No Now

Now

+35.4%No Now

Now

+20.2%

No Now

Now

My

Your

!!!

1 !

No !

+54%

1 !

No ! +38%


CTAs will have autocomplete recommendations of more impactful options, and the expected increase in conversion.

+113% +290% +358%

View a demo

Click to view a demo Click here to view a demo now Click here to view a demo now!


every conversion opportunity is unique

which is what makes us human


be careful what you put inside

quotation marks

THE success of your social proof lies in your ability to demonstrate

the transformative effect of the user journey created by your product OR service



(RWC/WC + TTV/TP + 1/RS)/3 + ITNTMS?1:0; + ((N?1:0 + R?1:0 + C?1:0 + D?1:0 + P?1:0)/5 + HL?(HLL?1:0;):LSC;)/2 + PTF?1:0 + HWC/WC + 1/SII + ((OOT + COT + RTT)/3 + (HTI*5 + HTV*4 + HTW*3)/12 ))/2 + 1/COUI + 1/RI + WTFII + IB?1:0;)/ 11 * 100

Social = Proof

RWC = Readable Word Count WC = Word Count TTV = Total Testimonial Views TPV = Total Page Views HL = Has a Link HLL = Has Lightbox Link PTF = Proximal To Feature NRCDP = Name, Role, Company, Date,

Publication

THE TESTIMONIAL EQUATION

HWC = Hyperbolic Word Count SII = Stock Image Index OOT = Object Of Transformation COT = Cause Of Transformation RTT = Respons To Transformation HTI = Has Transformational Images HTV = Has Transformational Video HTW = Has Transformational Text

COUI = Context Of Use Index WTFII = What The Fuck Is It? IB = Identifiable Brand LSC = Lower the Score Coefficient ITNTMS = Is The Numerical

Transformation Magnitude Shown


Readable Enumerated Verifiable

Proximal Non-Hyperbolic Authentic Transformational

Social = Proof

THE TESTIMONIAL EQUATION

Contextual Relatable Isolatable Branded R.E.V.

P.H.A.T. C.R.I.B.

R E V

P H A T

C R I B

The process was easy to understand and the representative walked me through it step by step. There was no need to guess what

would be happening next; they answered all the questions I had

without having to ask them!

Juan Do Great Company, Florida

Has a photo = no Is it stock = n/a Authentic Images = n/a

Readable = 1 Enumerable = 0 Verifiable = 0 (not linked or sourced) Proximal = 0 Non-Hyperbolic = 1

The process was easy to understand and the representative walked me through it step by step. There was no need to guess what

would be happening next; they answered all the questions I had

without having to ask them!

Juan Do Great Company, Florida


Transformational images = no (0*5) Transformational video = no (0*4) Transformational text = no (0*3) Transformative = 0/12

Total = 1+0+0+0+1+0+0+0+0+0+0/11 * 100 = 18%

Social Proof Score = 18%


Contextual = 0 Relatable = 0 Identifiable = 0 Branded = 0

Has a photo = yes Is it stock = no (1) Authentic Images = 1

Transformational images = no (0*5) Transformational video = yes (1*4) Transformational text = yes (1*3) Transformative = 7/12Verifiable content = yes

Is it linked to? = no Sourced = 0.5 Has a link = yes Is it a lightbox = yes (1) Linking = 1

Total = 1+1+0.75+1+1+1+7/12+0.5+0.5+1+1/11 *100

Social Proof Score = 85%

Readable = 1 Enumerable = 1 Verifiable = 0.5+1/2 = 0.75

Contextual = 0.5 Relatable = 0.5 Identifiable = 1 Branded = 1

Proximal = 1 Non-Hyperbolic = 1


automatic image source lookups will determine if an image is stock, and recommend a change.

and visual analysis will check for unrealistically white teeth to do the same

interview your testimonial givers to mine every element of

The social proof Equation rather than a generic, watered down platitude

#SeerCCQ pro tip


The Testimonial Equation Customer Interview Script

Before taking Peter Smiths Landscape course my photography was decent but not very special. But after lesson 2 on exposure, my understanding of how light works, using ND grad filters, and how to accurately capture light means that Im no longer freaking out at sunset trying to balance the sky and foreground. The number of great shots I get is about 3x higher. Deb Calder Photography

Before After

Holding a camera: authentic & relatable image.Enumerated

Transformative images

Linking (Lightbox)

Watch video on how to use ND

grads

Transformative video

Transformative text

Isolatable & Branded

Good Context of Use

No Hyperbole

Readable

liquid menopause formula

liquid menopause formula


DIGITAL AGENCY DAY


OH THE HUMANITY!!!!! POPUPS SUCK!

DO NOT USE POPUPS! POPUPS ARE EVIL!

NOBODY LIKES POPUPS!

bullsh!t


Anything can be delightful


Emails can be delightful


banners can be delightful


and popups can be delightful


AVERAGE EXIT-INTENT POPUP CONVERSION RATES 2-3.5%

GOOD EXIT-INTENT POPUP CONVERSION RATES 5%

EXCELLENT EXIT-INTENT POPUP CONVERSION RATES 8%

THIS CAMPAIGN 19.03%

A SIMILAR ONE WE RAN IN GERMANY?

26.86%


because it was relevant


valuable

because it was


well timed

because it was

designed to delight

because it was

technology isnt the

problem

we are


machines will learn

our value systems


Thank you for putting up with me!

slides here >> bit.ly/og-seer