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

Landing Page
Bio ipsum, this link is giving
me so much love back to
unbounce.com for an epic
term yo!

Real
Name

OF LANDING
EXPERIENCES
98%
SUCK

marketers are
DISRESPECTING
the click

by delivering
delightful
landing experiences

is this next page a
delightful
experience?

millions of clicks
END IN BAD
EXPERIENCES
every day

how do we
delight and convert?

is better
than
Red
Button
Green
Button
CCD is not…

is better
thanCTA
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”

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
…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 9:1 Attention Ratio 1:1

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 CONTEXT
CCD principle #2

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

your homepage
IS NOT
DESIGNED
for campaign traﬃc

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

NEVER START A
MARKETING
CAMPAIGN
without a
dedicated landing page

also known as the
NSAMCWADLP
principle

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

…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 SOURCE

The Smart Marketers Landing Page Conversion Course

*I get it
wrong too
1
1 Super
generic
headline
THE LANDING PAGE*

Co-branding1
1
2
Contextual
welcome
2
Author
reinforcement
3
3
THE LANDING PAGE

that’s beautiful
conversation context!

take a look at this landing page

…the ability to quickly and clearly
communicate the purpose of your page to
an impatient visitor.
CLARITY
CCD principle #3

ATTENTION-DRIVEN
DESIGN
ILLUMINATES OUR FAILINGS
AS COPYWRITERS

unless you’re
being clear about the
wrong things

why are you saying
that to me?

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

…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

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

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

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

congruence also
relates to trust

silence is better
than bullshit

…leveraging authentic trust signals,
transparency and veriﬁable social
commentary to increase conversions.
CREDIBILITY
CCD principle #5

video vs. text
video version
conversion lift of 25%

TRUST SIGNALS
are the most subjective element
on your landing page

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?”

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.
CONTINUANCE
CCD principle #7

2,500 webinar registrants
40% completed the post-
conversion action
1,100 new blog subscribers
just for asking

what does a
delightful landing page
look like?

SHARE. RENT. TRADE.
THIRD PARTIES.

that’s how to make
delightful
marketing experiences

let’s make marketing
delightful

MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates

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MnSearch Summit - Session - Oli Gardner - I Give A Sh!T About Your Conversion Rates