The document discusses principles for effective landing page design. It emphasizes keeping the attention ratio low by limiting distractions and focusing on one clear call to action. It also stresses the importance of testing elements like trust signals, social proof, and call to action copy for maximum conversion rates. Throughout, it provides humorous examples and commentary to illustrate good and bad landing page design techniques.

1. THE LANDING PAGE
MANIFESTO@OliGardner #searchlove

2. I LOVE BEING MARKETED TO

3. I LOVE BEING MARKETED TO
SAID NO ONE

4. I LOVE BEING MARKETED TO
SAID NO ONE
EVER-JESS3

5. thou shalt not
http://www.pixelmator.com/tutorials/effects/vintage-photo-look-in-pixelmator/
do the bad shit

6. thou shalt
http://www.wallpaperscastle.com/
london-illustration-desktop-
wallpaper.html
do the good shit

8. thou shalt not
FOLLOW the wikipedia
DESIGN guidelines
#1

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

17. ATTENTION RATIO
THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO
THE NUMBER OF THINGS YOU SHOULD BE DOING.

18. ATTENTION RATIO
THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO
THE NUMBER OF THINGS YOU SHOULD BE DOING.
FOR MARKETING CAMPAIGNS
THE ATTENTION RATIO
SHOULD BE
1:1

19. what if the ad went to a
dedicated landing page?

28. attention ratio
10:1
attention ratio
1:1

30. WHEN
ATTENTION RATIO
GOES DOWN,
!
CONVERSION RATES
GO UP

33. worst landing page ever

34. thou shalt #2
leave your stank
on everything you touch

38. ATTENTION
RATIO
163:1

39. ATTENTION
RATIO
163:1 IMAGE SLIDER
LOAD TIME
26 SECONDS

41. OUT OF 1,569 WORDS
ZERO MENTION
OF LANDING PAGES

43. 8%
OF MEN ARE
COLOUR BLIND

54. CONTEXT IS LIKE VELCRO
THE MORE YOU HAVE, THE MORE YOU CAN HOLD ON TO

55. thou shalt not
speak in tongues
like a Scottish drunk
#3

56. take a look at this landing page

59. close your eyes

60. btw, you’re not alone

61. I asked 20 people
“what is this page about?”

62. W
D-40
automation
app?
CLOUD-BASED
CRM
WTF?

63. what do they actually do?

64. iDontKnow

65. IF 20 PEOPLE THINK YOU’RE FULL OF SHIT
YOU PROBABLY ARE

66. http://www.fanpop.com/clubs/disney-princess/images/36571769/title/walt-disney-fan-art-queen-elsa-photo

67. ***********************************

68. PASSWORDS MUST CONTAIN
AT LEAST SIX CHARACTERS

69. MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO

71. WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?

72. WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?

73. WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?

74. WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?

75. thou shalt #4
embrace friction

77. DON’T DESIGN EXPERIENCES
TO ACQUIRE
CUSTOMERS

78. DESIGN EXPERIENCES TO ACQUIRE YOUR IDEAL
CUSTOMERS

81. thou shalt not
MENTION GLUE IN THE
PRESENCE OF HORSES
#5

83. THAT’S
MICHAEL AAGAARD
DOING THE
ALS ICE BUCKET
CHALLENGE

84. THAT’S
MICHAEL AAGAARD
DOING THE
ALS ICE BUCKET
CHALLENGE

87. SPAM

88. UNSOLICITED

89. NASTY

90. 3RD PARTY

91. SELL

92. STOP WORDS

93. CTAS
ARE SENSITIVE

94. Source: Michael Aagard, ContentVerve.com

95. Get more done.
No Gimmicks, no credit card.
removing “gimmicks” resulted in a
conversion lift of 25%

96. thou shalt #6
tip cows in the
right direction

97. GO WORDS

98. what’s the number 1
question asked during
webinars?

99. are you going to
send a recording
afterwards?

100. use a safety net statement

101. once and done?

104. thou shalt not
invite your friends to dinner
if they’re assholes
#7

107. silence is better
than bullshit

108. some ways to increase
conversions
with trust signals

109. video vs. textvideo won by 25%

110. my face won by 64%

111. credibility lost by 6%

113. SOCIAL PROOF
IS BULLSHIT

114. SOCIAL PROOF
CAN BE BULLSHIT

115. testyourmonials
TM

116. thou shalt #8
be captain obvious

117. DESIGN rules

118. design RULES

121. WE’RE HITTING
ABOVE THE HEAD
RIGHT?

126. thou shalt not
WRITE irrelevant
call-to-action copy
#9

131. YOUR CALL TO ACTION SHOULD COMPLETE THE SENTENCE
I WANT TO _________

132. I WANT TO BREAK FREE

133. I WANT TO HOLD YOUR HAND

134. I WANT TO
MARRY
PRINCE HARRY

135. I WANT TO
SUBMIT

139. thou shalt #10
NSAMCWADLP

140. thank you! @oligardner