For speaker page

1. The
Conversion
Equations
by @oligardner

2. The
Conversion
Equations
by @oligardner
original Custom photography & design

3. clarityis the most important aspect
of the conversion equation

4. clarityis the most important aspect
of the conversion equation
readable & tweetable
typographic slides

5. @oligardner
#YourEvent
bit.ly/og-??
THE CLARITY EQUATION
(1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/
WC) + (CR<=7) ? CR/10 : 0.7+(0.0214 *
(CR-7)); + RWC/WC + (FSC + PWC + LHC)/
3 ) / 5 + IGS+LGS/2 + WTFIT + VES/RES
+ HWC/WC)/7 * 100
Clarity =
ATFL = Above The Fold Links
AATFL = Acceptable ATFL
CIS = CTA Isolation Score
RS = Readability Score
AC = Acronym Count
WC = Word Count
CR = Contrast Ratio
MRFR = Motion Reading Facility Score
FS = Font Size
LH = Line Height
LW = Line Width
IGS = Isolated Graphic Score
LGS = Labelled Graphic Score
WTFIT = WTF Is That 5-Sec Test
LST = Labelling Test Score
VES = Visible Enumerable Specs
RES = Required Enumerable Specs
HWC = Hyperbolic Word Count

6. @oligardner
#YourEvent
bit.ly/og-??
THE CLARITY EQUATION
(1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/
WC) + (CR<=7) ? CR/10 : 0.7+(0.0214 *
(CR-7)); + RWC/WC + (FSC + PWC + LHC)/
3 ) / 5 + IGS+LGS/2 + WTFIT + VES/RES
+ HWC/WC)/7 * 100
Clarity =
ATFL = Above The Fold Links
AATFL = Acceptable ATFL
CIS = CTA Isolation Score
RS = Readability Score
AC = Acronym Count
WC = Word Count
CR = Contrast Ratio
MRFR = Motion Reading Facility Score
FS = Font Size
LH = Line Height
LW = Line Width
IGS = Isolated Graphic Score
LGS = Labelled Graphic Score
WTFIT = WTF Is That 5-Sec Test
LST = Labelling Test Score
VES = Visible Enumerable Specs
RES = Required Enumerable Specs
HWC = Hyperbolic Word Count
strong conceptual visuals

7. .0
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1.0
D E R V I S H
THE CLARITY EQUATION
Readability Problem
Immediacy Problem
D E R V I S H

8. .0
.1
.2
.3
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.8
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1.0
D E R V I S H
THE CLARITY EQUATION
Readability Problem
Immediacy Problem
D E R V I S H
frameworks, processes
& methodologies

9. 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%

10. 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%
data visualisation

11. Data courtesy
of the
unbounce
machine
learning
algorithm

12. Data courtesy
of the
unbounce
machine
learning
algorithm
original & exclusive data

13. technology
isn’t the
problem
we are
@oligardner #YourEvent

14. technology
isn’t the
problem
we are
@oligardner #YourEvent
meaningful & tweetable perspectives

15. using 1,000,000 little
pieces of data + design
to reverse engineer the
perfect landing page
frankenpage
@oligardner

16. using 1,000,000 little
pieces of data + design
to reverse engineer the
perfect landing page
frankenpage
@oligardner
strong thematic slide decks

18. detailed graphic design

19. Background image source: http://think0.deviantart.com/art/Scotland-Grungy-Flag-10919314
The
Four Corners
of Conversion
interaction
Psychology
designcopy
by @Oligardner

21. tailored & location-specific designs