Oli Gardner: The Four Corners of Conversion — Understanding the Intersection of Copy, Design, Interaction and Psychology — #FullStack15

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

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interaction
Psychology
designcopy 1

THECOPYELEMENTS
PRIMARY HEADLINE CLOSERS PRIVACY STATEMENTS
NAVIGATION PRIMARY SUBHEAD ERROR MESSAGES
IMAGE ANNOTATIONS FORM FIELD LABELS SECTION
SUBHEADS FEATURES BENEFITS VIDEO ANNOTATIONS
TESTIMONIALS CALLS TO ACTION FOOTER TAGLINES
SUCCESS MESSAGES

INFORMATION HIERARCHY
Photo: http://animal-kid.com/silverback-gorilla-muscles.html
copy informs design
not the other way round

Wasting Time With CRO?
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Deﬁnitely not your Everyday Product Demo
See How HubSpot Can Help You Grow Trafﬁc, Leads and Sales

What do people think you do
when they arrive on your page?
Find out with a 5-second test

What does the product do?
0% got it right

See How We Can Help You Grow Traffic, Leads and Sales
See How We Can Help You Grow Traffic, Leads and Sales
flip the headline
and subhead

What does the product do?
60% got it right

flip your headline
P
R
O
T
I
P
Reverse the order of
your headline and
subhead to uncover
extra clarity.
@oligardner #fullstack15

Scuse me while I kiss this guy
- Jimi Hendrix

There’s a bathroom on the right
- CCR

Sparing his wife from his warm sausage tea
- Queen

Hold me closer Tony Danza
- Elton John

Hold me close and tie me down sir
- Elton John

It doesn't make a difference
if we're naked or not
- Bon Jovi

How do I get you a loan
- Heart

It’s a death row hard-on two minutes too late
- Alanis Morissette

COME ON OLI
DON’T LEAVE US HANGING!

- Alanis Morissette
It’s like ray-ee-aiiiiiiiiiiin

“They mis-
underestimated
me.”

VOICE OF CUSTOMER
P
R
O
T
I
P
To overcome clarity
problems. Ask your
customers to write
your headline for you.

THE most persuasive word
in the english language?

11
16.97%
Average Conversion Rate by Occurrences of the Word “Because”
0
10.86%
1
7.31%
4
4.4%
8
11.41%
Conversion
Rate
Data pulled form Unbounce database - low sample size used for humour only

interaction
Psychology
designcopy
2

PROXIMITY
DISTRACTION
DISTRACTION
DISTRACTION
DISTRACTION
DISTRACTION
DISTRACTION
ANOMALY
AFFORDANCE
ALIGNMENT CoNsIsTeNcY
CONTINUATION……
CONTRAST
DIRECTION >>
DOMINANCE
ENCAPSULATION
HIGHLIGHTING
INTERRUPTION
MOTION
NESTING
NESTING
NESTING
NESTING
NESTING
NESTING
PERSPECTIVE
REPETITION
REPETITION
REPETITION
SIZE
VISUALHIERARCHY
W H I T E S P A C E
OVERLAPPING
SYMMETRY SYMMETRY
GROUPINGGROUPING
GROUPINGGROUPING
GROUPINGGROUPING
GROUPINGGROUPING
23 PRINCIPLES OF
ATTENTION-DRIVEN DESIGN

DISTRACTION
ATTENTION-DRIVEN DESIGN PRINCIPLE#1

ATTENTION
RATIO 82:1
the ratio of the number of
things you can do on a page
to the number of things you
should be doing

best 24hr plumbers in Edinburgh
Plumber Edinburgh

www.patrickmunroedinburgh.co.uk/
0131 610 0113
From Repairs To Installations, Call
Us For A Competitive Quote Today.

What service does this company offer?
30% got it right

40% got it right

80% got it right

why does that page work better?

the nsamcwadlp
principle
P
R
O
T
I
P
Never. Start. A.
Marketing. Campaign.
Without. A. Dedicated.
Landing. Page.

1
13.94%
2
12.11%
3
10.56%
4
9.09%
5
9.42%
6
8.79%
7
8.27%
8
9.76%
9
7.56%
10
5.59%
Conversion Rate vs. Number of Links on the Page
CONVERSION
RATE
Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy
# OF
LINKS

distraction is the
enemy of conversion
P
R
O
T
I
P
As Attention Ratio goes
down (closer to 1:1)
conversion rates go up.

ANOMALY

ALL I HAD TO SAY WAS
THE WORD “SHIT”

PROXIMITY
ELEMENTS IN CLOSE PROXIMITY TO ONE ANOTHER
ARE PERCEIVED TO HAVE A RELATIONSHIP

-14% people starting the course
*TEST RESULTS FROM THE UNBOUNCE APP

ALWAYS TEST CLOSERS
A winning smile, amirite?

ALWAYS TEST CLOSERS
my face lost by -14%

protect your cTaP
R
O
T
I
P
Anything placed in close
proximity to your call to
action can be a threat to
your conversion rates –
and must be tested.

interaction
Psychology
designcopy
3

PAGEINTERACTIONS
VIDEO POPUP SURVEYS CAROUSELS
BUTTONS STICKY NAVIGATIONEXIT
POPUPS NAVIGATION HELLOBAR
ENTRY POPUPS CONFIRMATION
PAGES FORM FIELDS MULTI-STEP
FORMS BREADCRUMBS SCROLL
CONTROL KEYBOARD SHORTCUTS
SOCIAL SHARING SLIDESHOWS
INTERACTIVEELEMENTS POINTSOFFRICTION
VIDEO AUTOPLAY CAROUSEL
AUTOPLAY AFFORDANCE ANCHOR
NAVIGATION JUMPS OK/CANCEL EXIT
BLOCKING FORM FIELDS REQUIRED
FIELDS CAPTCHAS NON-APPLICABLE
OPTIONS CAROUSEL NAVIGATION
UNDERLINED TEXT

- Oli gardner
Q
U
O
T
E
“Heat maps were created
for the sole purpose of
illuminating the horrible
bullshit we expect our
visitors to interact with.”

INTERACTION TRENDS THAT SHOULD BE KILLED WITH FIRE*
*and/or tested

Source: http://erikrunyon.com/2013/01/carousel-stats/

Does Siemens have any special deals on washing machines?
Source: http://www.nngroup.com/articles/auto-forwarding/

trend carefullyP
R
O
T
I
P
Theme designers are
breaking the internet. Don’t
implement new interaction
models without watching
how it impacts your visitors.

INTERACTIONS
SHOULD BE DELIGHTFUL

interaction
Psychology
designcopy 4

INFLUENCE
Reciprocity
Commitment
Social Proof
Liking
Authority
Scarcity
PERSUASION
Urgency
Framing
Anchoring
Exclusivity
Priming
Primacy
Recency
FOMO
MANIPULATION
Pos/Neg Reinforcement
Deception
Bait and Switch
Denial
Entrapment
Exaggeration
Lying
Good Cop/Bad Cop
Trojan Horse

2 Interruption
1 Priming
3 Modal popup
6 Good cop/bad cop
5 Negativity bias
4 Urgency
COPY DESIGN
INTERACTION PSYCHOLOGY

The Four Corners Applied to VIDEO

How about now?
Unbounce co-founder passes out critiquing landing pages!
0:08 seconds >>

Only 10-20% of people
will actually watch
your video
VideoTruths1

Video Copy
Captions
Play instructions
COPY

caption your visuals
P
R
O
T
I
P
Captions under images/videos are
read on average 300%* more than
the body copy itself. Treat them
like headlines and make them so
compelling you’d want to read the
rest of the page.
*http://bit.ly/1KjOCmG

Your landing page copy should
communicate your offer without
the video being played
VideoTruths2

Video Design
Position on page
Video size
Poster frame
Play button
DESIGN

The fold still matters when it
comes to video engagement
VideoTruths3

Size matters. Approximately
540px by 400px is a good size.
VideoTruths4

Video Interaction
Autoplay
Call to action position (time)
INTERACTION

VideoTruths
Turn autoplay on when linking
from a video thumbnail.
5

Form CTA Conversion Rate by % Through Video
Data from Wistia

VideoTruths
Place lead gen forms 14% of
the way into your video for
optimal conversions
6

INTERACTION
Video Psychology
How much do you believe
the person you’re listening to?
PSYCHOLOGY

Academics
& Experts
67%
Who should you trust to be in your video?
Government
37%
CEOs
43%
Our Tribes
62%
Technical
Experts
66%
TRUST
Stats taken from Captivology - Ben Parr

Proximity2
3 Direction
4 Encapsulation
1 Caption
8 Length of video
6 Contrast
7 Rollover state
5 Context of use
COPY DESIGN

The Four Corners Applied to FORMS

how many form fields should I use

1
20.97%
2
18.84%
3
10.45%
4
7.20%
5
7.93%
6
7.41%
7
7.86%
8
10.21%
9
10.52%
10
13.11%
Conversion Rate vs. Number of Form Fields
CONVERSION
RATE
Data pulled from Unbounce landing page database
# OF
FORM
FIELDS

add some fieldsP
R
O
T
I
P
If you’re going to use 4 form
ﬁelds, you may as well try
using 7. The person dealing
with your leads will thank
you.

so, can friction be a good thing?

DESIGN FOR IDEAL
P
R
O
T
I
P
Don’t design to acquire
customers. Design to
acquire your ideal
customers.

how can we apply this to marketing?

Form Copy
Form headline
Form ﬁeld labels
Privacy statements
Call to action
COPY

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***********************************

PASSWORDS MUST CONTAIN
AT LEAST SIX CHARACTERS

MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO

Email Address
START THE COURSE NOW
Your Best Email Address
Business Email Address
41%
47%
65% +59%
+15%

Your
8.4%
Conversion Rate of CTAs Containing the Word…
Free
8.45%
My
11.48%
Get
8.6%
Click
12.82%
CONVERSION
RATE
+37% +49%

Form Design
Containers
Form ﬁelds
Label alignment
Button design
Page position
DESIGN

0%
6.64%
10%
9.04
20%
11.23%
30%
14.9%
40%
17.87%
50%
13.23%
60%
9.7%
70%
11.25
80%
5.55%
90%
8.78%
Conversion Rate vs. % Form Distance From Top of Page
CONVERSION
RATE
%
DOWN
THE PAGE

Form Interaction
Captchas
Inline ﬁeld labels
Error/success messages
INTERACTION

Security Check
Enter both words below, separated by a space.
Can’t read the words below? Try different words or an audio captcha.
Submit Cancel
Sick of these? Verify your account.
Text in the box:
What’s this?
Submit
Submit
Captchas are bad because
they put your brand experience in the
hands of a 3rd party

6
It took me 85 seconds to enter that correctly.
2Y8

Click Me Now
Inline ﬁeld labels
are bad
because…
__ short-term memory
__ tabbing hides next label
__ multi-tasking distractions
__ hard to double check before submit
__ don’t get me started on mobile

THAT’S
MICHAEL AAGAARD
DOING THE
ALS ICE BUCKET
CHALLENGE

INTERACTION
Form Psychology
Trust & security
Cognitive strain
PSYCHOLOGY

COGNITIVESTRAIN
PSYCHOLOGY INFLUENCINGFACTOR#11

IF
they’re about to buy
P
R
O
T
I
P
Get out of their way and
don’t interrupt their
momentum with negative
language.

TRUST&SECURITY
PSYCHOLOGY INFLUENCINGFACTOR#6

FORM-FIRST DESIGN
P
R
O
T
I
P
Improve clarity and reduce
cognitive strain by designing
your form as if it’s the only
thing on the page.

Only 3 consultations remaining this month
Beneﬁts2
3 Label copy for ideal customer
4 Descriptive CTA
1 Form headline
7 Proximity
9 Top-aligned label alignment
6 Contrast
5 Encapsulation
10 Scarcity
Click to Get My CRO Consultation
Get a Free CRO Consultation
Get a free 3hr consultation with a
conversion specialist worth $1500.
Business Email Address
Your Marketing budget
Full Name
We will email you back within 24 hours
11 Expectations set
COPY DESIGN
8 No captcha

what if
we combined
all the things?

This is the Headline
This is the subhead full of clarity

540px

540px
400px

540px
400px
This is a caption that people will read

540px
400px
CTA
14%

540px
400px
THE FOLD
CTA
14%

540px
400px
SUBMIT
CTA
14%
THE FOLD

540px
400px
CLICK TO GET MY EBOOK
CTA
14%
THE FOLD

540px
400px
CTA
14%
THE FOLD

540px
400px
CTA
14%
THE FOLD
BECAUSE
BECAUSE
BECAUSE
BECAUSE
BECAUSE
BECAUSE BECAUSE
BECAUSE
BECAUSE
BECAUSE
BECAUSE

Download a PDF
of the four corners map
bitly.com/4cornersmap

Near, far, wherever you are
I believe that the hot dogs go on- Celine Dion. At a BBQ.

See you at the after party. @oligardner

Oli Gardner: The Four Corners of Conversion — Understanding the Intersection of Copy, Design, Interaction and Psychology — #FullStack15

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