hello everyone welcome to another stupid
expert session my name is trevor
ericsson and we are extremely excited
today to have the co-founder of
unbalanced with us Olly gardener Olly
has seen more landing pages than anyone
else on the planet and if I have my
number correct it's somewhere around a
thousand mining pages a week Olly views
Ali is an opinionated writer and an
international speaker on conversion
centered design and today he's going to
be talking about the seven principles of
conversion centered design so if that
only further adieu Olly will turn the
time over to you okay so today I'm going
to be talking about marketing campaigns
how to make high performance marketing
campaigns specifically by using landing
pages and on the subject of landing
pages I'll be sharing my framework for
high converting landing pages which is
called conversion centered design now
before we get started if you see a slide
like this this means there's something
you can download or reference I put this
page together has five downloads so
there's templates for the exercise I'm
going to show you so you can - it's
super actionable and you can do this
stuff when you actually get to doing
these things for yourself so like I said
conversion center design or CCD these
are the seven principles attention
context clarity congruence credibility
closing and continuance on the y-axis we
have delight at the top so these are the
positive brand experiences this is what
you're trying to aim for and on the
bottom we have friction so these are the
things that push against us actually
converting now if we look through the
six principles you need to get to number
six for the conversion that's closing
after that it's post conversion which
I'll get to later so an average campaign
would look like this you get there it's
not good it's not bad it's just average
you get to the point of conversion this
is what we're trying to do this is a
perfect campaign it's delightful it's a
nice experience to go through but this
is more like what your campaigns
actually look like you know you're doing
some things well and some things poorly
and the beauty of looking at like this
and I'll show you exactly how to plot
your
self on this is you see where you're
doing wrong where you're going wrong in
your campaigns so you know where to
start the optimization process there is
one very fundamental concept in CTD in
landing pages in general but I want to I
want to start with but for some weird
reason I'm not very good at getting the
point across so I reached out to some
friends in the industry to see if they
could help communicate it on my behalf
somewhat doable Sam with the Sam called
the sunkulamma the sound could wander
the same quarter no Sam what l the sunk
one okay maybe they're not very good at
it this is what they're trying to say
this little simple acronym never start a
marketing campaign without a dedicated
landing page that's the that's the
overarching principle here and but by
the same token never build a landing
page without a campaign goal you know
you shouldn't be rushing into creating a
landing experience your landing page
before you've established what the
purpose of your campaign is now this guy
is in a museum he's staring this giant
wall of skulls there are skulls
everywhere now what this represents is
horror vacui
which is Latin for a fear of empty space
which you know unfortunately there is an
affliction that's - all too common with
marketers and the designers the
marketers get to do some of their some
of their work you know you get things
like this for their million-dollar
homepage or more realistically this I
mean yes your your your homepage isn't
like this but these do exist you know
there's not one pixel of white space
here it's just crammed full because
everybody wants something on their
homepage each department will oh it's
such a high traffic page that if
anything is on there gets a lot of
attention so
everybody else is why I want my piece I
want to get on there that's what causes
these problems so principle number one
this is a tension and is using a tension
driven design to apply focus to your
conversion goal now I'm obsessed with
landing pages everybody that I know
knows this it bores them to death so I
have a Google Alert set up for the term
landing pages this came into my inbox
it's a press release of a company who
has a new a new feature which is landing
pages in their platforms on the goo what
are they doing so I go and check it out
is anyone linked on here and it takes
you to this page this huh this is home
page and it's a terrible landing
experience and here's why this could
take a while now the reason it's bad is
the attention nature there is 163 to 1
tension ratio is the ratio of the number
of things you can do on a page to the
number of things you should be doing and
when you're running a marketing campaign
there's only one goal whether it's to
download an e-book register for a
webinar start a free trial of software
request a callback for consultation your
service anything like that is always
only one goal now let's just quickly
look at another example I'll go to
scroll down let's look at a lot of links
is a long long page okay again look look
how much there is to do on this page in
this case attention ratio 86 to 1 that's
not even a home page that's an email so
that this attention ratio problem exists
on your website but it also exists in
the email part of your campaigns so now
if you put that inside Gmail for some
context including the interface that's
130 to 1 so when you do these things the
chance of your campaign goal the thing
you want people to do actually happening
is really really low it's a really bad
way is it a bad landing experience so
the first principle you've killed it
that you've damaged your campaign right
off the bat and the chance of you
progressing all the way through when you
start creating a bad experience right
away it's really really slim so this is
immediately we have to fix this problem
let's fix the attention problem so
here's an e-book download landing page
this is the conversion goal right there
and down here there's some other helpful
stuff other webinars or ebooks you might
like so there's two things going on here
one is that we're trying to be helpful
you know I think you know we get caught
up in these best practices that or
things that happen in the industry so
this is more like the Amazon model if
you like this you'll also like this
that's fine for e-commerce but for
something like this it's not fine this
is Wikipedia design you try to be
helpful and move people around now test
this against just that single conversion
goal so our tension ratio is 10 to 1
versus 1 to 1 that's what happens a 31
percent lift in downloads because we
removed those distractions it sounds
simple it is simple so we fixed the
attention problem now we're creating a
delightful experience and you might be
saying well what's delightful about that
well it's delightful because I didn't
make you think I didn't make you think
about what you have to do it's obvious
there's only one thing you can do so
it's yeah that's what I mean by delight
in that sense it's it's just a very
simple process
there's no choices to be made other than
do it or don't do it so as a tension
ratio goes down your conversion rates go
up then you've got someone saying ok I
just have one more link on there come on
I have this thing coming up this promo
can't you just you know can I share some
space on your page give me one link
let's test that this is a landing page
course that I wrote and attention make
sure here's one to one that's the button
you need to click that and you get in
the course so I tested it with a link
there now the rationale behind that was
there's a psychological principle called
the Hobson's plus one choice effect and
the theory is that people like to make a
successful choice so if we give them an
option that they don't want to do then
they click the thing that they do want
to do and they feel good about
themselves
because
made a good choice okay so the choices
here are go and start the free course or
start a free trial of Unbounce now
that's kind of recive this is zooms two
piece of content and I'm saying you
should sign up you know for a software
trial but I'm thinking well that's kind
of an anchoring position there's like
well I don't want to do that so I'll
definitely I'll just do the free thing
14% less people started the course
because that link was there just bring
one extra link now then I thought well
maybe everybody maybe all these people
are clicking on the link and they're
going to sign up this would be amazing
win yeah I'd have two thousand visitors
and you see here one thousand for each
variant and test two thousand total
people one person start a free trial the
software one person so just an epic fail
by putting that one link in there that's
the private tension ratio when you fix
it when you do it correctly okay so
let's start talking about the visual
aspects of design so visual hierarchy is
a very very strong way of telling
someone without telling and like telling
them visually that something is more
important than something else there's a
dominance in there and this is the most
important then this then this then this
so which brings me to a tension driven
design there are 23 principles for this
I'm not going to go into all 23 that
would be absurd to take all day but I'm
going to go through a couple of them so
first
proximity this one's really really key
I'm going to come back to this a couple
of times thread presentation so elements
that are closer together are perceived
as being related so think about the last
example that link close to the
call-to-action people make a connection
this has got something to do with that
and you know this can be really powerful
in a positive way or a negative way like
we just saw normally this is using if
you have a repeating pattern things are
the same if you change one it stands out
now think of an example of a conference
that you have a speaker list so you have
like 20 photos of the speaker's all
circles if you want someone to stand out
from that well if there are a couple of
things you could do you could move them
to the top or you could put them first
in the list or last in the list now this
is something if there's a thing called
the primacy effect if you in a list the
first thing people read or see is the
thing they're most likely to recall
about 30 seconds after that's the thing
that's stuck in their brain the recency
effect is that the last thing you see is
what you will remember but that only
lasts a very short time a few seconds
and then you refer back to the the
primacy effect or right in the middle of
it you could change one of the circles
to a square so what I'm looking at this
I immediately go huh that one's
different why is it different so now I'm
just drawing my attention to it just by
changing its shape dominance this is
obvious you make something bigger it
appears more important consistency now
this is all to do with cognitive load
let's say you have a long page where we
have testimonials throughout like
testimony only the top then one halfway
down and one near the bottom if you
design in the exact same way I only have
to figure out what that type of content
is once so I see a testimonial of top I
know I read it I look at it as a
testimonial as I go down the page I
don't have to reprocess as you oh that's
a testimonial that's a testimonial
because it's consistent they designed if
you
change it up I have to relearn every
time get anything but how hard is that
it's not hard to talk but you only have
a certain amount of cognitive energy and
every time you deplete it you ruin you
kind of you damage the ability to make
smart decisions like over the course of
a day let's say continuation if you're
telling a story throughout your page
then you can use design lines and arrows
to move people around your page in the
order that you want them to experience
it and direction point at stuff that's
important it's very simple
very blunt and to the point just if it's
important point at it here's an example
exactly of that so this is a soccer
match a football game and the team
hadn't won or scored a goal in five
games so the fans did this
yeah like a flash mob trying to get the
ball to go in in the goal okay so here's
a navy test using some attention driven
design ad D principles okay
ad D battles ad D in this case you know
if someone is starved for attention you
know they have a low attention span
attention driven design is the solution
to that so the goal of this page is to
get people to donate cell phones there
are two ways of doing that you can print
off a label put it on an envelope put
the cell phone in and send it away
or you can request that they send an
envelope to you and then you send it off
in that so those are two ways that you
can interact with that page but it's
really it's so bland it's hard to see
that it's two things
the buttons are almost invisible it's
just kind of complicated so they applied
three adv principles first directional
cues I just mentioned now you can
immediately see because of the two
arrows there are two options it's a lot
more clear and then there's
encapsulation these forms are enclosed
in elements which really separates them
from each other and then contrast the
forms standout from the page and the
call to action stands out from the forms
this is a much better designed landing
page 53 percent lift in donations by
applying three of these ad D principles
so here's a one of the goodies that I
mentioned on that page now this one go
by the time you see this actually is
probably going to be out and I will put
a link in there I'm writing a book about
ad D about all of these principles and
that'll be having about a month's time
so you should have it by tell you you
watch this okay
number two is context so this is all
about designing opposed to click so
after you've clicked the link or an add
a post click experience that speaks to
everything that existed prior to the
click so that might be things like a
number of discount a date a search query
anything a conversation anything that
happened before the click you need to
carry through the click to the other
side to your landing experience and the
level of context the type of context
varies according to the inbound channel
like is it PPC ads display ads Facebook
email Co marketing whatever it is
there's a different level of context
that exists you know if you think of an
email there's a conversation that's been
had there's a conversational tone in the
email that's very different to let's say
a tweet so you can bring that
conversation the tone the style of
writing onto your landing page and your
success really depends on how well you
do that how well you speak to do you
know the pre click promise so let's
start with PPC ads the context here is
search intent so I've searched for
something I've seen an ad that was
relevant and then I clicked through to a
landing page this is my message match
comes in which likes playing here so
let's say I search for next-day flower
delivery this is a great ad it says next
a flower deliveries that's what I asked
for
there's a 10% discount and it's flowers
obviously so those are the three pieces
of context flowers 10% next day delivery
then I get here now yes they have
flowers they got one part of context
right there's no mention of 10% and
there's no mention of next day delivery
anywhere on this page it does say
same-day delivery at the top left there
well what's that going to do that I'm
gonna go home this isn't it I don't have
to be in a rush I can come back tomorrow
I'm just getting delivered same day well
if I do that I'm gonna search again the
next day most likely and I'll get a
different ad now I'm searching for
same-day delivery and I get a different
landing page a different you just lost
my business because
I'm going somewhere else because you're
not delivering on the promise you made
in the ad that's a message match fail so
message match is taking the headline or
what it says in the ad and replicating
it as the headline on your landing page
it lets you know that you're in the
right place that you made a good click
you feel now but you feel good about
your click or not it's you don't feel
bad about it you know you're thrown into
a situation that isn't relevant to you
so let's try that again searching for an
online grad course online master's
degree okay this sounds good I click on
this yeah and I get to this I'll zoom in
a little bit this is the experience I'm
given
so let's first let's quickly fix this
let's fix the attention ratio immediate
hits so much nicer you take all that
junk away but now study anywhere reach
your goals online that is not what you
promised me in that ad you promised me
an online master's degree so to fix that
you just change the headline and it's
not hard things now that's exactly what
I asked for
so now I'm gonna go oh this is great I'm
going to read a little bit here I'm
gonna watch the video and I'll fill in
the form if I like what a what I find
here that's perfect message match well
it is because I fixed it if you're doing
anything visual so display ads banner
ads Facebook ads that have a visual
components and now there are two matched
things two elements of context design
match and message match so here's a
here's an ad this is actually on a phone
it's a Facebook ad for HootSuite and the
context is is a guy of the laptop and
the headline is HootSuite social media
management and this is the landing page
the world's number one social
relationship platform is this online
dating that's not what I asked for
what's all you promised and where's the
guy with laptop gun zero design match
and zero message match now this is
HootSuite on an off day they've got some
of the best landing pages I've ever seen
this is you know I know something I'm
wrong on this particular example now
here's another one path full look at
this there's a very dominant green color
ready to take a B test into the next
level and here's the landing page it's
exactly the same visually so I know and
the cop is the same I know I'm in the
right place so I'm going to take action
here perfect design and message match
that's what you need to be doing bring
the visual from your ad because that's
what triggered me right if I saw that I
go yes I'm interested in that you know
that I responded well to that so bring
it through the click email marketing
again design a message max there's also
a third one which is conversation
momentum if you're speaking of someone
in a certain way
bring that tone like I mentioned earlier
bring that tone across to your landing
page now you're fighting a lot for
attention by an email if you can just
see at the top here this is the one I'm
gonna click on bring a special treat
home today men cheesecakes so this is
the email men cheesecakes celebrate all
those winter family days okay I mean
this there's not really much there in
turn I don't really know I'm gonna get
but let's say I'm interested in these
cakes I go here well the cake that was
on there isn't there the messaging cakes
for all occasions that's got nothing to
do with family days or winter there's
nothing here you've disrespected my
click and this happens so often I look
at about thousand landing pages a week
and almost across the board these
terrible experiences are happening
there's a few industries that do well
SAS software products they seem to be a
bit further ahead of the game and but
here as well there's not a single call
to action on this page you can't do
anything of Kate this is navigation up
here and this is just a tab to go
between these two things there's nothing
to do here so the brand match here you
know the the visual design of the
overall brand experience is good but the
design match is nothing and the no
message match whatsoever and no
- action terrible here's a better email
art of attention ironically and that
nice image of the lady up there I click
through this is the top of the hit the
landing page it goes for the dam it's
exactly what I asked for
I'm just trying to drill this home this
idea of matching the experience lastly
here's one I watch the voice this is the
US version of the voice and at the end
after the singer went off the stage they
show this you can go to Cole's and you
can buy the outfit the singing was
wearing great piece of Crow promotion
co-marketing
this is what happened excuse me
when I get to Cole's yes there's a
banner about the voice on the gum in the
right place I'm in the right place and
these are the only options I can buy a
guy's outfit that's a Content match fail
you promised me a certain piece of
content I you know like and that's this
case clothes and then when I get there
there's nothing the more context you can
grab on to and bring across into your
page the more likely someone is to
convert okay
Disney ham they put out a website for
one of their movies and the tech people
behind the website started noticing a
really high number of people who were
clicking on the forgot password link
uh-huh so they dug in they went into the
database to see you know what's the
context here why is this happening or
what's happening and they see that the
passwords that these eight and ten year
old kids are making are up to 40 letters
and numbers long why on earth is this
happening so they go to the source of
the problem what is the context here
what are they being asked to do when
they create their password imagine you
can see where this is going passwords
must contain at least six characters
those are the instructions being given
to these kids so natural
they're creating passwords with their
favorite Disney characters there the
problem here is a clarity problem the
instructions are not speaking correctly
to the target audience so clarity when
it comes to conversion is all about
communicating the value proposition of
your campaign on a level where if you
ask what is this page about you'll get
consistently accurate results and it's
for you know if someone's scanning your
page we know people are impatient they
scan your page they look at the
headlines the subheads
that's what they look for for for
information to you know figure out if
their this is somewhere they're
interested in being here's an example
now it's a long page I'm going to scroll
down it but I'm going to read some of
the headlines and subheads out to do
what I just described amplifier
marketing what you get we've done work
for you relevant up-to-date content
silent today engaging the rated video
cost-effective TAS exclusive brands
add-ons get started
success made simple and submit well I
don't know how well you were following
along with that but it's hard to know
what was going on there so here's an
excellent thing you can do to find out
if you have a clarity problem on your
landing pages go to usability hub comm
they have three types of tests one is a
5 second test really really simple
really fun and you get to ask twenty
people and give as many times as you
want what any question but I like what
is this page about these are the answers
I got content marketing software video
voiceovers investments and no clue and
that's a very polite version of what
people were answering people really did
not know what's going on and they get
they get a bit rude at times so what do
they do well I had to read I had to
really dig into the details there's
nothing in those sub heads that told me
I am in half before I figure out what
they do
it's retirement income websites you
would never have known that because none
of that information was in especially
the top headline was a clarity problem
so attention made sure was fine
one-to-one that's great
context I don't know haven't seen the ad
and then clarity failed so we started
off well and our campaign is breaking
again that's why it's important to look
on this curve to see how your experience
is going along now
how do we fix this okay well we do the
usability hub exercise so this is my my
page and you can ask several questions
do them want one at a time because they
only look at the page for five seconds
so what do you think this page is about
what will happen if people click on the
button and do you think this page looks
trustworthy these are just some ways of
getting information from you know from
your visitors and then you plot it on a
chart like this so you'd have 20 up and
20 down if someone gets it right you put
it up here if they get it wrong you put
down here and you plot the answers and
now I can see if this is from a test
nobody knows what the page is about the
button copy is good because they
understand what's going to happen when
they click it and it's somewhat
trustworthy
now your goal is to rewrite your
headlines your sub heads until you start
getting responses like this then you
know you've removed your clarity problem
that's a good way of doing you know just
checking in because we are very close to
our own products or own services so this
is a good way of finding out whether
what you're writing is actually clear or
not so that worksheet is in the goodie
pack now you can put your screenshot in
there you can get all you can put all of
your responses from the usability hub
test put them in there and then you can
just duplicate the sheet in it's in a
spreadsheet so you can do that and keep
a history of the test you do it's really
useful ok so I talked about visual
hierarchy before how important that is
well I think there's actually even more
important part or equally at least and
that's information hierarchy what is the
order of communication is it in the
right order the things I'm saying to you
because and this is a very this is a
most important things you could ever
learn is this next statement copy
informs design not the other way around
you shouldn't be designing a landing
page until you've written a copy because
you want the landing page to be able to
design be designed to tell your story to
help do that if you start with design
first then its square peg round hole
your pluck you're just plugging in
content wherever the design has a space
that's not the way it should be always
write your campaign copy first and
design a landing page to present that
experience in the correct manner you
know if you have a template and there
are three bullet points that doesn't
mean you should have three bullet points
be okay with deleting some or adding
more if you write the copy first you
won't have a problem let's look at some
examples so it is Home Depot this is to
sign up for a newsletter this is what's
important to me select the email you
wish to receive oh yeah I'm interested
in this is this and then get me to fill
in the form this is backwards you're
going to see this a lot in these
examples where it's simply a one two
thing the thing that happens at the top
is often the thing that should be second
you know like yes I'm interested in this
email I want this I want this now I want
to get it to flip that around
HubSpot same again definitely not your
everyday product demo that's really not
helpful
there's nothing clear about that but
then the subhead see how how spot can
help you grow traffic leads and sales
that's really benefit driven I get what
the page is about so again you need to
flip the order and to be honest this
this headline I would move that way down
and I've put a 10 second 15 second video
of what the product demos like so I go
on that it's pretty cool that's
different
it would that's what we're the context
of that headline should be when you can
actually demonstrate that and not just
say something kind of clever at uber on
this page how is the hierarchy set up
here well clearly the designers at uber
have seen those case studies where if
you have a model looking somewhere then
you look there too so
Oh as per the design I'm going straight
over here well sign up to drive that's
not a descriptive headline drive what is
a test-drive
you know if I don't know who ever is and
there are still people who don't then
that's not clear then I may go down here
then finally I get to the headline which
is still not very clear it's a bit vague
and then back to there that's the order
I'm looking at this page and now there's
a way of fixing this form so that this
design will actually work I'm going to
get to that in a second here's an
example of information hierarchy this is
the landing page course we saw from
before and this is how someone would
experience this page because of the two
column layout you're jumping kind of
side-to-side through different types of
content you know I'm going from table of
contents to pictures of authors just
kind of back and forth so and I've
tested this page so much and I couldn't
I couldn't find a lift out of it
I couldn't improve it conversion wise
which probably means that you've hit a
low local maximum so think of it like a
mountain range and some are small and
you can't get any higher than the peak
but there's a bigger mountain so you
have to completely design the page
differently or trains change something
dramatic to see if you can get on that
big mountain and go for a higher
conversion rate so I did that with this
I did a redesign I use one of our the
templates inside unbalanced now this is
what the experience is now it's linear I
go straight down yes I mean I'm
zigzagging back and forth here but
that's okay because it's the same kind
of content this is a table of contents
to go yep yep gotta get it get it and go
down it's a nice linear experience 30
percent lift and people start in the
course because it's a lot clearer there
the reading experience everything's in
the right order I'm not jumping side to
side okay so we talked about clarity
what are like think about lead
generation your form is the most
fundamental part of your page so what is
it saying about your campaign sign up
for more info keep me informed in
about what need more information yes I
need a lot more information you're not
telling me anything I want details yes I
do and download download what and these
forms are not representative of what the
page is about what the form is actually
about and this is congruence this is
principle number four this is aligning
every element on your landing page with
and only with your campaign goal don't
go talking about something else think
back to the the test with adding that
second linking that was incongruent it
was about something else so it has no
place being on the page and this is
where this is what would have fixed that
uber problem it's what I call form first
design and the idea here is that you
design your form as if it's the only
thing on your page like I said it's the
fund amound ation of lead generation
your form so if you have a strong
foundation if it can communicate exactly
what is for what it will do then you
have the foundation for a solid campaign
so how do we get a how do we do form
first design well just like a landing
page has an Anatomy so does a form and I
break it down to six parts like this you
have your form headline this is the what
what is this about what am I going to
get then there's a subheading some
bullets now these are optional that's
quite a bit of information you put as
much as you need in there this is the
why so we have the what we have the why
the form is the how and so as your call
to action and then finally have a closer
now this is this is a piece of copy that
is designed to help trigger someone to
click your call to actions that extra
bit of information that closes the deal
and the reason this is so powerful I'll
get to this a little bit later is
because in close proximity to your call
to action that's where proximity comes
in so if you use balsamic for wireframes
it's an awesome tool there's a you can
download that wireframe and play with it
if you have that just a little extra
goodie there so let's look
at a page and see how it's doing
congruence wise so this is structurally
a very good page the anatomy of this
landing page is good it has everything
you need it goes down a bit further than
this is just the top of it and then
there's a forum area what we're going to
do with this page though is we're going
to go through a conference scorecard
that's what this is here so this is the
idea that you strip away the design from
your landing page you just look at the
copy copies so important for clarity so
here you get all your page elements you
write them down the left side here and
then you fill in the content from your
page and then you score each piece of
content according to how aligned it is
with the campaign goal which in this
case is downloading a white paper so you
go through all of them and you give it a
zero if it's not congruent if it's not
aligned with a campaign go remember
campaign go not your overarching
business goal it's the specific campaign
goal of this page if it's a little bit
of lines you give it a one and if it's
fully aligned you give it a two so this
stage got three out of 24 which is 12.5%
that's terrible but again the nice thing
about this is you see on the curve where
you are so now we have the attention
make sure was great context again didn't
see the ad don't know clarity wasn't
good and the congruence was terrible as
you can see again this campaign is
failing you will not get past the
congruence part of this and that that
worksheet that again that's in the goody
section and it's interactive so when you
you put your copy in there and when you
put your scores in it will add it up and
give you that percentage at the end and
if things are not congruent now you know
that you need to either delete them or
rewrite them so they are in line with
your campaign go and you'll see very
quickly that your page starts to be
aligned and it's talking about the same
thing
okay so social proof where every talks
about it testimonials all this kind of
thing well I'm not going to go into the
types of social proof
instead I want to address the number one
question that I get asked when I'm out
speaking at conferences and credibility
is all all about being authentic and
have having verifiable trust signals so
then I'm one question I get is well what
if I don't have any testimonials yet
what if it's a new product that's not
being used or if it's a new service I've
started what if it's an e-book nobody's
read what if it's a webinar that no
one's attended before how do I have
social proof and Trust and testimonials
on my landing page well there are four
there are four easy ways to deal with
this problem the first one be okay with
it right it's not always the end of the
world to not have a testimonial now what
I mean by that is don't lie there are so
many fake testimonials out there and
everyone can see through it number two
give your progress this is a joke around
the office like I write so much and when
I'm writing I get so sick and tired of
writing product or service this aren't
your product or service so we combined
it to make Provost sorcerer duct here
you had a bunch of different names the
point here though is give it away to
certain people for free so influencers
people in in your industry that people
will recognize and let them try it and
then ask them what they thought of it
there your testimonial support the
concept versus supporting the Provost
this is going to get old very quickly
the cost of what I mean by this is if
you don't have a testimonial about your
product or service then talk about the
bigger picture so on that landing page
course further down here's a statement
from me saying that conversion
optimization is important so this is a
landing page conversion course and I'm
saying you should do this because it's
important I'm not saying the course is
great
singing is important and down below is
another as another statement from Rand
saying how important cro conversion
optimization is right so your your
tackling the bigger picture the bigger
problem and saying you should be doing
this don't miss out on this because it's
important that's another really good way
and you can find these statements you
know people are talking about your
industry pull some of these in for ask
bloggers the do some outreach ask people
to write about it then you have a
testimonial because as long as i don't
say is terrible but you know it's a good
way of generating this truthful content
about what you're offering is i think
more importantly if you're genuinely
lovely if you give a delightful
experience people will trust you it's
just we just kind of wired that way but
you know if people are nice to us and
they're give us a nice experience well
you know we'll trust in them okay so
we're focused relevant clear aligned and
believable what's next well now it's the
closing part now it's time to get the
conversion so like I said this is
applying positive click triggers
influencers at the point of conversion
next to your call to action and removing
negative ones to encourage people to
click now think of it like this again
we're coming back to proximity it's so
important imagine that's your call to
action there you can do this print out
your landing page and then on a piece of
paper draw a circle like three to 100
pixels around and see what words are
inside there are they're delightful
words inside there where are they're
scary words now if things like spam
that's a stock word it's a word you see
and you stop and think a common mistake
is right beside the call to action
people put a statement like we will
never spam you well I wasn't thinking
you going to but now I am I've seen
tests well that's made it fail so be
very careful what you put in there so
here are some examples of closers things
that inspire conversion this is an
e-book download page there are two
things you can do here at two kinds of
ways of paying for it you can
pay with an email or you can pay with
social currency get it for a tweet now
there's some anxiety here that people
are what's going to people are wondering
well if I click this is it going to
tweet something out on my Twitter stream
well no because you have to authorize
the connection first but people don't
really know that so this statement here
you'll be able to customize the tweet
before sending that removes the anxiety
here's another one enter your website
URL to go mobile well are you going to
take my site and and change it that's
the fear here there's an anxiety that
you're going to change my website so
this statement here removes that anxiety
webinar registration page even if you
can't make it signup anyway and we'll
send you a recording that reduces that I
can't make it anxiety like ah this
sounds so good but I can't make it well
you get a recording if you sign up and
then this one here for an e-book this
removes the effort anxiety I really have
to read another ebook well it's only 25
minutes and it's got a great lifting
conversions because it communicated that
this is a quick read alright
so knowing this these closers can come
in here and they can help conversion I
tried this one so this is the landing
page course again I put my face down
there I hope you enjoyed this free
course I'm reiterating that's free and
you know and I'm the author then this
how can this go wrong my face lost by
14% it wasn't even a link it's just a
picture of me yeah that's a vanity
metric right there so again that's the
importance of testing you can add
elements to your page and you think
you're doing the right thing and then
something like this happens you have to
test things that are in close proximity
to your call-to-action they can make or
break your conversion rate so there's a
document in the goodies section again
which has a list of these closers
you can test based on different use
cases this is a work in progress I'm
going to make the list longer and longer
as I go and you can join in too
I've made it so that you can comment in
there and I will add in your ideas ok so
finally continuance this is post
conversion we've got the conversion now
what should we do you should always ask
for something else after the conversion
so here's an e-book liner page again
this by lemon stands some friends of
mine and it's a beautiful landing page I
love it what happens when you fill out
the form you get this try lemon stand
free for 14 days well I'm just trying to
load an e-book what happened to that so
let's fix this page first and watch this
we're going to fix the attention ratio
isn't that so much more delightful
there's no distraction it's so nice it's
so good but now I have an information
hierarchy problem because if you look
down here this is what I need to know to
be to feel comfortable that I've been
successful thanks for downloading the
e-book you receive the link in your
inbox shortly in the meantime try
Levenstein free for 14 days that's what
I need first so just flip it up again
like I said it's always the placement of
one and to kind of flip these things
around now I know I was successful whoo
that's great and now I might actually
consider trying the software and I'd add
a little bit of a DD to this as well
make it stand out now that's a really
really strong post conversion experience
okay so to recap all of that here's one
final thing that's
never start a marketing campaign without
a dedicated landing page words to live
by
thank you very much and we are now gonna
jump into some questions okay so the
first question has come in is a longer
or shorter call to action better on a
landing page ah with a lot of questions
about conversion rate optimisation sadly
the answer is you have to test it isn't
it there are no you know shortcuts or
silver bullets but in terms of clarity
shorter is probably a bit better but the
number think of something else as well
best practices are only ever a starting
point they're not silver bullets they're
not something you should just implement
without testing but there are great
starting points so when you're first
writing your call-to-action a good
formula is to have your call-to-action
copy complete the sentence I want to
blank so I want to download my free
ebook so that's your CTA download my
free ebook and my tends to work better
than your because I connect to it and so
as long as it needs to be but the
clarity is the most important thing
classic questions you have a favorite
color for call to action buttons this is
one of the biggest fallacies in
conversion optimization the button color
matters and yes there are tests where a
button color change increased
conversions but almost all the time had
nothing to do with a color it was to do
with the contrast the more a design
principle contrasts the more that it
stands out from the rest of the page if
you've a dominantly green page then yes
a red button will perform better because
it really stands out but also think
about it like think of your target
audience if it's mainly men 8% of men
are colorblind so at that point
really is just the contrast how well it
stands on the page sometimes if you just
a grayscale your page and look at it how
well does your call-to-action stand out
in terms of contrast cool hey I think
that's all the questions that we have in
the queue I had a couple questions for
you one where can we go to learn more
about you personally your company and
the cool things that you guys offer yeah
for sure
well here's a little promo for you just
to kick things off you know I'm mad as a
landing page builder you can get 50% off
for 3 months there Twitter is a great
place for to reach out we're very active
on Twitter there's the unbalanced
account and then there's me at all a
gardener very accessible so you can come
and chat with you there but if you have
any direct questions let's good place to
start we can also email me I'm very open
you know all yet unbalanced calm you can
get me directly there and obviously you
know I'm mass comm our website I'm gonna
be an awesome deal for students
professors our user base to to test out
on their own personal sites and things
they have going on last question or
always curious here to know resources
and different ways that our experts are
learning and so we're interested to know
what's a favorite book of yours all-time
or maybe one just recently that you
stumbled upon that you just love yeah
well times are resources to do with this
kind of thing I recommend several things
religiously read the unbalanced blog and
the conversion XL blog there that's
really all you need to read when it
comes to conversion and that landing
page course go to the resources section
upon mass comm and you'll see there are
a couple key courses in there they're
totally free and you can go and take
those in terms of books yeah I became a
public speaker one year ago in two weeks
time and the thing that made it
successful I read a book by a guy called
Jeremy Donovan it's called how to
deliver a TED talk and it's probably the
most impactful book I've ever read it's
so good
he's analyzed hundreds of TED talks to
find out what makes them successful and
it was a yeah fascinating read and it
changed the way I approach speaking
entirely awesome okay why are time is is
up today only we we just appreciated all
the different principles of conversion
center design that you've shown all the
live examples all the different things
that you've suggested to do to fix pages
to make them more convertible so
appreciate your time ollie and look
forward to connecting with you in the
future but sure with my pleasure