How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]
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The document criticizes poor landing page experiences, emphasizing the need for conversion-centered design (CCD) that comprises seven principles: attention, coupling, context, congruence, clarity, credibility, and continuance. It illustrates that a higher attention ratio correlates with improved conversion rates, advocating for a one-to-one attention ratio to enhance user engagement. Additionally, it discusses the importance of aligning ad content with landing page content to ensure a seamless user experience.
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How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]
- 1. I GIVE A SH!T ! ABOUT YOUR CONVERSION RATES @OliGardner
- 3. marketers are DISRESPECTING! the ad click
- 4. millions of searches END IN BAD EXPERIENCES! every day
- 5. how do we fix this?
- 7. is this next page a delightful experience?
- 9. YOU FOUND IT! ! Yes I did. ! By searching for worst landing page ever
- 10. the solution is…
- 12. A SET OF 7 PROVEN DESIGN PATTERNS! THAT INCREASE CONVERSIONS CCD is
- 13. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
- 14. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
- 15. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
- 16. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
- 17. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
- 18. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
- 19. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
- 20. let’s look at some example B2B searches and PPC landing experiences
- 21. project management software for teams Project Mgmt Software! quickbase.intuit.com/ Be Instantly Productive With 200+ Customizable Templates. Try free!
- 23. this homepage HAS 80 LINKS! competing for attention with our campaign goal
- 26. 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
- 27. Your campaign is lost amidst! the Toothpaste Trance
- 28. “Hey honey, can you text me a photo of the toothpaste we use?”
- 29. The likelihood of someone finding what you want them to find is slim.
- 30. what if the ad went to a landing page?
- 33. delightful!
- 34. so easy to fix IT’S STUPID
- 35. Attention Ratio A/B test case study
- 36. 6:1
- 37. 1:16:1
- 38. 1:16:1 3.71%
- 40. AS ATTENTION RATIO GOES DOWN, ! CONVERSION RATES GO UP
- 41. let’s click another ad this one’s from Google they should know how to do it right. Right?
- 42. project management software for teams Business Tools for Teams! www.google.com/apps/business Get email, calendar, docs & more built for team productivity.
- 44. oh dear WTF GOOGLE!! that’s nothing to do with what I searched for
- 45. …the bond that exists between the pre- click experience and the corresponding post-click landing experience. ! (Message Match & Design Match) CONVERSION COUPLING CCD principle #2
- 46. let’s click another ad and look at how closely the landing page headline matches the ad
- 47. project management software for teams Simple Project Management! www.smartsheet.com/ 2,000,000 people tried Smartsheet®. Nothing to install. Try it free!
- 50. THE TOPHER GRACE EFFECT
- 51. how about B2C?
- 52. 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
- 54. zero mention of next day delivery
- 57. every marketing campaign needs a dedicated landing page
- 58. let’s make our landing experiences delightful
- 59. follow me on Twitter @oligardner