How To Create High-Converting Landing Pages With Conversion Centered Design [Hero Conference 2014]

I GIVE A SH!T !ABOUT YOUR CONVERSION RATES

@OliGardner

OF LANDING EXPERIENCES

98%SUCK

marketers are DISRESPECTING!

the ad click

millions of searches END IN BAD EXPERIENCES!every day

how do we fix this?

by delivering delightful

landing experiences

is this next page a delightful

experience?

YOU FOUND IT! !

Yes I did. !

By searching for worst landing page ever

the solution is…

CONVERSION CENTERED DESIGN

USING

A SET OF 7 PROVEN DESIGN PATTERNS!THAT INCREASE CONVERSIONS

CCD is

1. Attention

2. Coupling

3. Context

4. Congruence5. Clarity

6. Credibility

7. Continuance

THE 7 PRINCIPLES

OF CCD

1. Attention

2. Coupling

3. Context

4. Congruence5. Clarity

6. Credibility

7. Continuance

THE 7 PRINCIPLES

OF CCD

1. Attention

2. Coupling

3. Context

4. Congruence5. Clarity

6. Credibility

7. Continuance

THE 7 PRINCIPLES

OF CCD

1. Attention

2. Coupling

3. Context

4. Congruence5. Clarity

6. Credibility

7. Continuance

THE 7 PRINCIPLES

OF CCD

1. Attention

2. Coupling

3. Context

4. Congruence5. Clarity

6. Credibility

7. Continuance

THE 7 PRINCIPLES

OF CCD

1. Attention

2. Coupling

3. Context

4. Congruence5. Clarity

6. Credibility

7. Continuance

THE 7 PRINCIPLES

OF CCD

1. Attention

2. Coupling

3. Context

4. Congruence5. Clarity

6. Credibility

7. Continuance

THE 7 PRINCIPLES

OF CCD

let’s look at some example B2B searches

and PPC landing experiences

project management software for teams

Project Mgmt Software!quickbase.intuit.com/ Be Instantly Productive With 200+ Customizable Templates. Try free!

this homepage HAS 80 LINKS!competing for attention with our campaign goal

Attention Ratio!80:1

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

Your campaign is lost amidst!the Toothpaste Trance

“Hey honey, can you text me a photo of the toothpaste we use?”

The likelihood of someone finding what you want them to find is slim.

what if the ad went to a landing page?

Attention Ratio!1:1

delightful!

so easy to fix IT’S STUPID

Attention Ratio A/B test case study

6:1

1:16:1

1:16:13.71%

1:16:13.71% 5.28% +42.3%

AS ATTENTION RATIO GOES DOWN, !

CONVERSION RATES GO UP

let’s click another ad this one’s from Google

they should know how to do it right. Right?

project management software for teams

Business Tools for Teams!www.google.com/apps/business Get email, calendar, docs & more built for team productivity.

oh dear WTF GOOGLE!!that’s nothing to do with what I searched for

…the bond that exists between the pre-click experience and the corresponding post-click landing experience. !

(Message Match & Design Match)

CONVERSION COUPLINGCCD principle #2

let’s click another ad and look at how closely the landing page

headline matches the ad

project management software for teams

Simple Project Management!www.smartsheet.com/ 2,000,000 people tried Smartsheet®. Nothing to install. Try it free!

Perfect!Message!Match

THE TOPHER GRACE EFFECT

how about B2C?

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

zero mention of next day delivery

award for SHITTIEST!LANDING!EXPERIENCE perhaps

every marketing campaign needs a

dedicated landing page

let’s make our landing experiences

delightful

follow me on Twitter @oligardner