Landing pages are an essential part of every marketing campaign, yet most marketers are still doing it wrong. Learn how to use Conversion Centered Design to build landing experiences that convert more prospects into customers and gain a big competitive advantage. This session will give you actionable insights for increasing the conversion rate of your PPC campaigns, and how to design high-converting lead gen pages.

1. I GIVE A SH!T
@OliGardner #smdwarsaw!
ABOUT YOUR CONVERSION RATES

2. I HAD A
IDEA
BRILLIANT

3. Landing Page!
Bio ipsum, this link is giving me
so much love back to
unbounce.com for an epic
term yo!
Real
Name

4. My name?
PAGE
LANDING PAGE

5. not my best idea

6. OF LANDING
EXPERIENCES
98%
SUCK

7. marketers are
DISRESPECTING
the click

8. how do we fix this?

9. by delivering
delightful
landing experiences

10. is this next page a
delightful
experience?

13. worst landing page ever!

14. millions of clicks
END IN BAD
EXPERIENCES
every day

15. how do we
delight and convert?

16. CONVERSION
CENTERED
DESIGN

17. is better
than!
Red
Button!
Green
Button!
CCD is not…

18. is better
than!
CTA
CTA
CCD is not…

19. is better
than!
CTA
CTA
CCD is not…

20. A SET OF 7 PROVEN
DESIGN PATTERNS
THAT INCREASE
CONVERSIONS
CCD is

21. let’s look at some
“marketing”

22. B2B
LANDING
EXPERIENCES

23. project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage & Launch
with JIRA.

28. 130 LINKS
competing for attention
with our campaign goal

29. Attention
Ratio!
130:1!

30. 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

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

34. what if the ad went to a
dedicated landing page?

36. Attention
Ratio!
1:1!

37. delightful!

38. 1:1!6:1!
3.71%! 5.28%!+42.3%!

39. conversion lift
+78%

40. 6 options
24 options
10x people
bought jam
Source: S.S. Iyengar and M. R. Leper 2000

41. AS ATTENTION RATIO
GOES DOWN,
CONVERSION RATES
GO UP

42. landing pages
ask a yes/no question

43. don’t make me think

44. project management software for teams
Business Tools for Teams
www.google.com/apps/business
Get email, calendar, docs & more
built for team productivity.

46. WTF GOOGLE!!
you broke the scent trail

47. …the bond that exists between the pre-click
experience and the corresponding post-click
landing experience.
Consists of Message Match & Design Match
CONVERSION COUPLING
CCD principle #2

48. let’s click another ad

49. free help desk software!
The #1 Free Helpdesk Tool!!
www.freshdesk.com/!
Ticketing, kbase, forums & more. !
Signup for a free 30-day trial,now!!

50. Great!
Message!
Match!

52. project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage & Launch
with JIRA.

54. A Facebook Ad

55. The
Landing
Page

56. Let’s try that again

57. A Facebook Ad

58. The
Landing
Page

61. your homepage
IS NOT
DESIGNED
for campaign traffic

62. BRAND CENTRAL STATION

63. strong message match can
improve your quality score

64. B2C
LANDING
EXPERIENCES

65. 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!

67. ZERO
mention of
next day delivery

69. award for
SHITTIEST!
LANDING!
EXPERIENCE!
perhaps

70. a real life example

71. NEVER START A
MARKETING
CAMPAIGN
without a
dedicated landing page

72. also known as the
NSAMCWADLP!
principle

73. take a look at this landing page

75. first impressions?

76. THE
BULLSHIT!
DETECTOR!

77. close your eyes

78. …the ability to quickly and clearly
communicate the purpose of your page to
an impatient visitor.
CLARITY
CCD principle #3
NO BULLSHIT.
NO ACRONYMS.
DON’T MAKE ME THINK.

80. ATTENTION-DRIVEN
DESIGN
ILLUMINATES OUR FAILINGS
AS COPYWRITERS

81. clarity is great

82. unless you’re
being clear about the
wrong things

83. SPAM

84. GIMMICKS

85. UNSOLICITED

86. NASTY

87. 3RD PARTY

88. SELL

89. STOP
WORDS

90. YOU’RE GOING THE WRONG WAY

91. …the art of aligning every element on your
page so they work in concert to produce a
single cohesive message that speaks to -
and only to - the goal of your campaign.
CONGRUENCE
CCD principle #4

92. CTAS
ARE SENSITIVE

93. Source: Michael Aagard, ContentVerve.com

94. Get more done.
No Gimmicks, no credit card.
removing “gimmicks” resulted in a
conversion lift of 25%

95. A methodology for landing page content alignment

97. Page Element! Content! Score!
Headline!
Subhead!
Hero shot!
Intro!
Bullets!
Form header!
!
Form fields!
Testimonial!
Learn more!
Why!
Privacy statement!
Call-to-Action!
TOTAL! 0/24!

98. Page Element! Content! Score!
Headline! Ocean of data instantly become security intelligence
Subhead! Whitepaper download: the next generation firewall is here
Hero shot! Photo of a man holding some paper which is obscured
Intro!
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at affordable
prices.
Bullets! Blazing fast throughput
Form header!
!
Download your whitepaper! Complete the required fields
Form fields! Country, province/state, phone number
Testimonial! It’s about the product not the value in the whitepaper
Learn more! Again, it’s about the product
Why! About the product, not the form goal which is whitepaper
Privacy statement! sell, nasty, spam
Call-to-Action! Get my offer
TOTAL! 0/24!

99. campaign goal
download a whitepaper

100. Page Element! Content! Score!
Headline! Ocean of data instantly become security intelligence
Subhead! Whitepaper download: the next generation firewall is here
Hero shot! Photo of a man holding some paper which is obscured
Intro!
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at affordable
prices.
Bullets! Blazing fast throughput
Form header!
!
Download your whitepaper! Complete the required fields
Form fields! Country, province/state, phone number
Testimonial! It’s about the product not the value in the whitepaper
Learn more! Again, it’s about the product
Why! About the product, not the form goal which is whitepaper
Privacy statement! sell, nasty, spam
Call-to-Action! Get my offer
TOTAL! 0/24!

101. Page Element! Content! Score!
Headline! Ocean of data instantly become security intelligence
0!
Subhead! Whitepaper download: the next generation firewall is here
1!
Hero shot! Photo of a man holding some paper which is obscured
1!
Intro!
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at affordable
prices.
0!
Bullets! Blazing fast throughput
0!
Form header!
!
Download your whitepaper! Complete the required fields
1!
Form fields! Country, province/state, phone number
0!
Testimonial! It’s about the product not the value in the whitepaper
0!
Learn more! Again, it’s about the product
0!
Why! About the product, not the form goal which is whitepaper
0!
Privacy statement! sell, nasty, spam
0!
Call-to-Action! Get my offer
0!
TOTAL! 3/24!

102. if your visitors need to work
they won’t convert

103. context helps

107. ATTENTION
RATIO
163:1

108. ATTENTION
RATIO
163:1
IMAGE SLIDER
LOAD TIME
26 SECONDS

109. ATTENTION
RATIO
163:1
IMAGE SLIDER
LOAD TIME
26 SECONDS
ZERO MENTION
OF LANDING PAGES

110. oh, and btw

111. 8%
OF MEN ARE
COLOR BLIND

112. …matching the style and context of the
conversation* established prior to a click,
with the experience that follows.
CONVERSATION CONTEXT
*Which most often comes into play when
linking to a landing page from an article, blog
post, online course or email.
CCD principle #5a

113. THE CLICK SOURCE
The Smart Marketers Landing Page Conversion Course

114. *I get it
wrong too
1
1
Super
generic
headline
THE LANDING PAGE*

115. Losing interest as soon as you get the click.
Abandoning your visitors.
LAME.
DISRESPECTING
the click

116. Let’s try that again

117. THE CLICK SOURCE
The Smart Marketers Landing Page Conversion Course

118. Co-branding!1
1
2
Contextual
welcome!
2
Author
reinforcement!
3
3
THE LANDING PAGE

120. that’s beautiful
conversation context!

122. A RESEARCH QUESTION
What do
you think
of our
templates?

123. A: How much are they?
C: Can I use in Wordpress?
B: Where can I download?
D: NONE OF THE ABOVE

124. The context was missing

125. …an experience that demonstrates how
your offering will be used in the context of
your customer’s environment.
CONTEXT OF USE
CCD principle #5b

127. +45% lift
in new trial starts

128. context also
relates to trust

131. silence is better
than bullshit

132. …leveraging authentic trust signals,
transparency and verifiable social
commentary to increase conversions.
CREDIBILITY
CCD principle #6

133. how to use testimonials

134. video vs. text
video version
conversion lift of 25%

137. clarity vs. credibility

139. social proof is
MEANINGLESS!*
*I’m kidding. Don’t tweet that!

140. “My wife calls me monkey man… My
arms seem to be about 2 inches
longer than whoever most off-the-rack
shirts are tailored for…”
— anonymous

141. TRUST SIGNALS
are the most subjective element
on your landing page

142. testimonials

143. A/B testimonials

144. focused.
matched.
clear.
aligned.
contextual.
credible.
DONE!

145. PLEASE SIR, I WANT SOME MORE

147. That’s all?

148. what should we ask for?

149. blog - subscribe
newsletter - sign up
conference - register
event - register
hangouts on air - get link
ecommerce - buy this
product - demo
ebook - download
contest - enter
consultancy - request contact
product - sign up

150. …designing experiences that leverage post-
conversion conversion opportunities.
CONTINUANCE
CCD principle #7

152. 2,500 webinar registrants
40% completed the post-
conversion action
1,100 new blog subscribers
just for asking

153. how not to do it

154. example
demo
registration
campaign

157. what does a
delightful landing page
look like?

164. please remember

165. When it comes to
conversion stay away
from peacocks and
toothpaste!!

167. NSAMCWADLP

168. people have built-in
BULLSHIT!
DETECTORS

169. CTAS
ARE SENSITIVE

170. silence is better
than bullshit

171. testyourmonials!

172. CONVERSIONCENTEREDDESIGN
that’s

173. thank you
try.unbounce.com/warsaw