Presentation by Oli Gardner, co-founder of Unbounce. Delivered at the Turing Festival in Edinburgh on Friday 19 August 2016.

1. The
Conversion
Equations
by @oligardner
#TuringFest

2. the future
of marketing
is conversion
automation

3. we, the crobots, have been
watching you try to
optimize your marketing
you’ve done an okay job
but you keep f#cking it up

4. what are we doing wrong?

5. you test
opinions,
not insights

6. you test the
wrong things

7. you stop
tests too
early

8. you focus on
surface-level
conversion
metrics

9. and not
lifetime
value

10. it’s time to change_

11. let me tell you about
the future_

12. the algorithm will analyze
your unpublished page before
it’s seen any traffic.
View of the
Unbounce
landing page
dashboard

13. low traffic sites and landing
pages will no longer be an
a/b testing bottleneck.

14. it knows because it’s analyzed
1 million pages, including
20,000 just like yours

15. it will perform cohort analysis
to optimize your pages to
acquire your ideal customers.

16. i will automatically analyze
your click & scroll map data
to uncover insights.

17. hello oli,
i ran a scroll map analysis
on your latest blog post
only 1.6% of readers
reached the cta
i will slack you with
my recommendation

18. yes!!!!!

19. it will forever
remove the need
to ask the
question…

20. what should I test?

21. thank you for filling in the survey!

22. @oligardner
#TuringFest
bit.ly/og-tf
THE
CONVERSION
EQUATIONS
Heuristic
Analysis
Online Tools,
Checklists
& Calculators
Rapid
Experiments
Conversion
Research
Video Conversion &
Engagement Data
(from Wistia)
Academic
Studies
Conversion Data
(from Unbounce)
Other frameworks from
Industry Leaders

23. @oligardner
#TuringFest
bit.ly/og-tf
THE
CONVERSION
EQUATIONS
The Form
Equation
The Video
Equation
The Social Proof
Equation
The CTA
Equation
The
Popup
Equation
The Clarity
Equation
The Hero Shot
Equation

24. @oligardner
#TuringFest
bit.ly/og-tf
THE
CONVERSION
EQUATIONS
The Form
Equation
The Video
Equation
The Social Proof
Equation
The CTA
Equation
The
Popup
Equation
The Clarity
Equation
The Hero Shot
Equation

25. @oligardner
#TuringFest
bit.ly/og-tf
The conversion equations
will show you what to
optimize and in which
order to do it

26. clarityis the most important aspect
of the conversion equation

28. @oligardner
#TuringFest
bit.ly/og-tf
THE CLARITY EQUATION
(1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/
WC) + (CR<=7) ? CR/10 : 0.7+(0.0214 *
(CR-7)); + RWC/WC + (FSC + PWC + LHC)/
3 ) / 5 + IGS+LGS/2 + WTFIT + VES/RES
+ HWC/WC)/7 * 100
Clarity =
ATFL = Above The Fold Links
AATFL = Acceptable ATFL
CIS = CTA Isolation Score
RS = Readability Score
AC = Acronym Count
WC = Word Count
CR = Contrast Ratio
MRFR = Motion Reading Facility Score
FS = Font Size
LH = Line Height
LW = Line Width
IGS = Isolated Graphic Score
LGS = Labelled Graphic Score
WTFIT = WTF Is That 5-Sec Test
LST = Labelling Test Score
VES = Visible Enumerable Specs
RES = Required Enumerable Specs
HWC = Hyperbolic Word Count

29. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION

30. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
Link analyzer
usability hub unbounce

31. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
ask a friend CTA isolation worksheet
usability hub

32. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
Readability score
Contrast ratio calculator
typography golden ratio
unbounce

33. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
usability hub unbounce

34. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
usability hub unbounce UPWORK

35. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
enumerable specifics worksheet

36. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
the de-jargonator

37. Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS
+ (CR<=7)?CR/10:0.7+(0.0214*(CR-7)); ) / 5
Distraction = 1/(ATFL-AATFL)
Expectation = CIS
Immediacy = WTFIT
Specificity = VES/RES
Visual Identification = IGS+LGS/2
Hyperbole = HWC/WC
THE CLARITY EQUATION
D
E
R
V
I
S
H

38. .0
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1.0
THE CLARITY EQUATION
D E R V I S H

39. .0
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1.0
D E R V I S H
THE CLARITY EQUATION
D E R V I S H

40. .0
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1.0
D E R V I S H
THE CLARITY EQUATION
Readability Problem
D E R V I S H

41. .0
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1.0
D E R V I S H
THE CLARITY EQUATION
Readability Problem
Immediacy Problem
D E R V I S H

42. @oligardner
#TuringFest
bit.ly/og-tf
Let’s run through some examples
THE CLARITY EQUATION

43. @oligardner
#TuringFest
bit.ly/og-tf
Immediacy
Can people understand your value
proposition within 5 seconds?

45. @oligardner
#TuringFest
bit.ly/og-tf
5 Second Test
“What do you think this page was about?”
usability hub
6%answeredbusinessintelligence

46. @oligardner
#TuringFest
bit.ly/og-tf
THE CLARITY EQUATION
.0
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.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
0.06

49. @oligardner
#TuringFest
bit.ly/og-tf
5 Second Test
“What do you think this page was about?”
usability hub
42%answeredbusinessintelligence

50. @oligardner
#TuringFest
bit.ly/og-tf
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
0.42

51. @oligardner
#TuringFest
bit.ly/og-tf
just tell me what you do!
it might be really obvious, but clearly it’s lost on you because despite all your best efforts you still don’t

52. @oligardner
#TuringFest
bit.ly/og-tf
Readability
Is it easy to read? Is it even
possible to read? Is it enjoyable
to read? Is it fast to read?

53. @oligardner
#TuringFest
bit.ly/og-tf
(RS/100 + 1-(AC/WC) + (CR<=7) ?
CR/10 : 0.7+(0.0214*(CR-7)); +
RWC/WC + (FSC + PWC + LHC)/
3 ) / 5
Readability =
RS = Readability Score
AC = Acronym Count
WC = Word Count
CR = Contrast Ratio
RWC = Readable Word Count
FSC = Font Size Coefficient
PWC = Paragraph Width Coefficient
LHC = Line Height Coefficient

55. “I'm glad I saw this on a lazy Saturday
when I had time to immerse myself in
this lukewarm shower of digital hipster
parochialism seamlessly integrated with
slightly veiled sado-brogrammer
invective. — Joseph Bentzel

56. readability-score.com
I'm glad I saw this on a lazy
Saturday when I had time to
immerse myself in this lukewarm
shower of digital hipster
parochialism seamlessly
integrated with slightly veiled
sado-brogrammer invective.

57. @oligardner
#TuringFest
bit.ly/og-tf
Readability
Reading Ease
The Flesch-Kincaid reading ease
score measures how easy you copy
is to read. 0 is impossible, 100 is
perfect.
readability-score.com

59. Data courtesy
of the
unbounce
machine
learning
algorithm

61. http://shouldiuseacarousel.com/

62. @oligardner
#TuringFest
bit.ly/og-tf
Readability
Motion Reading
Facility Ratio
What percentage of the available text
can be read before it disappears

63. @oligardner
#TuringFest
bit.ly/og-tf
Readability
Motion Reading
Facility Ratio
I managed to read 10 out of 45 words.
RWC/WC = 10/45 = 0.22

64. @oligardner
#TuringFest
bit.ly/og-tf
(RS/100 + 1-(AC/WC) + (CR<=7) ? CR/10 :
0.7+(0.0214*(CR-7)); + RWC/WC + (FSC +
PWC + LHC)/3 ) / 5
Readability =
= 0.48
(0.184 + 1-(2/6) + 0.7+(0.0214*(13.5-7)); +
10/45 + 0.48 / 5

65. @oligardner
#TuringFest
bit.ly/og-tf
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
0.48

66. @oligardner
#TuringFest
bit.ly/og-tf
Simple To-do list
• Turn off slider autoplay
• Simplify the copy
• Title-case the headline

67. @oligardner
#TuringFest
bit.ly/og-tf
(RS/100 + 1-(AC/WC) + (CR<=7) ? CR/10 :
0.7+(0.0214*(CR-7)); + RWC/WC + (FSC +
PWC + LHC)/3 ) / 5
Readability =
= 0.83
(0.65 + 1-(2/6) + 0.7+(0.0214*(13.5-7)); +
45/45 + (1+1+1)/3 / 5

68. @oligardner
#TuringFest
bit.ly/og-tf
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
0.83

69. @oligardner
#TuringFest
bit.ly/og-tf
Visual Identification
When viewed in isolation, can people
tell what the image means? Or what
the purpose of your product/
service is?

70. What product do you think this company sells?

71. What product do you think this company sells?
What product do you think this company sells?

72. What product do you think this company sells?
What product do you think this company sells?
6%answeredbusinessloans

73. What product do you think this company sells?

74. meeting a guy?
doctor
consultation
a talk show
not sure
not sure
not sure
not sure
viagra
something
about old
men

75. What product do you think this company sells?

76. What product do you think this company sells?
What product do you think this company sells?
36%answeredbusinessloans

77. What product do you think this company sells?
What product do you think this company sells?
33%answeredbusinessloans
+500%

78. Sorry Larry

83. It was 229 yesterday

84. What product do you think this company sells?
What product do you think this company sells?

85. What product do you think this company sells?
What product do you think this company sells?0%answeredsmallbusinessmarketing

88. adding a caption & a cta would make this more useful

89. Book a trip to this exact spot - NOW!

90. Perfect Context of use

91. here’s how to fix
visual clarity problems

93. @oligardner
#TuringFest
bit.ly/og-tf
With Caption
Embeddable Business
Intelligence Reports &
Dashboards
Without Caption
5 Second Visual Identification Test
“What do you think this software does?”
0% 60%
usability hub

94. @oligardner
#TuringFest
bit.ly/og-tf
THE CLARITY EQUATION
.0
.1
.2
.3
.4
.5
.6
.7
.8
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1.0
D E R V I S H
0.6

96. 33%
WENT THE
WRONG
WAY

97. 3rd Floor
320-328
329-337
33% still
WENT THE
WRONG
WAY

98. @oligardner
#TuringFest
bit.ly/og-tf
I have a
design problem!

99. @oligardner
#TuringFest
bit.ly/og-tf
Maybe I need a
little A.D.D.?

100. @oligardner
#TuringFest
bit.ly/og-tf
ATTENTION
DRIVEN
DESIGN
Grouping
Encapsulation
Affordance
Nesting
Whitespace
Motion
Contact
Contrast Interruption
Highlighting
Anomaly
Proximity
Dominance
Size
Consistency
RepetitionSymmetry
Overlapping
Alignment
Perspective
Distraction
Continuation
Direction

101. ATTENTION
DRIVEN
DESIGN
Grouping
Whitespace
Contrast Interruption

102. 3rd Floor
320-328
329-337
Grouping
Contrast
Whitespace

103. only 8%
WENT THE
WRONG
WAY
3rd Floor
320-328
329-337

104. 3rd Floor
320-328 329-337Interruption

105. 3rd Floor
320-328 329-337 everybody
went the
right way

106. @oligardner
#TuringFest
bit.ly/og-tf
@oligardner #TuringFest #truthbomb
when you can identify
a design problem
you can use A.D.D. principles to solve it
A.D.D. = Attention-Driven Design

107. design matters

108. design creates joy

109. design reduces confusion

111. design should reduce
germs

116. design speeds up
repeatable tasks

118. data-informed design

119. data-informed design
accelerates delight
@oligardner #TuringFest

120. what if
I’m not a designer

121. what if
I’m not a developer

122. how do i create mockups
for those tests?

123. @oligardner
#TuringFest
bit.ly/og-tf
The 3-Minute No-Permission-Required
Conversion Research Hack
You should all
be using javascript:document.body.contentEditabl
e='true'; document.designMode='on'; void 0

124. @oligardner
#TuringFest
bit.ly/og-tf javascript:document.body.contentEditable='true'; document.designMode='on'; void 0

125. @oligardner #TuringFest #truthbomb
find qualitative insights,
show stakeholders to get buy-in,
start making change.
Run 5-second tests without permission

126. by the way

127. +27%

128. @oligardner
#TuringFest
bit.ly/og-tf
+ Free “How to headbutt a mugger” classes
+ Free Hearts tickets
+ Free a deep fried Mars bar
- 26%
+ 27%
- 44%
+ Free Hibs tickets + 108%
+ Free Scotch tasting + 78%
+ Free copy of Braveheart on VHS - 39%
Regular ol’ #TuringFest
+ Free Haggis hunting + 113%

129. @oligardner
#TuringFest
bit.ly/og-tf
+ Free “How to headbutt a mugger” classes
+ Free Hearts tickets
+ Free a deep fried Mars bar
- 26%
+ 27%
- 44%
+ Free Hibs tickets + 108%
+ Free Scotch tasting + 78%
+ Free copy of Braveheart on VHS - 39%
Regular ol’ #TuringFest
+ Free Haggis hunting + 113%
You’re welcome

130. @oligardner
#TuringFest
bit.ly/og-tf
unbounce
UPWORK
For $25 you can get any web
page built in Unbounce by Upwork.
Then you can change anything
you want, and run UsabilityHub
experiments.
usability hub

131. @oligardner
#TuringFest
bit.ly/og-tf
sign up and I’ll send you
the full clarity equation
instruction guide.

132. @oligardner #TuringFest #truthbomb
the first rule of Ctas
have a f#cking cta!

134. Removed
internal
content
links
Removed
the side
nav

135. Added a
$#@%ing
CTA

136. 171.2% increase in
visits to the landing
page templates
page

137. @oligardner
#TuringFest
bit.ly/og-tf
Every website & landing page
has conversion opportunities,
and every conversion
opportunity needs a CTA.

138. Sit down with a contractor with one simple instruction: “every
time you see/hear something that’s important to you and
would make your life easier, press pause, and tell me about it.”
Do that with 5 people and you’ll have a massive amount of
benefit-laden copy for your website, ads, and emails.

139. @oligardner
#TuringFest
bit.ly/og-tf
THE VIDEO EQUATION
(((2*(VPP?1:0) + VSCR?1:0) / 3 ) + (VD[0,30]?0.114:0 + VD[31,60]?
0.221:0 + VD[61-120]?0.047:0 + VD[121-180]?0.065:0 + VD[181-300]?
0.072:0 + VD[300+]?0.065:0 ) + ( ( (AIE?0.958:0 + AICH?0.44:0 +
AIY?0.60:0)/3 + (ATOS[20,30]?0.374 + ATOS[60+]?0.146) )/2 + ( 1/1+|
540-VW| + 1/1+|400-VH| ) / 2 ) + ((ATS?1:0 + STS?1:0) /2 ) + ((PRR?
0.03:0 + MIR?0.17:0 + POR?0.11:0 + PIWU/PIW)/2 * ICTA?1.1795:1 ) +
((VAP?1:0) * (VV?1:0) ) + (( 1/1+|14%-TVD| + TR?0.26:0.06 ) / 2 ) +
( ( (1/CAP?1:0) * ( WITV/100 + VPPT) ) / 2 ) + (RV?0:1 ) + ((ATE?1:0 +
STE?1:0) /2 ) + (ATF?1:0 ) + ((1/!(DTI?1:0)) * (VPPT)) /13) * 100
Video =
VPP = Video Play Pause
VSCR = Video Scrub
VD = Video Duration
AEI = Annotation Includes Exclamation
AICH = Annotation Includes Click Here
AIY = Annotation Includes Your (not My)
TOS = Annotation Time On Screen
VW = Video Width
VH = Video Height
ATS = Asked To Share
STS = Shown To Share
PRR = Pre-Roll CTA
MIR = Mid-Roll CTA
POR = Post-Roll CTA
PIW = Positive Impact Words
PIWU = PIW Used
ICTA = Image CTA
VAP = Video Autoplay
VV = Video Visible
TVD = Turnstile Video Depth
TR = Turnstile Required
CAP = Caption Is Present
WITV = What Is This Video?
VPPT = Video Play Preference Test
RV = Related Videos
ATE = Asked To Embed
STE = Shown To Embed
ATF = Above The Fold
DTI = Default Thumbnail Image
Video is
Hard !!!

140. @oligardner
#TuringFest
bit.ly/og-tf
THE VIDEO EQUATION
Placement +
Size +
Sharing +
Thumbnail +
Epic Video = Subtitles +
Controls +
Autoplay +
Related Videos +
CTAs +
EmbeddingTurnstile Position +
Annotations +
Length +
Caption +
P.S.S.T.
S.C.A.R.C.E.
T.A.L.C.
P
S
S
T
T
A
L
C
S
C
A
R
C
E

141. @oligardner
#TuringFest
bit.ly/og-tf
Which words influence the click-thru
rate of video CTAs?
3.9%
video conversion data
Annotations Full-screen CTAs
1.0%
2.7%
Click
ClickHere
3.9%
9.5%
15.3%
Click
ClickHere
11.1%

142. @oligardner
#TuringFest
bit.ly/og-tf
Which words influence the click-thru
rate of video CTAs?
3.9%
ASK THE DATA
Annotations Full-screen CTAs
1.4%
1.5%
My
Your
2.4%
10.7%
13.2%
My
Your
9.4%

143. @oligardner
#TuringFest
bit.ly/og-tf
Which words influence the click-thru
rate of video CTAs?
3.9%
ASK THE DATA
Annotations Full-screen CTAs
1.4%
Now
Now
1.7%
11.1%
Now
Now
8.2%

144. @oligardner
#TuringFest
bit.ly/og-tf
Which words influence the click-thru
rate of video CTAs?
3.9%
ASK THE DATA
Annotations Full-screen CTAs
2.0%
!
!!!
2.5%
8.4%
!
!!!
5.8%
11.6%
No!
1.3%
No!

145. Wistia Annotations vs Wistia CTAs vs Unbounce Forms
CTA
ANNOTATION
FULL-SCREEN
CTAs
vs
vs
My vs Your Click vs Click Here Now
Click
+390%
No Click
+270%
Click Here
Click
+16.8%
No Click
+61%
Click Here
Click
+66.4%
No Click
+48%
Click Here
My
+60%Your
My +40.4%
Your
+44.2%
+21.4%
No Now
Now
+35.4%No Now
Now
+20.2%
No Now
Now
My
Your
!!!
1 !
No !
+54%
1 !
No ! +38%

146. the future of marketing
CTAs will have autocomplete
recommendations of more impactful
options, and the expected increase in
conversion.
+113%
+290%
+358%
View a demo
Click to view a demo
Click here to view a demo now
Click here to view a demo now!

147. @oligardner #TuringFest #truthbomb
every conversion
opportunity is unique

148. which is what makes us human

152. @oligardner
#TuringFest
bit.ly/og-tf
be careful what
you put inside
“quotation marks”

156. “I must honestly thank you for all your assistance, you
have personalised the whole experience that I have had
with you and kept in touch by communicating with me on
a regular basis, which other agencies have failed to do
following initial registration with them, and I have
appreciated this very much. I would have no hesitation in
recommending you to others who may be looking to
secure future employment.”
Barbara, Glasgow

157. THE success of your social proof lies in your ability to demonstrate
the transformative effect
of the user journey created by your product OR service
@oligardner #TuringFest

158. @oligardner
#TuringFest
bit.ly/og-tf
(RWC/WC + TTV/TP + 1/RS)/3 + ITNTMS?1:0; + ((N?
1:0 + R?1:0 + C?1:0 + D?1:0 + P?1:0)/5 + HL?(HLL?
1:0;):LSC;)/2 + PTF?1:0 + HWC/WC + 1/SII + ((OOT +
COT + RTT)/3 + (HTI*5 + HTV*4 + HTW*3)/12 ))/2
+ 1/COUI + 1/RI + WTFII + IB?1:0;)/ 11 * 100
Social =
Proof
RWC = Readable Word Count
WC = Word Count
TTV = Total Testimonial Views
TPV = Total Page Views
HL = Has a Link
HLL = Has Lightbox Link
PTF = Proximal To Feature
NRCDP = Name, Role, Company, Date,
Publication
THE TESTIMONIAL EQUATION
HWC = Hyperbolic Word Count
SII = Stock Image Index
OOT = Object Of Transformation
COT = Cause Of Transformation
RTT = Respons To Transformation
HTI = Has Transformational Images
HTV = Has Transformational Video
HTW = Has Transformational Text
COUI = Context Of Use Index
WTFII = What The Fuck Is It?
IB = Identifiable Brand
LSC = Lower the Score Coefficient
ITNTMS = Is The Numerical
Transformation Magnitude
Shown

159. @oligardner
#TuringFest
bit.ly/og-tf
Readable
Enumerated
Verifiable
Proximal
Non-Hyperbolic
Authentic
Transformational
Social =
Proof
THE TESTIMONIAL EQUATION
Contextual
Relatable
Isolatable
BrandedR.E.V.
P.H.A.T.
C.R.I.B.
R
E
V
P
H
A
T
C
R
I
B

160. “The process was easy to
understand and the representative
walked me through it step by step.
There was no need to guess what
would be happening next; they
answered all the questions I had
without having to ask them! ”
– Juan Do
Great Company, Florida
Has a photo = no
Is it stock = n/a
Authentic Images = n/a
Readable = 1
Enumerable = 0
Verifiable = 0 (not linked or sourced)
Proximal = 0
Non-Hyperbolic = 1

161. “The process was easy to
understand and the representative
walked me through it step by step.
There was no need to guess what
would be happening next; they
answered all the questions I had
without having to ask them! ”
– Juan Do
Great Company, Florida
Has a photo = no
Is it stock = n/a
Authentic Images = n/a
Transformational images = no (0*5)
Transformational video = no (0*4)
Transformational text = no (0*3)
Transformative = 0/12
Total =
1+0+0+0+1+0+0+0+0+0
+0/11 * 100 = 18%
Social
Proof
Score = 18%
Readable = 1
Enumerable = 0
Verifiable = 0 (not linked or sourced)
Proximal = 0
Non-Hyperbolic = 1
Contextual = 0
Relatable = 0
Isolatable = 0
Branded = 0

162. Has a photo = yes
Is it stock = no (1)
Authentic Images = 1
Transformational images = no (0*5)
Transformational video = yes (1*4)
Transformational text = yes (1*3)
Transformative = 7/12Verifiable content = yes
Is it linked to? = no
Sourced = 0.5
Has a link = yes
Is it a lightbox = yes (1)
Linking = 1
Total =
1+1+0.75+1+1+1+7/12+0.5+
0.5+1+1/11 *100
Social
Proof
Score = 85%
Readable = 1
Enumerable = 1
Verifiable = 0.5+1/2 = 0.75
Contextual = 0.5
Relatable = 0.5
Isolatable = 1
Branded = 1
Proximal = 1
Non-Hyperbolic = 1

163. interview your testimonial givers to mine every element of
The social proof Equation
rather than a generic, watered down platitude
#TuringFest pro tip

164. @oligardner
#TuringFest
bit.ly/og-tf
The Testimonial Equation
Customer Interview
Script

165. @oligardner
#TuringFest
bit.ly/og-tf

166. liquid
menopause
formula
liquid
menopause
formula

167. @oligardner
#TuringFest
bit.ly/og-tf
DIGITAL AGENCY DAY

170. @oligardner
#TuringFest
bit.ly/og-tf
OH THE HUMANITY!!!!!
POPUPS SUCK!
DO NOT USE POPUPS!
POPUPS ARE EVIL!
NOBODY LIKES POPUPS!

171. bullsh!t

172. @oligardner
#TuringFest
bit.ly/og-tf
Anythingcan be
delightful

173. @oligardner
#TuringFest
bit.ly/og-tf
Emailscan be
delightful

174. @oligardner
#TuringFest
bit.ly/og-tf
bannerscan be
delightful

175. @oligardner
#TuringFest
bit.ly/og-tf
and popupscan be
delightful

176. @oligardner
#TuringFest
bit.ly/og-tf
AVERAGE EXIT-INTENT
POPUP CONVERSION RATES 2-3.5%
GOOD EXIT-INTENT
POPUP CONVERSION RATES 5%
EXCELLENT EXIT-INTENT
POPUP CONVERSION RATES 8%
THIS CAMPAIGN 19.03%
A SIMILAR ONE WE RAN
IN GERMANY?
26.86%

177. @oligardner
#TuringFest
bit.ly/og-tf
because it was
relevant

178. @oligardner
#TuringFest
bit.ly/og-tf
valuable
because it was

179. @oligardner
#TuringFest
bit.ly/og-tf
well timed
because it was

180. designed to delight
because it was

181. technology
isn’t the
problem
we are
@oligardner #TuringFest

182. machines
will learn
our value
systems
@oligardner #TuringFest

183. Thank you for putting up with me!
slides here >> bit.ly/og-tf