Discover how to use Conversion Centered Design to build high-converting landing pages, increase lead gen conversions and how contextual design will improve your content marketing & PPC campaigns.

1. I GIVE A SH!T
@OliGardner #mnsummit
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
thanCTA
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. ATTENTION
#1

22. CONTEXT
#2

23. CLARITY
#3

24. CONGRUENCE
#4

25. CREDIBILITY
#5

26. CLOSING
#6

27. CONTINUANCE
#7

28. let’s look at some
“marketing”

29. B2BLANDING
EXPERIENCES

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

35. 130 LINKS
competing for attention
with our campaign goal

36. Attention
Ratio!
130:1

37. 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

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

48. Attention
Ratio!
1:1

49. delightful!

50. Attention Ratio 9:1 Attention Ratio 1:1

52. conversion lift
+78%

53. 6 options24 options
10x people
bought jam
Source: S.S. Iyengar and M. R. Leper 2000

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

55. landing pages
ask a yes/no question

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

58. WTF GOOGLE!
you broke the scent trail

59. …designing post-click experiences that take into
account the environment and style of
communication that existed before the click.
CONVERSION CONTEXT
CCD principle #2

60. let’s click another ad

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

62. Strong scent due!
to great message!
match

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

66. your homepage
IS NOT
DESIGNED
for campaign traffic

67. BRAND CENTRAL STATION

68. B2CLANDING
EXPERIENCES

69. 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

71. ZERO
mention of
next day delivery

73. award for
SHITTIEST
LANDING
EXPERIENCE
perhaps

74. we must respect every aspect
of the search request

75. a real life example

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

77. also known as the
NSAMCWADLP
principle

82. ATTENTION
RATIO
163:1

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

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

85. oh, and btw

86. 8%
OF MEN ARE
COLOR BLIND

87. …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 #2a

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

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

90. Let’s try that again

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

92. Co-branding1
1
2
Contextual
welcome
2
Author
reinforcement
3
3
THE LANDING PAGE

94. that’s beautiful
conversation context!

95. take a look at this landing page

99. first impressions?

100. BULLSHIT
DETECTOR
the

101. close your eyes

102. …the ability to quickly and clearly
communicate the purpose of your page to
an impatient visitor.
CLARITY
CCD principle #3

104. ATTENTION-DRIVEN
DESIGN
ILLUMINATES OUR FAILINGS
AS COPYWRITERS

105. clarity is great

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

107. SPAM

108. GIMMICKS

109. UNSOLICITED

110. NASTY

111. 3RD PARTY

112. SELL

113. why are you saying
that to me?

114. CTAS
ARE SENSITIVE

115. Source: Michael Aagard, ContentVerve.com

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

117. if you give me
CAUSE
TO PAUSE
I might not convert

118. YOU’RE GOING THE WRONG WAY

119. …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

121. 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

122. 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

123. campaign goal
download a whitepaper

124. 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

125. 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

126. congruence also
relates to trust

129. silence is better
than bullshit

130. …leveraging authentic trust signals,
transparency and verifiable social
commentary to increase conversions.
CREDIBILITY
CCD principle #5

131. some ways to use
testimonials

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

135. clarity vs. credibility

137. social proof is
MEANINGLESS*

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

139. FOCUSED

140. CONTEXTUAL

141. CLEAR

142. ALIGNED

143. BELIEVABLE

144. ?

145. THERE’S NO F#@KING WAY
I’M USING THIS SLIDE

146. we need to
understand the
motivation

147. what is
the number 1 question
asked during webinars?

148. “Are you going to send
out a recording
afterwards?”

151. the safety net statement

152. add some urgency
vs.
+9.4%

153. so what’s next?

154. please sir, I’d like some more

158. …designing experiences that leverage
post-conversion opportunities or recycle
traffic to your page extending the lifetime of
your campaign.
CONTINUANCE
CCD principle #7

160. 2,500 webinar registrants
40% completed the post-
conversion action
1,100 new blog subscribers
just for asking

162. are we done?

163. no

164. what does a
delightful landing page
look like?

167. delightful!

177. SHARE. RENT. TRADE.
THIRD PARTIES.

179. you’re welcome salesforce

180. please remember

181. NSAMCWADLP

183. CTAS
ARE SENSITIVE

184. silence is better
than bullshit

185. testyourmonials

187. that’s how to make
delightful
marketing experiences

188. let’s make marketing
delightful

189. thank you