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How To Design High-Converting Lead Gen Landing Pages

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IOli Gardner, Co-founder of Unbounce How to Design High- Converting Lead Gen

Unbounce Co-Founder Oli Gardner has seen more landing pages than anyone on the planet. He speaks internationally about Conversion Centered Design.

ATTENTION RATIO ! THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO THE NUMBER OF THINGS YOU SHOULD BE DOING For marketing campaigns it should be 1:1
Attention ratio 10:1 attention ratio 1:1 +31% lift in ebook downloads
AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
FORM-FIRST DESIGN
THE ANATOMY OF A HIGH-CONVERTING LEAD GEN FORM
1 FORM HEADLINE Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
2 1 FORM HEADLINE SUBHEAD The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I should care about your offer.
3 BENEFITS BULLETS The benefits extend the “Why” in an easy to read format. 2 1 FORM HEADLINE SUBHEAD
4 A FORM (DUH) 3 BENEFITS BULLETS
5 CALL TO ACTION 4 A FORM (DUH) 3 BENEFITS BULLETS
THE TRUTH AND FICTION ABOUT LEAD FORM FRICTION
Where does the asterisk go?
But I wasn’t invited! Should I still give you my email address?
How are you going to call me without a phone number field?
Looks like an opt-in box. I don’t want to opt in to not being a robot.
CAPTCHAs kill conversions
APOLOGETIC DESIGN ! WHEN TRADITIONAL UX RULES NEED TO BE BROKEN
User control and freedom Users often choose system functions by mistake and will need a clearly marked "emergency exit".
For Good UX Dominant button should be on the right.
When thinking about conversion this is a NEGATIVE CALL TO ACTION
When thinking about conversion you should REMOVE IT ENTIRELY
-14% people starting the course
STOP WORDS & CONVERSION ANXIETY
HOW TO REDUCE CONVERSION ANXIETY
Remove the anxiety of a potential auto-tweet.
Adds clarity, letting you know it won’t “mobile-ize” or break your website.
Reduces the “I can’t make that date/time” anxiety.
Explain the time involved, to reduce “effort” anxiety.
The Lead Gen conversion Checklist 10 landing page rules to live or die by
1 - ONE PAGE. ONE PURPOSE. PERIOD.
2 - design your form like nobody’s watching
3 - embrace a.d.d.
4 - fill out the form in your customers’ shoes
5 - don’t be scared of extra fields
6 - don’t be a selfish marketer say no to captchas
7 - chart your stop-and-go words
8 - mine customer testimonials to reduce anxiety
9 - a/b test your label alignment

Publicada em: Marketing

How To Design High-Converting Lead Gen Landing Pages

  1. 1. Oli Gardner, Co-founder of Unbounce How to Design High- Converting Lead Gen Landing Pages February 26th, 2015
  2. 2. @thuelmadsen #KISSwebinar
  3. 3. @oligardner #KISSwebinar
  4. 4. Thue Madsen - KISSmetrics - @thuelmadsen ! Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Before joining forces with KISSmetrics, he was a Ly driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him fishing and hiking in the Sierras. Oli Gardner - Unbounce - @oligardner ! Unbounce Co-Founder Oli Gardner has seen more landing pages than anyone on the planet. He speaks internationally about Conversion Centered Design. Oli spends his time mulling over ideas like legally changing his name to "Landing Page" to garner extra SEO love from his guest post bio and was named the "The 2015 Marketer to Watch," in the under 43 category, by his mother.
  5. 5. WATCH WEBINAR RECORDING NOW
  6. 6. the nsamcwadlpprinciple
  7. 7. ATTENTION RATIO 163:1
  8. 8. ATTENTION RATIO ! THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO THE NUMBER OF THINGS YOU SHOULD BE DOING For marketing campaigns it should be 1:1
  9. 9. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  10. 10. attention ratio 10:1 attention ratio 1:1
  11. 11. attention ratio 10:1 attention ratio 1:1 +31% lift in ebook downloads
  12. 12. AS ATTENTION RATIO GOES DOWN,! CONVERSION RATES GO UP
  13. 13. what does your form say?
  14. 14. FORM-FIRST DESIGN
  15. 15. THE ANATOMY OF A HIGH-CONVERTING LEAD GEN FORM
  16. 16. 1 FORM HEADLINE Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
  17. 17. 2 1 FORM HEADLINE SUBHEAD The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I should care about your offer. Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
  18. 18. 3 BENEFITS BULLETS The benefits extend the “Why” in an easy to read format. 2 1 FORM HEADLINE SUBHEAD The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I should care about your offer. Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
  19. 19. 4 A FORM (DUH) 3 BENEFITS BULLETS The benefits extend the “Why” in an easy to read format. 2 1 FORM HEADLINE SUBHEAD The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I should care about your offer. Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form. This one’s easy. Your form goes here now that it’s purpose has been introduced.
  20. 20. 5 CALL TO ACTION 4 A FORM (DUH) 3 BENEFITS BULLETS The benefits extend the “Why” in an easy to read format. 2 1 FORM HEADLINE SUBHEAD The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I should care about your offer. Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form. This one’s easy. Your form goes here now that it’s purpose has been introduced. Your all-important call to action that describes what will happen when you click, or reinforces what it is you’ll be getting.
  21. 21. 5 CALL TO ACTION 4 A FORM (DUH) 3 BENEFITS BULLETS The benefits extend the “Why” in an easy to read format. 2 1 FORM HEADLINE SUBHEAD The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I should care about your offer. Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form. This one’s easy. Your form goes here now that it’s purpose has been introduced. Your all-important call to action that describes what will happen when you click, or reinforces what it is you’ll be getting. 6 THE CLOSER A closer is intended to add a last minute nudge to encourage a click. It can be social proof, urgency, a trust statement, or important details such as “Free” or “No credit card required” etc.
  22. 22. +17% increase in ebook downloads
  23. 23. A D D TTENTION RIVEN ESIGN
  24. 24. WE’RE HITTING ABOVE THE HEAD RIGHT?
  25. 25. Photo credit: Oli Gardner
  26. 26. +53% increase in cellphone donations
  27. 27. THE TRUTH AND FICTION ABOUT LEAD FORM FRICTION
  28. 28. where does the asterisk go?
  29. 29. ! But I wasn’t invited! Should I still give you my email address?
  30. 30. ! How are you going to call me without a phone number field?
  31. 31. ! So I have to call you, on the phone, to find out what terms and conditions I’m agreeing to?
  32. 32. http://www.fanpop.com/clubs/disney-princess/images/36571769/title/walt-disney-fan-art-queen-elsa-photo
  33. 33. ***********************************
  34. 34. PASSWORDS MUST CONTAIN AT LEAST SIX CHARACTERS
  35. 35. MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO
  36. 36. ! Looks like an opt-in box. I don’t want to opt in to not being a robot.
  37. 37. CAPTCHAs killconversions
  38. 38. ! Enter code ! Different image? I thought it was a code. ! Should I cut and paste the “code” from that?
  39. 39. 6 ! If you were counting, you’d know that it took me 85 seconds to guess that correctly. 2Y8
  40. 40. 8% OF MEN ARE COLOUR BLIND
  41. 41. top aligned labels inline labels left aligned labels right aligned labels
  42. 42. call to action top aligned top aligned label another top aligned label ! Perceived Friction Increases form length which can overwhelm. ! Actual Friction Reduces completion times due to vertical arrangement of label and field.
  43. 43. call to action left aligned left aligned label the final left aligned label ! Actual Friction Slowest to complete due to amount of side-to-side reading required.
  44. 44. call to action right aligned label another right aligned label a really long right aligned label that takes up two lines ! Actual Friction Poor readability with left rag text. Multi-line labels exacerbate this problem.
  45. 45. call to action inline label inline label inline label ! Perceived Friction Reduces form length. ! Actual Friction Easy to forget what label was as it disappears when inside resulting is multiple clicks inside and outside fields.
  46. 46. can friction be a good thing?
  47. 47. APOLOGETIC DESIGN ! WHEN TRADITIONAL UX RULES NEED TO BE BROKEN
  48. 48. User control and freedom Users often choose system functions by mistake and will need a clearly marked "emergency exit" to leave the unwanted state without having to go through an extended dialogue. Support undo and redo. Jakob Neilsen’s 10 Usability Heuristics (http://www.nngroup.com/articles/ten-usability-heuristics/)
  49. 49. ! WWJD?
  50. 50. ! For Good UX Dominant button should be on the right.
  51. 51. ! For Good UX Dominant button should be on the right.
  52. 52. Cancel ! For Good UX The subordinate action should be a link, not a button.
  53. 53. Cancel ! For Good UX It should be moved far away from the CTA.
  54. 54. ! When thinking about conversion this is a NEGATIVE CALL TO ACTION
  55. 55. ! When thinking about conversion you should REMOVE IT ENTIRELY
  56. 56. -14% people starting the course
  57. 57. STOP WORDS & CONVERSION ANXIETY
  58. 58. THAT’S MICHAEL AAGAARD DOING THE ALS ICE BUCKET CHALLENGE
  59. 59. SPAM
  60. 60. UNSOLICITED
  61. 61. NASTY
  62. 62. 3RD PARTY
  63. 63. SELL
  64. 64. WE WILL NEVER SELL YOUR EMAIL ADDRESS TO ANY 3RD PARTY OR SEND YOU NASTY SPAM
  65. 65. ! Your sarcastic “smiley” face makes me hate you even more. You won’t be getting my email address.
  66. 66. Get more done. No Gimmicks, no credit card. +25% lift in signups by removing the word “gimmicks”
  67. 67. HOW TO REDUCE CONVERSION ANXIETY
  68. 68. ! Remove the anxiety of a potential auto-tweet.
  69. 69. ! Adds clarity, letting you know it won’t “mobile-ize” or break your website.
  70. 70. ! Reduces the “I can’t make that date/time” anxiety.
  71. 71. ! Explain the time involved, to reduce “effort” anxiety.
  72. 72. The Lead Gen conversion Checklist 10 landing page rules to live or die by
  73. 73. 1ONE PAGE. ONE PURPOSE. PERIOD.
  74. 74. 2design your form like nobody’s watching
  75. 75. 3 embrace a.d.d.
  76. 76. 4fill out the form in your customers’ shoes
  77. 77. 5don’t be scared of extra fields
  78. 78. 6don’t be a selfish marketer say no to captchas
  79. 79. 7chart your stop-and-go words
  80. 80. 8mine customer testimonials to reduce anxiety
  81. 81. 9a/b test your label alignment
  82. 82. 10 NSAMCWADLP
  83. 83. Questions? Oli Gardner Co-founder Unbounce @oligardner oli@unbounce.com Thue Madsen Marketing Operations Specialist KISS metrics @thuelmadsen tmadsen@kissmetrics.com
  84. 84. Want to build, publish & A/B test high-converting landing pages without I.T.? Get 50% of Unbounce for 3 Months try.unbounce.com/km-webinar
  85. 85. THANK YOU Oli Gardner Unbounce Co-founder

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