Oli Gardner, co-founder of Unbounce, shares the secrets of landing page optimization with 7 Principles of Conversion-Centered Design. You can view this Stukent Expert Session here: http://www.stukent.com/expert-sessions/7-principles-of-conversion-centered-design/

1. HOW TO CREATE HIGH-CONVERTING LANDING PAGES
USING CONVERSION-CENTERED DESIGN
Oli Gardner!
Unbounce Co-founder!
!
@OliGardner

2. Stukent Conversion Goodies
get.unbounce.com/stukent-goodies

3. THE 7 PRINCIPLES OF CONVERSION-CENTERED DESIGN

4. WHAT AN AVERAGE CAMPAIGN LOOKS LIKE

5. WHAT A PERFECT CAMPAIGN LOOKS LIKE

6. WHAT YOUR CAMPAIGN CONVERSION CURVE LOOKS LIKE

8. the
NSAMCWADLPprinciple

9. the
NBALPWACGprinciple

11. Horror Vacui

14. #1
ATTENTIONUSING ATTENTION-DRIVEN DESIGN TO APPLY FOCUS
TO YOUR CONVERSION GOAL

18. ATTENTION RATIO 163:1
Photo: Issei Kato/Reuters./ Published: 01/20/2014 12:06:38

19. Photo: Issei Kato/Reuters./ Published: 01/20/2014 12:06:38
the ratio of the number of things you can do on a page
to the number of things you should be doing
ATTENTION RATIO 163:1

27. ATTENTION RATIO 86:1
Photo: Issei Kato/Reuters./ Published: 01/20/2014 12:06:38

28. ATTENTION RATIO 86:1
Photo: Issei Kato/Reuters./ Published: 01/20/2014 12:06:38
in an email!

30. ATTENTION RATIO 130:1
Photo: Issei Kato/Reuters./ Published: 01/20/2014 12:06:38
including the interface

37. attention ratio
10:1
attention ratio
1:1

38. attention ratio
10:1
attention ratio
1:1
+31% lift in ebook downloads

40. DON’T MAKE ME THINK!- Steve Krug

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

42. Please sir,
can I have just
one more link ?

45. -14% people starting the course

46. VISUAL HIERARCHY
IS ONE OF THE EASIEST WAYS TO
STRENGTHEN
OR WEAKEN A DESIGN
- Joshua Porter (@bokardo)

47. 23 principles of
Attention-Driven Design

48. Proximity
Elements that are
closer together
are perceived
as being related.

49. Anomaly
Difference is an
indicator of importance.
Not how well the
square stands out,
simply by being
different.

50. Dominance
This is visual hierarchy
in its truest sense.
Increasing the size of an
important element lets
people know they
should pay more
attention to it.

51. Consistency
If you have certain content
types spread out over
different areas of your
page, consistency makes
order out of chaos, so
people don’t need to
relearn their meaning.

52. Continuation
Storytelling can be a
compelling way to write
campaign copy. By using
visual connectors you can
help people move through
your design in the correct
order.

53. Direction
Just like a film director
expertly guides us through
the movie experience, the
principle of direction can
be used to guide our
wandering visitors to the
conversion goal.

56. +53% lift in cellphone donations

57. Attention-Driven Design Ebook - Coming Soon
Stukent Conversion Goodies
get.unbounce.com/stukent-goodies

58. #2
CONTEXTDESIGNING POST-CLICK EXPERIENCES THAT SPEAK DIRECTLY
TO THE DESIRES, EXPECTATIONS, AND DATA ESTABLISHED
PRIOR TO THE CLICK.

59. CONTEXT SIGNALS VARY
DEPENDING ON THE
INBOUND CHANNEL
YOU ARE USING TO DRIVE TRAFFIC
POST-CLICKDEPENDS ON HOW WELL YOU DELIVER ON YOUR
PRE-CLICK PROMISES

60. CONTEXT SIGNALS VARY
DEPENDING ON THE
INBOUND CHANNEL
YOU ARE USING TO DRIVE TRAFFIC
POST-CLICKDEPENDS ON HOW WELL YOU DELIVER ON YOUR
PRE-CLICK PROMISES
PPC ads
Display ads
Facebook ads
Email
Co-marketing

61. CONTEXT SIGNALS
DEPENDING ON THE
INBOUND CHANNEL
YOU ARE USING TO DRIVE TRAFFIC
POST-CLICK SUCCESSDEPENDS ON HOW WELL YOU DELIVER ON YOUR
PRE-CLICK PROMISES

62. PPC Ads
Search Intent Context
Message match is key

63. 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

64. !
Message Match Fail.!

65. online graduate courses
Online Masters Degree
www.someuniversity.com/
Get a Masters from a US University.
Classes Start Soon. Apply Now!

71. Online Masters Degree
!
Perfect Message Match. (After I fixed it).!

72. Display & Facebook Ads
Design & message match is key

73. !
Zero Design Match. Zero Message Match.!

74. !
Perfect Design Match. Perfect Message Match.!

75. Email marketing
Design and message match are key

78. !
Good Brand Match. Poor Design Match. Zero Message Match.!

80. !
Excellent Message & Design Match!

81. Co-promotion
Content match is key

83. !
Content Match Fail.!
WTF!

84. CONTEXT IS LIKE VELCRO
THE MORE YOU HAVE, THE MORE YOU CAN HOLD ON TO

85. http://www.fanpop.com/clubs/disney-princess/images/36571769/title/walt-disney-fan-art-queen-elsa-photo

86. ***********************************

87. PASSWORDS MUST CONTAIN
AT LEAST SIX CHARACTERS

88. MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO

89. #3
CLARITYCOMMUNICATING YOUR UNIQUE CAMPAIGN PROPOSITION ON A
LEVEL WHERE THE QUESTION “WHAT IS THIS PAGE ABOUT?”
DELIVERS

93. I asked 20 people
“what is this page about?”

94. INVESTM
ENTS
video
voiceovers
content marketing
software
no clue

95. what do they actually do?

96. iDontKnow

99. WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?

100. WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?

101. WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?

102. WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?

103. IF 20 PEOPLE THINK
YOU PROBABLY ARE

104. The Clarity Test Worksheet
Stukent Conversion Goodies
get.unbounce.com/stukent-goodies

105. VISUAL HIERARCHY
Photo: http://animal-kid.com/silverback-gorilla-muscles.html

106. INFORMATION HIERARCHY
Photo: http://animal-kid.com/silverback-gorilla-muscles.html
copy informs design, not the other way round

107. Do this first
Add the form
after

108. Trying to be clever
Clear, benefit driven

112. +30% people starting the course

113. what do your forms say
about your campaign?

117. #4
CONGRUENCEALIGNING EVERY ELEMENT ON YOUR LANDING PAGE
WITH – AND ONLY WITH – YOUR CAMPAIGN GOAL

118. FORM-FIRST DESIGN

121. THE ANATOMY
OF A HIGH-CONVERTING
FORM

122. 1 FORM HEADLINE
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.

123. 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.

124. 3 BENEFITS BULLETS*optional
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.

125. 4 A FORM
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.

126. 5 CALL TO ACTION
4 A FORM
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.

127. 5 CALL TO ACTION
4 A FORM
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.

128. Form-First Design Balsamiq Wireframe
Stukent Conversion Goodies
get.unbounce.com/stukent-goodies

130. Page Element Content Score
Headline
Subhead
Hero shot
Intro
Bullets
Bullets
Form header!
Testimonial
Form fields
Why
Privacy statement
Call-to-Action
TOTAL 0%

131. 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
Bullets Advanced networking features
Form header! Download your whitepaper! Complete the required fields
Testimonial It’s about the product not the value in the whitepaper
Form fields Country, province/state, phone number
Why About the product, not the form goal which is whitepaper
Privacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0%

132. campaign goal
download a white paper

133. 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
Bullets Advanced networking features
Form header! Download your whitepaper! Complete the required fields
Testimonial It’s about the product not the value in the whitepaper
Form fields Country, province/state, phone number
Why About the product, not the form goal which is whitepaper
Privacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0%

134. 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
Bullets Advanced networking features 0
Form header! Download your whitepaper! Complete the required fields 1
Testimonial It’s about the product not the value in the whitepaper 0
Form fields Country, province/state, phone number 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 12.5%

136. The Congruence Test Worksheet
Stukent Conversion Goodies
get.unbounce.com/stukent-goodies

137. I DON’T BELIEVE YOU

138. #5
CREDIBILITY
DEMONSTRATING
AND VERIFIABLE TRUST SIGNALS

139. Art by: http://www.redbubble.com/people/asrielle

140. But i don’t have
any testimonials yet!

141. 4 ways to deal
with no testimonials

142. be okay with NOT
having them
#1

143. silence is better
than bullshit

144. give your prorviceTM*
to a select few, for free
#2
*The short form for Product or service

145. Support the concept vs.
support the prorviceTM*
#3
*still The short form for Product or service

148. ask bloggers to
review your prorviceTM*
#4
*AND ONCE MORE - The short form for Product or service

149. nothing FEELS more TRUSTWORTHY
than delight.
Art by: http://www.redbubble.com/people/asrielle

150. !
If you’re genuinely lovely
people will trust you.
Art by: http://www.redbubble.com/people/asrielle

152. #6
CLOSINGAPPLYING POSITIVE CLICK TRIGGERS & ELIMINATING
NEGATIVE IMPULSES AT THE POINT OF CONVERSION

153. SPAM
LOVE
Proximity
Elements that are
closer together
are perceived
as being related.
CTA

155. !
Remove the anxiety
of a potential auto-tweet.

156. !
Adds clarity, letting you know it won’t
“mobile-ize” or break your website.

157. !
Reduces the “I can’t make that
date/time” anxiety.

158. !
Explain the time involved, to
reduce “effort” anxiety.

160. ALWAYS TEST CLOSERS
!
A winning smile, amirite?

161. ALWAYS TEST CLOSERS
my face lost by -14%

162. CLOSERS CAN MAKE YOU OR BREAK YOU

163. Call to Action Closers You Can Test*
*work in progress
Stukent Conversion Goodies
get.unbounce.com/stukent-goodies

164. #7
CONTINUANCEAMPLIFYING CONVERSION OPPORTUNITIES USING POST-CONVERSION
MARKETING & MOMENTUM LOOPS

168. TO RECAP

169. NSAMCWADLP
That’s My Mother!

170. Thank You! @oligardner

171. SOME OF THE WORLD’S MOST RESPECTED COMPANIES TRUST UNBOUNCE
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