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Oli Gardner - Co-Founder, Unbounce
The 7 Principles of
Conversion Centered Design
Dan McGaw - KISSmetrics - @danielmcgaw
!
Dan is the Director of Marketing at KISSmetrics, where he
get’s the opportunity t...
@danielmcgaw#KISSwebinar
Join the conversation on Twi er
@oligardner #KISSwebinar
Join the conversation on Twi er
WATCH WEBINAR RECORDING NOW
what is
Conversion
Centered
Design?
is better
than
Red
Button
Green
Button
Conversion Centered Design is NOT…
is better
thanCTA
CTA
Conversion Centered Design is NOT…
is better
than
CTA
CTA
Conversion Centered Design is NOT…
7 PROVEN
DESIGN PATTERNS
YOU CAN USE
TO INCREASE
CONVERSIONS
CCD is
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
THE 7
PR...
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
THE 7
PR...
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
THE 7
PR...
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
THE 7
PR...
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
THE 7
PR...
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
THE 7
PR...
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
how is it different to
User
Centered
Design?
User Centered Design is…
Designing flow, interaction, wayfinding and
navigation to create usable systems and
products.
Creat...
CONVERSION
is all about
ATTENTION
YOUR {AD}
captures
ATTENTION
YOUR {HEADLINE}
holds
ATTENTION
YOUR {DESIGN}
focuses
ATTENTION
What grabs your
attention here?
How about now?
“Hey honey, can you text me a
photo of the toothpaste we use?”
“If you want high conversions,
stay away from peacocks
and toothpaste!”

!
— Oli Gardner, Unbounce Co-Founder
CCD Principle #1
ATTENTION RATIO
…the ratio of interactive elements (links)
on the page, to the number of
campaign convers...
Homepage
`
Landing page
57:1 1:1
Homepage vs. Landing Page
ATTENTION RATIO
Example A/B test hypothesis
By removing available options, people
will be more inclined to click on the
th...
1:16:1
3.71% 5.28% +42.3%
Webinar recording page
AS ATTENTION RATIO
GOES DOWN,
CONVERSION RATES
GO UP
Why use landing pages?
Landing pages
are the heart
of CCD.
1. Attention
2. Coupling
3. Context
4. Congruence
5. Clarity
6....
Paid marketing
Adwords
What should you use landing pages for?
Paid marketing
Social ads
What should you use landing pages for?
Paid marketing
Retargeting
What should you use landing pages for?
Paid marketing
Display ads
What should you use landing pages for?
Content marketing
Ebooks
What should you use landing pages for?
Content marketing
Webinars
What should you use landing pages for?
Content marketing
Blog subscription
What should you use landing pages for?
Content marketing
Guest posts
What should you use landing pages for?
Events
Google Hangouts
What should you use landing pages for?
Events
Meetups
What should you use landing pages for?
Events
Conferences
What should you use landing pages for?
Launches
Company
What should you use landing pages for?
Launches
Product
What should you use landing pages for?
Launches
App
What should you use landing pages for?
Services
Consultant
What should you use landing pages for?
Services
Portfolio
What should you use landing pages for?
Services
Quote request
What should you use landing pages for?
Services
Appointments
What should you use landing pages for?
Ecommerce
Product pages
What should you use landing pages for?
Ecommerce
Long sales letters
What should you use landing pages for?
Ecommerce
Pay walls
What should you use landing pages for?
Email marketing
To all of the above
What should you use landing pages for?
QR code
destinations
What should you use landing pages for?
Contests
What should you use landing pages for?
Surveys
What should you use landing pages for?
“Every marketing
campaign needs a
dedicated landing page”!
!
— Oli Gardner, Unbounce Co-Founder
CCD Principle #2
CONVERSION
COUPLING
…the bond that exists between the pre-
click experience and the corresponding
post-cl...
The Topher Grace effect - synergy
Conversion Coupling
is comprised of one or more of:
1. Message Match
2. Design Match
Matching the copy of your ad to the
headline of your landing page.
Easy right?
Of course it is. Unless you’re lazy or
brai...
Project Management Software Without Deadlines
getitdone.com/whenever
Remove the fear of deadlines from your projects, and ...
Footer
Call to Action
Your offer details
and a bullet list of
benefits.
!
1. Lorem
2. Ipsum
3. Otherum
Your offer details
and...
Your homepage is brand central station
Let’s try that again
Project Management Software Without Deadlines
getitdone.com/whenever
Remove the fear of deadlines from your projects, and ...
Social proof
Call to Action
Project Management Software
Without Deadlines
Your offer details and a
bullet list of benefits....
Quality Score goes up!
Matching the design of your display
ad to ‘aspects’ of the design on your
landing page.
This is even easier.
Design Match
A Facebook Ad
*may cause
temporary
blindness
The destination landing page*
Let’s try that again
A Facebook Ad
The destination landing page
That’s
great
design
match
Conversion Coupling
Takeaways
By matching your landing page headlines
and images with your ads, you’ll get:
!
1. A lower c...
CCD Principle #3
CONTEXTUAL
DESIGN
…an experience that demonstrates
awareness of a visitor’s environment and
showcases the...
Contextual Design In Action
What’s the experience on this page?
Contextual Design Research
Question: What do you think of our
templates?
A: How much are they?
C: Can I use them in Wordpress?
B: Where can I download them?
D: NONE OF THE ABOVE
What’s wrong?
The context is missing
The solution: Context of use
Show me how I would use this
The solution: Context of use
Pick from over 80 templates
In the Unbounce template library
Edit and publish your landing pa...
The result?
+45% Lift in New Trial Starts
EPIC TEST WIN!!!
120 extra per month = 1,440 / year
Average lifetime value of a ...
“High-converting
landing pages create a
conversation based on
context”!
!
— Oli Gardner, Unbounce Co-Founder
…matching the style and context of
the conversation* established prior
to a click upon arrival on the
landing page.
Conver...
An example click source
The Smart Marketers Landing Page Conversion Course
*I get it
wrong too
1
1 Super
generic
headline
The
landing
page*
Disrespecting
the click
Losing interest as soon as you get
the click. Abandoning your visitors.
LAME.
Let’s try that again
The click source
The Smart Marketers Landing Page Conversion Course
Co-branding1
1
2
Contextual
welcome
2
Author
reinforcement
3
3
Conversion
Lift +77%
*Full of contextual
references
The
lan...
Great
conversation
momentum
Contextual Design
Takeaways
If you start a conversation with your visitors, make sure
you finish it.
Use imagery and video ...
Let’s talk CCD analytics
for a second…
Are we getting the right conversions?
Lots of A/B tests flat line.
What then?
sometimes
TOP-OF-
FUNNEL
CONVERSION
DATA
ISN’T
ENOUGH
Homepage long
vs. short A/B test
The results of the A/B test were
inconclusive, so we were faced
with making a choice betw...
Measure the whole funnel
not just the top
Measure their retention
not just first conversion
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
CCD Principle #4
CONGRUENT
DESIGN
…aligning every element on your page so
it works in concert to produce a single
cohesive...
Content Alignment
Does your page tell a story?
Do this…
Write down all of the copy for your page in
a single column.
Read ...
Incongruence
Conversion killing copy
Avoid mentioning negative suggestive words
Spam
Incongruence
Conversion killing copy
Avoid mentioning negative suggestive words
Gimmicks
CCD Principle #5
CLARITY
…creating delightful and easily
digestible experiences that encourage
conversion, and keep your b...
White Space
Designing for delight
Content Hierarchy
Message before brand
Project Management Software Without Deadlines
getitdone.com/whenever
Remove the fea...
Too much me
Not enough you
Back to the analytics…
Are my tests actually winning?
Can you
always
trust
your
test
results?
“Improving” the clarity of a CTA
Homepage call-to-action test
>> CTA describes the desire-driven end goal
“Improving” the clarity of a CTA
Homepage call-to-action test
>> CTA describes what will happen on the next screen
New CTA increased click-throughs to the
pricing page by +80%.
Looking further down the funnel with
KISSmetrics, we uncover...
CCD Principle #6
CREDIBILITY
…leveraging trust signals, transparency
and verifiable social commentary to
increase conversio...
Demonstrating credibility
• Testimonials (case studies, quotes, tweets)
• Reviews (customers, professionals)
• Ratings (st...
Testimonials: Text vs. Video
vs.
Video: +25% increase in new trial starts
A/B test case study
“Will visitors respond better to a
short description of benefits vs.
social proof where third party’s are
describing those ...
Clarity vs. Credibility
IT ALL COMES BACK TO CONTEXT
!
The source of traffic was an email list with people
familiar with the Unbounce brand. Therefo...
Pro Credibility Tip
Ask people to trust you.
Research* has shown that by simply
asking people to trust you, trust
indicato...
CCD Principle #7
CONVERSION
CONTINUANCE…leveraging the opportunity to ask fresh
leads for a second conversion.
Please sir, I want some more
Webinar registration page
The confirmation page
The result
2,500 Webinar registrants
1,100 New blog subscribers (40%)
The lesson
Don’t be afraid to ask for a little extra.
Conversion Centered Design Lessons
What have we learned?
1. Every marketing campaign needs a dedicated landing page
2. As ...
Questions
Oli Gardner
Co-Founder, Unbounce
@oligardner
Dan McGaw
DM, KISSmetrics
@danielmcgaw
THANK YOU!
CONVERSION is all about ATTENTION
CONVERSION is all about ATTENTION
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CONVERSION is all about ATTENTION The 7 Principles of Conversion Centered Design

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