98% of landing experiences from PPC ads are bad. Learn how to create delightful and high-converting landing pages using Conversion Centered Design. Slide deck is from Hero Conference 2014.

1. I GIVE A SH!T !
ABOUT YOUR CONVERSION RATES
@OliGardner

2. OF LANDING
EXPERIENCES
98%
SUCK

3. marketers are
DISRESPECTING!
the ad click

4. millions of searches
END IN BAD
EXPERIENCES!
every day

5. how do we fix this?

6. by delivering
delightful
landing experiences

7. is this next page
a delightful
experience?

9. YOU FOUND IT!
!
Yes I did.
!
By searching for
worst landing
page ever

10. the solution is…

11. CONVERSION
CENTERED
DESIGN
USING

12. A SET OF 7 PROVEN
DESIGN PATTERNS!
THAT INCREASE
CONVERSIONS
CCD is

13. 1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD

14. 1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD

15. 1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD

16. 1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD

17. 1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD

18. 1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD

19. 1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD

20. let’s look at some
example B2B searches
and PPC landing
experiences

21. project management software for teams
Project Mgmt Software!
quickbase.intuit.com/
Be Instantly Productive With 200+
Customizable Templates. Try free!

23. this homepage
HAS 80 LINKS!
competing for attention
with our campaign goal

25. Attention
Ratio!
80:1

26. 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

27. Your campaign is lost amidst!
the Toothpaste Trance

28. “Hey honey, can you text me a
photo of the toothpaste we use?”

29. The likelihood of someone finding
what you want them to find is slim.

30. what if the ad went to a
landing page?

32. Attention
Ratio!
1:1

33. delightful!

34. so easy to fix
IT’S STUPID

35. Attention Ratio
A/B test case study

36. 6:1

37. 1:16:1

38. 1:16:1
3.71%

39. 1:16:1
3.71% 5.28% +42.3%

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

41. let’s click another ad
this one’s from Google
they should know how to do it right.
Right?

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

44. oh dear
WTF GOOGLE!!
that’s nothing to do with
what I searched for

45. …the bond that exists between the pre-
click experience and the corresponding
post-click landing experience.
!
(Message Match & Design Match)
CONVERSION COUPLING
CCD principle #2

46. let’s click another ad
and look at how closely the landing page
headline matches the ad

47. project management software for teams
Simple Project Management!
www.smartsheet.com/
2,000,000 people tried Smartsheet®.
Nothing to install. Try it free!

49. Perfect!
Message!
Match

50. THE TOPHER GRACE EFFECT

51. how about B2C?

52. 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

54. zero mention of
next day delivery

56. award for
SHITTIEST!
LANDING!
EXPERIENCE
perhaps

57. every marketing
campaign needs a
dedicated
landing page

58. let’s make our
landing experiences
delightful

59. follow me on Twitter
@oligardner