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I GIVE A SH!T !
ABOUT YOUR CONVERSION RATES
@OliGardner
OF LANDING
EXPERIENCES
98%
SUCK
marketers are
DISRESPECTING!
the ad click
millions of searches
END IN BAD
EXPERIENCES!
every day
how do we x this?
by delivering
delightful
landing experiences
is this next page
a delightful
experience?
YOU FOUND IT!
!
Yes I did.
!
By searching for
worst landing
page ever
the solution is…
CONVERSION
CENTERED
DESIGN
USING
A SET OF 7 PROVEN
DESIGN PATTERNS!
THAT INCREASE
CONVERSIONS
CCD is
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
let’s look at some
example B2B searches
and PPC landing
experiences
project management software for teams
Project Mgmt Software!
quickbase.intuit.com/
Be Instantly Productive With 200+
Customizable Templates. Try free!
this homepage
HAS 80 LINKS!
competing for attention
with our campaign goal
Attention
Ratio!
80:1
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
Your campaign is lost amidst!
the Toothpaste Trance
“Hey honey, can you text me a
photo of the toothpaste we use?”
The likelihood of someone nding
what you want them to nd is slim.
what if the ad went to a
landing page?
Attention
Ratio!
1:1
delightful!
so easy to x
IT’S STUPID
Attention Ratio
A/B test case study
6:1
1:16:1
1:16:1
3.71%
1:16:1
3.71% 5.28% +42.3%
AS ATTENTION RATIO
GOES DOWN, !
CONVERSION RATES
GO UP
let’s click another ad
this one’s from Google
they should know how to do it right.
Right?
project management software for teams
Business Tools for Teams!
www.google.com/apps/business
Get email, calendar, docs & more
built for team productivity.
oh dear
WTF GOOGLE!!
that’s nothing to do with
what I searched for
…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
let’s click another ad
and look at how closely the landing page
headline matches the ad
project management software for teams
Simple Project Management!
www.smartsheet.com/
2,000,000 people tried SmartsheetÂŽ.
Nothing to install. Try it free!
Perfect!
Message!
Match
THE TOPHER GRACE EFFECT
how about B2C?
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
zero mention of
next day delivery
award for
SHITTIEST!
LANDING!
EXPERIENCE
perhaps
every marketing
campaign needs a
dedicated
landing page
let’s make our
landing experiences
delightful
follow me on Twitter
@oligardner

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