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The
Conversion
Equations
by @oligardner
The
Conversion
Equations
by @oligardner
original Custom photography & design
clarityis the most important aspect
of the conversion equation
clarityis the most important aspect
of the conversion equation
readable & tweetable
typographic slides
@oligardner
#YourEvent
bit.ly/og-??
THE CLARITY EQUATION
(1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/
WC) + (CR<=7) ? CR/10 : 0....
@oligardner
#YourEvent
bit.ly/og-??
THE CLARITY EQUATION
(1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/
WC) + (CR<=7) ? CR/10 : 0....
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
THE CLARITY EQUATION
Readability Problem
Immediacy Problem
D E R V I S H
.0
.1
.2
.3
.4
.5
.6
.7
.8
.9
1.0
D E R V I S H
THE CLARITY EQUATION
Readability Problem
Immediacy Problem
D E R V I S H
f...
Wistia Annotations vs Wistia CTAs vs Unbounce Forms
CTA
ANNOTATION
FULL-SCREEN
CTAs
vs
vs
My vs Your Click vs Click Here N...
Wistia Annotations vs Wistia CTAs vs Unbounce Forms
CTA
ANNOTATION
FULL-SCREEN
CTAs
vs
vs
My vs Your Click vs Click Here N...
Data courtesy
of the
unbounce
machine
learning
algorithm
Data courtesy
of the
unbounce
machine
learning
algorithm
original & exclusive data
technology
isn’t the
problem
we are
@oligardner #YourEvent
technology
isn’t the
problem
we are
@oligardner #YourEvent
meaningful & tweetable perspectives
using 1,000,000 little
pieces of data + design
to reverse engineer the
perfect landing page
frankenpage
@oligardner
using 1,000,000 little
pieces of data + design
to reverse engineer the
perfect landing page
frankenpage
@oligardner
strong...
detailed graphic design
Background image source: http://think0.deviantart.com/art/Scotland-Grungy-Flag-10919314
The
Four Corners
of Conversion
int...
tailored & location-specific designs
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  1. 1. The Conversion Equations by @oligardner
  2. 2. The Conversion Equations by @oligardner original Custom photography & design
  3. 3. clarityis the most important aspect of the conversion equation
  4. 4. clarityis the most important aspect of the conversion equation readable & tweetable typographic slides
  5. 5. @oligardner #YourEvent bit.ly/og-?? THE CLARITY EQUATION (1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/ WC) + (CR<=7) ? CR/10 : 0.7+(0.0214 * (CR-7)); + RWC/WC + (FSC + PWC + LHC)/ 3 ) / 5 + IGS+LGS/2 + WTFIT + VES/RES + HWC/WC)/7 * 100 Clarity = ATFL = Above The Fold Links AATFL = Acceptable ATFL CIS = CTA Isolation Score RS = Readability Score AC = Acronym Count WC = Word Count CR = Contrast Ratio MRFR = Motion Reading Facility Score FS = Font Size LH = Line Height LW = Line Width IGS = Isolated Graphic Score LGS = Labelled Graphic Score WTFIT = WTF Is That 5-Sec Test LST = Labelling Test Score VES = Visible Enumerable Specs RES = Required Enumerable Specs HWC = Hyperbolic Word Count
  6. 6. @oligardner #YourEvent bit.ly/og-?? THE CLARITY EQUATION (1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/ WC) + (CR<=7) ? CR/10 : 0.7+(0.0214 * (CR-7)); + RWC/WC + (FSC + PWC + LHC)/ 3 ) / 5 + IGS+LGS/2 + WTFIT + VES/RES + HWC/WC)/7 * 100 Clarity = ATFL = Above The Fold Links AATFL = Acceptable ATFL CIS = CTA Isolation Score RS = Readability Score AC = Acronym Count WC = Word Count CR = Contrast Ratio MRFR = Motion Reading Facility Score FS = Font Size LH = Line Height LW = Line Width IGS = Isolated Graphic Score LGS = Labelled Graphic Score WTFIT = WTF Is That 5-Sec Test LST = Labelling Test Score VES = Visible Enumerable Specs RES = Required Enumerable Specs HWC = Hyperbolic Word Count strong conceptual visuals
  7. 7. .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H THE CLARITY EQUATION Readability Problem Immediacy Problem D E R V I S H
  8. 8. .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H THE CLARITY EQUATION Readability Problem Immediacy Problem D E R V I S H frameworks, processes & methodologies
  9. 9. Wistia Annotations vs Wistia CTAs vs Unbounce Forms CTA ANNOTATION FULL-SCREEN CTAs vs vs My vs Your Click vs Click Here Now Click +390% No Click +270% Click Here Click +16.8% No Click +61% Click Here Click +66.4% No Click +48% Click Here My +60%Your My +40.4% Your +44.2% +21.4% No Now Now +35.4%No Now Now +20.2% No Now Now My Your !!! 1 ! No ! +54% 1 ! No ! +38%
  10. 10. Wistia Annotations vs Wistia CTAs vs Unbounce Forms CTA ANNOTATION FULL-SCREEN CTAs vs vs My vs Your Click vs Click Here Now Click +390% No Click +270% Click Here Click +16.8% No Click +61% Click Here Click +66.4% No Click +48% Click Here My +60%Your My +40.4% Your +44.2% +21.4% No Now Now +35.4%No Now Now +20.2% No Now Now My Your !!! 1 ! No ! +54% 1 ! No ! +38% data visualisation
  11. 11. Data courtesy of the unbounce machine learning algorithm
  12. 12. Data courtesy of the unbounce machine learning algorithm original & exclusive data
  13. 13. technology isn’t the problem we are @oligardner #YourEvent
  14. 14. technology isn’t the problem we are @oligardner #YourEvent meaningful & tweetable perspectives
  15. 15. using 1,000,000 little pieces of data + design to reverse engineer the perfect landing page frankenpage @oligardner
  16. 16. using 1,000,000 little pieces of data + design to reverse engineer the perfect landing page frankenpage @oligardner strong thematic slide decks
  17. 17. detailed graphic design
  18. 18. Background image source: http://think0.deviantart.com/art/Scotland-Grungy-Flag-10919314 The Four Corners of Conversion interaction Psychology designcopy by @Oligardner
  19. 19. tailored & location-specific designs

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