Searchlove London | Oli Gardner, 'The Landing Page Manifesto'

•

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The document discusses principles for effective landing page design. It emphasizes keeping the attention ratio low by limiting distractions and focusing on one clear call to action. It also stresses the importance of testing elements like trust signals, social proof, and call to action copy for maximum conversion rates. Throughout, it provides humorous examples and commentary to illustrate good and bad landing page design techniques.

Marketing

THE LANDING PAGE
MANIFESTO@OliGardner #searchlove

I LOVE BEING MARKETED TO
SAID NO ONE
EVER-JESS3

thou shalt not
http://www.pixelmator.com/tutorials/effects/vintage-photo-look-in-pixelmator/
do the bad shit

thou shalt
http://www.wallpaperscastle.com/
london-illustration-desktop-
wallpaper.html
do the good shit

thou shalt not
FOLLOW the wikipedia
DESIGN guidelines
#1

project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage & Launch
with JIRA.

ATTENTION RATIO
THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO
THE NUMBER OF THINGS YOU SHOULD BE DOING.

ATTENTION RATIO
THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO
THE NUMBER OF THINGS YOU SHOULD BE DOING.
FOR MARKETING CAMPAIGNS
THE ATTENTION RATIO
SHOULD BE
1:1

what if the ad went to a
dedicated landing page?

attention ratio
10:1
attention ratio
1:1

WHEN
ATTENTION RATIO
GOES DOWN,
!
CONVERSION RATES
GO UP

thou shalt #2
leave your stank
on everything you touch

ATTENTION
RATIO
163:1 IMAGE SLIDER
LOAD TIME
26 SECONDS

OUT OF 1,569 WORDS
ZERO MENTION
OF LANDING PAGES

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

thou shalt not
speak in tongues
like a Scottish drunk
#3

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

W
D-40
automation
app?
CLOUD-BASED
CRM
WTF?

IF 20 PEOPLE THINK YOU’RE FULL OF SHIT
YOU PROBABLY ARE

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

PASSWORDS MUST CONTAIN
AT LEAST SIX CHARACTERS

MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO

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?

DON’T DESIGN EXPERIENCES
TO ACQUIRE
CUSTOMERS

DESIGN EXPERIENCES TO ACQUIRE YOUR IDEAL
CUSTOMERS

thou shalt not
MENTION GLUE IN THE
PRESENCE OF HORSES
#5

THAT’S
MICHAEL AAGAARD
DOING THE
ALS ICE BUCKET
CHALLENGE

Source: Michael Aagard, ContentVerve.com

Get more done.
No Gimmicks, no credit card.
removing “gimmicks” resulted in a
conversion lift of 25%

thou shalt #6
tip cows in the
right direction

what’s the number 1
question asked during
webinars?

are you going to
send a recording
afterwards?

thou shalt not
invite your friends to dinner
if they’re assholes
#7

some ways to increase
conversions
with trust signals

thou shalt not
WRITE irrelevant
call-to-action copy
#9

YOUR CALL TO ACTION SHOULD COMPLETE THE SENTENCE
I WANT TO _________

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