7 PROVEN DESIGN PATTERNS YOU CAN USE TO INCREASE CONVERSIONS CCD is
How is it different to User Centered Design?
User Centered Design is.
CCD Principle #1 ATTENTION RATIO
Homepage ` Landing page 57:1 1:1 Homepage vs. Landing Page
ATTENTION RATIO
AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
Why use landing pages?
Email marketing To all of the above
QR code destinations
Contests
Surveys
“Every marketing campaign needs a dedicated landing page”!
CCD Principle #2 CONVERSION COUPLING
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?
Your homepage is brand central station
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
The destination landing page
That’s great design match
CCD Principle #3 CONTEXTUAL DESIGN
Contextual Design In Action What’s the experience on this page?
Contextual Design Research Question: What do you think of our templates?
The solution: Context of use Show me how I would use this
The result?
“High-converting landing pages create a conversation based on context”!
*I get it wrong too. Super generic headline
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-branding
Great conversation momentum
Contextual Design Takeaways
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
Measure the whole funnel not just the top
Measure their retention not just first conversion
CCD Principle #4 CONGRUENT DESIGN
Content Alignment Does your page tell a story?
Incongruence Conversion killing copy Avoid mentioning negative suggestive words Spam
CCD Principle #5 CLARITY
White Space Designing for delight
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
New CTA increased click-throughs to the pricing page by +80%.
CCD Principle #6 CREDIBILITY
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 same benefits?”
Clarity vs. Credibility
IT ALL COMES BACK TO CONTEXT !
Pro Credibility Tip Ask people to trust you.
CCD Principle #7 CONVERSION CONTINUANCE
Please sir, I want some more
Webinar registration page
The confirmation page
The result 2,500 Webinar registrants 1,100 New blog subscribers (40%)
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
The 7 Principles of Conversion Centered Design
1. Oli Gardner - Co-Founder, Unbounce
The 7 Principles of
Conversion Centered Design
2. Dan McGaw - KISSmetrics - @danielmcgaw
!
Dan is the Director of Marketing at KISSmetrics, where he
get’s the opportunity to help the best marketers in the world
measure their marketing and business efforts. Prior to
KISSmetrics, Dan was VP of growth at Code School, where he
helped the company grow to over 500k users and $400k+ in
monthly revenue.
Oli Garnder - Unbounce - @oligardner
!
As Creative Director (and inventor of the name Unbounce),
Oli lives on a 30 whiteboard, pushing brand direction, wire
framing conversion experiences, and developing marketing
theories for conversion rate optimization. He’s the author of
Unbounce's "big content" and has a perverse obsession with
telling bad landing pages they suck.
19. User Centered Design is…
Designing flow, interaction, wayfinding and
navigation to create usable systems and
products.
Creating an experience where a visitor knows:
1. Where they are
2. Where they can go next
3. How to go back to a previous state
This is not ideal for maximum conversions.
26. “Hey honey, can you text me a
photo of the toothpaste we use?”
27. “If you want high conversions,
stay away from peacocks
and toothpaste!”
!
— Oli Gardner, Unbounce Co-Founder
28. CCD Principle #1
ATTENTION RATIO
…the ratio of interactive elements (links)
on the page, to the number of
campaign conversion goals
(which is always one).
63. Matching the copy of your ad to the
headline of your landing page.
Easy right?
Of course it is. Unless you’re lazy or
brain dead.
Message Match
64. Project Management Software Without Deadlines
getitdone.com/whenever
Remove the fear of deadlines from your projects, and start
delivering as late as you want to. Deadlines are dead.
Consider an example PPC ad…
65. Footer
Call to Action
Your offer details
and a bullet list of
benefits.
!
1. Lorem
2. Ipsum
3. Otherum
Your offer details
and a bullet list of
benefits.
!
1. Lorem
2. Ipsum
3. Otherum
Your offer details
and a bullet list of
benefits.
!
1. Lorem
2. Ipsum
3. Otherum
Call to Action Call to Action
Call to Action
Get More Projects Done
With Less Management
Doesn’t match.
!
Perhaps this is a
homepage
headline.
68. Project Management Software Without Deadlines
getitdone.com/whenever
Remove the fear of deadlines from your projects, and start
delivering as late as you want to. Deadlines are dead.
69. Social proof
Call to Action
Project Management Software
Without Deadlines
Your offer details and a
bullet list of benefits.
!
1. Lorem
2. Ipsum
3. Otherum
Form header
An exact match
with the
headline on
the ad.
!
Bravo.
78. Conversion Coupling
Takeaways
By matching your landing page headlines
and images with your ads, you’ll get:
!
1. A lower cost-per-click
2. A higher ad position
3. A better ROI
4. Higher conversion rates!
79. CCD Principle #3
CONTEXTUAL
DESIGN
…an experience that demonstrates
awareness of a visitor’s environment and
showcases the offering as it applies to
it’s use in said environment.
85. The solution: Context of use
Pick from over 80 templates
In the Unbounce template library
Edit and publish your landing page
Inside the Unbounce page builder
86. The result?
+45% Lift in New Trial Starts
EPIC TEST WIN!!!
120 extra per month = 1,440 / year
Average lifetime value of a customer = $706
Total impact on lifetime revenue, over the course of a
year: $1,016,640
88. …matching the style and context of
the conversation* established prior
to a click upon arrival on the
landing page.
Conversation Context
*Which most often comes into play
when linking to a landing page from a
blog post, online course or email.
89. An example click source
The Smart Marketers Landing Page Conversion Course
90. *I get it
wrong too
1
1 Super
generic
headline
The
landing
page*
97. Contextual Design
Takeaways
If you start a conversation with your visitors, make sure
you finish it.
Use imagery and video to demonstrate how your
offering will actually be used, in a context that is
relatable by your prospects.
98. Let’s talk CCD analytics
for a second…
Are we getting the right conversions?
101. Homepage long
vs. short A/B test
The results of the A/B test were
inconclusive, so we were faced
with making a choice between
the two.
Looking at KISSmetrics funnel
report, we were able to
determine that customers
from the long version
achieved “activated” status
24% more often than those
form the short version.
106. Content Alignment
Does your page tell a story?
Do this…
Write down all of the copy for your page in
a single column.
Read it out loud as you walk around the
room.
As soon as something sounds wrong,
rewrite or remove.
The goal is to remove any incongruent
messaging.
109. CCD Principle #5
CLARITY
…creating delightful and easily
digestible experiences that encourage
conversion, and keep your brand top of
mind for future opportunities.
111. Content Hierarchy
Message before brand
Project Management Software Without Deadlines
getitdone.com/whenever
Remove the fear of deadlines from your projects, and start
delivering as late as you want to. Deadlines are dead.
Project Management Software
Without Deadlines
Project Management Software
Without Deadlines
No Yes
115. “Improving” the clarity of a CTA
Homepage call-to-action test
>> CTA describes the desire-driven end goal
116. “Improving” the clarity of a CTA
Homepage call-to-action test
>> CTA describes what will happen on the next screen
117. New CTA increased click-throughs to the
pricing page by +80%.
Looking further down the funnel with
KISSmetrics, we uncovered surprising
results.
Our ideal customer acquisition KPI
($99 plan) decreased by -22%.
Hooray! Not so fast.
120. Testimonials: Text vs. Video
vs.
Video: +25% increase in new trial starts
A/B test case study
121. “Will visitors respond better to a
short description of benefits vs.
social proof where third party’s are
describing those same benefits?”
CLARITY VS. CREDIBILITY
A/B test case study
123. IT ALL COMES BACK TO CONTEXT
!
The source of traffic was an email list with people
familiar with the Unbounce brand. Therefore, one
can assume they require less credibility and more
clarity. It might be a different result for cold
prospects.
Credibility reduced conversions by -6%
CLARITY VS. CREDIBILITY
A/B test results
124.
125. Pro Credibility Tip
Ask people to trust you.
Research* has shown that by simply
asking people to trust you, trust
indicators rise.
“You can trust us to do the job for you.”
Auto service firm customer ratings:
Fair price +7%
Caring +11%
Fair treatment +20%
Quality + 30%
Competency + 33%
*Journal of advertising 35, no.4 (Winter 2006):101-112
130. The result
2,500 Webinar registrants
1,100 New blog subscribers (40%)
The lesson
Don’t be afraid to ask for a little extra.
131. Conversion Centered Design Lessons
What have we learned?
1. Every marketing campaign needs a dedicated landing page
2. As Attention Ratio goes down, conversion rates go up
3. Coupling your landing page headline and images to your ads
creates a better experience and results in higher conversions
4. Context is king, and maintaining conversation momentum
leads to big wins
5. Incongruent writing can kill your conversion rates
6. Focus on message before brand
7. Always ask for a second conversion on your confirmation
pages
8. Dig deeper into your KISSmetrics analytics to verify test
results and performance