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THE LANDING PAGE
MANIFESTO@OliGardner #searchlove
I LOVE BEING MARKETED TO
I LOVE BEING MARKETED TO
SAID NO ONE
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
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
thou shalt not
FOLLOW the wikipedia
DESIGN guidelines
#1
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage & Launch
with JIRA.
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
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?
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
attention ratio
10:1
attention ratio
1:1
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
WHEN
ATTENTION RATIO
GOES DOWN,
!
CONVERSION RATES
GO UP
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
worst landing page ever
thou shalt #2
leave your stank
on everything you touch
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
ATTENTION
RATIO
163:1
ATTENTION
RATIO
163:1 IMAGE SLIDER
LOAD TIME
26 SECONDS
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
OUT OF 1,569 WORDS
ZERO MENTION
OF LANDING PAGES
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
8%
OF MEN ARE
COLOUR BLIND
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
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
take a look at this landing page
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
close your eyes
btw, you’re not alone
I asked 20 people
“what is this page about?”
W
D-40
automation
app?
CLOUD-BASED
CRM
WTF?
what do they actually do?
iDontKnow
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
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
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?
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?
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?
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?
thou shalt #4
embrace friction
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
DON’T DESIGN EXPERIENCES
TO ACQUIRE
CUSTOMERS
DESIGN EXPERIENCES TO ACQUIRE YOUR IDEAL
CUSTOMERS
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
thou shalt not
MENTION GLUE IN THE
PRESENCE OF HORSES
#5
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
THAT’S
MICHAEL AAGAARD
DOING THE
ALS ICE BUCKET
CHALLENGE
THAT’S
MICHAEL AAGAARD
DOING THE
ALS ICE BUCKET
CHALLENGE
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
SPAM
UNSOLICITED
NASTY
3RD PARTY
SELL
STOP WORDS
CTAS
ARE SENSITIVE
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
GO WORDS
what’s the number 1
question asked during
webinars?
are you going to
send a recording
afterwards?
use a safety net statement
once and done?
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
thou shalt not
invite your friends to dinner
if they’re assholes
#7
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
silence is better
than bullshit
some ways to increase
conversions
with trust signals
video vs. textvideo won by 25%
my face won by 64%
credibility lost by 6%
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
SOCIAL PROOF
IS BULLSHIT
SOCIAL PROOF
CAN BE BULLSHIT
testyourmonials
TM
thou shalt #8
be captain obvious
DESIGN rules
design RULES
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
WE’RE HITTING
ABOVE THE HEAD
RIGHT?
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
thou shalt not
WRITE irrelevant
call-to-action copy
#9
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
YOUR CALL TO ACTION SHOULD COMPLETE THE SENTENCE
I WANT TO _________
I WANT TO BREAK FREE
I WANT TO HOLD YOUR HAND
I WANT TO
MARRY
PRINCE HARRY
I WANT TO
SUBMIT
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
Searchlove London | Oli Gardner, 'The Landing Page Manifesto'
thou shalt #10
NSAMCWADLP
thank you! @oligardner

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