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Oli Gardner - Co-Founder, Unbounce
The 7 Principles of
Conversion Centered Design
Dan McGaw - KISSmetrics - @danielmcgaw
!
Dan is the Director of Marketing at KISSmetrics, where he
get’s the opportunity t...
@danielmcgaw#KISSwebinar
Join the conversation on Twi er
@oligardner #KISSwebinar
Join the conversation on Twi er
WATCH WEBINAR RECORDING NOW
what is
Conversion
Centered
Design?
is better
than
Red
Button
Green
Button
Conversion Centered Design is NOT…
is better
thanCTA
CTA
Conversion Centered Design is NOT…
is better
than
CTA
CTA
Conversion Centered Design is NOT…
7 PROVEN
DESIGN PATTERNS
YOU CAN USE
TO INCREASE
CONVERSIONS
CCD is
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
THE 7
PR...
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
THE 7
PR...
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
THE 7
PR...
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
THE 7
PR...
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
THE 7
PR...
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
THE 7
PR...
1. Attention
2. Coupling
3. Context
4. Congruence5. Clarity
6. Credibility
7. Continuance
THE 7
PRINCIPLES
OF CCD
how is it different to
User
Centered
Design?
User Centered Design is…
Designing flow, interaction, wayfinding and
navigation to create usable systems and
products.
Creat...
CONVERSION
is all about
ATTENTION
YOUR {AD}
captures
ATTENTION
YOUR {HEADLINE}
holds
ATTENTION
YOUR {DESIGN}
focuses
ATTENTION
What grabs your
attention here?
How about now?
“Hey honey, can you text me a
photo of the toothpaste we use?”
“If you want high conversions,
stay away from peacocks
and toothpaste!”

!
— Oli Gardner, Unbounce Co-Founder
CCD Principle #1
ATTENTION RATIO
…the ratio of interactive elements (links)
on the page, to the number of
campaign convers...
Homepage
`
Landing page
57:1 1:1
Homepage vs. Landing Page
ATTENTION RATIO
Example A/B test hypothesis
By removing available options, people
will be more inclined to click on the
th...
1:16:1
3.71% 5.28% +42.3%
Webinar recording page
AS ATTENTION RATIO
GOES DOWN,
CONVERSION RATES
GO UP
Why use landing pages?
Landing pages
are the heart
of CCD.
1. Attention
2. Coupling
3. Context
4. Congruence
5. Clarity
6....
Paid marketing
Adwords
What should you use landing pages for?
Paid marketing
Social ads
What should you use landing pages for?
Paid marketing
Retargeting
What should you use landing pages for?
Paid marketing
Display ads
What should you use landing pages for?
Content marketing
Ebooks
What should you use landing pages for?
Content marketing
Webinars
What should you use landing pages for?
Content marketing
Blog subscription
What should you use landing pages for?
Content marketing
Guest posts
What should you use landing pages for?
Events
Google Hangouts
What should you use landing pages for?
Events
Meetups
What should you use landing pages for?
Events
Conferences
What should you use landing pages for?
Launches
Company
What should you use landing pages for?
Launches
Product
What should you use landing pages for?
Launches
App
What should you use landing pages for?
Services
Consultant
What should you use landing pages for?
Services
Portfolio
What should you use landing pages for?
Services
Quote request
What should you use landing pages for?
Services
Appointments
What should you use landing pages for?
Ecommerce
Product pages
What should you use landing pages for?
Ecommerce
Long sales letters
What should you use landing pages for?
Ecommerce
Pay walls
What should you use landing pages for?
Email marketing
To all of the above
What should you use landing pages for?
QR code
destinations
What should you use landing pages for?
Contests
What should you use landing pages for?
Surveys
What should you use landing pages for?
“Every marketing
campaign needs a
dedicated landing page”!
!
— Oli Gardner, Unbounce Co-Founder
CCD Principle #2
CONVERSION
COUPLING
…the bond that exists between the pre-
click experience and the corresponding
post-cl...
The Topher Grace effect - synergy
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?
Of course it is. Unless you’re lazy or
brai...
Project Management Software Without Deadlines
getitdone.com/whenever
Remove the fear of deadlines from your projects, and ...
Footer
Call to Action
Your offer details
and a bullet list of
benefits.
!
1. Lorem
2. Ipsum
3. Otherum
Your offer details
and...
Your homepage is brand central station
Let’s try that again
Project Management Software Without Deadlines
getitdone.com/whenever
Remove the fear of deadlines from your projects, and ...
Social proof
Call to Action
Project Management Software
Without Deadlines
Your offer details and a
bullet list of benefits....
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
*may cause
temporary
blindness
The destination landing page*
Let’s try that again
A Facebook Ad
The destination landing page
That’s
great
design
match
Conversion Coupling
Takeaways
By matching your landing page headlines
and images with your ads, you’ll get:
!
1. A lower c...
CCD Principle #3
CONTEXTUAL
DESIGN
…an experience that demonstrates
awareness of a visitor’s environment and
showcases the...
Contextual Design In Action
What’s the experience on this page?
Contextual Design Research
Question: What do you think of our
templates?
A: How much are they?
C: Can I use them in Wordpress?
B: Where can I download them?
D: NONE OF THE ABOVE
What’s wrong?
The context is missing
The solution: Context of use
Show me how I would use this
The solution: Context of use
Pick from over 80 templates
In the Unbounce template library
Edit and publish your landing pa...
The result?
+45% Lift in New Trial Starts
EPIC TEST WIN!!!
120 extra per month = 1,440 / year
Average lifetime value of a ...
“High-converting
landing pages create a
conversation based on
context”!
!
— Oli Gardner, Unbounce Co-Founder
…matching the style and context of
the conversation* established prior
to a click upon arrival on the
landing page.
Conver...
An example click source
The Smart Marketers Landing Page Conversion Course
*I get it
wrong too
1
1 Super
generic
headline
The
landing
page*
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-branding1
1
2
Contextual
welcome
2
Author
reinforcement
3
3
Conversion
Lift +77%
*Full of contextual
references
The
lan...
Great
conversation
momentum
Contextual Design
Takeaways
If you start a conversation with your visitors, make sure
you finish it.
Use imagery and video ...
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
The results of the A/B test were
inconclusive, so we were faced
with making a choice betw...
Measure the whole funnel
not just the top
Measure their retention
not just first conversion
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
CCD Principle #4
CONGRUENT
DESIGN
…aligning every element on your page so
it works in concert to produce a single
cohesive...
Content Alignment
Does your page tell a story?
Do this…
Write down all of the copy for your page in
a single column.
Read ...
Incongruence
Conversion killing copy
Avoid mentioning negative suggestive words
Spam
Incongruence
Conversion killing copy
Avoid mentioning negative suggestive words
Gimmicks
CCD Principle #5
CLARITY
…creating delightful and easily
digestible experiences that encourage
conversion, and keep your b...
White Space
Designing for delight
Content Hierarchy
Message before brand
Project Management Software Without Deadlines
getitdone.com/whenever
Remove the fea...
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
“Improving” the clarity of a CTA
Homepage call-to-action test
>> CTA describes what will happen on the next screen
New CTA increased click-throughs to the
pricing page by +80%.
Looking further down the funnel with
KISSmetrics, we uncover...
CCD Principle #6
CREDIBILITY
…leveraging trust signals, transparency
and verifiable social commentary to
increase conversio...
Demonstrating credibility
• Testimonials (case studies, quotes, tweets)
• Reviews (customers, professionals)
• Ratings (st...
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 ...
Clarity vs. Credibility
IT ALL COMES BACK TO CONTEXT
!
The source of traffic was an email list with people
familiar with the Unbounce brand. Therefo...
Pro Credibility Tip
Ask people to trust you.
Research* has shown that by simply
asking people to trust you, trust
indicato...
CCD Principle #7
CONVERSION
CONTINUANCE…leveraging the opportunity to ask fresh
leads for a second conversion.
Please sir, I want some more
Webinar registration page
The confirmation page
The result
2,500 Webinar registrants
1,100 New blog subscribers (40%)
The lesson
Don’t be afraid to ask for a little extra.
Conversion Centered Design Lessons
What have we learned?
1. Every marketing campaign needs a dedicated landing page
2. As ...
Questions
Oli Gardner
Co-Founder, Unbounce
@oligardner
Dan McGaw
DM, KISSmetrics
@danielmcgaw
THANK YOU!
The 7 Principles of Conversion Centered Design
The 7 Principles of Conversion Centered Design
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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%)

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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.
  3. @danielmcgaw#KISSwebinar Join the conversation on Twi er
  4. @oligardner #KISSwebinar Join the conversation on Twi er
  5. WATCH WEBINAR RECORDING NOW
  6. what is Conversion Centered Design?
  7. is better than Red Button Green Button Conversion Centered Design is NOT…
  8. is better thanCTA CTA Conversion Centered Design is NOT…
  9. is better than CTA CTA Conversion Centered Design is NOT…
  10. 7 PROVEN DESIGN PATTERNS YOU CAN USE TO INCREASE CONVERSIONS CCD is
  11. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD THE 7 PRINCIPLES OF CCD
  12. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD THE 7 PRINCIPLES OF CCD
  13. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD THE 7 PRINCIPLES OF CCD
  14. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD THE 7 PRINCIPLES OF CCD
  15. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD THE 7 PRINCIPLES OF CCD
  16. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD THE 7 PRINCIPLES OF CCD
  17. 1. Attention 2. Coupling 3. Context 4. Congruence5. Clarity 6. Credibility 7. Continuance THE 7 PRINCIPLES OF CCD
  18. how is it different to User Centered Design?
  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.
  20. CONVERSION is all about ATTENTION
  21. YOUR {AD} captures ATTENTION
  22. YOUR {HEADLINE} holds ATTENTION
  23. YOUR {DESIGN} focuses ATTENTION
  24. What grabs your attention here?
  25. How about now?
  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).
  29. Homepage ` Landing page 57:1 1:1 Homepage vs. Landing Page
  30. ATTENTION RATIO Example A/B test hypothesis By removing available options, people will be more inclined to click on the thing you want them to.
  31. 1:16:1 3.71% 5.28% +42.3% Webinar recording page
  32. AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
  33. Why use landing pages? Landing pages are the heart of CCD. 1. Attention 2. Coupling 3. Context 4. Congruence 5. Clarity 6. Credibility 7. Continuance One page, one purpose. Period.
  34. Paid marketing Adwords What should you use landing pages for?
  35. Paid marketing Social ads What should you use landing pages for?
  36. Paid marketing Retargeting What should you use landing pages for?
  37. Paid marketing Display ads What should you use landing pages for?
  38. Content marketing Ebooks What should you use landing pages for?
  39. Content marketing Webinars What should you use landing pages for?
  40. Content marketing Blog subscription What should you use landing pages for?
  41. Content marketing Guest posts What should you use landing pages for?
  42. Events Google Hangouts What should you use landing pages for?
  43. Events Meetups What should you use landing pages for?
  44. Events Conferences What should you use landing pages for?
  45. Launches Company What should you use landing pages for?
  46. Launches Product What should you use landing pages for?
  47. Launches App What should you use landing pages for?
  48. Services Consultant What should you use landing pages for?
  49. Services Portfolio What should you use landing pages for?
  50. Services Quote request What should you use landing pages for?
  51. Services Appointments What should you use landing pages for?
  52. Ecommerce Product pages What should you use landing pages for?
  53. Ecommerce Long sales letters What should you use landing pages for?
  54. Ecommerce Pay walls What should you use landing pages for?
  55. Email marketing To all of the above What should you use landing pages for?
  56. QR code destinations What should you use landing pages for?
  57. Contests What should you use landing pages for?
  58. Surveys What should you use landing pages for?
  59. “Every marketing campaign needs a dedicated landing page”! ! — Oli Gardner, Unbounce Co-Founder
  60. CCD Principle #2 CONVERSION COUPLING …the bond that exists between the pre- click experience and the corresponding post-click landing experience.
  61. The Topher Grace effect - synergy
  62. Conversion Coupling is comprised of one or more of: 1. Message Match 2. Design Match
  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.
  66. Your homepage is brand central station
  67. Let’s try that again
  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.
  70. Quality Score goes up!
  71. Matching the design of your display ad to ‘aspects’ of the design on your landing page. This is even easier. Design Match
  72. A Facebook Ad
  73. *may cause temporary blindness The destination landing page*
  74. Let’s try that again
  75. A Facebook Ad
  76. The destination landing page
  77. That’s great design match
  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.
  80. Contextual Design In Action What’s the experience on this page?
  81. Contextual Design Research Question: What do you think of our templates?
  82. A: How much are they? C: Can I use them in Wordpress? B: Where can I download them? D: NONE OF THE ABOVE
  83. What’s wrong? The context is missing
  84. The solution: Context of use Show me how I would use this
  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
  87. “High-converting landing pages create a conversation based on context”! ! — Oli Gardner, Unbounce Co-Founder
  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*
  91. Disrespecting the click Losing interest as soon as you get the click. Abandoning your visitors. LAME.
  92. Let’s try that again
  93. The click source The Smart Marketers Landing Page Conversion Course
  94. Co-branding1 1 2 Contextual welcome 2 Author reinforcement 3 3 Conversion Lift +77% *Full of contextual references The landing page*
  95. Great conversation momentum
  96. 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.
  97. Let’s talk CCD analytics for a second… Are we getting the right conversions?
  98. Lots of A/B tests flat line. What then?
  99. sometimes TOP-OF- FUNNEL CONVERSION DATA ISN’T ENOUGH
  100. 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.
  101. Measure the whole funnel not just the top
  102. Measure their retention not just first conversion
  103. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  104. CCD Principle #4 CONGRUENT DESIGN …aligning every element on your page so it works in concert to produce a single cohesive message.
  105. 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.
  106. Incongruence Conversion killing copy Avoid mentioning negative suggestive words Spam
  107. Incongruence Conversion killing copy Avoid mentioning negative suggestive words Gimmicks
  108. CCD Principle #5 CLARITY …creating delightful and easily digestible experiences that encourage conversion, and keep your brand top of mind for future opportunities.
  109. White Space Designing for delight
  110. 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
  111. Too much me Not enough you
  112. Back to the analytics… Are my tests actually winning?
  113. Can you always trust your test results?
  114. “Improving” the clarity of a CTA Homepage call-to-action test >> CTA describes the desire-driven end goal
  115. “Improving” the clarity of a CTA Homepage call-to-action test >> CTA describes what will happen on the next screen
  116. 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.
  117. CCD Principle #6 CREDIBILITY …leveraging trust signals, transparency and verifiable social commentary to increase conversions.
  118. Demonstrating credibility • Testimonials (case studies, quotes, tweets) • Reviews (customers, professionals) • Ratings (stars, scores) • Accreditations (industry associations) • Security badges (SSL) • Social interactions (likes, shares, followers)
  119. Testimonials: Text vs. Video vs. Video: +25% increase in new trial starts A/B test case study
  120. “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
  121. Clarity vs. Credibility
  122. 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
  123. 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
  124. CCD Principle #7 CONVERSION CONTINUANCE…leveraging the opportunity to ask fresh leads for a second conversion.
  125. Please sir, I want some more
  126. Webinar registration page
  127. The confirmation page
  128. The result 2,500 Webinar registrants 1,100 New blog subscribers (40%) The lesson Don’t be afraid to ask for a little extra.
  129. 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
  130. Questions Oli Gardner Co-Founder, Unbounce @oligardner Dan McGaw DM, KISSmetrics @danielmcgaw
  131. THANK YOU!
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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%)

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