Oli Gardner, co-founder of Unbounce, shares the secrets of landing page optimization with 7 Principles of Conversion-Centered Design. You can view this Stukent Expert Session here: http://www.stukent.com/expert-sessions/7-principles-of-conversion-centered-design/
19. Photo: Issei Kato/Reuters./ Published: 01/20/2014 12:06:38
the ratio of the number of things you can do on a page
to the number of things you should be doing
ATTENTION RATIO 163:1
50. Dominance
This is visual hierarchy
in its truest sense.
Increasing the size of an
important element lets
people know they
should pay more
attention to it.
51. Consistency
If you have certain content
types spread out over
different areas of your
page, consistency makes
order out of chaos, so
people don’t need to
relearn their meaning.
52. Continuation
Storytelling can be a
compelling way to write
campaign copy. By using
visual connectors you can
help people move through
your design in the correct
order.
53. Direction
Just like a film director
expertly guides us through
the movie experience, the
principle of direction can
be used to guide our
wandering visitors to the
conversion goal.
59. CONTEXT SIGNALS VARY
DEPENDING ON THE
INBOUND CHANNEL
YOU ARE USING TO DRIVE TRAFFIC
POST-CLICKDEPENDS ON HOW WELL YOU DELIVER ON YOUR
PRE-CLICK PROMISES
60. CONTEXT SIGNALS VARY
DEPENDING ON THE
INBOUND CHANNEL
YOU ARE USING TO DRIVE TRAFFIC
POST-CLICKDEPENDS ON HOW WELL YOU DELIVER ON YOUR
PRE-CLICK PROMISES
PPC ads
Display ads
Facebook ads
Email
Co-marketing
61. CONTEXT SIGNALS
DEPENDING ON THE
INBOUND CHANNEL
YOU ARE USING TO DRIVE TRAFFIC
POST-CLICK SUCCESSDEPENDS ON HOW WELL YOU DELIVER ON YOUR
PRE-CLICK PROMISES
63. next day flower delivery
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99. 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?
100. 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?
101. 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?
102. 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?
122. 1 FORM HEADLINE
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
123. 2
1 FORM HEADLINE
SUBHEAD
The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I
should care about your offer.
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
124. 3 BENEFITS BULLETS*optional
The benefits extend the “Why” in an easy to read format.
2
1 FORM HEADLINE
SUBHEAD
The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I
should care about your offer.
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
125. 4 A FORM
3 BENEFITS BULLETS*
The benefits extend the “Why” in an easy to read format.
2
1 FORM HEADLINE
SUBHEAD
The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I
should care about your offer.
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
This one’s easy. Your form goes here now that it’s purpose has been introduced.
126. 5 CALL TO ACTION
4 A FORM
3 BENEFITS BULLETS*
The benefits extend the “Why” in an easy to read format.
2
1 FORM HEADLINE
SUBHEAD
The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I
should care about your offer.
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
This one’s easy. Your form goes here now that it’s purpose has been introduced.
Your all-important call to action that describes what will happen when you click, or reinforces
what it is you’ll be getting.
127. 5 CALL TO ACTION
4 A FORM
3 BENEFITS BULLETS*
The benefits extend the “Why” in an easy to read format.
2
1 FORM HEADLINE
SUBHEAD
The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I
should care about your offer.
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
This one’s easy. Your form goes here now that it’s purpose has been introduced.
Your all-important call to action that describes what will happen when you click, or reinforces
what it is you’ll be getting.
6 THE CLOSER
A closer is intended to add a last minute nudge to encourage a click. It can be social proof,
urgency, a trust statement, or important details such as “Free” or “No credit card required” etc.
130. Page Element Content Score
Headline
Subhead
Hero shot
Intro
Bullets
Bullets
Form header!
Testimonial
Form fields
Why
Privacy statement
Call-to-Action
TOTAL 0%
131. Page Element Content Score
Headline Ocean of data instantly become security intelligence
Subhead Whitepaper download: the next generation firewall is here
Hero shot Photo of a man holding some paper which is obscured
Intro
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at affordable
prices.
Bullets Blazing fast throughput
Bullets Advanced networking features
Form header! Download your whitepaper! Complete the required fields
Testimonial It’s about the product not the value in the whitepaper
Form fields Country, province/state, phone number
Why About the product, not the form goal which is whitepaper
Privacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0%
133. Page Element Content Score
Headline Ocean of data instantly become security intelligence
Subhead Whitepaper download: the next generation firewall is here
Hero shot Photo of a man holding some paper which is obscured
Intro
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at affordable
prices.
Bullets Blazing fast throughput
Bullets Advanced networking features
Form header! Download your whitepaper! Complete the required fields
Testimonial It’s about the product not the value in the whitepaper
Form fields Country, province/state, phone number
Why About the product, not the form goal which is whitepaper
Privacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0%
134. Page Element Content Score
Headline Ocean of data instantly become security intelligence 0
Subhead Whitepaper download: the next generation firewall is here 1
Hero shot Photo of a man holding some paper which is obscured 1
Intro
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at affordable
prices.
0
Bullets Blazing fast throughput 0
Bullets Advanced networking features 0
Form header! Download your whitepaper! Complete the required fields 1
Testimonial It’s about the product not the value in the whitepaper 0
Form fields Country, province/state, phone number 0
Why About the product, not the form goal which is whitepaper 0
Privacy statement sell, nasty, spam 0
Call-to-Action Get my offer 0
TOTAL 12.5%
135.
136. The Congruence Test Worksheet
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