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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
thou shalt notFOLLOW 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 RATIOTHE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO
THE NUMBER OF THINGS YOU SHOULD BE DOING.
ATTENTION RATIOTHE 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
worst landing page ever
thou shalt #2
leave your stank on everything you touch
ATTENTION
RATIO 163:1
ATTENTION
RATIO 163:1 IMAGE SLIDER
LOAD TIME 26 SECONDS
OUT OF 1,569 WORDS ZERO MENTION OF LANDING PAGES
8% OF MEN ARE
COLOUR BLIND
CONTEXT IS LIKE VELCROTHE MORE YOU HAVE, THE MORE YOU CAN HOLD ON TO
thou shalt notspeak in tongues
like a Scottish drunk
#3
take a look at this landing page
close your eyes
btw, you’re not alone
I asked 20 people “what is this page about?”
WD-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
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
DON’T DESIGN EXPERIENCES
TO ACQUIRE CUSTOMERS
DESIGN EXPERIENCES TO ACQUIRE YOUR IDEAL
CUSTOMERS
thou shalt notMENTION GLUE IN THE PRESENCE OF HORSES
#5
THAT’S MICHAEL AAGAARDDOING THE ALS ICE BUCKET CHALLENGE
THAT’S MICHAEL AAGAARDDOING THE ALS ICE BUCKET CHALLENGE
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?
thou shalt notinvite your friends to dinner
if they’re assholes
#7
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%
SOCIAL PROOF
IS BULLSHIT
SOCIAL PROOF
CAN BE BULLSHIT
testyourmonialsTM
thou shalt #8
be captain obvious
DESIGN rules
design RULES
WE’RE HITTING ABOVE THE HEAD
RIGHT?
thou shalt notWRITE irrelevant
call-to-action copy
#9
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
thou shalt #10
NSAMCWADLP
thank you! @oligardner