Searchlove London | Oli Gardner, 'The Landing Page Manifesto

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