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How to Design Email Landing Pages That Convert
BROUGHT TO YOU BY
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EMAIL MARKETERS ARE DISRESPECTING OUR TIME AND CLICKS
averageit’s not good enough yet it’s an epidemic in most online advertising. that’s why I’m here at #emaillp to share how to take your marketing campaigns from average to exceptional. businesses acquire customers. brands acquire fans followers partners & peers. conversion is not enough. we need to add the elixir of delight to every conversion experience. to convert and delight we need genuine love for our customers. delight is now the default, not the exception.
the simple truth is that most landing pages do not deliver on the promise made prior to the click. they disrespect our visitors time and clicks and are an abuse of advertising. when was the last time you invited someone to a wine party and served only beer? if you have 30 products and your ads for one of them send me to the whole collection, why do I have to then re-search through your site despite having clicked on an ad that promised exactly what I’d searched for?
how do we fix this?
the 7 principles of conversion-centered designDELIGHT
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the 7 principles of conversion-centered designDELIGHT
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the 7 principles of conversion-centered designDELIGHT
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the 7 principles of conversion-centered designDELIGHT
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the 7 principles of conversion-centered designDELIGHT
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the 7 principles of conversion-centered designDELIGHT
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the 7 principles of conversion-centered designDELIGHT
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cong
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the 7 principles of conversion-centered designDELIGHT
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the 7 principles of conversion-centered designDELIGHT
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the 7 principles of conversion-centered designDELIGHT
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the 7 principles of conversion-centered designDELIGHT
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#1ATTENTION
USING ATTENTION-DRIVEN DESIGN TO APPLY FOCUS TO YOUR CONVERSION GOAL
ATTENTION RATIO
86:1IN THE EMAIL!
ATTENTION RATIO
130:1INCLUDING THE EMAIL INTERFACE
the 7 principles of conversion-centered designDELIGHT
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PROXIMITYDISTRACTION
DISTRACTION
DISTRACTION
DISTRACTION
DISTRACTION
DISTRACTIONANOMALY
AFFORDANCE
ALIGNMENT CoNsIsTeNcYCONTINUATION……
CONTRAST
DIRECTION >>
DOMINANCEENCAPSULATION
HIGHLIGHTING
INTERRUPTION
MOTION
NESTING NESTING NESTING NESTING NESTING NESTING
PERSPECTIVE
REPETITION REPETITION REPETITION
SIZE
CONTACT
W H I T E S P A C E
OVERLAPPING
SYMMETRY SYMMETRY
GROUPINGGROUPINGGROUPINGGROUPING
GROUPINGGROUPINGGROUPINGGROUPING
DISTRACTION
23 PRINCIPLES OF ATTENTION-DRIVEN DESIGN
understanding A.D.D. principles makes design more fun and more effective because it creates a common design vocabulary
a d d
attention driven design
distraction
principle #1
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HPIP LP
What service does this company offer?
30% got it right
What service does this company offer?
40% got it right
What service does this company offer?
80% got it right
the 7 principles of conversion-centered designDELIGHT
friction
the nsamcwadlp principleNever. Start. A. Marketing. Campaign. Without. A. Dedicated. Landing. Page.
#EmailLP
@oligardner
1
13.80%
2
11.74%
3
10.32%
4
8.63%
5
9.17%
6
8.70%
7
7.62%
8
9.58%
9
6.86%
10
5.86%
Conversion Rate vs. Number of Links on the PageCONVERSION
RATE
Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy
# OF LINKS
average # of links is 4.39
1
13.80%
2
11.74%
3
10.32%
4
8.63%
5
9.17%
6
8.70%
7
7.62%
8
9.58%
9
6.86%
10
5.86%
CONVERSION RATE
Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy
# OF LINKS
7,923 businesses doing “average“ marketing could increase
conversions by 50% by removing 3 links
distraction is the enemy of conversionAs your landing page Attention Ratio goes down (closer to 1:1) your conversion rates go up.
#EmailLP
@oligardner
pretty simple, right?
1
13.80%
2
11.74%
3
10.32%
4
8.63%
5
9.17%
6
8.70%
7
7.62%
8
9.58%
9
6.86%
10
5.86%
Conversion Rate vs. Number of Links on the PageCONVERSION
RATE
Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy
# OF LINKS
average # of links is 4.39
1
13.80%
CONVERSION RATE
Data pulled from Unbounce landing page database - Pages with forms on them - excluding links for terms & conditions and privacy policy
# OF LINKS
Conversion Rate vs. Number of Links on the Page
Download the A.D.D. ebook now bitly.com/add-ebook
#2CONTEXTDESIGNING POST-CLICK EXPERIENCES THAT SPEAK DIRECTLY
TO THE DESIRES, EXPECTATIONS, AND DATA ESTABLISHED PRIOR TO THE CLICK.
EVERY inbound channel has A different level of context
ADWORDS
REMARKETING
LEAD EMAIL
ORGANIC
CUSTOMER EMAIL
the first rule of headlines
have a freaking headline!
the 7 principles of conversion-centered designDELIGHT
friction
Excellent Message & Design Match
But did you see the form?
But did you see the form?
Click Me Now
Inline field labels
are bad
because…
__ tabbing sometimes hides context
__ multi-tasking distractions
__ hidden context makes it impossible to double check work before submit
http://mds.is/float-label-pattern/
#3CLARITY
COMMUNICATING YOUR UNIQUE CAMPAIGN PROPOSITION ON A LEVEL WHERE THE QUESTION “WHAT IS THIS PAGE ABOUT?”
DELIVERS
THE secret to the clarity of your value proposition lies in the INFORMATION HIERARCHY of your page headlines
Definitely not your Everyday Product Demo See How HubSpot Can Help You Grow Traffic, Leads and Sales
What does your headline and subhead say about what you do?
Find out with a 5-second test
What does the product do?
0% got it right
WAIT…WHAT…NOW?
the 7 principles of conversion-centered designDELIGHT
friction
Definitely not your Everyday Product Demo See How We Can Help You Grow Traffic, Leads and Sales
See How We Can Help You Grow Traffic, Leads and Sales Definitely not your Everyday Product Demo
flip the headline and subhead
What does the product do?
What does the product do?
What does the product do?
What does the product do?
What does the product do?
60% got it right
CONVERSION RATE
TIME0%
60%CONVERSION LIFT
OF INFINITY
the 7 principles of conversion-centered designDELIGHT
friction
FLIP YOUR HEADLINESReverse the order of your headline and subhead to uncover extra clarity in your value proposition.
#EmailLP
@oligardner
#4CONGRUENCE
ALIGNING EVERY ELEMENT ON YOUR LANDING PAGE WITH – AND ONLY WITH – YOUR CAMPAIGN GOAL
Page Element Content Score
HeadlineSubheadHero shot
Intro
Bullets
Bullets
Form headerTestimonialForm fields
WhyPrivacy statement
Call-to-Action
TOTAL 0/24
Page Element Content Score
Headline Ocean of data instantly become security intelligenceSubhead Whitepaper download: the next generation firewall is hereHero shot Photo of a man holding some paper which is obscured
IntroWatchguard 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 fieldsTestimonial It’s about the product not the value in the whitepaperForm fields Country, province/state, phone number
Why About the product, not the form goal which is whitepaperPrivacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0/24
campaign goal download a white paper
Page Element Content Score
Headline Ocean of data instantly become security intelligenceSubhead Whitepaper download: the next generation firewall is hereHero shot Photo of a man holding some paper which is obscured
IntroWatchguard 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 fieldsTestimonial It’s about the product not the value in the whitepaperForm fields Country, province/state, phone number
Why About the product, not the form goal which is whitepaperPrivacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0/24
Page Element Content Score
Headline Ocean of data instantly become security intelligence 0Subhead Whitepaper download: the next generation firewall is here 1Hero shot Photo of a man holding some paper which is obscured 1
IntroWatchguard 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 1Testimonial It’s about the product not the value in the whitepaper 0Form fields Country, province/state, phone number 0
Why About the product, not the form goal which is whitepaper 0Privacy statement sell, nasty, spam 0
Call-to-Action Get my offer 0
TOTAL 3/24
the 7 principles of conversion-centered designDELIGHT
friction
-14% people starting the course
the 7 principles of conversion-centered designDELIGHT
friction
Congruence = proximity + relevance
Congruence = proximity + relevance
#5CREDIBILITY
DEMONSTRATING AUTHENTIC AND VERIFIABLE TRUST SIGNALS
Nobody is holding a camera.
They are all women. Is it for me?
Where is the evidence of their success?
THE success of your social proof lies in your ability to demonstrate the transformative effect of the user journey created by your product or service
Testimonial from https://rwd.aiux.co/
trust seal lost by -12%
a d d
proximity
attention driven design principle #4
Credibility = proximity + believability
my face lost by -14% .
people don’t believe in free anymore
vsFree no mention of free
9.24% 10.79%+16.8%
data from analyzing call to action copy from 20,000 unbounce customer landing pages
vsGet Started Get Started for Free
33.39% 31.81%-4%
Download the free ebook now bitly.com/add-ebook
the 7 principles of conversion-centered designDELIGHT
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? ?
Scott Stratten - “QR Codes Kill Kittens”
…?
the first rule of calls to action
have a freaking call to action!
#6CLOSING
CALL TO ACTION DESIGN AND COPY
a d d
affordance
attention driven design principle #2
Source: Gary Larson
Button Button Button
Button Link
button button-esque rectangle
grrr ghost buttons just a word
+600% clicking non-buttons
vsMy Your
12.76% 8.85%-45%
data from analyzing call to action copy from 20,000 unbounce customer landing pages
vsClick no mention of click
15.51% 10.51%-48%
data from analyzing call to action copy from 20,000 unbounce customer landing pages
vsClick Click here
15.51% 17.49%+12.8%
data from analyzing call to action copy from 20,000 unbounce customer landing pages
vsDownload Download Now
12.01% 13.06%+8.7%
data from analyzing call to action copy from 20,000 unbounce customer landing pages
vsGet Started Get Started Now
7.78% 9.35%+20.2%
data from analyzing call to action copy from 20,000 unbounce customer landing pages
GAS
G.A.S.
G.A.S.giving. A. sh*t.
@oligardner
#EmailLP
design for idealDon’t design to acquire any old customers. Design to acquire your ideal customers.
Email AddressSTART THE COURSE NOW
41%
65% +59%
+15%Your Best Email AddressSTART THE COURSE NOW
Work Email AddressSTART THE COURSE NOW
Business Email AddressSTART THE COURSE NOW
47%
50% +22%
1
17%
2
15.11%
3
11.61%
4
7.18%
5
7.82%
6
7.61%
7
7.58%
8
9.87%
9
10.75%
10
14.69%
Conversion Rate vs. Number of Form FieldsCONVERSION
RATE
Data pulled from Unbounce landing page database
# OF FORM FIELDS
1
17%
2
15.11%
3
11.61%
4
7.18%
5
7.82%
6
7.61%
7
7.58%
8
9.87%
9
10.75%
10
14.69%
CONVERSION RATE
Data pulled from Unbounce landing page database
# OF FORM FIELDS
if you’re going to have 4 form fields, you should test the business impact of having 7
#7CONTINUANCE
AMPLIFYING CONVERSION OPPORTUNITIES USING POST-CONVERSION MARKETING & MOMENTUM LOOPS
12% conversion rate
delightfulto acquire, fans, followers, partners, & peers, think beyond the conversion. designing for ideal is the baseline of delight. disappoint one to delight one thousand. bury yourself in feedback to rebel against your own creations. design in reaction to the forceful rejection of your mistakes. to understand our customer’s pains, we must be willingly hurt by their feedback. humility is being humbled by the stumbling of our family’s actions. delight is the default, not the exception.
delight is your one and only campaign goal. your ads are a promise built on the integrity of your brand. commit to your promises. ”clicks are people” (wil reynolds). each click deserves the respect of your time, your budget, and the belief that with each click you are creating value. the burden of responsibility lies with us, not our customers. chase delight in your intentions, copy, and design. excellence isn’t accidental it’s a purposeful and personal act.
Preview your emails…and landing pages with Litmus
Try Litmus free for 14 days!
Visit: litmus.com/coupon/LANDINGPAGES
Build, publish & A/B test landing pages without I.T.The mobile responsive landing page builder for professional marketers
unbounce.com/litmus-webinarGet 50% off Unbounce for 3 months
After your 30-day free trial
Thank you! Questions? Submit questions via the Q&A panel
@oligardner - @meladorri
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