Oli Gardner-The Landing Page Manifesto

Transcript

1. THE LANDING PAGE MANIFESTO @OliGardner #searchlove
2. I LOVE BEING MARKETED TO
3. I LOVE BEING MARKETED TO SAID NO ONE
4. I LOVE BEING MARKETED TO SAID NO ONE EVER -JESS3
5. thou shalt not http://www.pixelmator.com/tutorials/effects/vintage-photo-look-in-pixelmator/ do the bad shit
6. thou shalt http://www.wallpaperscastle.com/ london-illustration-desktop- wallpaper.html do the good shit
8. thou shalt not FOLLOW the wikipedia DESIGN guidelines #1
10. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA.
17. ATTENTION RATIO THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO THE NUMBER OF THINGS YOU SHOULD BE DOING.
18. ATTENTION RATIO THE 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
19. what if the ad went to a dedicated landing page?
28. attention ratio 10:1 attention ratio 1:1
30. WHEN ATTENTION RATIO GOES DOWN, ! CONVERSION RATES GO UP
33. worst landing page ever
34. thou shalt #2 leave your stank on everything you touch
38. ATTENTION RATIO 163:1
39. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS
41. OUT OF 1,569 WORDS ZERO MENTION OF LANDING PAGES
43. 8% OF MEN ARE COLOUR BLIND
54. CONTEXT IS LIKE VELCRO THE MORE YOU HAVE, THE MORE YOU CAN HOLD ON TO
55. thou shalt not speak in tongues like a Scottish drunk #3
56. take a look at this landing page
59. close your eyes
60. btw, you’re not alone
61. I asked 20 people “what is this page about?”
62. W D-40 automation app? CLOUD-BASED CRM WTF?
63. what do they actually do?
64. iDontKnow
65. IF 20 PEOPLE THINK YOU’RE FULL OF SHIT YOU PROBABLY ARE
66. http://www.fanpop.com/clubs/disney-princess/images/36571769/title/walt-disney-fan-art-queen-elsa-photo
67. ***********************************
68. PASSWORDS MUST CONTAIN AT LEAST SIX CHARACTERS
69. MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO
71. 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?
72. 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?
73. 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?
74. 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?
75. thou shalt #4 embrace friction
77. DON’T DESIGN EXPERIENCES TO ACQUIRE CUSTOMERS
78. DESIGN EXPERIENCES TO ACQUIRE YOUR IDEAL CUSTOMERS
81. thou shalt not MENTION GLUE IN THE PRESENCE OF HORSES #5
83. THAT’S MICHAEL AAGAARD DOING THE ALS ICE BUCKET CHALLENGE
84. THAT’S MICHAEL AAGAARD DOING THE ALS ICE BUCKET CHALLENGE
87. SPAM
88. UNSOLICITED
89. NASTY
90. 3RD PARTY
91. SELL
92. STOP WORDS
93. CTAS ARE SENSITIVE
94. Source: Michael Aagard, ContentVerve.com
95. Get more done. No Gimmicks, no credit card. removing “gimmicks” resulted in a conversion lift of 25%
96. thou shalt #6 tip cows in the right direction
97. GO WORDS
98. what’s the number 1 question asked during webinars?
99. are you going to send a recording afterwards?
100. use a safety net statement
101. once and done?
104. thou shalt not invite your friends to dinner if they’re assholes #7
107. silence is better than bullshit
108. some ways to increase conversions with trust signals
109. video vs. text video won by 25%
110. my face won by 64%
111. credibility lost by 6%
113. SOCIAL PROOF IS BULLSHIT
114. SOCIAL PROOF CAN BE BULLSHIT
115. testyourmonialsTM
116. thou shalt #8 be captain obvious
117. DESIGN rules
118. design RULES
121. WE’RE HITTING ABOVE THE HEAD RIGHT?
126. thou shalt not WRITE irrelevant call-to-action copy #9
131. YOUR CALL TO ACTION SHOULD COMPLETE THE SENTENCE I WANT TO _________
132. I WANT TO BREAK FREE
133. I WANT TO HOLD YOUR HAND
134. I WANT TO MARRY PRINCE HARRY
135. I WANT TO SUBMIT
139. thou shalt #10 NSAMCWADLP
140. thank you! @oligardner