SEO News

Algorithm

If you are deep into the world of SEO you’ll hear this word a lot. Basically an algorithm (which I find impossible to spell without Word automatically correcting me) is a programme used by search engines to determine which pages are the most relevant to a certain search term.

Google has an algorithm that’s complicated, ever-changing and impossible to second-guess. It regularly updates its algorithm and even introduces completely new ones with very little forewarning. 

These tend to be codenamed cute animal names like Panda or Penguin. The latest iteration is called Hummingbird.

Again, it’s impossible to ascertain exactly which elements Google prioritises over others when it comes to ranking search results. The only thing that SEO experts can be sure of is that the quality of a website’s content will always be the top priority. The production of relevant, entertaining, helpful content at a regular rate is the only consistent good practice in SEO.

Authority website

An authority website is a site that is trusted. It’s trusted by its users, trusted by industry experts, trusted by other websites and trusted by search engines. 

A link from an authority website is very valuable, but in order to get one you’ll have to be creating content that’s at last equal to the quality being created by the authority site.

Black hat SEO

Black hat SEO covers the practices that Google explicitly states will earn you a penalty or ban from its results pages. These practices include artificial growth hacking, link schemes, scraping, keyword stuffing.

I explain these practices more in depth in Navigating the murky world of black hat and white hat SEO 

Click fraud

A company can bid on certain search terms on a search engine network, and therefore pay to appear higher in sponsored listings on the SERPs, however if your costs are greatly exceeding your expectations or regularly coming from the same ISP and without a conversion, this could be click fraud.

The most likely perpetrator of this is your competitor, who has decided to drive up your adspend and force you out of the search engine market.

Crawling

Google sends out Googlebots (or Spiders) to fetch information on new and updated web pages. This is known as crawling and will lead to your website’s inclusion in search results.

This is a fully automated process and happens on a regular basis. You don’t even need to submit your web page to Google in order to be included. Although you can ask Google to crawl a URL if you wish for it to be indexed sooner.

Google AdWords

AdWords is Google’s own advertising product. It offers PPC and CPM advertising as well as site targeted banner, text and rich media ads. AdWords is also Google’s main source of revenue.

If you use its service you will be able show your ads on one or both of Google’s advertising networks:

• The Google Search Network, featuring the standard Google Search, Google Shopping, Maps and its various search partners. 
• Google Display Network, which is any website that partners with Google, and other Google sites such as Gmail, YouTube and Blogger.

With AdWords, if you choose PPC, you can set your bid (the amount you’re willing to pay for each click) to manual or automatic. With manual you choose your bid amounts, with automatic Google chooses the bid amount for you within your budget. With CPC and CPM you can set your maximum bid amount.

Googlebot

This is the cute sounding software that Google sends out to collect information about new and updated webpages on the internet, which it then adds to Google’s index.

I am happy to believe that they really do look like the Smash robots.

Internal links

Linking to content within your own site is a great indicator to search engines that your site has value. Two or three good quality internal links to relevant content, using accurate anchor text, spread throughout the article is considered best practice.

See what we did there.

Link building

Google treats a link from another website to your site as a vote of confidence. Google will therefore rank you higher based on that vote. Therefore the more good quality links the better. 

Not all links are born equal though. One link from a high authority site is much better than many links from a bunch of low authority sites.

Meta description

The meta description appears as the two or three sentence description used in search results under the page title.

This is what searchers will read and their decision to click-through to your site will largely be determined by how relevant and readable this description us. Keep it plain, brief and most of all readable.

nofollow

This is a command that you can manually add to a link on your website within the HTML that will instruct a Googlebot not to pay attention to that link.

It looks like this: rel=”nofollow” 

This is essential if a link is paid-for and considered best practice if a link points towards untrusted content. Perhaps if you’re writing an article on an untrustworthy website and want to show it as an example, but don’t want to vouch for it.

Off-page SEO

These are methods that you can use to raise the ranking of a website through off-site, promotional means beyond its code or design. For instance, link building or via social media.

On-page SEO

These are all the elements on your web page that you can control in order to make it visible to search engines. For instance: the use of a search engine friendly URL with relevancy to the content, good internal linking, fast loading pages, logical and clear navigation and the use of Sitemaps.

Organic search results

These results are also known as free, unpaid or natural. 

When you type in a search phrase into a search engine, the organic search listings appear below the paid-for ads.

You may remember that Google used to highlight the adverts on its results pages in a slightly cream coloured box. It doesn’t seem to do that anymore, which somewhat obscures the fact that the top results are often paid for listings.

The organic results that appear at the top of the search engine results page (SERP) are, in theory, the pages that have been optimised the best for that particular search query. Although this is a huge generalisation, as rankings can appear based on anything from the relevancy to the individual user, location to search history. If you’re signed in to Google, it knows your information and will provide results based on this.

The quickest and best way to check how your website is ranking for a particular search term is to use incognito mode or a private mode. This will give you a more realistic view of the SERP.

Paid search

If SEO is meant to help your web pages from ranking higher on SERPs, then paid search blows that out of the water. You can just pay to have your website rank at the top of the first SERP.

Going back to the sheds…

It’s an advert-fest. The top box shows results that companies have to paid to submit to Google Shopping, the boxes below and to the right feature results that have been paid t appear based on the search term I just entered.

Basically, Garden Buildings Direct and Shed Supermarket have decided that they want their results to appear if a searcher types in ‘cheap sheds’. They pay for this privilege using a PPC or CPM programme through the Google AdWords service.

• PPC: Pay-per-click – an advertiser pays the search engine for every person that clicks on their advert
• CPM: Cost-per-impression – an advertiser pays the search engine for every 1,000 times your ad appears on the page The user doesn’t have to click-through, it’s just about page impressions. You may have learnt nothing new from this other than the fact that the M in CPM means 1,000.

SEM

Search engine marketing is about making your website visible to search engines like Google and Bing, in order to attract new and returning visitors to your site with the most relevant information available, through both paid and organic search.

SEO

Might as well start logically. SEO is the acronym for search engine optimisation, but then you probably already knew that. Here for the newbies however: search engine optimisation is the process of optimising your website and its content so that it can easily be indexed by search engines. 

Using this indexed information about your website, search engines can provide searchers with the most relevant results based on their search terms. These listings are known as organic search results.

SERP

A search engine results page. So this page that you’re used to seeing everyday…

By the way, if anyone tells you that their site is appearing on “page one of Google” they’re wrong. This is page one of Google…

You can tell them they’re actually appearing on the first SERP of Google. They may be beating you at SEO, but you’ve won the competition of who’s the biggest pedant.

Spider

The other name for a Googlebot, which makes them seem less cute than the Smash robots.

Spiders crawl your new and updated webpages so Google can add them to its index. Google uses a huge set of computers to fetch (crawl) billions of pages from the internet.

White hat SEO

White hat SEO is about best practice. It’s about making your website more visible and accessible for the user, in a fair and transparent way.

Most importantly ‘white hat’ is about optimising your website for a human audience, not to manipulate search results for ill-gotten gains.

For example, coercing a searcher into visiting a site that they may think is valuable because it’s ranked at the top, but is actually a site full of artificial link-building, keyword stuffing and badly written content.

XML Sitemap

This is a document hosted on your website’s server that lists every page on your website. It’s a way for webmasters to inform search engines when new pages have been added or updated.

This is particularly useful if your site has pages that aren’t easily discoverable by Google – pages with few links or pages with dynamic content such as Flash.

If you have a WordPress site, you don’t need to do a thing as a Sitemap is automatically generated and regularly submitted to search engines for you. If you need to make your own, here are some formats and guidelines that will help you.

For more on SEO from the blog check out our Q&A with Mags Sikora on the current SEO landscape or download our SEO Best Practice Guide.

Posted by OliGardner

Landing pages rule. Blah.

Homepages suck. Blah.

Do some A/B testing. Blah.

Base your optimization strategy on customer feedback. Blah.

All of those statements are true. But they sound boring and being boring is lame. It’s twenty fourteen and I refuse to be lame.

If you want to be a non-lame marketer, it’s really easy. Read this post, have a laugh, and treat everything I say as gospel.

Be warned, however, that
I may descend into telling bad jokes in the absence of witty metaphor and charming anecdotal rhetoric.

The experienced adult readers amongst you might remember that “Shit. The condom broke!” moment. Yeah you do. You might also remember that it felt like a
good time to run a test. #STDsArentFunny. Perhaps. But, as we go through this epic journey together today, I’ll show you exactly when and how you should
really be testing.

But first. The best 7-part list of bullet points you’ll ever read.

The start of the best part of your day begins now with this table of contents:

1. First I’ll give you the only rationale you’ll ever need to explain why landing pages are to marketers, what Immodium is to an astronaut with
   diarrhea. Essential.
2. I’ll prove why context – not content – is king when it comes to conversion.
3. Following that, I will make you fall in love with forms. FYI, it’s really, really hard to make form love a “thing”.
4. Mid way through we’ll sip some Canadian Club, get our Don Draper on, and learn how to write copy like the Mad Men (and Women).
5. “Paint me a pretty picture Johnny!” “Screw you mommy. Design is not just rainbows and unicorns!”
6. Is it greedy to want a second helping when you’re an orphan? Not if you have my name. (It’s Oliver in case you’re confused). Always ask for more
   when it comes to conversion
   .
7. And finally, I’ll put my art critic hat on and rip into some landing page examples, both good and bad.

Challenge laid down. Challenge accepted (on your behalf).

---

Chapter 1: Why landing pages rule, and why you should never send campaign traffic to your homepage

If I’ve got your
attention thus far, it’s probably because you can’t bear to tear your eyes away from my enchanting prose.

The only important word in that sentence is ATTENTION.

Attention is a state of mind that you can’t assume your visitors will even enter if you don’t give them the right conversion experience.

A good conversion experience is one in which your visitors are compelled to pay attention and ultimately interact with your conversion goal – clicking the
Call-To-Action (CTA).

A bad conversion experience is one in which your visitor is compelled to run away.

There are three sides to attention that we need to consider:

1. Capturing your visitor’s attention

2. Maintaining your visitor’s attention

3. Focusing your visitor’s attention

Your ad covers point #1, and landing pages are the answer to solve numbers 2 and 3, so let’s start with number 2.

Genius Insight #1: attention ratio

Pay attention as I set the scene.

Let’s say you’re running a marketing campaign for a promotion:

“50% off Miley Cyrus Twerkout* DVDs”

* I’m claiming a ™ on that brilliant piece of branding.

Got your attention, right?

Well, let’s see. What is attention ratio?

(Tweet this quote)

With that in mind, consider the two diagrams below. The first is a typical homepage, and the second is a campaign specific landing page.

The Homepage

On this homepage, your Twerkout campaign is represented by “promo 2” highlighted by the red circle.

The rest of the page is comprised of a few other Miley promotions, some tour dates, navigation, a general brand proposition about how Hanna Montana is no
longer a thing, a photo slider, footer navigation and many other page “leaks”.

If you send people to your homepage – from a paid ad, email or social media – the intended campaign conversion goal has to fight to get their attention
with all of the other interactive elements on the page.

A typical homepage has approximately 40 links.

In the example opposite there is actually a total of 56 links, therefore:

The attention ratio is 56:1

#puke

Hey, don’t just take my word for it. This overstimulus has impacted many other people’s lives according to Princeton University wuuut!

Princeton neuroscientists
found out the more stuff you have around you, the more each piece of
stimulation competes for “neural representation”–that is, your attention.

Back to our scientific marketing experiment. Let’s now consider the Twerkout promotion on a dedicated, campaign-specific landing page.

The Landing Page

On a campaign-specific landing page, the entire page is focused on only one thing, the Twerkout DVD campaign.

The messaging is very tightly related to the campaign goal and has only 1 interactive element – the CTA.

The attention ratio is 1:1

#slapmyassandcallmemileythatsgood

Let’s look at an example of someone doing this right. Salesforce is a company with an incredibly complex product offering. Their website is a cacophony of
possible pathways.

If you dig deep into the site, their primary goal seems to be to get you signed up for a product demo. Not surprising given the complexity of their
software.

So what happens when you search for Salesforce in Google? The first organic result will take you to the homepage. But the first paid ad (right at the top
of the page) takes you to a different page entirely. Presumable because you typed in their name and are showing a level of prior knowledge.

The page you arrive at looks like this:

It’s a great landing page. Entirely focused on a single goal. To get you to watch a demo of any of their products. The headline and CTA could use a bit
more mention of the purpose of the page (watching a demo). Also, take a look at the button. It’s the same colour as the form container. DON’T DO THAT! Use
some contrast Salesforce.

Aside from those things, it’s a really nicely designed, focused experience.

One last example. Where would you look/click in this situation?

How about now?

Got it? Never feed your marketing traffic to a peacock, unless you’ve poked his eyes out.

The feather ones, not his actual eyeballs! Wow, you’re sick.

Genius Insight #2: conversion coupling

You are now 50% of the way to being smarter than 98% of all marketers.

(In good company)

Synergy. That’s what I’m talking about. Uck. What a gross word.

Here’s the second piece of most of almost everything you need to know to be the cleverest person in the room at any marketing conference. Try saying that
fast.

(Tweet this quote)

In more detail it’s comprised of one or more of the following:

1. Message match: Matching the copy of your ad to the headline of your landing page.

2. Design match: Matching the design of your display ad to the design on your landing page.

Let’s look at the good and the bad of them.

Message match

To expand, message match is the idea of matching the pre-click message to the post-click message on your landing page, with the goal of making people think
they made a “good click”.

The messaging on the page reinforces the reason for their click, reducing/removing confusion.

Here’s an ad for a startup I’ll be working on after Unbounce:

If that link sent you to a homepage, the target headline may look something like this:

Get More Projects Done With Less Management

This may or may not be a good headline for expressing the brand value proposition, but it doesn’t match the ad at all. Result? Bad message match.

The correct headline in this instance would be:

Project Management Software Without Deadlines

Result? It matches the headline of the ad perfectly, and thus it’s great message match. Ding, ding, ding. Got it?

To build really strong message match, use the subhead of your landing page to reiterate the main point of your ad’s description.

This example introduces aspects of a concept called conversation momentum, which I’ll get to in part 2. But basically you can see that the subhead repeats
the end of the ad description “Deadlines are dead.” and finishes the sentence like people do when they’re in the gushy part of a relationship “Choose
procrastination instead”.

And it rhymes. #doublerainbow

Here are some good and bad examples of message match from the Google

Carrying on the thread, I searched for “Project management software for teams”.

Here’s what I found:

Excellent match for the headline and the form header (Try it Free >> Try Smartsheet For Free).

Let’s do that again:

There’s no message match here. I was expecting “Project Management Software” and I got “DIY Custom Apps For Improving Team Productivity.”

Not to mention the attention ratio, which is a whopping 35:1 not including the 40 links in drop-down menus.

Take a look at the page if we remove all of the distractions:

So much better! The Attention Ratio is 1:1 and it’s much clearer what you’re supposed to do.

And, going back to the ad:

Why shorten “management” to “mgmt” just to throw both Intuit AND Quickbase in there? To me, that’s brand overload. I like to think of paid ads that are not
based on a branded search as needing an application of ”
Message Before Brand.” Your brand experience will be introduced after they sign up or through the
communication of your page copy. Throwing your name in the ad can waste precious space with a name that people might not be familiar with.

Now I say this based on most companies that don’t have a pervasive brand that could benefit from this tactic. If however you are doing TV ads and a lot of
other brand exposure work, then this could be a beneficial tactic to catch people’s eye. But I’d rather add 2-3 more value based words in the headline and
relegate the brand name to the 2nd or 3rd row of the ad.

Sidenote: I would love to know some results of this level of branding in paid ads if someone has tested it.

I dare you to search for something that is of importance to your life and do a clickathon. The experiences are shockingly shocking.

So that’s message match!

Boom. Insights. You’re so lucky to be reading this. Next.

Design match

This is one of the easiest techniques to master. Take the design on your display (banner) ad and repeat it on your landing page.

Deep breath.

This time I’ll start with the good side of the force. Example courtesy of RBC Canada via Facebook.

The Facebook ad:

The landing page:

Not only is the message match perfect (100% perfect – can perfect be less than 100%?), the design match also kicks ass. That little dude is following you
around with his little sign, letting you know he cares.

HOWEVER. Take a look at the landing page in detail, the page does suffer from Attention Ratio deficiencies (7:1) and the CTA is horribly small. If you did
a squint test (squint your eyes from a distance and see what stands out on the page) – you’d see the trust seal, not the CTA.

To improve this, the different options for applying for an account could be on the next page after the click has confirmed interest.

And the CTA would be a lot clearer if it was designed to be bigger with a strongly contrasting button color.

Brain break! Go smoke, pee, or text your life partner. I’ll wait ’til you’re back.

---

Chapter 2: Context is king, queen, emperor, and boss

The more testing I do the more I keep coming back to one central concept. Context. In this section I’ll show you a few examples of context in action.

But first, a couple of definitions with names that I invented. #yourewelcome #payattention.

2.1 Conversation momentum

The purpose of Conversation momentum is to remove the break in communication that can occur when the click is made. If you’re wooing someone in an email or
blog post, it makes sense to continue to do so on the landing page.

You wouldn’t invite someone into your house then act like you had never met them would you?

A big portion of this concept is respect. Respecting the click, respecting the time you want your visitor to invest.

Imagine this line is in your email.

“Let me show you how our product/service can help.”

Sometimes a good way to preserve momentum is to express gratitude to your visitor for showing up.

“I’m glad you were interested in learning more about {words that were on the link}.”

Creating a delightful experience humanizes the relationship and shows you care.

It’s important to get to the point quickly (like a short email), but you should do so in a way that flows naturally.

“One of the important things to know about {words in the link} is that it can {establish the benefit}.”

Getting warmer.

“What our solution does is to make {words in link} much easier to do. If you want to take it for a spin, I’ll pay the first month for you. And I’m
personally available if you fancy a chat about the best way to use it.”

How yummy is that?

Now consider the lame-o, commonplace, and rude approach:

“Let me show you how our product/service can help.”

“We’re the best {what we do} in the world. Sign Up Now.”

What? You stopped caring about me, and now you sound generic and only interested in yourself.

Conversation Momentum Case Study – Ecourse to landing Page

To show how conversation momentum works in action, take a look at the CTA in the top-right corner of the page below.

Establishing context

This page is from an
11-part course about landing page optimization, primarily written by me. It’s driven
by an email drip campaign where I speak to people in a very personal way. So anyone who is on a course page has received between 2-13 emails from me. My
mugshot is also in the sidebar of every page.

Sidenote: The course is now ungated (no form) so there are no more emails. But up until this point there were.

At first I was sending this traffic to a rather generic landing page that has our standard value proposition headline:

The conversion goal of this page was a simple click on the orange call to action.

To improve the sense of context, I made three changes to the page design, producing the version below:

The changes were:

1. A co-branded header. The idea here is represent the before and after of the experience. You came from the ecourse, expressed interest in Unbounce,
   and are now having Unbounce presented to you.

2. A conversational headline that again connects with where you came from and introduces the purpose of the page.

3. A personal message from me (the familiar face of the ecourse).

The result? a 77% lift in conversions.

2.2 Context of use

Context of use can be defined as providing a visual demonstration of how your product or service will be used by a customer.

And I can’t underline strongly enough how important it is for conversion. Actually I can – how important it is for conversion << that’s not a link.

Here’s an example:

Think of that guy Vince from the Slap Chop and ShamWow commercials. Annoying? Definitely. A role model for your children? Absolutely not. Excellent
illustrations of context of use? Mos def.

You know exactly how to use them and what the outcome and experience will be like.

That’s context of use. Check out this next case study:

Context of use case study – landing page templates

We all know that research is key when beginning an A/B test. It can tell you when you’re delivering the wrong marketing message, and it provides insight
into opportunities that could change your business.

So, I did some research.

I wanted to know how people were interpreting and reacting to the
landing page templates page on
Unbounce.com, so
I added a
Qualaroo survey widget to the page to ask a simple question:

What do you think of our templates?

• They look great: [ text box for extra info ]
• I don’t understand how to use them: [ text box for extra info ]
• They don’t meet our needs: [ text box for extra info ]

I ran this survey for about two months,
and received 1,771 responses.

Analyzing these responses I spotted 3 consistently recurring questions from the freeform text entry fields that appeared when you submit a response.

The most common questions were:

1. How much do the templates cost?
2. Where can I download them?
3. Can I use them in Wordpress?

Wuuuuut?! They exist inside the Unbounce product. You can’t buy them, you can’t download them, and you certainly can’t use them with Wordpress!

Epic fail followed by big opportunity.

Clearly visitors (a large portion of whom were arriving via organic search), were getting an entirely incorrect impression from this page. They didn’t
understand the context within which you can use the templates.

How do you fix a broken experience like this?

First, let’s take a look at the original page:

Templates right?

Sure, but
for what? In what? How much what?

When someone arrives on your landing page, the first thing they do is to look around and subconsciously ask for help.

“I know why I came here, but I’m not sure where I am or what this is.”

Your job as a business, is to understand the mindset of your potential customers when they arrive at your landing page, and communicate appropriately.

In this instance, like I said, there are a large number of organic search visitors showing up who have absolutely zero context. They searched for “landing
page templates” and are thinking about templates and templates alone – not restrictions of where or how they can be used.

To answer the questions of these visitors, we created a two-step diagram to illustrate context of use:

The context of use we designed for this circumstance worked as follows:

• You can view the template library in the app when you choose to build a new landing page.
• When you choose a template, you are taken to the page builder where you can customize and edit it.

Test results

Page A [Control] – No context of use
The conversion rate for people who see the templates page is 2.1%.

Page B [Treatment] – With context of use diagram
The conversion rate of people who saw the new version of the page was 3%, a conversion rate lift of +43%.

EPIC WIN! 43% Conversion Lift in New Account Trial Starts

A really impressive result. But this type of number is thrown around all the time. What does it actually mean to a business? What is the impact on revenue?

Impact on Revenue

To figure out the affect this win had on the business I took into account all of the relevant numbers.

• Additional new trial starts (NTS) per month due to this test — 120
• NTS over 12 months — 1440
• Average lifetime value of a customer — $706

Incremental impact on revenue based on a year of extra acquired customers:

1,440 x $706 = $1,016,640

That’s what happens when you help visitors to understand where they are and how the world works while they are there.

---

Chapter 3: How to make friends forms and influence people

“I f**#ing hate forms! They ruin everything.” — Denis Suhopoljac

That was the reaction from our art director the last time we designed some landing page templates.

Unfortunately, forms are a landing page staple, and because they represent your conversion goal, your ability to understand their nuances is the key to
success.

You should remember this statement:

(Tweet this quote)

Friction is the barrier to entry (effort) that your form presents to your visitors. Friction falls into two categories and has one solution:

3.1 Perceived Friction

This is the shock factor of suddenly being faced with a long form. The perception of having to fill out such a long form can be daunting and cause people
to change their mind. A solution to this can be to either shorten the form or split your form over more than one page.

3.2 Actual Friction

This is the time and trouble it takes to actually *fill in* the form, and it can cause pretty serious abandonment issues if it’s not considered. Things
that can slow down – or cause frustration during – the process of form completion include:

• Too many open-ended questions that people have to think about.
• Dropdown menus that don’t include a viable option for the visitor. An example of this is the commonly asked “What industry is your business in?”.
  If there isn’t an answer available and you don’t provide a way out (like an “Other industry” option) then frustration can occur.
• Captcha security input fields. This is when you have to read strange looking words or letters and type in what you think they say in order to
  proceed. Anyone not hate those?

3.3 The solution: reducing friction with conversion lube

You probably thought that was a passing reference. Nope. Conversion lube is whatever you can give to your visitor to ease the transaction.

Method One: Ask the data for help

One approach to improvement is to analyze the results you get and adapt your form accordingly. When looking at your form data, ask yourself:

• Are a high percentage of dropdown results the first option in the list? If so, you should try to make the answers as short and clearly
  distinguishable as possible. If people can easily/quickly read the option that applies to them without lots of hunting/scrolling, they will be more
  inclined to select it.
• Are the responses to open-ended questions actually real answers? Or are they nonsense (such as “asdfasdf”) designed to get through the form as
  quickly as possible? If so, you should make the questions more direct and easier to answer. Examples would be: “Tell us about your biggest
  marketing problem” (requires a short story as an answer) vs. “What is the biggest barrier to your marketing success?” (which could often be
  answered in a few words like “Not enough traffic.”).

Method Two: Apply some balance

“The prize” is the incentive you offer up in exchange for personal data. Your goal is to balance the size of the prize with the amount of friction.

There are many incentives for a user to give up their personal information: Digital documents: Ebook/whitepaper/report, webinars, newsletters,
consultations for professional services, discount coupons, contest entries, free trials, product launch notifications.

The rule here is: Don’t be greedy.

Only ask from your visitors what you would be willing to give up if the roles were reversed.

Okay, be a little more greedy than that, but not much.

For instance, if you will be sending an automated newsletter to registrants, email or email/name are all that’s needed. Whereas if you have a
product/service that requires a follow-up sales call, you would want more information to qualify the level of interest, and sometimes extra friction can
actually help to remove the looky loos from your funnel and improve lead quality. Like I said, it’s a balancing act.

When in doubt, don’t get ahead of yourself. Remember that you should always start by asking for a kiss before trying to take it a step farther.

I just got a sad feeling.

I don’t think I’ve done enough to make you fall in love with forms.

You should
take a trundle over to this page where it’ll all fall into place.

How to design the ultimate lead gen form

Now we’ve covered some of the theory behind forms, you might be wondering exactly how to go about creating a rockstar form. We can do this by designing our
form as if it’s the only thing we’re allowed to put on our page.

Your form consists of the following elements:

1. A headline to introduce the reason for the form
2. A description with bullets to highlight the benefit and contents of what you’re giving away upon completion
3. The form with descriptive form fields (original label names and questions can capture attention)
4. A Call-To-Action
5. Trust statements or links
6. A closing urgency or context-enhancement statement

Below is a sketch of how a form designed using this method might look:

How was that? All loved up on forms? Not yet? 

Maybe we need some real examples. Below are some examples of lead gen landing pages (#withforms) that I
happen to like.

The short and sweet signup form

The ebook download form

The request a callback form floating over a guy’s crotch

The super-long form with a happy guy at the end

#formlove

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Chapter 4: The Mad Men pitch – writing copy that converts

Your words are the first thing people pay attention to when the page loads, and the last thing they read before deciding whether or not they will complete
your conversion goal.

You would be a mad man (or woman) not to heed this next piece of advice.

(Tweet this quote)

Of course, that’s an exaggeration; you should at least spend 5% of your time writing the body copy of your landing page, but that grandiose statement
should at least give you a sense of the relative importance of page elements when it comes to conversion rate optimization. For this reason, I’m going to
stick to these two elements (headline and CTA) and try to get you outta here before the bell rings.

Start with your headline

Chances are you’ve had to go for a job interview at some point. Either that, or you’re an entrepreneur begging to be heard by either potential customers or
potential investors.

Regardless, the most and ONLY important thing when you start a conversation with someone, is to get your foot in the door.

That’s what your headline does.

If you can write a headline interesting and useful enough to hold someone’s attention, you’ve got your foot in the door of conversion. Now that you’re in
the elevator, you have those precious extra seconds to communicate/pitch your idea.

Copywriter
Roberta Rosenberg offers this sage piece of advice:

”
Your headline has one job and one job only. To get your visitors to continue engaging with your message, increase their desire for what you’re offering,
and motivate a Call-To-Action click.

That’s why when it comes to crafting effective landing page headlines, choose clarity over clever.

Clever calls attention to itself at the expense of the message.

Clarity smooths the way to conversion.”

I can verify the part about clarity over clever. Whenever we A/B test email subject lines, the clear version beats the funny or clever one. Stupidly, we
still carry on testing them ;)

There’s an art to crafting an effective headline, but there are also some techniques and formulas you can lean on to help you get started.

To be very clear though. These are formulas for the construction of writing, not formulas for success – because there are no formulas for success. If there
were, I’d be sitting behind a diamond studded Macbook Pro, eating beef jerky and telling stories about eating beef jerky while being successful…

Point being. Use these constructs to do exactly that. Construct your headline. The success depends entirely on your idea plus your will and enthusiasm.

So back to the writing:

Joanna Wiebe
from Copyhackers suggests these headline writing formulas:

The Only Way to [Do Something Desirable] Without [Doing Something Undesirable]
The Only Way to Turn Off the Lights Without Clapping or Getting Out of Bed

[Do Something Hard] in [Period of Time] or [Promise]
Tune Your Piano in 15 Minutes or “Piano Tuner App” Is Free

[Do Something Desirable] Like [an Expert] Without [Something Expected & Undesirable]
Learn to Play Chess Like Bobby Fischer – Without Any of the Crazy!

They’re not going to work for everything, but they will get you thinking.

I often like to write the landing page value proposition as a sequence of 3 headlines split throughout the page, like a classic story arc of beginning,
middle, and end.

1. The main headline
2. The reinforcement statement
3. The closing argument

You can construct your story like this:

Statement of uniqueness
Backed up with a supporting statement to establish credibility

Expand on the experience
And explain how you solve a pain point

Close with urgency to encourage a call-to-action click

For example, if you are advertising a luxury resort in Costa Rica (cos like, we all do that right?), your 3 part headlines might read something like this:

The Only Luxury Rainforest Retreat in Costa Rica
Dedicated to preserving our wild jungle paradise

Indulge Your Senses in Our Hot Spring Jungle Spa
Without the crowds and distractions of the large tourist resorts

Escape to Costa Rica for a Luxury Experience in One of the World’s Last Remaining Rainforests

What this does is provide big bold statements for people who are quickly scanning your page.

You can see how it’s broken down in the screenshot below:

And don’t bother asking where the Pura Vida resort is.

I made it up.

You’re welcome.

Now write your call to action (CTA)

As Mr. Draper and I pointed out earlier, your CTA is of prime importance because it represents the final tipping point between the success and failure of
your campaign.

To click, or not to click. That is the question.

You can break a CTA down into many factors, such as:

1. Description (being explicit about what I’ll get)
2. Actionable phrasing (using verbs like ‘get’)
3. Possessives (choosing ‘my’ vs. ‘your’)
4. Subtext (supporting information)
5. Urgency (a reason to act now)

To expand on that. I’ll rattle off a paragraph of words that you should memorize while holding your breath:

Every time you add a button to your landing page you need to write down exactly what will happen when the button is clicked, then write those words on the
button. It should be specific and driven by the desire to click it. Add words like ‘Get’ at the start to amplify the fact that you will get something by
clicking it. Use ‘my’ instead of ‘your’ to personalize the connection. Tell people how long they have to click the button to encourage them to do it NOW!
And provide extra context and detail in subtext either inside the button or as an addendum beneath it.

Here’s an example call-to-action based on these 5 factors:

Breaking the button apart you can see how the components work together in beautiful harmony.

1. Description: “Get My Free SaaS Project Management Guide” – Describes what you’ll get by clicking.
2. Actionable phrasing: “Get” – Describes that you will receive something.
3. Possessives: “My” – Personalizes it.
4. Subtext: “A quick 5 minute read with 10 top tips!” – Lends extra benefit to the offer as it’s easily digestible.
5. Urgency: “Every day you don’t implement these tips you’re losing productivity and money” – Connects with the pain of your prospect and how the
   offer will help them more if they get it now.

Okay, I get the structure, now how do I write the CTA copy?

Michael Aagaard
from ContentVerve.com recommends asking yourself 2 questions in order to optimize your call-to-action copy:

1. What is my prospect’s motivation for clicking this button?
2. What is my prospect going to get, when he/she clicks this button?

Genius takeaway number 412:

A call-to-action that conveys the value of your offering and its relevance to your prospect will lead to more conversions.

Whoa there, horsey!! You need to resist the “Let’s just test 10 different CTAs” syndrome. I’ve been there and it’s dangerous. Your CTA is also one of the
most sensitive and impactful places to play, both in the positive and negative directions.

So take heed of this next section.

Unexpected CTA conversion killers: the power of negative suggestion

Something I see a lot of (and something I highly recommend) is subtext beneath a button. A little horse whisper to encourage the click. These can range
from privacy statements to special offer reinforcements.

However, there is a certain type of statement that you want to avoid at all cost.

I’m talking about the “insert a negative word that I wasn’t even thinking of” type of statement.

Consider this scenario. You’ve filled in a form and are about to click the button, when all of a sudden, your eye sees the word
SPAM! Albeit in a well
meaning way:  “We will never spam you.”

“But I wasn’t thinking about spam until you pointed it out! Now I have ’cause to pause™.’ “

Man, I’m getting good at trademarking awesome terms!

What this does is place a seed of doubt in people’s minds at exactly the wrong time.

In an A/B test performed by Michael Aagaard, the inclusion of the word spam bombed conversion rates by 18.7%.

Another example is shown below where the phrase “No Gimmicks” is written right beneath the CTA.

I don’t think I’ve used the word “gimmick” in a sentence in years. Yet now it’s playing in my head and I’m wondering why I’m having second thoughts.

Removing the word “Gimmicks” resulted in a 25% lift in conversions!

Be careful how you supplement your CTAs, and please, please, please, test any changes to avoid an unexpected dip in conversions. I’ve been there and it
sucks trying to figure out why your business is suddenly experiencing a negative reaction to something you can’t explain.

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Chapter 5: Design theory in 3 minutes

Remember little Johnny from the intro? Don’t get me wrong, I like unicorns and rainbows as much as the next guy – especially double ones. But they have
their place.

When people think that design is just pretty pictures. It twangs my sciatic nerve.

(Tweet this quote)

As the bloke who’s seen more landing pages than anyone on the planet, I’ve seen my fair share of design trainwrecks. Designs that are so offensive that for
some sadistic reason, I love them more than the good ones.

I love critiquing landing pages because it engages my altruistic side. It’s the design equivalent of puppy rescue or freeing Willies.

Oh, right, I said 3 minutes. Okay, let me give you some Conversion Centered Design theory in 150 seconds. Go.

As I mentioned at the beginning of the post, design is all about attention.

Your ad captures attention, your headline maintains attention, and your page design focuses attention. As such, your goal with design is to draw attention
to the most important element(s) on the page.

Read faster dammit!

Principle #1 – Directional cues

There’s no doubting the power of the image below. It’s an iconic example of the power of directional cues. Uncle Sam is not only staring right into your
soul, but he’s pointing at you to reinforce the word “YOU”. Or “Me” from a more user-centric perspective.

Here’s another example, this time from the UFC:

And an example from a brick-and-mortar business:

And an example on a landing page (remember why we’re here, Oliver).

As you can see, they leave you in no doubt as to what the purpose of the page is.

The secret is to *combine* design elements so that once you’ve shown people the way via directional cues, the place where you’re pointing also has
clarity of communication.

There’s no point in having the president of your chess club invite people over for a game of Monopoly. The carpet doesn’t match the drapes.

Principle #2 – Encapsulation

You can think of encapsulation as creating a window on your landing page where your CTA is the view. It’s most effective when used to highlight a form
#formlove!

Check out the landing page below. What stands out? The form. How hard was that? Pretty damn hard if you look at most people’s lead gen pages.

It’s easy. Just wrap it up…

“If you like it then you shoulda put a ring on it” — Beyonce Knowle

Principle #3 – Contrasting colours (Hey, I’m Canadian, we use u’s)

Unless you live in a hole, you’ll have read about a boat load of button colour A/B tests. Red is best, green is for go, orange is inviting. Horse
excrement. All of it.

It’s as easy as this: Look for the dominant hue of your page, and pick its complement for your CTA. You can see it applied twice in the previous example,
where the form container is in very stark contrast to the page and the button then contrasts with that.

If you need help with contrasting colours, check out this colour wheel from
Tiger Color Lab:

Find your dominant hue and look opposite.

The photo below – which I took on the summit of a barren hill during a lightning storm in Yellowstone – illustrates the power of contrast to suck in your
vision.

In the interest of bringing Canada and the U.S. even closer together, here’s the word “colour” written as “color”. #borderlove

(Tweet this quote)

Principle #4 – White space

Space things out. And because you can use any colour you like, not just white, it’s not as racist a name as it seems. Maybe we should say add gaps. There
you go. Gaps.

Look at the photo below:

Your eye is free to wander, floating over the image, until it rests on the subject. The Elk in the lower right corner. And then you go “Ahhhhh.”

In landing page terms, I like the next one for it’s clarity (but it suffers from terrible attention ratio).

Two Columns, a smiley face and lots of gappage. You always need content, but that doesn’t mean you can’t space it out.

And now this:

“You found it!”

Yes I did. By searching for “worst landing page ever.” #truestory

Add some gaps, people.

(Tweet this quote)

What I mean by that is that by applying these Conversion Centered Design principles, you are focusing attention on your call-to-action. This makes it
easier to spot how strong or weak your CTA copy really is. After all, there’s no point in drawing attention to something that’s inherently lame.

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Chapter 6: Please, Internet, I want more conversions

Get this. I’m at a wedding in London in the 70s. I’m 4. My mother turns to the person next to her after noticing I’d wandered away from the table. “I
should go grab him!” she says. “Let him play” is the reply.

A moment later, another lady at the table says, “Look at that boy on the stage!” – pointing at a kid standing up there, hands held out in front of him in a
bowl shape – “he should be called Oliver.”

“He is!!!” my Mother replies looking horrified.

That actually happened. No word of a lie. I’ll give you my mum’s phone number. 

Told you there would be charming anecdotes.

What’s my point? Isn’t it enough that you’re all like “I’m listening to Oliver Twist’s life story!”?

I’ll make it easy for you. You should
behave like you are Oliver Twist (me), and ask for something more after every conversion.

When you acquire a lead – when someone fills in your form – the results you can get by asking for more will blow your mind. Or refill your bowl of gruel.

Your marketing doesn’t end with a conversion. Where there is intent there is opportunity.

Post-Conversion Marketing (PCM)

The act of asking for – and getting – more from your leads, is known as post-conversion marketing. It’s the process of continuing the conversation with
your new lead on the confirmation page they see after filling out your form.

PCM in action – What should you do?

Imagine this scenario in your head brain.

Dude fills out your form to download an ebook about snowboard designs. You say, “Thanks dude! If you like that ebook about snowboard design, you should
come watch our live demonstration of 3D printing snowboard design transfers!”

That scenario can be applied to almost any online business model. You establish interest, then you prompt for a subsequent interaction.

How to use confirmation pages to double your lead gen potential

Here’s a quick and easy case study for you that you can copy to give an instant boost to your lead gen numbers.

We changed the thank-you page for our