Oli gardner-slide-design-samples
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The document discusses clarity in conversion optimization. It presents "The Clarity Equation", which is a formula that calculates a clarity score based on various factors like above the fold links, contrast ratio, readability, etc. It then shows some data visualizing how different call to action phrasings, annotations, and form placements can impact conversion rates. The document promotes using data and design principles to create optimized landing pages. It emphasizes strong conceptual visuals, frameworks and methodologies for conversion optimization.
Oli gardner-slide-design-samples
- 2. The Conversion Equations by @oligardner original Custom photography & design
- 3. clarityis the most important aspect of the conversion equation
- 4. clarityis the most important aspect of the conversion equation readable & tweetable typographic slides
- 5. @oligardner #YourEvent bit.ly/og-?? THE CLARITY EQUATION (1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/ WC) + (CR<=7) ? CR/10 : 0.7+(0.0214 * (CR-7)); + RWC/WC + (FSC + PWC + LHC)/ 3 ) / 5 + IGS+LGS/2 + WTFIT + VES/RES + HWC/WC)/7 * 100 Clarity = ATFL = Above The Fold Links AATFL = Acceptable ATFL CIS = CTA Isolation Score RS = Readability Score AC = Acronym Count WC = Word Count CR = Contrast Ratio MRFR = Motion Reading Facility Score FS = Font Size LH = Line Height LW = Line Width IGS = Isolated Graphic Score LGS = Labelled Graphic Score WTFIT = WTF Is That 5-Sec Test LST = Labelling Test Score VES = Visible Enumerable Specs RES = Required Enumerable Specs HWC = Hyperbolic Word Count
- 6. @oligardner #YourEvent bit.ly/og-?? THE CLARITY EQUATION (1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/ WC) + (CR<=7) ? CR/10 : 0.7+(0.0214 * (CR-7)); + RWC/WC + (FSC + PWC + LHC)/ 3 ) / 5 + IGS+LGS/2 + WTFIT + VES/RES + HWC/WC)/7 * 100 Clarity = ATFL = Above The Fold Links AATFL = Acceptable ATFL CIS = CTA Isolation Score RS = Readability Score AC = Acronym Count WC = Word Count CR = Contrast Ratio MRFR = Motion Reading Facility Score FS = Font Size LH = Line Height LW = Line Width IGS = Isolated Graphic Score LGS = Labelled Graphic Score WTFIT = WTF Is That 5-Sec Test LST = Labelling Test Score VES = Visible Enumerable Specs RES = Required Enumerable Specs HWC = Hyperbolic Word Count strong conceptual visuals
- 7. .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H THE CLARITY EQUATION Readability Problem Immediacy Problem D E R V I S H
- 8. .0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 D E R V I S H THE CLARITY EQUATION Readability Problem Immediacy Problem D E R V I S H frameworks, processes & methodologies
- 9. Wistia Annotations vs Wistia CTAs vs Unbounce Forms CTA ANNOTATION FULL-SCREEN CTAs vs vs My vs Your Click vs Click Here Now Click +390% No Click +270% Click Here Click +16.8% No Click +61% Click Here Click +66.4% No Click +48% Click Here My +60%Your My +40.4% Your +44.2% +21.4% No Now Now +35.4%No Now Now +20.2% No Now Now My Your !!! 1 ! No ! +54% 1 ! No ! +38%
- 10. Wistia Annotations vs Wistia CTAs vs Unbounce Forms CTA ANNOTATION FULL-SCREEN CTAs vs vs My vs Your Click vs Click Here Now Click +390% No Click +270% Click Here Click +16.8% No Click +61% Click Here Click +66.4% No Click +48% Click Here My +60%Your My +40.4% Your +44.2% +21.4% No Now Now +35.4%No Now Now +20.2% No Now Now My Your !!! 1 ! No ! +54% 1 ! No ! +38% data visualisation
- 12. Data courtesy of the unbounce machine learning algorithm original & exclusive data
- 13. technology isn’t the problem we are @oligardner #YourEvent
- 14. technology isn’t the problem we are @oligardner #YourEvent meaningful & tweetable perspectives
- 15. using 1,000,000 little pieces of data + design to reverse engineer the perfect landing page frankenpage @oligardner
- 16. using 1,000,000 little pieces of data + design to reverse engineer the perfect landing page frankenpage @oligardner strong thematic slide decks
- 19. Background image source: http://think0.deviantart.com/art/Scotland-Grungy-Flag-10919314 The Four Corners of Conversion interaction Psychology designcopy by @Oligardner
- 21. tailored & location-specific designs