This was part one.
Hi {FirstName}. you don’t know me. you’re not my friend. like me. at least pretend. don’t assume, prove. silence the doubtful. avoid back buttons. red vs. green. who cares. best practices? why are you practicing? how much is a mouse worth? one click? make it your click. encapsulate forms to get noticed. push people off fences. hurdles are for the olympics, not forms. fields are for farmers, not seeds of doubt. be a call to action for a day. know your customer’s shoe size. don’t make me think. use your confirmation page. krug your copy. send to real friends. embrace three-line emails. step away from the “submit” button. your ads don’t like your homepage. google+ google-. you’re a funnel. get a mirror for your vanity metrics.
use bullet points, not bullets…
– Oli Gardner
About The Author
Oli Gardner
Oli is Co-Founder & Creative Director at Unbounce. He is a former Interaction Designer who tends to use metaphor more than he probably should in his writing. He likes it when you jump in the conversation by commenting and finds writing in the 3rd person like this slightly awkward. Oli writes about conversion centered design, marketing and landing page optimization.
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