The Art of Conversion

By | Google+ , April 30th, 2010 in Conversion | 13 comments

PERSUADE BUT DON’T COERCE. BELIEVE YOUR OWN MESSAGE. DON’T MAKE YOUR CTA BIG JUST TO OVERCOMPENSATE. SHOW CONTEXT. BE RELEVANT. SUCCINCT. THROW AWAY COPY. THROW AWAY MORE COPY. USE DIFFERENTIATION AS A FILTER. BE OK WITH PEOPLE LEAVING. BE HUMBLE RE: YOUR BENEFITS. SURPRISE YOURSELF TO SURPRISE THE CUSTOMER. AUTHENTICITY RULES. ALWAYS. IF THE ACTION IS COOL YOU DON’T NEED TO CALL IT OUT. DRINK RED WINE. SEEK PRESSURE POINTS. OBSERVE. MAKE ORDINARY UNORDINARY (there’s no extra). GO BIG OR GO SMALL. IT DOESN’T MATTER. USE CONTRAST. USE DIRECTIONAL CUES. LOOK HERE vs CLICK HERE. YOU GET THE DIFFERENCE? IF YOU THINK I’M WRONG. TEST IT. PROVE IT. ME (A) VERSUS YOU (B). LOVE THE SHORT FORM. TELL EVERYBODY WHAT YOU DO UNTIL IT SOUNDS PLAUSIBLE. CLICK HERE. OR CLICK THERE. LEARN TO FEEL COMFORTABLE POINTING AT PEOPLE. EAT DIAMOND SHREDDIES. THEY CONVERT BETTER THAN SQUARES. WHITESPACE IS YOUR FRIEND. USE SHEEP AS A METAPHOR. I’LL LOOK WHERE YOU LOOK. SURPRISE PEOPLE FOR FUN. AND SIGNUPS. don’t shout… EAT YOUR OWN DOGFOOD. DON’T DO “WHAT IT TAKES” TO GET THE SALE. DO MORE. WRITE ABOUT IT. WORSHIP THE NOTION OF CONVERSION WHILST SLEEPING. BE A BADASS. DON’T FAKE ANYTHING. EVER.



Oli Gardner

About The Author

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Co-Founder of Unbounce. Oli has seen more landing pages than anyone on the planet. He is an opinionated writer and international speaker on Conversion Centered Design. You should follow Oli on Twitter
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Comments

  1. And DON'T SHOUT YOUR MESSAGE. We get it. Promise. :)
    (Terrific post!)

  2. oligardner says:

    Yeah I should've included “dont' shout” in really small characters for extra irons – in fact I will do that noe.

  3. samirsoriano says:

    oh man that was awesome

  4. Stephen Da Cambra says:

    Oli – I'm going through a severe case of writer's jealousy after reading this post. Don't know if I've ever read a post and agreed with every word and had a hard time imagining how I'd add to or improve it – or write it in such an engaging way. Knock it off.

  5. oligardner says:

    Thanks Stephen!
    Sincerely appreciate your comments.
    And I promise I'll do my best to suck a little more on my next post :)

  6. Matt Shaw says:

    BE BOLD. BE HONEST. BE UNAPOLOGETIC.

    (This is awesome, by the way.)

  7. and don't use ALL CAPS; makes it difficult to read.

  8. […] dies der erste Post in der Kategorie Conversion Rate Optimization ist, gibt es noch einen Link auf The Art Of Conversion in 200 Wörtern: PERSUADE BUT DON’T COERCE. BELIEVE YOUR OWN MESSAGE. DON’T MAKE YOUR CTA BIG […]

  9. Tony V says:

    Wow! Great post. I really enjoyed it.

  10. Laura says:

    AUTHENTICITY RULES. ALWAYS. – Being honest. Fair play to you, what you write is so simple, yet intersting. Enjoying it. Have a good weekend!

  11. […] the full post: ‘The Art of Conversion’ […]

  12. larissa says:

    estas coisas são incríveis de aprender e de raciocinar o que acontecia antigamente com as pessoas e é bem legal.
    beijos para todos que estiverem lendo este comentário,e obrigado pela compreenção