Oli Gardner

Learn about Conversion-Centered Design offline

In this 56-page ebook, Oli Gardner shows you how to apply the Conversion-Centered Design principles to build high-converting marketing campaigns.

By downloading the CCD ebook, you'll receive actionable marketing content from Unbounce. You can unsubscribe at any time.
Conversion-Centered Design

Principle #2 - Context

In the first section, we learned how landing pages help secure more conversions from your campaigns because they have an Attention Ratio of 1:1. But landing pages are also key to creating targeted pages that provide better Context for visitors — our second principle.

Understanding Context

Are you giving prospects all the information they need in order to convert? It’s your responsibility as a marketer to provide the necessary Context: both pre-click and post-click.

Preclick A

Pre-click

There’s much you can learn about the intent and expectations of your users based on the source they came from.

Put differently, the source of the inbound traffic (pre-click context) gives you clues about what a user will be expecting to see on your corresponding landing page (post-click requirements). The diagram on the right illustrates the level of pre-click Context that exists according to the marketing channel.

Preclick B

For example, consider if the source of your campaign traffic is coming from a promoted tweet or in-stream Facebook ad. Visitors are less likely to be intimately familiar with your brand, and you have very few characters and a single image to set the stage. Check out the Facebook ad to the right promoting our Attention-Driven Design ebook.

An in-stream ad like this on Facebook only allows for 145 characters and an image — not much space to provide Context. Luckily your post-click experience can do some of the heavy lifting.

Preclick A

Post-click

Depending on the channel being used, the landing experience can require different styles, types and amounts of information in order to connect the dots.

This means that your corresponding landing page has to pick up the slack and make up for missing Context. It should echo the copy from your ad, but also expand on it and continue to persuade.

Check out this landing page for the ebook on the right.

Notice how it elaborates on the value proposition and drives home the conversion by flaunting social proof and detailed benefits?

Message Match and Design Match

1. Message Match is all about having a headline that closely matches the headline or call to action of the upstream ad/email.

2. Design Match is the same except it’s based on the hero shot and color palette of any visuals presented in the ad/email.

I did a webinar recently with Litmus, which lets you build, test and monitor emails. For the webinar, they sent the email shown below, with the target landing page built in Unbounce, shown opposite the email. Notice how the Message Match and Design Match work to produce a very tightly coupled experience? The hero image is repeated and the copy (from the CTA to the headline) is mirrored perfectly on the email and landing page.

Message/Design Match

These matches maintain a strong scent throughout the experience. The major benefit of this tight coupling is that it immediately confirms that visitors are in the right place when they arrive on the landing page.

That frees them from re-interpreting the headline and allows them to progress to the remaining content on the page

Every time you implement strong coupling, you increase the likelihood that your visitors will stick around. After all, they were interested enough to click your email/ad, so your number one job is to deliver on the promise you made prior to the click.

Important Headline Image

The importance of your headline

Here’s an example of a landing page I arrived on after clicking a link in a chat thread. Not much was said about the purpose of the page, so the pre-click Context was low. That’s not my point though. What I want you to consider is the immediate impact of arriving here and attempting to understand what the page is about.

Upon arrival, there is no headline above the fold, so I’m not being greeted with enough information to tell me I’m in the right place. That’s a Context fail.

I reached out to the page author to point this out and he quickly changed it.

What a dramatic difference!

Now this page is set up correctly to match the messaging of an ad or email.

Whatever the Context of the pre-click experience, remember that your ad attracts Attention, and it’s the job of your landing page headline to maintain that Attention long enough to determine whether the page delivered on the pre-click promise.

You’ll be surprised how common this situation is, which makes it imperative for you to audit your marketing campaigns for Message and Design Match.

EXERCISE

Look at your campaigns in Context — your pre- and post-click experiences side by side.
If you step back six feet from the screen (or printouts on a wall), ask yourself how strong is the connection between the two?

Maximize Conversions Using the Principles of Conversion-Centered Design

In this step-by-step framework, Oli Gardner will show you how to leverage the seven principles of Conversion-Centered Design to create delightful, 
high-converting marketing campaigns.

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