The Art of Conversion

By on April 30th, 2010 in Conversion Optimization | 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.

About Oli Gardner
Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. He’s obsessed with identifying and reversing bad marketing practices, and his disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. A prolific international keynote speaker, Oli is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike. He was recently named the "The 2018 Marketer to Watch," in the under 46 category, by his mother.
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