the conversion equations | #seerccq
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The
Conversion Equationsby @oligardner
#SeerCCQ
-
the future of marketing
is conversion automation
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3 most common CRO questions 1. What should I test? 2. In what order? 3. What is a good conversion
rate?
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4 most common mistakes testing opinions, not insights testing the wrong things stopping tests too early focusing on surface level
conversion metrics and not lifetime value
-
machines will end this
-
Automated megavariateTM testing of marketing interaction models
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connected to cohort analysis for the highest customer lifetime value
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CTAs will be moved to more optimal positions
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hello oli,
i ran a scroll map analysis on your latest blog post
only 1.6% of readers reached the cta
i will slack you with my recommendation
-
#crobo
#crobo
hello oli,
i ran a scroll map analysis on your latest blog post
only 1.6% of readers make it as far as the cta
i combined it with a semantic text analysis
if you move the cta to beneath part 4 you will increase click-through rate by 118%.
type yes to go live
-
result? CTR increased by 118% #crobots
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Video chapter links will appear where the highest engagement spikes occur
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Forms will respond with a delightful chuckle when you enter 1@1.com as your email address.
mailto:1@1.com
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what should I test?
-
thank you for filling in the survey!
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@oligardner #SeerCCQ bit.ly/og-seer
THE
CONVERSION EQUATIONS
Heuristic Analysis
Online Tools, Checklists
& Calculators
Rapid Experiments
Conversion Research
Video Conversion & Engagement Data
(from Wistia)
Academic Studies
Conversion Data (from Unbounce)
Other frameworks from Industry Leaders
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@oligardner #SeerCCQ bit.ly/og-seer
THE
CONVERSION EQUATIONS
The Form Equation
The Video Equation
The Social Proof Equation
The CTA Equation
The Popup
Equation
The Clarity Equation
The Hero Shot Equation
-
@oligardner #SeerCCQ bit.ly/og-seer
THE
CONVERSION EQUATIONS
The Form Equation
The Video Equation
The Social Proof Equation
The CTA Equation
The Popup
Equation
The Clarity Equation
The Hero Shot Equation
-
@oligardner #SeerCCQ bit.ly/og-seer
The conversion equations will show you what to optimize and the
scores will tell you in which order to do it
-
clarity is the most important aspect of the conversion equation
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@oligardner #SeerCCQ bit.ly/og-seer
THE CLARITY EQUATION
(1/(ATFL-AATFL) + CIS + (1/RS + 1-(AC/WC) + (CR
- Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS + (CR
- Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS + (CR
- Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS + (CR
- Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS + (CR
- Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS + (CR
- Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS + (CR
- Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS + (CR
- Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS + (CR
- Readability = (1-(AC/WC) + (FSC+PWC+LHC)/3 + RWC/WC + 1/RS + (CR
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.0.1.2.3.4.5.6.7.8.91.0
THE CLARITY EQUATION
D E R V I S H
-
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
THE CLARITY EQUATION
D E R V I S H
-
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
THE CLARITY EQUATION
Readability Problem
D E R V I S H
-
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
THE CLARITY EQUATION
Readability Problem
Immediacy Problem
D E R V I S H
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@oligardner #SeerCCQ bit.ly/og-seer
Lets run through some examples
THE CLARITY EQUATION
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@oligardner #SeerCCQ bit.ly/og-seer
DistractionOh Hi Wil
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29 Squirrels!
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ebook! data sheet!
find out more about financials cloud!
quote!
case study!
calculator!
awards!
different cloud!
infographic!
procurement cloudsupply chain cloud!
please. choose. any. cloud.
financials cloud
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@oligardner #SeerCCQ bit.ly/og-seer
THE CLARITY EQUATION
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
1/29 = 0.03
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what do you want me to do?!
-
pick one thing
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@oligardner #SeerCCQ bit.ly/og-seer
THE CLARITY EQUATION
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
1/1 = 1
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@oligardner #SeerCCQ bit.ly/og-seer
Links that are okay Anchor nav Terms & Conditions Privacy Policy CTAs with the same goal/URL Lightbox content
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@oligardner #SeerCCQ bit.ly/og-seer
ImmediacyCan people understand your value
proposition within 5 seconds?
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@oligardner #SeerCCQ bit.ly/og-seer
5 Second Test What do you think this page was about?
usability hub
0% answered business intelligence
-
@oligardner #SeerCCQ bit.ly/og-seer
THE CLARITY EQUATION
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
0.06
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@oligardner #SeerCCQ bit.ly/og-seer
5 Second Test What do you think this page was about?
usability hub
42% answered business intelligence
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@oligardner #SeerCCQ bit.ly/og-seer
THE CLARITY EQUATION
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
0.42
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@oligardner #SeerCCQ bit.ly/og-seer
just tell me what you do!it might be really obvious, but clearly its lost on you because despite all your best efforts you still dont
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@oligardner #SeerCCQ bit.ly/og-seer
HyperboleAre you explaining what you do? Or just saying how good you are at
doing it?
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#1 MARKETING PLATFORM TMTM
MARKETING SOFTWARE
FUEL YOUR BRAND!
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MARKET DOMINATION
AWARD WINNINGMARKETING SOFTWARE
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MARKETING SOFTWARE
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TECHNOLOGY!
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3,874!!TM
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@oligardner #SeerCCQ bit.ly/og-seer
THE CLARITY EQUATION
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
0
-
they are not unique
-
or maybe they are
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theres too much hype
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NEW!
-
from the greatest company ever
to bring you the most epic landing pages
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from the greatest marketing software company ever
to bring you the most epic landing pages
-
i present to you
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bit.ly/unjargon
-
the future of marketing
copy will be analyzed as you type, and words that dont add clarity will have more impactful alternatives automatically suggested.
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@oligardner #SeerCCQ bit.ly/og-seer
ReadabilityIs it easy to read? Is it even
possible to read? Is it enjoyable to read? Is it fast to read?
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@oligardner #SeerCCQ bit.ly/og-seer
(RS/100 + 1-(AC/WC) + (CR
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I'm glad I saw this on a lazy Saturday when I had time to immerse myself in this lukewarm shower of digital hipster parochialism seamlessly integrated with slightly veiled sado-brogrammer invective.
Joseph Bentzel
-
readability-score.com
I'm glad I saw this on a lazy Saturday when I had time to immerse myself in this lukewarm shower of digital hipster parochialism seamlessly integrated with slightly veiled sado-brogrammer invective.
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@oligardner #SeerCCQ bit.ly/og-seer
Readability
Reading Ease The Flesch-Kincaid reading ease score measures how easy you copy is to read. 0 is impossible, 100 is perfect.
Readability score
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Data courtesy of the unbounce machine learning algorithm
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@oligardner #SeerCCQ bit.ly/og-seer
Readability
Acronym Count What ratio of words in your headline are potentially unknown acronyms?
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@oligardner #SeerCCQ bit.ly/og-seer
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@oligardner #SeerCCQ bit.ly/og-seer
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CFOS OPT FOR ORACLE ERP CLOUD
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@oligardner #SeerCCQ bit.ly/og-seer
foolproof Accord,cruel pest.
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@oligardner #SeerCCQ bit.ly/og-seer
CFOS OPT FOR ORACLE ERP CLOUDor
CFOs opt for Oracle ERP Cloud
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Ruths chris steakhouse
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Shakiest rush touchers
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@oligardner #SeerCCQ bit.ly/og-seer
Readability
Contrast Ratio The contrast between your headline and the background behind it.
Contrast ratio calculator
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@oligardner #SeerCCQ bit.ly/og-seer http://leaverou.github.io/contrast-ratio/
(CR
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http://shouldiuseacarousel.com/
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@oligardner #SeerCCQ bit.ly/og-seer
Readability
Motion Reading Facility Ratio What percentage of the available text can be read before it disappears
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@oligardner #SeerCCQ bit.ly/og-seer
Readability
Motion Reading Facility Ratio I managed to read 10 out of 45 words. RWC/WC = 10/45 = 0.22
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@oligardner #SeerCCQ bit.ly/og-seer
Readability
Typographic Golden Ratio How close is your paragraph sizing to the ideal for web readability?
typography golden ratio
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@oligardner #SeerCCQ bit.ly/og-seer http://www.pearsonified.com/typography/
The ideal ratio for readable web copy is a 16px font-size, 25px line-height, and a 680px paragraph width
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@oligardner #SeerCCQ bit.ly/og-seer
Font Size = 16px Line Height = 23px Paragraph width = 1150px
TGR = (1/(1+0) + 1/1+(465/100) + 1/1+29-26)/3 = (1+0.18+0.25)/3 = 0.48
(1/1+|16-FS| + 1/1+(|685-PW|/100) + 1/1+|ILH-LH|) /3
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@oligardner #SeerCCQ bit.ly/og-seer
(RS/100 + 1-(AC/WC) + (CR
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@oligardner #SeerCCQ bit.ly/og-seer
THE CLARITY EQUATION
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
0.48
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@oligardner #SeerCCQ bit.ly/og-seer
Simple To-do list Turn off slider autoplay Simplify the copy Narrow the paragraph width Title-case the headline
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@oligardner #SeerCCQ bit.ly/og-seer
(RS/100 + 1-(AC/WC) + (CR
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@oligardner #SeerCCQ bit.ly/og-seer
THE CLARITY EQUATION
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
0.83
-
@oligardner #SeerCCQ bit.ly/og-seer
Visual IdentificationWhen viewed in isolation, can people tell what the image means? Or what
the purpose of your product/service is?
-
What product do you think this company sells?
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What product do you think this company sells?
What product do you think this company sells?
-
What product do you think this company sells?
What product do you think this company sells?
6% answered business loans
-
What product do you think this company sells?
-
meeting a guy?
doctor consultation
a talk show
not surenot sure
not sure
not sure
viagrasomething about old
men
-
What product do you think this company sells?
-
What product do you think this company sells?
What product do you think this company sells?
36% answered business loans
-
What product do you think this company sells?
What product do you think this company sells?
33% answered business loans+500%
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Sorry Larry
-
heres how to fix visual clarity problems
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@oligardner #SeerCCQ bit.ly/og-seer
With Caption Embeddable Business
Intelligence Reports & Dashboards
Without Caption
5 Second Visual Identification Test What do you think this software does?
0% 60%
usability hub
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@oligardner #SeerCCQ bit.ly/og-seer
THE CLARITY EQUATION
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
0.6
-
@oligardner #SeerCCQ bit.ly/og-seer
ExpectationWhen viewed in isolation, does the
CTA describe the goal of the page? What you will get when you click?
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Dex Media | Local and Small Business Marketing
www.dexmedia.com/ Dex Media provides local businesses with powerful digital and print marketing solutions. Get Started FREE with DexLnk Today!
Philadelphia marketing software
-
@oligardner #SeerCCQ bit.ly/og-seer
Get Started
-
@oligardner #SeerCCQ bit.ly/og-seer
THE CLARITY EQUATION
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
0
-
@oligardner #SeerCCQ bit.ly/og-seer
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@oligardner #SeerCCQ bit.ly/og-seer
Build a High-Converting Landing Page Now
-
@oligardner #SeerCCQ bit.ly/og-seer
-
@oligardner #SeerCCQ bit.ly/og-seer
See Moz Products
-
@oligardner #SeerCCQ bit.ly/og-seer
THE CLARITY EQUATION
.0.1.2.3.4.5.6.7.8.91.0
D E R V I S H
1
-
what
_
themachines dothe equation?
learningwouldto improve
-
alter the coefficients
0
1
hyperbole
contrast ratio
immediacy
specificity
readability
reading facility
visual id
distraction
fear sentiment
-
but theyll need help to understand how we react to our analogue senses
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33% WENT THE
WRONG WAY
-
3rd Floor
320-328
329-337
33% still WENT THE
WRONG WAY
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@oligardner #SeerCCQ bit.ly/og-seer
I have a design problem!
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@oligardner #SeerCCQ bit.ly/og-seer
Maybe I need a little A.D.D.?
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@oligardner #SeerCCQ bit.ly/og-seer
ATTENTION DRIVEN DESIGN
Grouping
Encapsulation
Affordance
Nesting
Whitespace
Motion
Contact
Contrast Interruption
Highlighting
AnomalyProximity
Dominance
Size
Consistency
RepetitionSymmetry
Overlapping
Alignment
Perspective
Distraction
Continuation
Direction
-
ATTENTION DRIVEN DESIGN
Grouping
Whitespace
Contrast Interruption
-
3rd Floor
320-328
329-337Grouping
Contrast
Whitespace
-
only 8% WENT THE
WRONG WAY
3rd Floor
320-328
329-337
-
3rd Floor320-328 329-337Interruption
-
3rd Floor320-328 329-337 everybody
went the right way
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@oligardner #SeerCCQ bit.ly/og-seer
@oligardner #SeerCCQ #truthbomb
when you can identify a design problem
you can use A.D.D. principles to solve it
A.D.D. = Attention-Driven Design
-
design matters
-
design creates joy
-
design reduces confusion
-
design should reduce germs
-
design stops things from being annoying
-
data-informed design
-
data-informed design accelerates delight
@oligardner #SeerCCQ
-
what if Im not a designer
-
what if Im not a developer
-
how do i create mockups for those tests?
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@oligardner #SeerCCQ bit.ly/og-seer
The 3-Minute No-Permission-Required Conversion Research Hack
You should all be using
javascript:document.body.contentEditable='true'; document.designMode='on'; void 0
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@oligardner #SeerCCQ bit.ly/og-seer javascript:document.body.contentEditable='true'; document.designMode='on'; void 0
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@oligardner #SeerCCQ #truthbomb
find qualitative insights, show stakeholders to get buy-in, start making change.
Run 5-second tests without permission
-
by the way
-
+27%
-
@oligardner #SeerCCQ bit.ly/og-seer
Regular ol #SeerCCQ
+ Free Cheesesteaks
+ Free Eagles tickets
+ No mention of cheesesteaks
+ 118%
+ 27%
+ 157%
+ Free Rocky IV soundtrack (on vinyl) + 300%
+ Free date with Kevin Bacon + 113%
+ Free bacon - 18%
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@oligardner #SeerCCQ bit.ly/og-seer
Regular ol #SeerCCQ
+ Free Cheesesteaks
+ Free Eagles tickets
+ No mention of cheesesteaks
+ 118%
+ 27%
+ 157%
+ Free Rocky IV soundtrack (on vinyl) + 300%
Youre welcome
+ Free date with Kevin Bacon + 113%
+ Free bacon - 18%
+ VIP access to the Liberty Bell + 425%
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@oligardner #SeerCCQ bit.ly/og-seer
unbounce
UPWORK
For $25 you can get any web page built in Unbounce by Upwork.
Then you can change anything you want, and run UsabilityHub experiments.
usability hub
-
Scott Stratten @unmarketing QR Codes Kill Kittens
-
WTF?
-
WTF?
-
@oligardner #SeerCCQ #truthbomb
the first rule of Ctashave a f#cking cta!
-
Removed internal content
links
Removed the side
nav
-
Added a $#@%ing
CTA
-
171.2% increase in visits to the landing
page templates page
-
@oligardner #SeerCCQ bit.ly/og-seer
Every website & landing page has conversion opportunities,
and every conversion opportunity needs a CTA.
-
Every website & landing page has conversion opportunities,
and every conversion opportunity needs a CTA.targeted timely relevant
unique delightful appropriate show-me-once value-addED
-
@oligardner #SeerCCQ bit.ly/og-seer
THE VIDEO EQUATION
(((2*(VPP?1:0) + VSCR?1:0) / 3 ) + (VD[0,30]?0.114:0 + VD[31,60]?0.221:0 + VD[61-120]?0.047:0 + VD[121-180]?0.065:0 + VD[181-300]?0.072:0 + VD[300+]?0.065:0 ) + ( ( (AIE?0.958:0 + AICH?0.44:0 + AIY?0.60:0)/3 + (ATOS[20,30]?0.374 + ATOS[60+]?0.146) )/2 + ( 1/1+|540-VW| + 1/1+|400-VH| ) / 2 ) + ((ATS?1:0 + STS?1:0) /2 ) + ((PRR?0.03:0 + MIR?0.17:0 + POR?0.11:0 + PIWU/PIW)/2 * ICTA?1.1795:1 ) + ((VAP?1:0) * (VV?1:0) ) + (( 1/1+|14%-TVD| + TR?0.26:0.06 ) / 2 ) + ( ( (1/CAP?1:0) * ( WITV/100 + VPPT) ) / 2 ) + (RV?0:1 ) + ((ATE?1:0 + STE?1:0) /2 ) + (ATF?1:0 ) + ((1/!(DTI?1:0)) * (VPPT)) /13) * 100
Video =
VPP = Video Play Pause VSCR = Video Scrub VD = Video Duration AEI = Annotation Includes Exclamation AICH = Annotation Includes Click Here AIY = Annotation Includes Your (not My) TOS = Annotation Time On Screen VW = Video Width VH = Video Height
ATS = Asked To Share STS = Shown To Share PRR = Pre-Roll CTA MIR = Mid-Roll CTA POR = Post-Roll CTA PIW = Positive Impact Words PIWU = PIW Used ICTA = Image CTA VAP = Video Autoplay VV = Video Visible
TVD = Turnstile Video Depth TR = Turnstile Required CAP = Caption Is Present WITV = What Is This Video? VPPT = Video Play Preference Test RV = Related Videos ATE = Asked To Embed STE = Shown To Embed ATF = Above The Fold DTI = Default Thumbnail Image
Video is Hard !!!
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@oligardner #SeerCCQ bit.ly/og-seer
THE VIDEO EQUATION
Placement + Size + Sharing + Thumbnail +
Epic Video = Subtitles + Controls + Autoplay + Related Videos + CTAs + EmbeddingTurnstile Position +
Annotations + Length + Caption +
P.S.S.T. S.C.A.R.C.E. T.A.L.C.
P S S T
T A L C
S C A R C E
-
@oligardner #SeerCCQ bit.ly/og-seer
Ezra ASK THE DATA! Oli
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@oligardner #SeerCCQ bit.ly/og-seer
Which words influence the click-thru rate of video CTAs?
3.9%
ASK THE DATA
1.0%
Annotations Full-screen CTAs
2.7%
Click
Click
Here
3.9%
9.5%
15.3%
Click
Click
Here
11.1%
-
@oligardner #SeerCCQ bit.ly/og-seer
Which words influence the click-thru rate of video CTAs?
3.9%
ASK THE DATA
1.4%
Annotations Full-screen CTAs
1.5%
My Your
2.4%
10.7%
13.2%
My Your
9.4%
-
@oligardner #SeerCCQ bit.ly/og-seer
Which words influence the click-thru rate of video CTAs?
3.9%
ASK THE DATA
Annotations Full-screen CTAs
1.4%
Now
Now
1.7%
11.1%
Now
Now
8.2%
-
@oligardner #SeerCCQ bit.ly/og-seer
Which words influence the click-thru rate of video CTAs?
3.9%
ASK THE DATA
1.3%
Annotations Full-screen CTAs
2.0%
! !!!
2.5%
11.6%
8.4%
! !!!
5.8%
-
@oligardner #SeerCCQ bit.ly/og-seer
Which words influence the click-thru rate of video CTAs?
1.3%
3.9%
ASK THE DATA
Annotations Full-screen CTAs
2.0%
! !!!
2.5%
11.6%
8.4%
! !!!
5.8%
-
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%
-
the future of marketing
CTAs will have autocomplete recommendations of more impactful options, and the expected increase in conversion.
+113% +290% +358%
View a demo
Click to view a demo Click here to view a demo now Click here to view a demo now!
-
@oligardner #SeerCCQ #truthbomb
every conversion opportunity is unique
-
which is what makes us human
-
@oligardner #SeerCCQ bit.ly/og-seer
be careful what you put inside
quotation marks
-
THE success of your social proof lies in your ability to demonstrate
the transformative effect of the user journey created by your product OR service
@oligardner #SeerCCQ #truthbomb
-
@oligardner #SeerCCQ bit.ly/og-seer
(RWC/WC + TTV/TP + 1/RS)/3 + ITNTMS?1:0; + ((N?1:0 + R?1:0 + C?1:0 + D?1:0 + P?1:0)/5 + HL?(HLL?1:0;):LSC;)/2 + PTF?1:0 + HWC/WC + 1/SII + ((OOT + COT + RTT)/3 + (HTI*5 + HTV*4 + HTW*3)/12 ))/2 + 1/COUI + 1/RI + WTFII + IB?1:0;)/ 11 * 100
Social = Proof
RWC = Readable Word Count WC = Word Count TTV = Total Testimonial Views TPV = Total Page Views HL = Has a Link HLL = Has Lightbox Link PTF = Proximal To Feature NRCDP = Name, Role, Company, Date,
Publication
THE TESTIMONIAL EQUATION
HWC = Hyperbolic Word Count SII = Stock Image Index OOT = Object Of Transformation COT = Cause Of Transformation RTT = Respons To Transformation HTI = Has Transformational Images HTV = Has Transformational Video HTW = Has Transformational Text
COUI = Context Of Use Index WTFII = What The Fuck Is It? IB = Identifiable Brand LSC = Lower the Score Coefficient ITNTMS = Is The Numerical
Transformation Magnitude Shown
-
@oligardner #SeerCCQ bit.ly/og-seer
Readable Enumerated Verifiable
Proximal Non-Hyperbolic Authentic Transformational
Social = Proof
THE TESTIMONIAL EQUATION
Contextual Relatable Isolatable Branded R.E.V.
P.H.A.T. C.R.I.B.
R E V
P H A T
C R I B
-
The process was easy to understand and the representative walked me through it step by step. There was no need to guess what
would be happening next; they answered all the questions I had
without having to ask them!
Juan Do Great Company, Florida
Has a photo = no Is it stock = n/a Authentic Images = n/a
Readable = 1 Enumerable = 0 Verifiable = 0 (not linked or sourced) Proximal = 0 Non-Hyperbolic = 1
-
Has a photo = no Is it stock = n/a Authentic Images = n/a
Readable = 1 Enumerable = 0 Verifiable = 0 (not linked or sourced) Proximal = 0 Non-Hyperbolic = 1
-
The process was easy to understand and the representative walked me through it step by step. There was no need to guess what
would be happening next; they answered all the questions I had
without having to ask them!
Juan Do Great Company, Florida
Has a photo = no Is it stock = n/a Authentic Images = n/a
Transformational images = no (0*5) Transformational video = no (0*4) Transformational text = no (0*3) Transformative = 0/12
Total = 1+0+0+0+1+0+0+0+0+0+0/11 * 100 = 18%
Social Proof Score = 18%
Readable = 1 Enumerable = 0 Verifiable = 0 (not linked or sourced) Proximal = 0 Non-Hyperbolic = 1
Contextual = 0 Relatable = 0 Identifiable = 0 Branded = 0
-
Has a photo = yes Is it stock = no (1) Authentic Images = 1
Transformational images = no (0*5) Transformational video = yes (1*4) Transformational text = yes (1*3) Transformative = 7/12Verifiable content = yes
Is it linked to? = no Sourced = 0.5 Has a link = yes Is it a lightbox = yes (1) Linking = 1
Total = 1+1+0.75+1+1+1+7/12+0.5+0.5+1+1/11 *100
Social Proof Score = 85%
Readable = 1 Enumerable = 1 Verifiable = 0.5+1/2 = 0.75
Contextual = 0.5 Relatable = 0.5 Identifiable = 1 Branded = 1
Proximal = 1 Non-Hyperbolic = 1
-
the future of marketing
automatic image source lookups will determine if an image is stock, and recommend a change.
and visual analysis will check for unrealistically white teeth to do the same
-
interview your testimonial givers to mine every element of
The social proof Equation rather than a generic, watered down platitude
#SeerCCQ pro tip
-
@oligardner #SeerCCQ bit.ly/og-seer
The Testimonial Equation Customer Interview Script
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Before taking Peter Smiths Landscape course my photography was decent but not very special. But after lesson 2 on exposure, my understanding of how light works, using ND grad filters, and how to accurately capture light means that Im no longer freaking out at sunset trying to balance the sky and foreground. The number of great shots I get is about 3x higher. Deb Calder Photography
Before After
Holding a camera: authentic & relatable image.Enumerated
Transformative images
Linking (Lightbox)
Watch video on how to use ND
grads
Transformative video
Transformative text
Isolatable & Branded
Good Context of Use
No Hyperbole
Readable
-
@oligardner #SeerCCQ bit.ly/og-seer
-
liquid menopause formula
liquid menopause formula
-
@oligardner #SeerCCQ bit.ly/og-seer
DIGITAL AGENCY DAY
-
@oligardner #SeerCCQ bit.ly/og-seer
OH THE HUMANITY!!!!! POPUPS SUCK!
DO NOT USE POPUPS! POPUPS ARE EVIL!
NOBODY LIKES POPUPS!
-
bullsh!t
-
@oligardner #SeerCCQ bit.ly/og-seer
Anything can be delightful
-
@oligardner #SeerCCQ bit.ly/og-seer
Emails can be delightful
-
@oligardner #SeerCCQ bit.ly/og-seer
banners can be delightful
-
@oligardner #SeerCCQ bit.ly/og-seer
and popups can be delightful
-
@oligardner #SeerCCQ bit.ly/og-seer
AVERAGE EXIT-INTENT POPUP CONVERSION RATES 2-3.5%
GOOD EXIT-INTENT POPUP CONVERSION RATES 5%
EXCELLENT EXIT-INTENT POPUP CONVERSION RATES 8%
THIS CAMPAIGN 19.03%
A SIMILAR ONE WE RAN IN GERMANY?
26.86%
-
@oligardner #SeerCCQ bit.ly/og-seer
because it was relevant
-
@oligardner #SeerCCQ bit.ly/og-seer
valuable
because it was
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@oligardner #SeerCCQ bit.ly/og-seer
well timed
because it was
-
designed to delight
because it was
-
technology isnt the
problem
we are
@oligardner #SeerCCQ
-
machines will learn
our value systems
@oligardner #SeerCCQ
-
Thank you for putting up with me!
slides here >> bit.ly/og-seer
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