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Send roomer company

oh hey looks like you're working on a new idea who are you and how did you know that I'm your inner voice dumbass weird so what are you working on it's a new idea for the homepage but shouldn't you already know that I'm lost into you as you might think anyway what's the big new idea we're gonna do a brand refresh a brand breathe sorry I got nauseous when I hear that term no this is gonna be different we're gonna have a big slide promo slider an animated explainer video some parallax and some backgrounds design trends guaranteed to triple your conversion rates I hope you're at least going to test it meaning meaning that you'll run an a/b test but if you do that what happens if it loses if it doesn't win we don't use it and we go back to the old idea but I really believe in this I'm sure you do just like the last 15 ideas you slapped on the website so back to my question are you actually going to test this yes we're going to test it and if it loses it gets rolled back well no I really want this on the homepage don't be such a King Hippo we spent a lot of time and money on this so run a test we aren't running a test and what's the outcome so far in the test it's not doing very well losing by 10 percent give or take so it doesn't work we need to find a way to make it work or you could just trust the data and give up I'm not talking about this anymore you proved it doesn't work all by yourself what I want it to work the data the test says it doesn't data I suppose that means you're gonna do it anyway you just met this guy FD chambers he is the owner of a boutique marketing agency its small developer design a copywriter in him he does all the marketing a little bit you know behind the times but recently he had a traumatic episode something really bad happened it wasn't his pet goldfish that died that's that's know what happened but this goldfish is very dead the reason the goldfish is dead is that I'm sick and tired of listening to marketers say oh that visitors have an attention span less than a goldfish it doesn't matter it's not about the length of the attention span it's about how a lack of attention changes the way we use technology the way browsers change it changes how we operate this is how people sometimes find you these days they'll search for something webinar software get some ads then look at their finger put on the command or control key Mac or PC and then they'll just click them all opening them in tabs now they go into comparison shopping mode they want to even look at all the ads first one less relevant okay and now it comes down to this attention thing where they're not going to spend very long next tab yeah don't get it closed and closing a tab is different from the back button the back button you're just kind of going back there when you close it you're deleting you're undoing the existence of this thing from your your kind of experience you're like no I don't like it it's very different it's immediacy like can you kind of capture them in those first few seconds so simplest way to figure out if you have a like a clarity problem that people can't figure it out quickly is to run a five-second test hopefully you all know what these are something show someone a screenshot 5 seconds take it down ask them a question you can also use your laptop or a piece of paper so I asked 25 people for these results what product does this company sell ok we start with this one reef fish and ours some call them webinars we call them fish and ours don't do that you're done okay next one GoToWebinar security and reliability I don't know why you're saying that to me I asked for webinar software but 44% of people got it right it is so bad it's probably because the logo has webinar right it's letting people know this is what it is I think it's a bad page so I just blur that out do it again twelve percent I'm right I feel good they're done okay the next one is us more specifically a client of FDA chambers what makes us a trustworthy partner I really don't care I wanted webinar software 8% okay and chambers himself did this ad and sent it here one little mistake because he sent it the home page because he's old-school if he'd gone here this is just a product page that's exactly it's not a dedicated landing page which would be even better taken out off and a lot kind of constructive stuff just put it here 54 but that's not what he did because he's an idiot so they're done - now the person doing these searches was that client they're checking in what the marketing is now like holy crap that's not a good experience then they went to this one okay trial present plus kind of meaningless but the subhead powerful webinar was made easy that's kind of clear 44% got it right but like I said it's on the subhead just flip it running again 68% bring that clarity out so this company is client like way better than ours so they look in the footer figure out who built this another agency contact them this agency says yeah we do CRO we can double your conversion rates so it like sounds awesome so they go back in the fire chambers and they go with this new one that's the traumatic moment that happened to him but he's pretty confident guy so how do we get around this we just put CRO in our logo that's easy that's what we do right it's not difficult but we need a case study because we've never done it before we'll do it on our own homepage that'll be the first thing and that's what you heard him in a dialogue it lost by 10% now but design him was really pissed off about this because he did the classic can you just whip something together I want all this stuff on here he's whip up a design because designers love to hear that and and it lost so the desires like okay we're gonna we need to do this properly so I've got a little thing for you I found this simulator and I want you to take part in okay so this is he has to compete with the CR robot which is predictive conversion algorithm that we're writing in our minds the way it works he sits down he sees a landing page he has to figure out it was good or bad based on his extensive experience and then we'll see what the predictive algorithm thinks and like good for a green-striped bad for red and then we'll see the truth how did it perform what was the conversion rate and then compared to tens of thousands of similar pages is it good or bad this is how it went down this doesn't even have a headline on it this is not gonna work yeah let's see the robot has got it's completely wrong no way yeah who's the man I'm the man too many colors I don't this is not the way it's supposed to work it's got orange orange is good for conversions in both I've been telling clients for years you use orange you will convert how can this be I talked before look how ugly it is huh 404 page with a form newsletter sign up [Laughter] okay we know what to do with our 404 pages now so I got 2 out of 10 call okay so he was shamed by this experience and he's like okay we'll do this right okay it takes to that logo and I'm gonna do any of that yet I'm gonna learn how to do this properly now this hasn't said a lot today and pep I know it's a big you know a big fan of taking the are out we've heard of the same thing things coming up I think we should all take the C off I think we're just optimizers that's all we do we make better that's just we don't need the rest of it and we should thank someone for this entire concept way back so this guy he's the guy that invented optimization he's like he's the original optimizer this is not a design accident this directional cue right he knew what he was doing way ahead of all of us anyway so he needs to learn how to do this right so searches for what's a good conversion rate because a lot of people don't know that are we good are we bad he finds this okay so this is a report we released last week it's based on machine learning and 75 million interactions with 64,000 lead gen landing pages legions importance of the vulgar forms at the start of it it's got this this is ten different industry verticals health travel real estate legal and the conversion rate so this is kind of the median these white bits through here and then that's the top of former so he just takes his client list and he maps it on here number one last thirty two percent below average number two fifty four percent below this is not good look at this guy sixty one hundred and seventy two percent above average that's awesome except that that was the one that left Christ I'm not so awesome but he said the other people will double the conversion rate well according to the data that would be thirty two percent which is way above from this sample what anyone's getting so you think okay I'm gonna call them on their BS and we're gonna win this climb back though we're gonna do it properly so it has a new mission for the company we're gonna become a data-driven agency but begins with save some core values what we believe in so that we can do this right and having core values of the company can be really successful we have it eleven balance Mars has tagged fee but for lots of good companies have them they can help guide your decision making hiring loss kind of thing so for a data driven company curious start wondering about things if you're not interested in the pain of your customers even though it hurts to see it then you're not doing it right evidence base obviously we observe things we make changes based on the observations this is covered a little bit by Bill designing for ideal when you figure out your ideal customers there are experiences you can design to get more of them and less the others for SAS products sometimes just taking off your lowest pricing tier is a great way of doing that lifecycle focused not just getting customers but taking them we have four squads for life cycles and imbalance and we market differently based on what stage in the customer journey and transformative the best way of getting to get someone to understand why you're awesome is the show the transformative impact of using your product or service okay they need this because the way that marketing is done right now in teams is completely broken seen this in so many companies the relationship between marketer writer designer is completely flawed I'm eating a lot of research for this in-person interviews and surveys this is some of the data collected from land 81% of designers have to start their design work before they get a copy and they hate that right because it's gonna take a week to get the first half of the copy and they're making some weird template thing based on the competitor or best practices or whatever but it's not really based on anything important 62% receive no customer data at the beginning so they're kind of flying blind they have they're making a template and they don't have any data 53 percent said they get feedback from non designers because worse 98 percent of marketers say they're responsible forgive them this year it's worse than the designers think they don't even know that these people don't know anything about design an 87% of them think they're qualified to give this feedback total having units of twenty years and I on both sides and I know that is just not true there's overconfidence on both sides I know how to design for commercial no you don't I know how to critique that no you don't okay so we need to find a new way to help people work better together I want 5% of designers only five said and their work is critiqued is based on data and performance it's all subjectivity is a strained relationship we can use the data in that report to change this process entirely first step eating chips bear with me so as Michael said four weeks of 16-hour days trying to get this presentation ready and I'm pretty exhausted so I live in Vancouver with my fiance Nicole and I'm not put free am working on this and I get the munchies so I go and get a bag of chips and she should I fall asleep in the next room and every time I I do this it's so noisy and I'm like I'm feeling guilty like how can I solve this problem so I go in the bathroom completely silent every time I want to chip there's chips we have to look at everything we see around us and MacGyver things because that's how to become a true optimizer because there's a lot of sucky stuff in the world that's not that hard to fix okay so this is just thinking in a different way here's the new process okay three parts discovery design and delivery it's very big thing so I'm gonna focus mainly on the design part and a little bit of the others so discovery this is what you do at the start of the project the research is the collection of data internal and external internal might be past performance of campaigns it could be customer interviews or whatever you have internally an external is from trusted sources landing pages and overlays Unbounce PBC word stream search Moz which the effort video there's lots of data sources that are credible and you combine them together this lets you figure out conversion opportunities and then you can prioritize them I love the fact that there have been so many discussions about prioritization today it's great because I have a new one just because you need another one right but this one's actually I'll get to that so in the research what is in this report the conversion rates by industry vertically saw reading ease how easy it is to read your text word count emotion and sentiment there are eight emotions in there okay so I sent a survey out before and some people answered it and submit their landing pages which is very brave whose landing page is this here there okay thank you I'm not gonna be mean I'm usually mean with these things but I'm not going to be let's look at the data so this isn't health do you know your conversion rate of this page yeah okay okay we won't do that then I forgot to ask in the survey I did later on if you're above nine point three you're beating 90 percent of the competition that's interesting to know here word count and reading ease so we're counting as you see as the number of words goes up the conversion rates going down that's pretty like you want to put it around for less than four hundred this has got almost 1400 words on it okay so that's a bit of a problem there the reading ease doesn't really change much so this is as it goes up this is getting simpler so like graduate down to sixth grade it's not really changing much but it's a bit better there at the sixth grade level and there's a numerical value as well you want to get around 80 it's that 72 it's easy to figure these things out I'll show you how in a second so I created this which is a Google sheet where you put in the details I'll let it play you put in your name of your page you put in which industry is in you put your conversion rate and then the reading is in word count which you can get from somewhere like readable IO you paste it in and I'll tell you those things and then it will basically compare it use this benchmark data and tell you where you are I'll grade your page but it'll also prioritize if you click a photo of me but that little button there it will prioritize them based on the likely levels of ROI because if you have a really good page you can't really make it much better but if you have a bad one and the deltas of word count and reading he's further they are away the more simple opportunity you have to make an improvement there's a great way of prioritizing based entirely on data okay so now you have some priorities you go into the design phase this is a constant conversation are you an artist or your designer what's the difference well this is probably the best definition art is like masturbation it's selfish and introverted and done for you and you alone design is like sex there's someone else involved their needs are just as important as your own and if everything goes right both parties are happy on the end and that's what it means to design it's more about the experience speaking of experience this is not just visual design I'll just put an X on there this includes copywriting psychology visual design and interaction design for corns of conversion all lumped together I spoke with a copywriter I don't mind that hadn't seen the report I said if you these five data points about your industry your page how would that change your work because it would take thirty five percent less time and he made that number up but that's what his perception was like a third less time so it's it's it could be really impactful let's talk about the copywriter because she's also frustrated because she writes this stuff and then gets the design it's full alarm Epson and she tries to plug it in and like the headline doesn't fit the design won't change the headline well no cuz that's the message but it doesn't constantly discourse the broken the dead fish this is about clarity you know like we said at the beginning off doesn't mean go away off means off that's how clear we have to be now I'm not saying you should talk to your customers like that that's the level of clarity we need in our messages so reading ease how easy it is to read or touched on it briefly so it's the Flesch reading ease if you go to readable do I owe to put your own text and that's flesh Kinkaid slightly different but it's the closest thing to this you can here this is for credit and lending as soon as you get to seventh grade look at that the change in conversion rate just having that little insight alone it is incredible you can put your copy in there and go let's change it genuine genius see if you can change this reading these shorter sentences simpler words less jargon there that's the old I oh you can do it there it will let you do it free a couple times and then you have to pay but it's like three bucks a month and it's really beautiful how many words should you have on your page well look at this one as you add all these words look at the conversion rate change this is business consulting every 250 words you add it's dropping conversions by about 20 percent now these are aggregate numbers over the pages are compared with thousands and thousands of similar pages and there's a very good chance these are going to be able to help you we are working on doing absolutely personalized ones like just for your page which will make it even more accurate but this this stuff can really make a difference here presently any word can't look at again it's terrible the the the damage you might be doing by just talking forever about this credit card offer sentiment okay there are only three positive neutral and negative vocational and job training boom the more positivity you put in their kills conversions that's you know this is the percentage of the words that are positive as soon as it gets down here it's you know that level of positivity you think you'll be good but it's not how do you fix it well you don't make it more negative they're different graphs make different scales you need less words fewer words that are positive not more than a negative because they both have a different chart and they're both independent emotion what can we do with emotion I get emotional about taxis in Vancouver they're so annoying we don't have Hoover or lyft or anything like that cuz some weird government but they're really frustrating and I got this app for a black top and check your calves and this is the first screen that's the first thing when I open it there's no guarantee that booking matron this application will be processed by the system or allocated to a taxi why do I hire them the system cannot be depended on for the delivery of a taxi and you accept full responsibility for the risk and consequences like this is really not very nice then I'm ok next screen 8 error message is gonna haven't even done enough thing this is just a moksha s' but there's no overall lift so I fill it in I mean the trust this is not in there with this company I don't trust that if you're gonna be able to give me a cab it's terrible experience this is for business services you gotta have a lot of trust words as soon as you get here there seems to be a change over like 7% you can look at a lexicon and you can find words that fit into these different emotional brackets and add more or take some away okay that's the copywriter and this is all about words we're gonna move on to design and traffic in the next phase of this research but the designer can do an awful lot with that word data can inform a lot of design and I like to think about design in terms of why called semantic design so are you designing something for the purpose of the the subject matter of the content inside this experience you think of ortant design principle it's how the way something looks informs how it can be used a round handle you turn a flat when you push down semantic design is that unlike a macro scale here's an example if you eat tacos you know that you need or you order the restaurant you get them in like one of these things like the the metal thing where you can put several in there okay check this out that's brilliant you don't need that anymore it just sits by itself that's semantic design that's designed for the context of use that's the kind of direction we need to go and think about as designers okay you have a blank canvas your designer what do you do what do you have to consider there are three kind of things that can be informed by data style typography and color palette attributes such as the page width and length and then the elements on the page your testimony on your nav your CTA uniform these things these are the things that designers thinking of and they can all be informed by data here's like a design guide you get the slides afterwards you're going to worry about the details here but what it is these are all the elements I'm talking about and these are three aspects of design there's message mood and methods so message is kind of how it looks visually and how you read the message and how it looks mood is how it feels and method is the more technical interaction design stuff and basically in here are the different types of data that can inform design decisions about this and this is the core value stuff at the end which can also inform some of these here's an example I'm not gonna go through use it as a template or something when you see the slides but this is if we're working our testimonial what does the designer the writer and marketer what can they use from that data thing to inform design there's a lot of ideas in here about how it can actually be used I just kind of want to put that in there it's a lot of detail look at it afterwards for whatever thing you need to work on so a designer on the high level things color palette what should I choose you might be you know brand colors but sometimes there's extra stuff you can do here Travel anger is not a good thing because we don't wanna be angry on vacation so you could take a color wheel like this find some anger and rage and just tone it down a little bit and this is the way this information could change how the design of things typography choices this is higher education you need more joy so you want to go in this kind of direction not that way again it's just knowing about this data will change how they do their work and they can do that ahead of time not while you know they're waiting on this copy they don't need that in this period of time because they have so much thinking going on based on this available data how does it read theirs how it reads like the words but then how does it look have the words the look on the page this is the typographic golden ratio the top one was terrible it's all squished and it's so long you're like no no no no and this is like almost every testimonial honor on a landing page so he goes all the / and maybe the slider there's like five of them this is easy to read and the difference is this golden ratio you can put in just your font size here and maybe if you're a designer well I'm doing like an Apple layout right I'm doing this this this so I only have this so you put in your whip and it will calculate the line height for you and it'll also give you all of the other like for every piece of coffee on your page it'll tell you all this stuff this again informs everything you're doing on your page ah maybe it's a complex thing you're selling and it needs to be complicated language and its kind of professional you might not want to go for illustration you might want to choose photography to get that mood across and then visual ID this is some data you can collect quite easily if you take your main hero image something a designer cares about and you look at it in isolation what does it tell you about the product or service that you have if you just look at it on its own I saw this landing page and I was like why is Larry King on here and more importantly why is he shooting laser beams out of his thumb well maybe some other people are confused by his presence where I did a five-second test again I said what product you think this company sells only six percent said business loans it's not car loans it's not student loans it's business loans specificity is important people couldn't figure that out I'm like maybe we've got a light problem here so I blur everything else out and I run it again these are the responses meeting a guy talk show something about old man doctor consultation viagra and a lot of people just didn't know you definitely have a Larry problem so I just deleted him entirely and I ran it again that's what they do business loans well look at that change 36 percent it's a five hundred cent increase this is just counted qualitative information but what a change just by taking him out and he's probably a very highly priced endorsement a job further down the page or something not helping there this is the way designers want to work painting by data not painting by numbers so just a different way of working and that's what this kind of information can do ok so you've gone through like the first rounds written some copy the design has been working based on this data they've got you know this data driven data inform mood board instead of like oh here are three options which one would you like which one is subjective a lot kind of like that one this time is informed by data so you're starting from a much much stronger position I'm known a little bit as a 11th hour man a ton bounce like right at the end of a project I go what why did you do that and it's not always my fault because I nobody brought me in at the beginning at the right time and then they asked my opinion at the end and I'm really brutally honest I might not say anything if you don't ask but if you ask my opinion then you're gonna get it and then upsets people and I look like an so this kind of thing will remove those types of problems because it's it's you can say but look look at I made all these decisions based on this data and I'm like okay that's pretty cool okay I'll stop you know giving my subjective critique the designer might also say the data says only 150 words in this landing page does that mean I can make it short or do I have to still put all these features in and maybe just like a few words but it's a very good question we don't know that yet that's coming in the next phase that's a great question but I did a little bit of preliminary research on this it's a small sample size so it's just a signal I think there's something there and we're gonna research it but I took the four channels the word count is most impactful for and I looked through some of them I looked at the highest performing pages average and then the worst and I looked at the average page length of them highest average and lower longer the page worst the performance it is a small sample size but it's a pretty interesting signal and designers would love to know this because they can start with the right sizing and just go from there it's not just like many things should we put on this page and it was the same for travel so I'm gonna dig deeper into that and figure it out at the beginning I said client three was sixteen point three three percent this is delivery and then we communicate all of this data-driven work for the client this 3d presentation so whose landing page is this one all right so sixteen point three percent okay so let's go and this is delivered using the core values so this is our company presenting to you client and this is how we make our decisions this data-driven framework so we wondered if it was a good conversion rate 87th percentile you're kicking ass with this page right you can retain clients with our information they're like this is not good enough well actually it is it's really good we had we leaked this to a couple of our power customers one runs an agency he said the day after he already retained a client cuz they were complaining and he went look we're really good at this and they just shut up reading ease the target is like 75 plus you're at forty eight sixty one without the footer so you know like work on that you've got quite a lot of room to improve the simplicity of the language here word count three to four hundred is the peak you're at 502 you again without the footer you're right in the sweet spot probably why you doing really well because you're close on both for the footer will it impact it don't know you might want to just hide that but make it available you know click to expand that information so is not actually it's a way it's available but not present curious also about this the hero shot is it helping so I ran the visual ID experiment these are the four things that landing pages are better the for target customers you have none of them apart from a little bit of dog training I mean it's got dogs and leashes in there so that's still really bad it's not actually helping they've got some ideas how to improve that it's empathy caring about how they feel what's it like when they read this cuz positive sentiment we saw this it's you don't want it I put it in readable Daioh it's slightly positive just turn it down a bit take some of the positivity out of that make it more neutral in my help evidence-based now I see you had a live chat thing up there and I'm thinking okay and I'm making this part up I'm gonna say it's really high performance for you having that but it's not 24/7 if you can't afford it maybe you're Manning yourself because I tried it at 2:00 a.m. last night and there was nobody there kind of like what was the guy in your example who knew George or whatever so I thought this is an opportunity to test a conversational chat like form because live chat works let's try making the form like that so this is a landing page that we made and we use this script it's really knew someone github about two months ago it will transform your regular form into a conversational form like this kind of like chat and it's great because you just stay in one place there's no clicking around and you answer the questions that's pretty cool and it fits in potentially with you know what else is working well here's the code really simple you put in the ID of this is an insight on balance but like just that the idea of your form and CSS and it will do that for you however problem with design trends interaction design trends they come along every year parallax all right and they cause problems because they're not validated so I ran an experiment this I put some user recordings on this to see how people were interacting with this because it is really new and really different and this is the recording I got five minutes after I started got some of it right but then did something wrong clicked in the wrong place and got these error messages and couldn't get rid of them and it's just absolute craziness and they were fresh the pasted again same result just absolutely ma'am I'm like no I'm just winded these people are gonna be so pissed off with me and and then my genius Johnson a call goes but you got the email why don't you just contact him so I emailed him five minutes after he had this experience apology to the poor experience of that forum explained I've been experimenting with this he was buggy as hell I saw the bugs I fixed them now but here's the content you were trying to access I'm really sorry but the bad experience two minutes later he replies I've been a consultant for 25 years and that's the best example of taking responsibility for an error that resulted in the back customer experience much more likely to continue to engage with the amends brand as a result of this so trying these things being curious trying these things that might be relevant but you have to watch them because they might break it I fixed it now the bugs and it's really smooth still seeing problems because it doesn't look like a forum so when you're like what do I do what are you you can't see it it takes people a while to find it and there's no traditional CTA so need to work on the design of it but it might be a good interactive device for a certain segment of people here's some early data from it this isn't even a test we're going to test this but this is just I just need the use of recordings I didn't care about this we will I'll be working with the CRO and Speedos to do an actual test shortly when we get back to Vancouver remember from this list of names the CRO and Speedos this is how he got that name we did the ice bucket challenge couple years ago designing for ideal I noticed on the forum at least 18 years of age and a spouse of an active-duty military service member that's very specific for the ideal customer here go into Facebook 18 plus military spouses is right in there right just do a Facebook campaign targeting those people I don't know if you're doing something I search for military spouses and was one question specifically even someone saying I want to target that it is I was how can there be this it's so random if anyway that's really easy life cycle okay so you have these four different types of customer in this thing you have to self-select run four campaigns for separate landing pages much simpler much cleaner data and they can fix the visual ID problem because each one just needs to say you look like what it actually is finally it's no testimonial that's pretty bad so go back to the thing I shared about how to construct a good one I reverse engineered a whole bunch of really great testimonials to come up with this script if you ask your customers these questions the stuff you'll get back is perfect for fitting into that kind of framework and that really high-performance testimonial and you'll get tons of amazing information as well just by asking those questions and because the transformative aspect you need the before and after really works so the cat groomer thing so here was a before shot and after okay see I had those it's good my call is obsessed with these Sphinx cats I think they're terrifying okay and then and use this plug it into here it's really simple and based on all of this data it will help you prioritize things that might actually have a higher chance of ROI and they got the client back because the report was amazing thank you very much slides in the report you can get there [Applause]