Published on January 31, 2014
Elements of Design for Higher Conversion Mathew Sweezey Marketing Evangelist
Pardot, a salesforce.com company
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Increasing conversions Through better understanding And better design #pardotwebinar DESIGN ELEME NTSOF
ELEMENTS OF DESIGN FOR HIGHER CONVERSION ng eti ark M all day ink about at I th n, and wh passio ve, work, Is my lo every day Author: Marketing Aut o For Dummies – mation 2014 @msweezey - Mathew “Sweezey”
DESIGN #pardotwebinar The goal is conversion, not pretty pictures.
“I don’t want someone to say my advertisement is creative. I want them to go out and buy it.” -David Ogilvy
DESIGN #pardotwebinar Most “Design” is relegated to “Historical” concepts of design.
Tip DESIGN #pardotwebinar 1
DESIGN, LIKE WRITING, SHOULD BE DONE IN THE VERNACULAR.
HISTORICAL Email Design #pardotwebinar About BuySite BuySite -‐ John Daniels Meta Manager, Inc. Visit us at www.buysite.com Unsubscribe
Design in the Vernacular #pardotwebinar John, I missed you the other day. Thought this was something you’d like to see. Mark
Tip DESIGN #pardotwebinar 2
STATE OF DEMAND/STATS/2013 294 Billion Emails 2 Million Blog Posts 400 Million tweets PER DAY #pardotwebinar
#pardotwebinar IMPRESSIONS vs. EXPERIENCES
IMPRESSIONS vs. EXPERIENCES #pardotwebinar A B Received a $50 gift card and a thank you via email. Received a personal phone call, and no money.
IMPRESSIONS vs. EXPERIENCES #pardotwebinar A B Received a $50 gift card and a thank you via email. Received a personal phone call, and no money. 2x as many people said they would buy again from them after the personal phone call vs. the gift card via email.
Tip DESIGN #pardotwebinar 3
#pardotwebinar Design with Personality
Personality Works For LEADS PER DAY Before After 10-15 100+ Word-of-mouth referrals from current users make up about 60% of new leads. #pardotwebinar
Tip DESIGN #pardotwebinar 4
Get Schooled (in Design) #pardotwebinar What is t he future of content? Baer on Black text white d! backgroun Good design Converts! Ogilvy Des ig to pu n needs s boun h the its o daries o w f desi n gner s. Eames
Get Schooled (in Design) #pardotwebinar Execute Test Idea Evernote, Moleskin, Homebase .io Keep a desig journal n
Get Schooled (in Design) #pardotwebinar Execute and Metrics Identify seline a create b Test Split Test Idea Evernote, Moleskin, Homebase .io Keep a desig journal n
Get Schooled (in Design) #pardotwebinar Execute Then Do iT ! and Metrics Identify seline a create b Test Split Test Idea Evernote, Moleskin, Homebase .io Keep a desig journal n
Tip DESIGN #pardotwebinar 5
#pardotwebinar INCREASE interactions
Conversions are their key metric. Learn the beneﬁts of “Others Also Like This” -Jeﬀ Bezos (2007)
#pardotwebinar No Stupid Ones Questions ?
Mathew Sweezey Marketing Evangelist @mathewsweezey email@example.com
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