The document appears to be notes from Oli Gardner (@oligardner) exploring ways to measure and optimize clarity on webpages. It includes snippets of code and shorthand for various metrics like "ATFL" (Above The Fold Links). The goal is to develop a "Clarity Equation" to scientifically reverse engineer the perfect landing page by testing millions of data points related to design, wording, formatting and other factors that influence clarity and conversion rates.
15. video
height
form
distance
from top
is free
a good
word?
persuasion video
width
primary headline
l
a
b
e
l
c
o
p
y
a.
d.
d.
number of times
the word ‘because’
is used on the page
button CTA copy
# of
form
fields
the subhead flip
click
px
# of fields
my
vs.
your
%
click here
long
vs.
short
v
i
d
e
o
e
n
g
a
g
e
m
e
n
t
inline labels
i
n
f
l
u
e
n
c
e
manipulation
ghost
buttons
sliders
download vs
download now
trust
delight
average
c
t
a
design
for
ideal
persuasion
16. video
height
form
distance
from top
is free
a good
word?
persuasion video
width
primary headline
l
a
b
e
l
c
o
p
y
a.
d.
d.
number of times
the word ‘because’
is used on the page
button CTA copy
# of
form
fields
the subhead flip
click
px
# of fields
my
vs.
your
%
click here
long
vs.
short
v
i
d
e
o
e
n
g
a
g
e
m
e
n
t
inline labels
i
n
f
l
u
e
n
c
e
manipulation
ghost
buttons
sliders
download vs
download now
trust
delight
average
c
t
a
design
for
ideal
persuasion
17. the anatomy
of a frankenpage
Image credit: Peter Zoppi (zopfx.com) - used with permission
part one
74. INFORMATION HIERARCHY
flip your headlines
Reverse the order of your
headline and subhead to
increase the immediacy of
your value proposition clarity.
@oligardner #theinbounder
89. Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates
bit.ly/rate-my-page
90. Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates
ATTENTION RATIO OF 5:1 OR HIGHER
CONVERSION RATE = 10.5%
91. Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates
ATTENTION RATIO OF 2:1 TO 4:1
CONVERSION RATE = 11.9%
92. Data pulled from landing pages submitted to the Unbounce landing page analyzer: based on self-reported conversion rates
ATTENTION RATIO OF 1:1
CONVERSION RATE = 13.5%
96. 16%
are driving social
traffic with
(no open graph
84%
had images that
need compression
(14% save > 1MB)
20%
of pages were not
secured with SSL
(54% had forms!)
RESULTS FROM THE FIRST
18,986 LANDING PAGES ANALYZED
98. 16%
are driving social
traffic with
(no open graph
20%
of pages were not
secured with SSL
(54% had forms!)
84%
had images that
need compression
(14% save > 1MB)
RESULTS FROM THE FIRST
18,986 LANDING PAGES ANALYZED
99. 16%
are driving social
traffic with
(no open graph
20%
of pages were not
secured with SSL
(54% had forms!)
84%
had images that
need compression
(14% save > 1MB)
RESULTS FROM THE FIRST
18,986 LANDING PAGES ANALYZED
150. Conversion Rate vs. Form Distance (250px blocks) From Top of
Page
Data mined from Unbounce landing page data
1
0-250px
5.12%
2
251-500px
9.64%
3
501-750px
11.78%
4
751-1000px
9.52%
5
1001-1500px
8.07%
6
1501-2000px
7%
CONVERSION
RATEzone 2
zone 3
zone 4
zone 5
zone 6 7
2001-2500px
6.08%
ZONE
zone 1
best form distance
from top is
zone 3 666px
151. encourage hunting
Moving your call-to-action
down the page can encourage
people to explore and see
more of your content.
@oligardner #theinbounder
153. Email Address
START THE COURSE NOW
41%
65% +59%
+15%Your Best Email Address
START THE COURSE NOW
Work Email Address
START THE COURSE NOW
Business Email Address
START THE COURSE NOW
47%
50% +22%
164. @oligardner #theinbounder
Q
R
A
REWARDS: What could you give away to encourage an answer to
those questions?
QUESTIONS: What questions do you have, that when answered
could help you create an experience targeted at that AHA moment?
165. @oligardner #theinbounder
Q
R
A
REWARDS: What could you give away to encourage an answer to
those questions?
ACCELERANTS: How can you use the answers to create
experiences which reduce the time-to-aha?
QUESTIONS: What questions do you have, that when answered
could help you create an experience targeted at that AHA moment?
169. @oligardner #theinbounder
Q
R
A
QUESTION: What industry category is your business in?
REWARD: Industry-specific Conversion Benchmark Report Data.
ACCELERANT: Industry-specific landing page template in videos.
182. 19
25.28%
13
19.28%
Average Conversion Rate by Occurrences of the Word “Because”
0
10.69%
1
7.30%
3
6.64%
Conversion
Rate
Data pulled from Unbounce database - low sample size used for humour only
2
7.30%
4
5.62%
188. Academics
67%
Who should you trust to be in your video?
Government
37%
CEOs
43%
Our Tribes
62%
Technical
Experts
66%
TRUST
Stats taken from Captivology - Ben Parr
202. 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
203. “Before taking Megan’s 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 I’m no
longer freaking out at sunset trying to balance the sky and foreground. The
number of great shots I get is about 3x higher.”
— Cathy Stancil Photography
Before After
Holding a camera: authentic image.
Specificity
Transformative images
Transformative text
204. @oligardner
#theinbounder
bit.ly/og-mad
(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
233. 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%
240. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
call to action
This is the intro
paragraph that
describes the main
features of the
product.
241. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
call to action
This is the intro
paragraph that
describes the main
features of the
product.
242. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
call to action
This is the intro
paragraph that
describes the
main features of
the product.
243. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
call to action
This is the intro
paragraph that
describes the
main features of
the product.
244. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
call to action
540px
This is the intro
paragraph that
describes the
main features of
the product.
245. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
call to action
540px
400px
This is the intro
paragraph that
describes the
main features of
the product.
246. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
call to action
540px
400px
This is a caption that people will read
This is the intro
paragraph that
describes the
main features of
the product.
247. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
call to action
540px
400px
This is a caption that people will read
CTA
25%
This is the intro
paragraph that
describes the
main features of
the product.
248. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
call to action
540px
400px
This is a caption that people will read
CTA
25%
THE FOLD
This is the intro
paragraph that
describes the
main features of
the product.
249. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
540px
400px
This is a caption that people will read
CTA
25%
SUBMIT
Field Label
Field Label
Field Label
Email Address
THE FOLD
This is the intro
paragraph that
describes the
main features
of the product.
250. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
540px
400px
This is a caption that people will read
CTA
25%
THE FOLD
This is the intro
paragraph that
describes the
main features
of the product.
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label
Email Address
251. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
540px
400px
This is a caption that people will read
CTA
25%
THE FOLD
Field Label
Field Label
Field Label
Email Address
666px
This is the intro paragraph
that describes the main
features of the product.
252. This is a caption that people will read
THE FOLD
SUBMIT
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label
Email Address
What our customers are saying
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
253. This is a caption that people will read
THE FOLD
SUBMIT
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label
Business Email Address
What our customers are saying
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
254. This is a caption that people will read
THE FOLD
SUBMIT
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label
Business Email Address
What our customers are saying
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
255. This is a caption that people will read
THE FOLD
SUBMIT
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label
Business Email Address
transformational testimonials
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
256. This is a caption that people will read
THE FOLD
SUBMIT
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label
Business Email Address
transformational & SPECIFIC testimonials
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
257. This is a caption that people will read
THE FOLD
submit
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label
Business Email Address
transformational & SPECIFIC testimonials
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
258. This is a caption that people will read
THE FOLD
Click here to download my
thing now!
Field Label
Field Label
Field Label
Field Label
Field Label
Field Label
Business Email Address
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
Frank is the best
person in the world
and he changed my life
so many times and I
love him.
transformational & SPECIFIC testimonials
259. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
540px
400px
This is a caption that people will read
CTA
25%
THE FOLD
Field Label
Field Label
Field Label
Business Email Address
666px
This is the intro paragraph
that describes the main
features of the product.
260. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
This is the intro paragraph
that describes the main
features of the product.
540px
400px
This is a caption that people will read
CTA
25%
THE FOLD
Field Label
Field Label
Field Label
Business Email Address
666px
261. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
This is the intro paragraph
that describes the main
features of the product.
540px
400px
This is a caption that people will read
CTA
25%
THE FOLD
Field Label
Field Label
Field Label
Business Email Address
666px
262. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
This is the intro paragraph
that describes the main
features of the product.
540px
400px
This is a caption that people will read
CTA
25%
THE FOLD
Field Label
Field Label
Field Label
Business Email Address
666px
263. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
This is the intro paragraph
that describes the main
features of the product.
540px
400px
This is a caption that people will read
CTA
25%
THE FOLD
Field Label
Field Label
Field Label
Business Email Address
666px
264. Frankworld’s best looking monster
This is the Headline
This is the subhead with all the clarity
This is the intro paragraph
that describes the main
features of the product.
540px
400px
This is a caption that people will read
CTA
25%
THE FOLD
Field Label
Field Label
Field Label
Business Email Address
666px
BECAUSE
BECAUSE
BECAUSEBECAUSE
BECAUSE
BECAUSE
BECAUSE
BECAUSE
BEC
BECAUSE
BECAUSE
BECAUSE
BECAUSE
BECAUSE
BECAUSE
BECAUSE
AUSE
BECAU