Shoutout to Eoin Casey for sharing this:
https://services.google.com/fh/files...x_playbook.pdf
Sent from my iPhone using STM Forums
This is pretty sweet!
This is fantastic! Absolutely core UX/CRO principles that simply work. I have personally tested some 90% of this and the impact is usually significant and immediately noticeable.
One rule I always follow is to keep the design as stupidly obvious as possible while reducing as many objections and frictions as possible at the same time.
Good micro-interactions, reducing fields, removing dropdowns, clear CTA copy with no vague words (i.e. "this is exactly what's going to happen if you click this button"), validation, FAQs, social proof, urgency and every other aspect - basically everything the document states is 100% true and should be tested.
With leadgen I focus on designing the obvious and direct experience first (along with 100% direct/clear copy) while creating a desired "buying environment"/first impression based on the targeted audience - say, when working with crappy AM-related opt-ins and audiences in certain verticals, you want highly emotional and urgent/in-your-face environments while in some B2B industries, for example, I keep everything looking first expensive/impressive, professional and clear and second I add the emotional play where applicable.
I do this until the opt-in rates jump to where I want them and only then will I start playing with angles to boost things further. The success rate of this approach is quite high - basically a "sharpen the axe for 4 hours and chop down the tree in 2 hours" type of thing.
It's a lot more work than quickly throwing completely random and unplanned landers and seeing what sticks, but then I never have to wonder "why" something isn't working because I invested the time to scout and plan accordingly. This preparation coupled with the core UX principles above and popular psychology/CRO/copywriting approaches has never failed me so far because at one point you start to just get the "whys" and the primary drives of people. If anything, it's the campaign angles and ads that are the culprit most of the time.