Sales people spend a lot of time discussing sales training, pipeline, prospects, and how to get them closer toward a sale. Marketing people live and die by the marketing funnel. But both are essentially discussing something that Oli Gardner, the founder of Unbounce, talks about all the time.

If you don't know Oli Gardner, that's okay. But, as a sales leader and sales rep, there's likely much you could learn from the digital world - the world in which Oli is a rockstar. He is a well-known expert on conversion optimization: the intersection of design, psychology, copywriting - how to create a landingpage that will get your visitor to take the next step.

Which is why when he writes a Haiku-like blog post about conversion optimization in 264 words, people take notice. Heck, we took notice. What did we decide to do? Well, make an infographic out of it of course.

EMBED INFOGRAPHIC ON YOUR SITE

conversion optimization

Here's Oli Gardner's Treatise on Conversion Optimization in 264 words. Sales leaders - pay attention. There's much we could learn from the digital world.


 

PERSUADE, BUT DON’T COERCE. BELIEVE YOUR OWN MESSAGE. DON’T MAKE YOUR CTA BIG TO OVERCOMPENSATE. SHOW CONTEXT. BE RELEVANT. BE SUCCINCT. THROW AWAY COPY. THROW AWAY MORE COPY. BE OKAY WITH PEOPLE LEAVING. SEEK PRESSURE POINTS.

DRINK RED WINE.

USE DIFFERENTIATION AS A FILTER. MAKE ORDINARY UNORDINARY (there’s no extra). GO BIG OR GO SMALL. IT DOESN’T MATTER. BE HUMBLE RE: YOUR BENEFITS. SURPRISE YOURSELF TO SURPRISE YOUR CUSTOMERS. DESIGN FOR FOMO.

USE CONTRAST.

USE DIRECTIONAL CUES. LOOK HERE vs. CLICK HERE. DO YOU KNOW THE DIFFERENCE? IF YOU THINK I’M WRONG, TEST IT. ME (A) VERSUS YOU (B). LOVE THE SHORT FORM. TELL EVERYBODY WHAT YOU DO UNTIL IT SOUNDS PLAUSIBLE. CLICK HERE OR CLICK THERE. BE COMFORTABLE POINTING AT PEOPLE.

EAT DIAMOND SHREDDIES.

THEY CONVERT BETTER THAN SQUARES. WHITESPACE IS YOUR FRIEND. USE SHEEP AS A METAPHOR. I’LL LOOK WHERE YOU LOOK. SURPRISE PEOPLE FOR FUN. AND SIGNUPS. BE <STRONG>.

don’t shout…

EAT YOUR OWN DOG FOOD. DON’T DO WHAT IT TAKES TO GET THE SALE. DO MORE. AUTHENTICITY RULES. ALWAYS. WRITE ABOUT ALL THE small THINGS. AVOID BACK BUTTONS. RED VS. GREEN? BUTTON COLOUR IS IRRELEVANT. BEST PRACTICES?

WHY THE F*** ARE YOU PRACTICING?

PUSH PEOPLE OFF FENCES. FIELDS ARE FOR FARMERS, NOT FORMS. CAROUSELS ARE FOR CHILDREN. OWN YOUR CALL TO ACTION. HOW DOES IT FEEL WHEN PEOPLE CLICK YOUR FACE? SEND TO A FRIEND. WHO SENDS TO FRIENDS? BE A REAL FRIEND AND DON’T SEND. EMBRACE THREE-LINE EMAILS. STEP AWAY FROM THE SUBMIT BUTTON. GOOGLE MINUS.

GET A MIRROR FOR YOUR VANITY METRICS.

WORSHIP THE NOTION OF CONVERTING WHILE SLEEPING. BE A BADASS. DON’T FAKE ANYTHING. EVER.

use bullet points, not bullets…

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