My Slides

Attention-Driven Design Ebook

The Testimonial Equation

Which things have changed in your business because of our product/service?

How have they changed?

Can you describe how it feels to see that change?

If you were to quantify the change, what metrics have changed and by how much?

Do you have any examples of before and after in the form of photos?

Would you be willing to record a video testimonial?

May I have a photo of you or whoever uses the product/service, actually using it?

I’ll also need the name, role, company name (if it’s a client), and links to any published materials documenting your use case.

Here's the PDF of the slides after my talk. Because it's a PDF it will open in the browser, so you might want to right-click and choose save as.

The ebook contains all 23 design principles I discussed.

Customer Interview Script

The Tools I Mentioned

Unbounce: For building and testing landing pages

Upwork: For getting landing pages built in Unbounce for $25

The De-Jargonator: For calling bullshit on your copywriting (and for fun)

Usability Hub: For running qualitative 5-second tests

Contrast Ratio Calculator: For determining the contrast between your copy and the background

Readability Score: For calculating how complex your copy is

Typography Golden Ratio: For typesetting your content

Link Analyzer: For counting and auditing the links on your page

Javascript Hack: javascript:document.body.contentEditable='true'; document.designMode='on'; void 0


The Clarity Equation - Interactive Calculator

To use the calculator, visit this link, go to "File > Make a copy..." and save a copy for yourself. There are full instructions for how to use it, built right in.

It's a bit of a work in progress, so if you have any problems with it, please email me at, or tweet at me @oligardner.

I also reverse engineered an effective customer testimonial. If you use the script below, the answers will be able to fuel a transformative story that has more impact than your average testimonial.




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benchmark report

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