Landing Page Copywriting | Landing Page Conversion Course | #LPOcourse. The words on your page are the most important elements to consider when creating a landing page. Your words are the first thing people pay attention to when the page loads, and the last thing they read before deciding whether or not they will complete your conversion goal. Spend 50% of your time writing your headline and the rest on writing your call-to-action. Well, we’re not actually advocating leaving out writing the rest of the copy on your landing page. Rather, it’s important to understand the relative importance of your headline and call-to-action. This part of the course will cover: Taking inventory of your landing page copy Crafting an effective headlineWriting an effective call-to-actionWriting benefit statementsTips for writing effective privacy statementsHaving your customers write your copy for you 1.
If you look at a typical landing page, you’ll see it’s mostly made up of text. Looking at an example landing page, you can see where each of these elements lives: 2. 3. 4. 5. 6. 3 Essential Ingredients of Landing Page Headlines That Convert. A headline can make or break your landing page. It’s the first thing a visitor reads when they hit your page, and it’s the primary element that will help them decide whether they want to read on – or bounce. Trouble is, oftentimes the headline on a landing page is an afterthought. Or worse, it’s written by a designer so that it “looks” good. This is a surefire way to kill your conversion rate and ruin the effectiveness of your landing page. What makes a landing page headline successful? Any good landing page headline will have three key elements: Focus – An effective headline will not be vague.
(Bonus element) Urgency – Though it’s not needed in EVERY landing page headline, adding a sense of urgency (“act now!”) In order to pack in each of these elements, you might need to use a combination of a headline and a sub-headline. Great Landing Page Headlines Let’s start with some headlines that are right on the money. Benchmark I like this headline because it keeps things simple. Intuit Quickbase. Nick Usborne's articles on copywriting online - and more. P.O.W.E.R. Copywriting: Write simple ads in 5 steps. When I was asked to teach a copywriting class for a special program at The Ohio State University, I discovered that teaching writing is far more difficult than the writing itself.
Many of the things I did naturally from experience or instinct were a complete mystery to my students. So, in order to make the copywriting process a logical and painless operation, I devised a simple method for writing ad copy for novice writers. I called it POWER Copywriting, an acronym for the five steps in the copywriting process: Prepare, Organize, Write, Edit, and Review. This represents years of copywriting experience boiled down to the basics. Step 1: PREPARE Good ad copy begins with good information. Don’t try to wordsmith at this point. Description. Step 2: ORGANIZE After you’ve answered these questions, organize your information.
Don’t take shortcuts. Here are the essential items you will need to write your copy: You’ll notice that this list doesn’t include everything from the first step. The #1 Secret to Writing Great Copy Is . . . The Science of Storytelling & Memory and Their Impact on CRO. 99inShareinShare Have you ever heard of the “significant objects” project?
As a literary & anthropological experiment, Rob Walker and Joshua Glenn wanted to see if they could resell cheap knickknacks (avg. cost $1.25) on eBay and turn a significant profit by adding personal stories to the item descriptions. The hypothesis was that emotionally charged stories would increase the perceived value of each object and therefore net a large profit on each item sold. To conduct the experiment they purchased around $129 worth of thrift-store items – like a ceramic horse bust or a cow shaped coffee creamer container – and had over 200 writers contribute rich, creative stories to attach sentimental value to what were otherwise mundane items. In the case of the horse bust, the item was purchased for .99 cents. The horse bust resold for $62.95 – A 6258.58% increase!
Each item sold at a similar profit margin & overall the project brought in nearly $8,000 combined. The Effect Storytelling Has On The Brain. Get Prospects to Say “Yes” With This Simple Landing Page Copy Hack. Landing page optimization is all about making it as easy and attractive as possible for your prospects to say “Yes!” I’ve learned from hundreds of landing page experiments that the best way to accomplish this is to focus on how your prospects will benefit from accepting whatever it is you’re offering them. Today we’ll look at a dead simple technique for writing customer-centric landing page copy that converts – and it all revolves around one particularly powerful verb. Let’s start with an example from the real world: Take a look at the image of the two landing page variations here and see if you can spot the difference – it shouldn’t be too hard.
You got it: The only difference is the verb in the call to action. As you can see, that simple change resulted in a 14.79% conversion lift. It’s clear that changing one verb doesn’t have much impact on the page itself, but it does have a huge impact in the mind of the prospect. Here’s an example of a similar CTA experiment in Danish: Get it? Struggling Consultant. Useful Value Proposition Examples (and How to Create a Good One) Value proposition is the #1 thing that determines whether people will bother reading more about your product or hit the back button. It’s also the main thing you need to test – if you get it right, it will be a huge boost.
If I could give you only one piece of conversion optimization advice, “test your value proposition” would be it. [Tweet It!] The less known your company is, the better value proposition you need. When I reviewed a bunch of websites, the conclusion was that missing or poor value proposition is one of the most common shortcomings. Note: If you’d like to become a master at conversion optimization and creating value propositions, enroll in ConversionXL Institute now.
What exactly is a value proposition? A value proposition is a promise of value to be delivered. In a nutshell, value proposition is a clear statement that You have to present your value proposition as the first thing the visitors see on your home page, but should be visible in all major entry points of the site. How Apple is brilliantly using a 100-year-old persuasion strategy. Full disclosure: This article was written before we engaged with Apple as a client, so it isn’t influenced or informed by our relationship with the company. How do you persuade your prospects of your products’ quality? Use this strategy: Show the work that went into creating the product. This can take two forms: Show the work that went into inventing the product.Show the work that goes into creating each individual product. For example, if you were selling Rolex watches, you could tell the story of how the watch was designed, or you could describe the painstaking process by which each individual watch is manufactured.
How this technique was used to sell beer 100 years ago Advertising legend Claude Hopkins used this strategy to revolutionize the sales of Schlitz beer in the early 1900s. Even if you’ve heard the story before, you probably haven’t seen any of Hopkins’s ads. How Apple is using this technique to sell laptops (You need to watch only the first three minutes of the video.) 1. 2. 3.
Microcopy: Tiny Words With A Huge Impact On Conversions. 19inShareinShare When you think about optimizing your website to increase conversions, what are some of the first things that come to mind? Like Ott had mentioned in the Mastering The Call To Action a study of Visual Website Optimizer’s customers shows most people are testing: CTA Buttons – 30%Headlines – 20%Layout – 10%Copy – 8% But what if this obsession over headlines and CTA buttons is misplaced? What if tweaking the small stuff, like the tiny bit of copy next to the credit card field or the wording of a specific link could transform your hesitant visitors into confident leads & buyers? As Peep stated in the “How To Design an eCommerce Checkout Flow That Converts” article: “An eCommerce site that I analyzed recently had a payment page where 84.71% of the traffic proceeded to buy. Control: Variant: Microcopy – those little words and phrases that enhance the experience, add personality & most importantly have the ability to reduce friction and get people taking action.
That being said… Before: