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4 Elements of landing page copy that you should be testing

November 2, 2020

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The copy on a landing page is one of the most important factors in how it converts.

The roles that words play on a landing page include informing potential buyers about the benefits of a product, overcoming common objections, and providing social proof that your offering is indeed as good as you claim it to be.

Landing page copywriting can be broken down into many different elements, and each of these can affect the overall performance of a page. If possible you should try to split test the different elements of your landing page copy in order to get the page converting as well as possible.

To help you get started on this type of fine-grain testing, here are five elements of your landing page copy that can (and should) be tested.

1. Your Headline

Just like how first impressions can make or break your relationships with people, the strength of your headline greatly determines whether someone stays on your landing page or immediately bounces off it.

While 8/10 people will read a page’s headline, only 2/10 will go on to read the rest of your post. This both highlights the importance of an enticing headline and emphasizes how difficult it is to get your headline right.

Chances are, your first attempt at a headline won’t be the best possible one that you can write, so it is a copy element that requires rigorous testing.

There are several different variables that you can test in a headline, including angle, tone, and length.

A study from Buzzsumo suggests that the most enticing headlines directly address a reader, so try to use the second person (you/your) where possible in your headlines.

2. The benefits you emphasize

It’s copywriting best practice to focus on the benefits of the service and products that you are trying to sell.

Customers ultimately care more about what your offering can ultimately do for them, rather than the nuts and bolts of how your product or service works.

In most cases, your product will have several benefits, and some of these will naturally resonate with your buyers more than others.

Say your trying to sell subscriptions to your email automation software. Three distinct benefits of this can include:

  • Saving you time.
  • Increasing the conversion rate of your email marketing campaigns.
  • Reducing the amount of stress in your marketing team.

These different benefits can act as variables when you test your landing page copy.

On your landing page, it’s best to focus on just one main benefit of your offering, so as not to confuse or overwhelm readers. To test these, make a list of all the potential benefits of your service and write versions of your landing pages that emphasize each benefit individually.

Test these out against each other to find out which benefits your customers care most about, and then double-down on emphasizing the most appealing one.

3. Social Proof

Social proof refers to any elements of a landing page that acts as evidence that your offering “works” in the ways that you claim it does.

Most commonly these are customer testimonials, case studies, and other signifiers of thought leadership such as being featured on industry-leading publications (think of “we’ve” been featured in” banners as an example of this).

Social proof can vary wildly in both its content and presentation. Do you include written or video testimonials? Do you present a whole case study or just a brief summary of one?

All these elements can affect how your landing page ultimately converts, so variations of these should be tested against each other.

4. Your Call to Action

Every landing page should have an ultimate goal. This can be to make a purchase, opt-in to an email campaign, or simply click onto another page on your website.

If the goal of your landing page is to make a purchase or opt-in to a mailing list, how you word this request can have a huge impact on how many readers actually follow through with it.

One statistic that can demonstrate the power of split-testing call to action text is from a study by ContentVere. They found that framing a call to action as “Start My 30 Day Trial” rather than “Start your 30 Day Trial” increased sign-ups by 90%. In essence, they doubled their goal completion rate by changing just one word.

Headlines and calls to action are frequently cited as the two most important variables in a landing page, so if you only have time to split test a few elements it’s recommended to start with these two.

A Final Point – The Importance of Congruency in your Landing Page Copy

While it’s important to split test different elements of your landing page copy, your landing page as a whole will perform badly if the different copy elements are not congruent with one another.

If you’ve discovered that emphasizing a particular benefit of your offering yields the highest conversion rates, then this needs to be batched by a headline, and social proof that also references these benefits, otherwise your landing page will not make sense.

Resist the temptation to throw together the highest performing individual elements of your landing page without giving extra thought to how it all ties together. If you are not sure if a landing page has enough congruence, then try testing pages as a whole against each other to find out what your absolute best version is.


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