Landing pages come with no rule book. While the most basic design with only 100 words might work for a business, it might just bring down the conversions of another. Deciding on a design and creating a converting copy for the same can be a daunting task.
And since it is always to start with something in mind, here are the 6 landing page copywriting tips to keep in mind – rather, the mistakes you must avoid. After all, what’s better than learning from mistakes of others?
6 copywriting mistakes that are killing your conversion rates
1. Not testing the length of the copy
Common notion says that a long sales copy doesn’t work on a landing page. But the truth is, it entirely depends on the business industry and the product/service they are campaigning. It could take 150 words to convert one kind of a visitor, while the other might just want to go through every aspect of it before investing in the business – and that easily makes it more than 500 words.
While it is suggested that you only add what’s relevant on the landing page, testing the copy length is a must. According to a study by Conversion Rate Experts on Crazy Egg, the landing page that was 20 times longer than the original, got 30% more conversions.
2. Using layouts that reduce copy readability
While most businesses choose multi-column layouts for the ease of designing and writing, such landing pages don’t really convert well. Especially the ones with multiples columns of text in a single row. They reduce the copy readability and visitors end up reading only the parts they find snackable.
Test a single column layout instead. It gives a flow to your copy and visitors then read it from start to finish in exactly that order. If you plan to share a lot of information on your landing page, break it using font formatting, graphics and text boxes. This will break the textual monotony and keep the reader engaged.
If you plan to make use of multiple columns – don’t place text side by side. Pair your text with contextual graphics. This makes it easier for the reader to read every word of the copy you have written.
3. Adding too much math
Your landing page could be offering the best of deals, but assuming all your visitors can do the math, is wrong. According to the Journal of Marketing Research, consumers see very little difference between the offers you make. While your business is offering an extra 50% off, customers will only see it as a 50% discount – with the ‘extra’ out of picture, the deal sounds just normal.
Change your approach when addressing your customers. Instead of telling them how much they will save on a service/product, tell them what they’re getting for free. After all, who doesn’t like free things.
4. Considering the wrong examples
The biggest mistakes businesses make is considering a landing page example by a brand that is already established. While getting inspired from them is one thing, designing and writing a landing page copy in sync with their style does not work for all. Because those are landing pages designed by brands that people already know about. Take Facebook and Twitter for example – bare minimum landing page copy, but everyone knows what they’re about.
Twitter is barely persuasive now. Not the kind of landing page inspiration you need for running a digital business.
So identify your niche and take a look at what your competitors are doing instead. Test out your landing pages for different sections of your target audience. You never know which approach might work the best for your business. But remember, your copy needs to be contextual and persuasive at the same time.
5. Neglecting reasoning and approach
To be persuasive, you need to pick a common concern and reason it out. According to a research in the Harvard Magazine, the reasons offered by a business barely made any difference. This is primarily because people respond to a familiar network of request instead of the real question. The study says that the subjects were impactful when backed with reasoning – but the reasons could vary from real to ridiculous and still give similar results.
So when trying to sell your product or service on the landing page, always focus on the ‘why’. Here are a few questions to ask yourself while creating the copy:
- Why are you offering the product/service?
- Why your product/service is cheaper than that being offered in the market?
- Why should the consumer engage with your business?
- Why should the consumer make the purchase ‘today’?
- Why you don’t offer a certain service like free delivery or exchange of products, etc?
In simpler words, your copy must be persuasive in every aspect. So consider all possible questions that might cross a consumer’s mind before framing the copy of your landing page.
6. Not experimenting with negatives
Businesses often talk about how a product or service will help them save time, increase productivity, etc. But what if you changed the tone to show what it would be like to not have your product/service – lesser time to do other things, loss of productivity, etc.
Both the negative and positive tones on a landing page essentially speak the same thing. But it is a good idea to test them both out to see which one stimulates the audience enough to drive in engagements. Start by flipping the positives into negatives, and then vice versa.
Over to you
Since landing pages come with no hard and fast rules, the results for different tactics vary depending on the target audience. No two businesses can have a similar landing page. Remember, different strokes for different folks!
What are your tips for writing a landing page copy that doesn’t just interest the audience, but also actually converts?