In the Internet age, visuals are increasingly important. Confirming this trend are two newish channels launched worldwide only a year apart: Clubhouse (audios, 2019) now has a modest ten million users, while TikTok (videos, 2018) tops a massive 1.5 billion.
Yes, Design Matters, but Copy is Crucial
Unsurprisingly, this same preference for images prevails when it comes to landing pages. A recent survey examining almost 37,000 English language pages that were active between March 2019 and March 2020 compared the relative importance of copy and design on landing page conversion rates.
The findings were startling: the written word had twice the relative importance of design. This applied across sixteen different industries, with copy scoring 65% to 70% in importance, while design trailed well behind at 30% to 35%.
Content is all about Convincing
Effective copywriting means conveying the right message at the perfect time, convincing readers to take action. This means structuring landing page information skillfully, ensuring that high proportions of visitors are persuaded to take the desired actions.
Whenever a consumer clicks on a link (in an email or an ad) they’re redirected to a landing page that provides further information quickly and easily, together with specific calls to action. Favorites include strongly positive action phrases like: Sign Me Up Now!, Tell Me More!, and Yes, I Want Mine!
How Can I Write High-Conversion Landing Pages?
So if you really want to pump up your conversion rate, the trick is to focus most of your attention on words that speak to your target audience. This is because a landing page is a stand-alone stepping-stone created specially for individual advertising or marketing campaigns.
Takeaway: Every aspect of your landing page is crucial for convincing visitors to convert. So make sure each word counts, with compelling landing page copy.