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You can throw a burst of punches and strikes, or grapple until you’re blue in the face. One of the best ways to get big wins from small tweaks is to focus on converting more prospects into customers by strengthening your copy. You can spend hours tweaking the wrong things and get weak results, so here are five simple but effective ways to ramp up your conversions by cranking up the power of your copy… Mr. You see, the brain enters a state of confusion or tension when it views something as incomplete. When it comes to writing copy, an open loop is a part of your sales message that doesn’t tie up immediately.
The writer starts the sales letter with talk of a mysterious little secret that top copywriters used to sharpen their chops, and as a result make bucket loads of cash – instantly making you wonder what this secret is. The easiest way to get started is to ask more questions in your copy and vaguely expand on the question, just like the example above.
Shortening your sentences (and your first sentence in particular) is an excellent way to make your copy a little bit more engaging. The trick is to make sentences so short and easy to read that they instantly suck your reader into your copy. Take for example the opening sentence on Chartbeat’s landing page for their study on audience development.
When someone begins by reading that, they’re naturally inclined to wonder, “What is enough then?
These questions then fuel the reader with enough coals of curiosity to make him want to read on. Also, shorter sentences look like a piece of cake to read, which increases the chances of someone actually getting through your copy.
The right action verbs give your copy a muscular, grab-you-by-the-throat effect that keeps your reader glued to the screen. When it comes to descriptive power and sharp imagery, the second paragraph leaves the first, adjective-infested one coughing in the dust.
If you’re a serious blogger, you’re tired of wading through thousands of articles, reading contradictory advice, and trying to figure out how to piece it all together.
See how alive and vivid the writing becomes with just a few well-placed sharp, powerful verbs? It’s a formula that allows you to consistently create a smooth, strong sales message that latches onto your reader’s attention and keeps them interested.
The headline is curious and grabs the reader’s attention by suggesting that the SEO game has changed. Once the page catches the reader’s attention, it cultivates interest with paragraphs which explain how SEO has changed (next to the laptop).
Following the AIDA formula inserts a smooth compelling flow into your copy and keeps readers glued to your sales message. A 1999 study by psychologists Davis and Knowles showed the shocking persuasive power of a technique called reframing. In their second pitch, they told people that it was 300 pennies for 8 cards, which was followed up by, “which is a bargain,” resulting in 80% of the households buying cards.
This tiny change in the pitch had a huge effect on results, but how and why was it so influential?
When people are told the cost of the cards is 300 pennies instead of 3 dollars, their routine thought process is disrupted. They’re immediately told that it’s a “bargain.” And because pennies sound so easy to spend in comparison to hard-earned dollars, they are more likely to accept the suggestion that the cards are a bargain. This landing page reframes the price of a brand new car in terms of two lattes per day ($8), which serves to soften the blow of the price and make the offer more appealing. The landing page reframes the price by comparing the total price of the course to how much it costs per day, instantly reducing the weight of the price in the prospect’s mind.
Hassan Ud-deen is a freelance blogger and sales page copywriter (who likes to be called “The Wordslinger”). Tip: Open loops are especially useful in Google+ since you can post long copies but only the first 3 lines can be immediately seen. Nice tips for everyone who tries to build his career as a copywriter (such as freelancing copywriters on 2Polyglot or online free writers).
Great Article, Really useful for Newcomers in SEO Field, I am using all of these tips for my website that will defiantly give me good traffic. Does your landing page get the job done?To be an effective online marketer, every page of your website needs to be well written, elegantly designed, purposeful and part of the big picture plan. Very effecive and crucial one for an effective landing page, thank for adding additional parts.
Facebook contests and campaigns are powerful ways for brands to engage with customers in social. The words on your page are the most important elements to consider when creating a landing page. Well, we’re not actually advocating leaving out writing the rest of the copy on your landing page. Again, we turn to copywriting expert Joanna Weibe, to define some techniques and formulas you can use to get a good start on your headline creation. You can take portions of these formulas and extend them in different ways depending on your needs. According to Michael Aagaard, your call-to-action represents the tipping point between bounce and conversion. This means that clicking the CTA is a mission critical conversion goal, and every extra click potentially means money in the bank. When they click the button, they’ll get the opportunity to find a gym and buy their membership.
A call-to-action that conveys the value of your offering and the relevance to your prospect will lead to more conversions.
The privacy policy statements you add to your lead generation forms can have a significant impact on how people perceive your trustworthiness, in turn affecting your conversion rates.
In the first experiment, the original form (with no privacy statement) was tested against a version that said “100% privacy – we will never spam you” beneath the call-to-action.
As you can see, the version with the privacy statement actually produce 18.7% fewer signups. However counterintuitive it may seem, adding a privacy policy does not guarantee more sign-ups.
My hypothesis is that – although the messaging revolves around assuring prospects that they won’t be spammed – the word spam itself give rise to anxiety in the mind of the prospects. Credibility, clarity, and authority is really what you want in a privacy policy, and I believe that the combination of those three factors is what made this test perform so well.
The lessons here are that you really need to try different versions of your privacy statements, and also that with the right type of statement you can make a big improvement in the outcome of your landing page performance. Listing the features of your offering requires your visitors to figure out for themselves how your product or service can help them.
A more effective way to communicate how you’ll solve their problems is to talk in terms of benefits. Copyblogger provides great insight into all kinds of copywriting, including an excellent technique for turning your feature descriptions into benefit driven statements. Copyblogger recommends a 4 step process to extract the benefits from your features, to find the underlying desires of your prospects. They play the supporting role to benefits and are most effectively used to justify and support the claims of your benefits.
According to Copyhackers founder Joanna Weibe, if you want know what messages to put on your landing page, you can swipe it from your visitors, customers and prospects. In this example, a testimonial was used to extract a benefit statement of the solution offered on a landing page and use it in a new headline.
To gather this type of information, think of yourself as an editor… and think of your customers as your copywriters. Alright gunslinger, it’s time to grab your metaphorical pen and paper and head on down to our crash course in conversion centered copywriting.
Try this formula: First write out the pains, then write out the reversal of those pains (dreams). With most visitors you will never get another chance to engage with them since you don’t have a method to contact them. It does still feels a bit forced. So I love questions as headlines and the one you have is very painful. I do know that accusatory-sounding copywriting doesn’t go down well, without having to test.
Yeah, I hadn’t read it from that perspective, but as soon as you brought it up I knew what you meant.
Imagine if your sales page is a conversation, as it stands, and not a collection of design elements and copy bits. I would now, yes.

The more immediate the pains are — the more vivid, and recently experienced, and detailed, and urgent — the stronger your persuasion is.
So the surface pain is poor conversion rates, so we need to get to what is driving that. I think two main issues that prevent sales are not understanding the product and not trusting the seller. From my perspective, as a serious potential customer, my pain points are… I know what I ought to be doing (capturing emails when people don’t immediately buy). And you still teach them to build trust but you kinda sneak it into something they REALLY care about. I guess I’m still not sure which is more important, teaching them how to improve conversion rates through this process, or showing them how this process (which they already understand) is made easier with ConvertKit. So if I were gonna give you homework, it’d be to work on an outline, vivid pain points, and that pivot in an outline… and then just write pure copy. I constantly worry about the hundreds of visitors who come to my site and don’t make a purchase. This scenario seems completely ridiculous when described in person, but it actually matches the sales process I described above.
While subscribing they were also given an opportunity to opt-into a free 30 day email course. As you deliver more valuable content for free over email, your subscriber’s trust in you increases. Only after the subscriber has gotten to know you and understands the value of your product do you ask for the sale.
Using this process you capture more leads up front, have more time to talk to the visitor about your product, and only ask for the sale after they have a reason to trust you. Now, I wouldn’t be surprised if you read through that saying, “I already knew that.” If so, I’ve got one quick question: Why don’t you use it? If you’re like me, it’s because it is really painful to set up, between designing the landing page, coding a way to gather subscribers’ information, automating the delivery of an incentive, and then finally creating and delivering a course. That’s why I made ConvertKit, to take this proven marketing process and automate it with a single tool.
Once the page is in place, upload an incentive, like a guide or training video, to give your visitors for subscribing. With all the technical challenges taken care of, you are free to focus on delivering value to your readers. I want you to be able to fall asleep at night thinking about happy customers and money in the bank, not crummy conversion rates. If you’d love what I just shared and want to be very first to use ConvertKit, you can preorder it today.
This scenario seems completely ridiculous… but isn’t it exactly how we expect things to happen with our web-based sales pages?
Do this, and you’ll have managed to turn a potentially creepy sales scenario into a valuable, trust-building conversation. I wanted to make it as easy as writing the content, to implement this proven marketing process.
Upload an incentive, like a guide or training video to tease your visitors into subscribing. Write a few helpful emails that’ll teach your subscribers (and one or two that ask for the sale!).
With ConvertKit taking care of the technical challenges, you can focus on delivering value to your readers. If you love the the idea of making your sales funnel leak-proof with ConvertKit, and if you want to be very first to use ConvertKit, you can preorder it today. Looking at this page now it still has a few issues, but in the interest of shipping software, I decided to go live with it anyway.
So far 6,397 people have visited the page and 228 people have subscribed to the email list. I’m a fan, Nathan, but this article (and especially the resulting site) leaves me less confident in your advice. Great article Nathan, it seems like the overall process was very useful not just in creating a landing page, but also in creating a blog post that, somewhat brain-twistingly, does what it says you should do: provide your readers with value. That said, while I like (actually love) the balance of your final design, I’m not a fan of that tagline.
I do tend to agree with some of the others that your end product, while it does tell a great story, does not resonate like your second iteration. Anyone who has done enough conversion rate optimization will tell you that it is almost impossible to know what will resonate with your customers without creating assumptions and testing them.
Well, I’ve been with you up to here, but this post makes as assumption that giving you my email is free.
Chances are, if I came to your page and you asked for an email, I would either a) leave or b) give you a mailinator web address, collect your ebook and now you have a worthless email address. You can’t claim you want to build trust and then work to surreptitiously capture their email address. If they managed to find your page once, what about GIVING them the choice of either a) providing an email address or b) no email address, maybe just a bookmark?
2) Begin reading our ebook here online, it’s the first class of our free online course.
Then at the end of the ebook, or when they want to take the rest of the course, that’s when you can ask for their email address. I get the impression that convertkit applies mostly to products being sold such as eBooks instead of a web application. Ironically that article will probably sell you more copies of the ebook than the landing page itself. Definitely lessons I’ll keep in mind in case of a redesign (with copy first) or a new project. What we are aboutOur mission is to help people visualize, create & maintain beautiful homes. Follow us for a daily dose of outstanding homes, intelligent architecture & beautiful design.
Or you can calmly step back, target one of your opponent’s pressure points, and quickly end the fight with one swift strike. Congratulations, you’ve experienced the power of open loops (also called the Zeigarnik effect).
The cause could be a story, a question, even a household chore that you forgot to complete — and the only way to overcome that confusion and tension is for your brain to close the open loop. If your readers don’t make it past the first few sentences, they sure as hell ain’t making it to your call to action.
This is a huge benefit because it’s harder to stop reading copy once you’re already interested and curious. He felt his heart rip, and an ocean of darkness washed through him as he collapsed into the sofa.
This will help you inject strong verbs and words into your copy without ripping your hair out in frustration. This is where you snag your prospect’s attention with a benefit-driven headline and introduction to make him want to read on.
After arousing your prospects interest, here’s where you pump up his desire for what you’re selling.
It allows you to manipulate the perceived value of a product by making comparisons and shifting the focus of your reader.
Pick a couple of strong techniques and tips, focus on the needs of your prospects, and you’ll be fine. Probably my favorite part was the 300 pennies vs $3 story, which illustrates perfectly the concept of reframing. I instinctively associate them with low-grade snake-oil type sales pitches, and immediately click away whenever I encounter them. I get the idea of reframing but like another poster mentioned about open loops, the reframing immediately strikes me as sleazy and I leave. 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. Rather, it’s important to understand the relative importance of your headline and call-to-action. As such it’s a great place to start when building your page, to ensure you craft a story that will make sense to your visitors. To get your visitors to continue engaging with your message, increase their desire for what you’re offering, and motivate a Call-To-Action click.
You can take the three headline approach from the landing page anatomy to construct a story.
When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page. You’ll have to spend time tweaking and refining it before it’s ready for testing, but asking these questions is a great way to get started.

This lets you speak directly to the needs of your visitors as opposed to talking about yourself.
The more you reflect what people are thinking, feeling and experiencing when they arrive on your landing page, the greater the likelihood that they will trust you, believe you’ve created the solution to their problems and buy from you.
Then, put on your editor’s hat and comb through all that copy, weeding out the ho-hum stuff and keeping the best phrases, analogies and descriptions. If not, you can open a free Unbounce account (60 seconds to sign up – no credit card required). This isn’t supposed to be there, so the only conversion goal is the form at the top of the page. The main changes were that I worked on a new headline, changed the order of the elements on the page, and redid the illustrations so that they fit into a single column.
And the job of the first sentence is to get you to read the second sentence. So the job of your headline is to get them to read the next sentence… or the subhead. Or just focus on the people who understand drip marketing and don’t do it because of the pain? Right then you are probably thinking that we just met 30 seconds earlier and you have no reason to trust me. This could be from a link on Twitter, an ad, or something else where they have never heard of you before. Provide them value, help them accomplish their goals, and build trust before asking for anything from them. Best of all, if they forget about your product, which is likely, you have the opportunity to remind them in a future conversation.
You can code your own solution or combine a bunch of different web applications to get it done. She kept a lot of my ideas, but often changed out my plain words for something more meaningful.
All those hours you spent writing blog posts and building traffic and tuning your landing page, sabotaged. What if you had the opportunity to persuade them over and over again, over a period of weeks? This also means your would-be customer won’t simply forget about you (which I believe is a major reason for low conversion rates!). Our interface makes it extremely fast to set up a sequence of emails to deliver an email course, or set of tips, in order. I’m just as eager as you for ConvertKit to be ready… and sick of the tedious work of setting up this sales process with other generalized tools.
The new order made a lot more sense, the sentences she removed were redundant, and the length was perfect. You may not know if, but there are many of us who are completely cued into this process that you are engaged in (transparent product development) and are learning tons of things from it. I see I did that thing where I was writing two thoughts at once and left one of them unfinished. It just made me realize that if I totally would pay a few bucks to just have it as a PDF, there’s likely some value in doing that with lengthy, detailed blog posts. Why alternatively point them instead to that ebook delivered as a series of web pages at a URL completely specific to them that IS the opt-in course you are offering? And that’s when you can claim to have acted in a trustworthy fashion, by giving them something of value and not taking their email address prematurely.
There’s a lot of awesome copywriting and CRO advice included, and yes, I read through the whole thing. We bring to you inspiring visuals of cool homes, specific spaces, architectural marvels and new design trends. Or… simply step back and target the “pressure points” in your marketing by finding small tweaks that create big wins.
This strengthens your curiosity and makes you more invested in finding out what the mysterious secret is – increasing the chance of a conversion. I find the open loops ( The Zeigarnik Effect) fascinating and can’t wait to start experimenting. The landing page I’m offering tips about here are the pages expressly created to solicit an opt-in or a desired action from a prospect. That’s why when it comes to crafting effective landing page headlines, choose clarity over clever.
Easily refer back to what you said in the previous email, and move ahead to write the next one. But trust me, I’m sick of implementing this process with clunky software, so I’m just as eager as you for ConvertKit to be ready. Every email shows her that your advice is good, and you know what you’re talking about. If for some reason the page has changed when you are reading this you can find a version of the design below. Not as high as I would have liked, but a lot of that traffic was from Hacker News, which always converts a bit lower. I suppose that appeals to a shallow (fond of buzzwords rather than understanding) and neurotic (obsessive about failure to the point of insomnia!).
Typing in forms is annoying, especially on mobile, and it creates pain for me in the form of newsletters and other crap I later have to delete. I read a book called irrationally predictable, where he talks about how psychologically, those price points might look more appealing if they were something like $39, $179, and $99 etc… something about having a 9 at the end, makes it seem like a much better deal. Majority of them portray a modern approach to bedroom design with fancy headboards, designer lighting and decorative accent pillows.
Throughout the process she gave great advice on copywriting that I’d like to share here. It’s probably a good time to say something noncommittal like, “I’ll check it out,” and find a way to exit the conversation. This process is really valuable, and the fact that it’s new makes it seem like it should get good results, which may change if every company starts using the exact same funnel process. By getting design out of the way I was left to focus on convincing the visitor with content, rather than getting caught up in the design. And the double whammy of implying that I know what it is (even when I don’t) inspires my vanity to inspire my reading the rest of your page. Until then, I’m going to look into where to implement this type of funnel and may sign up for ConvertKit along the way.
If you are planning to redo yours and looking for bedroom decorating ideas these pictures should inspire you.
Unlike many of your website’s pages, a landing page is not about helping readers find what they want. Visits could come from pay-per-click ads, display ads, a search result listing, an internal link on your website, a link from another website, an email, and even a printed piece, ad, or commercial.Your landing page is essentially direct marketing as applied online. The link the prospect just clicked was about something specific, so your headline should deliberately reiterate those words.Landing pages are not the place to show off your creative writing chops. Your first objective is to assure the visitor he landed on the page he needs.Focus on one thing, the offer. Do not give in to the temptation to cross-sell, upsell, or wander into related territory of any kind. Deliver information on point with exactly what your visitor came for.Landing pages should not include links to other sections of your websites. A logo linking to your home page is acceptable (but does offer an “out.”)Use your action words.
Include phrases such as “Learn how to…” “Get insights…” “Save time…” “Download the…”Showcase the value. Use subheads and captions to state the value of your offer in a variety of places on the page so they can’t be missed.Consider making big, bold, even dreamy, value statements.
You might write, “Imagine how…” “Conquer your…” “You’ll never have to (blank) again because…One more thing… If you can be specific, be specific. If it’s an information asset, it’s useful to preview the contents in short and sweet passages. Unless you have a compelling reason to qualify the leads at this stage, make your form easy to find and fill out. And I picked up some ideas for my article from this post by Verster.Landing page leader, Unbounce, is a great resource for more information about creating effective landing pages and testing tactics to improve conversion.

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