Connect with us
Cloak And Track Your Affiliate Links With Our User-Friendly Link Cloaking Tool, Try It Free

MARKETING

8 Must-Have Tips for Writing Landing Page Copy That Converts

Published

on

8 Must-Have Tips for Writing Landing Page Copy That Converts

Conversion copywriters — the people who write landing page copy that converts readers and delivers sales — are wonderful human beings. Their writing pulls in readers, generates conversions, and ultimately produces buckets of cash.

Wouldn’t you like to have that skill?

There’s good news here: It’s only partly skill. The rest is just technique — technique that you can learn and master. You — yes, you! — can unleash the same wizard-like conversion copy powers, as long as you understand the techniques that are at play.

Click here to learn best practices for optimizing landing pages and generating  more leads.

You see, conversion is very much a science of the mind — how your prospect’s mind processes information, makes decisions, and decides to convert. In this post, I’ll describe eight writing techniques that are proven to work. After putting your time and resources into generating traffic, here’s how you can turn traffic into revenue by creating copy like a conversion pro.

Here are the tips we’ll cover:

  1. Use customer testimonials
  2. Emphasize the benefits, not the product/service
  3. Spend time writing a killer headline
  4. Keep your writing simple
  5. Write like a human
  6. Use numbers and get specific
  7. Ask for readers to take action
  8. A/B test your copy

8 Tips for Writing Great Landing Page Copy

1) Use customer testimonials.

One of the most powerful conversion copy techniques is not about writing at all; it’s about letting happy customers write your copy for you.

Testimonials produce conversions like nothing else can. It’s impossible to write copy as good as your customer. Why? Because good copy depends on the source, not just the style and substance. Testimonials are compelling because they show the customer what she will experience if she uses your product or service.

HighriseHQ’s landing pages are great use cases of these customer testimonials. A key to their successful, high-converting landing pages is that they place testimonials front and center, featuring a picture of the customer alongside a quote.

Ex1 Highrise

Now, take a look at one of Zoosk’s landing pages, where most of the copy is testimonials:

Ex2 Zoosk

Most landing pages that do well have testimonials somewhere on the page, but ConversionXL uses a testimonial as their headline:

Ex3 ConversionXL

Remember, your best conversion writers are your customers. Let them speak for themselves — social proof is a powerful addition to your copywriting and marketing strategy.

2) Emphasize the benefits, not the product/service.

One of the most important lessons I’ve learned in online marketing is that customers don’t really care about your products or services — in other words, they don’t care about the “solution” you’re trying to sell to them. A group of Harvard researchers conducted a study of 1,400 B2B customers in a variety of different fields, and concluded we’ve reached “the end of solution sales.”

Traditionally, sales was predicated on the “solution-selling method.” According to this method, “salespeople are trained to align a solution with an acknowledged customer need and demonstrate why it is better than the competition’s.”

That approach isn’t working anymore for one very simple reason: Customers already know the solution they’re looking for. They are capable of learning virtually anything thanks to the internet and search engines. In fact, not only do customers know the solution, they also know the features they are looking for, the requirements the product must meet, and a benchmark pricing.

If you are pitching only your solution, you’re not giving your customers what they need and want. You need to pitch benefits. It’s okay to mention your solution, because that’s a signal to the customer that he or she is in the right place — but don’t push that solution. Instead, push the benefits.

Let’s look at an example from Unbounce, who successfully emphasizes the benefits of their product on this landing page: “Without IT”; “build a high-converting landing page now”; “we’ve doubled and tripled conversion rates.”

Ex4 Unbounce

GetACopywriter.com leads with benefits in their landing page, pictured below. Their ideal customers are looking for copywriters, so they simply pitch the benefits of getting a copywriter through their service.

Ex5 GetACopywriter

Jaybird, a company selling high-end Bluetooth headsets, uses a landing page that exclusively talks about benefits. There is very little on here about solutions. What sets the Bluebuds apart from everyone else is the benefits.

Ex6 JoyBird

Benefits trump solutions every time. If you want to take your copywriting to the next level and increase conversion rates, put customer benefits at the forefront of your marketing efforts.

3) Spend time writing a killer headline.

Campaign Assistant: Provide information on your marketing campaign

HubSpot’s Campaign Assistant can help you generate copy

This isn’t the best news you’re going to read all day, but someone needs to say it. People don’t meticulously read your landing page copy. They scan, they skim, and they allow their eyes to flitter across the page, but they don’t (usually) read every word.

So, what’s a copywriter to do? Go find a job where someone actually appreciates our hard work?

No. We adapt to the customer and produce copy that will compel them to convert in spite of their skimming habits. Here’s what customers do pay attention to:

  • The headline.
  • The subheadline (usually).
  • The pictures.
  • CTA buttons.

After that, customers may or may not read the following:

  • Major section headings.
  • Bullet points.
  • Short paragraphs.
  • Image captions.

That should give you an idea of what to focus on as you write your conversion copy. The most important piece of content is the ten or fifteen words in the headline. Focus on and nail that, and you’ll have come a long way. To help convert the “non-readers,” you should:

  1. Make your headline big, strong, and clear.
  2. Use a compelling subheadline that pushes your product’s benefits.
  3. Show large pictures that demonstrate the benefits of your products and explain your message.
  4. Use strong copy in your CTA.
  5. Break your copy up into major sections, led by a headline with large type.
  6. Use bullet points to discuss benefits of your product. Short bullet points. Not long ones.
  7. Use short paragraphs, rather than long blocks of text. Any paragraph over five lines long can be hard to digest.
  8. Use captions on your images.

4) Keep your writing simple.

The best conversion copy you’re going to read will come in the next two words: Be simple.

You may be as good of a writer as Stephen King or J.K. Rowling, but that doesn’t matter so much because literary prowess is useless in conversion copy. Your most powerful writing skill is simplicity. Simplicity sells.

Take Optimizely, for example. They produce some of the most brilliant landing pages ever created for their clients, but take a look at their own landing page:

Ex7 Optimizely

Is that it? Yes, yes it is. And it’s very effective. Why? Because it’s so incredibly simple. Let’s visit another landing page service — Get Response. Here is their landing page:

Ex8 GetResponse

Simplicity again. Did whoever wrote those landing pages sit around for hours brainstorming, testing, tweaking, standing in front of a white board with a fistful of colored markers, thumbing through a thesaurus, taking long walks in nature, and meditating on the meaning of life in order to produce such brilliant simplicity?

Nope. They just wrote the simplest, most clear statements they could.

But simplicity doesn’t mean replacing creativity with meaningless buzzwords. ConversionXL created a list of words that marketers should do their best to avoid — these are phrases that you don’t want to use:

  • “On-demand marketing software”
  • “Integrated solutions”
  • “Flexible platform”
  • “World leader”
  • “Once-in-a-lifetime opportunity”
  • “Changing the way X is done”
  • “Paradigm shifting”
  • “Exceeding customer expectations”

(Click here for even more cliché marketing taglines you should avoid.) Those clichés don’t work anymore — you need to keep it simple. Here are a few tips for keeping your landing page copy simple:

  • Use a simple sentence structure.
  • Keep sentences short.
  • Use short words. Short words are easy to understand and skim.
  • Don’t get fancy with your wording.
  • Be clear and succinct. Use the most basic words to describe what you’re trying to say.

If you can be simple, you can write great conversion copy.

5) Write like a human.

There’s another technique that will help you crush your competition: Sound like a human being.

At some point, a bunch of copywriters decided it would be great to produce copy that sounded strained and robotic. Who’s writing this stuff? And who’s reading this stuff? I don’t know, but I do know that no one is converting on it.

People prefer to connect with other people, not with robots. That’s why your copy needs to sound like a human wrote it. Here are some specific things you can do to make your writing more personal:

  • Write the way you speak.
  • Use normal words, like the ones you’d use if you were talking to a ten-year old. For example, why use “convivial” if you can use “friendly?”
  • Use short sentences.
  • Break grammar rules if the writing still sounds good and natural.
  • Be funny.
  • Use first person.
  • Use expressions you’d use in a normal conversation. “Seriously.” “I’m thinking…,” “Wait a second.” “It was crazy.” “Wow.” “It was pretty awesome.” “It’s like…”

Ramit Sethi, a personal finance advisor, entrepreneur, and author of the famous blog “I Will Teach You To Be Rich,” has with sky-high conversion rates and a powerful personal style. His blogs read like a personal email to a best friend. He doesn’t even mind tossing in a word or two that he would use if he was hanging with his buddies. Check out this excerpt from one of his blog posts:

Ex9 RamitSethiBlog

Try to get yourself away from the idea that you’re writing “copy,” and think of it more as a conversation. If you do that, you’ll write better. You’ll sound like a human. Your conversion rates will go up.

6) Use numbers and get specific.

The more specific you are, the more believable and persuasive you will be. Which one of these claims is more persuasive to you?

  • “Your conversion rates will explode!”
  • “In the last ninety days, customer conversions have increased by an average of 78.2%.”

The second one is far more specific, and therefore more believable. Anyone can make blanket claims about awesomeness, but not everyone can cite statistics and detailed metrics.

Let’s take a look at an example. Check out this landing page example from TeamGantt. They use a specific number to promote the benefits of their product:

Ex10 teamGantt

How effective would it be if they claimed to have “millions of tasks scheduled?” The number makes a big difference. Customers want to have specific information about benefits customers are seeing, and they want specific examples of what they will experience. Specificity is a powerful tool.

7) Ask for readers to take action.

The final killer technique of a conversion pro is the call-to-action. If you don’t ask for conversions, you won’t get them. That’s why I suggest that you start with the end goal in ind — and the whole point of your landing page is that conversion. All of your copy should be building up to that conversion. Don’t be shy!

Similarly, writing CTA button copy is just as important, if not more so, than the rest of the copy on your page. Remember, how I mentioned that CTA buttons are one of the copy that people actually read? It matters. Simple changes in wording can create huge conversion increases, like in this example:

Ex11 QuickSprout

For more ideas on CTA copy that drives clicks, check out these 14 real-life examples of great CTA copy.

8) A/B test your copy.

HubSpot dashboard showing landing page analytics

Get started with HubSpot’s free landing page builder

A good conversion copy writer isn’t just writing — you’ve got to be testing, too. How else will you know what kind of writing converts higher or lower for your audience?

There are all kinds of A/B tests you can do on a landing page — images, placement, flow, layout, etc. Usually, however, the biggest gains come from changes in the copy. If you want to gain higher and higher conversion rates, you’ll need to be testing your copy along with the other elements of your landing pages.

Don’t expect to hit a homerun on your first at-bat. You will succeed by carefully, methodically, and intentionally testing every variation. Here are some of the things you can test:

  • Headline variations
  • Subheadline variations
  • CTA copy
  • Lists of benefits

Test small things, too, A single word change in the headline could make a huge impact in your conversion rates. You won’t know unless you test it out. (Don’t know how to run an A/B test? Click here to learn.)

You can use HubSpot’s free landing page builder to test page variations against each other. 

Get Started With Writing Landing Page Copy

All in all, boosting conversion rates starts with killer copy. A whole lot depends on the words that you type with your keyboard. Thankfully, it’s not some insurmountable task — anyone can learn how to do it. With the right copywriting techniques firmly in place, you can achieve higher conversion rates.

What techniques do you use to write your conversion copy?

campaign-assistant

 



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

YouTube Ad Specs, Sizes, and Examples [2024 Update]

Published

on

YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Why We Are Always ‘Clicking to Buy’, According to Psychologists

Published

on

Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

A deeper dive into data, personalization and Copilots

Published

on

A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending