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Some simple techniques for writing customer-centric landing page copy that convert.
I think that different audience segments will be incentivized by different language. The debate in this post emphasizes the importance of qualitative research in any website optimization process. Listen between the lines to how target customers are talking about what they want.
For instance, in a B2B setting, people in jobs who emphasize "doing" (like social media managers, PR people, etc), won't be as receptive as people who are looking to "get" like chief revenue officers. I think that "get" will also have a higher impact in consumer contexts.
Agree Ritika. It's all about ideas for testing. Ultimately the results will tell you what works. Nothing is ever guaranteed to work.
Great comment. It's important to be wary of "one size fits all" advice like the one in the article. Everyone's situation is different.
I have tested this and I have not gotten results anywhere near what this article suggests.
Thought experiment: If this works, wouldn't every call-to-action that exists be 'Get (Whatever)' ?
Hey Matt, do you remember what you tested it against? Would love to know what worked better for you.
We did some testing of calls to action on an ebook landing page - I think we tested 'download the guide' against 'get the guide'.
We didn't see much of an impact either way - I guess people just weren't swayed by one word with basically the same meaning.
(That being said, I market to marketers, so you never know what you're going to get.)
Have you seen any meaningful changes in testing CTAs like that?
I think the point of the article is that you should focus on benefits for the prospect instead of the process they will need to follow. I have definitely seen improvements when the CTA clearly says the benefit of clicking on it. But after reading this article, there is a lot more testing that I'd like to do.
Michael has a way of doing that :-)
Coincidentally "GET" is apart of OOGLN's tagline. So great article to affirm our ethos. Now to hack the right "code" that will tune the People to convert!
I "Get" the benefit ;-) thanks for sharing Ashley :-)
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