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Startup Landing Page Copywriting Pt. 2: Here’s What Worked For Us, What Didn’t and Why

In part 1, I told you why we decided to redesign our landing page.

A quick recap. Our old landing page:

  • was a typical app landing page (we wanted to try a different design)
  • it had way too many links leading away from it
  • it didn't have a final Call-to-action

With landing page v1.0 we:

  • changed the structure of the landing page
  • removed all unnecessary links from the front page
  • improved the copy

And we also made a few mistakes along the way.

In this post you'll read about the mistakes that we made with Landing page v1.0, what we did to improve it, what worked and why.

First, click on this huuuge image and take a look at the differences between Landing page v1.0 and Landing page v2.0:

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Now, let me tell you more about each of these.

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What we changed

For landing page v1.0 we decided that the demo link would not be an actual link and that we would ask the visitors to type it in their smartphone browser. We're selling a mobile theme and we wanted people to experience it on an actual smartphone. Guess what? They don't have the time to type.

So, for landing page v2.0 we changed the demo link to an actual link.

What worked

  1. The new demo link got the most clicks. 20% of the visitors clicked on it. What is more interesting is that when it was just text it was still the most clicked element on the page (10% of all clicks).
  2. The page conversion rate increased. The overall conversion rate for the CTAs (our "Buy Now" buttons) increased by 1–2%! Note: This means that people clicked on these buttons. It doesn't mean that they bought the product.

Why it worked

Although the increased conversion rate is also related to the other changes that we made, I'm pretty sure that the demo link played the biggest part. The above data shows clearly that a hands-on demo is very important to our customers. And I'm sure it is important to your customers, too.

The new "Buy Now" button text

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What we changed

The text on our first CTA was changed from "Buy Now for $79" to "Increase Your Sales On Mobile Now". The new text is benefit-oriented. This means that it explains to people how purchasing the product will help them.

Side note: Do you know where the new benefit-oriented text came from? No, it's not our collective copywriting genius. It's the pains + dreams thing that we did for landing page v1.0.

The ultimate goal (dream) of our potential customers is to increase their sales on mobile. This dream comes directly from their biggest pain: "losing potential mobile customers". And this dream is the main benefit that of using our theme.

What worked

The new benefit-oriented button got 2% more clicks. The conversion rate with the old button text was 4%. On the new page, the conversion rate for this button increased to 6%.

Part of the increase is also due to the money-back guarantee that we added.

Why it worked

The first button copy ("Buy Now for $79"), was merely giving information: "It costs $79, buy it". The second button copy ("Increase Your Sales On Mobile Now") suggests a clear outcome.

We, as humans, are always looking for outcomes when we purchase something: "What's in it for me? Will it give me the results I want?"

That's why benefit-oriented text always works better. A benefit is a desired outcome.

The money-back guarantee

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What we changed

Instead of offering refunds to unhappy customers, we chose the popular "30-day money-back guarantee". It's almost the exact same thing. In fact, the money-back guarantee is more limited as it applies for 30 days only.

What worked

Since we placed the money-back guarantee right below the first CTA button, it's surely connected to the increased conversion rate. The conversion rate for that button increased with 2%.

Why it worked

Another purpose of a landing page is to remove the obstacles to buying NOW.

The money-back guarantee removes an obstacle to buying: "I might lose this money. It might not be the right product for me." A potential customer can have the full product with all the bells and whistles and still get their money back if they don't like it.

Bonus finding: Can you guess what other element on our landing page got 6% of all clicks?

The main headline.

But why click on a headline? It doesn't look like a link at all.

Landing-page-v2-vs-v1-sansmagicc-0

Because that headline drew their attention somehow. And I know exactly why that is: It reminds our visitors of their core pain.

This is proof that stating the biggest problem that your product solves engages the reader.

What's in this article for you?

Here are 2 things that you can A/B test on your sales page right now:

  • A benefit-oriented CTA vs. the stardard "Buy Now" button
  • 30-day money-back guarantee or a free trial vs no trial at all

And if there is a way for you to set up an online demo of your product, think about how you can do this. Get people interested. Give them a hands-on experience.

If you’re struggling to write up a landing page for your startup…

Take the free e-course Bootstrapping a kickass landing page in 7 days.

The bottom line: A/B testing = Always Be Testing

The overall conversion rate of our landing page increased by 2% with Landing page v2.0. However, there is always room for improvement, so we continued with the tests.

About the author Gergana Dimova

I use my non-magical persuasion methods to help small business owners, digital agencies, entrepreneurs and consultants get more leads and sales. You can learn more about working with me here.

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